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From executing a task to a shift in perspective
The commodisation
of design tools
UX LAUSANNE / 2017
Roberta Tassi The Commodisation of Design Tools
Roberta Tassi The Commodisation of Design Tools
INDIVIDUALCOMMUNITY
ASSESS
& TREAT
EDUCATE
RESPECT
TRUST
SUPERVISOR HEALTH CENTER DISTRICT
SUPPLIES
REPORT
COACH
SUPPORT
REPORT
REPORT
INSTRUCT
SUPPLIER
TRAINING SERVICE DELIVERY REVIEWING RESUPPLY REWARDINGRECRUITING UPGRADING
CHW
ASSESS TREAT EDUCATE REPORT
Roberta Tassi The Commodisation of Design Tools
design ethnography
participatory design
information visualisation
Roberta Tassi The Commodisation of Design Tools
UX SD
digital transformation
Roberta Tassi The Commodisation of Design Tools
Roberta Tassi The Commodisation of Design ToolsRoberta Tassi The Commodisation of Design Tools
Roberta Tassi The Commodisation of Design ToolsRoberta Tassi The Commodisation of Design Tools
Roberta Tassi The Commodisation of Design Tools
Roberta Tassi The Commodisation of Design Tools
what are the risks

of treating design tools 

as commodities?
Roberta Tassi The Commodisation of Design Tools
TOOLS AND METHODS
AT SCALE

01
Roberta Tassi The Commodisation of Design Tools
Roberta Tassi The Commodisation of Design Tools
Erik Stolterman
Professor
Methods and tools can help
designers […] but they can not in any
way predict or guarantee any form
of quality of the outcome.
Roberta Tassi The Commodisation of Design Tools
Roberta Tassi The Commodisation of Design Tools
Richard Ekelman
Service Design Director
You are not your @#%! 

map […] Design has got
batten down in mapping 

as a destination.
Roberta Tassi The Commodisation of Design Tools
Roberta Tassi The Commodisation of Design Tools
PEOPLE AND SKILLS
STRETCH
02
Roberta Tassi The Commodisation of Design Tools
Bridget Monahan
Maya Design
Design researchers have
started to work in fast and
agile processes that don’t leave
time for depth and nuances.
Roberta Tassi The Commodisation of Design Tools
Brené Brown
Researcher
Empathy is a difficult choice […]
in order to connect with you, 

I have to connect with something
in myself that knows that feeling.
Roberta Tassi The Commodisation of Design Tools
Roberta Tassi The Commodisation of Design Tools
ORGANISATIONAL
IMPACT
03
Roberta Tassi The Commodisation of Design Tools
Erika Hall
Mule Design
It doesn’t matter how much work you
have done if the people who have
acquired the most knowledge write 

a report and move on.
Roberta Tassi The Commodisation of Design Tools
Erik Flowers
Practical Service Design
What you ship is a recipe you don’t
personally cook […] so you’re not so much
shipping as you are becoming a facilitator,
guide, advisor, and leader.
Roberta Tassi The Commodisation of Design Tools
DISCOVER DESIGN DELIVER
Roberta Tassi The Commodisation of Design Tools
Nothing unexpected
but it’s ok
We know exactly
what to do!
PROCESS
VALUE
DISCOVER DESIGN DELIVER
Roberta Tassi The Commodisation of Design Tools
PROCESS
VALUE
It’s more complex than
what we thought
We’re on
the right path!
Roberta Tassi The Commodisation of Design Tools
Milan

2014
Roberta Tassi The Commodisation of Design Tools
Roberta Tassi The Commodisation of Design Tools
BANK DIRECTOR
from insights to ideas
Roberta Tassi The Commodisation of Design Tools
MARKETING AND COMMUNICATION TEAM
concept refinement & development
Roberta Tassi The Commodisation of Design Tools
CLIENT
prototyping and testing
EMPLOYEE
IT TEAM
A SUCCESSFUL CO-CREATION STORY
Roberta Tassi The Commodisation of Design Tools
INNOVATION OFFICER
pilot phase
EMPLOYEE
CLIENT
Roberta Tassi The Commodisation of Design Tools
Roberta Tassi The Commodisation of Design Tools
Roberta Tassi The Commodisation of Design Tools
SEPT 2014
Roberta Tassi The Commodisation of Design Tools JUNE 2015
Roberta Tassi The Commodisation of Design Tools
Nairobi, Cape Town

