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Relevance and Rigour - Service Design Now 2017

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Presented at the first Service Design Now conference.
I spoke about our approach to encouraging the adoption and application of design practices in non traditional areas within the bank, and how we were using a reflective practice approach to help our teams reach their own understanding of design and its benefits.

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Relevance and Rigour - Service Design Now 2017

  1. 1. RELEVANCE AND RIGOUR Owen Hodda
  2. 2. FUNCTION PRACTICE OUTCOME APPROACH
  3. 3. How to grow interest and demand without sacrificing integrity? Through doing the right work, In the right places, And encouraging reflection
  4. 4. Designing the service of delivering the design Designing how we deliver the service of delivering the design Designing the service
  5. 5. Encouraging design. Not embedding it.
  6. 6. SOME FUNDAMENTALS
  7. 7. A propensity for doing “All design to some extent is future oriented” -A Dunne & F Raby “I don’t think you can design anything just by absorbing information and then hoping to synthesise it into a solution. What you need to know about the problem only becomes apparent as you’re trying to solve it” - R MacCormack
  8. 8. But not for doing’s sake Managers are not confronted with problems that are independent of each other, but with dynamic situations that consist of complex systems of changing problems that interact with each other. I call these situations messes. Problems are abstractions extracted from messes by analysis; they are to messes as atoms are to tables and charts…Managers do not solve problems: they manage messes.” - R. Ackoff
  9. 9. But not for doing’s sake Designers are not confronted with problems that are independent of each other, but with dynamic situations that consist of complex systems of changing problems that interact with each other. I call these situations messes. Problems are abstractions extracted from messes by analysis; they are to messes as atoms are to tables and charts…Designers do not solve problems: they manage messes.” - R. Ackoff
  10. 10. A propensity for doing But not for doing’s sake
  11. 11. Internalising design
  12. 12. Giving ability to solve own problems Presenting the unfinished problem
  13. 13. Rigorous Intuition
  14. 14. OUR APPROACH
  15. 15. Focus on the right places
  16. 16. Remove Barriers “When you change the system, peoples’ behaviour changes. J Seddon
  17. 17. Remove Barriers “When you change the system, peoples’ behaviour changes. J Seddon
  18. 18. Listen to the system “At the same time that the enquirer tries to shape the situation to [their] frame, they must hold [themselves] open to the situation’s back-talk.” - D Schön
  19. 19. Internalise the practice Understand why we do things Let people solve problems themselves
  20. 20. THANK YOU Owen Hodda

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