SlideShare a Scribd company logo
the 3 dimensions of design:
scaling a human-centered practice
across the organization
Andrea Picchi
www.andreapicchi.it
@andreapicchi
Human-Centered Organization
is an organized group of people
with the purpose of fulfilling human's needs with a solution;
and eventually, building a sustainable business model around that solutions.
www.andreapicchi.it - @andreapicchiThe 3 dimensions of design: Scaling a human-centered practice across the organization
Design
is a human-centered mindset
www.andreapicchi.it - @andreapicchiThe 3 dimensions of design: Scaling a human-centered practice across the organization
www.andreapicchi.it - @andreapicchi
Designing
is the practice of generating value through problem-solving
The 3 dimensions of design: Scaling a human-centered practice across the organization
Human-Centricity
across the organization
DESIGNER NOT-DESIGNER
NOT-DESIGNERNOT-DESIGNER
. . . . .. .
EXPERIENCE FRONT-END BACK-END SYSTEM
HUMAN-CENTERED MINDSET
DESIGN SPECIFIC ACTIVITY
www.andreapicchi.it - @andreapicchiThe 3 dimensions of design: Scaling a human-centered practice across the organization
3 dimensions
of designing
www.andreapicchi.it - @andreapicchiThe 3 dimensions of design: Scaling a human-centered practice across the organization
ENVIRONMENT
DOINGTHINKING
Human-Centered Culture
C=f(M/E)
C = Culture
M = Mindset = (Thinking + Doing)
E = Environment
www.andreapicchi.it - @andreapicchi
Deep and holistic human understanding
Visualization of new possibilities
Creation of a new activity system
3 components
of design
DOING
THINKING
ENVIRON.
The 3 dimensions of design: Scaling a human-centered practice across the organization
www.andreapicchi.it - @andreapicchi
PREPARE
THE CHANGE
COGNITIVE
PRECONDITIONS
SOCIAL
PRECONDITIONS
MEASURE
THE CHANGE
Change process
not a linear process but a logically structured program
The 3 dimensions of design: Scaling a human-centered practice across the organization
www.andreapicchi.it - @andreapicchi
Large scale change
requires company-wise commitment
TOP-DOWN BOTTOM-UP
C-SUIT
DEPARTMENT
TEAM
INDIVIDUAL
The 3 dimensions of design: Scaling a human-centered practice across the organization
www.andreapicchi.it - @andreapicchi
Large scale change
requires 4 operational layers
SKILLS
TOOLS
RULES
NORMS
The 3 dimensions of design: Scaling a human-centered practice across the organization
www.andreapicchi.it - @andreapicchi
Change process
not a linear process but a logically structured program
PREPARE
THE CHANGE
COGNITIVE
PRECONDITIONS
SOCIAL
PRECONDITIONS
MEASURE
THE CHANGE
The 3 dimensions of design: Scaling a human-centered practice across the organization
Appoint a design advocate
to drive, protect and embodies the change
“Quality of experience
is everyone’s responsibility”
- Steve Jobs, CEO Apple
www.andreapicchi.it - @andreapicchiThe 3 dimensions of design: Scaling a human-centered practice across the organization
www.andreapicchi.it - @andreapicchi
Prepare the change
define the why, what, how
NORMS
RULES
TOOLS
SKILLS
THINKING
DOING
ENVIRON
DEPARTM
TEAM
INDIVID
C-SUIT
1. Create a compelling story that exposes purpose and values.
2. Create a program and a roadmap for the change.
3. Make the change mandatory.
QUALITY OF EXPERIENCE
IS EVERYONE’S RESPONSIBILITY
WEEKLY ITERATION
VALUES PURPOSE
The 3 dimensions of design: Scaling a human-centered practice across the organization
+
www.andreapicchi.it - @andreapicchi
Prepare the change
align vision, goals, and objectives
THINKING
DOING
ENVIRON
DEPARTM
TEAM
INDIVID
C-SUIT
• Use OKR (or 4DX) to align company, team and individual objectives.
• Don’t use OKR (or 4DX) to evaluate performance!
