Summary
For all of our sophisticated and often technical discussions of user experience, there is one area of experience that we have found difficult, if not impossible, to consider with the same degree of sophistication. In a time when we are obsessed with big data and facts, we have forgotten how to talk about principles and creativity without resorting to theories of cognitive psychology and the social sciences. My presentation will introduce a different perspective on creativity that goes beyond the craft of design process and will explore what principles are as the foundation of the flourishing enterprise. We are coming to a time when our ability to understand what is significant in human experience will affect not only the users of our products and services but all of those who participate in our most creative enterprises.
Key Insights
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Design practices are evolving towards a new kind of practice known as fourth order design.
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Design thinking integrates engineering, marketing, and strategy with creative processes.
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Marketing should prepare users for future products rather than just selling current ones.
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Fourth order design emphasizes the importance of understanding system structures and human interactions.
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The role of the designer is shifting from being a controlling influence to a facilitator in discussions.
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Conversations about principles in design have gained importance but are often misunderstood or superficial.
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Creativity is a mental activity that transcends mere cognitive processes and relies on intuition and insight.
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Florishing as a principle is gaining traction as a guide for sustainable and meaningful design practices.
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The importance of dignity and respect in design is crucial for creating impactful solutions.
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The dialogue surrounding principles must deepen in the design community to align practices with meaningful human values.
Notable Quotes
"I regard that as a part of design thinking."
"The new marketing is about preparing users for the new kinds of products."
"Fourth order design is about understanding the system structure."
"The common practice in fourth order design is a discussion, a conversation."
"Creativity occurs in the mind, not in the brain."
"To merge two categorical terms is to invent something new."
"One of the features of fourth order design is to facilitate discussions by others."
"We have a humble and modest role in the world to help people live their lives more effectively."
"The design community is going to begin discussing principles in serious ways."
"Designers are facilitating social innovation and transformation changes."
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