2015
Roberta Tassi The Commodisation of Design Tools
frog
Roberta Tassi The Commodisation of Design Tools
Roberta Tassi The Commodisation of Design Tools
Roberta Tassi The Commodisation of Design Tools
ETHNOGRAPHIC THINKING
STRATEGIC THINKING
1 2 3
5-10 30-60 60+
TECH IDEA TECH-BASED SOLUTION
LEARNING DESIGNING TESTING
Roberta Tassi The Commodisation of Design Tools
learning with the community
TRAINING SENSORS RESPONSE TEAM FIGHTING TOOLS MICROINSURANCE
PREVENTION DETECTION REBUILDRESPONSEF I R E L I F E C YC L E
Roberta Tassi The Commodisation of Design Tools
product-service mix
Roberta Tassi The Commodisation of Design Tools
designing with the community
READY!
AWARENESS TRAINING INSTALLATION MAINTENANCEUSE
COMMUNITY ENGAGEMENT
DEMONSTRATE
THE SERVICE TO
COMMUNITY
LEADERS
PAY FOR AN
ANNUAL
SUBSCRIPTION
(LOAN)
DEMONSTRATE
THE SERVICE TO
COMMUNITY
MEMBERS
SUBSCRIPTION BUILDING THE RESPONSE TEAM SERVICE ACTIVATION
COMMUNITY MEMBERS
COMMUNITY LEADER
WELCOME THE
PROJECT AND SET
COMMUNITY
MEETINGS
SUPPORT THE FIRE
CLUB MANAGER
MOBILIZING THE
COMMUNITY
RESPONSE VOLUNTEERS
COLLECT
SUBSCRIPTIONS
FROM COMM.
MEMBERS
80%
SUPPORT
DEMONSTRATION
AND EXPLAIN THE
SERVICE VALUE
SUBSCRIBE WITH
THE COMMUNITY
LEADER (EACH
HOUSEHOLD)
LEARN ABOUT
THE SERVICE AND
DISCUSS WHAT
TO DO
SELECT A
COMMUNITY FIRE
WARDEN AND
RESPONSE TEAM
APPROVE THE
COMMUNITY FIRE
WARDEN AND
RESPONSE TEAM
SUPERVISE THE
FIRE WARDEN AND
RESPONSE TEAM
SELECTION
OFFICIALLY
RECOGNIZE THE
COMMUNITY
RESPONSE TEAM
TRAIN THE
COMMUNITY
RESPONSE
TEAM
INSTALL FIRE
STATION AND
SENSORS IN THE
COMMUNITY
ORGANIZE
A FIRE
SIMULATION IN
THE COMMUNITY
COMMUNITY FIRE WARDEN
VOLUNTEER TO
BECOME THE
COMMUNITY FIRE
WARDEN
RECEIVE TOOLS &
INFO TO EXECUTE
AND MAINTAIN
THE SYSTEM
VOLUNTEER TO
BE SPECIFICALLY
TRAINED ON FIRE
RESPONSE
LEARN ABOUT
FIRE EDUCATION,
PREVENTION AND
RESPONSE
GET REFRESHER
TRAINING ON FIRE
PREVENTION AND
REPONSE
GET REFRESHER
TRAINING ON FIRE
PREVENTION AND
REPONSE
SUPPORT FIRE
SENSORS AND
STATION
INSTALLATION
EVALUATE,
REPLACE OR
REPAIR WHAT IS
BROKEN
PROVIDE REGULAR
REFRESH
TRAINING FOR THE
RESPONSE TEAM
EVERY
MONTH
PAYMENT AND SERVICE BENEFIT
NOTIFY DAMAGES
OR NEED FOR
REPAIR (SENSORS
OR STATION)
USE THE MONEY
TO PAY BACK THE
LOAN AND PAY THE
FIRE WARDEN
FIRE CLUB MANAGER
LOCAL ALLIANCE
INSUR.
UNIV.
...
OVERVIEW
ACCEPT THE
SUBSCRIPTION
AND ACTIVATE
IMPLEMENTATION
COLLECT
MONTHLY
PAYMENTS FROM
HOUSEHOLDS
PAY THE FEE
TO WARDEN &
GET TRAINING
FROM
CHECK SENSORS
+ DOOR-TO-DOOR
AND GROUP
TRAINING
FIRE B
DISASTE
COMMU
COMMU
AFFEC
RESPONS
COMMUNI
...
FIRE B
DISASTE
COMMU
COMMU
AFFEC
RESPONS
COMMUNI
...
Roberta Tassi The Commodisation of Design Tools
service blueprint
Roberta Tassi The Commodisation of Design Tools
testing with the community
EDUCATIONTOOLS
COMMUNITY FIRE
WARDEN
RESPONSE
VOLUNTEERS
COMMUNITY
LEADER
FIRE CLUB
MANAGER
GLOBAL
NGO
FIRE & DISASTER
SERVICES
COMMUNITY
COMMUNITY FIRE RESPONSE
FIRE RESPONSE
FUNDING
DONOR
MICROINSURANCE
PROVIDER
SENSORS
PRODUCER
INITIAL DONATION CAPITAL CAPITAL
SENSO
R
S
INCUBATIO
N
LOCAL
NGO
M
O
NTHLY FEE
TRUS
T H
ELP
M
O
NTHLY FEE
PAY-B
A
CK
REPO
R
T
MENTORING & STIPEN
D
EDUCATION SENSITIZATION INFORM
ATI
O
N
Roberta Tassi The Commodisation of Design Tools
service model + business plan
Roberta Tassi The Commodisation of Design Tools
Roberta Tassi The Commodisation of Design Tools
CAPE TOWN
NAIROBI
JOHANNESBURG
….
Roberta Tassi The Commodisation of Design Tools
>
Roberta Tassi The Commodisation of Design Tools
EMBRACING

