Presented at Impact: 2018 Canadian Service Design Conference, November 29 & 30, 2018 (Montreal, Quebec)
Further workshop-related materials available at http://javidiani.com/futures-wheel
It may come as a surprise to some that services designed to improve our quality of life often end up creating unintended suffering for users. While service design is intentional by nature, there are can be unintended consequences that have negative impacts on users.
Using systems thinking, we can apply an ethical rigor that moves beyond measuring the immediate impact of a system. Systemic design tools such as implication wheels, or Nancy Bocken’s value mapping wheel, can help us not only consider the second or third order impact of an innovation, but also allow us to see how value created for one group can destroy value for another.
The workshop intends to provide exercises that practitioners can easily integrate into their various workplace processes to enable teams to imagine and be aware of the impact of their unintended design intentions.
2. Service Design
Design & Ethics
“Ethics is concerned with the question of ‘how to live.’
Designers engage in “ethics by other means”; that
is, their products codetermine the outcome of moral
considerations, which in turn determine human action
and their definition of ‘the good life.’”
Peter-PaulVerbeek
What Things Do
Majid BehboudiMazi Javidiani Slide 2
Futures Wheel
Practical Frameworks for
Ethical Design
3. Service Design
Design & Ethics
Ethics is Plural
Unfixed
Negotiated
Agreed Upon
Majid BehboudiMazi Javidiani Slide 3
Futures Wheel
Practical Frameworks for
Ethical Design
4. Service Design
Design & Ethics
Ethics is
Plural
Unfixed
Negotiated
Agreed Upon
Majid BehboudiMazi Javidiani Slide 4
Futures Wheel
Practical Frameworks for
Ethical Design
5. Service Design
Design & Ethics
Ethics is
Plural
Unfixed
Negotiated
Agreed Upon
Majid BehboudiMazi Javidiani Slide 5
Futures Wheel
Practical Frameworks for
Ethical Design
6. Service Design
Design & Ethics
Ethics is
Plural
Unfixed
Negotiated
Agreed Upon
Majid BehboudiMazi Javidiani Slide 6
Futures Wheel
Practical Frameworks for
Ethical Design
7. Service Design
Why do designers design?
Humans make
their attributes
because they
don’t have any.
PrometheusBoundoilpaintingbytheFlemishartistPeter
PaulRubens
Majid BehboudiMazi Javidiani Slide 7
Futures Wheel
Practical Frameworks for
Ethical Design
8. Service Design
Why do designers design?
Empathy
Majid BehboudiMazi Javidiani Slide 8
Futures Wheel
Practical Frameworks for
Ethical Design
9. Service Design
Why do designers design?
Empathy
Majid BehboudiMazi Javidiani Slide 9
Futures Wheel
Practical Frameworks for
Ethical Design
12. Service Design
Designing for Emergence
Empathy
Majid BehboudiMazi Javidiani Slide 12
Futures Wheel
Practical Frameworks for
Ethical Design
13. Service Design
Designing for Emergence
Empathy
Thing
Design
Majid BehboudiMazi Javidiani Slide 13
Futures Wheel
Practical Frameworks for
Ethical Design
14. Service Design
Designing for Emergence
Empathy
Thing
Impact
DesignAdoption
Majid BehboudiMazi Javidiani Slide 14
Futures Wheel
Practical Frameworks for
Ethical Design
15. Service Design
Designing for Emergence
Empathy
Thing
Impact
DesignAdoption
Majid BehboudiMazi Javidiani Slide 15
Futures Wheel
Practical Frameworks for
Ethical Design
16. Service Design
Designing for Emergence
Empathy
Emergence Emergence
Thing
Impact
DesignAdoption
Majid BehboudiMazi Javidiani Slide 16
Futures Wheel
Practical Frameworks for
Ethical Design
17. Service Design
Designing for Emergence
Empathy
Emergence Emergence
Thing
Impact
DesignAdoption
Present
FUTURE
Majid BehboudiMazi Javidiani Slide 17
Futures Wheel
Practical Frameworks for
Ethical Design
18. Service Design
Designing for Emergence
Characterized by the intentionality of
the human designer
Cognitive and conceptual
Top-down
Controlling
Fixing relationships
Setting constraints
Characterized by the autonomy of
massively multiple agents or components
A-cognitive and a-conceptual
Bottom-up
Influencing
Maintaining relationships
Exploring/testing constraints
Design Emergence
Greg Van Alstyne1, & Robert K. Logan, Beal Institute for Strategic Creativity, Ontario College of Art and Design, and Department of
Physics, University of TorontoMajid BehboudiMazi Javidiani Slide 18
Futures Wheel
Practical Frameworks for
Ethical Design
19. Service Design
Designing for Emergence
Designing
FOR
Emergence
Majid BehboudiMazi Javidiani Slide 19
Futures Wheel
Practical Frameworks for
Ethical Design
20. Service Design
Designing for Emergence
EmergenceImpact
Majid BehboudiMazi Javidiani Slide 20
Futures Wheel
Practical Frameworks for
Ethical Design
21. Service Design
Design Focus
Speed to Market vs.
