<p> Universities have increased the number of fully or partially online courses they offer to meet students' family, work-life, and academic needs. As a result of this shift, the HyFlex learning paradigm, which provides hybrid and flexible learning options, has gained traction in academia in recent years. The COVID-19 pandemic has altered the standards for academic levels of success in higher education for the foreseeable future. In order to offer a sense of belonging and sustain an equal or greater degree of engagement, instructors have been compelled to try and replicate the rich interaction of face-to-face situations in a virtual context. During the pandemic, the results of studies and surveys revealed a story of student dissatisfaction due to a lack of involvement, participation, sense of community, lack of faculty readiness, and technology concerns. Evidence from the past has supported the fact that synchronous online modality not only facilitates the tasks of a traditional face-to-face learning environment, but also has some distinct advantages over conventional approaches. Students' commitment to stay connected in the learning experience is linked to their sense of belonging to a learning cohort. It is vital to create a learning environment in which students feel a part of a learning community and actively participate in the learning process in order to foster knowledge generation. An Interactive Synchronous HyFlex model, intended to help students feel committed and engaged in their learning community through these uncertain times and beyond, is being explored as part of this research. The approach is studied using a Community of Inquiry (CoI) framework, as communities are a crucial part of effective student-centered learning settings. A convergent parallel mixed methods case study design was used to gain a deeper knowledge of the usefulness of the new HyFlex model under study. Students enrolled in the Interactive Synchronous HyFlex design thinking course during the Fall 2020 semester were the study's participants. The quantitative phase of the study looked into a) the students’ perception of overall teaching, social and cognitive presences in the HyFlex design thinking classroom; and b) if there was any change in students’ perception of community of inquiry based on their mode of participation (face-to-face/remote). The qualitative part of the study looked in-depth at the lived experiences of students in the HyFlex design thinking classrooms throughout the semester. The integration and interpretation of the two phases provides a positive student perspective of the Interactive Synchronous HyFlex model, and it helps to observe how the community of inquiry has played out in HyFlex design thinking classrooms. </p>

I produktutvecklingen förlitar man sig ofta på processer för att driva igenom lyckade projekt, inte minst i företag av större karaktär. En traditionell process som än idag är dominerande i många stora företag är Stage-Gate. Processen är av linjär karaktär och anses vara väldigt effektiv. En uppkommande process med syfte att främja kreativitet är Design Thinking. Processen är iterativ och sätter användaren i fokus. Syftet med detta kandidatexamensarbete är att undersöka hur man i produktutvecklingen hos större etablerade företag kombinerar de två olika processerna Design Thinking och Stage-Gate. Arbetet undersöker kombinationen av en mer iterativ process som Design Thinking och en linjär och mer traditionell Stage-Gate-process och tar reda i vilken mån dessa processer används samt när och varför de används. Arbetet ska också undersöka ifall det finns någon pågående utveckling av processer och i så fall vad en sådan utveckling baseras på. Rapporten grundar sig i en litteraturstudie för att skapa en förståelse om nuvarande kunskapsläge samt undersöka olika synsätt i ämnet. Arbetet bygger också på en empirisk studie av två stora företag i form av semistrukturerade intervjuer. Respondenterna på företagen arbetar aktivt med produktutvecklingsarbete och besitter kunskap om båda processerna Design Thinking och Stage-Gate. Informationen som genererats har sedan tolkats, analyserats samt diskuterats. Slutsatserna som kan dras från undersökningen är att i stora företag används till störst del en Stage-Gatead process då det är viktigt med en tydlig struktur i stora företag. Design Thinking används mest som ett komplement och i situationer då problemet inte är väldefinierat. Utveckling av befintliga processer sker löpande men då handlar det främst om finjustering, att helt byta process är inget som är relevant. / In product development, companies often rely on processes to achieve successful projects, not least in companies of a larger size. A traditional process that is still dominant in many large companies today is Stage-Gate. The process is linear and is considered to be very effective. An emerging process with the goal to encourage creativity is Design Thinking. The process is iterative and puts the user in focus. The purpose of this bachelor's thesis is to investigate how the product development of larger, more established companies combines the two processes Design Thinking and Stage-Gate. The thesis examines the combination of a more iterative process such as Design Thinking and a linear and more traditional Stage-Gate process and analyzes to what extent these processes are used as well as when and why. The report will also investigate if there is any ongoing development of processes and, if so, what such a development is based on. The report is grounded on a literature study to create an understanding of the current state of knowledge and to explore different perspectives within the subject. The thesis is also based on an empirical study of two large companies where semi-structured interviews are used. The respondents at the companies work with product development and have knowledge of both the Design Thinking and Stage-Gate processes. The information generated has then been interpreted, analyzed and discussed. The conclusions that can be drawn from the study are that in large companies a Stage-Gated process is used to a large extent, since it is important to have a clear structure in large companies. Design Thinking is mostly used as a complement and in situations where the problem is not well defined. Development of existing processes is ongoing, but is mainly about fine-tuning, to completely change the process is not relevant.

