embedding design changing thinking-21 oct11
DESCRIPTION
A presentation given by Sarah Drummond of wearesnook.com and Stuart Bailey from the Glasgow School of Art on embedding design in the public sectorTRANSCRIPT
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Embedding design in the public sector;Changing our thinking
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Stuart [email protected]
@gsofa@stuartgbailey
Sarah [email protected]
@wearesnook@rufflemuffin
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Square peg - Round holeEmbedding design is not simply shoving in designers
“Being on the inside of an organisation gives you a greater chance of changing things; of ‘embedding’ the changes so they still happen when you’re not there.”Emily Campbell,RSA Design and Society: What is Embedded design? Transcript, p2
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Skills Development ScotlandFour-into-one
“When Skills Development Scotland was launched in April 2008, it marked the start of a step change in the delivery of careers, skills and training services in Scotland.”
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Procurement vs Problem SolvingBuying solutions off the shelf?
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Opportunity for change: Doing more for less“We need to be conscious that today’s problems are just not going to be addressed by yesterday’s ideas and yesterday’s solutions”Alisdair Darling, Budget Report 2009
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Beginning of a journeyInsights into conditions for embedding design
Skills Development
Scotland
Learndirect Scotland
April-May 2008
Careers ScotlandNov-Dec
2008
SDS MyCoachMar-May
2009
SDS Internal CommsFeb-Mar
2010
studentinternships
CPD: GSA service design training to
SDS sta , 2010.
SDS sta shadowing
project
SDS sta shadowing
project
SDS sta shadowing
project
SDS sta shadowing
project
. . . a multi-channel approach to service development & deliveryMyLearningSpace development
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Toolkits They’re not the starting point“A tool does not make a profession...If I was to give you a stethoscope, it doesn’t mean that you are a doctor. In thesame way if you receive, or even trained in using, design tools, it doesn’t necessarily make you a designer.”Professor Irene Mcara Mcwilliams, thesis interview conducted by Sarah Drummond
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Where does this fit?We need to create circumstance for design to exist
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
LongevityInterventions are short term and not sustainable
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
This is more mindset than tools“…it is more about teaching a mindset and an approach than specific tools and techniques”Andy Polaine, “Interdisciplinarity vs Cross-Disciplinarity.” http://www.polaine.com/2010/06/07/interdisciplinarity-vs-crossdisciplinarity/ (accessed June 21, 2010).
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Creation of SDSChanging the DNASD&I (service design & innovation) team created•mindset•behaviour•culture•systems•practice
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
18 mths
Time
Stra
tegi
c
Particular
Strategic and particular
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Balancing - delivery‘My World of Work’
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Balancing - embedding‘This is service design’
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Being a think and do tankDeliver back upstream
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
The BarriersInstitutionalised culture and mindset“What do our frontline staff and customers know?”
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Business vs.Design“be like a designer” is tantamount to saying ‘be less productive, less efficient, more subversive, and more flaky” Roger Martin, The Design of Business
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Breaking barriersGetting out there, doing small projects
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
The BarriersIt’s all a bit fuzzy“Most managers are trying to design variance out of the system and cannot handle a process which starts off not knowing where it will eventually get”Roger Martin, The Design of Business
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
The BarriersDifficultfordesigners- Aesthetics- Short attention span- Don’t understand system/language- Working against the current- Not having space (metaphorically and physically) to design“The design studio provides a context where this visible thinking becomes “visible learning” for others. The studio is socially and aesthetically immersive – a changing environment where ideas, thoughts and models are created and shared. The environment is messy, rich and stimulating. In other words it is like the real world. It is not at all like “the paperless office”, the permanently clean desk, or the knowledge-management system in a computer database. The “database” for the artist and designer is the physical and cultural environment, and the creative processes in the design studio reflect and affect the “actual studio” of the real world.”
Irene Mcara Mcwilliams, Impossible things? Negative Capability and the Creative Imagination
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Embedding planIs consulting over?
