POLISHOPA is the biggest Design Thinking conference in Poland, two days of interesting lectures and two days of workshops, 16 experts from different fields and 4 speakers from abroad. It was the sixth edition. You can find more details on this page: https://polishopa.pl/
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It was the fourth time I attended this conference and this time I had a chance to participate in the lecture days, so-called Revolution & Innovation Days. I will share my key take-aways with you.
Year by year I see an increase in the quality of this conference showing that the knowledge and interest about Design Thinking is growing. However, as one of the presenters (Dymitr Romanowski) showed, although the popularity of Design Thinking grows, web searches for the term “Service Design” decrease. It seems there is still a lot to do regarding educating people on what service design is in Poland.
This year the healthcare and financial sector was highly present. There were representatives of Santander Bank and mBank as speakers. Piotr Sałata from Symetria spoke about how they created a more user friendly vindication platform by Kruk. Adrian Chernoff from Johnson & Johnson spoke about how they solved the challenge of helping patients with diabetes improve adherence and outcomes thanks to patient-led innovation and user centricity. They developed the first diabetes app in the US – OneTouch reveal app.
The participants also had a chance to listen to the story of creating a restaurant in Krakow – Handelek by Socjomania. Silke Bochat told us about implementing and scaling design and design thinking in FMCG companies. Piotr Chojnacki from Allegro (“Polish eBay”) told us how to scale the UX in a large organization without losing the consistency of user experience. Radosław Ratajczak from SHOPA explained how they designed the user experience of Olivia Garden – 8270m2 in one of the skyscraper offices in Gdynia. Tey Bannerman from McKinsey & Company shared a story of disruption at Pizza Hut. Olga Bońka from Motorola Solutions Systems told a virtual lesson of empathy for a dog.
Among all of the mentioned lectures, my key learnings are described below.
If you want to introduce Design Thinking to a company, don’t ask for permission, ask for forgiveness. In Santander Bank, Andrzej Pyra and Jakub Tyczyński simply started organizing Design Thinking workshops. The more people took part in it, the more they wanted to work using Design Thinking methods. What is more, product owners started to ask for their help in managing the whole process in the end.
Empathy is key for making a change. Empathy also makes the transformation last after the Design Thinking project finishes.
Design Thinking is just one type of method used for innovation, it is good to be familiar with other methods such as business model innovation (more in the picture below) as well and juggle with tools and methods depending on the project and its phase, company, and situation.
Once introducing Design Thinking, there is usually a phase of skepticism which takes up to 2-3 days, it is good to simply overcome it. We also need to understand the cognitive biases and “stamp them out for innovation’s sake” as Mike Pinder from Board of Innovation advised.
Mike Pinder also had an interesting definition of MVP: “ MVPs are a way of asking questions about critical assumptions within the features of your concept and business models”.
Piotr Chojnacki from Allegro (a company with 20 million users and 100 million offers and over 150 processes) listed three key points to successful scaling in such a large organization:
- Diffused structures of teams who work in agile way
- Local innovation within the global structure
- Consistent user experience
Silke Bochat presented John Maeda’s list of the top 8 skills that designers need to understand in business as well as the top 10 emerging trends that have the biggest impact on design published in Design in Tech Report.
The Top 8 skills that designers need to understand are the following:
- Product Roadmap Strategy
- Company strategy
- Retention/ Engagement metrics
- Conversion Metrics
- Funnel Acquisition Metrics
- Revenue Model
- Financial Metrics (i.e. Revenue margin etc.)
- Resource Allocation
In terms of the top 10 emerging trends with the biggest impact on design, here is the list:
- AI and machine learning
- Augmented Reality
- Virtual Reality
- Behavior tracking and modelling
- 3D printing
- Distributed teams and virtual workplace
- Democratization of design
- Algorithmic design
- Crowdsourcing and open source
- Facial and voice recognition
For those who are interested in the newest Design in Tech Report, here is the summary of it: https://www.youtube.com/watch?v=Czq2j4p924s
She advised to start implementing Design Thinking with a small project with a limited budget and low risk. Deliver value from it as early as possible. Then promote it if it becomes a success. This gives more chances that it will persuade the decision makers to scale it.
She also recommended to try this canvas in practice: https://www.xplane.com/designops
Arian Chernoff from Johnson & Johnson recommended answering what, when, where, how and why questions once solving the challenge. In terms of their diabetes app, the answers look as below:
…make diabetes easier to manage…
…to improve patient adherence and outcomes..
…placing the patient at the center…
…on a connective cloud ecosystem…
…by personalizing experiences.
Dymitr Romanowski explained the role of empathy in health care and shared the results of the projects Human Behind Every Number:: https://humanbehindeverynumber.com/
This is how the project is explained on the website: “Human Behind Every Number is a non-governmental organization that provides research, insight and education on the first-hand experiences of patients involved in clinical trials. In today’s active research industry, our results deliver clear information to industry professionals that will help shape the development of clinical trials around the globe.”
This website gathered patients’ stories throughout their patient journeys which might be helpful for designers working in the Health Care sector.
From the story of creating Handelek, a restaurant in Poland, I walked away with a feedback tool – a physical one in the form of a board in the restaurant as well as a virtual one on Instagram. They called it the card of transparency with Your opinion, Status and What we changed. It obviously helps to deliver real value to customers.
Here is the POLISHOPA summary by professional illustrator, Agata Jakuszko.
I would recommend this conference to any DT enthusiast. See you in 2020 in Bydgoszcz, Poland :).
Author: Cecylia Kundera
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