Creating the Next Generation of Grant Wood AEA

1
Creating the Next Generation of Grant Wood AEA

• A Design Team Working Session
• January 30, 2008

2
The Work Ahead of Us Today

• Understand more about the design and the design
  process
• Identify Strategic Priorities
• Already Emerging
• Additional Considerations
• Role of the Design Team

3
What happened when

• Jamshid sketched the set of interacting problems?
  
• We synthesized all those stakeholder comments to
  a few guiding specifications?
• Jamshid sketched a weird-looking structure with
  four main parts?

4
The Problem With Problems in Design

• design problems are ill-defined,
  ill-structured, or wicked. They are not the
  same as the puzzles that scientists,
  mathematicians and other scholars set themselves.
  They are not problems for which all the
  necessary information is, or ever can be,
  available to the problem-solver. They are
  therefore not susceptible to exhaustive analysis,
  and there can never be a guarantee that correct
  solutions can be found for them.What designers
  tend to do, therefore, is to seek, or impose a
  primary generator which both defines the limits
  of the problem and suggests the nature of its
  possible solution. (23-24)

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What are the primary generators in the set of
interacting problems facing you as designers of
the next generation of Grant Wood AEA?
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Whats with the picture of the interacting
problems?

• in all fields of design, one finds this
  preoccupation with geometrical patterns a
  pattern (or some other ordering principle)
  seemingly has to be imposed in order to make a
  solution possible. (25)

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From a Long Wish List to a Few Specifications

• Design proceeds from abstract requirements to
  concrete objects
• The solution is not simply lying there among the
  data, like the dog among the spots in the well
  known perceptual puzzle it has to be actively
  constructed by the designers own efforts. (24)

8
How would you design a bicycle frame?

• http//gizmodo.com/gadgets/cycling/arantix-carbon-
  mesh-bike-from-delta-7-light-sturdy-shrapnelresis
  tant-video-321867.php

9
Treasure Hunt Find the Specifications

• In groups up to 5, go on a short treasure hunt
  for an interesting (utilitarian) object.
• List some of the specifications or requirements
  you think the designer of the object must have
  had in mind.
• Decide how else the designer might have dealt
  with one or more of the specifications.

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Specifications for the Next Generation of GWAEA

• Some functional
• Some structural
• Some process-related

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How did Jamshid get to the sketch of the Next
Generation structure?

• Those who have been trained as designers will be
  using a codewhich enables the designer to effect
  a translation from individual, organizational and
  social needs to physical artifacts. (25)

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Cracking Jamshids Code
CEO
HR
Manufacturing
Sales
Engineering
Finance
Business Unit 1
Business Unit 2
Business Unit 3
What does this chart tell us?
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Two New Groupings
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Crack the Code on the Sketch Jamshid Offered for
GWAEA
What does this chart show? Why does JG call these
platforms?
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What are the points of emphasis in the structure
Jamshid offered?How does the structure address
the set of interacting problems? How might this
structure represent a next generation of the
agency? What changes?
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From Ends to Means

• How can we collectively select strategic
  priorities for action that begin to bring the
  design to reality?
• Some have begun
• Some are yet to be addressed

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Whats under way?What are next steps?
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Ongoing Role of the Design Team

• As a Design Team
• As individuals
• As leaders within the organization

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Wrapping Up

• What became clearer today?
• What should be communicated to and with others?
• What are next steps?