Wif 2012 setting a design culture in organisations

1,163 views

Published on

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,163
On SlideShare
0
From Embeds
0
Number of Embeds
267
Actions
Shares
0
Downloads
20
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Wif 2012 setting a design culture in organisations

  1. 1. Setting a Design Culture Obstacles and opportunites Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  2. 2. Tell me about design & design thinking... Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  3. 3. 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 Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  4. 4. 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. Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  5. 5. Designers and design Designer are quite good at talking about their expertise, but rarely talk about experience qualities. Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  6. 6. So tell me more about qualities... Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  7. 7. Let’s start from the beginning Gestalt: the whole is bigger then the sum of it’s parts. We synthesise through a form. form. Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  8. 8. 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 Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  9. 9. 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. Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  10. 10. 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 Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  11. 11. 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 Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  12. 12. 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 Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  13. 13. 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... Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  14. 14. 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. Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  15. 15. 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 Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  16. 16. 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 doesnt 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 todays 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 dont have moving parts, and the mechanical playback of old. Scotland Americas 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 its 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 youre 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 hadnt 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 Follow us on Facebook 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 its not exactly the most LISTEN UP TEENAGERS... THE Day, Caption Competition and more Personally, Im 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. Im 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 cant 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. Id 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 Scotts 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, Ive 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 (thats 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: Scotts 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 couldnt 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 Ive now thing was and how it worked. bought every model of iPod/Phone, but I doubt Ill 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 Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  17. 17. 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 Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  18. 18. We can apply this knowledge in the design of a service... Atone: Actors, Touch points, Offering, Need, Experience Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  19. 19. Or in research... Design practice/design studies/design exploration Fallman’s interaction design research model Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  20. 20. 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 Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  21. 21. 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 Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  22. 22. Tell me more about meaning... Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  23. 23. About meaning... It can reveal itself through a form synthesizing some experiential qualities. sensorial experience practical symbolic Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  24. 24. 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. Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  25. 25. Tell me more about imaginary... Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  26. 26. 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. Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  27. 27. 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. Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  28. 28. How to build an experience strategy? Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  29. 29. 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 Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  30. 30. 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) Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  31. 31. 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 Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  32. 32. 3. Prototype to probe • Design probes to explore meaning changes opportunities EnsadLab IDM, shared space, shared presence Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  33. 33. 4. Create generative tools, and experience frameworks • Experience frameworks Nokia, animism framework Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  34. 34. 4. Create generative tools, and experience mapping • Experience frameworks Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12
  35. 35. Questions? @epourkoapa Remy Bourganel | WIF 2012 | © 2012Wednesday, 30 May 12

×