“This year, we not only explore deeper clarity as to the definition of Service Design but take a step back and evaluate what differentiates Service Design, areas of priority, and aspects that remain continuous across all avenues of HCD, human-centered design.”
“While the focus will be the native principles of Service Design—backstage players, service strategy, blueprinting, co-creation, customer centricity—we also acknowledge a singular definition may not be appropriate as the market transforms.”
“The more interesting pieces of Service Design include the narrative as organizations evolve in the experience economy, heavily reflected in our theme: Vision to Transformation.”
“From first hearing about this “HCD thing” to garnering buy-in and quick wins, scaling, getting C-Suite support, redesigning services & infrastructure, and design transformation all the way to the goal of futures design.”
Reviewed on Sunday, October 20, 2019.
Desing & Innovation Advisory Board.
Thankful and proud to be part of the Design & Innovation Board, a think tank supporting the following conference series: Design Thinking, Digital Product by Design, Experience Design and Service Design, which have become premiere events for those passionate about know-how sharing, quality design and networking.
Early small success or lengthier big bang?
Service Design 2019 took place this week in Chicago. I facilitated a session on how to spot design intervention opportunities for the purpose of lining up early wins as proof points that demonstrate the value of good design.
See my faciliation deck above in the embeded SlideShare. Note that the visuals are not necessarily self-explanatory. They were crafted as the backdrop for our discussions.
In any case, I am happy to re-engage to further discuss. Please feel free to follow up on LinkedIn. We can schedule calls or just meet if we happen to be in the same area.
We explored how to scout and identify opportunities for early-small-wins, and how to purposely convert those into success stories: tactical building blocks that generate traction and momentum across organizations. That is also known as the “string of small pearls” strategy.
The end goal is to roll them up to build the case for Service Design. Each one alone might not be significant enough to suffice. But, in aggregate, they define a pattern that would amount to compelling evidence.
The chain reaction can activate a larger movement down the road. This is an agile and scalable path, which is different from confronting a “big bang” approach from the get go.
Scenario planning around how the “string of small pearls” and the “big bang” would play out (and which one applies) takes an understanding of market conditions, sought-after outcomes, resource levels, organizational behaviors and strategic thinking.
Let’s follow up.
Once again, thanks to those of you joining and actively participating in my session. I am also grateful for all of the positive and encouraging feedback that followed, which keeps one motivated to be further involved.
I would also take this chance to acknowledge the hallway discussions and this week’s messages over LinkedIn, which I will take the time to address as soon as possible.
Design and Innovation.
Marisa White, Principal Analyst for Design & Innovation, kicked off the conference by making us think about the degree to which “design” has become the new word for “innovation.”
That thought also leads to the difference between incremental and breakthrough innovations. The former delivers a performance improvement that is anchored by a known paradigm and benchmark, e.g. something just got significantly better.
The later entails a game-changing paradigm brought about by true new capabilities, e.g. “I-didn’t-know-I-could-do-that.” Good design can evoke either or both effects.
Raising beyond customer satisfaction.
In any case, as Vince Kadlubek, Meow Wolf CEO, put it in his thought provoking keynote, there is a need for exploring experiences that go from…
… (a) the expected “satisfaction” level that comes from dealing with “the familiar” and by operating whthin one’s comfort zone, core competency, or under what you would come to expect…
… to superior satisfaction surfacing as (b) the sort of “delight” that participatory empowerment, personalization, excitement, and going beyond the obvious deliver while invoking the unexpected.
Surprise-factors (or X-factors) and purposeful “wow-effects” happen to be part of the design mix in the appropriate size and context. Emotional Intelligence (affectivity value, behavioral response and engagement levels being some examples) becomes part of the basket of things making Human Centered Design different from other professional disciplines also involved in design matters.
This is not an endorsement of the capricious, smoke-&-mirrors, whimsical, vaporware, hype, bells and whistles, and/or pretentious shiny objects… but the realization that effective design integrates cognition and emotion to better serve, engage and delight.
Last but not least, there is a need for acknowledging the long road, good work and efforts of the Service Design 2019 team for what turned out to be an excellent conference. Thanks again to: Marisa White, Principal Analyst; Max Ribitzky, VP Partnerships; Aubrey Wells, Partnerships Director; Montana Byrd, Senior Event Coordinator; Michael Mechaly, Audience Development Manager; and Regina Vargas, Marketing Associate.
We are gearing up for NOKIA HFE, our annual conference focusing on that it takes to create technologies that deliver unique value by optimizing for early user acceptance and broader adoption.
Human Centered Design (HCD) is the practice addressing the users journeys and technology lifecycles. Human Factors Engineering’s (HFE’s) is the holistic and interdisciplinary science focusing on optimal technological solutions that #MakeTechHuman, which intersects psychological, physiological and sociological factors.
BEING DIGITAL is this year’s theme. As shared in the above brochure, Bell Labs’ Claude Shannon, the father of information theory, first addressed the meaning of “bit” in his landmark paper published in 1948. Just a year earlier, John Karlin, a fellow Bell Labs pioneer, set up the first Human Factors Engineering department in industry. Their combined effort set the stage for today’s digital experiences.
