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Living Prototypes: Creating a Shared Experience

Jamie Ferguson & Elinor Keshet | Idea Couture

Welcome!

Blockbuster and Chill? Blockbuster’s inability to seek out and explore the connectivity of unforeseen factors, specifically the emerging landscape of networks, made it impossible to see the larger picture; to understand their customer or potential new markets; or to plan for change at all.

Netflix lol Netflix benefited from looking outside the film and entertainment industry, and found opportunity in emerging technology. Through smart gap analysis, they sought out non-obvious but strategic partnerships. They also learned from the mistakes of others.

Sears Shrinking Instead of seeking to understand the shifts happening in consumer values and ecommerce technology, the retailer focused on share buybacks. Sears signed 90 year plus leases, betting the future would be business as usual, and failed to foresee the shrinking of appliance footprints, and unseasonably warm winters as a result of climate change.

Cat Come Back As a result of an unanticipated surge in competition, and their failure to plan for the political effects of an embargo, Cat was on the brink of bankruptcy, losing almost US$1 million a day. A team of ‘breakthrough thinkers’ were brought together to envision new possible futures, then realigned the overall corporate strategy to activate the fundamentals they wanted to achieve.

Mattel has institutionalized futures thinking, literacy, and capabilities from the enterprise level through brands. They actively seek out key drivers of change in the market, technology, and culture. While consistently refreshing their research, Mattel uses future scenarios to help ensure that new products are designed with new findings in mind. It allows them to track potential disruption and future territories for growth.

Mattel: The Future of Play

In light of population growth, environmental risks, and emerging competition, USA’s largest meat processor is investing in getting people to eat less meat. Critical to staying relevant and sustaining growth, the effort is part of Tyson’s goals to understand broad, long term change, and diversify their strategic priorities and capabilities accordingly.

Tyson: Next Category Definition

A framework that underlies all Musk’s successes: challenge the status quo and ask big questions; prioritize R&D; anticipate failures, and always assume there are adjustments to be made based on new information; encourage criticism and dialogue; plan for worst and best case scenarios; make roadmaps and continuously update a master plan.

Zip2, Paypal, Tesla, SpaceX, SolarSun…

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It’s very important to have a feedback loop, where you’re constantly thinking about what you’ve done and how you could be doing it better. Elon Musk

Probe multiple potentials and outcomes Create a shared place for exploration Look for patterns and connectivity

Explore transformational change Reimagine on a continuous basis Promote preparedness, resilience, agility

real-world challenges

+ emerging change

+ experiential prototypes

= future proof service design

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How do we design for uncertainty

Foresight is an extension of our natural ability to think about the future.

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How do we grapple with the unknown

Prototypes are a tangible means of wrangling with the unfamiliar. They help make futures more immersive, graspable, and immediate.

Future Scenarios leverage the power of storytelling. They help us explore how new offerings might manifest in the future, and what types of actions, resources, and capacities may be required.

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Futures are not a destination or something to be strived for but a medium to aid imaginative thought to speculate with. Dunne & Raby

Design fictions are provocations. They employ storytelling as an experimental device to question the world around us.

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How do we create experiences fit for the plurality, complexity, and dynamism of a rapidly changing world

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The future is already here it’s just not evenly distributed. William Gibson

Becoming acquainted with the extreme present

Scanning is an approach for examining diverse sources for critical information about how the world is changing.

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You can’t find secrets without looking for them. Peter Thiel

Future visions for living and dying

Wild Ideation!

Don’t just go there, live there; die there.

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Airbnd Ender

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Any useful statement about the future must appear ridiculous. Jim Datar

A growing number of people are experimenting with microdoses of psychedelics and nootropics to increase cognitive function. Substances can be purchased along with a drug kit test from the dark web using bitcoin.

Smart Drugs

BeBespoke is a travel and events consultancy that designs one-of-a-kind experiences and private journeys facilitated by local experts.

BeBespoke Destination Atelier

Developed in the Netherlands, it’s an international concept that works with mediators from around the globe, allowing people to divorce in different countries but according to Divorce Hotel’s philosophy and methodology.

Divorce Hotel

ETER9 is a social network that relies on AI to communicate with and through your counterpart -a virtual self that lives, learns, interacts, and posts content, even after you’re dead.

Eternity Within Reach

Dowdy flowers in a dull vase next to a pine coffin? Over our dead body! Visser & Meijwaard, Studio KnockOut and Linda Nieuwstad present a colorful alternative for the farewell. Because a last impression can be left only once.

Kassiewijle Aesthetics of Death

A growing number of people are experimenting with microdoses of psychedelics and nootropics to increase cognitive function. Substances can be purchased along with a drug kit test from the dark web using bitcoin.

An Open Source Cure

Watsi, GoFundMe, GiveForward, etc., the list goes on for websites dedicated to crowdsourcing experimental medical treatments.

Crowd Fund it!

Algorithms exploit the flexible booking option to continuously book and rebook hotel rooms for the cheapest price. The German startup generates revenue by taking 20% of any money saved, meaning it’s always incentivized to find the cheapest deal.

Dreamcheaper.com

Molecular biophysics PhD and postdoc researcher at NASA, Josiah Zayner, is best known for his Indiegogo campaign to provide people CRISPR kits to alter bacterial DNA. In February of 2016, Zayner performed a full body micro biome transplant on himself, successfully curing his IBS.

Biohacker and Scientist

A University of Toronto biotechnology startup dedicated to providing dieticians and their clients comprehensive, reliable, genomic information to improve health through personalized nutrition based on their genetic profile.

Nutrigenomics Inc.

Driftscape is a proposal by the global architectural firm HOK for a fleet of drones to serve as portable hotels. Built from polymer reinforced structures, using plumbing and power via systems developed by the aerospace industry, the unit’s pneumatic support anchors would allow the craft to perch on any terrain without impacting the site.

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Drift Scape

Following Mylan’s purchasing of the rights to Epipen in 2007 and their subsequent raising the price from $57 to $318 USD, the medical hacking collective, Four Thieves Vinegar, continue their mission to make medicine free and have created and uploaded Epipencil, a simple version of the Epipen.

Four Thieves Vinegar

This technology determines the rate of drug release and can include multiple types of drugs for any desired release profile.

3d Polymer Fab

How we want to die – represents the most important and costly conversation America isn’t having. The website has gathered medical and wellness leaders to invite us to gather friends and family, fill a table, and start a conversation.

Death Over Dinner

Themes & Clusters

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To be timeless you have to think really far into the future, not next year, not in two years, but 20 years minimum. Philippe Stark

Health monitoring goes out of clinic Virtual systems change geographies of services Living longer...but better?

A free market shaped by consumers On-demand expectations Economic pressure as an aging demographic lives longer

Future Scenario Constraints: Physician Assisted Suicide

Shifts: Physician Assisted Suicide

public > private realm

taboo > ritual

passive > active engagement with death

governed > accessible

Physician Assisted Suicide

> A shift from private to public realm

What happens when assisted suicide is taken out of the hospital and into shared spaces?

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/ Who or what is impacted?

/ What are the implications?

/ What are the possibilities?

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The best way to predict the future is to design it. Buckminster Fuller

Thanks!Feel free to contact us. jferguson@ideacouture.comekeshet@ideacouture.com

Elinor KeshetInnovation Strategist & Service Design

Idea Couture

Jamie FergusonDesign & Foresight Strategist

Idea Couture