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SOCIALTRANSFORMATION DESIGN
UNSW Art & DesignVIVIENSUNG.COM @VIVIENSUNG #SOCIALDESIGN
SOLVING COMPLEX PROBLEMS
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DEMOCRATISED TOOLS
COMMODITIZATION
CROWD-SOURCING
DISRUPTED INDUSTRIES
DIGITAL DISRUPTION
THE ASIAN CENTURY
GLOBAL WARMING
SOCIAL MEDIA
PARTICIPATIONECONOMYPURPOSE ECONOMY
CONSUMER POWER
COLLABORATIVECONSUMPTION
FAST-CHANGING & COMPLEX LANDSCAPE
environmental technological
economic culturalVUCA: volatility, uncertainty, complexity, ambiguity
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IMAGE FROM HTTP://BIT.LY/1EGPY2D
2015: ‘We are the first generation to feel the impacts of climate change, and the last generation to be able to do something about it.’BARACK OBAMA, 3 August 2015, Clean Power Plan
Major fossil fuels and minerals are forecast to be exhausted in 60-80 years at current rates of extraction, much sooner for other resources (gold, lead, zinc, crude oil). CSIRO, 2013 http://bit.ly/1EGPy2D
2006: Documentary film, An Inconvenient TruthAL GORE, 2006 http://bit.ly/1agyjkn
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We are all shareholders of the social economy.DAVE BEAUMONT, COS Youth Development Officer
The new social contract, we’re all in this togetherTIM BROWN, IDEO
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The problems we face today are a result of consequence of what we created in just a few centuries - human problems.
FOOD SECURITY
MENTAL HEALTHURBANISATION
DRUG TRAFFICKING
POVERTY
TERRORISM
GLOBAL WARMING
ADDICTION
UNEMPLOYMENT
HEALTHCARE
OBESITYWELFARE
ENERGY
CRIME
AGING POPULATION
AFFORDABLE HOUSING
EQUALITY
RACISM
GOVERNMENT BUREAUCRACY
VIOLENCE
CHILD ABUSE EPIDEMICSLONELINESS
TRAFFIC
POLLUTION
ASSYLUM SEEKERS
WAR
HOMELESSNESS
RISING SEA LEVELS
We cannot solve our problems with the same thinking we used when we created them. ALBERT EINSTEIN
NATURAL DISASTERS
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WICKED PROBLEMS
A wicked problem is a problem that is difficult or impossible to solve because of incomplete, contradictory, and changing requirements.C. WEST CHURCHMAN 1967 C. WEST CHURCHMAN 1967
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A wicked problem is a problem that is difficult or impossible to solve because of incomplete, contradictory, and changing requirements.C. WEST CHURCHMAN 1967 C. WEST CHURCHMAN 1967
SUPER WICKED• Time is running out• No central authority• Those seeking to solve the
problem are also causing it• Characterised by chronic
policy failureKELLY LEVIN, BENJAMIN CASHORE, GRAEME AULD & STEVEN BERNSTEIN 2007
WICKED PROBLEMS
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Problems are opportunities in disguise
机danger opportunity
危REFRAMING
CRISIS (wei ji )
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THE OPPORTUNITY
TOP-DOWN
BOTTOM-UP
DISRUPTIVEINCREMENTAL
RETHINKINNOVATEDISRUPT
Where there is rapid change, there is opportunity. FUTURE CITIES CATAPULT
TO MAKE A MASSIVE DIFFERENCE & CREATE A BETTER FUTURE
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WIDER
SOCIAL BENEFIT
EN
VIRONMENTAL
EC
ONOMIC
THICK VALUE Sustainable, meaningful value, good and ethical ways to make a profitUMAIR HAQUE, 2009
SHARED VALUE The more we learn about social issues, the more opportunities we see to use capitalism to address those societal issues.MICHAEL E PORTER & MARK R. KRAMER, 2011
Creating Shared Value, Michael E Porter, Professor, economist at Harvard Business School http://bit.ly/1jST9D1 Umair Haque, Director of Havas Media Labs, 2009, The Value Every Business Needs to Create Now http://bit.ly/1OPV4W1
=
THE OPPORTUNITY
CIRCULAR ECONOMY
REUSE, RECOVER, REGENERATE
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Collaborative Consumption. A more comprehensive list can be found at http://bit.ly/1gv0IBv
Product services sharing Redistribution markets
SHARING ECONOMY
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The millennial generation is demanding purpose in their work at a level never seen before... Am I going to have a life with meaning?AARON HURST, Author of Purpose Economy
Consumers will increasingly demand socially conscious brands and organisations changing the landscape of products, services and organisations.
