Design Thinking:Human Centered Design

Budi Setiawan

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Konteks Jaman Kita

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1492-1800 Globalization 1.0Shrank world from a size Large to Medium

Countries globalizing

1800-2000 Globalization 2.0Shrank world from a size Medium to Small

Companies globalizing

2000+ Globalization 3.0Shrank world from a size Small to Tiny

Individuals collaborating & competing globally

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New sources of competitive advantage:

1960s & 1970s

Making things cheaperAdvantage from Cost Division of labor, MTS,

mass production

1980s & 1990s

Making things betterAdvantages from Quality and Speed Lean, JIT,

!exible specialization, automation

2000s

Making better thingsAdvantages from Aesthetics and Authenticity,

Design, innovation, uniqueness

Source: Stuart Rosenfeld, Regional Technology Strategies, Inc. (2006)

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Asia Automation

Abudance

Cheaper

Faster

???

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High concept

High touch

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Desainer Peradaban

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People ignore design that ignores people

Frank Chimero

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Design must reflect the practical and aesthetic in business but above all... good design must primarily serve people

Thomas J. Watson

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Design is not just about making something, it is about DESIGNING THE FEELINGS of the person who uses it.

Tokujin Yoshioka

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Design is peopleJane Jacobs

I don't design clothes,I design dreams

Ralph Lauren

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B = f (PE)Behavior is function of a Person and their Environment

Kurt Lewin Formula

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B = f (PE)We can’t change the person

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But we can change behavior by designing

the environment

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We first design structures, then they design our lives

Winston Churchill

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Design creates culture Culture shapes valuesValues determine the future

Robert L. Peters

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Berpikir Desain

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84 Harvard Business Review | June 2008 | hbr.org

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HOMAS EDISON created the electric light-bulb and then wrapped an entire indus-

try 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.

Thus Edison’s genius lay in his ability to conceive of a fully developed marketplace, not simply a dis-crete device. He was able to envision how people would want to use what he made, and he engineered toward that insight. He wasn’t always prescient (he

Thinking

hbr.org | June 2008 | Harvard Business Review 85

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Design- and production workshop in Temanggung, Central Java, Indonesia.Designwerkstatt und Produktionsstätte in Temanggung, Mittel-Java, Indonesien.

Final sanding.Feinschliff. 29

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Kandangan VillageCentral Java-IndonesiaArea :350 HaPopulation : 4000Economic : Agriculture

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The community’s concern about the slowing down

and deterioration of Kandangan's village life

has prompted me to use my knowledge, skills and

experience to strengthen this village with the

output of my business (Singgih S. Kartono)

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Harus ada produk kayu dari Indonesia yang menjadi ikon dunia Singgih S. Kartono

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Radio itu sempurna karena ketidaksempurnaannya. Karena tak ada gambar, masing-masing orang jadi punya imajinasi

(Singgih S. Kartono)

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As a designer, I strive to create designs that will contribute to our quality of life, be it your life activities or your own personal development

(Singgih S. Kartono)Design- and production workshop in Temanggung, Central Java, Indonesia.Designwerkstatt und Produktionsstätte in Temanggung, Mittel-Java, Indonesien.

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We should redesign the way we live and take steps towards better ways of living.

(Singgih S. Kartono)

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Berkendara Appreciative Inquiry:Upaya tolol mengajak perubahan positif di Indonesia

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