VISION
ANNUAL
GOAL
QUARTERLY
OBJECTIVE
KEY RESULT 1
ANNUAL
GOAL
QUARTERLY
OBJECTIVE
QUARTERLY
OBJECTIVE
QUARTERLY
OBJECTIVE
KEY RESULT 1
KEY RESULT 1
KEY RESULT 1
KEY RESULT N
KEY RESULT N
KEY RESULT N
KEY RESULT N
NORMS
RULES
TOOLS
SKILLS
The 3 dimensions of design: Scaling a human-centered practice across the organization
www.andreapicchi.it - @andreapicchi
PREPARE
THE CHANGE
COGNITIVE
PRECONDITIONS
SOCIAL
PRECONDITIONS
MEASURE
THE CHANGE
Set the cognitive preconditions
not a linear process but a logically structured program
The 3 dimensions of design: Scaling a human-centered practice across the organization
Cognitive preconditions
reframe the roles
www.andreapicchi.it - @andreapicchi
“The limits of my language
are the limits of my mind”.
“All I know is what I have words for.”
- Ludwig Wittgenstein
The 3 dimensions of design: Scaling a human-centered practice across the organization
MOBILE DEVELOPER
EXPERIENCE DEVELOPER
PRODUCT OWNER
EXPERIENCE PLANNER
UX OR UI DESIGNER
EXPERIENCE DESIGNER
www.andreapicchi.it - @andreapicchi
THINKING
DOING
ENVIRON
DEPARTM
TEAM
INDIVID
C-SUIT
Cognitive preconditions
reframe the roles
. . . . . .
NORMS
RULES
TOOLS
SKILLS
The 3 dimensions of design: Scaling a human-centered practice across the organization
www.andreapicchi.it - @andreapicchi
Cognitive preconditions
teach the required skills
AVERAGE RETENTION RATES
75%
95%
50%
30%
20%
10%
5%
Reading
Audio/Visual
Demonstration
Discussion
Practice
Teaching
Lecturing
How do we develop skills?
Passive
Individual
Learning
Methods
Active
Collective
Learning
Methods
Source: National Training LaboratoriesThe 3 dimensions of design
www.andreapicchi.it - @andreapicchi
PREPARE
THE CHANGE
COGNITIVE
PRECONDITIONS
SOCIAL
PRECONDITIONS
MEASURE
THE CHANGE
Change process
not a linear process but a logically structured program
The 3 dimensions of design: Scaling a human-centered practice across the organization
www.andreapicchi.it - @andreapicchi
THINKING
DOING
ENVIRON
DEPARTM
TEAM
INDIVID
C-SUIT
Cognitive preconditions
redefine the reward system
Are you rewarding individual or collective behavior?
COLLECTIVE
NORMS
RULES
TOOLS
SKILLS
INDIVIDUAL
The 3 dimensions of design: Scaling a human-centered practice across the organization
www.andreapicchi.it - @andreapicchi
TEAM USER
Are you rewarding delivery or positive feedback and learning?
THINKING
DOING
ENVIRON
DEPARTM
TEAM
INDIVID
C-SUIT
RELEASE
FEEDBACK
Cognitive preconditions
redefine the reward system
NORMS
RULES
TOOLS
SKILLS
The 3 dimensions of design: Scaling a human-centered practice across the organization
www.andreapicchi.it - @andreapicchi
THINKING
DOING
ENVIRON
DEPARTM
TEAM
INDIVID
C-SUIT
Cognitive preconditions
redefine the budget system
Are you allocating budget per year or problem to solve?
STAKEHOLDER(S) TEAM
LEARNING & RESULT
PROBLEM
PURPOSE
NORMS
RULES
TOOLS
SKILLS
The 3 dimensions of design: Scaling a human-centered practice across the organization
www.andreapicchi.it - @andreapicchi
Cognitive preconditions
give decision-making autonomy to the team
STAKEHOLDER(S) TEAM
PROBLEM
PURPOSE
LEARNING & RESULT
Are you signing-off every step of the process?
THINKING
DOING
ENVIRON
DEPARTM
TEAM
INDIVID
C-SUIT
NORMS
RULES
TOOLS
SKILLS
The 3 dimensions of design: Scaling a human-centered practice across the organization
www.andreapicchi.it - @andreapicchi
TEAM HUMAN-CENTERED CANVAS
THINKING
DOING
ENVIRON
DEPARTM
TEAM
INDIVID
C-SUIT
FEEDBACK
NORMS
RULES
TOOLS
SKILLS
The 3 dimensions of design: Scaling a human-centered practice across the organization
Cognitive preconditions
give decision-making autonomy to the team
Are you supporting the learning process?
