Eloise Smith-Foster & Rosie Trudgen - The Untapped Potential of Future Foresight

Rosie Trudgen & Eloise Smith-Foster @eloisesmithfost
The Untapped Potential of Future Foresight #hkisdnc18 @SDN_Finland 30 min talk
25.04.2018
Future Foresight
The Untapped Potential of
Rosie Trudgen &
Eloise Smith-Foster
25.04.2018

25.04.2018
GSA RBS
STAKEHOLDERS

25.04.2018
Eloise Smith-Foster
Lizzie Abernethy
Ole Tørresen
Kirsty Ross
Students
GSA Academic
Lead
RBS Industry
Lead
Becky Bush
Will Brown
Josh Woolliscroft
Struan Wood
Rosie Trudgen
Robyn Johnston
Amber Jones
Josie Fine
Ottavia Pasta
Ola Kozawska
PROJECT TEAM

25.04.2018
Talk Hands on
Foresight and service design
Case study: Insight & methodology
Explore future of banking for
Finland using futures methods
AGENDA

25.04.2018
In an increasingly complex
world, service design is
evolving to address systemic,
long term societal issues.
25.04.2018

25.04.2018
FUTURES CONE
Possible
Probable
Plausible
Now
1-5 years
Near Future
5-25 years
Far Future
50+ years
Adapted from pub. diagram:
Speculative Everything:
Design,fiction and social dreaming.
Anthony Dunne & Fiona Raby
MIT press (2013).

25.04.2018
FUTURES CONE
Now
1-5 years
Near Future
5-25 years
Far Future
50+ years
Cultural
Change
Threats &
Opportunities

25.04.2018
"Service design brings customers
and other stakeholders and their
needs into these future contexts
and ideates and visualizes potential
new solutions in creating desired
futures."
The Handbook of Service Innovation
by Willem Selen, Roy Green, Göran Roos, Renu Agarwal, 2015
25.04.2018

25.04.2018
Context
25.04.2018

25.04.2018
CASE STUDY: BRIEF
The future of banking
for Generation Y
- Upskill in-house team
- Investigate Millennials
25.04.2018

