isa11 - jon kolko: design for impact
DESCRIPTION
Como designers estão cada vez mais reconhecidos como líderes e os dirigentes de mudança em larga escala, tornou-se evidente que temos superado os contextos tradicionais do nosso trabalho – como mordomos de mudança organizacional em grandes corporações ou como poder de fogo em consultorias. O empreendedorismo fornece um terceiro veículo para o design orientado a mudança, mas os designers não têm tradicionalmente explorado isso como um plano de carreira viável. Nesta palestra, Jon Kolko irá descrever como uma forma particular de empreendedorismo – o empreendedorismo social – configura como uma nova fronteira para designers, e dará exemplos de como umacompania operacionalmente auto-suficiente e orientada ao design pode criar significado e profundo impacto.TRANSCRIPT
Photo by Michael Cetaruk
Design For Impact
Jon KolkoDirector, Austin Center for Design
INTRODUCTION/
A Changing World
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We’re in the middle of an enormous professional shift.
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For years, design was about form giving.
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Then, design was at the heart of the “experience” and “innovation”
conversation.
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Now, it’s at the center of evolving conversations of culture & society.
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Why are things changing?
What’s our role in this new landscape of design?
What are the challenges we’ll face?
What are the opportunities to make this into a career?
1/
Driving Forces of Change
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A World, Out Of Control
Cheap & Ubiquitous Technology
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A World, Out Of Control
Cheap & Ubiquitous Technology
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Photograph by Chris Jordan
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Black Monday, 1987Chernobyl, 1986 Tienanmen Square, 1989 Gulf War, 1990
0
Columbine, 1999 September 11, 2001Rodney King, 1992 Rwanda, 1995
20111985
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It feels like things are spinning out of control.
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(It’s not just you.)
Sample size = 200,000
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These issues and concerns are at points of coalescence of
large-scale systems:
economicpoliticalreligious
technologicalcultural
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These issues and concerns are an illustration of the consequences of design.
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Consequences:
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Consequences:The results
of our actions.
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A World, Out Of Control
Cheap & Ubiquitous Technology
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A World, Out Of Control
Cheap & Ubiquitous Technology
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1991, Nikon / Kodak DCS420$28,000
2011, Serial CMOS Camera$22
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1983, Motorola DynaTAC 8000X$3995
2010, Huawei IDEOS$100
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1983, Motorola DynaTAC 8000X$3995
2010, Huawei IDEOS$100
2.8-inch (240x320) touch display, 528MHz processor, 3.2-megapixel camera, 16Gig memory with a microSD slot, HSDPA, Wi-Fi (802.11n), GPS, Bluetooth, 3G Mobile Hotspot support for up to 8 devices…
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In 25 years,the cost of producing a high-tech product– and launching it to a mass audience –has gone from exorbitantly expensive,
to…
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20111985
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$0.
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20111985
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And, for the first time in history, ever, we now have the luxury of asking,
“What problem should we work on?”
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Designing for Impact is a process for humanizing technology in the context of a
humanitarian or social problem.
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It’s about working onproblems worth solving.
2/
Designing for Impact
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A Process for Humanizing Technology
ProblemsWorth Solving
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A Process for Humanizing Technology
Problems Worth Solving
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Ethnography Synthesis Prototyping
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Ethnography Synthesis Prototyping
We usually focus our efforts here.
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Ethnography Synthesis Prototyping
When you are designing for impact, these are more important!
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Ethnography requires leaving the safety of the studio and going out into “real life”.
It’s about observing “real people” –and designing with them!
Ethnography Synthesis Prototyping
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The goal of ethnography is to gain empathy.
Ethnography Synthesis Prototyping
Left: Patricia Moore, ~1984
Above: Patricia Moore, ~2000
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What it’s like to be you What it’s like to be someone else
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The goal of ethnography is to gain empathy.
Ethnography Synthesis Prototyping
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Synthesis is the process of making meaning through abductive sensemaking and reframing.
Ethnography Synthesis Prototyping
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Synthesis is the process of making meaning through abductive sensemaking and reframing.
Ethnography Synthesis Prototyping
abductivedeductive inductive
abductivedeductive inductive
The output is guaranteed to be true, if the premise is true.
Jon is a Designer.
