This presentation was part of the Future Worlding for Service Design workshop at the ServDes 2014 (www.servdes.org) in Lancaster UK. This presentation introduces some key concepts of futures (aka strategic foresight) and how they can be applied in the discipline of service design.

1. Future Worlding for Design
Sandjar Kozubaev & Florian Vollmer
Hello and welcome. This is an activity-based workshop. Each table will work as a team. No more than 6 participants per table.
19th DMI International Design Management Research Conference
London, September 2014

2. HELLO WORLD
Sandjar Kozubaev
Economist
Design Strategist
Futurist
@sandjar
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Florian Vollmer
Designer
Teacher
Storyteller
@florianvollmer

3. Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais

4. Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Positive Outllok
Negative Outlook

5. Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais

6. No control Control
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais

7. Positive Outlook
No control Control
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Negative Outlook

8. Technology vs. Society Knowing vs. Feeling Future we want vs. Future we inherited
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: flickr.com/malicy

9. “The ability to create and
maintain a high-quality,
coherent and functional
forward view and to use
the insights arising in useful
ways.”
- Richard Slaughter,
The Forsight Principle
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Image Source: flickr.com/inoxkrow

10. CHANGE is the ‘new normal’
How often do you hear this?
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: flickr.com/statefarm

11. “Despite national security strategies that claim “we are entering
an age of uncertainty,” it is not the case that observable new
risks have come into being; what has occurred is that society
has come to understand itself and its problems in terms of risk
management.
What matters is not so much a question of whether or how
the world is more dangerous, more uncertain, or less safe but
how specific representations of risk, uncertainty, danger, and
security are distinctively writing the contours of that world.”
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
- Louise Ammore
The Politics of Possibility: Risk and Security Beyond Probability

12. Present
Time
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Probable Futures
Potential Futures
Possible Futures
Preferable Futures
Credit: Candy S, Dunne A

13. Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
ARCHETYPES
Image Source: CC www.flickr.com/photos/rhinoneal

14. Growth
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: flickr.com/kaspersky

15. Growth Collapse
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: flickr.com/kaspersky flickr.com/dbmerino

16. Growth Collapse Discipline
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: flickr.com/kaspersky flickr.com/dbmerino flickr.com/scolirk

17. