Notes on the Evolution of Design Thinking: A Work in Progress
Craig M. Vogel
nexus = connection or series of connection
New way of design thinking, to change their long and short-term strategies for developing new products and services.
To respond to the contantly social, economic, and technical forces (SET factors). The interaction of these 3 forces results in the emergence of new, "preferred" states for customers and consumers.
Design thinking must expand beyond the role in product and service development.
Schism = a split or division between strongly opposed sections or parties, caused by differences in opinion or belief
Prairie Style = Known architectural design style made known by Frank Lloyd Wright, which success was known for redefining the American residential architecture
Peter Behren (1st known industrial designer)
Noted for his approach in the very early 1900 with AEG (now Electrolux). He paved the way for corporate design strategy and brand differentiation. His mantle was to introduce electricity to tradition products at home that did not initially rely on electricity.
The Bauhaus
Founded in 1919 by Walter Gropius and Ludwig Mies van der Rohe whom were influenced by Peter Behren, while working as his apprentice. Philosophy was to find a balance among art, science, and mass production.
Harley Earl
The first designer to apply market segmentation in a strategic way to the design of cars by meeting the needs of US market segments that were emerging and growing in the early 20s. Known for his iconic designs American culture of the Chevy and Cadillac in the 50s (while competing against Ford)
Only one company can be the cheapest; the rest need design
Raymond Loewy (the father of industrial design)
The man known for marrying business strategy with design—The only industrial designer to ever grace the cover of TIME magazine (October 31, 1949). He transform the refrigerator, using design thinking at the product level, transforming a product category.
Between 2 products equal in price, function, and quality, the better looking will outsell the other
He is also best known to prove that the success of a prouct is as dependent on aesthetics as function. And by introducing annual model changes into the home appliances market, he introduced obsolescence into the market of household appliances.
"The goal of design is to sell"
"The loveliest curve I know is the sales curve"
His works include the Shell logo, Lucky Strike cigarette packaging, and the Coca-cola bottle among others.
Paul Rand and Elliot Noyes
Paul Rand and Elliot Noyes's strategic redesigns for IBM and Westinghouse became a blueprint for modern global corporate identity systems and spearheaded what became known as International Style—IBM was transformed from it's long name as they both believed that modern identities needed to be easy to read and pronounce in all applications and languages. The lines of the logo was integral to the curtain wall architecture that was applied to the new business buildings as well as the other panel construction of design of mainframe computer systems. (Noyes hired Rand to design IBM, while hiring Charles Eames to design the layout of the offices etc.)
status quo = the existing state of affairs, esp. regarding social or political issue
1975—Bill Hannon founded the Design Management Institute (DMI), the 1st professional organization in the world dedicated to improving the role of design in business, and helped to define design management as a new practice.
1976—Victor Papanek's beliefs that design could be an effective tool to use for environmental and social improvement. He was the early proponent of what is now referred to as Universal, or inclusive, design.
The concept of design for social responsibility is now a growing argument in all fields of design. Corporations are trying to build a kinder, more humane brand message that connects to the social value systems of their customers, by integrating universal design, multicultural design for emerging economies, and environmental responsibility into their products. (pg 12)
Design thinking is always most effective when it successfully connects strategic planning with executions of products, services, and communication. (pg 13)
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Note to self: Be the innovative CEO who sees design as an investment, not a cost, or a strategic
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