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The 3 Dimensions of Design: Scaling a Human-Centered Practice across the Organization

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The 3 Dimensions of Design: Scaling a Human-Centered Practice across the Organization

It’s undeniable that the role of design grew in many companies around the globe, but very few were able to succeed in the journey of embedding design into the day-to-day operations.

While every company represents a unique challenge, there is a common factor behind this widely experienced struggle. The fundamental misunderstanding regarding what design is, and what it requires to establish, nurture, and grow its practice is the primary factor behind this struggle.

In this lecture, we will break down the concept of “design” and the act of “designing” and we will map the results on a framework
that can facilitate the journey of embracing design at scale as a core competency across the organization.

It’s undeniable that the role of design grew in many companies around the globe, but very few were able to succeed in the journey of embedding design into the day-to-day operations.

While every company represents a unique challenge, there is a common factor behind this widely experienced struggle. The fundamental misunderstanding regarding what design is, and what it requires to establish, nurture, and grow its practice is the primary factor behind this struggle.

In this lecture, we will break down the concept of “design” and the act of “designing” and we will map the results on a framework
that can facilitate the journey of embracing design at scale as a core competency across the organization.

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The 3 Dimensions of Design: Scaling a Human-Centered Practice across the Organization

  1. 1. the 3 dimensions of design: scaling a human-centered practice across the organization Andrea Picchi www.andreapicchi.it @andreapicchi
  2. 2. Human-Centered Organization is an organized group of people with the purpose of fulfilling human's needs with a solution; and eventually, building a sustainable business model around that solutions. www.andreapicchi.it - @andreapicchiThe 3 dimensions of design: Scaling a human-centered practice across the organization
  3. 3. Design is a human-centered mindset www.andreapicchi.it - @andreapicchiThe 3 dimensions of design: Scaling a human-centered practice across the organization
  4. 4. www.andreapicchi.it - @andreapicchi Designing is the practice of generating value through problem-solving The 3 dimensions of design: Scaling a human-centered practice across the organization
  5. 5. Human-Centricity across the organization DESIGNER NOT-DESIGNER NOT-DESIGNERNOT-DESIGNER . . . . .. . EXPERIENCE FRONT-END BACK-END SYSTEM HUMAN-CENTERED MINDSET DESIGN SPECIFIC ACTIVITY www.andreapicchi.it - @andreapicchiThe 3 dimensions of design: Scaling a human-centered practice across the organization
  6. 6. 3 dimensions of designing www.andreapicchi.it - @andreapicchiThe 3 dimensions of design: Scaling a human-centered practice across the organization ENVIRONMENT DOINGTHINKING Human-Centered Culture C=f(M/E) C = Culture M = Mindset = (Thinking + Doing) E = Environment
  7. 7. www.andreapicchi.it - @andreapicchi Deep and holistic human understanding Visualization of new possibilities Creation of a new activity system 3 components of design DOING THINKING ENVIRON. The 3 dimensions of design: Scaling a human-centered practice across the organization
  8. 8. www.andreapicchi.it - @andreapicchi PREPARE THE CHANGE COGNITIVE PRECONDITIONS SOCIAL PRECONDITIONS MEASURE THE CHANGE Change process not a linear process but a logically structured program The 3 dimensions of design: Scaling a human-centered practice across the organization
  9. 9. www.andreapicchi.it - @andreapicchi Large scale change requires company-wise commitment TOP-DOWN BOTTOM-UP C-SUIT DEPARTMENT TEAM INDIVIDUAL The 3 dimensions of design: Scaling a human-centered practice across the organization
