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Exposing the Magic of Design: A Practitioner's Guide to the Methods and Theory of Synthesis
As the world deals with increasing complexity -- in issues of sustainability, finance, culture and technology -- business and governments are searching for a form of problem solving that can deal with the unprecedented levels of ambiguity and chaos. Traditional "linear thinking" has been disparaged by the popular media as being inadequate for dealing with the global economic crisis. Standard forms of marketing and product development have been rejected by businesses who need to find a way to stay competitive in a global economy. Yet little has been offered as an alternative. It is not enough to demand that someone "be more innovative" without giving him the tools to succeed.
Design synthesis is a way of thinking about complicated, multifaceted problems of this scale with a repeatable degree of success. Design synthesis methods can be applied in business, with the goal of producing new and compelling products and services, and they can be applied in government, with the goal of changing culture and bettering society. In both contexts, however, there is a need for speed and for aggressive action. This text is immediately relevant, and is more relevant than ever, as we acknowledge and continually reference a feeling of an impending and massive change. Simply, this text is intended to act as a practitioner's guide to exposing the magic of design.
There are three simple goals for this text.
The first goal is to present a theory of design synthesis in a simple and concise manner. This theory is based on academic research and discourse, but presented in a way that is clear and valuable to a practicing design manager, designer or design researcher. This theory of design synthesis can then be used to substantiate single methods of synthesis.
The second goal is to offer a rationalization of why design synthesis is important, both in a general sense ("why should I care about this at all?") as well as in a more immediate sense ("why should I care about this right now?").
The final goal is to present a set of actionable, learnable methods for design synthesis that can be applied to any design problem. Practicing industrial designers, interaction designers, interface designers, and designers of other disciplines can use these methods to make sense of complicated design problems and to move seamlessly from various forms of research to design. The methods can add a systematic sense of rigor to an otherwise subjective, often introspective process.
Design synthesis is a way of thinking about complicated, multifaceted problems of this scale with a repeatable degree of success. Design synthesis methods can be applied in business, with the goal of producing new and compelling products and services, and they can be applied in government, with the goal of changing culture and bettering society. In both contexts, however, there is a need for speed and for aggressive action. This text is immediately relevant, and is more relevant than ever, as we acknowledge and continually reference a feeling of an impending and massive change. Simply, this text is intended to act as a practitioner's guide to exposing the magic of design.
There are three simple goals for this text.
The first goal is to present a theory of design synthesis in a simple and concise manner. This theory is based on academic research and discourse, but presented in a way that is clear and valuable to a practicing design manager, designer or design researcher. This theory of design synthesis can then be used to substantiate single methods of synthesis.
The second goal is to offer a rationalization of why design synthesis is important, both in a general sense ("why should I care about this at all?") as well as in a more immediate sense ("why should I care about this right now?").
The final goal is to present a set of actionable, learnable methods for design synthesis that can be applied to any design problem. Practicing industrial designers, interaction designers, interface designers, and designers of other disciplines can use these methods to make sense of complicated design problems and to move seamlessly from various forms of research to design. The methods can add a systematic sense of rigor to an otherwise subjective, often introspective process.
208 pages, Hardcover
First published December 31, 2010
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Displaying 1 - 18 of 18 reviews
April 25, 2012
I was blown away by the first part of the book, doing a great job of explaining the "magical" part of the design process, and bring voice to the value of the hard to describe element of synthesizing research into a direction. I was a little let down by the latter half, and felt a better job could have been done to describe the processes that might go into reframing or empathy exercises. The techniques read similar to 1980s stereo instructions rather than clearly illustrated exercises. I believe putting them into practice will make some difference and provide clarity, however I am also currently reading Back of the Napkin, which I think does a better job of conveying exercises, what to do, and how to do it, when only reading about them.
I still highly recommend this book for designers who need to speak to non-designers, and for non-designers who need to speak to designers. Especially the first part.
I still highly recommend this book for designers who need to speak to non-designers, and for non-designers who need to speak to designers. Especially the first part.
September 29, 2021
Very insightful and useful book for learning about design synthesis.
The first, theoretical, part is especially interesting for understanding what synthesis is about. The second part offers an overview of synthesis methods. I found some more useful than others but that's subjective.
The author brought in several contributors to offer examples of the presented methods. I found that some of those examples were only loosely related or didn't really offer any insight into how a particular method can be used.
Overall this book does a great job at taking a traditionally implicit, fuzzy part of the design process and offering methods to make it explicit, collaborative and repeatable.
The first, theoretical, part is especially interesting for understanding what synthesis is about. The second part offers an overview of synthesis methods. I found some more useful than others but that's subjective.
The author brought in several contributors to offer examples of the presented methods. I found that some of those examples were only loosely related or didn't really offer any insight into how a particular method can be used.
