3r d Street
4t h Street
4t h Street
Efficiency
6th Street
Center Terrace
Center Street
79
DESIGN MANAGEMENT . MFA BIO
PHILOSOPHY
R Campbell is a MFA Design Management candidate from Stillwater, Oklahoma. As a design manager with Kicker Audio, Campbell has created and managed strategic design projects with market partners and major design schools. By focusing beyond traditional product development these projects fused design, interaction and cultural factors across domestic, European and Asian markets.
His research passion lies in Design Thinking, Systems Thinking, and Diffusion of Innovation. He has a particular interest in the social dimensions of design and innovation, and in exploring the dynamic and the relationship between design, culture, business and organizations. Campbell has defined the role of design as an essential partner in value creation in today’s fast moving global economy.
Hometown: Stillwater, OK DIFFUSION MODEL Accelerat ing the Di f fus ion
of Wind Power www.windopol i s .org
Driven by need for true energy independence this thesis demonstrates how the approach taken by design management employs multiple lenses to accelerate the diffusion of technology, specifically as it relates to micro-wind power. The goal of this research is to develop a framework that will assist in the creation of a social and ecologically resilient business model that can be applied toward the diffusion of small-scale community-based wind power.
Fusing Roger's Innovation Diffusion Theory, Christensen's theory of Disruptive Technology, Anderson's principle of The Long Tail, and primary research on the ground in the plains of Oklahoma, and Coastal Georgia, this thesis changes the paradigm that says big Midwestern wind farms hold the most promise for the implementation of wind power. Without challenging the physics of scale, this thesis will construct an argument founded on three parts.
1. Big wind's efficiency is significantly compromised by the distance from the wind corridor to major population centers through enormous infrastructure costs, environmental impact, and transmission energy loss.
2. The major problems to be resolved are not technical, but behavioral and social attitudes regarding wind power.
3. Metrics based on "efficiency" are wrong; rather than basing criteria on total costs to the power industry, immediate and short term payback to individual users should become the strategy for implementation.
This thesis will build a model for the diffusion of small wind power based on these premises. By "twisting" the logic of scale, this thesis proposes that wind generators undergo radical cost reduction design that can occur through reliance on lower wind speed performance and high volume production. These products, should be sold through conventional big box stores such as The Home Depot and Best Buy, and delivered at a cost comparable to high end appliances. By appealing to individual people's motivation to slash their electric bill, the propagation of millions of small "less efficient" turbines will exceed the real output of large remote wind farms.
This study demonstrates how this method applies to a wide range of complex topics and issues. The theoretical model will also show different ways in which wind power could be perceived from various points of view such as in a social, educational, and economic context.
Big box distribution allows small machines to be deployed in very large numbers.
Small-scale wind is implemented at the campus- level involving local stakeholders accelerates policy change facilitating practice and familiarity in the community.
Producing power at the point of consumption has a direct financial impact on individual consumers and is 40%-60% more efficient than transmitting energy over long distances.
Multiple Lenses Design Thinking
Technology and Culture Systems Approach
Disruptive technology Actor Network Theory 3 1
22% of U.S. Electricity From Wind Power by 2030
Idea Creation Human Needs 7 New Markets New Systems DISTRIBUTION ANALYSIS Swarming New Media 2 Political Legal Financial
Innovator Design Management
Stake Holders
Change Agent Implementation of Idea
Economical Technology 4 Competition
Uncontrollable Forces Physical
Labor Tourists Local Citizens Property Owners
5 6
Service Providers Policy Makers
COIN Manufacturers Dealers
Abraham Maslows Hierarchy of Needs
Self-Actualization
Esteem Social Safety
Physiological
“COIN are the nucleus of a set of concentric communities, where each community type is included into the subsequent, larger community. The dissemination of new ideas is very similar to the ripple when a pebble drops into water. This whole ecosystem including COIN, CLN and CIN is called a Collaborative Knowledge Network, or CKN. CKN are the main dissemination mechanism for new innovations coming from COIN. ”
SDES 501 Visual Communication and Presentation* SDES 502 The Human Factor, Design Thinking* SDES 503 Fundamentals of Graduate Research* BUSI 710 Principles of Financial Management and Marketing
DMGT 702 History and Interpretation of Innovation DMGT 706 Idea Visualization DMGT 720 Design Innovation Development and Marketing Strategies
The 3P’s Policy, Perception, and Performance are the primary obstacles to large scale adoption of residential wind.
WIND OPOLIS
DMGT 732 Facilitating Creative Thinking DMGT 748 Design Management M.A. Final Project IDUS 711 Methods of Contextual Research SDES 704 Applied Theory in Design — 500- to 700-level Elective
TWISTED lOGIC ABUNDANCE OF SMALL WIND EXCEEDS EFFICIENCY OF BIG WIND Total Course of Study 45 hours*
* Intensive coursework may be assigned upon admission. Consult your faculty adviser in selecting elective courses.
