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UX STRAT Europe 2021: Nur Karadeniz, Ayder Design & Innovation Studio
The document outlines a framework for design-led digital transformation focused on sustainability and system design. It emphasizes the need for businesses to adapt to consumer demand for ethical practices and explores the integration of design thinking and system thinking in solving complex problems. Key components include understanding system dynamics, diagnosing issues within industries like coffee, and leveraging data-driven solutions for efficiency and transparency.
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UX STRAT Europe 2021: Nur Karadeniz, Ayder Design & Innovation Studio
- 1. Design-Led Digital Transformation 1 Nur Karadeniz A System Design Framework Author of System Design Framework @nurdeniz linkedin.com/in/nurkaradeniz
- 2. 2 Founder & DesignPrinciple at Ayder Design & Innovation Business Mentor at Cambridge University - Sustainability CISL Author of System design Framework ACADEMIA UX & RESEARCH INTERACTION DESIGN SERVICE DESIGN INNOVATION SYSTEM DESIGN My design journey Nur Karadeniz
- 3. Koycegiz, Mugla inJune 2021
- 4. Koycegiz, Mugla inAugust 2021
- 5. For the firsttime in human history there is a common agenda for change and sustainability has gone from a nice-to-do to a must-do. Forbes Feb 2021: 90% of executives think sustainability is important for their business but the majority are lacking when it comes to implementation 5
- 6. A fifth ofadults have stopped using a brand over the past 12 months because they thought it had tricked users by ‘green washing’. More than half (52 per cent) of 2,000 UK adults aged 18 to 25 are ‘keeping an eye’ on the business practices of the companies they use. 24th Aug 2021 https://www.independent.co.uk/climate-change/uk-adults-green-washing-brands-b1907262.html 6
- 7. How can wehelp businesses to respond to new consumer demands? 7
- 8. Sustainable Solutions Maximise productivityand profitability by introducing integrated and cost effective solutions that can sustain the business and the planet. 8
- 9.
- 10. “An interconnected setof parts that is coherently organised in a way that achieves its function or purpose.” Donella Meadows, Thinking in Systems What is a system? 10
- 11. Application of designthinking and system thinking to tackle complex problems. S Y S T E M D E S I G N F R A M E W O R K 11
- 12. 12 H U MA N E X P E R I E N C E Online ordering • Multiple platforms • Multiple partners • Vast amount of data & devices • Partner services - delivery • Human psychology • Ethics • Food supply chain • Environment 12
- 13. System Design User Touchpoint Boundariesof a system Sub Systems Environment Ecosystems 13
- 14.
- 15. Framing Frame the brief Outcomes •Crystallise problem statement • Relevant systems • Scope & plan to research • Partners and skills needed Find and frame or reframe the true problem, and create a plan to solve it. 15
- 16. How might weuse Artificial Intelligence to create efficient job shortlisting? How might we democratise job shortlisting and empower HR teams to hire the best talent? HR system Framing Articulating the problems 16
- 17. Outcomes • Users painpoints • Deeper insights on systems and ecosystems • System influencers & dynamics An end to end understanding of the framed problem and its underlying systems. How the system works, system dynamics, who are effected directly or indirectly by this problem? System Research A collaborative investigation 17
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- 19. 19 • Understand thesystems • Uncover the intangible factors (Risks, fears, ethics, unintended) • Study influencing factors • Examine system behaviours and dynamics • Conduct research activities • Identify user pain points • Facilitate experts conversations • Filter relevant information • Create visual maps System Research Design Thinking Systems Thinking System Research Building rich insights using the right approach and mindset. 19
- 20. System Studies 20 Understanding howsystem works, where it breaks and where to implement strategies. Created by pch.vector Created by rawpixel.com Structures Behaviours 20
- 21. Map the systemand create a visual picture to diagnose the system and identify the change required. Outcomes • System Maps • People pain points & root causes • An aligned view • Solution concepts for change System Analysis Diagnosing the system 21
- 22. Opportunities for Design ProducerCo-Op Exporter Customer Importer Roaster Retailer Intermediary The Coffee Supply Chain How things work? What are the relationships? 22
- 23. 23 Producer Julia Hernandes The amountof farm land is decreasing due to global warming and we are growing less coffee day by day The transportation process to the market is extremely tiring & i have to do it with my kid due to the hours Bringing human stories, pain points and their root cause in system maps. System Analysis
- 24. 24 I usually searchfor coffee places that show where they get their coffee from but it is hard to find reliable sources George Best Producer Co-Op Exporter Customer Importer Roaster Retailer Intermeditary flow maps Payment System The order Get the order Sends the payment Brewing System Sitting Area Hands out coffe Barista Customer Employee Buying Coffee Sit on the cofee shop Bank flow maps Growing Coffee Harvesting The order Export Transportation Market Place Farmers Middleman Bank flow maps Growing Coffee Harvesting The product Farmers Middleman Bank pp21 How can we encourage sustainable, ethical, and transparent practices in the coffee industry? System Maps
- 25. 25 System ideation workshops Whatyou need Expert groups representing key themes in the system (Technology, data, design and domain experts Ideation Fixing problems Solutions for current and future states "What if”scenario validation Data & Tech Ideation New Business Models
- 26. Solution Concepts Designing andbuilding the next level of human experience PERSONALISATION OPTIMISATION COLLABORATION 26
- 27. DATA INSIGHT PLATFORM(DIP) Commercialising data & eliminating food waste OPTIMISATION 27
- 28. Data driven AIand Machine learning solution to Increase efficiency, reduce cost and get information to patients more quickly. COLLABORATION The transformation of Pharmaceutical labelling system
- 29. Framing System Research System Analysis System Roadmap Solution Pilots Solution Concepts UNDERSTAND SYSTEMS DESIGN THE CHANGE System Design Framework Todesign the change with innovative solutions 29 360 view of systems Expert insights & diagnosis Concepts for the change Experimenting with technologies and data Concepts for the change New business models A roadmap to the future state
- 30. • Using emergingtechnologies to experiment solutions • Delivering solutions that are mapped out in the system with a clear roadmap for change • Practicing design thinking and systems thinking • Using lenses when looking at macro and micro systems Key learnings • Expert facilitation and collective decision making • Studying systems and becoming comfortable with unknowns 30
- 31. Most businesses areexperiencing uncertainty. Designing at system level will help sustain businesses and not for the cost of our planet. Thank you Nur Karadeniz @nurdeniz linkedin.com/in/nurkaradeniz https://www.linkedin.com/groups/12253411/
- 32. Find out more Jointhe LinkedIn group - System Design Practice https://www.linkedin.com/groups/12253411/ Email [email protected] Connect on LinkedIn Nur Karadeniz linkedin.com/in/nurkaradeniz Sign up for upcoming book System Design Framework https://systemdesignpractice.com/new-book