ID: Past, present and future

ID: Past, Present and Future Kevin McCullagh

Future

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Headline 30pt Product strategy consultancy

We help companies to navigate the early stages of innovation

Market foresight

Opportunity discovery

Proposition development

Experience strategy

Capability building

ID: Past, Present and Future

ID was a cult

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Past Big themes of the past few decades Present Future

Past

Global design A new business environment – Global markets – Global competition – Global supply chains – Global teams – Global talent

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Past

Experience design A new philosophy – Customer journeys – Touch-points – Signature moments – Storytelling – Joined up thinking – Seamless and end-to-end

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Past

Service/UX design A new design discipline – Huge job growth – More integrated with other business functions – Familiarised more functions with ID methods

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Past

Design thinking Opened the door to the C-suite Further spread ID methods such as user research and iterative development

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Past

Business design Design meets the MBAs – Value propositions – Business model canvas

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Past

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Lean/Agile methods Design meets the start-up thinking – Hypotheses – Prototyping – Iterative testing – Validation

EARLY

MVP

ALPHA

BETA

TEST MARKET

LAUNCH MARKET

Experiment Measure Learn

MVP

Experiment Measure Learn

MVP

Experiment Measure Learn

MVP

Experiment Measure Learn

MVP

Experiment Measure Learn

TIME

Past

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Growing integration with business

Global design

Experience design

Service/ux design

Design thinking

Business Design

Lean/Agile methods

Past

Present Issues of the moment Future

Present

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Remote collaboration Covid’s forced experiment Global teams got closer Concerns of long-term productivity, innovation and erosion of team cultures Hybrid working is the next challenge

Present

Design for D2C Rise of e-retail Brands looking to break reliance on Amazon Rethinking value propositions and business models

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Present

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Systematic Foresight Pro tip #1

Ensure viewpoint diversity

Pro tip #3

Take the long view

Frame the trends Selection criteria

Influence

Move from ad hoc trends studies to systematic foresight

Pro tip #2

Building a foresight capability

Long term Fads

Time

‘Hold strong opinions weakly…If you must forecast then forecast often – and be the first to prove yourself wrong.’

Paul Saffo

Pro tip #4

Get under the surface

Pro tip #5

Play out alternative scenarios

Now

Future

Pro tip #6

Build a point of view

Present

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Delivering on sustainability commitments Driven by regulation, consumer and retailers Many Design teams have been tasked with implementation planning of corporate commitments

Present

Diversity Design with diversity Designing for diversity Which dimensions of diversity?

How to set the benchmark to aim for Get the data, rather than assume bias

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Present

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Covid accelerated

Remote collaboration

Design for D2C

Systematic Foresight

Delivering on sustainability commitments

Diversity

Past Present

Future Directions

Future

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Data aware design

Data aware design

Using data to understand the market landscape

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Data aware design

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Using data to understand the market landscape; identify, size and illuminate opportunities

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Data aware design

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Using data to understand the market landscape; identify, size and illuminate opportunities; and measure performance

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Data aware design

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Data Driven

‘Designing with Data’, Rochelle King and Elizabeth F Churchill, 2017

Quantitative data determines design decisions, focused on performance optimization, in a well understood areas.

Data aware design

‘Designing with Data’, Rochelle King and Elizabeth F Churchill, 2017

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Data Informed

Other factors are considered alongside quantitative data. Suited to problems with nuance, but well established KPIs.

Data Driven

Quantitative data determines design decisions, focused on performance optimization, in a well understood areas.

Data aware design

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Data Aware

‘Designing with Data’, Rochelle King and Elizabeth F Churchill, 2017

A wide range of data types are considered in the design process.

Well suited to framing phase.

Data Informed

Other factors are considered alongside quantitative data. Suited to problems with nuance, but well established KPIs.

Data Driven

Quantitative data determines design decisions, focused on performance optimization, in a well understood areas.

