A presentation at CII-NID Design Summit 2013, Delhi, India

1. Sooshin Choi
College for Creative Studies
Provost and Vice President
Professor of Design
Vice President of Education, IDSA
Risky
Design
Innovation:
Defining The
Roles of Design
For the Future

2. design brings
innovation for the
future.
© Sooshin Choi, 2013

3. 1.
design
begins with
seeing
(what others can’t)
© Sooshin Choi, 2013
and ends with
making others see

4. my concern:
we have many
thinkers now.
but not enough
seers and doers.
© Sooshin Choi, 2013

5. a new
design process:
© Sooshin Choi, 2013
1: invisibles
2: visibles
3: tangibles
4: deliverables

6. 2.
innovation
begins with
giving up the
most needed
© Sooshin Choi, 2013
and ends
with
filling the blank

7. Electric Fan, GE
© Sooshin Choi, 2013
Air Multiplier, Dyson

8. Horse Carriage
© Sooshin Choi, 2013
Motor Carriage, Daimler (1886)

9. Aircraft, Orville and Wilbur Wright
© Sooshin Choi, 2013
F18, Boeing

10. Blackberry
© Sooshin Choi, 2013
iPhone, Apple

11. improvement:
-- un-necessity
+ necessity
© Sooshin Choi, 2013
innovation:
-- necessity
+ new solution
get rid of those
you think can’t
live without.

12. 3.
the future
needs
designers
© Sooshin Choi, 2013
not those
who knows how to
design

13. CONCEPTOR
Sees and shares visions for future
CONDUCTOR
Gets things done
CONNECTOR
Connects things to create new value
© Sooshin Choi, 2013
DESIGNER’S ROLES

14. SOUL
About what it means
SKELETON
About how it works
SKIN
About how it looks
DESIGNER’S CONCERNS
© Sooshin Choi, 2013

15. BRAIN
See people as users or customers.
HEART
See users or customers as people.
GUT
Deliver what YOU think is right.
DESIGNER’S ORGANS
© Sooshin Choi, 2013

16. the future is
already here.
are we?
Sooshin Choi
sooshin.choi@gmail.com
sooshin@collegeforcreativestudies.edu