“You can’t just have one part of theorganisation understanding how design thinking can benefit their work: the whole organisation needs to know it.”Tony Coultas, Head of Service Design and Innovation, thesis interview conducted by Sarah Drummond
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Time
Des
ign
Capa
city
Getting togetherCapability and understanding
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Seeing design“First of all, design cannot be seen”Peter Gorb, The Design Management Interface
The Service Design and Innovation Process mapped to the 4Ds
by Sarah Drummond
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Mapping business Evaluation and outcomes
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
ArtifactsCreating Interactions
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Improving CapabilitiesSD&I Team CPDGSA and SDS
“Quote”
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Improving CapabilitiesWhole organisation CPD
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Supporting ProjectsNot just focusing on tools
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Looking at core skills not methodsTeaching staff to draw
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
SD&I 2.0Internal capacity“re-imagaine the internaldesign function as anindependent design studio”Martin Neumeier, The Designful Company
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Internal CapacityBeing useful
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Embedding PlanIncrease Understanding and Capabilities
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Time
Des
ign
Capa
city
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Briefs not policiesAll about projects
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Building from withinCPDEverything they doSD&I recognise they need help but do also need to ‘do it ourselves’Do design from inside and outside
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Seeing the big pictureGovernmentDesign challengeWorking strategically
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Dealing with the detailSmall steps make changeDesign alters behaviour
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Design DNAExtrapolating from design
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
How best can designers existandflourishwithinthe public sector?
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
WemightnotfitinBut just do it anyway
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Thank youWe would also like to acknowledgeSkills Development ScotlandTony Coultas and the SD&I teamJonathan Clark, Director of the SD&I DepartmentStudents and staff at the Design School, Glasgow School of ArtAll the interviewees who took part in Embedding Design: Changing Our thinking
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
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Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
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Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
2001). London: Design CouncilBurns Colin, Cottam Hilary, Vanstone Chris, Winhall Jennie. (2006) Red Paper 02: Transformation Design. London: Design CouncilCampbell Emily, Coultas Tony, Kimbell Lucy, Maher Lynne, Reason Ben and Roberts Simon. (2010) RSA Design & Society: What is Embedded Design? London: RSA ProjectsCollopy Fred. (2008) Under What Conditions Should Manages Design?Dolan Paul, Hallsworth Michael, Halpern David, King Dominic and Vlaev Ivo. (2010)Mindspace: Influencing Behaviour Through Public Policy. UK: Institute for Government and Cabinet OfficeDubberly Hugh and Evenson Shelley. (2010) Designing for Service: Creating an Experience Advantage. San Francisco: Dubberly Design Office/ Interactions MagazineDubberly Hugh and Pangaro Paul. (2009) Cybernetics and Service-Craft: Language for Behavior-Focused Design. San Francisco: Dubberly Design OfficeGash Tom, Hallsworth Michael, Ismail Sharif and Paun Akash. (2008) Performance Art: Enabling Better Management of Public Services. London: Institute for GovernmentGorb Peter. (2003) The Design Management Interface. Ontario: The Association of Registered Graphic Designers of OntarioHolmlid Stefan. (2009) Participative, Co-operative, Emancipatory: From Participatory Design to Service Design. Norway: Dept. of Computer andInfo Science (IDA)Rolfe Heather. (2010) Learning to Take Risks, Learning to Succeed. London: NESTASanders Liz. (2008) An Evolving Map of Design Practice and Design Research. InteractionsWood John. (2008 ) Changing the Change: A Fractal Framework for Metadesign. London: Goldsmiths, University of LondonWood John. (2007/2008) Co-Designing within Metadesign: Synergies of Collaboration That Inform Responsible Practice. London: Professor in Design, Goldsmiths, University of LondonWood John. (2007) Dancing with Disorder: Synergizing Synergies within Metadesign. London: Professor in Design, Goldsmiths, University of London A Wholly Different Leadership Experience. London: The Public Office(2007) Eleven Lessons: Managing Design in Eleven Global Companies. London: Design Council(2006-2010) Introduction to Your Handy Guide to Facilitation. UK: NHS Institute for Innovation and Improvement(2008) Transitioning Stigma: Design-Led Tools for Innovating the Hearing Aid Experience. A Collaboration Between Resound and Designskolen Kolding.Denmark: GN Resound
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
Stuart [email protected]
@gsofa@stuartgbailey
Sarah [email protected]
@wearesnook@rufflemuffin
Sarah Drummond | SnookCo founder + Director of Design
wearesnook.comsarah[at]wearesnook.com@wearesnook
Stuart Bailey | GSALecturer + Product Design
[email protected]@StuartGBailey
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