Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The commodisation of design tools

398 views

Published on

When it comes to customer centric innovation and digital transformation processes, design tools and methodologies provide a solid framework for organisations to understand the user behaviors and develop relevant solutions.

Nevertheless, designing services or experiences is not simply a matter of conducting contextual interviews, building journey maps and leveraging user needs to drive all the decisions from ideation to implementation. In a moment in which human beings are finally the center of attention of companies and professionals across all industries, the quality of research insights and design outcomes is often surprisingly flat, raising concerns around the value and relevance of what we do.

Design tools are indeed useless without a radical shift in perspective: less interviews with users and more conversations with human beings; dedicate time and space to embrace nuances and complexity instead of only scratching the surface of problems to move faster; transition from designing for users to designing with users, becoming ourselves enabling tools for people to shape meaningful solutions.

Published in: Design
  • Be the first to comment

The commodisation of design tools

  1. 1. @s_designtools From executing a task to a shift in perspective The commodisation of design tools UX LAUSANNE / 2017
  2. 2. Roberta Tassi The Commodisation of Design Tools
  3. 3. Roberta Tassi The Commodisation of Design Tools
  4. 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. 5. Roberta Tassi The Commodisation of Design Tools UX SD digital transformation
  6. 6. Roberta Tassi The Commodisation of Design Tools
  7. 7. Roberta Tassi The Commodisation of Design ToolsRoberta Tassi The Commodisation of Design Tools
  8. 8. Roberta Tassi The Commodisation of Design ToolsRoberta Tassi The Commodisation of Design Tools
  9. 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. 10. Roberta Tassi The Commodisation of Design Tools TOOLS AND METHODS AT SCALE
 01
  11. 11. Roberta Tassi The Commodisation of Design Tools
  12. 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. 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. 14. Roberta Tassi The Commodisation of Design Tools PEOPLE AND SKILLS STRETCH 02
  15. 15. Roberta Tassi The Commodisation of Design Tools
  16. 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. 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. 18. Roberta Tassi The Commodisation of Design Tools ORGANISATIONAL IMPACT 03
  19. 19. Roberta Tassi The Commodisation of Design Tools
  20. 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. 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. 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. 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. 24. Roberta Tassi The Commodisation of Design Tools Milan
 2014
  25. 25. Roberta Tassi The Commodisation of Design Tools
  26. 26. Roberta Tassi The Commodisation of Design Tools BANK DIRECTOR from insights to ideas
  27. 27. Roberta Tassi The Commodisation of Design Tools MARKETING AND COMMUNICATION TEAM concept refinement & development
  28. 28. Roberta Tassi The Commodisation of Design Tools CLIENT prototyping and testing EMPLOYEE IT TEAM
  29. 29. A SUCCESSFUL CO-CREATION STORY Roberta Tassi The Commodisation of Design Tools INNOVATION OFFICER pilot phase EMPLOYEE CLIENT
  30. 30. Roberta Tassi The Commodisation of Design Tools
  31. 31. Roberta Tassi The Commodisation of Design Tools
  32. 32. Roberta Tassi The Commodisation of Design Tools SEPT 2014
  33. 33. Roberta Tassi The Commodisation of Design Tools JUNE 2015
  34. 34. Roberta Tassi The Commodisation of Design Tools Nairobi, Cape Town
 2015
  35. 35. Roberta Tassi The Commodisation of Design Tools
  36. 36. frog Roberta Tassi The Commodisation of Design Tools
  37. 37. Roberta Tassi The Commodisation of Design Tools
  38. 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. 39. Roberta Tassi The Commodisation of Design Tools learning with the community
  40. 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. 41. Roberta Tassi The Commodisation of Design Tools designing with the community
  42. 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. 43. Roberta Tassi The Commodisation of Design Tools testing with the community
  44. 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. 45. Roberta Tassi The Commodisation of Design Tools
  46. 46. Roberta Tassi The Commodisation of Design Tools CAPE TOWN NAIROBI JOHANNESBURG ….
  47. 47. Roberta Tassi The Commodisation of Design Tools >
  48. 48. Roberta Tassi The Commodisation of Design Tools EMBRACING
 UNCERTAINTY 01 From a tools check-list to defining and acting on the why
  49. 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. 50. Roberta Tassi The Commodisation of Design Tools SHARING
 KNOWLEDGE 03 From documents and deliverables 
 to co-creation journeys
  51. 51. DISCOVER DESIGN DELIVER Roberta Tassi The Commodisation of Design Tools PROCESS VALUE
  52. 52. Roberta Tassi The Commodisation of Design Tools what you leave behind
  53. 53. Roberta Tassi The Commodisation of Design Tools different rules for engagement
  54. 54. Roberta Tassi The Commodisation of Design Tools the fun moments you share
  55. 55. Roberta Tassi The Commodisation of Design Tools the people you empower
  56. 56. Roberta Tassi The Commodisation of Design Tools Lausanne
 2017
  57. 57. T H A N K S @s_designtools

×