Longevity of Impact
Majid BehboudiMazi Javidiani Slide 21
Futures Wheel
Practical Frameworks for
Ethical Design
23. Service Design
Event
1
2
22
Futures Wheel
Helps Us:
• Design with an awareness of possible futures
• Decision-making: Build consensus through
considering all outcomes and measuring
desirability
• Promote critical thinking and encourage design
thinking to move beyond activities
• Identify opportunities and risks
• Brainstorm ideas, solutions, services, and products
that amplify future opportunities, and mitigate
potential risk
Majid BehboudiMazi Javidiani Slide 23
Futures Wheel
Practical Frameworks for
Ethical Design
27. Service Design
Facebook
Futures Wheel
Service
Product
Policy
Event
Social
Technological
Economic
Environmental
Political
Custom:____________
Connects
People
Enables
Sharing
Content
Stores
Social
Profile
Enables
Conversation
Enables
Reaction
"Likes"
Events
Content
Curation
Algorithm
Targets ads
based on
your profile
Privacy
ConcernsTargeted
Political
Campaign
Scam
having
your
coworkers
on FB
Facilitates
Gathering
Facilitates
Organizing
(e.g. Ticket
sale)
Sharing
Economy
Mobilizing
Protest
Encourages
Community
Reconnect
with Old
friendsAddress
Book
Online
Stalking
Harassment
Harder
Process of
forgetting
harmful
Realize why
you are not
friends,
really
Never Lose
connection
Political
Debate
Connects
Strangers
Less
Face2Face
Interactiom
Enables
Bullying
Populism
Slacktivism
Addiction
Social
Isolation
Instant
Feedback
Instant
Gratification
What I See is
what I Like,
What I like is
what I see
Echo
Chambers
Share
Photos
Share
News
Decline in
Revenue
for
Journalism
Envy
(FOMO)
Journalism's
Dependence
Social
Connection
Service
Product
Policy
Event
Social
Technological
Economic
Environmental
Political
Custom:____________
Connects
People
Enables
Sharing
Content
Stores
Social
Profile
Enables
Conversation
Enables
Reaction
"Likes"
Events
Content
Curation
Algorithm
Targets ads
based on
your profile
Privacy
ConcernsTargeted
Political
Campaign
Scam
having
your
coworkers
on FB
Facilitates
Gathering
Facilitates
Organizing
(e.g. Ticket
sale)
Sharing
Economy
Mobilizing
Protest
Encourages
Community
Reconnect
with Old
friendsAddress
Book
Online
Stalking
Harassment
Harder
Process of
forgetting
harmful
Realize why
you are not
friends,
really
Never Lose
connection
Political
Debate
Connects
Strangers
Less
Face2Face
Interactiom
Enables
Bullying
Populism
Slacktivism
Addiction
Social
Isolation
Instant
Feedback
Instant
Gratification
What I See is
what I Like,
What I like is
what I see
Echo
Chambers
Share
Photos
Share
News
Decline in
Revenue
for
Journalism
Envy
(FOMO)
Journalism's
Dependence
Social
Connection
Majid BehboudiMazi Javidiani Slide 27
Futures Wheel
Practical Frameworks for
Ethical Design
28. Service Design
Facebook
Futures Wheel
Service
Product
Policy
Event
Social
Technological
Economic
Environmental
Political
Custom:____________
Connects
People
Enables
Sharing
Content
Stores
Social
Profile
Enables
Conversation
Enables
Reaction
"Likes"
Events
Content
Curation
Algorithm
Targets ads
based on
your profile
Privacy
ConcernsTargeted
Political
Campaign
Scam
having
your
coworkers
on FB
Facilitates
Gathering
Facilitates
Organizing
(e.g. Ticket
sale)
Sharing
Economy
Mobilizing
Protest
Encourages
Community
Reconnect
with Old
friendsAddress
Book
Online
Stalking
Harassment
Harder
Process of
forgetting
harmful
Realize why
you are not
friends,
really
Never Lose
connection
Political
Debate
Connects
Strangers
Less
Face2Face
Interactiom
Enables
Bullying
Populism
Slacktivism
Addiction
Social
Isolation
Instant
Feedback
Instant
Gratification
What I See is
what I Like,
What I like is
what I see
Echo
Chambers
Share
Photos
Share
News
Decline in
Revenue
for
Journalism
Envy
(FOMO)
Journalism's
Dependence
Social
Connection
Service
Product
Policy
