Nur Karadeniz gives a presentation at UX STRAT Europe 2021 on the topic: "Design-Led Digital Transformation: A Systems Design Framework"

1. Design-Led
Digital Transformation
1
Nur Karadeniz
A System Design Framework
Author of System Design Framework
@nurdeniz
linkedin.com/in/nurkaradeniz

2. 2
Founder & Design Principle at Ayder Design & Innovation
Business Mentor at Cambridge University - Sustainability CISL
Author of System design Framework
ACADEMIA
UX & RESEARCH
INTERACTION DESIGN
SERVICE DESIGN
INNOVATION
SYSTEM DESIGN
My design journey
Nur Karadeniz

3. Koycegiz, Mugla in June 2021

4. Koycegiz, Mugla in August 2021

5. For the first time in human history there is a
common agenda for change and
sustainability has gone from a nice-to-do to
a must-do.
Forbes Feb 2021: 90% of executives think sustainability is important for their business but the majority are lacking when it comes to implementation
5

6. A fifth of adults have stopped using a brand over the past 12 months
because they thought it had tricked users by ‘green washing’.
More than half (52 per cent) of 2,000 UK adults aged 18 to 25 are
‘keeping an eye’ on the business practices of the companies they use.
24th Aug 2021
https://www.independent.co.uk/climate-change/uk-adults-green-washing-brands-b1907262.html
6

7. How can we help
businesses to respond to
new consumer demands?
7

8. Sustainable Solutions
Maximise productivity and
profitability by introducing
integrated and cost effective
solutions that can sustain the
business and the planet.
8

9. 9
Design
in different
waves

10. “An interconnected set of parts that is
coherently organised in a way that
achieves its function or purpose.”
Donella Meadows, Thinking in Systems
What is a system?
10

11. Application of design thinking and system
thinking to tackle complex problems.
S Y S T E M D E S I G N F R A M E W O R K
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12. 12
H U M A N E X P E R I E N C E
Online ordering
• Multiple platforms
• Multiple partners
• Vast amount of data & devices
• Partner services - delivery
• Human psychology
• Ethics
• Food supply chain
• Environment
12

13. System Design
User Touchpoint
Boundaries of a
system
Sub Systems
Environment
Ecosystems
13

14. Framing
System
Research
System
Analysis
System
Roadmap
Solution
Pilots
Solution
Concepts
UNDERSTAND
SYSTEMS
DESIGN
THE
CHANGE
System Design Framework
14

15. Framing
Frame the brief
Outcomes
• Crystallise problem statement
• Relevant systems
• Scope & plan to research
• Partners and skills needed
Find and frame or reframe the true problem, and create a plan to solve it.
15

16. How might we use Artificial
Intelligence to create efficient
job shortlisting?
How might we democratise
job shortlisting and empower
HR teams to hire the best
talent?
HR system
Framing
Articulating the problems
16

17. Outcomes
• Users pain points
• Deeper insights on systems
and ecosystems
• System influencers & dynamics
An end to end understanding of the
framed problem and its underlying
systems. How the system works, system
dynamics, who are effected directly or
indirectly by this problem?
System Research
A collaborative investigation
17

18. 18
18

19. 19
• Understand the systems
• Uncover the intangible factors
(Risks, fears, ethics, unintended)
• Study influencing factors
• Examine system behaviours and
dynamics
• Conduct research activities
• Identify user pain points
• Facilitate experts conversations
• Filter relevant information
• Create visual maps
System
Research
Design Thinking
Systems Thinking
System Research
Building rich insights using the right approach and mindset.
19

20. System Studies
20
Understanding how system works, where it breaks and where to implement strategies.
Created by pch.vector Created by rawpixel.com
Structures Behaviours
20

21. Map the system and create a visual
picture to diagnose the system and
identify the change required.
Outcomes
• System Maps
• People pain points & root causes
• An aligned view
• Solution concepts for change
System Analysis
Diagnosing the system
21

22. Opportunities for Design
Producer Co-Op
Exporter
Customer
Importer Roaster Retailer
Intermediary
The Coffee Supply Chain
How things work? What are the relationships?
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23. 23
Producer
Julia Hernandes
The amount of farm land is decreasing
due to global warming and we are growing less coffee
day by day
The transportation process to the market is extremely
tiring & i have to do it with my kid due to the hours
Bringing human stories, pain points and their root cause in system maps.
System Analysis

24. 24
I usually search for coffee places
that show where they get their coffee from but it is hard to
find reliable sources
George Best
Producer Co-Op
Exporter
Customer
Importer Roaster Retailer
Intermeditary
flow maps
Payment
System
The
order
Get the order
Sends
the payment
Brewing System
Sitting
Area
Hands out coffe
Barista
Customer Employee
Buying
Coffee
Sit on the
cofee shop
Bank
flow maps
Growing
Coffee
Harvesting
The
order
Export
Transportation
Market
Place
Farmers Middleman
Bank
flow maps
Growing
Coffee
Harvesting
The
product
Farmers Middleman
Bank
pp21
How can we encourage sustainable, ethical, and transparent practices in the coffee industry?
System Maps

25. 25
System ideation workshops
What you need
Expert groups
representing key
themes in the system
(Technology, data,
design and domain
experts
Ideation
Fixing problems
Solutions for current
and future states
"What if”scenario
validation
Data & Tech Ideation
New Business Models

26. Solution Concepts
Designing and building the next level of human experience
PERSONALISATION OPTIMISATION COLLABORATION
26

27. DATA INSIGHT PLATFORM (DIP)
Commercialising data &
eliminating
food waste
OPTIMISATION
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28. Data driven AI and Machine learning
solution to Increase efficiency,
reduce cost and get information to
patients more quickly.
COLLABORATION
The transformation of
Pharmaceutical labelling system

29. Framing
System
Research
System
Analysis
System
Roadmap
Solution
Pilots
Solution
Concepts
UNDERSTAND
SYSTEMS
DESIGN
THE
CHANGE
System Design Framework
To design the change with innovative solutions
29
360 view of systems
Expert insights & diagnosis
Concepts for the change
Experimenting with technologies and data
Concepts for the change
New business models
A roadmap to the future state

30. • Using emerging technologies to experiment solutions
• Delivering solutions that are mapped out in the system with
a clear roadmap for change
• Practicing design thinking and systems thinking
• Using lenses when looking at macro and micro systems
Key learnings
• Expert facilitation and collective decision making
• Studying systems and becoming comfortable with unknowns
30

31. Most businesses are experiencing uncertainty.
Designing at system level will help sustain businesses and
not for the cost of our planet.
Thank you
Nur Karadeniz
@nurdeniz
linkedin.com/in/nurkaradeniz
https://www.linkedin.com/groups/12253411/

32. Find out more
Join the LinkedIn group - System Design Practice
https://www.linkedin.com/groups/12253411/
Email info@systemdesignpractice.com
Connect on LinkedIn Nur Karadeniz
linkedin.com/in/nurkaradeniz
Sign up for upcoming book
System Design Framework
https://systemdesignpractice.com/new-book