The commodisation of design tools

When it comes to customer centric innovation and digital transformation processes, design tools and methodologies provide a solid framework for organisations to understand the user behaviors and develop relevant solutions.

Nevertheless, designing services or experiences is not simply a matter of conducting contextual interviews, building journey maps and leveraging user needs to drive all the decisions from ideation to implementation. In a moment in which human beings are finally the center of attention of companies and professionals across all industries, the quality of research insights and design outcomes is often surprisingly flat, raising concerns around the value and relevance of what we do.

Design tools are indeed useless without a radical shift in perspective: less interviews with users and more conversations with human beings; dedicate time and space to embrace nuances and complexity instead of only scratching the surface of problems to move faster; transition from designing for users to designing with users, becoming ourselves enabling tools for people to shape meaningful solutions.

1. @s_designtools
From executing a task to a shift in perspective
!e commodisation
of design tools
UX LAUSANNE / 2017

2. Roberta Tassi The Commodisation of Design Tools

3. Roberta Tassi The Commodisation of Design Tools

4. INDIVIDUALCOMMUNITY
ASSESS
& TREAT
EDUCATE
RESPECT
TRUST
SUPERVISOR HEALTH CENTER DISTRICTSUPPLIES
REPORT
COACH
SUPPORT
REPORT
REPORT
INSTRUCT
SUPPLIER
TRAINING SERVICE DELIVERY REVIEWING RESUPPLY REWARDINGRECRUITING UPGRADING
CHW
ASSESS TREAT EDUCATE REPORT Roberta Tassi The Commodisation of Design Tools
design ethnography
participatory design
information visualisation

5. Roberta Tassi The Commodisation of Design Tools
UX SD
digital transformation

6. Roberta Tassi The Commodisation of Design Tools

7. Roberta Tassi The Commodisation of Design Tools Roberta Tassi The Commodisation of Design Tools

8. Roberta Tassi The Commodisation of Design Tools Roberta Tassi The Commodisation of Design Tools

9. Roberta Tassi The Commodisation of Design Tools
Roberta Tassi The Commodisation of Design Tools
what are the risks

of treating design tools 

as commodities?

10. Roberta Tassi The Commodisation of Design Tools
TOOLS AND METHODS
AT SCALE

01

11. Roberta Tassi The Commodisation of Design Tools

12. Roberta Tassi The Commodisation of Design Tools
Erik Stolterman
Professor
Methods and tools can help
designers […] but they can not in any
way predict or guarantee any form
of quality of the outcome.
Roberta Tassi The Commodisation of Design Tools

13. Roberta Tassi The Commodisation of Design Tools
Richard Ekelman
Service Design Director
You are not your @#%! 

map […] Design has got
batten down in mapping 

as a destination.
Roberta Tassi The Commodisation of Design Tools

14. Roberta Tassi The Commodisation of Design Tools
PEOPLE AND SKILLS
STRETCH
02

15. Roberta Tassi The Commodisation of Design Tools

16. Bridget Monahan
Maya Design
Design researchers have
started to work in fast and
agile processes that don’t leave
time for depth and nuances.
Roberta Tassi The Commodisation of Design Tools

17. Brené Brown
Researcher
Empathy is a difficult choice […]
in order to connect with you, 

I have to connect with something
in myself that knows that feeling.
Roberta Tassi The Commodisation of Design Tools

18. Roberta Tassi The Commodisation of Design Tools
ORGANISATIONAL
IMPACT
03

19. Roberta Tassi The Commodisation of Design Tools

20. Erika Hall
Mule Design
It doesn’t matter how much work you
have done if the people who have
acquired the most knowledge write 

a report and move on.
Roberta Tassi The Commodisation of Design Tools

21. Erik Flowers
Practical Service Design
What you ship is a recipe you don’t
personally cook […] so you’re not so much
shipping as you are becoming a facilitator,
guide, advisor, and leader.
Roberta Tassi The Commodisation of Design Tools

22. DISCOVER DESIGN DELIVER
Roberta Tassi The Commodisation of Design Tools
Nothing unexpected
but it’s ok
We know exactly
what to do!
PROCESS
VALUE

23. DISCOVER DESIGN DELIVER
Roberta Tassi The Commodisation of Design Tools
PROCESS
VALUE
It’s more complex than
what we thought
We’re on
the right path!

