https://www.wired.com/2017/02/netflixs-abstract-peers-lives-rockstar-designers/

Netflix has entered the design world for its new documentary series – “Abstract: The Art of Design.” The show profiles experts of design in each of their respective fields from illustration to automotive design.

“Design thinking”, as defined by Tim Brown, is a methodology that imbues the full spectrum of innovation activities with a human-centered design ethos. Innovation is powered by a thorough understanding, through direct observation, of what people want and need in their lives and what they like or dis-like about the way particular products are made, packaged, marketed, sold, and supported. This methodology is evidently at play in this documentary series.

I watched episode 2 over the weekend and would strongly recommend to a friend. The episode dives into how Tinker Hatfield got his start at Nike, Inc. along with many of the products that have had his mark over the years. What Tinker created was not something people needed, but like all good entrepreneurs he created something and then people wanted it. Tinker found inspiration from his football coach who also had an interest in designing shoes. Apparently, the coach would randomly give students a pair of newly designed shoes and ask them to run around the track – sometimes the shoes would work well, other times your feet would bleed. Prototypes are essential to design thinking. The goal is to learn about the strengths and weaknesses of the idea and to identify new directions that future prototypes might take.

Great design satisfies both our needs and our desires – Tinker accomplishes this with his shoes, especially the Air Jordan XI. Tinker made sure the shoe was performance oriented first, and then made it aesthetically pleasing – it has patent leather, nylon and carbon fiber shank. When Tinker first presented the shoe to Michael Jordan his response was “People are going to be wearing these with tuxedos.” Sure enough a few months later, Boyz II Men showed up at the American Music Awards, all wearing Air Jordan XIs with tuxedos.