Dsgn105 Spring 2013 Professor Nadereh Degani

1. Steve Jobs: Apple CEO
“We wanted to get rid of anything other than what was absolutely
essential.
To do so required total collaboration between the designers,
the product developers, the engineers, and the
manufacturing team. We kept going back to the beginning, again
and again.”

10. Tim Cook: Apple CEO
Certain decisions are made due to “my deep belief that
collaboration is essential for innovation.
You look at what we are great at. There are many things. But the one
thing we do, which I think no one else does, is integrate hardware,
software, and services in such a way that most consumers begin to not
differentiate anymore.
So how do we keep doing that and keep taking it to an even higher
level? You have to be an A-plus at collaboration.”

17. DK Holland: Writer, Strategist, Art Director
“Design Thinking puts the thinking ahead of aesthetics, calls for many
perspectives to be received without judgment.
Rather than reacting to a specific part, outcome or event, a systems
thinker considers the whole to be the sum of its parts.
As evident in their artifacts and lore, many early peoples seemed to
understand their interconnectedness.”

26. Tim Brown: CEO and President of IDEO
Design Thinking is “a way of describing a set of principals that can
be applied by diverse people to a wide range of problems.
The principles of design thinking turn out to be applicable to a wide
range of organizations, not just to companies in search of new
product offerings.
Only gradually did I come to see the power of design not as a link in a
chain but the hub of a wheel.”

58. DSGN 105
Survey of
Collaborative
Design
Spring 2013 Fridays 10:00 -1:00
CRN 32291 CRN 32562 CRN 32563
Instructor: Nadereh Degani