Five habits for front-end framing
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The document outlines five habits for effective front-end work: 1) Mix rigour with creativity by balancing analytical and intuitive thinking. 2) Frame the challenge frankly by defining problems clearly beyond buzzwords. 3) Walk around the problem by gathering diverse perspectives on users, trends, and parallel markets. 4) Envision in the round by establishing an inspirational long-term vision and evolving propositions. 5) Prototype and develop early by testing concepts through various prototypes to learn and improve designs. The habits emphasize clarity, holistic thinking, and an iterative process of refining ideas based on research and feedback.
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Five habits for front-end framing
- 1. Five habits for the front-end PD&I May 2016
- 3. Lipstick on a gorilla
- 6. ‘You can use an eraser on the drafting table or a sledge hammer on the construction site.’ Frank Lloyd Wright
- 7. CDOs bring more high-level challenges Rise of design Jonathan IveErnesto QuinterosEric QuintStefano MarzanoSean CarneyPeter Schreyer Mauro Porcini 2006 11 12 13 14 15
- 8. Working out what to do next around products ...and why
- 9. Five habits for the front-end Mix rigour with creativity Frame the challenge … frankly Walk around the problem Envision in the round Prototype and learn Frame the challenge Combine perspectives Zoom in and out Envision in the round Prototype and learn Frame the challenge Combine perspectives Zoom in and out Envision in the round Prot and Frame the challenge Combine perspectives Zoom in and out Envision in the round Prot and Zoom in and out Envision in the round Prototype and learn1 2 3 4 5
- 10. Mix rigour with creativity Frame the problem… frankly Walk around the problem Envision in the round Prototype and develop
- 11. Mix rigour with creativity Analytical thinking Intuitive thinking 50/50 mix ‘The most successful companies in the years to come will balance analytical mastery and intuitive originality in a dynamic interplay.’ Roger Martin, ‘The Design of business’, 2009 Balanced thinking
- 12. Analytical Intuitive Ambidextrous thinking Mix rigour with creativity
- 14. Designers’ brain Mix rigour with creativity
- 15. Mix rigour with creativity Intuitive leaps + getting the data
- 16. Mix rigour with creativity Frame the problem… frankly Walk around the problem Envision in the round Prototype and develop
- 17. Source: Roger Martin, ‘The Design of business: Why design thinking is the next competitive advantage’, 2009 Mystery Heuristic Algorithm Unexplained problem Rule of thumb Replicable success formula Knowledge Funnel Frame the problem… frankly
- 18. Frame the problem… frankly Beyond the briefing buzzwords Premium Intuitive White space / blue ocean New revenue streams Disruptive Transformative Sustainable advantage Seamless end-to-end experience Contemporary and authentic Like Apple/Uber
- 19. Title Sub-heading Frame the problem… frankly Frame
- 20. Slide 20Section ‘A good strategy honestly acknowledges the challenges being faced and provides an approach to overcoming them…. Bad strategy tends to skip over pesky details such as problems.’ Richard Rumelt, ‘Good Strategy, Bad Strategy’, 2011
- 21. Framing drives focus Frame the problem… frankly ‘It was about being very focused and not trying to do too much… the key was getting rid of stuff.’ Jonathan Ive quoted in ‘The guts of a new machine’, New York Times, 30 November 2003 ‘Focus is about saying no. No, no, no.’ Steve Jobs, Apple WWDC ‘97
- 22. Section Title 1 line Framing is about finding the most fruitful way to define the problem
- 23. Section Title 1 line It also helps to assess whether it’s the right challenge to take on
- 25. Mix rigour with creativity Frame the problem… frankly Walk around the problem Envision in the round Prototype and develop
- 26. Slide 26Section Title 1 line Walk around the problem The future is hazy
- 27. Users Experts Trends Technological potential Learnings from parallel markets Market data Multiple lens Walk around the problem
