beyond design thinking at dna

BEYOND DESIGN

THINKINGLifehack / COCA Massey | August 2015

THERE HAS NEVER BEEN A MORE EXCITING TIME TO BE A DESIGNER.

Chris JacksonService Innovation Director DNA www.dna.co.nz

@northwardsds

WE’RE 53 DESIGNERS, IN AUCKLAND AND WELLINGTON, 25 YEARS OLD, AND STILL CURIOUS.

WHO IS DNA?

WE WORK WITH DIVERSE BUSINESSES AND ORGANISATIONS ACROSS A WIDE RANGE OF PROJECTS.

WHAT DO WE DO?

DOUBLEDIAMOND

C

COOPER USER EXPERIENCE

IIT INNOVATION

D-SCHOOL DESIGN

THINKING

LEAN

USER EXPERIENCE

AGILE

SOFTWARE DEVELOPMENT

HUMAN CENTRED DESIGN

S

DESIGN SPRINTS

DOBLIN TEN TYPES OF

INNOVATION

MIX & MASH METHODOLOGIES

CULTIVATING DESIGN PRACTICE

SERVICE DESIGN, UX & CX

CX

SD

UX

Kerry Bodine

WHAT IS DESIGN THINKING?

“For serious students and practitioners of design it is important to differentiate between two quite different uses of the term design thinking:1. A way of analysing and interpreting the distinctive styles

of thinking and approaches to problem solving within design, that has been subject of study and discussion by researchers since the 1960s.

2. A business-oriented conception of design that seeks to enhance the value of design professionals and their distinctive expertise.

- Mike Press, Design Thinking

Richard Buchanan

Focus on social systems, environments and organisations where all interactions take place

Communication of information words & images

Creation of tangible, physical or material things.

Focus on how humans relate to others through the mediation of products

Symbols

Organisations

Interactions

Things

Design Thinking as a cognitive style

Design Thinking as as a general theory of design

Design Thinking as an organisational resource

Key text Cross 1982; SChÖn 1983; Rowe {1987} 1998; Lawson 1997; Cross 2006; Dorst 2006

Buchannan 1992 Dunne & Martin, 2006; Bauer & Eagan 2008; Brown 2009; Martin 2009

Focus Individual designers, especially experts

Design as a field or a discipline

Businesses and other organisations in need of innovation

Design’s purpose Problem solving Taming wicked problems

Innovation

Key concept Design ability as a form of intelligence, relction-in- action, abductive thinking

Design has no special subject matter of its own

Visualisation, prototyping, empathy, inegrative thinking, abductive thinking

Nature of design problems

Design problems are ill-structured, problem and solution co-evolve

Design problems are wicked problems

Organisational problems are design problems

Sites of design expertise and activity

Traditional design disciplines

Four orders of design Any context from healthcare to access to clean water (Brown and Wyatt 2010)

Lucy

Kim

bell

EMPATHY

DEFINE

IDEATE

PROTOTYPE

TEST

D-SCHOOL DESIGN THINKING

EMPATHYIDEATE

DEFINEPROTOTYPE

TEST

D-SCHOOL DESIGN THINKING

“A codified, repeatable, reusable practice contradicts the nature of innovation, which requires difficult, uncomfortable work to challenge the status quo of an industry or, at the very least, an organization.”

- Helen Walters, Fast Company

“The last straw came when I realized that the design thinking process had become a nice little packaged “product”.

- Design Sojourn, Design Thinking is killing creativity

UX DESIGN

DISCIPLINE

DISCIPLINE

Naive

Process Method

Novice Advanced Beginner

Competent Expert Master Luminary

Vision

Developed from Kees Dorst

DISCIPLINE

Naive

Process Method

Novice Advanced Beginner

Competent Expert Master Luminary

Vision

Profession

Practice

Process

Project

Developed from Kees Dorst

“Given the diversity of these approaches, there is still no clear description of design thinking.

> On what principles is it based?

