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Subject to Change
                                                                                        Fabio Sergio

  ...
a (short) story…




                                     © 2009 frog design. confidential & proprietary.   February 2009  ...
Project Masiluleke
              Pop!Tech, iTeach, Praekelt, frog design, Aricent, MTN, NokiaSiemens, National Geographic
...
© 2009 frog design. confidential & proprietary.   February 2009   4
LIFT 09  Subject to Change
“All experts agree that earlier diagnosis and treatment
              are the only e ective ways to combat this epidemic.
...
IMMERSION        SYNTHESIS                  CONCEPT                                SERVICE DESIGN
                        ...
© 2009 frog design. confidential & proprietary.   February 2009   7
LIFT 09  Subject to Change
increasing awareness
   October 2008, 50.000.000 messages, 300% increase in calls to National AIDS Help Line, 5000 calls/d...
facilitating testing
                     low cost in-home self-test kit, mobile support, easy local production and assemb...
“We are all looking forward
    “I think they would       “It is important, and
                              this system ...
weren’t we supposed
                  to talk about the future?




                                       © 2009 frog des...
“making it pretty”




                                          © 2009 frog design. confidential & proprietary.   February...
Marcello Nizzoli, Divisumma 24, Olivetti, 1956




                             © 2009 frog design. confidential & propriet...
“how it works”




                                        © 2009 frog design. confidential & proprietary.   February 2009 ...
Apple, Power Mac G5, 2004




                             © 2009 frog design. confidential & proprietary.     February 200...
relax, futuristic image ahead…




                                      © 2009 frog design. confidential & proprietary.   ...
Syd Mead | www.sydmead.com




                             © 2009 frog design. confidential & proprietary.   February 2009...
© 2009 frog design. confidential & proprietary.   February 2009   18
LIFT 09  Subject to Change
Chris Jordan, 2007 | www.chrisjordan.com




                             © 2009 frog design. confidential & proprietary.  ...
© 2009 frog design. confidential & proprietary.   February 2009   20
LIFT 09  Subject to Change
Tison & Taylor, Barbapapa’s Ark, 1974




                             © 2009 frog design. confidential & proprietary.   Fe...
Bruce Mau, 2004 | www.massivechange.com




                             © 2009 frog design. confidential & proprietary.   ...
well, maybe not… but it can help change it
          (by shaping experiences and interactions that get us to reflect on our...
discovery, immersion
                              synthesis, insight
                               ideation, design
    ...
another (short) story…




                                      © 2009 frog design. confidential & proprietary.   February...
© 2009 frog design. confidential & proprietary.   February 2009   26
LIFT 09  Subject to Change
Overheard on the bus, circa 2006




          “In the past you had to stamp the ticket,
           Now you simply caress ...
“In the past you had to stamp the ticket,
           Now you simply caress the machine.”



                              ...
Apple Lisa, early 80’s | www.apple.com




                             Form Follows Function



                         ...
“In the past you had to stamp the ticket,
           Now you simply caress the machine.”



                              ...
Philippe Stark, Juicy Salif, Alessi | www.alessi.com




                             Form Follows Emotion



            ...
the pas
               ply car       © 2009 frog design. confidential & proprietary.   February 2009   32
LIFT 09  Subject ...
Form Follows Meaning
                             (resonating with people’s value systems)




                           ...
empathy




                                   © 2009 frog design. confidential & proprietary.   February 2009   34
LIFT 09...
people-centered design
                             (culture is not just about usage or consumption)




                 ...
impact




                                      © 2009 frog design. confidential & proprietary.   February 2009   36
LIFT ...
© 2009 frog design. confidential & proprietary.   February 2009   37
LIFT 09  Subject to Change
technology as a material to sketch with



                                   © 2009 frog design. confidential & proprietar...
Not just compelling visions
                  of a perfect future,
                  but a present that’s a beta
         ...
“…frog designs with a conscience…”
                                (fast company, march 2009)




