Risks of Treating Design Tools as Commodities

@s_designtools
From executing a task to a shift in perspective
The commodisation
of design tools
UX LAUSANNE / 2017

Roberta Tassi The Commodisation of Design Tools

INDIVIDUALCOMMUNITY
ASSESS
& TREAT
EDUCATE
RESPECT
TRUST
SUPERVISOR HEALTH CENTER DISTRICT
SUPPLIES
REPORT
COACH
SUPPORT
REPORT
REPORT
INSTRUCT
SUPPLIER
TRAINING SERVICE DELIVERY REVIEWING RESUPPLY REWARDINGRECRUITING UPGRADING
CHW
ASSESS TREAT EDUCATE REPORT
design ethnography
participatory design
information visualisation

UX SD
digital transformation

Roberta Tassi The Commodisation of Design ToolsRoberta Tassi The Commodisation of Design Tools

what are the risks 
of treating design tools  
as commodities?

TOOLS AND METHODS
AT SCALE 
01

Erik Stolterman
Professor
Methods and tools can help
designers […] but they can not in any
way predict or guarantee any form
of quality of the outcome.

Richard Ekelman
Service Design Director
You are not your @#%!  
map […] Design has got
batten down in mapping  
as a destination.

PEOPLE AND SKILLS
STRETCH
02

Bridget Monahan
Maya Design
Design researchers have
started to work in fast and
agile processes that don’t leave
time for depth and nuances.

Brené Brown
Researcher
Empathy is a diﬃcult choice […]
in order to connect with you,  
I have to connect with something
in myself that knows that feeling.

ORGANISATIONAL
IMPACT
03

Erika Hall
Mule Design
It doesn’t matter how much work you
have done if the people who have
acquired the most knowledge write  
a report and move on.

Erik Flowers
Practical Service Design
What you ship is a recipe you don’t
personally cook […] so you’re not so much
shipping as you are becoming a facilitator,
guide, advisor, and leader.

DISCOVER DESIGN DELIVER
Nothing unexpected
but it’s ok
We know exactly
what to do!
PROCESS
VALUE

PROCESS
VALUE
It’s more complex than
what we thought
We’re on
the right path!

Milan 
2014

BANK DIRECTOR
from insights to ideas

MARKETING AND COMMUNICATION TEAM
concept reﬁnement & development

CLIENT
prototyping and testing
EMPLOYEE
IT TEAM

A SUCCESSFUL CO-CREATION STORY
INNOVATION OFFICER
pilot phase
EMPLOYEE
CLIENT

SEPT 2014

Roberta Tassi The Commodisation of Design Tools JUNE 2015

Nairobi, Cape Town 
2015

frog

ETHNOGRAPHIC THINKING
STRATEGIC THINKING
1 2 3
5-10 30-60 60+
TECH IDEA TECH-BASED SOLUTION
LEARNING DESIGNING TESTING

learning with the community

TRAINING SENSORS RESPONSE TEAM FIGHTING TOOLS MICROINSURANCE
PREVENTION DETECTION REBUILDRESPONSEF I R E L I F E C YC L E
product-service mix

