Running a system-change project is a complex challenge. Such projects require the ability to deal with large, interconnected issues that often involve breaking up established patterns and building new, sustainable structures. In this context, the See-Do-Learn framework offers a powerful way to organize processes, drive change, and create real learning. By focusing on observing, acting, and reflecting, the framework provides a practical and iterative basis for achieving project goals.
See: Discovering and provoking change
In a system-change project, it all starts with observing the world – really seeing. It’s about identifying problems, opportunities, and patterns in the system that needs to change. The see part is crucial for generating insights and initiating change, sometimes even challenging the status quo.
An example of the power of observation and provocation is Benetton’s groundbreaking advertising campaigns in the 1980s and 1990s. Through images that provoked discussion about social issues – such as racism, AIDS and environmental problems – Benetton forced the world to see these problems from new perspectives. In a project, similar “provocative observations” can be made by using data, storytelling or visual representations to highlight injustices and create motivation for change.
In practice, the See phase can include:
- Mapping systems and stakeholders.
- Collecting data and analyzing to identify key challenges.
- Creating narratives that make people question old assumptions and open up to new ideas.
Do: Act and experiment to drive change
If See creates an understanding of what needs to change, the Do part is the core of transformation. Here it is about testing ideas and solutions in practice, rather than getting stuck in long planning or thinking phases. Experimentation is key – by acting on what we have seen, we can generate new knowledge and insights.
Unlike “Think-Do” models, which focus on thinking before doing, See-Do-Learn is based on doing to learn. This makes the process dynamic and practical. By daring to test, prototype and experiment, we can:
- Challenge existing processes.
- Try new ideas and see what works (or doesn’t work) in reality.
- Adjust quickly based on direct feedback.
An example would be brainstorming sessions where the focus is on putting ideas into action, for example by building simple prototypes, staging role-plays or simulating new systems immediately after they are proposed.
Learn: Reflect and build competence
Change only becomes meaningful if we learn from it. The Learn part is about reflecting on the results of what we have done during the Do phase. This is where we connect experiences to insights and build competence for the future.
- Reflection is not passive – it is an active process where we:
- Analyze what worked and why.
- Understands failures and how to avoid them.
- Draws conclusions that strengthen the next iteration of the See-Do-Learn cycle.
Competence is not created just by experiencing something new, but by systematically processing these experiences. When we reflect together in a team, we create a common knowledge base that strengthens future decisions and actions.
See-Do-Learn as a basis for project processes
One of the most powerful features of the See-Do-Learn framework is that it offers a structure that can be used to organize different activities and methods within a project. It becomes like a flexible framework to “hang” processes and activities around.
- The See phase can be used as preparation for activities such as creative workshops, where observations and insights provide a shared understanding of the problem.
- The Do phase can anchor brainstorming sessions in practical experiments rather than in abstract thinking, for example by directly building prototypes or conducting simple tests.
- The Learn phase ensures that the process does not stop at ideas and actions, but leads to deeper learning and continuous improvement.
Complements other methods
See-Do-Learn does not work in isolation but complements other methods, such as design thinking and agile processes. Where design thinking emphasizes empathy and problem solving and agility focuses on speed and flexibility, See-Do-Learn provides a more iterative and holistic foundation.
For example:
- Design thinking: See-Do-Learn provides a clearer path to translate insights from the empathy phase into concrete actions and learning.
- Agility: The framework strengthens the reflective aspect of sprints and iterations, which can be missing in fast agile cycles.
The power of See-Do-Learn
The See-Do-Learn framework creates an approach where observation, action and reflection are linked in an iterative process. This makes it an invaluable method for systems change projects where both insight and flexibility are required to navigate complexity and create long-term change. By using the framework, project teams can not only achieve their goals – they can also develop a deeper understanding of the systems they are changing and a sustainable competence for future challenges.
