designer as catalyst
DESCRIPTION
From my presentation at the Internet Summit 2011 in Raleigh, NC. Focused on leveraging skills as a 'designer as website maker' to 'designer as catalyst.' Illustrating four areas where catalysts can approach adaptive challenges (wicked problems) and urging a move from user-centric design towards community-centric design.TRANSCRIPT
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hello@matthewmunozI’m Matthew Muñoz, co-founder and chief design officer of New Kind & president of AIGA Raleigh
Internet Summit 2011Raleigh Convention CenterNov 15, 2011
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web design as a strategic tool
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web design as a strategic tool
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A:highly usable,well-designed,content-richwebsites
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Q:What if we had a better website?
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Q:What if there’s a bigger question to ask?
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Charles Eames Ray Eames
Source: Eames Exhibition
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What are the boundaries of design?
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What are the boundaries of problems?
What are the boundaries of design?
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How do we make our company more innovative?
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How do we nurture a culture of creativity?
How do we make our company more innovative?
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How can we build a reputation when one Twitter voice can destroy it?
How do we nurture a culture of creativity?
How do we make our company more innovative?
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What if we had a better website?
How can we build a reputation when one Twitter voice can destroy it?
How do we nurture a culture of creativity?
How do we make our company more innovative?
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kind of challenge problemdefinition
solution locus of work
technical clear clear authority
adaptive requires learning
requires learning
stakeholders
Adapted from: Practices of Adaptive Leadership
Technical problems v. adaptive challenges
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kind of challenge problemdefinition
solution locus of work
technical clear clear authority
adaptive requires learning
requires learning
stakeholders
Adapted from: Practices of Adaptive Leadership
Technical problems v. adaptive challenges
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adaptive challenges
What if we had a better website?
How can we build a reputation when one Twitter voice can destroy it?
How do we nurture a culture of creativity?
How do we make our company more innovative?
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designer as website maker
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designer as catalyst
designer as website maker
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*designer as website maker
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adaptive challenges
**
*
*How can we build a reputation when one Twitter voice can destroy it?
How do we nurture a culture of creativity?
How do we make our company more innovative?
designer as website maker
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* designer as catalyst
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*clarify complicated things
designer as catalyst
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*clarify complicated things
align self with shared interest
designer as catalyst
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*clarify complicated things
align self with shared interest
inspire action through openness
designer as catalyst
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*clarify complicated things
align self with shared interest
inspire action through openness
formwith intent
designer as catalyst
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clarify complicated things
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when there’s a lack of meaning
Source: Confused baby
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attention is scarce
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Source: YouTube: From the movie 'Up'
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Source: Banner Blindness: Old and New Findings
Cliffhanger-Effect (Zeigarnik-Effect)Human beings can’t stand uncertainty. We tend to find answers to unanswered questions we are interested in as soon as possible. Cliffhanger-effects are based upon this fact; movies, articles and plots with Cliffhanger-effects have an abrupt ending, often leaving with a sudden shock revelation or difficult situation. The effect is often used in advertisement: asking the
Smashing eBook│Best of Smashing Magazine │ 12
Source: Best of Smashing Magazine” Anniversary eBook
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I
111TH CONGRESS 1ST SESSION H. R. 3962 To provide affordable, quality health care for all Americans and reduce
the growth in health care spending, and for other purposes.
IN THE HOUSE OF REPRESENTATIVES
OCTOBER 29, 2009 Mr. DINGELL (for himself, Mr. RANGEL, Mr. WAXMAN, Mr. GEORGE MILLER
of California, Mr. STARK, Mr. PALLONE, and Mr. ANDREWS) introduced the following bill; which was referred to the Committee on Energy and Commerce, and in addition to the Committees on Education and Labor, Ways and Means, Oversight and Government Reform, the Budget, Rules, Natural Resources, and the Judiciary, for a period to be subsequently de-termined by the Speaker, in each case for consideration of such provisions as fall within the jurisdiction of the committee concerned
A BILL To provide affordable, quality health care for all Americans
and reduce the growth in health care spending, and for other purposes.