All Designers are Arrogant Bastards.
Therefore, Jon is an Arrogant Bastard.
abductivedeductive inductive
The output is guaranteed to be true, if the premise is true.
Jon is a Designer.
All Designers are Arrogant Bastards.
Therefore, Jon is an Arrogant Bastard.
Gives good evidence that a conclusion is true.
All of the designers I’ve ever seen wear black t-shirts.
Therefore, the next designer I will see will be wearing a black t-shirt.
abductivedeductive inductive
The output is guaranteed to be true, if the premise is true.
Jon is a Designer.
All Designers are Arrogant Bastards.
Therefore, Jon is an Arrogant Bastard.
Gives good evidence that a conclusion is true.
All of the designers I’ve ever seen wear black t-shirts.
Therefore, the next designer I will see will be wearing a black t-shirt.
The argument from best explanation, depending on
circumstances and experience
When a designer works on a project, they often draw diagrams
of things. It seems to help them learn about a new topic.
I’ve seen grade school students struggle to learn complex topics
of math or science.
I can abduct that students might be able to learn better by drawing diagrams in a classroom setting.
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Synthesis is the process of making meaning through abductive sensemaking and reframing.
Ethnography Synthesis Prototyping
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Synthesis is the process of making meaning through abductive sensemaking and reframing.
Ethnography Synthesis Prototyping
David Snowden, Lecturer & Researcher
“[Our sensemaking framework] is designed to allow shared understandings to emerge through the multiple discourses of the decision-making group.”
Karl Weick, Organizational Theorist
“Sensemaking is, importantly, an issue of language, talk, and communication. Situations, organizations, and environments are talked into existence.”
David Snowden “[Our sensemaking framework] is designed to allow shared understandings to emerge through the multiple discourses of the decision-making group.”
Robert Hoffman, Cognitive Psychologist
“Sensemaking is a motivated, continuous effort to understand connections (which can be among people, places, and events) in order to anticipate their trajectories and act effectively.”
Karl Weick“Sensemaking is, importantly, an issue of language, talk, and communication. Situations, organizations, and environments are talked into existence.”
David Snowden “[Our sensemaking framework] is designed to allow shared understandings to emerge through the multiple discourses of the decision-making group.”
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Synthesis is the process of making meaning through abductive sensemaking and reframing.
Ethnography Synthesis Prototyping
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This is a process for humanizing technology.
Ethnography Synthesis Prototyping
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A Process for Humanizing Technology
Problems Worth Solving
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Meet Christina Tran and Ryan Hubbard, two of my students.
They created Nudge, an online platform that allows care providers to schedule text messages and support their patients between appointments.
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“Ryan and I realized that most families—even ones experiencing temporary homelessness—have cell phones… We knew case managers wanted to check-in with all of their clients every day, but they just didn't have the time…”Christina Tran2011
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Meet Chap Ambrose and Scott Magee, two of my students.
They created Pocket Hotline, a service to help businesses scale support resources without the hassle and expensive of training new employees.
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“We believe that by connecting people in need to the larger community, culture change can happen. We’re building a platform that directly connects the community to those in need.”Chap Ambrose & Scott Magee2011
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“Ryan and I realized that most families—even ones experiencing temporary homelessness—have cell phones… We knew case managers wanted to check-in with all of their clients every day, but they just didn't have the time.”
Christina Tran 2011
“We believe that by connecting people in need to the larger community, culture change can happen. We’re building a platform that directly connects the community to those in need.”
Chap Ambrose & Scott Magee2011
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“Ryan and I realized that most families—even ones experiencing temporary homelessness—have cell phones… We knew case managers wanted to check-in with all of their clients every day, but they just didn't have the time.”
Christina Tran 2011
“We believe that by connecting people in need to the larger community, culture change can happen. We’re building a platform that directly connects the community to those in need.”
Chap Ambrose & Scott Magee2011
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Ryan, Christina, Chap and Scott leveraged insights in order to
address symptoms of a wicked problem.
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Ryan, Christina, Chap and Scott leveraged insights in order to
address symptoms of a wicked problem.
