Sustainable Development Goals through the Design Thinking Lens

Sustainable Development Goals through the Design Thinking lense.

OR "How might we utilise design thinking to effectively impact on policy and process to attain equality and sustainability?"

Keywords: Universal Design, Inclusive Design, Participatory Design, Design Strategy, Strategic Design, Design Process, Service Design, Design Thinking, Inequality, Sustainable Cities, Smart Cities, Sustainable Communities, Sustainable Development Goals

Introduction A lense is a useful tool, it helps to magnify and bring into focus a subject of study. When we use design thinking (or practice design) we use tools to equally give us insights into the problems we are asked to help solve.

I was recently asked to contribute as guest editor for this coming July issue (Vol 12 No. 7) of Design for All of India journali, so I thought I would bring this into the discussion here to interpret designs role in contributing to the United Nations Sustainable Development Goals.

Design for All Foundation states its objective is the “intervention into environments, products and services which aims to ensure that anyone, including future generations, regardless of age, gender, capacities or cultural background, can participate in social, economic, cultural and leisure activities with equal opportunities”ii.

This challenge has been taken up by the design profession with a focus predominantly on disability (physical and mental) within the built environment, yet as we see from the stated objective the scope for design intervention is broader than the accepted principles of Universal Design and Inclusive Design.

The recent United Nations Sustainable Development Goalsiii, a reframing of the Millennium Goals provides a substantial opportunity for design as a discipline, to explore expansion within this framework to expand its influence.

The International Council of Societies of Industrial Design in its emergence as the World Design Organisationiv restates that Industrial Design is a strategic problem-solving process that drives innovation, builds business success, and leads to a better quality of life through innovative products, systems, services, and experiences.

Design Thinking has developed as a reference to the formative process practiced by designers to effect creativity and innovation in planning for, and providing solutions to, problems faced by management, as have been newly redefined.

The traditional placement of design within industry has been predominantly construction, manufacturing and service industries such as printing and media, with numerous Governments around the world identifying designs contribution to the economy, the value generated by design within the expanded ‘design thinking’ scope and industry sectors has yet to be evaluated.

The move to effect change within other platforms of the Services industry has seen the need for management to build skills in creativity and innovation as well as managing the creative departments of their respective organisations.

This emergence of the need for the adoption of Design Thinking processes and tools has hit a heighten level in the last decade as corporations struggle to achieve growth targets where the traditional tools have proven impotent in the post Global Financial Crisis world of Management.

A key tool in management understanding the process that designers use was formulated from research by the UK Design Council in the form of the Double Diamondv. This diagram graphically illustrates the four main divergent and convergent stages of the Design Process in a lineal form familiar to the Corporate world use to the language of Project Management.

Illustration 1 UK Design Council Double Diamond

While designers will argue that the design process is a circular process, the double diamond was framed to talk to management and in doing so helps them to breakdown the tasks and tools used to Discover (new knowledge and insights), Define (work through concepts to a viable proposition), Develop (concepts and processes for the realisation of the concept) and Deliver (the documentation and administration of the realisation of the concept).

Another tool developed is the Innovation Ladder where management can visualise their position in a market in relation to its design maturity.

Illustration 2 Innovation Ladder

From an organisation that effectively has “No Design” processes within its organisation, to the next rung on the ladder ascending to “Design as Styling” where design is incorporated in the product or service in a superficial way affecting the physical appearance. As we ascend the next rung leads us to the more sophisticated levels of “Design as Process” where design can effect systems to the top level where “Design as Strategy” affects Senior Management in positioning the whole of an organisation.

With the Global Sustainability Goals design is being requested to work within these two top levels in effecting policy and strategy within Governments to think outside the box.

Another key used to identify this interaction within Government is the Public Sector Design Laddervi that can be connected to the innovation ladder with Step 2 Design as Capability aligning with Design as Process and Step 3 Design as Policy aligning with Design as Strategy.

Used in reference to the emerging discipline of Service Design this visual helps identify how

Illustration 3 Public Sector Design Ladder

design thinking and service design practice can assist in bringing creative and innovative solutions to the public sector and is and expression of an organisation practicing “mature design”.vii Mature Design has been outlined in the Design Management Index established through the Design Management Institute, in research to interpret designs value to organisations.

Two other visuals I use to help management understand what design thinking is about relate to “reason” or “logic” modes in thinking. It has long been held in academic circles that the deductive reasoning process is the scientific approach to research, a top down model of thinking where front end innovation is bypassed and a hypothesis is formed usually through case studies (of what has been done before).

