Keynote speech @Warner EU Management reunion in Rome. 2014

1. 2012

2. Digital Design
2012

3. Design
NON si occupa (soltanto) della forma degli oggetti

4. Gli artefatti cognitivi e interattivi
sviluppano comportamenti e relazioni
Design & Tools

5. Design di Sistema
L’interazione (HCI, tra oggetti, e nelle
reti sociali) è la chiave dell’adozione.
(e quindi del successo).

6. I comportamenti sono strategia & business, non solo forma
Design dei
Comportamenti

7. I comportamenti sono strategia & business, non solo forma
Digital Design Recap
Ricordatevi di introdurre il DESIGN dei COMPORTAMENTI
nel vostro lavoro, perché quelli che vi ho mostrato non
sono canali, bensì tecnologie che ci cambiano.
Perché noi non siamo (solo) ciò che pensiamo di essere,
ma anche il risultato degli oggetti che usiamo.
Per questo non dovreste preoccuparvi delle nuove
tecnologie, bensì delle nuove abitudini.

8. 2014

9. Makers & consumiovvero: il DESIGN e la consumerizzazione dell universo

10. Gmail, Skype, Twitter, Flickr: @leeander
Leandro Agrò: DESIGNER | 45y
Digital Product Director @DGI

11. 3 short stories about me

12. (Thanks to Hugh Dubberly for the video, who helped create it for ex-CEO
John Sculley's EDUCOM 1987 keynote in six weeks on a $60,000 budget.)
1987 -> 1995
An old -and almost real- science fiction story made by Apple

13. Two years later . . . (1997)

14. usability
IxD
AI, Virtual Assistant
Internet of Things
Prototypes
iPhone Eye-Tracking
Multimodal UI
UX
Design Strategy
A long trip into the near future

15. 3 steps journey in the tech consumerization

16. 1. Consumerization…
2. IoTH
3. How stories might evolve
New story makers (involuntary stories build by machines)
New tools to create and experience stories (gopro, oculus, holographic, etc)
The world as ultimate algorithms theatre (Terraforming)
Technology acceleration
Touchpoint multiplication
Introducing IoT
The IoTH Casbah
Design Laws for Makers

17. What s happening on the Internet?

18. This is an
evolutionary moment
for the Internet

19. SEX
CAR

20. DOG

22. There is a new dog story in town!
This is an evolutionary moment for the Internet

24. 1. Consumerization …
Technology acceleration
Touchpoint multiplication

25. Every Tool, service, business that
jump in the digital technology, start
to follow Moore’s Law!
Acceleration change everything.
PeterDiamandis
http://www.youtube.com/watch?v=E9wFXHYJgdo
Acceleration

26. PeterDiamandis
Kodak is best known for photographic film products. During most of the
20th century Kodak held a dominant position in photographic film, and in
1976, had an 89% market share of photographic film sales in the US.
Kodak invented digital cameras, but because the company culture -for
Kodak- was really easy to see an emerging approach and say: "Digital is
just a toy”. Trues, but digital means that evolve according Moore Law!
http://www.diamandis.com/the-launch-pad/why-billion-dollar-100-year-old-companies-die/1743/
Kodak missed a 380B/y pictures

27. Kodak missed a 380B/y pictures
President Obama poses for a funeral selfie ( Nelson Mandela’s) and gets chummy with
Danish Prime Minister Helle Thorning-Schmidt but Michelle does not look impressed
Food Porn
Animals (cats)
Selfies
They invented the digital camera…

28. Every Tool, service, business that
jump in the digital technology, start
to follow Moore’s Law!
Acceleration change everything.
PeterDiamandis
http://www.youtube.com/watch?v=E9wFXHYJgdo
Acceleration

29. Touchpoints multiplication
Bakery
Baker
spoon
Recipe
Grocery (ingredients)
Package
Advertising
Fan Group
Social Sphere
Retail Store
Online store
ProfessionalKOL
Product stories
Specs
Advertising
Social Sphere
Fan Group
Package
Sales Tools
B2C Help
NON digital vs DIGITAL Good
B2B support

30. Digital, push product extention
Users/makers will starts soon to co-create touch points

31. Digital, push product extention
Users/makers will starts soon to co-create touch points
Digital good
extendible
with
physical
(printable)
objects
Physical
good
extendible
with digital
stories

32. Digital, push product extention
Digital good
extendible
with
physical
(printable)
objects
Physical
good
extendible
with digital
stories
Users/makers will starts soon to co-create touch points

33. Technology
Acceleration
Consumerization
Emerging
Experience

34. IoTH
Introducing IoT
The IoTH Casbah
Design Laws for Makers

35. Even if the Internet appears ubiquitous, still the number of
connected objects or devices is vastly inferior to those which are
not connected.
The coming revolution will raise from the necessity of substituting
everyday objects with connected ones, making these more
intelligent and aware.
This is the
Internet of Things

36. HUMANS
OBJECTS
2003 2010 2015 2020
IN 2008 THE NUMBER OF CONNECTED
OBJECTS HAS EXCEEDED THAT OF HUMANS
In Q1/12 there were more iPhone sold on planet Earth than babies born.

