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  • Design Vs Innovation

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    Shalin Shah
    27 vizualizări6 pagini
    The cranbook/IIT Institute of design argument: design vs Innovation

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    The cranbook/IIT Institute of design argument: design vs Innovation

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    © All Rights Reserved
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    27 vizualizări6 pagini

    Design Vs Innovation

    Încărcat de

    Shalin Shah
    The cranbook/IIT Institute of design argument: design vs Innovation

    Drepturi de autor:

    © All Rights Reserved
    Descărcați ca PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 6

    Design Versus Innovation:

    The Cranbrook / IIT Debate


    Scott Klinker
    Cranbrook Academy of Art | sklinker@cranbrook.edu

    Jeremy Alexis
    IIT Institute of Design | alexis@id.iit.edu

    interactions

    Januar y + Februar y 2009

    Twenty years ago a seminal article


    appeared in ID magazine that contrasted two approaches to design
    and design education: the methodsdriven and scientific approach
    described by Chuck Owen of the
    Illinois Institute of Technology (IIT)
    and the experimental and semantic
    approach advocated by Mike McCoy
    of Cranbrook Academy of Art. These
    two separate methods evolved into
    what are today simply known as
    innovation (or design thinking)
    and design, and each has built its
    own culture within the design profession. Yet some confusion surrounds
    these concepts, especially about how
    these two methods interact to deliver
    products. By examining the two
    approaches, we can highlight some
    of the most critical issues shaping
    American design. In a debate format,
    two new voices revisit and update
    the argument.
    Q: Whats the position of your
    school in the original article?
    What has changed since then?
    Jeremy Alexis (IIT): $IBSMFT
    -0XFO XIPTUJMMUFBDIFTBU
    **5 IJHIMJHIUFEUIFSBUJPOBM 
    computer-supported approach
    to design he was pioneering at
    the time. He believed that design
    could help businesses and government with the planning of
    large-scale systems.

    *OUIFNJET DPNQVUFST
    XFSFCFDPNJOHNPSFVCJRVJUPVT 
    and suddenly a tremendous
    amount of processing power was
    BWBJMBCMFUPEFTJHOFST$IVDL
    wanted to harness this new
    power to help draw connections
    between research insights and
    design concepts. He did not want
    the computer to replace the
    EFTJHOFS CVUSBUIFSGPSJUUPTVQport the design process.
    /PXXFBDUVBMMZSFMZPODPNputers less than we did when
    $IVDLXSPUFUIFBSUJDMFJOUIF
    T8FTUJMMCFMJFWFJOBSBUJPOBM QSPDFTTESJWFOBQQSPBDI 
    CVUNVDIPGPVSXPSLIBT
    shifted to facilitating the transGPSNBUJPOPGPSHBOJ[BUJPOT8F
    do not teach our students how
    UPXSJUFDPNQVUFSDPEF*OTUFBE 
    XFUFBDIUIFNIPXUPSVOXPSLTIPQT NBLFEFDJTJPOTJOMBSHF
    UFBNT BOETQSFBEJEFBTUISPVHI
    an organizational culture.
    Scott Klinker (Cranbrook): The
    TXFSFBQJWPUBMUJNFGPS
    EFTJHO1PTUNPEFSOJTNUPPL
    BDSJUJDBMMPPLBUiGPSNGPMMPXT
    GVODUJPOuBOEBTLFE i%PFT
    UIJTSFBMMZNBLFTFOTFGPS
    PVSUJNF u5XPNBKPSNPWFNFOUTSFTQPOEFE.FNQIJT 
    which embraced the energy of
    GBTIJPOJOEFTJHO BOE1SPEVDU
    4FNBOUJDT XIJDIBQQMJFEQPFUJD

