Ancient Roman Rostra drawing (via: dkimages) - a platform for orators to share ideas with a crowd. Here are the principles that drive transformation designers. There are four of them:
Principle 1: Everyone is a designer.
Everyday, people make millions of design decisions - from choosing what to wear, to laying out a Facebook page to structuring an argument. Therefore, we treat everyone as a designer. Rather than acting as master designers who emerge from our black boxes to unveil our elegant solutions, we mediate diverse points of view and facilitate collaboration in defining the problem and prototyping the solutions. We create a neutral space where a range of people, whose expertise or point of view may have bearing on the problem, can work together.
Principle 2: Do then think.
While some people believe strategy is the entrance to imagination, we believe imagination is the entrance to strategy. Before committing to a strategy, we use existing research and insights as the platform for creative explorations. Doing so allows us to put intuition to use, to explore tangents and to discover opportunities only found in the creation process. As ideas that feel right pop up, we research them to make sure they are. As the right ideas pile up, the right strategy quickly emerges. You might know this as prototyping.
Principle 3: Create stories.
A transformation design system, like a story, is a system of experiences that build on each other to support the individual in his or her quest for personal change.
Principle 4: There is no finish line.
Change is not made; it is sustained. Without renewed energy and efforts, a transformed person can quickly and easily slip back into his or her old and less desirable state. Therefore, we understand our job is to both create experiences that incite the change and experiences that sustain the change. Our work has no finish line - only milestones.
2 comments:
ideo has showcased some good thinking on principle 1 including thoughtless acts book. principle 4 made want to applaud. seriously. would like to talk to you more about that one since it's hard enough to get clients to understand even in the context of an ad campaign's longevity/life.
"is a system of experiences that build on each other to support the individual in his or her quest for personal change"
That's the bit that interests me the most.
"create experiences that incite the change and experiences that sustain the change. Our work has no finish line - only milestones."
And this. This is the really fun part.
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