24. Roberta Tassi The Commodisation of Design Tools
Milan

2014

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26. Roberta Tassi The Commodisation of Design Tools
BANK DIRECTOR
from insights to ideas

27. Roberta Tassi The Commodisation of Design Tools
MARKETING AND COMMUNICATION TEAM
concept refinement & development

28. Roberta Tassi The Commodisation of Design Tools
CLIENT
prototyping and testing
EMPLOYEE
IT TEAM

29. A SUCCESSFUL CO-CREATION STORY
Roberta Tassi The Commodisation of Design Tools
INNOVATION OFFICER
pilot phase
EMPLOYEE
CLIENT

30. Roberta Tassi The Commodisation of Design Tools

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32. Roberta Tassi The Commodisation of Design Tools
SEPT 2014

33. Roberta Tassi The Commodisation of Design Tools JUNE 2015

34. Roberta Tassi The Commodisation of Design Tools
Nairobi, Cape Town

2015

35. Roberta Tassi The Commodisation of Design Tools

36. frog
Roberta Tassi The Commodisation of Design Tools

37. Roberta Tassi The Commodisation of Design Tools

38. Roberta Tassi The Commodisation of Design Tools ETH
N
OGRAPHIC THIN
K
I
N
G
S
T
R
A
TEGIC THINKIN
G
1 2 3
5-10
30-60
60+
TECH IDEA TECH-BASED SOLUTION
LEARNING DESIGNING TESTING

39. Roberta Tassi The Commodisation of Design Tools
learning with the community

40. TRAINING SENSORS RESPONSE TEAM FIGHTING TOOLS MICROINSURANCE PREVENTION DETECTION REBUILDRESPONSE FIRE LIFECYCLE
Roberta Tassi The Commodisation of Design Tools
product-service mix

