Top Banner
hello @matthewmunoz I’m Matthew Muñoz, co-founder and chief design officer of New Kind & president of AIGA Raleigh Internet Summit 2011 Raleigh Convention Center Nov 15, 2011
151

Designer As Catalyst

Aug 17, 2014

Download

Design

Matthew Munoz

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.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Designer As Catalyst

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

Page 2: Designer As Catalyst

web design as a strategic tool

Page 3: Designer As Catalyst

web design as a strategic tool

Page 4: Designer As Catalyst
Page 5: Designer As Catalyst

A:highly usable,well-designed,content-richwebsites

Page 6: Designer As Catalyst
Page 7: Designer As Catalyst

Q:What if we had a better website?

Page 8: Designer As Catalyst

Q:What if there’s a bigger question to ask?

Page 10: Designer As Catalyst

What are the boundaries of design?

Page 11: Designer As Catalyst

What are the boundaries of problems?

What are the boundaries of design?

Page 12: Designer As Catalyst

How do we make our company more innovative?

Page 13: Designer As Catalyst

How do we nurture a culture of creativity?

How do we make our company more innovative?

Page 14: Designer As Catalyst

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?

Page 15: Designer As Catalyst

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?

Page 16: Designer As Catalyst

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

Page 17: Designer As Catalyst

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

Page 18: Designer As Catalyst

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?

Page 19: Designer As Catalyst

designer as website maker

Page 20: Designer As Catalyst

designer as catalyst

designer as website maker

Page 21: Designer As Catalyst

*designer as website maker

Page 22: Designer As Catalyst

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

Page 23: Designer As Catalyst

* designer as catalyst

Page 24: Designer As Catalyst

*clarify complicated things

designer as catalyst

Page 25: Designer As Catalyst

*clarify complicated things

align self with shared interest

designer as catalyst

Page 26: Designer As Catalyst

*clarify complicated things

align self with shared interest

inspire action through openness

designer as catalyst

Page 27: Designer As Catalyst

*clarify complicated things

align self with shared interest

inspire action through openness

formwith intent

designer as catalyst

Page 28: Designer As Catalyst

clarify complicated things

Page 30: Designer As Catalyst

attention is scarce

Page 32: Designer As Catalyst
Page 33: Designer As Catalyst

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

Page 34: Designer As Catalyst

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

Page 35: Designer As Catalyst
Page 36: Designer As Catalyst
Page 37: Designer As Catalyst
Page 38: Designer As Catalyst
Page 39: Designer As Catalyst
Page 40: Designer As Catalyst
Page 41: Designer As Catalyst
Page 42: Designer As Catalyst

long term is difficult to understand — vs short term

short term thinking v. long term thinking

Page 43: Designer As Catalyst

abstract concepts like democracy, safety, accessibility — what do they mean?

Page 45: Designer As Catalyst
Page 46: Designer As Catalyst
Page 47: Designer As Catalyst
Page 48: Designer As Catalyst

designing a visual story

catalyst : clarifying complexity

Page 49: Designer As Catalyst
Page 50: Designer As Catalyst

authentic athletic performance

Page 57: Designer As Catalyst

designing a visual argument

catalyst : clarifying complexity & the long termSource: Al Gore hydraulic lift

Page 58: Designer As Catalyst
Page 60: Designer As Catalyst

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

Page 61: Designer As Catalyst

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?

Page 62: Designer As Catalyst

principles

Page 63: Designer As Catalyst

Pictures are worth 1,000 words.

Page 64: Designer As Catalyst

Pictures are worth 1,000 words. Metaphors are worth 1,000 pictures.Dan Pink

Page 65: Designer As Catalyst

principle #1use metaphors

Page 66: Designer As Catalyst

what if?

Page 67: Designer As Catalyst

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

Page 68: Designer As Catalyst

principle #2use scenarios, things feel less risky

Page 69: Designer As Catalyst
Page 70: Designer As Catalyst
Page 71: Designer As Catalyst
Page 73: Designer As Catalyst
Page 74: Designer As Catalyst
Page 75: Designer As Catalyst
Page 76: Designer As Catalyst
Page 77: Designer As Catalyst

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

Page 78: Designer As Catalyst

principle #4tell stories

Page 79: Designer As Catalyst

clarify complicated thingsto create meaning

Page 80: Designer As Catalyst

align self with shared interest

Page 82: Designer As Catalyst
Page 86: Designer As Catalyst

designing a better business model

catalyst : aligning self with shared interest

Page 87: Designer As Catalyst
Page 88: Designer As Catalyst
Page 89: Designer As Catalyst

catalyst : aligning self with shared interest

designing a better business model

Page 90: Designer As Catalyst
Page 91: Designer As Catalyst

Source: YouTube: Starbucks Create Jobs for USA fund

Page 92: Designer As Catalyst

catalyst : aligning self with shared interest

designing a funding stream

Page 93: Designer As Catalyst

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?