designing with the community

READY!
AWARENESS TRAINING INSTALLATION MAINTENANCEUSE
COMMUNITY ENGAGEMENT
DEMONSTRATE
THE SERVICE TO
COMMUNITY
LEADERS
PAY FOR AN
ANNUAL
SUBSCRIPTION
(LOAN)
DEMONSTRATE
THE SERVICE TO
COMMUNITY
MEMBERS
SUBSCRIPTION BUILDING THE RESPONSE TEAM SERVICE ACTIVATION
COMMUNITY MEMBERS
COMMUNITY LEADER
WELCOME THE
PROJECT AND SET
COMMUNITY
MEETINGS
SUPPORT THE FIRE
CLUB MANAGER
MOBILIZING THE
COMMUNITY
RESPONSE VOLUNTEERS
COLLECT
SUBSCRIPTIONS
FROM COMM.
MEMBERS
80%
SUPPORT
DEMONSTRATION
AND EXPLAIN THE
SERVICE VALUE
SUBSCRIBE WITH
THE COMMUNITY
LEADER (EACH
HOUSEHOLD)
LEARN ABOUT
THE SERVICE AND
DISCUSS WHAT
TO DO
SELECT A
COMMUNITY FIRE
WARDEN AND
RESPONSE TEAM
APPROVE THE
COMMUNITY FIRE
WARDEN AND
RESPONSE TEAM
SUPERVISE THE
FIRE WARDEN AND
RESPONSE TEAM
SELECTION
OFFICIALLY
RECOGNIZE THE
COMMUNITY
RESPONSE TEAM
TRAIN THE
COMMUNITY
RESPONSE
TEAM
INSTALL FIRE
STATION AND
SENSORS IN THE
COMMUNITY
ORGANIZE
A FIRE
SIMULATION IN
THE COMMUNITY
COMMUNITY FIRE WARDEN
VOLUNTEER TO
BECOME THE
COMMUNITY FIRE
WARDEN
RECEIVE TOOLS &
INFO TO EXECUTE
AND MAINTAIN
THE SYSTEM
VOLUNTEER TO
BE SPECIFICALLY
TRAINED ON FIRE
RESPONSE
LEARN ABOUT
FIRE EDUCATION,
PREVENTION AND
RESPONSE
GET REFRESHER
TRAINING ON FIRE
PREVENTION AND
REPONSE
GET REFRESHER
TRAINING ON FIRE
PREVENTION AND
REPONSE
SUPPORT FIRE
SENSORS AND
STATION
INSTALLATION
EVALUATE,
REPLACE OR
REPAIR WHAT IS
BROKEN
PROVIDE REGULAR
REFRESH
TRAINING FOR THE
RESPONSE TEAM
EVERY
MONTH
PAYMENT AND SERVICE BENEFIT
NOTIFY DAMAGES
OR NEED FOR
REPAIR (SENSORS
OR STATION)
USE THE MONEY
TO PAY BACK THE
LOAN AND PAY THE
FIRE WARDEN
FIRE CLUB MANAGER
LOCAL ALLIANCE
INSUR.
UNIV.
...
OVERVIEW
ACCEPT THE
SUBSCRIPTION
AND ACTIVATE
IMPLEMENTATION
COLLECT
MONTHLY
PAYMENTS FROM
HOUSEHOLDS
PAY THE FEE
TO WARDEN &
GET TRAINING
FROM
CHECK SENSORS
+ DOOR-TO-DOOR
AND GROUP
TRAINING
FIRE B
DISASTE
COMMU
COMMU
AFFEC
RESPONS
COMMUNI
...
FIRE B
DISASTE
COMMU
COMMU
AFFEC
RESPONS
COMMUNI
...
service blueprint

testing with the community

EDUCATIONTOOLS
COMMUNITY FIRE
WARDEN
RESPONSE
VOLUNTEERS
COMMUNITY
LEADER
FIRE CLUB
MANAGER
GLOBAL
NGO
FIRE & DISASTER
SERVICES
COMMUNITY
COMMUNITY FIRE RESPONSE
FIRE RESPONSE
FUNDING
DONOR
MICROINSURANCE
PROVIDER
SENSORS
PRODUCER
INITIAL DONATION CAPITAL CAPITAL
SENSO
R
S
INCUBATIO
N
LOCAL
NGO
M
O
NTHLY FEE
TRUS
T H
ELP
M
O
NTHLY FEE
PAY-B
A
CK
REPO
R
T
MENTORING & STIPEN
D
EDUCATION SENSITIZATION INFORM
ATI
O
N
service model + business plan

CAPE TOWN
NAIROBI
JOHANNESBURG
….

>

EMBRACING 
UNCERTAINTY
01
From a tools check-list
to deﬁning and acting on the why

BUILDING 
RELATIONSHIPS
02
From one-oﬀ interviews with users
to long-term conversations with human beings

SHARING 
KNOWLEDGE
03
From documents and deliverables  
to co-creation journeys

PROCESS
VALUE

what you leave behind

diﬀerent rules for engagement

the fun moments you share

the people you empower

Lausanne 
2017

Risks of Treating Design Tools as Commodities

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