> How different is it to other kinds of professional knowledge?

> Do all designers exhibit it?

> What are its effects within the worlds where design takes place?

> How can it be taught?”

- Lucy Kimbell, Rethinking Design Thinking

“Everyone is a Designer”– Tim Brown, IDEO

DESIGN THINKING IS A CONSIPRACY BETWEEN IDEO AND 3M.

“Indeed one way of interpreting Design Thinking is that it is a strategy for companies such as IDEO to be taken more seriously by the business community and by government.”

- Mike Press, Design Thinking

“Too often advocates of “design” overreach, regarding it as an elixir that can somehow transform conservative companies into creative ones. In the most egregious cases, advocates suggest design thinking can somehow replace nearly all other forms of analysis, planning, and strategy.”

- Larry Keeley, Deloitte

EMPATHY IS NOT A TOOL OR A METHOD.

“We’ve all seen before how managers can frame data to fit their narratives. They will find the data that supports their egocentric view if they can. Putting themselves in the customer’s shoes may make that worse.”

- Johannes Hattula, HBR

EMPATHY CAN LEAD TO EGOCENTRISM.

“During this user research phase many of us (myself included) started to have actual nightmares that we had diabetes. I remember once looking at my toes, wondering if the tingling I was feeling was the onset of diabetes. (It wasn’t — probably just my foot was asleep.) We’d empathized to the point where we really identified with diabetics and their problems, which are considerable. We had so much empathy for them, in fact, that for several weeks, we couldn’t solve the problem. It seemed intractable, given what we knew about the condition and the state of technology at the time.”

- Dan Saffer, In Design, Empathy is not enough

RED ASSOCIATES

ETHNOGRAPHY

SENSEMAKE

“The problem with the thinking-outside-the-box approach is neither its intention nor its tools and processes. The essential fallacy of the approach is its promise to deliver idea generation that is fast, efficient, repeatable, simple, and risk-free. Getting people right requires a deeper investigation into human behavior as well as a longer gestation period for creative ideas.” - Red Associates, Moment of clarity

1. Criticism is not allowed. Avoid passing judgment on ideas. Produce as wild a group of ideas as possible.

2. It is acceptable and even desirable to share really unusual ideas.

3. Quantity breeds quality. The greater the volume of ideas, the greater the likelihood of useful ideas.

4. Combine and improve ideas. Participants should improve each other’s ideas and deliberately try to combine each other’s ideas in interesting and surprising ways.

“Decades of research have consistently shown that brainstorming groups think of far fewer ideas than the same number of people who work alone, and later pool their ideas.”

- Keith Sawyer, University of Washington

“Design thinking is also part of that, I think. That has also disappointed business in a big way. It’s now gotten to the point where people think “no, that kind of creativity is probably too shallow, sorry, that’s not useful for our business.” - Mikkel B Rasmussen, Red Associates

“Design is too important to be left to designers.”– Raymond Loewy

Diffuse Design

-Ezio Manzini, Design, When everbody Designs

Expert Design

Diffuse Design

-Ezio Manzini, Design, When everbody Designs

Expert Design

CoDesignDiffuse Design

-Ezio Manzini, Design, When everbody Designs

PROTOTYPES

MY EXPERIENCE FELLOW

SENSE MAKER

AMPLIFY

DAMPEN

JOBS TO BEDONE.

“The jobs that customers are trying to get done cannot be deciphered from purchased databases in the comfort of marketers’ offices. It requires watching, participating, writing and thinking. It entails knowing where to look, what to look for, how to look for it and how to interpret what you find.”

- Clayton Christensen, Harvard Business School

CUSTOMER JOBS NOTCUSTOMER PERSONASCUSTOMER DECISION JOURNEYSNOTINTERACTIONSCUSTOMER DECISIONS NOT EMOTIONS - Graham Hill

MEASURE THE RIGHT THINGS

MEANINGIDENTITYEMOTION

PRICEFUNCTION

Quantitative

Qualitative

TOTAL VALUE

- Nathan Shedroff, CAA

5 CAPITALS

NATURAL SOCIAL MANUFACTURED FINANCIALHUMAN

KPI’S

OUTCOMESNOT

OUTPUTS

• A key today is to use information deftly to manage complexity, and you inherently do that with many specialized skills working effectively together.

