Andy Polaine gave a presentation titled "Design to the Power of Ten" about fractal and systems thinking in design. Some key points: - Service design exhibits fractal properties, with touchpoints and interactions occurring at different scales from micro to macro. - Traditional blueprints are limited in addressing complex, interconnected problems across domains like climate change, public policy, and societal issues. - Wicked problems require understanding how systems interact across levels from local to global, and designing for the transitions between levels. - Collaboration with domain experts and disturbing "dark matter" can help address complex problems, along with fluidly designing at different scales and transitions between them. Humility and understanding system complexity is important

1. DESIGN TO THE POWER
OF TEN
UX Australia 2016 - Melbourne
Andy Polaine
@apolaine
andy.polaine@fjordnet.com
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2. COVER PHOTO COURTESY OF ALAN LORENCE

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http://www.eamesoffice.com/the-work/powers-of-ten/

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22. THE FRACTAL NATURE
OF (SERVICE) DESIGN
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LOW LEVEL
APIS & LIBRARIES ARE UX FOR PROGRAMMERS & ENGINEERS

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UI ELEMENT
FINGERPRINT

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THE ROLE OF TRADITIONAL BLUEPRINTS
UI CLUSTER
FINGER

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THE ROLE OF TRADITIONAL BLUEPRINTS
APP
HAND

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THE ROLE OF TRADITIONAL BLUEPRINTS
DEVICE
HANDS

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THE ROLE OF TRADITIONAL BLUEPRINTS
STORE
WALLET

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THE ROLE OF TRADITIONAL BLUEPRINTS
ECOSYSTEM
LIFE

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THE ROLE OF TRADITIONAL BLUEPRINTS
NETWORK
LIVES

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THE ROLE OF TRADITIONAL BLUEPRINTS
NATIONAL
REGULATORY
SYSTEMS
POPULATION

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THE ROLE OF TRADITIONAL BLUEPRINTS
GLOBALISATION &
INTERNATIONAL LAW
Rank Territory Value
191 Bangladesh 1.5
191 Congo 1.5
193 Niger 1.3
193 Central African Republic 1.3
195 Burundi 1.2
196 Iraq 1.0
197 Democratic Republic of Congo 0.9
198 Ethiopia 0.7
199 Myanmar 0.5
199 Tajikistan 0.5
MOST AND FEWEST INTERNET USERS
Technical notes
© Copyright 2006 SASI Group (University of Sheffield) and Mark Newman (University of Michigan)
Internet users per 1000 people in 2002
Rank Territory Value
1 Iceland 648
2 Sweden 573
3 Republic of Korea 552
4 United States 551
5 Denmark 513
5 Canada 513
7 Finland 509
8 Netherlands 506
9 Singapore 504
10 Norway 503
Land area
0
50
100
150
200
250
300
350
400
450
Japan
WesternEurope
NorthAmerica
EasternEurope
SouthAmerica
EasternAsia
MiddleEast
AsiaPacific
SouthernAsia
NorthernAfrica
SoutheasternAfrica
CentralAfrica
Internet Users 2002
www.worldmapper.org
Produced by the SASI group (Sheffield) and Mark Newman (Michigan)
“We [strive] to achieve a ‘warm-hearted digital world’ where everybody, including the elderly, the young, men
and women, enjoys ubiquitous access to communications technologies for the greater good ...”
During the 12 years from 1990 to 2002,
people using the Internet increased
in number by 224 times. By 2002 there
were 631 million Internet users
worldwide.
The distribution of Internet users
worldwide has changed remarkably
over just a dozen years. In 1990
Internet users were mainly found in
the United States, Western Europe,
Australia, Japan and Taiwan. By 2002
people living in Asia Pacific, Southern
Asia, South America, China and
Eastern Europe were notable Internet
users. A not insignificant number of
Internet users are also shown to be
in Northern Africa, Southeastern
Africa and the Middle East.
• Data are from the United Nations Development
Programme’s 2004 Human Development Report.
• Internet users have access to and use the Internet.
• See website for further information.
Territory size shows the proportion of worldwide Internet
users who lived there in 2002.
Map 336
Yeon Gi Son, 2006
INTERNET USERS IN 2002
Internetusersper1000peoplein2002
POPULATIONS & GOVERNMENTS

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THE ROLE OF TRADITIONAL BLUEPRINTS
CLIMATE CHANGE
WEALTH
POVERTY
HEALTH
PEACE
DEVELOPMENT
SECURITY
TERRESTRIALS

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SPACE
PHOTO: FLICKR USER HALFBEAK (AND YES, THAT’S LEGO)
EXTRA TERRESTRIALS?

35. DISCONNECTED
TOUCHPOINTS CAN
WRECK AN ECOSYSTEM
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HI MYKI! YOU LOOK MODERN AND COOL. JUST TAP THEN?

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OH. OKAY.

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HOW ABOUT SWIPING? NO?

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WAVE IT ABOUT A BIT?

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PHOTO: JANINE SISSON
SORRY, CAN’T QUITE READ THAT…

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MAYBE THE MACHINE WILL HELP? OH DEAR.

42. PLEASE EXPLAIN?
42
YARRA TRAM “TIPS”
When you travel with myki on a tram you don't always need to touch off at the
end of your journey.
That's because you can now travel from one end of a tram route to the other
on a Zone 1 fare.
On three tram routes - 75, 86 and 109 - the ends of the line furthest from the
city have a short Zone 2 section (which overlaps with Zone 1).
If your tram trip is entirely in Zone 2 you must touch on and touch off to get
the lower Zone 2 fare, otherwise there is no need to touch off on a tram.
Source: http://ptv.vic.gov.au/tickets/myki/touching-on-and-off/

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Source: http://ptv.vic.gov.au/tickets/myki/touching-on-and-off/
I’LL TRY THE OFFICIAL WEBSITE. OH.

