from the creation of value to the connections of worth gilbert cockton research chair,...
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From the Creation of Value to the Connections of Worth
Gilbert Cockton Research Chair, Human-Computer Interaction School of Computing and Technology, University of Sunderland
NESTA Fellow 2005-2007
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Design as the Creation of Value? In Autumn 2005, I began a NESTA
fellowship on value-centred design exploring if and how design as the creation
of value could make sense.
When I talk about design, I try not to mention the “d” word anymore. I try to talk about value.
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Expanding Scope of Designing, V1
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Expanding Scope of Designing, V2
Style Value Function Interaction
Experience
Design as connecting, not just creating
Artefacts People
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Scope and Structure
This expanding scope of designing has an internal structure First focus: artefacts
(products, services, systems) Next focus: connecting stuff with people Third focus: intended worth
(balance of costs and benefits) History preserving structure
John Heskett, layers in design history
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Design as the enabling of worth
Not enough for designing to create value Even if value can be ‘created’
(rather than ‘added to’, ‘designed for’, etc.) Value is for people, not in things
(value > price) Value focus emphasises benefits but
ignores costs price: cost of purchase and ownership effort: physical/mental costs of usage, not only
of operation/consumption, but of integration into existing product-service ecosystems
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Load, Aim, Fire
Innovation follows invention??? aim, load, fire (‘needs-first’ design)!!! load, fire, aim (‘thing-first’ design)
Increasingly explicit commitment to associational designing connecting (Mok, RSA) bridging, translating (Marzano) linking (Cox report)
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Find the Structure in Heskett
Design outcomes “result from … decisions … Choice implies alternatives, in how ends can be achieved, and for whose advantage. … design is not only about initial decision or concepts by designers, but also about how these are implemented and by what means we can evaluate their effect or benefit” (Heskett 2002, pp. 5-6)
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cos
ts
Connecting Means to Ends and More
association
valu
e
ach
ievable
?
measures
Means Ends
EvaluationBeneficiar
y Worth
achieved?
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Heskett’s Buried Treasure
provides a basis for systematic derivation of meta-principles for designing meta-principles too general for
immediate use need to be refined for specific project
contexts systematic derivation sketchy presentation!
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cos
ts
Commitment
association
valu
e
Means Ends
Beneficiary
Worth
Designing requires commitment to delivering specific ends. Such ends need to be stated as design purpose, and committed to until a completed design meets this specific purpose, or a initial position on design purpose is replaced by a more appropriate one.
Commitment is judged by the extent to which a project team remains focused on design purpose throughout development.
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Receptiveness ideas can come from anywhere (Richard Banks, MSRC)
precedent
trends
Means Ends
theory
field
rese
arch
past
pre
sent
Designing requires receptiveness in the consideration of alternative means and chosen ends. Receptiveness is judged relative to possible sources of inspiration and insight, including field evidence, design history, contemporary design critiques, trends in society, culture and the economy, and theoretical understandings of design, technology and people.
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Expressiveness
association
measures
c
osts
Means Ends
Designing requires expressiveness in communicating alternative means, chosen ends, and the associations between means and ends. Expressiveness is judged by the extent to which effective, appropriate and confident decisions can be based on well enough developed specifications and communication of the human and design elements within a development process.
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cos
ts
Inclusiveness
association
valu
e
Means Ends
Beneficiary
Worth
Designing requires inclusiveness for those who are beneficiaries in the development process and after project completion.
Inclusiveness is judged relative to rights and responsibilities in the development process (project team, sponsors) and the potential impact of fielded designs in the world (end-users, colleagues, consumers, citizens).
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Credibility
association
valu
e
ach
ievable
?
Means Ends
EvaluationBeneficiar
y Worth
Designing requires credibility in the feasibility of alternative means, groundedness of chosen ends, and plausibility of associations between means and ends.
Credibility is judged relative to the epistemic values chosen by a project team, and accepted by stakeholders.
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cos
ts
Improvability
association
valu
e
ach
ievable
?
measures
Means Ends
EvaluationBeneficiar
y Worth
achieved?
Designing requires improvability for all its aspects, i.e., its choices of beneficiaries, means and purpose, its quality of expression, its receptiveness, and its focus on design purpose.
Improvability is judged relative to three subprinciples of evaluability, understandability and responsiveness.
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Six Meta-Principles for Designing
Commitment Receptiveness Expressiveness Inclusiveness Credibility Improvability
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Worth-Centred Development (WCD)
Development = research + design + evaluation
meta-principles guide practice framework co-ordinated design approaches (very) brief examples per principle modifications to existing models and representations
from interaction design, consumer psychology and related design disciplines
illustrative rather than instructive demonstrates basis for systematic approaches based
on worth-centred meta-principles for designing as connecting
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Commitment and Worth Maps
Flexible
Physical comfort
Caring for planet
Healthy Budget
Healthy plants and pets
Environmental conscience eased by manageable
carbon offset
Comfortable room temperatures
In control of usage and costs, no excess, unpredictable or
unaffordable expenditure
Clear
Predictive Cost & Usage Module
Rooms Programming Module
Local & Remote Room/Home Override
Physical Discomfort
Hypothermia, dead plants &
pets
Financial Hardship
Global Warming
Carbon footprint information
Burst Pipes
Informative
Damp Home
Dry home
Controllable heat outlets and supply
Internal and external sensors
Remote access (mobile phone, web,
ITV)
Home alarm and sensors
Broadband links
Predictive algorithms
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Receptiveness and Interdependencies
Elias, Processual/Figurative Sociology Social contexts of individuals are complex
‘figurations’ Kin, Kind, Institutions
Weber/Habermas: Value/Worth Spheres Shape individual motivations of existence,
relatedness and growth (Herzberg) Map out sources of individual and
collective worth
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Expressiveness and Worth Boards
Multimedia artefacts Beyond image and style of mood boards
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Credibility and UEFs
User Experience Frames
feelings
system usage
system response
actions in the world
beliefs
features and
qualities
outcomes
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Inclusiveness and UEFs
User Experience Frames can be formed for each included stakeholder
Balance of worth for each stakeholder can be expressed and compared
Interdependencies can be used for stakeholder identification
Personas can express stakeholder worth Can include general public, planet and project
team as stakeholders
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Improvability and EMSs
Element Measurement Strategies Measures, targets and instruments for
each worth map element, including self-instrumentation
Basis for evaluability Worth processing systems expressed in
worth maps, basis for understandability Receptiveness is the basis for
responsiveness
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Wrapping Up
Not a return to design methods of 1960s and 1970s not tied to scientific approaches project teams must interpret meta-
principles and select/tailor approaches Separate focus on human worth
creates a genuine human centre Not just an extended way of talking
about things (UCD 1980s, UX 1990s)
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Conclusions
Moving from commentaries on the changing nature of design to concrete development approaches
Normative constructions of designing and meta-principles guide development of frameworks
Refining and revising through case studies
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Questions?
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Thank You
Gilbert Cockton Research Chair, Human-Computer Interaction School of Computing and Technology, University of Sunderland
NESTA Fellow 2005-2007