Photo by Michael CetarukDesign For ImpactJon KolkoDirector, Austin Center for Design
INTRODUCTION/A Changing World
We’re in the middle of                 an enormous professional shift.3 | 11/30/2011
For years,                 design was about form giving.4 | 11/30/2011
5 | 11/30/2011
6 | 11/30/2011
Then, design was at the heart of the                   “experience” and “innovation”                            conversati...
8 | 11/30/2011
9 | 11/30/2011
Now, it’s at the center of evolving                  conversations of culture & society.10 | 11/30/2011
11 | 11/30/2011
12 | 11/30/2011
13 | 11/30/2011
Why are things changing?                        What’s our role in this                      new landscape of design?     ...
1/Driving Forces of Change
A World,       Cheap & Ubiquitous                  Out Of Control      Technology16 | 11/30/2011
A World,       Cheap & Ubiquitous                  Out Of Control      Technology17 | 11/30/2011
18 | 11/30/2011
19 | 11/30/2011
20 | 11/30/2011
21 | 11/30/2011Photograph by Chris Jordan
22 | 11/30/2011
23 | 11/30/2011
0      1      2    3   4   5   6   7     8   9   10   11    12   13   14 15   16   17 18 19 20 21 22 23 24    251985      ...
It feels like things are                  spinning out of control.25 | 11/30/2011
(It’s not just you.)                        Sample size = 200,00026 | 11/30/2011
These issues and concerns                  are at points of coalescence of                       large-scale systems:     ...
These issues and concerns                   are an illustration of the                   consequences of design.28 | 11/30...
Consequences:29 | 11/30/2011
Consequences:                    The results                  of our actions.30 | 11/30/2011
A World,       Cheap & Ubiquitous                  Out Of Control      Technology31 | 11/30/2011
A World,       Cheap & Ubiquitous                  Out Of Control      Technology32 | 11/30/2011
33 | 11/30/2011   1982
1991, Nikon / Kodak DCS420   2011, Serial CMOS Camera  $28,000                      $2234 | 11/30/2011
1983, Motorola DynaTAC 8000X   2010, Huawei IDEOS  $3995                          $10035 | 11/30/2011
2.8-inch (240x320) touch display,                  528MHz processor, 3.2-megapixel                  camera, 16Gig memory w...
0      1      2    3   4   5   6   7   8   9   10   11   12   13   14 15   16   17 18 19 20 21 22 23 24    251985         ...
38 | 11/30/2011
0      1      2    3   4   5   6   7   8   9   10   11   12   13   14 15   16   17 18 19 20 21 22 23 24    251985         ...
40 | 11/30/2011
And, for the first time in history, ever,                   we now have the luxury of asking,                    “What pro...
Designing for Impact is a process for    humanizing technology in the context of a        humanitarian or social problem.4...
It’s about working on    problems worth solving.43 | 11/30/2011
2/Designing for Impact
A Process for        Problems      Humanizing Technology   Worth Solving45 | 11/30/2011
A Process for        Problems      Humanizing Technology   Worth Solving46 | 11/30/2011
Ethnography   Synthesis   Prototyping47 | 11/30/2011
Ethnography   Synthesis     Prototyping                                   We usually focus                                ...
Ethnography     Synthesis       Prototyping    When you are designing for impact,       these are more important!49 | 11/3...
Ethnography           Synthesis         Prototyping     Ethnography requires leaving the safety of the studio             ...
Ethnography              Synthesis         Prototyping                  The goal of ethnography is to gain empathy.51 | 11...
Left:Patricia Moore, ~1984               Above:Patricia Moore, ~2000
What it’s like to be you   What it’s like to be someone else57 | 11/30/2011
Ethnography              Synthesis         Prototyping                  The goal of ethnography is to gain empathy.58 | 11...
Ethnography        Synthesis        Prototyping        Synthesis is the process of making meaning through              abd...
Ethnography        Synthesis        Prototyping        Synthesis is the process of making meaning through              abd...
deductive   inductive   abductive
Jon is a Designer.All Designers are Arrogant Bastards.Therefore, Jon is an Arrogant Bastard.       deductive              ...
