Moving beyond user-/human- centered design towards systemic design
Let’s start with a controversial statement: Plastic bags can be considered a great innovation if we look at it from a human-centered perspective. They have successfully served their purpose: allowing people to carry things from point A to B conveniently. More than useful, they are cheap and lasting. However, when we look at how plastic bags fit into the wider system: local communities, society, and the natural ecosystem; we can question whether, despite being a user-centered solution, it is considered a great invention.
If the answer is no, should we simply ban plastic bags? It is not that simple.
When California tried to ban single-use plastic bags in 2014, grocery stores started selling heavy-duty plastic bags instead of fragile plastic material. These new versions were designed for several reuses and were sold at the cashier for ten cents, but customers were treating them the same way. Consequently, California was throwing away even more plastic, by weight, than before.
Additionally, further studies showed that, despite good intentions, ban policies unintentionally increased plastic bag consumption. After being used for carrying goods, grocery plastic bags are commonly repurposed for domestic trash disposal. The ban caused an increase of up to 110% in 30 liter plastic bag sales.
Why should we be thinking in systems?
It is important to acknowledge that humans have played a significant role in designing the world we live in today. Whether consciously or not, we have contributed to the creation and implementation of structures that have led to the challenges we currently face, such as climate change and social inequality. Recent crises, such as the COVID-19 pandemic, have highlighted the interconnected and unpredictable nature of these issues, presenting decision-makers with problems that do not have simple solutions.
In a world of continuous change, organizations and institutions are forced to make decisions today while navigating highly uncertain futures with limited tools and knowledge.
As a result, the focus of the design practice has expanded from tangible to intangible: from artifacts to services, to organizational and social transformation. As our perspective broadens, our approach to addressing these challenges must also evolve to avoid unintended consequences. Linear ways of thinking are incompatible with complex, interconnected challenges. There is a whole dynamic of influencing factors that go beyond tracing a direct path from cause and effect, from plastic bags to environmental consequences.
Oversimplifying problems to their most direct causes can lead to more severe challenges elsewhere in the system, as seen with the unexpected consequences of well-intentioned policies.
To tackle systemic challenges and deliver equitable solutions for a sustainable future, it is important to understand the context and possible repercussions.
As innovators and creators, we have a responsibility to consider the impact of what we are putting into the world, and to do so we need to understand the interconnected systems behind our challenges.
This is where systemic thinking and design come into play: to navigate the intricacies of whole systems, rather than focusing solely on isolated parts.
What is Systemic Design?
Systemic design combines the best of both worlds, merging concepts from systems thinking and design thinking to highlight the interaction of factors as a system in an actionable way:
Design thinking dives into intentionality. Its value lies in problem-solving, being people-centric, co-creative, and cross-disciplinary, aiming to improve an experience, journey, or isolated part in a hands-on and iterative manner.
Systems thinking zooms out to the whole, looking into how the different parts of the system interact to produce the overall behavior of the system. It does not try to identify an individual part of the system that can be “blamed” for, as issues emerge from the entire network of factors between different actors, products, services, and structures.
Let’s consider the example of drug addiction, which has been particularly challenging in several communities. From an analytical or linear perspective, we might trace a direct path from addiction to drugs and resort to a ‘war on drugs’, which has presented many negative consequences. A systemic perspective, however, reveals numerous influencing factors causing this behavior. Single actors in the system do not intend to produce addiction, but the structures and relationships between components produce this behavior. Only by zooming out can we visualize the connections that push toward a cycle of harmful use of drugs.
In the late 90s, Portugal adopted an empathetic strategy to understand the vulnerable contexts of individuals exposed to drugs, leading to the development of an internationally renowned policy, but also made sure that there was specialized professional support, a safe environment to steer people from addiction to treatment, a shift in language, from drogados (‘junkies’) to “people with addiction disorders”, and ultimately, a mental model change, from being a criminal problem, to a health problem.
Understanding Systems and their layers
We have to start by defining systems: Systems are a collection of parts that operate together, connected in multiple directions simultaneously. Over time, these connections and relationships result in certain outcome patterns — the system’s behavior. The digestive system, a person, a school, a city, and the global economy, are all systems.
