Design practice for innovation: How might we use creative design approaches to co-create value

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These are the slides for my SOCANZ 2013 Design and Social Innovation workshop on March 25.

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Design practice for innovation: How might we use creative design approaches to co-create value

  1. 1. Design practicefor innovation:How might we use creativedesign approaches to co-createvalue?@pennyhagenpenny@smallfire.co.nzCo-facilitated by:Max Adler of Imminent Service designWith thanks to: Ingrid Burkett - (Knode), Stephen McKernon (Supplejack), Jade Tang (Curative) & SimonHarger-Forde (Innovate Change) @pennyhagen Design Practice for Innovation SOCANZ March 2013
  2. 2. Design Doing #1 What happened? What were the different steps and touchpoints involved? Emotional Graph Plots the points of joy and frustration Why? What caused the emotional high and low points? @pennyhagen Design Practice for Innovation SOCANZ March 2013We will start with some design doing - in groups create a user journey map thatdescribes a personal experience of someone at your table.We can start to understand our services through the eyes and experiences of others, andin the context of how they fit into people’s everyday lives
  3. 3. Creating a User Journey Map1 Volunteer to share their personal experience ofinteracting with a serviceSuggested topics:• Visiting someone in hospital• Going for some tests• Getting some home improvements done• Joining a library or other local service• Getting information or rectifying a problem with a service e.g., phone, rates, billing, tax• Changing providers1 Person helping to scribe (use the post its!)2-3 people “interviewing” and prompting about whathappened, before, during and after the experience. @pennyhagen Design Practice for Innovation SOCANZ March 2013
  4. 4. Creating a User Journey MapIdentify at least one area where a significantimprovement could be made to the personsexperience. @pennyhagen Design Practice for Innovation SOCANZ March 2013
  5. 5. Reflect...Any surprises? Points of interest?How might this process of mapping a journeybe helpful for understanding the experiences ofthe people you serve? @pennyhagen Design Practice for Innovation SOCANZ March 2013
  6. 6. Design is about...: people users/constituents/clients/citizens/customers (and the complexity of humanness) @pennyhagen Design Practice for Innovation SOCANZ March 2013Regardless of the terms we use to talk about the people we serve, design is aboutpeople. It is an ethical, political and social practice.
  7. 7. Design is growing up: evidence based design Participatory design social design Action Research thinking design for public social service evidence innovation design based design co-design Community transformation Development design participatory design co-creation Community Consultation No longer limited to things, design practices are being applied to systems, services, organisations, communities and cities...as well as to Open complex social, economic and environmental issues. innovation @pennyhagen Design Practice for Innovation SOCANZ March 2013New ways of applying design practices are emerging, known by many different names.Many of them relate to designing with people (rather than for people).There is also a lot of similarity between these more participatory design approaches andcommunity development and other social science approaches.
  8. 8. Design is about...: shared value point of shared value = greatest impact what is viable organisational goals @pennyhagen Design Practice for Innovation SOCANZ March 2013Design is about shared value and finding the intersection between the needs,motivations and behaviours of people and organisational objectives.Design takes the perspective of the user, and we look to understand the service in termsof how it intersects with people’s everyday lives.It is also concerned with what is viable. What is possible. Designing something that canbe implemented.
  9. 9. Design is... A process, an evolving set of methods and a way of working Problem Definition Problem Solution DISCOVER DEFINE DEVELOP DELIVER Who should benefit, what is the What is the best way to respond problem to be addressed and to this problem and how do we where can we bring greatest realise that value? value? Ideas To reality Current State To a preferred future state *adapted from the UK Design Council Double Diamond Process @pennyhagen Design Practice for Innovation SOCANZ March 2013Design is about about getting from the abstract to the concrete.From an idea to reality.First we go wide to frame the problem, understand the domain and the context andidentify where we can best add value - then we go wide to understand and identify thebest solutionWhile design adopts the language of “problem solving” it is better described as aprocess for identifying opportunities.
  10. 10. Design practice for innovation: How might we use creative design approaches to co-create value? DISCOVER DEFINE DEVELOP DELIVER What is the problem to be What is the best way to respond addressed, who should benefit to this problem and how do we and where can we bring realise that value? greatest value? Design practice offers ways to 1 innovate by reframing issues and problems with users, and identifying new opportunities. @pennyhagen Design Practice for Innovation SOCANZ March 2013The design process provides ways that we can work with the people we serve to definethe problem, potentially identifying new opportunities as well as improving the relevancyof current service offerings.
