Good Design Does Not Oversimplify

Sometimes simplicity and utility are diametrically opposed. The pursuit of aesthetics above all can lead to oversimplification through the sacrifice of utility in favor of simplistic purity. While the results may be celebrated by aesthetically minded critics, they do not represent the highest potential of design.

The challenge in producing good design is in discovering the harmonious balance between utility, simplicity, usability and beauty. Too much of one thing can sacrifice the other, ultimately sending the wrong message about what design is, what good design is and why its purpose is far more than decorative.

Design Management

One can not begin to understand the role of Design Management — or its purpose — until one begins to understand the difference between the mundane and an experience.

If you are trying to achieve the mundane (starting at broken and going all the way up to undesirable and even forgettable), you do not need design, nor do you need Design Management.

The moment you decide that you want to go beyond the mundane, you must see beyond the singular act (of the transaction) and take note of the big, holistic picture that revolves around the experience of the act and all touchpoints concerned.

Each and every single facet of an experience needs to be contemplated — designed — for optimal performance. This is where design (at its best) comes in, and this is where enlightened management — hence Design Management — is critical.

Forget Design Management unless you strive for excellence. If you strive for excellence, be prepared to go far beyond the mundane — from the boardroom to the showroom.

Further Reading:

On Design Management

Managing Design through Collaboration & Iteration

Tom Wujec from Autodesk presents some surprisingly deep research into the “marshmallow problem” — a simple team-building exercise that involves dry spaghetti, one yard of tape and a marshmallow. Who can build the tallest tower with these ingredients? And why does a surprising group always beat the average?

Lessons from Fashion’s Free Culture

Copyright law’s grip on film, music and software barely touches the fashion industry … and fashion benefits in both innovation and sales, says Johanna Blakley. At TEDxUSC 2010, she talks about what all creative industries can learn from fashion’s free culture.

This is an excellent talk that makes the case against limitations (both creative as well as financial) brought about as a result of copyright and intellectual property law.

Creating a Design Driven Culture of Innovation

An interview with David Kester, Chief Executive, Design Council. To foster a culture of innovation, managers must look outward to identify consumers’ problems and spark ideas for solving those problems. They must also ease employees’ fear of change.

Properly identifying the correct problem to solve is one of the most important (yet often overlooked) challenges of the design process.

Design with Intent: 101 Patterns for Influencing Behaviour Through Design

All design influences our behaviour, but as designers we don’t always  consciously consider the power this gives us to help people, (and,  sometimes, to manipulate them). There’s a huge opportunity for design  for behaviour change to address social and environmental issues  where people’s behaviour is important, but as yet little in the way of a  guide for designers and other stakeholders, bringing together knowledge  and examples from different disciplines, and drawing parallels which  can allow concepts to be usefully transposed. The Design with Intent  toolkit (the cards and wiki) aims to make a start, however small, on  this task.
I use the term Design with Intent to mean design that’s intended  to influence or result in certain user behaviour — it’s an attempt  to describe lots of types of systems (products, services, interfaces,  environments) that have been strategically designed with the intent  to influence how people use them. This reflective approach can be  valuable for designers: being aware that we’re designing not just  products, not just experiences, but actually designing behaviour at one level or another. Whether we mean to do it or not, it’s going to  happen, so we might as well get good at it — and understand when it’s  being done to us.

Download the cards here.
Thanks to @macartisan for the link via Twitter.

Design with Intent: 101 Patterns for Influencing Behaviour Through Design

All design influences our behaviour, but as designers we don’t always consciously consider the power this gives us to help people, (and, sometimes, to manipulate them). There’s a huge opportunity for design for behaviour change to address social and environmental issues where people’s behaviour is important, but as yet little in the way of a guide for designers and other stakeholders, bringing together knowledge and examples from different disciplines, and drawing parallels which can allow concepts to be usefully transposed. The Design with Intent toolkit (the cards and wiki) aims to make a start, however small, on this task.

I use the term Design with Intent to mean design that’s intended to influence or result in certain user behaviour — it’s an attempt to describe lots of types of systems (products, services, interfaces, environments) that have been strategically designed with the intent to influence how people use them. This reflective approach can be valuable for designers: being aware that we’re designing not just products, not just experiences, but actually designing behaviour at one level or another. Whether we mean to do it or not, it’s going to happen, so we might as well get good at it — and understand when it’s being done to us.

Download the cards here.

Thanks to @macartisan for the link via Twitter.

3 Reasons Why Design is More than Sex

  1. Design must be accessible. Design must enable a user to connect with the user’s intention (whether it be to use a product, consume information or experience an environment) in the most efficient manner possible, barring unnecessary barriers to entry that may limit the accessibility of the designed product/service/experience.