More than seven decades later we get together to explore what “being digital” is now about. This year’s discussion takes place in the context of game changing and pervasive “Digital Transformation” initiatives across industry and public sectors.
Chirryl-Lee Ryan is Idean’s Head of Studio in New York, and this year’s keynote speaker.
Chi is an transdisciplinary design practitioner, writer, speaker, coach, and leader, specializing in experience design. Chi believes that design can help everyone live better, happier lives, and to do so, she merges different design disciplines to produce radical outcomes for humans – and humanity.
As Head of Studio at Idean, a global experience design company, Chi evangelizes a mantra of endless curiosity, fearless execution, and purposeful impact, and as host of the This is HCD Podcast, she is creating a continuous conversation about the future of design. Chi’s goal is to arm as many people as possible with the skills, tools, and confidence they need to create the change they want to see in the world.
HOW TO PROTOTYPE A NEW DIGITAL BUSINESS
“Through the lens of his recent work in guiding leading global companies through digital transformation initiatives, IA Collaborative Founder and Chief Design Officer Dan Kraemer will discuss how to bring a Design Thinking approach to digital innovation – specifically, how to combine user experience, emerging technologies and profit models to prototype entirely new and sustainable digital businesses.”
As Founder and Chief Design Officer at global design and innovation consultancy IA Collaborative, Dan Kraemer is an internationally recognized brand, product, interactive and architectural experience designer who works with some of the world’s most successful companies and brands – including Johnson & Johnson, United Airlines, Samsung, GE, Nike, and Hyatt. Dan leads IA Collaborative’s multidisciplinary design team to identify unseen human needs, frame breakthrough opportunities and drive systemic solutions to commercialization.
His work has been recognized by the International Design Excellence (IDEA) Awards, GOOD DESIGN™ Awards, the Red Dot International Design Awards, the iF World Design Awards and the Design Intelligence Awards. Dan’s work has been featured by Wired, Fast Company, Forbes, the BBC, Branding Magazine and Innovation Magazine, and he is a frequent lecturer on the national and international stage.
THE SOFT & HARD NATURE OF ANYTHING DIGITAL
“Our quest to deliver productivity tools yielding operational excellence for DSPs, Digital Service Providers leads to the design of signature experiences by innovating in the process.”
“The Studio at Nokia Software’s Solutions Engineering is set to work with deceptively simple techniques and elegant sophistication… because neither oversimplification nor self-defeating complexity allow end-to-end systems to efficiently operate at digital speed and global scale.”
“This discussion intersects the soft and hard natures of dynamic systems by modeling Human Machine Systems (HMS) and the design of cybernetics. This practice focuses on critical success factors for the early acceptance and broader adoption of emerging technologies.”
“The work at the Studio embraces a renewed approach to QbD, Quality by Design, which is set to left-shift and unveil instrumental considerations at early design stages. The result is Nokia Studio’s QXbD, Quality Experiences by Design, optimizing for customer delight rather than table-stakes customer satisfaction.”
Jose de Francisco is a Senior Creative Director at Nokia Software Group. His 20+ year experience encompasses global award-winning projects that entail multi-disciplinary leadership responsibilities. Jose is a Distinguished Member of Technical Staff (DMTS) and has worked with Bell Labs on next generation platforms for mobile networks.
He is a Member of the Advisory Board at MIT’s Institute for Data Systems and Society (IDSS) and is the recipient of an MBA in International Marketing and Finance (MBA/IMF) from Chicago’s DePaul University as a Honeywell Europe Be Brilliant Scholar. Jose also holds a postgraduate degree in Human Factors Engineering from BarcelonaTech (UPC) and developed his passion for innovation at Massana Art &Design Center’s Industrial Design program. His thoughts and endeavours can be followed on innovarista.org.
DON’T BE DIGITAL
“The motivation to make our businesses more digital often cause us to miss the mark. Business transformation, and “being digital”, isn’t about technology, it’s about becoming more human.”
“In this presentation I’d like to share what I believe should be the driving forces for any company in this era of technology, data, and sometimes noise. Together let’s explore how we translate our humanity into the things we create.”
JC Grubbs is the CEO and founder of DevMynd, a strategy, design, and custom technology firm in Chicago and San Francisco. He has spent his career working to improve the way that technology is designed, built, and delivered. With a focus on human-centered and inclusive design, his company has worked to solve meaningful challenges for organizations like the Department of Defense, Motorola Solutions, Verizon, and AbbVie.
“Employee experience (EX) is recognized as a key competitive advantage and a prerequisite to deliver outstanding user experience (UX) and customer experience (CX). Companies that invest in EX outperform those that don’t in terms of financial and operational results.”
“Together with Human Resources (HR) colleagues, we have embarked on a journey to make HR our Chief Employee Experience Office. We are applying a Service Design approach, which is revealing human-centered perspectives as we look into our processes and tools from the employee & line manager point of view.”
