Designing for Possible Futures
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Our Morgenbooster: Designing for Possible Futures. Get a sneak-peak into how to apply futures thinking to your design processes to help create reactive and proactive brands, businesses, and products.
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Designing for Possible Futures
- 1. 1508™ Good morning :-) Designing for Possible Futures
- 2. Today’s agenda Tell it. Show it.
- 3. Moa Liukkonen Eveline van Gaal
- 4. Think Create Build Design Thinking evg@1508.dk
- 6. What is Car design matters The car is the product Interest in self- driving vehicles
- 7. What if Car design has become obsolete The car is free to use but we’re the product Designin g for a darker world
- 8. Proactive solutions for future worlds Futures Thinking inspires…
- 9. What if we add futures thinking to our design thinking processes? evg@1508.dk
- 10. How do we even create educated assumptions about possible futures? evg@1508.dk
- 11. And how do we validate our assumptions if the people we are designing for might not have been born yet? 🤷 evg@1508.dk
- 12. Why and how to design for possible futures? evg@1508.dk
- 13. Futures are plural First things first… evg@1508.dk
- 15. Both Futures and Design Thinking help us see beyond our own horizon evg@1508.dk
- 16. How do these methodologies differ and how do they work together?
- 19. evg@1508.dk
- 20. evg@1508.dk
- 21. Uh-oh 🤷
- 22. 1. How do we build educated assumptions about futures? evg@1508.dk Challenges 2. How do we validate these assumptions? 3. When does combining the two methodologies create value for business, consumers, and the world today?
- 23. Tell it. Show it. A demonstration of how it works: DSB Labs
- 25. A team of innovators. Francisco Business Analyst Mark E.P. Digital designer Filip Developer Julie Product Manager Asger Communications specialist Mark G. Tech Lead Idil Strategic Designer Jonathan Customer success agent Xin Experience Design Lead Justin User Experience designer Moa Stategic Designer Jacob Head of Lab Helene Office Trainee Georg Tech Lucy Occasional office dog Kim Strategic design intern
- 26. Digital Labs vision. We unleash DSB's innovative potential by creating digital products and services that lead DSB towards a sustainable future. Innovation Execution Innovation execution Digital Labs vision. Weunleash DSB'sinnovative potential by creating digital productsand servicesthat lead DSBtowardsa sustainablefuture. Innovation Execution Innovation execution Exploration
- 28. Innovation pipeline. Sustianability Mobility Maintenance Next Normal KØRMIT EVNTYR SPACES STATIONARY Bio Dive
- 29. EARL Y STAGE: Id e a va lid a tio n Inno va tio n p ip e line INVESTMENT RO UN D C: DO o r DIE O RGAN ISATIO N HAN DOVER SPIN O UT CLOSE DO W N 90 d a ys MVP va lid a tio n INVESTMENT RO UN D A: Minim u m Via b le Pro d u ct INVESTMENT RO UN D B: Sca le to Pro d u ct Sp e e d bo a t la ne #1 Sp e e d bo a t la ne #2 EXPLO RATIO N EXECUTIO N To o lbo x • Strate gic fo resight • Design thinking • Innova tio n sprints To o lbo x • Lean sta rtup • Build m e asure le arn • Agile deve lo pm ent Th e La b m o d e l
- 30. By purposefully bringing the right people together in a thriving environment we work with speculative futures that lead to transformative innovation for DSB. Exploration Mission.
- 31. Exploration lifecycle. ALIGNING HAND OVER RESEARCH DEVELOPMENT TEST Our lense: Sustainability Innovation process MVP Futures Collaborative POC
- 32. Bringing futures into our innovation process. <3
- 33. Futures Cone.
- 35. Examples.
- 36. Why Futures. - Design better solutions – New business opportunities - Getting out of the reactive state of designing - Navigate disruption better - Cathedral thinking into our strategies - Reflect on what we want to leave behind? Alternative perspectives! Also to.. - Call out for a better world - Challenge systems - Create a future that not only is probable, plausible or possible but also preffered.
- 37. Why Bridging. Usually we work with futures ending at the strategic level – bridging is a challenging. OR We work with innovationprocesse that does not take futures into consideration – Starting with users (problems) today. We want both and think that will increase our chances to develop products and services that create more value on several levels.
- 38. The Case. How did we find our first concept?
- 39. Want to test it out.
- 40. How do we work with futures. From solving problems to asking the right questions & looking at possibilities - Horizon scanning - Signals - Immersion - Interviews / Experts panel - Observations - Insights - Scenarios / storytelling - Roadmapping and Backcasting.. - Building artefacts from the future
- 41. How did we work with FUTURES. - 2 Rounds of horizon scanning, immersions & expert interviews - 300 signals in two loops (70 concept specific) - 4 scenarios, ca 30 insights and a set of POD’s.
