Systems Thinking, Rich Mapping and Conceptual Models
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Transcript of Systems Thinking, Rich Mapping and Conceptual Models
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Systems Thinking, Rich Mapping and Conceptual Models
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What is a system?
• Collection of “stuff”• Dynamic, complex, interdependent
relationships• Can't be decomposed into linear processes• Can't be separated from the environment or
context in which they occur• Feedback
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What are systems?
• Economies• Ecosystems• Organizations• Markets• Projects• Social Networks
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Leverage Points
• Small changes big effects• Leverage Points
• Access to information• Incentives• Delays
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Do Systems Matter?
• GM closes plant in Fremont, California (1982)• Worst quality record• Worst labour relations• Highest employee absenteeism and drug
use
• Toyota opens Fremont plant in 1984• Hires 80% of GM’s workforce• Outstanding quality record
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Relevance to Experience Design
• Web is an ecosystem
• Systems within the web• eBay• Blogosphere• Digg, Flickr, MySpace
• Creating, influencing systems that enable experiences
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Introducing Systems Thinking
• CATWOE
• Root Definitions
• Rich Mapping/Conceptual Models
• Case study
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Systems Thinking
Conceptual Model
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A Short History of Systems Thinking
• Evolved from “Hard” systems theory in the early 1970’s
• Notable uses of Systems Thinking:• National Health Service - UK - 1970’s• Shell Group - 1980’s• Cooum River Rehabilitation - India -1990’s
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Elements of Systems Thinking
1. See the system as a process of inquiry
2. Understand system elements with the “CATWOE” framework
3. Find the “root definitions” of the problem
4. Create models of purposeful activity with Rich Mapping
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The system is a process of enquiry
?
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CATWOE
• C - Customers• A - Actors• T - Transformative Process• W - Worldview• O - Owners• E - Environmental Constraints
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Customers
• The beneficiaries of “t”
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Actors
• Those who would do “t”
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Transformation Process
• “t” - the conversion of input to output
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Worldview
• The perspective that makes “t” meaningful in context
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Owners
• Those who could stop “t”
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Environmental Constraints
• Elements which define the limits of the system
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Finding root definitions
• A description of a “human activity system” which describes how a transformative process will be undertaken and what is expected as a result.
• Do X by Y to accomplish Z
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Rich Mapping
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Painting the house
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CATWOE
• C - Homeowner• A - Homeowner• T - Unpainted house to painted house• W - Painting house will enhance appearance• O - Homeowner• E - Hand painting
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A self-owned and manned system to paint a house, by conventional hand painting, in keeping with the overall decoration scheme of the property in order to enhance the visual appearance of the property.
Root Definition
A homeowner paints a house by hand to improve its appearance.
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Rich Mapping
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• Illuminates the structures behind the structure
• Helps to engage us in thinking about problem solving beyond just “requirements”
• Helps us understand the context(s) in which we are delivering the appropriate IA to the client
Why We Like Systems Thinking
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• Keep Systems Thinking simple by choosing basic tools for the initial inquiry
• Iteratively evaluate CATWOE elements as the understanding of them evolves
• Focus on where specific actions exist with respect to system layers
Putting Systems Thinking to Use
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The Client
• Large financial services institution• Multiple P&L Silos• Complex stakeholder ecosystem• Distributed accountable-ism• Biggest perceived client challenge: “IA”
Exploring Systems Thinking
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The Agency
• New office with little organizational history
• Large, young IA team• Limited experience with large
clients• Biggest perceived challenge:
“Anticipating Changes in Client Needs”
Exploring Systems Thinking
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• Used CATWOE framework to help define and model the system elements
• Used Rich Mapping to model parts of the system relative to specific activities and to identify true stakeholder relationships and motivations
How did we use Systems Thinking tools?
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• Modeling was not just focusing on actions but on layers
• We defined four layers in the relevant system:• Engagement Level• Project Level• Site Level• Feature Level
• Focused on identifying the relationships within the layers and between the layers
Looking at the Layers of the System
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• CATWOE elements change between layers
• CATWOE elements change within layers
• CATWOE elements often do not reflect the formalized project structure.
CATWOE Changes
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Project Level System View
The Activity System
Monitoring Effectiveness
Monitoring Efficiency
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A business goal driven system to redesign and launch a web application through multi-team distributed collaboration, which fits within existing information technology and legal constraints and results in organic growth that meets specific business metrics.
Root Definition
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Project Level CATWOE
• C - E-Business Team• A - Internal Creative Team, IT, Business
Owners, Product Owners, Agency• T - Build and launch new website• W - New website will better support business
goals• O - CFO, IT• E - Geographic displacement, restrictions to
onsite collaboration, competing business goals
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Feature Level System View
The System
Monitoring Effectiveness
Monitoring Efficiency
Agency Action
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• Systems Thinking helps provide a valuable perspective to help frame IA work
• The inquiry based nature of Systems Thinking helps keep design based initiatives on top of perceived changes to the system
• Used on its own, Systems Thinking is not executional enough to effect system change
• The core tools of Systems Thinking provide value to IAs even with limited use
Lessons We’ve Learned
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• Using CATWOE to frame personas• users as actors, business as customers
• Model different perspectives of a system• How do different groups perceive W? • How do they perceive T?
• Effect short-hand way of starting the conceptual modelling process
Leveraging CATWOE
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• Systems
• Experiences happen within systems
• Systems thinking and conceptual models
In conclusion…