Class from Matt Marsch

What is Human Centered Design? Do you realize that we, the designers of the future, have a say and responsibility in what we will produce in the future? Is there any other types of design? Or is this it? 

We should use ANABC to define whether it is useful or not what we are doing, because in the end, that is what matters. Who is your Audience? What Needs does it meet? What Approach do you use? What Benefits of your approach will meet the audience? What Competition exists? 

Oh and the expression of a brand should meet the experience people have of a brand. Something I wish I could have said in my former job.

I am not sure if it made me a lot wiser or if it gave me many more subjects to think about. What I can tell you is this. Matt triggered all my senses to go out and about and find answers, for this moment, that I can test. He pushed us to ask the stupid and obvious, I will. The picture above was the conclusion of Matt three principles that will get us there expressed in three shapes.

I could relate what he said to things I have read in both Originals and the Lean Start up from Eric Ries. Like Ries he explained the importance of asking ‘why’ 5 times, to get to the bottom of matters. 

Long story short: ask smart questions! 


Ian Dodds, lecture


Consultancy in Diversity and Inclusion, a lecture from Ian Dodds (founder of Ian Dodds consultancy

A couple of days ago I proposed to write an essay about the influence of cultural diversity in organisations when designing services and innovations. You can imagine how delighted I was to hear that we would get a 5 hour class about creating the right setting of diversity in a company: inclusion. My excitement was answered, Ian told with passion about the successes he has created in various companies. Not just the stories but also how he did that and how he showed managers what was lacking in their company. 

Diversity has not only to do with ethnical or gender differences, there are more layers of diversity that set a tone for a company. Also we focus a lot on how different we are although you might want to built on each others’ similarities. I agreed with most of what Ian proposed. But the top-down implementation makes me hesitate to say it would still work nowadays. I think that many company organisations and people are changing to a more horizontal approach of innovation. If I can use the words of Jan Rotmans, professor in transitions, I would say: our time is about exchange and sharing in all directions, we don’t trust the top-down messages as much as we used to. We are in a change of times in these decades, finding out how our new system will look.