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Indian Design Lecture
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De-Mystifying Design
Prof M P RanjanProfessor - Design ChairCEPT UniversityAhmedabad, India
for students of Technology and Management
ranjanmp@gmail.comwww.designforindia.com
Body
Mind
Mind Body Map
ResourceMaps
OpportunityMaps
Percieved Potential
ImaginedPossibility
Propositional Space
TabooSpace
Experiential Space
Context
Craft : Quality & WorkmanshipSport : Skill & SportsmanshipMusic : Tone & SensitivityArt : Form & CompositionDance : Balance & Poise
TangiblevsIntellectual
What If ?Do Not !
CulturalSocialGeographicHistorical, etc....
Systems Metaphorfor Design
SystemConstituentsPropertiesFunctions
State
Outcome
HumanCivilisationGround
Environment
Material
Effect
Convergence
Technology
Multi-disciplinaryUser Centered
Empathy
Style
Form
Performance
Design
Culture
Structure
* 1993, 1999 & 2004 M P Ranjan
1993 M P Ranjan, National Institute of Design
Fire as metaphor for system
Value in Design Thought & Action
Profile of theemerging Designer
SkillBase
KnowledgeBase
CognitiveBaseThinking
Doing
Knowing& Finding
MotivationCognitive CapabilitiesValues & Attitudes
Empathy rooted inCore Philosophy
Abilities withTools of the Trade
Action CapabilitiesManagement
External Modelling& Presentation
Contact with RealityWorld - People - Environment
Access to Specific Knowledgeand Virtual Worlds
ValueBaseFeelingExpression
Knowledge
Society
Ideology
ResearchMeaning
Dreaming
Thinking
Drawing
Modelling
Ethics
Team Worker
Simulation 1993 M P Ranjan, National Institute of Design
Levels of Design Intervention
Systems ThinkingOpportunity MappingStrategic Initiatives
InventiveInnovativeCreative
Variety & StyleDifferentiationChoice / Fashion
FormColourDetailTechnologyFinishesToolsOrnamentationPractical Know How
Creates New IndustriesCreates New MarketsRe-engineering strategiesMass Customisation strategiesEco-Friendly strategiesAnticipatory strategies....
StrategicLevel
Breakthrough ProductsNovel ConstructionsInnovative Processes...
Product DifferentiationProduct CollectionsStyle and FashionMarket Segmentation..
Improves....QualityPerformanceCostFinishColourOrnament....
Every design projectaddresses all levels invarying degrees...
Market Led Design
Patent Led Design
Vision Led Design
Skill Led DesignSense Led Design
1098 M P Ranjan, National Institute of Design
DESIGNCreativeLevel
ElaborativeLevel
TacticalLevel
SensoryExperiential
Business
Innovative
Strategic
Trade
Process of Design Thought & Action
EmpathyObservationInteraction
ImaginationArticulationConvictions
Form GivingDetailingDeveloping
EntrepreneurshipDiplomacyCommittment
Systems DesignThe NID Model
2001 M P Ranjan, NID
User & NeedResearch
ScenarioVisualisation
ConceptDevelopment
BusinessModels
1 2 3 4
GoalsNeeds
FuturesDirections
AlternativesDetails
TrendsSoftwareEconomics
Analysis
Synthesis
2001 M P Ranjan, National Institute of Design
theNIDway
2012 M P RanjanStool Model for Innovation
DESIGN Sensibilities
SCIENCETemper
ARTAbilities
Innovationfor Society
FIRE2 million years
TOOLS1.5 million years
SYMBOLIC EXPRESSION
250,000 yearsMOBILITY
50,000 yearsAGRICULTURE & SETTLEMENT10,000 years
TECHNOLOGY & CRAFT5000 years
SCIENCE2000 years of education
KNOWLEDGE50 years TODAY
TOMORROW?
HUMAN INTENTION TO VALUE CREATION
A NEW LOOK AT
Design, Science & ArtDesign started here!!
Art started here!!
Science started here!!
History of Design: Thought & Action
The Design Journey Explained
2009 M P Ranjan Hand - Head - Heart : Ethics in Design 4th National Design Conference : Istanbul www.ranjanmp.in
DesignersMind
DesignersEmotions
DesignersAntennae
DesignOpportunity
Conviction
Decision
Insights
Perception
Imagination
Concept
Prototype
1, 2, 3, .....1, 2, 3, ......
