Design Thinking 101

• Building Sustainable Design Research Systems with Sam Zucker — DT101 E143

  The tension between doing good research and delivering on tight timelines is something I've experienced throughout my career in design and innovation. This conversation with Sam Zucker unpacks powerful approaches to making research more sustainable and equitable while building systems that support continuous learning and engagement. What particularly struck me was Sam's practical framework for embedding research into organizational workflows. Her approach transforms research from a periodic, resource-intensive effort into an ongoing capability that shapes decision-making and product development. This represents a crucial evolution in how we think about evidence-based design.   Questions This Episode Helps You Answer How can we build sustainable research systems that work within real-world constraints? What makes equity-based research different from traditional approaches? When should we adapt research methods for regulated environments? How might we use prototypes to get better research insights? Why do continuous research systems often succeed where one-off studies fail? I invited Sam to share her expertise because she brings a unique perspective on making research work in complex, regulated environments while maintaining a deep commitment to equity and inclusion. Her experience spans from reimagining college financial aid experiences to transforming employer benefits, always with a focus on serving people who are often overlooked in traditional research.   Episode Highlights [01:40] Sam describes her journey from an interdisciplinary background at Carnegie Mellon studying conceptual art, communication design, and sociolinguistics to founding Reroute Research, illustrating how diverse educational foundations can lead to innovative research approaches. [03:00] Shares insights from working on College Abacus, a groundbreaking tool that helped students understand true college costs beyond sticker prices, demonstrating how design research can tackle complex financial decisions. [05:30] Articulates her core focus: taking complex decisions (like college choice or insurance selection) and making them more understandable and actionable for users, revealing how design research can simplify without oversimplifying. [08:30] Introduces the innovative "researcher in residence" model where she embeds within companies for 3–4 months, showing how deeper integration leads to better knowledge transfer and organizational impact. [12:00] Explains her commitment to equity-based design and how it shapes recruiting practices, emphasizing the importance of reaching participants who are typically underrepresented. [15:30] Details practical strategies for inclusive recruitment, including flexible scheduling, multiple contact attempts, and accommodating cancellations — demonstrating how research processes themselves need to be designed for equity. [18:30] Shares approach to reciprocity in research, explaining how she ensures participants benefit from the process through information sharing and resource connections. [22:00] Describes how to build sustainable research systems that organizations can maintain long-term, emphasizing the importance of integrating with existing tools and workflows. [25:30] Provides a success story of Better Future Forward implementing a continuous research system, showing how research can become embedded in organizational culture. [31:30] Explains her approach to using low-fidelity prototypes early in research to get more accurate insights about what people actually want versus what they say they want. [37:30] Shares expertise on conducting research in highly regulated environments, emphasizing the importance of reading and understanding regulations firsthand rather than relying on others' interpretations. [41:30] Offers valuable advice for researchers working in regulated environments: build relationships with supportive stakeholders who can help drive innovation forward while navigating constraints. [45:00] Concludes with an important insight about the critical role of language in UX, noting how sometimes the most impactful research finding can be identifying the right word choice for users.   