37. 100 'things' are coming online every second.
50 Billion connected objects await us on the threshold of 2020, and
many of these will necessarily be "autonomous"
Why is important? The number of Theatres or TV is relevant…

38. Put an OBJECT in the pocket, car, home or
office desk of every person, user, customer,
partner, affiliate, etc. through which to enter
into a dialogue, with bidirectional logic and
in a social network.
This is the opportunity.

39. video

40. The IoT Casbah

41. 19
*
What: indoor and
outdoor wifi
camera
Year: 2013
Price: $199
# CANARY
What: wifi camera
to monitor home
Year: Spring 2014
Price: $239 +z
wave pack $359,
house kit $649
Note: Piper security
and automation
device won the
international CES
award 2014
# PIPER
*
Bluetooth Smart
Meat Thermometer
Year: Jan 2014
Price: $not yet
# iGRILL
What: smart egg
tray by Quircky
Year: 2013
Price: $59.99
# EGG
MINDER

42. 20
*
# EGG MINDER
ENTERTAINMENT
Market: B to C
Selling channels: company website,
Amazon
Note: https://www.quirky.com/shop/
619-egg-minder-the-smart-egg-tray

43. 21
**
What: Smart
flexible power strip
by Quircky
Year: Nov 2013
Price: $80
# PIVOT
What: multipurpose
sensor: to monitor
temperature,
humidity, light,
sound, motion, by
Quircky
Year: 2013
Price: $49.99
# SPOTTER
What: smart
personal
dashboard + clock
by Quircky
Year: 2013
Price: $99.99
# NINBUS
What: smart piggy
bank by Quircky
Year: 2013
Price: $49.99
# PORKFOLIO

44. The strange case of Mr. Quircky and GE

45. video

46. Smart objects are natural born story tellers

47. Design Laws
for Makers
Even asocial objects, dream of Clouds

48. Every object must know
STORIES
the History of its past (how it is made, where
it was produced, how it is used) and its
future (as it is disassembled, valued in its
parts, recycled, disposed of).

49. Every object must
be SENTIENT
Every object should know something about
the world around it through sensors, or at
least know when and where it is used.

50. Every object must be able to
communicate and share its status across
social networks used by humans,
"participating" in their social relationships.
Every object must be
SOCIAL

51. How stories might evolve
New story makers (involuntary stories build by machines)
New tools to create and experience stories (gopro, oculus, holographic, etc)
The world as ultimate algorithms theatre (Terraforming)

52. Makers builds their own e-Stuff

54. Any computer, any building, any car leads us to a brand new
world crowded by billions of “Autonomous story tellers”
Hyper-connected / hyper-natural

56. http://www.psfk.com/2012/10/iphone-mini-theater-headset.html#!PRw0v
http://mikeenayah.com/id28.html
"Designer Mike Enayah has
created the concept
GrabCAD that mimics the
experience of a movie
theatre on an iPhone.
The set includes a hands-
free placeholder attached
to quality headphones to
immerse the viewer in the
on-screen action.
The iPhone is embedded
into holder so that the
screen is scaled to be
the same size as a movie
theatre screen.
The iPhone Theatre could
essentially allow viewers to
enjoy films on the go
without having to lug
around bulky equipment.

57. Stories @Gym
Stories for resting calm
Tilting bike uses Google Maps to
simulate riding in different parts of the
world
When computers helps you to relax
Theatres are often unusual spaces

58. Apps might evolve to Stories

59. Apps might evolve to Stories

60. Apps might evolve to Stories

61. Potentially every object might become an
unusual Theatre

62. Beyond the screen interaction

63. New tools to create and experience stories

67. The best story of last years:
- It is real life
- It looks like a first person shooter
- Take less than 10 minutes
- Was consumed by a billion person, using any possible
device (TV as second screen)
and
- It was not produced by a Mayor (or supported by Nasa)

69. Oculus: welcome (back) to Virtual Reality

70. The Machine to be another
TRADING BODIES, SEXES WITH OCULUS RIFT
http://animalnewyork.com/2014/trading-bodies-sexes-oculus-rift/

72. The world as ultimate algorithms
(Terraforming)

73. The world as ultimate algorithms

74. Recap
• Experiences are stories.
Objects’ behaviours are stories too.
• Digital stories might be powerful enough to effect everything,
including the physical world.
• Digital stories might be played in very unusual theatres, including
objects or apps.
• Time/size matter. Physical vs Digital lifecycle is an unexplored
opportunity.
…

75. Gmail, Skype, Twitter, Flickr: @leeander
Thank you!
Leandro Agrò
Digital Product Director @DGI
Makers will continuously hack the rules.