fabio sergio: design thinking for the future

© 2009 frog design. confidential & proprietary. February 2009LIFT 09  Subject to Change 1

Subject to ChangeFabio Sergio

February 2009

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a (short) story…

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Project MasilulekePop!Tech, iTeach, Praekelt, frog design, Aricent, MTN, NokiaSiemens, National Geographic

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“All experts agree that earlier diagnosis and treatmentare the only e!ective ways to combat this epidemic.A key to this is how do you deliver information – whichis what a diagnosis is – at the lowest possible cost.”

George WhitesidesUniversity Professor of Chemistry, HarvardFounder, Diagnostics For All

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IMMERSION SYNTHESIS CONCEPTDEVELOPMENT

SERVICE DESIGN

Observational ResearchFocus Groups

Intercept InterviewsExpert Interviews

Ideation SessionsDesign Principles

FilteringPrioritization

User ScenariosCustomer Journey Maps

Design ConceptsFocus Group Testing

System DesignStaging PlanPrototypingPilot testing

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increasing awarenessOctober 2008, 50.000.000 messages, 300% increase in calls to National AIDS Help Line, 5000 calls/day

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facilitating testinglow cost in-home self-test kit, mobile support, easy local production and assembly

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“I think they wouldlove this kind of test.People are so afraidto go to the clinic.”

“It is important, andthis system can beeasy, because peopleare afraid.Everyone needs toknow their status.”

“We are all looking forwardto them! You need to hurryup and get them out, so Idon’t have to see my otherfriends die.”

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weren’t we supposed

to talk about the future?

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“making it pretty”

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Marcello Nizzoli, Divisumma 24, Olivetti, 1956

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“how it works”

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Apple, Power Mac G5, 2004

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relax, futuristic image ahead…

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Syd Mead | www.sydmead.com

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Chris Jordan, 2007 | www.chrisjordan.com

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Tison & Taylor, Barbapapa’s Ark, 1974

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Bruce Mau, 2004 | www.massivechange.com

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well, maybe not… but it can help change it(by shaping experiences and interactions that get us to reflect on our own behaviors)

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discovery, immersion

synthesis, insight

ideation, design

prototyping

verification

(iteration)

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another (short) story…

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In the past you had to stamp the ticket,Now you simply caress the machine.”

“

Overheard on the bus, circa 2006

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“In the past you had to stamp the ticket,Now you simply caress the machine.”

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Apple Lisa, early 80’s | www.apple.com

Form Follows Function

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“In the past you had to stamp the ticket,Now you simply caress the machine.”

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Form Follows Emotion

Philippe Stark, Juicy Salif, Alessi | www.alessi.com

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simply caressIn the past

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Form Follows Meaning(resonating with people’s value systems)

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empathy

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people-centered design(culture is not just about usage or consumption)

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impact

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technology as a material to sketch with

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Not just compelling visionsof a perfect future,but a present that’s a betaof the future we want to live in.

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“…frog designs with a conscience…”(fast company, march 2009)

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fabio.sergio@frogdesign.com