Questions to Help You Go Deeper Learning What surprised you about Sam's approach to continuous research systems and why? How does her equity-based framework challenge or enhance your current research practice? Which aspects of the researcher-in-residence model seem most valuable for your context? Leading How might you help your team understand and apply continuous research approaches? Where in your organization would more equitable research practices create the most value? What would success look like if you implemented ongoing research systems with your team? Applying What's one small experiment you could run next week with prototype-based research? Which current challenge could you address using Sam's approach to participant recruiting? How could you adapt the continuous research system to work in your specific context? Practicing How will you build more equitable research practices into your regular work? What support or resources do you need to implement continuous research systems?   Resources I Recommend Monteiro, Mike. Ruined by Design: How Designers Destroyed the World, and What We Can Do to Fix It. MULE BOOKS, 2024.  >>> Sam specifically mentioned finding this essential reading and I agree. This bold update of Monteiro's classic work challenges us to face the ethical implications of our design choices head-on. The 2024 edition feels especially relevant for research practitioners wrestling with AI ethics, privacy concerns, and the increasing impact of our design decisions on society. While provocative, it provides practical frameworks for making better choices about what we create and why. Monteiro, Mike. Design Is a Job: The Necessary Second Edition. Edited by Lisa Marie Marquis, Mule Books, 2024.  >>> While not mentioned in our conversation, this book expands on many of the ideas in this episode and is essential reading for every designer. Reece, Erik. Utopia Drive: A Road Trip through America’s Most Radical Idea. First paperback edition, Farrar, Straus and Giroux, 2017.  >>> Sam highlighted this as one of her favorite books, noting how it connects to design thinking through its exploration of systematic change efforts. The book examines America's history of utopian communities as design experiments. I find it valuable for understanding how ambitious visions for change interact with real-world constraints — a tension researchers regularly navigate. Hall, Erika. Just Enough Research. 2024 edition, Mule Books, 2024.  >>> While not directly referenced by Sam, this newly updated guide aligns perfectly with her lean, practical approach to research. It provides excellent frameworks for right-sizing research efforts to match organizational constraints while maintaining rigor. The 2024 edition adds valuable perspective on remote research and working within regulated environments. Gray, Dave, et al. Gamestorming: A Playbook for Innovators, Rulebreakers, and Changemakers. O’reilly, 2010.  >>> Sam mentioned returning to this book often, seeing it as an intersection of conceptual art and facilitation techniques. I agree. While positioned as a workshop tool, Gamestorming’s techniques for structured exploration and collaborative meaning-making are invaluable for research sessions. The methods can help create the trust and openness Sam emphasized as crucial for good research.   Tools We Discussed Typeform: For research participant feedback loops Salesforce: Example of embedding research in existing systems Asana/Jira/Notion: Options for research operations management   Deepen Your Learning 5.5 Things Every Designer Should Know About Hacking Bureaucracy with Marina Nitze — DT101 E106 Language + Design Research + Researcher Self-Care with Abby Bajuniemi — DT101 E96 Trauma-Informed Design + Participatory Design Perils + Research with Vulnerable Populations with Sarah Fathallah — DT101 E72 Remember to join Ask Like a Designer, our learning community at fluidhive.com/podcast for more resources and conversations about design thinking in practice!