By 2025,Millennials will comprise 75% of the workforce population
AGRARIANECONOMY
INDUSTRIALECONOMY
From 1760’s. Manufacturing: consumption of goods
Increase quality of life using land
From 1960’s Quest for knowledge TV, radio, internet
Quest for purposeEnhancing relationshipsDoing something greater than yourselfPersonal growth & experience
INFORMATIONECONOMY
PURPOSEECONOMY
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100% electric transportation & 100% solar by 2030.Fossil fuels will be obsolete within 15 years.
TONY SEBA, Lecturer in Entrepreneurship, Disruption and Clean Energy, Stanford University. Author of #cleandisruption http://bit.ly/1FN2KEY
Toyota Prius
Tesla
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SOCIAL DESIGN IS GOOD BUSINESS
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TraditionalDesign
Service & Experience Design
OrganisationalStrategic Design
SocialTransformation
Design
CommunicationsProductsBuilt form
ServicesExperiencesInteractions
OrganisationalSystemsCultureConversations
WickedPublicSocialGlobal
Higher complexity
1.0 2.0 3.0 4.0
intangibleTangible
Modified from Humantific, The Other Design Thinking
ROLE OF DESIGN: PROBLEM SOLVING TOOL
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Images from Humantific. The Other Design Thinking.
• Human-centred design• Observation of behaviour• Holistic Thinking• Facilitation of stakeholders• Collaboration• Co-design
By shifting the conversation and context of design from products and communication to systems, services, and strategic solutions, designers are making their presence felt far beyond the borders of corporate design departments by tackling “wicked problems” that governments and traditional bureaucracies have been unable to resolve. MICHAEL WESTCOTT, DMI (Design Management Institiute)
TraditionalDesign
Service & Experience Design
OrganisationalStrategic Design
SocialTransformation
Design
DESIGN THINKING = SOLVING COMPLEX PROBLEMS
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Designers increasingly are facilitators, strategists, connectors, cultural intermediaries, that provide the space to explore a problem, give the permission to think and fail in a safe space.
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• Use holistic, not partial or linear thinking• Innovative and flexible approaches built on action,
experimentation and evaluation• Work collaboratively across boundaries• Engage stakeholders (which may include citizens) in
understanding the problem and identifying responses• Develop core skills and competencies – communication,
big picture thinking and influencing skills, and the ability to work cooperatively
• Envision and explore the future/adopt a long-term focus• Understand how to change behaviour
RESPONDING TO WICKED PROBLEMS
CHRIS RIEDY, Associate Professor at the Institute for Sustainable Futures, UTS List referenced from Australian Public Service Commission report and John C. Camillus in Harvard Business Review. http://bit.ly/1UyCzZW
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DISCOVER DEFINE DEVELOP DELIVER
DIVERG
ENT
DIVERG
ENTCONVERGENT
CONVERGENT
Prototyping, testing, iteration
Refine, implement, stories, evaluate
Synthesis to extract key insights. Problem and opportunity framing Ideation
Human-centred research to understand the problem and users
DESIGN THINKINGA human-centred approach to solving
complex problems that integrates the needs of people, what’s technically possible and business success.
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uncertainty / ambiguity clarity
DISCOVER DEFINE DEVELOP DELIVER
prototypedesignresearch
patterns/insights opportunities
ideas
frameworks
DESIGN THINKINGapproach and mindset to solving complex problems
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DESIGN THINKINGapproach and mindset to solving complex problems
uncertainty / ambiguity clarity
DISCOVER DEFINE DEVELOP DELIVER
prototypedesignresearch
patterns/insights opportunities
ideas
frameworks
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Image adapted from Creative Confidence. By Tom and David Kelly
Design skills and business skills are convergingROGER MARTIN, Rotman School of Management, University of Toronto
DESIRABILITY(people)
VIABILITY(business)
*FEASABILITY
(technical)
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5 New Design Careers for the 21st Century. Tim Brown. Jul 22, 2014
The Business Designer
The Social Innovator
The Hybrid Design
Researcher
The Design
Entrepreneur
The Designer
Coder
Combining entrepreneurialism and design is the hot thing. Every start-up worth its salt has a designer on
its founding team.
