session 1 2

© copyright, youngjin yoocenter for design + innovationcD+i

design attitude


a mindset that contrasts with decision mindset


it is not about “look & feel”

it is not about “THINKING”

it is about DOING

designers re-frame

Apple’s secret weapon?

1950s seaports

designers prototype

Language is convincing.

Seeing is believing.

Touching is reality.

physically engaging with a n a c t u a l o b j e c t p r o d u c e s a d e e p e r u n d e r s t a n d i n g ; i t stimulates the kind of intuition that is often critical to a designer.

Although one can study and understand a concept through literature and diagrams,

“I think with my hands.

My process balances analytic study, based very much on research, with, in the end, a purely intuitive gesture.”

The aim of art and meditation is to produce attentiveness and quiet the mind so that it can discard pre-existing ideas in order to see what is real.

Milton GlaserDrawing is Thinking

designers iterate

Apple’s 10 to 3 to 1

Apple’s designers come up with 10 entirely different mock ups of any new feature...Later they whittle that number to three, spend more months on those three and then finally end up with one strong decision.

designers improvise

Open-ended

• engaging uncertainty • accepting risk • avoiding premature closure • enjoying improvisation • embracing change

Bringing to life

• manifesting ideas • making visible

Empathic

• focus on the human side • empathize with customers • commercial empathy • deep (authentic) listening

Multi-dimensional

• seeing the whole • analytic-synthetic loops • reconciling objectives

Sensory

• thinking through drawing • relying upon tacit knowing • feeling aesthetically

Design Attitudeacting to createa better future

session 1 2

Education

youngjin yoocenter

design innovationcd

d e e p e r u n d e

s seaports copyright

decision mindset copyright

n d i n g i t

o b j e c t p r o d

engaging uncertainty