Patrick Quattlebaum, Managing Director, Adaptive Path
The Softer Side of Design - The design process can be applied to solving problems as small as making a user interface more usable to addressing some of society’s most wicked problems. There’s a direct relationship between the scale of a design problem and the need for stronger soft skills. If you want to solve a complex problem and make an impact, you have to do more than thinking and making; you have to lead. In this talk, Patrick will share essential soft skills needed to design at scale and how to build those skills to the betterment of your career and the world around us.
Patrick craves taking on the most complex design problems he can find regardless of the medium or context. He passionately advocates for elevating the humanity within institutions to ensure both business and community sustainability.
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Transcript
Patrick Quattlebaum @ptquattlebaum Iran Narges @inarges
@adaptivepath #xmapping PATRICK QUATTLEBAUM DUBLIN, IRE 12 MAY 2014
! the softer side of design
DATEADAPTIVE PATH PROJECT TITLE GOOD EVENING
MANAGING DIRECTOR AT ADAPTIVE PATH STRATEGY, SERVICE DESIGN,
& MANAGEMENT CONSULTING THIS GUYS MAKING ME A LITTLE
UNCOMFORTABLE ADAPTIVE PATH THE SOFTER SIDE OF DESIGN
HARD SKILLS ADAPTIVE PATH THE SOFTER SIDE OF DESIGN
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RAPHIC ELEMENTS
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HARD SKILLS ARE IN DEMAND ADAPTIVE PATH THE SOFTER SIDE OF
DESIGN
DATEADAPTIVE PATH PROJECT TITLE YOURE IN DEMAND ADAPTIVE PATH
THE SOFTER SIDE OF DESIGN
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RAPHIC ELEMENTS EVERYONE WANTS A UNICORN ADAPTIVE PATH THE SOFTER
SIDE OF DESIGN
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PATH THE SOFTER SIDE OF DESIGN THE UX/UI ASSEMBLY LINE
DATEADAPTIVE PATH PROJECT TITLE Yes, theres a hard skills
shortage in the market. ! Yet, theres a larger shortage of
designers who have both hard skills and soft skills.
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PATH THE SOFTER SIDE OF DESIGN
ADAPTIVE PATH THE SOFTER SIDE OF DESIGN
THESE ARE BOTH DESIGNERS SOFT SKILLS ADAPTIVE PATH THE SOFTER
SIDE OF DESIGN
DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE DESIGN
Design can be an activity that an organization embraces, that
everyone can be involved in.
DATEADAPTIVE PATH PROJECT TITLE The world needs more designers
with the soft skills to move groups of diverse people to
collaboratively solve complex problems.
16 ADAPTIVE PATH THE SOFTER SIDE OF DESIGN
17 ADAPTIVE PATH THE SOFTER SIDE OF DESIGN COMPLEXITY OF
PROBLEM IMPORTANCE OF SOFT SKILLS
ADAPTIVE PATH THE SOFTER SIDE OF DESIGN COMPLEXITY OF PROBLEM
IMPORTANCE OF SOFT SKILLS
DATEADAPTIVE PATH PROJECT TITLE Empathy Storytelling
Orchestration ADAPTIVE PATH THE SOFTER SIDE OF DESIGN
DATEADAPTIVE PATH PROJECT TITLE EMPATHY
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Hell is other people. John-Paul Sartre ADAPTIVE PATH THE SOFTER
SIDE OF DESIGN
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Mantra: Empathy for infrequent iers. Empathy for infrequent
iers. Empathy for infrequent iers. Me, every time I travel
DATEADAPTIVE PATH PROJECT TITLE We talk a lot about other
peoples empathy. ! But what about your own? ! What about my
own?
No man is an island, Entire of itself, Every man is a piece of
the continent, A part of the main. John Donne
No designer is an island. Entire of itself, Every man is a
piece of the continent, A part of the main.
Whether you like it or not, you have to work with other people.
You can either work at them or work with them. Its your choice.
Sarah B. Nelson
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RAPHIC ELEMENTS ADAPTIVE PATH THE SOFTER SIDE OF DESIGN CUSTOMER
STAFF BUSINESS EMPATHY TRIANGLE
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DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE DESIGN
TIP #1: PRACTICE EMPATHIC LISTENING ADAPTIVE PATH THE SOFTER SIDE
OF DESIGN
Empathic listening gets inside another persons frame of
reference. You look out through it, see the world as they see the
world, understand their paradigm, and understand how they feel.
