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"Embedding creativity techniques and tools into service design processes" by Neil Maiden. Presented at "Creativity in Design", UXPA UK event, April 2014
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Embedding Creativity Techniques and Tools into Service Design Processes
Neil Maiden Professor of Systems Engineering
Centre for Creativity in Professional Practice
What’s in the Talk 1. Creative requirements processes
– Challenging the role of requirements elicitation
– Creative experiences in requirements projects
2. Creativity workshops – Processes underpinned with
creativity models 3. Creativity in service design
– Coupling design artefacts and creativity techniques
4. Let’s work together
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The Reality about Requirements Understand that
– Elicited requirements limited by perceptions of what is possible
– Customers are frequently rear-view mirrors – People don’t separate requirements from design
Requirements encapsulate creative thought – Stakeholders already thinking about future
Denys Lasdun – “Our job is to give the client, on time and on cost,
not what he wants, but what he never dreamed he wanted; and when he gets it, he recognizes it as something he wanted all the time”
Centre for Creativity in Professional Practice
A Real-World Example Removed key constraint: weather variability
Centre for Creativity in Professional Practice
Steam catapults; glided approaches; weather-adapted approach routes
.. not what they wanted, but what they never dreamed they wanted..
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A Second Real-World Example Specifying concept for new conflict resolution support
– Indian textile expert encouraged incubation about requirements on patterns
– French ATCos highlighted need for aesthetics in generated resolutions
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...not what they wanted, but what they never dreamed they wanted..
Rich storyboards to describe concept of operation for multi-sector planning
– Complete system view – Film screenplay techniques – Constructed 2 large
storyboards for whole system over 4 hours period
– Participants invented semantics of storyboard
– Tactile and flexible – Ownership important
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A Third Real-World Example
.. not what they wanted, but what they never dreamed they wanted..
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A Prototypical Definition of Creativity Sternberg and Lubart (1999) define creativity as
– “the ability to produce work that is both novel (i.e. original, unexpected) and appropriate (i.e. useful, adapted to task constraints)”
Novel with respect to – H-Creativity: historically creative – new to person-kind
(Boden 1990) – P-Creativity: psychological creative – new to the person,
but not to person-kind or others (Boden 1990) – S-Creativity: situated creativity – a designer or reasoner
had an idea for a specific task novel in that particular situation or domain (Suwa et al. 2000)
Engenders surprise – Deviation in patterns of outcomes (Maher et al. 2013)
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Creativity Workshops in Requirements Projects A space for creating and inventing ideas
Invent ideas with which to write specifications
Creativity workshop
Understanding of current situation
Possible technical solutions
Outline use case model
Overview of future system
Storyboards for key use cases
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Creativity Workshops
Pin boards structured
by use case
System models
available to all
U-shaped table for talks
and report backs
Games to encourage playfulness
Colour-coded snow
cards for ideas
Facilitated guidance at
all times
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Creativity Workshop Structure Design informed by existing creativity models Integrate with established requirements methods
Workshop period
Diverge Preparation
Incubation
Illumination
Verification
Diverge
Workshop period
Converge
Preparation
Incubation
Illumination
Verification
Daupert 2002
Poincare 1982
time
Two-day workshops
Encourage exploratory,
combinatorial or transformational
creativity
Encourage exploratory,
combinatorial or transformational
creativity
Boden 1990
Model
Revised Model
Revised Model
Shared input/output models
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Eurocontrol’s DMAN System [DIS’2004]
Departure manager for major European airports – Sponsored by Eurocontrol – Applied RESCUE over 12-month period – Joint project involving UK and French national bodies – Applications including Heathrow & Charles de Gaulle – 16-20 key stakeholders participated for two days
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Eurocontrol’s MSP System [RE’05]
Multi-Sector Planning (MSP) – Gate-to-gate scheduling of aircraft across European
national boundaries – Manage controller complexity levels – Redesign controller work – Co-ordinate existing systems
16-20 key stakeholders participated for two days Operational Concept of Use
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Service Design Thinking Design Thinking (Lockwood 2010)
– Observation, collaboration, fast learning, visualization of ideas, rapid prototyping and concurrent business analysis
5 Principles [Stickdorn & Schneider 2010] 1. User-centred: services should be experienced
through customer’s eyes 2. Co-creative: all stakeholders should be included in
design process 3. Sequencing: service should be visualized as a
sequence of interrelated actions 4. Evidencing: intangible services should be visualized
in terms of physical artefacts 5. Holistic: entire environment should be considered
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Coupling – Hinging – Design Artifacts with Creativity Techniques
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Combine – Evidencing, sequence and co-creation with – Explicit creative thinking techniques
In principled manner – Creative thinking as complex search problem – Information search, idea discovery (Kerne et al. 2008) – Pairwise combination of artifact and technique
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Desktop Walkthrough, Creativity Triggers Desktop walkthrough
– Small-scale 3D model of service environment
– Build environment out of props, toys and objects
– Explore emerging interactions
Creativity triggers – Guidelines to converge
on ideas with qualities associated with innovative outcomes
– Connection, information and choice, convenience
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Redesigning North Finchley Town Team
Destktop walkthrough of different uses of town centre Creative stimulation of design ideas, not just problems and needs
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Making Your Work More Creative Opportunities for collaboration
– Redesign your current requirements and service design processes
– Facilitate your creativity workshops
– Train you to use more creativity techniques
– Guide you to use our technologies for creative requirements work
Contact – [email protected] – @NeilMaiden
Centre for Creativity in Professional Practice