All of the designers I’ve ever seen wear          Jon is a Designer.                                                      ...
When a designer works on a                                                                                    project, the...
Ethnography        Synthesis        Prototyping        Synthesis is the process of making meaning through              abd...
Ethnography        Synthesis        Prototyping        Synthesis is the process of making meaning through              abd...
David Snowden, Lecturer & Researcher“[Our sensemaking framework] is designed to allow sharedunderstandings to emerge throu...
David Snowden“[Our sensemaking framework] is designed to allow sharedunderstandings to emerge through the multiple discour...
David Snowden“[Our sensemaking framework] is designed to allow sharedunderstandings to emerge through the multiple discour...
Ethnography         Synthesis        Prototyping         Synthesis is the process of making meaning through               ...
Ethnography              Synthesis          Prototyping                  This is a process for humanizing technology.72 | ...
A Process for        Problems      Humanizing Technology   Worth Solving73 | 11/30/2011
Meet Christina Tran and                  Ryan Hubbard, two of my                  students.                  They created ...
75 | 11/30/2011
76 | 11/30/2011
“Ryan and I realized that                  most families—even ones                  experiencing temporary                ...
Meet Chap Ambrose and Scott Magee, two of my students. They created Pocket Hotline, a service to help businesses scale sup...
79 | 11/30/2011
80 | 11/30/2011
“We believe that by connectingpeople in need to the largercommunity, culture change canhappen. We’re building aplatform th...
“Ryan and I realized that most            “We believe that by connecting people in families—even ones experiencing        ...
“Ryan and I realized that most            “We believe that by connecting people in families—even ones experiencing        ...
Ryan, Christina, Chap and Scott             leveraged insights in order to        address symptoms of a wicked problem.84 ...
Ryan, Christina, Chap and Scott             leveraged insights in order to        address symptoms of a wicked problem.85 ...
“The abductive suggestion comes to uslike a flash. It is an act of insight,although extremely fallible insight... itis the...
The insight isn’t “in the data” –  it comes from inside of you.
Ryan, Christina, Chap and Scott             leveraged insights in order to        address symptoms of a wicked problem.88 ...
Well-         Ill-Structured   Structured    WickedProblems     Problems     Problems
Well-                             Ill-Structured                       Structured                        WickedProblems   ...
91 | 11/30/2011
Well-                            Ill-Structured                      Structured                     WickedProblems        ...
Well-                           Ill-Structured                     Structured                        WickedProblems       ...
Kibera – Nairobi, KenyaPhoto by Michael Cetaruk
Well-         Ill-Structured   Structured     WickedProblems     Problems      Problems       Problems worth solving.
Ryan, Christina, Chap and Scott             leveraged insights in order to        address symptoms of a wicked problem.97 ...
A Process for        Problems      Humanizing Technology   Worth Solving98 | 11/30/2011
IN SUMMARY/The Opportunity
Should I work at a big corporation?                   Should I work at a hot consultancy?100 | 11/30/2011
A World,          Cheap & Ubiquitous                   Out Of Control         Technology          A Process for           ...
Should I work at a big corporation?                   Should I work at a hot consultancy?          What if you started you...
103 | 11/30/2011
104 | 11/30/2011
105 | 11/30/2011
Operating your own company is the only          guaranteed way that you will have the              control you want to foc...
But there’s nothing   easy about operating    your own company.107 | 11/30/2011
Design,                   in the context of your own company,                                  means:                   Re...
These are the skills that will allow you to             focus on wicked problems.                   Research Plan Creation...
And when you take on wicked problems,             and run your own company,                      you are a         social ...
A World,               Cheap & Ubiquitous                   Out Of Control              Technology          A Process for ...
Social Entrepreneurship                   Spend your life                     focusing on                   problems worth...
Ethnography                     Synthesis     Prototyping         Jon Kolko         Director, Austin Center for Design    ...
