The Next Big Thing in Design Is…

August 20, 2013 — 2 Comments

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No longer the province of the lone practitioner, design has become a broad, collaborative process. Photo courtesy of IDEO Boston.

Just 10 years ago, design was considered to be a professional priesthood. The Designer (capital “D”) would be given an assignment—create a more attractive widget, say—then disappear into a back room to reemerge days later with a prototype. The result: better-looking widgets, not much else.

In my book, Change By Design, I chronicle the end of Design with a capital “D” and the rise of “design thinking,” a more collaborative, human-centered approach that can be used to solve a broader range of challenges. Design thinking harnesses the power of teams to work on a wide range of complex problems in health care, education, global poverty, government—you name it. By taking this more expansive view of design, you’re able to have much greater impact.

Design thinkers are inherently optimistic. They have the creative confidence to initiate the change they want to see in the world. That mindset, empowered by the proliferation of new tools such as 3D printers and crowd-based sites like KickstarterEtsy, and even our own OpenIDEO, has propelled two new developments: the democratization of design and designer founders.

Here in Silicon Valley, it’s becoming more and more common to see designers at the helm of startups. YouTube cofounder Chad Hurley has a design degree; Brian Chesky and Joe Gebbia graduated from Rhode Island School of Design and went on to start Airbnb; and Pulse, the newsreader recently acquired by LinkedIn, was the brainchild of Stanford d.school students Ankit Gupta and Akshay Kothari. It used to be that a game-changing technology was the formula for startup success. That’s no longer enough. To grab the market’s attention, today’s young companies need compelling, user-centered design in addition to great code.

The decade-long evolution from Design to design thinking to democratized design to designer-founders has been lightening-fast in Darwinian terms. And I’m sure we’ll see several more iterations 10 years hence, because if there’s one constant in design, it’s that it’s always keen for a redesign.

I’ll be speaking about “Redesigning Design” in Korea this fall. I’m curious, how do you see design evolving in the future?

(Posted also on my LinkedIn Thought Leader blog) 

Tim Brown

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2 comments on “The Next Big Thing in Design Is…

  1. Can the “next big thing” design products that will last a life-time? In other words, will the wisdom and insight gained through a team-based collaboration, result in a solution that lasts, leave a minimum impact on our environment, improve the quality of our lives?

    Henry Dreyfuss once said “Industry, technology, and mass-production have made it possible for the average man to surround himself with serenity in his home and in his place of work. Perhaps it is this serenity which we need most in the world today.”

    What are the ideals of the team-based thinkers? What can be learnt from the designers with a capital D?

    – Tushar

  2. In regards to the question posed, I can say that I am not sure how design will evolve in the future. But I want to tell you how I think design SHOULD evolve. I believe that designers, or more aptly named: Inventors, should return to their roots. Instead of being influenced by economics where inventors will create things that will eventually become obsolete, so in turn the consumer is forced to purchase their newest “creation”. What inventors should do, like Tushar said, is design something that will last generations. I don’t believe that I need to list any items, but take a look around the room you are in now. If you really think about it, a lot of the inventions in the last few decades have been designed halfway. As much as I love Steve Jobs for his innovation, how many iPod’s have there been now? Unfortunately, people need to make a living so this continuation of obsolete products is necessary, without that factor I believe we as a people would be able to accomplish so much more. If anyone actually read this, thank you, I know this isn’t the most intellectual comment ever ( I am still in High School), but I do appreciate it. All my life I have loved innovation and wanted to change the world, but never had the platform to do it on. Getting to work at IDEO would be my dream job. But anyways, that’s my two cents, once again thanks.

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