Design leans strongly to the other pole in this dichotomy, through inductive reasoning processes in research methods more aligned to the social sciences, seen as a bottom up approach design thinking works through observation to identify patterns of use or behaviour and arrives at a hypothesis much later in the process (the divergent discover phase from the double diamond).

Illustration 4 Deductive / Inductive Reasoning / Thinking

There is a middle ground to this dichotomy in abductive reasoning which is a hybrid of both and used widely in design thinking in organisations seeking to achieve growth in a creative and innovative way.viii

Sustainable Development Goals Setting the scene for design to take a lead role in meeting the Design for All goals and position itself to impact on work when related to the Sustainable Development Goals, this SDG framework gives a strong lead for design to frame research and relate to projects in identifying their impact with this substantial list of goals.

The 17 Sustainable Development Goals (SDG) and 169 targets which we are announced in 2015 at the United Nations Headquarters in New York from 25-27 September 2015 demonstrate the scale and ambition of this new universal Agenda of Sustainable Development towards the year 2030.

It has been reportedix that the SDG most positioned to effect the UN SDG’s is goal 11:

Sustainable Cities and Communities SDG # 11, with “More than half of the world’s population now living in urban areas, by 2050, that figure will have risen to 6.5 billion people – two-thirds of all humanity. Sustainable development cannot be achieved without significantly transforming the way we build and manage our urban spaces”.x Yet if cities were designed to meet the needs of the communities they support then the need for inclusive or universal design principles would be met autonomously.

Reducing Inequalities SDG # 10 And the SDG most positioned to align with the traditional Design for All focus on disability is embraced within reducing inequalitiesxi:

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Goal 10 calls for reducing inequalities in income as well as those based on age, sex, disability, race, ethnicity, origin, religion or economic or other status within a country. The Goal also addresses inequalities among countries, including those related to representation, migration and development assistance.

Conclusion: Designers are increasingly being called to Co-Design and Co-Create solutions to problems be they wicked or simple problems as well as to teach management in the processes to allow them to be more productive in a different approach to organisational strategy.

Through abductive thinking, design has been embraced by the managers of the world who felt shackled by a traditional education bound up in deductive reasoning and hopefully design and designers will form multidisciplinary teams to work abductively in the co-creation of more meaningful and prosperous solutions to todays wicked problems.

Endnote i

Design for All of India Journal 2017, Design for All Institute of India newsletter, Design for All of India, viewed 25 February 2017, http://www.designforall.in/newsletter.html ii

Design for All Foundation 2017, What is Design for All, Design for All Foundation, viewed 25 February 2017, http://designforall.org/design.php iii

UNDP Sustainable Development Goals 2017, Sustainable Development Goals, United Nations, viewed 25 February 2017, http://www.undp.org/content/undp/en/home/sustainable-development-goals.html iv

World Design Organisation 2017, Definition of Industrial Design, World Design Organisation, viewed 25 February 2017, http://wdo.org/about/definition/ v

Design Council 2017, Design Methods for developing services - The Double Diamond design process, viewed 25 February 2017, https://connect.innovateuk.org/documents/3338201/3753639/Design+methods+for+developing+services.pdf vi

SEE Platform 2017, An overview of service design for the private and public sectors, Public Sector Design Ladder, viewed 25 February 2017, http://www.seeplatform.eu/docs/SEE%20Platform%20policy%20booklet%207.pdf

vii

Design Management Institute 2013, The DMI Design Value Scorecard, Design Management Institute, viewed 25 February 2017, http://c.ymcdn.com/sites/www.dmi.org/resource/resmgr/Docs/DMI_DesignValue.pdf viii

User Experience Professionals Association 2015, Using your logical powers : Abductive reasoning for business success, viewed 25 February 2017, http://uxpamagazine.org/using-your-logical-powers/

ix

United Nations University 2015, Cities should be at the heart of the SDGs, United Nations University, viewed 25 February 2017, https://unu.edu/publications/articles/cities-heart-of-sdgs.html x

United Nations Development Program 2107, Sustainable Development Goals – Sustainable Cities & Communities, UNDP, viewed 25 February 2017, http://www.undp.org/content/undp/enhttp://www.globalgoals.org/global-goals/reducedinequalities//home/sustainable-development-goals/goal-11-sustainable-cities-and-communities.html xi

United Nations Development Program 2017, Sustainable Development Goals – Reduce Inequalities, UNDP viewed 25 February 2017, http://www.undp.org/content/undp/en/home/sustainable-development-goals/goal-10-reduced-inequalities.html