Oggi molte aziende sono alla ricerca della giusta formula per l’innovazione, una soluzione preferibile per guardare al futuro. Ci sono molti modi per arrivare a soluzioni ma come disse Carveth Read: “È meglio avere vagamente ragione che essere perfettamente in torto”. Questa è la ragione per cui abbiamo deciso di affrontare questa corsa verso l’innovazione, ispirandoci a metodi non convenzionali come il Fictional, Critical e Speculative Design. Secondo noi, anche quando i clienti sono alla ricerca di innovazioni dirompenti, abbiamo notato che spesso è difficile per loro staccarsi dalla loro realtà attuale e dai vincoli di sviluppo. Perciò abbiamo deciso di provare un approccio speculativo per allontanarli da un’attitudine legata al compito da eseguire per abbracciare l’ignoto. In questo talk vogliamo condividere il modo in cui, a Digital Entity, stiamo iniziando a usare le metodologie legate allo Speculative Design, per ispirare e provocare i nostri clienti a confrontarsi con il futuro in modo diverso affinché siano ideatori di un mondo in cui le persone vorrebbero vivere.

1. From Real to Unreal
and Vice Versa
We are
Filippo Perlini

2. © 2019 Digital Entity© 2019 Digital Entity
The future is uncertain, there are no future facts.
How can we head
towards the future
we want?

3. © 2019 Digital Entity© 2019 Digital Entity
“There’s no chance
that the iPhone is
going to get any
significant market
share. No chance.”
Steve Ballmer - CEO of Microsoft, 2007

4. © 2019 Digital Entity
“It is better to be
vaguely right than
exactly wrong”
Carveth Read - 20th century British philosopher
© 2019 Digital Entity
To design the future we want..

5. © 2019 Digital Entity

6. © 2019 Digital Entity

7. © 2019 Digital Entity
DxtER - Qualcomm Tricorder XPRIZE

8. © 2019 Digital Entity

9. © 2019 Digital Entity
For whom are
we designing for?

10. © 2019 Digital Entity
To user
centred
From market
analysis
To design the future we want..
Nowadays designers
need to be responsible for
their impact on humanity
Humanity

11. © 2019 Digital Entity
How can we design
for humanity?

12. Speculation
noun [COUNTABLE/UNCOUNTABLE]
UK /ˌspek.jəˈleɪ.ʃən/ US /ˌspek.jəˈleɪ.ʃən/
The act of guessing possible answers
to a question without having enough
information.
© 2019 Digital Entity

13. © 2019 Digital Entity

14. Fictional
Design
Critical
Design
Speculative
Design
Speculation
© 2019 Digital Entity

15. Preferable
Speculative design
© 2019 Digital Entity
Anthony Dunne & Fiona Raby, Speculative Everything: Design, Fiction, and Social Dreaming
The Future Cone

16. © 2019 Digital Entity
Why we decided to
apply a speculative
approach to
corporate projects?

17. © 2019 Digital Entity
Silicone Valley. Breaking Techno-Mediated Habits - Pinelopi Papadimitraki
Neo Fruit - Meydan Levy
Silicone Valley. Breaking Techno-Mediated Habits - Pinelopi Papadimitraki
To speak again - Lebanese students exhibition at Beirut Design Week

18. © 2019 Digital Entity
An unreal setting
opens people’s
mind
© 2019 Digital Entity
To design the future we want..

19. © 2019 Digital Entity
How do we look into
the future?

20. PRESENT PRESENTFUTURES SPECULATION
Enablers
Signals of behaviours
RUV 0.1
© 2019 Digital Entity
Real Unreal Vice Versa
Research and
define inspirations
Envision a range of
perspectives
Backcast from the
future

21. We are
Intesa SanpaoloWhat if the diet of big predators
would change in the future?

22. From Real
© 2019 Digital Entity
PRESENT PRESENTFUTURES SPECULATION
Enablers
Signals of behaviours

23. Expert research
Enablers and tech
Society behaviours
Glimpses of change for the
banks of tomorrow
Control
Prevention
Strange things
AI - emotion reading, mind reading
AI - per like AI / friend like AI
Rob
Brain-computer interfac
without school, quick lea
IoT - auto demo
Data - google c
Drone - self-driving drone
IoT - the connection betwAI - direct selling without ADs
AI - choice making
Sensor - better data collection
Info intergration
Smart contract - a better insurance
VR / AR - buy & try from home
NPL - direct translation
RPA - a new level of automation
AI - easy coding
Safety
IoT - safe connection
Blockchain - a sharing key
Biometric - better security
Climate
No more clean water
Animal extinction
Awareness
Reduced consumption
Renewable energy
More vitual time
Predict crimes
Less human intercation
The account for social status
Digital manipulation
Space tech
Destr
Having a virtual job
Expire of digital things
Bigger algorithm bias
Cheap digital experience a
luxury real experience
Vulnerable hum
Dead
Micro
Microchips imp
Hobbit as work
New commercial-perchasing process
A more conservative future
Workforce
The alternative workforce
Finance service & job for seniors
Knowledge sharing
Digitalize everything
Retirement pension
Manufactory from Asia to Africa
Platform economy
Auto-translation for education
Digital analysis
3D printing - perfect size
Unmanned automation
Think about things in 2030
T
Increase of uncertainties
Signals o
Robot - super quick delivery
Robot - unmanned delivery
Robot - food delivery
Med - collect wearable info
Med - prevent sicks
Experience
Digital avatar - experience in others
AR - 3D interface
3D printing - food
Med - nano robot
Data - digital / physical vault

24. To Unreal
© 2019 Digital Entity
PRESENT PRESENTFUTURES SPECULATION
Enablers
Signals of behaviours

25. Engage
© 2019 Digital Entity
Use a metaphor
to familiarise
with the
uncertainty of
the future

26. © 2019 Digital Entity
Deal with perspectives

27. Unreal settings

28. © 2019 Digital Entity
What if..
and also…
Stories,
big changes
and consequences.

29. © 2019 Digital Entity© 2019 Digital Entity
Uncertainty doesn’t
mean risk
To design the future we want..

30. © 2019 Digital Entity
Debate and
define new
starting points
“What if there will be a
shift of trust, from
humans to machines,
in the Future?”

31. © 2019 Digital Entity© 2019 Digital Entity
Critical doesn’t
mean negative
To design the future we want..

32. © 2019 Digital Entity
Build the Unreal

33. © 2019 Digital Entity
Frame the Unreal

34. And Vice Versa
© 2019 Digital Entity
PRESENT PRESENTFUTURES SPECULATION
Enablers
Signals of behaviours

35. © 2019 Digital Entity
The decrypted diary
Steer towards the future
A speculative

36. © 2019 Digital Entity© 2019 Digital Entity
So,
to wrap-up
in a vice versa
way…

37. © 2019 Digital Entity© 2019 Digital Entity
So,
to wrap-up
in a vice versa
way…

38. © 2019 Digital Entity
An Unreal setting opens people’s
mind, allow what is Critical and
uncertain to become an opportunity.
It is better to be vaguely right than
exactly wrong and be Responsible as
designers of our impact on Humanity.
To design the future we want..

39. © 2019 Digital Entity© 2019 Digital Entity
You cannot do it alone
Chunlei Bao Maddalena Bellè Elena Tecce Filippo Perlini
To design the future we want..

40. Thank you
© 2019 Digital Entity,
All Rights Reserved.
www.digitalentity.design
digitalentity@nttdata.com