Creativity and design day 01
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Revised and updated slides for the first day of the Creativity and Design module at the Institute on Asian Consumer Insight, Nanyang Technological University 2016
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Creativity and design day 01
- 1. Creativity and Design Day 1: Why?
- 3. The objective is… “to introduce the basics of product design, including issues relating to product form and function, as well as aesthetics and experience. Students will learn how to integrate creative ideas into product designs that would appeal to consumers. Cutting edge and relevant issues in product designs will be discussed. Special emphasis will also be placed on examining product designs in an Asian cultural context.”
- 4. Themes: •Basics of creativity and (product) design •Form, function, aesthetics, and experience •Creative ideas and product design •Understand and appeal consumers •Asian context •Cutting edge and relevant issues
- 8. Word Association Three words instantly in your mind: Creativity
- 9. http://www.wordassociation.org/words/creativity “the world's largest database of word associations” http://www.snappywords.com/?lookup=creativity
- 11. Word Association Three words instantly in your mind: Design
- 12. http://www.snappywords.com/?lookup=designhttp://www.wordassociation.org/words/creativity “the world's largest database of word associations”
- 14. People are increasingly talking about creativity & design… but what are they talking about? 1
- 15. Creativity Design Innovation Strategy Marketing Sustainability Product Development Technology What ideas dominate? What ideas are missing?
- 17. Semantics Passion from Latin pati ‘suffer’ http://myjustliving.com/default.aspx?tag=/passion&page=2
- 18. Mutants: On Genetic Variety and the Human Body by Armand Marie Leroi. Penguin Books http://www.ibtimes.com/chilling-images-human-mutation-across-world-photos-840275
- 19. Creativity: punctuated change Different from continuous, gradual, incremental change
- 21. Who is creative?
- 22. “Artist Wolfgang Beltracchi masterminded one of the most audacious and lucrative art frauds in postwar European history” http://www.vanityfair.com/culture/2012/10/wolfgang-beltracchi-helene-art-scam “On my business card, I am a corporate president. In my mind, I am a game developer. But in my heart, I am a gamer.” http://fortune.com/2015/07/13/nintendo-iwata-dead/
- 26. Creative potential is universal in humans2 http://www.todayonline.com/ http://www.aiga.org/uploadedImages/AIGA/Content/Inspiration/shutterstock-aiga-diversity-herman-miller-ram-castillo-640.png
- 30. 1: “Others are creative” 2: “Others are not creative” A: “I am creative” Emancipated view Oppressive view B: “I am not creative” Oppressed view Sceptic view Table 1. Four general types of views of creativity based on Freire (2000).
- 32. “Are you creative?” is the wrong question, the real question is “How are you creative?”
- 33. Map your creative potential • How does your cultural background shape your creativity? • Your family history and life experiences • Your network: the people who surround you • Your personality traits and preferences • Your career goals and technical skills • Your values, dreams, and motivations • The abilities that distinguish you from other people
- 38. Synergies
- 39. -Break-
- 40. We cannot find new solutions unless we change the way we define the problems 3 http://www.todayonline.com/
- 52. Share and compare scores • Who is the target user? • What is the problem? • How was the problem re-framed? • What criteria were used to evaluate?
- 53. -Break-
- 54. Creative, innovative designs… a) Are extraordinary commercial successes b) Push the boundary of what is possible c) Generate new meanings and experiences They are hard to identify, and even harder to create!
- 56. Creativity and design are ‘rich’ concepts. They can’t be reduced to formulas, instructions, or best practices 4
- 57. So, what should we be talking about?
- 58. Not “Design Thinking” (please!)