25.04.2018
FORESIGHT OUTCOMES
1.
Future
Customers

25.04.2018
FORESIGHT OUTCOMES
1.
Future
Customers
2.
Future
World

25.04.2018
FORESIGHT OUTCOMES
1.
Future
Customers
2.
Future
World
3.
Future
Services

25.04.2018
Tess
Money Manager
The Money Managers like to know exactly where their
money is going. They take time to actively monitor their
spending whether that be in an analog or digital way. They
are likely to have frozen savings accounts they don’t touch.
Being able to
sustain oneself is
one of life’s’ biggest
satisfactions.
Ten years ago I was...
13 years old getting my
first job to help support my
family and myself.
In ten years I will be...
have a good flat in a nice
area. I will be in a well paid job
to prevent money worries.
I like the idea of things
becoming more about biometrics
rather than using passwords
My biggest worry is...
not being able to afford my weekly
shop and having to dip into my
savings or asking my parents or my
boyfriend for money.
Self sufficiency and security is a priority and I want to be in a
position to plan. I guess being in financial difficulties makes you reflect
on what is really valuable, being educated about finance is important as it
allows you to choose what is better for yourself.
Current relationship
with bank
Life mottoPast & future self
Adoption of technology Brand affinitySpending & saving
attitudes
Apps
Presentation of online self
35% Workresearch
20% Online Banking
25% Social Media
10% emails
10% online
shopping
35+20+25+10+10
Relationship to community
Facebook
Cafe
Staff
Online
Clients Offline
Friends
Study
group
What’s in your wallet?If I had £10,000...
Awareness of security
Password:
241163McFarlane
So so
Life stability
Stability level:
Settled
Relationship to phone
Innovator Laggard
Mainstreamer
Engagement
+-
Trust
+
-
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Age
23
I have a
smartphone
so I can keep
updated with
what’s happening.
I mainly use it to
check my online
banking, often
even before I shop
to make sure I can
afford it first.
My ideal bank
would offer higher
interest on savings
accounts. Money
managing would
be made easier
and Banks would
also reward those
to manage their
money well.
I love that I am able to
control my personal finances
through online banking and I
love how emerging technologys
speed up boring processes
such as emails. I am a very
fond Internet user and love
new fast technologies such as
contactless.
Online banking lets me feel
more in control of my spending,
I check my account several
times a weeks as its calms
my nerves. Im a very anxious
spender.
Me
Key
Edinburgh
Rent
In a relationship
Law student
£400 (SAAS, Salary)
I would freeze the money
in an account with the highest
interest rate, I would also give
half to my family to help them
clear their debt.
University
vle
Twitter
University
Mentor of
study group
Tutor for
pupils
Scott
Traditionalist
Value safety and known habitats. Relying on routine, daily
rituals and following established social norms. More likely
to choose predictable and safe jobs than emerging fields.
Happy and content in pursuing long term goals over short
term thrills. Value long term relationships.
You reap what
you sow.
What’s for you won’t
go by you.
still in school not
concerned with any big
choices.
married, with kids, a better
paid job and hopefully
owning our own house.
Security is important, I have
several passwords I use. I try to
do larger bills on my own wifi.
Not being able to support myself
and the people in my life. My dad
worked to provide for us all and I
would like to do that for my family.
To me the most important thing is to be stable in the relationships I
have with my girlfriend, my childhood friends and with my family. Work is
not something I would say I particularly enjoy, but it is ok and it helps me
to stay financially stable to do what I prefer doing on my own time.
with bank
attitudes
Apps
40% Music & video
30% Following sport
20% Facebook
10% Reading news
40+30+20+10
Church
Teammates Other teams
Twitter
Work
facebook
Online
Offline
Friends
Local
community
Password:
Lassie99
So so
Life stability
Stability level:
Settled
Innovator Laggard
Late-comer
Engagement
+-
Trust
+
-
““
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“
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Shawlands, Glasgow
Rented accomodation
In a relationship
Team manager at BT
£32,000
Age
25
I use my
phone to read
news, play games
and listen to
music on my
commute to and
from work. At
my work I have a
separate phone
My ideal
bank would be...
more like an
investment group
where we have
more of a mutual
opportunity
to make as
much money as
possible.
I am online a lot, checking
the latest sport and news, but
I don’t really post anything. I
use my phone and the internet
to get information, I don’t feel
comfortable putting things
about myself online. I don’t
really get those who do it.
go on a holiday with my
girlfriend, then use the rest
to pay off student debt. It
is something that is on my
mind quite a lot, kind of like a
weight I would like to get rid of
as soon as possible.
I don’t worry too much about
how I spend my money, I only have
an estimate in my head. When the
paycheques comes in everyone gets
their part, the loan payment, the saving
account and the creditcard. I usually
pay for things with my creditcard and
pay it off at the end of the month to
build credit score.
Me
Key
Colleagues
Local businesses
5aside
football
Matthew
Disruptor
Disruptors are socially driven, and active in multiple projects
outside of their main job. Often they use their skills to offer
a social benefit to their community. Being highly informed of
the world around them, Disruptors challenge the status quo
to seek new solutions.
Treat others as you
treat yourself and
value happiness more
than earning.
Ten years ago I was... less
reflective than I am now, although
I had more of an assumption
about where I wanted to go.
In ten years I... hope I make
enough to sustain my own ideals.
In general I prefer to make rough,
short term plans.
It is more suspicious to try and
hide your data, but this also goes both
ways. Since people already expect all
the actors around them to share data.
My biggest worry is... I’ll get
tied up with life here in Glasgow.
I’m committed to living in Glasgow
for about 3 years but I don’t want to
be locked down, I want to try living
somewhere else like Berlin.
I ended up in debt and was stuck in overdraft for four years so I borrowed a
lot from parents to get rid of the overdraft and then I’m paying them back because
it was cheaper. Freedom of choice is important to me, I would never work for a big
corporation. I don’t think job is the right word, it’s what you’re working on as
opposed to the job.
with bank
attitudes
Apps
38% Work
20% News
20% Social media
17% Music
5% Dating
38+20+20+17+5
Music
society pals
Staff
Users
Online
Offline
Local
makerspace
Cyclehack
community
Programmer
community
Local
political
activities
Password:
Zv234H5tB!r43fn
Fort Knox
Life stability
Stability level:
Fluid
Innovator Laggard
Innovator
Engagement
+-
Trust
+
-
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Glasgow
Renting from parents
Single
Programmer
£27,000
Age
24
I have a lot
of apps on my
phone. If I ever go
missing and I have
my phone on me,
I like the idea that
I could be tracked
quite easily. and
people could know
where I am.
My ideal bank
would… feel like
a flow, be fluid,
empathetic and
positive. A bank
that fits around me
and my lifestyle. In
a perfect world it
would be a mutual
credit union.
We have a difference
between social and professional
appearances in the real world,
so why not in the digital?
I like to stay informed and
connected to my network
through the internet.
Pay back parents and put
the rest into a building society.
I would also invite my friends for
a big dinner. I value satisfaction
more than earning. Money gives
me the freedom to express
myself and be generous with
others.
I use bitcoin as an alternative
and as an experiment to try it out.
I’m self-employed and I don’t know
when the next payment will come
so I feel no sense of security with
paychecks. When I have money I’m
scared to spend it. My credit rating is
messed up because I don’t want to
get a credit card.
Me
Key
Sophie
Persona title
The precariat is usually living in a situation
of unpredictability and insecurity, such as
intermittent employment. affecting their material
or psychological welfare.
Aim for independence.
Until then, adapt
quickly and live in the
moment!
Ten years ago I was... in
school! My values haven’t
changed, I just have more
power to implement them
looking back on many
different interesting things
I’ve been involved in.
Would prefer a trade off
of information and privacy for
access, speed and efficiency.
I won’t be able to find a job when my
internship ends. I’m doing an unpaid
internship because that’s the only way.
I’m constantly seeking opportunities
and have to adapt quickly.
My temporary financial situation is a daily struggle and my parents
still have to send me money. I am quite careful with money, only
spending it if I have a good reason. However, I’ve always been more
interested in experiences and I’ve never been a huge consumer.
with bank
attitudes
Apps
27% work
26% music
25% social media
15% video
7% news
7+15+25+26+27
Twitter
Facebook
Online
Offline
Edinburgh
College
of Art FB
group
Password:
Piccolo1708
So so
Life stability
Stability level:
Rubbish
Innovator Laggard
Early Adopter
Engagement
+-
Trust
+
-
““
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London
Renting
Intern & waitress
£2385 per annum
Age
21
I use
instagram and
social media
apps all the time
to keep in touch
with friends in
Scotland. I use
mobile banking
to check my
account a lot.
A bank
that supports
people, will adapt
to you and be
understanding.
A local, socially
driven and tailored
bank. I would also
want them to keep
it simple and
reliable.
Instagram is pretty important
to me because I use it to practice
photography. In architecture you
need to learn to take good photos
of your work. I don’t publish much
on Facebook anymore, just the odd
picture from an important event if I
really want to share it.
Pay for driving lessons. I
put aside money for a driver’s
licence but then things changed
and I had to spend the money
on living which was heart-
breaking. I only spend money
for a reason.
I don’t feel secure without
cash on me, but I do spend my
tangible money faster! When it
comes to banks - if I could have
more little drawers for my money,
I could sort it more easily. I don’t
know how much I’m spending.
Me
Key
”
Yoga
Choir
Behance
Tumblr
PinterestInstagram
Architecture
FB group
Benjamin
Lost Faith
Well informed but sceptical and distrustful towards
the current banking model. They have a strong
established ethics and values, and are active and
passionate members of their local communities.
Avoid banks as
much as you can.
less reflective, but I
was already engaged in
activism at school.
I can’t plan in ten years. I just
know that I want to make
valuable work in a buzzing
community.
I’m worried about how
companies use my data, I want to
know where these information go,
how they use it.
losing my values.
I have a job right now, but I’ll probably get bored of it soon. I
don’t want to feel tied down, I want to live in the moment and do
things well now.
with bank
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Innovator Laggard
Early adopter
Engagement
+-
Trust
+
-
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Glasgow
Shares rented flat
Fair-trade (temporary)
£ 1500
Age
22
I use my
phone pretty
often. It’s easy to
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
I use internet mostly to
be informed and connect with
friends and people from diverse
communities.
If I won £ 10,000 I would
start a km0 food business
to turn my passion for food
into benefits for the local
community
I get paid weekly, I live
from day to day. I just need
money to pay my rend, eat, and
enjoy my time with friends. I
also give something to charity
when I can.
Me
Key
Work
EatWith
FORESIGHT METHODS
1.
Future
Customers
Identify new values
(disruptions)

