In an iterative design process, you can learn from the solutions you implement to inform the next generation of designs. Designing for a one-time result misses out on the potential for critical feedback. The real design project is not the object you are producing, or the first version of the solution—no matter how brilliant. You are not going to get it right the first time, and there is always room for improvement.
The real design project is a platform that encourages the continuous development of ideas. This is design for constant design.
What does it mean to be a design-driven enterprise?
One Freeman by Design
Dallas, 2014–present, in collaboration with Freeman
Freeman produces more than half of the major trade shows and exhibits in America. Founded by Buck Freeman in 1927, the family- and employee-owned company now produces 15,000 events every year. When the leadership at Freeman decided that the future of their business would demand a higher level of creative service for their customers, their first question was: “How do you get from here to there?”
We defined a movement and a method called One Freeman by Design to apply the principles of design thinking to every facet of the company. In other words, the live events and experiences that Freeman produces are design projects. At the same time, the complex processes and work flows of Freeman are also organized by design. Our ambition is to improve quality, reduce cost, and improve the experience of every Freeman employee and customer through design.
All of this work is based on the values of the founding family: empathy, integrity, enthusiasm, innovation, operational excellence, and collaboration. These values are essential to any design-driven enterprise and my own life as a designer.
The Freeman System Prototype Interface integrates design thinking into the ordering process for Freeman clients. The customer is prompted with questions that help them think like a designer about their project.
“Is this your first time exhibiting at this show?”
“What is your goal for this experience?”
“How many people will you need to connect with?”
“How will you interact with your customers?”
Based on their response, the system provides a menu of options for Freeman’s clients to choose from.
The Freeman Experience System prototypes a modular approach for designing live events. This concept maximizes the portability and flexibility of the system’s components. By rethinking the trade show format, the design improves the experience for producer, client, and visitor alike.