- 28. Synthesise across boundaries ‘Laser intelligence probes deeply into a topic, but ignores opportunities to cross-pollinate... Searchlight intelligence may not probe as deeply but is always scanning the environment and [spotting] connections across spheres.’ Howard Gardner, ‘Five Minds for the Future’, 2007 Walk around the problem
- 29. Viable Feasible DesirableDVF workshops Walk around the problem
- 30. Walk around the problem Bottom-up + top-down Big idea
- 31. Mix rigour with creativity Frame the problem… frankly Walk around the problem Envision in the round Prototype and develop
- 32. Envision in the round Inspirational and vivid goal
- 33. Envision in the round A north star
- 34. Envision in the round Work from the future backwards ‘Strategy must be created from the future backwards.’ Gary Hamel 2015 2016 2017 2018 2019 2020
- 35. Core message Dolor sit amet, consectetur adipiscing elit. In pellentesque nisi sit amet ipsum volutpat id nulla turpis. Proin sollicitudin mi in massa viverra aliquam. Envision in the round ‘Never make forecasts – especially about the future’ Sam Goldwyn Cynicism about foresight
- 37. Title Subtitle Future is too important to be left to charlatans ‘The future is part of every designer’s job description.’ Mark Newson Envision in the round
- 38. Section Title 1 lineForesight Envision in the round Being ‘prescient about the size and shape of tomorrow’s opportunities’
- 39. Section Title 1 lineForesight Envision in the round Being ‘prescient about the size and shape of tomorrow’s opportunities’ by building an ‘assumption base about the future’
- 40. Section Title 1 lineForesight Envision in the round Being ‘prescient about the size and shape of tomorrow’s opportunities’ by building an ‘assumption base about the future’ based on ‘deep insights into the trends.’ Gary Hamel C.K. Prahalad, ‘Competing for the Future’, 1994
- 41. Section Title 1 lineForesight Envision in the round Makes sense of a world in flux Situates strategy within a future context
- 42. Section Title 1 lineForesight Envision in the round Makes sense of a world in flux Situates strategy within a future context But’s it’s not about predicting the future.
- 43. Trends provide reference points in a future context Envision in the round
- 44. PropositionVision Keep the vision high-level Envision in the round
- 45. Concrete and differentiated offer Inspirational and vivid goal Vision Proposition Propositions are more tangible Envision in the round
- 46. Vision Proposition v1 Proposition v2 Proposition v3 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 Time horizons Visions are long-term, propositions evolve Envision in the round
- 47. Envision in the round Holistic thinking Competitive positioning Business model Customer experience
- 48. Mix rigour with creativity Frame the problem… frankly Walk around the problem Envision in the round Prototype and develop
- 49. Start learning early Prototype and develop Time Conceptual Concrete Fidelity Prototype Prototype Prototype Prototype Prototype Test Learn Improve Zoom in and out Envision in the round Prototype and learn Test Learn Improve e Combine perspectives Zoom in and out Envision in the round Prototype and learn Test Learn Improve Frame the challenge Combine perspectives Zoom in and out Envision in the round Prototype and learn Test Learn Improve Frame the challenge Combine perspectives Zoom in and out Envision in the round Prototype and learn
- 50. Prototype and develop Wizard of Oz techniques
- 52. Mixing methods Prototype and develop Functioning digital Digital mock-up Paper
- 53. Five habits for the front-end Mix rigour with creativity Frame the challenge … frankly Walk around the problem Envision in the round Prototype and learn Frame the challenge Combine perspectives Zoom in and out Envision in the round Prototype and learn Frame the challenge Combine perspectives Zoom in and out Envision in the round Prot and Frame the challenge Combine perspectives Zoom in and out Envision in the round Prot and Zoom in and out Envision in the round Prototype and learn1 2 3 4 5
- 54. Title Sub-heading Five habits for the front-end Ambiguity
- 55. Title Sub-heading Five habits for the front-end Scope
- 56. Title Sub-heading Five habits for the front-end Frame
- 57. Title Sub-heading Five habits for the front-end Analyse
- 58. Title Sub-heading Five habits for the front-end Synthesize
- 59. We join the dots @kevinmccull www.plan.london