41. Roberta Tassi The Commodisation of Design Tools
designing with the community

42. OPTIMIZE
CERTAIN TOOLS
FOR LOCAL
CONTEXT
DEFINE AN
EFFECTIVE
GO-TO-MARKET
STRATEGY
READY!
LOCAL ALLIANCE
INSUR.
UNIV.
...
INBOUND OPERATIONS OUTBOUND
BUILDING PARTNERSHIPS
STRATEGIC
PLANNING OF
GEOGRAPHICAL
AREAS TO TARGET
DEFINE AND
CONTACT A
SENSOR
PRODUCER
REACH OUT TO
THE LOCAL
OFFICES
INVOLVED
PREPARE THE
SERVICE
IMPLEMENTATION
KIT
SIGN FINAL
AGREEMENT
WITH ALL THE
PARTNERS
IDENTIFY
FUNDING SYSTEM
AND CONTACT
INSITUTIONS
DEFINE COST AND
OUTLINE THE
PRODUCTION
PLAN
SIGN OFF PRODUCTION DISTRIBUTION STRATEGYDELIVERY
GLOBAL COMMITTEE
LOCAL NGO
LOCAL PARTNERS
FIRE CLUB MANAGER
SENSOR PRODUCER
FUNDING INSTITUTION
ACCEPT TO FUND
THE PROJECT AND
SIGN A DETAILED
AGREEMENT
MAKE INITIAL
PROJECT FUNDING
AVAILABLE TO
START
IDENTIFY AND
CONTRACT A
LOCAL FIRE CLUB
MANAGER
OVERVIEW
INTERVIEW AS
FIRE CLUB
MANAGER + SIGN
THE CONTRACT
LEARN ABOUT THE
TOOLS FOR
PROJECT
IMPLEMENTATION
ACCEPT THE CALL
AND INFORM
LOCAL
GOVERNMENT
ALLOCATE
RESOURCES AND
LOOK FOR LOCAL
PARTNERS
ACCEPT THE
CALL AND SIGN
DETAILED
AGREEMENTS
PRODUCE
FIRE SENSORS
AND
MOTHERBOARDS
DELIVER
HARDWARE TO
THE LOCAL
TEAM
DELIVER THE KIT
TO LOCAL TEAMS
AND FIRE CLUB
MANAGERS
STOCK THE FIRE
SENSORS AND
MOTHERBOARDS
IN A WAREHOUSE
AWARENESS TRAINING INSTALLATION MAINTENANCEUSE
COMMUNITY ENGAGEMENT
DEMONSTRATE
THE SERVICE TO
COMMUNITY
LEADERS
PAY FOR AN
ANNUAL
SUBSCRIPTION
(LOAN)
DEMONSTRATE
THE SERVICE TO
COMMUNITY
MEMBERS
SUBSCRIPTION BUILDING THE RESPONSE TEAM SERVICE ACTIVATION
COMMUNITY MEMBERS
COMMUNITY LEADER
WELCOME THE
PROJECT AND SET
COMMUNITY
MEETINGS
SUPPORT THE FIRE
CLUB MANAGER
MOBILIZING THE
COMMUNITY
RESPONSE VOLUNTEERS
COLLECT
SUBSCRIPTIONS
FROM COMM.
MEMBERS
80%
SUPPORT
DEMONSTRATION
AND EXPLAIN THE
SERVICE VALUE
SUBSCRIBE WITH
THE COMMUNITY
LEADER (EACH
HOUSEHOLD)
LEARN ABOUT
THE SERVICE AND
DISCUSS WHAT
TO DO
SELECT A
COMMUNITY FIRE
WARDEN AND
RESPONSE TEAM
APPROVE THE
COMMUNITY FIRE
WARDEN AND
RESPONSE TEAM
SUPERVISE THE
FIRE WARDEN AND
RESPONSE TEAM
SELECTION
OFFICIALLY
RECOGNIZE THE
COMMUNITY
RESPONSE TEAM
TRAIN THE
COMMUNITY
RESPONSE
TEAM
INSTALL FIRE
STATION AND
SENSORS IN THE
COMMUNITY
ORGANIZE
A FIRE
SIMULATION IN
THE COMMUNITY
COMMUNITY FIRE WARDEN
VOLUNTEER TO
BECOME THE
COMMUNITY FIRE
WARDEN
RECEIVE TOOLS &
INFO TO EXECUTE
AND MAINTAIN
THE SYSTEM
VOLUNTEER TO
BE SPECIFICALLY
TRAINED ON FIRE
RESPONSE
LEARN ABOUT
FIRE EDUCATION,
PREVENTION AND
RESPONSE
GET REFRESHER
TRAINING ON FIRE
PREVENTION AND
REPONSE
GET REFRESHER
TRAINING ON FIRE
PREVENTION AND
REPONSE
SUPPORT FIRE
SENSORS AND
STATION
INSTALLATION
EVALUATE,
REPLACE OR
REPAIR WHAT IS
BROKEN
PROVIDE REGULAR
REFRESH
TRAINING FOR THE
RESPONSE TEAM
EVERY
MONTH
PAYMENT AND SERVICE BENEFIT
NOTIFY DAMAGES
OR NEED FOR
REPAIR (SENSORS
OR STATION)
USE THE MONEY
TO PAY BACK THE
LOAN AND PAY THE
FIRE WARDEN
FIRE CLUB MANAGER
LOCAL ALLIANCE
INSUR.
UNIV.
...
OVERVIEW
ACCEPT THE
SUBSCRIPTION
AND ACTIVATE
IMPLEMENTATION
COLLECT
MONTHLY
PAYMENTS FROM
HOUSEHOLDS
PAY THE FEE
TO WARDEN &
GET TRAINING
FROM
CHECK SENSORS
+ DOOR-TO-DOOR
AND GROUP
TRAINING
FIRE OUT
FIRE BRIGADES AND
DISASTER MANAGEMENT
COMMUNITY LEADER
ALARM COMMUNICATION STOPINTERVENTION
FIRST ALERT COMMUNITY ALARM COMMUNITY RESPONSE OFFICIAL RESPONSE AID REPORT
COMMUNITY MEMBERS
AFFECTED DWELLER
RESPONSE VOLUNTEERS
COMMUNITY FIRE WARDEN
...
...
...
FIRE ALARM ON
OFF
ON
VERIFY IF THE
FIRE IS THERE
YES
NO
RECEIVE ALERT
RECEIVE ALERT
RECEIVE ALERT
RECEIVE ALERT
RECEIVE ALERT
RECEIVE ALERT
20/30
SECONDS
FIRE ALARMS ON
SAVE RELATIVES
AND PERSONAL
BELONGINGS
FROM THE FIRE
REACH THE FIRE
CENTRE AND
COORDINATE THE
FIRE BRIGADE
REACH THE FIRE
CENTRE AND THE
COMMUNITY FIRE
STATION
REACH THE FIRE
CENTRE AND THE
COMMUNITY FIRE
STATION
OPEN THE
COMMUNITY FIRE
STATION AND
PLAN RESPONSE
MAKE SURE
CHILDREN AND
WOMEN IN A
SAFE CONDITION
CARRY
EXTINGUISHER
MATERIALS TO
PUT THE FIRE OUT
IF NEEDED. START
BREAKING DOWN
SHACKS TO STOP
THE FLAMES
CALL THE
COMMUNITY
LEADER TO GET
INFORMATION
ANALYZE
DISASTER DATA
(DASHBOARD AND
REPORT)
MANAGE
EMERGENCY
(CARE, HOUSING,
FOOD,..)
RECEIVE AID
(CARE, HOUSING,
FOOD,
ASSISTANCE,..)
RECEIVE
MICROINSURANCE
PAY BACK FOR THE
DAMAGES
DRIVE TOWARDS
THE FIRE CENTRE
AND CONTINUE
COMMUNICATING
REACH THE
LOCATION AND
FIGHT THE FIRE TO
PUT IT OFF
DEACTIVATE ALL
THE ALARMS AT
THE MOTHER-
BOARD
PREPARE A
REPORT OF THE
EVENT AND
DAMAGE
PREPARE A
REPORT OF THE
EVENT AND
DAMAGE
ALARM COMMUNICATION REBUILDINGINTERVENTION
FIRE BRIGADES AND
DISASTER MANAGEMENT
COMMUNITY LEADER
COMMUNITY MEMBERS
AFFECTED DWELLER
RESPONSE VOLUNTEERS
COMMUNITY FIRE WARDEN
...
...
...
FIRE ALARM ON
OFF
ON
VERIFY IF THE
FIRE IS THERE
YES
NO
RECEIVE ALERT
RECEIVE ALERT
RECEIVE ALERT
RECEIVE ALERT
RECEIVE ALERT
RECEIVE ALERT
20/30
SECONDS
FIRE ALARMS ON
SAVE RELATIVES
AND PERSONAL
BELONGINGS
FROM THE FIRE
REACH THE FIRE
CENTRE AND
COORDINATE THE
FIRE BRIGADE
REACH THE FIRE
CENTRE AND THE
COMMUNITY FIRE
STATION
REACH THE FIRE
CENTRE AND THE
COMMUNITY FIRE
STATION
OPEN THE
COMMUNITY FIRE
STATION AND
PLAN RESPONSE
MAKE SURE
CHILDREN AND
WOMEN IN A
SAFE CONDITION
CARRY
EXTINGUISHER
MATERIALS TO
PUT THE FIRE OUT
IF NEEDED. START
BREAKING DOWN
SHACKS TO STOP
THE FLAMES
CALL THE
COMMUNITY
LEADER TO GET
INFORMATION
ANALYZE
DISASTER DATA
(DASHBOARD AND
REPORT)
MANAGE
EMERGENCY
(CARE, HOUSING,
FOOD,..)
RECEIVE AID
(CARE, HOUSING,
FOOD,
ASSISTANCE,..)
RECEIVE
MICROINSURANCE
PAY BACK FOR THE
DAMAGES
DRIVE TOWARDS
THE FIRE CENTRE
AND CONTINUE
COMMUNICATING
REACH THE
LOCATION AND
FIGHT THE FIRE TO
PUT IT OFF
PREPARE A
REPORT OF THE
EVENT AND
DAMAGE
PREPARE A
REPORT OF THE
EVENT AND
DAMAGE
Roberta Tassi The Commodisation of Design Tools
service blueprint

