Presentation by Grant Young at Design Thinking Sydney meetup, Feb 2016. Looks at some of the differences in applying common UX, design thinking and lean startup methods in a for-purpose context. Touches on defining value, flearning, engaging stakeholders, behaviour change, metrics and traction.
UI:UX Design and Empowerment Strategies for Underprivileged Transgender Indiv...
Designing for Purpose
1. Designing for Purpose
Sydney Design Thinking Meetup—Feb 2016
Grant Young
Director, Innovation Strategy
Zumio
@zumio | @grantyoung
grant@zum.io
Image:https://www.flickr.com/photos/dazsmithpics/4362235716/
8. (disorder)
Complex
Complicated
Chaotic
Simple
The relationship between cause
and effect can only be perceived
in retrospect
No relationship between cause
and effect at systems level
The relationship between cause
and effect is obvious to all
The relationship between cause
and effect requires analysis or
some other form of investigation
and/or the application of
expert knowledge
Cynefin Framework
Dave Snowden <http://cognitive-edge.com/>
9. (disorder)
Complex
Complicated
Chaotic
Simple
Cynefin Framework
Dave Snowden <http://cognitive-edge.com/>
The relationship between cause
and effect can only be perceived
in retrospect
No relationship between cause
and effect at systems level
The relationship between cause
and effect is obvious to all
The relationship between cause
and effect requires analysis or
some other form of investigation
and/or the application of
expert knowledge
13. 30
Commercial
- Retail - high traffic
near public transport
station
- Word of mouth
- www
Commercial
- kitchen / coffee
equipment
- Shop (asset)
- Location
- Brand
- Staff
Commercial
- Baristaring
- cooking / catering
- customer service
- Front of shop and
backroom management
Impact
- support and
participation
activities
- support
Commercial
- personalised service,
repeat custom, loyalty
- long term customers
Impact
- personalised service,repeat custom,
loyalty
- long-term impact
customers
Commercial
- Walk-by commuters
- Local businesses,
offices, services
(retail and catering)
- Regulars
Impact
- Ethical consumers- Not-for-Profits, othersocial enterprises- social procurementcustomers (catering)Government - purchasingjobs for people withdisabilities, and training
Commercial Value
Proposition (CVP)
Great coffee, fresh
food, personal service
Impact Value
Proposition (IVP)
Sustainable
employment for peoplewho have been long-term unemployed
Commercial
- Coffee distributor
- Drink distributor
- Local chamber
of commerce
Impact
- Not-for-profit partnersupporting people with
a disability
- Social Enterprise
Alliance
- Social Investor
Commercial
- Inventory
- Equipment
- Utilities
- Staff
- Insurance
- Compliance costs
Impact
- Support and participationcosts
- staff
- productivity
- training
- work- readiness costImpact assessment costs
Commercial
- Retail sales
- Catering sales
Impact
- Participation and
support funding
- Training funding- Donations
Key partnerships Key activities
Cost structures
value
propostion
Customer
relationships
Customer
segments
revenue
streams
Channels
Key resources
Impact
- Support expertise- Support staff
- Impact brand
Impact
- Social enterprise
networks and
directories
- Social procurementdirectories
http://knode.com.au/
14.
15. Business Model Canvas for Change
Primary Customers
UnderstandingValue
UnderstandingValue
Job-to-be-done
Financial Customers
Job-to-be-done
Theory of Change
Supporting Customers
Job-to-be-done
23. What’s different?
Defining value
The gravity of “failure”
Empathy can be dangerous
Image:http://www.flickr.com/photos/carbonnyc/991004550/
24. Walking in their shoes
Image:https://www.pexels.com/photo/people-street-sidewalk-jeans-4634/
25. Walking in their shoes
Image:https://www.pexels.com/photo/man-person-street-shoes-2882/
26. Walking in their shoes
Image:https://www.pexels.com/photo/woman-dark-eye-spooky-25757/
27. What’s different?
Defining value
The gravity of “failure”
Empathy can be dangerous
Designing behaviours
Image:http://www.flickr.com/photos/carbonnyc/991004550/
34. Do this today and you could
get a 10% bonus on your
next electricity bill.
Image:clifnotes@Flickr—http://www.flickr.com/photos/clifnotes/3690312785/
ACT TODAY!
35. Do this today and stop
spending up to 10% on your
electricity bill.
Image:clifnotes@Flickr—http://www.flickr.com/photos/clifnotes/3690312785/
ACT TODAY!
41. What’s different?
Defining value
The gravity of “failure”
Empathy can be dangerous
Designing behaviours
Metrics + traction
Image:http://www.flickr.com/photos/carbonnyc/991004550/
42. DESCRIBE EXPLAIN ADAPT
Participation
Impact
Environment
(barriers & enablers)
Design
(strengths/weaknesses)
Implementation
(strengths/weaknesses)
Advocacy agenda
Design modifications
Management responses
• Commencement
• Engagement
• Usage
Reflect back Look forward
Evaluation framework for the Indigenous Digital Excellence Initiative (Inca Consulting)
44. What’s different?
Defining value
The gravity of “failure”
Empathy can be dangerous
Designing behaviours
Metrics + traction
Image:http://www.flickr.com/photos/carbonnyc/991004550/
55. This work is licensed under the Creative Commons
Attribution-NonCommercial-ShareAlike 3.0 Unported
License. To view a copy of this license, visit
http://creativecommons.org/licenses/by-nc-sa/3.0/ or send
a letter to Creative Commons, 171 Second Street, Suite 300,
San Francisco, California, 94105, USA.
Questions &
Discussion
Grant Young
grant@zum.io
@grantyoung || @zumio