設計思考倫理和專案資本主義精神

Abstract

設計思考（Design Thinking）經常被視為打造符合使用者需求的商品／服務之商業策略。全球領導設計和創新公司IDEO，主張它是企業創新和改變世界的方法。目前，它廣泛滲透至企業界和學術界，導致全球正掀起一陣設計思考旋風。此外近年來，創意、適應力、團隊合作也是職場要求軟性技能的排行榜常勝軍。設計思考一般被定位為挖掘創意和適應跨領域合作的心法。順此脈絡，設計思考既能給人帶來愉悅事物的互動體驗，又是作為應對流變世界的系統工具。然而，設計思考真的是如此完美的工具嗎？它的風行僅由於宣傳者的賣力嗎？基本上，本研究欲站在資本主義的社會變遷面上來看待此事。進一步言，本研究也會探討設計思考為個人和社會帶來的影響。\n\n因此，本文首先論證，當今資本主義更接近專案化與碎形化的形式，並且指陳在碎形化的脈絡下，現今國家、城市、組織，乃至生命只能浸泡至專案之中。其次，我們將彰顯資本主義精神與設計思考內涵之間的選擇性親近。資本主義的自主性和本真性精神，分別可以對應到設計思考的實驗精神與體驗設計內涵。因此主張，設計思考正是乘著資本主義精神飛行，才容易被大眾接受和普及。其三，我們欲深入剖析設計思考欲宣揚的倫理，包括創新潛能、以人為本和行動先行等心態建立，分析它們如何正當和增強專案化與碎形化資本主義精神。之後，我們將試圖挖掘設計思考的危險性，反省創新享受引發的焦慮、親密同理帶來的窒息、積極行動造就的疲乏。最後，正視了設計思考的倫理和危險後，我們援引葛洛伊斯的博物館理論，初步推論超越設計思考的社會關係想像。它更接近異質且創新、透明且距離、個體且整體的關係形式。

Design Thinking is usually understood as a business strategy for designing user-centered products or services. IDEO, a top design and innovation consulting firm, has promoted Design Thinking as a business-innovating and world-changing method. Design Thinking has been trending across the industrial and academic worlds in recent years. In addition, creativity, adaptability and teamwork have become indispensable job requirements nowadays, and design thinking is generally positioned as a great training tool to excavate creativity and facilitate cross-disciplinary collaboration. In this context, Design Thinking not only creates a pleasurable user experience and but also presents a systematic tool in response to our topsy-turvy world. However, is Design Thinking a cure-all? Can its proponents take the credits for its popularity? Fundamentally, we intend to understand Design Thinking within the changing context of capitalism. Furthermore, we seek to interpret the impacts of Design Thinking on individuals and societies.\n\nAccordingly, this thesis firstly contends that contemporary capitalism has become project-based and fractalized. To survive in the fractalized world, countries, cities, organizations and even human life itself must be immersed in all kinds of projects. Secondly, the thesis accentuates the elective affinity between the spirits of capitalism and the ethics of Design Thinking. The notions of experimental spirit and experience design in Design Thinking resonate with the spirits of autonomy and authenticity in contemporary capitalism. As a result, contemporary capitalism is able to appeal to the masses effectively by means of Design Thinking. Thirdly, the thesis dives into the discourse of Design Thinking, which comprises the concepts of creative potentiality, humanized design and precession of action with an aim to analyze the ways in which this discourse justifies and strengthens the spirit of project-based and fractalized capitalism. Thereafter, we aim to highlight the dark sides of design thinking, thereby reflecting on anxiety brought out by promoted innovation, suffocation triggered by intimate empathy, and fatigue provoked by positive actions.\n8\nEventually, acknowledging the ethics and dangers of Design Thinking, the thesis resorts to Boris Groys` s museology to theorize a new image of social relation beyond Design Thinking, which is more akin to heterogeneous and innovative, transparent but distancing, individualized yet holistic forms of society.