Designer As Catalyst

hello @matthewmunoz I’m Matthew Muñoz, Internet Summit 2011 Raleigh Convention Center Nov 15, 2011 co-founder and chief design oﬃcer of New Kind & president of AIGA Raleigh

webdesign asa strategictool

A:highly usable,well-designed,content-richwebsites

Q:What if wehad a betterwebsite?

Q:What if there’sa biggerquestion toask?

Charles Eames Ray E amesSource: Eames Exhibition

What are the boundariesof design?

What are the boundariesof design?What are the boundariesof problems?

How do we make ourcompany more innovative?

How do we make ourcompany more innovative? How do we nurture a culture of creativity?

How do we make ourcompany more innovative? How do we nurture a culture of creativity? How can we build a reputation when one Twitter voice can destroy it?

How do we make ourcompany more innovative? How do we nurture a culture of creativity? What if we had a better website? How can we build a reputation when one Twitter voice can destroy it?

Technical problems v. adaptive challengeskind of challenge problem solution locus of work definitiontechnical clear clear authorityadaptive requires requires stakeholders learning learningAdapted from: Practices of Adaptive Leadership

adaptive challengesHow do we make ourcompany more innovative? How do we nurture a culture of creativity? What if we had a better website? How can we build a reputation when one Twitter voice can destroy it?

designer aswebsite maker

designer ascatalyst designer as website maker

*designer aswebsite maker

adaptive challengesHow do we make ourcompany more innovative?* How do we nurture a culture of creativity? * designer as website maker * * How can we build a reputation when one Twitter voice can destroy it?

* designer as catalyst

* designer as catalystclarifycomplicatedthings

* designer as catalystclarify aligncomplicated self withthings shared interest

* designer as catalystclarify align inspirecomplicated self with actionthings shared through interest openness

* designer as catalystclarify align inspire formcomplicated self with action withthings shared through intent interest openness

clarify complicated things

when there’s a lack ofmeaningSource: Confused baby

attention is scarce

Source: YouTube: From the movie Up

Source: Banner Blindness: Old and New Findings Cliffhanger-Effect (Zeigarnik-Effect)Source: Best of Smashing Magazine” Anniversaryuncertainty. We tend to find answers to Human beings can’t stand eBook unanswered questions we are interested in as soon as possible. Cliffhanger-

H. R. 3962111TH CONGRESS 1ST SESSION To provide affordable, quality health care for all Americans and reduce the growth in health care spending, and for other purposes. IN THE HOUSE OF REPRESENTATIVES OCTOBER 29, 2009Mr. DINGELL (for himself, Mr. RANGEL, Mr. WAXMAN, Mr. GEORGE MILLER of California, Mr. STARK, Mr. PALLONE, and Mr. ANDREWS) introduced the following bill; which was referred to the Committee on Energy and Dan Roam Commerce, and in addition to the Committees on Education and Labor, Ways and Means, Oversight and Government Reform, the Budget, Rules, Natural Resources, and the Judiciary, for a period to be subsequently de- termined by the Speaker, in each case for consideration of such provisions as fall within the jurisdiction of the committee concerned A BILLTo provide affordable, quality health care for all Americans and reduce the growth in health care spending, and for other purposes. 1 Be it enacted by the Senate and House of Representa- Source: H.R. 3962 2 tives of the United States of America in Congress assembled,

short term thinkingv.long term thinkinglong term is difﬁcult to understand — vsshort term

abstract conceptslike democracy, safety,accessibility —what do they mean?

Source:Dan RoamHealthcareNapkins

designing a visual storycatalyst : clarifying complexity

authentic athletic performance

Source: Nike Run interface

designing a product andservice systemcatalyst : clarifying abstract ideas Source: Nike Run interface

an inconvenient truthSource: Al Gore documentary

Source: Movie screen capture

Source: Al Gore hydraulic lift

designing a visual argument catalyst : clarifying complexity & the long termSource: Al Gore hydraulic lift

Ostrich scenario Icarus scenario Mont Fleur scenariosLame Duck scenario Flight of the Flamingoes scenario

Ostrich scenario Icarus scenario designing a process for creating options Mont Fleur scenarios catalyst : clarifying abstraction, long termLame Duck scenario Flight of the Flamingoes scenario

adaptive challenges require clariﬁcationHow do we make ourcompany more innovative? and meaning* How do we nurture a culture of creativity? * What if we had a better website? * * How can we build a reputation when one Twitter voice can destroy it?

principles

Pictures are worth1,000 words.

Pictures are worth1,000 words.Metaphors are worth1,000 pictures.Dan Pink

principle #1use metaphors

what if?

