Más contenido relacionado Similar a Fabio Sergio: Design Thinking for the Future (20) Fabio Sergio: Design Thinking for the Future1. Subject to Change
Fabio Sergio
February 2009
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2. a (short) story…
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3. Project Masiluleke
Pop!Tech, iTeach, Praekelt, frog design, Aricent, MTN, NokiaSiemens, National Geographic
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4. © 2009 frog design. confidential & proprietary. February 2009 4
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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
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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
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7. © 2009 frog design. confidential & proprietary. February 2009 7
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8. increasing awareness
October 2008, 50.000.000 messages, 300% increase in calls to National AIDS Help Line, 5000 calls/day
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9. facilitating testing
low cost in-home self-test kit, mobile support, easy local production and assembly
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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.”
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11. weren’t we supposed
to talk about the future?
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12. “making it pretty”
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13. Marcello Nizzoli, Divisumma 24, Olivetti, 1956
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14. “how it works”
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15. Apple, Power Mac G5, 2004
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16. relax, futuristic image ahead…
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17. Syd Mead | www.sydmead.com
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19. Chris Jordan, 2007 | www.chrisjordan.com
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21. Tison & Taylor, Barbapapa’s Ark, 1974
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22. Bruce Mau, 2004 | www.massivechange.com
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23. well, maybe not… but it can help change it
(by shaping experiences and interactions that get us to reflect on our own behaviors)
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24. discovery, immersion
synthesis, insight
ideation, design
prototyping
verification
(iteration)
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25. another (short) story…
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26. © 2009 frog design. confidential & proprietary. February 2009 26
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27. Overheard on the bus, circa 2006
“In the past you had to stamp the ticket,
Now you simply caress the machine.”
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28. “In the past you had to stamp the ticket,
Now you simply caress the machine.”
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29. Apple Lisa, early 80’s | www.apple.com
Form Follows Function
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30. “In the past you had to stamp the ticket,
Now you simply caress the machine.”
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31. Philippe Stark, Juicy Salif, Alessi | www.alessi.com
Form Follows Emotion
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32. the pas
ply car © 2009 frog design. confidential & proprietary. February 2009 32
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33. Form Follows Meaning
(resonating with people’s value systems)
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34. empathy
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35. people-centered design
(culture is not just about usage or consumption)
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36. impact
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38. technology as a material to sketch with
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39. Not just compelling visions
of a perfect future,
but a present that’s a beta
of the future we want to live in.
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40. “…frog designs with a conscience…”
(fast company, march 2009)
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