Archives for posts with tag: design thinking

Good Design Gets You in the Game…

March 22, 2013 //
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…great design is the game winner.

Welcome to the world where design is king.

design is everywhere

In the old days, designers were an afterthought, the people at the end of the production process. Engineers would hand over something that was functionally effective and have the designers make it look good. Those days are over.

Today, design is about experiences as well as products. It’s about services as much as it is hard goods.

Design is now differentiation.

Alan Webber, founder of Fast Company magazine and author of “Rules of Thumb,” puts it this way: Today companies use design to:

  • create distinctive products and services that capture their customers’ imaginations
  • restructure their corporate operations
  • unveil new logos and uniforms that express a fresh corporate identity
  • develop new communications tools that connect with customers and shareholders
  • build corporate offices that encourage and enable collaboration
  • collect and share information across a global platform

Design is a way to solve deep-seated social problems. And design is a money saver, a way to simplify products and make them easier and less expensive to manufacture and sell. Across the board designers have defines a way of seeing that adds to the delight of customers and the profitability of companies.

Application to ChurchWorld

You probably already understand this on some level. You understand that the design of your website says more about you and provides a quick glimpse of your “brand”. You know that the little – and not so little – things like the design of your logo and your letterhead, the print pieces you use, the “flow” of your worship experience all communicate instantly what your church is all about.

But if you are still a design novice, and want to learn more, here are Webber’s three ways to begin to crack the design code:

  • Reading - you may be a word person and you want to try to learn about seeing. Dan Pink’s “A Whole New Mind,” Tim Brown’s “Design Thinking,” Tom Kelley’s “The Art of Innovation” and “The Ten Faces of Innovation,” and Don Norman’s “The Design of Everyday Things” are required reading. Get one of them today; read it tonight, and put it into action tomorrow.
  • Viewing – You need to practice seeing. Go to an art museum; browse a furniture showroom gallery; check out the latest model cars. The more you look at objects like these, the more you appreciate great design. You’re not buying, so don’t worry about price. Look carefully at the lines, interior detailing and design, and the small things that make a big difference. “Seeing” is a critical skill for aspiring diagnosticians – like you.
  • Shopping – Go out and find an assortment of small objects that go in your home or office. Look at OXO products; visit an IKEA store. When you pick up one of these objects, you will immediately understand what “consumer-centered design” means. Go to an office supply store and sit in an Aeron chair. Look at the latest products from Apple: iPhone, iPad, the latest MacBook Air. Go to an antique store and see what great design looked like in the past. Take a virtual shopping trip to your heart’s content. When you have collected these objects (or examined them enough), what do these products have in common? Are they as good to look at as they are fun to use? Is there an emotional content to their design?

You don’t have to buy anything to get the idea. But you do have to buy into the idea:

Design is everywhere, and increasingly, design is everything.

 

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Categories Design

Less is Almost Always More, Even When We Ask for More

March 6, 2013 //
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The bread aisle at the grocery store confounds me.

I just wanted to buy a loaf of bread to make a sandwich – I didn’t really want to wade through 2 long shelves of every imaginable type of bread possible.

My grocery store is just like your grocery store: when you stand in any aisle in any retail store in the U.S., you will be inundated with choices. Whether you are buying cereal, candy, TVs, or jeans, you’ll likely have huge number of items to choose from. Whether it’s a retail store or a Web site, if you ask people if they’d prefer to choose from a few alternatives or have lots of choices, most people will say they want lots of choices.

This is true in ChurchWorld, too.

Too Many Choices Paralyze the Thought Process

The book Art of Choosing by Sheena Iyengar details research on choice. In graduate school, Iyengar conducted what is now known as the “jam” study. She decided to test the theory that people who have too many choices will not choose at all. In a booth set up in a busy grocery store, Iyengar and her associates posed as store employees. They alternated the selection on the table: half the time there were 6 choices of fruit jam and half the time there were 24 jars of jam.