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• Architecture + Decision Design + Learning Spaces + Strategy with Adam Griff — DT101 E142

  In this episode, I explore how architectural thinking enhances strategic decision-making with Adam Griff. Our conversation reveals how his architectural background shapes his approach to helping higher education institutions navigate complex decisions and create flexible space solutions. We dig into the challenges of designing spaces that can adapt to unknown futures and discuss how universities can better integrate with their communities.  I particularly love how Adam frames flexibility in building design as creating platforms for future adaptations rather than just multi-purpose spaces. We also explore the tension between academic and organizational decision-making and how to create and decide while delivering innovation in higher education. Questions This Episode Helps You Answer How does thinking like an architect help organizations make better strategic decisions? What makes flexibility essential in both physical spaces and organizational processes, and how can we intentionally design for it from the beginning? What elements create environments where good decisions emerge, and how can we support better decision-making outcomes? How do we determine whether physical space is the best solution for achieving our organizational goals, and what questions should we ask before investing in space? How can we think about buildings as adaptable platforms that support evolving human needs rather than fixed structures with predetermined uses? How might universities and colleges create meaningful connections between campus development and community growth that benefit both? What strategies help organizations balance the need for scholarly rigor with efficient administrative decision-making, and how can these different approaches work together effectively? Episode Highlights [00:00] Introduction and background on Adam Griff [01:38] How architectural thinking shapes strategic problem-solving [04:17] Managing diverse stakeholders in higher education contexts [05:35] Understanding people’s needs versus asking for solutions [07:31] Orchestrating organizational decision-making [09:13] The importance of decision-making culture in institutions [11:20] Building trust and managing participation in decisions [14:15] Creating shared understanding of evidence and good decisions [17:04] Balancing organizational conditions with decision quality [19:38] Making decisions with incomplete information [21:36] Academic versus administrative approaches to decisions [24:40] Rethinking flexibility in organizational strategy [25:25] Space as a medium for service delivery [26:51] Designing buildings as platforms for adaptation [29:14] Lifecycle costs and sustainable building design [30:48] Integration of campus and community development [33:31] Responding to demographic changes in higher education [35:33] Finding what is "uniquely possible" for institutions [39:12] Moving from master planning to scenario-based "playbooks" [41:09] Closing thoughts and connecting with Adam   Questions to Help You Go Deeper Learning How does architectural thinking about constraints and systems change your approach to organizational challenges? What surprised you about our discussion of decision-making quality? Why? Leading How might you redesign decision-making environments in your organization? What would change if you approached strategic planning as creating a playbook rather than a rigid strategic plan? Applying What's one small experiment you could run next week to improve your team's decision-making space? Choose a current project or challenge. How might it benefit from thinking about systems and constraints like an architect? Practicing How will you incorporate the "Is space the right medium?" question into your solution development process? What is one idea from the episode that you will apply in the next two two weeks? Guest Resources Adam on LinkedIn Adam on Academia Gamification: How to Play Gensler Gensler Research & Insights Stewart Brand's "How Buildings Learn" The High Line, NYC Higher education demographic/enrollment cliff Scenario planning methodologies COM-B behavior change model Stranded assets   Resources I Recommend DT101 Episodes Radical Participatory Design + Relationships in Complex Systems Inclusive Design with Victor Udoewa — DT101 E127 Talk to the Elephant: Design Learning for Behavior Change with Julie Dirksen — DT101 E131 Healthcare Design: Evidence-based, Business Fluent, and Change Prepared with Matt Van Der Tuyn — DT101 E140 Books Brown, Peter C., Henry L. Roediger, and Mark A. McDaniel. Make It Stick: The Science of Successful Learning. Cambridge, Mass: The Belknap Press of Harvard University Press, 2014. -- Orchestrating good decisions requires understanding how people learn. Before people can decide about something new they must learn the information they need to know to make a good decision and what constitutes a good decision in this context. Read chapter 8. Ariely, Dan. Predictably Irrational: The Hidden Forces That Shape Our Decisions. Revised and Expanded edition, First Harper Perennial edition published. Harper Business & Economics. New York: Harper Perennial, 2010. -- Ariely walks you through ways we make decisions that conflict with classic economic rationality, like: The Effect of Expectations: Our preconceptions and expectations significantly influence our experiences and decisions. For instance, people report greater pain relief from more expensive placebos, demonstrating how price can affect perceived value. The Cost of Ownership: Once we own something, we tend to overvalue it (the "endowment effect"). Heath, Chip, and Dan Heath. Decisive: How to Make Better Choices in Life and Work. New York: Random House Books, 2014. -- Don’t trust your gut. It hates you. You’ll learn how to slow down and avoid becoming a cautionary tale like the ones in this book. Kahneman, Daniel. Thinking, Fast and Slow. First paperback edition. Psychology/Economics. New York: Farrar, Straus and Giroux, 2013. -- "Thinking, Fast and Slow" reveals how our minds use both quick instincts and careful analysis to make choices, helping innovators design solutions that work with human psychology rather than against it. Thaler, Richard H., and Cass R. Sunstein. Nudge: Improving Decisions about Money, Health, and the Environment. Final edition. New York: Penguin Books, an imprint of Penguin Random House LLC, 2021. -- Nudge "Nudge" reveals how small changes in how choices are presented can dramatically impact decision-making and behavior at scale, while preserving freedom of choice.   I'd love to hear what insights you're taking away from this exploration of architecture, strategy, and organizational design. Share your thoughts and stay updated at https://fluidhive.com/design-thinking-101-podcast/  Stay lucky ~ Dawan  

