Convey UX: Design for the Future. Creating speculative visions that works.

DESIGN FOR THE FUTURE
CREATING SPECULATIVE
VISIONS THAT WORKS
CONVEY UX 22
ANTONIO DE PASQUALE

Antonio De Pasquale
Sr. Design Manager, E&I Lab Europe at Samsung
ConveyUX 2022 | Design for the Future

Are movies inspiring design or design is built on visions?

Videocall
Star Trek: The Next Generation (1987) Amazon Echo Show (2019)

NUI Controls
Minority Report (2002) BMW iDrive Gesture Control (2020)

Immersive VR
Ready Player One (2017) Horizon Worlds (2022)

Many of this innovation showed us the “product user
stories” before being invented for real, exploring
how they improve people lives.
Videocall
Face to face
human interaction
Natural Interface
Interact with software
without controllers
VR/AR
Metaverse worlds to
expand physical abilities

If movies or design come
fi
rst is a dif
fi
cult answer.
Shaping speculative visions is what companies needs
to imagine future product design that works.

Capturing trends. How to it well
Shape a vision and make it real
Roadmapping the future today
Lesson learned

ENVISION FUTURE
TRENDS & CAPTURING
OPPORTUNITY AREAS

“Thebestwaytopredictthefutureistoinventit.”
AlanKay/Polymath,educator,computingpioneer

A traditional design thinking approach

From Double Diamond to Future casting framework
Damien Lutz & Future Thieving https://uxdesign.cc/future-thieving-2-speculative-design-methods-tools-45b655096d95

Tech
Disruptions
Experience
Disruptions
Business
Disruptions
Future State 1
Future State 2
Future State 3
USER NEEDS
AND TRENDS
DISRUPTIONS,
PROVOCATIONS AND
EVENTS
FUTURE STATES,
STRATEGIC IMPLICATIONS
FUTURE OPPORTUNITIES,
POSITION STATEMENTS AND
SCENARIO STORYBOARDS
Position Statement
Needs, Trends,
Behaviors
Position Statement
Position Statement
Opportunities
Opportunities
Opportunities
Position Statement
Position Statement
Position Statement
Vision
Capture
frog Design work
fl
ow from post it to vision capturing

on a different scale (reframing the position)
the design process can be applied to investigate
the space of the problem of possible future needs.
Future opportunities are a design problems
that need to be investigated.

It’s not about
predicting the future.
It’s about engaging with
possible future scenarios,
in order to gain actual
human insights.
De
fi
ning future trajectories

Future trajectory design tools
https://oecd-opsi.org/toolkits/actionable-futures-toolkit/
http://situationlab.org/project/the-thing-from-the-future/
The Thing
from the Future
Magazine
From the Future
• Card game
• Collaborative & competitive
• Product centric focused
• Crafted artifacts
• Context generating
• Trends & User focused
Actionable
Futures toolkit
• Extensive modular set
• Designed for workshop & group work
• Focused on Organization evolution

1. Analyze market trends & current user needs
2. Describe future events and de
fi
ne future trajectories
3. Re
fi
ne future opportunity areas
4. Start sketching raw ideas for each opportunities
Framework recap

SHAPE VISION
SCENARIOS THAT SET
THE STAGE FOR NEW
BUSINESS
OPPORTUNITIES

“Somepeoplewantittohappen,somewishit
wouldhappen,othersmakeithappen.”
MichaelJordan

Setting a north star vision
Shaping an idea is a continuous process that needs
many iterations cycles for making it in focus

From scattered ideas to a concept vision.
Using scenario as a tool to describe
alternative ways the external
environment might develop in the future

Explore the details
Analyze problems & constrains. Re
fi
ne ideas and
explore all the details to make it possible

A. Detailing the cross touchpoint
end to end customer journey in his
future day in the life scenario
A day in the life of future scenario. How might it be?
01 02 03 04
OPPORTUNITIES
www.servicedesigntools.org
TOOLS | JOURNEY MAP PERSONAS
TOUCHPOINTS
PHASES
B. De
fi
ning how the multiple
touchpoint (devices / actors /
services) are supporting the overall
journey for cross devices seamless
experience

Future experience prototyping
Visualize & prototype your concept.
Get the feel of the real impact in a physical way

