Design Beliefs COPPER N OKALA N COMPASSION out of Many, One
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QUARTERLY OF THE INDUSTRIAL DESIGNERS SOCIETY OF AMERICA WINTER 2013 Design Beliefs COPPER n OKALA n COMPASSION Out of many, one. Let your team explore more options and create winning designs with a 3D modeler that enables the generation of multiple concepts in seconds. Learn more at solidthinking.com/Evolve An Company QUARTERLY OF THE INDUSTRIAL DESIGNERS SOCIETY OF AMERICA WINTER 2013 ® Publisher Executive Editor Sr. Creative Director Advertising Annual Subscriptions IDSA Mark Dziersk, FIDSA Karen Berube Katie Fleger Within the US $70 555 Grove St., Suite 200 Managing Director IDSA 703.707.6000 x104 Canada & Mexico $85 Herndon, VA 20170 LUNAR | Chicago 703.707.6000 x102 [email protected] International $125 P: 703.707.6000 [email protected] [email protected] F: 703.787.8501 Subscriptions/Copies Single Copies www.innovationjournal.org Advisory Council Contributing Editor Jill Richardson Fall/Yearbook $40+ S&H www.idsa.org Gregg Davis, IDSA Jennifer Evans Yankopolus 703.707.6000 x118 All others $20+ S&H Alistair Hamilton, IDSA [email protected] [email protected] 404.478.6433 ® The quarterly publication of the Industrial Designers Society of America (IDSA), Innovation provides in-depth coverage of design issues and long-term trends while communicating the value of design to business and society at large. DESIGN BELIEFS FEATURES PATRONS OF INDUSTRIAL DESIGN EXCELLENCE 22 Beautiful Ends, 30 What Are Your Design Extraordinary Means Beliefs? INVESTOR by Prasad Boradkar, IDSA IDEO, Palo Alto, CA; Shanghai, China; by Gretchen Gscheidle, IDSA, Cambridge, MA; London, UK; San Francisco; Guest Editor 26 This Will Really Burn You Up! by Byron Bloch, IDSA Munich, Germany; Chicago; New York 32 1. Human Centered Newell Rubbermaid, Atlanta, GA by Jack Kelley, L/IDSA and 52 The Compassion Project: Procter & Gamble, Cincinnati, OH Joe Schwartz; Jordan Bahler, IDSA Using Empathy as a Means PTI Design, Macomb, MI to Understand Design 34 2. Purposeful Webb deVlam Chicago, Chicago, IL Thinking by Gianfranco Zaccai, FIDSA; by John K Caruso, IDSA Hannah Duffy, IDSA CULTIVATOR 36 3. Integrity IN EVERY ISSUE Cesaroni Design Associates Inc., Glenview, IL by Studio 7.5; Kevin Terwilliger, IDSA Crown Equipment, New Bremen, OH 4 IDSA HQ Dell, Round Rock, TX 38 4. Original 6 From the Editor Eastman Chemical Co., Kingsport, TN by Don Chadwick; Jason Tropp by Mark Dziersk, FIDSA Jerome Caruso Design Inc., Lake Forest, IL 40 5. Apparent Quality 9 Business Concepts Lunar Design Inc., Palo Alto, CA by Andrea Nelson; Jon Langer by Michael Westcott, IDSA Metaphase Design Group Inc., St. Louis, MO 10 Point Counterpoint 42 6. Sustainable Smart Design, New York; San Francisco; by Matthew Stares; 13 Book Review Barcelona, Spain Travis Andren, IDSA by Scott Stropkay, IDSA Stanley Black & Decker, New Britain, CT 14 Design Defined Teague, Seattle, WA 44 7. Beautiful & Useful by Bill Lee Tupperware, Worldwide by Yves Béhar, IDSA; Craig Mackiewicz, IDSA 16 A Look Back Charter Patrons indicated by color. by Carroll Gantz, FIDSA 46 8. Spirited 20 Beautility For more information about becoming a by Steve Frykholm; by Tucker Viemeister, FIDSA Patron and supporting IDSA’s communication Benjamin Bush, IDSA 25 Corrections and education outreach, please contact 48 9. Beyond Expectations Katie Fleger at 703.707.6000 x104. 58 Showcase by Tim Straker; Vijay Chakravarthy, IDSA 64 Signposts by Alistair Hamilton, IDSA 50 10. Inevitable by Laura Guido-Clark; Philippe Duvall Left: This is one of Steve Frykholm’s favorite photos from the Herman Miller archive. In 1962 Charles and Ray Eames won the competition to design the seating for Chicago’s new O’Hare Airport. As well as pictures of the product in use, they also took this spontaneous and whimsical photo. See p. 46. Cover photo: 17th-Century Drawing of a Compass Rose by Blaue/Corbis Images Advertisers’ Index QUARTERLY OF THE INDUSTRIAL DESIGNERS SOCIETY OF AMERICA WINTER 2013 INN OVA TI O N 2014 IDEA c3 Innovation is the quarterly journal of the Industrial Designers Society of America (IDSA), the D ESIGN Design Beliefs professional organization serving the needs of US industrial designers. Reproduction in whole 2014 IDSA District Conferences 5 COPPER n OKALA n COMPASSION B ELIEFS WINTER 2013 or in part—in any form—without the written permission of the publisher is prohibited. The 1 Luxion opinions expressed in the bylined articles are those of the writers and not necessarily those of IDSA. IDSA reserves the right to decline any advertisement that is contrary to the mission, c4 LUNAR goals and guiding principles of the Society. The appearance of an ad does not constitute an c2 Solid Thinking endorsement by IDSA. All design and photo credits are listed as provided by the submitter. Innovation is printed on recycled paper with soy-based inks. The use of IDSA and FIDSA after a name is a registered collective membership mark. Innovation (ISSN No. 0731-2334 and USPS No. 