A
shaped world
A human-shaped world
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This book belongs to
A human-shaped world. Made and published by Designit with tender love and care, for the people in Designitland. Copyright © 2016 by Designit, part of Wipro Limited. All rights reserved.
Human-shaped™, Global Charter for a Human-Shaped World™, and It starts here™ are trademarks of Designit.
Book design, words and images by Designit. Paper: Fuego Stone Coal Rough 400 gsm and Munken Polar Rough 170 gsm Typeface: Helvetica Neue LT Std Size: 130 x 190 mm Weight: 90 g (more or less) Version 1.1, Copenhagen 2016, 700 copies
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A human-shaped world
hum shap 4
A human-shaped world
man ped 5
A human-shaped world
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A human-shaped world
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Foreword
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A human-shaped world
10
Rules of thumb
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Our commitment
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Make change happen
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A human-shaped world
Here at Designit, we d We believe design has change and growth ac societies, improving t of us live and work. To much more than good wrong, looks have an the human experience our senses, and play t But strategic design is 8
Foreword
do design differently. s the power to drive cross industries and the way all 7.4 billion o us, design is about d looks. Don’t get us important place in e – they appeal to to our emotions. s so much more. 9
A human-shaped world
We wan to make humanw rld. 10
A human-shaped world
nt ea -shaped 11
A human-shaped world
We’ve always wanted to m for everyone, and we’re d do best: with design. We’r firm. This means we matc big-picture thinking.
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A human-shaped world
make a better future doing it the way we re a strategic design ch creativity with
or us, creating a better future
big as we can dream. We want to
means making human-
create a future where people all over
shaped products, services,
the world are empowered by human-
systems and spaces that help
friendly technology, in human-friendly
everyone live healthier, smarter, more
environments. We’re talking doctors
enjoyable, more meaningful lives.
and nurses, relatives and patients.
Designers might have a
Teachers, school kids and parents.
reputation for dreaming big and
Consumers and citizens. You name it.
delivering small, but we’re determined
Real people, using the things we’ve
to do more. We want to deliver as
helped shape.
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A human-shaped world
A human-shaped world is where everything is designed around real human needs.
human-shaped world looks like insulin pens designed to fit the thumb and blend into day-today life, shorter waiting times for breast-cancer patients, and putting telco and banking services into the hands of millions. With design, we can empower people all over the world. In small ways and big ways. This is the kind of stuff we’ve always done, and what we want to do more of in the future. Design made for humans, by humans.
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A human-shaped world
We want to make real change in
underlying system is bad, the
both industries and societies. In fact,
experience will never be good.
the way to one is often through the
Simplifying payment, making
other. We’re not doctors, but we
travel booking easy, or humanising
want to transform and humanise
healthcare technology demands
healthcare. We’re not bankers, but we
that we can change the big, invisible
want to simplify banking. Radically.
digital systems that the world is
You wouldn’t trust some of us in
run on. And that we can access
the kitchen, but we have lots to say
the decision makers at the top, to
about the future of cooking. We’re
help re-imagine the human-shaped
designers. That’s why we partner
systems of the future.
with our clients. They’re more than
That’s why we need Wipro, and
our bottom line, they’re our road
they need us. We complement each
to impact. We shape them, they
other, and Wipro’s size, strength and
shape us – and together we
reach are integral to
shape the world.
our goal of making
The same goes for our
the world more
partnership with Wipro. We can’t
human-shaped.
deliver human-shaped digital experiences on our own. We can design all we want, but if the
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A human-shaped world
We want to be the best we can be at having a positive impact on the world.
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A human-shaped world
So there’s user needs, and client needs. And last, but by no means least, there’s our needs. A humanshaped world includes a humanshaped work place. It’s important to focus on our own development as individuals, as teams, and as a creative community. We want to be the best we can be at having a positive impact on the world. So let’s help each other out. Share our passion, knowledge, jokes, creativity, vision, hugs and hearts. The great thing is, meeting all these needs is simple, in a way. Because they’re all connected. Nurturing our own creativity and serving the real people that use our products, services, spaces and systems, means caring for our clients’ business. Simple, of course, doesn’t necessarily mean easy. And we love a challenge.
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A human-shaped world
We shape o they shape together w the w rld. 18
A human-shaped world
our clients, e us – and we shape
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A human-shaped world
Rules of thumb
Rules of thumb
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A human-shaped world
Ten rules of thumb to live by, to make our dream a reality.
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Rules of thumb
e want to create a humanshaped world, but just like our clients, we don’t always know exactly how to get there. In fact it will always be a work in progress. And that’s how it should be: A path of discovery and development shared by every Designit, everywhere. What we can tell you, is how we’ll nurture the culture that will help us succeed in our quest. Looking back over 25 years of Designit history, we’ve seen what’s worked when Designit has worked best. So here are ten rules of thumb to live by, to make our dream a reality. Of course, we’ll add to them over time, but right now, these rules of thumb are the platform we’ll use to build the future.
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A human-shaped world
Better
together
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Rules of thumb
We absolutely, fundamentally believe that we’re all better together. Each and every one of us brings different skills, talents and passions to the team – and together we’re better than the sum of our parts. Just like design and engineering, or creativity and strategy, the magic is in the mix. So be open with one another, share knowledge, exchange views, greet new ideas with enthusiasm and challenge them to make them even better. That’s how we become not just better teams, but better designers and better people.
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A human-shaped world
Make it sim radically si 26
Rules of thumb
The world is a complicated place.
order to be relevant, useful and even
That’s why we’re in love with simple.
smart. And to us, ‘smart’ has a lot to
Removing, not adding, is a key
do with simplification. No-one has
concept in our quest for a human-
ever asked us to make something
shaped world. After all, no great
harder to use. Simply put, there’s no
relationship ever began with
market for complicated in the future.
