Design ThinkingOrigens, exemplos e evolução

— Fabricio Dore @ Insper 2016

Insper Agosto, 2016

#dt_insper16 @superfab

30 apresentação + 30 Q&A

Origens

Pré-revolução industrial - produto igual a produção

Revolução industrial - produto vs projeto (1798)

Modernismo - método e industrialismo (1850)

Métodos sistemáticos de Design (1960)

“You never change things by fighting the existing reality. To change something, build a new model that makes the

existing model obsolete.”

Buckminster Fuller, 1963

“To design is to devise courses of action aimed at

changing existing situations into preferred ones.”

Herbert Simon 1968

Design Science Research

Natural = Artificial

Fase 1 - Preliminaries > Briefing > Programming

Fase 2 - Data Collection > Analysis > Synthesis

Fase 3 - Development

Fase 4 - Communication > Winding-up

IDEO

1991 - David Kelley Design (PA) + Moggridge Associates (London) + ID Two (SF) + Matrix Product Design (Mike Nuttall, SF)

2001

Thoughtless Acts, Jane Fulton Suri 2005

Serious Play

“The term serious play refers to an array of playful inquiry and innovation methods that serve as vehicles for complex problem-solving, typically in work-related contexts. Lego Serious Play[1] is one of the best known examples; however, serious play methods also include improv theater, role play exercises, low fidelity prototyping, as well as certain simulations and gamification interventions, etc.”

Bodystorming

O que é Design Thinking? Alguns conceitos.

“Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”

Tim Brown, president and CEO

https://www.ideo.com/about/

“Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”

Tim Brown, president and CEO

https://www.ideo.com/about/

“Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”

Tim Brown, president and CEO

https://www.ideo.com/about/

“Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”

Tim Brown, president and CEO

https://www.ideo.com/about/

https://www.ideo.com/about/

https://www.ideo.com/about/

“Design thinking is a deeply human process that taps into abilities we all have but get overlooked by more conventional problem-solving practices.”

https://www.ideo.com/about/

“It relies on our ability to be intuitive, to recognize patterns, to construct ideas that are emotionally meaningful as well as functional, and to express ourselves through means beyond words or symbols.”

https://www.ideo.com/about/

“It also allows people who aren’t trained as designers to use creative tools to address a vast range of challenges.”

Inclusivo

https://www.ideo.com/about/

“There are three spaces to keep in mind: inspiration, ideation, and implementation.”

Inspiration Ideation Implementation

Overlap ao invés de processo linear

Divergent x Convergent thinking (not double diamond)

Sair do concreto

Empatia Story-telling Prototipação

Empatia

Somos naturalmente empáticos

“ Empathy is a habit. ”

Tim Brown, IDEO

Story-telling

Story-telling ajuda a… …criar empatia. …fazer sentido do mundo ao nosso redor.

Analytical and empathic areas of the brain fight against each other.

Prototipação

ford

Design Thinking nos negócios

1. Aumenta o potencial de inovação. Ex. brainstorming (build on ideas) e foco em equipes elimina ‘fear of failure’.

2. Torna as empresas mais centradas no cliente (em pessoas) com uso de empatia e story-telling.

3. Torna a empresa mais criativa por distribuir a capacidade de criação.

Maior desafio: cultura analítica que começa com respostas.

1. Diversão 2. Empatia 3. Curiosidade 4. Otimismo 5. Trabalho em equipe 6. Criatividade (vs análise)

Aspectos intangíveis e culturais

Lean e Agile

Evolução

Obrigado!

Fabricio Dore @superfab

Insper Agosto, 2016

ReferênciasDesign Science http://www.scielo.br/pdf/gp/v20n4/aop_gp031412.pdf Design Science http://www.bax.com.br/publications/artigos/design-science-filosofia-da-pesquisa-em-ciencia-da-informacao-e-tecnologia Métodos sistemáticos em Design http://www.drs2016.org/ddr10/ Design Science https://en.wikipedia.org/wiki/Design_science IDEO https://en.wikipedia.org/wiki/IDEO Serious Play https://en.wikipedia.org/wiki/Serious_play Design thinking https://en.wikipedia.org/wiki/Design_thinking