  11. 11. Design practice for innovation: How might we use creative design approaches to co-create value? DISCOVER DEFINE DEVELOP DELIVER What is the problem to be What is the best way to respond addressed, who should benefit to this problem and how do we and where can we bring realise that value? greatest value? Design practice offers ways to 2 Design practice offers ways to work innovate by reframing issues with users to generate, envision, 1 explore and test out the relevancy, and problems with users, and identifying new opportunities. value and viability of ideas. @pennyhagen Design Practice for Innovation SOCANZ March 2013Design practice also offers ways to work with those we serve to generate ideas andrapidly test them out, identify issues and evolve the aspects that demonstrate thegreatest value.But how?
  12. 12. Design Doing #2 Individually (and in silence) write down three ways you might improve that experience 1 minute Pick your favourite and represent that idea physically 3 mins Share with the group and combine the strengths of your prototypes to create one final prototype to present back. 8 mins @pennyhagen Design Practice for Innovation SOCANZ March 2013Design is action-based and we learn by doing. It is easier to reflect on how designpractices work having experienced some aspect of them ourselves.So lets do some more design doing.Returning to the opportunity that you identified through the journey mapping exercise....
  13. 13. Reflect...How did having the physical objects changehow you thought about the issue/problem?How did it change how you interacted as agroup? @pennyhagen Design Practice for Innovation SOCANZ March 2013
  14. 14. Abstract Concrete Prototype @pennyhagen Design Practice for Innovation SOCANZ March 2013In design once we identify an opportunity one of the first things we do is make it tangiblein some way.Sketch it, or as you did, prototype it, create a scenario that demonstrates it. Userjourneys are similar as they help us to make visible and externalise experiences overtime, as well as relationships between things.This externalisation and making tangible of ideas is an important part of moving from theabstract, ideas to something concrete.Generating ideas is often the easy part, it is implementing them, and making sure theyare viable, and that they work and are adopted that is the most challenging aspect.How to make it viable, and to support adopt is where design gets most interesting.Design gives us tools to get quite rapidly from abstract ideas to something we can talkabout, test out and evolve. This is the strength of prototyping.Even a very low fi and fast prototype is already enough to take us away from just words tosomething that we can move around, look at, and talk to, share and potentially evaluateand build upon.
  15. 15. In design we make things tangible in order to: Interrogate, learn, test and 1 judge viability 2 Share and communicate Make design accessible 3 @pennyhagen Design Practice for Innovation SOCANZ March 2013Practices such as sketching and prototyping help us to test out ideas and judge viabilitythey also help to support collaboration and communication by letting us share ideas.There is less chance people will have a different picture of things in their heads if wehave externalised it. More tangible prototypes enable people are able to respond andevaluate based on experience.And the tangibility of sketches and prototypes provide a way for a diverse range ofpeople to participate and contribute to design regardless of their design expertise.
  16. 16. Modes of Prototyping:Exploratory: Developmental:As part of research into a problem. As part of testing an idea for aCreative techniques that let us service. Testing one part of a serviceengage with users to generate ideas or running a small scale versionand test the demand and viability of allowing feedback based on actualideas. experience.E.g., using walkthroughs, models, E.g., paper prototypes, experiencescenarios, legos prototyping, beta or live prototyping.*Definitions adapted from Nesta Prototyping Public Services Handbook with ThinkPublic @pennyhagen Design Practice for Innovation SOCANZ March 2013
  17. 17. Barnet Council: Community Coaching Service ThinkPublic & Nesta Story Boards & Role Play Prototypes out to the community Test out business models Iterations and prototypes are used all the way through to test at different granularity before investing in a full program In design we learn by making and doing, and test viability and refine and pivot where it doesnʼt work. But we still donʼt know about 6 week live prototype Now we know...& more to learn referrals, measuring value... Images from Case Study Video on http://youtu.be/F3F78e2AAao @pennyhagen Design Practice for Innovation SOCANZ March 2013Case study of prototyping a new public service from Images from Case Study Video onhttp://youtu.be/F3F78e2AAaoIterations and prototypes are used all the way through to test at different granularity beforeinvesting in a full programIn design we learn by making and doing, and test viability and refine and pivot where itdoesnʼt work.
