Global Practice 2; Service designer Holly Mahoney


Holly May Mahoney
is service design strategist who is currently working as a teaching fellow in Stanford
Holly often calls service design as ‘system design’
– Barclays public bike service%ec%8a%a4%ed%81%ac%eb%a6%b0%ec%83%b7-2016-11-29-%ec%98%a4%ed%9b%84-7-44-35
 She studied graphic design BA in Falmouth and she made a project of explaining/convincing her mother what she was studying for three years.
She worked on a service design project covering transport , education, healthcare and digital technology such as
– Computer game to engage in mental health  (mental health charity)
– Prepare to care project with NHS
– Fearless Learning Project
While doing MA Service design in RCA, she discovered more interest in designing for social impact. After having diverse practice both private and public, Holly joined the Helen Hamlyn Centre for Design in October 2015, working within the Age and Ablility Research Lab. (HHC has three different research lab; Age & Ablility, Work & City and Healthcare)
– Project with Stannah(stairlift)
– Makerversity (@Somerset house) / Konnektis
design thinking 사람들이 이 스킬을 팔고, 가르치지만 designerly 생각을 늘 하지만 이 개념에 대해서 생각/ napkin-full.jpg
d.manifesto in a napkin


BOOK : Creative confidence by Tom Kelley & David Kellem
tackle complex problems
applying design to teaching design! How should design be actually taught! woah
<Stanford design process>
dschool process.jpg
“At the, we learn by doing.”


“Users use, consumers consume, people live.”

Advice for MA students 🙂
  1. Discovery -> definition
  2. Use post it notes! — It makes you think about your idea and make it into short words.
  3. Be positive, Think positive
    —‘YES, and~’ rather than using the word ‘But’
    —Problem statement can be flipped into Opportunity statement!
  4. The power of ‘we’
    — See the difference of result between ‘How can I/WE’
How can I stop leaping straight away to conclusion while I am still defining and analysing?
Idea fridge – put all your idea in your fridge.
Flip side is to do a quick paper prototype! It’s not a bad thing.

Global Practice 1; AKQA


Invest for the possibility of success, not the guarantee!

Ian Wharton (Group Creative director)

스크린샷 2016-11-11 오후 1.51.26.png

AKQA is an ideas and innovation company.
We exist to create the future with our clients.

Working Process used in AKQA
  1. Hardcore research – Reading journal, re-journal it.
  2. Go out and speak to people (physical, digital)
  3. Pretend! Put yourself in the world of that scenario you are working on. Act it out.
  4. Prototype quickly. Jamie Oliver app was prototyped on paper


Wharton gave an example of working with a client from an airport. He said, “When customer asks for a mobile app, what client asked might not be the relevant solution. What they really need was a new signage of a way finding.”
This is the one of the reason why they never used focus group. Customers/clients actually don’t know what they exactly in need of.
He said “Our goal is to create things that are worthy for the investment of people’s time.” 

“Working for clients is charging for people’s time”

Some inspiring thoughts from Wharton
  • Don’t just assume that you know about it.
  • Ask if this would this make their(customer’s) life better.
  • Never leap to a conclusion before you know what the problem is.
  • Stay Simple. Don’t over engine because life is super complex already.

Advice for MA students 🙂
  1. We are expected to create a certainty. But that is entirely wrong.
    –>  Invest for the possibility of success, not the guarantee!
  2.  Unfortunately what world expect you all is to be multidisciplinary of everything.
     If you are born as a designer, don’t assume that you can’t write.
  3. Allow yourself a room to f*** up. Dare to fail. Failure is never fun!
    Allow yourself to write a crap sentence… and nail it.
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Intersection: The Boundary

Physical / Imaginary boundary


2 minute video of

fluidity of borders of Europe from 1152~

What does boundaries do?

boundaries of football game – rules, regulation?

The Liminal


The Exclusion Zone –  IN / OUT 체르노빌


I think there is no boundary between nature. sex. It is all made.

We can break boundaries with technologies.

