Thursday, February 5, 2009

A timeline of design thinking mental artifacts anyone?



Situation

  • According to the IIT ID Methods Archive project, the 'Balance Breakthroughs' Model is a framework "developed originally by Doblin Inc." that "aids in conceiving innovations that cut across the three major areas of change and pull them together". The framework looks at what is possible (what is  allowed by technology), viable (how a business can be profitable), and desirable (what people value)
  • In 1969, Charles Eames drew a diagram to explain the design process as the intersecting point where the needs and interests of the client, the
    design office, and society as a whole can overlap. The diagram reads:

    "1. if this area represents the interest and concern of the design office
    2. and this the area of genuine interest to the client
    3. and this the concerns of society as a whole
    4. then it is in this area of overlapping interest and concern that the designer can work with conviction and enthusiasm

    Note: these areas are not static - they grow and develop as each one influences the others
    Note: putting more than one client in the model build the relationship - in a positive and constructive way - "

    Statement of the Eames Design Process by Charles Eames for the show "Qu’est-ce que le Design?" (What is Design?), Musée des Arts Décoratifs in Paris, 1969

  • IDEO repeatedly presents in their IDEO University workshops and inside many of their publications a Venn diagram that explains the area where Design Thinking happens: the intersection of business, technology and people. They don't claim to have authored it but neither I have seen them  source it.


Significance

  • As more and more consultancies have entered the innovation consulting practice, we have started to see mental models that look familiar to all of us, usually reinterpreted and rebranded as unique knowledge assets to their organization. These are used and presented as main differentiators and as clear evidence of thought leadership by business developers around the world looking to persuade 'design-ignorant' companies to spend big bucks on them.

  • Aiming to get extra points from clients and the larger design community (specially students blinded by the new innovation star system), some of these consultancies even publish and sell PR materials disguised as books, which by the way, are still regarded nowadays as the ultimate embodiment of knowledge ( don't people know about vanity publishing yet?). These will present a couple of thought-in-house mental models and dozens of lightweight case studies directly extracted from previous engagements with companies that have paid religiously hefty consulting fees and whose design managers are more than willing to show up in the book so their companies can be regarded as those who 'get innovation' and are succeeding at riding the new marketing wave (at least that's how they would like to be quoted in an upcoming Bruce Nussbaum's blog post)
Suspicion

  • Will there ever be someone who creates a timeline of design models evolution so we don't have to see anymore these orphan newborn models grow up by themselves?

4 comments:

  1. Ricky! Any chance of us outsiders to get access to the IIT ID Methods Archive? Or is it alumni only?
    Cheers!

    ReplyDelete
  2. Sorry, totally forgot the ID site was restricted. The methods archive is not yet finished and still password protected until it's completed and goes public. In the mean time I believe you can download the IIT ID methods poster here
    http://www.idwiki.org/files/IDmethodposter.pdf . Let me know if it does not work and I will email it to you.

    ReplyDelete
  3. There is definitely a difficult issue here around the provenance of these models, and another one I was going to bring up about sharing them (brilliantly anticipated by your other commenter) versus attempting to own them. Clients and students alike pay big bucks for access to this type of thinking, and many more people pay smaller bucks to hear about them in conferences and books. While I agree that it's all been done before - if not quite common knowledge - I think there's real value being created by charging people for access.
    When you pay for something you value it more. By charging huge fees for these insights, we force clients to pay attention to them, to understand them more deeply, and ultimately (if we're successful) to integrate them into their culture.

    ReplyDelete
  4. Actually I have no doubt about the value created by those who are in the business of communicating these models and educating people about them.

    I was just trying to highlight the fact that many organizations (consultancies, schools,etc.) are focused on tweaking existing models and selling them as signature methods instead of attempting to generate new knowledge and contribute to the advance of the practice of design.

    ReplyDelete