De-Mystifying Design

for students of Technology and Management

Prof M P Ranjan
Professor - Design Chair
CEPT University
Ahmedabad, India

Body
Mind

ranjanmp@gmail.com
www.designforindia.com

Mind Body Map

Tangible
vs
Intellectual

Do Not !

Craft : Quality & Workmanship

Sport : Skill & Sportsmanship
Music : Tone & Sensitivity
Art : Form & Composition
Dance : Balance & Poise
Experiential
Space

Propositional
Space

What If ?

Taboo
Space

Resource
Maps
Percieved
Potential

Context
Cultural
Social
Geographic
Historical, etc....

Opportunity
Maps
Imagined
Possibility

Fire as metaphor for system

* 1993, 1999 & 2004 M P Ranjan

Multi-disciplinary
Convergence
Environment
Effect

Technology
Material

Culture
Ground

User Centered
Systems Metaphor
for Design

Design

State

Empathy
Style

Outcome

Form
Structure

System
Constituents
Properties
Functions

Performance

Human
Civilisation

1993 M P Ranjan, National Institute of Design

Value in Design Thought & Action

Team Worker
Knowledge
Contact with Reality
World - People - Environment

Knowledge
Base

Profile of the
emerging Designer

Access to Specific Knowledge

and Virtual Worlds

Society

Knowing
& Finding

Value
Base

Expression

Feeling
Doing
Thinking

Drawing
Abilities with
Tools of the Trade
Action Capabilities
Management
External Modelling
& Presentation

Modelling

Research
Meaning
Ethics
Cognitive
Base

Motivation
Cognitive Capabilities
Values & Attitudes

Skill
Base

Simulation

Dreaming

Ideology

Empathy rooted in
Core Philosophy

Thinking

1993 M P Ranjan, National Institute of Design

Levels of Design Intervention

Every design project
addresses all levels in
varying degrees...

Strategic

Systems Thinking
Opportunity Mapping
Strategic Initiatives

Sensory
Experiential
Improves....
Quality
Performance
Cost
Finish
Colour
Ornament....

Tactical
Level
Form
Colour
Detail
Technology
Finishes
Tools
Ornamentation
Practical Know How

Strategic
Level

Creates New Industries

Creates New Markets
Re-engineering strategies
Mass Customisation strategies
Eco-Friendly strategies
Anticipatory strategies....

Vision Led Design

DESIGN

Skill Led Design

Sense Led Design

Business

Creative
Level

Breakthrough Products
Novel Constructions
Innovative Processes...

Inventive
Innovative
Creative

Innovative

Patent Led Design

Elaborative
Level
Variety & Style
Differentiation
Choice / Fashion

Market Led Design

Product Differentiation
Product Collections
Style and Fashion
Market Segmentation..

Trade
1098 M P Ranjan, National Institute of Design

Process of Design Thought & Action

the

NID
way

Systems
Design
The NID Model
1

Goals
Needs

User & Need

Research

Analysis
Empathy
Observation
Interaction

Synthesis
Scenario
Visualisation

Alternatives
Details
3

Concept
Development

Futures
Directions
Imagination
Articulation
Convictions

Form Giving
Detailing
Developing

Business
Models

Trends
Software
Economics

Entrepreneurship
Diplomacy
Committment
2001 M P Ranjan, NID
2001 M P Ranjan, National Institute of Design

Abilities

History of Design: Thought & Action

A NEW LOOK AT

Design, Science & Art

HUMAN INTENTION TO VALUE CREATION
TOMORROW?

KNOWLEDGE
50 years TODAY

FIRE
2 million years

Design started
here!!
TOOLS
1.5 million years

SCIENCE
2000 years of education

Science started
here!!

MOBILITY
250,000 years

TECHNOLOGY & CRAFT

5000 years

AGRICULTURE & SETTLEMENT

10,000 years

SYMBOLIC EXPRESSION
50,000 years

Art started
here!!

The Design Journey Explained

Designers
Antennae

Insights

Design Thinking *

Conviction
ANALYTIC

Intentional Categorical Analytic Explorative

INTENTIONAL

CATEGORIC

EXPLORATIVE

Abductive
Synthetic

Designers
Responsibility ?

