Name: Karen Phoebe C.

Mejulio Week: 4
TC127P M1 Exam Date: September 10, 2023
Watch this video and answer the questions below:
Tim Brown urges designers to think big.mp4
1. Who is Tim Brown? (30pts)
Tim Brown is the CEO and president of IDEO, a global design and innovation firm
that uses a design thinking approach to design products, services, environments, and digital
experiences (Brown, 2019). He often discusses with business leaders and designers worldwide
the importance of incorporating design thinking, innovation, and creative leadership into their
work. Tim, who is also an industrial designer, has received many design awards and
showcased his work at prestigious venues such as the Axis Gallery in Tokyo, the Design
Museum in London, and the Museum of Modern Art in New York (IDEO.org, 2019). The
combination of technology and the arts holds a special fascination for him. He also believes
that design could improve the lives of people living in developing countries.

2. How did he shift his focus from just ‘design’ to ‘design thinking’? (30pts)
Brown realized that his focus on traditional design, which emphasized aesthetics, was
not having much impact. His goal was to make a greater difference and offer solutions to
human problems. He decided to shift his perspective towards design thinking, which
emphasizes problem-solving approaches rather than just the physical aspect of the object.
Brown believes in a design approach that prioritizes the needs of humans, making it human-
centered. This approach involves balancing what humans require (desirability) with technical
feasibility and economic viability. Moreover, he was inspired by the shift towards design
thinking to focus on involving communities, prioritizing participation, and exploring different
options and solutions.

3. What examples (actual situations) did he use to elaborate on the methodology and
impact of design thinking? (40pts)

Brown provided further explanation on the approach and impact of design thinking by citing
the following examples:
(1) In India, Tim Brown led a team that was creating a vision screening program. Instead
of just focusing on technology and design, they first took the time to understand the
hopes and goals of the school children involved. This helped them approach the issue
in a more complete, human-centered way. They even considered how the children
could help screen their parents.
(2) Tim Brown emphasizes that when working on the ultra-low-cost digital hearing aid
project, it is essential to prioritize people and their culture. The goal of this project was
to make a more accessible solution to replace highly trained technicians in India. By
collaborating with patients and community health workers, they created a fitting and
diagnostic service that was tailored to the local context and needs.
(3) In the healthcare sector, design thinking was used to improve patient care. Nurses and
practitioners at Kaiser Permanente participated in the process by conducting
observational research, brainstorming, and rapid prototyping to redesign the shift
change process. This involvement led to significant improvements in patient care by
 reducing the time nurses spent away from patients.
(4) The purpose of the project was to facilitate access to clean drinking water for
impoverished individuals worldwide. The team behind the project consisted of
designers, investment experts, and 11 water organizations based in India. They
collaborated to develop innovative approaches to deliver clean water. The project
demonstrated the significance of engaging local communities and catering to their
unique requirements, while also fostering fresh ideas and creativity.

References:

Brown, T. (2019). Change by Design, Revised and Updated: How Design Thinking Transforms
Organizations and Inspires Innovation. HarperCollins.
IDEO.org. (2019). Tim Brown. https://www.ideo.org/bio/tim-brown-1