Future Worlding for Design 
Sandjar Kozubaev & Florian Vollmer 
Hello and welcome. This is an activity-based workshop. Eac...
HELLO WORLD 
Sandjar Kozubaev 
Economist 
Design Strategist 
Futurist 
@sandjar 
Future Worlding for Design 
CC-BY-NC S.Ko...
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais 
Positive Outllok 
Negative Outlook
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
No control Control 
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Positive Outlook 
No control Control 
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais 
Negative Out...
Technology vs. Society Knowing vs. Feeling Future we want vs. Future we inherited 
Future Worlding for Design 
CC-BY-NC S....
“The ability to create and 
maintain a high-quality, 
coherent and functional 
forward view and to use 
the insights arisi...
CHANGE is the ‘new normal’ 
How often do you hear this? 
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Liva...
“Despite national security strategies that claim “we are entering 
an age of uncertainty,” it is not the case that observa...
Present 
Time 
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais 
Probable Futures 
Potential Futures...
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais 
ARCHETYPES 
Image Source: CC www.flickr.com/photos...
Growth 
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: flickr.com/kaspersky
Growth Collapse 
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: flickr.com/kaspersky...
Growth Collapse Discipline 
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: flickr.co...
Growth Collapse Discipline Transformation 
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image So...
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais 
PSYCHOLOGICAL 
DISTANCE 
& 
ABSTRACT THINKING 
Ima...
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais 
People are more likely to accept 
unconventional a...
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais 
LET’S PLAYTEST 
Source: The Thing From The Future,...
Fictional 
Speculative 
Rigorous 
Alternative 
Iterative 
Experiential 
Dramatic 
Future Worlding for Design 
CC-BY-NC S.K...
Fictional 
Speculative 
Rigorous 
Alternative 
Iterative 
Experiential 
Dramatic 
Future Worlding for Design 
CC-BY-NC S.K...
Some examples... 
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
A Superstitious Fund 
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais 
A Superstitious Fund 
Image ...
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais 
Genetrak 
Image Source: S. Nassirpour, A Cheung, M...
Digicars & Digiland 
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: unitedmicrokingd...
Google Driverless Car 
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: Google Inc
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais 
Interstate-85, Georgia USA
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais 
“The real voyage of 
discovery consists not in 
se...
This is Hawaii, Today 
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Silver Hawaii Blue Hawaii Orange Hawaii Maroon Hawaii 
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaud...
In the aftermath of a worldwide currency and oil crisis, Hawaii suddenly fell back, on its 
own resources. 
Silver Hawaii ...
The character and definition of what is “human” has changed profoundly, and would be 
almost unrecognizable to early human...
Hawaii is an economic success story, but with some problems and concerns. Tourism 
continues as the main economic driver i...
After the end of cheap energy sources, most of the world has returned to patterns of local 
self-sufficiency. Life on the ...
Pre During Post 
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais 
?
Tour guide service 
Renting S.C.U.B.A. gear 
Acquiring gov’t ID card 
Food delivery 
Refueling a transport 
Acquiring groc...
Present Journey Map 
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais 
Select one presenter 
Introdu...
Let’s add some color... 
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais 
Identify your actors 
Image Source: flickr.com/sha...
The futures landscape vs. The Future 
The most hidden assumptions 
World - Social Order - Interaction 
Artifacts, artifact...
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais 
REFLECTIONS 
Image Source: flickr.com/photos/miss_...
Future Worlding for Service Design 
Sandjar Kozubaev & Chris Livaudais 
Thank you Florian @florianvollmer Sandjar @Sandjar...
Silver Hawaii 
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais 
Original Source Material: Candy S.,...
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais 
Blue Hawaii 
Blue Hawaii 
Original Source Material...
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais 
Orange Hawaii 
Original Source Material: Candy S.,...
Maroon Hawaii 
Future Worlding for Design 
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Original Source Material: Candy S., ...
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Future Worlding for Service Design

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This presentation was part of the Future Worlding for Service Design workshop at the ServDes 2014 (www.servdes.org) in Lancaster UK. This presentation introduces some key concepts of futures (aka strategic foresight) and how they can be applied in the discipline of service design.

