Monthly insights, thinking and perspectives from Mintel - April 2014
Network thinking: Design Perspectives For The Decentralized Age
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Transcript of Network thinking: Design Perspectives For The Decentralized Age
Design Perspectives For The Decentralized Age!
Leandro Agro: IxD /UX | IoT
Network Thinking www.designgroupitalia.com2
© DESIGN GROUP ITALIA 3
UX#Internet#of#Things#
IxD2AI,2Virtual2Assistants2
Eye>Tracking2Digital2Strategy2
Usability2
Mobile2&2Wearable2
Prototypes2AR/VR2
Gmail,2Skype,2Flickr,2TwiKer:2@leeander2
©2DESIGN2GROUP2ITALIA2©2DESIGN2GROUP2ITALIA2
“Design(isn't(just(about(
shapes(or(pixels(anymore.(
Design(is(the(process(that(
shapes(product(behaviours,(
communi<es,(companies(
and(=in(the(end=(builds(new(
worlds.”(
6
© DESIGN GROUP ITALIA
Design2is2(also)2a2process2
9
thinking
Desirability2/2Feasibility2/2Viability2
© DESIGN GROUP ITALIA 11
((((((((((((((((((((((((devoured(Doblin,(2nd(
Road,(Ubermind,(Flow(Interac<ve,(
Aqua(Media,(Banyan(Branch(
(
Wipro Digital acquired(DesignIt(
acquired(Fjord(
acquired(Lunar(
acquired(Adap<ve(Path(
• Reassuring2big>co2since2the2previous2millennium.2
• Providing2a2step2by2step2design2theory2that2ensure2a2preKy2good2result2also2to2talentless2companies.2
• Predictability2illusion2(feeling2in2control).2
© DESIGN GROUP ITALIA 12
((((((((((((((((((((((((devoured(
Doblin,(2nd(Road,(
Ubermind,(Flow(
Interac<ve,(Aqua(Media,(
Banyan(Branch(
(
Wipro Digital bought(DesignIt(
bought(Fjord(
bought(Lunar(
bought(Adap<ve(Path(
Why?2
© DESIGN GROUP ITALIA 14
Every2Tool,2service,2business2that2jump2in2the2digital2technology,2start2to2follow2Moore’s2Law:2222AcceleraSon2changes2everything.22
Peter Diamandis
http://www.youtube.com/watch?v=E9wFXHYJgdo
© DESIGN GROUP ITALIA
Digital2technologies2are2pushing2
consumerizaSon2and2mulSplying2touchpoints.22
15
Everything#jumps#to#the#consumer#without#passing#through#military#or#professional#steps#
The#contact#point#between#a#specific#product/service#and#a#person#that#want#to#have/use#it.#
© DESIGN GROUP ITALIA
ConnecSvity2changes2everything2not2only2decentralizaSon2but2also2interdependence22
16
Fluid experience
Instant Gratification Dematerialised Interaction
Social Induction
© DESIGN GROUP ITALIA 17
The2INTERNET2OF2THINGS2bridges2both2the2physical2and2digital2worlds,2permi^ng2the2power2of2the2internet2to2reach2everywhere2humanity.2
© DESIGN GROUP ITALIA 18
Every2Sme2that2a2company2places2an2objects2into2your2world2(pocket,2car,2desk)2starts2an2always>on2PERSONAL2bi>direcSonal2DIALOGUE.2
© DESIGN GROUP ITALIA 22
What2is2“Network2thinking”?2
2
Todays’(visionaries(can’t(consider(the(mechanical(clock,(the(assembly(
line(or(the(broadcast(architecture(as(an(actual(mental(model.((
© DESIGN GROUP ITALIA 23
“Network2thinking”2is2a2mental2model…2
22
A2WHOLE2NEW2WAY2TO2SEE2THE2PRESENT2AND2IMAGINE2THE2FUTURE,22THAT2ALSO2INCLUDE2SOFT2SKILLS2LIKE:2
2
> A^tude2(curiosity/lateral2thinking/hybrid2background)2> Flow2with2complexity2(tolerate2uncertainty)2> IdenSfy2paKern2> Find2leverage2points2(trends)2
© DESIGN GROUP ITALIA 24
Most(recent(human’s(genera<ons(have(a(totally(different(
rela<on(with(technologies(with(respect(to(any(ancestor.(
2Since218002technologies2evolved2slower2than2average2human2life,2while2now2–in2the2space2of2a2single2life>2we2saw2cogni<ve2technologies2grow2in2a2singular2way.2
© DESIGN GROUP ITALIA
We2live2on2the2border2between2Cloud22FOG2compuSng2and2the2IoT2Era.22
At2this2stage2of2technological2evoluSon,2being2connected2is2a2Darwinian2issue2for2a2product:22a2key2element2to2it,2to2live2long2and2prosper.222
29
© DESIGN GROUP ITALIA 30
“"mes&they&are&a&changing”&
201X2
IN 2008 THE NUMBER OF CONNECTED OBJECTS HAS EXCEEDED THAT OF HUMANS
In Q4 2014 there were more iPhone sold (about 40M) on planet Earth than babies born.