25.04.2018
EDUCATION
Scottish High School, DBGS in Saudi Arabia
Undergrad in Literature. Masters in Journalism
POST-SCHOOL
Student loan and grants
FUNDING / JOB
Renting shared flat with 3 others
Staff writer for a Glossy magazine, Own brand
HOUSING SITUATION
FUTURE SELF
“I write to provoke people into
thinking about issues in different
ways”
“Writing helps me organise my
memories, it helps me organise
how I view the world and how I
view myself”
“[Mantra] Think differently and be
open to change. Don’t become
normalised ”
“Settling down with a family is
always possible with being a citizen
of the UK.”
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
I defiantly see myself working in a global
context. Not a nomad, with a companion.
Couldn’t get ideal job with Bachelor degree so
‘hit the reset button’ in a master of journalism
Fulfilment is: Financial security, emotional
security and sucessful career.
Has dual nationality. Sees having a UK
passport as the option to settle down.
“I still give £2 a month but I just feel like guilting
people into something is ethically wrong.”
Considers himself to be socially responsible by
anticipating the effect his writing has on others.
Writing helps him organise his memories and
organise how he views himself in the world.
Next steps: wants to write for a glossy mag
because they have a longer shelf life.
He wants to influence thinking. Writes blogs as
his experience as a homosexual man.
Hasn’t heard of the block chain, expects it to
be free before he would consider it.
ANDREW, 27
FUTURE JOURNALIST
GLASGOW
M. STUDENT
SINGLE
ONLY CHILD
25.04.2018

