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Five habits for the front-end PD&I May 2016
Five habits for the front-end
PD&I May 2016
My journey
Mech Eng
Industrial design
Product strategy
Lipstick on a gorilla
Title Sub-headingSeymour Powell Foresight
Clarity at the front-end
‘ You can use an eraser on the drafting table or a sledge hammer on the construction site.’ Frank Lloyd Wright
CDOs bring more high-level challenges Rise of design
Jonathan IveErnesto QuinterosEric QuintStefano MarzanoSean CarneyPeter Schreyer
Mauro Porcini
2006 11 12 13 14 15
Working out what to do next around products ...and why
Five habits for the front-end
Mix rigour with creativity
Frame the challenge … frankly
Walk around the problem
Envision in the round
Prototype and learn
Frame the challenge
Combine perspectives
Zoom in and out
Envision in the round
Prototype and learn
Frame the challenge
Combine perspectives
Zoom in and out
Envision in the round
Prototype and learn
Frame the challenge
Combine perspectives
Zoom in and out
Envision in the round
Prototype and learn
Frame the challenge
Combine perspectives
Zoom in and out
Envision in the round
Prototype and learn1 2 3 4 5
Frame the challenge
Combine perspectives
Zoom in and out
Envision in the round
Prototype and learn
Mix rigour with creativity
Frame the problem… frankly
Walk around the problem
Envision in the round
Prototype and develop
Mix rigour with creativity
Analyticalthinking
Intuitivethinking
50/50 mix
‘ The most successful companies in the years to come will balance analytical mastery and intuitive originality in a dynamic interplay.’ Roger Martin, ‘The Design of business’, 2009
Balanced thinking
Analytical Intuitive
Ambidextrous thinkingMix rigour with creativity
Designers’ brainMix rigour with creativity
Mix rigour with creativity
Intuitive leaps + getting the data
Mix rigour with creativity
Frame the problem… frankly
Walk around the problem
Envision in the round
Prototype and develop
Frame the challenge
Combine perspectives
Zoom in and out
Envision in the round
Prototype and learn
Source: Roger Martin, ‘The Design of business: Why design thinking is the next competitive advantage’, 2009
Mystery
Heuristic
Algorithm
Unexplained problem
Rule of thumb
Replicable success formula
Knowledge Funnel
Frame the problem… frankly
Frame the problem… frankly
Beyond the briefing buzzwords
Premium Intuitive
White space / blue ocean
New revenue streams
DisruptiveTransformative
Sustainable advantage
Seamless end-to-end experience
Contemporary and authentic
Like Apple/Uber
Title Sub-heading
Frame the problem… frankly
Frame
Slide 20Section
‘ A good strategy honestly acknowledges the challenges being faced and provides an approach to overcoming them…. Bad strategy tends to skip over pesky details such as problems.’ Richard Rumelt, ‘Good Strategy, Bad Strategy’, 2011
Framing drives focus
Frame the problem… frankly
‘ It was about being very focused and not trying to do too much… the key was getting rid of stuff.’ Jonathan Ive quoted in ‘The guts of a new machine’, New York Times, 30 November 2003
‘ Focus is about saying no. No, no, no.’ Steve Jobs, Apple WWDC ‘97
Section
Title 1 line
Framing is about finding the most fruitful way to define the problem
Section
Title 1 line
It also helps to assess whether it’s the right challenge to take on
Mix rigour with creativity
Frame the problem… frankly
Walk around the problem
Envision in the round
Prototype and develop
Frame the challenge
Combine perspectives
Zoom in and out
Envision in the round
Prototype and learn
Slide 26Section
Title 1 line Walk around the problem
The future is hazy
Users Experts
Trends
Technological potential
Learnings from parallel markets
Market data
Multiple lensWalk around the problem
Synthesise across boundaries
‘ Laser intelligence probes deeply into a topic, but ignores opportunities to cross-pollinate... Searchlight intelligence may not probe as deeply but is always scanning the environment and [spotting] connections across spheres.’
