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Social Transformation Design, Solving Complex Problems

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Social Transformation Design, Solving complex problems is a talk presented at UNSW Art & Design in Sept 2016. Vivien is a Design strategist and Co-founder of China Australia Millennial Project passionate about empowering a new generation of design-led leaders to drive innovation and create a better future for people and the environment integrating financial value with social impact value.

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Social Transformation Design, Solving Complex Problems

  1. 1. SOCIAL TRANSFORMATION DESIGN UNSW Art & Design VIVIENSUNG.COM @VIVIENSUNG #SOCIALDESIGN SOLVING COMPLEX PROBLEMS
  2. 2. DEMOCRATISED TOOLS COMMODITIZATION CROWD-SOURCING DISRUPTED INDUSTRIES DIGITAL DISRUPTION THE ASIAN CENTURY GLOBAL WARMING SOCIAL MEDIA PARTICIPATION ECONOMY PURPOSE ECONOMY CONSUMER POWER COLLABORATIVE CONSUMPTION FAST-CHANGING & COMPLEX LANDSCAPE environmental technological economic culturalVUCA: volatility, uncertainty, complexity, ambiguity
  3. 3. IMAGE FROM HTTP://BIT.LY/1EGPY2D 2015: ‘We are the first generation to feel the impacts of climate change, and the last generation to be able to do something about it.’ BARACK OBAMA, 3 August 2015, Clean Power Plan Major fossil fuels and minerals are forecast to be exhausted in 60-80 years at current rates of extraction, much sooner for other resources (gold, lead, zinc, crude oil). CSIRO, 2013 http://bit.ly/1EGPy2D 2006: Documentary film, An Inconvenient Truth AL GORE, 2006 http://bit.ly/1agyjkn
  4. 4. We are all shareholders of the social economy. DAVE BEAUMONT, COS Youth Development Officer The new social contract, we’re all in this together TIM BROWN, IDEO
  5. 5. The problems we face today are a result of consequence of what we created in just a few centuries - human problems. FOOD SECURITY MENTAL HEALTHURBANISATION DRUG TRAFFICKING POVERTY TERRORISM GLOBAL WARMING ADDICTION UNEMPLOYMENT HEALTHCARE OBESITY WELFARE ENERGY CRIME AGING POPULATION AFFORDABLE HOUSING EQUALITY RACISM GOVERNMENT BUREAUCRACY VIOLENCE CHILD ABUSE EPIDEMICS LONELINESS TRAFFIC POLLUTION ASSYLUM SEEKERS WAR HOMELESSNESS RISING SEA LEVELS We cannot solve our problems with the same thinking we used when we created them. ALBERT EINSTEIN NATURAL DISASTERS
  6. 6. WICKED PROBLEMS A wicked problem is a problem that is difficult or impossible to solve because of incomplete, contradictory, and changing requirements.C. WEST CHURCHMAN 1967 C. WEST CHURCHMAN 1967
  7. 7. A wicked problem is a problem that is difficult or impossible to solve because of incomplete, contradictory, and changing requirements.C. WEST CHURCHMAN 1967 C. WEST CHURCHMAN 1967 SUPER WICKED • Time is running out • No central authority • Those seeking to solve the problem are also causing it • Characterised by chronic policy failure KELLY LEVIN, BENJAMIN CASHORE, GRAEME AULD & STEVEN BERNSTEIN 2007 WICKED PROBLEMS
  8. 8. Problems are opportunities in disguise 机danger opportunity 危 REFRAMING CRISIS (wei ji)
  9. 9. THE OPPORTUNITY TOP-DOWN BOTTOM-UP DISRUPTIVE INCREMENTAL RETHINK INNOVATE DISRUPT Where there is rapid change, there is opportunity. FUTURE CITIES CATAPULT TO MAKE A MASSIVE DIFFERENCE & CREATE A BETTER FUTURE
  10. 10. WID ER SOCIAL BENEFI T EN VIRONMENTAL EC ONOM IC THICK VALUE Sustainable, meaningful value, good and ethical ways to make a profit UMAIR HAQUE, 2009 SHARED VALUE The more we learn about social issues, the more opportunities we see to use capitalism to address those societal issues. MICHAEL E PORTER & MARK R. KRAMER, 2011 Creating Shared Value, Michael E Porter, Professor, economist at Harvard Business School http://bit.ly/1jST9D1 Umair Haque, Director of Havas Media Labs, 2009, The Value Every Business Needs to Create Now http://bit.ly/1OPV4W1 = THE OPPORTUNITY CIRCULAR ECONOMYREUSE, RECOVER, REGENERATE
