Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Systems Thinking, Rich Mapping and Conceptual Models

16 945 vues

Publié le

A presentation Matthew Milan and I gave at the IA Summit 2007

Publié dans : Business, Technologie
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • hi smith its great to see the great presentation if you can provide the copy of this to nooruddz@coventry.ac.uk
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici

Systems Thinking, Rich Mapping and Conceptual Models

  1. 1. Systems Thinking, Rich Mapping and Conceptual Models
  2. 5. What is a system? <ul><li>Collection of “stuff” </li></ul><ul><li>Dynamic, complex, interdependent relationships </li></ul><ul><li>Can't be decomposed into linear processes </li></ul><ul><li>Can't be separated from the environment or context in which they occur </li></ul><ul><li>Feedback </li></ul>
  3. 6. What are systems? <ul><li>Economies </li></ul><ul><li>Ecosystems </li></ul><ul><li>Organizations </li></ul><ul><li>Markets </li></ul><ul><li>Projects </li></ul><ul><li>Social Networks </li></ul>
  4. 7. Leverage Points <ul><li>Small changes  big effects </li></ul><ul><li>Leverage Points </li></ul><ul><ul><li>Access to information </li></ul></ul><ul><ul><li>Incentives </li></ul></ul><ul><ul><li>Delays </li></ul></ul>
  5. 8. Do Systems Matter? <ul><li>GM closes plant in Fremont, California (1982) </li></ul><ul><ul><li>Worst quality record </li></ul></ul><ul><ul><li>Worst labour relations </li></ul></ul><ul><ul><li>Highest employee absenteeism and drug use </li></ul></ul><ul><li>Toyota opens Fremont plant in 1984 </li></ul><ul><ul><li>Hires 80% of GM’s workforce </li></ul></ul><ul><ul><li>Outstanding quality record </li></ul></ul>
  6. 10. Relevance to Experience Design <ul><li>Web is an ecosystem </li></ul><ul><li>Systems within the web </li></ul><ul><ul><li>eBay </li></ul></ul><ul><ul><li>Blogosphere </li></ul></ul><ul><ul><li>Digg, Flickr, MySpace </li></ul></ul><ul><li>Creating, influencing systems that enable experiences </li></ul>
  7. 11. Introducing Systems Thinking <ul><li>CATWOE </li></ul><ul><li>Root Definitions </li></ul><ul><li>Rich Mapping/Conceptual Models </li></ul><ul><li>Case study </li></ul>
  8. 12. Systems Thinking Conceptual Model
  9. 13. <ul><li>Evolved from “Hard” systems theory in the early 1970’s </li></ul><ul><li>Notable uses of Systems Thinking: </li></ul><ul><ul><li>National Health Service - UK - 1970’s </li></ul></ul><ul><ul><li>Shell Group - 1980’s </li></ul></ul><ul><ul><li>Cooum River Rehabilitation - India -1990’s </li></ul></ul>A Short History of Systems Thinking
  10. 14. Elements of Systems Thinking <ul><li>See the system as a process of inquiry </li></ul><ul><li>Understand system elements with the “CATWOE” framework </li></ul><ul><li>Find the “root definitions” of the problem </li></ul><ul><li>Create models of purposeful activity with Rich Mapping </li></ul>
  11. 15. The system is a process of enquiry ?
  12. 16. CATWOE <ul><li>C - Customers </li></ul><ul><li>A - Actors </li></ul><ul><li>T - Transformative Process </li></ul><ul><li>W - Worldview </li></ul><ul><li>O - Owners </li></ul><ul><li>E - Environmental Constraints </li></ul>
  13. 17. Customers <ul><li>The beneficiaries of “t” </li></ul>
  14. 18. Actors <ul><li>Those who would do “t” </li></ul>
  15. 19. Transformation Process <ul><li>“ t” - the conversion of input to output </li></ul>
  16. 20. Worldview <ul><li>The perspective that makes “t” meaningful in context </li></ul>
  17. 21. Owners <ul><li>Those who could stop “t” </li></ul>
  18. 22. Environmental Constraints <ul><li>Elements which define the limits of the system </li></ul>
  19. 23. Finding root definitions <ul><li>A description of a “human activity system” which describes how a transformative process will be undertaken and what is expected as a result. </li></ul><ul><li>Do X by Y to accomplish Z </li></ul>
  20. 24. Rich Mapping
  21. 25. Painting the house
  22. 26. CATWOE <ul><li>C - Homeowner </li></ul><ul><li>A - Homeowner </li></ul><ul><li>T - Unpainted house to painted house </li></ul><ul><li>W - Painting house will enhance appearance </li></ul><ul><li>O - Homeowner </li></ul><ul><li>E - Hand painting </li></ul>
