Basics Design: Design Thinking

This book introduces different aspects of design thinking via dedicated

chapters for each topic. Each chapter provides numerous examples from

leading contemporary design studios, showing unique and creative design

thinking and with a detailed analysis to explain the reasons behind the

design choices made.

Key design principles are isolated so that the reader can see how they are applied

in practice.

Clear navigation

Each chapter has a clear strapline,

which allows readers to quickly

locate areas of interest.

Introductions

Special section introductions

outline basic concepts that will

be discussed.

Examples

Commercial projects from

contemporary studios and

designers bring to life the

principles under discussion.

How to get the most out of this book

Client: of FashionLondon College

Design:Design thinking: Moving BrandsInteractive

presentation allows viewersto leave feedback

Design Thinking

Samples and feedback

Samples and feedback 4647

Samples and feedback

Understanding the motivations,

behaviours and aspirations of a target

group often involves detailed study of that

group. As it is not possible to quiz every

member of the target population, a sample

group is typically defined.

SamplesA sample group is typically a collection of five to ten people who share the

characteristics of the target group and who can be used for one-to-oneinterviews, questionnaires and focus groups. The sample should be as

representative as possible of the overall population under study and should beselected by first determining the most important attributes that define the group.

These may include age, education level, ethnicity and socio-economic group.

FeedbackDesign is an iterative process, during which internal and external feedback is

sought and received at all stages. The main learning opportunity comes at theend of the process when feedback about the performance, acceptance and

success of a design is sought and fed back into the design process. The aimof this is to maintain or improve performance or to better control the process.

Cluster and vote, deciding which ideas to developThis is a method used to identify patterns in a problem area or in a series of

ideas to help the design team select appropriate solutions. This system usesagreed assessment criteria that can take into account the concerns of multiple

stakeholders. These criteria are brainstormed, refined, agreed and structuredto encourage participants to consider the perspectives of other stakeholders.

Scoring methodsAll design ideas are to be scored against the individual selection criteria and

then these will be totalled to produce a final score for each idea.

Design Thinking

Research

London College of FashionThe Looking Glass, London College of Fashion’s 2008 graduate exhibition,

showcased the work of 600 students to an industry audience looking for futurestars. The ingenious design of the exhibition saw each student represented by

a postcard-sized tag which, when placed on a custom-built responsive table,would activate an interactive projection of the student’s work on the table

surface. The table interface was designed so that the viewer could control whosedigital portfolio of work was being shown via these tags. As such, through their

choice of tags, the viewer provided explicit feedback about what they wanted tosee. The dark monochrome palette and mirroring effects underlined the ‘looking

glass’ theme that was intended to give a sense of transparency and intrigue.

Design Thinking

How to get the most out of this book

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