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.”
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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