‘It’s complicated’ …
So snip, trim, cut and design away to
Products, services and systems
keep it as simple as you can.
all need to be radically simplified in
Simplicity means happiness.
mple imple 27
A human-shaped world
‘What can I do for you?’ Six small words make a whole world of difference. We all need help from time to time. We don’t always know it. That’s why we make it a point to look out for each other and for our clients. Caring for each other and being helpful are the foundation of our culture. Know this: Asking for help is not a sign of weakness. And offering help is not a way of saying ‘you’re doing it wrong’. So chip in. Take care of your colleagues, support them, serve them. Serve the team, serve the common goal, not your personal agenda. There’s no max-quota for
Here to help
help – you’ll never run out, and the more you give the more you get.
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Rules of thumb
Autonomous, adaptive and agile
The world changes fast and we need to change with it. Every office, every team, every Designit has to be autonomous, adaptive and agile. Our flat hierarchy means we all can – and must – make decisions, quickly and reliably. Trusting teams to call the shots is not risky or naive, it’s necessary. We must all be ready to improvise and act on the spot, without red tape, routines or rules to rely on – or hold us back. So don’t wait for permission. You can never be too young or too new to have a say. Take responsibility and trust yourself, trust your team. Make your move, and rest assured that testing, learning and even sometimes failing is the way forward.
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A human-shaped world
Take pride in your work 30
Rules of thumb
Our ambition to create a humanshaped world is fueled by passion and creativity. Passion inspires, motivates and makes innovation happen. Bringing our passion into each and every project – in both how we think and how we do it – is what makes our processes and projects unique. People who are passionate about reaching a shared goal can move a mountain. Sometimes, we move it overnight, sometimes we need to move it bit by bit. So whatever the size of the project at hand, throw yourself into it with everything you’ve got, and go home proud in the knowledge that you gave it your all. Big or small changes – they’re all worth it, and they all contribute to our goal of making a humanshaped world.
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A human-shaped world
Push limits We’re here to challenge the ordinary. Why are we making this product? Why do we need this new service? Or why can’t this be done in a better way? We have a process that guides us but it doesn’t replace our push. Leaps of faith can lead to amazing things. Change starts by challenging the status quo and asking why – and why not. So get out there, try something new, and push limits – both our own and our clients’. Push beyond the ordinary. We don’t want to recreate the past, we want to rethink the future.
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Rules of thumb
Care for our clients We don’t design for our clients, we design with them. Together, we can make incredible things, but not on our own. After all, we’re both in the business of making awesome products and services for people everywhere. And it’s only together with our clients that we’ll reach our goal of a human-shaped world. We’re always telling our clients to understand their customers. We must remember to understand our own. Let’s show a little love for our clients. Understand them, respect them, value them, and always challenge them to be better and go further.
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A human-shaped world
No assholes 34
Rules of thumb
Designit is home to people with big smiles and small egos. That’s what makes it a nice place to work. When we work with people we care deeply about, fun, jokes, and smiles just come easy. We always have each other’s backs and we accept each other profoundly for who we are. It’s in our DNA. And we’d like to keep it that way. Be kind, be humble, be a buddy. Be yourself. Always try to do the right thing by each other, by our clients, by the communities we live in, and the planet we walk on. We don’t have a dress code, but we do have a strict no asshole policy.
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A human-shaped world
We want to create a better future for everyone, and we want to take on the right projects, with the right clients to do this. If we believe we can make a positive change for the client and for the world, we’ll give it a try. And if we find out we can’t, we’ll say goodbye. Design is often dealing with dilemmas and we’ll deal with them one by one – critically, and with an open mind, and always with the intention to try to do the right thing. So always begin by looking for ways to bring about positive change, no matter what industry, but remember: Just because Designit accepts a project, doesn’t mean you have to. Follow your heart.
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Face dilemmas head on
Rules of thumb
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A human-shaped world
Almost 400 Designits can’t be wrong. We made this rule of thumb together in Treviso on #itrip16. 38
Rules of thumb
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A human-shaped world
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Our commitment
A human-shaped world
Right now, the world is more humanproof than humanshaped. lamshell packaging from hell, pairing and re-pairing wireless devices, withdrawing cash from an ATM, the nightmare of airport security, products and services that simply don’t make sense. And this is just the stuff we can see. Behind every unhelpful screen is a legacy IT system that’s been patched, but not actually fixed, for 30 years – and the people working with it hate it just as much as you do. The world is full of things that clearly weren’t designed with
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Our commitment
people’s experience in mind. And it’s down to us to step in. The good news? Every problem today is an opportunity to make a difference, whether that’s small improvements, or completely re-thinking the products, services and systems of tomorrow. Instead of developing new technology, we’ll focus on humanising it. Shaping it, applying it and making it useful to actual people. Instead of system specifications, we’ll focus on people’s expectations. All 7.4 billion of them, and counting. Real humans, who can all be empowered by design. And we will always, uncompromisingly, put their needs first. We believe everybody, everywhere, has the right to simple, useful and empowering products and services that make their lives better. This is our contribution and commitment: a Global Charter for a Human-Shaped World.
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A human-shaped world
Global Charter for a Human-Shaped World
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Our commitment
Almost 400 Designits can’t be wrong. We drafted this charter together in Treviso on #itrip16. 45
A human-shaped world
Get out make happen 46
A Make human-shaped change happen world
t there, chang
n.
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It starts here
™
A human-shaped world
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A human-shaped world
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