Adam Zeiner

The modern organization is rooted in military history—at the time, the most efficient model for coordinating large groups of people to achieve strategic objectives.

So, what then is human centered design if it's failing most of the humans surrounding it? We were trying to broaden the aperture and bring the lens further back to look more coherently at everything that goes on when inserting a product, service, or built environment. What happens when you create something and put it into a human system?

The new ecosystem design will need to start with the customer’s view and deliver on the agreed-upon value proposition and experience. To achieve this, organizations can consider three domains: consumers, sectors and partners, and products and services. Design has a central role to play in each.

This matters because services designed and optimised for the current system can have the effect of further entrenching it — by introducing additional forces and interests to ‘keep things the way that they are’. This isn’t to dismiss their value — systems change is slow and uncertain, and in the meantime it’s essential we deliver the most effective... See more