Tim Brown: Design Thinking

design thinking

design thinking

Tim Brown’s Article about Design Thinking.

Thinking like a designer can transform the way you develop products, services, processes—and even strategy.

Thomas Edison created the electric lightbulb and then wrapped an entire industry around it. The lightbulb is most often thought of as his signature invention, but Edison understood that the bulb was little more than a parlor trick without a system of electric power generation and transmission to make it truly useful. So he created that, too.

Design Thinking 是这几年谈的较多的一个词,也许就和之前的 “Innovation 和 Design”成为一个讨论热点。Design Thinking 由 IDEO 总裁 Tim Brown 等提出,Tim Brown 的 Blog 就叫做 Design Thinking,类似 IDEO 这些国际设计公司在多年前已经将设计公司的视角从单纯的设计服务提升到战略设计层面,那么这个Design Thinking 里或许就有他们多年实践经验可供借鉴。Design Thinking 这个词直译是“设计思维”(设计思想或设计导向),最近的纽约时报也以此为题向大众介绍 Design Is More Than Packaging –设计不只是一个外包装。

设计不只是“外观”,这种观点对于设计师来说可以称之为与生俱来,我们在开始接触设计的时候,先辈已经对你说“设计不只是设计外观”,在我们向其他人介绍的时候,不时也会强调这一点,但同时在现实中很多时候是冲突的,比如说“事实上,我们真的只设计一个外观”,我们还处在“外观”边线的包围圈中。

具体到某一设计,我们现在也处在这种尴尬的局面之中,一方面我们用自己特殊的专业能力对待和处理着多种多重的问题,比如从市场开始,从企业,社会,人文,造型,材料,工艺,成本等等方方面面都经过考虑分析,“外观造型”只是其中的一部分,而另一方面,我们的设计结果通常是以“外观”作为唯一因素,这种情况的出现,是因为产业、企业甚至消费者的影响,还有就是自身的原因。我们都能认识到所谓“战略设计”的价值,我们也不甘心只做“外观设计”,我们也希望将设计往纵深和广阔两个方向发展,但现状是我们还在一个包围圈之中。

Tim Brown 对 Design Thinking 的定义是:Design thinking(设计思维)可以描述成这样的一种方法,运用设计师的感性和手段来满足人们的需求,技术上可实现,通过可行商业战略可将其(结果)转化成消费者价值和市场机会。

单纯的理论探讨会很枯燥,或者说很难说清,或者说请了也没用(设计是一门实践性学科),而IDEO以及其他公司、设计公司有可供对照的例子,比如我们提到的一些调研导向的设计,模式创新的设计,体验性设计等。我想他们至于我们当前最大的借鉴意义就是“跨过外观这一步”,无论是设计师、设计公司还是这两者的客户。设计要纵深和广阔两个方向发展,是因为现在的需求也是在这两个维度上发展,同时产业和商业也在拓宽和加深。设计很多时候是提供一种选择,那么这“一种”选择是“另外之一”还是“另外唯一”就决定着设计的价值。

“外观”的包围圈是一道模糊又宽阔的边线,有时我们已经踏出圈外,但是从总的来说,我们依然被包围在内,这里的“外观”除了指产品造型,同时也代表着我们狭窄的设计面。从现状来说,国外的设计、设计公司并不是都已经跨出这一步,我们的设计及设计公司虽然也有几年,可与人家相比还是很非常年轻,但这并不能可以顺势推出我们还可以等上几年,因为我们面对的是一个全球化的社会,我们等的结果除了追不上人家还追不上消费者,如果设计师、设计公司抱怨客户,客户会对你说“你又没说”,所以我认为将妥协的原因推到客户等外因是一种不作为的表现,因为外因已经不存在,消费者已经有了多元的以及深层次的设计需求,何况设计很多时候面对的是“潜在需求”。

那么怎么跨过这一步,是这篇文章大家讨论的主题,如果你认同它的必要性(紧迫性),如果不认同,也可以说说你的见解,当然认为“你火星了,我们早就跨过这一步”那就再好不过,欢迎分享你的想法。

IDEO是全球最著名的design firm之一,总部位于Palo Alto, 它雇佣了大约450名员工,包括大量工业设计师和工程师.它设计了苹果的第一个鼠标,第一台Laptop,IDEO以创新和杰出的设计而闻名,是业界的顶尖。
 
It was created in 1991 by a merger of David Kelley Design, which created the first mouse for Apple Computer, and ID Two, which designed the first laptop computer for Grid Systems. In the 1990s, IDEO made a name for itself by designing dozens of technology products such as the Palm V and Treo organizers. On the low-tech side, it has designed the Crest no-squeeze, stand-up toothpaste tube for Procter & Gamble as well as the award-winning Leap Chair for office furniture maker Steelcase. (IDEO is now a wholly owned independent business unit of Steelcase.)
 
来自IDEO的介绍:
IDEO helps organizations innovate through design. Independently ranked by global business leaders as one of the world’s most innovative companies, we use design thinking to help clients navigate the speed, complexity, and opportunity areas of today’s world.
  
在一篇采访中,IDEO CEO Tim Brown expounds on what IDEO has termed “design thinking” and how it forms the basis for innovation and problem solving.
 
A key element of design thinking is getting out of the office and into the field, as with the emergency room project. “Design thinkers are trained to go out into the world and connect with the world in a way that gives insight into new ideas,”  Tim Brown says.
 
A second key to design thinking is rapidly prototyping initial ideas and exposing them to users. “It doesn’t matter how clever you are, your first idea about something is never right,” Brown says. “So the great value of prototyping-and prototyping quickly and inexpensively-is that you learn about the idea and make it better.”  The prototypes don’t have to be elaborate
 
The third big element of design thinking is storytelling. “Ideas are fragile even when they’re prototyping,” Brown says. “And in large organizations in particular, new ideas can get killed very easily because people don’t understand them or connect with them.”
关于这一点,深有感触。去年C.B到上海时,曾经为他做过presentation,但是感觉比较失败。当时没有很好地把idea连贯展现出来,而是一些分散的points。

About the Author

Tim Brown is the CEO and president of IDEO. He formerly led IDEO’s San Francisco and European offices. Tim speaks regularly on the value of design thinking and innovation to business and design audiences around the world.

Download the Article

IDEO_HBR_Design_Thinking.pdf

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