    interface metaphors to the new


    electronic appliances that were
    FOUFSJOHPVSMJWFT.JLF.D$PZT
    $SBOCSPPLTUVEFOUTXFSFBQQMZing methods from literary theory
    EFDPOTUSVDUJPO
    UPQSPEVDUGPSN 
    giving sculptural expression to
    the mysterious functions housed
    JOTJEFUIFiCMBDLCPYuPGFMFDtronics. Both movements called
    for a poetic approach to design.
    The result was a new era of
    iUIJOHTXJUIBUUJUVEFu"UGJSTU
    UIJTDSFBUFEBNBSLFUSFTFSWFE
    GPSUIFEFTJHODPHOPTDFOUJ CVU
    now nearly every consumer
    NBSLFUJODMVEFTiUIJOHTXJUI
    BUUJUVEFu%FTJHOFSTOPUPOMZ
    TPMWFGVODUJPOBMQSPCMFNT XF
    BMTPNBLFQSPEVDUTiTQFBLuUP
    TQFDJGJDDVMUVSBMBUUJUVEFT BOE
    XFEPJUXJUIGPSN JOUFSGBDF 
    and experience design. Defining
    and shaping attitude is a whole
    new discussion requiring new
    UPPMT BOEUIFTFUPPMTBSFOPU
    POMZSBUJPOBMPOFT/PUBMMEFTJHO
    problems raise questions of attiUVEF CVUBU$SBOCSPPLXFMJLF
    the ones that do.
    Q: Whats the current approach
    of your school?
    Scott (Cranbrook): If the world
    JTGJMMJOHXJUIiUIJOHTXJUIBUUJUVEF uUIFOXFFYQMPSFiUIFBUUJUVEFPGUIJOHTuJOGPSNFECZB

    52

    IAXVI_1.indb 52

    12/15/08 1:

    Photo by Molly Riley.

    IAXVI_1.indb 53

    ! CranbrookCode-generated Silverware. Richard Nelipovich writes programming code and is a metalsmith. Here he combines the two,
    writing algorithms that generate a useful and oddly beautiful form for a mass-customized future.

    12/15/08 1:28:24 PM

    Enabling The Pursuit Of Different Goals

    UIJTBiUSBEJUJPOBM BSUTCBTFE
    NPEFMuPGEFTJHOFEVDBUJPO8F
    simply call it design.
    Design should be mastered
    as a liberal art before it is conTJEFSFEBCVTJOFTTUPPM(SFBU
    design comes from an artistic
    PSDVMUVSBMJNQVMTF OPUGSPNB
    GPDVTHSPVQ(SFBUEFTJHOTUBSUT
    by creating meaningful stories
    XJUIB107 OPUCZCVJMEJOHB
    CVMMFUQSPPGCVTJOFTTDBTF(SFBU
    EFTJHODSFBUFTOFXDVMUVSF OPU
    KVTUDMFWFSOFXVUJMJUJFT(SFBU
    EFTJHOJTBCPVUNFBOJOHGJSTU 
    UIFNBSLFUTFDPOE8FXBOUUIF
    next great generation of designFSTXIPLOPXIPXUPFYQFSJ
    NFOUXJUIGPSNBOENFBOJOH 

    not the next generation of


    strategists who churn out 8.5x11
    rationalized reports on busiOFTTPQQPSUVOJUJFT8FXBOUUP
    FMFWBUFUIFCFTU"NFSJDBOEFTJHO
    talent on the international radar.
    Jeremy (IIT):"UUIF**5*OTUJUVUF
    PG%FTJHO XFCFMJFWFUIBUEFTJHO
    should be human centered and
    improve organizational perforNBODF#ZIVNBODFOUFSFE XF
    mean design should be based
    POPCTFSWFE SFBMVTFSOFFET 
    not the whim or personal belief
    PGUIFEFTJHOFS8IFOXFTBZ
    improve organizational perforNBODF XFNFBOUIBUEFTJHO
    should create and deliver value

    interactions

    Januar y + Februar y 2009

    DSJUJDBMMPPLBUNPEFSODIBOHF
    "TQBSUPGBOFYDFMMFOUHSBEV
    BUFBSUTDIPPM $SBOCSPPL%JT
    a laboratory for experimental
    UIJOLJOHBOENBLJOH.PTUPG
    our students already have some
    professional experience and have
    returned to a research setting
    to develop a unique voice within
    UIFGJFME-JLFBMMPGUIFEJTDJ
    QMJOFTIFSF GSPNQBJOUJOHBOE
    sculpture to jewelry and archiUFDUVSF XFFYQFSJNFOUXJUI
    new connections between form
    BOENFBOJOHCZBDUVBMMZNBL
    JOHUIJOHT"EFTJHOFSTDSFBUJWF
    autonomy and authorship is
    FRVBMUPBQBJOUFSTPSBDFSBNJ
    DJTUT*OOPWBUJPODVMUVSFDBMMT

    ! IITChicago Bike Federation Clear Air Challenge. Kristy Scovel and Jessie Gatto, Spring 2008. The project recommended transforming
    the once-a-year, week long commuter challenge (companies compete to see how many of their employees ride to work) into a year-long
    competition that highlights mentoring to increase the number of commuters on bicycles.