ISA11 - Jon Kolko: Design for Impact
ISA11 - Jon Kolko: Design for Impact
ISA11 - Jon Kolko: Design for Impact
ISA11 - Jon Kolko: Design for Impact
ISA11 - Jon Kolko: Design for Impact
ISA11 - Jon Kolko: Design for Impact
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ISA11 - Jon Kolko: Design for Impact

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Como designers estão cada vez mais reconhecidos como líderes e os dirigentes de mudança em larga escala, tornou-se evidente que temos superado os contextos tradicionais do nosso trabalho – como mordomos de mudança organizacional em grandes corporações ou como poder de fogo em consultorias. O empreendedorismo fornece um terceiro veículo para o design orientado a mudança, mas os designers não têm tradicionalmente explorado isso como um plano de carreira viável. Nesta palestra, Jon Kolko irá descrever como uma forma particular de empreendedorismo – o empreendedorismo social – configura como uma nova fronteira para designers, e dará exemplos de como umacompania operacionalmente auto-suficiente e orientada ao design pode criar significado e profundo impacto.

Published in: Design, Technology, Business

ISA11 - Jon Kolko: Design for Impact

  1. 1. Photo by Michael CetarukDesign For ImpactJon KolkoDirector, Austin Center for Design
  2. 2. INTRODUCTION/A Changing World
  3. 3. We’re in the middle of an enormous professional shift.3 | 11/30/2011
  4. 4. For years, design was about form giving.4 | 11/30/2011
  5. 5. 5 | 11/30/2011
  6. 6. 6 | 11/30/2011
  7. 7. Then, design was at the heart of the “experience” and “innovation” conversation.7 | 11/30/2011
  8. 8. 8 | 11/30/2011
  9. 9. 9 | 11/30/2011
  10. 10. Now, it’s at the center of evolving conversations of culture & society.10 | 11/30/2011
  11. 11. 11 | 11/30/2011
  12. 12. 12 | 11/30/2011
  13. 13. 13 | 11/30/2011
  14. 14. Why are things changing? What’s our role in this new landscape of design? What are the challenges we’ll face? What are the opportunities to make this into a career?14 | 11/30/2011
  15. 15. 1/Driving Forces of Change
  16. 16. A World, Cheap & Ubiquitous Out Of Control Technology16 | 11/30/2011
  17. 17. A World, Cheap & Ubiquitous Out Of Control Technology17 | 11/30/2011
  18. 18. 18 | 11/30/2011
  19. 19. 19 | 11/30/2011
  20. 20. 20 | 11/30/2011
  21. 21. 21 | 11/30/2011Photograph by Chris Jordan
  22. 22. 22 | 11/30/2011
  23. 23. 23 | 11/30/2011
  24. 24. 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 251985 2011Chernobyl, 1986 Black Monday, 1987 Tienanmen Square, 1989 Gulf War, 1990Rodney King, 1992 Rwanda, 1995 Columbine, 1999 September 11, 2001 24 | 11/30/2011
  25. 25. It feels like things are spinning out of control.25 | 11/30/2011
  26. 26. (It’s not just you.) Sample size = 200,00026 | 11/30/2011
  27. 27. These issues and concerns are at points of coalescence of large-scale systems: economic political religious technological cultural27 | 11/30/2011
  28. 28. These issues and concerns are an illustration of the consequences of design.28 | 11/30/2011
  29. 29. Consequences:29 | 11/30/2011
  30. 30. Consequences: The results of our actions.30 | 11/30/2011
  31. 31. A World, Cheap & Ubiquitous Out Of Control Technology31 | 11/30/2011
  32. 32. A World, Cheap & Ubiquitous Out Of Control Technology32 | 11/30/2011
  33. 33. 33 | 11/30/2011 1982
  34. 34. 1991, Nikon / Kodak DCS420 2011, Serial CMOS Camera $28,000 $2234 | 11/30/2011
  35. 35. 1983, Motorola DynaTAC 8000X 2010, Huawei IDEOS $3995 $10035 | 11/30/2011
  36. 36. 2.8-inch (240x320) touch display, 528MHz processor, 3.2-megapixel camera, 16Gig memory with a microSD slot, HSDPA, Wi-Fi (802.11n), GPS, Bluetooth, 3G Mobile Hotspot support for up to 8 devices… 1983, Motorola DynaTAC 8000X 2010, Huawei IDEOS $3995 $10036 | 11/30/2011