When there were 24 jars of jam, 60 percent of the people coming by would stop and taste. When there were only 6 jars of jam only 40 percent of the people would stop and taste. More choices were better – right?

Not exactly.

You might think that people would taste more jam when the table had 24 varieties – but they didn’t. People stopped at the table, but they only tasted a few varieties whether there were 6 or 24 choice available.

People can only remember 3 or 4 things at a time; likewise, they can decide from among only 3 or 4 things at a time.

The most interesting part of Iyengar’s study is that 31 percent of the people who stopped at the table with 6 jars actually made a purchase. But only 3 percent of the people who stopped at the table with 24 jars actually mad a purchase.

More people may have stopped by, but less people purchased.

The study may have proved that less is more, but why do people always want more choices?

Information is addictive.

Dopamine, a chemical created and released in our brains, is critical in all sorts of brain functions: thinking, moving, sleeping, mood, attention, motivation, seeking, and reward. Dopamine also causes you to want, desire seek out, and search. Dopamine makes you curious about ideas and fuels your search for more information. A fascinating topic, but it will have to wait for later!

It’s only when people are confident in their decisions that they stop seeking more information.

 

Application for ChurchWorld Leaders

  • Resist the impulse to provide large number of choices
  • If you ask people how many options they want, the will almost always say “a lot” or “give me all the options.” If you ask, be prepared to deviate from what they ask for
  • If possible, limit the number of choices to 3 or 4. If you have to offer more options, try to do so in a progressive way. Have people choose first from 3 or 4 options, and then choose again from that subset.

Content adapted from 100 Things Every Designer Needs to Know About People, by Susan Weinschenk

 

A short note about this series:

ChurchWorld leaders are designers. They create actions, processes, and services that people use to engage in life-changing decisions. Designing without understanding what makes people act the way they do is like exploring a new city without a map: results will be haphazard, confusing, and inefficient. If leaders know a little more about the psychology of design, their audience will benefit from that design.

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Categories BookNotes, Design, Guest Experience, Leadership, Personal Development

Leaders Need to Work Out of Both Sides of Their Brains

August 2, 2012 //
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After my design thinking diatribe in yesterday’s post, maybe it’s time for a little balance in the ever-present battle between the linear, analytical left brain and the chaotic, creative right brain. There is an unavoidable but healthy tension between creating the new and preserving the best of the present; between innovating new ideas and maintaining healthy existing ones. As a leader, you need to learn how to manage that tension, not adopt a wholly new set of techniques and abandon all of the old. It’s not that many analytic approaches are bad – it’s just that in many organizations, it’s all they’ve got.

The VUCA (volatile, uncertain, complex, ambiguous)future we’re living in will require multiple tools in the leader’s tool kit – a design suite especially tailored to starting up and growing new ventures in an uncertain world, and an analytic one suited to running established organizations in a more stable environment.

What leaders need is not a right brain transplant that throws the old left brain tool kit away – they need to be taught some new approaches to add to the tool kit they’ve already got. Business as usual can help leaders do things designers have trouble with. Design needs business thinking for good reasons:

Novelty doesn’t necessarily create value

The flip side of the defense of the status quo because of its familiarity is the pursuit of novelty only because it’s new. How many times have you seen (or have been guilty yourself) ChurchWorld leaders who have attended the latest conference and returned to their church to try the latest and greatest geewhizjimmyhawthingy guaranteed to (fill in the blank) your church?

Even value creation is not enough

Churches, in order to survive, must care about more than just creating value for the existing organization. It is an important, but insufficient, first step. To survive long-term, churches need to be able to execute and capture part of the value they create in a duplicatable process that accomplishes their mission and reproduces their “product” – disciples. While doing creating and innovating, they must in Jim Collins’ words “remain true to the core.” This requires solid businesslike thinking: can we translate a new and innovative idea from small experiment to a significant part of the organization’s being without messing up the recipe?