The increasing scope and speed of biological invasions around the world is a major concern of the modern environmental conservation movement. Although many ecological impacts of biological invasions are still not well understood, there is a general consensus that exotic, invasive species are a primary driver of extinctions globally. By altering ecosystem structure and function, invasive species also affect human quality of life; however, not all impacts lead to negative outcomes. Given that invasive species have diverse impacts on society, their management in human-dominated landscapes is a wicked problem wherein the resolution is as much an issue of social value as technical capacity. The purpose of my research was to understand the propensity for engaging private landowners in an effort to eradicate an invasive species on an inhabited island. Specifically, I investigated private landowner perspectives on eradicating the North American beaver (Castor canadensis) from the Tierra del Fuego (TDF) island archipelago in Argentina and Chile. The beaver was introduced in 1946 and has since become a central conservation issue due to its long-lasting changes to local hydrology, nutrient cycling, riparian vegetation, food webs, and aquatic and terrestrial species assemblages. Because eradication requires near complete cooperation from stakeholders and no research had been conducted to understand the perspectives or willingness of private landowners to cooperate, my objectives were to: 1) characterize the links private landowners make between the presence of beavers and impacts to the ecosystem services in their riparian areas, and 2) explore the role of a market-based incentive program to increase landowner cooperation in eradication efforts. Through semi-structured interviews, I elicited landowner mental models of how beavers impact the ecosystem services they receive from their riparian lands. I found that TDF ranchers prioritized provisioning ecosystem services, and held diverse and idiosyncratic beliefs about how beavers influence these outcomes. TDF ranchers may not recognize the beaver as a highly salient problem because they do not connect them to reductions in ecosystem services that are important to them. Among those who do perceive beavers affecting important ecosystem services, there is no clear, unified understanding of how the beavers disturb the ecosystem and key ecosystem services. Additionally, in a broadly administered survey, I used a factorial vignettes to examine the role of program structure and other program-related factors on landowners' willingness to participate in a voluntary eradication program. Overall, landowners were willing to cooperate in an incentive program to eradicate beavers. They were positively motivated by greater financial compensation, an increased expectation that the program would be successful, and the program assuming full responsibility for its implementation. Other factors returned mixed results indicating that further research may be required. In diverse, human-inhabited, and privately-owned landscapes, conservation requires collective action—i.e., the high threshold of participation needed for eradication to be achieved. Understanding the knowledge systems that cause landowners to perceive value or risk serves as a first step in understanding behaviors, and can also serve as a framework for crafting more effective outreach, as current communication about the beaver and the proposed eradication may not resonate with private landowners. Further, barriers to inaction can be overcome by understanding landowner needs and how program-related factors influence the potential for cooperation. In sum, by putting human needs at the forefront of program design, conservation planners can better understand stakeholder perspectives, reduce barriers to participation, and ultimately increase cooperation and improve conservation outcomes. / Master of Science