SOLUTION
www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy
Vertical thinking
individual activity
Horizontal thinking
collective activity
Social preconditions
create a safe independent ecosystem for the team
WHITEBOARD WALL
WHITEBOARD WALL
WHITEBOARDWALL
BOOKSHELFSTORAGE
DESKDESKDESKDESKDESK
DESKDESKDESKDESKDESK
INDIVIDUAL SPACE
MONITOR
DESIGN REQ WALL
BUSINESSREQWALL
TECHREQWALL
COLLECTIVE SPACE
RECREATIONAL SPACE
TABLE
DESIGN
DOING
DESIGN
THINKING
DESIGN
THINKING
THINKING
DOING
ENVIRON
DEPARTM
TEAM
INDIVID
C-SUIT
NORMS
RULES
TOOLS
SKILLSDESIGN
DOING
www.andreapicchi.it - @andreapicchi
PREPARE
THE CHANGE
COGNITIVE
PRECONDITIONS
SOCIAL
PRECONDITIONS
MEASURE
THE CHANGE
Change process
not a linear process but a logically structured program
The 3 dimensions of design: Scaling a human-centered practice across the organization
Measuring change
quantify the adoption
Design adoption can’t be measured as a single concept and manifest itself
as a butterfly effect.
www.andreapicchi.it - @andreapicchiThe 3 dimensions of design: Scaling a human-centered practice across the organization
DEEP AND HOLISTIC HUMAN UNDERSTANDING
VISUALIZATION OF NEW POSSIBILITIES
CREATION OF A NEW ACTIVITY SYSTEM
www.andreapicchi.it - @andreapicchi
Measure change
quantify the adoption
Move from “operational” to “behavioral” metrics.
DOINGTHINKING ENVIRONMENT
employee engagement
employee satisfaction
employee motivation
employee interruptions
time spent “doing”
number of prototypes per project
number of prototype per feature
number of concurrent prototypes
prototype-insight rate
time spent “thinking”
days without user interaction
number of users involved
number of problems reframed
number of hypothesis generated
employee trained, coaches trained, human-centered projects
The 3 dimensions of design: Scaling a human-centered practice across the organization
HUMAN-CENTERED MINDSET
www.andreapicchi.it - @andreapicchi
PREPARE
COGNITIVE
SOCIAL
MEASURE
Summary
not a linear process but a logically structured program
Expose purpose and values with a compelling story > Create a roadmap > Make it mandatory.
Align vision, goals, and objectives > Default knowledge to open.
Reframe the roles > Teach the skills.
Create a certification program and an evangelist role.
Reframe the reward system > Redefine the budget system > Give decision-making autonomy.
Create a safe and independent “environment” for “thinking” and “doing”.
Quantify the adoption with behavioral metrics.
Model all the 3 dimensions of designing: thinking, doing, and environment.
The 3 dimensions of design: Scaling a human-centered practice across the organization
the 3 dimensions of design:
scaling a human-centered practice
across the organization
Andrea Picchi
www.andreapicchi.it
@andreapicchi

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The 3 Dimensions of Design: Scaling a Human-Centered Practice across the Organization

  • 1. the 3 dimensions of design: scaling a human-centered practice across the organization Andrea Picchi www.andreapicchi.it @andreapicchi
  • 2. Human-Centered Organization is an organized group of people with the purpose of fulfilling human's needs with a solution; and eventually, building a sustainable business model around that solutions. www.andreapicchi.it - @andreapicchiThe 3 dimensions of design: Scaling a human-centered practice across the organization
  • 3. Design is a human-centered mindset www.andreapicchi.it - @andreapicchiThe 3 dimensions of design: Scaling a human-centered practice across the organization
  • 4. www.andreapicchi.it - @andreapicchi Designing is the practice of generating value through problem-solving The 3 dimensions of design: Scaling a human-centered practice across the organization
  • 5. Human-Centricity across the organization DESIGNER NOT-DESIGNER NOT-DESIGNERNOT-DESIGNER . . . . .. . EXPERIENCE FRONT-END BACK-END SYSTEM HUMAN-CENTERED MINDSET DESIGN SPECIFIC ACTIVITY www.andreapicchi.it - @andreapicchiThe 3 dimensions of design: Scaling a human-centered practice across the organization
  • 6. 3 dimensions of designing www.andreapicchi.it - @andreapicchiThe 3 dimensions of design: Scaling a human-centered practice across the organization ENVIRONMENT DOINGTHINKING Human-Centered Culture C=f(M/E) C = Culture M = Mindset = (Thinking + Doing) E = Environment
