REBOOTING INDUSTRIAL DESIGN FOR AN EXPERIENCE LED FUTURE
ID 2.0
GUS DESBARATS
CHAIRMAN | THE ALLOY
CHAIRMAN | BIDA
P.T. TUTOR | RCA / SERVICE DESIGN
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Presentation Notes
Hi . My name is Gus, Like you, I’m an Industrial Designer, unlike most of you, I’ve been around quite awhile. I did my first talk on ID as an experience led innovation process back In 1996. ��For the last 5 years, The Alloy has been fully owned by its employees,so These days I’m very much a Non-Excec, I don’t gget involved with the days to day operations of the business, I mentor a great leadership team, helping out with our long term relationships, my oldest goes back 25 years. and I do a bit of strategic consulting. These days I also teach service design at the Royal College of Art. I graduated in transport. Sounds weird but the journey has been to me, a totally natural evolution of ID. From a world of lovely objects to a world of purposeful and delightful system experiences. Big change UK NOS rewrite. That evolution should be a great opportunity for everyone. �Milan – panel – VP – ‘still positing himself as ‘the creative ones’ - + engineers own ‘experience’ .. Brought home the gaps��And that really the point of today. In some places ID practice has evolved a lot, in others less so. �I’ve spoken at this conference before, so I’m very aware you are here to learn something. I’m also know for my ability to explain design to ‘no design sceptics’ in their language. So y aim today is to help all of you who don’t work for apple to take a fresh look at what you do, why and how you communicate the modern ID value proposition to your budget holding colleagues.
‘DESIGN’ HAS NEVER HAD A HIGHER BUSINESS PROFILE.
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Great time to be a designer, design is popular Business gets the importance of fresh thinking and creativity like never before. Populatriy can only get you so far – �Design popularity creates higher expectations tougher business questions about value. Perverse effects: ��Milan fair: in companies that already have a design function Design popularity -. It isn’t driving progress, its actually driving competition from other forms of design. Eng exp. ��Design popularity: more and more business doesn’t want creative priests in ivory towers, what business leaders want is for everyone in their business to be creative and think like a designer.
THE BIG ‘DESIGN’ TENT CAN BE CONFUSING WHEN COMPANIES TRY TO CONVERT INTEREST INTO ACTION’
FEATURING
INTERIORS|FASHION|GRAPHICSUX|ARCHITECTURE|SERVICE
FURNITURE|PRODUCT|WEBILLUSTRATION|SOFTWARE
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When organisations look deeper in to design they get a bit confused because design comes in many flavours Not just on the basis of ‘what you do’ More and more on the basis of how you do it : what motivations what methods Business struggles to work out what kind of designers to hire and how to build processes around the multiple skills. Kinnarps - a recent client of mine – 5 different kind of designer, no recognition of the different skills,
EVEN ‘PRODUCT DESIGN’ CAN BE A MISLEADING ‘FOCUS’ TERM
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Even the basic term of ‘product designer’ can have at least 3 value propositions attached to it Karim Rashid , great guy, but creatively, he does his thing, it would be a mistake to invite him Iin to help you develop your brand. In the US, product designers are engineers. Engineers do numbers – we do people – we both fancy ourselves as creative. All 3 are creative, the one in the middle is an industrial designer..
‘I’ D = ENDURING PURPOSEFUL FOCUS: INNOVATION BY ORGANISATIONS
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The I matters – It gives us all our professional focus: helping organisations to deal with people. In fact in the UK that is now enshrined as a new formal definition: Helping organisations ensure that human behaviour drives innovation activity.
FAST CHANGING SOCIAL/TECH CONTEXT IS DRIVING CHANGES TO THE ID NEEDS OF ORGANISATIONS
1996
2008
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We compete a
GUS = COMMUNICATING, DOING & EVOLVING PROFESSIONAL ID VALUE PROPOSITIONS, CONTINUOUSLY, FOR 30 YEARS..
FROM VEHICLES TO SERVICES
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I’ve been on this tech ride for most of my 30 year career, I’ve seen many of my skills made redundant, many of the device types I’ve designed have completely disappeared I’ve spent most of this time, explaining to clients why they should invest in Industrial Design The old fart designing customer service journeys today, is the same guy with the same core purpose as the young lad on the cover of car styling in 82 Teaching is about e purpose hasn’t changed, buthe
PRODUCT
SERVICE
ID’S CHALLENGE: EVOLVE & CLARIFY OR GET DEMOTED (VANISH?)
SOFTWARE
THE DESIGN PROCESS EXPLOSIONDIFFERENT WAYS OF SAYING THE SAME THINGS…
