THE NATURE OF DESIGN IN A UX CENTRIC ORGANIZATION

BENOÎT MEUNIER UX DESIGNER

JANUARY 8, 2015

TODAY PRESENTATIONTHE FOUNDATION NEXT MONTHEMBEDDING DESIGN INTO THE ORGANIZATION

IMPLICATIONSSTRATEGY AS DESIGN

STRATEGY AS DESIGN

▸ Like design, strategic thinking is synthetic and ...

▸ is abductive

▸ is hypothesis-driven

▸ is opportunistic

▸ is dialectical

▸ And strategic thinking is inquiring and value-driven

IF THEY THOUGHT LIKE DESIGNERS

MANAGERS

MANAGERS DESIGNERS

▸ Realize that designing business strategy is about invention.

▸ Recognize the primacy of persuasion.

▸ Value simplicity.

▸ Aim to inspire.

▸ Master the core skills first.

▸ Learn to experiment.

▸ Be more inclusive in their strategic conversations.

▸ Learn to talk differently.

▸ Work backwards.

▸ Start the conversation possibilities.

THEY WOULD

CHARACTERISTICS

DESIGN THINKING

CHARACTERISTICS OF DESIGN THINKING

▸ Conditioned inventiveness

▸ Human-centred focus

▸ Environment-centred concern

▸ Bias for adaptivity

▸ Predisposition toward multi-functionality

▸ Systemic vision

▸ View of the generalist

▸ Ability to use language as a tool

▸ Facility of avoiding the necessary of choice

▸ Self-governing practicality

= GROWTHEMPATHY

CHARACTERISTICS OF DESIGN THINKING

SHARED UNDERSTANDING OF A WICKED PROBLEM

▸ You don't understand the problem until you have developed a solution.

▸ There is no stopping rule.

▸ Solutions are not right or wrong.

▸ Each is essential and novel.

▸ Every solution is a 'one-shot operation'.

▸ There is no given alternative solution.

PEOPLE IN COMPANIES WITH THE WIDESPREAD SENSE OF EMPATHY POSSESS A SHARED AN INTUITIVE VIBE FOR WHAT'S GOING ON IN THE WORLD THAT HELPS THEM TO SEE NEW OPPORTUNITIES FASTER THAN THE COMPETITORS.

Dev Patnaik & Peter Mortensen

EMPATHY

MAKE IT EASY

▸ Use the language of your customer

▸ Dress like your customer

▸ User your own products and services

MAKE IT EVERYDAY

▸ Get senior leadership to model behaviour

▸ Hire your customers

▸ Surround yourself with empathic information

MAKE IT EXPERIENTIAL

▸ Routinely visit real customers

▸ Bring outside in

▸ Communication through high-bandwidth media

▸ Use consumer-insight as coaches, not experts.

EVOLUTIONARY APPROACH TO DESIGN

THE BLUEPRINT

DESIGN BLUEPRINT

▸ We should give up on the idea of designing objects and think instead about designing behaviours.

▸ We need to think more about how information flows.

▸ We must recognize that fast evolution is based on faster iteration.

▸ We must embrace selective emergence.

▸ We need to focus on fitness.

▸ We must accept the fact that design is never done.

NEXT MONTH (20 OR 27 JANUARY 2015, SAME PLACE) EMBEDDING DESIGN INTO THE ORGANIZATION

THANK YOU

BENOÎT MEUNIER UX DESIGNER