#Network Society World Congress This talk is a 3 steps fast forward journey into design. What is design today -aka- the switch of traditional business leadership. Why business and money loves Design (Design Thinking and beyond). Technologies are shaping us faster than we think: Smart connected objects are natural born storytellers. Design rules for a highly networked -post cloud computing- world.

1. Design Perspectives For The Decentralized Age!
Leandro Agro: IxD /UX | IoT
Network Thinking
www.designgroupitalia.com2

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WHO2
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UX#
Internet#of#Things#
IxD2
AI,2Virtual2Assistants2
Eye>Tracking2
Digital2Strategy2
Usability2
Mobile2&2Wearable2
Prototypes2
AR/VR2
Gmail,2Skype,2Flickr,2TwiKer:2@leeander2

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Network2Thinking2
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3 chapters | about the HOW

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///2What2is2design?2///2
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Why business loves design

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“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

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Design2is2an2exploraSon2

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Full2of2humanity2and2beauty22

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Design2is2(also)2a2process2
9
thinking
Desirability2/2Feasibility2/2Viability2

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Money2*2Design2
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((((((((((((((((((((((((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>co2since2the2
previous2millennium.2
• Providing2a2step2by2step2design2
theory2that2ensure2a2preKy2
good2result2also2to2talentless2
companies.2
• Predictability2illusion2(feeling2
in2control).2

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((((((((((((((((((((((((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

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Cultural2ShiZ2
13

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Every2Tool,2service,2business2that2
jump2in2the2digital2technology,2start2
to2follow2Moore’s2Law:22
2
2
AcceleraSon2changes2everything.22
Peter Diamandis
http://www.youtube.com/watch?v=E9wFXHYJgdo

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Digital2technologies2are2pushing2
consumerizaSon2and2mulSplying2touchpoints.22
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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.#

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ConnecSvity2changes2everything2
not2only2decentralizaSon2but2also2interdependence22
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Fluid experience
Instant Gratification
Dematerialised Interaction
Social Induction

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The2INTERNET2OF2THINGS2bridges2both2the2
physical2and2digital2worlds,2permi^ng2the2power2
of2the2internet2to2reach2everywhere2humanity.2

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Every2Sme2that2a2company2places2an2objects2
into2your2world2(pocket,2car,2desk)2starts2an2
always>on2PERSONAL2bi>direcSonal2DIALOGUE.2

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In2this2new2human>connected2world,22
Designers2lead2innovaSon2

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Short2story2about2
“network2thinking”2
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WIRED 2008

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What2is2“Network2thinking”?2
2
Todays’(visionaries(can’t(consider(the(mechanical(clock,(the(assembly(
line(or(the(broadcast(architecture(as(an(actual(mental(model.((

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“Network2thinking”2is2a2mental2model…2
2
2
A2WHOLE2NEW2WAY2TO2SEE2THE2PRESENT2AND2IMAGINE2THE2FUTURE,22
THAT2ALSO2INCLUDE2SOFT2SKILLS2LIKE:2
2
> A^tude2(curiosity/lateral2thinking/hybrid2background)2
> Flow2with2complexity2(tolerate2uncertainty)2
> IdenSfy2paKern2
> Find2leverage2points2(trends)2

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Most(recent(human’s(genera<ons(have(a(totally(different(
rela<on(with(technologies(with(respect(to(any(ancestor.(
2
Since218002technologies2evolved2slower2than2average2
human2life,2while2now2–in2the2space2of2a2single2life>2
we2saw2cogni<ve2technologies2grow2in2a2singular2way.2

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Cognitive tools Mental#model#

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///2Storytellers2///2Connected Objects are Natural born

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People2expectaSons2are2shaped2by2
consumer2technologies.22
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WHAT2/2WHEN2
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We2live2on2the2border2between2Cloud22
FOG2compuSng2and2the2IoT2Era.22
At2this2stage2of2technological2evoluSon,2being2
connected2is2a2Darwinian2issue2for2a2product:22
a2key2element2to2it,2to2live2long2and2prosper.222
29

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“"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.

