Next generation design

©LivingEnterprise,Inc.2014.Allrightsreserved
Re-thinking Design
Or what does that term
mean?
The world has changed and so have design’s challenges – we look at what it means to being designers.

Designing – The bigger questions
1. What systems do we intend to impact?
2. How do we understand their evolution and future
trajectories?
3. How do we intend to impact these systems – What is our
theory of impact?
4. How should we design for impact and adoption?
5. How should we practice impact-making on an ongoing basis?

The Design
Imperative
Contextualizing Design
Design and Design Thinking have come to mean many things. We try to frame the topic for this discussion.

The Grammar of Design Thinking
The Grammar of Design Thinking -
Cameron Tonkinwise

What does it mean to be Design-
Led?
• Seeing (knowing) the
world differently
• Designing different
things
• Designing them
differently

Contextualizing the Design
Imperative
What does it mean to us?
• Making an Impact
• Knowing – Doing –
Being
• Going Deeper, Above
and Beyond
• Deep Transformational
Opportunity
• Rising above the Litany
• Forging a New Identity
• Learning New
Languages
• Continuity and Change

The Enterprise
The Traditional View
The traditional view of the enterprise is based on frames / ideas of the systems we choose to impact and the
designs we use to impact them with. The traditional enterprise recalls an earlier era.

Industry
Market
Enterprise
Economy
Enterprise
Embedded in higher-level Contexts

Representing the Enterprise
The Business Model Canvas
• We are somewhere in
here as a function
• We have an influence
and impact on the
whole!

Enterprise
Evolution
Vectors of Change
Moving on from a simple understanding of the enterprise to understanding the ground realities of the
enterprise today. Enterprises evolve with time. We have an opportunity to question the frames we use, and
look at emerging ideas of Value and Value-Creation. We see how the enterprise has changed from earlier
industrial / mechanistic paradigms.

A typical business ecosystem
Apple the product manufacturer?

Behind the scenes
The complexities we rely on.

A familiar landscape
Financial services

Software is pervasive
Information / Infrastructure Ratios

Understanding business
complexity
Business Complexity Profile

Looking at the Macro Picture
Carlota Perez - Technology Revolutions

So What is Value?
A new understanding
Elke den Ouden

Value Flows
Modeling flows across the ecosystem
Elke den Ouden

The Services Economy
The transition to dominance
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Service-Dominant Logic
Transitioning from Goods-dominant paradigms

Time to reframe
A new transformational perspective
• VUCA – World
• It is time to revisit the
‘frames’ of the
enterprise
• The meaning of value
• Value Propositions
• The design of the
Enterprise itself.
• The role of technology
in enabling the
emerging enterprise.

Characterizing the
Present
And Ideas for better
designs
As complexity grows, we face an increasing number of sectors which are very dysfunctional. It is useful to
understand what causes this dysfunction. We will look at ecosystems in nature to understand how natural
systems are resilient and adaptive.

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The World outside the enterprise
Some challenges are truly wicked

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Enduring Transformations
The answers lie deeper
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Fragmentation everywhere
A call for ecological thinking

What can we learn from Nature
and Ecologies?
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Complex Adaptive Systems
Co-evolving, Learning Systems
Cognitive-Edge Cynefin

Drivers of Change
Implications for the
Future
The Enterprise environment is driven by many forces, Sociological, Economic, Political, Technological, and
Environmental. Dissatisfaction with conventional solutions, and empowered with capable and affordable
technologies, we are seeing many disruptive innovations. In addition we must pay attention to the shifts in
values over time.

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Technology Change
One of the most powerful forces

A plethora of economies
Information, Knowledge, Experience…..

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The Locus of Power is shifting
New business models emerge
http://www.totalpayments.org/wp-content/uploads/sites/2/2014/07/Peer-
to-Peer-Lending-and-Investment-Briefing-The-Sharing-Economy.jpg

Empowered Makers

Of Platforms and Ecosystems
Turning conventions on their head
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The Design Response
Rising to the Challenge
Shifts in Design – From Function to Purpose, Product Design to Process Design, From User-Centered Design
to Co-Design - We are now in the 4th generation of design.

The Challenge for Design
Co-creating, Co-evolving, Learning Service
Ecosystems and Platforms
http://deliveryimages.acm.org/10.1145/1740000/1735260/figs/f1.jpg

Many perspectives
A flourishing ground for design

At the confluence
Multi-dimensional Complexity and design
Bhagamandala[edit]
Main article: Bhagamandala
Bhagamandala is a pilgrimage place in Kodagu district of Karnataka. It is situated on
the river Kaveri in its upstream stretches. At this place, the Kaveri is joined by two
tributaries, the Kannike and the mythical Sujyoti river. It is considered sacred as a
river confluence (kudala or triveni sangama, in Kannada and Sanskrit respectively).
Erode[edit]
Main article: Kooduthurai
The Triveni Sangam in Erode is a confluence of 3 rivers, the Cauvery, Bhavani and
Amudha. Of these three, the river Amudha is invisible and is said to flow
underground and join the other two rivers from below. It is also called as
Kooduthurai, where the famous Sangameswarar Temple is located.
Tirumakudalu Narasipura[edit]
Main article: Tirumakudalu Narasipura
Tirumakudalu Narasipura, commonly known as T. Narasipura,[2] is a panchayat town
in Mysore district in the Indian state of Karnataka. The first name refers to the land
at the confluence, (trimakuta in Sanskrit) at the confluence of the Kaveri, Kabini and
Spatika Sarovara (a mythical lake or spring, also named Gupta Gamini). This is the
place in South India where local Kumbhamela is held every three years. [3
The river Yamuna merges into the Ganges at
this point and the Ganges continues on until
it meets the sea at the Bay of Bengal.
At the confluence of these two great Indian
rivers, where the invisible Saraswati conjoins
them, many tirtha yatris take boats to bathe
from platforms erected in the Sangam.

http://www.openlawlab.com/2014/07/16/designers-
mindsets-sketchnote-design-process/
The Designer’s Mindset
Speculate a better tomorrow

Path-Dependence
Nothing is beyond questioning
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The Designer’s Mindset
Speculate a better tomorrow
1. Empathetic towards people’s needs and contexts
2. Collaboratively Geared and embracing diversity
3. Inquisitive and Open to New Perspectives and
Learning
4. Mindful of Process and thinking modes
5. Experiential Intelligence
6. Taking Action - deliberately and overt
7. Consciously Creative
8. Accepting of Uncertainty and Open to Risk
9. Modeling Behavior
10. Desire and Determination to make a difference
11. Critically Questioning

Cooperative Endeavors
Languages that bridge
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Learning from artists
Good design evolves

More than technology/techniques
A culture thing

The Living Enterprise 4-N
framework
http://www.clker.com/cliparts/e/3/8/W/Z/j/spiral-grey-light-hi.png
Navigate
Complexity
Discover New
Truths
Negotiate -
Tradeoffs
INnovate

Practicing Design
Incorporating Design into
Practice
Design is not the prerogative of any specific function or agency. It is a pervasive practice. The new culture of
design is collaborative, and we all have a seat at the table. However, it calls upon us to be sense-makers,
creative, disciplined and risk-tolerant. It calls for a new mindset and new capabilities.

Being Design vs. Doing Design
1. Respond – Think Service
2. Go beyond – the boundaries are changing
3. Recognize and Honor your Culture and Capabilities
4. Learn some new languages – business, design, software
5. Learn to see differently, make different things in different
ways.

Quality – What is good Phaedrus?

thank you.
www.livingenterprise.net

Next generation design

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