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Optimizing for DtVs (Design to Values) in the midst of uncertainty

Nokia Software Product Design on DtVs, Design to Values.

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Optimizing for DtVs (Design to Values) in the midst of uncertainty

  1. 1. V e n t u r e S t u d i o P r o d u c t D e s i g n N o k i a S o f t w a r e Design Thinking Jose de Francisco, Chief Designer Digital Summit Online I July 22, 2020 © Nokia 2020 01 01 01 O P T I M I Z I N G F O R D t V s I N T H E M I D S T O F U N C E R T A I N T Y PIVOTING TO THE NEW NORMAL: WHY DESIGN THINKING IS MORE IMPORTANT NOW THAN EVER
  2. 2. Design Thinking O P T I M I Z I N G F O R D t V s Digital Summit Online I July 22, 2020 © Nokia 2020 02 02 02 P L A Y I N G O U R P A R T I N T H E F I G H T A G A I N S T C O R O N A V I R U S https://www.nokia.com/blog/playing-our-part-fight-against-coronavirus/
  3. 3. Design Thinking Digital Summit Online I July 22, 2020 © Nokia 2020 03 03 03 P R O J E C T L O O N https://www.mobileworldlive.com/featured-content/top-three/nokia-delivers-lte-software-to-project-loon/ O P T I M I Z I N G F O R D t V s
  4. 4. Design Thinking Digital Summit Online I July 22, 2020 © Nokia 2020 04 04 04 N O K I A S A V I N G L I V E S I F I R S T R E S P O N D E R S D R O N E S https://www.nokia.com/networks/use-cases/nokia-saving-lives/ O P T I M I Z I N G F O R D t V s
  5. 5. Design Thinking Digital Summit Online I July 22, 2020 © Nokia 2020 05 05 05 ‘ P E O P L E W H O A R E I N Q U A R A N T I N E … A R E N O T I S O L A T E D ’ O P T I M I Z I N G F O R D t V s
  6. 6. Design Thinking Digital Summit Online I July 22, 2020 © Nokia 2020 06 06 06 Q U A L I T Y A T T H E H E A R T O F T O D A Y ’ S N E T W O R K S https://onestore.nokia.com/asset/207538 O P T I M I Z I N G F O R D t V s
  7. 7. Design Thinking Digital Summit Online I July 22, 2020 © Nokia 2020 07 07 07 I O C I I N T E G R A T E D O P E R A T I O N S C E N T E R F O R P U B L I C S A F E T Y https://www.nokia.com/networks/services/integrated-operations-center-for-public-safety/ O P T I M I Z I N G F O R D t V s
  8. 8. Design Thinking Digital Summit Online I July 22, 2020 © Nokia 2020 08 08 08 E X P E R I E N C E A N A LY T I C S C E N T E R I C O V I D - 1 9 A P P L I C A T I O N https://www.nokia.com/networks/solutions/nokia-experience-center/ O P T I M I Z I N G F O R D t V s
  9. 9. Design Thinking Digital Summit Online I July 22, 2020 © Nokia 2020 09 09 09 C H I C A G O S T U D I O R E M O T E S T U D I O A N Y W H E R E C O L L A B O R A T I V E W O R K S T Y L E S ONLINE O NSITE OFFSITE O P T I M I Z I N G F O R D t V s
  10. 10. 1947 I Human Factors Engineering was concerned with the often ill-considered marriage between man and machine. 1948 I At the very down of the information age, digitizing information was a revolutionary step. JOHN E. KARLIN CLAUDE E. SHANNON © Nokia 2020 10 10 10
  11. 11. Design Thinking Digital Summit W E D E S I G N H I G H P E R F O R M A N C E P R O D U C T I V I T Y S Y S T E M S Creative technologists innovating with Human-Centered System-Design: an outcome-oriented value-based practice Leading Interdisciplinary Design Shop devoted to Human-Machine-Systems and advanced Decision Models with AI VENTURE STUDIO NSW NOKIA SOFTWARE © Nokia 2020 11 11 11 Online I July 22, 2020O P T I M I Z I N G F O R D t V s ‘INFORMING & ORIENTING D E S I G N T H I N K I N G BY INTENSIVELY DOING’
  12. 12. Design Thinking Digital Summit Online I July 22, 2020 © Nokia 2020 12 12 12 B E N E F I T I A L A I C O L L A B O R A T I V E A I H U M A N - M A C H I N E - S Y S T E M D E S I G N I D E C I S I O N S U P P O R T S Y S T E M S “If digital insights are the new currency of business… decisions are what that currency buys” Forrester Research. O P T I M I Z I N G F O R D t V s
  13. 13. Design Thinking Digital Summit Online I July 22, 2020 © Nokia 2020 13 13 13 N O K I A Q X b D I Q U A L I T Y E X P E R I E N C E S B Y D E S I G N O P T I M I Z I N G F O R D t V s
  14. 14. Design Thinking Digital Summit Online I July 22, 2020 © Nokia 2020 14 14 14 O P T I M I Z I N G F O R D t V s
  15. 15. Design Thinking Digital Summit Online I July 22, 2020 © Nokia 2020 15 15 15 https://www.bcg.com/publications/2016/procurement-operations-design-value-advantage-developing-winning-products-best-economics https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/capturing-the-full-potential-of-design-to-value ‘Unlike the better-known (purely cost-focused) design-to-cost method, DTV can result in either cost reductions or cost increases; it taps into the potential to raise prices or sales volume by designing products that better reflect customer preferences. Well-executed DTV projects can yield margin improvements of three to ten percentage points’ D E S I G N T O V A L U E … O R I S I T ? O P T I M I Z I N G F O R D t V s
  16. 16. Design Thinking Digital Summit Online I July 22, 2020 © Nokia 2020 16 16 16 https://www.profitwell.com/blog/value-based-pricing V A L U E B A S E D P R I C I N G Customers are determining product value: § how much they believe it’s worth § and willingness to pay Instead of looking inwardly at your company or laterally toward competitors, value-based pricing is based on an outward look. O P T I M I Z I N G F O R D t V s