Stephen Covey
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DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE DESIGN
TIP #2: BE AN EMPATHIC ADVENTURER ADAPTIVE PATH THE SOFTER SIDE OF
DESIGN
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RAPHIC ELEMENTS ADAPTIVE PATH THE SOFTER SIDE OF DESIGN Get out of
your daily haunts, out of your comfort zone, and into the lives of
others that broaden and deepen your understanding of people and the
way they look at the world.
DATEADAPTIVE PATH PROJECT TITLE TIP #3: READ MORE FICTION
ADAPTIVE PATH THE SOFTER SIDE OF DESIGN
Transportation theory: when people read ction, and they are
emotionally transported into the story, they become more empathic.
Bal and Veltkamp
DATEADAPTIVE PATH PROJECT TITLE STORYTELLING
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DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE DESIGN
STORYTELLING The universe is made of stories, not atoms. Muriel
Rukeyser
DATEADAPTIVE PATH PROJECT TITLE WHY STORIES? Helps you think
through the experience Makes an experience tangible Allows you to
easily communicate a vision to others Creates a common
understanding ADAPTIVE PATH THE SOFTER SIDE OF DESIGN
DATEADAPTIVE PATH PROJECT TITLE The best story wins.
DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE DESIGN
TIP #6: COLLECT AND TELLS STORIES ADAPTIVE PATH THE SOFTER SIDE OF
DESIGN
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DATEADAPTIVE PATH PROJECT TITLE The best stories are: !
Authentically true Connect at an emotional level Have a clear
beginning, middle, and end Detailed but minimal Delivered with
passion
John Hodgman, John-H-preferred-photo.jpg Specicity is the soul
of narrative. John Hodgman
DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE DESIGN
TIP #5: COMMUNICATE VISUALLY ADAPTIVE PATH THE SOFTER SIDE OF
DESIGN
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DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE DESIGN
STORYTELLING Human minds yield helplessly to the suction of story.
Jonathan Gottschall
DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE
DESIGNADAPTIVE PATH THE SOFTER SIDE OF DESIGN
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DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE DESIGN
A VISUAL JOURNEY ADAPTIVE PATH THE SOFTER SIDE OF DESIGN
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DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE DESIGN
A VISUAL JOURNEY ADAPTIVE PATH THE SOFTER SIDE OF DESIGN
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DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE DESIGN
A VISUAL JOURNEY PATIENT ACTIVITIES INFORMATION NEEDS Critical
Moment Patient sees Care Provider activities i think i need
helpstages discover what is wrong with me make me better maintain
my new normal 1 2 3 4 5 7 8 9 10 11 12 13 14 Critical Moment
Patient needs JMH Critical Moment Severity of condition can
determine the tone of the journey Redirect Get patient on correct
path: ER/UC/PCP May have been directed from routine PCP visit
Critical Moment Patient gets diagnosis Critical Moment Patient gets
or starts treatment Critical Moment Get patient on the road to
normal Critical Moment Patient sees Care Provider Redirect Referred
to Specialist, patient is looking to connect with right Care
Provider for them 6 + ANXIETY + RELIEF STORY ARC The relative
change in anxiety and relief and the range in patient stories
EXPERIENCE DRIVERS UNDERSTANDING: Building knowledge and clarity
REPETITION: Multiplying the unknown UNKNOWN: Creating uncertainty
and obscurity STABILITY: Progressing and sense of security COMFORT:
Growing ease and alleviation DOUBT: Growing skepticism and mistrust
HIGH IMPACT key moment something feels wrong Unsure what is wrong.
Scare of the unknown. my needs Validate that I need help key moment
decide to get help Confident I will get help and hopeful that I can
get answers. my needs Be ready for me key moment monitor treatment
Confident in my care. Clear expectations of what is progress.
