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Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
Presentation Future Design Days
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Presentation Future Design Days

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This is the presentation I held at Future Design Days, 13-15 nov 2005. …

This is the presentation I held at Future Design Days, 13-15 nov 2005.

Still I find a lot of the content up to date, but maybe the expressions and buzz words have changed, i.e today we speak of social medias instead of communities...

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  • 1. Future Design Days November 14, 2005 Johan Forsberg
  • 2. Johan Forsberg <ul><li>Vice President Communication & Information Lunarworks AB </li></ul><ul><li>Lunarstorm: Strategy, communication & information, business development </li></ul><ul><li>Expert knowledge in interactive media and non-traditional marketing </li></ul><ul><li>Senior consultant and creative director, Prime PR and Prime M2 </li></ul>
  • 3. The last breath of the Information Society
  • 4. Transformation (Post Hyland) Traditional market communication Homogenous media landscape Interactive market communication Fragmented media landscape
  • 5. The Game of a Thousand Whispers Company Person Person Person Person Person Person Message transmittance PAST A a Person Company Person Person Person Person Person Message transmittance TODAY a X L A
  • 6. <ul><li>Information society </li></ul>Interaction society Consequences
  • 7. From consumers to procumers Procumer = Producer + Consumer Consumer
  • 8. Natives of the Interaction Society
  • 9. Lunarstorm in numbers <ul><li>Statistics </li></ul><ul><ul><li>1.2 million active members 1 </li></ul></ul><ul><ul><li>Average age: 18 years old </li></ul></ul><ul><ul><li>74 % penetration in target group aged 15-20 </li></ul></ul><ul><ul><li>375 000 unique visitors/day 2 </li></ul></ul><ul><ul><li>Spends on an average 56 minutes every day at LunarStorm.se 2 </li></ul></ul><ul><li>One of the largest interactive societies in the world </li></ul><ul><li>Equally important part of society as the park, the mobile phone or the TV </li></ul><ul><li>Provides a glimpse of future media, product development and society </li></ul>1 ”Active members” refer to members who has been logged in sometime in the last four months. 2 Source: Nielsen/NetRatings SiteCensus, August 2005
  • 10. What trade is Lunarstorm in? <ul><li>Telecom </li></ul><ul><li>Internet </li></ul><ul><li>Media </li></ul><ul><li>Entertainment </li></ul><ul><li>Relationships ! </li></ul>
  • 11. 5 examples of ”Kryp in”
  • 12. <ul><li>Ego boosting is the central concept and the strongest driver in social communities </li></ul><ul><li>3 seconds to communicate </li></ul><ul><li>3 seconds to catch someone's eye </li></ul><ul><li>3 seconds to start a new relation </li></ul><ul><li>Everyone under age 25 has trained themselves to AD:s, Copywriters and Designers </li></ul>Who are these people?
  • 13. The parallel society is for real
  • 14. Relations are everything
  • 15. Multitasking is natural
  • 16. The picture as a language
  • 17. Design in the Interaction Society
  • 18. Your users as designers (procumers) A a Decentralized design Designer User User User User User User Centralized design Designer Designer Designer Designer Designer Designer Designer a X L A
  • 19. <ul><li>Your users are well trained designers </li></ul><ul><ul><li>Lunarstorm has 1,2 million designers… </li></ul></ul><ul><li>They often know your product better than you do </li></ul><ul><li>They love to participate </li></ul><ul><ul><li>Open source mentality </li></ul></ul><ul><li>Don´t be afraid to let them become procumers </li></ul>Designed by the users
  • 20. <ul><li>Functionality rules </li></ul><ul><li>Bad taste is often popular and good practice, whether we like it or not </li></ul><ul><li>Don´t worry, good design also has a future online… </li></ul>Functional online design is often ugly
  • 21. <ul><li>All design should to lead to new relations </li></ul><ul><li>How many relations did you run into on the internet yesterday? </li></ul><ul><ul><li>How many did your teenager run into? </li></ul></ul><ul><li>“ The natives of the net” weaves in their personality and net-identity in everything they do </li></ul><ul><li>They will stick to this behavior forever. If someone needs to change it´s us - they won´t </li></ul>Relation Design
  • 22. <ul><li>All communication is turning two-way, from monologue to dialogue </li></ul><ul><li>There always has to be an opportunity for feedback and dialogue, even among the users themselves </li></ul><ul><li>There always has to be yet another door to open </li></ul><ul><ul><li>Into a new relationship </li></ul></ul><ul><ul><li>Into a new world </li></ul></ul><ul><li>Dead end streets means “change of channel”/log out </li></ul>No-dead-end-streets Design
  • 23. <ul><li>When did you last se a teenager sitting alone with a cell-phone, PSP, iPod or computer? </li></ul><ul><ul><li>All products and services must aim to be a part of the ”friend-relation-fellowship” </li></ul></ul><ul><li>The best products take advantage of the 2-2-2-logic </li></ul><ul><ul><li>Together with your best friend </li></ul></ul><ul><ul><li>Connecting to another set of friends </li></ul></ul><ul><ul><li>“ The giggle effect” </li></ul></ul><ul><li>2-2-2 design is viral! </li></ul>2-2-2 Design
  • 24. <ul><li>From Information to Interaction Society - a true paradigm shift </li></ul><ul><ul><li>All communication shifts from monologue to dialogue </li></ul></ul><ul><li>Observe the young crowd </li></ul><ul><ul><li>Always in a relationship </li></ul></ul><ul><ul><li>Often 2-2-2 </li></ul></ul><ul><ul><li>Functionality in the drivers seat </li></ul></ul><ul><ul><li>Dare to make your users co-producers – procumers – and trust them </li></ul></ul><ul><li>Moderating design as a philosophy </li></ul><ul><ul><li>Moderating design processes will be just as important as designing it yourself! </li></ul></ul>Summary
  • 25. Johan Forsberg Vice President Information, LunarWorks Creative Director, Prime PR 0708-62 67 31 [email_address] [email_address] For more information about young people: www.lunarstorm.se/agerdugersuger

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