  18. 18. In the words of a Barnet Council participant it was the difference between:“Oh I never would have done that and,I don’t know, let’s try it”. @pennyhagen Design Practice for Innovation SOCANZ March 2013
  19. 19. Metropol transportation service concept Aalto University School of Arts Design and Architecture: http://designresearch.aalto.fi/groups/encore/wp-content/uploads/ 2012/10/4_10_2012_timo_halko.pdf @pennyhagen Design Practice for Innovation SOCANZ March 2013Case study of urban transport service from Aalto University School of Arts Design andArchitecture: http://designresearch.aalto.fi/groups/encore/wp-content/uploads/2012/10/4_10_2012_timo_halko.pdf
  20. 20. Design practice for innovation DISCOVER DEFINE DEVELOP DELIVER What is the problem to be What is the best way to respond addressed, who should benefit to this problem and how do we and where can we bring realise that value? greatest value? Design practice offers ways to Design practice offers ways to work 1 innovate with users to: rethink 2 with users to generate, envision, services, identify new explore and test ideas enabling us to opportunities and clarify areas evaluate potential impact and value of greatest impact. early in the process. @pennyhagen Design Practice for Innovation SOCANZ March 2013So to summarise
  21. 21. Design focus Design practice for innovation: think and feel this becomes designing som responsive to for that kind o about emotio responses tha the context an benefit from o the view of th customer jour It is peop proposed understandi who are im ‘designs’ are perspective use them. It design con live in the It focuses o their lives, dynamics, e people’s ch Design is about Design is about Design evolves Design supports people, and about externalising and through iterative collaboration across designing with making tangible. cycles of doing and diverse stakeholders, people. testing. regardless of their design expertise. @pennyhagen Design Practice for Innovation SOCANZ March 2013And it does it by being....
  22. 22. Reflect & Apply: Below are examples of questions that we might work with our users to explore at different phases of the design process. DISCOVER & DEFINE QUESTIONS DEVELOP & DELIVER QUESTIONS • What is the problem to be solved and • What is the best way to respond to this where can we have greatest impact? problem to realise the potential value? • How do the people who should benefit perceive the problem or issue we are • Will this solution work or be adopted or used? seeking to address? • How does this issue manifest in people’s • Is it relevant for the people it should everyday lives? benefit? • How might we respond to the problem • How could the proposed response be differently or more effectively? improved? • How does the issue need to be framed to • Is this the right place and way to spend be relevant? the money? • Are we addressing the right problem? How are you currently exploring these questions? How might design practices or methods be applied to help? @pennyhagen Design Practice for Innovation SOCANZ March 2013At different points in the design process, and through using different design methods wecan work with users to discover the answers to these questions.
  23. 23. Share:Challenges?Questions?Considerations? @pennyhagen Design Practice for Innovation SOCANZ March 2013
  24. 24. Where to next?A number of free toolkits have been developed to support organisations and public services toadopt co-design approaches and apply design practices for social impact and innovation.For example see below.Co-Designing Thriving Solutions: A prototype curriculum for social problem solvinghttp://www.tacsi.org.au/assets/Uploads/Co-designingThrivingSolutions.pdf See also http://www.tacsi.org.au/co-design/our-approach/Design methods for developing services. Design Council, London, UK. http://www.innovateuk.org/_assets/pdf/design_methods_services.pdfHealth Service Co-Design A toolkit for co-design in healthcare developed by Hilary Boyd, Stephen McKernon and Andrew Oldand hosted by the Waitemata District Health Board http://www.healthcodesign.org.nzHuman Centred Design Toolkit. IDEO’s Human Centred Design Toolkit (they also have an educators version)http://www.ideo.com/work/human-centered-design-toolkit/Prototyping Public Services Guide NESTA (and companion Prototyping Framework by NESTA/Think Public)http://www.nesta.org.uk/events/assets/features/prototyping_in_public_servicesSocial Design Methods Menu. Kimbell, Julier (2012) Fieldstudio Ltd, London, UK. http://www.lucykimbell.com/stuff/Fieldstudio_SocialDesignMethodsMenu.pdfAn extended list of links and references is available at http://www.smallfire.co.nz/2013/04/09/design-practice-for-innovation/ @pennyhagen Design Practice for Innovation SOCANZ March 2013

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