[ES] El desarrollo del medio digital ha transformado nuestra forma de consumo en las últimas décadas. La invención de Internet, su democratización, la aparición de múltiples dispositivos de acceso y las redes sociales, la tecnificación de los objetos y la llegada de la inteligencia artificial han tenido un impacto significativo en la sociedad, así como entidades esenciales como las empresas y sus marcas. La integración total de la digitalización en las marcas es una realidad, y cada vez se opta más por este medio como un espacio prioritario para aportar valor al público a través de sus productos o servicios. Esta investigación se centra en profundizar en el significado de la marca digital y en sus características esenciales. Para ello, se realizará un recorrido histórico de la evolución de los signos identitarios con relación a la tecnología, lo que permitirá tener un enfoque global en su adaptación a cada uno de los avances digitales. Además, se analizarán los múltiples significados de marca y se revisará y recogerá la metodología específica para su creación: el branding. Con el fin de entender las particularidades y ventajas de los marcos de trabajo aplicados en el sector digital y del desarrollo de software, se estudiarán metodologías iterativas basadas en sistemas ágiles como el Design Thinking, el Diseño Centrado en Usuario o el Atomic Design, entre otros. Finalmente, a partir del estudio realizado, se generará una metodología híbrida para crear marcas digitales capaces de adaptarse mejor a los cambios de contexto del medio. Para ello, se hará uso de procesos, herramientas y plataformas complementarias empleadas en ámbitos tecnológicos y se diseñará un proceso de revisión constante con el fin de asegurar la calidad y el buen funcionamiento de las marcas en todo momento. / [CA] El desenvolupament dels mitjans digitals han transformat la nostra forma de consum en les últimes dècades. La invenció d'Internet, la seua democratització, l'aparició de múltiples dispositius d'accés i les xarxes socials, la tecnificació dels objectius i l'arribada de la intel·ligència artificial han tingut un impacte significatiu en la societat i en les entitats essencials com les empreses i les seues marques. La integració total de la digitalització en les marques és una realitat, i cada vegada s'opta més per aquest mitjà com un espai prioritari per a aportar valor al públic. Aquesta investigació es centra en aprofundir en el significat de la marca digital i en les seues característiques essencials. Per a això, es realitzarà un recorregut històric de l'evolució dels signes identitaris en relació amb la tecnologia, la qual cosa permetrà tindre un enfocament global de la seua adaptació a cadascun dels sorgiments digitals. A més a més, s'analitzaran els múltiples significats de marca i es revisarà i recollirà la metodologia específica per a la seua creació: el branding. Amb la finalitat d'entendre les particularitats i avantatges dels marcs de treball aplicats al sector digital i del desenvolupament del software, s'estudiaran metodologies iteratives basades en sistemes àgils com el Design Thinking, el Disseny Centrat en l'Usuari, l'Atomic Design, entre d'altres. Finalment, a partir de l'estudi realitzat, es generarà una metodologia híbrida per a crear marques digitals capaces d'adaptar-se millor als canvis de context del mitjà. Per a això, es farà ús dels processos, eines i plataformes complementàries emprades en àmbits tecnològics i es dissenyarà un procés de revisió constant amb la finalitat d'assegurar la qualitat i el bon funcionament de les marques en tot moment. / [EN] The advancement of digital media has significantly impacted how we consume information in recent years. With the Internet and social networks becoming more accessible, coupled with the emergence of multiple access devices and the application of artificial intelligence, society and essential entities such as companies and their brands have been significantly affected. Digitalisation has become an integral part of branding, and companies now prioritize using digital media to provide value to their customers. This research explores the meaning of digital branding and its fundamental characteristics. It will provide a historical overview of how identity signs have evolved with technological advancements, offering a comprehensive approach to their adaptation in the digital age. To fully understand the advantages and nuances of digital and software development frameworks, this study will delve into iterative methodologies based on agile systems, such as Design Thinking, User-Centered Design, and Atomic Design. Ultimately, the study will generate a hybrid methodology for creating digital brands that can adapt better to environmental changes. For this purpose, other complementary processes, such as tools and platforms used in technological fields, will be used. A constant review process will also be present to ensure the quality and proper functioning of the brands at all times. / Canavese Arbona, A. (2023). Diseño de identidades digitales: metodología iterativa para la creación y desarrollo de marcas [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/196737