Be it enacted by the Senate and House of Representa-1
tives of the United States of America in Congress assembled, 2
SECTION 1. SHORT TITLE; TABLE OF DIVISIONS, TITLES, 3
AND SUBTITLES. 4
(a) SHORT TITLE.—This Act may be cited as the 5
‘‘Affordable Health Care for America Act’’. 6
VerDate Nov 24 2008 12:56 Oct 30, 2009 Jkt 089200 PO 00000 Frm 00001 Fmt 6652 Sfmt 6201 E:\BILLS\H3962.IH H3962rmaj
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Source: H.R. 3962
Dan Roam
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long term is difficult to understand — vs short term
short term thinking v. long term thinking
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abstract concepts like democracy, safety, accessibility — what do they mean?
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Source: Dan Roam Healthcare Napkins
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designing a visual story
catalyst : clarifying complexity
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authentic athletic performance
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Source: Nike Run interface
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Source: Nike Run interface
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designing a product and service system
catalyst : clarifying abstract ideasSource: Nike Run interface
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Source: Al Gore documentary
an inconvenient truth
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Source: Movie screen capture
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Source: Al Gore hydraulic lift
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designing a visual argument
catalyst : clarifying complexity & the long termSource: Al Gore hydraulic lift
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Ostrich scenario Icarus scenario
Lame Duck scenario Flight of the Flamingoes scenario
Mont Fleur scenarios
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Ostrich scenario Icarus scenario
Lame Duck scenario Flight of the Flamingoes scenario
Mont Fleur scenarios
designing a process for creating options
catalyst : clarifying abstraction, long term
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adaptive challengesrequire clarification and meaning
**
*
*How can we build a reputation when one Twitter voice can destroy it?
How do we nurture a culture of creativity?
How do we make our company more innovative?
What if we had a better website?
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principles
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Pictures are worth 1,000 words.
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Pictures are worth 1,000 words. Metaphors are worth 1,000 pictures.Dan Pink
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principle #1use metaphors
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what if?
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Source: Scenarios: An Explorer’s Guide
Questions of relevance
Areas of research Themes
Branches
Scenarios
Focal question S
cenario outline S
cenario outline
What matters?
Core teamresearch
Orientationworkhop
Scenario-building
workshopInterviewsCore teamresearch 4 9
SEG_book_3 11/28/08 10:21 AM Page 49
Questions of relevance
Areas of research Themes
Branches
Scenarios
Focal question S
cenario outline S
cenario outline
What matters?
Core teamresearch
Orientationworkhop
Scenario-building
workshopInterviewsCore teamresearch48
Build ing g loba l scenarios is a comp lex task; the questions of re levance are hard to define . Reflecting this, g loba l scenario projectsa t She ll involve many peop le andrequire a number of itera tions. Forsma ller, more focused projects, thesame approach is followed but usingless time and fewer resources, and w ithless emphasis on exp loring d ifferentareas of research.
Scenario building
SEG_book_3 11/28/08 10:21 AM Page 48
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principle #2use scenarios, things feel less risky
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Source: Kerry Patterson et. al. Influencer: The Power to Change Anything, 2008
group (1) group (2) group (3)
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stories help individuals transport themselves away from the role of a listener who is rigorously applying rules of logic, analysis, and criticism and into the story itself.
Why do stories persuade?...
Source: Kerry Patterson et. al. Influencer: The Power to Change Anything, 2008
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principle #4tell stories
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clarify complicated thingsto create meaning
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align self with shared interest
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when there’s a lack of motivation
> Source: Couch potato
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Source: Occupy Wall St
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Source: TOMS
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Source: YouTube: TOMS One for One eyewear
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designing a better business model
catalyst : aligning self with shared interest
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catalyst : aligning self with shared interest
designing a better business model
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Source: YouTube: Starbucks Create Jobs for USA fund
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catalyst : aligning self with shared interest
designing a funding stream
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adaptive challengesrequire alignmentand motivation
**
*
*How can we build a reputation when one Twitter voice can destroy it?