- 59. Bruce Archer (1960s) “The practice of design is a very complicated business, involving contrasting skills and a wide field of disciplines. It has always required an odd kind of hybrid to carry it successfully” Engineer, Professor of Design Research at the Royal College of Art Bruce Nussbaum (2010s) “Design Thinking was denuded of the mess, the conflict, failure, emotions, and looping circularity that is part and parcel of the creative process” Economist, Professor of Innovation and Design at Parsons The New School for Design Design
- 61. 3 Views of Design ICSID: http://www.youtube.com/watch?v=d3hJcnWKezk Dyson Foundation: http://www.youtube.com/watch?v=SD6d8Em8q5A Roger Martin: https://www.youtube.com/watch?v=rLjj1MWX0bY http://www.hopkinsmedicine.org/medart/ https://en.wikipedia.org/wiki/Triquetral_bone https://www.healthtap.com/topics/
- 62. Beyond artistic skills and simplified instructions, C&D are strategic to an organisation (and a richer personal life) 5
- 63. http://rfa.itwin.com http://inspirationfeed.com/inspiration/55-creative-examples-of-usb-designs/ (Sometimes “Big D” design is easy to distinguish)
- 64. http://inspirationfeed.com/inspiration/55-creative-examples-of-usb-designs/ http://www.trendhunter.com/trends/vilnvixn-intelligent-accessories (But very often “Big D” design is not so easy to define)
- 65. http://inspirationfeed.com/inspiration/55-creative-examples-of-usb-designs/ http://www.trendhunter.com/trends/vilnvixn-intelligent-accessories A key element of “Big D” design is a combination of creative technology and feasibility
- 66. 1994 by Don Chadwick and Bill Stumpf for Herman Miller
- 68. Joshua Silver: Adjustable liquid-filled eyeglasses
- 69. Driver of Creativity and Design: Impact6
- 70. If your presence doesn't make an impact, your absence won't make a difference Brian "Trey" Smith
- 71. “The minute that you understand that you can poke life and actually something will, you know if you push in, something will pop out the other side, that you can change it, you can mold it. That’s maybe the most important thing. It’s to shake off this erroneous notion that life is there and you’re just gonna live in it, versus embrace it, change it, improve it, make your mark upon it. I think that’s very important and however you learn that, once you learn it, you’ll want to change life and make it better, cause it’s kind of messed up, in a lot of ways. Once you learn that, you’ll never be the same again.” –Steve Jobs in PBS 'One Last Thing' 2011
- 72. Design: changing a present situation into the specification of a future imagined situation Key ideas: - But what is the situation? - And how to imagine a future state? - Finally, how to achieve a good specification? 7 http://www.todayonline.com/
- 77. A great building must begin with the unmeasurable, must go through measurable means when it is being designed and in the end must be unmeasurable Louis Kahn, architect (1901-1974) Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it's really how it works. Steven P. Jobs, entrepreneur (1955-2011) Recognizing the need is the primary condition for design. Charles O. Eames, designer (1907-1978) What is design? It's where you stand with a foot in two worlds - the world of technology and the world of people and human purposes - and you try to bring the two together. Mitchell Kapor, entrepreneur (1950-) To invent, you need a good imagination and a pile of junk. Thomas A. Edison, inventor (1847-1931) A designer is an emerging synthesis of artist, inventor, mechanic, objective economist and evolutionary strategist. Richard Buckminster Fuller, architect, designer and inventor (1895-1983) Engineering, medicine, business, architecture and painting are concerned not with the necessary but with the contingent - not with how things are but with how they might be - in short, with design. Herbert A. Simon, economist, computer scientist (1916-2001) Form follows function - that has been misunderstood. Form and function should be one, joined in a spiritual union. Frank Lloyd Wright, architect (1867-1959) The practice of design is a very complicated business, involving contrasting skills and a wide field of disciplines. It has always required an odd kind of hybrid to carry it successfully Bruce Archer, engineer and designer (1922-2005)
- 78. Define C&D in inner/outer circles
- 82. - Lunch -
- 84. Design principles 1. Not only appearance, whole product/service/system 2. No right/wrong answers, no optimal designs 3. Ambiguous starting/end points 4. Problem and solution co-evolve 5. Avoid ‘solutionism’ (sp. technology-based) 6. 99% perspiration (team sport) 7. New ideas cannot be ‘proven’
- 85. Start anywhere, start today, start with a “vision”8 http://www.todayonline.com/
- 86. Q: what was the initial core vision of Apple Computers? Steve Jobs, 1980 http://youtu.be/0lvMgMrNDlg?t=2m23s 02:23 – 13:05
- 87. “We had absolutely no idea that people would do that…” “We had some feeling that we were on to something…” “We are just starting to get the glimmerings of where it’s going to go…” “Our whole company, our whole philosophical base is founded on one principle… Right now if you buy a computer system and you want to solve one of your problems, we immediately throw a big problem right in the middle of you and your problem” http://boscutti.com/2013/02/24/boscuttis-steve-jobs-scene-12/
- 89. http://iwataasks.nintendo.com/interviews/#/wii/wii_channels/0/0 “…when I first entered the company I often said that I wanted to make the sort of games you could play with your grandmother.”