ABDUCTIVE

Designers
Mind

SYNTHETIC

Reflective
REFLECTIVE

Decision
Stone in
the Pond
Design
Opportunity

Perception
Imagination

1, 2, 3, ......
.....
Prototype

Success ?

Concept
Inploration
Exploration

Design
Action

Go, Go Go ......
Positive
Impact
Negative

Designers
Emotions
2007 M P Ranjan, NID

revised: based on model in discussion with Sumiran

Design Journey *

Drop Project ?

see descriptions at <http://www.design-for-india.blogspot.com>

and <http://www.design-concepts-and-concerns.blogspot.com>
Download model from <http://www.ranjanmp.in>

Disaster ?

2009 M P Ranjan Hand - Head - Heart : Ethics in Design 4th National Design Conference : Istanbul www.ranjanmp.in

Three Orders of Design

Spiritual
Material
Craftsmanship

Cultural

Function
Technique

Systems

Science

Economy

Political & Legal

Aesthetics

Environmental

Social
Linguistic
2009 M P Ranjan Hand - Head - Heart : Ethics in Design 4th National Design Conference : Istanbul www.ranjanmp.in

Vision & Design Opportunities

What is Design ?

l u tio n
I
n
s

C o nt e xt

bl
Pro e m P

So

Design
Opportunities

h ts

rc

n
o
i
t
ep

ig

V i s io n

Intentions
Explorations
Compositions
Judgements
Innovation
Promotion
Implementation
Nurturing

Experience from Management

International Experience

Innovation for Business Processes

IDEO
ROTTMANS

*Tim Brown - IDEO

Books on
Design Thinking for
Organisational Change

2011 M P Ranjan :

*Roger Martin

*Daniel W Rasmus

DESIGN THINKING : Strategies & Applications

*Tom Kelley

Experience from Design Research

Contemporary Research

Design Research for Business of Design

Personas

The Anthropologist : Look at People to Learn

The Experimenter : Prototypes New Ideas
The Cross-Pollinator : Bridges Disciplines & Departments
The Hurdler : Remover of Roadblocks
The Collaborator : Bring Groups Together
The Director : Leadership from the Front
The Experience Architect : Reach Feelings at Latent Level
The Set Designer : Create Enabling Spaces

*Tom Kelley

Books on Design
Thinking for Process
Change

2011 M P Ranjan :

The Caregiver : Nursing & Healthcare Metaphor

The Storyteller : Compelling Narratives

DESIGN THINKING : Strategies & Applications

Experience from Design Research

Contemporary Research

Design Research for Business of Design

IDEO
DRS

*Tom Kelley

Books on Design
Thinking for Process
Change

2011 M P Ranjan :

*Nigel Cross

*Peter G Rowe

DESIGN THINKING : Strategies & Applications

*Thomas Lockwood

Experience from Design Research

Research into Design Thinking

Understanding Design as a Phenomenon
Asking Designers about what they Do
Deconstructing what Designers Do
Watching what Designers Do
Thinking about what Designers Do
The Natural Intelligence of Design
How Designers Think
Designing Together
How Designers Work

*Nigel Cross

Design Expertise

Explaining
Design Thinking

2011 M P Ranjan :

*Bryan Lawson
Kees Dorst

DESIGN THINKING : Strategies & Applications

Public Private Partnerships

wouldnt
it be
Design Council UK
Policy Initiatives for Design in Regional Governance
great if...
RED

Vital Si
gns

Design Policy

/ Introduc
tion

RED PAPER 01 HEALTH: Co-creating Services

DOTT07

Vital Sig
n
when wo s:
uld
Food: the ou
r region Ene
ultimate design
e rgy
sustaina b
a
ble?ppro : a ne
challenge?
ach w
Food / Introduction

RED
PAPER 01
HEALTH:
Co-creating
Services
Hilary Cottam and
Charles Leadbeater
The Design Council has established RED, a new unit
challenging accepted thinking on economic and social
issues through design innovation.