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Technologies2are2shaping2us2through2the2
connected2(cogniSve)2devices2we2are2using!

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Like(in(a(aliens(invasion…!

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Today, more than 120 new 'things’
comes online every second.2
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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.

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“Talking(Objects”!
Connected2devices2are2natural2born2storytellers!

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Who is actually taking the picture?
I added location
I added metadata
Are you smiling?
Are your eyes open?

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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,

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What is real? Who is the artist

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From2memories2co>creaSon2to22
automa'c!memories#and2autonomous!stories!

39. 39
Collec'ng!Data2
Connected2objects2are2usually2
smart2enough2to2play2a2behavior.2
For2example,2take2a2detecSon2
(measure2something)2each2Sme2
that2a2trigger2is2ON,2or2a2picture2
shot2every2X2minutes,2etc.2
AutomaSc2memories2are2very2
powerful!2
AutomaBc#memories…#

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Fitness2bracelets2records2what2we2do2every2day.2
This2extended2memory,2visualized2through2
dashboard,2is2able2to2make2our2behavior2
measurable2and2more2understandable.22
At2the2same2Sme,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!Data2
Visualizing2informaSon2is2already2
a2first2picture2of2a2story.2
The2right2visualizaSon2is2
powerful2way2to2influence2users.2
AutomaBc#memories…# Your2dashboard2is2a2representaSon2of2you.2
You2are2your2dashboard.2
You2might2desire2to2achieve2a2beKer2result.2
2
2

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!
!
Proac've!Panorama2
&
Androids2examine2every2picture2
you2take2>and>2it2proacSvely2
assembles2a2“Panorama”2
without2your2request.2
AutomaBc#memories…#

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!
!
Proac've!Panorama2
2
AutomaBc#memories…#

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!
!
Build!the!story!2
One2click&Movie&trailer&
Families2started2to2collect2
and2record2their2special2
moments2in2a2brand2new2
way,2that2is2actually2
influencing2their2
memories.22
More2powerful?2Richer?2
Original?2Autonomous?2
AutomaBc#memories…#

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knightscope-k5
We all are cyborgs
Autonomous machines observing us
Who is connected?

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knightscope-k5
We all are cyborgs
Autonomous machines observing us
Who is connected?
JIBO

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“Connected2objects2are2Natural2Born2Storytellers.2
Meaningful2stories2might2be2created2combining2the2
right22level2of2automaSc2contribuSons2coming2from2
“machine”2AND2human2habits.”2

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In220152brands2are2becoming2media2companies.22
Other2big>name2players2such2as2Uber,2Airbnb,2MarrioK,22
Starbucks,2Snapchat,2and2more2have2been2building2full>fledged2
media2divisions,2using2veteran2journalists2and2media2experts2to2
help2them2compete2for2audiences’2aKenSon.2

48. © DESIGN GROUP ITALIA
People’s2interacSon2with2technology2may2seem2
predictable2enough,2but2it2is2not2100%2true.2
29 Settembre 2014Format Powerpoint / Regole generali di impaginazione e sviluppo 48

49. © DESIGN GROUP ITALIA
People’s#interacBon#with#technology#may#seem#predictable#enough,#
but#it#is#not#true.#
29 Settembre 2014Format Powerpoint / Regole generali di impaginazione e sviluppo 49

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Ar'ficial!neural!networks,!or!'ANNs’!!2
Google's2ANNs2are2programmed,2through2an2
endless2stream2of2similar2photos,2to2
recognize2objects2within2images2by2their2
disSncSve2characterisScs.22
Starry!Nightmare!Rolling2hills2have2been2transformed2into2giant2
birds2and2bears2while2a2village's2houses2have2
become2cars2and2trucks2
http://www.dailymail.co.uk/news/article-3149466/A-nightmarish-vision-world-seen-
eyes-Google-s-artificial-intelligence-programme-TAUGHT-recognise-sort-images.html

