O Design Thinking vem sendo adotado por negócios, universidades, organizações sociais, governos e até pelas forças armadas ao redor do mundo. A evidência desse impacto ainda está para ser medido em grande parte na sociedade, mas o design centrado no ser-humano fortalecerá sua influência à medida que estes enxames de design thinkers forem crescendo em todo o mundo.
As mentes mais criativas e talentosas estão trabalhando para grandes empresas de tecnologia e famosas startups, o que significa que as melhores mentes da nossa geração estão pensando em como pessoas devem clicar em mais ads, apps e propagandas. Mas minha reflexão é a seguinte: e se essas mentes criativas ao invés de pensar apenas em cliques e apps, esses talentos estivessem fazendo algo significativo para a humanidade?
Em seu livro Ruined by Design: How Designers Destroyed the World, and What Can We Do to Fix It, Mike Monteiro diz, “O mundo está funcionando exatamente como foi projetado. E não está funcionando muito bem. O que significa que nós precisamos fazer um trabalho melhor ao projetá-lo. Design é um ofício com uma quantidade incrível de poder. Como designers, precisamos nos enxergar como guardiões do que estamos trazendo ao mundo, e o que escolhemos não trazer para o mundo. Design é um ofício com responsabilidade. A responsabilidade em ajudar a criar um mundo melhor para todos.”
Existe uma oportunidade de começar a entender design não somente como um processo de desenvolver produtos e serviços, mas ver o design como um ato político. Especialmente para o momento que vivemos agora. Existe uma grande oportunidade para design thinkers de todo o mundo causarem um impacto significativo e projetarem o que é desejável em nossa sociedade.
Richard Buchanan faz um trabalho incrível explicando como esse conceito funciona em quatro camadas de design. Buchanan diz, “A primeira camada do design é comunicação por símbolos e imagens. A segunda é projetar artefatos como em engenharia arquitetura, e produção em massa. A terceira camada é sobre como pessoas se relacionam com outras. Nós podemos projetar essas relações ou as coisas que as suportam. A quarta camada de design está em projetar ambientes e sistemas nos quais existem todas as outras ordens de design. Entendendo como esses sistemas funcionam, quais idéias centrais as mantêm unidas, quais idéias e valores.”
O nível sistêmico deve ser entendido como o espaço mais importante para a aplicação do design. As maneiras como estamos projetando sistemas agora não combinam com os desafios que iremos encontrar no futuro. Há mudanças monumentais pela frente, e redesenhar nossos sistemas sociais ultrapassados estão se tornando críticos. Por exemplo, o ressurgimento de democracias participativas, o redesenho de cidades para veículos autônomos, a humanização de IA, ou a biotecnologia e o design para o início e o fim da vida. Existem milhares de possibilidades em lugares em que podemos começar a projetar sistemas melhores agora.
Eu acredito que as escolas de design são o veículo perfeito para redesenhar sistemicamente nossos futuros. Escolas de design ao redor têm a oportunidade de permitir que seus estudantes projetem o que for significativo para o mundo. Existe uma nova sociedade em rede que está surgindo e permitindo que uma gama diversificada de pessoas interaja e resolva problemas juntos. Nós temos agora 50 por cento do mundo conectado à internet. E isso está permitindo que um mundo de escassez dê lugar a um mundo de abundância.
Esse mundo mais abundante dá a designers a oportunidade de pensar sobre como eles se organizam. Atualmente, eles estão predominantemente organizados em modelos de trabalho hierárquicos. Nós tendemos a pensar em liderança como um maestro de frente de uma orquestra, com os músicos seguindo sua liderança. Um novo modelo de liderança para uma sociedade em rede deve ser mais como uma sessão de jazz. Dessa maneira existe a oportunidade todos terem seu solo. Isso cria uma liderança mais dinâmica onde todos podem ser líderes. Isso permite que um líder se torne um seguidor, para que a próxima pessoa possa ser um líder. Isso significa que um pontos de vista únicos pode surgir, ao invés de um ponto de vista dominante de uma pessoa.
O mundo precisa projetar algo maior junto de maneira mais colaborativa. Lideranças devem ser mais inclusivas, nós precisamos estar cientes de quem estamos incluindo e quem estamos deixando de fora. Há uma fala do Mike Monteiro em seu livro que diz “Toda vez que estamos projetando para uma persona nós estamos decidindo quem será contemplado pela solução que estamos criando e quem ficará de fora.” Como líderes nós devemos pensar sobre como incluímos mais pensamento sistêmico e interagimos de maneiras diferentes.
A humanidade é o super poder necessário no próximo século. A tecnologia atual é no que todos estão focando. Entretanto, humanos são a única tecnologia que importa. É aí que o design e as escolas de design estão desempenhando um papel realmente importante. Essas escolas estão transformando pessoas para que elas possam projetar e influenciar um novo mundo que está emergindo através dos sistemas que eles fazem a partir das soluções criadas. Humanos são a parte mais importante e dinâmica do futuro e estamos ansiosos para ver como o Design Thinking contribuirá para esse experimento humano em andamento.
Ricardo Ruffo is a born entrepreneur, educator, speaker and explorer. As a writer by passion Ricardo daydreams on how the world is changing fast and how it could be.
Ruffo is the founder and global CEO of Echos, an independent innovation lab driven by design and its business units: School of Design Thinking, helping to shape the next generation of innovators in 3 countries, Echos – Innovation Projects and Echos – Ventures. As an entrepreneur, he has impacted more than 35.000 students worldwide and led innovation projects for Google, Abbott, Faber-Castell and many more.
Specialist in innovation and design thinking, with extensions in renowned schools like MIT and Berkeley in the United States. Also expert in Social Innovation at the School of Visual Arts and Design Thinking at HPI – dSchool, in Germany.
Naturally curious, love gets ideas flying off the paper. He always tries to see things from different angles to enact better futures. In his free time, spend exploring uninhabited places around the world surfing.
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Presença GlobalA Escola de Design Thinking é uma iniciativa da Echos, um laboratório de inovação.
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