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AHA! SLOW CARD READERS HUH?

45. ORIGINAL BUDGET $340M.
$1.55BN LATER…
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Space shuttle launch $426 million
Mars Rover mission $777 million
Market value of Virgin Australia airlines $1.46 billion
Total assets of Ford Motor Company, Australia $1.5 billion
Source: https://sites.google.com/site/cheaperthanmyki/home

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META VS MATTER
MACGUFFINS
TROJAN HORSES
DARK MATTER

47. “If it’s too easy to get an idea
accepted, you’re probably
doing it wrong. You’re
probably not disturbing the
dark matter enough.”
– DAN HILL, DARK MATTER AND TROJAN HORSES
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48. MOVING BETWEEN THE
LEVELS
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49. ZOOMING OUT INCREASES AREA OF
COMPLEXITY EXPONENTIALLY 49
PUBLIC TRANSPORT
INFRASTRUCTURE NATIONALLY
PUBLIC TRANSPORT
INFRASTRUCTURE
CITYWIDE
CAR SHARING
SERVICE
CAR
SHARING
WEBSITE

50. EACH LAYER HAS OVERLAPPING SCOPE AND
ELEMENTS 50
PUBLIC TRANSPORT
INFRASTRUCTURE
CITYWIDE

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`
PUBLIC TRANSPORT
INFRASTRUCTURE NATIONALLY
PUBLIC TRANSPORT
INFRASTRUCTURE
CITYWIDE
CAR SHARING
SERVICE
CAR
SHARING
WEBSITE
REALITY IS MORE COMPLEX - BOUNDARIES
ARE BLURRED, LAYERS ENTWINED

52. HELP! THESE PROBLEMS
ARE TOO COMPLICATED!
YES, BUT SO IS A LOT OF
WHAT WE DO.
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THE ROLE OF TRADITIONAL BLUEPRINTS
CLIMATE CHANGE
WEALTH
POVERTY
HEALTH
PEACE
DEVELOPMENT
SECURITY
WICKED PROBLEMS

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“FIXING CLIMATE CHANGE
OR THE GLOBAL
FINANCIAL CRISIS IS NOT
YOUR F*****G JOB!”
– A DESIGNER AT A CONFERENCE

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WHOSE JOB IS IT THEN?

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MR ORANGE? PROBABLY NOT

57. (SERVICE) DESIGN &
THE CIRCULAR
ECONOMY
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58. 58PHOTO: FLICKR USER SMIG44
MILLIONS OF ACTS OF DESIGN AND THOUGHTLESSNESS

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CANKUN FACTORY, XIAMEN CITY, 2005 – SOURCE & © EDWARD BURTYNSKY
OUTSOURCED INDUSTRIAL PRODUCTION

60. 60CELL PHONES #2, ATLANTA 2005 - SOURCE & © CHRIS JORDAN
YOUR OLD MOBILE PHONES

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Source: http://www.nesta.org.uk/event/smart-resources-new-forms-open-data-more-circular-economy

62. 62Source: https://www.youtube.com/watch?v=3HHx0fDecUU
SMALLER PACKAGE, LESS WASTE, FEWER RETURNS, BETTER CX

63. GOVERNMENT
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“We do not want to continue
running government as a series of
disjointed silos.”
– SIR JEREMY HEYWOOD, CABINET SECRETARY & HEAD OF THE CIVIL SERVICE
Source: https://civilserviceleaders.blog.gov.uk/2014/09/26/more-than-just-websites/

65. HEALTH,
HUMANITARIAN AID,
PEACE, DEVELOPMENT
& SECURITY
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66. UNIDIR &
THE POLICY LAB
The Security Needs Assessment Protocol:
Improving Operational Effectiveness through
Community Security
Derek B. Miller and Lisa Rudnick
UNIDIR
Designed and printed by the Publishing Service, United Nations, Geneva
GE-08.00757 — April 2008 — 4,730 — UNIDIR/2008/4
UNITEDNATIONS
UNIDIR
UNITED
NATIONS
INSTITUTE
FOR
DISARMAMENT
RESEARCH
UNIDIRTheSecurityNeedsAssessmentProtocol:ImprovingOperationalEffectivenessthroughCommunitySecurity
The Security Needs Assessment Protocol project of the United Nations Institute for
Disarmament Research is working to improve operational effectiveness—meaning the
impact and sustainable success of any undertaking designed to effect social change in a
community—in humanitarian, development and security operations by improving the design
of field-level activities that pertain to community security.
The project aims to create a systematic and rapid means of assessing local security problems
as they are understood by community members themselves. This Protocol could be applied
by interested agencies to conduct cooperative cultural research in the community, and then
use the knowledge gained to better align resources with local needs.

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FJORD FIDO
IMPROVING
DIABETES
CARE
https://www.fjordnet.com/workdetail/make-
the-world-work-better/

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BRINGING THE INTERNET TO IDJWI
firstlight.fjordnet.com

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SOLAR POWERED PATIENT MANAGEMENT SYSTEM
https://firstlight.fjordnet.com/

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THE GOOD NEWS IS
THAT WE ALREADY
HAVE MOST OF THE
TOOLS

71. Collaborate with domain experts
Move fluidly between the zoom levels
and know which level you are on
Disturb the dark matter and make it
visible and tangible
Design for the transitions and
connections in-between, you must
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72. DEVELOP A HEALTHY BALANCE
OF HUMILITY AND EGO
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73. THANK YOU!
QUESTIONS?
@apolaine
andy.polaine@fjordnet.com
Speakerdeck: apolaine
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P.S. WE’RE HIRING!
FJORDNET.COM/CAREERS