well hi everyone what an amazing view this uh I’m here to
what an amazing view this uh I’m here to
what an amazing view this uh I’m here to talk about design and how design has the
talk about design and how design has the
talk about design and how design has the power to make the world a more human
power to make the world a more human
power to make the world a more human shape place and you know the world has
shape place and you know the world has
shape place and you know the world has more human shaped plays what I mean by
more human shaped plays what I mean by
more human shaped plays what I mean by that
that
that I mean it plays where everything
I mean it plays where everything
I mean it plays where everything everything is designed around real human
everything is designed around real human
everything is designed around real human needs a place designed for humans and by
needs a place designed for humans and by
needs a place designed for humans and by humans so some thirty years ago I came
humans so some thirty years ago I came
humans so some thirty years ago I came to always to study here actually I did
to always to study here actually I did
to always to study here actually I did one year at Law School I just to
one year at Law School I just to
one year at Law School I just to discover that I was not a lawyer I was
discover that I was not a lawyer I was
discover that I was not a lawyer I was not even become a lawyer pepper I was a
not even become a lawyer pepper I was a
not even become a lawyer pepper I was a creative right and somehow that you know
creative right and somehow that you know
creative right and somehow that you know thing about like breaking the rules as
thing about like breaking the rules as
thing about like breaking the rules as opposed to following them was something
opposed to following them was something
opposed to following them was something that I really really liked and I guess
that I really really liked and I guess
that I really really liked and I guess it’s fair to say way back then design
it’s fair to say way back then design
it’s fair to say way back then design was something totally different right
was something totally different right
was something totally different right not that we were designing white tea
not that we were designing white tea
not that we were designing white tea cups all the time and just like
cups all the time and just like
cups all the time and just like prettifying beautifying things but
prettifying beautifying things but
prettifying beautifying things but design way back was more about designing
design way back was more about designing
design way back was more about designing and shaping things really but some you
and shaping things really but some you
and shaping things really but some you know sometime along the way I met some
know sometime along the way I met some
know sometime along the way I met some people that really helped me try to re
people that really helped me try to re
people that really helped me try to re understand and you know really
understand and you know really
understand and you know really understand what design has the power to
understand what design has the power to
understand what design has the power to do one of them was his amazing guy
do one of them was his amazing guy
do one of them was his amazing guy Ansari amazing guy a design professor
Ansari amazing guy a design professor
Ansari amazing guy a design professor when I passed away
when I passed away
when I passed away John Heskett who became one of my
John Heskett who became one of my
John Heskett who became one of my biggest sources of inspiration and John
biggest sources of inspiration and John
biggest sources of inspiration and John had this very soft-spoken way of putting
had this very soft-spoken way of putting
had this very soft-spoken way of putting it you know what things really are right
it you know what things really are right
it you know what things really are right so the way he defined design was the
so the way he defined design was the
so the way he defined design was the following so design is the human
following so design is the human
following so design is the human capacity to shape and make our
capacity to shape and make our
capacity to shape and make our environment in ways that satisfy our
environment in ways that satisfy our
environment in ways that satisfy our needs and give meaning to our lives what
needs and give meaning to our lives what
needs and give meaning to our lives what do you think about that is that a
do you think about that is that a
do you think about that is that a beautiful quote
beautiful quote
beautiful quote I think so because to me that is what
I think so because to me that is what
I think so because to me that is what design is really all about okay yeah all
design is really all about okay yeah all
design is really all about okay yeah all right you know what that is guys right
right you know what that is guys right
right you know what that is guys right right it’s not the human shaped world so
right it’s not the human shaped world so
right it’s not the human shaped world so fact is there is a lot of complicated
fact is there is a lot of complicated
fact is there is a lot of complicated stuff out there a lot of crappy stuff
stuff out there a lot of crappy stuff
stuff out there a lot of crappy stuff that is not human shaped but rather
that is not human shaped but rather
that is not human shaped but rather human proof and you know what how many
human proof and you know what how many
human proof and you know what how many of you guys have tried this let me see a
of you guys have tried this let me see a
of you guys have tried this let me see a raise of hands so you know what I’m
raise of hands so you know what I’m
raise of hands so you know what I’m talking about here right all right
talking about here right all right
talking about here right all right you know what happened up there so a
you know what happened up there so a