M.F.A. Degree [SAVANNAH]
Monumental-scale Agricultural-scale Campus-scale Residential-scale 120m R Campbell, Stillwater, Oklahoma LOOKING FORWARD Jones Avenue INSIGHTS Advocate Child EDUCATION
Careers in Design Management
account manager art director brand design director brand designer corporate brand manager creative director design center manager design director design manager director of design strategy graphic design manager
POLICY $ Programs CHILDREN AND PARENTS
EDUCATION COUNCILS / SCHOOL BOARDS
Contextual Research
Looking Forward Professor : Christine Miller Students : Jenni Light, Audrey Tan, Elise Wang, Jessica Jackson
packaging design and graphics manager
product developer visual experience designer
Schools Playground YMCA
Tybee YMCA
TYBEE ISLAND MICROCOSM FOR
Recreation Facilities
MEMORIAL PARK
REDESIGN OF PLAY- GROUND COMPO- NENTS
YMCA YMCA
Increased Environmental Awareness Higher Adoption
Design Management Courses
ALTERNATIVE ENERGY YMCA Butler Avenue
DESIGN OPPORTUNITIES IDENTIFYING 3P’S POLICY, PERE- CEPTION AND PERFORMANCE
The YMCA is a prime spot to promote small wind for its primarily social context, inherent environmentally-driven values,
and eventually state-wide YMCA branches
WHO MIGHT BE INTERESTED IN OUR DESIGNS PLAYGROUND MANUFACTURERS
TOURISM-RELATED COMMITTEES
Graduate History and Interpretation of Innovation Idea Visualization Design, Chaos and Complexity Design Innovation Development and Marketing Strategies
Integration of environmental studies and sustainable practices into the school cur- riculum
HARNESSING KID POWER
Restructuring the school curriculum to make it mandatory for students to learn and be exposed to environmental issues and sustainable practices
The University for Creative Careers
Facilitating Creative Thinking Sustainable Practices in Design Studies in Perceptual and Cognitive Human Factors
Collaboration at a Distance Design Management M.A. Final Project Collaborative Culture in Design Organizations
Business and Design Practicum Idea Management in Business Graduate Field Internship Graduate Teaching Internship Design Futures: Trends, Foresight and Intuition
Design Management M.F.A. Thesis school of des ign | design management
Campaign designed to make people think about wind energy like how there are campaigns for recycling; remov- ing preconceived ideas and misconceptions of wind energy
PUBLIC VS. PRIVATE ZONES
HOW DESIGN ALTERNATIVES CAN BE DEVELOPED IN CONJUNCTION WITH THE EXISTING SITUATION AND CON- DITIONS OF ENERGY DISTRIBUTION
Existing playgrounds can be reorganized and planned in a way that creatively use the energy collected for essentials such as water fountains and street lamps
Public Library
City Hall CAMPAIGNS Butler Avenue Manufacturers Design Students Turbine Size 2m
SDES 501 Visual Communication and Presentation* SDES 502 The Human Factor, Design Thinking* SDES 503 Fundamentals of Graduate Research* BUSI 710 Principles of Financial Management and Marketing
DMGT 702 History and Interpretation of Innovation DMGT 706 Idea Visualization DMGT 720 Design Innovation Development and Marketing Strategies
Activity
DMGT 732 Facilitating Creative Thinking DMGT 740 Sustainable Practices in Design DMGT 747 Collaboration at a Distance DMGT 750 Collaborative Culture in Design Organizations
2010
DMGT 765 Business and Design Practicum DMGT 779F Graduate Field Internship† DMGT 779T Graduate Teaching Internship† DMGT 783 Design Futures: Trends, Foresight and Intuition
DMGT 790 Design Management M.F.A. Thesis IDUS 711 Methods of Contextual Research SDES 704 Applied Theory in Design — 500- to 700-level Elective — 500- to 700-level Elective — 500- to 700-level Elective — 500- to 700-level Elective
Total Course of Study 90 hours*
* Intensive coursework may be assigned upon admission. † Choose one of these two courses.
Consult your faculty adviser in selecting elective courses. Course numbers and titles are subject to change.
(Innovation Community)
M.A. Degree [SAVANNAH, ELEARNING]
COINs is a research project developed by Peter Gloor and the MIT Center for Collective Intelligence.
CLN (Learning Community) Collaborative Innovation Networks (COINs) CIN (Interest Community) Sociocultural Distribution Design Management Faculty
Robert Fee, B.F.A., Kansas City Art Institute and School of Design.
Christine Miller, B.A., University of California; M.A., Goddard College; Ph.D., Wayne State University.
WIND OPOLIS
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5t h Street
5t h Street
Center Place
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