Wednesday, October 14, 2009

Designers Are Beginning to Think Bigger

Rather than designing the next useless gadget, designers are trying to think bigger and solve large real-world problems by switching their mindset from "designing" to "design thinking". This is an approach that moves designers from designing products to designing systems. It moves people from being consumers to being participants.

Tim Brown (right) is the CEO of innovation and design firm IDEO, taking an approach to design that digs deeper than the surface. Having taken over from founder David E. Kelley, Tim Brown carries forward the firm's mission of fusing design, business and social studies to come up with deeply researched, deeply understood designs and ideas - IDEO calls it "design thinking."

IDEO is the kind of firm that companies turn to when they want a top-down rethink of a business or product -- from fast food conglomerates to high-tech startups, hospitals to universities.

IDEO has designed and prototyped everything from a life-saving portable defibrillator to the defining details at the groundbreaking Prada shop in Manhattan to corporate processes.

Click on the heading above to hear Tim Brown discuss the idea of thinking bigger at a TED conference.

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