It’s undeniable that the role of design grew in many companies around the globe, but very few were able to succeed in the journey of embedding design into the day-to-day operations.
While every company represents a unique challenge, there is a common factor behind this widely experienced struggle. The fundamental misunderstanding regarding what design is, and what it requires to establish, nurture, and grow its practice is the primary factor behind this struggle.
In this lecture, we will break down the concept of “design” and the act of “designing” and we will map the results on a framework
that can facilitate the journey of embracing design at scale as a core competency across the organization.
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
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
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
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