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Designing for
the long-term
Design and Innovation from
Accenture Interactive
Andy Polaine
APAC Regional Design Director – Fjord
@apolaine @fjord
Web Directions – Design 2018
2
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Progress
30 years remaining
3
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Progress
The Need for Speed
4
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Image source: Nick Fewings on Unsplash
Mindfulness &
Long-Term Thinking
5
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Image source: Adrian on Unsplash
The Digital Ephemera
Problem
6
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Image source: David Zawila on Unsplash
“We shape our tools and
thereafter they shape us.”
Marshall McLuhan/J.M.Caulkin
7
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Image © Karsh Estate
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Design outside
the lines
As the discipline of design broadens its horizons, new challenges
are arising. To continue making an impact, designers need to evolve
how they work, learn, and differentiate themselves.
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
9
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Perhaps none of it matters.
Until it does.
Image source: https://9to5mac.com/2018/04/11/zuckerberg-testimony-reaction/
10
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
First World Problems
are actual problems.
And Kendall Jenner
can’t help us.
Image source: Georges Biard - Wikimedia
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
The capability of technology is
always overestimated.
The difficulty of great design is
always underestimated.
11
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
12
Most digital products aren’t products.
They’re service ecosystems.
Political, economic, social, technological ecosystem
• We need to prevent our service from becoming obsolete
• We need to understand the effect of our service on society
Business ecosystem
• We need to extend our market offering
• We are falling behind our competitors
Multi-channel service
• Our brand experience is not seamless
• Our service needs to feel more personalized and magical
Single touchpoint
• People are not using our service
• We don’t know how to reach and connect with our customers
13
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Learning from
landscape architecture
Image: Durkc - Wikimedia
14
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Learning
from
architecture
Image source: State Archives and Records of NSW
“The separation of architecture and
engineering that had begun in the
19th century was not responsive to
the complex nature of modern
architecture.“
15
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Sydney Opera House nomination by the Government of
Australia for inscription on the World Heritage List
Image source: State Archives and Records of NSW
“We made the working drawings just
ahead of the actual construction going
on at the building site so therefore
development was not very far ahead of
what was actually going on at the site
at any one time.”
16
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Jørn Utzon
Image: Popperfoto/Getty Images
17
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
A deadly lack of
long-term thinking
Image: Durkc - @Natalie_Oxford
18
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Voyager
37 years on
Image: NASA/JPL-Caltech
19
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Four Principles
and a Metaphor
Image: The Kobal Collection
20
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Image: NASA/JPL-Caltech
01.
Design for
long-term &
worst case
scenarios
21
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Image: Tim Ross - Wikimedia
02.
Design for
ecosystems,
not products
22
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Image: Wikimedia
03.
Balance ego
with humility
23
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Image: Fernando Frazão/Agência Brasil
04.
Go slow to
go fast later
“Sleep is extremely
important to me – I need to
rest and recover in order for
the training I do to be
absorbed by my body.”
Usain Bolt
24
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Image: Fernando Frazão/Agência Brasil
25
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
The four
seasons of
design
Image: John Seymour - The Complete Book of Self-Sufficiency
26
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
The four
seasons of
design
Image: John Seymour - The Complete Book of Self-Sufficiency
27
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
The four
seasons of
design
Image: John Seymour - The Complete Book of Self-Sufficiency
28
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
SpringSynthesis
Concepting
Alpha
Beta
Pilots
Image: Wilfried Santer - Unsplash
29
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
SummerLaunch
Scale
Manage
Image: Kekai Ahsam - Unsplash
30
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
AutumnHarvest
Reevaluate
Prune back
Repair
Stock up for winter
Image: Aaron Burden - Unsplash
31
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
WinterStop
Recover
Take stock
Research
Dream
Get ready for Spring
Image: Andy Polaine
Thecycleneverends
32
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Winter
Autumn
Summer
Spring
Thank you.