- 42. How we experiment with our development. Redesigning our processes, choosing new participants and approaches to bring futur es in and elevate outcomes. - Google 5 day sprint – signals & hmw - 2 Weeks Future facing sprint – all data available buidling speculative scenarios and concept based on them. - 2 week sprint with open frames - co-created scenarios based on three insights with our team, masssive ideation. - Validation sprint - with Stakeholder testing
- 43. How did we DEVELOP. - 3 different innovation processes with 6 externals & over 500 ideas - Daring to Experiment & empathise with future users - 6 developed concepts which 4 presented to our board - 1 concept chosen to go to MVP
- 45. How did we build our MVP TEST. - 2 day workshop data & assumptions - User surveys - Focus groups 9-13y - Expert panel - Building prototype ..for future? - 2 Rounds of concept development and testing/validating with users - POC description + metrics
- 46. OUR APPROACH. We work with Futures and DT principles. We stay agile throughout the process. We iterate, test-learn-tweak-test again instead of planning. We stay curious, and listen to the data. We dare to ask the right questions. And wow we fail – but early!
- 47. What have created most value. From solving problems to opening for possibilities Responding to the futures.. Concept specific scanning Scale description s Creating the futures we want to see From solving problems to opening for possibilities Responding to the futures.. Concept specific scanning Scale description s Creating the futures we want to see
- 48. Biggest learnings. Briding data Climbing cultural obstales Collaboratio n is key Be humble towards your context & your goals. Less talk – more doing Briding data Climbing cultural obstales Collaboratio n is key Be humble towards your context & your goals. Less talk – more doing
- 49. What we are curious about. Measuring innovation maturity on speculaitve design? Deeper view into marginalize d groups Biases & bubbles - who are we excluding in our design? Unintended consequence s of our design? Holistic sustaibaility.. How are we using our power? Shifting our behaviour? Measuring innovation maturity on speculaitve design? Deeper view into marginalize d groups Biases & bubbles - who are we excluding in our design? Unintended consequence s of our design? Holistic sustaibaility.. How are we using our power? Shifting our behaviour?
- 50. Thank you. Moa Liukkonen Eveline van Gaal
- 51. Eveline van Gaal Evg@1508.dk Strategic Design Lead at 1508 Let’s connect on LinkedIn
Editor's Notes
- Today we’re going to dive a bit into how we can design – products, services, businesses – for possible futures.
- Here at 1508, we use Design Thining as our main methodology. It is a user-centric design methodology. Understand the problem; map out customer’s needs, pains and wants; we design a solution which we test and iterate upon until it goes into development.
- * Not a linear process and it respects dynamics and changes, but it does more often than not take it’s startingpoint in today’s world.
- The design thinking process is occupied with the world as it is today. A world we can observe and analyze, interact with and react to. Makes you vulenerable to market changes and blind to future opportunities
- Changes we can already observe the seeds of today - and these are therefore even relatively conservative future assumptions. All issues are of strategic interest and would drastically change the products, services, business models, to deliver Diving into alternate scenarios of today’s can help us survive shifts and disruptions in the marketplace. It can also help inventing a new service for a changing world. What kinds of help will people need in the future, that no one else has created a way to provide yet?
- And the porblems non-existent, and the world we’re testing for untangible
- Futures is plural There are countless of potential futures, and our choices are of influences to them. Otherwise, the future would be boringly predictable. And the future would be predetermined.
- The future is contextual. You, your industry, or your consumers here in Copenhagen might have access to a future some others might not have, and visa versa. Economical, political, societial systems This helps you set the frame in which you want to explore possible futures. And exploring that frame …
- …helps us get beyond our own horizos. Through e.g. holistic and contextual approaches, quantity of signals, and the network effect. This getting beyond our own horizon is something we know from design thinking – where we try to shed our confirmation biases
- Let’s pull out a visual model to explain how Futures and Design Thinking differ and how they can work together.
- Let’s start at design thinking Design thinking Inspires to Create. It mildly diverging to thereafter converge the insights into a product, service, business model, etc.,
- The aim of Futures Thinking is to inspire. It is diverging by nature The outcome can be a set of well-grounded scenarios which portray potential futures that would affect you, your users, your industry, your business, if they were to become real.
- We bump into a problem when combining them carelessly. Design Thinking takes its roots in a world that exist. That we can go out and feel, see, touch, analyse, ask questions. However, the outcome of the futures thinking process is more often than not a world we CANNOT go out and feel, see, tocuh, analyse, and ask questions (directly). So we need to change the models a bit if we want to build products that might be the first steps to a possible future, a future that doesn’t exist yet.
- And instead use the tools in the design thinking toolbox to design a product/service/business of a possible future. This, however, naturally brings with it complexities. Desing thinking is tailored for today’s world, so how do we use the tools in its toolbox for future product development?
- Uh-oh. Yep, this just got a bit complex. So let’s break it all up in three different challenges we need to solve to be able to apply this combination of methodologies.
- Here to tell about what we are working on as a rest to se what potential Futuers and digital innovation hold.. Will give come context and then talk about our approach and what we have done so far.