25.04.2018Rosie Trudgen & Eloise Smith-Foster @eloisesmithfost
25.04.2018

25.04.2018
PERSONAS
Tribes
Lost faithAnalogue
Money
m
anager
Nomad
Stabilityseeker
Tech
savvy
TraditionalistEntrepreneur
Spe
nder
DisruptorPrecariat
Patch
work
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
how they use it.
losing my values.
things well now.
with bank
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Innovator Laggard
Early adopter
Engagement
+-
Trust
+
-
“
“
“
“
“
“
“
“
“
“
“
”
”
”
”
”
”
”
”
”
”
”
Glasgow
Shares rented flat
£ 1500
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
communities.
community
when I can.
Me
Key
Work
EatWith
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
how they use it.
losing my values.
things well now.
with bank
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Innovator Laggard
Early adopter
Engagement
+-
Trust
+
-
“
“
“
“
“
“
“
“
“
“
“
”
”
”
”
”
”
”
”
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
communities.
community
when I can.
Me
Key
Work
EatWith
PERSONAS
Tribes
Lost faithAnalogue
Money
m
anager
Nomad
Stabilityseeker
Tech
savvy
Spe
nder
DisruptorPrecariat
Patch
work
Avoid banks as
much as you can.
activism at school.
community.
how they use it.
losing my values.
things well now.
with bank
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Innovator Laggard
Early adopter
Engagement
+-
Trust
+
-
“
“
“
“
“
“
“
“
“
“
“
”
”
”
”
”
”
”
”
”
”
”
Shares rented flat
£ 1500
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
communities.
community
when I can.
Me
Key
Work
EatWith

25.04.2018
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
with bank
Life motto
Past & future self
Adoption of technology
Brand affinity
Spending & saving
attitudes
Apps
What’s in your wallet?
If I had £10,000...
Innovator
Laggard
Early adopter
Engagement
+
-
Trust
+
-
““
“
“
“
“
“
””
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
for the local
when I can.
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
how they use it.
losing my values.
things well now.
with bank
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Innovator Laggard
Early adopter
Engagement
+-
Trust
+
-
“
“
“
“
“
“
“
“
“
“
“
”
”
”
”
”
”
”
”
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
communities.
community
when I can.
Me
Key
Work
EatWith
PERSONAS
Tribes
Lost faithAnalogue
Money
m
anager
Nomad
Stabilityseeker
Tech
savvy
Spe
nder
DisruptorPrecariat
Patch
work
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
how they use it.
losing my values.
things well now.
with bank
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Innovator Laggard
Early adopter
Engagement
+-
Trust
+
-
“
“
“
“
“
“
“
“
“
“
“
”
”
”
”
”
”
”
”
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
communities.
community
when I can.
Me
Key
Work
EatWith

25.04.2018
community.
how they use it.
losing my values.
things well now.
Brand affinity
Spending & saving
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
If I had £10,000...
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Relationship to phoneInnovator
Laggard
Early adopter
“
“
“
“
“
“
“
”
”
”
”
”
”
”
”
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
communities.
community
when I can.
Me
Key
Work
EatWith
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
with bank
Life motto
Past & future self
Brand affinity
Spending & saving
attitudes
Apps
If I had £10,000...
Innovator
Laggard
Early adopter
Engagement
+
-
Trust
+
-
““
“
“
“
“
“
””
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
for the local
when I can.
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
how they use it.
losing my values.
things well now.
with bank
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Innovator Laggard
Early adopter
Engagement
+-
Trust
+
-
“
“
“
“
“
“
“
“
“
“
“
”
”
”
”
”
”
”
”
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
communities.
community
when I can.
Me
Key
Work
EatWith
PERSONAS
Tribes
Lost faithAnalogue
Money
m
anager
Nomad
Stabilityseeker
Tech
savvy
Spe
nder
DisruptorPrecariat
Patch
work
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
how they use it.
losing my values.
things well now.
with bank
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Innovator Laggard
Early adopter
Engagement
+-
Trust
+
-
“
“
“
“
“
“
“
“
“
“
“
”
”
”
”
”
”
”
”
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
communities.
community
when I can.
Me
Key
Work
EatWith