  23. 27. <ul><li>A self-owned and manned system to paint a house, by conventional hand painting , in keeping with the overall decoration scheme of the property in order to enhance the visual appearance of the property . </li></ul>Root Definition A homeowner paints a house by hand to improve its appearance .
  24. 28. Rich Mapping
  25. 29. <ul><li>Illuminates the structures behind the structure </li></ul><ul><li>Helps to engage us in thinking about problem solving beyond just “requirements” </li></ul><ul><li>Helps us understand the context(s) in which we are delivering the appropriate IA to the client </li></ul>Why We Like Systems Thinking
  26. 30. <ul><li>Keep Systems Thinking simple by choosing basic tools for the initial inquiry </li></ul><ul><li>Iteratively evaluate CATWOE elements as the understanding of them evolves </li></ul><ul><li>Focus on where specific actions exist with respect to system layers </li></ul>Putting Systems Thinking to Use
  27. 31. <ul><li>The Client </li></ul><ul><li>Large financial services institution </li></ul><ul><li>Multiple P&L Silos </li></ul><ul><li>Complex stakeholder ecosystem </li></ul><ul><li>Distributed accountable-ism </li></ul><ul><li>Biggest perceived client challenge: “IA” </li></ul>Exploring Systems Thinking
  28. 32. <ul><li>The Agency </li></ul><ul><li>New office with little organizational history </li></ul><ul><li>Large, young IA team </li></ul><ul><li>Limited experience with large clients </li></ul><ul><li>Biggest perceived challenge: “Anticipating Changes in Client Needs” </li></ul>Exploring Systems Thinking
  29. 33. <ul><li>Used CATWOE framework to help define and model the system elements </li></ul><ul><li>Used Rich Mapping to model parts of the system relative to specific activities and to identify true stakeholder relationships and motivations </li></ul>How did we use Systems Thinking tools?
  30. 34. <ul><li>Modeling was not just focusing on actions but on layers </li></ul><ul><li>We defined four layers in the relevant system: </li></ul><ul><ul><li>Engagement Level </li></ul></ul><ul><ul><li>Project Level </li></ul></ul><ul><ul><li>Site Level </li></ul></ul><ul><ul><li>Feature Level </li></ul></ul><ul><li>Focused on identifying the relationships within the layers and between the layers </li></ul>Looking at the Layers of the System
  31. 35. <ul><li>CATWOE elements change between layers </li></ul><ul><li>CATWOE elements change within layers </li></ul><ul><li>CATWOE elements often do not reflect the formalized project structure. </li></ul>CATWOE Changes
  32. 36. Project Level System View The Activity System Monitoring Effectiveness Monitoring Efficiency
  33. 37. <ul><li>A business goal driven system to redesign and launch a web application through multi-team distributed collaboration , which fits within existing information technology and legal constraints and results in organic growth that meets specific business metrics . </li></ul>Root Definition
  34. 38. Project Level CATWOE <ul><li>C - E-Business Team </li></ul><ul><li>A - Internal Creative Team, IT, Business Owners, Product Owners, Agency </li></ul><ul><li>T - Build and launch new website </li></ul><ul><li>W - New website will better support business goals </li></ul><ul><li>O - CFO, IT </li></ul><ul><li>E - Geographic displacement, restrictions to onsite collaboration, competing business goals </li></ul>
  35. 39. Feature Level System View The System Monitoring Effectiveness Monitoring Efficiency Agency Action
  36. 40. <ul><li>Systems Thinking helps provide a valuable perspective to help frame IA work </li></ul><ul><li>The inquiry based nature of Systems Thinking helps keep design based initiatives on top of perceived changes to the system </li></ul><ul><li>Used on its own, Systems Thinking is not executional enough to effect system change </li></ul><ul><li>The core tools of Systems Thinking provide value to IAs even with limited use </li></ul>Lessons We’ve Learned
  37. 41. <ul><li>Using CATWOE to frame personas </li></ul><ul><ul><li>users as actors, business as customers </li></ul></ul><ul><li>Model different perspectives of a system </li></ul><ul><ul><li>How do different groups perceive W? </li></ul></ul><ul><ul><li>How do they perceive T? </li></ul></ul><ul><li>Effect short-hand way of starting the conceptual modelling process </li></ul>Leveraging CATWOE
  38. 42. <ul><li>Systems </li></ul><ul><li>Experiences happen within systems </li></ul><ul><li>Systems thinking and conceptual models </li></ul>In conclusion…

×