DOT 17, We Examine the Ongoing Transformation and Design Education in the Global Environment

017 Issue DOT Magazine 17 Table of Contents Publisher’s Note: Guest Editor’s Letter It is with deep sadness that we note 2 Meta Thinking: Disruption and Transformation the passing of Ted Youngkin, one Guest editor Tim Kobe discusses meta-thinking and its relationship to change. of Art Center’s most highly revered instructors. A faculty member Features for 40 years, Ted influenced and 4 Today Washing Machines, Tomorrow Democracy: Design Thinking Tackles inspired generations of Art Center the Universe alumni. He was known for his How the designer’s approach to problem solving is influencing business, fierce crits, employing his marine healthcare, education and even politics. toughness in his assessment of student work. For more on Ted’s 10 MBA Students Sharpen Their Design IQ life and contributions, please visit In response to a new business frontier focused on innovation, a growing artcenter.edu/dot number of MBA programs are adding design thinking to their curricula. DOT is published in both print and 16 Roundtable on Branding digital formats. DOT online features Three leading creative voices discuss the designer’s role in creating web exclusive articles and inter- branded experiences. active content that are published throughout the year. Visit: artcenter.edu/dot Spotlight 22 Design Thinking in a Global Economy Why the ability to think like a designer is perceived as a competitive advantage in today’s business culture. Art Center’s Third Faculty Issue 17, March 2009 Visiting lecturers give students a unique perspective on the ways that their DOT magazine is published by the Department of Marketing and Communications own work can impact industries, businesses and ideas not normally associated Art Center College of Design with design. 1700 Lida Street, Pasadena CA 91103 artcenter.edu Chairman of the Board: John Puerner Changing the Transportation Design Industry, One Graduate at a Time Interim President: Frank L. Ellsworth Art Center’s renowned Transportation Design Department is helping transform Senior Vice President, Marketing and an industry in turmoil. Communications: Iris Gelt Editorial Director: Vanessa Silberman Design: Winnie Li 24 Portfolio The latest in student work. Project Manager: Jered Gold Web Design: Chuck Spangler Production Manager: Ellie Eisner Contributors: Mark Breitenberg: “Design Thinking 33 The Last Word As the benefits of the design process become clear to companies, we ask in a Global Economy,” page 22. Sasha Watson: “Art Center’s Third Faculty,” page 22. Lara Warren: whether designers can learn a thing or two from business. Members of the “Changing the Transportation Design Industry, Art Center community weigh in. One Graduate at a Time,” page 23. Photographers: Steven A. Heller, Vahé Alaverdian © 2009 Art Center College of Design. Found Dot The Art Center dot found its way into work created by Art Center’s All rights reserved. DOT, Art Center, and first Visionary-in-Residence, Bruce Sterling, in a project sponsored by Art Center College of Design are trademarks of Art Center College of Design. Sun Microsystems at the Wind Tunnel in 2005 (opposite page). Student works reproduced or referenced in this publication are for educational purposes only. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, Cover: Detail, “GRAZIA media campaign,” Alejandra Garibay, Advertising, ‘08. including photocopying, recording, or any information For full image, see page 26. storage or retrieval system, without written permission of the publisher. FSC- and SFI-certified paper. Made with 10% post- consumer recycled fiber. Finch Fine, 130 lb. Cover and 100 lb. Text, Bright White. Guest Editor’s Meta Thinking: Disruption and Transformation creative products is increasing. Our futures will not be Letter those of our fathers, but will be for those capable of Design is about change. During this time of unpre- understanding the opportunities inherent in the trans- cedented change, Art Center continues to develop formations of culture through art and design. An Art the creative talent that will drive the future of human Center education has consistently distinguished its endeavors. Creative thought and design leadership is alumni in a variety of creative careers through a deep at the foundation of everything an Art Center educa- understanding of the relationship between creativity tion strives to achieve. Through art and design, Art and the application of innovative thought. Center continues to contribute to positive change in the human condition. Institutions, businesses and nations are being trans- Design formed by change in 2009, and Art Center is also DOT is one element in a continuing dialogue between embarking on new directions. We say farewell and artists and designers and the education of future extend our collective gratitude to Richard Koshalek, creative individuals. Our flagship publication aims to President of Art Center during the past ten years, and bring sensitive thought and valuable discourse to the thank him for his endless energy, vision and leadership. state