Wicked Problems&

Design

Pick up 3 blank sheets of paper.

Do something that adds value to the paper.

Sell it to your partner.

At what price?

Why should they buy it?

Everything about a businessis designed

M a n a g e r s c r e a t e t h e conditions in which other people work.

© copyright, youngjin yoocenter for design + innovationcD+i

© copyright, youngjin yoocenter for design + innovationcD+i

John Dewey design as education

what are we designing?

What is the goal?

Center for DesigncD+iTransforming ideas into actions

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limit of m a n a g e m e n t

Center for DesigncD+iTransforming ideas into actions

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“seeing” the world as it is

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management vocabulary

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industry as the basis of theoretical and practical

knowledge

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We are “bewitched by the language” we use.

Ludwig Wittgenstein

Center for DesigncD+iTransforming ideas into actions

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Management is bewitched by 業.

design 3 myths

myth 1design is about aesthetics

myth 2 design is a noun.

myth 3 design is a collection of functional areas such as graphic, branding, product, and interaction.

© copyright, youngjin yoocenter for design + innovationcD+i

what is

DESIGN?

© copyright, youngjin yoocenter for design + innovationcD+i

What is design?

de-sign verb

etymology: Middle English, to outline, mean, from Anglo-French + Medieval Latin; Anglo-French designer to designate, from Medieval Latin designare, from Latin, to mark out, from de+signare to mark

date: 14th century

transitive verb

1: to create, fashion, execute, or construct according to plan : DEVISE, CONTRIVE

2a: to conceive and plan out in the mind <he designed the perfect crime> b: to have a purpose : INTEND <she designed to excel in her studies> c: to devise for a specific function or end <a book designed primarily as a college textbook>

4a: to make a drawing, pattern, or sketch of b: to draw the plans for <design a building>

intransitive verb

1: to conceive or execute a plan

2: to draw, lay out, or prepare a design

© copyright, youngjin yoocenter for design + innovationcD+i

What is design?

de-sign noun

date: 1569

1a: a particular purpose held in view by an individual or group <he has ambitious designs for his son> b: deliberate purposive planning <more by accident than design>

2: a mental project or scheme in which means to an end are laid down

4: a preliminary sketch or outline showing the main features of something to be executed <the design for the new stadium>

5a: an underlying scheme that governs functioning, developing, or unfolding : PATTERN , MOTIF <the general design of the epic> b: a plan or protocol for carrying out or accomplishing something (as a scientific experiment); also : the process of preparing this

6: the arrangement of elements or details in a product or work of art

7: a decorative pattern <a floral design>

8: the creative art of executing aesthetic or functional designs

H. A. Simon

Design is an artificial science that involves... “devising artifacts to attain goals … by transforming exiting conditions into preferred ones.”

what is NOT design?

What is a TV?

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vision of d e s i g n

Center for DesigncD+iTransforming ideas into actions

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“seeing” the world as it might be

Center for DesigncD+iTransforming ideas into actions

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visualizing the future

Center for DesigncD+iTransforming ideas into actions

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designing is creating new business based the keen understanding of the meaning of an existing business.

design must be understood as organizational capabilities,

rather than individual capabilities

it takes more than hiring few designers, attending

design thinking seminars, encourage the use of post-

it notes

it requires deliberate strategic investment and

design actions by senior management

design is too important to leave to designers alone