Response 2: Design Thinking

Intellectual Foundations of Informatics

Although the aesthetics of designs matter, there is much more to a design or innovation than what it looks like. It does not mean that the aesthetic is not important, but rather means that the innovation needs to be functional and what the human feels they want and/or need, and then the aesthetics can come later. Tim Brown said that although new designs could just be copied and exploited “as a principal source of differentiation” from other innovations that are already existing, now what companies are looking for are design thinking that leads to ideas that better meet consumers needs. For example, during the innovation of the Coasting bike, they did not focus on the appearance of the bike till later in their process of developing the bike. They thought of the consumers and what they would want out of this bike, trying to help the people reconnect with enjoying riding a bicycle and trying to rid their fear of it. They used design thinking in the earlier stages of the innovation, which led to them creating it, and then the appearance of it waited till the end. They only created a reference design, letting the companies design teams create the aesthetics of it. With the redesigning of the IDEO shopping cart, when creating it they were not concerned with the appearance of it, but rather it’s functionality and how it would cater to the consumers needs. In the conclusion, Tim Brown reiterated that although design is not just about the appearance, it does not mean that it doesn’t matter. He used target as an example to inform us about how it does both: their products appeal to us emotionally through their design and functionally through their price. So, when it comes to designs and innovations, we are attracted and wanting to consume them when they appeal to us both functionally and emotionally.

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