and the general we go through often we
kind of like simplify and make a life
more efficient we pack lighter we take
out all the unnecessary from luggage and
we make our journey more comfortable by
wearing configuring I’m sure many of you
have that luggage back the one that with
the wheel and the handle Bob how many of
you know where I did the idea and who
came out with the design well let me
summarize a story from a book that I
read from peg and Kennedy the title
invent ology in 1970 a vice president of
luggage company or sitting in the
airport and came up with this idea when
he was looking at this workmen pushing a
heavy machine in it on a dolly dolly is
like a plane with a wheel on it so we
went back home and came up with some
experiment and patented a luggage with a
wheel on it it’s kind of like a push toy
people start using them but it didn’t
become a standard accessories for
traveling it was a bit clumsy because it
hits you lake and we can go around
corner ill flip in 1980s another guy
came out with a solution a better
improvement of the the luggage bag
he came out with a bag that has a wheel
at the age and a rigid handle adjustable
where you can control the back that’s
the back that we’ve been seeing all the
globalizing local design when we talk
about design we intend to ask a question
after that like who design something who
design a car who design a poster who
design a website who design
though there’s always product after
after the word design because design
itself is not final it creates a result
build a product build a process and
thing so we need to understand the word
design before we can basically say that
we want to globalize local design what
are we trying to globalize happen in
design industry for more than 20 years
I’m looking at all everybody today like
most of ciao and the speakers 20 years
of experience is very long so I want to
say I started when I was 5 years old so
and the previous three speakers has been
expressing themselves to us their
process and how they work to achieve the
result and that’s what it’s all about
but I want to simplify that I wish oh I
can share my my work with you but the
thing is I’m not here to show you my
portfolio I’m here today to share you my
understanding of design see when it
comes to design
you are basically challenged to come up
with a solution from the idea from every
single ex back and to come up with a
solution to come out the idea it takes a
lot of understanding knowledge and
research and also experience let me just
share one of my project this is island
sunset or my my project last year the
backstories is quite long but simplify
wishlist things that they want from this
project of course Alan Sancerre is a
nonprofit organization where budget is
limited and the wish list is very long
and with the understanding because I’ve
been dealing Island sponsor for many
years and I know the challenge and
problem and every issues that they go
through so from ban I was able to create
something that is aesthetically Pleasant
without sacrificing the things that they
need so we still come out good without
affecting the budget and they get what
they wanted within certain time frame
and certain budget I could have done it
if I don’t understand the problem
they’ve been going through for many
years design is not something that we do
for ourselves
every time we face an issue or problem
we need to come up with a solution for
other people we need to translate the
idea into something else it’s a method
of communication and translating ideas
into result into creation into invention
I give one example like Facebook
Facebook was created to network students
in the campus it was not meant to be
worldwide started for students you were
shared amongst other students in other
campuses and with the experience and the
time that they had learning from all the
experiences they are there today we tend
to focus too much on trying to be global
that we forget some time that the issue
is just around us and we need to start
looking back and need to create
something for our community ideas
I was talking about how ideas of isn’t
translating into into result from the
process of design whereas ideas come
from I just come from everywhere like
one of the speakers saying
inspiration is all around you but where
does good ideas come from see when you
are put in the corner and you are
experiencing a problem again and again
repeatedly and you are frustrated and
you are depressed you will come out with
a good idea because it is very personal
to you most of us need to look into that
we are not designing thing to impress
people we are designing things to come
up with solution and that idea is worth
exploring
because you know better of the idea just
for example the luggage back to person
from different background different
understanding of problem come up with a
simple solution which is closer to them
a vice president of luggage company and
the pilot who travels almost more than
everybody else both of them have
different need and understanding of the
eye the the problem the issues so let’s
see the first step of globalizing local
ideas is basically to step back and to
turn the word around as the title of my
talk is localizing global ideas ideas
sorry localizing global design design is
the process so you need to bring it back
so understanding the process is very
important for us to basically globalize
the thinking out there we need to adapt
it in our work style and understand that
what we’ve been missing is design
thinking you know work very simple
example is sushi Japanese did not create
sushi for the whole world
they credit for himself
he become all simplified and more
refined retirement experience if they
were thinking to create sushi for the
whole world I don’t think people be
enjoying it by decorate it for
themselves this is what we need to do
for us to be able to be better than what
we do today we need to understand that
as a designer we always think that you
need to be creative it is a plus but we
all just need to step back and
understand and be honest what is the
problem that is closest to us today what
is the problem that is surrounding us in
our community
put the design thinking in our world
process and from there on come up with
better solution to solve problems thank
you [Applause]