  11. 11. Collaborative Consumption. A more comprehensive list can be found at http://bit.ly/1gv0IBv Product services sharing Redistribution markets SHARING ECONOMY
  12. 12. The millennial generation is demanding purpose in their work at a level never seen before... Am I going to have a life with meaning? AARON HURST, Author of Purpose Economy Consumers will increasingly demand socially conscious brands and organisations changing the landscape of products, services and organisations. By 2025, Millennials will comprise 75% of the workforce population AGRARIAN ECONOMY INDUSTRIAL ECONOMY From 1760’s. Manufacturing: consumption of goods Increase quality of life using land From 1960’s Quest for knowledge TV, radio, internet Quest for purpose Enhancing relationships Doing something greater than yourself Personal growth & experience INFORMATION ECONOMY PURPOSE ECONOMY
  13. 13. 100% electric transportation & 100% solar by 2030. Fossil fuels will be obsolete within 15 years. TONY SEBA, Lecturer in Entrepreneurship, Disruption and Clean Energy, Stanford University. Author of #cleandisruption http://bit.ly/1FN2KEY Toyota Prius Tesla
  14. 14. SOCIAL DESIGN IS GOOD BUSINESS
  15. 15. Traditional Design Service & Experience Design Organisational Strategic Design Social Transformation Design Communications Products Built form Services Experiences Interactions Organisational Systems Culture Conversations Wicked Public Social Global Higher complexity 1.0 2.0 3.0 4.0 intangibleTangible Modified from Humantific, The Other Design Thinking ROLE OF DESIGN: PROBLEM SOLVING TOOL
  16. 16. Images from Humantific. The Other Design Thinking. • Human-centred design • Observation of behaviour • Holistic Thinking • Facilitation of stakeholders • Collaboration • Co-design By shifting the conversation and context of design from products and communication to systems, services, and strategic solutions, designers are making their presence felt far beyond the borders of corporate design departments by tackling “wicked problems” that governments and traditional bureaucracies have been unable to resolve. MICHAEL WESTCOTT, DMI (Design Management Institiute) Traditional Design Service & Experience Design Organisational Strategic Design Social Transformation Design DESIGN THINKING = SOLVING COMPLEX PROBLEMS
  17. 17. Designers increasingly are facilitators, strategists, connectors, cultural intermediaries, that provide the space to explore a problem, give the permission to think and fail in a safe space.
  18. 18. • Use holistic, not partial or linear thinking • Innovative and flexible approaches built on action, experimentation and evaluation • Work collaboratively across boundaries • Engage stakeholders (which may include citizens) in understanding the problem and identifying responses • Develop core skills and competencies – communication, big picture thinking and influencing skills, and the ability to work cooperatively • Envision and explore the future/adopt a long-term focus • Understand how to change behaviour RESPONDING TO WICKED PROBLEMS CHRIS RIEDY, Associate Professor at the Institute for Sustainable Futures, UTS List referenced from Australian Public Service Commission report and John C. Camillus in Harvard Business Review. http://bit.ly/1UyCzZW
  19. 19. DISCOVER DEFINE DEVELOP DELIVER DIVERGENT DIVERGENT CONVERGENT CONVERGENT Prototyping, testing, iteration Refine, implement, stories, evaluate Synthesis to extract key insights. Problem and opportunity framing Ideation Human-centred research to understand the problem and users DESIGN THINKING A human-centred approach to solving complex problems that integrates the needs of people, what’s technically possible and business success.
