design thinking what is it? how do you achieve it? how does it guide innovation?
TRANSCRIPT
DESIGN THINKING
What is it?How do you achieve it?
How does it guide innovation?
Let’s never forget that whatever brilliant ideas you have or hear, that the opposite may also be true.” (Derek Sivers)
“A world without Philippe Starck is as inconceivable as it is conceivable. His influence on the world of design - the process by which humans shape and meet their own needs - is at one and the same time ubiquitous and diffuse. It is at times visible in everything and simultaneously barely identifiable. His work embodies the principles of elite design - that the designed world must have its own aesthetic and spiritual identity both separable from and serving its function.”http://www.culturedivine.com/starck.html
DES
IGN
Philippe Starck• Philippe Starck is a legend of modern design. He's known for his luxurious
hotels around the world -- notably the Peninsula Hotel restaurant in Hong Kong, the Teatron in Mexico, the Hotel Delano in Miami, the Mondrian in Los Angeles, the Asia de Cuba restaurant in New York -- designing the total environment from layout to furniture to linens.
• But he has made perhaps his most permanent mark on design through his bold reworkings of everyday objects. In reimagining and rethinking the quotidian, he has produced some of the iconic shapes of the 20th century, including his leggy chrome juice squeezer , the reimagined Emeco aluminum chairs, and the witty Louis Ghost polycarbonate fauteuil.
• When Starck turns his bold vision toward a chair, a shoe, a toothbrush, it's clear he thinks deeper than the glossy surface.
• http://www.ted.com/speakers/philippe_starck.html• http://www.ted.com/talks/philippe_starck_thinks_deep_on_design.html
WHAT IS DESIGN THINKING?
• The experts speak:
DOES C2C PROTOCOL REPRESENT INNOVATION?
How DfE Interacts with the Development Process
C2C Protocol and DfE are innovative enabling processes, but they also generate innovation across the board…
INNOVATION TYPOLOGYFROM Doblin Group, Chicago
FINANCE
Busi
ness
M
odel
Change in cost
structure, revenue from re-
use
Net
wor
ks a
nd
Allia
nces
Supplier cooperation
, help suppliers
with transition,
DfE database
PROCESSESEn
ablin
g Pr
oces
ses
DfE senior managers for every function,Steering
committee
Core
Pr
oces
ses
DfE assessme
nt
OFFERINGS
Prod
uct
Perf
orm
ance
DfE guidelines, training
the designers,
new materials
Prod
uct
Syst
emCan
disassemble,
reduce waste
Serv
ice
Bring products
back
DELIVERY
Chan
nel
Potentially new
retailers
Bran
d
Enviro friendlyPVC free
Cust
omer
Ex
perie
nce
Helping the environme
nt
What is missing in this keyboard for C2C to be fully operationalized?
PVC OR TPU?How to decide?
PVC or TPU for Mirra Chair
PVC• TPU too expensive, $6-
$11/chair increase in cost• Tooling requirements could
delay launch.• PVC is industry standard.• No infrastructure for
recycling• Sets a precedent for other
products.
TPU• TPU cost is trivial, $6 -
$11/chair in a $750 chair is insignificant.
• Consistent with goal of zero footprint, and with values and culture of company.
• Advantageous PR by contrasting with competitors.
• Have to do it sooner or later.
Lessons
• Operationalizing a strategic vision• Value captured through first-mover advantage
by leveraging process capability• Being part of the larger solution that
incorporates coordination across industries and societies
• Designing process and product for betterment of society, not just a new chair
• What happened?
