I think it should be noticed that IDEO's design thinking could be a pure marketing tool. I would go further and say that it should be judge as such.
I am not saying IDEO has no voice in merit but simply that their motives are not necessarily the advancement of knowledge. Additionally, as every good marketing effort, I think they streamlined the topic in order to make it palatable for a greater audience.
-matteo
Sent from my iPhone
On May 10, 2011, at 8:06 PM, Rob Curedale <[log in to unmask]> wrote:
> I would like to see comparative research of the results of projects
> following the design thinking process and projects following other processes
> from the perspective of ROI and other measures of success. Designers tend to
> use isolated case studies rather than quantitative comparisons of many
> projects.It may be possible that there is a lower return on investment on
> average by following the design thinking process as outlined by IDEO.
>
> Another potential weakness of the design thinking process is that it doesn't
> seem to take into account that some people are more creative than others as
> a result of their inherited capacity to be creative. I am not sure that a
> group of uncreative people can be creative if they follow the design
> thinking process.
>
> Beyond these qualifications I think that it is a process that has been
> followed by many professionals over the last one or two decades before it
> was called design thinking and it is a good process.
>
> *Rob Curedale*
> *.....................................................................*
>
> *email: [log in to unmask]
> url: www.curedale.com
> address: PO Box 1153 Topanga CA 90290 USA
> cell: 616.405.8074
> skype: rob.curedale
> profile: http://tiny.cc/92p9t*
> *twitter: @designresearch*
>
> *.....................................................................*
>
>
>
> On Tue, May 10, 2011 at 11:18 AM, CHUA Soo Meng Jude (PLS) <
> [log in to unmask]> wrote:
>
>> Dear Friends
>>
>> I am writing something critical about IDEO's understanding of what "design
>> thinking" is, and wanted to ask if you might have written anything in that
>> respect, I'd be very interested to read it.
>>
>> I have colleagues who are great fans of IDEO, as am I, but I am worried
>> that it's notion of design thinking converges too quickly and seems to
>> narrow designerly thinking's potential for emerging new ideas and paradigms,
>> given its concern with user needs and human centeredness--both ideas seem to
>> presuppose a fixed notion somewhat of what it means to be human, and so
>> directs us to these; whereas Simon for instance speaks of designs' potential
>> for emerging new preferences, and perhaps new ways of being human.
>>
>>
>>
>> Many thanks
>> Jude
>> National Institute of Education (Singapore) http://www.nie.edu.sg
>>
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