43. Roberta Tassi The Commodisation of Design Tools
testing with the community

44. EDUCATION TOOLS COMMUNITY FIRE
WARDEN
RESPONSE
VOLUNTEERS
COMMUNITY
LEADERFIRE CLUB
MANAGER
GLOBAL
NGOFIRE & DISASTER
SERVICES COMMUNITY
C
O
M
M
UNITY FIRE RE
S
P
O
N
S
EFIRE RESPONS
E
FUNDING
DONOR
MICROINSURANCE
PROVIDER
SENSORS
PRODUCER
INITIAL DONATION CAPITAL CAPITAL
S
E
N
S
O
R
S
IN
C
U
B
A
T
I
O
N
LOCAL
NGO
M
O
N
T
H
L
Y
FEE
T
R
U
S
T
H
E
L
P
M
O
N
T
H
L
Y FEE
P
A
Y
-
B
A
C
K
R
E
P
O
R
T
M
ENTORING &
S
T
I
P
E
N
D
EDUC
A
T
I
O
N
S
E
N
SITIZATION
IN
F
O
R
M
A
T
I
O
N Roberta Tassi The Commodisation of Design Tools
service model + business plan

45. Roberta Tassi The Commodisation of Design Tools

46. Roberta Tassi The Commodisation of Design Tools
CAPE TOWN
NAIROBI
JOHANNESBURG
….

47. Roberta Tassi The Commodisation of Design Tools
>

48. Roberta Tassi The Commodisation of Design Tools
EMBRACING

UNCERTAINTY
01
From a tools check-list
to defining and acting on the why

49. Roberta Tassi The Commodisation of Design Tools
BUILDING

RELATIONSHIPS
02
From one-off interviews with users
to long-term conversations with human beings

50. Roberta Tassi The Commodisation of Design Tools
SHARING

KNOWLEDGE
03
From documents and deliverables 

to co-creation journeys

51. DISCOVER DESIGN DELIVER
Roberta Tassi The Commodisation of Design Tools
PROCESS
VALUE

52. Roberta Tassi The Commodisation of Design Tools
what you leave behind

53. Roberta Tassi The Commodisation of Design Tools
different rules for engagement

54. Roberta Tassi The Commodisation of Design Tools
the fun moments you share

55. Roberta Tassi The Commodisation of Design Tools
the people you empower

56. Roberta Tassi The Commodisation of Design Tools
Lausanne

2017

57. THANKS
@s_designtools