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  45:06
• Joy, Transformation, and Design as Creative Liberation with Sahibzada Mayed — DT101 E141

  Sahibzada Mayed is a creative alchemist who uses design and storytelling to cultivate joy and imagination as tools of liberation. Mayed serves as the Co-Lead for Strategy and Research at Pause and Effect, a liberation-focused imagination and design collective based on Coast Salish territories of the Musqueam, Squamish, Tsleil-Waututh Nations. Beyond that, Mayed leads a small-scale startup, Naranji, that focuses on gender justice and decolonization in fashion. Today, we talk about decolonizing design and creative liberation. Listen to learn about: >> The impact of colonialism and power structures on design >> The need for critical social analysis in design >> Designing for Joy >> Decolonizing design >> The importance of locality and place in design >> Rethinking how we think about and experience systems Our Guest Sahibzada Mayed is a creative alchemist who uses design and storytelling to cultivate joy and imagination as tools of liberation. Mayed serves as the Co-Lead for Strategy and Research at Pause and Effect, a liberation-focused imagination and design collective based on Coast Salish territories of the Musqueam, Squamish, Tsleil-Waututh Nations. Beyond that, Mayed leads a small-scale startup, Naranji, that focuses on gender justice and decolonization in fashion. Their work has been prominently featured during New York and Chicago Fashion Weeks and highlighted in several publications across the United States, Pakistan, Thailand, and Japan. Mayed's identity is shaped by their background as a Muslim immigrant of Persian, Afghan, Indian, and Pakistani heritage, as well as lived experiences of queerness, disability, and neurodivergence. Show Highlights [02:15] Mayed’s unconventional journey into design, combining engineering and social sciences. [04:05] How this background has helped Mayed in their work. [06:01] Mayed’s current work focus is on understanding the impact of colonialism in design. [07:36] The challenge of collaborating when existing power differentials have yet to be addressed. [09:28] What is power? [12:04] Mayed shares thoughts on designing when you’re close to, or a part of, the community you’re designing for, versus being outside that community. [13:53] Dawan talks about how perfection is the enemy of change. [15:57] The fear and discomfort of taking responsibility for causing harm. [16:28] Good intentions do not absolve responsibility. [17:30] Building accountability into what you design. [19:19] Ethics in design and looking for the potential of harm while designing. [22:45] There is an assumption of neutrality and objectivity around design. [24:47] Designing to prevent harm, and also designing for joy and compassion and care. [29:45] Decolonizing design. [35:12] Grounding design in the context of the place and space where it will live. [38:47] Shifting the way we think about design, to move beyond the human. [40:44] Rethinking how we think about and experience systems. [45:13] Last thoughts from Mayed about doing the work and the responsibility that comes with that. LinksMayed on LinkedInMayed on MediumMayed’s websitepause + effect - 5-week intensive, Reimagining ResearchInterview: Fashion Designer Sahibzada MayedCultivating Design Ecologies of Care, Community, and CollaborationI Don’t Want A Seat at Your Table w/ sahibzada mayedDecentralizing Power through Design with Sahibzada Mayed and Lauren Lin Book Recommendations Emergent Strategy: Shaping Change, Changing Worlds, by Adrienne Maree Brown DT 101 EpisodesDesign Social Change with Lesley-Ann Noel — DT101 E128 Radical Participatory Design + Relationships in Complex Systems Inclusive Design with Victor Udoewa — DT101 E127 Design Ethics with George Aye — DT101 E136

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  49:58
• Healthcare Design: Evidence-based, Business Fluent, and Change Prepared with Matt Van Der Tuyn — DT101 E140