Motivated by the alarming trends of decreased reading among young children and their increased use of technology, this thesis explored the design of an Augmented Reality (AR) reading experience aimed at increasing engagement among young readers in a non-educational setting. Research on technological reading experiences designed to further learning is well-established; however, fewer studies have assumed a non-educational perspective, and none have explored the naturalness of using head-mounted displays (HMD) AR. Following an exploratory Design Thinking process, a high-fidelity prototype of an HMD-AR reading experience designed to increase engagement was developed based on insights derived from related state-of-the-art research and a focus group conducted with children. The proposed AR reading experience was evaluated through tests with children aged 3-9 years old. A self-reported user engagement matrix was used to evaluate engagement based on seven different components, such as interest and challenge. The results suggest that the proposed AR reading experience had moderately positive effects on overall engagement. The engagement component interest elicited a collectively high engagement, with results indicating that reading with an interactive character in AR was the main aspect of interest. However, future research should include longitudinal testing for more conclusive results. / Motiverad av de alarmerande trenderna med minskad läsning bland unga barn och deras ökade användning av teknik, utforskade denna avhandling designen av en läsupplevelse i förstärkt verklighet (AR) avsedd att öka engagemang bland unga läsare i ett icke-pedagogiskt sammanhang. Forskning på teknologiska läsupplevelser utformade för att främja lärande är väletablerad; däremot har färre studier antagit ett icke-pedagogiskt perspektiv, och ingen har utforskat naturligheten av att använda head-mounted displays (HMD) AR. Genom att följa en explorativ design-tänkande process och baserat på insikter erhållna från relevant forskning och en fokusgrupp utförd med barn, utvecklades en fungerande prototyp av en HMD-AR-läsupplevelse designad för att öka engagemang. Den föreslagna AR-läsupplevelsen utvärderades genom tester med barn i åldrarna 3-9 år. En självrapporterad matris för användarengagemang användes för att utvärdera engagemang utifrån sju olika komponenter, däribland intresse och utmaning. Resultaten antyder att den föreslagna AR-läsupplevelsen hade måttligt positiva effekter på det övergripande engagemanget. Engagemangskomponenten intresse framkallade kollektivt högt engagemang, och resultatet indikerar att läsning tillsammans med en interaktiv karaktär i AR var den främsta aspekten av intresse. Framtida forskning bör inkludera längre studier för slutsatsgivande resultat.

MakerBuses are travelling makerspaces that deliver hands-on tools and resources to community-wide locations to foster 21st century learning and development. Often found in K-12 schools, MakerBuses provide accessible and tangible learning opportunities for all learners, even in the most underserved communities. This single, typical case study provided a foundational look at how one MakerBus started as a simple idea and evolved into a learning experience used throughout the community it serves. Through discovery it was evident that accessibility, community outreach, tool distribution, and active learning were the critical elements that made this makerbus a unique tool for education.

Die Konferenz »Entwerfen – Entwickeln – Erleben« bietet ein be­sonderes Podium zum Austausch von Wissenschaftlern und Praxis­vertretern aus den zentralen Bereichen der Produktentwicklung. Der vorliegende Band enthält Beiträge der EEE2014 unter anderem zu Innovationsstudien und Zukunftskonzepten für verschiedenste Bran­chen, zu Design Thinking und Designprozessen von frühen Phasen bis zum Qualitätsmanagement, Methoden und Werkzeugen von Mindcards bis Eye-Tracking sowie zu den Themen User Experience und Nutzererleben, Öko-Design, Universal Design und partizipative Gestaltung. Die Technischen Universität Dresden und technischesdesign.org er­möglichten in Kooperation mit der Gruppe Virtuelle Produktentwick­lung der Wissenschaftlichen Gesellschaft für Produktentwicklung (WiGeP), dem Mathematisch-Physikalischen Salon der Staatlichen Kunstsammlungen Dresden und der Hochschule für Bildende Küns­te Dresden die fachübergreifende Diskussion des Schwerpunkt-The­mas inmitten der Dresdner Altstadt. In diesem Band sind die Bei­träge zum Technischen Design enthalten, ein weiterer Band (http://nbn-resolving.de/urn:nbn:de:bsz:14-qucosa-144963, herausgegeben von Ralph Stelzer) fasst die Beiträge zur Konstruktionstechnik und zur Virtuellen Produktentwick­lung zusammen.