25.04.2018
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
with bank
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
Password:
Jk92?food
Innovator Laggard
Early adopter
Engagement
+-
Trust
+
-
“
“
“
“
“
“
“
“
”
”
”
”
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
communities.
community
when I can.
community.
how they use it.
losing my values.
things well now.
Brand affinity
Spending & saving
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
If I had £10,000...
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Laggard
Early adopter
“
“
“
“
“
“
“
”
”
”
”
”
”
”
”
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
communities.
community
when I can.
Me
Key
Work
EatWith
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
with bank
Life motto
Past & future self
Brand affinity
Spending & saving
attitudes
Apps
If I had £10,000...
Innovator
Laggard
Early adopter
Engagement
+
-
Trust
+
-
““
“
“
“
“
“
””
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
for the local
when I can.
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
how they use it.
losing my values.
things well now.
with bank
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Innovator Laggard
Early adopter
Engagement
+-
Trust
+
-
“
“
“
“
“
“
“
“
“
“
“
”
”
”
”
”
”
”
”
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
communities.
community
when I can.
Me
Key
Work
EatWith
PERSONAS
Tribes
Lost faithAnalogue
Money
m
anager
Nomad
Stabilityseeker
Tech
savvy
Spe
nder
DisruptorPrecariat
Patch
work
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
how they use it.
losing my values.
things well now.
with bank
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Innovator Laggard
Early adopter
Engagement
+-
Trust
+
-
“
“
“
“
“
“
“
“
“
“
“
”
”
”
”
”
”
”
”
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
communities.
community
when I can.
Me
Key
Work
EatWith

25.04.2018
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
with bank
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
Password:
Jk92?food
Innovator Laggard
Early adopter
Engagement
+-
Trust
+
-
“
“
“
“
“
“
“
“
”
”
”
”
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
communities.
community
when I can.
how they use it.
My biggest w
losing my values.
I have a job right now, but I’ll probably get bored
don’t want to feel tied down, I want to live in the mom
things well now.
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
“
“
“
”
”
community
community.
how they use it.
losing my values.
things well now.
Brand affinity
Spending & saving
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
If I had £10,000...
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Laggard
Early adopter
“
“
“
“
“
“
“
”
”
”
”
”
”
”
”
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
communities.
community
when I can.
Me
Key
Work
EatWith
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
with bank
Life motto
Past & future self
Brand affinity
Spending & saving
attitudes
Apps
If I had £10,000...
Innovator
Laggard
Early adopter
Engagement
+
-
Trust
+
-
““
“
“
“
“
“
””
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
for the local
when I can.
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
how they use it.
losing my values.
things well now.
with bank
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Innovator Laggard
Early adopter
Engagement
+-
Trust
+
-
“
“
“
“
“
“
“
“
“
“
“
”
”
”
”
”
”
”
”
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
communities.
community
when I can.
Me
Key
Work
EatWith
PERSONAS
Tribes
Lost faithAnalogue
Money
m
anager
Nomad
Stabilityseeker
Tech
savvy
Spe
nder
DisruptorPrecariat
Patch
work
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
how they use it.
losing my values.
things well now.
with bank
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Innovator Laggard
Early adopter
Engagement
+-
Trust
+
-
“
“
“
“
“
“
“
“
“
“
“
”
”
”
”
”
”
”
”
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
communities.
community
when I can.
Me
Key
Work
EatWith

25.04.2018
how they use it.
losing my values.
I have a job right now, but I’ll probably get bored of it soon. Idon’t want to feel tied down, I want to live in the moment and dothings well now.
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15Relationship to community
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
“
“
“
“
“
“
”
”
”
”
”
”
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
be informed and connect withfriends and people from diversecommunities.
£ 10,000 I would
community
Me
Key
Work
EatWith
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
with bank
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
Password:
Jk92?food
Innovator Laggard
Early adopter
Engagement
+-
Trust
+
-
“
“
“
“
“
“
“
“
”
”
”
”
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
communities.
community
when I can.
how they use it.
My biggest w
losing my values.
things well now.
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
“
“
“
”
”
community
community.
how they use it.
losing my values.
things well now.
Brand affinity
Spending & saving
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
If I had £10,000...
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Laggard
Early adopter
“
“
“
“
“
“
“
”
”
”
”
”
”
”
”
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
communities.
community
when I can.
Me
Key
Work
EatWith
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
with bank
Life motto
Past & future self
Brand affinity
Spending & saving
attitudes
Apps
If I had £10,000...
Innovator
Laggard
Early adopter
Engagement
+
-
Trust
+
-
““
“
“
“
“
“
””
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
for the local
when I can.
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
how they use it.
losing my values.
things well now.
with bank
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Innovator Laggard
Early adopter
Engagement
+-
Trust
+
-
“
“
“
“
“
“
“
“
“
“
“
”
”
”
”
”
”
”
”
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
communities.
community
when I can.
Me
Key
Work
EatWith
PERSONAS
Tribes
Lost faithAnalogue
Money
m
anager
Nomad
Stabilityseeker
Tech
savvy
Spe
nder
DisruptorPrecariat
Patch
work
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
how they use it.
losing my values.
things well now.
with bank
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Innovator Laggard
Early adopter
Engagement
+-
Trust
+
-
“
“
“
“
“
“
“
“
“
“
“
”
”
”
”
”
”
”
”
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
communities.
community
when I can.
Me
Key
Work
EatWith

