STL Design Week: Process + Assumptions = Design Awesomesauce

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Assumptions + Design = Process Awesomesauce C. Todd Lombardo Chief Design Strategist Fresh Tilled Soil @iamctodd

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Are you wearing socks?

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Do they match?

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Purchased in odd numbers?

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For Sale: Socks. Three. Different Colors.

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A $5M Idea?

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A $5M Idea? $25M

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What were you assuming?

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What they did

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What they did ○ Made an observation, about something often overlooked

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What they did ○ Made an observation, about something often overlooked ○ Framed the problem

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What they did ○ Made an observation, about something often overlooked ○ Framed the problem ○ Checked assumptions, reframed the problem

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What they did ○ Made an observation, about something often overlooked ○ Framed the problem ○ Checked assumptions, reframed the problem ○ Considered a target audience

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What they did ○ Made an observation, about something often overlooked ○ Framed the problem ○ Checked assumptions, reframed the problem ○ Considered a target audience ○ Made prototypes, learned things

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Let’s Talk Assumptions

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ASS U ME

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CONNECT 9 DOTS. WITH 4 OR LESS STRAIGHT LINES. DO NOT LIFT YOUR PEN.

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Have you heard of these?

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Where did they go wrong?

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Problem-Solution-Why Water on the ﬂoor —> Mop WHY? Leaky pipe —> Fix pipe WHY? Too much pressure —> Lower pressure WHY? Pressure Regulator —> Replace Regulator WHY? Maintenance Schedule —> More frequent inspection

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Why do we need a process?

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YOU ARE HERE YOU WANT TO BE HERE

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YOU ARE HERE YOU WANT TO BE HERE SOCKS!???

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YOU ARE HERE YOU WANT TO BE HERE SOCKS!??? SOCK$$$!!!

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IDEO XPLANE CHESKIN SkylerRayTaylor COOPER FROG FITCH MELVILLE IDEO ED Discovery Interpretation Ideation Experimentation Evolution STANFORD Empathize Deﬁne Ideate Prototype Test Prepare Form Harden Fire & Glaze

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Source: gv.com; thoughtbot.com; smashngmagazine.com

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Source: gv.com; thoughtbot.com; smashngmagazine.com Empathize Define Prototype Test Ideate

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Source: gv.com; thoughtbot.com; smashngmagazine.com Empathize Define Prototype Test Ideate Discovery Interpretation Experimentation Evolution Ideation

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Source: gv.com; thoughtbot.com; smashngmagazine.com Empathize Define Prototype Test Ideate Discovery Interpretation Experimentation Evolution Ideation

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Source: Design Council UK

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Source: IBM

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CUSTOMER INSIGHTS IDEA DEVELOPMENT & PROTOTYPING PRODUCT DEVELOPMENT & DESIGN COMMERCIAL- IZATION MARKET LAUNCH Testing with Customers

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Define Understand Build Test Ideate Understand Diverge Prototype Validate Decide 2013 Unpack Sketch Prototype Test Decide 2015 Understand Diverge Build Test Converge Empathize Define Prototype Test Ideate Map Sketch Build Test Decide 2016 Design Sprint Processes

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Design Sprint Process

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Design Sprint Process UNDERSTAND DIVERGE CONVERGE PROTOTYPE TEST 1º 2º ✓ X 1º 2º 3º

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design sprint SCIENTIFIC METHOD DESIGN PROCESS AGILE PHILOSOPHY

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design sprint Any modern design process SCIENTIFIC METHOD DESIGN PROCESS AGILE PHILOSOPHY

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OK, great. What’s the best design process?

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1. Start project 2. ? 3. Frontpage of Product Hunt

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How many UX designers does it take to screw in a light bulb?

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Make Things People Want Make People Want Things > (or Need)

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But…Lean Startup? Lean UX?

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LEARN BUILD MEASURE PRODUCT DATA IDEAS

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BUILD BUILD BUILD PRODUCT PRODUCT PRODUCT Credit: Wolf Bruening

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LEARN BUILD MEASURE PRODUCT DATA IDEAS START HERE?

