embedding creativity techniques and tools into service design processes by neil maiden

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1 Embedding Creativity Techniques and Tools into Service Design Processes Neil Maiden Professor of Systems Engineering Centre for Creativity in Professional Practice Whats in the Talk 1. Creative requirements processes Challenging the role of requirements elicitation Creative experiences in requirements projects 2. Creativity workshops Processes underpinned with creativity models 3. Creativity in service design Coupling design artefacts and creativity techniques 4. Let’s work together Centre for Creativity in Professional Practice

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"Embedding creativity techniques and tools into service design processes" by Neil Maiden. Presented at "Creativity in Design", UXPA UK event, April 2014

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Page 1: Embedding creativity techniques and tools into service design processes by Neil Maiden

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Embedding Creativity Techniques and Tools into Service Design Processes

Neil Maiden Professor of Systems Engineering

Centre for Creativity in Professional Practice

What’s in the Talk 1. Creative requirements processes

–  Challenging the role of requirements elicitation

–  Creative experiences in requirements projects

2. Creativity workshops –  Processes underpinned with

creativity models 3. Creativity in service design

–  Coupling design artefacts and creativity techniques

4. Let’s work together

Centre for Creativity in Professional Practice

Page 2: Embedding creativity techniques and tools into service design processes by Neil Maiden

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The Reality about Requirements Understand that

–  Elicited requirements limited by perceptions of what is possible

–  Customers are frequently rear-view mirrors –  People don’t separate requirements from design

Requirements encapsulate creative thought –  Stakeholders already thinking about future

Denys Lasdun –  “Our job is to give the client, on time and on cost,

not what he wants, but what he never dreamed he wanted; and when he gets it, he recognizes it as something he wanted all the time”

Centre for Creativity in Professional Practice

A Real-World Example Removed key constraint: weather variability

Centre for Creativity in Professional Practice

Steam catapults; glided approaches; weather-adapted approach routes

.. not what they wanted, but what they never dreamed they wanted..

Page 3: Embedding creativity techniques and tools into service design processes by Neil Maiden

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A Second Real-World Example Specifying concept for new conflict resolution support

–  Indian textile expert encouraged incubation about requirements on patterns

–  French ATCos highlighted need for aesthetics in generated resolutions

Centre for Creativity in Professional Practice

...not what they wanted, but what they never dreamed they wanted..

Rich storyboards to describe concept of operation for multi-sector planning

–  Complete system view –  Film screenplay techniques –  Constructed 2 large

storyboards for whole system over 4 hours period

–  Participants invented semantics of storyboard

–  Tactile and flexible –  Ownership important

Centre for Creativity in Professional Practice

A Third Real-World Example

.. not what they wanted, but what they never dreamed they wanted..

Page 4: Embedding creativity techniques and tools into service design processes by Neil Maiden

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A Prototypical Definition of Creativity Sternberg and Lubart (1999) define creativity as

–  “the ability to produce work that is both novel (i.e. original, unexpected) and appropriate (i.e. useful, adapted to task constraints)”

Novel with respect to –  H-Creativity: historically creative – new to person-kind

(Boden 1990) –  P-Creativity: psychological creative – new to the person,

but not to person-kind or others (Boden 1990) –  S-Creativity: situated creativity – a designer or reasoner

had an idea for a specific task novel in that particular situation or domain (Suwa et al. 2000)

Engenders surprise –  Deviation in patterns of outcomes (Maher et al. 2013)

Centre for Creativity in Professional Practice

Creativity Workshops in Requirements Projects A space for creating and inventing ideas

Invent ideas with which to write specifications

Creativity workshop

Understanding of current situation

Possible technical solutions

Outline use case model

Overview of future system

Storyboards for key use cases

Centre for Creativity in Professional Practice

Page 5: Embedding creativity techniques and tools into service design processes by Neil Maiden

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Creativity Workshops

Pin boards structured

by use case

System models

available to all

U-shaped table for talks

and report backs

Games to encourage playfulness

Colour-coded snow

cards for ideas

Facilitated guidance at

all times

Centre for Creativity in Professional Practice

Creativity Workshop Structure Design informed by existing creativity models Integrate with established requirements methods

Workshop period

Diverge Preparation

Incubation

Illumination

Verification

Diverge

Workshop period

Converge

Preparation

Incubation

Illumination

Verification

Daupert 2002

Poincare 1982

time

Two-day workshops

Encourage exploratory,

combinatorial or transformational

creativity

Encourage exploratory,

combinatorial or transformational

creativity

Boden 1990

Model

Revised Model

Revised Model

Shared input/output models

Centre for Creativity in Professional Practice

Page 6: Embedding creativity techniques and tools into service design processes by Neil Maiden

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Eurocontrol’s DMAN System [DIS’2004]

Departure manager for major European airports –  Sponsored by Eurocontrol –  Applied RESCUE over 12-month period –  Joint project involving UK and French national bodies –  Applications including Heathrow & Charles de Gaulle –  16-20 key stakeholders participated for two days

Centre for Creativity in Professional Practice

Eurocontrol’s MSP System [RE’05]

Multi-Sector Planning (MSP) –  Gate-to-gate scheduling of aircraft across European

national boundaries –  Manage controller complexity levels –  Redesign controller work –  Co-ordinate existing systems

16-20 key stakeholders participated for two days Operational Concept of Use

Centre for Creativity in Professional Practice

Page 7: Embedding creativity techniques and tools into service design processes by Neil Maiden

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Service Design Thinking Design Thinking (Lockwood 2010)

–  Observation, collaboration, fast learning, visualization of ideas, rapid prototyping and concurrent business analysis

5 Principles [Stickdorn & Schneider 2010] 1.  User-centred: services should be experienced

through customer’s eyes 2.  Co-creative: all stakeholders should be included in

design process 3.  Sequencing: service should be visualized as a

sequence of interrelated actions 4.  Evidencing: intangible services should be visualized

in terms of physical artefacts 5.  Holistic: entire environment should be considered

Centre for Creativity in Professional Practice

Coupling – Hinging – Design Artifacts with Creativity Techniques

Centre for Creativity in Professional Practice

Combine –  Evidencing, sequence and co-creation with –  Explicit creative thinking techniques

In principled manner –  Creative thinking as complex search problem –  Information search, idea discovery (Kerne et al. 2008) –  Pairwise combination of artifact and technique

Page 8: Embedding creativity techniques and tools into service design processes by Neil Maiden

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Desktop Walkthrough, Creativity Triggers Desktop walkthrough

–  Small-scale 3D model of service environment

–  Build environment out of props, toys and objects

–  Explore emerging interactions

Creativity triggers –  Guidelines to converge

on ideas with qualities associated with innovative outcomes

–  Connection, information and choice, convenience

Centre for Creativity in Professional Practice

Redesigning North Finchley Town Team

Destktop walkthrough of different uses of town centre Creative stimulation of design ideas, not just problems and needs

Centre for Creativity in Professional Practice

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Making Your Work More Creative Opportunities for collaboration

–  Redesign your current requirements and service design processes

–  Facilitate your creativity workshops

–  Train you to use more creativity techniques

–  Guide you to use our technologies for creative requirements work

Contact –  [email protected] –  @NeilMaiden

Centre for Creativity in Professional Practice