25.04.2018
how they use it.
losing my values.
I have a job right now, but I’ll probably get bored of it soon. Idon’t want to feel tied down, I want to live in the moment and dothings well now.
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15Relationship to community
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
“
“
“
“
“
“
”
”
”
”
”
”
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
be informed and connect withfriends and people from diversecommunities.
£ 10,000 I would
community
Me
Key
Work
EatWith
B
L
We
the
est
pas
Avoid ban
much as yo
activism at school.
community.
Adoption of technology BraSpending & saving
attitudes
Early adopter
“
“
“
“
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
with bank
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
Password:
Jk92?food
Innovator Laggard
Early adopter
Engagement
+-
Trust
+
-
“
“
“
“
“
“
“
“
”
”
”
”
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
communities.
community
when I can.
how they use it.
My biggest w
losing my values.
things well now.
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
“
“
“
”
”
community
community.
how they use it.
losing my values.
things well now.
Brand affinity
Spending & saving
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
If I had £10,000...
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Laggard
Early adopter
“
“
“
“
“
“
“
”
”
”
”
”
”
”
”
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
communities.
community
when I can.
Me
Key
Work
EatWith
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
with bank
Life motto
Past & future self
Brand affinity
Spending & saving
attitudes
Apps
If I had £10,000...
Innovator
Laggard
Early adopter
Engagement
+
-
Trust
+
-
““
“
“
“
“
“
””
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
for the local
when I can.
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
how they use it.
losing my values.
things well now.
with bank
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Innovator Laggard
Early adopter
Engagement
+-
Trust
+
-
“
“
“
“
“
“
“
“
“
“
“
”
”
”
”
”
”
”
”
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
communities.
community
when I can.
Me
Key
Work
EatWith
PERSONAS
Tribes
Lost faithAnalogue
Money
m
anager
Nomad
Stabilityseeker
Tech
savvy
Spe
nder
DisruptorPrecariat
Patch
work
Benjamin
Lost Faith
Avoid banks as
much as you can.
activism at school.
community.
how they use it.
losing my values.
things well now.
with bank
attitudes
Apps
30% Twitter
25% News
20% EatWith
10% Freecycle
15% Others
30+25+20+10+15
Govanhill
Community
Centre
Freecycle
Govanhill
Events
Members
Couchsurfing
Online
Offline
Twitter
Friends
Members
Password:
Jk92?food
Alright
Life stability
Stability level:
Fluid
Innovator Laggard
Early adopter
Engagement
+-
Trust
+
-
“
“
“
“
“
“
“
“
“
“
“
”
”
”
”
”
”
”
”
”
”
”
Glasgow
Shares rented flat
£ 1500
Age
22
I use my
phone pretty
check the news,
what events are
going on around
me, and if I have
any request from
EatWith.
I would
like my bank to
be digital and
transparent,
tailored for my
needs and more
socially and
ethically driven.
communities.
community
when I can.
Me
Key
Work
EatWith

25.04.2018
Relationship
25.04.2018

25.04.2018
Relationship
Hygienic
25.04.2018

25.04.2018
Values
Framework
Self-Directed
Self-set goals
Universal
Balances everyone’s
needs and values
Tribal
Champions specific
communities needs
and values
Consistent
Reliable, predictable
and decent
Secure
Stable, long term,
reciprocative to your
actions
Powerful
Attainment of resources,
social currency and
knowledge
Ambitious
Focus on personal
competence and
achievement
Enjoyable
Entertaining,
amusing and
appealing
Exciting
Short-term novel
experience
1
2
3
4
5

25.04.2018
What does
your bank
value now?
Self-Directed
Self-set goals
Universal
needs and values
Tribal
Champions specific
communities needs
and values
Consistent
and decent
Secure
Stable, long term,
actions
Powerful
social currency and
knowledge
Ambitious
Focus on personal
competence and
achievement
Enjoyable
Entertaining,
amusing and
appealing
Exciting
Short-term novel
experience
1
2
3
4
5

25.04.2018
What would
you like them
to value?
Self-Directed
Self-set goals
Universal
needs and values
Tribal
Champions specific
communities needs
and values
Consistent
and decent
Secure
Stable, long term,
actions
Powerful
social currency and
knowledge
Ambitious
Focus on personal
competence and
achievement
Enjoyable
Entertaining,
amusing and
appealing
Exciting
Short-term novel
experience
1
2
3
4
5