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A “Fresh” Approach

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A “Fresh” Approach

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Source: Brad Frost

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Source: Brad Frost TASKS INTERVIEW CUSTOMERS

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Source: Brad Frost TASKS ACTIVITIES INTERVIEW CUSTOMERS USER RESEARCH

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Source: Brad Frost TASKS ACTIVITIES DECISIONS INTERVIEW CUSTOMERS USER RESEARCH DEFINE USER TYPES

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Source: Brad Frost TASKS ACTIVITIES DECISIONS ARTIFACTS INTERVIEW CUSTOMERS USER RESEARCH DEFINE USER TYPES PERSONAS

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Source: Brad Frost TASKS ACTIVITIES DECISIONS ARTIFACTS PROJECTS INTERVIEW CUSTOMERS USER RESEARCH DEFINE USER TYPES PERSONAS REVISED DASHBOARD

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47 RESEARCH INSIGHTS IDEATION PROTOTYPE TEST

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48 RESEARCH INSIGHTS IDEATION PROTOTYPE TEST

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48 RESEARCH INSIGHTS IDEATION PROTOTYPE TEST

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Which came ﬁrst? Org structure or process?

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How did we get here?

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A History of Organizations

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1850 1890 1900 1915 1940 1960 1970 1985 1995 2005 2015 2020 2025 2030 Source: XPLANE

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1850 1890 1900 1915 1940 1960 1970 1985 1995 2005 2015 2020 2025 2030 Source: XPLANE Peak of II Industrial Revolution

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Slavery Average manufacturing had less than 4 employees Average lifespan of S&P500 is 67 years Pay by performance Capital budgeting Task design Divisionalization Brand management Women couldn’t vote Management 1.0 90% of people were in agriculture Ford makes 500K cars/yr Social segregation Colonialism No environmental care Communism No Google No Airbnb 1850 1890 1900 1915 1940 1960 1970 1985 1995 2005 2015 2020 2025 2030 US Steel has $1B market capitalization Source: XPLANE Peak of II Industrial Revolution

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Slavery Average manufacturing had less than 4 employees US Steel has $1B market capitalization Pay by performance Capital budgeting Task design Divisionalization Brand management Women couldn’t vote Management 1.0 90% of people were in agriculture Ford makes 500K cars/yr Social segregation Colonialism No environmental care Communism No Google No Airbnb Peak of II Industrial Revolution 1850 1890 1900 1915 1940 1960 1970 1985 1995 2005 2015 2020 2025 2030 Source: XPLANE Average lifespan of S&P500 is 67 years

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Slavery Average manufacturing had less than 4 employees US Steel has $1B market capitalization Pay by performance Capital budgeting Task design Divisionalization Brand management Women couldn’t vote Management 1.0 90% of people were in agriculture Ford makes 500K cars/yr Social segregation Colonialism No environmental care Communism No Google No Airbnb Peak of II Industrial Revolution 2ND Innovation Consultants 3RD Venture Design Human-Centered Co-Creation Ethnography Customer Journey 1850 1890 1900 1915 1940 1960 1970 1985 1995 2005 2015 2020 2025 2030 Rise of Design for Innovation Source: XPLANE Average lifespan of S&P500 is 67 years 1ST Digital change agents

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Slavery Average manufacturing had less than 4 employees US Steel has $1B market capitalization Pay by performance Capital budgeting Task design Divisionalization Brand management Women couldn’t vote Management 1.0 90% of people were in agriculture Ford makes 500K cars/yr Social segregation Colonialism No environmental care Communism No Google No Airbnb Peak of II Industrial Revolution 2ND Innovation Consultants 3RD Venture Design Human-Centered Co-Creation Ethnography Customer Journey 1850 1890 1900 1915 1940 1960 1970 1985 1995 2005 2015 2020 2025 2030 Rise of Design for Innovation Source: XPLANE Average lifespan of S&P500 is 67 years Average lifespan of S&P500 is 15 years 1ST Digital change agents

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1850 1890 1900 1915 1940 1960 1970 1985 1995 2005 2015 2020 2025 2030

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1850 1890 1900 1915 1940 1960 1970 1985 1995 2005 2015 2020 2025 2030 Traditional Organizations from the 20th Century

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1850 1890 1900 1915 1940 1960 1970 1985 1995 2005 2015 2020 2025 2030 Traditional Organizations from the 20th Century Organizations with a more conscious approach