Cette thèse contribue à une théorie générale de la conception du projet. S’inscrivant dans une demande marquée par les enjeux du développement durable, l’objectif principal de cette recherche est la contribution d’un modèle théorique de la conception permettant de mieux situer l’utilisation des outils et des normes d’évaluation de la durabilité d’un projet. Les principes fondamentaux de ces instruments normatifs sont analysés selon quatre dimensions : ontologique, méthodologique, épistémologique et téléologique. Les indicateurs de certains effets contre-productifs reliés, en particulier, à la mise en compte de ces normes confirment la nécessité d’une théorie du jugement qualitatif. Notre hypothèse principale prend appui sur le cadre conceptuel offert par la notion de « principe de précaution » dont les premières formulations remontent du début des années 1970, et qui avaient précisément pour objectif de remédier aux défaillances des outils et méthodes d’évaluation scientifique traditionnelles. La thèse est divisée en cinq parties. Commençant par une revue historique des modèles classiques des théories de la conception (design thinking) elle se concentre sur l’évolution des modalités de prise en compte de la durabilité. Dans cette perspective, on constate que les théories de la « conception verte » (green design) datant du début des années 1960 ou encore, les théories de la « conception écologique » (ecological design) datant des années 1970 et 1980, ont finalement convergé avec les récentes théories de la «conception durable» (sustainable design) à partir du début des années 1990. Les différentes approches du « principe de précaution » sont ensuite examinées sous l’angle de la question de la durabilité du projet. Les standards d’évaluation des risques sont comparés aux approches utilisant le principe de précaution, révélant certaines limites lors de la conception d’un projet. Un premier modèle théorique de la conception intégrant les principales dimensions du principe de précaution est ainsi esquissé. Ce modèle propose une vision globale permettant de juger un projet intégrant des principes de développement durable et se présente comme une alternative aux approches traditionnelles d’évaluation des risques, à la fois déterministes et instrumentales. L’hypothèse du principe de précaution est dès lors proposée et examinée dans le contexte spécifique du projet architectural. Cette exploration débute par une présentation de la notion classique de «prudence» telle qu’elle fut historiquement utilisée pour guider le jugement architectural. Qu’en est-il par conséquent des défis présentés par le jugement des projets d’architecture dans la montée en puissance des méthodes d’évaluation standardisées (ex. Leadership Energy and Environmental Design; LEED) ? La thèse propose une réinterprétation de la théorie de la conception telle que proposée par Donald A. Schön comme une façon de prendre en compte les outils d’évaluation tels que LEED. Cet exercice révèle cependant un obstacle épistémologique qui devra être pris en compte dans une reformulation du modèle. En accord avec l’épistémologie constructiviste, un nouveau modèle théorique est alors confronté à l’étude et l’illustration de trois concours d'architecture canadienne contemporains ayant adopté la méthode d'évaluation de la durabilité normalisée par LEED. Une série préliminaire de «tensions» est identifiée dans le processus de la conception et du jugement des projets. Ces tensions sont ensuite catégorisées dans leurs homologues conceptuels, construits à l’intersection du principe de précaution et des théories de la conception. Ces tensions se divisent en quatre catégories : (1) conceptualisation - analogique/logique; (2) incertitude - épistémologique/méthodologique; (3) comparabilité - interprétation/analytique, et (4) proposition - universalité/ pertinence contextuelle. Ces tensions conceptuelles sont considérées comme autant de vecteurs entrant en corrélation avec le modèle théorique qu’elles contribuent à enrichir sans pour autant constituer des validations au sens positiviste du terme. Ces confrontations au réel permettent de mieux définir l’obstacle épistémologique identifié précédemment. Cette thèse met donc en évidence les impacts généralement sous-estimés, des normalisations environnementales sur le processus de conception et de jugement des projets. Elle prend pour exemple, de façon non restrictive, l’examen de concours d'architecture canadiens pour bâtiments publics. La conclusion souligne la nécessité d'une nouvelle forme de « prudence réflexive » ainsi qu’une utilisation plus critique des outils actuels d’évaluation de la durabilité. Elle appelle une instrumentalisation fondée sur l'intégration globale, plutôt que sur l'opposition des approches environnementales. / This thesis is a contribution to the general theory of design thinking. In the prevalent demand for a sustainable development, the main objective of this research is the construction of a theoretical model of design thinking that contextualizes standard sustainability evaluation tools. The basis of these normative tools is analyzed in four dimensions: ontological, methodological, epistemological and teleological. Indications of potential counter-productive effects of these norms for design thinking confirm the need for a theory of qualitative judgment. Our central hypothesis revolves around the benefits of the underlying conceptual framework of the ‘precautionary principle’ for design thinking, the first formulations of which goes back to the early seventies in Germany, and was in fact created as a way to address the failures of traditional scientific evaluation tools or methods. The thesis comprises