Deep Design - Design For The Next Century

From Old Design Product-Driven Product Function Technology Driven Invention Producer-Centric Our Way We Know What You Should Want Think From Inside the Company Outward Into the World Experience-Based Judgment Specification Culture Physical Science, Engineering, Technological Systems, Finance Maximize Shareholder Wealth Think From the Present Forward Mass Manufacturing Serial Functional Hand-Off Product Development Professional Experts Only Point Product Mechanical/Electro-Mechanical/Atoms Dumb, Free-Standing, Unitary Resource, Material & Energy-Intensive Big, Slow, Heavy Only Designers Design Only Design Students Learn Design Innovation

Toward Deep Design Process-Driven User Experience Human-Centered Innovation Customer-Centric Your Way What Do You Really Need & Want Think From Outside in the World Backward Into the Company Research-Based Insight/Foresight Prototyping Culture Social Science, Ecology, Biology, Human Systems, Life-Cycle Economics Maximize Human Benefit Think From The Future Back Flexible Manufacturing & Mass Customizaton Iterative Parallel Interdisciplinary Team Product Development Co-Design, Co-Development With Users Platforms, Families, Extensions Digital /Software-Driven/Bits Programmable Intelligence, Networked Green, Recyclable, Sustainable Small, Fast, Light Everybody Can Use Design Methods & Tools Everybody Learns Design Innovation As a General Knowledge Subject K- 12

Design Is For Making Better “Stuff”

Design Is For Making Better Socio-Technical Systems, Experiences, Strategies, Ventures, Organizations, and Public Policies & Programs

GLOBAL UNLIMITED GROWTH ECONOMY: MORE OF EVERYTHING IS BETTER

MULTI-LOCAL SUSTAINABLE ECONOMIES: BETTER IS BETTER

“TAKE, MAKE, WASTE,” WINNER TAKE ALL CAPITALISM

“TRIPLE BOTTOM LINE,” ECONOMIC, SOCIAL & ENVIRONMENTAL VALUE, NATURAL CAPITALISM

Copyright © Arnold Wasserman 2007 The contents of this paper are the property of Arnold Wasserman and are not to be copied or duplicated in whole or in part without the express permission of the author.