Page 94: Designer As Catalyst

principle complicated things

Page 95: Designer As Catalyst
Page 96: Designer As Catalyst
Page 97: Designer As Catalyst

first whysecond whythird whyfourth whyfifth why (root interest)

Page 98: Designer As Catalyst

principle #5ask why at least 5 times

Page 99: Designer As Catalyst

align self with shared interest to ensure motivation

Page 100: Designer As Catalyst

inspire action with openness

Page 102: Designer As Catalyst

long term is difficult to understand — vs short term

more resources are necessary

Page 103: Designer As Catalyst

long term is difficult to understand — vs short term

more perspectives would help

Page 104: Designer As Catalyst

long term is difficult to understand — vs short term

more ideas are needed

Page 105: Designer As Catalyst
Page 106: Designer As Catalyst

catalyst : inspiring contributions and perspectives

designing a platform for contributing information

Page 107: Designer As Catalyst
Page 108: Designer As Catalyst

catalyst : inspiring contributions and ideas, removing roadblocks

designing a platform for contributing ideas and resources

Page 109: Designer As Catalyst
Page 110: Designer As Catalyst

catalyst : inspiring contributions and ideas

designing a platform for contributing resources

Page 111: Designer As Catalyst

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?

Page 112: Designer As Catalyst

principles complicated things

Page 113: Designer As Catalyst

principle #6create an architecture of participation

Page 114: Designer As Catalyst

principle #7every project is a chance to find common ground

Page 115: Designer As Catalyst

inspire action with opennessto spark contributions

Page 116: Designer As Catalyst

form with intent

Page 117: Designer As Catalyst

when there’s a lack of useful answers

Source: We need more party animals

Page 118: Designer As Catalyst

long term is difficult to understand — vs short term

organizations don’t know which way to go

Page 119: Designer As Catalyst

long term is difficult to understand — vs short term

they’re being assaulted by global competitors

Page 120: Designer As Catalyst

long term is difficult to understand — vs short term

conditions change so quickly

Page 121: Designer As Catalyst

long term is difficult to understand — vs short term

collaboration is necessary

Page 122: Designer As Catalyst

a brief history

Page 123: Designer As Catalyst

the first internet revolution — access

people find choice

INFORMATION

Page 124: Designer As Catalyst

INFORMATION

INFORMATIONINFORMATION

INFORMATION

the second internet revolution — create

people find a voice

Page 125: Designer As Catalyst

today’s internet revolution — connect

people find each other

Page 126: Designer As Catalyst

user-centric design

Page 127: Designer As Catalyst

community-centric design

user-centric design

Page 128: Designer As Catalyst

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

Page 129: Designer As Catalyst

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

Page 130: Designer As Catalyst

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?

Page 131: Designer As Catalyst

principles complicated things

Page 132: Designer As Catalyst

principle #8break a project into sprints and workshops

Page 133: Designer As Catalyst

principle #9imperfection breeds participation

Page 134: Designer As Catalyst

principle #10release early, release often

Page 135: Designer As Catalyst

principle #11design with, and for

Page 136: Designer As Catalyst

principle #12design the system

Page 137: Designer As Catalyst

principle #13everyone is a designer

principle #14meet people where they are

Source: Everyone is a designer

Page 138: Designer As Catalyst

form with intent to find answers

Page 139: Designer As Catalyst

designer as catalyst

designer as website maker

Page 140: Designer As Catalyst

designer as website maker

Page 141: Designer As Catalyst

designer as catalyst

designer as website maker

Page 142: Designer As Catalyst

creatingmeaning

catalysts focus on

Page 143: Designer As Catalyst

creatingmeaning

+ ensuring motivation

catalysts focus on

Page 144: Designer As Catalyst

creatingmeaning

+ ensuring motivation

+ sparking contributions

catalysts focus on

Page 145: Designer As Catalyst

=

finding answers

catalysts focus on

creatingmeaning

+ ensuring motivation

+ sparking contributions

Page 146: Designer As Catalyst

principle #14build your reputation as a problem solver and opportunity finder

Page 147: Designer As Catalyst

you’ll see your sphere of applicability increase

Page 148: Designer As Catalyst

you’ll see your sphere of applicability increase

Page 149: Designer As Catalyst

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?

Page 150: Designer As Catalyst

we need a web designer v.we need meaningwe need motivationwe need contributionswe need answers