you know what happened up there so a bunch of specialists right packaging
bunch of specialists right packaging
bunch of specialists right packaging specialists people that know this stuff
specialists people that know this stuff
specialists people that know this stuff sat down figured out how to design the
sat down figured out how to design the
sat down figured out how to design the perfect packaging right so they thought
perfect packaging right so they thought
perfect packaging right so they thought of everything it’s safe its tamper proof
of everything it’s safe its tamper proof
of everything it’s safe its tamper proof you know it’s easy to manufacture it’s
you know it’s easy to manufacture it’s
you know it’s easy to manufacture it’s cheap but they forgot one thing what is
cheap but they forgot one thing what is
cheap but they forgot one thing what is that you know how you get the stuff out
that you know how you get the stuff out
that you know how you get the stuff out of the packaging right so for us you
of the packaging right so for us you
of the packaging right so for us you know as human beings as people
know as human beings as people
know as human beings as people what are we careful we care for taking
what are we careful we care for taking
what are we careful we care for taking things out of the box whereas that group
things out of the box whereas that group
things out of the box whereas that group of specialists right with the upside
of specialists right with the upside
of specialists right with the upside down mindset mind said they thought all
down mindset mind said they thought all
down mindset mind said they thought all about how to pack things in right so the
about how to pack things in right so the
about how to pack things in right so the Americans even have a word for this you
Americans even have a word for this you
Americans even have a word for this you know what that is
know what that is
know what that is it’s called wrapper age you know the
it’s called wrapper age you know the
it’s called wrapper age you know the frustration you feel when you can’t get
frustration you feel when you can’t get
frustration you feel when you can’t get the stuff out of the packaging and you
the stuff out of the packaging and you
the stuff out of the packaging and you need to bring out your tools so just to
need to bring out your tools so just to
need to bring out your tools so just to make my point here let’s have a look at
make my point here let’s have a look at
make my point here let’s have a look at this video it kind of you know shows
this video it kind of you know shows
this video it kind of you know shows what happens when you design stuff you
what happens when you design stuff you
what happens when you design stuff you put it out there without consideration
put it out there without consideration
put it out there without consideration for the human factor you know or even
for the human factor you know or even
for the human factor you know or even yeah well let’s have a look at it yeah
yeah well let’s have a look at it yeah
yeah well let’s have a look at it yeah it’s an Austrian so don’t mind that it’s
it’s an Austrian so don’t mind that it’s
it’s an Austrian so don’t mind that it’s still like a good you know good laugh
still like a good you know good laugh
still like a good you know good laugh yeah lemons fazool he’s demonstrating
yeah lemons fazool he’s demonstrating
yeah lemons fazool he’s demonstrating else they knew he has a package.json
else they knew he has a package.json
else they knew he has a package.json football that is going to replace the
football that is going to replace the
football that is going to replace the milk national team
milk national team
milk national team Dunkleman here MIT reference on dazzling
Dunkleman here MIT reference on dazzling
Dunkleman here MIT reference on dazzling some fashion I’m afraid he’s a
some fashion I’m afraid he’s a
some fashion I’m afraid he’s a fear for you discount all the same
fear for you discount all the same
fear for you discount all the same custom does Hindi sugar to meet select
custom does Hindi sugar to meet select
custom does Hindi sugar to meet select mukajee’s things over here
mukajee’s things over here
mukajee’s things over here hooting softly Thunder – it off repeat
hooting softly Thunder – it off repeat
hooting softly Thunder – it off repeat this is we have star of domestic popular
this is we have star of domestic popular
this is we have star of domestic popular victim of the under empty cause harm see
victim of the under empty cause harm see
victim of the under empty cause harm see those are any shared missionary that’s
those are any shared missionary that’s
those are any shared missionary that’s cute am i off I’m based off the type
cute am i off I’m based off the type
cute am i off I’m based off the type inside the envelope so is really cute um
inside the envelope so is really cute um
inside the envelope so is really cute um this’ll be here
this’ll be here
this’ll be here Tinashe flat seen distinction on key
Tinashe flat seen distinction on key
Tinashe flat seen distinction on key distinction in distance for soup
so remember guys you know the mindset
so remember guys you know the mindset that creates stuff like this just in a
that creates stuff like this just in a
that creates stuff like this just in a small scale it’s the same mindset with
small scale it’s the same mindset with
small scale it’s the same mindset with which we create a lot of other you know
which we create a lot of other you know
which we create a lot of other you know big complicated things in the world I
big complicated things in the world I
big complicated things in the world I think we gotta you know somehow we just
think we gotta you know somehow we just
think we gotta you know somehow we just started to put up with this I mean who
started to put up with this I mean who
started to put up with this I mean who wants this stuff right so thirty years
wants this stuff right so thirty years
