Presumptive Design: Design Provocations for Innovation

By Leo Frishberg and Charles Lambdin Published: September 21, 2015 This is a sample chapter from the forthcoming book Presumptive Design: Design Provocations for Innovation, by Leo Frishberg and Charles Lambdin. 2015 Morgan Kaufmann. Chapter 1: Introducing Presumptive Design “The future does not just happen. Except for natural events like earthquakes, it comes about through the efforts of people.”—Jacque Fresco Overview PrD is a design research technique. Organizations, large and small, use PrD to quickly identify their target audiences’ needs and goals. It is fast. It is cheap. And it is definitely good enough. If you are looking for ways to rapidly and inexpensively reduce risk to your project, PrD is the best technique we’ve found in our 30 years of experience. PrD differs from—and is complementary to—traditional market-research methods. It provides intimate insights into the desires of end users (for products and services), communities (for social innovation), and internal stakeholders (for strategy). The method reduces risk to our projects by capturing our target audience’s reactions to a future we have envisioned. As we describe in detail throughout the book, the devil is in the details: How we envision that future and how we capture those reactions is what sets PrD apart from other research methods.

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