UNCERTAINTY
01
From a tools check-list
to defining and acting on the why
Roberta Tassi The Commodisation of Design Tools
BUILDING

RELATIONSHIPS
02
From one-off interviews with users
to long-term conversations with human beings
Roberta Tassi The Commodisation of Design Tools
SHARING

KNOWLEDGE
03
From documents and deliverables 

to co-creation journeys
DISCOVER DESIGN DELIVER
Roberta Tassi The Commodisation of Design Tools
PROCESS
VALUE
Roberta Tassi The Commodisation of Design Tools
what you leave behind
Roberta Tassi The Commodisation of Design Tools
different rules for engagement
Roberta Tassi The Commodisation of Design Tools
the fun moments you share
Roberta Tassi The Commodisation of Design Tools
the people you empower
Roberta Tassi The Commodisation of Design Tools
Lausanne

2017
T H A N K S
@s_designtools

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The commodisation of design tools

  • 1. @s_designtools From executing a task to a shift in perspective The commodisation of design tools UX LAUSANNE / 2017
  • 2. Roberta Tassi The Commodisation of Design Tools
  • 3. Roberta Tassi The Commodisation of Design Tools
  • 4. INDIVIDUALCOMMUNITY ASSESS & TREAT EDUCATE RESPECT TRUST SUPERVISOR HEALTH CENTER DISTRICT SUPPLIES REPORT COACH SUPPORT REPORT REPORT INSTRUCT SUPPLIER TRAINING SERVICE DELIVERY REVIEWING RESUPPLY REWARDINGRECRUITING UPGRADING CHW ASSESS TREAT EDUCATE REPORT Roberta Tassi The Commodisation of Design Tools design ethnography participatory design information visualisation
  • 5. Roberta Tassi The Commodisation of Design Tools UX SD digital transformation
  • 6. Roberta Tassi The Commodisation of Design Tools
  • 7. Roberta Tassi The Commodisation of Design ToolsRoberta Tassi The Commodisation of Design Tools
  • 8. Roberta Tassi The Commodisation of Design ToolsRoberta Tassi The Commodisation of Design Tools
  • 9. Roberta Tassi The Commodisation of Design Tools Roberta Tassi The Commodisation of Design Tools what are the risks
 of treating design tools 
 as commodities?
  • 10. Roberta Tassi The Commodisation of Design Tools TOOLS AND METHODS AT SCALE
 01
  • 11. Roberta Tassi The Commodisation of Design Tools
  • 12. Roberta Tassi The Commodisation of Design Tools Erik Stolterman Professor Methods and tools can help designers […] but they can not in any way predict or guarantee any form of quality of the outcome. Roberta Tassi The Commodisation of Design Tools
  • 13. Roberta Tassi The Commodisation of Design Tools Richard Ekelman Service Design Director You are not your @#%! 
 map […] Design has got batten down in mapping 
 as a destination. Roberta Tassi The Commodisation of Design Tools
  • 14. Roberta Tassi The Commodisation of Design Tools PEOPLE AND SKILLS STRETCH 02
  • 15. Roberta Tassi The Commodisation of Design Tools
  • 16. Bridget Monahan Maya Design Design researchers have started to work in fast and agile processes that don’t leave time for depth and nuances. Roberta Tassi The Commodisation of Design Tools
  • 17. Brené Brown Researcher Empathy is a difficult choice […] in order to connect with you, 
 I have to connect with something in myself that knows that feeling. Roberta Tassi The Commodisation of Design Tools
