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.

Designing for Purpose

Presentation by Grant Young at Design Thinking Sydney meetup, Feb 2016. Looks at some of the differences in applying common UX, design thinking and lean startup methods in a for-purpose context. Touches on defining value, flearning, engaging stakeholders, behaviour change, metrics and traction.

  • Identifiez-vous pour voir les commentaires

Designing for Purpose

  1. 1. Designing for Purpose Sydney Design Thinking Meetup—Feb 2016 Grant Young Director, Innovation Strategy Zumio @zumio | @grantyoung grant@zum.io Image:https://www.flickr.com/photos/dazsmithpics/4362235716/
  2. 2. Image:https://www.flickr.com/photos/missrogue/1064784666/
  3. 3. PURPOSEFUL. PERSUASIVE. DIGITAL. We connect people, technology and the physical world to encourage smarter consumption.
  4. 4. design industrial architectural visual interaction user experience
  5. 5. design thinking
  6. 6. thinking policy services organisations social innovation
  7. 7. Wicked problems Image:https://www.flickr.com/photos/clement127/16110848444/
  8. 8. (disorder) Complex Complicated Chaotic Simple The relationship between cause and effect can only be perceived in retrospect No relationship between cause and effect at systems level The relationship between cause and effect is obvious to all The relationship between cause and effect requires analysis or some other form of investigation and/or the application of expert knowledge Cynefin Framework Dave Snowden <http://cognitive-edge.com/>
  9. 9. (disorder) Complex Complicated Chaotic Simple Cynefin Framework Dave Snowden <http://cognitive-edge.com/> The relationship between cause and effect can only be perceived in retrospect No relationship between cause and effect at systems level The relationship between cause and effect is obvious to all The relationship between cause and effect requires analysis or some other form of investigation and/or the application of expert knowledge
  10. 10. (disorder) Complex Complicated Chaotic Simple Probe Sense Respond Act Sense Respond Sense Categorise Respond Sense Analyse Respond Cynefin Framework Dave Snowden <http://cognitive-edge.com/>
  11. 11. What’s different? Defining value Image:http://www.flickr.com/photos/carbonnyc/991004550/
  12. 12. http://www.businessmodelgeneration.com/
  13. 13. 30 Commercial - Retail - high traffic near public transport station - Word of mouth - www Commercial - kitchen / coffee equipment - Shop (asset) - Location - Brand - Staff Commercial - Baristaring - cooking / catering - customer service - Front of shop and backroom management Impact - support and participation activities - support Commercial - personalised service, repeat custom, loyalty - long term customers Impact - personalised service,repeat custom, loyalty - long-term impact customers Commercial - Walk-by commuters - Local businesses, offices, services (retail and catering) - Regulars Impact - Ethical consumers- Not-for-Profits, othersocial enterprises- social procurementcustomers (catering)Government - purchasingjobs for people withdisabilities, and training Commercial Value Proposition (CVP) Great coffee, fresh food, personal service Impact Value Proposition (IVP) Sustainable employment for peoplewho have been long-term unemployed Commercial - Coffee distributor - Drink distributor - Local chamber of commerce Impact - Not-for-profit partnersupporting people with a disability - Social Enterprise Alliance - Social Investor Commercial - Inventory - Equipment - Utilities - Staff - Insurance - Compliance costs Impact - Support and participationcosts - staff - productivity - training - work- readiness costImpact assessment costs Commercial - Retail sales - Catering sales Impact - Participation and support funding - Training funding- Donations Key partnerships Key activities Cost structures value propostion Customer relationships Customer segments revenue streams Channels Key resources Impact - Support expertise- Support staff - Impact brand Impact - Social enterprise networks and directories - Social procurementdirectories http://knode.com.au/
  14. 14. Business Model Canvas for Change Primary Customers UnderstandingValue UnderstandingValue Job-to-be-done Financial Customers Job-to-be-done Theory of Change Supporting Customers Job-to-be-done
  15. 15. CreatingValue CreatingValue lue Cap Revenue Streams Costs Revenue Streams Costs Theory of Change Revenue Streams Key activities Key Resources Costs
  16. 16. Image:http://www.responsiblejewellery.com/monitoring-and-evaluation/
  17. 17. CapturingValue CapturingValue Revenue Streams Costs Impact Streams Adapted from the Business Model Canvas Revenue Streams Costs Impact Streams Revenue Streams Key activities Key Resources Costs Impact Streams
  18. 18. What’s different? Defining value The gravity of “failure” Image:http://www.flickr.com/photos/carbonnyc/991004550/
  19. 19. http://www.inwithfor.org/how/
