Making Tech Human with QXbD
Quality eXperiences by Design
Wednesday, December 1, 10:00 am CET – UTC/GMT +1 hour
Digital solutions are fueling today’s experience economy at a global scale in a constantly evolving landscape with unprecedented speed. The professional design craft is re-emerging not only as an outcome of societal dynamics but, most critically, as a change agent that shapes culture by placing people’s values and quality considerations at the forefront. In this session we will discuss how to innovate with QXbD, Quality eXperiences by Design, jointly with HCAI, Human Centered Artificial Intelligence and Affective Computing for ‘as a Service’ models.
Las soluciones digitales están impulsando la economía de la experiencia actual a escala global en un panorama en constante evolución con una velocidad sin precedentes. El arte del diseño profesional está resurgiendo no solo como resultado de la dinámica social sino, lo que es más crítico, como un agente de cambio que da forma a la cultura al colocar los valores de las personas y las consideraciones de calidad en primer plano. En esta sesión discutiremos cómo innovar con QXbD, Quality eXperiences by Design, junto con HCAI, Human Centered Artificial Intelligence y Affective Computing para modelos “as a Service”.
Jose de Francisco is the Chief Designer at Nokia Cloud & Network Services, the software leader in the global telecommunications sector, and Head of Nokia’s Chicago Innovation Center, an interdisciplinary R&D facility involving all of the company’s business groups. His professional experience encompasses leadership responsibilities in strategy, design, product management, research, new ventures and marketing. Jose is an award-winning designer and a Distinguished Member (DMTS) of Bell Labs for work on next generation mobile platforms, operations and applications.
José de Francisco es Chief Designer at Nokia Cloud & Network Services, el líder de software en el sector global de las telecomunicaciones, y Head of Nokia´s Chicago Innovation Center, una instalación de I+D interdisciplinaria que involucra a todos los grupos comerciales de la empresa. Su experiencia profesional abarca responsabilidades de liderazgo en estrategia, diseño, gestión de productos, investigación, nuevas empresas y marketing. José es un diseñador galardonado y miembro distinguido (DMTS) de Bell Labs por su trabajo en plataformas, operaciones y aplicaciones móviles de próxima generación.
“We should shift the goal of AI from creating pure undirected artificial intelligence to creating beneficial intelligence (…) so let’s start researching this today rather than the night before the first strong AI is switched on.“
Stephen Hawking. Reddit Science AMA Series, July 27, 2015.
I would first like to thank those of you who participated in the live AI session at Design Thinking 2021 this past month. Hope that the information and insights shared during our discussion were of value to everyone. I appreciate the positive reviews and the encouragement to keep moving in this direction. Some of you were interested in just understanding how to approach the subject, while others have been working on AI projects for years already and met in the hallway to continue the discussion.
The definition of ‘deep tech’ has evolved. Just for this discussion’s sake and in the context of this specific session, we can think of it as the set of technologies that are not directly developed for end user services. For instance, core research in quantum computing is set to foster pivotal advancements in computational thinking, which leads to game changing performance and capabilities in AI, unleashing new possibilities as a result.
Design wise, our work is driven by devising meaning. We look at benefits and drawbacks, opportunities and risks, and anything in between. These matters become quite tangible when architecting outcomes, which materialize when specific value happens to be created in the process.
That is different from just producing an artifact because we simply can. Design involves experimental undertakings as a deliberate practice. That was the reason behind positioning TOPP, Test Oriented Progressive Prototyping, in our session. TOPP’s concept is key to generating data, analytics, insights and decisions (learning and training in other words) in the realm of QXbD, Quality eXperiences by Design.
Value and quality are correlated. Both are evolving human considerations resulting from our experience with a given service doing some meaningful job for us. This thought applies whether the service is enabled by a conventional product or delivered as a pure play service as such. That statement remains true for physical, digital and hybrid solutions.