How many more stylish worship environments or new group ideas do any of us need?

Cool stuff is great, but design has the potential to offer so much more. Design has the power to change the world – not just make it pretty or more functional. Just because you can do a thing doesn’t mean you should do it. The discipline of design should address our most challenging problems, not just pretend to make us better or fulfill our dreams.

Part of an ongoing adaptation of Designing for Growth by Jeanne Liedtka and Tim Ogilvie to fit ChurchWorld realities

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Categories BookNotes, Design

We’re Not in Kansas Anymore

August 1, 2012 //
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In today’s increasingly fast-paced and unpredictable environment, church leaders need to be involved in design thinking more than ever.

Pause Button: If you are a ChurchWorld leader and believe that you don’t need to concern yourself with design thinking, you should probably take a look at Why Design Thinking and What if Leaders Thought Like Designers. Just saying…

Design is all about action, and churches too often get stuck at the talking stage

Face it – despite all our planning and analyzing and controlling, the typical church’s track record at translating its rhetoric into results is not impressive. In the business world, researchers estimate that only somewhere between 10% and 60% of the promised returns for new strategies are actually delivered. Having been around ChurchWorld for over 30 years, my observation is the reality would be between 10% and 30% – tops. Practices that consume enormous amounts of time and attention most produce discouraging results. All the empty talk is making it harder  and harder to get anything to actually happen. Churches expect the staff to be member-focused while the majority watches. When a staff or volunteer actually takes a risk, they are punished if it doesn’t succeed. Ambitious growth goals aren’t worth the spreadsheets they are computed on. Getting new results requires new tools – and design has real tools to help move from talk to action.

Design teaches us how to make things feel real, and most church rhetoric today remains largely irrelevant to the people who are supposed to make things happen

Church elders and staff can make plans, bring on new staff, invest in the latest conference success story – but they can’t change the organization without a lot of help. The only people who will care enough to help are those for whom strategy is real. Things that feel real to people are both interesting and personally significant. They are experienced, not just pronounced. While leaders are showing growth spreadsheets, designers are telling stories. We have a lot to learn from design about how to tell a story that engages an audience, captures the experience dimension and makes the future feel real. Look at any presentation created by anybody at a design firm and compare it with the Death by PowerPoint presentation you are forced to sit though by your organization. Enough said.

Design is tailored to dealing with uncertainty, and ChurchWorld is obsessed with analysis that assumes a stable and predictable world

That would be the world we don’t live in anymore. The world that used to give us puzzles but now dishes up mysteries. And no amount of data about yesterday will solve the mystery of tomorrow. ChurchWorld is designed for stability and control and is full of people with veto power over new ideas and initiatives. They are the “designated doubters.” The few who are allowed to try something new are expected to show the data to “prove” their answer and must get implementation right the first time. Designers have no such expectations. They thrive on uncertainty and are enthusiastic about experiments and patient with failure. Design teaches us to let go and allow more chaos into our lives. Designers have developed tools to help them actively manage the uncertainty they expect to deal with.

Design understands that products and services are for human beings, not target markets segmented into demographic categories

It is easy in ChurchWorld to lose sight of the real people behind the masses surrounding our campuses. The reality of human beings and their hopes and hurts fades as they are tabulated and averaged into categories, reduced to the status of preferences in an analysis paper. Lost within that reality is the deep understanding of needs – often ones that aren’t even articulated – that are the starting point for real ministry. This messy reality is something that designers understand well. They master the skills of observation, of understanding human beings and their needs, while typical ChurchWorld leaders learn mostly to evaluate, an activity that rarely involves the kind of empathy that produces fresh insights.

If you want efficiency, you get everybody who thinks the same way and they’ll get to a decision quickly. And that works 80 percent of the time. But for that 20 percent of the time when you need something disruptive, innovative, and creative, you’re going to have to put up with a little bit more ambiguity.

Jeremy Alexis, Illinois Institute of Technology

Who are the designers on your team?