Event
Social
Technological
Economic
Environmental
Political
Custom:____________
Connects
People
Enables
Sharing
Content
Stores
Social
Profile
Enables
Conversation
Enables
Reaction
"Likes"
Events
Content
Curation
Algorithm
Targets ads
based on
your profile
Privacy
ConcernsTargeted
Political
Campaign
Scam
having
your
coworkers
on FB
Facilitates
Gathering
Facilitates
Organizing
(e.g. Ticket
sale)
Sharing
Economy
Mobilizing
Protest
Encourages
Community
Reconnect
with Old
friendsAddress
Book
Online
Stalking
Harassment
Harder
Process of
forgetting
harmful
Realize why
you are not
friends,
really
Never Lose
connection
Political
Debate
Connects
Strangers
Less
Face2Face
Interactiom
Enables
Bullying
Populism
Slacktivism
Addiction
Social
Isolation
Instant
Feedback
Instant
Gratification
What I See is
what I Like,
What I like is
what I see
Echo
Chambers
Share
Photos
Share
News
Decline in
Revenue
for
Journalism
Envy
(FOMO)
Journalism's
Dependence
Social
Connection
Majid BehboudiMazi Javidiani Slide 28
Futures Wheel
Practical Frameworks for
Ethical Design
29. Service Design
Facebook
Futures Wheel
Service
Product
Policy
Event
Social
Technological
Economic
Environmental
Political
Custom:____________
Connects
People
Enables
Sharing
Content
Stores
Social
Profile
Enables
Conversation
Enables
Reaction
"Likes"
Events
Content
Curation
Algorithm
Targets ads
based on
your profile
Privacy
ConcernsTargeted
Political
Campaign
Scam
having
your
coworkers
on FB
Facilitates
Gathering
Facilitates
Organizing
(e.g. Ticket
sale)
Sharing
Economy
Mobilizing
Protest
Encourages
Community
Reconnect
with Old
friendsAddress
Book
Online
Stalking
Harassment
Harder
Process of
forgetting
harmful
Realize why
you are not
friends,
really
Never Lose
connection
Political
Debate
Connects
Strangers
Less
Face2Face
Interactiom
Enables
Bullying
Populism
Slacktivism
Addiction
Social
Isolation
Instant
Feedback
Instant
Gratification
What I See is
what I Like,
What I like is
what I see
Echo
Chambers
Share
Photos
Share
News
Decline in
Revenue
for
Journalism
Envy
(FOMO)
Journalism's
Dependence
Social
Connection
Service
Product
Policy
Event
Social
Technological
Economic
Environmental
Political
Custom:____________
Connects
People
Enables
Sharing
Content
Stores
Social
Profile
Enables
Conversation
Enables
Reaction
"Likes"
Events
Content
Curation
Algorithm
Targets ads
based on
your profile
Privacy
ConcernsTargeted
Political
Campaign
Scam
having
your
coworkers
on FB
Facilitates
Gathering
Facilitates
Organizing
(e.g. Ticket
sale)
Sharing
Economy
Mobilizing
Protest
Encourages
Community
Reconnect
with Old
friendsAddress
Book
Online
Stalking
Harassment
Harder
Process of
forgetting
harmful
Realize why
you are not
friends,
really
Never Lose
connection
Political
Debate
Connects
Strangers
Less
Face2Face
Interactiom
Enables
Bullying
Populism
Slacktivism
Addiction
Social
Isolation
Instant
Feedback
Instant
Gratification
What I See is
what I Like,
What I like is
what I see
Echo
Chambers
Share
Photos
Share
News
Decline in
Revenue
for
Journalism
Envy
(FOMO)
Journalism's
Dependence
Social
Connection
Opportunity
Opportunity
Risk
Majid BehboudiMazi Javidiani Slide 29
Futures Wheel
Practical Frameworks for
Ethical Design
31. Work Session
Futures Wheel
Work
Session
Majid BehboudiMazi Javidiani Slide 31
Futures Wheel
Practical Frameworks for
Ethical Design
1.ProblemFraming
2.DirectImpact
3.IndirectImpact(2nd&3rdOrder)
4.RankDesirability
5.IdentifyOpportunities
6.Ideate
32. ProblemFraming1
1. Discuss and choose a “change” from the
determined list.
Tip: You want to choose one that the group collectively is
more informed about.
2. Select a team facilitator in your group that
will guide the team through the steps and play
time keep. The facilitator ideally has strong
knowledge of the topic and can assist the
group.
