Future Design Days November 14, 2005 Johan Forsberg
Johan Forsberg <ul><li>Vice President Communication & Information Lunarworks AB </li></ul><ul><li>Lunarstorm: Strategy, co...
The last breath of the Information Society
Transformation (Post Hyland) Traditional market communication Homogenous media landscape Interactive market communication ...
The Game of a Thousand Whispers Company Person Person Person Person Person Person Message transmittance   PAST A a Person ...
<ul><li>Information society </li></ul>Interaction  society Consequences
From consumers to procumers Procumer = Producer + Consumer Consumer
Natives of the Interaction Society
Lunarstorm in numbers <ul><li>Statistics </li></ul><ul><ul><li>1.2 million  active  members 1 </li></ul></ul><ul><ul><li>A...
What trade is Lunarstorm in? <ul><li>Telecom </li></ul><ul><li>Internet </li></ul><ul><li>Media </li></ul><ul><li>Entertai...
5 examples of ”Kryp in”
<ul><li>Ego boosting  is the central concept and the strongest driver in social communities  </li></ul><ul><li>3 seconds t...
The parallel society is for real
Relations are  everything
Multitasking is natural
The picture as a  language
Design in the Interaction Society
Your users as designers (procumers)  A a Decentralized  design Designer User User User User User User Centralized design D...
<ul><li>Your users are well trained designers </li></ul><ul><ul><li>Lunarstorm has 1,2 million designers… </li></ul></ul><...
<ul><li>Functionality rules </li></ul><ul><li>Bad taste is often popular and good practice, whether we like it or not </li...
<ul><li>All design should to lead to new relations </li></ul><ul><li>How many relations did you run into on the internet y...
<ul><li>All communication is turning two-way, from monologue to dialogue </li></ul><ul><li>There always has to be an oppor...
<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 ...
<ul><li>From Information to Interaction Society - a true paradigm shift </li></ul><ul><ul><li>All communication shifts fro...
Johan Forsberg Vice President Information, LunarWorks Creative Director, Prime PR 0708-62 67 31 [email_address] [email_add...
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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.

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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Presentation Future Design Days

  1. 1. Future Design Days November 14, 2005 Johan Forsberg
  2. 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. 3. The last breath of the Information Society
  4. 4. Transformation (Post Hyland) Traditional market communication Homogenous media landscape Interactive market communication Fragmented media landscape
  5. 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. 6. <ul><li>Information society </li></ul>Interaction society Consequences
  7. 7. From consumers to procumers Procumer = Producer + Consumer Consumer
  8. 8. Natives of the Interaction Society
  9. 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. 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. 11. 5 examples of ”Kryp in”
  12. 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. 13. The parallel society is for real
  14. 14. Relations are everything
  15. 15. Multitasking is natural
  16. 16. The picture as a language
  17. 17. Design in the Interaction Society
  18. 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. 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. 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. 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. 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. 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. 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. 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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