Books in the Design Thinking, Design Theory series

A more powerful innovation, which seeks to discover not how things work but why we need things.The standard text on innovation advises would-be innovators to conduct creative brainstorming sessions and seek input from outsiders—users or communities. This kind of innovating can be effective at improving products but not at capturing bigger opportunities in the marketplace. In this book Roberto Verganti offers a new approach—one that does not set out to solve existing problems but to find breakthrough meaningful experiences. There is no brainstorming—which produces too many ideas, unfiltered—but a vision, subject to criticism. It does not come from outsiders but from one person's unique interpretation.The alternate path to innovation mapped by Verganti aims to discover not how things work but why we need things. It gives customers something more meaningful—something they can love. Verganti describes the work of companies, including Nest Labs, Apple, Yankee Candle, and Philips Healthcare, that have created successful businesses by doing just this. Nest Labs, for example, didn't create a more advanced programmable thermostat, because people don't love to program their home appliances. Nest's thermostat learns the habits of the household and bases its temperature settings accordingly.Verganti discusses principles and practices, methods and implementation. The process begins with a vision and proceeds through developmental criticism, first from a sparring partner and then from a circle of radical thinkers, then from external experts and interpreters, and only then from users.Innovation driven by meaning is the way to create value in our current world, where ideas are abundant but novel visions are rare. If something is meaningful for both the people who create it and the people who consume it, business value follows.

"In a world suffocated by people and things, this book exposes why we throwaway things that still work, and shows how we can design products, services, and experiences that last"--

How posthumanist design enables a world in which humans share center stage with nonhumans, with whom we are entangled.Over the past forty years, designers have privileged human values such that human-centered design is seen as progressive. Yet because all that is not human has been depleted, made extinct, or put to human use, today's design contributes to the existential threat of climate change and the ongoing extinctions of other species. In Things We Could Design, Ron Wakkary argues that human-centered design is not the answer to our problems but is itself part of the problem. Drawing on philosophy, design theory, and numerous design works, he shows the way to a relational and expansive design based on humility and cohabitation. Wakkary says that design can no longer ignore its exploitation of nonhuman species and the materials we mine for and reduce to human use. Posthumanism, he argues, enables a rethinking of design that displaces the human at the center of thought and action. Weaving together posthumanist philosophies with design, he describes what he calls things--nonhumans made by designers--and calls for a commitment to design with more than human participation. Wakkary also focuses on design as "nomadic practices"--a multiplicity of intentionalities and situated knowledges that shows design to be expansive and pluralistic. He calls his overall approach "designing-with": the practice of design in a world in which humans share center stage with nonhumans, and in which we are bound together materially, ethically, and existentially.