  20. 20. uncertainty / ambiguity clarity DISCOVER DEFINE DEVELOP DELIVER prototype designresearch patterns/insights opportunities ideas frameworks DESIGN THINKING approach and mindset to solving complex problems
  21. 21. DESIGN THINKING approach and mindset to solving complex problems uncertainty / ambiguity clarity DISCOVER DEFINE DEVELOP DELIVER prototype designresearch patterns/insights opportunities ideas frameworks
  22. 22. Image adapted from Creative Confidence. By Tom and David Kelly Design skills and business skills are converging ROGER MARTIN, Rotman School of Management, University of Toronto DESIRABILITY (people) VIABILITY (business) * FEASABILITY (technical)
  23. 23. 5 New Design Careers for the 21st Century. Tim Brown. Jul 22, 2014 The Business Designer The Social Innovator The Hybrid Design Researcher The Design Entrepreneur The Designer Coder Combining entrepreneurialism and design is the hot thing. Every start- up worth its salt has a designer on its founding team. Designers designing for the social sector. creating maximum positive impact and exciting new innovations to those most in need. Designers who can also code possess a powerful set of tools - to conceive new ideas and the ability to launch them quickly into market. Designers looking at innovation beyond end product to business model, channel strategy, marketing, supply chain etc. Designers knowing how to tap into technology/real-time data to reveal user behavior combined with qualitative research. DESIGN CAREERS FOR THE 21ST CENTURY
  24. 24. ARE YOU UP FOR THE CHALLENGE? THE SOCIAL INNOVATOR
  25. 25. australiachina.org http://ausp.lu/1ImnZwm
  26. 26. Westpac Digital Disruption Swisse Health & Wellness AMP Innovation for the New Retirement China Cultural Centre Arts & Culture Westpac Global Talent Finsia China-Australia Free Trade Agreement UoN Innovation in Education UTS Entrepreneurship Energy and Sustainable Living FYA Pathways to Work Practera Play Future of Tourism PwC Infrastructure THINKTANKS
  27. 27. Source: PwC estimates for 2050, pwc-world-in-2050-report-january-2013 CHINA $US 53,856bn SAUDI ARABIA SPAIN ITALY TURKEY FRANCE MEXICO BRASIL INDIA $US 34,704bn US $US 37,998bn RUSSIA INDONESIA GERMANY UK NIGERIA CANADA SOUTH KOREA VIETNAM ARGENTINA JAPAN TOP 20 BIGGEST ECONOMIES IN 2050 (GDP AT PPP)
  28. 28. A platform for Australia and China’s top young innovators to form the trusted connections, networks and bilateral business skills to thrive in the Asian Century.
  29. 29. Develop the innovation capacity of young Australian and Chinese innovators to create a better world together.
  30. 30. PARTICIPATORY WORKSHOP
  31. 31. CURRENT STATE: Mapped challenges & opportunities FUTURE STATE: Vision for the future Invited industry to co-create with us Economy & businesss Sustainability Politics Education Communication & innovation People & culture
  32. 32. What are your hopes for the Australia China relationship in 2050? My hope is that the relationship will be more diversified than it is today; and that there will be deeper understanding of one another. I hope that we will be closer friends...and more collaborative than transactional in our interactions. I hope it’s about more than just minerals in the ground or job opportunities in the commercial sector. I would like for it to be one where both sides are learning from each other. By 2050, many of the current politicians of the world will be dead. So there is hope. A coming together in a way that creates mutual benefit – based on respect for each other and the strengths each can bring That we will be close partners tackling global environmental, health and social challenges. SURVEYS & VOX POPS
  33. 33. Australia China Liu Yan Skype Call Vivien Sung Skype Call
  34. 34. DISCOVER IDEATE DEVELOP DELIVERORIENTATION FOLLOW-UP Innovation Methodology Leadership Skills Intercultural Capacity People say you have to have a lot of passion for what you’re doing, and it’s totally true because the reason is - it’s so hard that if you don’t, any rational person would give up. STEVE JOBS
  35. 35. COLLABORATIVE Trust, respect, safety to challenge: multiple perspectives, disciplines, cultures Margaret Heffernan: Dare to disagree Ted talk
  36. 36. OPEN Be curious, explorative, beginner’s mindset. Ask why, what if Tool: 5 why’sWaren Bergen: The importance of asking questions
  37. 37. OPTIMISTIC Envisioning a better future Transforming difficult challenges into opportunities for design John Bielenberg http://bit.ly/1hPZXUU
  38. 38. EMBRACE AMBIGUITY Not knowing what the answer will be
  39. 39. #TIPS
  40. 40. #1 KNOW THY PURPOSE People buy why you do it, not what you do. SIMON SINEK 西 中 澳 东 Aha! DISCOVER DEFINE DEVELOP DELIVER
