Design Thinking:

Human Centered Design

Budi Setiawan

http://bukik.com

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 Konteks
Jaman Kita
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1492-1800 Globalization 1.0
Shrank world from a size Large to Medium
Countries globalizing

1800-2000 Globalization 2.0

Shrank world from a size Medium to Small
Companies globalizing

2000+ Globalization 3.0

Shrank world from a size Small to Tiny
Individuals collaborating &
competing globally
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New sources of competitive advantage:

1960s & 1970s

Making things cheaper
Advantage from Cost Division of labor, MTS,
mass production

1980s & 1990s

Making things better
Advantages from Quality and Speed Lean, JIT,
flexible specialization, automation

2000s
Making better things
Advantages from Aesthetics and Authenticity,
Design, innovation, uniqueness
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 Asia Cheaper

Automation Faster

Abudance ???

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High concept
High touch

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 Desainer
Peradaban
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People ignore design
that ignores people
Frank Chimero

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Design must reflect the
practical and aesthetic
in business but above
all... good design must
primarily serve people
Thomas J. Watson

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Design is not just about
making something, it is
about DESIGNING
THE FEELINGS of the
person who uses it.
Tokujin Yoshioka

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Design is people
Jane Jacobs

I don't design clothes,

I design dreams
Ralph Lauren

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Kurt Lewin Formula

B = f (PE)
Behavior is function of a Person and their Environment

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 We can’t change the person

V
B = f (PE)
But we can
change behavior by designing
the environment

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We first design
structures, then they
design our lives
Winston Churchill

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Design creates culture
Culture shapes values
Values determine the future
Robert L. Peters

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Berpikir
Desain
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Thinking
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T HOMAS EDISON created the electric light-

bulb and then wrapped an entire indus-
try around it. The lightbulb is most often
thought of as his signature invention, but
Edison understood that the bulb was little more
than a parlor trick without a system of electric power
generation and transmission to make it truly useful.
So he created that, too.
Photos courtesy of IDEO

Thus Edison’s genius lay in his ability to conceive

of a fully developed marketplace, not simply a dis-
crete device. He was able to envision how people
would want to use what he made, and he engineered
Art Credit
Art Credit

toward that insight. He wasn’t always prescient (he

4 Harvard Business Review | June 2008 | hbr.org

hbr.org | June 2008 | Harvard Business Review

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Design- and production workshop in Temanggung, Central Java, Indonesia.
Designwerkstatt und Produktionsstätte in Temanggung, Mittel-Java, Indonesien.

Final sanding.
Feinschliff. 29
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Kandangan Village
Central Java-Indonesia
Area :350 Ha
Population : 4000
Economic : Agriculture

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The community’s concern
about the slowing down
and deterioration of
Kandangan's village life
has prompted me to use
my knowledge, skills and
experience to strengthen
this village with the
output of my business
(Singgih S. Kartono)

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Harus ada
produk kayu
dari Indonesia
yang menjadi
ikon dunia
Singgih S. Kartono

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Radio itu sempurna
karena
ketidaksempurnaannya.
Karena tak ada gambar,
masing-masing orang
jadi punya imajinasi
(Singgih S. Kartono)

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As a designer, I
strive to create
designs that will
contribute to our
quality of life, be it
your life activities
or your own
personal
development
(Singgih S. Kartono)
Design- and production workshop in Temanggung, Central Java, Indonesia.
Designwerkstatt und Produktionsstätte in Temanggung, Mittel-Java, Indonesien.

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We should redesign the
way we live and take
steps towards better
ways of living.
(Singgih S. Kartono)

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