De-risking investments in advanced technologies and elevating the chances to succeed in the process can be best approached by ‘designing to value’ and, therefore, by being quality minded. It takes a purposeful human centric orientation, which is achieved by intersecting HCD (Human Centered Design) and HFE (Human Factors Engineering.) It makes not only sense, but it is of the essence in HCAI, Human Centered AI.
As discussed during the session at Design Thinking 2021, investing in ‘AI’s deep tech’ is a critical success factor, but not the only one. We now see a growing share of R&D being devoted to HCAI. System visualization, observability, explainability, intuitive programmability, ease of command and control… all being very relevant and the substance behind the list provided on page 24 in the presentation.
Trending-wise, that happens to be consistent across the board when looking at digital transformation projects. In a discussion with peers at MIT a couple of years ago, I learned that close to 50% of R&D is best devoted to human centric technologies, so that we can reap the benefits and make the most of digital solutions, which turns out to be instrumental to technological leadership. Our conversations at Design Thinking 2021 concurred.
I have made my deck available on the Design Thinking 2021 site, where those who registered for the conference have access to the event’s presentations. As usual, I have also posted a copy on my SlideShare and, this time around, the same file is also available from my LinkedIn profile. Glad to continue the conversation.
- Nokia Wins Design & Innovation Award @ Design Thinking 2021
- Design Thinking 2021: Conference Discount Code DT21_Francisco
- Design Thinking 2021: Digital Transformation Enterprise Award Finalist
- Design Thinking 2021: Design Leadership Award Finalist
- Design Thinking 2021: Driving AI/ML with QXbD, Quality eXperiences by Design
Join me on Conference Day: Tuesday, September 21 at 1:15 pm.
At the time of writhing this, we happen to be immersed in the makings of a brave next normal where everything can be revisited and rethought to be better delivered as a seamless service. The ‘experience economy’ is finally taking hold. This means that a ‘customer-first’ mindset and an unwavering commitment to ‘outstanding quality’ are essential to win hearts and minds because what ‘value’ is (and is not) at any given point of time remains a human consideration informed by our experiences.
Digitalization has not only accelerated beyond expectations during the recent pandemic, but has also furthered the relentless adoption of pervasive communication technologies and AI, Artificial Intelligence, across industries. Given the exponential rise of autonomous systems that can enable on-demand self-service coupled with instant mass customization… the more we digitize, the greater the reach and, therefore, the more pressing the need to excel at Human Centered AI with moral imagination and creative confidence.
Jose de Francisco is the Chief Designer at Nokia CNS, Cloud & Network Services, and Co-Head of Nokia’s Chicago Innovation Center, a leading R&D facility integrating all of the company’s business groups. His professional experience encompasses interdisciplinary leadership responsibilities in strategy, product management, research, design, new ventures and marketing.
Award-winning designer and a Distinguished Member (DMTS) of Bell Labs for work on next generation mobile platforms and applications, Jose holds several active patents and an extensive design portfolio featuring 20+ brands. He has served with the Advisory Boards for MIT’s Institute of Data, Systems and Society (IDSS) and Illinois Tech’s Entrepreneurship Center. Jose is currently engaged with Design & Innovation Global, the think tank behind the premier Design Thinking conference series in the United States and is a core team member of TM Forum’s DMM (Digital Maturity Model) and DOT (Digital Organizational Transformation) projects.
Holds several professional certificates in Design and Data Science from MIT, earned an MBA in International Marketing and Finance from Chicago’s DePaul University as a Honeywell Europe Be Brilliant Scholar, and is the recipient of postgraduate degrees in Human Factors Engineering and Business Administration from BarcelonaTech (UPC) and Ireland’s University College Dublin (UCD) respectively. He started his academic life in the Industrial Design program of Barcelona’s Massana Art & Design Center as an Epson Scholar.
Passionate about innovating to create new value, Jose co-authored the ‘Human Factors Engineering Manifesto’ and believes in the exceptional value that comes with consistently delivering ‘Quality Experiences by Design’ (QXbD.) His endeavors can be followed on innovarista.org.