Part of an ongoing adaptation of Designing for Growth by Jeanne Liedtka and Tim Ogilvie to fit ChurchWorld realities

 

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Categories BookNotes, Design

What is the Foundation of Design Thinking?

March 16, 2012 //
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It’s the willing and even enthusiastic acceptance of competing constraints.

The first stage of the design process is often about discovering which constraints are important and establishing a framework for evaluating them. Constraints can best be visualized in terms of three overlapping criteria for successful ideas:

  • Feasibility – what is functionally possible within the foreseeable future
  • Viability – what is likely to become part of a sustainable business model
  • Desirability – what makes sense to people and for people

A competent designer will resolve each of these three constraints, but a design thinker will bring them into a harmonious balance.

This pursuit of peaceful coexistence does not imply that all constraints are created equal; a given project may be disproportionately by technology, budget, or a mix of human factors. Different types of organizations may push one or another of them to the forefront. Nor is it a simple linear process. Design teams will cycle back through all three considerations throughout the life of a project, but the emphasis is on fundamental human needs – as distinct from fleeting or artificially manipulated desires.

That’s what drives design thinking to depart from the status quo.

 - adapted from Change by Design, Tim Brown

Questions for ChurchWorld leaders:

  1. What are the constraints facing you today?
  2. Can you classify them into the categories listed above?
  3. How will you balance them?
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Categories Design, Innovation, Leadership

What if Leaders Thought Like Designers?

March 15, 2012 //
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In three words: Empathy, Invention, and Iteration.

Empathy -  design must start with establishing a deep understanding of those we are designing for. Leaders who thought like designers would put themselves in the shoes of their team or client. More than just “customer-centered” (that’s internal and external customers), the idea here is to know the “customer” as real people with real problems, not seeing them as statistics or targets or a cog in the machine. It involves understanding both their emotional and “rational” needs and wants. Great designs inspire – they grab us at an emotional level. Yet we often don’t even attempt to engage our customer or team at an emotional level – let alone inspire them.

Consider one of my favorite metaphors - the bridge. Now go to New York City with me and look at the bridges there: the Manhattan, the George Washington, the Williamsburg, and others – and then there is the Brooklyn Bridge. The others offer a route across the water. The Brooklyn Bridge does that too, but it also sweeps, symbolizes, and enthralls. It has, like other design icons such as the Sydney Opera House, become a symbol of the land it occupies and an inspiration to generations. Translate that same feeling to leading people, and you can begin to grasp empathy.

Invention - design is also a process of invention. Leaders who thought like designers would think of themselves of creators. Many people have talked about the “art and science” of leadership, but to be honest we focus mostly on the science aspect. All to often leaders play the role of scientist, investigating today to discover explanations for what has already happened, trying to understand it better. Designers invent tomorrow – they create something that isn’t. To get to growth, it is necessary to create something in the future that is different from the present. Powerful futures are rarely discovered primarily through analytics. Analysis is an important role, but it must be subordinate to the process of invention when the goal is growth.

According to Richard Buchanan, former Dean of Carnegie Mellon’s School of Design, great design occurs at the intersection of constraint, contingency, and possibility – elements that are central to creating innovative, elegant, and functional designs. When leaders start the growth conversation with the constraints of budget and the hard road to success, we get designs for tomorrow that merely tweak today. Great design starts with the questions “What if anything were possible?”

To illustrate, let’s go back to New York City, this time to Central Park, one of America’s great public spaces. In 1857, the country’s first public landscape design competition was held to select the plans for this park. Only one plan – prepared by Frederick Law Olmstead and Calvert Vaux - fulfilled all the design requirements. Others were stymied by the requirement that crosstown vehicular traffic had to be permitted without marring the pastoral feel of the park. Olmstead and Vaux succeeded by eliminating the assumption that the park was a two-dimensional space. Instead, they imagined the park in three dimensions and sank four roads eight feet below the surface.