• Great design is a critical catalyst and accelerant to the overall advance you seek, and this stems largely from designers doing a good job of integrating complexity into an elegant and even delightful experience.

• But you should avoid labeling this design thinking, because such a label will obscure the deeper truth: What works today is deep, informed analysis seamlessly synthesized into coherent, beautiful solutions.

- Larry Keeley, Beyond Design Thinking - Deloitte

“But successful design is not only about creative thinking. It also involves implementation and ensuring that key ideas maintain their integrity during that process. Designers must be involved over the duration of change processes, providing constant expertise and feedback to identify, test, and deliver durable solutions.” - Helsinki Design Lab

Design DeliveryChallenge

Challenge

Design

Delivery

Archaeology – of the problem, why is this a problem? why has it not been solved? how did it become a problem? who is the problem owner?

Paradox – what makes this hard to solve? why is this a hard one? Designers spend a lot of time developing an understanding of this.

Stakeholders – create a new context, designers start speaking to a wide gamut of stakeholders and create a very large problem arena. They investigate what are the stakeholders values, motives, desires. What could be potentially useful?

Problem Arena – continue developing a very broad problem space, with all the different parties, places, products services, externalities etc that could be interested and interdependent.

Themes – designers then start to let themes emerge, which are the back ground to the creation of new frames.

Frames – if I look at problem in this way, then…

Futures – the development of potential solutions and future scenarios.

Transformations – what needs to change for the solution to be implemented?

Connections – how can it be connected to rest of the world?

- Kees Dorst, Frame Innovation

PHILOSOPHYSOCIAL

SCIENCESDESIGN

PRACTICE

POLITICSAESTHETICS

CRAFT

COMPLEXITY SYSTEMS

BUSINESS

METRICS

PHILOSOPHYSOCIAL

SCIENCESDESIGN

PRACTICE

POLITICSAESTHETICS

CRAFT

COMPLEXITY SYSTEMS

BUSINESS

METRICS

DEEP DESIGN

“Deep design – the union of deep practice with robust intellectual inquiry.”

- Ken Friedman and Eric Stolterman, MIT Press

DEEP DESIGN

DESIGN THINKING

“Everyone is a Designer”– Tim Brown, IDEO

DESIGN GETS DISMISSED

EVERYONE IS A DESIGNER

RESULTS ARE INADEQUATE

DISCIPLINE

Naive

Process Method

Novice Advanced Beginner

Competent Expert Master Luminary

Vision

Developed from Kees Dorst

EVERYONE CAN COOK

EVERYONE IS A CHEF

Chef is to food as X is to design. X is to design as Cook is to food.

CREATIVITYPERSEVERANCERESOURCEFULNESSDESIGNERLYINFLUENCERCOLLABORATORFACILITATORLEADEREQ/IQHUMILITYLISTENERTRANSLATOR CURIOSITYCOMPASSIONATE

SYSTEMS THINKERPOLITICALMOTIVATED/ACTIVESOCIALPROBLEM SOLVERCOMMUNICATORCRAFTER/ARTISANMULTI-DISCIPLINARYINNOVATORBRAVERESILIENTOBSERVANTINTEGRATOROPTIMISTIC

ADAPTABLEAMBIGUITY :)(SELF) AWARELEARNERCONFIDENTMAKERORGANISERGENEROUSFUNSUPPORTIVEACCESSIBLEEMPATHICSENSE MAKERHEALTHY

“With great power comes great responsibility.”– Spiderman

THERE HAS NEVER BEEN A MORE EXCITING TIME TO BE A DESIGNER.