QUARTERLY OF THE INDUSTRIAL DESIGNERS SOCIETY OF AMERICA WINTER 2010 Design in Business The Right Rx DESIGN of the DECADE n HOUSEWARES n THE LAST DESIGN CHALLENGE QUARTERLY OF THE INDUSTRIAL DESIGNERS SOCIETY OF AMERICA WINTER 2010 ® Kyle Weiss, co-founder of FUNDaFIELD, gives a One World Futbol to a group of kids in Swaziland. See page 41. 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DESIGN OF THE DECADE PATRONS OF INDUSTRIAL DESIGN EXCELLENCE 13 Twice in a Lifetime by Charles L. Jones, FIDSA 13 Design of the Decade Jury INVESTOR IDEO, Palo Alto, Calif.; Shanghai, China; 14 Design of the Decade Winner Target’s ClearRx story by Tim Adkins Cambridge, Mass.; London, UK; San 15 Design of the Decade Gold, Silver & Bronze Winners Francisco; Munich, Germany; Chicago; stories by Jennifer Yankopolus New York DESIGN IN BUSINESS Masco, Taylor, Mich. Procter & Gamble, Cincinnati, Ohio 31 What Was I Thinking? by Steve Sato, IDSA, guest editor 32 Design for Emerging Markets: How Design Will Play the CULTIVATOR Central Role in the Next Economic Boom by Anthony Pannozzo Altitude, Somerville, Mass. 37 Problem Finding, Problem Solving: Teaching MBA Students Cesaroni Design Associates Inc., Glenview, Ill. How to Think Like Designers by Sara L. Beckman, Clark Kellogg and Continuum, Boston; Los Angeles; Milan, Italy; Helen Cahen Seoul, South Korea; Shanghai, China 41 An Emerging Business Mode: Meaningful Value & Design Crown Equipment, New Bremen, Ohio Thinking by Tim Parsey and Elizabeth Topp Dell, Round Rock, Texas Design Concepts, Madison, Wisc. 45 Design, Business & Sustainability: An Opportunity for Shared Strategy by Nathan Shedroff, IDSA Eastman Chemical Co., Kingsport, Tenn. Hewlett-Packard, Palo Alto, Calif. 49 Reframing & Repositioning Our Role in Business: Toward a IDI/Innovation & Development Inc., More Valued Design Profession by Steve Sato, IDSA, Sam Lucente, IDSA Edgewater, N.J. and Deborah Mrazek Jerome Caruso Design Inc., Lake Forest, Ill. IN EVERY ISSUE Lextant, Columbus, Ohio Lunar Design Inc., Palo Alto, Calif. 4 From the Executive Editor by Alistair Hamilton, IDSA Metaphase Design Group, St. Louis, Mo. 6 Commentary by Dr. Bob Deutsch Nokia Design, Calabasas, Calif. 8 Book Review by Mark Dziersk, FIDSA Smart Design, New York; San Francisco; 10 A Look Back by Carroll Gantz, FIDSA Barcelona, Spain 53 Showcase: Housewares Stanley Black & Decker, New Britain, Conn. 64 This Is a Design Challenge by Budd Steinhilber, FIDSA Teague, Seattle, Wash. Tupperware, Worldwide Statement of Ownership Ave. Year Single Whirlpool Corp., Benton Harbor, Mich. Publication: Innovation Total Number of Copies: 4,313 4,300 Publication Number: Vol. 29, No. 4 Paid/Requested outside county: 2,872 2,941 Filing Date: 10/18/2010 Paid in county: 0 0 Charter Patrons indicated by color. Issue Frequency: Quarterly Sales through dealers/carriers: 0 0 No. of Issues Published Annually: 4 Other classes mailed through USPS: 299 289 Annual Subscription Rate: Total paid: 3,171 3,230 For more information about becoming a $60 Domestically, $110 Internationally Free distribution outside county: 0 0 Mailing Address: 45195 Business Ct., Suite 250, Free distribution inside county: 0 0 Patron and supporting IDSA’s communication Dulles, VA 20166 Free distribution mailed through USPS: 0 0 Mailing Address for Headquarters: Same as above Free distribution: 175 500 and education outreach, please contact Owner & Publisher: Industrial Designers Societ of America, Total distribution: 3,346 3,730 45195 Business Ct., Suite 250, Dulles, VA 20166 Copies not distributed: 892 570 Beth Harrington at 703.707.6000 x104. Editor: Karen Berube Total: 4,238 4,300 Issue Date for Circulation Data: 6/24/2010 HELMUT SCHLEPPI, 2010 Cover photo: Target’s ClearRx. See story p. 14. Advertisers’ Index QUARTERLY OF THE INDUSTRIAL DESIGNERS SOCIETY OF AMERICA WINTER 2010 INN OVA TI O N Innovation is the quarterly journal of the Industrial Designers Society of America (IDSA), the 52 BTH professional organization serving the needs of US industrial designers. Reproduction in whole D ESIGN IN c2 Cesaroni Design Design in Business or in part—in any form—without the written permission of the publisher is prohibited. B The Right Rx USINESS The opinions expressed in the bylined articles are those of the writers and not neces- 30 IDEA 2011 WINTER 2010 sarily those of IDSA. IDSA reserves the right to decline any advertisement that is contrary 1 La France Corp. to the mission, goals and guiding principles of the Society. The appearance