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Why some designs better than others
Michael Hendrix @rmichael @ideo
(and what you can do about it)
D E S I G N & I N N O V A T I O N
ORGANIZATION DESIGNER
INDUSTRIAL DESIGNER
DESIGN RESEARCHER
INTERACTION DESIGNER
SYSTEMS DESIGNER
CODERPROTOTYPER
MECHANICAL ENGINEER
COMMS DESIGNER
ARCHITECT
WRITER
FOOD SCIENTIST
MANUFACTURING SPECIALIST
BUSINESS DESIGNERINFORMATION TECHNOLOGY
DESIGN RESEARCHER
exploring
framing the opportunity
distilling learnings
developing
building to think
evaluating
exploring
framing the opportunity
distilling learnings
developing
building to think
evaluating
methods + sensibilities
D E S I G N T H I N K I N G
D E S I G N T H I N K I N G
methods sensibilities
= what, why = how
A B
A BA B
A B
Vitor Meireles
visual pollution
warmth= affection
warmth= generous
weight= value
Metaphor is evidence of a link between our 5 senses
and our emotions(not just an illustrative grammar tool)
CHOMSKYv. LAKOFF
HEAVYWEIGHT LINGUIST CHAMPIONSHIP
THE BAY STATE V. BAY AREA BATTLE
Time is money.
You’re wasting my time.
How do you spend your time these days?
That flat tire cost me an hour.
I’ve invested a lot of time in her.
You need to budget your time.
Is that worth your while?
Thank you for your time.
Yes!
vs.
Reason is transcendent.
René Descartes c.1630
Whether we sense or imagine, Whether we sense or imagine, it is all the same to the brain.
embodied cognition
SME L L
SOUND TASTE
S I GHT
CLEAN
D I R TY
DARK
BR I GHT
FRE SH
OLD
SOUR
SAL TY
SAVORY
B I T T ER
SWEET
C LEAR
MURKY
AL I V E
LOUD
QU I E T
DEAD
RAW
arbitraryconfused
vulgarweathered
newhealthycurrentyoung
honestexposedinformative
cheerfulpositive
juvenileoverdone
understatedlostsimple
boastfulnoticable
grungysexynoisy
retrowornhistoricmeaningfulirrelevant
enjoyablekind
offputting
satisfyingsophisticated
mutedmelancholyoverwhelming
S M E L L
SOUND TASTE
S I GHT
CLEAN
D I R TY
DARK
BR I GHT
SOUR
SAL TY
SAVORY
B I T T ER
SWEET
C LEAR
MURKY
AL I V E
LOUD
QU I E T
DEAD
arbitraryconfused
vulgarweathered
honestexposedinformative
cheerfulpositive
understatedlostsimple
boastfulnoticable
grungysexynoisy
enjoyablekind
offputting
satisfyingsophisticated
mutedmelancholyoverwhelming
WE USED APPLES TO IMPROVE THE DESIGN OF BEDS
SME L L
SOUND TASTE
S I GHT
CLEAN
D I R TY
DARK
BR I GHT
FRE SH
OLD
SOUR
SAL TY
SAVORY
B I T T ER
SWEET
C LEAR
MURKY
AL I V E
LOUD
QU I E T
DEAD
RAW
arbitraryconfused
vulgarweathered
newhealthycurrentyoung
honestexposedinformative
cheerfulpositive
juvenileoverdone
understatedlostsimple
boastfulnoticable
grungysexynoisy
retrowornhistoricmeaningfulirrelevant
enjoyablekind
offputting
satisfyingsophisticated
mutedmelancholyoverwhelming
S M E L L
SOUND TASTE
S I GHT
CLEAN
D I R TY
DARK
BR I GHT
SOUR
SAL TY
SAVORY
B I T T ER
SWEET
C LEAR
MURKY
AL I V E
LOUD
QU I E T
DEAD
arbitraryconfused
vulgarweathered
honestexposedinformative
cheerfulpositive
understatedlostsimple
boastfulnoticable
grungysexynoisy
enjoyablekind
offputting
satisfyingsophisticated
mutedmelancholyoverwhelming
WE DESIGNED CONVERSE TO WEAR IN, NOT WEAR OUT.
Naoto Fukasawa
PillPack
One more testBouba & Kiki
A B
smart
safe & positive transparent protectedsafe & positive transparent protected
Pip Mothersill
Why some designs better
than othersMichael Hendrix @rmichael @ideo
ng..
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