D3 Design Driver Discovery
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Transcript of D3 Design Driver Discovery
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The Need For Meaning
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The Work We Do Performance
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Beauty
The Need For Meaning
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The Work We Do PerformanceTHE WHAT
AestheticsForm / MassMaterialPlace
Beauty
The Need For Meaning
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The Work We Do PerformanceTHE WHAT
AestheticsForm / MassMaterialPlace
THE HOWSystemsPeopleSustainabilityFunctionCost
Beauty
The Need For Meaning
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The Work We Do
PerformanceTHE WHATAestheticsForm / MassMaterialPlace
THE HOWSystemsPeopleSustainabilityFunctionCost
Beauty
Meaning
The Need For Meaning
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THE WHATAestheticsForm / MassMaterialPlace
THE HOWSystemsPeopleSustainabilityFunctionCost
THE WHYBrandCultureImperativePurpose
The Work We Do
PerformanceBeauty
Meaning
The Need For Meaning
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THE WHATAestheticsForm / MassMaterialPlace
DesignDrivers
THE HOWSystemsPeopleSustainabilityFunctionCost
THE WHYBrandCultureImperativePurpose
The Work We Do
PerformanceBeauty
Meaning
The Need For Meaning
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Tasteand
EfficiencyandOutput
THE WHYBrandCultureImperativePurpose
The Work We Do
PerformanceBeauty
Meaning
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HumanWell
Being
The Need For Meaning
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Economic,Social,CulturalChanges
The Need For Meaning
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PerformanceMetrics Change
The Need For Meaning
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Beautyisn’t
necessarilyhuman
centered.
The Need For Meaning
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Meaningresonates
at anemotional
level.
The Need For Meaning
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Understanding Meaning
Understanding Meaning
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Understanding Meaning
Contexts of Meaning Channels of Meaning Types of Meaning
Ways of MeaningSources of Meaning
Natural - found in nature.Cultural - dependant on people.
Metaphorical.Analogical.Literal.
How the message is framed.Deep structure and surface structure.
Where the message is situated. How the meaning is communicated. Cognitive: rational and descriptiveNon Cognitive: emotional and prescriptive
Structures of Meaning
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Understanding Meaning
Contexts of Meaning Channels of Meaning Types of Meaning
Ways of MeaningSources of Meaning
Natural - found in nature.Cultural - dependant on people.
Metaphorical. (The Why / Brand)Analogical. (The How / Process)Literal. (The What / Things)
How the message is framed.Deep structure and surface structure.
Where the message is situated. How the meaning is communicated. Cognitive: rational and descriptiveNon Cognitive: emotional and prescriptive
Structures of Meaning
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Applying Meaning
Applying Meaning
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Applying Meaning
Analogical MeaningMetaphorical Meaning
Why do you exist? What is your purpose? What do you believe in?
Design Drivers
BrandStoryCulture
How does your imperative implicate your processes?
Design Process
Process DesignChange DesignWorkplace Strategy
What should we design based on these insights?
Design Output
ArchitectureInteriorsLandscape
Literal Meaning