of an ad does DESIGN 5 LDA not constitute an endorsement by IDSA. All design and photo credits are listed as provided of the by the submitter. Innovation is printed on recycled paper with soy-based inks. The use of c4 Lextant DECADE IDSA and FIDSA after a name is a registered collective membership mark. MonoSol 7 n HOUSEWARES Innovation (ISSN No. 0731-2334 and USPS No. 0016-067) is published quarterly by the 29 MIT Industrial Designers Society of America (IDSA)/Innovation, 45195 Business Ct., Suite 250, Popular Mechanics 12 n THE LAST DESIGN CHALLENGE Dulles, VA 20166. Periodical postage at Sterling, VA 20164 and at additional mailing offices. POSTMASTER: Send address changes to IDSA/Innovation, 45195 Business Ct., Suite 250, 9 solidThinking Dulles, VA 20166, USA. c3 Target ©2010 Industrial Designers Society of America. Vol. 29, No. 4, 2010; Library of Congress Catalog No. 82-640971; ISSN No. 0731-2334; USPS 0016-067. By Steve Sato, IDSA, Sam Lucente, IDSA and Deborah Mrazek [email protected] n [email protected] n [email protected] Steve Sato, founder of Sato+Partners, provides management and organization development expertise that builds experience, busi- ness and design excellence through project-based learning and organization growth. n Sam Lucente, designer, works at the intersec- tion of design, business and experience, bringing world-class design approaches to bear on complex problems for society, organiza- tions and the design profession. As former VP of design at HP, he now consults with the company. n Deborah Mrazek, HP design practice manager, is responsible for building the company-wide design practice to be a more competitive, reliable strategic tool. Toward a More Valued Design Profession REFRAMING & REPOSITIONING OUR ROLE IN BUSINESS hese days we have to be careful what we wish for when it comes to design and business. For many higher-level designers, the days of shaping singular objectified creations have given way T to the crafting of complex experiences tangled up in those entities we call organizations. “Design and business” yields about 500 to 700 million results on popular search engines. No doubt it is a hot topic, and when it comes to delivering business results through design, the expectations of management are higher than ever before. Executives seeking: • Consistent, reliable results • Substantiated in objective data Yet, while most businesses served by • Confirmed with subjective data designers are aware of design and some agree that design is valuable, Gain Commitment “Let’s do it!” only a few actually commit to design- based approaches. How we, as the collective design profession, lead this Self- design and business movement will Funded Self- Demo redefine every aspect of our vocation Funded Project 2 for years to come. Will design thrive Gain Agreement Demo “Agreed, but not Project 1 on its own, merge with branding, or be now, because...” Workshop assimilated by marketing or R&D? Like any new way of doing things, Gain Awareness Presentation the natural progression in adopting a “I get it!” design-based approach moves from awareness to agreement before reach- Year 1 Year 2 ing commitment. The effort to move Potential Executive Sponsor is Transferred stakeholders from agreement to com- mitment requires a significantly greater The common approach taken to formalize a broader role for design is slow; it lacks effort than to move them from aware- enough organizational momentum to reliably succeed. ness to agreement. Why? Because the stakeholders must make trade-off decisions to commit Experience tells us that the most common tactic used, time, attention, money and resources to the new approach namely funding demo or design-concept projects, rarely to the detriment of current commitments and plans. Each creates enough organizational momentum for design to be stakeholder needs to see clearly “What’s in it for me?” In accepted in a new role. While great at increasing the level contrast, no-trade-off decisions are needed to agree to a of agreement, this tactic to showcase design is not suf- design-based approach, or even to agree that something is ficient enough to build organizational momentum to affect a good idea. Talk is cheap. lasting change. INNOVATION WINTER 2010 49 DESIGN IN BUSINESS 2000-2010 Period of Viral-ness 1980-1990 In a Web 2.0 world 1900-1910 1940-1950 1960-1970 Period of Customers everyone shapes the Period of Discovery 1920-1930 Period of Reappraisal Period of Differentiation Clarity on the value of message.