Design and Innovation from
Accenture Interactive
Andy Polaine
APAC RDD – Fjord
@apolaine @fjord
Web Directions – Design 2018

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Design for the Long-Term

  • 1. Designing for the long-term Design and Innovation from Accenture Interactive Andy Polaine APAC Regional Design Director – Fjord @apolaine @fjord Web Directions – Design 2018
  • 2. 2 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 Progress 30 years remaining
  • 3. 3 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 Progress
  • 4. The Need for Speed 4 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 Image source: Nick Fewings on Unsplash
  • 5. Mindfulness & Long-Term Thinking 5 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 Image source: Adrian on Unsplash
  • 6. The Digital Ephemera Problem 6 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 Image source: David Zawila on Unsplash
  • 7. “We shape our tools and thereafter they shape us.” Marshall McLuhan/J.M.Caulkin 7 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 Image © Karsh Estate
  • 8. Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 Design outside the lines As the discipline of design broadens its horizons, new challenges are arising. To continue making an impact, designers need to evolve how they work, learn, and differentiate themselves. Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
  • 9. 9 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 Perhaps none of it matters. Until it does. Image source: https://9to5mac.com/2018/04/11/zuckerberg-testimony-reaction/
  • 10. 10 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 First World Problems are actual problems. And Kendall Jenner can’t help us. Image source: Georges Biard - Wikimedia Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
  • 11. The capability of technology is always overestimated. The difficulty of great design is always underestimated. 11 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
  • 12. Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 12 Most digital products aren’t products. They’re service ecosystems. Political, economic, social, technological ecosystem • We need to prevent our service from becoming obsolete • We need to understand the effect of our service on society Business ecosystem • We need to extend our market offering • We are falling behind our competitors Multi-channel service • Our brand experience is not seamless • Our service needs to feel more personalized and magical Single touchpoint • People are not using our service • We don’t know how to reach and connect with our customers
  • 13. 13 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 Learning from landscape architecture Image: Durkc - Wikimedia
  • 14. 14 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 Learning from architecture Image source: State Archives and Records of NSW
  • 15. “The separation of architecture and engineering that had begun in the 19th century was not responsive to the complex nature of modern architecture.“ 15 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 Sydney Opera House nomination by the Government of Australia for inscription on the World Heritage List Image source: State Archives and Records of NSW
  • 16. “We made the working drawings just ahead of the actual construction going on at the building site so therefore development was not very far ahead of what was actually going on at the site at any one time.” 16 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 Jørn Utzon Image: Popperfoto/Getty Images
  • 17. 17 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 A deadly lack of long-term thinking Image: Durkc - @Natalie_Oxford
  • 18. 18 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 Voyager 37 years on Image: NASA/JPL-Caltech
  • 19. 19 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 Four Principles and a Metaphor Image: The Kobal Collection
  • 20. 20 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 Image: NASA/JPL-Caltech 01. Design for long-term & worst case scenarios
  • 21. 21 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 Image: Tim Ross - Wikimedia 02. Design for ecosystems, not products
  • 22. 22 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 Image: Wikimedia 03. Balance ego with humility
  • 23. 23 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 Image: Fernando Frazão/Agência Brasil 04. Go slow to go fast later
  • 24. “Sleep is extremely important to me – I need to rest and recover in order for the training I do to be absorbed by my body.” Usain Bolt 24 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 Image: Fernando Frazão/Agência Brasil
  • 25. 25 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 The four seasons of design Image: John Seymour - The Complete Book of Self-Sufficiency
  • 26. 26 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 The four seasons of design Image: John Seymour - The Complete Book of Self-Sufficiency
  • 27. 27 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 The four seasons of design Image: John Seymour - The Complete Book of Self-Sufficiency
  • 28. 28 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 SpringSynthesis Concepting Alpha Beta Pilots Image: Wilfried Santer - Unsplash
  • 29. 29 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 SummerLaunch Scale Manage Image: Kekai Ahsam - Unsplash
  • 30. 30 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 AutumnHarvest Reevaluate Prune back Repair Stock up for winter Image: Aaron Burden - Unsplash
  • 31. 31 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 WinterStop Recover Take stock Research Dream Get ready for Spring Image: Andy Polaine
  • 32. Thecycleneverends 32 Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018 Winter Autumn Summer Spring
  • 33. Thank you. Design and Innovation from Accenture Interactive Andy Polaine APAC RDD – Fjord @apolaine @fjord Web Directions – Design 2018