Success ?
Disaster ?
Impact
Positive
Negative
Drop Project ?
Go, Go Go ......
DesignersResponsibility ?
DesignAction
Inploration
Exploration
Stone inthe Pondthe Pond
Design Thinking
Reflective
Intentional Categorical Analytic Explorative
Synthetic
AbductiveAbductiveAbductive
*
see descriptions at and Download model from *Design Journey *
2007 M P Ranjan, NIDrevised: based on model in discussion with Sumiran
ANALYTICCATEGORICINTENTIONAL EXPLORATIVE
ABDUCTIVE
SYNTHETIC
REFLECTIVE
Three Orders of Design
2009 M P Ranjan Hand - Head - Heart : Ethics in Design 4th National Design Conference : Istanbul www.ranjanmp.in
Material
Function
Technique
Science
Economy
Aesthetics
SocialLinguisticEnvironmental
Political & Legal
Cultural
Systems
Spiritual
Craftsmanship
Vision & Design Opportunities
What is Design ?
Pro
blem
Perce
ption
DesignOpportunities
SolutionInsights
Context
Vision IntentionsExplorationsCompositionsJudgementsInnovationPromotionImplementationNurturing
2011 M P Ranjan : DESIGN THINKING : Strategies & Applications
International ExperienceInnovation for Business Processes
Books on Design Thinking for Organisational Change
ROTTMANS
*Tim Brown - IDEO
*Roger Martin
IDEO
Experience from Management
*Daniel W Rasmus*Tom Kelley
2011 M P Ranjan : DESIGN THINKING : Strategies & Applications
Books on Design Thinking for Process Change
*Tom Kelley
The Anthropologist : Look at People to Learn
The Experimenter : Prototypes New Ideas
The Cross-Pollinator : Bridges Disciplines & Departments
The Hurdler : Remover of Roadblocks
The Collaborator : Bring Groups Together
The Director : Leadership from the Front
The Experience Architect : Reach Feelings at Latent Level
The Set Designer : Create Enabling Spaces
The Caregiver : Nursing & Healthcare Metaphor
The Storyteller : Compelling Narratives
Experience from Design Research
Contemporary ResearchDesign Research for Business of Design
Personas
2011 M P Ranjan : DESIGN THINKING : Strategies & Applications
Contemporary ResearchDesign Research for Business of Design
Books on Design Thinking for Process Change
DRS
*Tom Kelley
*Nigel Cross
IDEO
Experience from Design Research
*Peter G Rowe*Thomas Lockwood
2011 M P Ranjan : DESIGN THINKING : Strategies & Applications
Explaining Design Thinking
*Nigel Cross
Asking Designers about what they Do
Deconstructing what Designers Do
Watching what Designers Do
Thinking about what Designers Do
The Natural Intelligence of Design
How Designers Think
Designing Together
How Designers Work
Design Expertise
Experience from Design Research
Research into Design ThinkingUnderstanding Design as a Phenomenon
*Bryan Lawson Kees Dorst
2011 M P Ranjan : DESIGN THINKING : Strategies & Applications
Design Council UKPolicy Initiatives for Design in Regional Governance
Design Support for Governance and Services
Design Policy
RED PAPER 01HEALTH:Co-creatingServicesHilary Cottam and Charles Leadbeater
The Design Council has established RED, a new unitchallenging accepted thinking on economic and socialissues through design innovation.We run rapid live projects in order to develop new thinkingand practical design solutions in the form of systems,services and products. Our team is inter-disciplinaryincluding designers, policy analysts and sector experts. Our approach is human centred, involving users, businessand service providers in the design process. RED papers will explore a wide range of issues that make a link to ourpractice.www.designcouncil.org.uk/RED This paper looks at the new challenges facing publicservices, taking health as a case study. Chronic disease
presents a new and growing health challenge.This paperargues that reform to the health services currently onoffer cannot address either the management of chronicdiseases or the broader lifestyle issues that might promotebetter health.We argue for a new approach which we callco-creation since a set of new relationships between users,workers and professionals lies at its heart.We set out thismodel. Many of the seeds of this new approach can befound within the current system. Communities of the kindwe envisage are well developed in software and other elds.We suggest ways in which we could build on these opensystems to foster a new form of co-created public service.Our ideas should be considered as work in progress: wehope to develop our model further as we test our approachin practice with partners in Kent and Bolton.
