40 years in design: what can the last 20 years teach us about the next 20?
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The document reflects on Ediootti's 40 years of experience in design and discusses key trends and developments over different time periods from 1999 to the present. It touches on the shift from designer specialization to T-shaped and M-shaped skills, the importance of open feedback processes, and a vision for the future where marketing and design converge into a single discipline and customers become designers. The overall message is that both expertise and a purpose-driven approach will remain important for design leadership in the years to come.
40 years in design: what can the last 20 years teach us about the next 20?
- 1. 40 years in Design What can the last 20 years teach us about the next 20?
- 2. @ediootti Design Lead at Posti Group Design leadership mentor All in all, a smooth customer
- 3. Big beats! Bold colors!
- 4. 1999/2000 Designer’s Delight The White Room The KLF (1991) Pantone? reference Cerulean Blue 15-4020 (1999)
- 5. ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? I hail from a curious place.
- 11. We were all trailblazers back then. Inspiration was literally everywhere.
- 12. You make the rules, you beautiful bastard!
- 13. 2005/2006 Designer’s Delight Lost Horizons Lemon Jelly (2002) Pantone? reference Blue Turquoise 15-5217 (2005)
- 15. It was the age of designer specialization. Basics Advanced Kicking ass Basics Advanced Kicking ass Basics Advanced Kicking ass Advanced Kicking ass Advanced Kicking ass Basics Advanced Kicking ass Basics Basics IxDVisual Research UI writing Prototyping Management
- 16. Good designers were T-shaped. Basics Advanced Basics Advanced Kicking ass Basics Advanced Kicking ass Advanced Kicking ass Advanced Kicking ass Basics Advanced Kicking ass Basics Basics IxDVisual Research UI writing Prototyping Management Kicking ass
- 17. Good designers were T-shaped. Great ones were M-shaped. Basics Advanced Basics Advanced Kicking ass Advanced Kicking ass Basics Advanced Kicking ass Basics IxDVisual Research UI writing Prototyping Management Kicking ass Basics Advanced Kicking ass Basics Advanced Kicking ass
- 18. 2008/2010 Pantone? reference Blue Iris 18-3943 (2008) Designer’s Delight Radio Retaliation Thievery Corporation (2008)
- 19. This is when shit got real in my career.
- 20. This is when shit got real in my career.
- 21. This is when I learned to think of design as something bigger, a mindset, rather than a tool box.
- 22. No matter who your heroes are: we all have things we need to learn, and things that we should teach.
- 23. 2011/2012 Pantone? reference Honeysuckle 18-2120 (2011) Designer’s Delight Panic of Looking Brian Eno (2011)
- 28. Making your process brutally open and honest opens the doors for new kind of feedback. ?
- 29. 2016/2019 Pantone? references Rose Quartz and Serenity 15-3919, 13-12520 (2016) ?Designer’s Delight Random Access Memories Daft Punk (2013)
- 33. True design leadership is fueling team engagement.
- 36. But wait, what about the future?
- 37. What if marketing & design were the same thing? 1999 to 2039
- 38. CX-related fields might eventually fuse into a single discipline.
- 39. Designers will become skateboard-shaped. 2005 to 2039
- 40. I see artisanal deep expertise being respected even in the future.
- 41. Customers will become designers. 2011 to 2039
- 42. Transactions will become the engine for design.
- 43. Leadership will be more and more about the purpose of design. 2016 to 2039
- 44. We, as designers, are accountable for leaving the world for better.