From a course and workshop with Politecnico Milano's Product-Service-Sytems Design students, a reflexion on how digital technology, services, platforms, uses, and economics, transform the innovation landscape - and hence, the work of designers.

1. DANIEL KAPLAN
dkaplan@fing.org
www.fing.org

2. Design/Digital
CAD/CAM:
Digital as
tool
Smart/Intera
ctive: Digital
as
component
CAM : piloting
machine-tools
CAD:
Product=File
Supply chain
coordination
Networked
Identity
Documentation
Interaction
Service mixes
History, lifecycle

3. Design/Digital
CAD/CAM:
Digital as
tool
CAM : piloting
machine-tools
CAD:
Product=File
Supply chain
coordination
Networked
File=Sharing
Intellectual
property?
Open-
source
Forks
Agility
Value in
services
Personnalization
DIY, makers
Fab Labs
Relocalization
Carbon footprint?
Standardize
"interfaces"
Open
systems
Ecosystems
Platform products What's a firm?
What's a team?
How are users
involved?
Are users just users?
Series of 1
Additive
manufacturing:
the next phase?

4. Design/Digital
Smart/Intera
ctive: Digital
as
component
Identity
Documentation
Interaction
Service mixes
History, lifecycle
Public/
Siloed/
Private?
Single/
Multiple?
As a service
Traceability
"Official"
Crowdsourced
User groups
Reverse-engineering
Command-Control
Usability
Programmability
Data produced
& captured
Big data
Dataviz
Open data
Personal data
Product management
De-materialization
(& Re-materialization?) Apps
Access models
Sharing models
Maintenance,
repair
Poetics,
memory
Peer to peer
help/
transformations
Quantitative
(billing, evaluation…)
Lifecycle
management
9-lives products
Cradle to cradle

5. Digital's "Promises"

6. "The Internet is the source of the
innovations that contributed the most to
imprive our lives and societies – better
education, more efficient healthcare, a more
environmentally friendly and energy-
efficient economy, safer communities and
nations…"
IFTF, 2010
Overambitious Promises?

7. Digital Order & Disorder

8. "For the younger generations,
IT symbolizes what is most
outdated in corporate
organizations!"
Philippe Lemoine, Laser/Fing
"For the last 15 years, IT
Has been the main obstacle
to corporate innovation!"
Jean-Pierre Corniou, former Renault CIO
"Studies of corporate IT spending
consistently show that greater
expenditures rarely translate
into
superior financial results.
In fact, the opposite is usually
true."
Nicholas Carr
Like a Nagging Doubt

9. IT's Two Parallel Histories
Rationalize
Optimize
Fluidify
Simplify
Secure
Connect
Liberate
Invent
Transform
Redistribute
Open up

10. Extending automation
Proactive, "embedded", "ambient" services
Integrated value chains and lifecycles
Increased capital intensity…
… Try talking about it with your friends
Example: It This What the
"Internet of Things" Is About?...

11. … Or This?
Invention
Sharing
Tinkering
Open
source

12. Some Transformative Forces

13. What People Do Together

14. "Community"
"Connected mde"
"Conversation"
"Collaboration"
The Communication
Machine

15. Formalisat°
level
---- ++++
Engagement
level
SpeechSpeech
Trust thru numbers
CommunityCommunity
Network as
support
MatchingMatching
Establishing
contact
SanctionSanction
Enforceable
mechanisms
TransactionTransaction
Twitter-based
intelligence
eBay
Dating
sites
Note2be,
Note2bib
Participation /
Collaboration
Participation /
Collaboration
Content
Sharing
Content
Sharing
Evaluation /
Rating
Evaluation /
Rating
Patient/Clie
nt
networks
LeBonCoin
Wikipedia
Youtube
Bookmark
sharing
TripAdvisor
LinkedIn
Recommandations
SocialNetworks
Crowd/P2P funding
File
swapping
Contributor
ratings
Vigilove
Customer
help
forulms Quora
eBay
Car/ride sharing
Couchsurfing
Group
buying
"PEER TO PEER" TRUST"PEER TO PEER" TRUST
A NOISY WORLDA NOISY WORLD
CUSTOMERS/USERS ARE NOT
ALONE ANYMORE!
CUSTOMERS/USERS ARE NOT
ALONE ANYMORE!
Other Trust Mechanisms

