Log in or create a free Rosenverse account to watch this video.
Log in Create free account100s of community videos are available to free members. Conference talks are generally available to Gold members.
Non-linear service design for complex adaptive systems
This video is featured in the Systemic Design playlist.
Summary
What is service design without chronology? And when do our tools force us to misrepresent and misdirect? In this session, Kyle Godbey uses the Cynefin framework to show how the methods we rely on work beautifully for known, constrained, and measurable spaces—like airport security—but can fail us in more fluid, unpredictable, self-organizing spaces—like an airport atrium. If humans are complex, then human-centered design needs to better reflect that complexity. Kyle will share a set of new tools designed to complement traditional service design methods—tools that help teams work in and make sense of complex, ambiguous contexts, and find opportunities for innovation right where uncertainty lives.
Key Insights
-
•
Human systems are inherently complex adaptive systems where messiness and unpredictability are features, not bugs.
-
•
Traditional service design tools that rely on linear, ordered sequences struggle to represent complex, unconstrained human interactions.
-
•
The Cynefin framework helps differentiate domains of order (clear, complicated) from disorder (complex, chaotic), guiding appropriate design methods.
-
•
Emergence means whole-system properties cannot be reduced to the properties of individual parts, making prediction impossible but creativity possible.
-
•
Participatory sense-making involves creating spaces where people collectively discover and reframe their roles and agency, enabling systemic change.
-
•
Service designers are shifting from deliverers of solutions to facilitators, spacemakers, and guides in complexity navigation.
-
•
No single tool or process fits all complexity challenges; success requires mixing, adapting, and iterating tools contextually.
-
•
Storytelling methods like warm data and participatory narrative inquiry reveal multiple perspectives and affordances not captured by traditional metrics.
-
•
Understanding energy and constraints in systems helps identify where to intervene, amplify, or monitor relationships effectively.
-
•
Cultural context matters; complexity approaches are more readily embraced in places like Australia and Europe versus the US, requiring tailored communication.
Notable Quotes
"Complex adaptive system is the domain of humans. Humans are messy and we’re complex."
"When we’re released from constraints and enter into the airport atrium, we become free range humans self-organizing unpredictably."
"The right answer is, it depends. And for the sake of our tools we’re forced to make edits not knowing what nuance we lose."
"Chaos is brief. Humans are bad at existing without constraints. We impose or imagine them because we like constraints like gravity."
"Emergence is properties of a whole system not expressed in properties of parts. Water is liquid but hydrogen and oxygen atoms are not."
"It’s not about solving or fixing complexity. We’re making sense of it so we can operate in it."
"Service design fundamentals carry over nicely: pragmatism, evidence, building assets, and iterative relationships."
"No one size fits all solution in complexity. We have to work in context and be resourceful and repurpose tools."
"The role of the service designer shifts from design savior to facilitator, spacemaker, and guide."
"Navigating complexity is like sailing in open ocean. A GPS won’t help if you don’t know how to read wind and water."
Or choose a question:
More Videos
"Video newsletters sharing real user stories create empathy and engagement far beyond numbers and reports."
Megan Blocker Marieke McCloskey Renee ReidPositioning insight: Structuring teams, roles and careers for a changing research landscape
March 13, 2025
"Mobile screens have forced designers to create simplified interfaces without reducing features."
Sam ProulxMobile Accessibility and You
June 9, 2022
"Trauma-informed design tries to prevent harm and the harm is retraumatizing or creating new trauma."
Carol Scott Melissa EgglestonAvoid Harming Your Team and Users: Promoting Care and Brand Reputation with Trauma-Informed UX Practices
February 5, 2025
"Design thinking is simply doing a little problem finding before problem solving."
Sam YenDriving Organizational Change Through Design? Do more of this and less of that
June 9, 2017
"It’s okay to be bossy because we need leaders who are opinionated and thoughtful and have a point of view."
Rachel Posman John Calhoun"Ask Me Anything" with Rachel Posman and John Calhoun, Authors of the Upcoming Rosenfeld Book, The Design Conductors
September 25, 2024
"If you see homogenous candidate pipelines, ask people to pause and rethink who they are putting through."
Anna Avrekh Amy Jiménez Márquez Morgan C. Ramsey Catarina TsangDiversity In and For Design: Building Conscious Diversity in Design and Research
June 9, 2021
"Sentient design is about intelligent interfaces that are aware of context and intent so they can be radically adaptive to user needs in the moment."
Josh Clark Veronika KindredSentient Design: New Postures for AI-Mediated Experiences (2nd of 3 seminars)
January 29, 2025
"You have to have a point of view, and you have to lead in order to get that impact in strategic foresight."
Sam LadnerHow Research Can Drive Strategic Foresight
March 9, 2022
"Future UX includes designing for user discovery in conversational and augmented interfaces, not just clicks."
Lija Hogan Milan Mijatovic Sam Proulx Louis RosenfeldThree Years Out: Perspectives on the Near-Term Future of User Research
March 15, 2024
Latest Books All books
Dig deeper with the Rosenbot
What workflow stages are critical for integrating AI tools in product, design, and engineering?
How has the shape of work evolved from foraging through farming and manufacturing to today's AI-driven economy?
Why is the absence of self-governing professional institutions a challenge for the design field?