Key aspects of future scenario creation
Context
of Use
Behavioural
Archetypes
Market
Trends
Human
Needs
Technology
evolution
Prototype
experience
Combining together strategical thinking and human centred design approach
to generate and visualise the core important aspect of future scenarios

Storytelling: communicating it right!
A clear
scenario
fl
ow
simulation
A humanized story
to emphasise with
while watching
A strong connection
with technology
opportunity
A strong connection
with business insights
on market evolution

BACK CASTING AND
ROADMAPPING
FUTURE PRODUCT
DEVELOPMENT

“Greatthingsarenotdonebyimpulse,butby
aseriesofsmallthingsbroughttogether.”
VincentVanGogh

Short, mid and long terms trajectories
Backcasting from a co-created future vision creates a "transition pathway" along which new and existing projects can be
connected and situated as "steps" in a long transition toward the desired future. Source: T. Irwin, G. Kossoff, C.Tonkinwise

Building from now to next and…
From B to A setting the vision target of the
vision, according to the selected possibile
future trajectory

…reverse mapping: backcasting key factors of changes
C. Creating progressive POC of possible future
technology to be implemented in short term to
simulate core attributes of future experiences
D. Transition from vertical POC to initial
MVP design and progressive versioning to
the
fi
nal expected future experience vision

Break the vision to the MVP
An MVP, in all his versions should always maintain the
core emotional aspects that create a compelling
experience for the
fi
nal users

Keep the emotional aspect of the vision at the heart!
DESIGN
TECHNOLOGY BUSINESS STRATEGY
HUMAN
EXPERIENCES
Always our future
users at the center of
future vision design

5 LESSONS LEARNED
THAT WILL HELP YOUR
FUTURE CASTING WORK

“Perfectionismisadangerousstateofmind
inanimperfectworld”
RobertHillyer

1.
SPECULATIVE DESIGN
PROCESS IS, OVERALL,
A JOURNEY OF DISCOVERY.
A Speculative Designer (you, for instance)
navigates through the two speculative
diamonds hunting for traces of the future,
imagining its evolution, and producing and
experiencing pieces of it.

2.
IT PROVIDES A HANDS-ON
APPROACH TO CHALLENGE
YOUR ASSUMPTIONS
ABOUT THE FUTURE.
Every Designer should approach the future
challenges as real ones, transforming hypothetical
opportunity areas in real design projects

3.
IT HELPS YOU TO IDENTIFY
YOUR CLIENT’S POTENTIAL
AND HELP THEM
RESPOND TO CHANGE.
An organisation should embrace the future
design methodology in a recurring approach,
preparing the company to future changes and
adapting current product design evolution.

4.
GUIDING TECHNOLOGY
IN WHAT NEEDS TO BE
DEVELOPED FIRST
Engineer or technologists should be strongly involved in
future design thinking approach to support designers in
better connecting technology aspects and roadmapping them
to create a possible path to an MVP

5.
ENGAGE THE BUSINESS,
AND LET THEM DISCOVER
THE VALUE OF PRODUCT
EXPERIENCE ROADMAPPING
Product managers and business unit are at the heart
of future casting being aware of the evolutionary
trends of society and adapting dynamically their
products core value proposition over time

1.
SPECULATIVE
DESIGN PROCESS
IS, OVERALL,
A JOURNEY OF
DISCOVERY.
2.
IT PROVIDES A HANDS-
ON APPROACH TO
CHALLENGE YOUR
ASSUMPTIONS ABOUT
THE FUTURE.
3.
IT HELPS YOU TO
IDENTIFY YOUR
CLIENT’S POTENTIAL
AND HELP THEM
RESPOND TO CHANGE.
4.
GUIDING
TECHNOLOGY
IN WHAT NEEDS TO
BE DEVELOPED
FIRST
5.
ENGAGE THE BUSINESS,
AND LET THEM DISCOVER
THE VALUE OF PRODUCT
EXPERIENCE
ROADMAPPING
6.
ENJOY THE JOURNEY
AND MAKE EMOTIONAL
EXPERIENCE DESIGNED
FOR HUMANS
5 Lessons learned + 1 suggestion
+

CONVEY UX 22
Thanks
@myinteraction

Convey UX: Design for the Future. Creating speculative visions that works.

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