    54

    IAXVI_1.indb 54

    12/15/08 1:28:27 PM

    FEATURE

    POFT"OEGJOBMMZ XFDIBMMFOHF
    PVSTUVEFOUTUPFYQFSJNFOU CVU
    UPEPTPMJLFTDJFOUJTUT VTJOH
    IZQPUIFTFT CVJMEJOHPOQBTU
    XPSL
    OPUMJLFBSUJTUT
    Q: What is the role of design
    in innovation? Or innovation in
    design?
    Scott (Cranbrook): Innovation
    NBLFTTUSBUFHZ%FTJHONBLFT
    form. They are completely difGFSFOUNFUIPET XJUIEJGGFSFOU
    priorities. To exaggerate the
    EJGGFSFODF XFDPVMEDBMMJUCVTJ
    ness innovation versus cultural
    JOOPWBUJPO%FTJHOBU$SBOCSPPL
    TFFLTDVMUVSBMJOOPWBUJPOUP

    offer emotional responses to


    modern change and manifest
    UIPTFQPTJUJPOT UIPTFWBMVFT 
    with specific form. Business
    UIJOLJOHTFSWFTPVSHPBMTCVU
    does not drive them.
    Design culture already pracUJDFTTPNFPGUIFTPDBMMFEiOFXu
    strategy that innovation culture
    JTTFMMJOHNBUVSFEFTJHOFST
    analyze research from many
    EJTDJQMJOFT UIJOLTUSBUFHJDBMMZ 
    BOEEJTUJMMUIBULOPXMFEHFJOUP
    B107XJUIGPSN*OOPWBUJPO
    i%TDIPPMTuQSPNJTFBOFXLJOE
    PGEFTJHOFS TQFDJGJDBMMZUSBJOFE
    JOTUSBUFHJDCVTJOFTTUIJOLJOH
    without a deep foundation in
    form giving and communication

    interactions

    Januar y + Februar y 2009

    GPSJUTTUBLFIPMEFST'PSCVTJ
    OFTTFT JUNFBOTJNQSPWFEQSPG
    JUTBOENPSFMPZBMDVTUPNFST
    GPSOPOQSPGJUTPSHPWFSONFOUT 
    it means more effective ways to
    TFSWFDPOTUJUVFODJFT8FBMTP
    believe that design should not
    PQFSBUFJOBCMBDLCPY8FBSF
    XPSLJOHUPEPDVNFOUEFTJHO
    NFUIPETJOPSEFSUPNBLFUIFN
    NPSFSFQFBUBCMF QSFEJDUBCMF 
    and scalable.
    8FBMTPUFBDIUIBUHPPE
    design starts with a clear point
    PGWJFX CVUJUTIPVMECFCBTFEPO
    GBDUT OPUJOUVJUJPO8FBMTPUBML
    BMPUBCPVUDVMUVSF CVUXFUIJOL
    design should be based on an
    FYJTUJOHDVMUVSF OPUDSFBUFOFX

    55

    IAXVI_1.indb 55

    12/15/08 1:28:29 PM

    Enabling The Pursuit Of Different Goals

    UIFPSZ8IBUXJMMUIFTFCVTJOFTT
    iEFTJHOUIJOLFSTuEFMJWFS
    Jeremy (IIT): Innovation is the
    SFTVMUPGHPPEEFTJHO8IFOXF
    successfully identify an unmet
    need and then develop a new
    QSPEVDU DPNNVOJDBUJPO PSTFSvice that solves that need and
    NBLFTNPOFZGPSUIFDPNQBOZ 
    we are innovating. I would also
    suggest that form is the tangible
    SFTVMUPGTUSBUFHZ$POTJEFSJOH
    them different methods or an
    BQQSPBDIJTOPUDPOTUSVDUJWFJU
    serves to further highlight the
    VOGPSUVOBUF BOEPGUFOPOMZQFSDFJWFE
    HBQCFUXFFOiEFTJHOFSTu
    BOEiCVTJOFTTQFPQMFu