Data aware design

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Types of problems

Knowledge Funnel

Mystery

Heuristic

Algorithm Roger Martin, ‘The Design of business: Why design thinking is the next competitive advantage’, 2009

Unexplained problem

Rule of thumb

Replicable success formula

Data aware design

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Wide range of data types Quantitative – What’s happening Market data

Sales data

Customer data

Usage data

Sentiment data

– Socio-demograhic – Industry sector trends – Competitor intelligence – Online customer behaviour

– Sales and trends – Market shares

– Context – Attitudes – Behaviours – Preferences – Brand equity measurements – Product satisfaction

– Session duration – Frequency – Task completion rate

– Category mentions – Brand and competitor mentions – Keyword mentions

User data

User testing data

– Transcripts – Interview notes – Videos and photos – Personas – Reports

– Blink test perceptions – Desirability and associations – Feature comprehension and usability score – Comparison with competitor or adjacent products – Perceptions and value of overall experience – Customer reviews

Qualitative – Why it’s happening Trend data – Social – Economic – Technological – Lifestyle – Design

User feedback – Contact forms – Instant feedback pop ups

Data aware design

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Data skills

Data

Information

Knowledge

Decision

Data + structure

Information + meaning

Knowledge + Recommendation

Data sourcing

Data analysis

Data visualisation

How to specify actionable data and gain access to it

How to work with data analytics and interpret the results

How to communicate with data

Change

Data aware design

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Shopify

Shopify’s philosophy for every design sprint is to be data informed and not data driven. To make product briefs, they leverage both qualitative and quantitative data to try paint a clear picture of the problem they’re trying to solve. Framing the core problem using data helps the team move fast and build the right thing.

Future

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Human-machine interlace

Human-machine interlace

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Job Destruction

Job Re-design

Humans vs machines as rivals

Humans + machines as allies

Human-machine interlace

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Most jobs are best tackled with a mix of ...

Low data situations

High data situations

Human strengths

Machine strengths

Judgement Empathy Creativity Improvisation Leadership Mode shifting

Following rules Analysis Speed Accuracy Repetition Always on

Human-machine interlace

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New

Human + Machine capabilities

Human strengths Judgement Empathy Creativity Improvisation Leadership Mode shifting

Facilitating automation

– Training – Explaining – Sustaining

Human augmentation

– Amplifying – Interacting – Embodying

Machine strengths Following rules Analysis Speed Accuracy Repetition Always on

Human-machine interlace

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AI enhances the effectiveness of human activities and decision making

Human augmentation

Amplifying

Activities – Automate repetitive and low-level tasks – Prioritise options – Identify anomalies and trends

Human-machine interlace

10 ways AI can amplify design

1

Discover AI identifies new data patterns and connections

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Human-machine interlace

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10 ways AI can amplify design

1

2

AI identifies new data patterns and connections

AI uncovers new insights from existing consumer or user insight data

Discover

Empathise

Human-machine interlace

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10 ways AI can amplify design

1

2

3

AI identifies new data patterns and connections

AI uncovers new insights from existing consumer or user insight data

AI created design options within predefined constraints

Discover

Empathise

Generate

Human-machine interlace

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10 ways AI can amplify design

1

2

3

4

AI identifies new data patterns and connections

AI uncovers new insights from existing consumer or user insight data

AI created design options within predefined constraints

AI accelerates and democratises prototyping

Discover

Empathise

Generate

Prototype

Human-machine interlace

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10 ways AI can amplify design

1

2

3

4

5

AI identifies new data patterns and connections

AI uncovers new insights from existing consumer or user insight data

AI created design options within predefined constraints

AI accelerates and democratises prototyping

AI accelerates iteration and unlocks new creative possibilities

Discover

Empathise

Generate

Prototype

Refine

Human-machine interlace

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10 ways AI can amplify design

