Cisco has created a powerful and compelling Human-Centered Design process with dozens of useful frameworks (like Empathy Map, Rose-Bud-Thorn, Difficulty-Importance and so forth). The challenge was that Cisco needed these frameworks to scale so that globally distributed teams could use common frameworks at scale. Cisco partnered with Conteneo for the solution - described in this deck.

1. Supercharging Human-Centered
Design Processes with Online
Collaboration Frameworks
Luke Hohmann
Founder and CEO
www.conteneo.co
luke.hohmann@conteneo.co

2. Agenda
2
Frameworks and Teams
Drinking our own champagne…

3. Many Design Thinking Methods
3

4. More Commonality Than Difference
4
• Building empathy
• Divergent thinking
• Sense-making
• Convergent thinking
• Determining priorities / making
choices
• Stakeholder involvement
• External
• Internal

5. Frameworks:
Tools for Designers, Agilists
5

6. What is a Framework
• A framework is a tool that enables knowledge
workers to perform their jobs. Frameworks
• Solve a problem.
• Fit into a process.
• Scale for both in-person and online use.
6
Prune the Future
Develop product/service roadmaps
Speed Boat / Sail Boat
Conduct scalable retrospectives

7. Framework Time Horizons & Frequency
We use frameworks at different “levels” of
abstraction and different time horizons.
Daily
Sprint
Strategy
Portfolio
Product
Release
Leader
PM
Dev
Team
Years
Quarters to Months
Weeks
Episodic
Continuous
Glue
Tactics
Strategy
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8. Frameworks Integrate Organization Levels
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Prune the
Product Tree
Prune the
Product Tree
Prune the
Product Tree
Prune the
Product Tree
Prune the
Product Tree
Prune the
Product Tree
Innovation
Ambition
Manage the Innovation Portfolio
A strategic framework
designed to manage a
portfolio of products…
… guides the roadmaps
of each product. Product
performance and
opportunity in turn feeds
the innovation portfolio. One Product Tree for each product…

9. Frameworks are Composable Tools
9
Design Thinking is one of
several frameworks that
companies use to create
products and design
experiences.
Design
Thinking
Design Thinking processes
often leverage other
frameworks, such as
Empathy Map and
Customer Journey
Mapping.
Customer
Journey
Map
Empathy
Map

10. The Benefits of Frameworks
Frameworks… Here’s How…
Improve decision-making Frameworks provide a clear structure to problem
solving.
Enable efficient collaboration Frameworks create shared mental models.
Solve increasingly complex
problems
No one framework can meet all needs – for
example, Scrum doesn’t provide a framework for
strategic planning (e.g., no roadmap).
Leverage wisdom and
experience
High-impact frameworks are retained and low-
impact frameworks are discarded.
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Scrum Value
Proposition
Canvas
Design
Thinking

11. Ideas to ActionTM
11

12. Visual Thinking: Metaphors, Spatial Sensemaking
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Prune the Product Tree
“Growth as a Tree…”
Speedboat / Race Cars
“Problems slow me down…”
Empathy Map
“Build Empathy”
Importance - Difficulty
“Organize & Prioritize”

13. Framework Structure Defines Meaning
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Importance - Difficulty
Speed Boat
Lower is
“More Bad”
Explicit
Axes
Defined
Spaces

14. Prioritization / Resource Allocation
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Chat area for
participants.
Items.
Area for participants to
make bids & purchases.
Collective and
individual budgets.

15. Cx-Sustainability Workshop
Let’s explore some examples!

16. Define
Ideate TestEmpathize
Gain
understanding
of who you are
designing for
Be clear
what you are
solving for
Brainstorm
potential
solutions.
Select top ideas
to develop
Engage your
audience in
testing your ideas
for feedback
Design
representation/s
of one or more
ideas
Prototype

17. Break-out 1 - Define Opportunities
• What problem are we solving for?
• From customer perspective
• Not a solution (that comes later)
• Go for quantity (step 1)
• Reference customer insights
1. Generate “how might we (HMW)...” statements
Action oriented customer goal
“help customers get only the accessories they need”
“make it easy to get to the device first”
2. Discuss
3. Pick top 3
4. Report-out
Keep in Mind

18. Conteneo Weave
Items in the
palette are added
to the image.
The platform
automatically tracks
placement and
meaning of items
Note the use of
custom images!

