Wif 2012 setting a design culture in organisations

Setting a Design Culture
Obstacles and opportunites

Remy Bourganel | WIF 2012 | © 2012

Wednesday, 30 May 12

Tell me about design & design thinking...



When I ask across an organisation what a designer do...

A product manager: ... the one giving shape to our strategy to our customers
A strategist: ... the one building scenarios and prototypes
A researcher: ... the one making tangible our studies

A designer: ... the creative one, making stuff for good user experiences



When I check ICSID’s definition...

Design is a creative activity whose aim is to establish the multi-faceted qualities of
objects, process, services, and their systems in whole life cycles. Therefore design is
the central factor of innovative humanisation of technologies and the crucial factor
of cultural and economic exchange.



Designers and design

Designer are quite good at talking about their expertise, but rarely talk about
experience qualities.



So tell me more about qualities...



Let’s start from the beginning

Gestalt: the whole is bigger then the sum of it’s parts. We synthesise through a form.
form.



Let’s put Gestalt in product definition practice

A audio-visual experience: which one is perceived as the highest quality screen?

low resolution audio, high resolution screen low resolution screen, high resolution audio



Producing an experience form...

Design is a creative synthesis activity @ the junction of:
• top-down approach: a value-led experience system: an ethos, a culture, a zeitgeist,
an imaginary, encapsulated in a brand.
• bottom-up approach: a usage and people-led experience system: focusing on
people’s needs.



An experience form made of certain qualities

Design is a creative synthesis activity: aiming at balancing experiential qualities.

cognitive practical viceral calimorphic form function

experience experience
experience a design effect

bebavioural reflective experiential socioplastic
sensorial emotional interaction relation

Nokia’s DNA experience model Donald Norman’s experience model Stephane Vial’s experience model Richard Shusterman’s model
inspired from Leroy Gourhan



An experience form made of certain qualities

The most practical model for interactions/services being:

viceral signs sensorial

experience experience experience

bebavioural reflective interactions values practical symbolic

Donald Norman’s experience model variation 1/semiotics variation 2/design
inspired from Leroy Gourhan



So it’s quite empirical...

Design is a creative synthesis activity processing as an abductive thinking: a logic
inference described as ‘guessing’ and ‘projecting’: dessin à dessein.
This approach values:
• rapid iterative trials & errors bottom-up process: prototyping to feel, think, learn
• a holistic vision within which the whole is greater than the sum of its parts: gestalt

Ideo medical tool rapid prototype out os stationary features vs gestalt, the CD player feature list vs the Muji CD player list



So we observe people as well...

Piaget: To solve experience B, a child builds on previous experience A... from this
comes the concept of affordances: actions possibilities that are readily perceivable
by an actor from remembered experiences...



To define affordances...

• There is no such absolute concept as simplicity without an understanding of what
a user knows from a personal and a cultural point of view. what we think as
natural is to a large extend learnt, then projected on affordances/feedbacks.



Through metaphors...

For example, the desktop metaphor was purposefully referring to real world
objects as metaphors to help one grasp the abstraction of a digital ‘space’.

original desktop metaphor



We know how people learn and adapt...
BBC NEWS | UK | Magazine | Giving up my iPod for a Walkman 03/04/2011 12:41

BBC NEWS | UK | Magazine | Giving up my iPod for a Walkman BBC NEWS | UK | Magazine | Giving up my iPod for a Walkman
03/04/2011 12:41 03/04/2011 12:41

In some classes in school they let me listen to music and one each boasting bigger and better features than its predecessor, it is
teacher recognised it and got nostalgic. hard to imagine the prospect of purchasing and using a bulky
cassette player instead of a digital device.
It took me three days to figure out that there was another side to
the tape. That was not the only naive mistake that I made; I Furthermore, there were a
Page last updated at 10:10 GMT, Monday, 29 June 2009 11:10 UK mistook the metal/normal switch on the Walkman for a genre- number of buttons protruding
News Front Page
specific equaliser, but later I discovered that it was in fact used to from the top and sides of this
E-mail this to a friend Printable version switch between two different types of cassette. device to provide functions such
as "rewinding" and "fast-

