Designer As Catalyst
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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
web design as a strategic tool
web design as a strategic tool
A:highly usable,well-designed,content-richwebsites
Q:What if we had a better website?
Q:What if there’s a bigger question to ask?
Charles Eames Ray Eames
Source: Eames Exhibition
What are the boundaries of design?
What are the boundaries of problems?
What are the boundaries of design?
How do we make our company more innovative?
How do we nurture a culture of creativity?
How do we make our company more innovative?
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?
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?
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
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
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?
designer as website maker
designer as catalyst
designer as website maker
*designer as website maker
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
* designer as catalyst
*clarify complicated things
designer as catalyst
*clarify complicated things
align self with shared interest
designer as catalyst
*clarify complicated things
align self with shared interest
inspire action through openness
designer as catalyst
*clarify complicated things
align self with shared interest
inspire action through openness
formwith intent
designer as catalyst
clarify complicated things
when there’s a lack of meaning
Source: Confused baby
attention is scarce
Source: YouTube: From the movie 'Up'
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
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
ette
on
DS
K29
S0Y
B1P
RO
D w
ith B
ILLS
Source: H.R. 3962
Dan Roam
long term is difficult to understand — vs short term
short term thinking v. long term thinking
abstract concepts like democracy, safety, accessibility — what do they mean?
Source: Dan Roam Healthcare Napkins
designing a visual story
catalyst : clarifying complexity
authentic athletic performance
Source: Nike Run interface
Source: Nike Run interface
designing a product and service system
catalyst : clarifying abstract ideasSource: Nike Run interface
Source: Al Gore documentary
an inconvenient truth
Source: Movie screen capture
Source: Al Gore hydraulic lift
designing a visual argument
catalyst : clarifying complexity & the long termSource: Al Gore hydraulic lift
Ostrich scenario Icarus scenario
Lame Duck scenario Flight of the Flamingoes scenario
Mont Fleur scenarios
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
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?
principles
Pictures are worth 1,000 words.
Pictures are worth 1,000 words. Metaphors are worth 1,000 pictures.Dan Pink
principle #1use metaphors
what if?
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
principle #2use scenarios, things feel less risky
Source: Kerry Patterson et. al. Influencer: The Power to Change Anything, 2008
group (1) group (2) group (3)
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
principle #4tell stories
clarify complicated thingsto create meaning
align self with shared interest
when there’s a lack of motivation
> Source: Couch potato
Source: Occupy Wall St
Source: TOMS
Source: YouTube: TOMS One for One eyewear
designing a better business model
catalyst : aligning self with shared interest
catalyst : aligning self with shared interest
designing a better business model
Source: YouTube: Starbucks Create Jobs for USA fund
catalyst : aligning self with shared interest
designing a funding stream
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?
principle complicated things
first whysecond whythird whyfourth whyfifth why (root interest)
principle #5ask why at least 5 times
align self with shared interest to ensure motivation
inspire action with openness
when there’s a lack of contributions
Source: The world on one man’s shoulders
long term is difficult to understand — vs short term
more resources are necessary
long term is difficult to understand — vs short term
more perspectives would help
long term is difficult to understand — vs short term
more ideas are needed
catalyst : inspiring contributions and perspectives
designing a platform for contributing information
catalyst : inspiring contributions and ideas, removing roadblocks
designing a platform for contributing ideas and resources
catalyst : inspiring contributions and ideas
designing a platform for contributing resources
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?
principles complicated things
principle #6create an architecture of participation
principle #7every project is a chance to find common ground
inspire action with opennessto spark contributions
form with intent
when there’s a lack of useful answers
Source: We need more party animals
long term is difficult to understand — vs short term
organizations don’t know which way to go
long term is difficult to understand — vs short term
they’re being assaulted by global competitors
long term is difficult to understand — vs short term
conditions change so quickly
long term is difficult to understand — vs short term
collaboration is necessary
a brief history
the first internet revolution — access
people find choice
INFORMATION
INFORMATION
INFORMATIONINFORMATION
INFORMATION
the second internet revolution — create
people find a voice
today’s internet revolution — connect
people find each other
user-centric design
community-centric design
user-centric design
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
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
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?
principles complicated things
principle #8break a project into sprints and workshops
principle #9imperfection breeds participation
principle #10release early, release often
principle #11design with, and for
principle #12design the system
principle #13everyone is a designer
principle #14meet people where they are
Source: Everyone is a designer
form with intent to find answers
designer as catalyst
designer as website maker
designer as website maker
designer as catalyst
designer as website maker
creatingmeaning
catalysts focus on
creatingmeaning
+ ensuring motivation
catalysts focus on
creatingmeaning
+ ensuring motivation
+ sparking contributions
catalysts focus on
=
finding answers
catalysts focus on
creatingmeaning
+ ensuring motivation
+ sparking contributions
principle #14build your reputation as a problem solver and opportunity finder
you’ll see your sphere of applicability increase
you’ll see your sphere of applicability increase
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?
we need a web designer v.we need meaningwe need motivationwe need contributionswe need answers
Source: Catalyst signal
we need a catalyst
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