During an MSLOC Practicum project with Kraft Foods, Alumni Katy Mess (MSLOC 2008) and current student Kori Lusignan developed and piloted a model that combines concepts of strategic change and cognitive design.
The Knowledge Lens asked Katy and Kori to share insights about their conceptual framework. The following is their point-of-view on how it might be applied to organization change situations.
The Model:

Cognitive Design Practicum Conceptual Framework
The first distinction offered by the model is the importance of purpose alignment. We feel that it is absolutely essential that business purpose drive business decisions and action, thereby making purpose the lens through which all daily work is viewed. In this case, we define business purpose as an understanding of value drivers, and what is key for the organization’s success. Although this seems fairly intuitive, we have observed that the impetus of most business activities is not its value drivers. Instead, short-term goals are inconsistent with long-term ones, and there is no common lens with which to drive action.
For the initial stage of this model, it is important to understand both how the company views itself, and how the company actually behaves. This provides a baseline from which to work and measure the success of any intervention we might propose. Our goal in a client engagement, according to this model, is to align the client’s business activities with the client’s business purpose. It is also critical to recognize that even the most attuned and thoughtful client may benefit from outside inquiry—a “fresh” perspective can help to refocus a project on its original intent, which, if significant, should be tied to the business purpose.
The next piece of our model breaks down our practice of cognitive design into three iterative steps: inquiry, prototyping, and reflection. Short cycle times through these steps with the client efficiently creates valuable solutions. The first stage, inquiry, involves information gathering. Ideally this would involve having the opportunity to talk with and observe stakeholders in the change effort. This step is ultimately about understanding business needs, and separating them from wants. Often, organizations wish to accomplish a great deal in a short time, but the realities of project deadlines and available resources forced you to focus on what is truly needed to meet long-term goals.
Insights:
The cognitive design process presented in this model is meant to be cyclical. At each stage, it is important to involve the learning from previous steps and iterations. Several iterations means the solution has been tweaked several times, resulting in a tighter, more effective, client-approved deliverable. We were pleased to find that this process enabled us to be equally creative and strategic, and to employ the lessons learned from our cognitive design study. We feel this model neatly marries our strengths and skill sets to the strategic needs of organizations seeking change, and provides the inquiry, testing, and reflection necessary to work efficiently and effectively. – Katy Mess and Kori Lusignan
If you wish to contact Katy or Kori to learn more about their work, send an email to cloc@northwestern.edu.