Consciously or not, we are members of many systems, which are built in three different layers:
- The elements: These are the parts of the system, such as teachers, students, infrastructure, and curriculum in a school.
- The relationships: These hold the elements together through physical or intangible flows, such as the flow of information, value, and resources in a school.
- The function: This is the hardest layer to perceive. It’s related to the system’s patterns and results over time, such as empowering individuals with knowledge and critical thinking to achieve their full potential in life.
So, how do we approach and solve systemic problems?
When navigating systems, it is necessary to go beyond the human-centered perspective.
When designing an experience, journey, or product, we tend to focus on the perspective of a particular target audience, usually the end user. But, when tackling systemic problems, all actors become equally important, and human and non-human elements like nature or structures must be included. This process needs a multi-stakeholder and participatory approach, meaning that all parts of the system should be involved to map the whole system and achieve shared alignment and vision.
There are different levels of how systemic design can be put into practice. We can start by designing the parts (products, service solutions) more consciously, understanding the wider impact these will have on the whole. We can also design subsystems inside our current systems that will influence the whole over time, such as designing a clothes-swapping system which will eventually shift some behaviours. Lastly, we can focus on societal or organizational transformation, shifting our current systems’ function or purpose, and transforming mental models (such as the case of Portugal’s drug strategy).
The practical application of systemic design requires participatory processes and balancing ‘zooming in’ on individual needs with ‘zooming out’ to understand broader system patterns. One crucial aspect of this process is not to simplify complexity but rather to make it visible and become comfortable with it. It is, however, essential to prioritize and frame the relevant factors and relationships within the system to make it actionable and to avoid analysis paralysis due to the level of complexity. By setting clear boundaries, adopting participatory approaches, fostering collaboration, and recognizing the importance of small yet impactful changes, we can create sustainable and equitable solutions.
Systemic design requires a long-term commitment and a holistic perspective that values all parts of the system. By redefining success to include sustainable and socially impactful outcomes, we can ensure that our innovations contribute positively to the broader system. Through systemic thinking and design, we can better understand and address the interconnected challenges of our time, paving the way for a more resilient and equitable future.
The key steps for a successful systemic design process
Navigating the complexities of today’s interconnected challenges requires a thoughtful and holistic approach. The following key steps are essential to bear in mind for a successful systemic approach, ensuring that innovations are both impactful and sustainable.
- Setting boundaries
Determining the scope, defining how far you want to go. This helps in reaching actionable results without getting overwhelmed by complexity.
- Participatory approaches
Involve a diverse range of stakeholders, including designers, users, engineers, policymakers, and subject-matter experts. This inclusive approach ensures all parts of the system are considered and aligned.
- New ways of working
Foster an open, collaborative mindset with democratic decision-making and power-sharing practices. Encourage inquiry and experimentation to drive innovation.
- Small changes open big doors
Recognize that systemic change often starts with small, incremental interventions that can lead to significant transformations over time.
- Beyond the user, beyond the human
Expand the focus to include all elements of the system—people, structures, and nature. Each component is crucial for creating a balanced and sustainable solution.
- Cross -team, -organisation, -sector, -industry
Promote partnerships and engage with influential stakeholders and decision-makers who can support and champion the project.
- Cultural change takes time
Understand that achieving systemic impact requires a long-term perspective. Patience and persistence are key to fostering cultural and organizational shifts.
- Business case for humanity
Evolve our metrics of ‘success’ towards more sustainable and impactful futures. Understanding unintended consequences.
Leading the way for more sustainable, resilient, and equitable futures
Through systemic thinking and design, we can better understand and address the interconnected challenges of our time, paving the way for a more resilient and equitable future. The complexity of today’s issues demands a shift from linear, isolated problem-solving to a more integrated and holistic approach. By embracing this shift, we can create innovations that not only serve immediate human needs but also contribute positively to the larger system, ensuring a sustainable and equitable world for future generations.
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