Designers designing for the social sector. creating maximum positive
impact and exciting new innovations to those most in need.
Designers who can also code possess a powerful set of tools - to conceive new ideas and the ability to launch
them quickly into market.
Designers looking at innovation beyond end product to business
model, channel strategy, marketing, supply chain etc.
Designers knowing how to tap into technology/real-time data to
reveal user behavior combined with qualitative research.
DESIGN CAREERS FOR THE 21ST CENTURY
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ARE YOU UP FOR THE CHALLENGE?
THE SOCIAL INNOVATOR
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australiachina.org http://ausp.lu/1ImnZwm
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Westpac Digital Disruption
Swisse Health & Wellness
AMP Innovation for the New Retirement
China Cultural Centre Arts & Culture
Westpac Global Talent
Finsia China-Australia Free Trade Agreement
UoN Innovation in Education
UTS Entrepreneurship
Energy and Sustainable Living
FYA Pathways to Work
Practera Play
Future of Tourism
PwC Infrastructure
THINKTANKS
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Source: PwC estimates for 2050, pwc-world-in-2050-report-january-2013
CHINA$US 53,856bn
SAUDI ARABIA
SPAINITALY
TURKEY
FRANCE
MEXICO
BRASIL
INDIA$US 34,704bn
US$US 37,998bn
RUSSIA
INDONESIAGERMANY
UK
NIGERIA
CANADA
SOUTHKOREA
VIETNAM
ARGENTINA
JAPAN
TOP 20 BIGGEST ECONOMIES IN 2050 (GDP AT PPP)
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A platform for Australia and China’s top young innovators to form the trusted connections, networks and bilateral business skills to thrive in the Asian Century.
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Develop the innovation capacity of young Australian and Chinese innovators to create a better world together.
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PARTICIPATORY WORKSHOP
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CURRENT STATE: Mapped challenges & opportunities
FUTURE STATE: Vision for the future
Invited industry to co-create with us
Economy & businesssSustainabilityPoliticsEducationCommunication & innovationPeople & culture
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What are your hopes for the Australia China
relationship in 2050?
My hope is that the relationship will be more diversified
than it is today; and that there will be deeper understanding
of one another. I hope that we will be closer
friends...and more collaborative than transactional in our
interactions.
I hope it’s about more than just minerals in the ground
or job opportunities in the commercial sector.
I would like for it to be one where both sides are learning
from each other.
By 2050, many of the current politicians of the world will be
dead. So there is hope.
A coming together in a way that creates mutual benefit – based
on respect for each other and the strengths each can bring
That we will be close partners tackling global environmental, health and social challenges.
SURVEYS & VOX POPS
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Australia China
Liu YanSkype CallVivien Sung
Skype Call
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DISCOVER IDEATE DEVELOP DELIVER ORIENTATION FOLLOW-UP
InnovationMethodology
LeadershipSkills
InterculturalCapacity
People say you have to have a lot of passion for what you’re doing, and it’s totally true because the reason is - it’s so hard that if you don’t, any rational person would give up. STEVE JOBS
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COLLABORATIVETrust, respect, safety to challenge:
multiple perspectives, disciplines, cultures
Margaret Heffernan: Dare to disagree Ted talk
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OPENBe curious, explorative, beginner’s mindset.
Ask why, what if
Tool: 5 why’sWaren Bergen: The importance of asking questions
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OPTIMISTICEnvisioning a better future
Transforming difficult challenges into opportunities for design
John Bielenberg http://bit.ly/1hPZXUU
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EMBRACE AMBIGUITYNot knowing
what the answer will be
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#TIPS
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#1 KNOW THY PURPOSE People buy why you do it, not what you do. SIMON SINEK
西
中
澳
东Aha!
DISCOVER DEFINE DEVELOP DELIVER
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DISCOVER DEFINE DEVELOP DELIVER
#2 EMPATHISE WITH USERSThe best solutions come out of the best insights into human behavior. STANFORD D.SCHOOL
ObservationInterviewsShadowingMobile diaries
It’s weird to think all these inner city areas were creative or working class or immigrants 30, 40 years ago and now it’s inaccessible. It’s just the way it is, you have to move further out. Daniel, 25 year old musician
Steve Portigal: User research
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DISCOVER DEFINE DEVELOP DELIVER
Ecosystem, system, relationships Stakeholder mapping What dots can I connect?
