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unintended
consequences
#sxc13
Jan Martinek | @endlife
~ reworked & extended version, just for slideshare ~
~ just because...
This deck is not about
a problem.
Though I’ll use the word “problem”. I’ll explain.
It’s about the world as
we know it. And don’t.
(first part)
What word did
you overuse most?
Innovation
Innovation
“I know what you disrupted last summer.”
(@evgenymorozov)
We change things a lot.
That’s what we do.
We call it design.
We change things a lot.
We try to
make things better.
Design is
solving problems
without
creating new problems.
Design is
solving problems
trying to avoid
creating new problems.
Or maybe…
Design is
solving problems
and
creating new problems.
perhaps more like…
Those old dinosaur-like things have
evolved for a long time.
They have evaded many traps, they have
adapted to many circum...
There are two kinds of them.
New problems
New problems
foreseeable
problems
unforeseeable
problems
New problems
foreseeable
problems
unforeseeable
problems
How do we cope with them?
prototyping
and stuff
How do we cope with
foreseeable
problems
unforeseeable
problems
The whole
design process
thingy we t...
How do we cope with
foreseeable
problems
unforeseeable
problems
The whole
design process
thingy we talk
about a lot.
Jesus...
Should we care about
unforeseeable problems?
(second part)
(The short one.)
What is “a problem”?
A problem.
~ An obstacle making it hard
to achieve a goal.
What’s your problem?
What’s your problem?
Bad sleep? Evil boss? Dense traffic?
Glass ceiling? Economic crisis?
Noisy highway next to your home?
There are many kinds
of problems.
We cause many of them
when we innovate.
Problems differ in number
of people involved.
Problems differ in number
of people involved.
Bad sleep?
Evil boss?
Dense traffic?
Noisy highway next to your home?
Glass c...
There’s often not a single
person responsible
for big problems.
Big problem:
involving more than two people.
Big problems are
conceived socially.
“Socially” means:
in interaction between people.
However, let’s not limit
ourselves to just the
problems.
Many things get better;
quite often even where
we least expect it.
(third part)
(The most important one.)
Experiences are subjective.
We care about every user using the product/service.
We care about
experiences.
Is there a difference whether we think about
single user/client/customer or multiple people?
Are we obsessed about
individ...
A person interacts with the touchpoints, right?
It’s the customer journey, right?
When we design,
we imagine a person
usin...
Let’s start with simple definition.
Let’s think about
service as of a social
institution.
~ established routine of interactions
between people
+ expectations of people.
Social institution
~What we are supposed to do.
+What we suppose others to do.
Social institution
It’s about the people
and what they think and do.
(And they talk with each other, too.)
Social institution
It’s created by users using it
interacting with the people inside
and other users.
Service
as social institution.
It’s created by users using it
interacting with the people inside
and other users.
Service
as social institution.
it’s wha...
And their understanding of it
actually changes what it is.
Every one person
makes the service exist.
a café might be
— meeting point for friends
— place where you enjoy coffee
— laptop user’s office with free wifi
— hipster’s...
the internet might be
— a source of information
— a marketplace
— gamechanger for music industry
— for porn
An example.
the uber taxi service might be
— much simpler and reliable service
— an opportunity for women drivers who are
	

 	

 trea...
People define what
service is.
And that is not a problem.
It’s just reality.
People define what
service is.
It might turn bad.
It might turn well.
People define what
service is.
It’s just good to expect unexpected.
~To be aware of
unintended consequences.
(fourth part)
(The last one.)
So what should
I take away from this?
In three bullet points?
• people interact with each other,
not only with product/service
• reserve resources (time, money)
for later — you’ll need...
and three more…
• care about people, not only humans
• every person defines the service
• care about values (yes, like “the good
things“) c...
You can’t prototype
everything.
You can’t prototype
everything.
Large numbers of people
are different animal.
We need to learn how
not to know too much.
We need to learn how
not to know too much.
Or, at least, how to cope
with knowing we don’t know much.
That’s all.
I’m thinking about it still.
I’ll be glad for any feedback!
unintended
consequences
#sxc13
Jan Martinek | @endlife
Thanks for your attention!
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Unintended Consequences #sxc13

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The talk from Service Experience Camp 2013 #sxc13 — remade for slideshare to be comprehensible (I hope) without me talking in front of it.

Actually, it might be even better than the live session because I ran into some serious trouble with my computer and explaining sociology back then. Of course, what's missing is the audience, so please send me any comment that you find in your mind or heart. Thanks in advance!