The Boundries of Decency – Taboo


A Boundary is a definite place where your responsibility ends and another person’s begins. It stops you from doing things for others that they should do for themselves.


7.reaction formation
9.regression  피피티 넣기


!! the 7 deadly sins
1. lust 2. gluttony 3. greed 4. sloth 5.wrath 6.envy 7.pride

Work with a social purpose.


21. Oct. 2016 Fri

Naresh Ramchandani  from Pentagram
HSCL 1st agency



Communicare means ‘to share’ in Latin.
To Naresh, Communication is a social act. 어워드에 어떻게 상을 탈 것인가. 물건을 잘 팔 것인가라기보다

  • With Society
    With anyone and everyone
    who’s misheard song lyrics
  1. With anyone who is idealist about a university education (with Sussex uni)

“Let’s change things” built a new manifesto rather than ad rife with uni students smiling on cover. ~with languages that can touch students as much as possible.

Naresh decided to study English literature to know more about wonderful writers and authors to articulate ideas to help society forward.

2.With anyone who feels that elite design might be a sham(가짜, 엉터리)
Elite designers against IKEA  존엘튼과 남편 데이빗을 차용한 ad


3. With anyone who is suspicious of gentrification
“Please do not be forgetting us’ campaign – a local mini market next to Sainsbury
went up

  • for society
  1. For younger people to care about their vote
  2. For all companies to reconcile their profit with their humanity – Al Dabbagh group

we give but we are not donors, we are citizens of the world

      3. For us all to guard and value the English language
he compared ‘jargon’ as a linguistic cocaine

Business jargon /

Pentagram holiday card

4. For all of us to fight the beauty myth – boots No.7

beauty campaign without showing beauty visually.

5. For us all to be greener in our everyday lives – Do the green things

— Not another make-up tutorial

Santa must die

실패하지않는다면 충분히 시도하지않은것이다

if it sth change for someone







Film Henry –

Intersection: The human condition

Martin Hosken

Philosophy : the study of the fundamental nature of knowledge

Love of Wisdom / An adventure of ideas

What is the nature of our reality?

Metaphysics – investigation of ultimate reality, Ontology

Epistemology – the study of origins, validity and limits of knowledge

Ethics – Morality, judgment, relationship between individual and state

Aesthetics- Nature, beauty and judgments of perception


If you could choose just one thing to change about the world, what would it be?

wrongful death,  death without reason, death with reason


“The consideration of that relativity is like playing a football game.”

Rationalists  – Pythagoras : Alll is  numbers

Socrates: pretty argutative,

Plato: efficiency

Aristotle – Basic

Polytheism(many gods)  –

Monotheism(single) – first strings in the land of cannon. abraham is tested by a mighty God. His son Jacob wrestles with the angel. This God says no you cannot know

아브라함이 아들을 제물로 들

Alchemy(연금술)  ????  it led to develop periodic table

the Philosopher’s stone 읽어보기

the relation of Theology and Philosophy

Rene Descartes – I think therefore I am
Rigorous self-examination of knowing

John Locke(1632 – 1704) –  the father of liberalism

Edmund Burke(1729-1797) –

Immanuel Kant (1724 – 1804) – the critique of pure reason. knowledge glasses( 지식의 안경)

Hegel 히글 ㅋㅋ

Soren Kierkegaard (키르케고르) “I stick my finger into existence. it smells of nothing”
“God has hidden himself, we are in absolute isolation”
“Teleological suspension of the ethical”
아브라함이 아들을 희생하는 이야기를 새로운 결론으로 쓴 책

Edmond Monk

Frederick Nietzsche – No belief , Nihilism. the industrial revolution and science set a steady course away from God toward non-belief.
      Look what we have done

looking at philosophy without memorising but rather understand and debating…


This is not a pipe.


……. 알게 뭐야? 이 렉쳐에서 내가 얻어가야할 것은 무엇일까?

Jean-Paul Sartre(1905-1980)

very dense
Philosophy as a way of life
Anxiety and authenticity

The concept of the boundary (in general)