Keynote at ICEEFEST 2018 – Designing Services using DesOps for Industrial Revolution 4.0

 

Design as a practice is undergoing significant change within the product-service continuum. Seismic shits in the era of cognitive commuting that includes Artificial Intelligence, Machine Learning, IoT, IoE and 5G networks, means that we have to deal with increasing complexity as Industrial Revolution 4.0 disrupts every sector transforming all manner of products and services.  The growing and dominant role of Agile Development methodologies and the need to collaborate at speed, has precipitated the emergence of Design Operations (DesOps) as means to integrate service design and user experience design within the lean organisation using Agile Development.

Agile Development is an umbrella term for several iterative and incremental software development methodologies. The most popular agile methodologies include Extreme Programming (XP), Scrum, Crystal, Dynamic Systems Development Method (DSDM), Lean Development, and Feature-Driven Development (FDD) where the emphasis on building and releasing code, features and products. Alongside the emergence of Agile Development has been the adoption of Design Thinking and User Centred Design to design and develop products and services that are both usability and intuitive to use. 

Service Design is set of principles and practices of design that is being adopted by a wide range of sectors as way to deal with complexity when transforming organisations and their offerings. Service design has its origins in banking and financials services and it has now matured into an approach that enables teams to look at complex and interconnected ecosystems consisting of people, places, touchpoints, communications, interactions, processes and systems, and the challenges of transforming and delivering services that result in engaging user experiences to both customers and employees. 

Service design along with other design practices are becoming operationalised so that designers can fully integrated within multi-disciplinary teams using Agile Development methods. The operationalisation of design is referred to as Design Operations or DesignOps or DesOps, and it has emerged as a new paradigm in design practice and project management using a systemised set of design practices and activities to work alongside and dovetail with DevOps (Development Operations) and BizOps (Business Operations).

This paper will explore the principles and practices of DesOps in Service Design, in the design of products and services, and how design activities, processes and toolchains are operationalised to enable designers to integrate and work in a core team (Scrum Team or Tribe) using Agile Development methods. This paper will assert that DesOps requires a systemic change to the way design is used in the development of new products and services in a workflow that is highly collaborative, fast, and lean, to support agile transformation at speed.

Service Design using Design Operations (DesOps) can applied to the design of products and services to create innovative and breakthrough businesses that are capable of generating experience equity and service equity.  This paper explore that principles and practice of Service Design and DesOps and how it changing design practice. This presentation 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.

The world’s businesses, organisations and public services are undergoing seismic changing in the way they operate and deliver value as they transform to become digital first organisations. They are undergoing radial transformation and a period of unprecedented technology change that demands agility, speed and new ways to work together.  As a result there is now a new and emergent field of Design Operations (DesignOps or DesOps) that is part of a new approach to design called Design 4.0. Design 4.0 is a way for organisations to design in Industry 4.0.

UXIstanbul

I was thrilled to be invited to UXIstanbul and deliver a keynote on digital transformation using Service Design.

This presentation discussed new approaches in designing and innovating to deliver transformation that supports businesses working at speed as they drive to disruptive innovation in a range of sectors including Banking, Financial Services, Transport Utilities and Defence as we move swiftly into the era of cognitive computing and Industry 4.0

The presentation outlined and explained strategic, tactical and practical approaches to innovating at speed using Service Design and UX in an approach I’ve termed Design 4.0; a holistic design approach that utilizes a range of practices, processes and tool that help us collaborate radically within organisations to deliver digital transformation and disruption in the era of cognitive computing and Industry 4.0.

I discussed service design, agility and the emergent field of design operations (DesOps) and how they are part Design 4.0. in industry 4.0. Design 4.0 marries BizOps, DevOps and the emerging field of Design Operations (or DesOps) to support design in Industry 4.0 and importantly Design 4.0 features semi-autonomous and fully autonomous computer systems (machines) that assist in design. Design 4.0 as a term has been used in different ways to describe design that is focused on social innovation (GK Van Patter, 2009), but my definition extends its definition to align it with tasks and activities relating to design and in Industry 4.0.

Robotics, artificial intelligence and other cutting-edge technologies can deliver huge benefits where  Government and industry co-operate and in Britain may be able to create 175,000 new manufacturing jobs and generate an extra £455bn if the UK takes full advantage of a “fourth industrial revolution” based on robotics, artificial intelligence and other cutting-edge technologies. That’s the conclusion of a new Government-commissioned report by a group representing some of the UK’s top companies, led by Siemens UK and Ireland boss, Professor Juergen Maier.

Service, experience, interaction and visual design as a set of practices offer strategic and tactical approaches to designing products and services that are proving highly effective in a world that is undergoing a digital transformation. Coupled with Design Thinking and Human Centred Design they have utilised contextual and participatory work with users, actors and customers as part of a participatory design process to gather both qualitative and quantitative data undertaken in an iterative and phased process. Essentially they are analogue in nature and are both people and time intensive.

However, increasingly design is informed with data-derived insights using advancing data collection techniques and processed using increasingly ubiquitous machine learning and cognitive computing applications. A traditional phased design model or lean approach is not always fast enough or efficient in an agile world where bespoke services and user experiences can be configured in an instant to match a users preferences, behaviours and location and their unique circumstances.

Design 1.0 was paper and pen, using physical tools like a ruler featuring a human agent. Design 2.0 was computer assisted design (CAD) featuring applications driven by a human agent. Design 3.0 is assisted design using CAD apps where knowledge based systems learn from the human actor. Design 4.0 is fully autonomous or semi autonomous design that may or may not involved a human actor (a designer, developer or product owner).

For companies to compete in the Outcome Economy as a part of Industry 4.0 that features IoT, machine learning, autonomous systems and cognitive computing requires a new model that I have termed Design 4.0. Design 4.0 comprises of semi-autonomous agile approach that will increasingly feature machine intelligence and a data informed driven strategy that features data garnered using people-to-people, people-to-machine and machine-to-machine interactions. More on this in the coming weeks and months!