wants this stuff right so thirty years after we still have you know milk
after we still have you know milk
after we still have you know milk cartons that are pretty hard to deal
cartons that are pretty hard to deal
cartons that are pretty hard to deal with mine so but as being said design is
with mine so but as being said design is
with mine so but as being said design is so much more than designing you know
so much more than designing you know
so much more than designing you know things in milk cartons so some time ago
things in milk cartons so some time ago
things in milk cartons so some time ago Oslo University Hospital approached one
Oslo University Hospital approached one
Oslo University Hospital approached one of our teams and asked us to help with
of our teams and asked us to help with
of our teams and asked us to help with some very difficult problems at the
some very difficult problems at the
some very difficult problems at the breast cancer clinic at the Oslo
breast cancer clinic at the Oslo
breast cancer clinic at the Oslo University Hospital they were dealing
University Hospital they were dealing
University Hospital they were dealing with serious waiting lines and a bad
with serious waiting lines and a bad
with serious waiting lines and a bad patient experience so you might wonder
patient experience so you might wonder
patient experience so you might wonder why do why does a hospital you know call
why do why does a hospital you know call
why do why does a hospital you know call a design company why couldn’t they just
a design company why couldn’t they just
a design company why couldn’t they just call in some real specialists I tell you
call in some real specialists I tell you
call in some real specialists I tell you why actually they had gone through
why actually they had gone through
why actually they had gone through several project so-called lien projects
several project so-called lien projects
several project so-called lien projects right with focus on procedures and
right with focus on procedures and
right with focus on procedures and processes without focus on people and
processes without focus on people and
processes without focus on people and patients really so we were called in you
patients really so we were called in you
patients really so we were called in you know instead of the lean smart people in
know instead of the lean smart people in
know instead of the lean smart people in suits I think that was the way they put
suits I think that was the way they put
suits I think that was the way they put it to help them fix this serious problem
it to help them fix this serious problem
it to help them fix this serious problem the thing was the waiting lines were up
the thing was the waiting lines were up
the thing was the waiting lines were up to 12 weeks and when you’re talking
to 12 weeks and when you’re talking
to 12 weeks and when you’re talking breast cancer waiting time kills in many
breast cancer waiting time kills in many
breast cancer waiting time kills in many ways right but worst of all what really
ways right but worst of all what really
ways right but worst of all what really was the thing here when we started
was the thing here when we started
was the thing here when we started looking into what was wrong in the
looking into what was wrong in the
looking into what was wrong in the hospital right which spoke to everyone
hospital right which spoke to everyone
hospital right which spoke to everyone not only the doctors the nurses the
not only the doctors the nurses the
not only the doctors the nurses the specialists but real people the patients
specialists but real people the patients
specialists but real people the patients and actually what became very clear and
and actually what became very clear and
and actually what became very clear and some of the things that I clearly
some of the things that I clearly
some of the things that I clearly remember that was being said was the
remember that was being said was the
remember that was being said was the feeling of not really being part of the
feeling of not really being part of the
feeling of not really being part of the system so there was one woman who
system so there was one woman who
system so there was one woman who explained to us said the following so
explained to us said the following so
explained to us said the following so the morning I discovered something was
the morning I discovered something was
the morning I discovered something was wrong I discovered a lump in my breast I
wrong I discovered a lump in my breast I
wrong I discovered a lump in my breast I went to the doctor right and then I had
went to the doctor right and then I had
went to the doctor right and then I had to wait 12 weeks for an answer how come
to wait 12 weeks for an answer how come
to wait 12 weeks for an answer how come you know the hospital kind of at the
you know the hospital kind of at the
you know the hospital kind of at the moment that I discovered that there was
moment that I discovered that there was
moment that I discovered that there was a lump in my breast I became a patient
a lump in my breast I became a patient
a lump in my breast I became a patient immediately and I needed care but for
immediately and I needed care but for
immediately and I needed care but for the hospital right I was
the hospital right I was
the hospital right I was part of the system until I was diagnosed
part of the system until I was diagnosed
part of the system until I was diagnosed and that was where the waiting time was
and that was where the waiting time was
and that was where the waiting time was so quite you know it became theaters
so quite you know it became theaters
so quite you know it became theaters that we needed to focus on a radical
that we needed to focus on a radical
that we needed to focus on a radical simplification of you know all the
simplification of you know all the
simplification of you know all the processes ensuring that there was one
