Exposing the Magic of Design: A Practitioner's Guide to the Methods and Theory of Synthesis
A book authored by Jon Kolko, to be published in late 2010 by Oxford University Press.
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As the world deals with increasing complexity — in issues of sustainability, finance, culture and technology — business and governments are searching for a form of problem solving that can deal with the unprecedented levels of ambiguity and chaos. Traditional "linear thinking" has been disparaged by the popular media as being inadequate for dealing with the global economic crisis. Standard forms of marketing and product development have been rejected by businesses who need to find a way to stay competitive in a global economy. Yet little has been offered as an alternative. It is not enough to demand that someone "be more innovative" without giving him the tools to succeed.
Design synthesis is a way of thinking about complicated, multifaceted problems of this scale with a repeatable degree of success. Design synthesis methods can be applied in business, with the goal of producing new and compelling products and services, and they can be applied in government, with the goal of changing culture and bettering society. In both contexts, however, there is a need for speed and for aggressive action. This text is immediately relevant, and is more relevant than ever, as we acknowledge and continually reference a feeling of an impending and massive change. Simply, this text is intended to act as a practitioner's guide to exposing the magic of design.
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There are three simple goals for this text.
The first goal of this text is to present a theory of design synthesis in a simple and concise manner. This theory is based on academic research and discourse, but the material is positioned in a way that is easily understandable and of value to a practicing design manager, designer or design researcher. This theory of design synthesis can then be used to substantiate single methods of synthesis.
The next goal of this text is to present a set of actionable methods for design synthesis that can be immediately applied in the context of any design problem. These methods can be used by practicing industrial designers, interaction designers, interface designers, or designers of other disciplines in order to make sense of complicated design problems and seamlessly move from various forms of research to design. The methods can be taught, and learned, and add a systematic sense of rigor to an otherwise subjective, often introspective process.
The final goal of this text, implicit in the content, is to present a case for the most intellectual and culturally sensitive aspects of design - to illustrate why designers engaged in everything from strategic business planning to humanitarian problem solving need to begin embracing design as an intellectual pursuit and not solely as a craft and form-based activity.
The contents of this text includes:
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The text includes contributions from:
Rachel Hinman, Nokia.
Rachel Hinman is a designer/researcher/strategist and a recognized thought leader in the mobile user experience field. With over a decade of design industry experience, she is a strong believer in approaching mobile design and strategy from an empathic, human-centered perspective. Rachel's passion for people, design, and the belief that people can use technology to improve their lives has been the driving force of her career for the last ten years. Her passions and interests lie in the convergence space: creating experiences beyond the desktop.
Beth Johnson, Design Continuum.
Beth is an Envisioner at Continuum. She helps companies with business innovation by understanding their customers and creating design strategies. While at Continuum Beth has focused on business to business strategies and has worked with Herman Miller, Nestle, and Penske Truck Leasing. Prior to her experience at Continuum Beth worked in the power tool and baby product industries. She holds a BFA in Industrial Design from the Savannah College of Art and Design and is currently pursuing her MBA.
Paul Gould, MAYA.
Paul Gould designs products and services that help people to accomplish their goals with confidence and satisfaction. As a designer at MAYA Design in Pittsburgh, PA, he works with clients in diverse domains - healthcare, energy, finance, defense, consumer products, and public organizations—to make complex information and interactions clear by first understanding human motivations, capabilities, needs, and contexts of use. He has taught human-centered design methods such as ethnographic research, information architecture, and prototyping in corporate settings and in public schools. Paul also speaks at conferences and workshops about topics related to the intersection of design, human experience, and strategic innovation.
Hugh Dubberly, Dubberly Design Office.
Hugh is a design planner and teacher. At Apple Computer in the late 80s and early 90s, Hugh managed cross-functional design teams and later managed creative services for the entire company. While at Apple, he co-created a technology-forecast film called "Knowledge Navigator," that presaged the appearance of the Internet in a portable digital device. While at Apple, he served at Art Center College of Design in Pasadena as the first and founding chairman of the computer graphics department.
Lauren Serota, Lextant.
Lauren Serota is a design researcher with Lextant in Columbus, Ohio. Prior to earning a Bachelor's degree in industrial design from the Savannah College of Art and Design, Lauren spent her formative years in public relations and promotions for the electronic music industry. She developed her own cultural anthropology curriculum while at SCAD, and continues to seek out information and perspectives that challenge and reinterpret norms. Lauren has spent time as an industrial design recruiter, interaction designer and trend researcher.
Colleen Murray, Jump Associates.
Colleen Murray brings an interaction designer's sensibility to the creation of compelling future strategies. Her design experience has helped her to better parse the relationship between people and the objects that surround them. A significant portion of Colleen's work at Jump has focused on helping clients to map out potential new business opportunities. She has helped Jump to develop proprietary methods for analysis and identification of promising areas for growth. Her work has included explorations into a number of industries, including consumer electronics, digital entertainment and office environments. Colleen holds a Master's degree in Design Planning from the Illinois Institute of Technology and a B.F.A. in Graphic Design from the University of Illinois.
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