Africa
Giving up my iPod for a Walkman Another notable feature that the
iPod has and the Walkman doesn't I managed to create an forwarding" (remember those?),
impromptu shuffle feature simply which added even more bulk.
Americas is "shuffle", where the player by holding down 'rewind' and
Asia-Pacific
selects random tracks to play. Its releasing it randomly As well as this, the need for
In today's Magazine
a function that, on the face of it, changing tapes is bothersome in
Europe
Big beasts the Walkman lacks. But I managed to create an impromptu shuffle itself. The tapes which I had Music on the move
Middle East
How elephants helped to feature simply by holding down "rewind" and releasing it randomly - could only hold around 12 tracks
South Asia shape human history, by effective, if a little laboured. each, a fraction of the capacity of the smallest iPod.
UK David Cannadine
I told my dad about my clever idea. His words of warning brought Did my dad, Alan, really ever think this was a credible piece of
England
Change a-coming home the difference between the portable music players of today, technology?
Northern Ireland
Justin Webb on which don't have moving parts, and the mechanical playback of old.
Scotland America's love affair with "I remembered it fondly as a way to enjoy what music I liked, where
In his words, "Walkmans eat tapes". So my clumsy clicking could
Wales progress I liked," he said. "But when I see it now, I wonder how I carried it!"
have ended up ruining my favourite tape, leaving me music-less for
UK Politics the rest of the day.
Audience of one
Education WALKMAN 1, MP3 PLAYER 0
Would you watch a play
Magazine When the Sony Walkman was launched, 30 years ago Digital relief
all on your own?
But it's not all a one-way street when you line up a Walkman against
Business this week, it started a revolution in portable music. But Throughout my week using the Walkman, I came to realise that I
an iPod. The Walkman actually has two headphone sockets, labelled
Health have very little knowledge of technology from the past. I made a
how does it compare with its digital successors? The 7 days quiz A and B, meaning the little music that I have, I can share with
Science & Environment What now for Paul the number of naive mistakes, but I also learned a lot about the
Magazine invited 13-year-old Scott Campbell to swap friends. To plug two pairs of headphones in to an iPod, you have to
Technology eight-limbed oracle? grandfather of the MP3 Player.
buy a special adapter.
Entertainment
his iPod for a Walkman for a week. You can almost imagine the excitement about the Walkman coming
Another useful feature is the power socket on the side, so that you
Also in the news out 30 years ago, as it was the newest piece of technology at the
My dad had told me it was the iPod of its day. Magazine regulars can plug the Walkman into the wall when you're not on the move.
----------------- time.
But given the dreadful battery life, I guess this was an outright
Video and Audio
-----------------
He had told me it was big, but I hadn't realised he meant THAT big. Tweetbook Perhaps that kind of anticipation necessity rather than an extra function.
Programmes It was the size of a small book. Say goodbye to and excitement has been
worktime boredom. Scott Campbell co-edits his own news website, Net News Daily.
Have Your Say When I saw it for the first time, its colour also struck me. Nowadays somewhat lost in the flood of new
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gadgets come in a rainbow of colours but this was only one shade - or Twitter products which now hit our
In Pictures
shelves on a regular basis. Return to link
Country Profiles a bland grey. Magazine Monitor
Paper Monitor, Your Letters, Quote of the
Special Reports So it's not exactly the most LISTEN UP TEENAGERS... THE Day, Caption Competition and more Personally, I'm relieved I live in
the digital age, with bigger A selection of your comments appears below.
aesthetically pleasing choice of CLASSIC WALKMAN EXPLAINED
Related BBC sites choice, more functions and
music player. If I was browsing in Oh, I remember being so jealous of my classmates who had
Sport
a shop maybe I would have smaller devices. I'm relieved that Walkmans. When they first came out, they were over $200. Such joy
Weather