  Matthew Van Der Tuyn is a designer and healthcare innovation strategist. Matt is the Senior Director of Design and Strategy at the Center for Health Care Transformation and Innovation at Penn Medicine. The mission at the Center is to serve as a catalyst and accelerator for initiatives that dramatically improve health outcomes, patient and provider experiences, and decrease the cost of care. Matt has had the unique opportunity to help build the Center’s design, discipline, and elevate design thinking as a key tool in Penn Medicine's organizational toolbox. Matt's design process balances divergent and creative thinking to push beyond incremental solutions with the rigor of an evidence-based approach. We talk about becoming and being a designer in healthcare and Matt's practice. Listen to learn about: >> The unique challenges of designing and innovating in the healthcare space >> Problem-centric vs solution-centric thinking and action >> The importance of change management in the design process Our Guest Matt is a designer and health care innovation strategist. Matt’s design roots are in information, product, and service design. His design practice began with visual arts, information design, and product design for luxury goods before deciding to pivot into design for social impact. With this new focus on using design to solve societal issues, Matt’s work expanded into the design of services and co-design as a tool for empowering disadvantaged communities. Matt’s guiding principle is that design is a mindset that anyone can leverage, and that the role of the “Designer” is to help others tap into this mindset to imagine new possibilities. In 2012, Matt made a leap into health care when he joined the newly minted Center for Health Care Transformation and Innovation at Penn Medicine (CHTI). The mission of this new center was to serve as a catalyst and accelerator for initiatives that dramatically improve health outcomes, patient and provider experiences, and decrease the cost of care. Entering as the first designer on this new team, Matt has had the unique opportunity to help build CHTI’s design discipline and elevate design thinking as a key tool in Penn Medicine’s organizational toolbox. Matt’s design process balances divergent and creative thinking to push beyond incremental solutions with the rigor of an evidence-based approach. Matt leads with the belief that the foundation of great design, and building a culture of innovation, is empowerment. That the greatest ingredient for innovation in any large service organization is the people on the front lines of service delivery who have the passion, insight, and opportunity to effect change. However, there are not often clear pathways for these staff to gain traction with ideas nor are there efficient ways for leadership to identify and support these frontline champions. Matt believes bridging this gap, through design, between high-level organizational objectives and the frontline staff with the answers, where agency is created for innovation, is the key to unlocking the true potential of an organization. Matt does not see design as a silver bullet, but rather a binder that can align the many, diverse, voices and skills needed for transformative solutions. In addition to design, Matt will quickly point to the various disciplines and individuals across Penn Medicine that he feels create the secret sauce that makes anything possible. From behavioral economists to data scientists, quality and safety experts to hospitality experts, Matt is a firm believer that everyone has something to contribute, if we center ourselves around a shared set of values that prioritize improving the lives of others. Show Highlights [02:02] Matt’s love of the fine arts, and why he ended up in graphic design. [02:34] Evolving from graphic design into product design of dinnerware. [03:25] The book that helped change Matt’s design path. [04:33] Grad school at the University of Arts in Philadelphia. [05:44] How Matt’s grad school project with Penn Medicine led to the creation of the Center he works at today. [09:30] Being problem-centric instead of solution-centric. [12:45] The unique challenges of innovation work in healthcare. [14:26] One of Matt’s big “a-ha!” moments. [15:29] An exercise Matt uses to help people move past assumptions and think creatively. [18:31] Looking for the people who really wanted the help. [19:34] Storytelling in Matt’s work. [22:28] The need for rigor and evidence when designing for healthcare. [24:42] Matt encourages new designers to find ways to measure the success of their work. [25:44] Getting comfortable with the business and finance side of healthcare. [29:38] The importance of good change management. [30:55] Using behavior design to help people with change. [31:27] Conflict as a natural part of the design process. [35:57] Matt’s advice for those wanting to work in healthcare design. [38:32] Books and resources Matt recommends. Links Matthew on LinkedIn Matthew at UPenn MedicinePenn Medicine: Center for Health Care Transformation and InnovationA Global Pandemic Turned Everything Upside Down. What Has Penn Medicine’s Innovation Team Learned From That?   Book Recommendations Design Revolution: 100 Products The Empower People, by Emily Pilloton The Presentation of Self in Everyday Life, by Erving Goffman DT 101 EpisodesHealthcare + Systems + Risk + Design with Rob Lister — DT101 E122 A Designer’s Journey into Designing for Health and Healthcare with Lorna Ross — DT101 E45 Designing Health Systems + Creating Effective Design Workshops with Sean Molloy — DT101 E44