processes ensuring that there was one
processes ensuring that there was one way in one patient coordinator and a
way in one patient coordinator and a
way in one patient coordinator and a straight line from when you get referred
straight line from when you get referred
straight line from when you get referred from your doctor to the hospital another
from your doctor to the hospital another
from your doctor to the hospital another thing was collaboration so all the
thing was collaboration so all the
thing was collaboration so all the people in hospitals these big you know
people in hospitals these big you know
people in hospitals these big you know change resistant structures they were
change resistant structures they were
change resistant structures they were focused on doing their own part of the
focused on doing their own part of the
focused on doing their own part of the job they didn’t see themselves as you
job they didn’t see themselves as you
job they didn’t see themselves as you know delivering a full patient
know delivering a full patient
know delivering a full patient experience they didn’t look at the whole
experience they didn’t look at the whole
experience they didn’t look at the whole journey they just tried to optimize the
journey they just tried to optimize the
journey they just tried to optimize the part of the work that they doing
part of the work that they doing
part of the work that they doing scanning analyzing and so on and the
scanning analyzing and so on and the
scanning analyzing and so on and the last one but not least important was
last one but not least important was
last one but not least important was actually you know really amplifying the
actually you know really amplifying the
actually you know really amplifying the communication in order not to leave
communication in order not to leave
communication in order not to leave anyone in uncertainty about you know
anyone in uncertainty about you know
anyone in uncertainty about you know knowing what’s going on so we worked on
knowing what’s going on so we worked on
knowing what’s going on so we worked on classic you know communication materials
classic you know communication materials
classic you know communication materials from referral letters to leaflets and to
from referral letters to leaflets and to
from referral letters to leaflets and to user friendly websites that would make
user friendly websites that would make
user friendly websites that would make sure that every you know all the
sure that every you know all the
sure that every you know all the patients would know what was happening
patients would know what was happening
patients would know what was happening all the time believe it or not the
all the time believe it or not the
all the time believe it or not the change was radical
change was radical
change was radical we managed together with the hospital
we managed together with the hospital
we managed together with the hospital and the team to reduce waiting lines
and the team to reduce waiting lines
and the team to reduce waiting lines from 12 weeks of uncertainty down to one
from 12 weeks of uncertainty down to one
from 12 weeks of uncertainty down to one week of knowing what’s going on we had
week of knowing what’s going on we had
week of knowing what’s going on we had three we had three key learnings here or
three we had three key learnings here or
three we had three key learnings here or the hospital had the one they needed to
the hospital had the one they needed to
the hospital had the one they needed to kind of give the promise of taking care
kind of give the promise of taking care
kind of give the promise of taking care of a woman the from the moment she
of a woman the from the moment she
of a woman the from the moment she leaves the doctor with a referral in her
leaves the doctor with a referral in her
leaves the doctor with a referral in her hand the second learning was an approach
hand the second learning was an approach
hand the second learning was an approach and I think one of the doctors actually
and I think one of the doctors actually
and I think one of the doctors actually put it in quite a beautiful way he said
put it in quite a beautiful way he said
put it in quite a beautiful way he said listen when we’re going to change things
listen when we’re going to change things
listen when we’re going to change things and make things better here at the
and make things better here at the
and make things better here at the hospital we got to start talking to the
hospital we got to start talking to the
hospital we got to start talking to the real experts the patients imagine a
real experts the patients imagine a
real experts the patients imagine a doctor saying this right and the third
doctor saying this right and the third
doctor saying this right and the third one was a focus so put very simply one
one was a focus so put very simply one
one was a focus so put very simply one nurse said we need to wrap the hospital
nurse said we need to wrap the hospital
nurse said we need to wrap the hospital around the patient and not the other way
around the patient and not the other way
around the patient and not the other way around these key learnings actually are
around these key learnings actually are
around these key learnings actually are kind of interesting because not only did
kind of interesting because not only did
kind of interesting because not only did they change the breast cancer
they change the breast cancer
they change the breast cancer diagnostics process but I think they
diagnostics process but I think they
diagnostics process but I think they have the power to change a whole
have the power to change a whole
have the power to change a whole health care system if we scale it up and
health care system if we scale it up and
health care system if we scale it up and that’s a lot of wood to be chopped out
that’s a lot of wood to be chopped out
that’s a lot of wood to be chopped out there a lot of complicated stuff waiting
