DA QUI

“if you visualise commercially-mindedpeople on one side and scientistson the other, we need a bridge in

the middle to meet halfway”.(innovation by design)

IL DESIGN THINKING PER L'INNOVAZIONE AZIENDALE

DA QUI

Herbert A. Simon “One of the deep sources of communication difficulty between the discipline-oriented and the practice-oriented members of a

professional school faculty stems from the difference between science and art. The goal of the pure scientist is to explain phenomena in nature: the laws

of physics, of physiology, or of consumer behavior, as the case may be. The goal of the practitioner is to devise actions, or processes, or physical structures

that work—that serve some specified purpose. The techniques the scientist uses toward his goals are usually called ‘analytic.’

The techniques of the practitioner are usually called ‘synthetic.’

“outsider solutions to local problems” (Jerry Sternin, founder of the Positive Deviance Initiative

observing positive deviants)

I contesti culturali sono unici

A METHOD

INSPIRATION

IDEATION

IMPLEMENTATION

(Human Centred Design IDEO)

Anche detto

the analytic phase, the creative phase, andthe executive (Laszl— Moholy-Nagy)

invention, judgment,connection&development, integration&evaluation (Richard Buchanan)

Discover, Defne, Develop and Deliver (Design Council)

… to be continued

In common

Research (market+users+cultural)

Converge/diverge thinking

Visual thinking/Prototyping

Iterate

Multidisciplinary

Tools&Techniques

“To have a good idea you must frst have lots of ideas” (Linus Pauling).

BROAD APPLICATIONS

products servicesspaces

systems → organization (management)

*Richard Buchanan, Case Western Reserve University

“There is a principle that distinguishes design as a practice of management from other schools of management over the past century.

That principle focuses on the

QUALITY OF EXPERIENCE

for all of those served by organizations, whether for-proft,not-for-proft, or governmental organizations. This includes the

individuals who directly use the products and services of the organization, but it also includes those who are affected by the internal

and external operations of the organization” (Buchanan)

MEANING of EXPERIENCE

we should consider that experience is not something that occursinside an individual. Rather, experience is found in the unity of the

individual with his or her environment. Experience is found in a relationship of interaction with the environment, not in an internal

process.

THE ROLE OF DESIGN

in our lives is to create the environments within which human intent can move forward in interaction, forming human meaning in the reach

toward satisfaction and fulfllment of the original intent.

MA COME LE AZIENDE SI ASSICURANO DI AVERE UN GIUSTO

RITORNO SULL'INVESTIMENTO NEL DESIGN?

Research analysing 15 best companies, design oriented. (British Design Council, 2015 )

Return on Design Investment (RODI)

1 Design as a competitive weapon

Good design makes products more competitive. It keeps production costs down but allows higher prices in the shops

Good design keeps users happy, making them come back again and encouraging them to recommend things to their friends

Design applies the power of the brand. A strong brand identity encourages customers to trust existing products and to try new ones. This awareness of brand in the design process enables the effective translation of the Starbucks brand into the store environment and customer experience.

2 Top management support of design.

Design’s role as a value creator

A new focus on user needs

Design as a tool to deliver the brand

In conclusione

_c'è un ROI nell'utilizzare un approccio design thinking, dal prodotto al sistema più ampio

_è un'arte scientifca, non serve ad analizzare in maniera incrementale, ma ad agire...però più a lungo raggio della normale cultura imprenditoriale

_se è l'esperienza il nostro obiettivo oggi, e l'esperienza è un processo che include users ed environment, il design è oggi lo strumento più adeguato per lavorare con l'esperienza

(non ho parlato direttamente di innovazione perchè è implicata in tutte le slide)

Design challenge

Come valorizzare le eccellenze

enogastronomiche dell'Umbria e allo stesso

tempo le sue eccellenze produttive?

Team

Umbria Food Cluster: un network di progettisti

umbri costituitosi attraverso ADI Umbria_

DESIGN, ARCHITETTURA, FORMAZIONE,

MARKETING TERRITORIALE

Inspiration

La ricchezza enogastronomica è inscindibile dal

territorio e dalle altre produzioni. Mostrare un

tutto partendo da un aspetto che rende unica la

nostra Regione.

Inspiration

Desk research su alimenti tipici autiunnali, propreità

organolettiche e alimentari, ricette, trasformazioni, metodi di

conservazione tradizionali e innovativi, industria alimentare in

Umbria, turismo e artigianato/materiali

Interviste a tartufari, aziende agricole dello zafferano, nonni,

cuochi, dietiste

OUTumbro

OUTexperience + designUMBRO

DESIGN, ECCELLENZE PRODUTTIVE, TERRITORIO

VISSUTO, TURISMO ed ECCELLENZE

ENOGASTRONOMICHE

attraverso una delle più belle stagioni dell'Umbria

Prodotti

Tartuf, funghi, castagne, olive, uva, erbe e frutti

spontanei, zafferano,...cacciati,raccolti, essiccati,

affumicati, aromatizzati, pestati, tagliati...

Lavorazioni

stampa 3d, pantografo a 5 assi per legno,

soffatura del vetro, lavorazione della ceramica al

tornio, sartoria, uncinetto

Materiali

Mater-bi, ceramica - di Deruta e in stampa 3d -,

legno, tessuti, abs, alumide, polyamide, resina

trasparente

Potenzialità per il turismo

Esperienze a contatto con il territorio in autunno

esistenti, ma poco promose e integrate. Prodotti

pregiati, poco brandizzati. Lavorazioni di

eccellenza che non hanno più mercati.

Food+materiali+design+autunno: creare

un'esperienza completa.

Partner

DigitalPoint La Preziosa Veste

Ideation Phase 2

PROGETTO

TEASER

EVENTO

Please, Valentina Taddei....