The Design Thinking Process – Maestro Sessions with Dan Matutina
No name could perfectly suit Daniel Matutina, this seminar’s speaker, as “The Maestro.” He nabbed the Art Directors Club Young Guns Award for 2013; he cofounded Plus63 Design Co., a design studio that conceives and creates brand identities –among other things- and his list of clients include Havaianas, Rogue magazine, ESPN, Nescafe, Heineken – to name a few. As the name implies, he truly is a master of his craft. It was a privilege for those attending to be taught by someone so prestigious. Smart, down-to-earth and sensible, our horizons were broadened by his interactive teaching techniques.
For two consecutive days, the attendees were drilled with practical ways on how to effectively use design for a purpose. Dan Matutina is a strong supporter of making art not only aesthetically beautiful but also useful in everyday life. At the start of the event, he mentions a web app he designed for blood donations called kindred.He saw the need for better communications between blood donations and came up with a solution that would easily tap into other blood donors and recipients. How he came up with the solution is called ‘design thinking.’
Design is a process. In designing we go through steps called 1. Discovery (the problem or need not yet met), 2. Interpretation (understanding the need), 3. Ideation (ideas on how to solve it), 4. Experimentation (trying them out), 5. Evolution (aka the Solution).
During the workshop, the attendees were divided into groups and given sticky notes and markers. The problem presented was, in reference to Yolanda, how do you make people more prepared for disaster? The groups needed to identify the problems. Using ‘design thinking’, they must come up with solutions. The CAFA student lounge that day was littered with yellow sticky notes and students conversing on what the problems were. Matutina flitted from one group to another discussing and improving ideas.
Day 2 of the event, the groups needed to come up with solutions and present them on stage with either roleplay, diagrams, interaction or a model. As expected, the groups were creative with their solutions. One group presented a simulation game wherein you create a character in Tacloban, find ways to survive the storm or face inevitable death. Another group interacted a concert wherein International and local stars gather to raise funds for the victims. Another group wanted to raise awareness by providing brochures and first-aid kits. They came up with the name #ANDAM.
After the presentations, Matutina gave a final speech applauding the students’ ingenuity and extraordinary creativity. After which he was given a token of gratitude by the A3 org. The seminar culminated with speeches from Marc Abuan, the A3 president, in gratitude to those who came and joined and Ma’am Cheryl Lyn Toting Villarino, 3rd and 4th year Advertising teacher, who was proud of the efforts the students gave.