testpresentationtestpresentationtestpresentationtestpresentation.pdf

@flondonacademy futurelondonacademy
Insights from
FLA: DESIGN
THINKING &
INNOVATION
WEEK 2019

Future London Academy – Design Thinking & Innovation Week 2019 #FLA_DTI
01
THE VALUE
OF DESIGN
In the past couple of years there has been
a significant attention to design and its
value. More and more businesses are
looking to become design-led organisations
like Apple. Even traditional companies such
as IBM, McKinsey and Accenture started
investing in growing their internal design
capabilities and buying design studios like
Fjord, Lunar and Droga5.
But does design actually drive revenue?

According to the latest McKinsey study, design not only drives
revenue, but has an overall positive impact on the business:
The DMI Design Value Scorecard, Design Management Institute, 2013
The Value of Design Factfinder, Design Council, 2007
The Business Value of Design, McKinsey Quarterly, October 2018
Part of Livework presentation during FLA: Design Thinking & Innovation Week
200%
Better
performance
than peers
Higher growth
in returns to
shareholders
Higher revenue
growth
Have seen market
share increase, 2x
the average
56% 32% 83%

02
FIND YOUR
PROCESS
We've all seen the fancy colourful diagrams
companies keep coming up with – from
the old Stanford's Design Thinking hexagons
to IBM's version of Design Thinking mixed
with Agile; and, of course, Double Diamond
created by Design Council that amplifies
the divergent and convergent phases of
the process.

Livework, the oldest Service Design agency in
the world, created their own version that fits
their projects and has 4 steps.
Understand Imagine Design Create
Building a complete
picture of the context
and the root problem.
Looking towards the
future for solutions and
developing concepts.
Refining and testing
the concepts to
mitigate risk and
ensure adoption.
Working in the long
term to build the
capacity to maintain
these changes.

Another Service Design agency - Hellon,
took a spin on traditional Double Diamond
and added an extra step before starting
the project that focuses on gathering and
analysing data using Artificial Intelligence.
They emphasise that research without data won't give
you the full picture and AI can help you iterate on your
research without waiting for another cycle.
On top of that, AI transforms soft into hard and helps
design teams get more respect than ever from the C-suite.
Data
gathering
Data-driven
insight
Focusing Insight Vision Design
Time
Implementation
Start Scope
Data & Business Design User Research & Ideation Design & Prototyping

Facebook's design team doesn't just use
one process or framework. They have three
approaches depending on the type of the
project they have in front of them:
1. Workshop
Executing or refining a predetermined solution
in a collaborative way – this is about generating
executions, not new ideas.
2. Sprints
Exploring and finding solutions to a well-defined
problem. Typically more about generating new
ideas than refining a solution.
3. Pathfinding
Multi-week, multi-team efforts to dig deep into
complex problems, emerging trends, or new
product areas.

Facebook Sprints structure
Week 1 Week 2 Week 3
EMPATHISE DEFINE IDEATE PROTOTYPE VALIDATE
•
• Personas
•
• People Problems
•
• Objective
•
• Non-judgemental
•
• 5W’s
•
• Challenges
•
• Goals
•
• MVP
•
• Short & Simple
•
• Ideation Burger
•
• Make everyone
a winner
•
• Have fun
•
• Iterate Fast
•
• Functional
•
• Representational
•
• Diverse testers
•
• Reveal unknowns
•
• Learn and evaluate
Product
Design
Design Design Design Data
UXR
UXR
UXR
Eng

If you are a startup and you don't have access
to resources like Facebook has, you need to be
much leaner. A VC fund Forward Partners uses
Lean Startup principles to help their startups
create the right product.
But they went even further and decided that
the traditional Lean Startup is too slow for
them. So instead of the traditional loop Idea
– Build – Launch – Learn, they are just going
through Idea – Learn loop, without writing
any lines of code until they know that the
idea is right.
Launch
4
3
2
1
Idea
Build
Learn

This is an example of how it
works.
A startup called Patch came to
Forward Partners at a very early
stage with an idea to sell plants
to millennials online. This idea
was based on the hypothesis
that millennials want plants,
but don't have cars to go to
the garden centres that are
usually far away.
To test this idea Patch built a
webpage where you could leave
your email if you were interested
in buying some plants. As soon
as someone left their email,
Patch founder would send them
images of potential plants from
Google image search. After the
customer picked which plant
they liked, Patch would drive to
the garden centre, buy the plant
and deliver it to the customer.
After this test went well,
Patch knew they had an idea
they can work with. They
also discovered that people
didn't really like the long
unpronounceable Latin names
of the plants. So to make it
easier, Patch started giving
them names like "Fred" or
"Bob" – and people loved it.

03
BUSINESS
DESIGN
With companies being more serious about
the value of design we see interesting changes
in the way teams structure themselves and new
job titles that appear as a consequence
of this. Business Designer - is one of these
titles, especially popular amongst design
agencies that were bought by big
consultancies like Accenture.
Business designers help to link business
strategy with design as well as make designers'
lives easier by fighting for their decisions with
stakeholders from the business side.