Scenario building Building glob al scenarios is a complex task; the questions of relevance are hard to define. Reflecting this, glob al scenario projects at Shell involve many people and require a number of iterations. For smaller, more focused projects, the same a ppro ach is followed but using less time and fewer resources, and with less emphasis on exploring different are as of rese arch. Areas of research Themes Scenarios rio outli rio outli na n na n ce ce e e S S Branches Whatmatters? Questions of relevance Scenario- Core team Orientation Core team building48 research Interviews workhop research workshop Focal question Source: Scenarios: An Explorer’s Guide

principle #2use scenarios,things feel less risky

group (1) group (2) group (3)Source: Kerry Patterson et. al. Inﬂuencer: The Power to Change Anything, 2008

Why do stories persuade?... stories help individuals transport themselves away from the role of a listener who is rigorously applying rules of logic, analysis, and criticism and into the story itself. Source: Kerry Patterson et. al. Inﬂuencer: The Power to Change Anything, 2008

principle #4tell stories

clarify complicated thingsto create meaning

align self with shared interest

when there’s a lack ofmotivation> Source: Couch potato

Source: Occupy Wall St

Source: TOMS

Source: YouTube: TOMS One for One eyewear

designing a betterbusiness modelcatalyst : aligning self with shared interest

Source: YouTube: Starbucks Create Jobs for USA fund

designing a funding streamcatalyst : aligning self with shared interest

adaptive challenges require alignmentHow do we make ourcompany more innovative? and motivation* How do we nurture a culture of creativity? * What if we had a better website? * * How can we build a reputation when one Twitter voice can destroy it?

principle complicated things

ﬁrst whysecond whythird whyfourth whyﬁfth why (root interest)

principle #5ask why at least 5 times

align self with shared interestto ensure motivation

inspire action with openness

when there’s a lack of contributionsSource: The world on one man’s shoulders

more resources arenecessarylong term is difﬁcult to understand — vsshort term

more perspectiveswould helplong term is difﬁcult to understand — vsshort term

more ideas are neededlong term is difﬁcult to understand — vsshort term

designing a platform forcontributing informationcatalyst : inspiring contributions and perspectives

designing a platform forcontributing ideas andresourcescatalyst : inspiring contributions and ideas,removing roadblocks

designing a platform forcontributing resourcescatalyst : inspiring contributions and ideas

adaptive challenges require contributionsHow do we make ourcompany more innovative? and action* How do we nurture a culture of creativity? * What if we had a better website? * * How can we build a reputation when one Twitter voice can destroy it?

principles complicatedthings

principle #6create an architectureof participation

principle #7every project is a chanceto find common ground

inspire action with opennessto spark contributions

form with intent

when there’s a lack of useful answersSource: We need more party animals

organizations don’t knowwhich way to golong term is difﬁcult to understand — vsshort term

they’re being assaultedby global competitorslong term is difﬁcult to understand — vsshort term

conditions changeso quicklylong term is difﬁcult to understand — vsshort term

collaboration is necessarylong term is difﬁcult to understand — vsshort term

a brief history

the ﬁrst internet revolution — accesspeople ﬁnd choice INFORMATION

the second internet revolution — createpeople ﬁnd a voice INFORMATION INFORMATION INFORMATION INFORMATION

today’s internet revolution — connectpeople ﬁnd each other

user-centricdesign

community-centricdesign user-centric design

User-centric v. community-centric design user- community-centric centricwho are the users/ individual users, community members,community contributor networks, groups, collaboratorsusers/community specific tasks and social exchange,goals task completion co-creation, creativity in collaborationusers/community efficiency, satisfaction, community interaction,needs experience, searching co-experience, privacy, social belongingAdapted from: Innovation in Online Communities: Towards Community-Centric Design

User-centric v. community-centric design designing an approach user- centric community-centricwho are the users/ individual users, community members,community contributor networks, groups, collaboratorsusers/community specific tasks and social exchange,goals task completion co-creation, creativity in collaborationusers/community efficiency, satisfaction, community interaction,needs experience, searching co-experience, privacy, social belonging catalyst : forming with intentAdapted from: Innovation in Online Communities: Towards Community-Centric Design

adaptive challenges require formingHow do we make ourcompany more innovative? answers with intent* How do we nurture a culture of creativity? * What if we had a better website? * * How can we build a reputation when one Twitter voice can destroy it?

principles complicatedthings

principle #8break a project into sprintsand workshops

principle #9imperfection breedsparticipation

principle #10release early, release often

principle #11design with, and for

principle #12design the system

principle #13 everyone is a designer p m tSource: Everyone is a designer

form with intentto ﬁnd answers

designer aswebsite maker

catalysts focus oncreatingmeaning

catalysts focus oncreating + ensuringmeaning motivation

catalysts focus oncreating + ensuring + sparkingmeaning motivation contributions

catalysts focus oncreating + ensuring + sparking =meaning motivation contributionsﬁnding answers

principle #14build your reputation as aproblem solver andopportunity finder

you’ll see yoursphere of applicabilityincrease

adaptive challengesHow do we make ourcompany more innovative?* How do we nurture a culture of creativity? * What if we had a better website? * * How can we build a reputation when one Twitter voice can destroy it?

we need a web designerv.we need meaningwe need motivationwe need contributionswe need answers

we need a catalyst Source: Catalyst signal

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Designer As Catalyst

by Matthew Muñoz on Nov 15, 2011

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Designer As Catalyst — Presentation Transcript