Howard Gardner, ‘Five Minds for the Future’, 2007
Walk around the problem
Viable Feasible
DesirableDVF workshopsWalk around the problem
Walk around the problem
Bottom-up + top-down
Big idea
Mix rigour with creativity
Frame the problem… frankly
Walk around the problem
Envision in the round
Prototype and develop
Frame the challenge
Combine perspectives
Zoom in and out
Envision in the round
Prototype and learn
Envision in the round
Inspirational and vivid goal
Envision in the round
A north star
Envision in the round
Work from the future backwards
‘ Strategy must be created from the future backwards.’ Gary Hamel
2015 2016 2017 2018 2019 2020
Core message
Dolor sit amet, consectetur adipiscing elit. In pellentesque nisi sit amet ipsum volutpat id nulla turpis. Proin sollicitudin mi in massa viverra aliquam.
Envision in the round
‘ Never make forecasts – especially about the future’ Sam Goldwyn
Cynicism about foresight
TitleSubtitleFuture is too important to be left to charlatans
‘ The future is part of every designer’s job description.’ Mark Newson
Envision in the round
Section
Title 1 lineForesightEnvision in the round
Being‘ prescient about the size and shape of tomorrow’s opportunities’
Section
Title 1 lineForesightEnvision in the round
Being‘ prescient about the size and shape of tomorrow’s opportunities’ by building an ‘assumption base about the future’
Section
Title 1 lineForesightEnvision in the round
Being‘ prescient about the size and shape of tomorrow’s opportunities’ by building an ‘assumption base about the future’ based on ‘deep insights into the trends.’ Gary Hamel & C.K. Prahalad, ‘Competing for the Future’, 1994
Section
Title 1 lineForesightEnvision in the round
Makes sense of a world in flux
Situates strategy within a future context
Section
Title 1 lineForesightEnvision in the round
Makes sense of a world in flux
Situates strategy within a future context
But’s it’s not about predicting the future.
Trends provide reference points in a future context
Envision in the round
PropositionVision
Keep the vision high-levelEnvision in the round
Concrete and differentiated offer
Inspirational and vivid goal
Vision
Proposition
Propositions are more tangible
Envision in the round
Vision
Proposition v1 Proposition v2 Proposition v3
2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
Time horizonsVisions are long-term, propositions evolve
Envision in the round
Envision in the round
Holistic thinking
Competitive positioning
Business model
Customer experience
Mix rigour with creativity
Frame the problem… frankly
Walk around the problem
Envision in the round
Prototype and develop
Frame the challenge
Combine perspectives
Zoom in and out
Envision in the round
Prototype and learn
Start learning earlyPrototype and develop
Time
Conceptual
Concrete
Fide
lity
Prototype
Prototype
Prototype
Prototype
Prototype
TestLearn Improve
Frame the challenge
Combine perspectives
Zoom in and out
Envision in the round
Prototype and learn
TestLearn Improve
Frame the challenge
Combine perspectives
Zoom in and out
Envision in the round
Prototype and learn
TestLearn Improve
Frame the challenge
Combine perspectives
Zoom in and out
Envision in the round
Prototype and learn
TestLearn Improve
Frame the challenge
Combine perspectives
Zoom in and out
Envision in the round
Prototype and learn
Prototype and develop
Wizard of Oz techniques
Proposition prototyping
Prototype and develop
Mixing methodsPrototype and develop
Functioning digital Digital mock-up Paper
Five habits for the front-end
Mix rigour with creativity
Frame the challenge … frankly
Walk around the problem
Envision in the round
Prototype and learn
Frame the challenge
Combine perspectives
Zoom in and out
Envision in the round
Prototype and learn
Frame the challenge
Combine perspectives
Zoom in and out
Envision in the round
Prototype and learn
Frame the challenge
Combine perspectives
Zoom in and out
Envision in the round
Prototype and learn
Frame the challenge
Combine perspectives
Zoom in and out
Envision in the round
Prototype and learn1 2 3 4 5
Title Sub-heading
Five habits for the front-end
Ambiguity
Title Sub-heading
Five habits for the front-end
Scope
Title Sub-heading
Five habits for the front-end
Frame
Title Sub-heading
Five habits for the front-end
Analyse
Title Sub-heading
Five habits for the front-end
Synthesize
We join the dots
@kevinmccullwww.plan.london
