Design as Process

L. prōcessus - a going forward

Location: The World
Members: 48
Latest Activity: Oct 19

I have long blogged on giftedness in design and its relevance to design driven 'breakthrough' innovation. Anna Craft in 2001 wrote about Little 'c' creativity which has been expanded now via Kaufman taking Little 'c' and Big 'C' to include “mini-c,” creativity inherent in the learning process, and Pro-c, the developmental and effortful progression beyond little-c that represents professional-level expertise in any creative area, as Kaufman puts it.

This has strong parallels with talk of 'talentism' in innovation circles, of seeking the best practitioners for collaboration.

Design and Design education has as its base pedagogy a progression from Mini c to Pro c over the course of an under graduate degree. When attached to years of practice in design based practice the process becomes intuitive.

As a designer, the distraction of educating and promoting the practice of Service Design or Design in general while helpful to the client in achieving their KPI's in innovation and creativity, has lended to a DIY culture rather than collaboration or co creation.

It is the interaction with clients with Little c skills and professional practitioners with Pro c skills that breakthroughs are achieved and as Verganti puts it, real meaning is achieved.

Discussion Forum

Design as Process

Started by Mark Watson. Last reply by Heico Wesselius Mar 9. 6 Replies

Design as a process.  The Design process is the process that links creativity and innovation. It shapes ideas to become practical and attractive propositions for users or customers. Design may be…Continue

Systems Design as Process

Started by Mark Watson. Last reply by Nat Maras Jun 14, 2012. 8 Replies

I have lifted (sampled) this from the Design Accord Link I posted. In the section titled How can we turn abstract  ideas into concrete actions?Big-picture thinkingSystems design can avoid a slippery…Continue

Tags: Process, Design, Systems


Started by Brian Ling. Last reply by Mark Watson Jun 11, 2012. 1 Reply

Hi everyone, Just thought you might be interested in a dormant project I was working on sometime ago to collect graphics of design processes into one place to help designers and design…Continue

. . . and now for something completely different . . . .

Started by Geoff Day. Last reply by Geoff Day Jan 14, 2011. 6 Replies

A dangerous area ahead - just an idea I have been working on for a while. Stepping back re. problem solving/opportunity development processes - I believe they are the same - an opportunity is simply…Continue

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Comment by Mark Watson on October 19, 2015 at 5:15
Comment by Mark Watson on December 30, 2014 at 2:33

Dubberly (2007) post on Service Design as Service Craft 

Cybernetics as a foundation to design

"Cybernetics offers conceptual frameworks for understanding and improving the things we design.

At the heart of cybernetics is a series of frameworks for describing dynamic systems. Individually these frameworks provide useful models for anyone seeking to understand, manage, or build dynamic systems. Together, these frameworks offer much of the new language design needs as it moves from hand-craft to service-craft."

Read more at:

Comment by Mark Watson on April 14, 2012 at 4:36

 Ayelet Lazarovitch

You are an avid collector! Post whatever you feel like talking about.


Mark W

Comment by Ayelet Lazarovitch on April 3, 2012 at 1:14

Trying to capture the process is quite a hard challenge. I've made an attempt to understand the different attitudes to describing the design thinking process here if you're interested.

Comment by Mark Watson on January 11, 2012 at 10:51

Then there is always Mr Squiggle! Thanks to the Messy Mr Newman.

Comment by Mark Watson on August 14, 2011 at 9:42

Used the 'double diamond' process as format for the Victoria India Service Design Jam, a 2 day workshop in rapid prototyping service design project concepts with Melbourne (Australia) designers and a whole gang of Indian designers.

Discover, Define, Develop, Deliver worked well in 4 half day blocks (helpful having half day time difference with India).

Projects up on

Comment by Mark Watson on May 28, 2011 at 1:53

Australia India Service Design Jam

during the

State of Design Festival


July 20 – 24, 2011


As part of ‘Design Embassy’ you are invited to express interest in participation in a two day Service Jam online with Indian Designers to design a service in Social Innovation.


True to the formula for Service Jams as established during the recent Global Service Jam, a brief will be announced ‘real time’ in India and Melbourne and groups of designers will develop and share ideas using rapid prototyping techniques and design processes to provide vibrant and creative solutions to community problems.

Comment by Mark Watson on May 11, 2011 at 8:47

Trying to shake the sand out of my beach towel but it has frozen. So, only 11th of May and at 4.30pm the temp here is 8C.

I must apologise for being AWOL, busy start to the year doing the Global Service Jam in Melbourne, leading to organising a Jam with India who were off the radar during the last effort.

So look out for the Australia India Mini Service Design Jam at the Melbourne 'State of Design' Festival July 20 -31, 2011.


Comment by Mark Watson on January 31, 2011 at 1:41

Welcome back all you process freaks, how does 39° C sound to you(excuse me while I just shake the sand out of my beach towel).


2011 sounds like an interesting year with even the Obama 'State of the Union' address reportedly looking to Innovation as the key to their economic woes. So you would assume demand for Design Thinking will be strong.


I want to look at process in this new year, and have brought together 2 frameworks associated with the Design Process as a starting point. I know this will be contentious as there are those amongst us that believe Design is fluid and forever changing and cannot be constrained by boxes and matrices.


But we have to start somewhere and this seems like a good place to start. Recent blogs from Wenovski express frustration at having to spend the first half of conferences fielding questions about 'What is Service Design'? This suggests that this information on process is not for the converted but for the uninitiated.


If Service Design and Design Thinking is to be such a major contributor to society then we owe it to society to, as far as possible, explain (in simple terms) what we are on about.


My interest in this field first arose in teaching Design Theory but was challenged when asked to contribute to the Year 10 – 12 curriculum for Design & Technology, a simple diagram (or infographic to use the vernacular) was needed to communicate at that level (and to those that taught at that level).


So the 2 examples that I have found in explanation of the Design Process would be the Design Council “Double Diamond” and as contrast the Dubberly Model for the Design Process


It is a bit like the 'Never Ending Story' and it might be contentious but I believe that if we can arrive at some consensus we can explain our position to layman and professional alike (and everybody in between [to some extent])


Oh, and by the way, a dialogue requires more than one persons input so feel free and 'keep it open', and if there is an excellent infographist out there we might make our own.

Comment by Mark Watson on January 6, 2011 at 2:37

Framing designers internal or external probably is in response to the reality of inhouse and consulting designers. Designers as part of the team varies across these two structures.

When do you think organisations will create Design as a CDO position?


Members (48)


Discussion Forum

Design as Process

Started by Mark Watson. Last reply by Heico Wesselius Mar 9. 6 Replies

Systems Design as Process

Started by Mark Watson. Last reply by Nat Maras Jun 14, 2012. 8 Replies


Started by Brian Ling. Last reply by Mark Watson Jun 11, 2012. 1 Reply




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