The document outlines five habits for effective front-end work: 1) Mix rigour with creativity by balancing analytical and intuitive thinking. 2) Frame the challenge frankly by defining problems clearly beyond buzzwords. 3) Walk around the problem by gathering diverse perspectives on users, trends, and parallel markets. 4) Envision in the round by establishing an inspirational long-term vision and evolving propositions. 5) Prototype and develop early by testing concepts through various prototypes to learn and improve designs. The habits emphasize clarity, holistic thinking, and an iterative process of refining ideas based on research and feedback.
9. Five habits for
the front-end
Mix rigour
with creativity
Frame the challenge
… frankly
Walk around
the problem
Envision
in the round
Prototype
and learn
Frame
the challenge
Combine
perspectives
Zoom
in and out
Envision
in the round
Prototype
and learn
Frame
the challenge
Combine
perspectives
Zoom
in and out
Envision
in the round
Prot
and
Frame
the challenge
Combine
perspectives
Zoom
in and out
Envision
in the round
Prot
and
Zoom
in and out
Envision
in the round
Prototype
and learn1 2 3 4 5
10. Mix rigour with creativity
Frame the problem… frankly
Walk around the problem
Envision in the round
Prototype and develop
11. Mix rigour with creativity
Analytical
thinking
Intuitive
thinking
50/50
mix
‘The most successful
companies in the years
to come will balance
analytical mastery and
intuitive originality in
a dynamic interplay.’
Roger Martin, ‘The Design of business’, 2009
Balanced thinking
15. Mix rigour with creativity
Intuitive leaps +
getting the data
16. Mix rigour with creativity
Frame the problem… frankly
Walk around the problem
Envision in the round
Prototype and develop
17. Source: Roger Martin, ‘The Design of business: Why design thinking is the next competitive advantage’, 2009
Mystery
Heuristic
Algorithm
Unexplained
problem
Rule of thumb
Replicable
success formula
Knowledge Funnel
Frame the problem… frankly
18. Frame the problem… frankly
Beyond the briefing
buzzwords
Premium
Intuitive
White space / blue ocean
New revenue
streams
Disruptive
Transformative
Sustainable
advantage
Seamless end-to-end
experience
Contemporary
and authentic
Like Apple/Uber
20. Slide 20Section
‘A good strategy
honestly acknowledges
the challenges being
faced and provides an
approach to overcoming
them…. Bad strategy
tends to skip over pesky
details such as problems.’
Richard Rumelt, ‘Good Strategy, Bad Strategy’, 2011
21. Framing drives focus
Frame the problem… frankly
‘It was about being very
focused and not trying to
do too much… the key
was getting rid of stuff.’
Jonathan Ive quoted in ‘The guts of a new machine’,
New York Times, 30 November 2003
‘Focus is about saying no.
No, no, no.’
Steve Jobs, Apple WWDC ‘97
28. Synthesise across boundaries
‘Laser intelligence probes deeply into
a topic, but ignores opportunities to
cross-pollinate... Searchlight intelligence
may not probe as deeply but is always
scanning the environment and [spotting]
connections across spheres.’
Howard Gardner, ‘Five Minds for the Future’, 2007
Walk around the problem
34. Envision in the round
Work from the future
backwards
‘Strategy must be
created from the
future backwards.’
Gary Hamel
2015 2016 2017 2018 2019 2020
35. Core message
Dolor sit amet, consectetur
adipiscing elit. In pellentesque
nisi sit amet ipsum volutpat id
nulla turpis. Proin sollicitudin
mi in massa viverra aliquam.
Envision in the round
‘Never make forecasts –
especially about the future’
Sam Goldwyn
Cynicism about
foresight
36.
37. Title
Subtitle
Future is too important
to be left to charlatans
‘The future is part
of every designer’s
job description.’
Mark Newson
Envision in the round
39. Section
Title 1 lineForesight
Envision in the round
Being
‘prescient about the size
and shape of tomorrow’s
opportunities’ by building an
‘assumption base about the
future’
40. Section
Title 1 lineForesight
Envision in the round
Being
‘prescient about the size
and shape of tomorrow’s
opportunities’ by building an
‘assumption base about the
future’ based on ‘deep insights
into the trends.’
Gary Hamel C.K. Prahalad, ‘Competing for the Future’, 1994
42. Section
Title 1 lineForesight
Envision in the round
Makes sense of a world in flux
Situates strategy within a future context
But’s it’s not about predicting the future.
46. Vision
Proposition v1 Proposition v2 Proposition v3
2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
Time horizons
Visions are long-term, propositions evolve
Envision in the round
47. Envision in the round
Holistic thinking
Competitive
positioning
Business
model
Customer
experience
48. Mix rigour with creativity
Frame the problem… frankly
Walk around the problem
Envision in the round
Prototype and develop
49. Start learning early
Prototype and develop
Time
Conceptual
Concrete
Fidelity
Prototype
Prototype
Prototype
Prototype
Prototype
Test
Learn
Improve
Zoom
in and out
Envision
in the round
Prototype
and learn
Test
Learn
Improve
e
Combine
perspectives
Zoom
in and out
Envision
in the round
Prototype
and learn
Test
Learn
Improve
Frame
the challenge
Combine
perspectives
Zoom
in and out
Envision
in the round
Prototype
and learn
Test
Learn
Improve
Frame
the challenge
Combine
perspectives
Zoom
in and out
Envision
in the round
Prototype
and learn
53. Five habits for
the front-end
Mix rigour
with creativity
Frame the challenge
… frankly
Walk around
the problem
Envision
in the round
Prototype
and learn
Frame
the challenge
Combine
perspectives
Zoom
in and out
Envision
in the round
Prototype
and learn
Frame
the challenge
Combine
perspectives
Zoom
in and out
Envision
in the round
Prot
and
Frame
the challenge
Combine
perspectives
Zoom
in and out
Envision
in the round
Prot
and
Zoom
in and out
Envision
in the round
Prototype
and learn1 2 3 4 5