RE
D PA
PE
R 01
HE
ALT
H: C
o-cre
ating S
ervice
sH
ilary Co
ttam and
Charles Lead
beater
Hilary Cottam is a Director of the Design Council and leads the REDteam. Previous projects include a radical re-think of the prison systemand a new approach to designing schools. Prior to joining the DesignCouncil Hilary set up two companies and worked for the World Bank.
Charles Leadbeater is an independent author and public policyadviser and a RED Associate, who has written widely on innovationwithin public services. His pamphlets Personalisation ThroughParticipation and The Pro-Am Revolution are published by Demos.
The Design Council enhances prosperity and well-being in the UK bycampaigning for the best use of design in business and the public sector.
We are champions for the benefits of design.
Design Council34 Bow StreetLondon WC2E 7DLUnited Kingdom
Phone +44 (0)20 7420 5200Email info@designcouncil.org.ukwww.designcouncil.org.uk
November 2004Charity number 272099
ISBN 1-904335-11-X
RED cover 12/11/04 12:49 pm Page 1
wouldn t it be great if...
dott7o
Food / Introduction
Food: the ultimate design challenge?Food is a crucial energy challenge. For a Northern city such as Toronto, 30% or more of its ecological footprint can be traced to its food systems22. From farm to plate, depending on the degree to which it has been processed, a typical food item may embody input energy between four and more than 100 times the food energy that enters our bodies23.
Food for thoughtGlobal food systems are not sustainable. Industrialised food can consume over 100 times more energy in production and distribution than enters our bodies as nutrition. In developed countries, the food consumption of a single family generates eight tonnes of CO2 emissions a year24. This madness is enabled by non-renewable fossil fuel. But what to do?
Over the past 10 years, the growing number of food miles and escalating CO2 emissions from the
transportation of foods alone have fuelled greater demand for locally grown food. But, for many of us who live in cities, the separation between city and country has seemed to be an obstacle to local food production.
Some planners and architects have responded by discussing new ways to grow food in cities in what they call continuous productive urban landscapes, building on existing resources such as the UKs 59 city farms, nearly 1,000 community gardens and 66 school farms. The focus of the Dott 07 food projects was
to re-frame food systems as design opportunities, and to consider what design steps we might take to make it easier for city dwellers to grow their own fruit and vegetables.
The Urban Farming project in Middlesbrough brought together more than 1,000 citizens or New Urban Farmers to grow food in small, medium and large containers all over town.
Vital Signs / Introduction
Vital Signs:when would our region be sustainable?How will we know when our region is sustainable? And how do we get from here, to there? The answers to these questions vary wildly. Vague promises to use as few natural resources as possible, reduce waste to a minimum or deliver the greenest Olympics planned so far dont mean very much. As a target, increasingly sustainable is a cop-out. We need to know how much things need to change, and by when. Four Dott 07 projects, grouped
together as Vital Signs, approached this challenging question in different ways. Our Planet Tonight, and Thinglink, helped people to connect
the small actions they might take as
individuals to the bigger picture of why and how climate change is happening.
Two other Dott 07 projects, Landscape/Portrait and Town Crying, gave a face and voice to citizens who would otherwise be invisible statistics in planning and designing.
dott7o
Energy / Introduction
Energy: a new approach
Can the North East do for energy what Stephensons Rocket did for transportation?
Each day, we all
contribute to climate
change through
energy-dependent
activities such as
driving, heating or
cooling our homes,
taking flights, disposing of waste
and eating
Energy is a fundamental requirement
of modern life. We rely on it to provide
heat and light, to cook, communicate,
move around and make things.
Producing the energy required for
these activities means burning fossil
fuels oil, coal and gas. This leads
to an accumulation of greenhouse
gases in the atmosphere, a process
that slowly heats up the planet and
leads to global warming. More and
more people, aware of the dangers of
climate change, want to take action.
Renewable energy technologies
are becoming more important at a
local, national and global level. Most
renewable energy comes from the heat
and light of the sun (wind, solar, wave,
biomass). Other renewable energy
comes from the gravitational pull of
the moon (lunar power) and the sun
on the oceans (tidal) and from the
hot rocks found deep within the earth
(geothermal). The primary advantage
of renewable energy is that it does not
produce the gases that are associated
with climate change. And renewable
forms of energy will not run out.