Access to my Doctor just in case. my needs Access to help when
needed. Reassurance that there is progress. key moment check-ups
Consistent access to my Doctor. Confident in my care and prepared
if anything comes up. my needs Show me progress key moment see a
specialist Confident in my care and trust in Doctor. Empathy for my
situation. my needs Be my rock and hub of information key moment
choose treatment option Clear expectations of how my life will
change with helpful resources. Empathy for my situation. my needs
Understand how this will impact me long-term key moment talk to
doctors to see what is going on No empathy or comfort. Feel rushed
and unimportant to my Doctor. my needs Listen to me so I can trust
you key moment change treatment No set expectations of progress. No
confi- dence in my care or doctor. my needs Provide me options key
moment get tests and review results No clear answer, so no
confidence in my care. No expectations of when well know. my needs
Need expert of my disease to help me Finding the right Care
Provider who can act as a partner and set clear expectations early
in your journey is a key driver of overall experience. Having
access to this care is paramount. Chronic Care Patient Experience
Map check-ups Continue routine checks up and tests Repeat new
treatments/monitoring if needed something feels wrong Having pain
or onset of symptoms Notice a sudden change in at-home monitoring i
think i need help Call Primary Doctor or a General Line Ask
family/friends with similar symptoms Self diagnose Google triage 1
2 1 2 3 4 3 4 5 7 7 10 11 12 11 12 1413 1413 8 8 9 10 9 6 5 6
decide to get help Go to the ER or Urgent Care Center Schedule a
visit with Primary Doctor talk to doctors to see what is going on
Explain my symptoms Answer questions Visit PCP or Specialist get
tests and review results Nurse or techs administers tests Wait Get
referral for Specialists see specialists Doctor may give initial
diagnosis Get more referrals Get additional tests See multiple
Specialists get diagnosis Ask additional questions Hear results of
the tests and what they mean Learn about diagnosis and what that
means Do my own research to validate diagnosis or learn more choose
treatment option Hear treatment option(s) Do my own research to
validate treatment decision get treatment Get initial treatment
administered by Doctor or Nurse Receive follow-up instructions to
monitor get prescriptions Start an ongoing treatment, like
medication or at home care Receive instructions on how to continue
ongoing treatment at home maintain overall health Fix other things
that are impacted by my chronic treatment Exercise and diet Get
emotional and social support monitor treatment Monitor and log
progress at home or through visits Monitor side effects and
effectiveness change treatment By phone or doctor's visits Change
or add doctors if needed Repeat something feels wrong Symptom
checker Google triage Primary care phone number for triage i think
i need help Where do I go for what Triage Phone Number Insurance
benefits - cost/benefit of where to go decide to get help Facility
address Time of appointment Phone numbers talk to doctors to see
what is going on Prepared questions What I should tell my doctor
get tests and review results Tests and what they are for Results
Referral for Specialist see specialists Coordinated appointment
with Specialist Managed list of who I've seen for what get
diagnosis Why this is happening to me What the diagnosis is
Expectations of how things will change choose treatment option Why
this treatment Side effects What treatment will entail get
treatment Who to call for what Discharge papers and after-care
instructions Prescription Doctor's note get prescriptions Side
effects Prescription information After-care information maintain
overall health Other ways my life will be impacted Resources to
manage social and emotional changes check-ups Update on my progress
Lab work monitor treatment What to look out for Instructions
Doctors phone number for emergency change treatment Doctors phone
number for emergency When to call GET TREATMENT "I appreciated that
he didnt sugar coat it, but was still hopeful." GET DIAGNOSIS "You
never forget this moment, no matter how gently your Doctor breaks
the news." MONITOR TREATMENT "Things seem to return to normal and
then there is this curve ball." CHECK-UPS "I still dont feel like
Ive got the answers I need to deal with this." ADAPTIVE PATH THE
SOFTER SIDE OF DESIGN
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DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE
DESIGN
DATEADAPTIVE PATH PROJECT TITLE EXPERIENCE MAP 56ADAPTIVE PATH
ON SERVICE DESIGN ACTIONS Keeping silent Using drugs and alcohol
Denying problems FEELING Confused, Scared, Alone NEEDS Help and
advice Feel normal Protection 1 2 4 Im not crazy. I feel bad, but I
dont know why. If I keep doing this, people will think I'm crazy. I
didnt get the right help, so Im out. Better someone else than me.