  10. 10. www.andreapicchi.it - @andreapicchi Large scale change requires 4 operational layers SKILLS TOOLS RULES NORMS The 3 dimensions of design: Scaling a human-centered practice across the organization
  11. 11. www.andreapicchi.it - @andreapicchi Change process not a linear process but a logically structured program PREPARE THE CHANGE COGNITIVE PRECONDITIONS SOCIAL PRECONDITIONS MEASURE THE CHANGE The 3 dimensions of design: Scaling a human-centered practice across the organization
  12. 12. Appoint a design advocate to drive, protect and embodies the change “Quality of experience is everyone’s responsibility” - Steve Jobs, CEO Apple www.andreapicchi.it - @andreapicchiThe 3 dimensions of design: Scaling a human-centered practice across the organization
  13. 13. www.andreapicchi.it - @andreapicchi Prepare the change define the why, what, how NORMS RULES TOOLS SKILLS THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT 1. Create a compelling story that exposes purpose and values. 2. Create a program and a roadmap for the change. 3. Make the change mandatory. QUALITY OF EXPERIENCE IS EVERYONE’S RESPONSIBILITY WEEKLY ITERATION VALUES PURPOSE The 3 dimensions of design: Scaling a human-centered practice across the organization +
  14. 14. www.andreapicchi.it - @andreapicchi Prepare the change align vision, goals, and objectives THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT • Use OKR (or 4DX) to align company, team and individual objectives. • Don’t use OKR (or 4DX) to evaluate performance! VISION ANNUAL GOAL QUARTERLY OBJECTIVE KEY RESULT 1 ANNUAL GOAL QUARTERLY OBJECTIVE QUARTERLY OBJECTIVE QUARTERLY OBJECTIVE KEY RESULT 1 KEY RESULT 1 KEY RESULT 1 KEY RESULT N KEY RESULT N KEY RESULT N KEY RESULT N NORMS RULES TOOLS SKILLS The 3 dimensions of design: Scaling a human-centered practice across the organization
  15. 15. www.andreapicchi.it - @andreapicchi PREPARE THE CHANGE COGNITIVE PRECONDITIONS SOCIAL PRECONDITIONS MEASURE THE CHANGE Set the cognitive preconditions not a linear process but a logically structured program The 3 dimensions of design: Scaling a human-centered practice across the organization
  16. 16. Cognitive preconditions reframe the roles www.andreapicchi.it - @andreapicchi “The limits of my language are the limits of my mind”. “All I know is what I have words for.” - Ludwig Wittgenstein The 3 dimensions of design: Scaling a human-centered practice across the organization
  17. 17. MOBILE DEVELOPER EXPERIENCE DEVELOPER PRODUCT OWNER EXPERIENCE PLANNER UX OR UI DESIGNER EXPERIENCE DESIGNER www.andreapicchi.it - @andreapicchi THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT Cognitive preconditions reframe the roles . . . . . . NORMS RULES TOOLS SKILLS The 3 dimensions of design: Scaling a human-centered practice across the organization
  18. 18. www.andreapicchi.it - @andreapicchi Cognitive preconditions teach the required skills AVERAGE RETENTION RATES 75% 95% 50% 30% 20% 10% 5% Reading Audio/Visual Demonstration Discussion Practice Teaching Lecturing How do we develop skills? Passive Individual Learning Methods Active Collective Learning Methods Source: National Training LaboratoriesThe 3 dimensions of design
  19. 19. www.andreapicchi.it - @andreapicchi PREPARE THE CHANGE COGNITIVE PRECONDITIONS SOCIAL PRECONDITIONS MEASURE THE CHANGE Change process not a linear process but a logically structured program The 3 dimensions of design: Scaling a human-centered practice across the organization
  20. 20. www.andreapicchi.it - @andreapicchi THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT Cognitive preconditions redefine the reward system Are you rewarding individual or collective behavior? COLLECTIVE NORMS RULES TOOLS SKILLS INDIVIDUAL The 3 dimensions of design: Scaling a human-centered practice across the organization
  21. 21. www.andreapicchi.it - @andreapicchi TEAM USER Are you rewarding delivery or positive feedback and learning? THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT RELEASE FEEDBACK Cognitive preconditions redefine the reward system NORMS RULES TOOLS SKILLS The 3 dimensions of design: Scaling a human-centered practice across the organization