“The abductive suggestion comes to us like a flash. It is an act of insight, although extremely fallible insight... it is the idea of putting together what we had never before dreamed of putting together which flashes the new suggestion before our contemplation.” Charles Peirce1903
The insight isn’t “in the data” –it comes from inside of you.
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Ryan, Christina, Chap and Scott leveraged insights in order to
address symptoms of a wicked problem.
Well-Structured Problems
Ill-Structured Problems
WickedProblems
Well-Structured Problems
Ill-Structured Problems
WickedProblems
In a well structured problem, all of these are true:
We can test our solution.We can identify problem, goal, and interim states. We can identify solution steps.We can identify domain knowledge.We can solve the problem while obeying the laws of nature.We can solve the problem using only practical levels of effort.
Herb Simon, 1973
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Well-Structured Problems
Ill-Structured Problems
WickedProblems
In an ill-structured problem, some of these are true:
We cannot test our solution, or cannot test it easily.We cannot easily identify problem, goal, or interim states. We cannot identify all of the solution steps.We cannot identify domain knowledge (it may be tacit).We may be constrained by the laws of nature.Solutioning may outweigh practical efforts.
Herb Simon, 1973
Well-Structured Problems
Ill-Structured Problems
WickedProblems
In a wicked problem, the following are true:
Wicked problems have no definitive formulation.Wicked problems have no criteria upon which to determine “solving”.Solutions to wicked problems can only be good or bad.There are no complete list of applicable "moves" for a solution.There are always more than one explanation for a wicked problem.Every wicked problem is a symptom of another problem.No solution of a wicked problem has a definitive, scientific test.Every wicked problem is unique.
Horst Rittel, 1973
Kibera – Nairobi, KenyaPhoto by Michael Cetaruk
Well-Structured Problems
Ill-Structured Problems
WickedProblems
Problems worth solving.
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Ryan, Christina, Chap and Scott leveraged insights in order to
address symptoms of a wicked problem.
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A Process for Humanizing Technology
ProblemsWorth Solving
IN SUMMARY/
The Opportunity
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Should I work at a big corporation?Should I work at a hot consultancy?
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A World, Out Of Control
Cheap & Ubiquitous Technology
A Process for Humanizing Technology
ProblemsWorth Solving
Extracting yourself from the acceptable career path
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Should I work at a big corporation?Should I work at a hot consultancy?
What if you started your own company?And what if this used cheap technology
to provide a valuable service?
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Operating your own company is the only guaranteed way that you will have the
control you want to focus onproblems worth solving.
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But there’s nothing easy about operating your own company.
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Design,in the context of your own company,
means:Research Plan CreationFocus SettingAffinity DiagrammingScreener DevelopmentParticipant SelectionDiscussion Guide CreationContextual InquiryToolkit CreationParticipatory ResearchConcept ModelingWork-flow modelingTranslation
StorytellingDesign CriteriaConcept MappingSemantic ZoomTemporal ZoomProcess Flow DiagrammingStoryboardingReframingInsight combinationHand-drawn WireframingFormal WireframingPrototyping
Software DevelopmentThink Aloud User TestingHeuristic EvaluationFocus GroupsA/B TestingCompetitive AnalysisQuestionnairesProfit & LossContract WritingProduct RoadmapBusiness Plan GenerationOperations
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These are the skills that will allow you to focus on wicked problems.
Research Plan CreationFocus SettingAffinity DiagrammingScreener DevelopmentParticipant SelectionDiscussion Guide CreationContextual InquiryToolkit CreationParticipatory ResearchConcept ModelingWork-flow modelingTranslation
StorytellingDesign CriteriaConcept MappingSemantic ZoomTemporal ZoomProcess Flow DiagrammingStoryboardingReframingInsight combinationHand-drawn WireframingFormal WireframingPrototyping
Software DevelopmentThink Aloud User TestingHeuristic EvaluationFocus GroupsA/B TestingCompetitive AnalysisQuestionnairesProfit & LossContract WritingProduct RoadmapBusiness Plan GenerationOperations
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And when you take on wicked problems, and run your own company,
you are a
social entrepreneur.
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A World, Out Of Control
Cheap & Ubiquitous Technology
A Process for Humanizing Technology
ProblemsWorth Solving
Social Entrepreneurship
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Spend your life focusing on
problems worth solving.
Social Entrepreneurship
