Stop Doing What Youre Told

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    17-Oct-2014
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It’s easy to solve the wrong problems. Good design relentlessly questions assumptions and reframes the problem to be solved. We know this, and yet, HOW to actually reframe a problem is missing from our conversations. In this session, Stephen P. Anderson will share tips that have helped him cut through the noise of requests and requirements, to focus on the real problem(s) to be solved. Specifically, you’ll pick up ways to see a problem from different perspectives, ways to ask why, how to draw upon seemingly unrelated experiences, how to separate real from perceived constraints, and most importantly, ways to keep yourself in check, so as not to solve the wrong problem (or if you do, you do so intentionally, for a strategic purpose!). Whether you’re designing strategies or screens, you’re sure to pick up a few new mental hacks that you’ll no doubt use on a daily basis.

Transcript of Stop Doing What Youre Told

The title of this presentation is

which, if you think about it for too long, is a rather odd and dicult imperative statement, as complying with this command would also place you in violation of this command

This presentation has been lovingly crafted by S T E P H E N P. A N D E R S O N and will begin in a few moments. Tweeting? Please use #whywhy and/or #ias13 hashtag. Comments and questions may alse be directed to @stephenanderson. Enjoy!

Stop Doing What Youre Told!

Anderson

Product

DesignStrategy aND

Stephen P.

Stephen P. Anderson

Consulting

Anderson

Product

DesignStrategy aND

Stephen P.

Stephen P. Anderson

Consulting

Anderson

Product

DesignStrategy aND

Stephen P.

Stephen P. Anderson

Consulting

A C T I V I T Y

(example from Marc Rettig)

You have 2 minutes. Design a vase.

A C T I V I T Y

(example from Marc Rettig)

You have 2 minutes. Design a vase.Design a better way for people to enjoy flowers in their home.

Always the beautiful answer who asks a more beautiful question.

E . E . C U M M I N G S

?FRAMING

DESIGN AS

PROBLEMSOLVING

FUNCTION AND FORM

STYLE

NO CONSCIOUSDESIGN

A ROUGH DESIGN MATURITY CONTINUUM

+

!!!!!

Design redefines the challenges facing the organization.

Framing sets the agenda, outlines the boundaries and axes of interest, and moves design from executing strategy to shaping strategy. Disruptive innovation lives here.

Design finds new opportunities by solving existing problems.

Design process generates alternatives within a problem space. Design also narrows down those options to a specific solution.

Design makes things work better.

This is the classic practice of design - but it's still commonly limited to incremental improvements through iteration over existing solutions.

Design is the gateway to be hip and cool.

Design is stylish, but too often is percieved and practiced as a cosmetic afterthought.

Design value isn't recognized.

This attitude fosters design by default - however things come out is fine, because there are more important issues to deal with.?

www.bplusd.org

2005, Jess McMullin

bplusd

BUSINESS+DESIGN

(Jess McMullin - Design Maturity Model - http://www.bplusd.org/2005/10/19/a-rough-design-maturity-model/ )

?FRAMING

DESIGN AS

PROBLEMSOLVING

FUNCTION AND FORM

STYLE

NO CONSCIOUSDESIGN

A ROUGH DESIGN MATURITY CONTINUUM

+

!!!!!

Design redefines the challenges facing the organization.

Framing sets the agenda, outlines the boundaries and axes of interest, and moves design from executing strategy to shaping strategy. Disruptive innovation lives here.

Design finds new opportunities by solving existing problems.

Design process generates alternatives within a problem space. Design also narrows down those options to a specific solution.

Design makes things work better.

This is the classic practice of design - but it's still commonly limited to incremental improvements through iteration over existing solutions.

Design is the gateway to be hip and cool.

Design is stylish, but too often is percieved and practiced as a cosmetic afterthought.

Design value isn't recognized.

This attitude fosters design by default - however things come out is fine, because there are more important issues to deal with.?

www.bplusd.org

2005, Jess McMullin

bplusd

BUSINESS+DESIGN

(Jess McMullin - Design Maturity Model - http://www.bplusd.org/2005/10/19/a-rough-design-maturity-model/ )

What Im not talking about (though relevant and important!)

