Systems Thinking, Rich Mapping and Conceptual Models

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    Systems Thinking, Rich Mapping and Conceptual Models - Presentation Transcript

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

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