systems thinking, rich mapping and conceptual models
TRANSCRIPT
What is a system?
• Collection of “stuff”• Dynamic, complex, interdependent
relationships• Can't be decomposed into linear processes• Can't be separated from the environment or
context in which they occur• Feedback
Leverage Points
• Small changes big effects• Leverage Points
• Access to information• Incentives• Delays
Do Systems Matter?
• GM closes plant in Fremont, California (1982)• Worst quality record• Worst labour relations• Highest employee absenteeism and drug
use
• Toyota opens Fremont plant in 1984• Hires 80% of GM’s workforce• Outstanding quality record
Relevance to Experience Design
• Web is an ecosystem
• Systems within the web• eBay• Blogosphere• Digg, Flickr, MySpace
• Creating, influencing systems that enable experiences
Introducing Systems Thinking
• CATWOE
• Root Definitions
• Rich Mapping/Conceptual Models
• Case study
A Short History of Systems Thinking
• Evolved from “Hard” systems theory in the early 1970’s
• Notable uses of Systems Thinking:• National Health Service - UK - 1970’s• Shell Group - 1980’s• Cooum River Rehabilitation - India -1990’s
Elements of Systems Thinking
1. See the system as a process of inquiry
2. Understand system elements with the “CATWOE” framework
3. Find the “root definitions” of the problem
4. Create models of purposeful activity with Rich Mapping
CATWOE
• C - Customers• A - Actors• T - Transformative Process• W - Worldview• O - Owners• E - Environmental Constraints
Finding root definitions
• A description of a “human activity system” which describes how a transformative process will be undertaken and what is expected as a result.
• Do X by Y to accomplish Z
CATWOE
• C - Homeowner• A - Homeowner• T - Unpainted house to painted house• W - Painting house will enhance appearance• O - Homeowner• E - Hand painting
A self-owned and manned system to paint a house, by conventional hand painting, in keeping with the overall decoration scheme of the property in order to enhance the visual appearance of the property.
Root Definition
A homeowner paints a house by hand to improve its appearance.
• Illuminates the structures behind the structure
• Helps to engage us in thinking about problem solving beyond just “requirements”
• Helps us understand the context(s) in which we are delivering the appropriate IA to the client
Why We Like Systems Thinking
• Keep Systems Thinking simple by choosing basic tools for the initial inquiry
• Iteratively evaluate CATWOE elements as the understanding of them evolves
• Focus on where specific actions exist with respect to system layers
Putting Systems Thinking to Use
The Client
• Large financial services institution• Multiple P&L Silos• Complex stakeholder ecosystem• Distributed accountable-ism• Biggest perceived client challenge: “IA”
Exploring Systems Thinking
The Agency
• New office with little organizational history
• Large, young IA team• Limited experience with large
clients• Biggest perceived challenge:
“Anticipating Changes in Client Needs”
Exploring Systems Thinking
• Used CATWOE framework to help define and model the system elements
• Used Rich Mapping to model parts of the system relative to specific activities and to identify true stakeholder relationships and motivations
How did we use Systems Thinking tools?
• Modeling was not just focusing on actions but on layers
• We defined four layers in the relevant system:• Engagement Level• Project Level• Site Level• Feature Level
• Focused on identifying the relationships within the layers and between the layers
Looking at the Layers of the System
• CATWOE elements change between layers
• CATWOE elements change within layers
• CATWOE elements often do not reflect the formalized project structure.
CATWOE Changes
A business goal driven system to redesign and launch a web application through multi-team distributed collaboration, which fits within existing information technology and legal constraints and results in organic growth that meets specific business metrics.
Root Definition
Project Level CATWOE
• C - E-Business Team• A - Internal Creative Team, IT, Business
Owners, Product Owners, Agency• T - Build and launch new website• W - New website will better support business
goals• O - CFO, IT• E - Geographic displacement, restrictions to
onsite collaboration, competing business goals
• Systems Thinking helps provide a valuable perspective to help frame IA work
• The inquiry based nature of Systems Thinking helps keep design based initiatives on top of perceived changes to the system
• Used on its own, Systems Thinking is not executional enough to effect system change
• The core tools of Systems Thinking provide value to IAs even with limited use
Lessons We’ve Learned
• Using CATWOE to frame personas• users as actors, business as customers
• Model different perspectives of a system• How do different groups perceive W? • How do they perceive T?
• Effect short-hand way of starting the conceptual modelling process
Leveraging CATWOE