Future Worlding for Service Design

  1. 1. Future Worlding for Design Sandjar Kozubaev & Florian Vollmer Hello and welcome. This is an activity-based workshop. Each table will work as a team. No more than 6 participants per table. 19th DMI International Design Management Research Conference London, September 2014
  2. 2. HELLO WORLD Sandjar Kozubaev Economist Design Strategist Futurist @sandjar Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Florian Vollmer Designer Teacher Storyteller @florianvollmer
  3. 3. Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
  4. 4. Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Positive Outllok Negative Outlook
  5. 5. Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
  6. 6. No control Control Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
  7. 7. Positive Outlook No control Control Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Negative Outlook
  8. 8. Technology vs. Society Knowing vs. Feeling Future we want vs. Future we inherited Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: flickr.com/malicy
  9. 9. “The ability to create and maintain a high-quality, coherent and functional forward view and to use the insights arising in useful ways.” - Richard Slaughter, The Forsight Principle Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: flickr.com/inoxkrow
  10. 10. CHANGE is the ‘new normal’ How often do you hear this? Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: flickr.com/statefarm
  11. 11. “Despite national security strategies that claim “we are entering an age of uncertainty,” it is not the case that observable new risks have come into being; what has occurred is that society has come to understand itself and its problems in terms of risk management. What matters is not so much a question of whether or how the world is more dangerous, more uncertain, or less safe but how specific representations of risk, uncertainty, danger, and security are distinctively writing the contours of that world.” Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais - Louise Ammore The Politics of Possibility: Risk and Security Beyond Probability
  12. 12. Present Time Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Probable Futures Potential Futures Possible Futures Preferable Futures Credit: Candy S, Dunne A
  13. 13. Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais ARCHETYPES Image Source: CC www.flickr.com/photos/rhinoneal
  14. 14. Growth Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: flickr.com/kaspersky
  15. 15. Growth Collapse Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: flickr.com/kaspersky flickr.com/dbmerino
  16. 16. Growth Collapse Discipline Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: flickr.com/kaspersky flickr.com/dbmerino flickr.com/scolirk
  17. 17. Growth Collapse Discipline Transformation Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: flickr.com/kaspersky flickr.com/dbmerino flickr.com/scolirk flickr.com/sudhi_yhoo
  18. 18. Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais PSYCHOLOGICAL DISTANCE & ABSTRACT THINKING Image: The Blue Marble (1972)
  19. 19. Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais People are more likely to accept unconventional artworks as art after they had thought about the distant future compared to participants who had thought about their proximal future (Shcimmel, Forster 2008). Image: The Pack by Joseph Beuys (1964) Source: Shcimmel, Foster 2008, How Temporal Distance Changes Novices’ Attitudes Towards Unconventional Arts
  20. 20. Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais LET’S PLAYTEST Source: The Thing From The Future, The Situation Lab, OCAD University, www.situationlab.org
  21. 21. Fictional Speculative Rigorous Alternative Iterative Experiential Dramatic Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Futures Attributes Image Source: flickr.com/jazzlawyer
  22. 22. Fictional Speculative Rigorous Alternative Iterative Experiential Dramatic Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais World Social Order Interaction Futures Attributes Image Source: flickr.com/jazzlawyer
  23. 23. Some examples... Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
  24. 24. A Superstitious Fund Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais A Superstitious Fund Image Source: asuperstitiousfund.com
  25. 25. Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Genetrak Image Source: S. Nassirpour, A Cheung, M. Dawson et al
  26. 26. Digicars & Digiland Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: unitedmicrokingdoms.org
  27. 27. Google Driverless Car Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: Google Inc
  28. 28. Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Interstate-85, Georgia USA
  29. 29. Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais “The real voyage of discovery consists not in seeking new landscapes but in having new eyes.” - Marcel Proust Image Source: flickr.com/Notarim
  30. 30. This is Hawaii, Today Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
  31. 31. Silver Hawaii Blue Hawaii Orange Hawaii Maroon Hawaii Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
  32. 32. In the aftermath of a worldwide currency and oil crisis, Hawaii suddenly fell back, on its own resources. Silver Hawaii Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Original Source Material: Candy S., Dator J., Dunagan J., Four Futures of Hawaii 2050, available at www.hawaii2050.org
  33. 33. The character and definition of what is “human” has changed profoundly, and would be almost unrecognizable to early humans. In the world of non-human intelligence, “Hawaii” as a place and culture really has little significance any more. Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Blue Hawaii Original Source Material: Candy S., Dator J., Dunagan J., Four Futures of Hawaii 2050, available at www.hawaii2050.org
  34. 34. Hawaii is an economic success story, but with some problems and concerns. Tourism continues as the main economic driver in Hawaii, though there are different types. Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Orange Hawaii Original Source Material: Candy S., Dator J., Dunagan J., Four Futures of Hawaii 2050, available at www.hawaii2050.org
  35. 35. After the end of cheap energy sources, most of the world has returned to patterns of local self-sufficiency. Life on the Hawaii islands is a mixture of traditional ways and advanced design. Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Maroon Hawaii Original Source Material: Candy S., Dator J., Dunagan J., Four Futures of Hawaii 2050, available at www.hawaii2050.org
  36. 36. Pre During Post Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais ?
  37. 37. Tour guide service Renting S.C.U.B.A. gear Acquiring gov’t ID card Food delivery Refueling a transport Acquiring groceries Create a service in your new world Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: flickr.com/Notarim
  38. 38. Present Journey Map Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Select one presenter Introduce your Hawaii Introduce your service 2 minutes to present Present your service + Quick feedback
  39. 39. Let’s add some color... Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
  40. 40. Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Identify your actors Image Source: flickr.com/shavar Weather report Traffic report Crime scene Local sports team Local elections Enact your service in a news report Voice over News anchor “On the scene” Reporter/Weatherman Character(s) - 2 maxium 2 minutes to present
  41. 41. The futures landscape vs. The Future The most hidden assumptions World - Social Order - Interaction Artifacts, artifacts, artifacts The story Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: flickr.com/vox
  42. 42. Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais REFLECTIONS Image Source: flickr.com/photos/miss_pupik/
  43. 43. Future Worlding for Service Design Sandjar Kozubaev & Chris Livaudais Thank you Florian @florianvollmer Sandjar @Sandjar Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
  44. 44. Silver Hawaii Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Original Source Material: Candy S., Dator J., Dunagan J., Four Futures of Hawaii 2050, available at www.hawaii2050.org
  45. 45. Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Blue Hawaii Blue Hawaii Original Source Material: Candy S., Dator J., Dunagan J., Four Futures of Hawaii 2050, available at www.hawaii2050.org
  46. 46. Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Orange Hawaii Original Source Material: Candy S., Dator J., Dunagan J., Four Futures of Hawaii 2050, available at www.hawaii2050.org
  47. 47. Maroon Hawaii Future Worlding for Design CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Original Source Material: Candy S., Dator J., Dunagan J., Four Futures of Hawaii 2050, available at www.hawaii2050.org

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