How do we nurture a culture of creativity?
How do we make our company more innovative?
What if we had a better website?
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principle complicated things
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first whysecond whythird whyfourth whyfifth why (root interest)
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principle #5ask why at least 5 times
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align self with shared interest to ensure motivation
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inspire action with openness
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when there’s a lack of contributions
Source: The world on one man’s shoulders
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long term is difficult to understand — vs short term
more resources are necessary
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long term is difficult to understand — vs short term
more perspectives would help
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long term is difficult to understand — vs short term
more ideas are needed
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catalyst : inspiring contributions and perspectives
designing a platform for contributing information
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catalyst : inspiring contributions and ideas, removing roadblocks
designing a platform for contributing ideas and resources
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catalyst : inspiring contributions and ideas
designing a platform for contributing resources
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adaptive challenges require contributions and action
**
*
*How can we build a reputation when one Twitter voice can destroy it?
How do we nurture a culture of creativity?
How do we make our company more innovative?
What if we had a better website?
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principles complicated things
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principle #6create an architecture of participation
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principle #7every project is a chance to find common ground
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inspire action with opennessto spark contributions
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form with intent
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when there’s a lack of useful answers
Source: We need more party animals
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long term is difficult to understand — vs short term
organizations don’t know which way to go
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long term is difficult to understand — vs short term
they’re being assaulted by global competitors
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long term is difficult to understand — vs short term
conditions change so quickly
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long term is difficult to understand — vs short term
collaboration is necessary
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a brief history
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the first internet revolution — access
people find choice
INFORMATION
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INFORMATION
INFORMATIONINFORMATION
INFORMATION
the second internet revolution — create
people find a voice
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today’s internet revolution — connect
people find each other
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user-centric design
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community-centric design
user-centric design
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user-centric
community-centric
who are the users/community
individual users, contributor
community members, networks, groups, collaborators
users/community goals
specific tasks and task completion
social exchange, co-creation, creativity in collaboration
users/community needs
efficiency, satisfaction, experience, searching
community interaction, co-experience, privacy, social belonging
Adapted from: Innovation in Online Communities: Towards Community-Centric Design
User-centric v. community-centric design
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user-centric
community-centric
who are the users/community
individual users, contributor
community members, networks, groups, collaborators
users/community goals
specific tasks and task completion
social exchange, co-creation, creativity in collaboration
users/community needs
efficiency, satisfaction, experience, searching
community interaction, co-experience, privacy, social belonging
Adapted from: Innovation in Online Communities: Towards Community-Centric Design
User-centric v. community-centric design
designing an approach
catalyst : forming with intent
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adaptive challengesrequire forming answers with intent
**
*
*How can we build a reputation when one Twitter voice can destroy it?
How do we nurture a culture of creativity?
How do we make our company more innovative?
What if we had a better website?
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principles complicated things
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principle #8break a project into sprints and workshops
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principle #9imperfection breeds participation
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principle #10release early, release often
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principle #11design with, and for
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principle #12design the system
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principle #13everyone is a designer
principle #14meet people where they are
Source: Everyone is a designer
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form with intent to find answers
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designer as catalyst
designer as website maker
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designer as website maker
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designer as catalyst
designer as website maker
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creatingmeaning
catalysts focus on
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creatingmeaning
+ ensuring motivation
catalysts focus on
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creatingmeaning
+ ensuring motivation
+ sparking contributions
catalysts focus on
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=
finding answers
catalysts focus on
creatingmeaning
+ ensuring motivation
+ sparking contributions
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principle #14build your reputation as a problem solver and opportunity finder
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you’ll see your sphere of applicability increase
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you’ll see your sphere of applicability increase
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adaptive challenges
**
*
*How can we build a reputation when one Twitter voice can destroy it?
How do we nurture a culture of creativity?
How do we make our company more innovative?
What if we had a better website?
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we need a web designer v.we need meaningwe need motivationwe need contributionswe need answers
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Source: Catalyst signal
we need a catalyst