                        ...
© 2009 frog design. confidential & proprietary.   February 2009   41
LIFT 09  Subject to Change
fabio.sergio@frogdesign.com




                                                © 2009 frog design. confidential & propriet...
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Fabio Sergio: Design Thinking for the Future

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Fabio Sergio, creative director at frog design’s Milan studio, discusses the power of “design thinking for the future.” He uses a case study of Project M (a large-scale initiative that leverages mobile technologies to combat HIV/AIDS in South Africa) to illustrate a model of design that “is not about creating compelling visions of perfect futures but rather shaping betas of presents of a future we want to live in.”

Fabio Sergio: Design Thinking for the Future

  1. Subject to Change Fabio Sergio February 2009 © 2009 frog design. confidential & proprietary. February 2009 1 LIFT 09  Subject to Change
  2. a (short) story… © 2009 frog design. confidential & proprietary. February 2009 2 LIFT 09  Subject to Change
  3. Project Masiluleke Pop!Tech, iTeach, Praekelt, frog design, Aricent, MTN, NokiaSiemens, National Geographic © 2009 frog design. confidential & proprietary. February 2009 3 LIFT 09  Subject to Change
  4. © 2009 frog design. confidential & proprietary. February 2009 4 LIFT 09  Subject to Change
  5. “All experts agree that earlier diagnosis and treatment are the only e ective ways to combat this epidemic. A key to this is how do you deliver information – which is what a diagnosis is – at the lowest possible cost.” George Whitesides University Professor of Chemistry, Harvard Founder, Diagnostics For All © 2009 frog design. confidential & proprietary. February 2009 5 LIFT 09  Subject to Change
  6. IMMERSION SYNTHESIS CONCEPT SERVICE DESIGN DEVELOPMENT Observational Research Ideation Sessions User Scenarios System Design Focus Groups Design Principles Customer Journey Maps Staging Plan Intercept Interviews Filtering Design Concepts Prototyping Expert Interviews Prioritization Focus Group Testing Pilot testing © 2009 frog design. confidential & proprietary. February 2009 6 LIFT 09  Subject to Change
  7. © 2009 frog design. confidential & proprietary. February 2009 7 LIFT 09  Subject to Change
  8. increasing awareness October 2008, 50.000.000 messages, 300% increase in calls to National AIDS Help Line, 5000 calls/day © 2009 frog design. confidential & proprietary. February 2009 8 LIFT 09  Subject to Change
  9. facilitating testing low cost in-home self-test kit, mobile support, easy local production and assembly © 2009 frog design. confidential & proprietary. February 2009 9 LIFT 09  Subject to Change
  10. “We are all looking forward “I think they would “It is important, and this system can be to them! You need to hurry love this kind of test. easy, because people up and get them out, so I are afraid. People are so afraid don’t have to see my other Everyone needs to to go to the clinic.” friends die.” know their status.” © 2009 frog design. confidential & proprietary. February 2009 10 LIFT 09  Subject to Change
  11. weren’t we supposed to talk about the future? © 2009 frog design. confidential & proprietary. February 2009 11 LIFT 09  Subject to Change
  12. “making it pretty” © 2009 frog design. confidential & proprietary. February 2009 12 LIFT 09  Subject to Change
  13. Marcello Nizzoli, Divisumma 24, Olivetti, 1956 © 2009 frog design. confidential & proprietary. February 2009 13 LIFT 09  Subject to Change
  14. “how it works” © 2009 frog design. confidential & proprietary. February 2009 14 LIFT 09  Subject to Change
  15. Apple, Power Mac G5, 2004 © 2009 frog design. confidential & proprietary. February 2009 15 LIFT 09  Subject to Change