- 90. http://iwataasks.nintendo.com/interviews/#/wii/wii_channels/0/0 “The concept of "fun for the entire family" gradually took form in our minds. We didn't want any member of the family to feel left out”
- 91. http://iwataasks.nintendo.com/interviews/#/wii/rhythmheavenfever/0/5 “Listening to everyone here talk about Wii reminds me that the most important thing was clearly defining our vision. Even if it was a vision without a precedent.”
- 92. “Creative vision”: discover opportunities, reframe problems and persistently explore solution paths 9
- 93. A B C F K N R S http://www.goldcoastmodela.com/Early_Ford.pdf http://www.mtfca.com/discus/messages/331880/347933.html?1363551928 http://25.media.tumblr.com/935fa0bd19cd7f4edfcb7528cffd21ad/tumblr_mga6unWcNt1rgmlf9o1_1280.jpg Ford Model T The first car to achieve one million, five million, ten million and fifteen million units sold.
- 94. Henry Ford: “People seem to think that the big thing is the factory or the store or the financial backing or the management. The big thing is the product, and any hurry in getting into fabrication before designs are completed is just so much waste time. I spent twelve years before I had a Model T that suited me. I designed eight models in all before "Model T." They were: "Model A," "Model B," "Model C," "Model F," "Model N," "Model R," "Model S," and "Model K."” http://www.gutenberg.org/cache/epub/7213/pg7213.html
- 96. What is your vision?
- 97. Breakthroughs may seem sudden, but they are long, iterative processes of trial-and-error and learning 10 http://www.todayonline.com/
- 100. 61:30 video: http://blog.intelligent.ly/2013/02/seth-godin-video/ “See-Monkey Marketing is over. Product Design and Marketing are the same thing, and any organisation that is splitting them apart is making a huge mistake” sethgodin.typepad.com
- 101. -Break-
- 104. “Since Bill Gore founded the company in 1958, Gore has been a team-based, flat lattice organization that fosters personal initiative. There are no traditional organizational charts, no chains of command, nor predetermined channels of communication.”
- 109. Design National Policies • Finland • United Kingdom • Denmark • United States • India • Korea • Singapore • Japan A Comparative Analysis of Strategies for Design Promotion in Different National Contexts within the Discipline of Design by Gisele Raulik-Murphy (PhD Dissertation 2010)
- 113. http://theartnewspaper.com/reports/the-good-the-bad-and-the-blatant-knock-offs/ “Only China has the term, but lots of countries had the same conditions of copying when developing” Qi Yongfeng, China Communications University, Beijing
- 114. “Management teams don't just need to understand design better, they need to think and act like designers”
- 115. Strategic Impacts of Design in Businesses e Helsinki School of Economics, the University of Art and Design Helsinki and the Helsinki University of Technology http://www.muova.fi/documents/key20130416170946/Raportit%20ja%20julkaisut/MUSA_loppuraportti_2005.pdf
- 117. Design Strategy is using the design process to understand an organization and the market to discover business opportunities http://gsadesignglossary.com/design-strategy.html
- 122. Roger Martin: Rotman Business + Design http://videos.huffingtonpost.com/roger-martin-on-why-corporates-should-ban-the- phrase-prove-it-517389434 www.youtube.com/watch?v=fNgBRcp0u7w (0:0 – 4:56)
- 124. Every organisation needs creativity and design, but there is no “one-size-fits-all”, no “silver bullet” 11 http://www.todayonline.com/
- 125. Why Design and Creativity in your organisation?
- 126. -Break-
- 127. Design problems are “wicked problems” (as opposed to “tame problems”) - what is the problem? - assessment criteria? - consequences? - dynamic situations - causality is complex - human behaviour 12 http://www.todayonline.com/ http://stamps.umich.edu/images/site_images/Wicked_Diagram.png
- 128. Earth: beautiful and resilient
- 129. The next two generations are key
- 130. 3 billion urban residents in Asia by 2050
- 132. Asia: emerging markets (and aspirations)
- 133. Income ≠ success, consumption ≠ well-being http://bernardoh.files.wordpress.com/2008/10/singaporeans-love-shopping.jpg
- 134. Design in Asia is a dynamic area, a fertile ground for unprecedented design-driven innovation 13 http://www.todayonline.com/
- 135. How did your views changed today?
- 137. Thank you!