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Design Workshop: Creativity & Strategy

This 3-day workshop at the National Institute of Design in Ahmedabad, India focuses on creativity, design strategy, and opportunity mapping. Led by faculty member Gayatri Menon, the workshop will explore how design thinking can help industries identify new product/service opportunities through creative processes, design methods, and systems thinking. Participants will engage in presentations, case studies, discussions, and hands-on creative assignments to develop an understanding of creativity techniques for generating design strategies and mapping opportunities. The workshop is intended for 15-20 design professionals and managers seeking to apply creative approaches to opportunity identification.

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Terri Brown
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29 views3 pages

Design Workshop: Creativity & Strategy

This 3-day workshop at the National Institute of Design in Ahmedabad, India focuses on creativity, design strategy, and opportunity mapping. Led by faculty member Gayatri Menon, the workshop will explore how design thinking can help industries identify new product/service opportunities through creative processes, design methods, and systems thinking. Participants will engage in presentations, case studies, discussions, and hands-on creative assignments to develop an understanding of creativity techniques for generating design strategies and mapping opportunities. The workshop is intended for 15-20 design professionals and managers seeking to apply creative approaches to opportunity identification.

Uploaded by

Terri Brown
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Design Workshop on Creativity, Design Strategy & Opportunity Mapping

Date: 27- 29 June 2012 (Anchor Faculty: Gayatri Menon)

Introduction
Design thinking has a critical role to play in identifying opportunities and strategies for industries. There are many industries/institutions which are faced with the challenging task of deciding What new product/ service/scenarios can we come up with? The fuzzy front end of design or the initial phase of design during which one determines what to design? and which helps in evolving a concrete design brief is one of the most challenging phases of design. What is the role of creativity during this phase of design and how can we use various creativity methods and techniques to come up with design strategies and opportunities? These are some of the issues and concerns that will be addressed during the workshop Creativity is one of the most critical aspects of design and is characterized both in terms of uniqueness and appropriateness. Creativity in design also deals with both the tangible and intangible facets of design. Various aspects of creativity will be discussed and experienced during the workshop. There will be presentations- discussions hands on experience on various aspects of design methods, systems approach, creative approaches and opportunity mapping. This Workshop intends to acquaint the participants with critical processes and methods in order to evolve creative design opportunities and strategies.

Rationale
With the increasing complexity in todays times, it is becoming increasingly difficult to make sense of information overload, cause and effect within systems. Design methods and approaches can help towards bringing about a collective and creative approach towards opportunity mapping within industries.

Objectives
To know how design thinking in the initial stages could be a key differentiating factor in the industry To develop a basic understanding of design methods, creative processes, opportunity mapping, systems thinking and strategies, design opportunities and directions. To give the participants a hands on experience on the various creative methods which could be used to come up with design opportunities.

Programme contents
Basic Design Overview Design methods Systems approach to design Creativity in Design : Methods and approaches Visualisation, scenario building, attribute listing Opportunity mapping and design strategies

Methodology
Critical inputs Presentations Case studies Discussions Hands on approach Individual/ Group assignments Presentation and feedback

Anchor Faculty: Ms. Gayatri Menon


Gayatri Menon did her 2 and half years Post Graduate course in Product Design at NID after completing her graduation in Engineering and a short stint in the industry. Currently, she is back in her alma mater NID as an industrial design faculty and is also the coordinator of the newly initiated post graduate program in Toy and Game design. She enjoys taking courses in Design overview, design methods, Colour and form, Game theory and design etc. and takes Systems design course for senior industrial design students. As a design faculty at NID, she has worked as a project head and designer/consultant for several industries, public sector design, institution building, craft heritage and socially relevant projects along with taking responsibility in academic areas such as curriculum development, student evaluation, admission and interview, networking with industries etc Over the years her interest in creativity and design has increased. She likes to constantly explore the boundaries of Creative methods in design and is also pursuing her PhD in this area from IIT-Bombay. She has presented papers and conducted workshops both at a national and international levels. She has been invited as a tutor to International Creativity Workshops held in Italy, UK, Germany and as a visiting faculty at design schools in South Africa and Canada.

Duration
The programme will be of three days. Please note that the workshop will be highly intensive and so you are requested to keep all the evenings except the first day free for the workshop sessions.

