Personal Desire / Design Fiction

8-week project
남은 학기동안 무언가 만들어보는게 목표라던데?

Why build something
What to build
How to build it
For whom to build it
뭔가를 만들려면 알아야 할것들

Why build something?
왜 만들어?

How do you decide
what to build?
남은 학기동안 무엇을 만들고 싶어?

Let's make it personal
그냥 만들지 말고, 원해서, 좋아서 만들자고.

창의적인 사람들은 어떻게 하면 이 넓은 세상에서
내 존재감을 느껴볼 수 있을까?
어떻게 세상을 바꿔볼 수 있을까?

How can creative folks leave their mark in this world?
How can I change the world?

성공을 어떻게 정의할 것인가?

How do you define success?

개인의 갈망으로부터 모든 변화와 혁신이 시작된다는 것.

Personal Desires Drive Change and Innovation.

PERSONAL DESIRES DRIVE
개인의 꿈과, 욕구, 불만으로부터 세상의 모든 변화
와 혁신들이 시작됩니다.
로봇의 기원이라 할수 있는 오토마타는 기원전부터

CHANGE & INNOVATION.
존재했다고 하죠. 스스로 움직이는 기계를 만들어
내겠다는 괴짜들이 있었기에 R2D2도, ASIMO도
만들어진거랍니다.

Automata, the self-actuating machines,
existed from the B.C. years. Today’s robot
culture including R2D2 and ASIMO can be
traced back to the wacky individuals who
dreamed up dolls that can write and ducks
that can poop.

Vaucanson’s Digesting Duck (1738)
@keywonc

OUR DESIRE MAY SEEM
이 갈망이라는 것이 황당하고 부질없어 보이는게
부지기수입니다.
다빈치의 비행기계도 정말 괴짜짓을 한거죠. 새에

PERSONAL AND PECULIAR...
관해서 한참 연구까지 했다니까요. 그러고 여러 해
가 지난 지금, 우리는 일상적으로 400톤이 넘는
비행기를 타고 있습니다.

Da Vinci was obsessed with flying. He studied
how birds fly for years, and left many drawings
and manuscripts about gliders and what
appears to be a helicopter. Many years, teams
of geniuses and social changes later, we are
now routinely flying in jumbo jets of over 400t.

Da Vinci’s Flying Machine from Paris Manuscript B (1488)
@keywonc

BUT IT CAN BECOME A UNIVERSAL REALITY.
하지만 이런 갈망들이 시간이 지나면서 당연한 현실이 되어버리기도 합니다.

Mechanical Turk (1784) ENIAC (1946) Engelbart’s GUI Demo (1968) Minority Report (2002)
Automatic chess playing Real calculating machine for “Mother of all demos” because We continue to dream up ways
machine; turns out to be fake. military tasks. computers finally caught up with for technology to surpass us
the way humans work and think. (and the pitfalls too).

현재진행형 갈망추구의 예로 컴퓨터가 있습니다. 18세기 Here’s an example of a long-term progression of a
의 가짜 체스기계부터 21세기의 마이너리티리포트에 이 common desire: Computing. In one sentence, the
르기까지, 컴퓨터의 역사는 한마디로 기계를 사용해 인간 history of computing is a story of numerous people
의 지능을 보완하고, 필적하고, 넘어서겠다는 갈망을 수 pursuing their desire to build machines that
만명의 사람들이 추구하고 있는 것이라고 보시면 됩니다. augment, match, and surpass human intelligence.
@keywonc

나의 갈망이 얼마나 직접적으로 반영되었는가?

Does it directly reflect my desire?

Why am I doing a startup?
And why are you building something?
To directly manifest my desires onto the world.

내가 스타트업을 하고 싶은 이유,

여러분이 뭔가 만들고 도전해보고 싶은 이유:

내 갈망을 세상에 직접적으로 반영해내기 위하여.

Be aware of my own desires.
Express them.
Come up with ideas.
Pursue those ideas.
내 개인의 갈망을 자각하고

남에게 표현하고

뭘 어쩌고 싶은지 아이디어를 내고

현실적으로 그 아이디어를 추구하는 것.