51. © 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

52. © DESIGN GROUP ITALIA 52KK:2Take2in2mind2“what2technology2wants…”2

53. © DESIGN GROUP ITALIA
///2Design2Rules2///2Design#rules#for#a#highly#networked#Jpost#cloud#compuBngJ#world.##

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“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.”(

55. © DESIGN GROUP ITALIA 55
In2this2moment2of2Sme,2it2is2obsolete2to2design2objects2
that2simply2wait2unSl2their2buKons2have2been2pressed.22
We2should2design2connected,2social2and2proacSve2objects2
intelligent2enough2to2parSally2predict2user’s2need2
according2the2context.2

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1. Evolving2design2tools,2to2evidence2
exisSng2objects'2emergent2behaviors2
2
2. 2Infusing2behaviors2(in2any2object)2that2
might2evolve2according2the2connected,2
decentralized,2interdependent2era.222

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58. 59
IoT2DESIGN2
It’s!all!about!People!&!Trust!
Technology/OperaSon22
Driven2
MarkeSng/Campaign2
2Driven2

59. 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#
INTEGRATED#SYSTEM#
CUSTOMER#ENGAGEMENT#
BRAND#ADHERENCE#

60. © DESIGN GROUP ITALIA 61
1. Evolving2design2tools,2to2evidence2
exisSng2objects'2emergent2behaviors2
2
2. 2Infusing2behaviors2(in2any2object)2that2
might2evolve2according2the2connected,2
decentralized,2interdependent2era.222

61. 62
Inspired2by2Asimov2
Every!object!must!know!STORIES#
the2History2of2its2past2(how2it2is2made,2where2it2
was2produced,2how2it2is2used)2and2its2future2(as2
it2is2disassembled,2valued2in2its2parts,2recycled,2
disposed2of).2
2
Laws for Makers2

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Every!object!must!be!SENTIENT#
Every2object2should2know2something2about2the2
world2around2it2through2sensors,2or2at2least2
know2when2and2where2it2is2used.2
Inspired2by2Asimov2
Laws for Makers2

63. 64
Every!object!must!be!SOCIAL#
Every2object2must2be2able2to2communicate2and2share2
its2status2across2social2networks2used2by2humans,2
"parScipaSng"2in2their2social2relaSonships.2
Inspired2by2Asimov2
Laws for Makers2

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///2Conclusion2///2

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Technology2acceleraSon2changes2everything.2
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The2consumerizaSon2process,2combined2with2
the2proliferaSon2in2digital2touchpoints,2
moves2products2and2business2into2a2whole2
new2landscape2of2services2and2opportuniSes.22
67

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ConsumerizaSon2evolve2consumers’2habits.2
People2expect2BEHAVIOURS2(not2just2features).2
68

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To2be2connected2is2the2“natural2state2of2
mind”2for2any2object2

69. © DESIGN GROUP ITALIA
Placing2an2object2in2a2pocket,2in2a2car,2on2a2
desktop2or2in2customers’2homes2means2
building2a2personal,2bi>direcSonal,2
“always>on”2communicaSon2channel.2

70. © DESIGN GROUP ITALIA
2AestheSc2of2trust2plays2a2huge2role2in2the2
design2of2these2new2behavior>based2
Smart2tools2
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Every2Object2should…2
>2know2stories2
>2Be2senSent22
>2Be2social2

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DESIGN GROUP ITALIA
Via Aleardo Aleardi 12
20154 Milano ITALIA
tel. +39 02 58325272
234 West 39th Street
New York, NY 10018 USA
tel. +1 (718) 5771385
www.designgroupitalia.it
Leandro2Agro’2
THANK YOU.#
Gmail,2Skype,2Flickr,2TwiKer:2@leeander2