© DESIGN GROUP ITALIA 31
Technologies2are2shaping2us2through2the2connected2(cogniSve)2devices2we2are2using!
© DESIGN GROUP ITALIA
Today, more than 120 new 'things’ comes online every second.2
33
Dave Evans, chief futurist at Cisco
Even if the Internet appears ubiquitous, still the number of connected objects or devices is vastly inferior to those which are not connected. The coming revolution will raise from the necessity of substituting everyday objects with connected ones, making these more intelligent and aware.
© DESIGN GROUP ITALIA 35
Who is actually taking the picture?
I added location I added metadata
Are you smiling? Are your eyes open?
© DESIGN GROUP ITALIA 36
Why she is taking a picture?
From where this habit come from?
We are the consequence of the tools we use (George Basalla)
Do you want to share this picture with your friends? Mutual Influence, induced need, inception,
39
Collec'ng!Data2Connected2objects2are2usually2smart2enough2to2play2a2behavior.2For2example,2take2a2detecSon2(measure2something)2each2Sme2that2a2trigger2is2ON,2or2a2picture2shot2every2X2minutes,2etc.2AutomaSc2memories2are2very2powerful!2
AutomaBc#memories…#
40
Fitness2bracelets2records2what2we2do2every2day.2This2extended2memory,2visualized2through2dashboard,2is2able2to2make2our2behavior2measurable2and2more2understandable.22At2the2same2Sme,2the!new!“automa'c,!visual!and!mathema'cal”!language!of!!these!automa'c!memories!is!already!part!of!a!brand!new!kind!of!storytelling.!
Organizing!Data2Visualizing2informaSon2is2already2a2first2picture2of2a2story.2The2right2visualizaSon2is2powerful2way2to2influence2users.2
AutomaBc#memories…# Your2dashboard2is2a2representaSon2of2you.2You2are2your2dashboard.2You2might2desire2to2achieve2a2beKer2result.222
41
!!Proac've!Panorama2&Androids2examine2every2picture2you2take2>and>2it2proacSvely2assembles2a2“Panorama”2without2your2request.2
AutomaBc#memories…#
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!!Build!the!story!2One2click&Movie&trailer&Families2started2to2collect2and2record2their2special2moments2in2a2brand2new2way,2that2is2actually2influencing2their2memories.22More2powerful?2Richer?2Original?2Autonomous?2
AutomaBc#memories…#
© DESIGN GROUP ITALIA 44
knightscope-k5
We all are cyborgs
Autonomous machines observing us
Who is connected?
© DESIGN GROUP ITALIA 45
knightscope-k5
We all are cyborgs
Autonomous machines observing us
Who is connected?
