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Where is design
now?
Design has
been around
for a while
3
Design has
been central to
the creation of
culture
three key design
ingredients
A few notes about…
Design has
always been
about people
and technology
The industrial
age made the
organization key
The three key lenses that
design must consider:
The human Technology Organizations
The human
The equation of
human time
vs materials
The most
valuable design
today saves
time and effort
Cancer diagnostic errors:
Human
AI
Human + AI
Combining artificial intelligence with a human pathologist can
boost the acc...
Part of the fun:
people are
mysterious
Organization
Design for
efficiency and
uniformity
Reversal of
a trend
Capital is being superseded by creativity
and the ability to innovate — and therefore
by human talents...
Design with and
for data
Technology
Technology is
evolving fast
Technology firms are the most
valuable today
Source: Electronic Arts, ESPN, USA Today, Forbes
Despite our anxiety
around change…
Literacy rate,
Global, 1800-2014
% Of people in extreme poverty,
Global, 1820-2015
Chil...
Tech changes fast.
People do not.
Design is critical for unlocking
technology potential
21
No wonder
designers are hot
in tech land
1 DESIGNER
25 DEVELOPERS
1 DESIGNER
72 DEVELOPERS
1 DESIGNER
11 DEVELOPERS
1 DESI...
and the impact
is growing
Design has changed…
Audience shifts
from B2C to also
B2B and B2E
Focus of design
shifts from point
solutions to
sophisticated systems
Change can be designed
- Shelley Evenson
Design is done in
cross-functional
teams, and design
is democratized
Where do new ideas come from? The
answer is simple: d...
The medium is
increasingly digital
Top 10 words to describe the Future of Design
Digital
(Size is proportional to populari...
Designing at scale:
from thousands
to billions
…while also creating individual,
tailored solutions, at scale
Buyers of design:
from manager to
CEO/board
Design disciplines will
be combined
Architecture
Automotive design
Communication design
Design management
Engineering desi...
Design disciplines will
be combined
Architecture
Automotive design
Communication design
Design management
Engineering desi...
Design disciplines will
be combined
Similarly, the design of a signature digital product also
involves multiple discipline...
Design rule of 3
– a comprehensive
design system
Design
thinking
Design
doing
Design
culture
Threats to Design
Bland sameness, and loss of creative
craft skills
Complexity overwhelms, and design is
unable to provide...
What is next for
design
Design takes an even
more central role
Design is necessary for unlocking the
transformational potential of technology.
And...
Design of ethics
(privacy, truth, politics)
We’ll see more designer CEOs and Politicians
We’ll increasingly expect digital living
services that flex around us
Design of rule
sets and for
multimodality
Digital and
physical
experiences
fuse
Design will
continue to be a
dream domain
Thank you
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Fjord Equinox: where is design now?

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By Olof Schybergson, Fjord co-Founder and co-CEO.

Published in: Business
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Fjord Equinox: where is design now?

