Dr Andrea Siodmok

#2 The context for design is changing

consumptionproduction

small ideasbig ideas

Flash mob/the Hoff

Small ideasBig ideas

leisure society 24/7 work

$633.48$38.68

6 billion

$1$200

information time

slowfast

Cost of transport and communications

information time

scarcitydiversity

350

Neighbours?

100-1609 36

1m+

25% steel

40% concrete

Global creative imperative

#2 Design between worlds

Designing is not a profession… It is the organization of materials and processes in the most productive way” Laszlo Moholy-Nagy

‘Industrial economy’Production focusedDesign as a vocation“Less is more”“Form follows function”

‘Creative economy’Consumption focusedDesign as a profession‘More has costs’Value follows experience

If the Bauhaus inspired, modernist design needed directorship to take the lead for the industrial society.

Now, in the face of global change and increased complexity, we need new forms of leadership to harness the emerging creative opportunities.

Old Paradigm Design of thingsSimplicityCreated Top downValueWasteful

New Paradigm Design of experiencesComplexityCo-createdBottom upValuesSustainable

Experience (especially services)

Services

Goods

Cost

20071994

Complexity

public services

Level 1

Products & Services

Level 2

Systems & Processes

Level 3 Policy &

Regulations

The delivery process and rules and regulations governing behaviour and procedures

Infrastructure, logistics, systems and processes

The tangible and intangible components that make up the customer experience

People & providers

Top down and bottom up

# User centred design = Understanding needs of the user that is not you (Customers)

# Business centred design = Understanding needs of the business decision makers that are not you (Design Leadership)

# Provider centred design = Understanding the needs of the service providers that are in at the delivery end (Stakeholders)

# Designer centred design = understanding needs of design that are beyond all of the above

Communities of co-creation

Values

Sustainable

”The OECD estimates that the total global market in environmental goods and services will rise from $320 billion in 2000 to $570 billion in 2010.”

Design is too important to be left to designers

The context for design is changing

New markets are opening for applying design thinking

New paradigms, methods, processes and techniques will emerge

ReferencesBBCNew York Timeshttp://finance.yahoo.comNew Economics FoundationOECDIPPRDavosHome Office, Design Against Crime James Woudhuysen, Signposts to the futureTed Fishman, China IncCarl Honoré, In Praise of SlowJames Gleick, FasterPine & Gilmore, The Experience EconomyRichard Florida, The Rise of the Creative ClassSainsbury Review of InnovationCox Review of CreativityTom Peters, Better by Design, NZColin Banks & John MilesPillar Information DesignNatasha Frensch, Read Typeface, Helen Hamlyn Research Centre

Hilary Cottam and Jennie Winhall, REDhttp://www.thesrii.org/www.dott07.orgwww.designcouncil.org.ukwww.designfactfinder.com

PhotosDesign Council, FutureproofDesign Council, REDAston MartinColum Lowe, NPSAwww.airlinequality.comDavid Mansell – DemosFlickrGoogle imageWikipediawww.ipodlounge.comwww.aircanada.com