LET’S TALK. Arne van Oosterom
DesignThinkers Amsterdam Lecture at the Management Center Innsbruck 2009

JUST SOME THOUGHTS ON WHAT
IS CHANGING AND WHAT IT COULD MEAN... HOW ALL THINGS ARE CONNECTED.... AND AN ATTEMPT TO EXPLAIN THE EMERGENCE OF DESIGN THINKING AND SERVICE DESIGN...

WHAT IS BAD ABOUT SERVICE
DESIGN?

THE WORLD IS
CHANGING...

TRY AND IMAGINE: A NON-CHANGING
WORLD.

CAN YOU?

WHAT CHANGED FOR YOUR GRANDPARENTS?
*I borrowed this from Fred Collopy

THINK ABOUT THIS FOR A
MOMENT... *I borrowed this from Fred Collopy

CHANGE
IS A
CONSTANT.

WHAT IS
REALITY?

THERE IS NO SUCH THING
AS REALITY.

WE CREATE
OUR OWN.

REALITY = PERCEPTION

PERCEPTION = REALITY

MY
REALITY
IS NOT
YOURS!

THAT’S WHY WE NEED
CONVERSATIONS.

COMPARING AND EXCHANGING KNOWLEDGE, PERCEPTIONS,
REALITIES, IDEAS, ASK QUESTIONS, LISTEN REACT, RESPOND, SHOUT, WHISPER... SHARE

I AM
WHAT I
SHARE.

CULTURE IS THE ACCUMULATION OF
IDEAS -Kevin Kelly-

MEMES. Ideas, symbols or practices,
get transmitted from one mind to another through speech, gestures, rituals, etc.

MEMES. Ideas, symbols or practices,
gets transmitted from one mind to another through speech, gestures, rituals, etc. ... SPREADING LIKE VIRUSES

MEMES. Ideas, symbols or practices,
gets transmitted from one mind to another through speech, gestures, rituals, etc. ... SPREADING LIKE VIRUSES .... following the laws of EVOLUTION

RICHARD DAWKINS first introduced MEMES
in The Selfish Gene SUSAN BLACKMORE introduced TEMES...

I AM
WHAT I
COPY...

I AM
WHAT
I SAY.

FACILITATING
CONVERSATION
IS BIG BUSINESS.

OR ARE WE STILL MISSING
BUSINESS MODEL 2.0

BASIC HUMAN NEEDS: EATING, DRINKING,
HEALTH, RELATIONSHIPS.

COMMUNITY.

EMERGENCE. Complexity from Simplicity, Order
from Chaos.

“In philosophy, systems theory and
science, emergence is the way complex systems and patterns arise out of a multiplicity of relatively simple interactions.”

THERE IS NO LEADER. JUST
THREE RULES:

THERE IS NO LEADER. JUST
THREE RULES: FOLLOW THE ONE IN FRONT

THERE IS NO LEADER. JUST
THREE RULES: FOLLOW THE ONE IN FRONT KEEP A CERTAIN DISTANCE

THERE IS NO LEADER. JUST
THREE RULES: FOLLOW THE ONE IN FRONT KEEP A CERTAIN DISTANCE AVOID THE PREDATOR

http://www.youtube.com/watch?v=-JlsdDOUzSQ&feature=related

PEOPLE CREATED THE FINANCIAL CRISIS.
ARE WE AVOIDING THE PREDATOR?

COMMUNITY = NETWORK.

SMALL-WORLD
NETWORKS.

“NATURAL LAWS GOVERN THE STRUCTURE
AND EVOLUTION OF ALL THE COMPLEX NETWORKS THAT SURROUND US” Albert-László Barabási - Linked -

Your neural network, the power
grid of the western United States, and the professional network of film actors are all small-world networks.

EVERYTHING IS CONNECTED TO EVERYTHING
six degrees of separation

THE NEW KNOWLEDGE OF NETWORKS
WILL CHANGE THE UNDERSTANDING OF OUR COMPLEX SOCIETY

WHAT HAS CHANGED SINCE YOU
WERE 10 YEARS OLD?

WHICH CHANGE DO YOU LIKE?
WHICH CHANGE DONT YOU LIKE?

A NEW
NETWORK
EMERGED.

WWW

IT UPSETS
THE BALANCE.

SELF ORGANISATION.

PEER GROUPS.

P2P

DESIGNERS ARE
INTERMEDIATORS.

A CHANGING ROLE
FOR DESIGNERS.

EMPATHY The ability to sense
and understand someone else's feelings as if they were your own.

DESIGN THINKING = building empathy
with people.

SERVICE DESIGN = DESIGNING TOOLS
OR SYSTEMS, WITH PEOPLE AND FOR PEOPLE, TO SELF ORGANISE, HAVE MEANINGFUL CONVERSATIONS AND TO FACILITATE THE NEED FOR SHARING.

SERVICE DESIGN =
MARKETING 2.0

WHAT DO
YOU THINK?

LET’S TALK. Arne van Oosterom
DesignThinkers Amsterdam 2009