  • 7. www.andreapicchi.it - @andreapicchi Deep and holistic human understanding Visualization of new possibilities Creation of a new activity system 3 components of design DOING THINKING ENVIRON. The 3 dimensions of design: Scaling a human-centered practice across the organization
  • 8. www.andreapicchi.it - @andreapicchi PREPARE THE CHANGE COGNITIVE PRECONDITIONS SOCIAL PRECONDITIONS MEASURE THE CHANGE Change process not a linear process but a logically structured program The 3 dimensions of design: Scaling a human-centered practice across the organization
  • 9. www.andreapicchi.it - @andreapicchi Large scale change requires company-wise commitment TOP-DOWN BOTTOM-UP C-SUIT DEPARTMENT TEAM INDIVIDUAL The 3 dimensions of design: Scaling a human-centered practice across the organization
  • 10. www.andreapicchi.it - @andreapicchi Large scale change requires 4 operational layers SKILLS TOOLS RULES NORMS The 3 dimensions of design: Scaling a human-centered practice across the organization
  • 11. www.andreapicchi.it - @andreapicchi Change process not a linear process but a logically structured program PREPARE THE CHANGE COGNITIVE PRECONDITIONS SOCIAL PRECONDITIONS MEASURE THE CHANGE The 3 dimensions of design: Scaling a human-centered practice across the organization
  • 12. Appoint a design advocate to drive, protect and embodies the change “Quality of experience is everyone’s responsibility” - Steve Jobs, CEO Apple www.andreapicchi.it - @andreapicchiThe 3 dimensions of design: Scaling a human-centered practice across the organization
  • 13. www.andreapicchi.it - @andreapicchi Prepare the change define the why, what, how NORMS RULES TOOLS SKILLS THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT 1. Create a compelling story that exposes purpose and values. 2. Create a program and a roadmap for the change. 3. Make the change mandatory. QUALITY OF EXPERIENCE IS EVERYONE’S RESPONSIBILITY WEEKLY ITERATION VALUES PURPOSE The 3 dimensions of design: Scaling a human-centered practice across the organization +
  • 14. www.andreapicchi.it - @andreapicchi Prepare the change align vision, goals, and objectives THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT • Use OKR (or 4DX) to align company, team and individual objectives. • Don’t use OKR (or 4DX) to evaluate performance! VISION ANNUAL GOAL QUARTERLY OBJECTIVE KEY RESULT 1 ANNUAL GOAL QUARTERLY OBJECTIVE QUARTERLY OBJECTIVE QUARTERLY OBJECTIVE KEY RESULT 1 KEY RESULT 1 KEY RESULT 1 KEY RESULT N KEY RESULT N KEY RESULT N KEY RESULT N NORMS RULES TOOLS SKILLS The 3 dimensions of design: Scaling a human-centered practice across the organization
  • 15. www.andreapicchi.it - @andreapicchi PREPARE THE CHANGE COGNITIVE PRECONDITIONS SOCIAL PRECONDITIONS MEASURE THE CHANGE Set the cognitive preconditions not a linear process but a logically structured program The 3 dimensions of design: Scaling a human-centered practice across the organization
  • 16. Cognitive preconditions reframe the roles www.andreapicchi.it - @andreapicchi “The limits of my language are the limits of my mind”. “All I know is what I have words for.” - Ludwig Wittgenstein The 3 dimensions of design: Scaling a human-centered practice across the organization
  • 17. MOBILE DEVELOPER EXPERIENCE DEVELOPER PRODUCT OWNER EXPERIENCE PLANNER UX OR UI DESIGNER EXPERIENCE DESIGNER www.andreapicchi.it - @andreapicchi THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT Cognitive preconditions reframe the roles . . . . . . NORMS RULES TOOLS SKILLS The 3 dimensions of design: Scaling a human-centered practice across the organization
  • 18. www.andreapicchi.it - @andreapicchi Cognitive preconditions teach the required skills AVERAGE RETENTION RATES 75% 95% 50% 30% 20% 10% 5% Reading Audio/Visual Demonstration Discussion Practice Teaching Lecturing How do we develop skills? Passive Individual Learning Methods Active Collective Learning Methods Source: National Training LaboratoriesThe 3 dimensions of design
  • 19. www.andreapicchi.it - @andreapicchi PREPARE THE CHANGE COGNITIVE PRECONDITIONS SOCIAL PRECONDITIONS MEASURE THE CHANGE Change process not a linear process but a logically structured program The 3 dimensions of design: Scaling a human-centered practice across the organization
  • 20. www.andreapicchi.it - @andreapicchi THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT Cognitive preconditions redefine the reward system Are you rewarding individual or collective behavior? COLLECTIVE NORMS RULES TOOLS SKILLS INDIVIDUAL The 3 dimensions of design: Scaling a human-centered practice across the organization