  41. 41. DISCOVER DEFINE DEVELOP DELIVER #2 EMPATHISE WITH USERS The best solutions come out of the best insights into human behavior. STANFORD D.SCHOOL Observation Interviews Shadowing Mobile diaries It’s weird to think all these inner city areas were creative or working class or immigrants 30, 40 years ago and now it’s inaccessible. It’s just the way it is, you have to move further out. Daniel, 25 year old musician Steve Portigal: User research
  42. 42. DISCOVER DEFINE DEVELOP DELIVER Ecosystem, system, relationships Stakeholder mapping What dots can I connect? #3 THINK HOLISTICALLY A social interaction designer must consider not only people, environment, and existing tools, but also the unseen elements of the system such as social relationships, power dynamics and cultural roles. GENTRY UNDERWOOD
  43. 43. #4 DEFINE INSIGHTS Insights ... emerge from a process of synthesizing information to discover connections and patterns. STANFORD D.SCHOOL Personas Empathy Map: Say & do, Think & feel Journey mapping Scenarios Problem statements DISCOVER DEFINE DEVELOP DELIVER
  44. 44. How might we eradicate extreme poverty? How might we enable poor farmers to increase productivity of their land through simple, low-cost products and services? #5 FRAME OPPORTUNITIES Framing the right problem is the only way to create the right solution. STANFORD D.SCHOOL DISCOVER DEFINE DEVELOP DELIVER
  45. 45. #6 IDEATE WILDLY To have a good idea, you must first have lots of ideas LINUS PAULING DIVERGE CONVERGE CONVERGEDIVERGE DISCOVER DEFINE DEVELOP DELIVER
  46. 46. Models Storyboards Paper digital models Bodystorming #7 PROTOTYPE TO THINK A successful prototype is not one that works flawlessly, it is one that teaches us something. TIM BROWN DISCOVER DEFINE DEVELOP DELIVER
  47. 47. #8 TEST TO LEARN Fail early to succeed sooner. TOM KELLEY DISCOVER DEFINE DEVELOP DELIVER
  48. 48. Alex Osterwalder’s Business model canvas Business model for social enterprise by Ingrid Burkett DISCOVER DEFINE DEVELOP DELIVER #9 DEVELOP VIABILITY Once you understand business models you can then start prototyping business models just like you prototype products. ALEX OSTERWALDER
  49. 49. #10 TELL YOUR STORY We rely on stories to put our ideas into context and give them meaning. TIM BROWN DISCOVER DEFINE DEVELOP DELIVER
  50. 50. #11 SHARE IMPACT Measure and quantify impact in a tangible way DISCOVER DEFINE DEVELOP DELIVER Case studies Surveys Interviews Testimonials Media monitoring
  51. 51. Energy and Sustainable Living ThinkTank Question How might we help communities lead the rapid transition to energy reduction and renewable energy?
  52. 52. • Currently most households don’t know how and where they use energy in their homes and they don’t know how to reduce it so they can save money and help the environment. • 96% respondants wanted the ability to see which devices in their homes were using the most energy. • In China, smart meters are being installed in all new building developments. By 2015, it is projected there will be 500 million smart meters, 238 million more than in 2012. Meet the Team Chell Lyons Energy policy advisor/analyst Lloyd Niccol Engineer energy innovation Yan Mi Youth leader in Sustainability Kate Cavanagh Scientist, Renewable energy Tim Binnion Product design, creative director
  53. 53. Energy and Sustainable Living How might we help inform renewable energy choices for homeowners so that they reduce costs & consumption? ThinkTank Question How might we help communities lead the rapid transition to energy reduction and renewable energy?
  54. 54. The ipod of energy: a system that uses smart electricity meter data to empower households to use energy efficiently.
  55. 55. Prototyped in China
  56. 56. Pitcing in Beijing, China at OTEC
  57. 57. Practera Play Unxiety is an online interactive platform that uses game therapy to treat anxiety aimed at young professionals. Anxiety is a hidden disorder in both China and Australia that is suffered by up to a third of the population. How can gamification and serious games foster global collaboration and create sustainable social impact?
  58. 58. Offtrack promotes Australian regional experiences to a Chinese audience by making regional opportunities more easily searchable online in Chinese. How might we create sustainable tourism opportunities that disperse the benefits between both urban and regional communities? Future of Tourism
  59. 59. Founder of Grameen Bank Winer Nobel Peace Prize 2006 Kenny Choi CAMP delegate https://vimeo.com/62762140
  60. 60. Be the change you wish to be in the world. Mathatma Gandi Resource: IDEO Design Kit

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