DESIGN FICTION
세상에 존재하지 않는 물건 만들기

Creating (material) things that help tell a story*

IMAGINATION MATERIAL FORM COLLECTIVE IMAGINATION

그렇다면 디자인 픽션은 대중의 상상력을 자극하는 컨셉이나 제품을 선보입니 Then you can call design fiction affects the collective imagination of the
다. 이는 결국 개인의 상상력을 자극하여 순환구조를 보이게 되지요. mass. In tern it affects individual imagination in a cyclical manner.

5
* Based on a 2009 essay by Julian Bleecker www.nearfuturelaboratory.com

PROAESTHETICS
교정기와 깁스, 노인용품도 섹시할수 있을까?

교정기나 깁스, 노인용 지팡이는 언제나 못생기고 두툼해 Presenting disability artifacts in new light
야 할까요? “Disability Artifacts”의 미감을 재조명 Image Credit: http://www.lanzavecchia-wai.com/
해보자는 디자이너의 작업입니다.

What if we can control machines... with emotions?

BLENDIE
사용자가 으르렁거리는 만큼 갈아주는 블렌더

기계를 다룰 때 이성적이고 건조한 버튼과 터치, 마우스 Growl into a blender to operate it; instead of dry and
만을 쓰는 것이 아니라 우리의 감정을 직접적으로 써서 objective way of interacting with machines (buttons, touch,
조작할 수 있다면 어떨까? 하는 물음을 던지는 디자인픽 keyboard), can we use our emotion directly?
션입니다. Image Credit: http://web.media.mit.edu/~monster/blendie/

Blendie
http://www.youtube.com/watch?v=6DDkwdPaYmk

@keywonc

SKETCH FURNITURE
스케치하면 가구가 만들어진다?

아티스트와 디자이너들이 만들어낸 디자인픽션의 경우, Explores personal fabrication, the boundary between
현존 기술을 사용하여 기능할수 있도록 만들어진 경우도 design, manufacturing, and usage. Implemented but not
있습니다. 하지만 상용화하거나 제품화 하기 위한 의도가 viable or usable.
아니라 우리의 상상력을 자극하는게 목표입니다. Image Credit: designfront.org

SKETCH Furniture
Implemented; not viable or usable
Explores production + fabrication + personalization
http://www.youtube.com/watch?v=8zP1em1dg5k

@keywonc

Design Fiction
뭔가 다른 현실 갈망하기

이 세상의 물건 중에서 바꿔보고 싶은것은?

SCIENCE FICTION
다른세상을 프로토타이핑하기

Prototypes of other worlds, other experiences, other contexts for life*

IMAGINATION ALTERNATIVE WORLD COLLECTIVE IMAGINATION

REAL WORLD
Feeds back to affect
R&D the real world

디자인 픽션과 유사한 공상과학에서는 우리의 현실세계와 조금 다른 세상을 프 Similarly, science fiction, as prototypes of an alternate world, affects
로토타이핑하여 보여주게 됩니다. 이 역시 대중의 상상력을 자극할 뿐 아니라, our collective imagination. Many of these fictional elements are
연구자와 개발자, 디자이너들에 의해 여러 면모가 현실세계에서 구현되기까지 developed into actual technologies by researchers, engineers, and
합니다. designers like yourselves.

14
* See 2009 essay by Julian Bleecker www.nearfuturelaboratory.com and “Resistance is Futile” by Dourish et al. http://www.dourish.com

Extract more data from photos afterwards? Blade Runner (1982)
ESPER photo analysis machine
Indefinite focusing
http://www.youtube.com/watch?v=QkcU0gwZUdg

@keywonc

Blade Runner (1982) Lytro Camera (2011)
ESPER photo analysis machine Captures complete light field

Indefinite zoom up and focusing

Change focus after the fact

Look behind the object

Image Credit: Warner Bros. Image Credit: Lytro.com

Star Trek (1966-) Motorola StarTAC (1996)
“Communicator” Clamshell mobile phones

Captain Kirk (Original series)

Lt Commander Spock (2007 movie) Star Trek fan turns a regular phone into Communicator

Image Credit: Popfunk.com, Trekmovie.com Image Credit: Trendycellular.com, Instructables.com

Simply tell the computer what I want Star Trek (1966-present)
Self-destruct the starship via voice command from
the captain, first officer, and the lieutenant
commander.
http://www.youtube.com/watch?v=IvTfbQRnA8s

@keywonc

Star Trek (1966-) Apple Siri (2011)
Voice interface with the “computer” Voice activated personal assistant

Auto-destruct sequence
alpha-one.
15 minutes silent countdown.
Enable.

