Design practice for innovation: How might we use creative design approaches to co-create value

Design practice
for innovation:
How might we use creative
design approaches to co-create
value?
@pennyhagen
penny@smallﬁre.co.nz

Co-facilitated by:
Max Adler of Imminent Service design

With thanks to: Ingrid Burkett - (Knode), Stephen McKernon (Supplejack), Jade Tang (Curative) & Simon
Harger-Forde (Innovate Change)

@pennyhagen Design Practice for Innovation SOCANZ March 2013

Design Doing #1

What happened?
What were
the different
steps and
touchpoints
involved?

Emotional Graph
Plots the
points of joy
and
frustration

Why?
What caused
the emotional
high and low
points?


We will start with some design doing - in groups create a user journey map that
describes a personal experience of someone at your table.
We can start to understand our services through the eyes and experiences of others, and
in the context of how they fit into people’s everyday lives

Creating a User Journey Map
1 Volunteer to share their personal experience of
interacting with a service
Suggested topics:
• Visiting someone in hospital
• Going for some tests
• Getting some home improvements done
• Joining a library or other local service
• Getting information or rectifying a problem with a service e.g., phone,
rates, billing, tax
• Changing providers

1 Person helping to scribe (use the post its!)

2-3 people “interviewing” and prompting about what
happened, before, during and after the experience.


Creating a User Journey Map
Identify at least one area where a signiﬁcant
improvement could be made to the persons
experience.


Reﬂect...

Any surprises? Points of interest?

How might this process of mapping a journey
be helpful for understanding the experiences of
the people you serve?


Design is about...:

people
users/constituents/clients/citizens/customers

(and the complexity of humanness)


Regardless of the terms we use to talk about the people we serve, design is about
people. It is an ethical, political and social practice.

Design is growing up: evidence based
design

Participatory
design social design Action Research
thinking design for public
social service
evidence
innovation design
based design
co-design Community
transformation
Development
design
participatory
design
co-creation
Community
Consultation

No longer limited to things, design practices are being applied to
systems, services, organisations, communities and cities...as well as to
Open
complex social, economic and environmental issues. innovation


New ways of applying design practices are emerging, known by many different names.
Many of them relate to designing with people (rather than for people).
There is also a lot of similarity between these more participatory design approaches and
community development and other social science approaches.

Design is about...:
shared value
point of shared value = greatest impact

what is
viable

organisational
goals


Design is about shared value and finding the intersection between the needs,
motivations and behaviours of people and organisational objectives.
Design takes the perspective of the user, and we look to understand the service in terms
of how it intersects with people’s everyday lives.

It is also concerned with what is viable. What is possible. Designing something that can
be implemented.

Design is...
A process, an evolving set of methods and a way of working

Problem Deﬁnition
Problem

Solution
DISCOVER DEFINE DEVELOP DELIVER

Who should beneﬁt, what is the What is the best way to respond
problem to be addressed and to this problem and how do we
where can we bring greatest realise that value?
value?

Ideas To reality

Current State To a preferred future state

*adapted from the UK Design Council Double Diamond Process

Design is about about getting from the abstract to the concrete.
From an idea to reality.
First we go wide to frame the problem, understand the domain and the context and
identify where we can best add value - then we go wide to understand and identify the
best solution
While design adopts the language of “problem solving” it is better described as a
process for identifying opportunities.

Design practice for innovation:
How might we use creative design approaches to co-create value?


What is the problem to be What is the best way to respond
addressed, who should beneﬁt to this problem and how do we
and where can we bring realise that value?
greatest value?

Design practice offers ways to
1 innovate by reframing issues
and problems with users, and
identifying new opportunities.


The design process provides ways that we can work with the people we serve to define
the problem, potentially identifying new opportunities as well as improving the relevancy
of current service offerings.

Design practice for innovation:
How might we use creative design approaches to co-create value?


greatest value?

Design practice offers ways to 2 Design practice offers ways to work
innovate by reframing issues with users to generate, envision,
1 explore and test out the relevancy,
and problems with users, and
identifying new opportunities. value and viability of ideas.


Design practice also offers ways to work with those we serve to generate ideas and
rapidly test them out, identify issues and evolve the aspects that demonstrate the
greatest value.
But how?

Design Doing #2

Individually (and in silence) write down three ways you might improve
that experience

1 minute

Pick your favourite and represent that idea physically

3 mins

Share with the group and combine the strengths of your prototypes to
create one ﬁnal prototype to present back.

8 mins


Design is action-based and we learn by doing. It is easier to reflect on how design
practices work having experienced some aspect of them ourselves.
So lets do some more design doing.

Returning to the opportunity that you identified through the journey mapping exercise....

Reﬂect...

How did having the physical objects change
how you thought about the issue/problem?

How did it change how you interacted as a
group?


Abstract
Concrete

Prototype


In design once we identify an opportunity one of the first things we do is make it tangible
in some way.
Sketch it, or as you did, prototype it, create a scenario that demonstrates it. User
journeys are similar as they help us to make visible and externalise experiences over
time, as well as relationships between things.

This externalisation and making tangible of ideas is an important part of moving from the
abstract, ideas to something concrete.

Generating ideas is often the easy part, it is implementing them, and making sure they
are viable, and that they work and are adopted that is the most challenging aspect.
How to make it viable, and to support adopt is where design gets most interesting.

Design gives us tools to get quite rapidly from abstract ideas to something we can talk
about, test out and evolve. This is the strength of prototyping.