MOST POPULAR STORIES NOW
chosen something else. the majority of technological when the cheap electronics brands started making them! Every long
On This Day SHARED READ WATCHED/LISTENED advancement happened before I trip, I carried a big bag full of tapes and extra batteries. When the
Editors' Blog From a practical point of view, the was born, as I can't imagine iPod came out, I was in awe at the idea of being able to carry my
BBC World Service Walkman is rather cumbersome, Sheen live show bombs in Detroit
having to use such basic entire music collection in one small device that would fit in my
and it is certainly not pocket- French take over Abidjan airport equipment every day. pocket. I'd never trade my iPod for a Walkman, of course, but this
sized, unless you have large Fukushima workers' bodies found The Walkman was a nostalgic sight for brought back some great memories, and I really enjoyed the article.
pockets. It comes with a handy Having said all that, portable
Scott's parents Maybe next you should try out a Commodore 64 for a week?
Fighting resumes in Libyan cities music is better than no music.
belt clip screwed on to the back, Michelle, Portland, Oregon, USA
yet the weight of the unit is Afghan Koran protests spreading
Now, for technically curious readers, I've directly compared the
enough to haul down a low-slung Transocean executives get bonuses portable cassette player with its latter-day successor. Here are the The one he is using now should be the earliest stage of Walkman
pair of combats. main cons, and even a pro, I found with this piece of antique history. I still remember my last walkman 8 years ago was actually
US jets grounded after hole scare
technology. powered by a single AAA battery only and can last for few hours. I
When I wore it walking down the Thousands are missing in Mexico agree perfectly to what he said about '.... with a satisfying clunk " o
street or going into shops, I got men... this was absolutely a SATISFACTION !!
UN Gaza report 'should be buried'
strange looks, a mixture of Chester Kev, Malaysia
Joy and desolation after cricket final SOUND
surprise and curiosity, that made
1: Clunky buttons
me a little embarrassed. This is the function that matters most. To make the music play, you You mention the lack of capacity and the limited number of tracks
2: Switch to metal (that's a type of Most popular now, in detail
push the large play button. It engages with a satisfying clunk, unlike you could carry around, I seem to quite merrily recall ALSO carrying
As I boarded the school bus, cassette, not heavy rock music)
the finger tip tap for the iPod. around a slick over the shoulder carry case for up to 20 cassettes
where I live in Aberdeenshire, I 3: Battery light - usually found
flickering in its death throes should my friends and I be heading out. And all the song lyrics were
was greeted with laughter. One When playing, it is clearly evident that the music sounds significantly handily printed out on the inside of the cassette cover, how ingenius
4: Double headphone jack (not to
boy said: "No-one uses them any different than when played on an MP3 player, mainly because of the was that!
be found on an iPod)
more." Another said: "Groovy." hissy backtrack and odd warbly noises on the Walkman. Andrew McCreath, Wateringbury, Kent
5: Door ejects - watch out for
Yet another one quipped: "That flying tapes and eye injuries
would be hard to lose." The warbling is probably because of the horrifically short battery life; Memories! I still have exactly the same model that Scott used for his
Walkman v iPod: Scott's verdict it is nearly completely dead within three hours of firing it up. Not review - brought back floods of memories from the 80s - especially
My friends couldn't imagine their long after the music warbled into life, it abruptly ended. using the double headphone socket so my girlfriend (now wife) and I
parents using this monstrous box, but there was interest in what the could share Phil Collins (!?). Between myself and my 3 kids I've now
thing was and how it worked. bought every model of iPod/Phone, but I doubt I'll have those
CONVENIENCE
memories again.
With the plethora of MP3 players available on the market nowadays, Jim Mantle, Melbourne, Australia
http://news.bbc.co.uk/2/hi/8117619.stm Page 1 of 6

