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Transcript of Innovation
Design that Impact
Design To Be Loved
Becoming a Bilateral
How BMW Turns
Art into Profit
Design For a
Goes back to
School for Innovation
Design at Alessi
Failure is Glorious
Sir Jonathan Ive
VP of Industrial Design at Apple
is “Apply the methodologies and approaches of design to a broader set of issues and problems in business and society”
Tim Brown - IDEO
Design Thinker Personality
Placing People at the
Beginning of the Process
IDEO Help Surgeons Develop a new Devices for Sinus Surgery
Prototyping is really important for design, but it doesn't
have to be Complex and Expensive.
"They were talking about the iMac in
a language usually reserved for small
fluffy animals and Close Family members
"When we succeed, we give birth to a new
product that surprises people and manages
to touch their hearts"
Alberto Alessi - Alessi
Good technology is not an end to itself. People
must have an emotional attachment to products
Jonathan Eve - Apple Inc
Stefano Marzano - Electrolux
Many Companies Position themselves
at the intersection of art and commerce, but
few as successfully as the famous German car maker
. It's no accident.
who Manages the Relationships among designers, engineers and corporate managers says
three operating principles
guide their way.
First, Protect the Creative Team
Second, Safeguard the artistic process
Third , Be an inventive communicator
Three Operating Principles
Managing at the intersection of art and commerce means translating the language of art into the language of the Corporation.
The design group, the engineers, and the businees, managers are like three meshed gears. If the gears are separated and spinning solo, nothing happens. If the gears turn the same way, they freeze up. They have to be interconnected and turning in opposite directions. But as we rotate, we transfer power to one another.
Redesigning CAT Scan machine
Jeff Immelt told
Employees to "Go Big"
... So General Electrics' Healthcare
Unit went to design school students
for out-of-the-box ideas....
Student Idea of an Ultrasound Machine, without using the Gel and that reduce the training required for technicians
Non invasive scanner for Malaria, painted with
earthy African colors, to seem less foreign
"Revel in your glorious failures. Dance on the border line between success and disster. Because that's where your next big breakthrough will come from"
When we succeed
, we give birth to a new product that surprises people and manages to
touch their hearts
Sometimes the design process
starts with the idea of one
product but at the end the result
is a completely different one
Indeed when the designer Philippe
Starck created the Juice Salif,
one of Alessi's more iconic products
his original brief was to design a
clever names, that give them that extra touch of humanization and that makes products
something more than just beautiful
A Little bit of History
Basic Structure of expressions in a product
Design products that transmit
Seems like someone
is serving right?
Easy to identify
" Instead of looking like the iMac,
it looks like a sunflower"
"Remember, great and good companies will be remembered in the future as those considering prosperity,
, quality of life and a better future for humanity. The Choice is yours"
CEO Phillips Design
"Companies that pursue
Technology epiphanies ask
Will this new technology
enable us to create products
and services that people find
more meaning full?
, imply stay
outside and think in the entire experience
from before using
the product to after
Phillips put in action Technology Epiphanies
Staying outside and seeing that MRI Scanners scares people and specially kids, Phillips develop an entire different experience.
With the Wii, Nintendo change the entire experience
of playing video games,
from a passive player
to an active sporty player
Simple is Best
"Our goal is simple
objects, objects that
you can imagine,
one way or another"
How do we get
from 2 here
"It is no
t a problem you ar
start asking ques
what if?.. This C
s that could
entire Categories o
Ive explain this saying that
"We struggle to describe design
process at Apple.... But it is very
much about designing, prototyping,
and making. When you separate
those, the final result suffers"