1

2

3

4

5

AI identifies new data patterns and connections

AI uncovers new insights from existing consumer or user insight data

AI created design options within predefined constraints

AI accelerates and democratises prototyping

AI accelerates iteration and unlocks new creative possibilities

Discover

6

Test

Level of sophistication AI lowers the analysis load

Empathise

Generate

Prototype

Refine

Human-machine interlace

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10 ways AI can amplify design

1

2

3

4

5

AI identifies new data patterns and connections

AI uncovers new insights from existing consumer or user insight data

AI created design options within predefined constraints

AI accelerates and democratises prototyping

AI accelerates iteration and unlocks new creative possibilities

6

7

AI lowers the analysis load

AI optimises parameters

Discover

Test

Level of sophistication

Empathise

Optimise

Generate

Prototype

Refine

Human-machine interlace

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10 ways AI can amplify design

1

2

3

4

5

AI identifies new data patterns and connections

AI uncovers new insights from existing consumer or user insight data

AI created design options within predefined constraints

AI accelerates and democratises prototyping

AI accelerates iteration and unlocks new creative possibilities

6

7

8

AI lowers the analysis load

AI optimises parameters

AI enables new levels of personalisation

Discover

Test

Level of sophistication

Empathise

Optimise

Generate

Customise

Prototype

Refine

Human-machine interlace

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10 ways AI can amplify design

1

2

3

4

5

AI identifies new data patterns and connections

AI uncovers new insights from existing consumer or user insight data

AI created design options within predefined constraints

AI accelerates and democratises prototyping

AI accelerates iteration and unlocks new creative possibilities

6

7

8

9

AI lowers the analysis load

AI optimises parameters

AI enables new levels of personalisation

AI facilitates more effective collaboration

Discover

Test

Level of sophistication

Empathise

Optimise

Generate

Customise

Prototype

Collaborate

Refine

Human-machine interlace

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10 ways AI can amplify design

1

2

3

4

5

AI identifies new data patterns and connections

AI uncovers new insights from existing consumer or user insight data

AI created design options within predefined constraints

AI accelerates and democratises prototyping

AI accelerates iteration and unlocks new creative possibilities

6

7

8

9

10

AI lowers the analysis load

AI optimises parameters

AI enables new levels of personalisation

AI facilitates more effective collaboration

AI streamlines hiring process

Discover

Test

Level of sophistication

Empathise

Optimise

Generate

Customise

Prototype

Collaborate

Refine

Hire

Human-machine interlace

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10 ways AI can amplify design

1

2

3

4

5

AI identifies new data patterns and connections

AI uncovers new insights from existing consumer or user insight data

AI created design options within predefined constraints

AI accelerates and democratises prototyping

AI accelerates iteration and unlocks new creative possibilities

6

7

8

9

10

AI lowers the analysis load

AI optimises parameters

AI enables new levels of personalisation

AI facilitates more effective collaboration

AI streamlines hiring process

Discover

Test

Level of sophistication

Empathise

Optimise

Generate

Customise

Prototype

Collaborate

Refine

Hire

Future

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Design and research ops

Design and research ops

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The orchestration and optimisation

Design and research ops

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The orchestration and optimisation of teams, processes and tools

Design and research ops

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The orchestration and optimisation of teams, processes and tools to amplify design’s value and impact at scale.

Design and research ops

Evolution

Dev Ops – Oversee code releases – Optimise processes – Design IT infrastructure – Evaluate systems

2008 Emerged from a discussion between system administrators Patrick Debois and Andrew Clay.

Inspired by Lean Manufacturing’s ‘Continuous improvement’ is the mantra, they looked to introduce quality control into Agile software development.

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Design and research ops

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Evolution

Dev Ops – Oversee code releases – Optimise processes – Design IT infrastructure – Evaluate systems

2008 Emerged from a discussion between system administrators Patrick Debois and Andrew Clay.

Inspired by Lean Manufacturing’s ‘Continuous improvement’ is the mantra, they looked to introduce quality control into Agile software development.

(UX) Design Ops – Hire the right people – Grow design teams – Create efficient workflows through asset libraries, design systems, etc.