Intake
Participation will be limited to a maximum of fifteen to twenty participants (on a first come first serve basis).

For Whom
Design Professionals and Design Managers/Entrepreneurs from industries/institutions who are active in the field of design and want to explore the area of opportunity mapping through design.
Venue: National Institute of Design, Ahmedabad

Fee & Registration


` 10,000/- [Non-residential, includes Workshop Registration fee, Lunch and one set of material only, Including Service Tax]. Registration Fee to be paid by Demand Draft / Pay Order in favour of NATIONAL INSTITUTE OF DESIGN, payable at Ahmedabad. Kindly send your nomination/s on your letterhead indicating Workshop Title, Name/s, Designation, Phone No, Fax No, and Email ID of the nominees along with the fee to: ProjectOfficer IndustryProgrammes&Projects(IP&P) Paldi, Ahmedabad 380 007 Telephone: 0091-79-2662 3692 -7 (6 lines) ext 1068, 1199 Mr. Mansukh Patel: 09426329633, Ms. Rupali Sinha: 09328136526 Fax: 079-26621167 / 26605240 E-mail: industryprogrammes@[Link], ipp@[Link] [Link] A certificate of participation will be presented to the participants on successful completion of the module

Common questions

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Creativity in design is characterized by 'uniqueness' as it involves innovative and original ideas that differentiate a design from existing solutions. 'Appropriateness' ensures that these creative solutions are relevant, functional, and meet user needs. The balance between these aspects ensures that creative designs are not only novel but also practical and suitable for the intended purpose .

Mapping opportunities using design approaches in complex industries poses challenges such as managing information overload and understanding intricate system dynamics. The increasing complexity makes it difficult to predict outcomes and isolate variables, which requires advanced design thinking to synthesize data into viable opportunities. Additionally, aligning diverse stakeholder objectives and integrating multidisciplinary insights can be challenging .

An intensive three-day design workshop offers the advantage of immersive learning, enabling participants to engage deeply with content and methods in a short period. It facilitates concentrated focus and rapid skill development. However, the limitations include potential participant fatigue and limited time for reflection and integration of complex concepts. Such workshops may also not suit all learning paces and styles .

Limiting participation to fifteen to twenty participants ensures personalized attention and active engagement during the workshop. It allows for more interactive sessions, meaningful discussions, and tailored feedback, enhancing the overall learning experience. This smaller group size promotes collaboration and in-depth exploration of design methods .

Having industry professionals as participants is significant as it brings real-world perspectives and challenges into the workshop, enriching discussions and case studies. Their experience helps ground theoretical concepts in practical applications, fostering a more pragmatic approach to design thinking. Additionally, it enhances networking opportunities and collaboration between academia and industry .

Visualisation and scenario building are pivotal in translating abstract ideas into concrete design strategies. They enable designers to simulate potential futures and explore various possibilities, contributing to informed decision-making. These methods help in anticipating the impacts of design decisions, thereby aiding in the creation of robust and effective design strategies that are responsive to change and innovation .

Systems thinking aids in managing complexity and connecting various elements within a system effectively, which is crucial for opportunity mapping. By understanding the cause and effect within systems, design professionals can create more comprehensive and integrated solutions. This approach fosters a collective and creative mindset essential for identifying and leveraging new opportunities within industries .

While design methods primarily focus on structured approaches to analyzing and solving design problems, creative processes emphasize ideation and innovation. In product development, design methods offer frameworks and tools like attribute listing and scenario building to systematically address design challenges. Meanwhile, creative processes allow for exploration and the generation of novel ideas, both of which are necessary for developing unique and appropriate products .

The 'fuzzy front end of design' is critical as it addresses the initial phase in the design process where decisions about 'what to design' are made. During this phase, designers explore various creative methods and techniques to develop strategies and opportunities, which helps in evolving a concrete design brief. This phase is marked by ambiguity and uncertainty, which creatives need to navigate to generate unique and appropriate design solutions .

Hands-on experience with creative methods allows design professionals to directly engage with tools and techniques, fostering a deeper understanding and ability to apply them effectively in practice. This experiential learning approach promotes critical thinking and adaptability, enhancing their capability to develop innovative solutions and design opportunities .

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