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Disruptive Attitude

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Disruptive Attitude: The role of design as anomaly; managing crisis and turbulence, coaching creativity and innovation 


Francesco GALLI, Barbara PINO and Marco MAIOCCHI


Design today is a discipline moving between art and method. Despite its
involvement within industrial activities and available engineering tools, the
role of the designer is always perceived as related to creativity; such a role is
commonly felt in the universities. In widening the design action fields from
industrial products to communication, fashion, services, and so on (i.e. from
material immaterial goods), the complexity of the problems to cope with
introduced the use of conceptual tools based on ethnographic aspects, to
define constraints and to provide scenarios, from which to derive the proper
features. Despite the value of these methods, the results in applying them
largely depend on the kind of users the designer is able to imagine, i.e. the
method follows a Garbage In Garbage Out model. More, those methods are
biased toward the improvement of what is already known, instead of
fostering creativity and innovation, therefore perpetuating stereotypes and
consumerism. The paper criticises the (mis)use of ethnographic tools, and
suggests a different approach, based on formal models, and a disruptive
attitude, to provide real innovation possibilities. The discussion refers mainly
to the educational processes and testifies experiences in that field, together
with examples of the proposed approach.


PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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