Even a very low fi and fast prototype is already enough to take us away from just words to
something that we can move around, look at, and talk to, share and potentially evaluate
and build upon.

In design we make things tangible in order to:

Interrogate, learn, test and
1
judge viability

2 Share and communicate

Make design accessible
3


Practices such as sketching and prototyping help us to test out ideas and judge viability
they also help to support collaboration and communication by letting us share ideas.
There is less chance people will have a different picture of things in their heads if we
have externalised it. More tangible prototypes enable people are able to respond and
evaluate based on experience.
And the tangibility of sketches and prototypes provide a way for a diverse range of
people to participate and contribute to design regardless of their design expertise.

Modes of Prototyping:
Exploratory: Developmental:
As part of research into a problem. As part of testing an idea for a
Creative techniques that let us service. Testing one part of a service
engage with users to generate ideas or running a small scale version
and test the demand and viability of allowing feedback based on actual
ideas. experience.

E.g., using walkthroughs, models, E.g., paper prototypes, experience
scenarios, legos prototyping, beta or live prototyping.

*Deﬁnitions adapted from Nesta Prototyping Public Services Handbook with ThinkPublic


Barnet Council: Community Coaching Service
ThinkPublic & Nesta

Story Boards & Role Play Prototypes out to the community Test out business models

Iterations and prototypes are used all the way through to test at different granularity before investing in a full program
In design we learn by making and doing, and test viability and reﬁne and pivot where it doesnʼt work.

But we still donʼt know about 6 week live prototype Now we know...& more to learn
referrals, measuring value...

Images from Case Study Video on http://youtu.be/F3F78e2AAao

Case study of prototyping a new public service from Images from Case Study Video on
http://youtu.be/F3F78e2AAao

Iterations and prototypes are used all the way through to test at different granularity before
investing in a full program
In design we learn by making and doing, and test viability and reﬁne and pivot where it
doesnʼt work.

In the words of a Barnet Council participant it was the difference between:

“Oh I never would have done that and,
I don’t know, let’s try it”.


Metropol transportation service concept

Aalto University School of Arts Design and Architecture: http://designresearch.aalto.ﬁ/groups/encore/wp-content/uploads/
2012/10/4_10_2012_timo_halko.pdf

Case study of urban transport service from Aalto University School of Arts Design and
Architecture: http://designresearch.aalto.fi/groups/encore/wp-content/uploads/
2012/10/4_10_2012_timo_halko.pdf

Design practice for innovation


greatest value?

Design practice offers ways to Design practice offers ways to work
1 innovate with users to: rethink
2 with users to generate, envision,
services, identify new explore and test ideas enabling us to
opportunities and clarify areas evaluate potential impact and value
of greatest impact. early in the process.


So to summarise

Design focus

Design practice for innovation: think and feel
this becomes
designing som
responsive to
for that kind o
about emotio
responses tha
the context an
beneﬁt from o
the view of th
customer jour
It is peop
proposed
understandi
who are im
‘designs’ are
perspective
use them. It

design con
live in the
It focuses o
their lives,
dynamics, e
people’s ch

Design is about Design is about Design evolves Design supports
people, and about externalising and through iterative collaboration across
designing with making tangible. cycles of doing and diverse stakeholders,
people. testing. regardless of their
design expertise.


And it does it by being....

Reflect & Apply:
Below are examples of questions that we might work with our users
to explore at different phases of the design process.

DISCOVER & DEFINE QUESTIONS DEVELOP & DELIVER QUESTIONS
• What is the problem to be solved and • What is the best way to respond to this
where can we have greatest impact? problem to realise the potential value?
• How do the people who should benefit
perceive the problem or issue we are
• Will this solution work or be adopted or
used?
seeking to address?
• How does this issue manifest in people’s • Is it relevant for the people it should
everyday lives? benefit?
• How might we respond to the problem • How could the proposed response be
differently or more effectively? improved?
• How does the issue need to be framed to • Is this the right place and way to spend
be relevant? the money?
• Are we addressing the right problem?

How are you currently exploring these questions?
How might design practices or methods be applied to help?


At different points in the design process, and through using different design methods we
can work with users to discover the answers to these questions.

Share:

Challenges?

Questions?

Considerations?


Where to next?
A number of free toolkits have been developed to support organisations and public services to
adopt co-design approaches and apply design practices for social impact and innovation.

For example see below.

Co-Designing Thriving Solutions: A prototype curriculum for social problem solving
http://www.tacsi.org.au/assets/Uploads/Co-designingThrivingSolutions.pdf See also http://www.tacsi.org.au/co-design/our-
approach/

Design methods for developing services. Design Council, London, UK. http://www.innovateuk.org/_assets/pdf/
design_methods_services.pdf

Health Service Co-Design A toolkit for co-design in healthcare developed by Hilary Boyd, Stephen McKernon and Andrew Old
and hosted by the Waitemata District Health Board http://www.healthcodesign.org.nz

Human Centred Design Toolkit. IDEO’s Human Centred Design Toolkit (they also have an educators version)
http://www.ideo.com/work/human-centered-design-toolkit/

Prototyping Public Services Guide NESTA (and companion Prototyping Framework by NESTA/Think Public)
http://www.nesta.org.uk/events/assets/features/prototyping_in_public_services

Social Design Methods Menu. Kimbell, Julier (2012) Fieldstudio Ltd, London, UK. http://www.lucykimbell.com/stuff/
Fieldstudio_SocialDesignMethodsMenu.pdf

An extended list of links and references is available at http://www.smallﬁre.co.nz/2013/04/09/design-practice-for-innovation/


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