1. Value provided by design
1.1. Need to innovate
1.1.1. Defined process identifies value, connects audiences and reacts to social trends
1.2. Need for speed
1.2.1. Cutting down development time
1.3. Need to manage risk
1.3.1. Integrate design controls at critical phases to help manage uncertainties
1.4. Need to manage projects efficiently
1.5. Need for collaboration and co-creation
1.5.1. Clients and audience active members of the design process to provide insights (influencers)
1.6. Need for transparency
1.6.1. Understanding workflow, information, communication and controls to address problems, increase quality and value
2. Design methods
2.1. Design means a whole system, participation, creativity and educational discipline
2.2. Are creative (black box), rational (glass box) and control methods (project structure and risk management)
2.3. Linear
2.3.1. To manage risk in development process
2.3.2. Each phase completed before next phase
2.3.3. For projects with little and specific problem solving
2.3.4. Does not allow iterations through course of project
2.3.5. Spiral method
2.3.5.1. Info gathering, designing, users need evaluation, prototypes, review and evolution
2.4. Agile
2.4.1. Work quickly, make iterations on the process and final stages
2.4.2. Reflect designers round revisions and refining process
2.4.3. Examples
2.4.3.1. Scrum, Extreme programming, Crystal clear and Rugby approach
3. Design process
3.1. Stages
3.1.1. Divergence
3.1.1.1. Explore problem to understand fixed and flexible constraints
3.1.1.2. Uses design brief to place problem context and understand dimension, including risks and dependencies
3.1.2. Transformation
3.1.2.1. Objectives and boundaries are fixed
3.1.2.2. Variables defined, constraints recognized, opportunities taken and judgement made
3.1.3. Convergence
3.1.3.1. Defined problem, identified variables and agreed objectives
3.1.3.2. Reduces uncertainties before design is identified
3.2. Phases
3.2.1. Phase one: establishing client – designer relationship
3.2.1.1. Interpersonal skills and empathetic approach needed to create strong bonds
3.2.1.2. Managing client relationships
3.2.1.2.1. Preparing clients for design process, making them part of project, to develop trust though strong interpersonal and communication skills
3.2.1.3. Setting client expectations
3.2.1.3.1. Both ways agreement regarding roles, responsibilities, logistics, processes, billing, alterations, termination, etc
3.2.1.4. Explaining value of design
3.2.1.4.1. It affects consumer behavior, is a differentiator, creates meaning and manages risks
3.2.2. Phase two: project definition
3.2.2.1. Design brief, document in collaboration with client, that explains problem, focuses on design results, outcomes and business objectives
3.2.2.2. Has information about organization, audience, business strategy, competition, objectives and the scope of the project
3.2.2.3. Basic information
3.2.2.3.1. Project overview (project definition and executive summary), define the problem, state your goals (to define outcomes), define objectives (tasks to be accomplished to achieve goal)
3.2.2.3.2. Determine success criteria (determine metrics and criteria), business analysis (situational analysis), audience analysis (beliefs, attitudes, values), competition and competitive positioning (differentiation)
3.2.2.3.3. Communication strategy (how message will be conveyed), perception and tone (visually communicate strategy), schedule (steps and time to accomplish project), client sign-off (checkpoint at which client and designer confirm direction of project)
3.2.3. Phase three: design research
3.2.3.1. Costumers are a source for innovation and differentiation
3.2.3.2. Designers conduct research to create understanding, by tools and techniques for collecting secondary, quantitative and experience data
3.2.3.3. Balancing intuition and information
3.2.3.3.1. Designers must be armed with information for intuitive processes
3.2.3.4. Business goals and audience needs
3.2.3.4.1. Internal and external environment of organization, understanding audience and competitor analysis
3.2.3.4.2. Situational Analysis
3.2.3.4.3. Interviews and focus groups
3.2.3.4.4. Ethnography
3.2.4. Phase four: concept development
3.2.4.1. Methods for understanding the problem, deconstructing it, collecting and interpreting design research
3.2.4.2. Generate quantitative ideas to extend perceptions of problem
3.2.5. Phase five: design development
3.2.5.1. Visual articulation of the communication strategy
3.2.5.2. Prototype to envision the final design, mitigate risk and create feedback loops
3.2.6. Phase six: design evaluation
3.2.6.1. Design ROI, contribution to business outcomes
4. Design clients
4.1. Devalue design profession
4.2. Don’t see difference in value from crowd-sourced options and professional designers
4.3. Opt for commoditization based on price
4.4. Unethical and violation of professional standards
5. New designers
5.1. Need social sciences, technology, business, research and collaboration skills to solve complex problems
5.2. Visualize, conceptualize, understand and envision the future of people and culture
5.3. Adapt across multiple media and disciplines
5.4. Understand business strategy to understand needs
5.5. Work through process that elevates design from service to strategic business tool
6. 4 principals of the new designer
6.1. Embraces complexity
6.2. Is collaborative
6.3. Designs in context
6.4. Is accountable
6.4.1. Stablish metrics to clarify design value
6.4.1.1. Project initiation
6.4.1.1.1. Planning goals and addressing complex problems
6.4.1.2. Design research
6.4.1.2.1. Understanding context and needs
6.4.1.3. Concept development
6.4.1.3.1. Synthetizes research into idea
6.4.1.4. Design development
6.4.1.5. Evaluation
6.4.1.5.1. Measurable outcomes