http://news.bbc.co.uk/2/hi/8117619.stm http://news.bbc.co.uk/2/hi/8117619.stm2 of 6
Page Page 3 of 6

BBC experiment on simplicity: asking an iPod’s generation teenager to play a walkman... http://news.bbc.co.uk/2/hi/8117619.stm



Therefore we do human-centred design...

• design builds on empathy: put your feet in user’s shoes, learn what they know.
• design focuses on people, not users, neither customers: people do connect or
adapt things to fit their life in ways you don’t think of, they hack.
• field observation, and role play in context are fundamental to help one discover
practices, routines, patterns, by nature not verbalised, but grounding innovation.
• iterations, prototyping and testing are key to avoid conceptual speculations.
• design is relevant in context: time, cultural, religious, political, economical, social.
• it is an iterative & collaborative approach.
• it is a holistic vision: the hole is bigger than the sum of its parts: gestalt



We can apply this knowledge in the design of a service...

Atone: Actors, Touch points, Offering, Need, Experience



Or in research...

Design practice/design studies/design exploration

Fallman’s interaction design research model



So, we manage paradoxes...

• There is no such a thing as disruption in usage: disruption is a marketing concept.
• There is a tension for the designer between addressing a marketing need to
value the perception of a disruption / people’s need to capitalise on experience.
• We form a point of view



And we create value as a meaning-changing agent...

Roberto Vergnanti/Donald Norman

technology technology
technology change
push epiphany
incremental change radical change

or meaning change

design

market pull design
(user centred)
Human
technology

product
Centred
Design

incremental change radical change time

meaning



Tell me more about meaning...



About meaning...

It can reveal itself through a form synthesizing some experiential qualities.

sensorial

experience

practical symbolic



All these qualities in tension...

• top-down approach: a value-led experience system: an ethos, a culture, a zeitgeist,
an imaginary, encapsulated in a brand.
• bottom-up approach: a usage and people-led experience system: focusing on
people’s needs.



Tell me more about imaginary...



Zeitgeist

We live in post-modernity with it’s own myths opposing modernity.
• Here and now rather than in the future.
• Dependant and sociable rather than autonomous, independant.
• ‘Utopies intersticielles’ rather than from the future.
• Continuum rather than disruption.



Impact on our practices

Research and strategy are becoming more complex to set and plan.

Design emerges as strategic for an ability to frame and translate:
• An imaginaire, beyond products, into actionable drivers, through experience
frameworks of generative tools (metaphors, principles, etc), in an experience
economy.
• A ‘raison sensible’ (M. Maffesoli)
• A strategy into an experience roadmap, and tangible experience concepts.
• A project, and manage change: design management=management by design.



How to build an experience strategy?



1. Create your experience culture

• Define your core experience qualities set (not products), your experience DNA

sensorial

experience

practical symbolic

Experience framework for experience DNA



2. Grow your practice from user-centred to design-driven

• Learn to observe (observe extreme usages, people not users, at the periphery)
• Develop a point of view
• Connect influencers, let your experience qualities be translated
• Don’t confuse design-driven with designer-driven

R. Verganti: interpreters in a collective research laboratory User-centred vs design-driven (user-centred) (design-driven)



3. Prototype to probe

• Design probes to explore meaning changes opportunities
• Map the controversies

Shared partagé, Trace.
Espace space, Trace. Shared partagé, Nudge.
Espace space, Nudge.
Trace est une application de communication non verbale.
is an application for non-verbal communication. Nudge est une fonction qui permet for attention the loved la personne I’m thinking
is a function allowing to call d’attirer l’attention de one, to say chère,
It is a shared space.
C’est un espace partagé. of you. also allows to toi. Nudge call, politely. By touching un appel, space
pour luiItdire je pense à introduce a permet également d’initierthe shared poliment.
It is a visual chat allowing to share with the loved one a cher
C’est un ‘Chat’ visuel qui permet de partager avec l’être sandbox to draw. on touchant du doigt l’écran l’émetteur fait onduler l’eau sur l’écran side as well.
En the screen the sender creates a wave that plays on the recipient’sdu récepteur.
In écran de dessin. Ainsi en 3D-temps réel, sees A drawing
unreal-time 3D, when A draws in the sand, Bquandthedessine appearing and can Nudge enhances the ont l’illusion presence through the spacio-temporelle.
Ainsi, les 2 personnesperception of d’une synchronisation illusion of a shared time
complete it simultaneously. If A & B stop drawing, compléter
dans le sable, B voit apparaître le dessin qu’il peutthe image fades away in the sand. and space.
This way, they can draw s’arrêtent a dessiner, l’image s’efface
simultanément. Si A et Bfor ever, as de conversation.
The le sable. Si A affects the string’s thickness.
dansdrawing speedou B secoue leur terminal, alors le dessin
With this app, sharing vitesse de dessin affecte l’épaisseur a trait.
s’efface également. La a screen enhances the perception of dushared time and space,
it enhances presence.
Ainsi, les 2 personnes ont l’illusion d’une synchronisation spacio-temporelle.

Orange Vallee On



3. Prototype to probe

• Design probes to explore meaning changes opportunities

EnsadLab IDM, shared space, shared presence



4. Create generative tools, and experience frameworks

• Experience frameworks

Nokia, animism framework


4. Create generative tools, and experience mapping

• Experience frameworks



Questions?

@epourkoapa



Wif 2012 setting a design culture in organisations

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