five parts. Beginning with a historical perspective, a review of classical models of design thinking, specifically focuses on the evolving approaches for addressing sustainable development. Theories of “green design” coming from the early sixties, theories of ecological design of the seventies and eighties are finally converging on the developing theories of “sustainable design” formulated in the early nineties. The underlying theories of the precautionary principle are then reviewed and explored for the specific context of design within the perspective of sustainability. Current methods of standard risk assessment methods are compared to a precautionary approach, revealing their conceptual limits for design thinking. A preliminary theoretical model for design thinking is then constructed adopting the theories underlying the precautionary principle. This model represents a global vision for judging the design project in a context of sustainability, rather than on traditional approaches for risk assessment, which are purposive and instrumental. The precautionary principle is further explored for the specific context of architectural design. This exploration begins with a historical perspective of the classical notion of ‘prudence’ for guiding architectural judgment. In light of the contemporary issues related to sustainability, we then examine the challenges of judging architectural projects given the increasing international prominence of such standard evaluation methods (i.e. Leadership in Energy and Environmental Design, LEED). The thesis proposes a reinterpretation of design thinking as proposed by Donald A. Schön is introduced such that the use of tools, like LEED can be contextualized. This exercise reveals an epistemological barrier, which shall be taken into consideration when reformulating the theoretical model. In accordance with a constructivist epistemology, a new theoretical model is therefore confronted to the study and illustration of three contemporary Canadian architectural competitions adopting the standard evaluation method LEED. A preliminary set of ‘tensions’ identified in the judgment process and design thinking is further categorized into their conceptual counterparts. These are: (1) analogical/logical conceptualization; (2) epistemological/methodological uncertainty; (3) interpretive/analytic comparability; and (4) universal/contextual relevance of the proposal. These conceptual tensions are considered as vectors that come into correlation with the theoretical model, enriching it, yet without validating it, in the positivist sense of the word. These confrontations with the real, help better define the epistemological barrier identified above. This thesis therefore highlights the often underestimated impact of environmental standards on the judgment process and design thinking, with particular, albeit non restrictive, reference to contemporary Canadian architectural competitions for public buildings. It concludes by stressing the need for a new form of “reflective prudence” in design thinking along with a more critical use of current evaluation tools for sustainability founded on a global integration rather than on the opposition of environmental approaches.

Det finns mycket tidigare forskning och litteratur om hur design som kommunikationsmedel kan tillämpas i praktiken, både genom estetisk och strategisk design. Däremot framgår inte huruvida tillämpningen av design som kommunikationsmedel är branschspecifik eller generellt gällande för företag oavsett bransch. Företag kan nyttja design som ett kommunikationsmedel för att kommunicera sin varumärkesidentitet till konsumenterna så att deras syn på imagen blir likställd med identiteten. Då når företaget ett starkt varumärke uppsatsens definition. Syftet med denna uppsats är att undersöka och jämföra hur företag inom olika branscher kan nyttja design, i form av estetisk och strategisk design, med avsikt att kommunicera sin varumärkesidentitet till sina konsumenter och skapa ett starkt varumärke. Uppsatsen är av kvalitativ karaktär och består av individuella intervjuer och fokusgrupper. De individuella intervjuerna och fokusgrupperna har gjorts med centrala personer från valda företag, designsamarbetspartners samt med företagens konsumenter. Uppsatsens insamlade data har analyserats med en modifiering av the Corporate branding model som teoretiskt ramverk. Denna teori har i sin tur kompletterats med modellerna och teorierna Kapferers varumärkesidentitetsprisma, design thinking och Lockwoods kategorier för att mäta värdet av estetisk design. I slutdiskussionen jämförs hur nyttjandet och effekten av estetisk och strategisk design som kommunikationsmedel skiljer sig åt mellan två företag inom olika branscher och huruvida det faktum att de är verksamma inom olika branscher påverkar. Nyttjandet av design thinking skilde sig åt då serviceföretaget (Sturehof) nyttjade det genomgående medan produktföretaget (Svenskt Tenn) inte nådde fram med kommunikation genom design thinking. Effekten av design thinking gick inte att jämföra då nyttjandet skilde sig åt. Nyttjandet av estetisk design skilde sig ytterst lite åt mellan de olika företagen, men effekten skilde sig åt. Författarnas förklaring till detta är att konsumenterna inte ställer lika höga krav och inte förväntar sig samma grad av estetisk design på en restaurang som de gör på en inredningsbutik. Design hos ett produktföretag inom inredningsbranschen anses vidare som en självklarhet, men hos ett tjänsteföretag inom restaurangbranschen anses det vara en konkurrensfördel. Sammanfattningsvis menar författarna att denna undersökning visat att design, oavsett bransch, bör nyttjas i sin helhet med såväl