Change:
1. Cannabis Legalization
2. Unlimited Vacation
Info: Change can include New Policy, New Product,
New Service, New Feature, Organizational Change,
Emerging Trends, Strategic Goals or Objectives, Any
Event
Majid BehboudiMazi Javidiani
Problem
Framing
Direct
Impact
Indirect
Impact (2nd
& 3rd Order)
Rank
Desirability
Identify
Opportunities
Ideate
3
MIN
33. DirectImpact2
1. Individually write down
direct implications and
consequences of the change.
Do not place them on the
canvas yet. Collect them in
front of you.
Direct Implication:
Direct implications are
immediate consequences
of the change event. If you
have doubts, ask yourself:
How does [change event]
result in [implication]?
if you have an answer,
that is the more direct
consequence.
STEEP: Stands for Social,
Technological, Economic,
Environmental, Political
Tip: While remaining brief, try to describe
your point in a way that the rest of your
group can comprehend without you
there.
Tip: Use the STEEP categories if you are
stuck. Try to think of all of the different
contexts.
Tip: At this point you may come across
implications that are 2nd, or 3rd order.
Place them in the parking lot for later.
Majid BehboudiMazi Javidiani
Problem
Framing
Direct
Impact
Indirect
Impact (2nd
& 3rd Order)
Rank
Desirability
Identify
Opportunities
Ideate
5
MIN
34. DirectImpact2
1. Go around the table and place your top 2
implications on the inner circle.
2. In 1 or 2 sentences explain each post-it you
are placing.
3. Once everyone places theirs, now that you
have seen everyone’s contribution, observe
the canvas as a whole, and discuss whether
there is any important immediate implication
missing.
Tip: If an implication is mentioned, avoid
duplicates, and offer another one.
Tip: If a quadrant is empty try to suggest
for that quadrant.
Majid BehboudiMazi Javidiani
Problem
Framing
Direct
Impact
Indirect
Impact (2nd
& 3rd Order)
Rank
Desirability
Identify
Opportunities
Ideate
10
MIN
35. IndirectImpact3
1. Individually or in a group: Focus on each
direct implication, and discuss what may be
its consequences. For each direct implication
ask ‘‘If this occurs, then what might happen
next?’’
2. Repeat the same process and you will have
your 3rd order implication.
3. Reorganize: As a group reconsider
connections and make any adjustments.
2nd Order Implication: these
are the implications that are the
consequences of any of the direct
implications
3rd Order Implication: these
are the implications that are the
consequences of any of the 2nd
order implications.
(2nd &
3rd Oder
Impact)
Majid BehboudiMazi Javidiani
15
MIN
Problem
Framing
Direct
Impact
Indirect
Impact (2nd
& 3rd Order)
Rank
Desirability
Identify
Opportunities
Ideate
36. RankDesirability4
1. Each individual has 5 green and 5 red dots.
2. Use the green dots to indicate your most
desirable implications on the board.
3. Use the red dots to indicate your least
desirable implications on the board.
Tip: You may place more than one dot on one implication
Desirable: These are the
implications you would want to see
happen.
Undesirable: These are the the
negative implications that we want to
avoid, prevent, or mitigate.
Majid BehboudiMazi Javidiani
5
MIN
Problem
Framing
Direct
Impact
Indirect
Impact (2nd
& 3rd Order)
Rank
Desirability
Identify
Opportunities
Ideate
37. Opportunity&Risk5
1. As a Group, use the Green marker and Red
marker to identify the Opportunities (Green)
and Risks (Red).
2. Opportunity areas are places with highest
concentration of green dots.
3. Risk areas are places with highest
concentration of red dots.
Majid BehboudiMazi Javidiani
3
MIN
Problem
Framing
Direct
Impact
Indirect
Impact (2nd
& 3rd Order)
Rank
Desirability
Identify
Opportunities
Ideate
38. Ideate6
1. In a group or individually ideate ideas,
solutions, products, policies, or services
that can either:
Amplify Opportunities
or
Mitigate and Manage Risks
Majid BehboudiMazi Javidiani
Problem
Framing
Direct
Impact
Indirect
Impact (2nd
& 3rd Order)
Rank
Desirability
Identify
Opportunities
Ideate
10
MIN
41. Service Design
Event
1
2
22
Futures Wheel
Helps Us:
• Design with an awareness of possible futures
• Decision-making: Build consensus through
considering all outcomes and measuring
desirability
• Promote critical thinking and encourage design
thinking to move beyond activities
• Identify opportunities and risks
• Brainstorm ideas, solutions, services, and products
that amplify future opportunities, and mitigate
potential risk
Majid BehboudiMazi Javidiani Slide 41
Futures Wheel
Practical Frameworks for
Ethical Design