What do Aston Martin, design, learning styles and digital storytelling have in common? (#MSRN)

Posted on By Mark Wilson
This content is 12 years old. I don't routinely update old blog posts as they are only intended to represent a view at a particular point in time. Please be warned that the information here may be out of date.

Every now and again, I get invited to a fantastic event and, earlier this week, I found myself at a former school (now a “creativity and innovation space”), on one of Britain’s first council estates, in Shoreditch, East London, home of our very own “silicon roundabout”, to discuss research, disruption, invention and innovation.

If time permitted, I could write a dozen blog posts based on the discussions at Microsoft’s Research Now event. Unfortunately, the highlights are all I can deliver right now, but there were many of them…

The art of design

Aston Martin Parking OnlyFirst up, Head of Design at Aston Martin, Marek Reichman (@Design_Dr) gave a fantastic presentation on the iconic brand’s approach to design. Living, as I do, just a few miles from Aston Martin’s spiritual home in Newport Pagnell, I may be a little biased but there are few brands that stir the imagination as much as seven-times bankrupted Aston Martin – which is partly why they have been the coolest brand in the UK for five out of six years (the anomoly being the year that Apple temporarily took the top spot, since reclaimed for 2012/13 with YouTube in second place and Aston Martin in third).

The company’s new headquarters is a modern version of a castle in the middle of England, built from local stone, in a circular shape, with a moat, a drawbridge and narrow windows and signifies how design is integral to the culture of Aston Martin. Even so, Aston’s design studio (the company’s first in house studio, created in 2007) is a separate building with 6m tall windows, joined to the main complex with a glass corridor – an ivory tower in which to design, with transparency so others can see in.

I won’t continue to reproduce Marek’s presentation – I just can’t do it justice – so here are just a few choice words: power; beauty; soul; cool; exclusivity; luxury; creativity; and craftsmanship.

“Coolness” is something that one cannot claim – it has to be bestowed – but Marek Reichman describes it as stylish, innovative, original, authentic, desirable, unique. That’s a great set of adjectives that, for me, perfectly describe Aston Martin.

Design from the boardroom to the shop floor

With the unenviable job of following Marek Reichman’s keynote, Chief Design Officer at the Design Council, Mat Hunter (@mat_hunter) started out by commenting on the relationship between job titles and confidence, mocking has own grand title in comparison to Marek’s understated “Head of Design”. Mat’s presentation was no less engaging as he took us on a journey with:

  • A logistics company that’s seen improved revenues since they started to better communicate what they do through branding and graphic communications.
  • A discussion of form and function with the kettle evolving from a stove-top model to an electric kettle, one with an automatic off switch, to a cordless model, to a stylish model.
  • Disruption through changing meanings – why do we need a kettle? Why not simply have a tap that dispenses hot water for a cup of tea? Or how about the wrist watch, with Swiss craftsmanship commoditised by cheap Japanese digital timepieces, only to be usurped once more by Swatch, who took analogue technology and made it a fashion item? In another example, Streetcar (which became Zipcar and is now owned by Avis) proved that, in some markets, people want access to a car, not necessarily to own one. Then there are concepts like The Amazings – for people to try something old and learn something new.
  • Looking at innovation, Mat described the “double diamond” design process where we use the left side to redefine the brief before finding new solutions to a problem. Examples include: the Mailbox app which is aiming for a a clean mailbox and using a queuing system to manage demand [only time will tell how successful that is – I’ve lost interest already]; Casserole Club which uses the social web to connect people and provide peer to peer “meals on wheels”; The Matter which gives young people work experience and drives a better quality of output by involving them in local planning and decision-making; and even the Government Digital Service, aiming to transform the way in which the UK government provides online services with a set of human-centred design principles, integration, board-level leadership (and recruiting the best people).

Design-led transformation and innovation

In the next slot, Microsoft Consultants Fred Warren and Phillip Joe spoke about why and how to innovate using design. I really need to take another look at the slide deck to properly understand what was presented as we jumped from anecdotes such as Virgin Atlantic’s redefinition of transatlantic flight by “reframing the experience” in Upper Class, getting travellers from A to B (not Heathrow to JFK) and removing friction points to Pine and Gilmore’s Experience Economy and on to customer experience evolution but I got the impression Fred’s part of the presentation (the “why?”) could be summed up as “step back and look at the problem from a different angle” – and “don’t die hesitating”.

Phillip spoke about the “how?” with four themes of orchestration (guide the vision), envisioning (explore scenarios and define visual and textual narratives), empathy (understand what users want), and execution (take the vision and make it real – which parts of the narrative will be built out).

To be perfectly honest, this was the session that I didn’t really get. Maybe I was tired. Or maybe the previous presenters had given me so much food for thought my brain needed time to adjust… but the basic premise is sound: finding out what the problems are, rather than offering solutions right away (although isn’t that just what consultants do?).

