DESIGNING HUMANS

Great Design, Requires

Great Humans
M E N TA L M O D E L S F O R B U I L D I N G S U S TA I N A B L E E X C E L L E N C E

JUNE 2022

1
DEAN BROADLEY
F U L L-T I M E H U M A N

2
 South African Design Industry
DIVERSITY IN OUR DESIGN POPULATION

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Designing Humans survey 2019 Copyright © 2019 Broadley Speaking (Pty) Limited
 South African Design Industry
DIVERSITY IN OUR DESIGN POPULATION

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 When there are no options.
Create them

G R E AT D E S I G N R E Q U I R E S G R E AT H U M A N S 5 © 2022 Designing Humans (Pty) Limited

 But how?

G R E AT D E S I G N R E Q U I R E S G R E AT H U M A N S 6 © 2022 Designing Humans (Pty) Limited

 🤗 🧱 🔫 ⛰ 🤩
Embrace the Excellence
Be Sensitive Build Don’t hunt
journey over
perfection

G R E AT D E S I G N R E Q U I R E S G R E AT H U M A N S 7 © 2022 Designing Humans (Pty) Limited

 E M PAT H Y

Be Sensitive

G R E AT D E S I G N R E Q U I R E S G R E AT H U M A N S 8 © 2022 Designing Humans (Pty) Limited

 Stop the gate-keeping

G R E AT D E S I G N R E Q U I R E S G R E AT H U M A N S 9 © 2022 Designing Humans (Pty) Limited

 It’s not an interrogation,
Get to know the human.

G R E AT D E S I G N R E Q U I R E S G R E AT H U M A N S 10 © 2022 Designing Humans (Pty) Limited

 KNOWN BY SELF UNKNOWN BY SELF

PUBLIC BLIND

KNOWN BY OTHERS
UNKNOWN BY OTHERS

HIDDEN UNKNOWN

11 © 2019 Broadley Speaking (Pty) Limited

 KNOWN BY SELF UNKNOWN BY SELF

EXTERNAL FEEDBACK
PUBLIC BLIND

KNOWN BY OTHERS
OTHERS
O B S E R VAT I O N
SELF DISCLOSURE

UNKNOWN BY OTHERS

HIDDEN UNKNOWN

S E L F D I S C O V E RY

12 © 2019 Broadley Speaking (Pty) Limited

 HIRING

Build. Don’t Buy

G R E AT D E S I G N R E Q U I R E S G R E AT H U M A N S 13 © 2022 Designing Humans (Pty) Limited

 Don’t hire and build teams like products

DREAM TEAM

🙋 🙋 👨💻 👩🚀 👩🚀 🦄
LEVEL 2 LEVEL 2 LEVEL 3 LEVEL 4 LEVEL 4 LEVEL 5
JUNIOR JUNIOR COMPETENT EXPERT EXPERT MASTER

DESIGNING HUMANS 14
 In theory, there is no difference
between theory & practice.
In practice there is…

G R E AT D E S I G N R E Q U I R E S G R E AT H U M A N S 16 © 2022 Designing Humans (Pty) Limited

 You cannot pick fruit from

a tree you never planted

G R E AT D E S I G N R E Q U I R E S G R E AT H U M A N S 17 © 2022 Designing Humans (Pty) Limited

 TA L E N T

Discover. Don’t Hunt

G R E AT D E S I G N R E Q U I R E S G R E AT H U M A N S 18 © 2022 Designing Humans (Pty) Limited

 🙂 🎉
ENVIRONMENT 1
🥳 ENVIRONMENT 2

🙂 🎉
🙂 🎉

ENVIRONMENT 3

DESIGNING HUMANS 19 © 2019 Broadley Speaking (Pty) Limited

 PROVIDE THE MAP

Embrace the journey

Mindsets over attributes
 Reratilwe “Rati” Mashego
Associate Product Designer

Customer Support Consultant

Barista

Jazz Musician

DESIGNING HUMANS 22
 BEWARE YOUR

🧠 End of history illusion

G R E AT D E S I G N R E Q U I R E S G R E AT H U M A N S 23 © 2022 Designing Humans (Pty) Limited

Embrace the journey. Provide the map.
 HIRING

Excellence over perfection

 •••

Stay Human
If you design for everybody, you design for nobody.
If you design for everybody, you design for nobody.
Let’s not design for everybody
If you design for everybody, you design for nobody.
Let’s not design for everybody
Together, let’s design for every One.
 Care less about being certain
and more about being effective

DESIGN OPS SUMMIT 2020 - @BROADLEYSPOKEN 30 © 2020 Designing Humans (Pty) Limited

 👋
The End
OR IS IT?