On Design Thinking on MOOC today, students were introduced the the evolution of the the Economy. See the graphic below:
Joseph Pine and James Gilmore suggested in their book ‘the Experience Economy’, that the economic value creation in developed countries went from an agrarian economy, to an industrial economy, to a service economy, to an experience economy.
The agrarian economy is mainly concerned with producing and dealing with commodities. Extracting natural resources is here the major economic driver. The value creation in the industrial economy is based on the production of goods. When the goods market is saturated the next level of value creation is the service economy, which refers to an increased importance on the delivery of services. And last but not least there is the experience economy, where the experience becomes a significant economical differentiator.
The reason could be seen in a natural evolution, that as soon as basic needs are met, humans seem to strive for improvement and development.
This is one of many design process models, called the d.modes from the D.school in Stanford. It consists of five different modes
Empathize, the first mode, is about understanding people. It is the foundation of the entire design thinking process. You should try to understand and „feel“ the needs, hopes, aspirations of users, experts and stakeholders. Your thinking mode should be that of an psychologist.
Define is the second mode. Often overlooked, it makes sure the problem is understood by everybody in the team. Structure and analyze the data collected in the first phase, cluster your findings and map patterns. You focus on crafting the right questions and define what point of view you will take. Your thinking mode is that of an analyst.
The next step is called ideation. Starting from the focused position of define, it is about collecting many ideas, deliberately without judging. It allows you as a team to go beyond the obvious solutions by combining individual skills. It is about sharing stories about what could be. Think of yourself as an explorer. Des
The mode prototype is about creating a first impression. It derives from the greek protos = first and typos = impression. You can build a prototype for anything out of everything. By crafting something with your hands your brain switches into a different mode. Your thinking mode is that of a craftsman.
Test is the last mode. Get your prototypes into the real world, engage people to interact with it. Ask them and observe their behavior. Figure out what is not yet good about it and what could be improved. Your thinking mode is that of a critic.
I am now watching week 2 of Design Thinking on MOOC viewable on iversity.org. One of the interviewees said something very intruiging:
Question: What is Design in ONE word?
Now this is a very interesting answer isn’t it?
Design is so complex, and so difficult to define with just one word. Some might say design is “art” or “creativity.” Others might say it is “communication” or “planning.” But to think of Design in terms of Freedom is a very interesting approach indeed. There’s some food for thought.
Jennifer Blatz explores the world of UX through words and imagery