17. Coproduction

18. Another Innovation Landscape

19. Supercomplex Value Chains

20. Our market
today
Our new
markets
Third party
technologies
Internal ideas &
knowledge
External ideas &
knowledge
Henry Chesbrough, UC Berkeley: Open Innovation: Renewing Growth from Industrial R&D, 2004
Spinoffs,
joint-ventures…
Alliances,
licensing,
"ecosystems"
…
Other markets
"Open Innovation"

21. … Or Wide Open…

22. … And "Agile"

23. Ecosystems and platforms

24. The Rising Importance of Data
"Cloud"
"Big"
"Open"
"Personal"

25. Scaling Up to System Size

26. All Changes, Nothing Changes?
"Learn
whatever we like, whenever and
wherever we want"
"Learn
whatever we like, whenever and
wherever we want"
The initial promise
"The disconnection between the explosion of
individual practices and the immobility of the
education system widens the gap between the
aims of education and itsactual results."
"The disconnection between the explosion of
individual practices and the immobility of the
education system widens the gap between the
aims of education and itsactual results."
Its assessment “Educate the networked citizens
of a rapidly changing society”
“Educate the networked citizens
of a rapidly changing society”
A promise for tomorrow
"Everyone is an author,
innovator, designer, producer…"
"Everyone is an author,
innovator, designer, producer…"
"Something is definitely different, but nothing
has really changed: we are still unable to meet
key collective challenges, and still worry, possibly
even more, about the future."
"Something is definitely different, but nothing
has really changed: we are still unable to meet
key collective challenges, and still worry, possibly
even more, about the future."
“Everyone an active member of a
truly participative economy”
“Everyone an active member of a
truly participative economy”
"Digital technology in service of
green, sustainable growth"
"Digital technology in service of
green, sustainable growth"
"Digital technology has not miraculously
generated stable growth, nor one that is more
sustainable. So what is the missing ingredient?
Most likely, it is the will to change the system."
"Digital technology has not miraculously
generated stable growth, nor one that is more
sustainable. So what is the missing ingredient?
Most likely, it is the will to change the system."
"Digital technology in service of
a new development model"
"Digital technology in service of
a new development model"
"A more flexible, diverse,
sustainable & satisfying
mobility""
"A more flexible, diverse,
sustainable & satisfying
mobility"" "Digital services have transformed the way we
organize our time, and how we communicate with
others... and yet our experience of day to day
mobility has improved very little. "
"Digital services have transformed the way we
organize our time, and how we communicate with
others... and yet our experience of day to day
mobility has improved very little. "
"Anytime, anywhere, howerver
we like, with whomever we
wish!"
"Anytime, anywhere, howerver
we like, with whomever we
wish!"

27. Cities

28. Design/Digital
CAD/CAM:
Digital as
tool
CAM : piloting
machine-tools
CAD:
Product=File
Supply chain
coordination
Networked
File=Sharing
Intellectual
property?
Open-
source
Forks
Agility
Value in
services
Personnalization
DIY, makers
Fab Labs
Relocalization
Carbon footprint?
Standardize
"interfaces"
Open
systems
Ecosystems
Platform products What's a firm?
What's a team?
How are users
involved?
Are users just users?
Series of 1
Additive
manufacturing:
the next phase?

29. Design/Digital
Smart/Intera
ctive: Digital
as
component
Identity
Documentation
Interaction
Service mixes
History, lifecycle
Public/
Siloed/
Private?
Single/
Multiple?
As a service
Traceability
"Official"
Crowdsourced
User groups
Reverse-engineering
Command-Control
Usability
Programmability
Data produced
& captured
Big data
Dataviz
Open data
Personal data
Product management
De-materialization
(& Re-materialization?) Apps
Access models
Sharing models
Maintenance,
repair
Poetics,
memory
Peer to peer
help/
transformations
Quantitative
(billing, evaluation…)
Lifecycle
management
9-lives products
Cradle to cradle

30. Daniel Kaplan
dkaplan@fing.org
www.fing.org