of art and design. His “Universe of Possibilities” has guided the College during this time and has outlined a bold future for art In DOT 17, we examine the ongoing transformation and design education in the global environment. As thinking is and growing influence of design and design thinking the College moves into the future, we continue to in the larger world, whether it is in healthcare, educa- look forward to new directions with optimism and the tion and politics, the training of tomorrow’s business confidence that Art Center will remain at the forefront leaders, or the designer’s role in creating branded of art and design education. experiences. We look at the changes that are influencing ideas as well as how ideas influence change. I think Steve Jobs got it right when he said that “design is not just what it looks like and feels like— transforming design is how it works.” The recognition that the design thinking process can play a critical role in the development and creation of successful products and services is no longer lost on a growing number of industries. In fact, some might argue that design thinking is transforming business as we know it. In the same vein, Edward de Bono has said, “We business need perceptual thinking, creative thinking and design thinking; none of these are part of our traditional sys- tems of logic and analysis in business.” Making sense of this requires greater skill and clarity of thought from our creative disciplines. “Meta thinking” informs what we are looking at and where we find relevance and purpose in what we make. It is the translation of sometimes extremely complex matters into creative as we and relevant design. Today, the ability of artists and designers to contribute to a positive change in our future is greater than at any Tim Kobe ‘82 point in our history. We live in an era of information Founder and Partner, Eight, Inc. Trustee, Art Center College overload, and the demand for highly skilled creative of Design individuals who can evaluate diverse and large amounts know it. of information, utilize new tools and drive valuable, 3 DOT 17 What is good design? Is it the form-fitting shape of a Herman him a particularly appealing candidate to head up IDSA when Today Washing Machines, Miller Aeron chair? The functional minimalism of the Google they were looking for new leadership in 2007. Tyneski called homepage? Would you expect to find sophisticated design in design thinking “a very big word with many definitions” but your laundry room? Or in the procedures a nurse follows when said it essentially describes the trend of businesses calling Tomorrow Democracy: administering medication to patients? Can good design rein- upon designers’ creative capacities not just for ornamental or vigorate education? Or help government live up to its ideals? mechanical solutions, but also to improve processes, work- flow and efficiencies. Design Thinking An expectation of quality design has become so omnipresent in our society that many businesses and organizations, INNOVATE, ACCELERATE, REPEAT from appliance manufacturers to the service sector, are now Tackles the Universe seeking the expertise of designers and adopting design think- From Procter & Gamble to Hewlett-Packard, 3M to General ing—the human-centric methodology used to create stylish, Electric, there are numerous examples from the last five to functional and profitable products—to make their brands and ten years of commercial enterprises adapting design think- services stand apart. ing as part of a larger innovation strategy. But one company that took everybody by surprise with its design bravado was by mike winder Design thinking entails research, direct observation, global appliances manufacturer Whirlpool. Back in 1995, brainstorming, experimentation, prototyping, and always Whirpool’s upper executives realized their company needed keeping the needs, concerns and desires of the end a strong jolt of innovation and decided to take design seri- user in mind. It’s a far cry from the number crunching ously. “Design is never an island. It must be part of a broader and analytics that have traditionally driven product research, strategy,” said Charles L. Jones, Whirlpool’s vice president of and it signals a dramatic Global Product Consumer shift for the role of design- Design. Jones, who holds ers in an organization. No degrees both in design and longer are designers brought engineering, was wooed in at the last minute to “Design is never an island. away from Xerox to head simply add a new façade up Whirlpool’s advanced to a pre-existing product or It must be part of products concepts depart- create an eye-catching logo. a broader strategy.” ment in 1995. According to Companies that embrace Jones, at that time Whirlpool design thinking bring the —charles l. jones executives intuitively under- unique perspectives and Vice President of Global Product stood the difference that insights of their designers Consumer Design, Whirlpool design could have on their into a project from the earli- company, but they couldn’t est stages of development.

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