Design has been heralded as the savior of product and service offerings, and lately companies are scrambling to pick up designers everywhere they can find them. Innovation centers are springing up like mushrooms and it seems everybody is talking about the importance of knowing and understanding their audience. However, these new ways of working and thinking don’t seem to take hold, so people keep doing things the way they´ve always done them and users continue to suffer.
What causes these organizations with such good intentions and great talent to struggle?
An organization may be aware that it needs to change, but knowing what and how to change is hard. And for change to happen, organizations have to be ready for change. Using culture as a lens, we examine how people work together, how they believe things should work, and which values they share.
Why is this so hard? Understanding the challenges that inhibit design in your organization
1. WHY IS THIS SO HARD?
Understanding the challenges that inhibit design
Adam Connor
aconnor@madpow.com
@adamconnor
Magga Dora Ragnarsdottir
maggadora@madpow.com
@maggadora
8. aconnor@madpow.net
@adamconnor
maggadora@madpow.net
@maggadora
#madpow
• Have not (accurately) identified the aspects of their organization
that support or contradict design
• Are trying to make changes and don’t consider the implications for
the rest of the organization
• Are trying to make changes at too large a scale
• Are trying to change people/units faster than they’re able to
THE CHALLENGE
Why doesn’t this work?
11. Design is more than just roles, tools and activities.
Behind those roles, activities and tools are beliefs
about what we’re trying to do and why.
THE BELIEF GAP
12. Design is more than just roles, tools and activities.
Behind those roles, activities and tools are beliefs
about what we’re trying to do and why.
THE BELIEF GAP
19. • Inflexibility: People’s understanding of design lacks a
connection to the “why” behind it.
• Conflict: There are beliefs work counter to those
inherent in design.
THE BELIEF GAP
How It Presents
20. • Assess the culture, or more specifically the underlying
beliefs currently influencing your org.
• Make sure you’re clear on the beliefs that you’re trying to
infuse. Can you clearly articulate them?
THE BELIEF GAP
Addressing The Gap
21. If the gap lies in inflexibility and people not understanding
the beliefs behind the techniques and tools they’re using…
• As you introduce process, techniques, tools etc. include discussion about the
thinking and reasoning behind them.
• Expose people to a variety of tools. Find opportunities for them to try them
all and give them chances to think through and choose on their own.
• Provide additional support, not oversight, as teams work to use new tools
and techniques on their own.
THE BELIEF GAP
Addressing The Gap
22. If the gap lies in conflicting beliefs…
• Take stock of how far apart they are. Are they counter to each other? Or are
they competing?
• Work to understand the conflicting view and the value in it.
• Determine if you’re alone in recognizing and wanting to address the conflict.
• You can rarely change beliefs directly. Beliefs are built over time based on
experiences.
THE BELIEF GAP
Addressing The Gap
24. aconnor@madpow.net
@adamconnor
maggadora@madpow.net
@maggadora
#madpow
We’re trying to establish new patterns of behaviors
– new ways that teams will explore opportunities
and make decisions.
The same over-focus on process, activities, tools, etc.
that can lead to gaps in the beliefs behind these
behaviors can lead to a gap in the behaviors themselves.
THE BEHAVIOR GAP
33. aconnor@madpow.net
@adamconnor
maggadora@madpow.net
@maggadora
#madpow
Just as before we need to take stock of the behaviors we’re
trying to establish and those that our teams are exhibiting
and determine:
• Have you provided the right support needed for the
behaviors we’re after?
• Are there additional behaviors we haven’t accounted for?
• Are their behaviors that conflict those we’re after?
How do we change behavior?
THE BEHAVIOR GAP
Addressing The Gap
36. aconnor@madpow.net
@adamconnor
maggadora@madpow.net
@maggadora
#madpow
Just like when we design for experiences, we can’t force a
behavior to happen. So what can we change?
THE BEHAVIOR GAP
Addressing The Gap
Beliefs
Values
Behaviors
Rituals
Artifacts
Skills & Knowledge
Tools & Materials
Structure & Roles
Communication & Language
Environment
Policies & Processes
Incentives & Metrics
These are our levers. We can “pull” on these things in combinations to drive the
behaviors we seek and – over time – grow and reinforce the beliefs behind them.