  20. 20. Start small. Fail early, learn often...
  21. 21. Image:KimberlyVardeman@Flickr—https://www.flickr.com/photos/kimberlykv/
  22. 22. What’s different? Defining value The gravity of “failure” Empathy can be dangerous Image:http://www.flickr.com/photos/carbonnyc/991004550/
  23. 23. Walking in their shoes Image:https://www.pexels.com/photo/people-street-sidewalk-jeans-4634/
  24. 24. Walking in their shoes Image:https://www.pexels.com/photo/man-person-street-shoes-2882/
  25. 25. Walking in their shoes Image:https://www.pexels.com/photo/woman-dark-eye-spooky-25757/
  26. 26. What’s different? Defining value The gravity of “failure” Empathy can be dangerous Designing behaviours Image:http://www.flickr.com/photos/carbonnyc/991004550/
  27. 27. Image:HughMacleod(Gapingvoid)http://www.gapingvoidart.com/gallery/good-intentions/
  28. 28. Image:clifnotes@Flickr—http://www.flickr.com/photos/clifnotes/3690312785/ QUICK FACT Standby power accounts for 10% of household electricity consumption in Australia
  29. 29. Image:lestaylorphoto@Flickr—http://www.flickr.com/photos/lestaylorphoto/
  30. 30. Personal Responsibility PersonalPower awareness,education,means acceptance, engagement, accountability Disconnected Willing Shirkers Action Diagram adapted from Tim Cotter "Responsibility & Power" http://www.awake.com.au/wakeupsep07.html
  31. 31. Image:ProfoundWhatever@Flickr—http://www.flickr.com/photos/hoyvinmayvin/ We are not rational
  32. 32. Do this today and you could get a 10% bonus on your next electricity bill. Image:clifnotes@Flickr—http://www.flickr.com/photos/clifnotes/3690312785/ ACT TODAY!
  33. 33. Do this today and stop spending up to 10% on your electricity bill. Image:clifnotes@Flickr—http://www.flickr.com/photos/clifnotes/3690312785/ ACT TODAY!
  34. 34. Image:everywhereisimagined—http://www.flickr.com/photos/everywhereisimagined/4102985881/
  35. 35. Image:brendan.wood—http://www.flickr.com/photos/brendanwood/2161236298/ Electricity bills & energy consumption
  36. 36. 2.9 kWh 3.8 kWh 4.2 kWh 3.4 kWh 4.7 kWh
  37. 37. 2.9 kWh 3.8 kWh 4.2 kWh 3.4 kWh 4.7 kWh
  38. 38. Image:everywhereisimagined—http://www.flickr.com/photos/everywhereisimagined/4102985881/
  39. 39. What’s different? Defining value The gravity of “failure” Empathy can be dangerous Designing behaviours Metrics + traction Image:http://www.flickr.com/photos/carbonnyc/991004550/
  40. 40. DESCRIBE EXPLAIN ADAPT Participation Impact Environment (barriers & enablers) Design (strengths/weaknesses) Implementation (strengths/weaknesses) Advocacy agenda Design modifications Management responses • Commencement • Engagement • Usage Reflect back Look forward Evaluation framework for the Indigenous Digital Excellence Initiative (Inca Consulting)
  41. 41. IDEAS DATA PRODUCT /SERVICE LEARN BUILD MEASURE Adapted from Lean Startup Principles <http://theleanstartup.com/principles>
  42. 42. What’s different? Defining value The gravity of “failure” Empathy can be dangerous Designing behaviours Metrics + traction Image:http://www.flickr.com/photos/carbonnyc/991004550/
  43. 43. Image:https://www.pexels.com/photo/young-game-match-kids-2923/
  44. 44. http://books.ideo.com/
  45. 45. Design With Intent http://designwithintent.co.uk/
  46. 46. A Map of Changeology Find the right inviter Popular folk theories Man is Bad Bias Heroic Agent Bias Have a diverse, informed, inspired brains trust First, start a buzz 1 Offer hope 2 Create an enabling environment 3 Design a sticky solution 4 Expand the comfort zone 5 6 Address frustrated hopes Avoid shock tactics For more: www.enablingchange.com.au ©LesRobinson2012 The practice of enabling people to do things they’ve never done before. The THEORY OF CHANGE is: Wanting + Enablement + Invitation = Trial Trial + Satisfaction = Sustained adoption of new practices Enablement Wanting Design for 3 über-wants: Control Time Self-esteem To enable action: Familiarity Autonomy Discussion with peers Goals and feedback Enjoyment Social proof Commitment Labelling Incentives An inviter who is: Passionate Respected Connected Similar Powerless Emotional+surprising stories Popular opinion leaders Facilitated discussions To enable sustained change: For desired behaviours: Build a community Create ease Lower the price For undesired behaviours: Raise the price Thwart Regulate Invitation
  47. 47. Image:https://www.flickr.com/photos/deaconmacmillan/5528678404/ Examples…
  48. 48. http://www.fastcompany.com/1648801/biomimicry-challenge-smart-design- ecosystem-approach-to-water-conservation-for-ibm
  49. 49. Image:http://news.mit.edu/sites/mit.edu.newsoffice/files/images/2009/20091215141530-3.jpg
  50. 50. Image:http://www.magazineim.com/home/index.php/hippo-roller-rolling-water-since-nineteen-nineties/
  51. 51. http://tacsi.org.au/project/family-by-family/
  52. 52. This work is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Questions & Discussion Grant Young grant@zum.io @grantyoung || @zumio

×