#3 THINK HOLISTICALLY A social interaction designer must consider not only people, environment, and existing tools, but also the unseen elements of the system such as social relationships, power dynamics and cultural roles. GENTRY UNDERWOOD
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#4 DEFINE INSIGHTSInsights ... emerge from a process of synthesizing information to discover connections and patterns. STANFORD D.SCHOOL
PersonasEmpathy Map: Say & do, Think & feel Journey mappingScenariosProblem statements
DISCOVER DEFINE DEVELOP DELIVER
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How might we eradicate extreme poverty?
How might we enable poor farmers to increase productivity of their land through simple, low-cost products and services?
#5 FRAME OPPORTUNITIES Framing the right problem is the only way to create the right solution. STANFORD D.SCHOOL
DISCOVER DEFINE DEVELOP DELIVER
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#6 IDEATE WILDLYTo have a good idea, you must first have lots of ideasLINUS PAULING
#6 IDEATE “It’s not about coming up with the ‘right’ idea, it’s about generating the broadest range of possibilities.”STANDFORD D.SCHOOL
DIVERG
E
CONVER
GE
CONVERGE
DIVERGE
DISCOVER DEFINE DEVELOP DELIVER
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ModelsStoryboardsPaper digital modelsBodystorming
#7 PROTOTYPE TO THINKA successful prototype is not one that works flawlessly, it is one that teaches us something. TIM BROWN
DISCOVER DEFINE DEVELOP DELIVER
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#8 TEST TO LEARNFail early to succeed sooner. TOM KELLEY
DISCOVER DEFINE DEVELOP DELIVER
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Alex Osterwalder’s Business model canvas Business model for social enterprise by Ingrid Burkett
DISCOVER DEFINE DEVELOP DELIVER
#9 DEVELOP VIABILITYOnce you understand business models you can then start prototyping business models just like you prototype products. ALEX OSTERWALDER
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#10 TELL YOUR STORYWe rely on stories to put our ideas into context and give them meaning. TIM BROWN
DISCOVER DEFINE DEVELOP DELIVER
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#11 SHARE IMPACTMeasure and quantify impact in a tangible way
DISCOVER DEFINE DEVELOP DELIVER
Case studiesSurveys
InterviewsTestimonials
Media monitoring
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Energy and Sustainable Living
ThinkTank Question
How might we help communities lead the rapid transition to energy reduction and renewable energy?
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• Currently most households don’t know how and where they use energy in their homes and they don’t know how to reduce it so they can save money and help the environment.
• 96% respondants wanted the ability to see which devices in their homes were using the most energy.
• In China, smart meters are being installed in all new building developments. By 2015, it is projected there will be 500 million smart meters, 238 million more than in 2012.
Meet the Team
Chell LyonsEnergy policy advisor/analyst
Lloyd Niccol Engineer energy innovation
Yan MiYouth leader in Sustainability
Kate Cavanagh Scientist, Renewable energy
Tim BinnionProduct design, creative director
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Energy and Sustainable Living
How might we help inform renewable energy choices for homeowners so that they reduce costs & consumption?
ThinkTank Question
How might we help communities lead the rapid transition to energy reduction and renewable energy?
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The ipod of energy: a system that uses smart electricity meter data to empower households to use energy efficiently.
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Prototyped in China
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Pitcing in Beijing, China at OTEC
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Practera Play
Unxiety is an online interactive platform that uses game therapy to treat anxiety aimed at young professionals. Anxiety is a hidden disorder in both China and Australia that is suffered by up to a third of the population.
How can gamification and serious games foster global collaboration and create sustainable social impact?
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Offtrack promotes Australian regional experiences to a Chinese audience by making regional opportunities more easily searchable online in Chinese.
How might we create sustainable tourism opportunities that disperse the benefits between both urban and regional communities?
Future of Tourism
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Founder of Grameen BankWiner Nobel Peace Prize 2006
Kenny ChoiCAMP delegate
https://vimeo.com/62762140
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Be the change you wish to be in the world.Mathatma Gandi
Resource: IDEO Design Kit