strategisk som estetisk design för att nå ett starkt varumärke. / There is a lot of research and literature on how design, both aesthetic and strategic, can be applied in practice as a communication tool. However, the research and literature does not clarify whether the application of design as a communication tool is industry specific or generally valid for all types of companies. Companies can use design as a communication medium to communicate their brand identity to consumers, so that their view of the brand image becomes equated with the brand identity. If they succeed, the company reaches a strong brand. The purpose of this thesis is to examine and compare how companies in different industries can use design, in the form of aesthetic and strategic design, with the intention to communicate their brand identity to its consumers and to create a strong brand. The thesis is qualitative in nature and consists of individual interviews and focus groups. The individual interviews and focus groups were conducted with key persons from selected companies, their design partners and their customers. The collected data were analysed using a modification of the Corporate branding model and other, more specific, models and theories as a theoretical framework. In the final discussion the authors compare if the use and effect of aesthetic and strategic design as a communication tool differ between companies in different industries, and whether the fact that they operate in different industries has an effect. The use of strategic design and design thinking was different, since the service company (Sturehof) used it consistently, while the product company (Svenskt Tenn) didn’t reach out with communication through design thinking. The effect was not compared since the use differed. The use of aesthetic design differed little between the various companies, but the effect differed more. The authors' explanation for this is that consumers do not set equally high standards and expect the same degree of aesthetic design in a restaurant as they do at a furniture store. Design of a product company in the interior decorating industry was considered as a natural concept, but design of a service company in the restaurant industry was considered a competitive advantage. In conclusion, the authors mean that this thesis demonstrated that design, regardless of industry, should be used in its entirety with both strategic and aesthetic design to achieve a strong brand.

Cette thèse contribue à une théorie générale de la conception du projet. S’inscrivant dans une demande marquée par les enjeux du développement durable, l’objectif principal de cette recherche est la contribution d’un modèle théorique de la conception permettant de mieux situer l’utilisation des outils et des normes d’évaluation de la durabilité d’un projet. Les principes fondamentaux de ces instruments normatifs sont analysés selon quatre dimensions : ontologique, méthodologique, épistémologique et téléologique. Les indicateurs de certains effets contre-productifs reliés, en particulier, à la mise en compte de ces normes confirment la nécessité d’une théorie du jugement qualitatif. Notre hypothèse principale prend appui sur le cadre conceptuel offert par la notion de « principe de précaution » dont les premières formulations remontent du début des années 1970, et qui avaient précisément pour objectif de remédier aux défaillances des outils et méthodes d’évaluation scientifique traditionnelles. La thèse est divisée en cinq parties. Commençant par une revue historique des modèles classiques des théories de la conception (design thinking) elle se concentre sur l’évolution des modalités de prise en compte de la durabilité. Dans cette perspective, on constate que les théories de la « conception verte » (green design) datant du début des années 1960 ou encore, les théories de la « conception écologique » (ecological design) datant des années 1970 et 1980, ont finalement convergé avec les récentes théories de la «conception durable» (sustainable design) à partir du début des années 1990. Les différentes approches du « principe de précaution » sont ensuite examinées sous l’angle de la question de la durabilité du projet. Les standards d’évaluation des risques sont comparés aux approches utilisant le principe de précaution, révélant certaines limites lors de la conception d’un projet. Un premier modèle théorique de la conception intégrant les principales dimensions du principe de précaution est ainsi esquissé. Ce modèle propose une vision globale permettant de juger un projet intégrant des principes de développement durable et se présente comme une alternative aux approches traditionnelles d’évaluation des risques, à la fois déterministes et instrumentales. L’hypothèse du principe de précaution est dès lors proposée et examinée dans le contexte spécifique du projet architectural. Cette exploration débute par une présentation de la notion classique de «prudence» telle qu’elle fut historiquement utilisée pour guider le jugement architectural. Qu’en est-il par conséquent des défis présentés par le jugement des projets d’architecture dans la montée en puissance des méthodes d’évaluation standardisées (ex. Leadership Energy and Environmental Design; LEED) ? La thèse propose une réinterprétation de la théorie de la conception telle que proposée par Donald A. Schön comme une façon de prendre en compte les outils d’évaluation tels que LEED. Cet exercice révèle cependant un obstacle épistémologique qui devra être pris en compte dans une reformulation du modèle. En accord avec l’épistémologie constructiviste, un nouveau modèle théorique est alors confronté à l’étude et l’illustration de trois concours