Hilary Cottam and Charles Leadbeater

We run rapid live projects in order to develop new thinking

and practical design solutions in the form of systems,
services and products. Our team is inter-disciplinary
including designers, policy analysts and sector experts.
Our approach is human centred, involving users, business
and service providers in the design process. RED papers
will explore a wide range of issues that make a link to our
practice. www.designcouncil.org.uk/RED

*Hilary Cottam

This paper looks at the new challenges facing public

services, taking health as a case study. Chronic disease

Design Support for

Governance and
Services
2011 M P Ranjan :

En
erg
y/I
ntro
duc
tion

How will
we know
when ou
sustaina
r region
ble?
is
sustainable
here, to the And how do we ge
is a copt from
re? The an
out. We ne
to know
swers to
question
how much
ed
these
s vary wi
ldl
things ne
y. Vague 30% or
change, an
to ussuch
Food is a crucial energy challenge. For a Northern city
as Toronto,
ed to
e as few
pr
d by when
om
ise
natur22
s
.
al resource
Four Do
possible
.
From
farm
to
more of its ecological footprint can be traced to itsasfood
systems
s
tt 07 proje
, reduce
cts, grou
together
waste to
minimum
ped
as Vital Sig
a food
or deliv a typical
plate, depending on the degree to which it has been processed,
ns, approa
er the g
this chall
Olympic
reenest
ched
enging qu
sthan
planned
item may embody input energy between four andvemore
100
the
estion in
so fartimes
ways. Ou
ry much
dont me
different
r Planet To
. As a tar
an
night, an
food energy that enters our bodies23.
get, incre
Thinglin
d
k, helped
asingly
peop
the small
actions the le to connect
y might tak
e as
to re-frame food systems as design
transportation of foods alone have
Food for thought
opportunities, and to consider what
fuelled greater demand for locally
Global food systems are not
design steps we might take to make it
grown food. But, for many of us who
sustainable. Industrialised food can
easier for city dwellers to grow their
consume over 100 times more energy live in cities, the separation between
own fruit and vegetables.
city and country has seemed to be an
in production and distribution
The Urban Farming project in
obstacle to local food production.
than enters our bodies as nutrition.
Middlesbrough brought together more
Some planners and architects have
In developed countries, the food
dott
than 1,000 citizens or New Urban
responded by discussing new
consumption of a single family
o7 ways
Farmers to grow food in small,
to grow food in cities in what they
generates eight tonnes of CO2
medium and large containers all
call continuous productive urban
emissions a year24. This madness is
over town.
landscapes, building on existing
enabled by non-renewable fossil
resources such as the UKs 59 city
fuel. But what to do?
farms, nearly 1,000 community
Over the past 10 years, the
gardens and 66 school farms. The
growing number of food miles and
focus of the Dott 07 food projects was
escalating CO2 emissions from the

presents a new and growing health challenge. This paper

argues that reform to the health services currently on
offer cannot address either the management of chronic
diseases or the broader lifestyle issues that might promote
better health. We argue for a new approach which we call
co-creation since a set of new relationships between users,
workers and professionals lies at its heart. We set out this
model. Many of the seeds of this new approach can be
found within the current system. Communities of the kind
we envisage are well developed in software and other elds.
We suggest ways in which we could build on these open
systems to foster a new form of co-created public service.
Our ideas should be considered as work in progress: we
hope to develop our model further as we test our approach
in practice with partners in Kent and Bolton.

dott
o7

*John Thackara

dott
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* Design Thought Leaders

DESIGN THINKING : Strategies & Applications

Public Private Partnerships

Design Council Wales

Policy Initiatives for Design Support and Governance

Integrating
Design
Realising
Into
RegionalSustainability
Bringing
and
Innovation
Innovation Innovative Ideas
Policy. through
to Market
Design.
using Design
SEE Policy Booklet
01

Issue 2 Jan
uar y 2010

SHARING EX
PERIENCE EU
ROPE
POLICY INN
OVATION DE
SIGN

Issu
edItorIAl

SEE Policy Booklet 2

May
2010

e3

SHA

ay 2

010

RING
reseArch
PO
EXPE
Developing an International Design Scoreboard LICY
RIEN
INN
Dr James Moultrie
CE
OVA
TION EUROP
IntervIews
E
DES
Mika Takagi Design Policy Office, Ministry of Economy,
IGN
Trade & Industry (Japan)

SEE Policy Booklet

02

Dr Julio Frias Pea Design & Innovation Centre, Monterrey

Institute of Technology (Mexico)