0016-067) is published quarterly by the Industrial Designers Society of America (IDSA)/Innovation, 555 Grove St., Suite 200, Herndon, VA 20170. Periodical post- age at Sterling, VA 20164 and at additional mailing offices. POSTMASTER: Send address changes to IDSA/Innovation, 555 Grove St., Suite 200, Herndon, VA 20170, USA. ©2013 Industrial Designers Society of America. Vol. 32, No. 4, 2013; Library of Congress Catalog No. 82-640971; ISSN No. 0731-2334; USPS 0016-067. FROM THE EDITOR WILLINGLY ACCEPT CONSTRAINTS esign is often acknowledged as an independent and Eames was known to call constraints “liberating.” Yahoo free-spirited world where the mind can do amazing CEO Marissa Mayer agrees; writing for a business journal D things in a space without limits, a place where cre- recently she concluded, “Constraints shape and focus prob- atives can develop new and original ideas from nothing. The lems, and provide clear challenges to overcome as well as phrase “creative freedom” is usually thought to be music to a inspiration. Creativity loves constraints, but they must be bal- designer’s ear, and empowers the thought process, enabling anced with a healthy disregard for the impossible.” the designer to consider all possibilities in an open land- Herman Miller has developed and follows a set of 10 scape. It can be widely assumed that innovators embrace the tenets for design that it believes increases innovation. The unknown and do their best work when the limits are bound- lasting success of Herman Miller suggests that great inno- less and the potential wide open. People often think the vation comes from the tension between a well-developed greatest innovations come from a special place where a bril- set of constraints and the limitless creative mind. In fact, liant mind, or minds, working free from constraints suddenly designers not under the Herman Miller umbrella also believe achieves an aha moment and—poof—out comes a new that design constraints provided by the company improve invention. Certainly we can name many of the great design results. In 1977, Nicholas Grimshaw, an architect, discussed innovations that have resulted from this process. Or can we? the recently completed Herman Miller manufacturing facil- Did Thomas Edison work this way? Maybe Charles and ity in Bath, England. According to him, the excellence of Ray Eames? Actually, they did not. As counterintuitive as it the facility could never have been achieved without the might seem, innovation comes from a world of paradox—a poetry and constraints in the design brief provided to him by world where it is constraint that sparks the genius of the Herman Miller. The building was recognized by the Financial designer, where the pressure of limits and demands provides Times as the best industrial building of the year. Frank Lloyd a combustible combination of direction and inspiration. Take Wright, one of the world’s greatest architects, also observed for example the Eames’ classic Powers of Ten movie, which this phenomenon at work in the world: “Man built most nobly in 15 minutes describes the relative size of all things in the when limitations were at their greatest.” known universe. It demonstrates the infinite inspiration that In the last decade we have seen Samsung push its can be drawn from reviewing our universe with the lens of design and innovation to new heights. Its new design cam- increasing and decreasing powers of 10. The constraint pus in Korea is a major capital investment in the belief in (or construct) of this telescoping perspective makes this design and its relationship to innovation. The company did remarkable movie and design achievement possible. Charles not make these improvements in a vacuum. Samsung has 6 WWW.IDSA.ORG © Frederick Clifford Gibson, Architect. gibson-design.com Gibson, Architect. Clifford © Frederick “In art, truth and reality begin when one no longer understands what one is doing or what one knows, and when there remains an energy that is all the stronger for being constrained, controlled and compressed.” —Henri Matisse INNOVATION WINTER 2013 7 FROM THE EDITOR “I think frugality drives innovation, just like other constraints do. One of the only ways to get out of a tight box is to invent your way out.” —Jeff Bezos imposed constraints on itself in the form of design criteria: assembly from single-speed bicycle parts that you can get that design and innovation should be simple and intuitive, anywhere. The Leveraged Freedom Chair met seemingly efficient and long-lasting, and adaptive and engaging. IBM impossible constraints, revolutionized the wheelchair and also innovates within a self-imposed structure of con- has greatly improved the lives of all who use it. straints used to drive design. The company considers it By imposing constraints on wheelchair design, Winter “a framework for the freedom to act.” Virgin Atlantic does was forced to rethink wheelchair technology that had basi- not have a specific design process, but it has instituted a cally gone unchallenged for over 100 years.