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1850 1890 1900 1915 1940 1960 1970 1985 1995 2005 2015 2020 2025 2030 Traditional Organizations from the 20th Century Organizations with a more conscious approach Modern Organizations from the 21st Century

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Three Organization Types Traditional Organizations More Conscious Organizations Modern Organizations Source: XPLANE

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Traditional ORG - The “Pyramid” Source: XPLANE

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Conscious ORG - The “Family” Source: XPLANE

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Modern ORG - The “Organism” Source: XPLANE

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An Evolution? Pyramid Family Organism Source: XPLANE

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A 21st Century ORG Model? Change Source: XPLANE

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A 21st Century ORG Model? Change Source: XPLANE

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Case 1: NUMMI

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What changed?!

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Same workers What changed?!

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Same workers Same management What changed?!

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Same workers Same management Same facility What changed?!

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Same workers Same management Same facility Same product What changed?!

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Same workers Same management Same facility Same product New process! What changed?!

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Don't turn it into an education program. Turn it into a problem-solving machine. Cynthia Tripp HEAD OF GLOBAL DESIGN, P&G

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Case 2: InnoLoft @ Constant Contact

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H4 H3 Innovation Emerging Scaling Operating Problem/Solution Product/Market Efﬁciency (core) H2 H1 Scale

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H4 H3 H2 H1 Product Development Innovation Services Startup Accelerator DESIGN SPRINTS, WORKSHOPS, EVENTS FIVE EXTERNAL STARTUPS

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} } } DESIGN SPRINT INTERVALS AGILE DEVELOPMENT Define Understand Build Test Ideate WEEK 1 Refine Build Test WEEK 2 Refine Build Test WEEK 3 Refine Build Test WEEK 4 Refine Build Test WEEK n

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ASSUMPTIONS BUILD TEST LEARN

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Case 3: Otto

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Source: Scott Murray

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Source: Scott Murray DESIGNERS

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Source: Scott Murray DESIGNERS DESIGNING

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Source: Scott Murray DESIGNERS DESIGNING DESIGNED PRODUCT

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Source: Scott Murray DESIGNERS DESIGNING DESIGNED PRODUCT OUTCOME

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Source: Scott Murray DESIGNERS DEVELOPERS MARKETERS SALES DESIGNING DESIGNED PRODUCT OUTCOME

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Factors to Consider

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Valuing Design DO YOU, REALLY?

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Design leads to innovation and innovation demands design. Indra Nooyi CEO, PEPSICO

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Source: UK Design Council

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Creative Tension ARE YOU BRUTALLY HONEST?

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Allocation of Resources PUT MONEY WHERE YOUR MOUTH IS?

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Twenty percent of our new products are now required to be driven by innovation. CHIEF STRATEGY OFFICER, FORTUNE 500 COMPANY

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Twenty percent of our new products are now required to be driven by innovation. CHIEF STRATEGY OFFICER, FORTUNE 500 COMPANY Do you set aside 20% of your company’s time & resources??

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Twenty percent of our new products are now required to be driven by innovation. CHIEF STRATEGY OFFICER, FORTUNE 500 COMPANY Do you set aside 20% of your company’s time & resources?? ME

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Source: Innovation Leader Total exceeds 100% as many respondents cited more than one reason.

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Source: Innovation Leader Total exceeds 100% as many respondents cited more than one reason.

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Programmatic HAVE DESIGN & INNOVATION PROGRAMS? WHAT CAN WE DO?

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Top-down sponsorship and bottom-up effort is essential to make meaningful culture transformation progress. Dane Howard DIRECTOR OF USER EXPERIENCE, EBAY

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It’s the mindset…

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DESIGNER SCIENTIST EMPATHIC MAKER FORWARD LOOKING RIGOROUS EXPERIMENTAL HYPOTHESIS DRIVEN

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Designtist

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Framing and reframing

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Not just mindset… belief!

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Title (H1)

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What do you believe? NEED BELIEF ACTION RESULT Source: Liminal Thinking: D. Gray

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Source: Liminal Thinking: D. Gray

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What is right?

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Who is right? What is right?

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Assumptions + Process

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Assumptions + Process = Design Awesomesauce

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Remember NUMMI?

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Title (H1)

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C. Todd Lombardo - @iamctodd [email protected] Chief Design Strategist Thank You!