Tame, Complex, Wicked and Super-Wicked Problems

Systems Thinking

4 Types of Problem According to Drucker, theres four types of problems:

1. Truly Generic (individual occurrence is a symptom; Two Different Kinds of Compromises)

2. Generic, but Unique for the individual institution3. Truly exceptional, truly unique4. Early manifestation of a new generic problem

Known vs Unknown Problems

Cynefin Framework

Chaotic, Complex, Complex and Simple Problems

Frames, Metaphors, Language (a la Lako"),

Linguistic Relativity

Adjacent Problems

What Im not talking about (though relevant and important!)

Tame, Complex, Wicked and Super-Wicked Problems

Systems Thinking

4 Types of Problem According to Drucker, theres four types of problems:

1. Truly Generic (individual occurrence is a symptom; Two Different Kinds of Compromises)

2. Generic, but Unique for the individual institution3. Truly exceptional, truly unique4. Early manifestation of a new generic problem

Known vs Unknown Problems

Cynefin Framework

Chaotic, Complex, Complex and Simple Problems

Frames, Metaphors, Language (a la Lako"),

Linguistic Relativity

Adjacent Problems

Unicorns!

*Build a tricycle with wings!

*Build a tricycle with wings!

(SILLY REQUEST)

*B

What color do you want it?

Build a tricycle with wings!

(SILLY REQUEST)

*B

What color do you want it?

Build a tricycle with wings!

BWe can try out some

HTML5-coated titanium!

(SILLY REQUEST)

*B

What color do you want it?

bStop.

Why is this valuable? And

for whom?

Build a tricycle with wings!

BWe can try out some

HTML5-coated titanium!

(SILLY REQUEST)

*B

What color do you want it?

bStop.

Why is this valuable? And

for whom?

Build a tricycle with wings!

BWe can try out some

HTML5-coated titanium!

(SILLY REQUEST)

Lets name some bad requests.

But first Write down a recent problem you were asked to solve.

Is this the real problem, or are we

AnchoringFraming the problem in the context of a specific solution which immediately discounts all other solutions

write some case studies to show

how our customers love us!

We need a health game to help employees meet wellness goals

Design a better way for people to enjoy flowers in their home.

Design a vase.

Experience Focused.Product or Task Focused

Design a better way to learn about [topic]

Design a better search engine results page.

Experience Focused.Product or Task Focused

Experience Focused.Product or Task Focused

Experience Focused.Product or Task Focused

Calculator Calcbot Soulver

If were thinking of [designing] a lunchbox wed be rea&y careful about not having the word box already give you a bunch of ideas that could be quite narrow. Because you think of a box as being square and like a cube. And so were quite careful with the words we use, because those can determine the path you go down.

S I R J O N A T H A N I V E O N B L U E P E T E R

Is this the real problem, or are we

We need a new Drupal CMS to make it easier for our team to edit pages.

SolutioneeringFraming the problem in terms of a technology purchase when the issues may not be technical

Our company needs a Sharepoint installation.

Is this the real problem, or are we

WishlistingFraming a problem as a set of desired features

We need our new site to be able to do this,

this and this.

Is this the real problem, or are we

Y

We're going to be the iTunes of health

insurance!

BuzzwordingLikening the solution to some other popular product or service

This will be the Angry Birds of online

shopping!

Y

Is this the real problem, or are we

FrankensteiningFraming the problem as a blend of things (that may or may not mix)

YouTube meets Craigslist

A tool for students to log into the computer lab, but also a way for teachers to sift through

student data

Friendster + Tribe + Craigslist

Is this the real problem, or are we

Boiling the OceanFraming the problem as a HUGE blend of things that are most certainly not acheivable out of the gate!

iTunes + iPhoto + YouTube + Facebook + Cloud Storage

Eva-Lotta Lamm drew this!

Is this the real problem, or are we

Treating a SymptomReacting to urgent problems rather than seeking the reason for that problem

We need more customer support folks to answer all

these incoming calls.

Is this the real problem, or are we

Treating a SymptomReacting to urgent problems rather than seeking the reason for that problem

We need more customer support folks to answer all

these incoming calls. Why are you gettting so many calls? How can we improve the product to reduce the number of incoming

calls?

Our customers dont know how to use [x].

Lets give them more training... or add more

instructional text. Or maybe a tooltip to explain what to do.

(Insert Jeremys example from Quiznos)

The problem of getting a kid to learn to ride a bike Two solutions:

The engineer looks at the problem and says "Oh, Timmy falls down. We can fix that:"

The designer looks at the problem and says: "What if Timmy keepsfalling down because he isn't learning to balance, in turn becausewe're giving him too many things to learn at once? What