“User interviews and workshops identified key pain points and game-changing ideas to take EX to new levels: aadequate digital channels and user interfaces are of the essence. The question that we are currently working on and will openly discuss in this session is: “how might we provide the most insightful & engaging digital experience to further personal & career development?”
As a Design Lead at Nokia, I am driving design-led transformation across the company by applying design approach to management and technology challenges. I believe that design is and will remain central for our future, infusing human focus, accelerating learning and fostering collaboration. I have 10+ years of experience in business and creative roles in Telecommunication, High Tech and management consulting, including 5+ years with McKinsey & Company Inc. My education background spans between Business, Mathematics, Philosophy, Fine Arts and Music.
I am reviewing the Manifesto on Human Factors Engineering and making updates. In the meantime, what follows below was a draft introduction letter, which was left unpublished when releasing the Manifesto last year. Blue text shows new updates. As far as this post’s title is concerned, DX refers to Digital Experiences. The same acronym is also used for Digital Transformation initiatives.
Claude E. Shannon, the father of information theory, is credited with being the first to use the word “bit” in a ground-breaking paper published in the Bell Labs’ Research Journal in 1948. He defined a mathematical framework that defines information and how to encode and transmit it over communication networks.
John E. Karlin, the father of Human Factors Engineering and a peer of Shannon’s at Bell Labs, is credited with assembling the first business organization addressing the human side of the equation just a year earlier. His interdisciplinary team focused on how to interface and, therefore, best design communication systems that account for cognitive and behavioral matters, as well as form factor considerations for devices to be user friendly.
In the Age of Digital Transformation, the notion of “being digital” has transcended the sophisticated handling of binary digits and what we can do with tangible hardware. Data driven automation and the notion of zero-touch lead to the development of end-to-end digital systems that are largely software defined and autonomic. These are engineered to be highly efficient and to operate without human intervention… or so we thought.
That feat can only be accomplished by undertaking a holistic design approach which, paradoxically, highlights the larger context and the new nature of Human-Machine-Systems. Otherwise, we would incur a technical myopia where presumably good technology ends up addressing the wrong problems or causing new ones that offset the intended benefits. In the digital age, technical prowess alone does no longer guarantee success: impressive inventions can fail to “cross the chasm,” fall in the “valley of death,” and never become true innovations to their creators and investors’ dismay. Passing the Turing Test just to plunge into the uncanny valley paradox also reinforces that point.
Note: the above draft chart is not self-explanatory, requires some updating and I will better address it on another post… but I’d like to leave this version here for ongoing discussions and feedback.
Being digital entails a new breed of jobs enabled by workforce automation. Any of us may become a citizen developer who can leverage self-service and intuitive decision support systems to create, blend and program services, because automation does the heavy lifting under the hood. Interdisciplinary collaboration is now within reach as teams involving individuals from different domains can effectively share these tools and the underlying resources to overcome the pitfalls and diminishing returns of organizational fragmentation. Enterprises can better innovate and further business opportunities by engaging in rapid experimentation with nimbler teams working at greater scale and scope, and by doing so at unprecedented speed.
At the time of writing this, and in the foreseeable future, no enterprise system is left alone without a human being accountable for its performance (or lack of thereof) since our skills and judgement remain key to critical and ultimate decision making. The more sophisticated the environment, the more obvious, as smaller agile teams become responsible for systems operating at greater scale, scope and speed. Dr. Alonso Vera, Chief at NASA’s HSI (Human Systems Integration) Division, states that “humans are the most critical element in system safety, reliability and performance […] across the gamut of applications even as increasingly intelligent software systems come on-line,” Human-Centered Design and Operations of Complex Aerospace Systems 2017.
It should also be noted that best practices in A.I. are promoting the kind of augmented and collaborative intelligence that only Human-On-The-Loop and Human-In-The-Loop Computing can deliver. A.I. is also powering up Affective Computing to make day-to-day digital services be contextual, empathic and adaptive, and allowing for mass-personalization at scale. We are also leveraging Natural Language Processing coupled with Dataviz helping better search, discover and visualize insight and foresight with interactive infographic quality, instead of just rendering data overloading screens and overwhelming navigation.
These are all good reasons to further our understanding of how to best leverage analytics, automation and programmability to design enterprise and consumer systems driven by a human-centered approach. The desired outcome is greater utility, frictionless consumability, dynamic adaptation and, last but not least, extreme ease of use at any level throughout a service’s lifecycle. That’s the fertile ground that enables new cross-pollination opportunities to enable a better future, which continuous improvement sets in constant motion and, hence, always is in the making.
Being digital is a human experience and, as such, it involves human affects. That relates to how we perceive our predominantly analog world and the diversity of our social and cultural fabrics. We interact with a great deal of objects and services of all sizes which can, and will be, digitized and automated in some fashion. We will continue to lead our lives in a variety of changing contexts and perform numerous tasks throughout the day, some routinely and some exercising more demanding skills with both low and high tech in that mix. So, it pays to think of Human Factors Engineering as not only having pioneered human-centered-design, but as an endless source of serial innovation for Creative Technologists to address our evolving lifestyles and quality of life in the DX Age.