Lorna Ross/ Group Director/ Fjord Dublin
2017s Design is becoming increasingly complex. 2008 1997 1989
Our seeing and thinking tools nave not changed in 30 years They are slow, do not scale and have bias built in.
Design pornography Beware the true but useless..
Innovation dilemma; It s easier to describe a problem than to fix it.
Selling design by the yard. Is it good design if you fry the plotter?
No one can do it alone... A service design initiative typically involves multiple design disciplines Architecture Interaction design Project management Theater production Communication design Interior design Product management Data design Design management Motion graphic design Account management Data science Experience design Organization design Development Data visualization Fashion design Product design Quality Assurance VR/AR Game design Process design Business Design Artificial Intelligence Graphic design Software design Strategy Machine learning Information design Visual design Mechanical engineering Analytics EQX 2017
No one can do it alone... Similarly, the design of a signature living services also involves multiple disciplines Architecture Interaction design Project management Theater production Communication design Interior design Product management Data design Design management Motion graphic design Account management Data science Experience design Organization design Development Data visualization Fashion design Product design Quality Assurance VR/AR Game design Process design Business Design Artificial Intelligence Graphic design Software design Strategy Machine learning Information design Visual design Mechanical engineering Analytics EQX 2017
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As we now re-designed for our digital service age, the design is largely about undoing the effects of the industrial era: Breaking down silos, flattening hierarchies, making organizations more flexible, and more human again.
FOUR STATES OF DIGITAL TRANSFORMATION SOLID LIQUID GAS PLASMA Bricks and mortar incumbents Media OTT players and Web disrupters digital platform owners VOLATILITY
Technology Where is design now? 13
Tech changes fast. People do not. Design is critical for unlocking technological potential Where is design now? 14 21
Digital and physical experiences are fuseing... EQX 2017
AI that amplify human capacity Speed/precision/ confidence Cancer diagnostic errors: Human 3,5% AI 7% Human + AI 0,5% Combining artificial intelligence with a human pathologist can boost the accuracy of cancer diagnosis to nearly 100% accuracy. Source: https://www.livescience.com/55145-ai-boosts-cancer-screen-accuracy.html via Daniela Rus MIT CSAIL EQX 2017
Design With Data; design how data can be represented and understood Design For Data; data drives the thing you design Design By Data; use data to inform the design
Livin g Servi Data ces + Design Service Design Approach Data Models Experience s User Data Scientist Approach
No wonder designers are hot in tech land Designer to developer ratio: + 65% Y/Y 2 0 1 0-2 0 1 2 2 0 1 7 1 D E S I G N E R 2 5 D E V E L O P E R S 1 D E S I G N E R 9 D E V E L O P E R S 1 D E S I G N E R 7 2 D E V E L O P E R S 1 D E S I G N E R 8 D E V E L O P E R S 1 D E S I G N E R 3 D E V E L O P E R S ( M O B I L E ) 1 D E S I G N E R 1 1 D E V E L O P E R S 1 D E S I G N E R 8 D E V E L O P E R S Facebook, Google and Amazon have collectively grown art and design headcount by 65% in the past year, and there s much headroom to hire more. Source: Kleiner Perkins Internet Trends 2017 Source: NEA Future of Design Survey 2016 Where is design now? 19 22
The Human Where is design now? 20
Best customer journey map ever! 21
Time is the scarcest resource. EQX 2017
People are letting go In the Attention Economy, the most valued designs are those that save time and effort.
Discrete touchpoints will not exist and control is no longer key. Trust is the new battleground.
Social cooling
Post Human; Cyberpsychology As we merge with our tools from the inside out, will we no longer be in a state of human being?
end Lorna.ross@fjordnet.com
People are Mysterious... Where is design now? 29
Design can be understood as a proxy for certainty.