04
CREATIVE
CULTURE
No matter how great your processes are and
how visionary your CEO is, if the culture of
the company doesn't support brave ideas,
innovation won't happen.
To create culture that helps innovation thrive,
you need to consider a variety of factors,
including the people you hire, your own
mindset and the space you all work in.
So how do leading companies nourish this
creative culture?
Tools
Processes
Methodologies
Technologies
Leadership
Vision
Strategy
Support
Culture
Mindset
Team
Space
Innovation

CULTURE EATS
STRATEGY FOR
BREAKFAST
Peter Drucker

Creative agency St. Luke's takes their culture seriously so there is
no surprise that they are in top 3 'Best Places to Work' in London.
Here are a couple of initiatives they have to support this culture.
"Make Yourself More Interesting
Fund" – every employee at St.
Luke's gets £200 to explore
their passion outside of work. It
could be anything as random
as helicopter lessons. The only
requirement – you need to present
back your experience to the rest of
the team.
"Healthy, wealthy and wise"
is St. Luke's mantra. They not
only have various lectures
and yoga classes for the
employees, but also everyone
gets to share the profit the
company makes. So everyone's
hard work literally pays off.
Oh, and, yes, you can also have
an hour nap in the middle of
the day if you need to.

Image
credit:
Sagmeister
&
Walsh
campaign
for
Milly
Broaden your talent pool. In 2019 you don't need to
explain why diversity is good for creativity, but it's not
always easy to attract diverse talent especially for the
more senior roles.
This is why St. Luke's hosts master classes for women
returning from maternity leave to get up-to-date
with the latest trends and technologies. They also get
involved with schools and support local communities
to reach people with various backgrounds

RUN YOUR BUSINESS
LIKE A NIGHTCLUB
Al Young, St Luke’s

Another little tip for getting everyone to feel like
they are part of the team are company gifts. But
instead of giving new starters fancy branded
welcome kits, St. Luke's gives them £150 to buy
a gift for the office to add to the culture of the
team. Some people bought new speakers, some
– smoke machines – the point is that they get
into the spirit of sharing and adding a piece of
their creativity to the company.

05
EMPLOYEE
EXPERIENCE
DESIGN
If you are wondering where to start, try applying
Service Design tools to the employee experience.
Do your research, observe and conduct some
interviews, create employee journey map,
identify pain points, ideate solutions and
prototype and test them with your team.
Al Young, the founder of St. Luke's said that
brand transformation starts from people
transformation. So more and more companies
now not only think about being customer-
centric, but also about creating a truly
exceptional experience for their employees.
This is why many Service Designers are now
turning into Organisational Designers – to
apply human-centered principles internally and
sometimes reorganise the whole business.

06
THE POWER
OF LISTENING
1. Listening to the voice in your head
2. Listening to the other person
3. Listening to the collective energy of a group
None of these levels are ‘bad’, by simply
being aware of them and catching ourselves
in level 1 when we ought to be in level 2, for
instance, is how you can practise listening as an
innovation skill.
Everyone keeps talking about empathy, but
not many people know how to grow your
capacity to empathise. The answer is simple
– learn how to listen. To be able to truly listen is
a skill that very few of us were taught. Unless you
were fortunate enough to have been educated in
Denmark, where empathetic listening introduced
at Kindergarten results in less criminal activity
and greater happiness later in life. Innovation
consultancy Brink showed the 3 levels of
listening you can practise.

07
DESIGN
FOR GOOD
The side effect of this is that
a lot of people start charity
projects with good intentions
in mind, but very quickly give
up after realising that this
is not what people in need
want. Not to feel lost and
confused Tim Brazier from
Good Things Foundation
shared some tips on how to
approach such projects.
The topic of using creativity
to make the world better is
coming up more and more and
it's definitelly a positive trend.


Fall in love with the problem, not the
solution
So often we get an exciting idea for a charity project and
pour all our energy into it without really understanding if
our solution would make a difference. When trying to apply
creative thinking for good, don’t forget about the basics
of Service Design and doing your research first. You might
discover that not all homeless people look like the ones you've
seen on your way to work. For example some homeless people
have a swimming pool and a shed (true story!).
Create the space, not the answer
The best way to figure out what kind of help
people need – is to ask them. This is how a Digital
Community Hub in Nailsea appeared – volunteers
created a friendly space for people to come in
and share what they want this space to be.

Future London Academy – Design Thinking Innovation Week 2019 #FLA_DTI
If all of these still feels
overwhelming, check out Be an
unfucker website to see how
you can start caring about the
world step-by-step.

08
ETHICS
IN AI
Is technology fundamentally good, bad or neutral?
Catalina Butnaru from Humans in AI shared how
data can sometimes lead to bad decisions – from
the infamous Amazon incident, where you were
suggested to buy a stool when buying a rope, to
Google autofill based on people's real searches.
The big questions is: who is responsible? Is it the
data scientist - because s/he should have prevented
this, is it the product designer - because s/he didn’t
include a “report this” button, is it nobody - “the
data” is bad or should it be someone else - but who?