Iterate - Leaders who thought like designers would see themselves as learners. Leaders often default to a straightforward linear problem-solving methodology: define a problem, identify various solutions, analyze each, and choose one – the right one. Designers aren’t nearly so impatient,or optimistic. They understand that the successful invention takes experimentation and that empathy is hard won. So is the task of learning.

The IKEA way of business we know (and love!) today didn’t originally start out that way. Almost every element of IKEA’s legendary business model – showrooms and catalogs in tandem, knockdown furniture in flat parcels, and customer pick-up and assembly – emerged over time from experimental response to urgent problems. “Regard every problem as a possibility,” was IKEA founder Ingvar Kamprad’s mantra. He focused less on control and “getting it right” the first time and more on learning and on seeing and responding to  opportunities as they emerged.

A bridge, a park, and a business model - they share fundamental design principles:

  1. Aim to connect deeply with those you serve
  2. Don’t let your imagined constraints limit your possibilities
  3. Seek opportunities, not perfection

Is there a way for ChurchWorld leaders to think like designers?

Part of an ongoing adaptation of Designing for Growth by Jeanne Liedtka and Tim Ogilvie to fit ChurchWorld realities

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Categories Design, Leadership

Why Design Thinking?

March 14, 2012 //
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Because design thinking is actually a systematic approach to problem solving.

Find a leader who is innovative in any organization, and he has likely been practicing design thinking all along. It starts with the people we serve and the ability to create a better future for them. It acknowledges that we probably won’t get that right the first time. It does not require super powers.

Design Thinking’s time has come.

Design thinking can do for organic growth and innovation what TQM did for quality – take something we always have cared about and put tools and processes into the hands of leaders to make it happen.

- Jeanne Liedtka and Tim Ogilve, Designing for Growth

 

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Categories Design, Leadership

The Spaces of Design Thinking

March 13, 2012 //
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Design thinkers know that there is no one “best way” to move through the process.

The continuum of innovation is best thought of as a system of overlapping spaces rather than a sequence of orderly steps. You can think of them as:

  • Inspiration – the problem or opportunity that motivates the search for solutions
  • Ideation – the process of generating, developing, and testing
  • Implementation – the path that leads from the project room to the market

Projects may loop back through these spaces more than once as the team refines its ideas and explores new directions.

The reason for the iterative, nonlinear nature of the journey is not that design thinkers are disorganized or undisciplined but that design thinking is fundamentally an exploratory process; done right it will invariably make unexpected discoveries along the way, and it would be foolish not to find out where they lead.

- Tim Brown, Change by Design

Leaders in ChurchWorld need to be design thinkers…

What spaces are you moving through today?

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Categories Decision Making

Great Design is…

March 12, 2012 //
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Utterly unexpected. A brilliantly designed product or service is clever and amazing. Think anything Apple.

Amazingly competent. A well-conceived product excels at what it does. It is functionally flawless. Think a Ziploc bag or Google’s home page.

Aesthetically exquisite. At the pinnacle of great design are products so gorgeous you want to hug them. Think a Porsche 911.

Conspicuously conscientious. Consumers (especially those under 30) are demanding socially responsible products and services that reflect a sense of stewardship for the environment and a passion for making a difference. Think Prius.

Unfortunately, design is still an afterthought in most organizations. Great design is less about genius than empathy – and it’s often the tiniest things that make the biggest difference.

- from Gary Hamel’s What Matters Now

For ChurchWorld Design Thinkers (Leaders)

  • What are the thoughtless little ways we irritate our members and guests and what can we do to change that?
  • What are the small, unexpected delights we could deliver to our members and guests at virtually no cost?

Design Thinking Matters.

 

Want to know more? Check out these other posts:

Design Thinking

Innovation Begins with an Eye

Brainstorming, IDEO Style

Prototyping is a State of Mind

Great Projects are Achieved by Great Teams

Practice Innovation

 

 

 

 

 

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Categories Design
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