Organisational DNA

This slot was the surprise for me. A real gem. Strategic People and Organisation Development Consultant, Elizabeth Greetham gave a talk on getting an organisation culture aligned for innovation. The concepts that Elizabeth visited are not new, but it’s good to re-visit them.

Honey and Mumford’s learning styles are a cycle of learning by doing (activists, jumping in at the deep end), reflecting (think and observe), theorising (through models) and trying out (pragmatists, starting in a safe environment). Often we skip the reflection, eradicating the time to think creatively, which in turn stifles innovation.  Meanwhile activist-pragmatists skip the theory, which can be valuable to re-engage with from time to time.

Moving on to perception and memory processing, Elizabeth spoke of four learning strategies:

  • Visual (pictures, written word).
  • Auditory (spoken word).
  • Kinaesthetic (actions and movement).
  • Tactile (touch).

Whilst visual and auditory learning are well understood (e.g. leading to success of PowerPoint) kinaesthetic learning is about doing, reaching, feeling. Restricting people to one screen limits this – the movement is important (mind maps can help). So does hot-desking – some people need their own space. The implications of touch are still being explored and, whilst it’s discouraged in the workplace there are some benefits that have been discovered through work with autistic children.

On cognitive styles, Elizabeth described two types:

  • Verbal-imagery: words vs. pictures (not everyone’s brain creates images – sometimes they need to be provided)
  • Wholist-analytic: global vs. components (some people need the big picture and to know what comes before and after their part vs. individual widgets in detail); another way to look at this is breadth first vs. depth first.

The psychological contract is about the perceptions between an employer and an employee about their obligations to one another – more than just a written contract of employment. Promises are often made or implied, e.g. during recruitment, in appraisals, at a social event, when travelling together – and we shouldn’t make promises that are not in our gift to deliver.

Elizabeth then spoke of the sixteen Myers-Briggs personality types, before highlighting that intimacy is key to success – for every person in an organisation, someone else needs to know what makes them tick. Organisations need a structure that supports this; small working groups enable people to get to know one another much better.

In summary, “well it’s how we do things around here” is made up of people, how they learn, the psychological contract status, and personality factors. And that, is the organisational DNA.

Design in the digital physical world

In his presentation, Principal Interaction Designer at Microsoft Research, Richard Banks (@rbanks) explained some of the ideas he’s been working on for digital storytelling. His team’s ethnographic work is a combination of social science, computer science and interaction design; they look at people, see how they work, spot anecdotes about life – and spark ideas for things that can be designed. Specifically, Richard talked about the theme of the future of looking back: creating new value from reflecting on the past.

For example, on inheriting his late grandfather’s box of photos, Richard discovered they had been recorded with “metadata” (names written on the back). But with most of  us creating thousands of digital images each year, that’s a lot to pass on when our time comes.

Technology has moved past the point where it’s a play thing, it’s now an integral part of our lives and we need to deal with death on social media too. We all have boxes of sentimental objects that we don’t keep on display. The question is whether digital artefacts be sentimental too? To take another example, old diaries provide an insight into others’ lives – even if the points recorded seem mundane at the time. May be our tweets will be the same some day?

Richard showed pictures of physical items created to store digital artifacts, such as:

  • A box to backup your tweets.
  • A digital slide viewer which backs up Flickr images into a box that looks like an old Boots slide viewer.
  • A digital photo display focused on one individual containing events throughout their life structured on a timeline [à la Facebook] providing the context for where things fit.

Another interesting angle is the motivation behind digital storytelling, perhaps just creating a record for a sense of permanence – not necessarily interesting now but it may be later. And then there are the new possibilities afforded by digital media – such as putting two people into a picture that could have been together, but were not (e.g. a grandfather and grandson when one had passed away before the other was born). I’m currently taking something in the region of 10-12,000 pictures a year and I have hundreds of slides in the loft inherited from my late Father. It’s high time I took a good look at my own digital curation and storytelling…

Envisioning the future

Microsoft Chief Envisioning Officer, Dave Coplin (@dcoplin) gave the final talk before the inevitable panel session to wrap-up the day. I’ve blogged about Dave’s talks before – fast paced and highly entertaining. The twist this time around was to ask the question “What can you change in your business that you do because you’ve always done it?”. See the big picture. Avoid the arrogance of the present. Look for outcomes, not process. Set your people and your data free. Fundamentally, think human, be human. And empower others.

Conclusion

It’s been a while since I attended a Microsoft event that was as thought-provoking as this one. Most of the company’s output is pure marketing but this was a refreshing change; enabling others to lead the conversation, facilitating discussion, and leading thoughts without the distraction of a product pitch.  For this reason alone, congratulations are due to the Microsoft UK Enterprise Insights team (@MicrosoftEntUK), who hosted the day. Add in the first-class speaker line-up and it was well worth it.

As for takeaways, well, I’ve written many of them in this post but, whilst design is not at the core of my work, it can help me to think about things differently and the organisational DNA talk has given me plenty to consider as I plan for building my own team inside the organisation where I work.

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