Published in: Design, Technology, Education

Unintended Consequences #sxc13

  1. 1. unintended consequences #sxc13 Jan Martinek | @endlife ~ reworked & extended version, just for slideshare ~ ~ just because I like you all ~
  2. 2. This deck is not about a problem. Though I’ll use the word “problem”. I’ll explain.
  3. 3. It’s about the world as we know it. And don’t.
  4. 4. (first part)
  5. 5. What word did you overuse most?
  6. 6. Innovation
  7. 7. Innovation “I know what you disrupted last summer.” (@evgenymorozov)
  8. 8. We change things a lot. That’s what we do. We call it design.
  9. 9. We change things a lot. We try to make things better.
  10. 10. Design is solving problems without creating new problems.
  11. 11. Design is solving problems trying to avoid creating new problems. Or maybe…
  12. 12. Design is solving problems and creating new problems. perhaps more like…
  13. 13. Those old dinosaur-like things have evolved for a long time. They have evaded many traps, they have adapted to many circumstances. And you dare to change them? To violate their quiet ticking?
  14. 14. There are two kinds of them. New problems
  15. 15. New problems foreseeable problems unforeseeable problems
  16. 16. New problems foreseeable problems unforeseeable problems How do we cope with them?
  17. 17. prototyping and stuff How do we cope with foreseeable problems unforeseeable problems The whole design process thingy we talk about a lot.
  18. 18. How do we cope with foreseeable problems unforeseeable problems The whole design process thingy we talk about a lot. Jesus, man? I’m no oracle, you know. prototyping and stuff
  19. 19. Should we care about unforeseeable problems?
  20. 20. (second part) (The short one.)
  21. 21. What is “a problem”?
  22. 22. A problem. ~ An obstacle making it hard to achieve a goal.
  23. 23. What’s your problem?
  24. 24. What’s your problem? Bad sleep? Evil boss? Dense traffic? Glass ceiling? Economic crisis? Noisy highway next to your home?
  25. 25. There are many kinds of problems. We cause many of them when we innovate.
  26. 26. Problems differ in number of people involved.
  27. 27. Problems differ in number of people involved. Bad sleep? Evil boss? Dense traffic? Noisy highway next to your home? Glass ceiling? Economic crisis? one tens hundreds thousands half of population kinda everybody
  28. 28. There’s often not a single person responsible for big problems. Big problem: involving more than two people.
  29. 29. Big problems are conceived socially. “Socially” means: in interaction between people.
  30. 30. However, let’s not limit ourselves to just the problems. Many things get better; quite often even where we least expect it.
  31. 31. (third part) (The most important one.)
  32. 32. Experiences are subjective. We care about every user using the product/service. We care about experiences.
  33. 33. Is there a difference whether we think about single user/client/customer or multiple people? Are we obsessed about individuals?
  34. 34. A person interacts with the touchpoints, right? It’s the customer journey, right? When we design, we imagine a person using the service.
  35. 35. Let’s start with simple definition. Let’s think about service as of a social institution.
  36. 36. ~ established routine of interactions between people + expectations of people. Social institution
  37. 37. ~What we are supposed to do. +What we suppose others to do. Social institution
  38. 38. It’s about the people and what they think and do. (And they talk with each other, too.) Social institution
  39. 39. It’s created by users using it interacting with the people inside and other users. Service as social institution.
  40. 40. It’s created by users using it interacting with the people inside and other users. Service as social institution. it’s what they think it is
  41. 41. And their understanding of it actually changes what it is. Every one person makes the service exist.
  42. 42. a café might be — meeting point for friends — place where you enjoy coffee — laptop user’s office with free wifi — hipster’s status symbol An example.
  43. 43. the internet might be — a source of information — a marketplace — gamechanger for music industry — for porn An example.
  44. 44. the uber taxi service might be — much simpler and reliable service — an opportunity for women drivers who are treated harshly in traditional male-dominated driver’s unions — a relatively easy way how to get strangers to enter your car… An example.
  45. 45. People define what service is. And that is not a problem. It’s just reality.
  46. 46. People define what service is. It might turn bad. It might turn well.
  47. 47. People define what service is. It’s just good to expect unexpected. ~To be aware of unintended consequences.
  48. 48. (fourth part) (The last one.)
  49. 49. So what should I take away from this? In three bullet points?
  50. 50. • people interact with each other, not only with product/service • reserve resources (time, money) for later — you’ll need it for sure (in case of a crisis or pivot) • design does not end with deadline
  51. 51. and three more…
  52. 52. • care about people, not only humans • every person defines the service • care about values (yes, like “the good things“) contained in your service — it’s what your service is for the people when they talk about it
  53. 53. You can’t prototype everything.
  54. 54. You can’t prototype everything. Large numbers of people are different animal.
  55. 55. We need to learn how not to know too much.
  56. 56. We need to learn how not to know too much. Or, at least, how to cope with knowing we don’t know much.
  57. 57. That’s all. I’m thinking about it still. I’ll be glad for any feedback!
  58. 58. unintended consequences #sxc13 Jan Martinek | @endlife Thanks for your attention!

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