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© DESIGN GROUP ITALIA
Leandro Agro: IxD /UX | IoT
Exponential Design
www.designgroupitalia.com  
301116
© DESIGN GROUP ITALIA
WHO  
FRONTIERS  
TOK.tv  
SRLABS  
JOINPAD  
Leandro Agro: IxD /UX | IoT
Leandro  Agrò  
L@dgi.is  
www.designgroupitalia.com  
©  DESIGN  GROUP  ITALIA  ©  DESIGN  GROUP  ITALIA  
UX  
Internet  of  Things  
IxD  
Virtual  Assistants  
Eye-­‐Tracking  
Usability  
Mobile  &  Wearable   AR/VR  
Natural  /  EmoRonal  UI  
‘97
‘00
‘08
‘06
‘04
©  DESIGN  GROUP  ITALIA  ©  DESIGN  GROUP  ITALIA  
WE ARE DESIGN GROUP ITALIA
We  work  with  small  and  big  companies,    
government,  NGO,  on  all  con:nents  
© DESIGN GROUP ITALIA
<15  MIN  
We  are  the  consequence  of  the  technologies  we  use.  
We  are  the  stories  we  tell,    
and  the  consequence  of  the  tools  we  use.  
S.O.   BEHAVIOURS   A.I.  
The  more  advanced  the  technology  we  use  is,    
the  more  relevant  the  human  factor  becomes  
CARS   HEALTH   HOME  
© DESIGN GROUP ITALIA
EXPONENTIAL  TIMES  
1.  DESIGN    |    2.  D_TECH    |    3.  D_MIND    
© DESIGN GROUP ITALIA
1.  DESIGN  
Memphis,  1981-­‐87   Macintosh,  1984  
Ego    
Centric    
  
User  
Centric  
  
Memphis,  1981-­‐87   Macintosh,  1984  
1937  Alan  Turing  develops  the  theory  of  compuRng  machine  
1963  Douglas  Engelbart  invents  the  first  computer  mouse  
1965  Andries  van  Dam  and  Ted  Nelson  coin  the  term  “hypertext"  
1969  ARPA  goes  online,  connecRng  four  U.S.  universiRes  
1975/76  MICROSOFT  /  APPLE    
1982  The  word  “Internet”  is  used  for  the  first  Rme.  
1984  DNS  is  born  /William  Gibson  coins  the  term  “cyberspace.”  
1990  Tim  Berners-­‐Lee    invented  WWW  
1994/95  YAHOO,  AMAZON,  EBAY  
1998  GOOGLE  
2001  WIKIPEDIA  
2005  YOUTUBE  
  