SEE Policy Booklet

04

PolIcy In PrActIce
Future EU Innovation Policy: An Opportunity for Design

SEE Policy Booklet 4

sPecIAl rePort
SEE Study Visit to Helsinki

June
2011

Iss

ue

Jun

e2
01
SH
1
A
PO RING
LIC
E
X
YI
NN PERIE
N
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ATI CE E
ON
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DE OPE
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Design Policy
Design Support for Industry
and Services
2011 M P Ranjan :

SHARING EXPERIENCE EUROPE

POLICY INNOVATION DESIGN

Making it Happen in Communities, Industry, Public Sector and Policy-Making

SEE Policy Booklet 1

November
2009

Issue 1 August 2009

DESIGN THINKING : Strategies & Applications

edItorIal
cAse studIes
Design 2005! (Finland)
resLadder
earch(Denmark)
The Design
Aspects of Des
ign Policy in
History Prof
see lIbrAry
essor John Hes
kett
IntervIew
s
Design Policy
& Promotion
Programme
Argentina, Aus
Map
tralia, Canada
, Costa Rica
, Iceland &
Qatar
PolIcy In
PractIce
From 2009
to 2010: EU
& Regional
Developmen
Design Policy
ts
Design Thin
eking
D for
from Denmar ITORIAModernising Policy-Makin
k & USAL
g Examples
Res
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case stu
C
DedIe
signs H
Good Des
for S
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nte
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Netw
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and
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on.

www.designforindia.com
s. sUndaR
Managing Director
Dovetail Furniture Pvt. Ltd.
President, ADI
(Association of Designers of India)
Invitee Member
India Design Council

Design Education for India

jatIn Bhatt
Director
EduSign Consulting Pvt Ltd.
jogI Panghaal
Design Thinker & Educator
Associate,
Doors of Perception Foundation
ashIsh deshPande
Founder Director
& Principal Designer
Elephant Strategy + Design
amIt KRIshn gUlatI
Director, Incubis Consultants (India) PL
Design Consultant and Educator
Member, CII National Committee on Design
Poonam BIR KastURI
Compostwali
Founder, Daily Dump
dInesh KoRjan
Design Educator and Partner
Studio Korjan
Moderator, alumNID
(NID alumni discussion group)

North Zone
2011 M P Ranjan :

VIsIoN FIRsT is an initiative to

create a perspective on creating design
competencies in India and maybe,
elsewhere. The idea is to tap the
collective wisdom of the vibrant design
community and other stakeholders of
design in the country and co-create a
vision for further actions whether it
is the setting up of new institutions or
taking design to those areas where it
has never been before.

www.visionfirst.in

South Zone
DESIGN THINKING : Strategies & Applications

East Zone
Design Concepts & Concerns 2010 NID

Public Private Partnerships

Octopus Card: Hong Kong

Micro payment system for city services

Service
Design

Design for Public Good

2011 M P Ranjan :

DESIGN THINKING : Strategies & Applications

Public Private Partnerships

Disasters
Drought &
Famine...
Tsunami
Floods
Earthquake
Poverty...

Design for Wicked Problems

Government and Civil Society Participation

Complex
Local
Variety
Chaotic
Humanitarian
Horn of Africa
2011
Somalia
Ethiopia
Kenya
2011 M P Ranjan :

DESIGN THINKING : Strategies & Applications

pictures courtesy
The Economist

Public Private Partnerships

Key Concepts: Design for public good

Strategies and Approaches

Science Facts

Innovation
Imagination & Creativity
Design Thinking Exploration
Aspirations & Needs
Political Choices
Public
Service
Design

Understanding Participatory
Context
Processes
Co-creation
Flow Charts
User Trips
Ethnographic
Observation
Research

Interface Design
User Centered Design
Interaction Design
Experience Design
Design
Processes

2011 M P Ranjan :

Brainstorming
Mapping & Modelling
Visualisation
Design Synthesis
Opportunity Mapping

Paper Prototyping
Anticipation & Investent
Testing & Validation
Incubation
Design Support
DESIGN THINKING : Strategies & Applications

INDEX PAGE

Resources for Design Learning

The Design Way

IDEO Cards
Design Process Models
Systems Intelligence
Wicked Problems Intro
Design Introduction