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  42:38
• Behavioral Science in Human-centered Design with Christina Hanschke — DT101 E139

  Christina Hanschke's career journey has spanned many diverse roles. She's been a music therapist, nanny, and UX researcher, and she’s currently a Design Lead at Final Mile, where she applies a multidisciplinary approach to address pressing societal changes, drawing from behavioral science, human-centered design, and systems thinking. As an adjunct faculty at DePaul University, Christina extends her passion for leveraging behavioral science in human-centered design to the next generation of innovators fostering a diverse culture of curiosity and continual learning. Christina and I talk about behavioral science, design for global health, and the importance of learning design. Listen to learn about: >> Behavioral science in healthcare >> Final Mile’s work in the global health space >> Collaboration and co-creation with clients >> Team facilitation Our GuestChristina's career journey, spanning diverse roles as a music therapist, nanny, and UX researcher, lays the groundwork for her current position as a Design Lead at Final Mile. Here, she applies a multidisciplinary approach to address pressing societal challenges, drawing from behavioral science, human-centered design, and systems thinking. She has had the privilege of collaborating with and supporting the efforts of community champions, local partners and ministries to address complex challenges such as HIV and vaccine hesitancy (COVID-19 and HPV).  Additionally, as an adjunct faculty at DePaul University, Christina extends her passion for leveraging behavioral science in human-centered design to the next generation of innovators, fostering a culture of curiosity and continual learning. When she isn’t reading on the couch with her dogs, Christina finds joy in making music with friends. Show Highlights [02:38] Christina’s career started in music therapy, working with children, before becoming a nanny while going to graduate school at DePaul. [03:44] Moving into UX research in business. [04:01] Christina’s role at Final Mile. [04:44] Working in the global health arena. [05:27] Christina and her team’s work on vaccine hesitancy. [08:38] Working with different countries and cultures. [11:30] Dawan and Christina talk about handling power dynamics in their work. [13:49] How Christina helps the people she’s working with to see value in the work. [14:51] Using social learning and group work to encourage engagement and let them experience the value first-hand. [17:54] Christina offers advice for facilitators. [22:12] Behavioral science is understanding how people make decisions. [22:33] The complicated behavioral challenges in the healthcare space. [23:50] Understanding the “intent to action” gap. [25:13] How starting a new project looks for Christina’s team. [27:28] Co-creating and prototyping behavioral interventions with the people living the health issue. [29:05] Using visualizations to quickly capture ideas and tell stories. [31:36] Giving adults permission to be creative and curious. [32:33] Christina asks Dawan about how he incorporates play into his work. [34:29] Getting people to practice listening early on in an event or project. [36:34] Other ways to get participants to connect and engage. [39:32] Helping people get comfortable with discomfort. [42:09] One thing Christina really enjoyed about working with teams in Kenya. [46:30] There’s no single way to do design thinking. [47:17] Christina’s experiences teaching graduate students about behavioral science and UX. [50:21] Working with clients should be a collaborative relationship. [52:25] Avoiding overcomplication of the process. [56:27] Resources Christina recommends and that have helped her in her work. [57:45] Last words from Christina on the importance of continual learning, and learning outside of your usual sphere.   LinksChristina on LinkedIn Christina on ResearchGateFinalMile ConsultingImproving Vaccine Uptake Book Recommendations Thinking, Fast and Slow, by Daniel Kahneman Beyond Sticky Notes: Co-design for Real: Mindsets, methods and movements, by Kelly Ann McKercher DT 101 EpisodesTalk to the Elephant: Design Learning for Behavior Change with Julie Dirksen — DT101 E131 Behavioral Design X Service Design with Anne van Lieren — DT101 E40 Behavioral Science + Behavior Change Design + Social Impact with Dustin DiTommaso — DT101 E28

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