This document summarizes scenarios created for a communications company to envision potential experiences within 3-5 years. The scenarios were set in European cities and described episodes in the lives of 3 persona profiles. They featured how a portfolio of products and services could integrate across areas of life like home, travel, work and leisure. The scenarios were meant to spark discussion, not prescribe the future, and informed strategic planning around customer value propositions and roadmaps.

2. + scenario’s
This work created future scenarios that might
be explored in more detail in the future.
Seen through the eyes of 3 fictious characters
based on the customer segmentation.
Scenarios are set in major European
metropolitan areas and describe short
episodes in the lives of these personas,
spanning across a number of days of their
lives.
Featuring how a portfolio of products and
services can be integrated and play together
in the context of people’s home, travel, work
and leisure time.
The demos are not meant to be prescriptive
of the future, rather a compelling vision to
spark discussion.
The project was conducted in autumn 2006 at
the inauguration of the concept development
team.
It’s outcome put strategic design on the map
as a strategic asset for the business and
influenced the build of customer value
propositions and product roadmaps for the
years to come.

4. Total Communications
The brief for this initiative was to
synthesize a design approach that shall
manifest the group strategy, ‘We will be
the communications leader in an
increasingly connected world’, into future
experiences within 3-5 years.
‘Weak signals’ that characterised the
opportunity space, e.g. mobilisation of
web 2.0, leveraging customer base and
network capabilities, the drive to
humanise technology, were identified
and investigated.
A ‘design statement’ was introduced as
a novelty in the debate, which firmly
positioned design as a stakeholder in
strategic development and decision
making.
The statement was published internally
in 2007 and presented to the Executive
Committee.
It laid the foundation for the company to
embark on a strategic programme,
codenamed ‘Now +’ and was used as
the strategic design reference
throughout.

5. CONTENT
Everything's that’s available
Stuff I could like
Shared stuff
MY STUFF 1 year ago
1 month ago
1 week ago
SPACE HERE NOW TIME
My neighborhood
My city
FRIENDS
The world
Colleagues
People I’ve met
Others like me
PEOPLE

8. After releasing the total communication
statement a strategic design team was briefed to
ideate a device experience able to claim it’s own
category, amongst competitors like Apple, RIM,
Nokia, Palm, Microsoft, Google.
Build around a ‘me’-centric model with your
active network grouped around you. Pushing
navigation and visualisation paradigms into a
spatial, immersive experience.
All-in-all creating a connected and alive
experience that ignited a brand refresh, now
known as ‘power to you’.
The experience prototypes as a result of this
work were instrumental in building the confidence
within the company to move from programme to
building a business function to productise the
offer in full scale.

14. ‘Gravity’ navigation, moving objects
around in space by tilting the device,
Unfold flower-powered (sub) menu’s
Swipe frame to perform additional
navigation tasks, e.g. scroll up/down,
zoom in/out, move left/right
‘Viewfinder’, projects augmented data Periscope
on camera view, e.g. geospatial, camera/projector
contact, objects
3D touch ‘shadow’ navigation
Gestural controls, e.g. send message
directly to specific contact
Immediately capture information with a
single key press, e.g. photos, places, ‘Active edge’
contact, product info, bookmarks notifications
Roller key
‘Squeeze’ edges of the device to
to aid/accelerate touch
invoke software interaction, read
biometric information
14

16. LQID
During the autumn of 2008 a
strategic design piece was conducted
focussing on visualisation strategies
for large amounts of archived data
from the lifetimes of users.
Providing answers how to visualise
memorable, emotional, behavioural,
relationship, and activity data of
users (communication, content,
activities logs). Using organic,
contextual, dynamic data and
desktop metaphors.
The work generated innovative
visualisation concepts/strategies,
developed a vision for the future of
visualisation of large datasets and
conceptualised new interaction
paradigms.
Featuring concepts like LifeStream
and Golden layer. Introducing
condensation, magnetism and
forgetting data as behavioral aspects
of data visualisation.
Autumn 2008

18. 2012
The aim for this design sequel has
been to foresee ways to how people
will Interact with their environment in 3-
5 years as part of a wider future
experiences programme.
Constantly scouting for ‘weak signals’
of innovation at the edge of where
culture is build, through coolhunting
and co-creation, in mature as well
emerging markets.
Building themes like the ‘NewMe’, ‘We
are all value creators’, ‘Zero privacy’,
‘HyperSense’ as a basis for writing a
series of utopian/dystopian scenarios.
Trying to grasp opportunities within and
across the dynamics of the value
chains of enhanced communication &
self-expression, adaptive architecture,
mobility & energy as a service.
Ultimately branching off into various
design streams to conceptualise
concepts for devices, automotive,
housing, fashion, food, retail,
advertising, events.
Conducted during 2008-09

21. Experience scenarios Experience architectures
Objects & interfaces Design systems & styleguides

22. Today’s experience economy floats on reputation,
shaping post-crunch brands,
curating a new type of conversation.
Signaling unique opportunities.
Building an alter-ego of people, places and things,
consisting of states, situations, emotions & sensations.
Delivered through technology,
with data as the oil in the machine,
and the world as it’s scene.
These experiences need extra-ordinary architectures,
to develop out-of-the-ordinary experience platforms,
that win the hearts and minds of people,
and inspire the making of new products & services.
Willem JH Boijens
willemboijens@gmail.com
@willemjhboijens
+31654788941