Cybernetics and service-craft: language for behavior-focused design

Purpose - This paper aims to describe relationships between cybernetics and design, especially service design, which is a component of service-craft; to frame cybernetics as a language for design, especially behavior-focused design. Design/methodology/approach - The material in this paper was developed for a course on cybernetics and design. Work began by framing material on cybernetics in terms of models. As the course progressed, the relevance of the models to design became clearer. A first focus was on applying the models to describe human-computer interaction; later another focus emerged, viewing cybernetic processes as analogs for design processes. These observations led to a review of the history of design methods and design rationale. Findings - The paper argues that design practice has moved from hand-craft to service-craft and that service-craft exemplifies a growing focus on systems within design practice. It also proposes cybernetics as a source for practical frameworks that enable understanding of dynamic systems, including specific interactions, larger systems of service, and the activity of design itself. It also shows that development of first- and second-generation design methods parallels development of first- and second-generation cybernetics. Finally, it argues that design is essentially political, frames design as conversation, and proposes cybernetics as a language for design and a foundation of a broad design education. Research limitations/implications - The paper suggests opportunities for more research on the historical relationship between cybernetics and design methods, and design research on modeling user goals. Practical implications - The paper offers tools for understanding and managing the complicated communities of systems that designers increasingly face. Originality/value - The paper suggests models useful for practicing designers and proposes changes to design education.