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Marc Roca is Service & Experience Design Lead at frog, a global design and strategy consultancy. Over the last 15 years, he has led multidisciplinary design teams within consulting design firms like frog, as well as at Fjord, Habitant, Ogilvy, and DDB. His focus has always been on helping teams, individuals, and organisations to think differently, to shift their methods and mindset towards human needs and intentions; to pay attention to real scenarios and to apply critical thinking and other techniques to widen their design perspective and shape the vision of business challenges.

Mark's approach to research and design is the result of blending design thinking and all his previous experience in creativity and advertising working for brands and organisations from around the globe. He believes that the best way to make a mark, challenge the status quo, and trigger change, is to help others master new working methods and habits that enrich and complement their skills.

Event role

Expert talk

'The six-step challenge approach'

In organisations, it is common practice to measure and evaluate our work in numerical terms: reaching a goal of growth, sales increase, customer satisfaction, etc. As the role of designers increases and the problems to tackle become more complex, we are growing used to delivering hard numbers to prove that we're providing real value. The term Key Performance Indicators (KPIs) has also entered our vocabulary.

KPIs are a way to measure performance and progress. But when we start using them as objectives to be achieved or as solutions to the challenges we aim to solve, we are on the wrong track. Our work begins with a thorough analysis and a clear challenge statement. Mistakes occur when the task - the job to be done - is badly defined, poorly articulated, or wrongly approached. As a result, our effort to create desirable and sustainable changes in the behaviour of individuals, systems and organisations will be misplaced.

Most of the time, it's quite hard to find out when an innovation or transformation project has started with a wrong approach or a wrong challenge definition. Russell Effio and Marc Roca will share with you a six-step approach that has been defined and used by several design teams in the past 6 years. Making sense of problem types, their definitions, setup and relevant responses.

Friday, September 17, 11:30

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