  • 18. Roberta Tassi The Commodisation of Design Tools ORGANISATIONAL IMPACT 03
  • 19. Roberta Tassi The Commodisation of Design Tools
  • 20. Erika Hall Mule Design It doesn’t matter how much work you have done if the people who have acquired the most knowledge write 
 a report and move on. Roberta Tassi The Commodisation of Design Tools
  • 21. Erik Flowers Practical Service Design What you ship is a recipe you don’t personally cook […] so you’re not so much shipping as you are becoming a facilitator, guide, advisor, and leader. Roberta Tassi The Commodisation of Design Tools
  • 22. DISCOVER DESIGN DELIVER Roberta Tassi The Commodisation of Design Tools Nothing unexpected but it’s ok We know exactly what to do! PROCESS VALUE
  • 23. DISCOVER DESIGN DELIVER Roberta Tassi The Commodisation of Design Tools PROCESS VALUE It’s more complex than what we thought We’re on the right path!
  • 24. Roberta Tassi The Commodisation of Design Tools Milan
 2014
  • 25. Roberta Tassi The Commodisation of Design Tools
  • 26. Roberta Tassi The Commodisation of Design Tools BANK DIRECTOR from insights to ideas
  • 27. Roberta Tassi The Commodisation of Design Tools MARKETING AND COMMUNICATION TEAM concept refinement & development
  • 28. Roberta Tassi The Commodisation of Design Tools CLIENT prototyping and testing EMPLOYEE IT TEAM
  • 29. A SUCCESSFUL CO-CREATION STORY Roberta Tassi The Commodisation of Design Tools INNOVATION OFFICER pilot phase EMPLOYEE CLIENT
  • 30. Roberta Tassi The Commodisation of Design Tools
  • 31. Roberta Tassi The Commodisation of Design Tools
  • 32. Roberta Tassi The Commodisation of Design Tools SEPT 2014
  • 33. Roberta Tassi The Commodisation of Design Tools JUNE 2015
  • 34. Roberta Tassi The Commodisation of Design Tools Nairobi, Cape Town
 2015
  • 35. Roberta Tassi The Commodisation of Design Tools
  • 36. frog Roberta Tassi The Commodisation of Design Tools
  • 37. Roberta Tassi The Commodisation of Design Tools
  • 38. Roberta Tassi The Commodisation of Design Tools ETHNOGRAPHIC THINKING STRATEGIC THINKING 1 2 3 5-10 30-60 60+ TECH IDEA TECH-BASED SOLUTION LEARNING DESIGNING TESTING
  • 39. Roberta Tassi The Commodisation of Design Tools learning with the community
  • 40. TRAINING SENSORS RESPONSE TEAM FIGHTING TOOLS MICROINSURANCE PREVENTION DETECTION REBUILDRESPONSEF I R E L I F E C YC L E Roberta Tassi The Commodisation of Design Tools product-service mix
  • 41. Roberta Tassi The Commodisation of Design Tools designing with the community
  • 42. READY! AWARENESS TRAINING INSTALLATION MAINTENANCEUSE COMMUNITY ENGAGEMENT DEMONSTRATE THE SERVICE TO COMMUNITY LEADERS PAY FOR AN ANNUAL SUBSCRIPTION (LOAN) DEMONSTRATE THE SERVICE TO COMMUNITY MEMBERS SUBSCRIPTION BUILDING THE RESPONSE TEAM SERVICE ACTIVATION COMMUNITY MEMBERS COMMUNITY LEADER WELCOME THE PROJECT AND SET COMMUNITY MEETINGS SUPPORT THE FIRE CLUB MANAGER MOBILIZING THE COMMUNITY RESPONSE VOLUNTEERS COLLECT SUBSCRIPTIONS FROM COMM. MEMBERS 80% SUPPORT DEMONSTRATION AND EXPLAIN THE SERVICE VALUE SUBSCRIBE WITH THE COMMUNITY LEADER (EACH HOUSEHOLD) LEARN ABOUT THE