Singapore Design for Public Good week

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Design for Public Good Week

Embracing the risk of design

John Body – Founding Partner

www.thinkplace.com.au | CANBERRA | SYDNEY | WELLINGTON

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The quiz

Fail fast 10 peopleLearnRefineImproveReduce risk

A B

MethodicalRigourSlowReveal thinking lateRisk major failure


Case One

From

The grocery choice website

From www.abc.net.au


Case One


“Only a career bureaucrat could possibly come up with an inquiry and informational website that merely sets out, at a uselessly high level, what every household shopper, and every market participant, already knew”From a consumer blog


Case One


"The fact is that in Australia, there are thousands of supermarkets and even more thousands of grocery items," "The information requirements would have been enormous and they're just not feasible, in my view”From a newspaper article at the time


Case Two

From

Service delivery through national broadband network

From www.abc.net.au


Case Two

From

Service delivery through national broadband network

From http://www.theaustralian.com.au/national-affairs/policy


Lessons learnt

Grocery Choice National Broadband services

Embarrassing risk at implementation

Courage upfront to test the ideas early

No prototyping Prototyping early and iterating

From http://kharauna.wordpress.com/tag/top-geniuses-around-the-world/


Common concerns

“You did not go to a statistically valid sample. How can you have any faith in the results”


Common concerns

“We don’t have time to go into the field. The Minister wants an answer and we don’t have time to waste.”

From http://positivepsychologynews.com/news/


Common concerns

“We know our clients. We deal with them every day. We know better than they do what they want.”


Common concerns

“We can’t give clients want they want because they will want more than we can give and we have to manage expectations.”

From http://popsop.com/2012/05/agility-the-business-super-power/


Common concerns

“We are not ready yet to go into the field. How can we go into the field with only a briefly formed idea?”


Common concerns

“How do I convince my boss that this is a good approach to take?”


What is design?

Design is the "transformation of existing situations into preferred ones.”

Herbert SimonNobel Laureate

From http://diva.library.cmu.edu/Simon/biography.html

http://diva.library.cmu.edu/Simon/biography.html

http://diva.library.cmu.edu/Simon/biography.html


Four orders of design

4 Aesthetic + function + interaction + surroundings

Design of economies, societies and environments

3 Aesthetic + function + interaction Service design

2 Aesthetic + function Industrial design

1 Aesthetic Graphic design


Design worlds people want


Shifts requiredFrom To

Inside out - expertise centred Outside in - Human centred

Driven by the solution Driven by intent

Design the service Design the service and the whole system

Get it right the first time then release Progressively prototype and learn

Develop the solution in isolation Collaborative design

Intuitive design process A disciplined but flexible process


Design thinking

What is design thinking?


Get clear on the focus and the direction.

Drive to define the future to form a compelling argument for change.

A CLEAR INTENT1


Design from the outside-in. Design with the customer in mind.

A HUMAN-CENTRED APPROACH2


Experiment often. Make ideas visible early.

Improvise as opportunities emerge.

EARLY VISUALISATION & PROTOTYPING3


The Process of Design Squiggleby Damien Newman

DISCIPLINED & FLEXIBLE PROCESS4

Follow a process but know when to let it go


Foster, drive and engage in divergent thinking, creating possibilities and options.

5EXPLORATION AND INNOVATION


Use interdisciplinary teams to harness innovative thinking. Get people from different perspectives talking together...

CONVERSATION & COLLABORATION6


What’s desirable?

from a user perspective

What’s possible?from a technology

and legal perspective

What’s viable?from a business perspective

OPTIMISE DESIRABILITY, POSSIBILITY & VIABILITY7

Optimise where the balance is struck


Take a systems view.

Uncover relationships, dependencies and unintended consequences of change (good and bad).

DESIGN THE WHOLE SYSTEM8


Case 3

NSW Government Roads and Maritime Services


Intent

We progressively worked up the project intent


Human centred

We listened to customers


Prototyping

Progressively moved from sketches to more concrete changes


Disciplined process

We used the ThinkPlace Design System


Explore and innovate

We interviewed customers and staff, studied transactions and researched other countries


Collaborate

We worked with policy, IT, marketing, operations and others


Optimise

We looked for the design that was good for customers, delivered savings and was implementable


The result

A set of investments to deliver the intent of the senior leaders


Getting started

Think big

Start small

Scale fast


Top 3 risks when getting started

Too much time spent on the concept

Too much hype about design

Not following the design principles


Questions