Rosenverse

This video is only accessible to Gold members. Log in or register for a free Gold Trial Account to watch.

Log in Register

Most conference talks are accessible to Gold members, while community videos are generally available to all logged-in members.

Creativity and Principles in the Flourishing Enterprise
Gold
Friday, June 15, 2018 • Enterprise Experience 2018
Share the love for this talk
Creativity and Principles in the Flourishing Enterprise
Speakers: Richard Buchanan
Link:

Summary

For all of our sophisticated and often technical discussions of user experience, there is one area of experience that we have found difficult, if not impossible, to consider with the same degree of sophistication. In a time when we are obsessed with big data and facts, we have forgotten how to talk about principles and creativity without resorting to theories of cognitive psychology and the social sciences. My presentation will introduce a different perspective on creativity that goes beyond the craft of design process and will explore what principles are as the foundation of the flourishing enterprise. We are coming to a time when our ability to understand what is significant in human experience will affect not only the users of our products and services but all of those who participate in our most creative enterprises.

Key Insights

  • Fourth order design involves systemic and organizational change requiring strategic conversations rather than traditional design control.

  • Design thinking integrates engineering, marketing, and strategy, with modern marketing preparing users for future products.

  • Principles in design are more than guidelines; they provide unity and a value framework to products, systems, and experiences.

  • Creativity is a mental shift in perception, breaking fixed categories and merging opposites to create new meanings.

  • Intuition plays a vital role in creativity as the ability to grasp important connections and organizing principles.

  • Buchanan warns that user experience often misses the broader concern of the human experience of people.

  • The four kinds of customers proposed by Philip Kotler offer a framework for evolving client relationships, with 'neighbors' and 'friends' representing deeper engagement.

  • Many large institutions overlook deep principles in favor of competitive positioning and short-term profit.

  • Applying fourth order design has led to notable social innovations in tax systems in Australia and South Africa.

  • Facilitation and humble service are emerging as key roles for designers in facilitating organizational and social transformation.

Notable Quotes

"Marketing and strategy are part of design."

"The new marketing is about preparing users or customers for the new kinds of products that will emerge as time moves forward."

"Fourth order design is about understanding the system structure and how we intervene to create new pathways of experience."

"In fourth order design, the designer steps back and becomes the facilitator of discussions by others."

"We tend to confuse the experience of people with user experience, and I’m less interested in user experience than in the experience of people."

"Sustainability is dead because we don’t know what to sustain; we need to create flourishing communities instead."

"Principle is an idea or value that gives unity and organization to a product, system, service, and human experience."

"Creativity means a change in perception, from the familiar to the unfamiliar, even initially ridiculous."

"Intuition is the ability to see a connection so important that you could build a system out of it."

"Design is a service profession, a humble profession, less significant than the lives of the people we serve."

Ask the Rosenbot
Melinda Belcher
Insider preview of Enterprise Experience 2020 (Videoconference)
2020 • Enterprise Community
Liza Pemstein
Scaling Research Via an Ops First Model at Clever
2023 • Advancing Research 2023
Gold
Alla Weinberg
Design Teams Need Psychological Safety: Here’s How to Create It
2022 • DesignOps Summit 2022
Gold
David Cronin
Discussion
2015 • Enterprise UX 2015
Gold
Bria Alexander
Welcome
2022 • DesignOps Summit 2022
Gold
Theresa Neil
Just Build Me a Dashboard! (Videoconference)
2019 • Enterprise Community
Marina Martin
Lives on the Line: The Stakes of UX at the Scale of Government
2018 • Enterprise Experience 2018
Gold
Emily Danielson
“I mean, I can lift a shovel”: Design Skills in Disaster Response
2022 • Design at Scale 2022
Gold
Jules Monza
Use These Words and Count These Things
2024 • DesignOps 2024
Gold
Hugh Dubberly
Problems with Problems: Reconsidering the Frame of Designing as Problem-Solving (Videoconference)
2019 • Enterprise Community
Kristin Skinner
Opening Keynote: Org Design for Design Orgs
2017 • DesignOps Summit 2017
Gold
Natalie M. Dunbar
DesignOps and Content Strategy: Envisioning the Future Together
2021 • DesignOps Summit 2021
Gold
Laura Schaefer
DesignOps: A Conduit for Inclusion
2022 • DesignOps Summit 2022
Gold
Christopher Geison
Theme 1 Intro
2024 • Advancing Research 2024
Gold
Saara Kamppari-Miller
DesignOps for Inclusive Design and Accessibility (Videoconference)
2022 • DesignOps Community
Sam Proulx
Designing For Screen Readers: Understanding the Mental Models and Techniques of Real Users
2021 • DesignOps Summit 2021
Gold

More Videos

Catt Small

"Titles mean different things at different companies, so asking about expectations for levels is critical."

Catt Small Micah Bennett Brian Carr Jessica Harllee

What's Next for ICs: Exploring Staff and Principal Designer Roles (Videoconference)

February 22, 2024

Jennifer Kong

"The current LLM models are great at summarizing, but they’re not so great at capturing exact details."

Jennifer Kong

[Case study] Journeying toward AI-assisted documentation in healthcare

June 5, 2024

Sara Logel

"Our stakeholders and colleagues are users too, and the product we’re sharing is the research and learnings."

Sara Logel

Your Colleagues are Your Users Too

March 29, 2023

Veevi Rosenstein

"Having a pool of interested users and tracking their participation helps avoid participant fatigue and internal bottlenecks."

Veevi Rosenstein

Building for Scale: Creating the Zendesk UX Research Practice

January 8, 2024

Michelle Bejian Lotia

"Researchers can do more narrowly focused new questions because they see what we’ve already done."

Michelle Bejian Lotia Anne-Marie Morell

Rolling Out a Repository: How Zapier Centralizes Insights from Across their Organization

March 28, 2023

Tutti Taygerly

"Share your story, be vulnerable, go first, and reveal what truly matters to you."

Tutti Taygerly

Videconference: How to Work with Difficult People with Tutti Taygerly

June 25, 2020

Patrick Commarford

"We created tiers of support where the gold standard, embedding designers, is reserved for priority one through three projects."

Patrick Commarford

Design Staffing for Impact

January 8, 2024

Frances Yllana

"Cultivating a leadership ecosystem that thrives on rapid change is key to sustainable impact."

Frances Yllana

Theme 2 Intro

September 24, 2024

Mujtaba Hameed

"Engineering organizations like familiar frameworks; speak their language visually as well as verbally."

Mujtaba Hameed

Frameworks for Excellence: Using Visual Thinking and Communication to Elevate Your Research

March 26, 2024