Sunday, January 21, 2007

Tim Brown: Innovation Through Design Thinking

A summary of a talk about design by Tim Brown, IDEO ...

"I recently caught a talk by Tim Brown, CEO of IDEO, about the role of design in corporate innovation. Here’s what I heard:

• Design in everywhere these days especially on the minds of many CEOs many of whom don’t know how to make use of it.
• Designers have a unique process for solving problems that Tim refers to as design thinking. When most people think about design they tend to focus on the deliverables –the end results. Companies that view design as JUST making things pretty or are missing the point.
• Design thinking can be used to tackle a wide range of creative & business issues including developing strategies that help determine where a company can go in the future.

... So what is Design Thinking?
• It’s a human-centered approach to innovation.
• Being human-centered is unique to design, Designers think about people first, then the business second. The opposite is true for most companies.
• In the traditional Venn diagram of People (desirable), Business (viable) & Technical (feasible), design thinking solves the problem from the People perspective
• Design thinking is supported by a rich set of tools, processes, roles, and environments. Designers work like craftsmen. They know when to use the right tool at the right time.
• There are 3 important phases for design thinking: Inspiration, Ideation, Implementation"    (Continued via Functioning Form)    [Usability Resources]


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