Ignorance is bliss. Things seemed, fucked up, but thats normal. I
dont want to hear it. I'm not talking about my problems. Im not
crazy, but I need help. There are people I can talk to. I feel like
I'm not alone. Talking to others like me really helps. Empowerment
Positive Inuence Negative Inuence Fear COMMUNITY SOCIETY F AMILY
& FRIEND S ME Creating Positive Change for Youth in the Western
Addition 5 I'm not talking about my problems. I can help others. I
feel supported and empowered. I feel good about me. 3 Denial PHASE
1 Nothing is wrong with me. ROAD BLOCKS DENIAL SOCIAL STIGMA ROAD
BLOCKS FINANCE ACCESS SOCIAL STIGMA ACTIONS Skipping school Self
medicating Hurting others FEELING Depressed, Angry, Numb NEEDS Help
Education Support Sensing PHASE 2 Why am I like this? ROAD BLOCKS
DENIAL TRUST WRONG HELP TOO HARD ACTIONS Relapsing Changing
behavior Helping others FEELING Supported, Validated, Hopeful NEEDS
Culturally competent care Family support Encouragement Engagement
PHASE 5 I can change. ROAD BLOCKS WRONG HELP TOO HARD TO CHANGE
SOCIAL PRESSURE INCONSISTENT HELP ROAD BLOCKS WRONG HELP SOCIAL
STIGMA ACTIONS Self diagnosing Seeking help Talk to someone NEEDS
Privacy Trust Safety Awareness PHASE 3 There are things I need to
deal with. ACTIONS Asking for or being directed to help Talking to
parents for treatment consent Starting / Quitting therapy FEELING
Hopeful, Crazy, Fear NEEDS Advice Validation FEELING Relief,
Skeptical, Not alone Connection PHASE 4 Im not alone. Youth need
trusting relationships and access to mental health services that
meet them half- way to ensure they dont fall o the grid. From Fear
to Empowerment
DATEADAPTIVE PATH PROJECT TITLE ORCHESTRATION
DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE
DESIGNADAPTIVE PATH THE SOFTER SIDE OF DESIGNADAPTIVE PATH THE
SOFTER SIDE OF DESIGN
DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE DESIGN
Companies have long emphasized touchpoints... but this focus
distracts from the more important picture: the customers end-to-end
experience.
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DATEADAPTIVE PATH PROJECT TITLE To design and deliver products
and services for complex problem spaces, youll need to: ! Build new
bridges Creatively incite collaboration Orchestrate across
disciplines, touchpoints, channels, and on and on an on.
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http://oliveyuba.blogspot.com/2011/04/its-not-about-olives.html
DATEADAPTIVE PATH PROJECT TITLE Heres a few tips to build
orchestration skills
DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE DESIGN
TIP #6: TAKE IMPROV ADAPTIVE PATH THE SOFTER SIDE OF DESIGN
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DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE DESIGN
TIP #7: INCITE COLLABORATION
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DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE DESIGN
TIP #8: DO A ROUGH CUT
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DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE DESIGN
ROUGHCUTTING http://vimeo.com/9339739 ADAPTIVE PATH THE SOFTER SIDE
OF DESIGN
DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE DESIGN
ROUGHCUTTING ADAPTIVE PATH THE SOFTER SIDE OF DESIGN
DATEADAPTIVE PATH PROJECT TITLE Empathy Storytelling
Orchestration Practice empathic listening Be an empathic adventurer
Read more ction Collect and tell stories Communicate visually Take
improv Incite collaboration Do a rough cut ADAPTIVE PATH THE SOFTER
SIDE OF DESIGN
SWATCHES Color Palette RGB 248/204/43 HEX F8CC2B RGB 249/157/28
HEX F99D1C RGB 108/190/77 HEX 6CBE4D RGB 67/184/215 HEX 43B8D7 RGB
29/120/153 HEX 1D7899 RGB 78/85/92 HEX 4E555C RGB 45/49/53 HEX
2D3B35 RGB 230/231/232 HEX E6E7E8 Thank YouThank You Patrick
Quattlebaum Managing Director Evi K. Hui Experience Designer Noel
Johnson Senior Program Manager Stephanie Wilson-Wagner Client
Partner www.adaptivepath.com