    interactions

    Januar y + Februar y 2009

    Q: Is design being led astray by


    too much business thinking?
    Jeremy (IIT): Design is not being
    led astray by too much business
    UIJOLJOHJOGBDU *XPVMETVHHFTU
    that designers need more busiOFTTUIJOLJOH"U**5 XFUSBJO
    EFTJHOFSTUPXPSLXJUIDMJFOUT 
    not patrons. This is a critical disUJODUJPOXFCFMJFWFEFTJHOOFFET
    to create value for both the user
    BOEUIFPSHBOJ[BUJPO XIJDI
    requires designers to have an
    JOUJNBUFLOPXMFEHFPGBOPSHBOJ[BUJPOTCVTJOFTTNPEFMBOEJUT
    capabilities.
    This issue continues to polarize
    UIFEFTJHODPNNVOJUZ*OGBDU 
    the thought leader who defined
    what the Institute of Design is
    UPEBZ +BZ%PCMJO XBTPGUFODSJUJDJ[FEBTBiDPSQPSBUFEFTJHOTIJMMu
    He did not mind this criticism.
    I would rather have a designer
    say to me that I am too corpoSBUFUIBOB$&0UFMMNF*EPOPU
    understand his or her business.
    Scott (Cranbrook): .PTUNBSLFUT
    BSFOPXEJWFSTF DPNQMFY BOE

    TQFDJGJD/JDIFDBOCFBTTVDcessful as mass. Defining niche


    values and attitudes does not
    require design-by-committee. It
    SFRVJSFTB107"TL"QQMF
    Innovation culture is different from design culture. I
    admire innovation culture for
    TQFBLJOHUIFMBOHVBHFPGCVTJness and gaining a seat at the
    table. But rational propositions
    are the most obvious ones.
    $VMUVSBMQSPQPTJUJPOTBSFGV[[Z
    BOESFRVJSFBTQFDJGJD107XJUI
    BTQFDJGJDGPSN*OUIJTDBTF 
    design becomes more aligned
    XJUIBSUUIBOCVTJOFTT"MMUIF
    hype in the business press about
    this fascinating thing called
    innovation has led to an artless
    EFTJHODVMUVSFIFSFJO"NFSJDB
    when an artful approach might
    CFUIFNPTUOFFEFE"NFSJDBO
    NVTJD GJMN BOEGBTIJPONBZ
    be considered some of our most
    important creative exports.
    "NFSJDBOEFTJHOJTOPU*TJOOPvation to blame?
    Q: Is design thinking useful
    without design making?
    Jeremy (IIT): I do not want to say
    UIBUNBLJOHJTOPUJNQPSUBOU JU
    is what generally distinguishes
    VTBTEFTJHOFST
    CVUEFTJHO
    UIJOLJOHPOJUTPXOJTWBMVBCMF
    It is especially helpful for organizations that are trying to change
    BOEUSBOTGPSN"UJUTDPSF 
    EFTJHOUIJOLJOHIFMQTJEFOUJGZ
    UIFOPOPCWJPVT OPOJOUVJUJWF
    PQUJPOT3JHIUOPX NPTUCVTJOFTTFT XIFOQMBOOJOHBDIBOHF
    PSBOZUIJOHOFX HFOFSBMMZQJDL
    GSPNBTFUPGLOPXOPQUJPOT
    "NBOBHFSUSBJOFEJOEFTJHO
    UIJOLJOHXJMMOPUCFIBQQZXJUI
    UIFTFFYJTUJOHPQUJPOT BOEXJMM
    TFFLPVUBOEEFWFMPQPQUJPOTOPU
    previously identified. This is how