SERVICE AND DISCUSS WHAT TO DO SELECT A COMMUNITY FIRE WARDEN AND RESPONSE TEAM APPROVE THE COMMUNITY FIRE WARDEN AND RESPONSE TEAM SUPERVISE THE FIRE WARDEN AND RESPONSE TEAM SELECTION OFFICIALLY RECOGNIZE THE COMMUNITY RESPONSE TEAM TRAIN THE COMMUNITY RESPONSE TEAM INSTALL FIRE STATION AND SENSORS IN THE COMMUNITY ORGANIZE A FIRE SIMULATION IN THE COMMUNITY COMMUNITY FIRE WARDEN VOLUNTEER TO BECOME THE COMMUNITY FIRE WARDEN RECEIVE TOOLS & INFO TO EXECUTE AND MAINTAIN THE SYSTEM VOLUNTEER TO BE SPECIFICALLY TRAINED ON FIRE RESPONSE LEARN ABOUT FIRE EDUCATION, PREVENTION AND RESPONSE GET REFRESHER TRAINING ON FIRE PREVENTION AND REPONSE GET REFRESHER TRAINING ON FIRE PREVENTION AND REPONSE SUPPORT FIRE SENSORS AND STATION INSTALLATION EVALUATE, REPLACE OR REPAIR WHAT IS BROKEN PROVIDE REGULAR REFRESH TRAINING FOR THE RESPONSE TEAM EVERY MONTH PAYMENT AND SERVICE BENEFIT NOTIFY DAMAGES OR NEED FOR REPAIR (SENSORS OR STATION) USE THE MONEY TO PAY BACK THE LOAN AND PAY THE FIRE WARDEN FIRE CLUB MANAGER LOCAL ALLIANCE INSUR. UNIV. ... OVERVIEW ACCEPT THE SUBSCRIPTION AND ACTIVATE IMPLEMENTATION COLLECT MONTHLY PAYMENTS FROM HOUSEHOLDS PAY THE FEE TO WARDEN & GET TRAINING FROM CHECK SENSORS + DOOR-TO-DOOR AND GROUP TRAINING FIRE B DISASTE COMMU COMMU AFFEC RESPONS COMMUNI ... FIRE B DISASTE COMMU COMMU AFFEC RESPONS COMMUNI ... Roberta Tassi The Commodisation of Design Tools service blueprint
  • 43. Roberta Tassi The Commodisation of Design Tools testing with the community
  • 44. EDUCATIONTOOLS COMMUNITY FIRE WARDEN RESPONSE VOLUNTEERS COMMUNITY LEADER FIRE CLUB MANAGER GLOBAL NGO FIRE & DISASTER SERVICES COMMUNITY COMMUNITY FIRE RESPONSE FIRE RESPONSE FUNDING DONOR MICROINSURANCE PROVIDER SENSORS PRODUCER INITIAL DONATION CAPITAL CAPITAL SENSO R S INCUBATIO N LOCAL NGO M O NTHLY FEE TRUS T H ELP M O NTHLY FEE PAY-B A CK REPO R T MENTORING & STIPEN D EDUCATION SENSITIZATION INFORM ATI O N Roberta Tassi The Commodisation of Design Tools service model + business plan
  • 45. Roberta Tassi The Commodisation of Design Tools
  • 46. Roberta Tassi The Commodisation of Design Tools CAPE TOWN NAIROBI JOHANNESBURG ….
  • 47. Roberta Tassi The Commodisation of Design Tools >
  • 48. Roberta Tassi The Commodisation of Design Tools EMBRACING
 UNCERTAINTY 01 From a tools check-list to defining and acting on the why
  • 49. Roberta Tassi The Commodisation of Design Tools BUILDING
 RELATIONSHIPS 02 From one-off interviews with users to long-term conversations with human beings
  • 50. Roberta Tassi The Commodisation of Design Tools SHARING
 KNOWLEDGE 03 From documents and deliverables 
 to co-creation journeys
  • 51. DISCOVER DESIGN DELIVER Roberta Tassi The Commodisation of Design Tools PROCESS VALUE
  • 52. Roberta Tassi The Commodisation of Design Tools what you leave behind
  • 53. Roberta Tassi The Commodisation of Design Tools different rules for engagement
  • 54. Roberta Tassi The Commodisation of Design Tools the fun moments you share
  • 55. Roberta Tassi The Commodisation of Design Tools the people you empower
  • 56. Roberta Tassi The Commodisation of Design Tools Lausanne
 2017
  • 57. T H A N K S @s_designtools