singapore design for public good week
DESCRIPTION
ThinkPlace Founder, John Body, speaks to the Singapore Government for their Design for Public Good week.TRANSCRIPT
PAGE 1© ThinkPlace 2013
MEZZANINE 55 WENTWORTH AVENUE KINGSTON | PO BOX 5249 KINGSTON ACT 2604
P +61 2 6282 8852 F +61 2 6282 8832 www.thinkplace.com.au
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
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Case One
From
The grocery choice website
From www.abc.net.au
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Case One
The grocery choice website
“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
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Case One
The grocery choice website
"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
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Case Two
From
Service delivery through national broadband network
From www.abc.net.au
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Case Two
From
Service delivery through national broadband network
From http://www.theaustralian.com.au/national-affairs/policy
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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/
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Common concerns
“You did not go to a statistically valid sample. How can you have any faith in the results”
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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/
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Common concerns
“We know our clients. We deal with them every day. We know better than they do what they want.”
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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/
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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?”
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Common concerns
“How do I convince my boss that this is a good approach to take?”
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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
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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
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Design worlds people want
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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
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Design thinking
What is design thinking?
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Get clear on the focus and the direction.
Drive to define the future to form a compelling argument for change.
A CLEAR INTENT1
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Design from the outside-in. Design with the customer in mind.
A HUMAN-CENTRED APPROACH2
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Experiment often. Make ideas visible early.
Improvise as opportunities emerge.
EARLY VISUALISATION & PROTOTYPING3
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The Process of Design Squiggleby Damien Newman
DISCIPLINED & FLEXIBLE PROCESS4
Follow a process but know when to let it go
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Foster, drive and engage in divergent thinking, creating possibilities and options.
5EXPLORATION AND INNOVATION
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Use interdisciplinary teams to harness innovative thinking. Get people from different perspectives talking together...
CONVERSATION & COLLABORATION6
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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
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Take a systems view.
Uncover relationships, dependencies and unintended consequences of change (good and bad).
DESIGN THE WHOLE SYSTEM8
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Case 3
NSW Government Roads and Maritime Services
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Intent
We progressively worked up the project intent
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Human centred
We listened to customers
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Prototyping
Progressively moved from sketches to more concrete changes
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Disciplined process
We used the ThinkPlace Design System
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Explore and innovate
We interviewed customers and staff, studied transactions and researched other countries
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Collaborate
We worked with policy, IT, marketing, operations and others
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Optimise
We looked for the design that was good for customers, delivered savings and was implementable
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The result
A set of investments to deliver the intent of the senior leaders
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Getting started
Think big
Start small
Scale fast
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Top 3 risks when getting started
Too much time spent on the concept
Too much hype about design
Not following the design principles
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Questions