Digital design as a practice is undergoing change within the product-service continuum in the outcome economy. Seismic shifts in the era of cognitive commuting that includes AI, machine learning, IoT, IoE and born-in-the-cloud apps means that we have to deal with increasing complexity as the Industrial Revolution 4.0 disrupts every sector, transforming all manner of services and the products we use.
The increasingly dominant role of agile methodologies and the need to collaborate as we deliver outcomes at speed has precipitated the emergence of design operations (DesOps). DesOps is a way of systemising design practices and using a new and distinct set of approaches and activities to work alongside and dovetail with DevOps (development operations) and BizOps (business operations).
DesOps, in the design of products and services, is concerned with the operationalisation of service, UX and UI design practices where designers work in a core team (or tribe) to share research, apply data insights and then formulate and test hypothesis-driven design (HDD).
HDD is used to set goals based on a target state and deliver outcomes (rather than outputs) in an iterative and agile approach of ‘design, build, test and measure’. DesOps requires a systemic change to the way design is used in the development of new services in a workflow that is highly collaborative, fast and lean to support transformation at speed and with agility.
This presentation will look at the principles, practices and value of service design using DesOps and how this can applied to the design of products and services. It will explore how service design and DesOps as a philosophy and practice is changing the tools and activities used by designers within core teams using agile approaches.
I will draw upon examples from across a range of sectors and focus on project work undertaken within financial services. This session will show how DesOps can be applied to deliver impactful transformation, improve design capability and capacity while working at speed to significantly reduce the time to market of innovative and user-centric products and services.
About the Speaker
Peter Fossick is a seasoned design director specialising in service design, UX design and disruptive innovation using a range of approaches to deliver disruptive omni-channel and customer-centric experiences within the service-product continuum for the Outcome Economy.
Peter has worked across diverse sectors with top tier global corporations and start-ups in the USA, Europe, the Middle East and North Africa, China and Australia.
His project and client experience includes: AMP, Schroders-Cazenove, GM, Fairfax Media, IBM, Lloyds Banking Group, The Saudi Ministry of Health, Standard Chartered Bank, WilliamHill Online and many more.
With a proven track record in successful boot-strapping and scaling start-ups at speed, Peter is an angel investor in several companies in the USA and UK. He has established Argo Investments to invest in start-ups.
As an academic, Peter has established the IXSD Academy and he developed the first BFA & MFA in service design in the USA, as well as groundbreaking undergraduate and postgraduate curricula in design thinking, HCD, product design, UX design and interaction design as well as in innovation and design management in the UK, USA and SE Asia.