Overall this book does a great job at taking a traditionally implicit, fuzzy part of the design process and offering methods to make it explicit, collaborative and repeatable.
October 22, 2015
Good description of the synthesis process that sits between research & design. As an introduction to the idea of design synthesis as a specific set of methods to be applied in the design process, this is a great read.
The format in which the methods were presented was difficult—it's not clear why, at a given stage of the journey from data->wisdom, one method ought to be chosen over another, or the specific conditions that are best suited to a certain method.
There are a number of case studies. Some, like the Dubberly Design Office Java Map, clearly lay out the strategy and tactics behind the method employed, allowing one to help identify when & how such a method works in the context of a real project. Some do not.
Still, recommended to any practitioners not well-versed in the ideas of synthesis as a discrete piece of the design process.
The format in which the methods were presented was difficult—it's not clear why, at a given stage of the journey from data->wisdom, one method ought to be chosen over another, or the specific conditions that are best suited to a certain method.
There are a number of case studies. Some, like the Dubberly Design Office Java Map, clearly lay out the strategy and tactics behind the method employed, allowing one to help identify when & how such a method works in the context of a real project. Some do not.
Still, recommended to any practitioners not well-versed in the ideas of synthesis as a discrete piece of the design process.
August 12, 2015
Overly academic in language at times, but some very very good points.
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December 28, 2019An experiences designer can generalize a design problem to a typical design problem. She can anticipate how a problem will unfold, thereby eleminiating fruitless efforts. She can anticipate how external factors can affect the design problem and mitigate these factors. She can model and sketch faster and thereby come to a solution quicker. And she can move to the next step without a prompt.
January 31, 2017
Little of constructive value to glean from this. Stilted academia in the first part and collected articles on various methods of synthesis for the rest, presented rather woodenly. For less theory and more punch, try Tom Peters's frenetic, staccato ADD short book titled Design
March 3, 2020
And almost a wrap on my Design Methods in Librarianship class for winter quarter!! Enjoyed this book very much!
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February 13, 2023read for school
November 30, 2016
The methods that have been presented are intended as starting points, upon which you can build your own tools and techniques. The specifics of the method are incidental. What is important is a rigorous approach to synthesis, one that is made explicit through repeatable techniques and one that can be both documented and rationalized.
Design synthesis is a way of thinking about complicated, multifaceted problems with a repeatable degree of success. Design synthesis methods can be applied in the context of business, with the goal of producing new and compelling products and services. The principles and methods presented
in this text are teachable, repeatable, and understandable. They are creative activities that actively generate intellectual value, and they are activities that are unique to the discipline of design. Most important, when applied and formalized, these activities are billable and immensely useful in the development of new, novel, useful, and appropriate designs.
Design synthesis is a way of thinking about complicated, multifaceted problems with a repeatable degree of success. Design synthesis methods can be applied in the context of business, with the goal of producing new and compelling products and services. The principles and methods presented
in this text are teachable, repeatable, and understandable. They are creative activities that actively generate intellectual value, and they are activities that are unique to the discipline of design. Most important, when applied and formalized, these activities are billable and immensely useful in the development of new, novel, useful, and appropriate designs.
August 19, 2014
De diseñadores para ingenieros. La primera parte tiene argumentos muy buenos sobre el valor de la síntesis en el proceso de diseño, la segunda le quita la parte mágica del asunto y describe el proceso de síntesis. La verdad no está equivocado, sólo que no creo que el proceso sea tan rígido.
Hasta hoy, de lo que he leído, creo que el punto está entre "Controlled Chaos" de IDEO (la magia) y esto (un proceso robusto—pero real).
Hasta hoy, de lo que he leído, creo que el punto está entre "Controlled Chaos" de IDEO (la magia) y esto (un proceso robusto—pero real).
February 6, 2017
Explaining creativity and design
As a creative director and design founder I was always searching for ways to explain what happens in between client facing discovery and the magic we deliver as designers. The intersection of art and science is something some call wonder because of how it makes us feel this book breaks down how the mind arrives at these decisions and processes you can repeat with others.
As a creative director and design founder I was always searching for ways to explain what happens in between client facing discovery and the magic we deliver as designers. The intersection of art and science is something some call wonder because of how it makes us feel this book breaks down how the mind arrives at these decisions and processes you can repeat with others.
August 10, 2011
So far an excellent book, especially as I embark on a new career as a service designer.
January 2, 2014
I'm such a Jon Kolko fangirl, and this book is no different. Primarily focusing on synthesis, this is a great book for thoughtful designers
November 8, 2013
I want to read
February 22, 2015
i’ve only read 1/3 of the book and then get bored, but the theory stuff at the beginning is very interesting.
January 19, 2016
Specific design synthesis techniques
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November 20, 2015745.2 K813 2015
Displaying 1 - 18 of 18 reviews