  • 21. www.andreapicchi.it - @andreapicchi TEAM USER Are you rewarding delivery or positive feedback and learning? THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT RELEASE FEEDBACK Cognitive preconditions redefine the reward system NORMS RULES TOOLS SKILLS The 3 dimensions of design: Scaling a human-centered practice across the organization
  • 22. www.andreapicchi.it - @andreapicchi THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT Cognitive preconditions redefine the budget system Are you allocating budget per year or problem to solve? STAKEHOLDER(S) TEAM LEARNING & RESULT PROBLEM PURPOSE NORMS RULES TOOLS SKILLS The 3 dimensions of design: Scaling a human-centered practice across the organization
  • 23. www.andreapicchi.it - @andreapicchi Cognitive preconditions give decision-making autonomy to the team STAKEHOLDER(S) TEAM PROBLEM PURPOSE LEARNING & RESULT Are you signing-off every step of the process? THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT NORMS RULES TOOLS SKILLS The 3 dimensions of design: Scaling a human-centered practice across the organization
  • 24. www.andreapicchi.it - @andreapicchi TEAM HUMAN-CENTERED CANVAS THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT FEEDBACK NORMS RULES TOOLS SKILLS The 3 dimensions of design: Scaling a human-centered practice across the organization Cognitive preconditions give decision-making autonomy to the team Are you supporting the learning process? SOLUTION
  • 25. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy Vertical thinking individual activity Horizontal thinking collective activity Social preconditions create a safe independent ecosystem for the team WHITEBOARD WALL WHITEBOARD WALL WHITEBOARDWALL BOOKSHELFSTORAGE DESKDESKDESKDESKDESK DESKDESKDESKDESKDESK INDIVIDUAL SPACE MONITOR DESIGN REQ WALL BUSINESSREQWALL TECHREQWALL COLLECTIVE SPACE RECREATIONAL SPACE TABLE DESIGN DOING DESIGN THINKING DESIGN THINKING THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT NORMS RULES TOOLS SKILLSDESIGN DOING
  • 26. www.andreapicchi.it - @andreapicchi PREPARE THE CHANGE COGNITIVE PRECONDITIONS SOCIAL PRECONDITIONS MEASURE THE CHANGE Change process not a linear process but a logically structured program The 3 dimensions of design: Scaling a human-centered practice across the organization
  • 27. Measuring change quantify the adoption Design adoption can’t be measured as a single concept and manifest itself as a butterfly effect. www.andreapicchi.it - @andreapicchiThe 3 dimensions of design: Scaling a human-centered practice across the organization
  • 28. DEEP AND HOLISTIC HUMAN UNDERSTANDING VISUALIZATION OF NEW POSSIBILITIES CREATION OF A NEW ACTIVITY SYSTEM www.andreapicchi.it - @andreapicchi Measure change quantify the adoption Move from “operational” to “behavioral” metrics. DOINGTHINKING ENVIRONMENT employee engagement employee satisfaction employee motivation employee interruptions time spent “doing” number of prototypes per project number of prototype per feature number of concurrent prototypes prototype-insight rate time spent “thinking” days without user interaction number of users involved number of problems reframed number of hypothesis generated employee trained, coaches trained, human-centered projects The 3 dimensions of design: Scaling a human-centered practice across the organization HUMAN-CENTERED MINDSET
  • 29. www.andreapicchi.it - @andreapicchi PREPARE COGNITIVE SOCIAL MEASURE Summary not a linear process but a logically structured program Expose purpose and values with a compelling story > Create a roadmap > Make it mandatory. Align vision, goals, and objectives > Default knowledge to open. Reframe the roles > Teach the skills. Create a certification program and an evangelist role. Reframe the reward system > Redefine the budget system > Give decision-making autonomy. Create a safe and independent “environment” for “thinking” and “doing”. Quantify the adoption with behavioral metrics. Model all the 3 dimensions of designing: thinking, doing, and environment. The 3 dimensions of design: Scaling a human-centered practice across the organization
  • 30. the 3 dimensions of design: scaling a human-centered practice across the organization Andrea Picchi www.andreapicchi.it @andreapicchi