Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Hvad er design? Kirsten.

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1 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Hvad er design? Kirsten Bonde Sørensen

2 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Definition?

3 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Design Design thinking

4 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. ”It can refer to a process (the act or practice of designing); or to the result of that process (a design, sketch, plan or model); or to the look or overall pattern of a product (“I like the design of that dress”) (John Walker) ”All men are designers. All that we do, almost all the time, is design, for design is basic to all human activity. The planning and patterning of any act toward a desired, foreseeable end constitutes the design process. Any attemt to separate design to make it a thing by itself, works counter to the fact that design is the primary underlying matrix of life” (Victor Papanek) ”Design = æstetik + merværdi. ”Design er resultatet af et bevidst og kreativt arbejde med en idé, et problem eller et ønske om forandring. Resultatet, materielt eller immaterielt, skal være præget af æstetik og skabe merværdi.” (Dansk Design Center) “…design continues to expand in its meanings and connections, revealing unexpected dimensions in practice as well as understanding” (Buchanan, 1992,5) “There is no single way of looking at design that captures the ‘essence’ without missing some other salient aspects” (Bryan Lawson, 2005, 1980) “Design is a highly complex and sophisticated skill...design is a process in which problem and solution merge together... the design process is a sequence of activities” (Lawson, 1980, 2006, 4-48).

5 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Sprogligt: Et design - substantiv At designe - verbum

6 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Udviklingen indenfor design: THE FOUR ORDERS OF DESIGN: Symbol (graphic design) 2) Object (product design) 3) Action (interactions design) 4) System (design of systems) (Buchanan)

7 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Efterspørgslen efter design: STIGENDE KOMPLEKSITET I VORES PROBLEMER

8 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Efterspørgslen efter design: ”THE DRIVERS OF INNOVATION ARE CHANGING:” TIDLIGERE: eksterne drivere teknologi, konkurrenterne, markedsanalyser og målinger NU: interne drivere unique insights, visioner, kompetencer, ideer (Abbing & Gessel 2010, p.133)

9 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Efterspørgslen efter design: ”The change we see lies in the way these organizations handle the outside world” Innovation er ikke længere at reagere på forandringer (udefra) men om proaktivt at skabe forandring og skabe nye muligheder. (Abbing & Gessel 2012, p.133)

10 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Hvorfor en design tilgang? ’ A DESIGN ATTITUDE’ - Questioning the way a problem is stated - View every project as an opportunity for invention - Fosters a problem solving process that remains liquid and open (Boland & Collopy, 2004) ’ A DECISION ATTITUDE’ - Concerned with analytical techniques - Makes rational choices among alternatives that are already at hand

11 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Hvad karakteriserer ‘a design attitude’? “Design is a highly complex and sophisticated skill... design is a process in which problem and solution merge together... the design process is a sequence of activities” (Lawson, 1980, 2006, 4-48).

12 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Hvad karakteriserer ‘a design attitude’? “…design is a special and highly developed form of thinking, that thinking can be considered a skill…” (Lawson & Dorst, 2009, 88)

13 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Lawson&Dorst´s (2010) framework for design thinking considering these design activities ‘carriers’ of design thinking. A complex collections of skills.

14 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Formulating: the primary activities are the identification of the key issues in a problem arena and the framing of these in a new and original manner. The skills identifying and framing are included in this design activity. The formulation of a problem, the identification and framing, is crucial in designing and includes the ability to reformulate and organise ill-structured or ‘wicked’ problems.

15 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Managing In their definition of ‘managing’ Lawson & Dorst argue that the skills, ‘reflection in action’, briefing is a continuous process, and parallel lines of thought must be included. Managing includes mentally ‘standing back’ and asking if the process is going well or might be steered in another direction. Thinking about solutions and thinking about problems seem inextricably interwoven in the design process” (58). The designer is more or less continuously reflecting on the understanding or definition of the problem and the emerging solutions (thinking about solutions and problems seem inextricably interwoven)

16 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Representing, moving and evaluating Representing includes conversation with representations and working with multiple representations - reflective conversation with materials. Representations are essential in design. Designers externalise their thoughts in all types of drawings, doodles, sketches etc.; they talk with their sketches and have conversations with representations. The sketches act not only as outputs, but as important inputs to the thought process

17 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Levels of design expertise: “…Everyone uses internalized speech as a thinking tool but the constructive internalization of mental imagery is a skill that is more specialized. Experienced designers will internalize the dialogue with paper, others who do not use sketching as a design tool, will not…” (Ware 2008,152).

18 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D.

19 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Dorst´s (2010) Design thinking strategies

20 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Different levels of expertise, an example: An eksample: Non-experienced designers: Doing the MoneyWorkshop An experienced designer: Doing strategic design

21 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Different levels of expertise, an example: An eksample: Non-experienced designers: Doing the MoneyWorkshop Framings: (past, present and future) Their perception and relation money/bank Reframing: a new perception/ money behaviour

22 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Different levels of expertise, an example: An eksample: An experienced designer: Doing strategic design Framing several issues about money, banks Economi, customers, values, other domains Etc Reframing financial service

23 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. The front end of the design process has been growing as designers move closer to the future users of what they design.

24 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Different framings

25 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Different framings & different lines of thought, an example

26 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Dorst´s (2010) Design thinking strategies

27 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Service design tools and methods: Redskaber, Metoder, Customer Journey Maps, Shadowing, Service Safaris, Stakeholder Maps, Contextual interviews, Cultural probes, Redskaber, Metoder, Customer Journey Maps, Shadowing, Service Safaris, Stakeholder Maps, Contextu al interviews, Customer Journey Maps, Shadowing, Service Safaris, Stakeholder, Customer Journey Maps, Shadowing, Service Safaris, Stakeholder, Contextual interviews, Cultural probes,Redskaber, Metoder, Customer Journey Maps, Shadowing, Service Safaris, Stakeholder Maps, Redskaber, Metoder, Customer Journey Maps, Shadowing, Service Safaris, Stakeholder, Cultural probes,Redskaber, Metoder, Customer Journey Maps, Shadowing, Service Safaris, Stakeholder Maps, Contextual interviews….

28 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Service design is also Skills, Knowledge and Understanding A complex collections of skills and design activities - ‘carriers’ of design thinking

29 Aarhus School of Architecture Denmark Service design Undervisningsforløb, efteråret 2012 Kirsten Bonde Sørensen Designer, MA, Ph.D. Abduktiv tænkning Abduktiv tænkning. ”The logic of might be” Deduktion: (eks koppen er netop blevet fyldt med varm the, derfor må den være varm), Induktion: (eks jeg kan mærke at koppen er varm). Abduktion (eks der står en kande med kaffe ved siden af koppen så den kunne være varm). Abduktiv tænkning er med andre ord at se et mønster i en tilstand og angive en hypotese på baggrund af det formodede mønster…