  1. 1. Where is design now?
  2. 2. Design has been around for a while
  3. 3. 3 Design has been central to the creation of culture
  4. 4. three key design ingredients A few notes about…
  5. 5. Design has always been about people and technology
  6. 6. The industrial age made the organization key
  7. 7. The three key lenses that design must consider: The human Technology Organizations
  8. 8. The human
  9. 9. The equation of human time vs materials
  10. 10. The most valuable design today saves time and effort
  11. 11. Cancer diagnostic errors: Human AI Human + AI Combining artificial intelligence with a human pathologist can boost the accuracy of cancer diagnosis to nearly 100% accuracy. Source: https://www.livescience.com/55145-ai-boosts-cancer-screen-accuracy.html via Daniela Rus MIT CSAIL … or amplifies human potential 3.5% 7.0% 0.5%
  12. 12. Part of the fun: people are mysterious
  13. 13. Organization
  14. 14. Design for efficiency and uniformity
  15. 15. Reversal of a trend Capital is being superseded by creativity and the ability to innovate — and therefore by human talents — as the most important factors of production. If talent is becoming the decisive competitive factor, we can be confident that capitalism is being replaced by `talentism´… - Klaus Schwab Founder of the World Economic Forum
  16. 16. Design with and for data
  17. 17. Technology
  18. 18. Technology is evolving fast
  19. 19. Technology firms are the most valuable today Source: Electronic Arts, ESPN, USA Today, Forbes
  20. 20. Despite our anxiety around change… Literacy rate, Global, 1800-2014 % Of people in extreme poverty, Global, 1820-2015 Child mortality rates, Global, 1800-2015 100% 80% 60% 40% 20% 0% 100% 80% 60% 40% 20% 0% 1820 1840 1860 1880 1900 1920 1940 1960 1980 2000 Extreme poverty Not in extreme poverty 100% 80% 60% 40% 20% 0% Survival rate by age 5Mortality rate by age 5 Literate populationIlliterate population v Source: Max Roser, Our World in Data 1820 1840 1860 1880 1900 1920 1940 1960 1980 2000 1820 1840 1860 1880 1900 1920 1940 1960 1980 2000
  21. 21. Tech changes fast. People do not. Design is critical for unlocking technology potential 21
  22. 22. No wonder designers are hot in tech land 1 DESIGNER 25 DEVELOPERS 1 DESIGNER 72 DEVELOPERS 1 DESIGNER 11 DEVELOPERS 1 DESIGNER 9 DEVELOPERS 1 DESIGNER 8 DEVELOPERS 1 DESIGNER 8 DEVELOPERS 1 DESIGNER 3 DEVELOPERS (MOBILE) 2010-2012 2017 Source: Kleiner Perkins Internet Trends 2017 Designer to developer ratio: + 65% Y/Y Facebook, Google and Amazon have collectively grown art and design headcount by 65% in the past year, and there’s much headroom to hire more. Source: NEA Future of Design Survey 2016 Atlassian IBM LinkedIn
  23. 23. and the impact is growing Design has changed…
  24. 24. Audience shifts from B2C to also B2B and B2E
  25. 25. Focus of design shifts from point solutions to sophisticated systems Change can be designed - Shelley Evenson
  26. 26. Design is done in cross-functional teams, and design is democratized Where do new ideas come from? The answer is simple: differences. Creativity comes from unlikely juxtapositions. - Nicholas Negroponte Professor and Co-Founder, MIT Media Laboratory
  27. 27. The medium is increasingly digital Top 10 words to describe the Future of Design Digital (Size is proportional to popularity) Interactive SimpleDesign Innovative Human Inclusive In 2016, the largest US-based national designer Association AIGA issued a study in collaboration with Google to reveal a sentiment shift for its future towards digital and interactive forms of design. PUBLISHING (74%) PRINT DESIGN (74%) ARCHITECTURE (71%) LEAST SATISFIED DESIGNERS INDUSTRIAL/PRODUCT (83%) BRAND STRATEGY (82%) DIGITAL DESIGN (82%) MOST SATISFIED DESIGNERS Source: AIGA x Google Design Census 2016
  28. 28. Designing at scale: from thousands to billions …while also creating individual, tailored solutions, at scale
  29. 29. Buyers of design: from manager to CEO/board
  30. 30. Design disciplines will be combined Architecture Automotive design Communication design Design management Engineering design Experience design Fashion design Game design Graphic design Information design Interaction design Interior design Landscape architecture Lighting design Modular design Motion graphic design Organization design Product design Process design Software design Sound design Spatial design Urban design Visual design Web design
  31. 31. Design disciplines will be combined Architecture Automotive design Communication design Design management Engineering design Experience design Fashion design Game design Graphic design Information design Interaction design Interior design Landscape architecture Lighting design Modular design Motion graphic design Organization design Product design Process design Software design Sound design Spatial design Urban design Visual design Web design A service design initiative typically involves multiple design disciplines
  32. 32. Design disciplines will be combined Similarly, the design of a signature digital product also involves multiple disciplines Architecture Automotive design Communication design Design management Engineering design Experience design Fashion design Game design Graphic design Information design Interaction design Interior design Landscape architecture Lighting design Modular design Motion graphic design Organization design Product design Process design Software design Sound design Spatial design Urban design Visual design Web design
  33. 33. Design rule of 3 – a comprehensive design system Design thinking Design doing Design culture
  34. 34. Threats to Design Bland sameness, and loss of creative craft skills Complexity overwhelms, and design is unable to provide consistent experiences A belief that design can solve everything is replaced by conclusion that it solves nothing when everything isn’t solved
  35. 35. What is next for design
  36. 36. Design takes an even more central role Design is necessary for unlocking the transformational potential of technology. And it’s necessary for maximizing the positive impact of people, and their time – our scarcest resource.
  37. 37. Design of ethics (privacy, truth, politics) We’ll see more designer CEOs and Politicians
  38. 38. We’ll increasingly expect digital living services that flex around us Design of rule sets and for multimodality
  39. 39. Digital and physical experiences fuse
  40. 40. Design will continue to be a dream domain
  41. 41. Thank you

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