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- 1. 1 Responsible Design Latham Lecture series : Rob Girling, CEO – Artefact www.artefactgroup.com April 2019
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- 5. 5 To design a more equitable and sustainable world.
- 6. 6 Responsible design Outcomes focused design Humanity focused design
- 8. 8 “Is all this design necessary or literally are all these things necessary?...Had [we] not pursued the planning philosophy I probably wouldn't be asking myself these kind of questions. Richard Latham (1920–1991)
- 9. 9 “There are professions more harmful than industrial design, but only a few of them." Victor Papenak – Preface to Design for the real world. 1971
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- 13. 13 The Design Value Index Study shows 10 year returns yielding 2.19 times (219%) that of the S&P 500 for design centric companies. Apple Coca-Cola Ford Herman-Miller IBM Intuit Newell-Rubbermaid Nike Procter & Gamble Starbucks Starwood Steelcase Target Walt Disney WhirlpooL
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- 16. 16 Finally, design has a Seat at the table. We have proof that Good design = Good Business Slick Design is everywhere, our literacy has improved. Design thinking and Designers in high demand.
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- 20. 20 Have Smartphones Destroyed a Generation? More comfortable online than out partying, post-Millennials are safer, physically, than adolescents have ever been. But they’re on the brink of a mental-health crisis.
- 21. 21 Business models that permit the underming of truth and democracy Attention economy is a race to the bottom of the brain stem. Addiction on social media is not an accident. An exhaustive focus on profits at the expense of society.
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- 23. 23 Socio-economic inequity Cultural Displacement Racial discrimination Socio-economic inequity Traffic congestion Environmental Impact Socio-economic inequity Impact on Labor Security & Privacy Data Privacy Fake News Filter bubble Polarization, incivility
- 25. 2525 We live in a short-term world
- 26. 2626 We live in a short-term world with long-term problems
- 29. 2929 Automation
- 30. 30 All this… against a economic and political climate of deregulation and a belief that ‘endless growth’ is possible.
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- 32. 32 How might we design our future more responsibly?
- 34. 34 Responsible Design: Strategy – Problem Space Long term orientation // Preferable outcomes focused // Planet positive // Society positive // Considerate of all stakeholders // Human rights promoting // Business positive // Trustworthy // Ethical // Equitable // Circular // Considerate of Scale // Impact aware // Resilient to abuse // Open & Transparent // Responsible Design: Delivery – Solution Space Inclusive // Accessible // Durable // Non- Manipulative // Secure // Efficient // Not Wasteful // Recyclable // Ethically sourced & manufactured // Culturally aware-sensitive // Localizable // Legal // Standards Compliant // Resilient to exploitation // Usable // Simple // Delightful // Aesthetic // Holistic in responsibility.
- 35. 35 Empathize Stakeholders Reframe Problem Ideate Converge Evaluate Experiment Build Prototype Iterate Design Learn Pivot Measure + Test Product Backlog Sprint Planning Sprint Execution Shipable Increment Sprint Review Ethical Framing Ethical Evaluation Ethical Check In Ethical Review Solution SpaceProblem Space BuildHypothesis ExperimentAbstract Concrete Understand System Lean Agile Understand Context & Outcomes Responsible Design Process
- 37. 37 Futures Cone: With Preferable/Least Preferable midpoint. Strategic Forecasting & Backcasting. Probable Plausible Plausible Possible Possible Most Preferable Least Preferable
- 38. 38 Desk Research STEEPL SME Interviews Futurist Panel User Sessions Trip to Boston (Urban dense) Trip to Phoenix (Urban Sprawl) Strategic Foresight
- 39. 39 Critical Certainties forecasting. 8 Certainties 5 Uncertainties
- 40. 41 Futures Cone: With Scenario planning Strategic Forecasting & Backcasting. Probable Plausible Plausible Possible Possible Most Preferable Least Preferable Scenario Planning: Critical Uncertainties 2x2
- 41. 42 Futures Cone: With Backcasting. Strategic Forecasting & Backcasting. Probable Plausible Plausible Possible Possible Most Preferable Least Preferable Understand Context but aim For most preferable.
- 42. 4343 Ethical approach to stakeholder alignment
- 43. 44 Stakeholders Stakeholder alignment. GoodBetter BadBest Unsustainable NonsensicalOk Evil Individual Interests Societal Interests Business Interests Planetary Interests Responsible Design: Stakeholder Alignment
- 45. 46 A Utilitarian lens A Common Good lens A Rights lens A Fairness or Justice lens A Virtue lens Which option will maximize positive outcomes and minimize harm for everyone affected? Which option best serves the community as a whole, not just some members? Which option best respects the rights of all who have a stake? Which option is a fair distribution of benefits and burdens? Which option acts with the perspective of what would the best of us do?
- 46. 4747 ASU is a comprehensive public research university, measured not by whom it excludes, but by whom it includes and how they succeed; advancing research and discovery of public value; and assuming fundamental responsibility for the economic, social, cultural and overall health of the communities it serves.
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- 55. 5656 “…society is increasingly turning to the private sector and asking that companies respond to broader societal challenges and think long- term.” Larry Fink CEO Blackwater. Jan 2018.
- 56. 5757 “As designers… We must move from a do less harm perspective to a leave things better perspective.” John Thackara How to thrive in the Next Economy.
- 57. 5858 We can choose to accept things the way they are…
- 58. 5959 …or we can choose to make a difference
- 59. 60 Ruined by Design Journey to Earthland: The great…Zucked: Waking up to the Fac… Roger McNamee Mike Monteiro Paul Raskin
- 60. 61 We create better futures through design. Artefact is a design consultancy that partners with innovators to shape a better future. We ground our work in our shared humanity to create lasting value for people, business, and society. Headquartered in Seattle, our award-winning team includes strategists, designers, and technologists with a passion for excellence and impact. artefactgroup.com rob@artefactgroup.com @robgirling