What is the North East
doing for energy?
The North East has important
market-leading expertise in a variety
of new and renewable energy
solutions. The regions wind- and
sea-based energy systems are
developed at Blyths Centre for New
and Renewable Energy. A variety of
land-based energy systems hydro,
solar, biomass and wind micro-
generation are also being developed.
Fuel cells are being developed at
the Centre for Process Innovation,
biomass systems at Cockle Farm,
and next-generation photovoltaics
at Durham University. In the public
domain, a 20million project called
dott7o
DOTT07
*Hilary Cottam
*John Thackara
RED
* Design Thought Leaders
Public Private Partnerships
2011 M P Ranjan : DESIGN THINKING : Strategies & Applications
Design Council WalesPolicy Initiatives for Design Support and Governance
Design Support for Industry and Services
Design Policy
SEE Policy Booklet 1
November2009
SEE Policy Booklet01
IntegratingDesignIntoRegionalInnovationPolicy.
SEE Policy Booklet 2
May2010
SEE Policy Booklet02
RealisingSustainabilityand InnovationthroughDesign.Making it Happen in Communities, Industry, Public Sector and Policy-Making
SEE Policy Booklet 4
June2011
SEE Policy Booklet04
Bringing Innovative Ideas to Market using Design
Issue 1 August 2009
SHARING EXPERIENCE EUROPE POLICY INNOVATION DESIGN
edItorIAl
reseArch Developing an International Design Scoreboard Dr James Moultrie
IntervIewsMika Takagi Design Policy Office, Ministry of Economy, Trade & Industry (Japan)Dr Julio Frias Pea Design & Innovation Centre, Monterrey Institute of Technology (Mexico)
PolIcy In PrActIceFuture EU Innovation Policy: An Opportunity for Design
sPecIAl rePortSEE Study Visit to Helsinki
cAse studIesDesign 2005! (Finland)The Design Ladder (Denmark)
see lIbrAry
Issue 2 January 2010
SHARING EXPERIENCE EUROPE POLICY INNOVATION DESIGN
edItorIal
research Aspects of Design Policy in History Professor John Heskett IntervIews
Design Policy & Promotion Programme MapArgentina, Australia, Canada, Costa Rica, Iceland & QatarPolIcy In PractIceFrom 2009 to 2010: EU & Regional Design Policy DevelopmentsDesign Thinking for Modernising Policy-Making Examples from Denmark & USA
case studIesGood Design Selection (Korea)Better by Design (New Zealand)
Issue 3 May 2010 SHARING EXPERIENCE EUROPE
POLICY INNOVATION DESIGN
eDITORIALReseARCHDesign for Social Innovation: Creative Communities and
Design-Oriented Networks Ezio Manzini
INTeRVIeWsDesign Policy and Promotion Map
Botswana, Brazil, Kenya, Latvia and Poland
sPeCIAL RePORT7th European Conference on Design Promotion
CAse sTuDIesEcolizer 2.0 (Belgium)Innovation by Design (Ireland)
see LIBRARY
Issue 6 June 2011 SHARING EXPERIENCE EUROPE
POLICY INNOVATION DESIGN
eDITORIALReseARCHHow policies matter to design Dr Qian Sun
INTeRVIeWsDesign Policy and Promotion Map
Estonia, Finland, Italy, South Korea
sPeCIAL RePORT
SEE Projects Policy, Innovation and Design Conference
Dublins Bid For World Design Capital 2014
CAse sTuDIes
Design and Business Concepts that Merge
(Buenos Aires, Argentina)
The Service Design Programme: Moving from products to
services (Wales, UK)
see LeGACY
Public Private Partnerships
2011 M P Ranjan : DESIGN THINKING : Strategies & Applications
North Zone South Zone East Zone
Design Education for India
Design Concepts & Concerns 2010 NID
What the Vision Document Will be
From a political perspective it is a manifesto for implementing public policies for improving quality of life through invention, innovation and design.
From an academic perspective it is a broad framework for compiling research, learning and action resources.
