Bill Moggridge
Wired UK asked Bill Moggridge and his IDEO team to tackle the urban rage problem that is rendering the UK cityscapes ever more aggressive.

“Design thinking defines the practical way in which IDEO approaches its problems, but as a phrase it also allows design to be talked about in a meaningful way by non-designers. After all, what is a designer? In the popular mind, it’s the person who lends his or her name to a range of sunglasses or shoes – beret-sporting chaps who add several noughts to price tags. Or it’s the engineer surrounded by technical drawings, making machines. Either way, for most people – and most companies – the idea of the designer does not involve solving problems that don’t involve making a product. But proponents of design thinking say that they can extend this creative mindset to address all forms of problem-solving. Designing products, yes, but also designing new businesses, new strategies, even new additions to society. Tim Brown, IDEO’s president, calls it “a way of describing a set of principles that can be applied by diverse people to a wide range of problems”.”

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