  
2007  iPhone  
User  
Centric  
  
©  DESIGN  GROUP  ITALIA  ©  DESIGN  GROUP  ITALIA  
“Design  isn't  just  about  
shapes  or  pixels  anymore.  
Design  is  the  process  that  
shapes  product  behaviours,  
communi:es,  companies  
and  -­‐  in  the  end  -­‐  builds  new  
worlds.”  
© DESIGN GROUP ITALIA
2.  DESIGN  &  TECH  
Il Software cambia tutto
Il Software cambia tutto
So5ware  changes  
everything  
Over the last 10 years, we have dramatically evolved our habits
Why did Nokia fail?
“I wasn’t a software guy.”
(Jorma Ollila, former CEO, NOKIA)
The smartphones we keep in our
pockets are just empty shells.
The software we install that provides
them their true shape.
©  DESIGN  GROUP  ITALIA  ©  DESIGN  GROUP  ITALIA  
©  DESIGN  GROUP  ITALIA  
It  is  the  
Design  of  
So5ware  
changes  
everything.  
© DESIGN GROUP ITALIA
3.  DESIGN  &  MIND  
© DESIGN GROUP ITALIA
To  be  connected  is  the  “natural  state  of  
mind”  for  any  object  
© DESIGN GROUP ITALIA
People’s  expectaRons  are  shaped  by  
consumer  technologies.    
© DESIGN GROUP ITALIA
Technologies  are  shaping  us  through  the  
connected  (cogniRve)  devices  we  are  using.  
© DESIGN GROUP ITALIA
Cognitive tools Mental  model  
© DESIGN GROUP ITALIA
Cognitive tools Mental  model  
We  are  the  consequence  of  the  technologies  we  use.  
© DESIGN GROUP ITALIA
It  is  obsolete  to  design  objects  that  simply  wait  unRl  their  
bujons  have  been  pressed.    
We  should  design  connected,  social  and  proacRve  objects  
intelligent  enough  to  parRally  predict  user’s  needs  
according  to  the  context.  
A.I.
From  Blackberry  to  SLACK  
Companies are more permeable to
grassroots technologies. 
This has an impact on Corporate
hierarchies and organizations in general.
From Interaction to pair conversation
“AI is the future of IT”
…and probably also part of the future of Design
© DESIGN GROUP ITALIA KK:  Keep  in  mind  “what  technology  wants…”  
POSIZIONAMENTO  ERRATO    
(B2B  vs  B2B)  
FALSA  REALTA’  AUMENTATA  
BASSA  ACCETTABILITA’  SOCIALE  
ERRATA  ERGONOMIA  
Sergey  Brin  
Technology and money are
systematically insufficient.
TAM TAM TALKS
 Stewart  Brand  
Cultural Acceptability 
Any technology (or product) can
only be successful in its time.  
•  Identity
•  Motivation
•  Technology
•  Relation
•  Trust
•  Culture
•  Time
•  Behaviors
•  Space
•  Intelligence
Any sufficiently advanced technology
is indistinguishable from… magic.
POLITICS
ORGANIZATIONS
CULTURE
Arthur  C.  Clarke  
©  DESIGN  GROUP  ITALIA  
UX  
Internet  of  Things  
IxD  
Virtual  Assistants  
Eye-­‐Tracking  
Usability  
Mobile    Wearable   AR/VR  
Natural  /  EmoRonal  UI  
‘97  
‘00  
‘08  
‘06  
‘04  
“Design  isn't  just  about  shapes  
or  pixels  anymore.    
Design  is  the  process  that  
shapes  product  behaviors,  
communiRes,  companies  and    
builds  new  worlds.”  
© DESIGN GROUP ITALIA
Leandro  Agrò  
L@dgi.is  
Grazie.  
Infuse  HUMANITY  into  everything  
(or  everything  will  evolve  without  it)  