    DPNQBOJFTMJLF1( 4UFFMDBTF 
    BOE5BSHFUNBEFESBNBUJD QSPGJUBCMFDIBOHFT8FTIPVMECF
    responsible for training management on the nature of design
    UIJOLJOH XIFOJUTIPVMEBOE
    TIPVMEOPUCFVTFE BOEXIBU
    results to expect.
    Scott (Cranbrook): 4USBUFHZ
    without form is an empty conUBJOFSUIFTFEBZT8IBUXFTBZ
    BOEIPXXFTBZJUXJUIGPSN
    NVTUNBUDI*GNBSLFUTBSF
    NPSFTQFDJGJD UIFOGPSNNVTU
    CFNPSFTQFDJGJD$SBOCSPPLT
    TUVEJPCBTFENPEFMPGNBLJOH
    things puts form on the table for
    IBSETDSVUJOZ NFBTVSJOHGPSN
    against content and context.
    %FTJHOFEVDBUJPOJTMJLFBIJFSBSDIZPGOFFET8IFOPOFMBZFS
    JTTBUJTGJFE UIFOUIFOFYUMBZFS
    can be considered and achieved.
    -FBSOUIFCBTJDTPGNBLJOHBOE
    GPSN BOEUIFOCVJMEUPXBSE
    higher levels of actualization.
    $SBOCSPPLJTDPODFSOFEXJUI
    UIFDSBGUPGUIBUGPSNHJWJOH 
    with the assumption that the
    EFTJHOFSTDSBGUDPNFTUPJODMVEF
    more disciplines as the designer
    NBUVSFTJODMVEJOHUIFDSBGUJOH
    PGCVTJOFTTNPEFMT TUSBUFHJFT 
    QSPEVDUJPONFUIPET NBSLFUJOHQPTJUJPOT CSBOENFTTBHFT 
    FUD8JUIUIFSJHIUGPVOEBUJPO 
    this maturity is inevitable as the
    informed designer engages the
    DPNQMFYJUJFTPGUIFNBSLFU
    Q: What is the role of intuition
    in design?
    Scott (Cranbrook): 4PNFPG
    the best design happens when
    designers simply respond to
    UIFJSPXOOFFET5IJTEPFTOU
    NFBOUIBUCMVFTLZGBOUBTJFT
    UBLFPWFS&BNFTIBEBGBNPVT
    diagram that showed the inter-

    56

    IAXVI_1.indb 56

    12/15/08 1:28:29 PM

    FEATURE

    Q: What is the future of


    American design?
    Scott (Cranbrook): 8IJMFXPSLJOHBU*%&0 *FYQFSJFODFEQSPKects that integrated the efforts
    PG$SBOCSPPLiEFTJHOFSTuBOE**5
    iJOOPWBUPSTuXJUIJOUIFTBNF
    team. It was a friendly balance
    PGIFBSUBOENJOE GPSNBOE
    TUSBUFHZ*UIJOLUIJTCBMBODFE
    approach to design process will
    represent the new state-of-theBSUJOUIF"NFSJDBOQSPGFTTJPO
    4VDDFTTGVMUFBNTXJMMCFDPNGPSUBCMFXJUIUIFHJWFBOEUBLF
    between design and innovation.
    Understanding the line where
    design ends and innovation
    begins will be an ongoing question. Experts in both methods
    will continue to be in demand.
    "TiUIJOHTXJUIBUUJUVEFuDPNF
    UPDFOUFSTUBHFJONPSFNBSLFUT 
    "NFSJDBOEFTJHOXJMMOFFEB
    more sophisticated way of discussing connections between
    form and attitude to build
    meaningful products and brand
    TUPSJFTXJUIB107"NFSJDB
    needs more laboratories for
    FYQFSJNFOUBMUIJOLJOHBOENBLJOH"TBQSPGFTTJPO UIFiBSUuPG
    design must be supported and
    encouraged as much as the business of design. Designers with a
    TPQIJTUJDBUFEDSJUJDBMGSBNFXPSL
    GPSFWBMVBUJOHGPSN JOBMMJUT
    DPNQMFYJUJFT XJMMCVJMEBCFUUFS
    "NFSJDBO BOEHMPCBM EFTJHO
    Jeremy (IIT):*BHSFFXJUI4DPUUT
    vision of the balanced approach.
    8FSFDPHOJ[FUIBUJGXFPWFSSBUJPOBMJ[FUIFEFTJHOQSPDFTT 
    we will miss out on the cre-

    BUJWF DPOUSBSJBOQPJOUPGWJFX
    that often leads to great design
    JOOPWBUJPOT*UTJNQPSUBOUUP
    recognize our role in the future
    PGHMPCBMEFTJHO"UUIFNPNFOU 
    UIF64JTLOPXOGPSHSFBU
    CSBOET HSFBUGJSNT BOEHSFBU
    schools. But our position in the
    future is not a given. There is
    an amazing amount of design
    UBMFOUCFJOHEFWFMPQFEJO*OEJB 
    ,PSFB $IJOB BOE5BJXBO5IFZ
    have sent students to our best
    TDIPPMTOPUUPCFDPNF"NFSJDBO
    EFTJHOFST CVUUPHPCBDLUPUIFJS
    home countries and improve
    both practice and education.
    .BOZPGUIFTFDPVOUSJFTBMTP
    have national design policies
    BOETUSBUFHJFT XIJDIXFEPOPU 
    GPSCFUUFSPSXPSTF JOUIF64
    
