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BERL IN · HELSINK I · LO NDO N · MU NICH · O SLO · STOCKHOLM · TAMPERE
Emerging Tech 

as an Opportunity
What’s the catch?


November 2018

Melanie Dreser @mdreser
Giuseppe de Cesare @gdcesare
slido.com
#FutuTech
Melanie Dreser
DES IGN DIR ECTOR
Giuse de Cesare
S ENIO R DE SIGNER
@mdreser
@gdcesare
slido.com
#FutuTech
Define the way Humans and
Machines co-operate
VR
3D Printing
Wearables
Bitcoin
IoT
AR
Drones
What’s out there…
EME RGIN G TECH
AI
Emerging 

Technology

Hype Cycle 2018



EME RGIN G TEC H
8
9
With the hype around emerging
technology we focus mainly on the
potential but forget the people.
Don’t forget 

the real world context
#realityfirst
-8%
inventory
+2%
sales have risen
*numbers provided by Vekia
Stock shelves more efficiently
Leroy Merlin now uses algorithms designed by Vekia to
take in past sales data and other info that could affect
sales, such as weather forecast, in order to stock
shelves more efficiently.
Having warehouses workers
filling orders faster
Amazon aimed to streamline “time consuming” tasks
through wristbands, like responding to orders and
packaging them for speedy delivery. With guidance from
a wristband, workers could fill orders faster.
Be aware of unintended
consequences
#lookahead
Title
SU BH EA D ER
Diversity as 

an early warning system
#beinclusive
AI-Safe: assuring safe working
environments
Leroy Merlin now uses algorithms designed by Vekia to
take in past sales data and other info that could affect
sales, such as weather forecast, in order to stock
shelves more efficiently.
Cortexica
Vision AI solutions
InnovateUK
the UK's innovation
agency
Detecting crime and anti-social
behaviours with action
recognition for CCTV
300
times/day caught on
CCTV in London (2017)
Security VS Personal autonomy
Use constraints as a source
of inspiration
#getcreative
26
“When you invent electricity, you invent electrocution […]
Every technology carries its own negativity, which is
invented at the same time as technical progress.”
Politics of the Very Worst
Paul Virilio
27
ETHICS
01 

Individual
02 

Company
01 

Individual as Designer
Continuous Learning
& Iterating
01
Understand
02
Define
03
Ideate
04
Prototype
05
Build
06
Measure
Impact as Creator
ETH ICS
Continuous Learning
& Iterating
01
Understand
02
Define
03
Ideate
04
Prototype
05
Build
06
Measure
Human-centred Service Creation
ETH ICS
• Perception towards new tech
• Needs
• Problems & Fears
• …
Face Recognition
Finnair and Finavia, together with Futurice, tested the use of
face recognition technology for the check-in process of Finnair
flights at Helsinki Airport.
When checking in to their flights, customers used a designated
check-in desk, where the face recognition technology was
installed.
The system used in the test was built using widely available
hardware and software as well as cloud-based services, and with
a strong view to the customer experience.
Continuous Learning
& Iterating
01
Understand
02
Define
03
Ideate
04
Prototype
05
Build
06
Measure
Ethical Design Principles
ETH ICS
• Insights from User Research
• Brainstorming
• Ethical Design Principles
BERL IN · HELSINK I · LO NDO N · MU NICH · O SLO · STOCKHOLM · TAMPERE
Ethical Design is Respectful
Am I treating people as ends or means?#1
Am I maximising happiness for the
greatest number?
#2
ETH ICA L DESIGN PR INC IPL E S
BERL IN · HELSINK I · LO NDO N · MU NICH · O SLO · STOCKHOLM · TAMPERE
Ethical Design requires
Accountability
ETH ICA L DESIGN PR INC IPL E S
Would I be happy for this to be
published in tomorrow's papers?
#1
Would I stand by my decisions,
either good or bad?
#2
BERL IN · HELSINK I · LO NDO N · MU NICH · O SLO · STOCKHOLM · TAMPERE
Ethical Design thinks ahead
ETH ICA L DESIGN PR INC IPL E S
#1 What if regulations change?
#2 What if the solution is abused or
applied to other business cases/
scenarios?
Continuous Learning
& Iterating
01
Understand
02
Define
03
Ideate
04
Prototype
05
Build
06
Measure
Human-centred Service Creation
ETH ICS
Prototype
• Diverse user scenarios
• Biggest failures / bugs
• Provocatypes
• …
Continuous Learning
& Iterating
01
Understand
02
Define
03
Ideate
04
Prototype
05
Build
06
Measure
Human-centred Service Creation
ETH ICS
User Testings
• Usage
• Feel
• Acceptance
• ….
This test will give us information on the
applicability of face recognition technology
for our processes, and the impact it has on
the customer experience.”

Sari Nevanlinna
Head of Ground Experience and Ancillary at Finnair
Flourish an ethical human and tech
collaboration
02 

Company i.e. Futurice
Intelligence Augmentation as Choice
Intelligence
Augmentation
(IA)
The application of digital technology to amplify
and improve human capabilities including
thinking, analysis and planning.
Work in close cooperation with humans
EME RGIN G TEC H
Title
SU BH EA D ER
Title
SU BH EA D ER
What is our attitude towards
accessibility?
Ethical Questions for Companies
#1
#2 How does the company culture
reflect ethics?
#3 Is our team diverse enough?
CO MPANY
47
There are a lot of tools, methods
& possibilities
01 Individual 02 Company
Human-centred Service Creation
Ethical Design Principles
Ethical Design is Respectful
Ethical Design requires Accountability
Ethical Design thinks ahead
IA Design Toolkit
Company Culture
Accessibility
Ethics
Diversity
Provocatypes
Pilots
Designing for Failures

Bug cards
Ethics & Human perspective
should accompany technology
Thank you!
Kiitos!
Danke Schön!
Tack! Takk!
BERLIN · HE LSINK I · LO NDO N · MU NIC H · OSLO · STO CKHOLM · TA M PERE
melanie.dreser@futurice.com
+49 176 1101 7746

@mdreser
Melanie Dreser
DESIGN DIRECTOR
giuseppe.decesare@futurice.com
+49 176 1101 7747

@gdcesare
Giuse de Cesare
SENIOR DESIGN ER

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