  16. relax, futuristic image ahead… © 2009 frog design. confidential & proprietary. February 2009 16 LIFT 09  Subject to Change
  17. Syd Mead | www.sydmead.com © 2009 frog design. confidential & proprietary. February 2009 17 LIFT 09  Subject to Change
  18. © 2009 frog design. confidential & proprietary. February 2009 18 LIFT 09  Subject to Change
  19. Chris Jordan, 2007 | www.chrisjordan.com © 2009 frog design. confidential & proprietary. February 2009 19 LIFT 09  Subject to Change
  20. © 2009 frog design. confidential & proprietary. February 2009 20 LIFT 09  Subject to Change
  21. Tison & Taylor, Barbapapa’s Ark, 1974 © 2009 frog design. confidential & proprietary. February 2009 21 LIFT 09  Subject to Change
  22. Bruce Mau, 2004 | www.massivechange.com © 2009 frog design. confidential & proprietary. February 2009 22 LIFT 09  Subject to Change
  23. well, maybe not… but it can help change it (by shaping experiences and interactions that get us to reflect on our own behaviors) © 2009 frog design. confidential & proprietary. February 2009 23 LIFT 09  Subject to Change
  24. discovery, immersion synthesis, insight ideation, design prototyping verification (iteration) © 2009 frog design. confidential & proprietary. February 2009 24 LIFT 09  Subject to Change
  25. another (short) story… © 2009 frog design. confidential & proprietary. February 2009 25 LIFT 09  Subject to Change
  26. © 2009 frog design. confidential & proprietary. February 2009 26 LIFT 09  Subject to Change
  27. Overheard on the bus, circa 2006 “In the past you had to stamp the ticket, Now you simply caress the machine.” © 2009 frog design. confidential & proprietary. February 2009 27 LIFT 09  Subject to Change
  28. “In the past you had to stamp the ticket, Now you simply caress the machine.” © 2009 frog design. confidential & proprietary. February 2009 28 LIFT 09  Subject to Change
  29. Apple Lisa, early 80’s | www.apple.com Form Follows Function © 2009 frog design. confidential & proprietary. February 2009 29 LIFT 09  Subject to Change
  30. “In the past you had to stamp the ticket, Now you simply caress the machine.” © 2009 frog design. confidential & proprietary. February 2009 30 LIFT 09  Subject to Change
  31. Philippe Stark, Juicy Salif, Alessi | www.alessi.com Form Follows Emotion © 2009 frog design. confidential & proprietary. February 2009 31 LIFT 09  Subject to Change
  32. the pas ply car © 2009 frog design. confidential & proprietary. February 2009 32 LIFT 09  Subject to Change
  33. Form Follows Meaning (resonating with people’s value systems) © 2009 frog design. confidential & proprietary. February 2009 33 LIFT 09  Subject to Change
  34. empathy © 2009 frog design. confidential & proprietary. February 2009 34 LIFT 09  Subject to Change
  35. people-centered design (culture is not just about usage or consumption) © 2009 frog design. confidential & proprietary. February 2009 35 LIFT 09  Subject to Change
  36. impact © 2009 frog design. confidential & proprietary. February 2009 36 LIFT 09  Subject to Change
  37. © 2009 frog design. confidential & proprietary. February 2009 37 LIFT 09  Subject to Change
  38. technology as a material to sketch with © 2009 frog design. confidential & proprietary. February 2009 38 LIFT 09  Subject to Change
  39. Not just compelling visions of a perfect future, but a present that’s a beta of the future we want to live in. © 2009 frog design. confidential & proprietary. February 2009 39 LIFT 09  Subject to Change
  40. “…frog designs with a conscience…” (fast company, march 2009) © 2009 frog design. confidential & proprietary. February 2009 40 LIFT 09  Subject to Change
  41. © 2009 frog design. confidential & proprietary. February 2009 41 LIFT 09  Subject to Change
  42. fabio.sergio@frogdesign.com © 2009 frog design. confidential & proprietary. February 2009 42 LIFT 09  Subject to Change

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