25.04.2018
Ideal
Relationship
Self-Directed
Self-set goals
Universal
needs and values
Tribal
Champions specific
communities needs
and values
Consistent
and decent
Secure
Stable, long term,
actions
Powerful
social currency and
knowledge
Ambitious
Focus on personal
competence and
achievement
Enjoyable
Entertaining,
amusing and
appealing
Exciting
Short-term novel
experience
1
2
3
4
5

25.04.2018
Be LESS
self-directed &
powerful
Self-Directed
Self-set goals
Powerful
social currency and
knowledge
1
2
3
4
5

25.04.2018
Be MORE
consistant
secure
Consistent
and decent
Secure
Stable, long term,
actions
1
2
3
4
5

Rosie Trudgen Eloise Smith-Foster @eloisesmithfost
25.04.2018
Be MORE
altruistic
Universal
needs and values
Tribal
Champions specific
communities needs
and values
1
2
3
4
5

25.04.2018
Be MORE
enjoyable
Ambitious
Focus on personal
competence and
achievement
Enjoyable
Entertaining,
amusing and
appealing
Exciting
Short-term novel
experience
1
2
3
4
5

25.04.2018Rosie Trudgen Eloise Smith-Foster @eloisesmithfost
25.04.2018
Relationship
Hygienic

25.04.2018
Relationship
Mutually beneficial
25.04.2018

25.04.2018
FORESIGHT METHODS
2.
Future
World
Identify future
opportunities and threats
within the industry

25.04.2018
Weak Signals
1 2 3 4
Signal
Strength
Time
Mainstream
Awareness
Signal

25.04.2018
1. Apple Health Kit and Nike+ are
now gaining an insight into our
health.¹
2. Financial apps like Simple are al-
ready changing spending and saving
behaviours of users.
Data
Control
Collaboration
Since the creation of the club card and other loyalty
schemes, companies like Tesco have had access to
your spending data and as a consequence your health
data.¹ They can even calculate how many calories you
are eating due to the food you choose. They also offer
health insurance, so how does your food choice in
store affect your health insurance?
Beyond the realms of health, what if companies can
suggest to us a different way of behaving. And if the
purpose of big data is to help customers, where is the
line drawn between suggestion and telling?²
1.”Big Mother is Watching You” Anne Helen Petersen, Buzzfeed, Jan 2015
2.”Big Data: Big Brother or Big Mother?” David Holzer, Digital Health Blog, 2015
It‘s Your Data
SOURCES
KEYWORDS
INDICATOR
GROUP
S NEAR
2016
Big Mother
Companies starting to parent us. S NEAR
2016
Big Mother
Companies starting to parent us.
EXPLANATION
1. Apple Health Kit and Nike+ are
now gaining an insight into our
health.¹
2. Financial apps like Simple are al-
ready changing spending and saving
behaviours of users.
Data
Control
Collaboration
Since the creation of the club card and other loyalty
schemes, companies like Tesco have had access to
your spending data and as a consequence your health
data.¹ They can even calculate how many calories you
are eating due to the food you choose. They also offer
health insurance, so how does your food choice in
store affect your health insurance?
Beyond the realms of health, what if companies can
suggest to us a different way of behaving. And if the
purpose of big data is to help customers, where is the
line drawn between suggestion and telling?²
1.”Big Mother is Watching You” Anne Helen Petersen, Buzzfeed, Jan 2015
2.”Big Data: Big Brother or Big Mother?” David Holzer, Digital Health Blog, 2015
It‘s Your Data
SOURCES
KEYWORDS
INDICATOR
GROUP
S NEAR
2016
Big Mother
Companies starting to parent us. S NEAR
2016
Big Mother
Companies starting to parent us.
EXPLANATION
STEP Cards
1 2 3 4

25.04.2018
Future World
1 2 3 4

25.04.2018
Blockchain Currency:
Small Simple TO
Widespread
Threat: Banks core offerings of storing
money and identification becomes obsolete.
Opportunity: Blockchain is a shared ledger
to document anything of value.
Threats Opportunities
1 2 3 4

25.04.2018
Trade: Globalism
TO Localism
Threat: Bank not agile enough to
respond to policy and remains
globalised. People switch banks.
Opportunity: Bank strengthens
Government policy and becomes
more localised.
Threats Opportunities
1 2 3 4

25.04.2018
PROVOTYPES
3.
Future
Services
Provotypes test relevance
and usefulness of future
services

25.04.2018
VOICE VAULT
Test:
Voice Vault
artifact.

25.04.2018
PROVOTYPE
Scenario:
Government moves to
secure local economies
Trace
Visualises how money
moves around the economy

25.04.2018
...I would question
why the bank
would offer a service
like this.
- User-testing participant, 2016

25.04.2018
PROVOTYPE
Scenario:
CSR to the core and widespread blockchain use
Blockchain
Account Builder
Customers can choose which future
financial services they would like
to connect with their block chain
information. Each service aims to
address a future need with mutually
beneficial business models.