  2. Design must provide utility. Design must [at minimum] enhance [and ideally] maximize the user’s overall value gained by way of interacting with a designed product/service/experience.

  3. Design must provide expedience. Design must go beyond accessibility and utility by expediting the user’s path from initial engagement to satisfaction.

On Design Management

Without a solid design management team in place
charting a coherent design strategy,
all the design thinking in the world can’t save you.

And Lord help you if all you have is design styling.

For > (where > = greater than);

  • Design Management >

  • Design Strategy >

  • Design Thinking >

  • Design Styling

Further Reading:

Design Thinking is Dead. Long Live Design Orientation

Design Orientation is Not a Buzzword

Redefining Design
From occupation to driver of innovation

The Purpose of Design

Holistic Thinking

Beyond Design Thinking
It’s Called Design Management

The New PUMA Fuseproject Packaging

PUMA and Yves Béhar developed over 21 months a more sustainable packaging and distribution system in keeping with PUMA’s ongoing commitment to sustainability.

For more information, head to vision.puma.com

Toward a Design Orientation

Nine months ago I wrote about Design Orientation as an alternative to Finance Orientation — the model which has governed business thinking for the past 50+ years.

Today, I read an amazing article in the Financial Times by John Kay, a member of the advisory board of the Institute for New Economic Thinking and simply had to share it because it represents the first truly honest step in coming to terms with the failed economic thinking, theories and policies that have driven the world to the edge of utter financial and socioeconomic collapse. I am happy to quote the article below and also link to the author’s original source page:

The macroeconomics taught in advanced economics today is largely based on analysis labelled dynamic stochastic general equilibrium. The unappealing title gives the game away: the theorists are mostly talking to themselves. Their theories proved virtually useless in anticipating the crisis, analysing its development and recommending measures to deal with it.

A remarkably distinguished group of economists gathered last weekend for the inaugural conference of the Institute for New Economic Thinking, an initiative of George Soros. They were soul searching over the failures of economics in the recent crisis. Such failures are most evident in two areas: the inadequacies of the efficient market hypothesis, the bedrock of modern financial economics, and the irrelevance of recent macroeconomic theory.

The central idea of the efficient market hypothesis is that prices represent the best estimate of the underlying value of assets. This thesis has recently taken a battering. The boom and bust in the money markets was precipitated by a US housing bubble. That bubble followed the New Economy fiasco and was preceded by the near-failure of Long Term Capital Management, a hedge fund designed to showcase sophisticated financial economics.

The macroeconomics taught in advanced economics today is largely based on analysis labelled dynamic stochastic general equilibrium. The unappealing title gives the game away: the theorists are mostly talking to themselves. Their theories proved virtually useless in anticipating the crisis, analysing its development and recommending measures to deal with it.

Recent economic policy debates have not only largely ignored DSGE, but have also been remarkably similar to the economic policy debates of the 1930s, although they have been resolved differently. The economists quoted most often are John Maynard Keynes and Hyman Minsky, both of whom are dead.

Both the efficient market hypothesis and DSGE are associated with the idea of rational expectations – which might be described as the idea that households and companies make economic decisions as if they had available to them all the information about the world that might be available. If you wonder why such an implausible notion has won wide acceptance, part of the explanation lies in its conservative implications. Under rational expectations, not only do firms and households know already as much as policymakers, but they also anticipate what the government itself will do, so the best thing government can do is to remain predictable. Most economic policy is futile.

So is most interference in free markets. There is no room for the notion that people bought subprime mortgages or securitised products based on them because they knew less than the people who sold them. When the men and women of Goldman Sachs perform “God’s work”, the profits they make come not from information advantages, but from the value of their services. The economic role of government is to keep markets working.

These theories have appeal beyond the ranks of the rich and conservative for a deeper reason. If there were a simple, single, universal theory of economic behaviour, then the suite of arguments comprising rational expectations, efficient markets and DSEG would be that theory. Any other way of describing the world would have to recognise that what people do depends on their fallible beliefs and perceptions, would have to acknowledge uncertainty, and would accommodate the dependence of actions on changing social and cultural norms. Models could not then be universal: they would have to be specific to contexts.

The standard approach has the appearance of science in its ability to generate clear predictions from a small number of axioms. But only the appearance, since these predictions are mostly false. The environment actually faced by investors and economic policymakers is one in which actions do depend on beliefs and perceptions, must deal with uncertainty and are the product of a social context. There is no universal economic theory, and new economic thinking must necessarily be eclectic. That insight is Keynes’s greatest legacy.