– Improve output quality

2014 After being immersed in the world of agile software development, Interaction Designer Dave Malouf developed Design Ops. Working with likeminded peers, he set up the DesignOps Summit.

Design and research ops

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Evolution

Dev Ops – Oversee code releases – Optimise processes – Design IT infrastructure – Evaluate systems

2008 Emerged from a discussion between system administrators Patrick Debois and Andrew Clay.

Inspired by Lean Manufacturing’s ‘Continuous improvement’ is the mantra, they looked to introduce quality control into Agile software development.

(UX) Design Ops – Hire the right people – Grow design teams – Create efficient workflows through asset libraries, design systems, etc.

– Improve output quality

2014 After being immersed in the world of agile software development, Interaction Designer Dave Malouf developed Design Ops. Working with likeminded peers, he set up the DesignOps Summit.

Research Ops – Ensure research is consistent, repeatable, reliable and high quality – Democratises research within an org so cross-functional teams can participate – Makes research insights accessible to an organisation

2018 Kate Towsey, Research Ops Manager at Atlassian, tweeted that she was starting a Research Ops channel on Slack. Worldwide workshops were then set up to ideate on research ops.

Design and research ops

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Evolution

Dev Ops – Oversee code releases – Optimise processes – Design IT infrastructure – Evaluate systems

2008 Emerged from a discussion between system administrators Patrick Debois and Andrew Clay.

Inspired by Lean Manufacturing’s ‘Continuous improvement’ is the mantra, they looked to introduce quality control into Agile software development.

(UX) Design Ops – Hire the right people – Grow design teams – Create efficient workflows through asset libraries, design systems, etc.

– Improve output quality

2014 After being immersed in the world of agile software development, Interaction Designer Dave Malouf developed Design Ops. Working with likeminded peers, he set up the DesignOps Summit.

Research Ops – Ensure research is consistent, repeatable, reliable and high quality – Democratises research within an org so cross-functional teams can participate – Makes research insights accessible to an organisation

2018 Kate Towsey, Research Ops Manager at Atlassian, tweeted that she was starting a Research Ops channel on Slack. Worldwide workshops were then set up to ideate on research ops.

ID Ops? – Attract, hire, grow and retain talent – Put trends, insights and data at designers’ fingertips – Streamline workflows with honed processes and tools – Cultivate cultural growth – Measure and evaluate progress

Design and research ops

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DesignOps landscape

How teams work together

Organise

Collaborate

Humanise

– Organisational structure – Team composition – Role definition

–R ituals and meetings – Environment – Communities of practice

– Hiring and onboarding – Career development – People operations

Nielsen Norman Group

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Design and research ops

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DesignOps landscape

How teams work together

How work gets done

Organise

Collaborate

Humanise

Standardise

– Organisational structure – Team composition – Role definition

–R ituals and meetings – Environment – Communities of practice

– Hiring and onboarding – Career development – People operations

– Guiding – Design systems – Balancing principles – Research hubs workflow – Design process – Asset – Estimation – Consistent management – Allocation toolsets

Nielsen Norman Group

Harmonise

Prioritise

Design and research ops

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DesignOps landscape

How teams work together

How work gets done

Organise

Collaborate

Humanise

Standardise

– Organisational structure – Team composition – Role definition

–R ituals and meetings – Environment – Communities of practice

– Hiring and onboarding – Career development – People operations

– Guiding – Design systems – Balancing principles – Research hubs workflow – Design process – Asset – Estimation – Consistent management – Allocation toolsets

Nielsen Norman Group

Harmonise

How work creates impact

Prioritise

Measure

Socialise

Enable

– Design standards – Design metrics – Defining good and done

– Success stories – Skills training – Reward and – Playbooks recognition – Education – Value definition

Design and research ops

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Airbnb

Before After Airbnb scaled from a small team on the same floor to a large team on different sites information and best practices became harder to share

After A DesignOps team was formed to integrate and orchestrate an effective design organisation through centralised tools, systems and services that enhance speed and quality of execution.

