Why Design Thinking is Important for Innovation

WHY
DESIGN
THINKING
IS
IMPORTANT
FOR
INNOVATION
?

de•sign [dəzajn]
Design is a way of thinking, of determining people’s true,
underlying needs, and then delivering products
and services that help them.

Design thinking
is a user-centered approach
to problem solving

#1 People-centered
Empathy is key. It’s not about you.
You need the ability to understand
and share the feelings of others

#2 Integrative Thinking
You need the ability to look at
all the different aspects of a problem

#3 Failure is Key
Failure is a (necessary) part of the process
in order to succeed

#4 Iterative
The more you are able to loop through
“understand > create > learn”
the higher chance you have
for good results

“The Process of Design Squiggle” by Damien Newman, Central Office of Design

There is not one single process
or toolkit that serves every single case.
There is a wide variety of processes and tools
that people customize to serve their needs.

Human-centered designers always start from the place of not
knowing the answer to the problem they’re looking to solve.
By embracing that ambiguity, and by trusting that
the human-centered design process will guide us toward
an innovative answer, we actually give ourselves permission
to be fantastically creative.
Source: http://www.designkit.org/mindsets/5/

Virtual Reality is a valuable tool to design items.
But… what is Virtual Reality?

Immersive realities aim at recreating sensorial stimuli
in a synthetic way (using technology).
• Virtual Reality immerses you completely in
them, making you lose any relationship with
the real world.
• Augmented reality instead puts real elements
in context with reality.

AR and VR are usually associated
with goggles, but remember that they
encompass all five senses

Virtual Reality is becoming an important tool
for companies to prototype fast, because
it makes them spare time and money.

VR lets you test an object without having
to build it physically.
You can build it only in the latest phases
of design

It is also possible for the different designers
to meet in virtual reality and build the
prototype together while they discuss about it

Tests can be made by more people
and in different conditions
(e.g. a car can be tested in a sunny and rainy day)

Bell Helicopters claims that thanks to
HTC Vive, it has reduced the time to
design its latest helicopter from 5-7
years to less than 6 months
Bell Helicopters

Virtual Reality can also be used to launch
automatic simulation tests on the element
you are designing, to validate its design
or to improve it.

These automated virtual simulations can be used
to train artificial intelligences in an optimal way

Drones and robots can learn how to recognize
elements in a domestic environment, all virtually.
This is cheaper, faster and safer
than traditional methods.

Data about the simulations
can be visualized in AR and VR

Humans are better at understanding
and manipulating 3D elements

3D visualization is also funnier

You can take a more classical approach (e.g.
Virtualitics) or a more creative one (e.g. BadVR)

Psychology is the science of behavior and mind,
embracing all aspects of conscious and unconscious
experience as well as thought.

During the 1960s, a new perspective known
As cognitive psychology began to take hold.
This area of psychology focuses on mental
processes such as memory, thinking, problem
solving, language and decision-making.

The sociocultural perspective
maintains that behavior and mental
processes are shaped not only by prior
learning experiences or intra-psychic forces,
but also by the social or cultural context.

Dialectic Progression of Ideas: Hegel
Thesis Antithesisflaws/alt idea
Synthesis:
best of both
New Thesis flaws/alt idea

Experiments
Psychobiological studies
Self report
Case studies
Naturalistic Observation
Computer Simulations
Cognitive Methods

Data can only be fully explained with theories,
and theories are insufficient without data
– thus creating the cycle of science.

Cognitive processes interact with each
other and with non-cognitive processes
- Emotions may affect decisions
- Perception contributes to memory decisions

Managing Complex Change
Vision Skills Incentives Resources
Action
Plan
Action
Plan
Action
Plan
Action
Plan
Action
Plan
Vision Skills Incentives Resources Action Plan
= Change
= Confusion
= Anxiety
= Resistance
= Frustration
= False Starts
Adapted from Knoster, T., Villa R., & Thousand, J. (2000). A framework for thinking about systems change. In R. villa & J. Thousand (Eds.),
Restructuring for caring and effective education: Piecing the puzzle together (pp. 93-128). Baltimore: Paul H. Brookes Publishing Co.

Three key concepts
- understand the link between social processes
and cognitive processes
- take note of bias of behavior and stereotypes,
to which no human being is immune
- reflect the rules of construction

Psychology is a very active field in virtual reality

Virtual reality can influence the brain deeply,
since it has a hypnotic effect.
This is being used to address desases
like anxiety, PTSD, etc..

It is also possible to meditate in VR
to improve own creativity.
e.g. MindMachine improves alpha waves x3
according to University of Beijing.