- TEAM CRED Firstly, lets give cred to my team. Always. First learning, very har to do by yourself. And ofcourse collaborators.. Noa ignite, Bepoke, Pro data, and 1508. Amongts others. 16
- DGTL TODAY.. YOUNG TEAM – EXPLOR Digital labs… today! We aim for … this is how we are structured right now. Exploration is my team and we are very young. Bare in mind what I am going to present have happend since aprli wit a summer vacation and learning how to work remote as wel.
- HISTORY SHORT Excisetd for 6 years ,staretd as core innovations. Tweaking festures on our core services or products. Now… moving innovation in to dsb, we aim higher…
- FUNNEL, SHORT INTRO. EXCITED Lense – complex data svirling around, a volitile world, disruption _ how many buzzwords can we fit. It is a challenge we love taking on. Today we are currently executing Kermit - micromobility service – first last mile b2b, scooters and semielecrtic cycles. Evntyr – Travel planner for youth, mixing tiktok/messenger/airbnb/dsb app. Dream With ai driven Bio – dive – later Backlog: Spaces – co-working in stations Space – grenn hubs on statons. Out to the left… a sea of possibilities ¨ OUR job is to fish them in
- TO MAKE THIS HAPPEN..MODEL To make this happen we in the lab built this model.. This is how we operate.
- Zooming in on Exploration : UNFOLD SCOUTING FOR THE INNOVATION that hold the potential for transformation… BUSINESSOPPORTUNITIES. Yes and.. So our mission is..
- MISSION SET: HOW DO WE DO THIS? Buildt the first iteration of our lifecycle.. We added a lense, Futures, experiementations.. And a collaborative approach to building a POC if we get there.. Bridge to Evelines model.
- FUTURE PROOF - NO But SET US UP BETTER INVESTIGATION . BETTER QUESTIONS Briding these two hold a lot of potential – for me personally a lighter future. We hear a lot of talk about - Future proofing, you cannot but you can set your self up better then only taking today into consideration. Designing for tomorrow.. After 10y people tend to drop of. We belive in this as an Investigation – ask better questions, desig for better futures that we actually want to be part of. Will tell you more about futures and how we have aproached it.
- WHEN WE TALKK FUTURES… EVELINE.. We talk about futures, in plenum. There are many ossible futures…it changes . We dont se our selves as forecasters or fortune tellers, we keep an eye on yesterday-today and romorrow. We also investigate what we want to care about Outside of this might be: Teleportation – light sabers etc..outsdide of the cone.. Wildcards & weaksignals…
- TERMs / THEORIES / METHODS / TOOLS - sharing
- Nike store example – reimagining the role of the store.. Nike rise - In store hub with app integration. Learn about events, or products in store. Also test. On yourself in your size (might have been a flop? People bying the dream, but we might shift bodyimage and it could work). Online virtual experience… Balenciaga – fortnite store Moscow star design agency – as a respond to deomstic flights being banned, business trip from tokyo – kyoto Ideo imagining the future of mobility. Moving spaces (pndemic proof you could say)
- Why are we working with futures? Collective language , hope, optimism, active role in shaping tommorrow
- (ambition is for all living things.) pandemic as a example, people suddenly staying home? What was our role then?
- Here to tell about what we are working on as a rest to se what potential Futuers and digital innovation hold.. Will give come context and then talk about our approach and what we have done so far. OUR FIRST MVP.
- IN THE NAME OF TESTING EARLY.. In the name of testing early we have made a template to try to give form to our process, test it out, give feedback. It is not an easy task to take something big and complex and fit it on an A4 but that is a challenge we like. What do you have to loose? HEAVILY INSPIRED BY BESPOKE & STRATEGYZER
- Looking at emerging technoloies, political/economical influence, social movements, etc ITERATE and combine qualtitative data with quantitaive data. Horseshit is a good story here … why!
- Talk about process and outcomes, bridge to questions. How do we not make uneducated quesses, listen to data, keep being curious. If we would have been Pandemic – netflix. EDUCATED SCENRIOS – different sources, iterations, experts, triangulating.. Scale inspo --- execution.
- Not linear, organic, experimentative
- This SPEAKS TO – Quantity, Validate ass – early adopters, don’t wait until mainstream – aneqdote first ipod. Empathize with future.. Builing futures . Take a stand.
- YOUTH ACTIVATED IN CLIMATE POSITIV ACTION – GAMIFYED ANXIETY – FUTURE – MOVING ONLINE , ALSO OLDER GENS – PEOPLE MOBILISE – DEMOCRITIZING CLIMATE DATA etc.. And we can move people – take them on a journey METAPHORICALLY.
- COULD WE INTERVIEW THE FUTURE?
- Scale Scale description med fokus på systemic transformation, new worlds – first seed Del af process, ongoing skapar mer kontakt med omverden – vi lægger inte årsplaner
- Not all people are good in this? We have tried developers…etc. Open source
- Not all people are good in this? We have tried developers…etc. Open source