Spotify recently published a blog post where they explain how companies prioritise
short-term business goals above user trust and wellbeing.
HARM
– The ways unethical design hurts people
– Physical harm
Inactivity, sleep deprivation, financial strain,
exposure of personally-identifiable data,
accidents due to distraction, violence, death.
–
Emotional harm
Betrayal of trust or privacy, verbal abuse,
anxiety, depression.
–
Societal harm
Exclusion, reinforcing stereotypes, political
polarisation, unequal opportunity.
INCENTIVE
+
The business reasons used to justify
unethical design.
+ Engagement revenue – up and to the right.
+ Science – we can never have enough data.
+
Automation and scale – one design to fit every
situation, forever.
+ Neutrality – taking a stance is difficult to do.
+
Reckless speed – move fast and actually
break things.

Sometimes small things can make a big difference. When
Spotify added a little dot under the selected menu item it made
the experience more accessible not just for colour blind users,
but for everyone else as well.

So what can each of us do not to fall in these
traps? Cennydd Bowles recently published a book
called Future Ethics that explores the topic and
potential solutions. He recommends asking yourself
3 questions when making a decision about a new
product or feature.
1.
What if everyone did what I’m
about to do?
2.
Am I treating people as ends
or means?
3.
Am I maximising happiness for
the greatest numbers?

09
HOW TO
MEASURE DESIGN
With more businesses paying attention to design,
the big question started arising – how do we
actually measure the impact of it on the business?
Service design agency Livework emphasises that it’s
principles, rather than a list.
Start with 2 questions: What can we learn
about our customers’ experience today, with
the information we have right now? and What
approach should we take to build a future where the
voice of customers is regularly gathered, reported,
analysed and used to take action?

Livework recommends building a vision for measuring the impact
of design from the very beginning by focusing on 3 main areas.
Listen
■
■
Systematically gathered:
across all channels and
departments, in every region
■
■
Simple for customer to
engage with
■
■
Qualitative: verbatims
and quotes
■
■ Quantifiable, measurable
■
■
Measuring at every stage of
the lifecycle
Act
■
■
Actionable and respected –
used to make decisions and
take actions
■
■
Simple for business to use
and maintain
■
■
Connected to project, use
to quantify/qualify business
cases
■
■
Be able to answer business
questions, find the root cause
Store, Analyse,
Report
■
■
Data is connected to
business metrics
■
■
Centrally stored, widely
accessible
■
■
Integrated into BAU score
cards, how we do things not
special or other
■
■
Able to identify which
customer said or felt or
did that thing. Connected
to CRM

10
WHERE DO
I START?
Building a service design capacity or driving
innovation can be quite overwhelming. Especially
if your company has been doing things the
old way for a very long time. The good news,
you don't need every single person in the
organisation to be on board with your ideas.
Beloved British retailer John Lewis started by
gathering a group of Innovation Catalysts –
enthusiastic people in the organisation who
feel passionate about driving change. They
were trained on the innovation process and
were given tools to support any project with
their knowledge. They were also empowered to
spread the culture of innovation, creativity and
collaboration as well as share best practices.

A couple more tips from Livework on how to keep innovation going
Start small
■
■
Keep the team small and
tight in early phases; nail
planning, business case
and governance as soon as
possible
■
■
Choose projects in areas
where there is natural
interest and data showing
pain points, ensure
qualitative/quantitative
benefits are tracked
Manage
expectations
■
■
Be clear on the incremental
benefits that the Service
Design approach could
have overall on each early
project opportunity; don’t
fight over benefits, share
them
■
■Failure is an option, so get
permission to experiment
learn; call out the possible
outcomes “some of this will
go in the bin, but at least we
stopped it before spending
too much”
Get support
■
■
Establish a coalition of
senior grass roots support;
keep the case for change
roadmap updated and in
pocket; strongly link design
value to business success
■
■
Work with early adopters to
become a solution to their
problems; find ideal proof-
projects and support them,
rather than compete with
them for attention

BONUS: BOOK LIST
Spark for
the Fire
by Ian Wharton
Customer-
Driven
Transformation
by Joe Heapy, Oliver
King, James Samperi
The Culture
Code
by Daniel Coyle
Future Ethics
by Cennydd Bowles

We also share
insights, news
and interviews
here:
Twitter
LinkedIn
Instagram
YouTube
Podcast
WANT MORE?
JOIN THE NEXT FLA:
DESIGN THINKING
INNOVATION WEEK
We will fully immerse you in this condensed creative environment
with lectures and workshops from top UK agencies. This will make
you think and work in a completely new way and will give you energy,
inspiration and tools to take your business to the next level.
Learn more and register on our website.

testpresentationtestpresentationtestpresentationtestpresentation.pdf

Recommended

Recommended

More Related Content

Similar to testpresentationtestpresentationtestpresentationtestpresentation.pdf

Similar to testpresentationtestpresentationtestpresentationtestpresentation.pdf (20)

Recently uploaded

Recently uploaded (20)

testpresentationtestpresentationtestpresentationtestpresentation.pdf