JIBO
© DESIGN GROUP ITALIA 46
“Connected2objects2are2Natural2Born2Storytellers.2Meaningful2stories2might2be2created2combining2the2right22level2of2automaSc2contribuSons2coming2from2
“machine”2AND2human2habits.”2
© DESIGN GROUP ITALIA 47
In220152brands2are2becoming2media2companies.22Other2big>name2players2such2as2Uber,2Airbnb,2MarrioK,22Starbucks,2Snapchat,2and2more2have2been2building2full>fledged2media2divisions,2using2veteran2journalists2and2media2experts2to2help2them2compete2for2audiences’2aKenSon.2
© DESIGN GROUP ITALIA
People’s2interacSon2with2technology2may2seem2
predictable2enough,2but2it2is2not2100%2true.2
29 Settembre 2014 Format Powerpoint / Regole generali di impaginazione e sviluppo 48
© DESIGN GROUP ITALIA
People’s#interacBon#with#technology#may#seem#predictable#enough,#but#it#is#not#true.#
29 Settembre 2014 Format Powerpoint / Regole generali di impaginazione e sviluppo 49
© DESIGN GROUP ITALIA 50
Ar'ficial!neural!networks,!or!'ANNs’!!2Google's2ANNs2are2programmed,2through2an2endless2stream2of2similar2photos,2to2recognize2objects2within2images2by2their2disSncSve2characterisScs.22
Starry!Nightmare!Rolling2hills2have2been2transformed2into2giant2birds2and2bears2while2a2village's2houses2have2become2cars2and2trucks2
http://www.dailymail.co.uk/news/article-3149466/A-nightmarish-vision-world-seen-eyes-Google-s-artificial-intelligence-programme-TAUGHT-recognise-sort-images.html
© DESIGN GROUP ITALIA
Storyteller#objects#are#already#influencing#the#scene;#classic#user#interacBon#is#evolving#into#a#conBnuous#conversaBon.#The#incoming#communicaBon#will#be#a#relaBonship#in#which#objects#emerge#Jfrom#the#"Fog"J#as#real#enBBes.2
51
© DESIGN GROUP ITALIA
///2Design2Rules2///2Design#rules#for#a#highly#networked#Jpost#cloud#compuBngJ#world.##
© DESIGN GROUP ITALIA 54
“Design(isn't(just(about(shapes(or(pixels(
anymore.(Design(is(the(process(that(shapes(
product(behaviors,(communi<es,(companies(
and(=in(the(end=(builds(new(worlds.”(
© DESIGN GROUP ITALIA 55
In2this2moment2of2Sme,2it2is2obsolete2to2design2objects2
that2simply2wait2unSl2their2buKons2have2been2pressed.22We2should2design2connected,2social2and2proacSve2objects2intelligent2enough2to2parSally2predict2user’s2need2according2the2context.2
© DESIGN GROUP ITALIA 56
1. Evolving2design2tools,2to2evidence2exisSng2objects'2emergent2behaviors2
22. 2Infusing2behaviors2(in2any2object)2that2might2evolve2according2the2connected,2decentralized,2interdependent2era.222
59
IoT2DESIGN2
It’s!all!about!People!&!Trust!
Technology/OperaSon22Driven2
MarkeSng/Campaign22Driven2
60
IoT2DESIGN2
It’s!all!about!People!&!Trust2
#
1.#Expression#of#Brand#values#in#space#
2.#Smart#use#of#tech#trends#3.#RelaBon#instead#of#isolated#interacBon###
BRAND#ADHERENCE#
INTEGR
ATED
#SYSTEM#
CUSTOMER
#ENGA
GEMEN
T#
BRAND#ADHERENCE#
© DESIGN GROUP ITALIA 61
1. Evolving2design2tools,2to2evidence2exisSng2objects'2emergent2behaviors2
22. 2Infusing2behaviors2(in2any2object)2that2might2evolve2according2the2connected,2decentralized,2interdependent2era.222
62
Inspired2by2Asimov2
Every!object!must!know!STORIES#the2History2of2its2past2(how2it2is2made,2where2it2was2produced,2how2it2is2used)2and2its2future2(as2it2is2disassembled,2valued2in2its2parts,2recycled,2disposed2of).22
Laws for Makers2
63
Every!object!must!be!SENTIENT#Every2object2should2know2something2about2the2world2around2it2through2sensors,2or2at2least2know2when2and2where2it2is2used.2
Inspired2by2Asimov2
Laws for Makers2
64
Every!object!must!be!SOCIAL#Every2object2must2be2able2to2communicate2and2share2its2status2across2social2networks2used2by2humans,2"parScipaSng"2in2their2social2relaSonships.2
Inspired2by2Asimov2
Laws for Makers2
© DESIGN GROUP ITALIA
The2consumerizaSon2process,2combined2with2the2proliferaSon2in2digital2touchpoints,2moves2products2and2business2into2a2whole2new2landscape2of2services2and2opportuniSes.22
67
© DESIGN GROUP ITALIA
ConsumerizaSon2evolve2consumers’2habits.2People2expect2BEHAVIOURS2(not2just2features).2
68
© DESIGN GROUP ITALIA
Placing2an2object2in2a2pocket,2in2a2car,2on2a2desktop2or2in2customers’2homes2means2building2a2personal,2bi>direcSonal,2“always>on”2communicaSon2channel.2
© DESIGN GROUP ITALIA
2AestheSc2of2trust2plays2a2huge2role2in2the2design2of2these2new2behavior>based2Smart2tools2
71