  17. 17. Design Thinking Digital Summit Online I July 22, 2020 © Nokia 2020 17 17 17 N O K I A Q X b D I Q U A L I T Y E X P E R I E N C E S B Y D E S I G N P R I N C I P L E D S O L U T I O N I N G DESIGNING TO VALUES WITH MORAL IMAGINATION N E W P A R A D I G M S P A R A D O X E S D I L E M M A S & C R E A T I V E T E N S I O N S H U M A N C E N T E R E D I N N O V AT I O N O P T I M I Z I N G F O R D t V s
  18. 18. Design Thinking Optimizing for DtV Online I July 22, 2020 © Nokia 2020 18 18 18 Q U A L I T A T I V E V A L U E an intrinsic worth that determines the degree of significance and importance for a person Q U A N T I T A T I V E V A L U E a measure of the benefit provided as determined by people’s preferences and trade-offs OPTIMAL ‘VALUATIONS ARE, THEREFORE, BEST ADDRESSED BY HUMAN CENTERED PRACTICES’ B E H A V I O R A L E C O N O M I C S F O C U S O N D E C I S I O N M A K I N G P R O C E S S E S O P T I M I Z I N G F O R D t V s
  19. 19. Design Thinking Optimizing for DtV Online I July 22, 2020 © Nokia 2020 19 19 19 ‘In his The Theory of Moral Sentiments (1759), the Scottish economist and philosopher Adam Smith described an imaginative process essential not only to understanding the sentiments of others but also to moral judgment. Through an imaginative act, one represents to oneself the situation, interests, and values of another person’ https://www.britannica.com/topic/moral-imagination FROM THE FATHER OF MODERN ECONOMICS O P T I M I Z I N G F O R D t V s
  20. 20. Design Thinking Optimizing for DtV Online I July 22, 2020 © Nokia 2020 20 20 20 https://www.vsdesign.org https://standards.ieee.org/industry-connections/ec/autonomous-systems/index.html The IEEE Global Initiative on Ethics of Autonomous and Intelligent Systems Value sensitive design seeks to provide theory and method to account for human values in a principled and systematic manner throughout the design process O P T I M I Z I N G F O R D t V s
  21. 21. Design Thinking Optimizing for DtV Online I July 22, 2020 © Nokia 2020 21 21 21 https://www.slideshare.net/jdefrancisco/human-factors-engineering-manifesto T H E A R T & S C I E N C E O F I N N O V A T I N G B Y M A K I N G T E C H H U M A N O P T I M I Z I N G F O R D t V s
  22. 22. Making Technology Human JOHN E. KARLIN CLAUDE E. SHANNON © Nokia 2020 22 22 22 https://youtu.be/ZE13T5hFcV8 DOMHNAILL HERNON https://www.bell-labs.com/programs/experiments-art-and-technology/ E.A.T. Experiments in Art & Technology
  23. 23. © Nokia 2020 23 23 23 https://www.bell-labs.com/future-human-podcast/
  24. 24. Design Thinking Digital Summit Online I July 22, 2020 © Nokia 2020 24 24 24 G N I I G L O B A L N E T W O R K I N I T I A T I V E https://www.nokia.com/blog/human-rights-and-world-today/ First: we believe that a more connected world is a better world, with the technologies we build helping to support human rights, free expression, the exchange of ideas and information, and economic development. Second: we believe that a more open and ongoing debate across society is how we achieve the right balance between the benefits of technology and the right to privacy and security. Third: we believe that companies, like ourselves, have a responsibility to ensure their products and services respect and promote human rights. And fourth: we condemn the misuse of any of our technology to abuse human rights, and we will never support it. O P T I M I Z I N G F O R D t V s
  25. 25. Jose de Francisco is the Chief Designer at Nokia Software and the Deputy Head of Nokia’s Technology Center in Chicago. His professional experience encompasses interdisciplinary leadership responsibilities in strategy, product management, research and new ventures. Award-winning designer and a Distinguished Member (DMTS) of Bell Labs for work on next generation mobile platforms and applications. Jose holds several active patents and an extensive design portfolio featuring 20+ brands. He has served with the Advisory Boards for MIT’s Institute of Data, Systems and Society (IDSS), IIT’s Entrepreneurship Center, and is currently serving with Design & Innovation Global, the think tank behind the leading Design Thinking conference series in the United States. Jose holds several professional certificates in Design and Data Science from MIT, earned an MBA in International Marketing and Finance from Chicago’s DePaul University as a Honeywell Europe Be Brilliant Scholar, as well as postgraduate degrees in Human Factors Engineering and Business Administration from BarcelonaTech (UPC) and Ireland’s University College Dublin (UCD) respectively. He started his academic life in the Industrial Design program of Barcelona’s Massana Art & Design Center as an Epson Scholar. Passionate about innovation, Jose believes in the exceptional value that comes with consistently delivering Quality Experiences by Design (QXbD), and his endeavors can be followed on innovarista.org. © Nokia 2020
  26. 26. V e n t u r e S t u d i o P r o d u c t D e s i g n N o k i a S o f t w a r e H o m e o f N o k i a Q X b D Q u a l i t y e X p e r i e n c e s b y D e s i g n © Nokia 2020

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