25.04.2018
PROVOTYPE
CONCEPT

25.04.2018
Future
Lending Service
Transparent lending by showing the value
of all your (non-monetary) assets, clearly
communicating if you have the means to
borrow something and the time required to
pay it back.
PROVOTYPE
CONCEPT

25.04.2018
I'm always scared
of getting into a
situation I can't get
out of.
This is smoother,
fairer and personal.
Charles, user-testing
participant, 2016
25.04.2018

25.04.2018
Impact:
RBS

25.04.2018
“We have made heavy use of the
world poster describing the UK
in 2025... to remind people of the
broad range of developments
and trends that influence how
customers think and act and to
take a broader view of external
factors when considering new
solutions.”
Brian Cooper, RBS UX Design Manager, May 2017,
excerpt from Service Design Award 2017 client validation

25.04.2018
+ Embedding user-centred design
and foresight
+ Solutions more user-centred
+ Extended design timeframes
+ External trends, opportunities
and threats considered

25.04.2018
Impact:
GSA

25.04.2018
“I have disseminated specific methods
within other Product Design years
within the Undergraduate Programme...
this model could define new forms of
Industry-academic collaboration and
exchange… the model is also being
used to inform strategic projects and
development within GSA.”
Kirsty Ross, GSA Lecturer in Product Design, May 2017,
excerpt from Service Design Award 2017 client validation

25.04.2018
+ Approach taught in undergraduate
design degree courses
+ Benchmark academic-industry
collaboration
+ Enriching partnership established
+ Direct development of outcomes

25.04.2018
Reflections
25.04.2018
1. Understand constraints
2. Clarify objectives and next steps
3. Internal ‘champions’ key
4. Evidenced value, cases and stories needed
5. Collaborate on strategic level with senior
management and executives

25.04.2018
Thank you
Rosie Trudgen
Eloise Smith-Foster
25.04.2018

The Untapped Potential of Future Foresight #hkisdnc18 @SDN_Finland 45 min workshop
25.04.2018
Talk Hands on
Foresight service industry
Case study: insights methodology
Explore future of banking for
Finland using futures methods
ADGENDA

25.04.2018
UK Finland
AGENDA
Future financial services
for Finland in 2025

25.04.2018
PROCESS
1 2 3 4
STEP
Cards
Future
World
Threats
Opportunities
Draft
Provotype
Trends that will
influence finance
in Finland in 2025
Scenarios that will
occur as a result
Identify areas to
explore
Future services

25.04.2018
1. 10% of estimated $400bn of
remittances sent to developing
countries by citizens working abroad
each year in the last 12 months
2. Unicoin, Unicef: case study
Transparency
Social Good
Empower
Cryptocurrencies have the potential to overhaul how
we receive, hold and transfer value through a plethora
of applications. We have already began to explore the
possibility of creating purely social currency which
could only be spent on projects aiming to achieve
social good. New online currencies could also be the
answer to charities becoming more transparent over
how they spend donations, because of it‘s traceable
nature.
1. Giving a bit(coin): cryptocurrency and philanthropy, 2013
2. Unicoin, Sustainability.org, 2015
New Values
SOURCES
KEYWORDS
INDICATOR
GROUP
P NOW
2014
Cryptocurrencies
Championing ideologies
EXPLANATION
P PAST
2014
Cryptocurrencies
Championing ideologies
Step cards
TASK 1
A card which summarises and
visually communicates research
insights into a trend. These
categorise insights into four societal
viewpoints: social, technological,
economic and political.
Description
Weak
signals
Sources
Social,
political,
economic or
technological
influence
Visual
Date
Caption Timeframe:
Past, now,
near, future

25.04.2018
Create a STEP card using
trends you are aware of
that will or have influenced
finance in Finland.
TASK 1
5 Mins
Independently
TitleSTEP
Sketch
Date
Caption Timeframe

25.04.2018
Share your STEP cards
with your group.
Discuss the associations
and conflicts through
clustering.
TASK 1
5 Mins
Team
TitleSTEP
Sketch
Date
Caption Timeframe
TitleSTEP
Sketch
Date
Caption Timeframe
TitleSTEP
Sketch
Date
Caption Timeframe
TitleSTEP
Sketch
Caption

Eloise Smith-Foster & Rosie Trudgen - The Untapped Potential of Future Foresight

Eloise Smith-Foster & Rosie Trudgen - The Untapped Potential of Future Foresight

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