19. Break-out 2 - Brainstorm Ideas
• What problem are we solving for and for
whom
• Go for quantity
• Defer judgment – no bad ideas
• Think out of the box - wild ideas can be
brought down to earth later!
• Check “that won’t work” at the door
1. Brainstorm ideas of how to address your assigned HMW
statement; go for quantity (each team member adds to board)
2. Discuss. Build on them
3. Optional: Importance/Difficulty matrix
4. Report out
5. Optional: if finish, start work on another HMW statement
Keep in Mind

20. Integrated Frameworks

21. HR Workshop

22. Define
Ideate TestEmpathize
Prototype
Consider Multiple Frameworks
Research Review Empathy Map How Might We Brainstorm Ideas
(Breakouts)

23. Let’s Give it a Try!

24. IoT – Internet Enabled Trail Hiking/Running
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You’re a member of Cisco IoT design team that is helping a
major shoe manufacturer explore the viability of Internet-
enabled trail hiking/running shows.
• 14 online forums
• 103 total participants
• 380 ideas
You now wish to use Buy a Feature as a
means to identify preferences in your
customers.

25. Buy a Feature
• 12-20 items described in
terms of benefits and costs
• 5 to 8 players given
limited budget
• Purchased items represent
shared priorities
• Chat logs shape resultsA Game To
Prioritize Stuff
You import items to
prioritize from
Excel.

26. We ran an experiment.
Contact Luke if you want to try
this at your company.
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You have 15 minutes to pick your
favorite trail running shoe features!

27. “Under the Covers”
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28. Guiding Principles
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Teams do the work!
We scale through teams.
We control access
through guest lists.
Facilitators are helpful
but not always required.
All events recorded for analysis.

29. Collaboration Engines
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30. To Facilitate or Not?
Facilitated
A human facilitator is present
and manages the flow of the
forum.
Recommended for market
research with customers or
when you want to have the
option for ad-hoc questions
and explorations of the
problem.
Unfacilitated
The participants manage the
flow of the forum on their
own.
Recommended for internal
teams who have experience
with the subject matter.
Typically greater scale!
30

31. City of San José Neighborhood Associations/Youth Commission
2014-2015 Priority Setting Sessions:
Innovation Games® Prioritization Results
Prepared for:
The City of San José
Prepared by:
Conteneo, Inc.
February 10, 2014
13 in-person games
21 online games
Subject Matter experts
100s of residents

32. Action Plan!
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Start by creating your account!
Just click on any framework!

33. Resources
Human Centered Design Toolkit (Cisco)
• Instruction guide and printable templates
• 17 exercises to choose from
Human Centered Design Resource Library
• On-line HCD toolkit + user testing
methodologies
• Launch on-line forums
Human Centered Problem Solving Community
• Information, blogs, book reviews and
upcoming classes

34. Discussions
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35. 35
Conteneo, Inc.
1296 Kifer Rd, Suite 601
Sunnyvale, CA 94086
Please visit us at www.conteneo.co and www.innovationgames.com!

36. Framework and Applications
Keep reading for frameworks that
you can use in very specific ways!
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37. Envisioning
Product Box
Set a vision for your
product with
customers.
Remember the Future
Understand shared steps
for mutual success.

38. Relationships and Use
Spider Web
Understand complex
relationships from
your customers’
point of view.
Start Your Day
Know how the when
influences the how.

39. Empathy and Insight
The Apprentice
Build empathy for
your customer’s
experience.
Me and My Shadow
Identify needs that your
customers don’t know
they even had!

40. Boundaries
Spider Web
Understand complex
relationships from
your customers’
point of view.
Give Them a Hot Tub
Use outrageous ideas to
establish boundaries and
develop breakthroughs.

41. Hidden Needs and Problems
Show and Tell
Understand usage
from your customers’
point of view.
Speed Boat
Understand the
problems your
customers are facing.

42. Prioritization
20/20 Vision
Understand customer
benefit priorities.
Prune the Product Tree
Develop great roadmaps.
Buy a Feature
Use a virtual market
to prioritize features/projects.