There are core discussions currently within the design community about design thinking. Over the last few years, design thinking was going to be the holy grail – it was going to change the world of business and designers were going to be the saviours of business; we often aimed to try to do everything ourselves and build multifaceted, multi-skilled design teams who could run projects from soup to nuts, beginning to end.

“The danger that I see in this direction is that you can breed a team of generalists, and quickly lose sight of the real core skills that made us valuable in the first instance. We need to find the right balance between system thinking, identifying patterns, looking for synergies, while still respecting the simple act of designing.
“Essentially, business needs more creative people, regardless of which department they sit in. But, equally, business also needs those individuals who can create beautiful, desirable products where the emotive qualities of a brand can really be brought to life through the product experience. Design thinking all too often neglected to recognise the need for those who can give form to the intangible attributes of a brand.”
Curve Issue forty, 2012
‘Sean Carney’ by Belinda Stening

read the original article

comments powered by Disqus

More Articles

Rock and Rollz

Rock and Rollz

A high-quality rollator that allows seniors to retain effortless freedom of motion – and to do so in style

You
Setting a new course

Setting a new course

Curve spoke to three of Australia’s leading universities about their current directions in industrial design education 
and postgraduate research activities.

Share, Work
US insight gains momentum back home

US insight gains momentum back home

With ten years experience in product design at GE Fitch design consultancy in Boston, Craig Andrews has returned to Australia to establish Design Momentum in Sydney. The company will specialise in medical product design.

Share