From the perspective of propective students and their parents a vision document will inspire them with a sense of purpose for finding meaningful and gainful employment that connects their individual career pursuits with national / global and humanitarian goals.
From the perspective of the administration a vision document will become a template for monitoring the institutes evolving progress against national goals and priorities and assign available resources for building specific competencies that meet the needs of the time.
Finally, the vision document is meant to be about people of India to articulate the nature of design expertise & education that addresses the emerging needs and aspirations of the citizen by facilitating a connect between localised innovation and insights in form of informed choices, solutions and enterprise.
in conclusion...seeking a neW start
A Request for Proposal has already been floated, to invite consulting organizations to bid for finalisation of the model for setting up campuses for four new NIDs. While It does ask some relevant questions about possible financial, technical, academic and adminstrative models for the new institutions, the emphasis on stringent financial and architectural experience requirements on the potential consultants confuses the issue and becomes a barrier. The process may exclude new and innovative ways to imagine new institutions and government may commit to building infrastructure for a pre-supposed form of a school, both in building and content that is actually in desperate need for re-imagination.
It is our contention that if we proceed along that path, we will be training designers in an old paradigm of design, for an image of India that is rapidly fading, in campuses that are not listening to the beat of the nation.
Design was understood as an essential building block in the development of a newly independent nation, therefore the first NID had the commitment at the highest level from the Prime Minister of India.
We feel it is once again time to harness the power of design in the service of a rapidly growing nation, towards which we need an updated commitment from the highest level of the government. We need to readjust our dream for India and for India's role in service of humanity. That is our new tryst with destiny.
core group Vision First Initiative
RashmI KoRjan Design Educator and Partner Studio Korjan
Uday dandaVate Co-Founder, SonicRim Global Design Research and Commentator on Change
mP Ranjan Design Thinker and Author of Blog www.designforindia.com
s. sUndaR Managing Director Dovetail Furniture Pvt. Ltd. President, ADI (Association of Designers of India) Invitee Member India Design Council
jatIn Bhatt Director EduSign Consulting Pvt Ltd.
jogI Panghaal Design Thinker & Educator Associate, Doors of Perception Foundation
ashIsh deshPande Founder Director & Principal Designer Elephant Strategy + Design
amIt KRIshn gUlatI Director, Incubis Consultants (India) PL Design Consultant and Educator Member, CII National Committee on Design
Poonam BIR KastURI Compostwali Founder, Daily Dump
dInesh KoRjan Design Educator and Partner Studio Korjan Moderator, alumNID (NID alumni discussion group)
VIsIoN FIRsT is an initiative to
create a perspective on creating design
competencies in India and maybe,
elsewhere. The idea is to tap the
collective wisdom of the vibrant design
community and other stakeholders of
design in the country and co-create a
vision for further actions whether it
is the setting up of new institutions or
taking design to those areas where it
has never been before.
www.visionfirst.in
2011 M P Ranjan : DESIGN THINKING : Strategies & Applications
Octopus Card: Hong KongMicro payment system for city services
Design for Public Good
ServiceDesign
Public Private Partnerships
2011 M P Ranjan : DESIGN THINKING : Strategies & Applications
Design for Wicked ProblemsGovernment and Civil Society Participation
Horn of Africa 2011
DisastersDrought & Famine...TsunamiFloodsEarthquakePoverty...
ComplexLocalVarietyChaoticHumanitarian
pictures courtesyThe Economist
SomaliaEthiopiaKenya
Public Private Partnerships
2011 M P Ranjan : DESIGN THINKING : Strategies & Applications
Key Concepts: Design for public goodStrategies and Approaches
Design Processes
PublicServiceDesign
Co-creation
Mapping & Modelling
Ethnographic Research
Aspirations & NeedsDesign Thinking
VisualisationUser Centered Design
Experience Design
Participatory Processes
Understanding Context
Design SynthesisInterface Design
Interaction Design
Paper Prototyping
Flow Charts
Opportunity Mapping
ObservationUser Trips
Testing & Validation
Science FactsImagination & Creativity
Innovation
Political Choices
Exploration
Brainstorming
Anticipation & InvestentIncubation
Design Support
Public Private Partnerships
Resources for Design LearningINDEX PAGE
The Design Way
IDEO Cards
Design Process Models
Systems Intelligence
Wicked Problems Intro
Design Introduction
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