Image Credit: Paramount Pictures Image Credit: Siriously Weird

What if ads followed me everywhere?
Minority Report (2002)
Ubiquitous advertising
Inescapable identity
http://www.youtube.com/watch?v=ITjsb22-EwQ

@keywonc

Minority Report (2002) Facebook Plugin (2011)
Ubiquitous personalized advertising Inescapable identity

Welcome back to The Gap!
How did you like the tank tops?

Image Credit: 20th Century Fox Image Credit: Techcrunch

Science Fiction
다른 세상을 프로토타이핑하기

나의 디자인이, 제품이, 서비스가 널리 쓰이는 세상은
어떻게 생긴 세상일까?

USING FICTION TO MAKE YOUR IDEA HAPPEN
현실화를 앞당기기 위해 의도적으로 픽션을 사용하기!

Near-future technology scenarios

IMAGINATION SCENARIOS COLLECTIVE IMAGINATION

R&D

REAL WORLD

이제는 학술연구분야에서도 남이 만든 스토리에 영감을 받는 것에서 벗어나 스 Now academic research community is proactively creating these
토리를 직접 생산하기 시작했습니다. 연구를 마치기 전, 아니 시작하기 전부터 science fiction before they have finished, or sometimes, started, their
가상의 컨셉을 비디오 등 스토리텔링 기법으로 전달하는 경우들이 있습니다. research project.

Research community is now 25
initiating Sci-Fi storytelling

CLAYTRONICS FUTURE AD
나노테크 연구팀이 꿈꾸는 미래상을 광고 형식으로 만들기

미국 카네기멜론 공대와 인텔 연구소는 진행하고 있는 연 Combines modular robotics, nanotechnology
구의 비전을 보여주는 광고영상을 만들었습니다. and computer science to create the dynamic,
프로그래밍이 가능한 분자 크기의 로봇으로 아무 물건이 3-D display of electronic information.
나 필요한대로 만들고, 사용자와 환경의 변화에 맞춰 물 An over-the-top scenario and Discovery
건의 성격을 바꿀 수 있다는 비전입니다. (2006) channel feature for programmable matter.
http://www.cs.cmu.edu/~claytronics/

Claytronics Future Ad (2006)
An over-the-top scenario and Discovery channel
feature for programmable matter.
http://www.youtube.com/watch?v=4HsUb1m27Ng

@keywonc

+POOL FOR NYC 뉴욕의 디자이너들이 허드슨강에 수영장을 띄우자고 제안한
아이디어입니다. 가상의 비디오와 비주얼등을 통해 대중에게
인기만발 시나리오를 통해 대중으로부터 자금을 조달하기 어필, 강물의 정수기능을 테스트해 볼 수 있는 기초작업 비용
약 4천만원을 조달하였습니다.

NYC designers came up with a proposal to float a swimming
pool on the Hudson River, and posted hypothetical videos and
images on social funding site Kickstarter. Thanks to the
appealing visuals and social media campaign, they secured
$40K for initial filteration tests. (2011)
Image Credit: Kickstarter and PlusPool

Make it, prove it, and then promote it.
만들고 나서, 증명하고 나서, 홍보하라.

Promote it, and then make it.
우선 홍보하고 호응이 좋으면 만들어라.

Make it, test it, then market it.
만들고, 테스팅하고, 마케팅하라.

Promote it, then make it and market it.
우선 홍보하고 호응이 좋으면 만들어서 마케팅하라.