  37. 37. 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 251985 2011 In 25 years, the cost of producing a high-tech product – and launching it to a mass audience – has gone from exorbitantly expensive, to… 37 | 11/30/2011
  38. 38. 38 | 11/30/2011
  39. 39. 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 251985 2011 $0. 39 | 11/30/2011
  40. 40. 40 | 11/30/2011
  41. 41. And, for the first time in history, ever, we now have the luxury of asking, “What problem should we work on?”41 | 11/30/2011
  42. 42. Designing for Impact is a process for humanizing technology in the context of a humanitarian or social problem.42 | 11/30/2011
  43. 43. It’s about working on problems worth solving.43 | 11/30/2011
  44. 44. 2/Designing for Impact
  45. 45. A Process for Problems Humanizing Technology Worth Solving45 | 11/30/2011
  46. 46. A Process for Problems Humanizing Technology Worth Solving46 | 11/30/2011
  47. 47. Ethnography Synthesis Prototyping47 | 11/30/2011
  48. 48. Ethnography Synthesis Prototyping We usually focus our efforts here.48 | 11/30/2011
  49. 49. Ethnography Synthesis Prototyping When you are designing for impact, these are more important!49 | 11/30/2011
  50. 50. Ethnography Synthesis Prototyping Ethnography requires leaving the safety of the studio and going out into “real life”. It’s about observing “real people” – and designing with them!50 | 11/30/2011
  51. 51. Ethnography Synthesis Prototyping The goal of ethnography is to gain empathy.51 | 11/30/2011
  52. 52. Left:Patricia Moore, ~1984 Above:Patricia Moore, ~2000
  53. 53. What it’s like to be you What it’s like to be someone else57 | 11/30/2011
  54. 54. Ethnography Synthesis Prototyping The goal of ethnography is to gain empathy.58 | 11/30/2011
  55. 55. Ethnography Synthesis Prototyping Synthesis is the process of making meaning through abductive sensemaking and reframing.59 | 11/30/2011
  56. 56. Ethnography Synthesis Prototyping Synthesis is the process of making meaning through abductive sensemaking and reframing.60 | 11/30/2011
  57. 57. deductive inductive abductive
  58. 58. Jon is a Designer.All Designers are Arrogant Bastards.Therefore, Jon is an Arrogant Bastard. deductive inductive abductive The output is guaranteed to be true, if the premise is true.
  59. 59. All of the designers I’ve ever seen wear Jon is a Designer. black t-shirts.All Designers are Arrogant Bastards. Therefore, the next designer I will seeTherefore, Jon is an Arrogant Bastard. will be wearing a black t-shirt. deductive inductive abductive The output is guaranteed to be true, Gives good evidence if the premise is true. that a conclusion is true.
  60. 60. When a designer works on a project, they often draw diagrams of things. It seems to help them learn about a new topic. I’ve seen grade school students struggle to learn complex topics All of the designers I’ve ever seen wear of math or science. Jon is a Designer. black t-shirts. I can abduct that students mightAll Designers are Arrogant Bastards. Therefore, the next designer I will see be able to learn better by drawingTherefore, Jon is an Arrogant Bastard. will be wearing a black t-shirt. diagrams in a classroom setting. deductive inductive abductive The output is guaranteed to be true, Gives good evidence The argument from best if the premise is true. that a conclusion is true. explanation, depending on circumstances and experience
  61. 61. Ethnography Synthesis Prototyping Synthesis is the process of making meaning through abductive sensemaking and reframing.65 | 11/30/2011
  62. 62. Ethnography Synthesis Prototyping Synthesis is the process of making meaning through abductive sensemaking and reframing.66 | 11/30/2011
  63. 63. David Snowden, Lecturer & Researcher“[Our sensemaking framework] is designed to allow sharedunderstandings to emerge through the multiple discourses of thedecision-making group.”
