“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.
The Studio at Nokia Software engages in interdisciplinary work to create advanced data visualization and sophisticated cybernetics for human-machine-systems in complex enterprise operational environments. We are implementing our home-grown QXbD, Quality Experiences by Design, meta-methodology to #MakeTechHuman.
Our community efforts as a member of CMP’s Design & Innovation Advisory Board, lead to Nokia’s involvement in the following conferences, which focus on HCD, Human Centered Design, practices:
- Design Thinking 2018, 2019 – both in Austin, TX.
- Design & Innovation Awards 2019 – Austin, TX.
- Digital Product by Design 2019 – Los Angeles, CA.
- Service Design 2017 – Boston, MA.
We are also a regular contributor to IEEE Communications Quality & Reliability, and, just recently, 5G Capabilities to Meet User Needs session at CQR International Workshop 2019 in Naples, FL.
The HFE2017 conference celebrated the pioneering spirit of the team at Bell Labs that institutionalized human centered design in the high tech industry all the way back in 1947. We are now implementing HFE2019 under a talk series program over the course of the year. Stay tuned as more information becomes available.
The above version of the Human Factors Engineering Manifesto was first released in 2017 and sought to share HFE’s end-to-end systems thinking in today’s digital world. We are making updates that incorporate feedback received since.
What follows is just a sample of Nokia’s public initiatives:
“Bell Labs‘ podcast series explores the human potential of technology. Many of the innovations we take for granted have been hatched over decades, forged by an unlikely and ongoing collaboration between emerging artists and the keenest engineering minds in the world.”
“As the science fiction of days past – self-driving cars, Star Trek-like communicators and interstellar tourism – becomes everyday reality, where will the next great ideas come from? Listen in as today’s most adventurous creators inspire their scientific peers to unleash a more connected world.”
“Nokia is at the dawn of a new era. Digital technologies – cloud computing, artificial intelligence, machine learning, the Internet of Things, and soon, 5G networks – are changing the way we live and work in countless ways.”
“Technology and solutions from Nokia will help power this digital future, and we are excited about the possibilities. We also recognize that we have the opportunity as well as responsibility to apply technology in ways that enhance people’s lives and, more broadly, advance humanity.”
“Today, we continue to focus our social responsibility activities on four key areas: improving lives with technology; protecting the environment; conducting business with integrity; and respecting our people.”
“How will the rapid advances in technology affect our lives at work, in our homes, and in our daily interactions with others? Here, we examine the human side of emerging technologies, considering the endless possibilities they bring and the complex challenges that they may bring.”
“In 2015, the WIRED and Nokia partnered to kickstart a global debate on how to make technology serve humanity better called #maketechhuman.”
“It was aimed at uncovering what worries—and what excites—people about innovation today, from the most influential minds on the planet to your next-door neighbor.”
“This effort involved 80+ luminaries, thought leaders and partners including Tim Berners-Lee, Stephen Hawking, Monica Lewinsky, Megan Smith, Sugata Mitra, and Matt Mira.”
“Nokia led a global debate exploring the excitement and worries associated with humanity’s relationship with technology, we sought to uncover the issues that mattered most, investigate them and highlight global solutions.”
Nokia Studio. 2000 Lucent Lane. Naperville, IL 60563. United States.