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Exponential design

  • 1. © DESIGN GROUP ITALIA Leandro Agro: IxD /UX | IoT Exponential Design www.designgroupitalia.com   301116
  • 2. © DESIGN GROUP ITALIA WHO   FRONTIERS   TOK.tv   SRLABS   JOINPAD   Leandro Agro: IxD /UX | IoT Leandro  Agrò   L@dgi.is   www.designgroupitalia.com  
  • 3. ©  DESIGN  GROUP  ITALIA  ©  DESIGN  GROUP  ITALIA   UX   Internet  of  Things   IxD   Virtual  Assistants   Eye-­‐Tracking   Usability   Mobile  &  Wearable   AR/VR   Natural  /  EmoRonal  UI   ‘97 ‘00 ‘08 ‘06 ‘04
  • 4. ©  DESIGN  GROUP  ITALIA  ©  DESIGN  GROUP  ITALIA   WE ARE DESIGN GROUP ITALIA We  work  with  small  and  big  companies,     government,  NGO,  on  all  con:nents  
  • 5. © DESIGN GROUP ITALIA <15  MIN  
  • 6. We  are  the  consequence  of  the  technologies  we  use.  
  • 7. We  are  the  stories  we  tell,     and  the  consequence  of  the  tools  we  use.  
  • 8. S.O.   BEHAVIOURS   A.I.   The  more  advanced  the  technology  we  use  is,     the  more  relevant  the  human  factor  becomes  
  • 9. CARS   HEALTH   HOME  
  • 10. © DESIGN GROUP ITALIA EXPONENTIAL  TIMES   1.  DESIGN    |    2.  D_TECH    |    3.  D_MIND    
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  • 12.
  • 13. Memphis,  1981-­‐87   Macintosh,  1984   Ego     Centric       User   Centric    
  • 14. Memphis,  1981-­‐87   Macintosh,  1984   1937  Alan  Turing  develops  the  theory  of  compuRng  machine   1963  Douglas  Engelbart  invents  the  first  computer  mouse   1965  Andries  van  Dam  and  Ted  Nelson  coin  the  term  “hypertext"   1969  ARPA  goes  online,  connecRng  four  U.S.  universiRes   1975/76  MICROSOFT  /  APPLE     1982  The  word  “Internet”  is  used  for  the  first  Rme.   1984  DNS  is  born  /William  Gibson  coins  the  term  “cyberspace.”   1990  Tim  Berners-­‐Lee    invented  WWW   1994/95  YAHOO,  AMAZON,  EBAY   1998  GOOGLE   2001  WIKIPEDIA   2005  YOUTUBE       2007  iPhone   User   Centric    
  • 15. ©  DESIGN  GROUP  ITALIA  ©  DESIGN  GROUP  ITALIA   “Design  isn't  just  about   shapes  or  pixels  anymore.   Design  is  the  process  that   shapes  product  behaviours,   communi:es,  companies   and  -­‐  in  the  end  -­‐  builds  new   worlds.”  
  • 16. © DESIGN GROUP ITALIA 2.  DESIGN  &  TECH  
  • 17.
  • 18.
  • 20. Il Software cambia tutto So5ware  changes   everything  
  • 21. Over the last 10 years, we have dramatically evolved our habits
  • 22.
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  • 25. Why did Nokia fail? “I wasn’t a software guy.” (Jorma Ollila, former CEO, NOKIA) The smartphones we keep in our pockets are just empty shells. The software we install that provides them their true shape.
  • 26. ©  DESIGN  GROUP  ITALIA  ©  DESIGN  GROUP  ITALIA  
  • 27. ©  DESIGN  GROUP  ITALIA   It  is  the   Design  of   So5ware   changes   everything.  
  • 28. © DESIGN GROUP ITALIA 3.  DESIGN  &  MIND  
  • 29. © DESIGN GROUP ITALIA To  be  connected  is  the  “natural  state  of   mind”  for  any  object  
  • 30. © DESIGN GROUP ITALIA People’s  expectaRons  are  shaped  by   consumer  technologies.    
  • 31. © DESIGN GROUP ITALIA Technologies  are  shaping  us  through  the   connected  (cogniRve)  devices  we  are  using.  
  • 32. © DESIGN GROUP ITALIA Cognitive tools Mental  model  
  • 33. © DESIGN GROUP ITALIA Cognitive tools Mental  model   We  are  the  consequence  of  the  technologies  we  use.  
  • 34. © DESIGN GROUP ITALIA It  is  obsolete  to  design  objects  that  simply  wait  unRl  their   bujons  have  been  pressed.     We  should  design  connected,  social  and  proacRve  objects   intelligent  enough  to  parRally  predict  user’s  needs   according  to  the  context.   A.I.
  • 35. From  Blackberry  to  SLACK   Companies are more permeable to grassroots technologies. This has an impact on Corporate hierarchies and organizations in general.
  • 36. From Interaction to pair conversation
  • 37.
  • 38. “AI is the future of IT” …and probably also part of the future of Design
  • 39. © DESIGN GROUP ITALIA KK:  Keep  in  mind  “what  technology  wants…”  
  • 40. POSIZIONAMENTO  ERRATO     (B2B  vs  B2B)   FALSA  REALTA’  AUMENTATA   BASSA  ACCETTABILITA’  SOCIALE   ERRATA  ERGONOMIA   Sergey  Brin   Technology and money are systematically insufficient.
  • 41. TAM TAM TALKS Stewart  Brand   Cultural Acceptability Any technology (or product) can only be successful in its time.  
  • 42. •  Identity •  Motivation •  Technology •  Relation •  Trust •  Culture •  Time •  Behaviors •  Space •  Intelligence
  • 43. Any sufficiently advanced technology is indistinguishable from… magic. POLITICS ORGANIZATIONS CULTURE Arthur  C.  Clarke  
  • 44. ©  DESIGN  GROUP  ITALIA   UX   Internet  of  Things   IxD   Virtual  Assistants   Eye-­‐Tracking   Usability   Mobile    Wearable   AR/VR   Natural  /  EmoRonal  UI   ‘97   ‘00   ‘08   ‘06   ‘04   “Design  isn't  just  about  shapes   or  pixels  anymore.     Design  is  the  process  that   shapes  product  behaviors,   communiRes,  companies  and     builds  new  worlds.”  
  • 45. © DESIGN GROUP ITALIA Leandro  Agrò   L@dgi.is   Grazie.   Infuse  HUMANITY  into  everything   (or  everything  will  evolve  without  it)