  64. 64. David Snowden“[Our sensemaking framework] is designed to allow sharedunderstandings to emerge through the multiple discourses of thedecision-making group.”Karl Weick, Organizational Theorist“Sensemaking is, importantly, an issue of language, talk, andcommunication. Situations, organizations, and environments aretalked into existence.”
  65. 65. David Snowden“[Our sensemaking framework] is designed to allow sharedunderstandings to emerge through the multiple discourses of thedecision-making group.”Karl Weick“Sensemaking is, importantly, an issue of language, talk, andcommunication. Situations, organizations, and environments aretalked into existence.”Robert Hoffman, Cognitive Psychologist“Sensemaking is a motivated, continuous effort to understandconnections (which can be among people, places, and events) inorder to anticipate their trajectories and act effectively.”
  66. 66. Ethnography Synthesis Prototyping Synthesis is the process of making meaning through abductive sensemaking and reframing.71 | 11/30/2011
  67. 67. Ethnography Synthesis Prototyping This is a process for humanizing technology.72 | 11/30/2011
  68. 68. A Process for Problems Humanizing Technology Worth Solving73 | 11/30/2011
  69. 69. Meet Christina Tran and Ryan Hubbard, two of my students. They created Nudge, an online platform that allows care providers to schedule text messages and support their patients between appointments.74 | 11/30/2011
  70. 70. 75 | 11/30/2011
  71. 71. 76 | 11/30/2011
  72. 72. “Ryan and I realized that most families—even ones experiencing temporary homelessness—have cell phones… We knew case managers wanted to check-in with all of their clients every day, but they just didnt have the time…” Christina Tran 201177 | 11/30/2011
  73. 73. Meet Chap Ambrose and Scott Magee, two of my students. They created Pocket Hotline, a service to help businesses scale support resources without the hassle and expensive of training new employees.78 | 11/30/2011
  74. 74. 79 | 11/30/2011
  75. 75. 80 | 11/30/2011
  76. 76. “We believe that by connectingpeople in need to the largercommunity, culture change canhappen. We’re building aplatform that directly connectsthe community to those in need.”Chap Ambrose & Scott Magee201181 | 11/30/2011
  77. 77. “Ryan and I realized that most “We believe that by connecting people in families—even ones experiencing need to the larger community, culture temporary homelessness—have cell change can happen. We’re building a phones… We knew case managers platform that directly connects the wanted to check-in with all of their community to those in need.” clients every day, but they just didnt Chap Ambrose & Scott Magee have the time.” 2011 Christina Tran 201182 | 11/30/2011
  78. 78. “Ryan and I realized that most “We believe that by connecting people in families—even ones experiencing need to the larger community, culture temporary homelessness—have cell change can happen. We’re building a phones… We knew case managers platform that directly connects the wanted to check-in with all of their community to those in need.” clients every day, but they just didnt Chap Ambrose & Scott Magee have the time.” 2011 Christina Tran 201183 | 11/30/2011
  79. 79. Ryan, Christina, Chap and Scott leveraged insights in order to address symptoms of a wicked problem.84 | 11/30/2011
  80. 80. Ryan, Christina, Chap and Scott leveraged insights in order to address symptoms of a wicked problem.85 | 11/30/2011
  81. 81. “The abductive suggestion comes to uslike a flash. It is an act of insight,although extremely fallible insight... itis the idea of putting together what wehad never before dreamed of puttingtogether which flashes the newsuggestion before our contemplation.”Charles Peirce1903
  82. 82. The insight isn’t “in the data” – it comes from inside of you.
