luxembourg creative 30/09/2014 : design thinking : l'appproche empathique, clé de voûte de...

Design thinking : l’approche empathique, clé de voûte

de l’entreprise créative ?

30 septembre 2014 Palais abbatial

Cette  soirée est organisée en collaboration avec :

Les partenaires

design thinking.

penser «design» ?

© Catherine Elsen - 2014

Juicy Salif™ by Starck, Alessi

design thinking.

penser «conception».

© Catherine Elsen - 2014

Bill Moggridge

David Kelley

Tom Kelley

Mike Nuttall

Tim Brown

Jane F. Suri

© Catherine Elsen - 2014

designerly ways of thinking.

designerly ways of knowing.

designerly ways of doing.

(Archer, 1979)(Cross, 1982)(Nelson & Stolterman, 2003)© Catherine Elsen - 2014

«The collected experience of the material culture, and the collected body of experience, skill and understanding embodied in the arts of planning, inventing, making and doing».

(Royal College of Art, 1979)© Catherine Elsen - 2014

Faisable Viable

Désirable

être empathique

➜

➜➜

définir➜ ➜

créer

➜

➜➜itérer viaprotocepts➜➜

obtenir un feed-back➜

➜

INSPIRATION

IDEATION

IMPLEMENTATION

© Catherine Elsen - 2014

posture

mentalité

méthodologie

méthode

outils

(Postma et al., 2012)

SOCIETE

PSYCHOLOGIE

PASSE PRESENTANTHRO POLOGIE

ERGONOMIE

«Empathy can be described as the ability to understand what it feels like to be another person – what that person’s situation is like from his/her own perspective»

(Wright & McCarthy, 2008) © Catherine Elsen - 2014

comprendre le client et son CdC

comprendre les utilisateurs finaux

comprendre sa propre démarche

OXO «Lost gloves wall»© Catherine Elsen - 2014

OXO «good grip»™

© Catherine Elsen - 2014

OXO measuring cup™

© Catherine Elsen - 2014

© Catherine Elsen - 2014

«L’oeil hégémonique cherche à dominer tous les champs de la production culturelle et

semble affaiblir notre capacité d’empathie, de compassion et de participation au monde».

(Pallasmaa, 2010)© Catherine Elsen - 2014

interne et externe

«think (and fail) with your hands»

© Catherine Elsen - 2014

A. Gyrus ACMI and IDEO™

© Catherine Elsen - 2014

Dyson™

© Catherine Elsen - 2014

1. innovation de rupture ?2. chronophage !3. design de service ?

(Norman & Verganti, 2012)(Cain, 2005)(Postma et al., 2012)© Catherine Elsen - 2014

«If I’d asked customers what they wanted they would have said a faster horse» (Ford, ca. 1908)

les freins

© Catherine Elsen - 2014

Temps

Possibilités d'action

Connaissances sur la situation

future

Temporalité des situations de conception (d'après Midler, 1996)

Possibility to act

Knowledge on future activity

Time

(Midler, 1996)

l’inspiration empathique en complémentarité de l’inspiration technologique et industrielle

© Catherine Elsen - 2014

comportement conduite≠© Catherine Elsen - 2014

co-design

DIY

Makers...

collaborationparticipatif

contact / observation continus

accès continu à des utilisateurs

personas

projection dans usages futurs

introspection

«design in use»

étude de marché

utilisateurs vus comme partenaires

utilisateurs vus comme ressources

utilisateurs vus comme sujets distants

© Catherine Elsen - 2014

(Elsen & Leclercq, 2014)

Nombre d’occurrences empathiquesDurée (en min.)Ratio #occ/#min

0

100

200

300

400

session empathique 45 min. 180 min. données empiriques

0

0,3

0,6

0,9

1,2

#occ. #occ/#min

des méthodes agiles pour l’implémentation efficace du D.T

sessions expérimentales de conception

© Catherine Elsen - 2014

design thinking

for service design

«To talk about design and leaving the designer out is like talking about music and

leaving the musician out».

(Johansson-Sköldberg, Woodilla & Cetinkaya, 2013)© Catherine Elsen - 2014

Sources bibliographiques:Archer, B. «The three Rs». Design Studies, 1(1), (1979): 18-20.

Cain, R. «Involving Users in the Design Process: The Role of Product Representations in Co-Designing». Doctoral dissertation, Faculty of Social Sciences and Humanities, University of Loughborough, (2005): 369 p.

Cross, N. «Designerly ways of knowing». Design Studies, 3(4), (1982): 221-227.

Elsen, C. and Leclercq, P. «How much time does it take for «experience design» to unfold ?». In P. Benz (Ed.), Designing Experiences: Positions and Approaches. London: Bloomsbury Academic, (2014).

Johansson-Sköldberg, U., Woodilla, J., Cetinkaya, M. «Design Thinking: past, present and possible futures ?». Creativity and Innovation Management, 22(2), (2013): 121-146.

Midler, C. «Modèles gestionnaires et régulations économiques de la conception». In G. Terssac & E. Friedberg (Eds.), Coopération et Conception. Toulouse: Octarès, (1996): 63-86.

Nelson H, Stolterman E. «The Design Way. Intentional Change in an Unpredictable World». Englewood Cliffs, New Jersey: Educational Technology Publications, (2003).

Norman, D.A. and Verganti, R. «Incremental and radical innovation: design research versus technology and meaning change». Submitted to Design Issues, (2012).

Pallasmaa, J. «Le regard des sens». Editions du Linteau, Paris. (2010): 91 p.

Postma, C.E., Zwartkruis-Pelgrim E., Daemen E., and Du, J. «Challenges of Doing Empathic Design: Experiences from Industry.» International Journal of Design, 6(1), (2012): 59–70.

Royal College of Art, «Design in general education». Royal College of Art, London (1979).

Wright, Peter, and John McCarthy. «Empathy and Experience in HCI.» CHI ‘08: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. New York, NY: ACM, (2008): 637–646.

catherine.elsen@ulg.ac.be

Université de Liège

Faculté des Sciences Appliquées

Département ArGEnCo (Architecture, Géologie, Environnement et Construction)

+32. (0)4.366.92.42

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