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Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.BUONGIORNO.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
TV Repair
Photo by Ian Primus
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.SINCE 2007.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.SINCE 2016.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.THE FAMILY.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.THE CATS.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Alexa
.AND ALEXA.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
I’m 🤔 & 🙀
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
just because we could...
or it seemed like a coo...
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
DISCLAIMER
I don’t know anything about the future
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
So how did we get here?
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.BACK IN.
.2005.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Solutions that nobody would use
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Journey to the interface
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
doing the right things
vs. doing things right
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
services that people love and
organisations are ...
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
I had no clue about service design
Not a lot of ...
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
How are we going to find clients
A challenge that...
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.I WASN’T ALONE.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.SET OUT ON.
.A JOURNEY.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
You want me to do what?!
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.WE WON.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.THERE WAS NO.
.TURNING BACK.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
be genuinely
interested
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Doing research (sometimes)
is the biggest learni...
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Solutions that
facilitate curiocity
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Interact, engage & be curious
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
The battle of not knowing
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
I was educated to have the answers
"We're paying...
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Help us to explore the future.A TURNING POINT.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Foto van RWS co-creatie
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Oh 💩 !
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Is that really the problem?
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
gently force some
humbleness upon them
💪
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
What are you doing here?
WHAT ARE.
.YOU DOING.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Create reasonable doubt
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
What should I buy for 5 euro
VALUE.
.FOR.MONEY.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
🇳🇱 flags and
some humbleness
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
There are many truths out there
We don’t need to...
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Embrace uncertainty
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
🙏
Trust the process
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Quote Mauro
Our ability to
prototype is what
set...
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.I COULD.
.HAVE KNOWN.
.....
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Klm surprisus viering en/of
boekuitreiking
CREAT...
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Harry potter books
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
“A prototype is worth 1000 meetings”
-- Tom & Da...
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
The book was ready
IT’S READY!.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
IT DOES.
.NOT SCALE.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
THINGS PEOPLE.
CAN’T HIDE IN.
THEIR DRAWER.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
OR DELETE.
FROM THEIR.
COMPUTER.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
“Make things in order to think
rather than think...
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
SOMETHING.
MAGICAL.
HAPPENS.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
BORDERS.
DISAPPEAR.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Voorbeeld van tool making
WE ARE.
TOOLMAKERS.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Get out of our heads (and screens)
and into our ...
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Making as way to
shape the future
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
STILL ON.
.A JOURNEY.
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Uncomfortable and
scary journey...
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
The most scary thing
had yet to come
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
goodbye
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
“Create work that will be
missed if it was gone....
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
A passionate and deeply involved
community
GLOBA...
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Be part of it 💪
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Do NOT settle
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
🤔
“Design for the future we want.”
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
be curious and engage with the world
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
be curious and engage with the world
be humble a...
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
be curious and engage with the world
be humble a...
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
be curious and engage with the world
be humble a...
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
I love tech but and
care about people
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Grazie ServiceDesignShow.com
/servicedesignshow
...
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Marc Fonteijn - How we tackle the future

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Currently we’re experiencing the consequences of what happens when solutions are put into the world without first thinking about the implications for society.
As a design community we are all deeply involved in this process. Which means that we have the big responsibility to design a better world for our future generations.
With new disruptive technologies quickly entering our daily lives we can choose to continue being bystanders or to take the lead this time.
When we decide to lead it’s not going to be the tools or methods that help us design solutions that stand the test of time. It’s our proven set of values and approach.

In this talk you’ll see practical examples of how these values and approach play out in the world of service design. Designing solutions for a better world isn’t rocket science, it’s actually quite simple. You just have to be human.