there a lot of complicated stuff waiting
there a lot of complicated stuff waiting lines complicated processes services
lines complicated processes services
lines complicated processes services that need either to be improved or
that need either to be improved or
that need either to be improved or simply be designed away you guys have
simply be designed away you guys have
simply be designed away you guys have tried this as one right well what an
tried this as one right well what an
tried this as one right well what an experience uh and it’s different all
experience uh and it’s different all
experience uh and it’s different all over the world imagine you know if we
over the world imagine you know if we
over the world imagine you know if we could fix this how much impact that
could fix this how much impact that
could fix this how much impact that would have
would have
would have so all of you whatever you do in your
so all of you whatever you do in your
so all of you whatever you do in your everyday lives and your job if you’re a
everyday lives and your job if you’re a
everyday lives and your job if you’re a baker a schoolteacher a car mechanic a
baker a schoolteacher a car mechanic a
baker a schoolteacher a car mechanic a developer or whatever thing we have a
developer or whatever thing we have a
developer or whatever thing we have a choice and let’s take it we can either
choice and let’s take it we can either
choice and let’s take it we can either keep doing you know human proof stuff
keep doing you know human proof stuff
keep doing you know human proof stuff that nobody wants needs or we can switch
that nobody wants needs or we can switch
that nobody wants needs or we can switch putting the user or putting the human
putting the user or putting the human
putting the user or putting the human being putting people back at the center
being putting people back at the center
being putting people back at the center and make human shape stuff that you know
and make human shape stuff that you know
and make human shape stuff that you know make sense to us and bring some purpose
make sense to us and bring some purpose
make sense to us and bring some purpose and meaning into our lives every
and meaning into our lives every
and meaning into our lives every everyone is trying to change the world
everyone is trying to change the world
everyone is trying to change the world so the UN with its seventeen you know
so the UN with its seventeen you know
so the UN with its seventeen you know development goals I think they make a
development goals I think they make a
development goals I think they make a lot of sense because there is a lot of
lot of sense because there is a lot of
lot of sense because there is a lot of stuff that we need to change out there
stuff that we need to change out there
stuff that we need to change out there goal number seventeen actually is you
goal number seventeen actually is you
goal number seventeen actually is you know kind of suggesting that all the
know kind of suggesting that all the
know kind of suggesting that all the sixteen goals the other goals that we
sixteen goals the other goals that we
sixteen goals the other goals that we solve them in partnerships and I
solve them in partnerships and I
solve them in partnerships and I couldn’t agree more partnerships is the
couldn’t agree more partnerships is the
couldn’t agree more partnerships is the way to go when fixing these problems but
way to go when fixing these problems but
way to go when fixing these problems but I want to add an eighteenth one and I
I want to add an eighteenth one and I
I want to add an eighteenth one and I think they even made space for it down
think they even made space for it down
think they even made space for it down there right which is introducing design
there right which is introducing design
there right which is introducing design because just like partnerships design is
because just like partnerships design is
because just like partnerships design is a universal tool that can help us solve
a universal tool that can help us solve
a universal tool that can help us solve all the other goals in a much better way
all the other goals in a much better way
all the other goals in a much better way so I’d like you really took your help
so I’d like you really took your help
so I’d like you really took your help spread the message to the world
spread the message to the world
spread the message to the world help us amplify the message and join the
help us amplify the message and join the
help us amplify the message and join the conversation with us I’m pretty sure
conversation with us I’m pretty sure
conversation with us I’m pretty sure that if we team up because if you
that if we team up because if you
that if we team up because if you remember what John Heskett said it’s not
remember what John Heskett said it’s not
remember what John Heskett said it’s not about design capacity design is a human
about design capacity design is a human
about design capacity design is a human capacity basically meaning that all of
capacity basically meaning that all of
capacity basically meaning that all of us can chime in so when you get out
us can chime in so when you get out
us can chime in so when you get out there and have a look around yourself
there and have a look around yourself
there and have a look around yourself you know start thinking really thinking
you know start thinking really thinking
you know start thinking really thinking of what you can improve in whatever
of what you can improve in whatever
of what you can improve in whatever you’re doing
you’re doing
you’re doing I’m pretty sure together together you
I’m pretty sure together together you
I’m pretty sure together together you know we can create a human-shaped world
know we can create a human-shaped world
know we can create a human-shaped world thanks a lot
thanks a lot
thanks a lot [Applause]
[Applause]
[Applause] [Music]
”
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