d'architecture canadienne contemporains ayant adopté la méthode d'évaluation de la durabilité normalisée par LEED. Une série préliminaire de «tensions» est identifiée dans le processus de la conception et du jugement des projets. Ces tensions sont ensuite catégorisées dans leurs homologues conceptuels, construits à l’intersection du principe de précaution et des théories de la conception. Ces tensions se divisent en quatre catégories : (1) conceptualisation - analogique/logique; (2) incertitude - épistémologique/méthodologique; (3) comparabilité - interprétation/analytique, et (4) proposition - universalité/ pertinence contextuelle. Ces tensions conceptuelles sont considérées comme autant de vecteurs entrant en corrélation avec le modèle théorique qu’elles contribuent à enrichir sans pour autant constituer des validations au sens positiviste du terme. Ces confrontations au réel permettent de mieux définir l’obstacle épistémologique identifié précédemment. Cette thèse met donc en évidence les impacts généralement sous-estimés, des normalisations environnementales sur le processus de conception et de jugement des projets. Elle prend pour exemple, de façon non restrictive, l’examen de concours d'architecture canadiens pour bâtiments publics. La conclusion souligne la nécessité d'une nouvelle forme de « prudence réflexive » ainsi qu’une utilisation plus critique des outils actuels d’évaluation de la durabilité. Elle appelle une instrumentalisation fondée sur l'intégration globale, plutôt que sur l'opposition des approches environnementales. / This thesis is a contribution to the general theory of design thinking. In the prevalent demand for a sustainable development, the main objective of this research is the construction of a theoretical model of design thinking that contextualizes standard sustainability evaluation tools. The basis of these normative tools is analyzed in four dimensions: ontological, methodological, epistemological and teleological. Indications of potential counter-productive effects of these norms for design thinking confirm the need for a theory of qualitative judgment. Our central hypothesis revolves around the benefits of the underlying conceptual framework of the ‘precautionary principle’ for design thinking, the first formulations of which goes back to the early seventies in Germany, and was in fact created as a way to address the failures of traditional scientific evaluation tools or methods. The thesis comprises five parts. Beginning with a historical perspective, a review of classical models of design thinking, specifically focuses on the evolving approaches for addressing sustainable development. Theories of “green design” coming from the early sixties, theories of ecological design of the seventies and eighties are finally converging on the developing theories of “sustainable design” formulated in the early nineties. The underlying theories of the precautionary principle are then reviewed and explored for the specific context of design within the perspective of sustainability. Current methods of standard risk assessment methods are compared to a precautionary approach, revealing their conceptual limits for design thinking. A preliminary theoretical model for design thinking is then constructed adopting the theories underlying the precautionary principle. This model represents a global vision for judging the design project in a context of sustainability, rather than on traditional approaches for risk assessment, which are purposive and instrumental. The precautionary principle is further explored for the specific context of architectural design. This exploration begins with a historical perspective of the classical notion of ‘prudence’ for guiding architectural judgment. In light of the contemporary issues related to sustainability, we then examine the challenges of judging architectural projects given the increasing international prominence of such standard evaluation methods (i.e. Leadership in Energy and Environmental Design, LEED). The thesis proposes a reinterpretation of design thinking as proposed by Donald A. Schön is introduced such that the use of tools, like LEED can be contextualized. This exercise reveals an epistemological barrier, which shall be taken into consideration when reformulating the theoretical model. In accordance with a constructivist epistemology, a new theoretical model is therefore confronted to the study and illustration of three contemporary Canadian architectural competitions adopting the standard evaluation method LEED. A preliminary set of ‘tensions’ identified in the judgment process and design thinking is further categorized into their conceptual counterparts. These are: (1) analogical/logical conceptualization; (2) epistemological/methodological uncertainty; (3) interpretive/analytic comparability; and (4) universal/contextual relevance of the proposal. These conceptual tensions are considered as vectors that come into correlation with the theoretical model, enriching it, yet without validating it, in the positivist sense of the word. These confrontations with the real, help better define the epistemological barrier identified above. This thesis therefore highlights the often underestimated impact of environmental standards on the judgment process and design thinking, with particular, albeit non restrictive, reference to contemporary Canadian architectural competitions for public buildings. It concludes by stressing the need for a new form of “reflective prudence” in design thinking along with a more critical use of current evaluation tools for sustainability founded on a global integration rather than on the opposition of environmental approaches.