Business Fiction
픽션을 이용하여 사업 목표의 현실화를 앞당기기

BUSINESS FICTION
시나리오를 통해 사업과 전략을 구상하기

Next Year’s Headline Amazon’s Fake Press Release
As featured in IDEO’s Method Cards: “Predictions can For new initiatives, a product manager typically starts by
help you define which issues to pursue, identify writing an internal press release announcing the finished
targets, and reveal internal values.” product.

Image Credit: IDEO Method Cards Image Credit: Amazon.com

Personal Fiction
픽션을 이용하여 개인적 목표의 현실화를 앞당기기

PERSONAL FICTION
내 미래의 가상 프로파일을 써보기

Hypothetical Bio in 3 Years 3년 후의 내 소개글?
Write a fictitious blurb, article, 앞으로 1년, 3년, 5년, 10년 후 자
or profile about yourself set in 신을 소개하는 가상의 기사나 약력
을 3인칭 시점으로 써보세요.
the near future.
의외로 아주 자세한 장래 계획이 육
You will be surprised how 하원칙에 따라 펼쳐지게 됩니다.
much concrete information it 그뿐 아니라 다른 사람들에게 이를
contains, and how helpful it is 알림으로서 여러 소개와 조언을 얻게
to get introduced to those who 되고 현실화가 더 빨라질수 있어요.
can help you realize it.

CURRENT (2012)
Keywon is a product and interaction designer spanning screen and gestural
interfaces, software and service prototyping.
As senior designer at renowned global innovation firm IDEO, she developed
mobile service concepts and revenue models, and advised Asian internet
companies on globalizing their offerings and internal culture. She has real-world
product shipping experience at Microsoft Office, where she helped revamp
graphical capabilities of Word, Excel, PowerPoint and Visio 2007. Her wearable
and gesture interface work from the MIT Media Lab explore augmented
experiences for the future creative class, and were featured on Showtime TV,
Gizmodo, SIGCHI and SIGGRAPH. Keywon holds a BFA in design and HCI from
Carnegie Mellon and MS in Media Arts and Sciences from MIT.
Expanding her interests beyond being a kick-ass desiger, she mentored Startup
Weekend participants, spoke at TEDx salon, AIGA Pecha Kucha, SEGD conference
and Ignite Seoul, and organized Sharing Experiences, a 1000-attendance
conference, hackacthon, and exhibition with the MIT Media Lab.

HYPOTHETICAL (2015)
Keywon is a cofounder and customer zero of XXX, where she leads the product
design and execution of the popular social investing service.
XXX encourages everyone, even college students and grandmas, to create their own
(virtual) index funds and only invest in companies that match your personal
criteria. It has taken old boys’ investing world by storm, “folding investing into the
young generation’s identity... as it should be,” according to the Forbes magazine.
XXX is now beloved by 3M unique visitors a month, cashflow-positive since 2013,
and is valued upward of $200M by their latest investors including Fred Wilson and
Nicholas Negroponte.
Making investing personal and empowering everyman is a no-brainer for Keywon,
who loves the Lord of the Rings trilogy because it speaks against the
“impersonization and mechanization of our social systems” that she sees in the
immorality of the Wall St. Following her passion for bottom-up innovation, she has
recently invested in peer-guided travel startup YYY and launched ZZZ, a nonprofit
to provide finance and business skills to women of all ages.

Keywon Chung My Project’s Achievements
• 3M unique visitors a month
What Project / Organization • cashflow-positive since 2013
• social investing startup • valued upward of $200M
• famous investors Fred Wilson etc.
My Title and Role
• cofounder and customer zero Loves
• design and execution • making investing personal and
empowering everyman
What My Project Does • bottom-up innovation
• encourages everyone to create their
own funds and only invest in Hates
companies that match your • impersonization and mechanization of
personal criteria. our social systems
• immorality of the Wall St.
My Project’s Impacts
• “folding investing into the young Related / Other Passions
generation’s identity... as it should • peer-guided travel
be,” Forbes magazine • business skills for women

My Project’s Achievements

What Project / Organization

My Title and Role Loves

What My Project Does
Hates

My Project’s Impacts
Related / Other Passions

Why build something?
왜 만들어?

What do you want to build?
남은 학기동안 무엇을 만들고 싶어?

Personal Desire / Design Fiction

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