    8FOFFEUPBDUOPX TJODFXFEP
    not want our role to have been
    only to educate these competing
    OBUJPOBMFDPOPNJFTXFOFFEUP
    UIJOLBCPVUIPXUPQBSUOFSBOE
    collaborate with them to build
    "NFSJDBOCVTJOFTT
    ABOUT THE AUTHORS
    Product designer and educator
    Scott Klinker heads the graduate
    3D design program at Cranbrook
    Academy of Art in Bloomfield Hills,
    Michigan, where he also received
    his MFA in 1996. He has worked
    in-house for IDEO (Palo Alto) and
    Sony/Ericsson and later chaired the design program at
    the Kanazawa International Design Institute in Japan.
    He currently runs Scott Klinker Product Design, developing licensed designs for contract furniture, household goods, and toys, with clients including Steelcase
    and Burton Snowboards. In 2006 he was featured as
    one of Newsweeks annual Design Dozen, a selection of the best new designers.
    Jeremy Alexis is an assistant professor and assistant dean at the
    IIT Institute of Design. He holds
    both a bachelor of architecture
    and master of design from the
    Illinois Institute of Technology. He
    currently teaches the research
    and demonstration (yearlong capstone) class, as well as classes on economics and
    design, concept evaluation, design decision making,
    and problem framing. Before IIT, he worked for
    Doblin, Gravity Tank, and Archideas. He has worked
    with clients such as Unilever, Motorola, Citibank,
    Pfizer, American Express, and Target.

    DOI: 10.1145/1456202.1456216
    2009 ACM 1072-5220/09/0100 $5.00

    Januar y + Februar y 2009

    Jeremy (IIT): If designers just


    EFTJHOGPSPUIFSEFTJHOFST XF
    will end up with an oversupQMZPGCFBVUJGVM FYQFOTJWF 
    and mostly useless products.
    Overvaluing intuition leads to
    UIFTUBSEFTJHOFSQIFOPNFOPO 
    which is bad for the profession.
    8IFOUIFSFBSFBGFXIJHIQBJE
    designers who are admired for
    their seemingly infallible intuJUJPO XFFOEVQXJUIBMPXFS
    class of designers left to implement their ideas for much lower
    pay. This income distribution
    resembles the music industry
    BOEUIFDSBDLEFBMJOHJOEVTUSZ
    new recruits are lured by a
    few successful examples but
    XJMMMJLFMZOFWFSBDIJFWFB
    living wage.
    8IFOXFDSFBUFQSPDFTTFT
    and methods that deemphasize
    JOUVJUJPO XFDSFBUFGFXFSTUBS
    EFTJHOFST*OTUFBE XFDSFBUF
    more designers who can operate
    JOBDPNQFUJUJWF QSPGJUESJWFO
    environment alongside marLFUJOHBOEGJOBODFGPMLT8JUI

    NPSFQSPDFTTFTBOENFUIPET 
    PVSXPSLCFDPNFTFBTJFSUPQMBO
    GPS BOEUIVTFBTJFSUPCVZGPS
    managers.

    interactions

    TFDUJPOTPGUIFEFTJHOFSTDPODFSOT UIFDMJFOUTDPODFSOT BOE


    TPDJFUZTDPODFSOT5IFEFTJHOFS
    DBOXPSLXJUIDPOWJDUJPOBUUIF
    PWFSMBQPGUIFTFDPODFSOT5IJT
    is called informed intuition. The
    important part here is that the
    designer starts with his own set
    of subjective concerns and is not
    simply a corporate mercenary.
    8BTUIFJ1IPOFDPODFJWFE
    UISPVHIiVTFSPCTFSWBUJPOu 
    Doubtful. Designers lead the
    public imagination with new
    proposals. Designers provide visions of what could be.
    Informed design experiments
    NBLFTFOTFPGNPEFSODIBOHF
    BOEBSFSJTLZCFDBVTFUIFZQSPQPTFOFXCFIBWJPST OPUKVTU
    DBUFSUPPCTFSWFE FYJTUJOHPOFT

    57

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