Design Thinking in Business: an introduction to imagineering and an illustration of the conceptMario Ramírez Reyes (NHTV, Internationaal hoger onderwijs Breda)

Design

Industry enhanced capabilities of material production more types/quantities of products utility

Industry enhanced capabilities of material production more types/quantities of products utility

Art search for aesthetic beauty masterpieces appearance

Utility Appearance

Function Form

Useful work Useless toil

William Morris

Hideous things to use

Beautiful things to look at

Bruno Munari

Function Form+

FORMAL COHERENCE

So...

So...what does this have to do with business?

There is a need to change

The human context has transformed around the institutions of business

New context:• New consumers

• New employees

• New communities (in general)

Companies’ utility Companies’ form

The definitions of the problems facing organizations continuously change

Two plus two will always be...

Two plus two will always be four.

So...

So...why design?

To define design is to demystify design

de•sign (v)

de•sign (n)

design in practice is a (v)

Design in practice:Commerce * Business design * New product development * Packaging design * Product design * Service design

Applications * Experience design * Game design * Interaction design[15] * Software design * Software development * Software engineering * System design * User experience design * User interface design * Web accessibility * Web design

Communications * Book design * Communication design * Content design * Exhibition design * Graphic design * Information design * Instructional design * Motion graphic design * News design * Production design * Sound design * Theatrical design * Typeface design * Typography * Visual communication

Scientific and mathematical * Combinatorial design[16] * Design of experiments

Physical * Architectural design * Architectural engineering * Automotive design * Cellular manufacturing * Ceramic and glass design * Design engineer * Environmental design * Fashion design * Floral design * Furniture design * Garden design * Geometric design * Industrial design * Interior design/redesign * Landscape architecture * Mechanical engineering * Sustainable design * Urban design

Source: Wikipedia

Designing is… “planning: as objectively as possible of everything that goes to make up the surrounding and atmosphere in which men live today.”

Bruno Munari

Designing is… “to conceive and plan out in the mind; to devise for a specific function or end”. Dym, C.L. & Little, P.

(Engineering Design)

Designing is a cognitive activity.

It is an alternative to the linear/analytic approach.

Challenge the frame of the problem

Diverge into multiple possible solutions

Follow through

Inspiration Ideation Implementation

Tim Brown (Change by Design)

Inspiration

Ideation Implementation

Designing in a business context is searching for a holistic and integrative attitude to problem solving.

“Design problems and solutions lack pre-existing, objective evaluation criteria.” Simon (1969/1999)

Designing for business is planning organizations that can transform with their context

Designing for business is planning organizations that can transform with their context

FORMAL COHESION

“A designing attitude is complementary to a decision attitude.”

Boland and Collopy

So...

So...what is Imagineering?

“Imagineering is a design approach to value creation making use of imagination.”

Diane Nijs

Create a compelling artifact that engages people

Inspiration

Organization

Creation

Exploration

Veritas

Antwerp

United Play

To conclude…