Marc Fonteijn - How we tackle the future

  1. 1. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day
  2. 2. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day .BUONGIORNO.
  3. 3. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day TV Repair Photo by Ian Primus
  4. 4. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day
  5. 5. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day
  6. 6. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day .SINCE 2007.
  7. 7. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day .SINCE 2016.
  8. 8. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day
  9. 9. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day .THE FAMILY.
  10. 10. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day .THE CATS.
  11. 11. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Alexa .AND ALEXA.
  12. 12. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day I’m 🤔 & 🙀
  13. 13. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day
  14. 14. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day just because we could... or it seemed like a cool thing to do
  15. 15. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day DISCLAIMER I don’t know anything about the future
  16. 16. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day So how did we get here?
  17. 17. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day .BACK IN. .2005.
  18. 18. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Solutions that nobody would use
  19. 19. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Journey to the interface
  20. 20. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day doing the right things vs. doing things right
  21. 21. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day services that people love and organisations are proud to provide
  22. 22. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day I had no clue about service design Not a lot of people did...
  23. 23. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day How are we going to find clients A challenge that a lot of service designers still struggle with...
  24. 24. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day .I WASN’T ALONE.
  25. 25. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day .SET OUT ON. .A JOURNEY.
  26. 26. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day You want me to do what?!
  27. 27. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day .WE WON.
  28. 28. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day
  29. 29. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day .THERE WAS NO. .TURNING BACK.
  30. 30. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day
  31. 31. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day be genuinely interested
  32. 32. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Doing research (sometimes) is the biggest learning
  33. 33. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Solutions that facilitate curiocity
  34. 34. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day
  35. 35. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day
  36. 36. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day
  37. 37. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Interact, engage & be curious
  38. 38. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day The battle of not knowing
  39. 39. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day I was educated to have the answers "We're paying you to come up with the smart solution."
  40. 40. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Help us to explore the future.A TURNING POINT.
  41. 41. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Foto van RWS co-creatie
  42. 42. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day
  43. 43. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Oh 💩 !
  44. 44. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Is that really the problem?
  45. 45. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day gently force some humbleness upon them 💪
  46. 46. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day What are you doing here? WHAT ARE. .YOU DOING.
  47. 47. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Create reasonable doubt
  48. 48. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day What should I buy for 5 euro VALUE. .FOR.MONEY.
  49. 49. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day 🇳🇱 flags and some humbleness
  50. 50. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day There are many truths out there We don’t need to have all the answers...
  51. 51. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Embrace uncertainty
  52. 52. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day 🙏 Trust the process
  53. 53. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Quote Mauro Our ability to prototype is what sets us apart. -- Mauro Porcini
  54. 54. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day .I COULD. .HAVE KNOWN. .....
  55. 55. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Klm surprisus viering en/of boekuitreiking CREATING. .A STAGE.
  56. 56. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Harry potter books
  57. 57. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day “A prototype is worth 1000 meetings” -- Tom & David Kelley
  58. 58. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day The book was ready IT’S READY!.
  59. 59. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day
  60. 60. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day
  61. 61. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day IT DOES. .NOT SCALE.
  62. 62. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day THINGS PEOPLE. CAN’T HIDE IN. THEIR DRAWER.
  63. 63. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day OR DELETE. FROM THEIR. COMPUTER.
  64. 64. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day “Make things in order to think rather than thinking what to make”
  65. 65. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day SOMETHING. MAGICAL. HAPPENS.
  66. 66. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day BORDERS. DISAPPEAR.
  67. 67. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Voorbeeld van tool making WE ARE. TOOLMAKERS.
  68. 68. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Get out of our heads (and screens) and into our hands
  69. 69. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Making as way to shape the future
  70. 70. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day STILL ON. .A JOURNEY.
  71. 71. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Uncomfortable and scary journey...
  72. 72. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day The most scary thing had yet to come
  73. 73. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day goodbye
  74. 74. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day “Create work that will be missed if it was gone.” -- Seth Godin
  75. 75. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day A passionate and deeply involved community GLOBAL. .COMMUNITY.
  76. 76. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day
  77. 77. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Be part of it 💪
  78. 78. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Do NOT settle
  79. 79. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day 🤔 “Design for the future we want.”
  80. 80. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day be curious and engage with the world
  81. 81. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day be curious and engage with the world be humble and vulnerable create and collaborate don’t settle
  82. 82. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day be curious and engage with the world be humble and vulnerable create and collaborate don’t settle
  83. 83. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day be curious and engage with the world be humble and vulnerable create and collaborate don’t settle
  84. 84. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day I love tech but and care about people
  85. 85. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day
  86. 86. Marc Fonteijn © Service Design Show 14 11 2019 / Rome World Usability Day Grazie ServiceDesignShow.com /servicedesignshow /servicedesignshow Marc Fonteijn marc@servicedesignshow.com /in/marcfonteijn 🙏 SERVICEDESIGNSHOW.COM/WUDROME
  • salvatorelarosa

    Dec. 4, 2019

Currently we’re experiencing the consequences of what happens when solutions are put into the world without first thinking about the implications for society. As a design community we are all deeply involved in this process. Which means that we have the big responsibility to design a better world for our future generations. With new disruptive technologies quickly entering our daily lives we can choose to continue being bystanders or to take the lead this time. When we decide to lead it’s not going to be the tools or methods that help us design solutions that stand the test of time. It’s our proven set of values and approach. In this talk you’ll see practical examples of how these values and approach play out in the world of service design. Designing solutions for a better world isn’t rocket science, it’s actually quite simple. You just have to be human.

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