  22. 22. www.andreapicchi.it - @andreapicchi THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT Cognitive preconditions redefine the budget system Are you allocating budget per year or problem to solve? STAKEHOLDER(S) TEAM LEARNING & RESULT PROBLEM PURPOSE NORMS RULES TOOLS SKILLS The 3 dimensions of design: Scaling a human-centered practice across the organization
  23. 23. www.andreapicchi.it - @andreapicchi Cognitive preconditions give decision-making autonomy to the team STAKEHOLDER(S) TEAM PROBLEM PURPOSE LEARNING & RESULT Are you signing-off every step of the process? THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT NORMS RULES TOOLS SKILLS The 3 dimensions of design: Scaling a human-centered practice across the organization
  24. 24. www.andreapicchi.it - @andreapicchi TEAM HUMAN-CENTERED CANVAS THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT FEEDBACK NORMS RULES TOOLS SKILLS The 3 dimensions of design: Scaling a human-centered practice across the organization Cognitive preconditions give decision-making autonomy to the team Are you supporting the learning process? SOLUTION
  25. 25. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy Vertical thinking individual activity Horizontal thinking collective activity Social preconditions create a safe independent ecosystem for the team WHITEBOARD WALL WHITEBOARD WALL WHITEBOARDWALL BOOKSHELFSTORAGE DESKDESKDESKDESKDESK DESKDESKDESKDESKDESK INDIVIDUAL SPACE MONITOR DESIGN REQ WALL BUSINESSREQWALL TECHREQWALL COLLECTIVE SPACE RECREATIONAL SPACE TABLE DESIGN DOING DESIGN THINKING DESIGN THINKING THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT NORMS RULES TOOLS SKILLSDESIGN DOING
  26. 26. www.andreapicchi.it - @andreapicchi PREPARE THE CHANGE COGNITIVE PRECONDITIONS SOCIAL PRECONDITIONS MEASURE THE CHANGE Change process not a linear process but a logically structured program The 3 dimensions of design: Scaling a human-centered practice across the organization
  27. 27. Measuring change quantify the adoption Design adoption can’t be measured as a single concept and manifest itself as a butterfly effect. www.andreapicchi.it - @andreapicchiThe 3 dimensions of design: Scaling a human-centered practice across the organization
  28. 28. DEEP AND HOLISTIC HUMAN UNDERSTANDING VISUALIZATION OF NEW POSSIBILITIES CREATION OF A NEW ACTIVITY SYSTEM www.andreapicchi.it - @andreapicchi Measure change quantify the adoption Move from “operational” to “behavioral” metrics. DOINGTHINKING ENVIRONMENT employee engagement employee satisfaction employee motivation employee interruptions time spent “doing” number of prototypes per project number of prototype per feature number of concurrent prototypes prototype-insight rate time spent “thinking” days without user interaction number of users involved number of problems reframed number of hypothesis generated employee trained, coaches trained, human-centered projects The 3 dimensions of design: Scaling a human-centered practice across the organization HUMAN-CENTERED MINDSET
  29. 29. www.andreapicchi.it - @andreapicchi PREPARE COGNITIVE SOCIAL MEASURE Summary not a linear process but a logically structured program Expose purpose and values with a compelling story > Create a roadmap > Make it mandatory. Align vision, goals, and objectives > Default knowledge to open. Reframe the roles > Teach the skills. Create a certification program and an evangelist role. Reframe the reward system > Redefine the budget system > Give decision-making autonomy. Create a safe and independent “environment” for “thinking” and “doing”. Quantify the adoption with behavioral metrics. Model all the 3 dimensions of designing: thinking, doing, and environment. The 3 dimensions of design: Scaling a human-centered practice across the organization
  30. 30. the 3 dimensions of design: scaling a human-centered practice across the organization Andrea Picchi www.andreapicchi.it @andreapicchi

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