  83. 83. Ryan, Christina, Chap and Scott leveraged insights in order to address symptoms of a wicked problem.88 | 11/30/2011
  84. 84. Well- Ill-Structured Structured WickedProblems Problems Problems
  85. 85. Well- Ill-Structured Structured WickedProblems Problems ProblemsIn a well structured problem, all of these are true:We can test our solution.We can identify problem, goal, and interim states.We can identify solution steps.We can identify domain knowledge.We can solve the problem while obeying the laws of nature.We can solve the problem using only practical levels of effort.Herb Simon, 1973
  86. 86. 91 | 11/30/2011
  87. 87. Well- Ill-Structured Structured WickedProblems Problems ProblemsIn an ill-structured problem, some of these are true:We cannot test our solution, or cannot test it easily.We cannot easily identify problem, goal, or interim states.We cannot identify all of the solution steps.We cannot identify domain knowledge (it may be tacit).We may be constrained by the laws of nature.Solutioning may outweigh practical efforts.Herb Simon, 1973
  88. 88. Well- Ill-Structured Structured WickedProblems Problems ProblemsIn a wicked problem, the following are true:Wicked problems have no definitive formulation.Wicked problems have no criteria upon which to determine “solving”.Solutions to wicked problems can only be good or bad.There are no complete list of applicable "moves" for a solution.There are always more than one explanation for a wicked problem.Every wicked problem is a symptom of another problem.No solution of a wicked problem has a definitive, scientific test.Every wicked problem is unique.Horst Rittel, 1973
  89. 89. Kibera – Nairobi, KenyaPhoto by Michael Cetaruk
  90. 90. Well- Ill-Structured Structured WickedProblems Problems Problems Problems worth solving.
  91. 91. Ryan, Christina, Chap and Scott leveraged insights in order to address symptoms of a wicked problem.97 | 11/30/2011
  92. 92. A Process for Problems Humanizing Technology Worth Solving98 | 11/30/2011
  93. 93. IN SUMMARY/The Opportunity
  94. 94. Should I work at a big corporation? Should I work at a hot consultancy?100 | 11/30/2011
  95. 95. A World, Cheap & Ubiquitous Out Of Control Technology A Process for Problems Humanizing Technology Worth Solving Extracting yourself from the acceptable career path101 | 11/30/2011
  96. 96. Should I work at a big corporation? Should I work at a hot consultancy? What if you started your own company? And what if this used cheap technology to provide a valuable service?102 | 11/30/2011
  97. 97. 103 | 11/30/2011
  98. 98. 104 | 11/30/2011
  99. 99. 105 | 11/30/2011
  100. 100. Operating your own company is the only guaranteed way that you will have the control you want to focus on problems worth solving.106 | 11/30/2011
  101. 101. But there’s nothing easy about operating your own company.107 | 11/30/2011
  102. 102. Design, in the context of your own company, means: Research Plan Creation Storytelling Software Development Focus Setting Design Criteria Think Aloud User Testing Affinity Diagramming Concept Mapping Heuristic Evaluation Screener Development Semantic Zoom Focus Groups Participant Selection Temporal Zoom A/B Testing Discussion Guide Creation Process Flow Diagramming Competitive Analysis Contextual Inquiry Storyboarding Questionnaires Toolkit Creation Reframing Profit & Loss Participatory Research Insight combination Contract Writing Concept Modeling Hand-drawn Wireframing Product Roadmap Work-flow modeling Formal Wireframing Business Plan Generation Translation Prototyping Operations108 | 11/30/2011
  103. 103. These are the skills that will allow you to focus on wicked problems. Research Plan Creation Storytelling Software Development Focus Setting Design Criteria Think Aloud User Testing Affinity Diagramming Concept Mapping Heuristic Evaluation Screener Development Semantic Zoom Focus Groups Participant Selection Temporal Zoom A/B Testing Discussion Guide Creation Process Flow Diagramming Competitive Analysis Contextual Inquiry Storyboarding Questionnaires Toolkit Creation Reframing Profit & Loss Participatory Research Insight combination Contract Writing Concept Modeling Hand-drawn Wireframing Product Roadmap Work-flow modeling Formal Wireframing Business Plan Generation Translation Prototyping Operations109 | 11/30/2011
  104. 104. And when you take on wicked problems, and run your own company, you are a social entrepreneur.110 | 11/30/2011
  105. 105. A World, Cheap & Ubiquitous Out Of Control Technology A Process for Problems Humanizing Technology Worth Solving Social Entrepreneurship111 | 11/30/2011
  106. 106. Social Entrepreneurship Spend your life focusing on problems worth solving.112 | 11/30/2011
  107. 107. Ethnography Synthesis Prototyping Jon Kolko Director, Austin Center for Design jkolko@ac4d.com

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