Future

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Design as change agent

Designwe’re as change Where goingagent

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Headline 30pt

How can I increase the impact of Design in my organisation?

Design as change agent

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Design teams deliver value to different stakeholders within an organisation Design

CEO

Corporate strategy

Product management

Customer insights

HR & Development

R&D

Engineering

Voice of customer/user

Customer / user

Finance

Production & Quality

Marketing

Sales

Customer service

Future as change agent Design

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Headline 30pt

Product/service strategy

Product/service design

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Change management

Facilitating organisational change

Market analysis

Concept development

Instigating change

Market foresight

Design for scale

Capability building

Proposition development

Product/portfolio differentiation

Culture modelling

Envisioning futures

Experience/system design

Customer engagement

Future as change agent Design

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Headline 30pt

Product/service strategy

Product/service design

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Change management

Facilitating organisational change

Market analysis

Concept development

Instigating change

Market foresight

Design for scale

Capability building

Proposition development

Product/portfolio differentiation

Culture modelling

Envisioning futures

Experience/system design

Customer engagement

Future as change agent Design

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Headline 30pt

Product/service strategy

Product/service design

The purpose of this document... dolor sit amet, consectetur Identifying market Delivering high-quality adipiscing elit. In pellentesque nisi opportunities product experiences sit amet ipsum volutpat id nulla turpis.

Change management

Facilitating organisational change

Market analysis

Concept development

Instigating change

Market foresight

Design for scale

Capability building

Proposition development

Product/portfolio differentiation

Culture modelling

Envisioning futures

Experience/system design

Customer engagement

Designwe’re as change Where goingagent

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Headline 30pt

Instigating change

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– Scanning for new thinking – Experimenting – Engaging other functions

CEO

HR & Development

Designwe’re as change Where goingagent

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Headline 30pt

Capability building Strengthening the organisation’s expertise, tools and processes – Identifying areas for improvement – Tool and process development – Innovation training

CEO

HR & Development

Designwe’re as change Where goingagent

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Headline 30pt

Culture modelling Role modelling new behaviours and ways of working – Championing and demonstrating innovative ways of working – Identifying and removing friction points

CEO

HR & Development

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Designwe’re as change Where goingagent

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Headline 30pt

Customer engagement Making the customers’ sales journey more compelling – Generating sales and marketing content and assets – Participating in B2B sales meetings – Scoping opportunities with customers

Marketing

Sales

Future

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More Tech and organisational literacy

Data aware design

Human-machine interlace

Design and research ops

Design as change agent

Where’s ID going?

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Summary

Past

Present

Future

Themes of the past few decades

Issues of the moment

Directions

Global design

Experience design

Service design

Remote collaboration

Design for D2C

Design thinking

Business design

Lean/Agile methods

Delivering on sustainability commitments

Diversity

Systematic Foresight

Data aware design

Design as change agent

Humanmachine interlace

Design and research ops

We joinyou Thank the dots plan.london/subscribe kevin@plan.london www.plan.london

Future

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Quantitative & qualitative data

– Quantitative data shows what is happening with a product – Qualitative data shows the reasoning for what is happening – Using a combination of quantiative and qualitative methods gives a wider picture

Future

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Data collection methods

Qualitative

Quantitative

Purpose

– Exploratory research – Understand motivations, attitudes and perceptions

– Quantify data – Measure or predict behaviour

Sample

– Small and narrow

– Large and broad

Methodology

– Focus groups, in-depth interviews, ethnographies, shadowing, etc.

– Can be in-person or online

– Data analysis platforms – Surveys

Data collection

– Semi-structured using discussion guides – Can evolve over course of study

– Data analysis platforms – Highly structured questionnaires

Data analysis

– Non-statistical, generally non-numeric – Insight drawn from observation / patterns

– Numeric and statistical

Reporting outcome

– Directional in nature – Not projectable to the total target audience

– Graphical reports – Guidance for business decisions