“You gotta get stuff done.” – Jeremiah Tesolin, Iittala.
Event: DASH – Design Process
Time: 13.9.2018 17.00 – 19.00
Place: Clarion Hotel Helsinki (Tyynenmerenkatu 2, 00220 Helsinki)
”Interested to discover new design processes and learn different approaches to design? DASH – Design Process gathers three companies from different fields to uncover their design process.
Using different design processes help you to work more efficiently and to break down a large project into manageable chunks. Architects, engineers, scientists, and other thinkers use design processes frequently to solve a variety of problems.”
Keynote1: Roman Musatkin, Product Designer at Smartly.io
What defines design process?
- Maximizing Pruduct Development speed
- Building the product with the most advanced customers
- Everyone does customer support
- Everyone is involved in the design process
At Smartly.io product building is fast: plan – design – release a feature the same week. Customers give instant feedback about user experience issues or bugs in the system. They use whiteboards, sketching and Invision to keep the process agile and not too complex.
Keynote 2: Virva Haltsonen, Senior Strategist at Pentagon Design
Virva presented Fazer Lakritsi concept project as a case design process. Together they built a portfolio that is turning settings around in liquerice business. Pentagon design uses double diamond as the basic design process, normally the prosess is divided in five phases each with own meaning in the iterative project. Their long-lasting design thinking agency relies in simple formula in success: empathy + creativity + rationality = user
needs + business success. Pentagon designs attributes their success in ”Rational passion” combining rigorous procesess and creativity. Virva emphasised that it is important to learn quite quickly. Find answers to questions like ”How do we know that we are onto something interesting?” ”Who should be involved?”
Keynote 3: Jeremiah Tesolin, Creative Director at Iittala
Jeremiah Tesolin explained design process more through guidelines about how to develop a company:
- Making it relevant
- Working with what the company is really good at
- Doing something a bit wild
- Working with the right people
- Familiar yet surprisingly new
It was very interesting to hear three keynotes about the same topic with three quite different companies. They all had a lot in common in their design processes though. The dominant theme seemed to be doing things. Doing things fast. It of course fits well to the hachathon theme coming up, but also about being efficient is important in modern world today. Being agile in development process and maximizing product development speed keep you at an advantage point when comparing to competitors. Rapid prototyping and other methods are important, because you need to learn quite quickly about what to do with your next move. Doing things from scratch ’till release fast gives you opportunity to also grow fast if you do your process right.
In order of doing design process right, all three companies have another thing completely the same: getting customers involved. Having customers involved in the design process helps you to understand the users needs and get genuine feedback. Some build the product together with the most advanced customers, others are making things relevant by understanding the context of use. As Jeremiah Tesolin said: “You own the vase, but you bring the flowers into your life.”
Just as building services with clients/customers/users, you also need to involve everyone in the company in the design process. Sharing the knowledge in “Friday demos” or talking to people stimulates your brain to new ideas. Working with the right people creates objects and services people love. A lot of the times sharing and learning is done by tools such as whiteboard, InVision, Slack, Pinterest, photographing and other things that help you visualize things.
One has to make exceptions to the system and create change towards collaboration and new contexts for services and designs. New moments, new experiences, new uses, new behaviours, new relationships, new degrees of funcion.
”Dash is organized by Aalto Entrepreneurship Society, the largest and most developed student entrepreneurship community in Europe. Aaltoes organizes various events and programs to promote entrepreneurship and help early-stage startups to start their ventures. Aaltoes is behind events and programs such as Kiuas, early-stage startup incubator, and FallUp, Europe’s entrepreneurship event for students.”
The author Siru Sirén is MBA student in Futures Studies and Customer-Oriented Services in Laurea UAS// Licenced social service professional
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*Article-photo taken as a screenshot from Dash website