VR is the ultimate empathy machine [Chris Milk]
VR experiences are very emotional and can
influence the behaviour of people
Fondazione Prada

Some people also wonder if this superpower of VR.
Can be used in the future by governments and marketing
agencies to influence masses

There are studies on how behavior
in AR/VR influences behaviour in real life

For example, a Stanford research found that
people avoided sitting on a chair they had just
seen a virtual person sit on

In the same research, participants appeared
to be influenced by the presence of a virtual
avatar in a similar way they would be if a real
person were next to them

But VR is not exactly like real life.
University of British Columbia has found that
a virtual avatar doesn’t prevent contagious
yawning like a real person in the room

There already projects mixing virtual&augmented reality
together with emotion detection, even using brain sensors
(e.g. Neurable)

Analyzing the emotions of your users
via worn sensors or image analysis,
you can improve your design.
This is also fundamental in retail
and advertisement.

In Virtual Reality you can even being your own psychologist

The University of Barcelona showed
that continuously swapping body between
you and your psychologist (Sigmund Freud),
you can auto-analyze yourself.
This could also be used to brainstorm
your project with yourself.

Body swapping is very powerful,
and many experiments show it
(e.g. in one you embed Albert Einstein).
It can be used to view the world
(and your product) from the eyes of different
kinds of people.

The human brain is a fascinating organ,
we still don’t understand completely.

People love to think their intuition is correct
or they are otherwise able to logically
analyze every situation
Thinking, Fast and Slow
by Daniel Kahneman

We jump to conclusions to save time.
Thinking, Fast and Slow
by Daniel Kahneman

Benefits of Recognizing Biases
- Better design.
- More efficient workplaces.
- Low level of anxiety and more happiness

Confirmation bias:
defined by Skinner (psychologist - 1953)
as "cognitive dissonance", this bias involves
the behavior that leads us to refer to those
who are not only in agreement with us but
feed and reinforce our convictions.

Group bias:
When we are part of a group, the behavior trend
is to believe that it is rich in success because
of its own internal qualities, other than
the low-value features of other surrounding
groups.

Gabler's Fallacy Bias:
Describes the tendency to interpret
the present based on what happened
in the past. It therefore triggers a vicious
circle that, if in the negative form,
can help lower the self-esteem
and quality of the group.

Error Bias by Similarity or Contrast:
In a group, a leader who has a strong self
esteem will tend to involve individuals who are
imitating him for behaviors and features; on the
contrary, a leader with low self-esteem will
reward those who will overcome their
shortcomings.

Bias of the status quo:
When the change scares, this bias entails
fossilizing on decisions and positions taken
in the past, with the consequence
of instilling the conviction that a different
approach can only worsen the current situation.

Negative bias:
this is a dangerous distortion because
it puts the negative and negative events
in the foreground underestimating
the positive ones that could act as leverage
to solve the group's issues.

In other words, we can say that the cognitive
and social processes that influence us are
distortions, prejudicial interpretations, stereotypes.

1 pull up the sleeve of the shirt
2 follow the speaker :P

SIMONE FAVARIN | VISUAL CONNEXION
You

YouA B

You Truth

?

D/17

The ultimate form of virtual reality
will be brain computer interfaces

Instead of stimulating all the parts of the body,
we will be able to inject all the information
directly into the brain
There are already early experiments
in this sense.
Warner Bros

BCI is an ongoing research and many
companies are experimenting on it (e.g.
Facebook, Valve, Elon Musk’s Neuralink, etc…)
Neuralink

Elon musk dreams a world where we can
directly communicate via our brain between
us, and at the same time being one thing with
artificial intelligence.
Globetrender

This is also creating an ongoing debate on the possible
malicious use of the technology
• Big companies may overuse the data they harvest from
our brain (e.g. for advertisement);
• Governments could change our minds by just pressing a
button.

Masterpiece VR
https://www.youtube.com/watch?v=FUZqZZL2cgI
Tilt Brush
https://www.youtube.com/watch?v=Zs3n07Clw7A
Spatial
https://www.youtube.com/watch?v=PG3tQYlZ6JQ
Primitive
https://youtu.be/KVZ9u3BIUBg
Varjo & Volvo
https://www.youtube.com/watch?v=tCv0hJGBo_I
VR in architecture
https://www.youtube.com/watch?v=ynIz4brIxco
HitMotion: Reloaded
https://www.youtube.com/watch?v=uyUdIL9AsZc

METHOD REFERENCE
AIMIT Manual Motivational Systems in clinical dialogue, (Liotti G., Monticelli F.)
Milano : Raffaello Cortina, 2008 ITICCUMIL0758528
The role of brain emotional systems in addictions: a neuro-evolutionary perspective and
new ‘self-report’ animal model
Jaak Panksepp, Brian Knutson & Jeff Burgdorf - Submitted 1 November 2000;
initial review completed 22 February 2001; final version accepted 6 August 2001
The Archaeology of Mind: Neuroevolutionary Origins of Human Emotions
(Norton Series on Interpersonal Neurobiology) Hardcover – September 17, 2012
by Jaak Panksepp (Author), Lucy Biven (Author)
Thinking Fast & Slow
(Farrar, Straus and Giroux; 1 edizione (25 ottobre 2011) by Daniel Kahneman

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