I have established and led experience strategy and product design teams across global organisations. A characteristic of all the teams I’ve led is the shared objective of reducing the complexity and effort of achievement for end users of systems and products. The fundamental practices involved have hardly changed across decades, or even centuries. The practice spans a universal interest in the needs of human societies and the interaction of groupings and individuals with the worlds they find themselves in.

The practices are concerned with three areas: Discovery, Insight and Action.

1. Discovery and understanding of sequential interconnected, systemic or ecosystemic events and the laws of cause and effect. A fascination with the contradiction or paradox in human experience, or the seemingly random, consciously registered timelines and journeys that provide resolution or achievement in overcoming a worthy challenge.

2. Exploratory insights into narrative complexity that can be attained through empathetic enquiry and analysis. Then communicated through a framework of storytelling to give definition to components and contexts, characters and catalysts. Empathy is imbued into systems and value is formed, by addressing the needs and goals of a people and defined within the eternal format of the story.

3. The ability to formalise practices to support the translation of ideas and needs into interactive features and services. Constant iteration and solution refinements to multiply the value provided to service customers and product consumers. A repeatable and scaleable framework for conducting the necessary actions to make the value tangible in product.

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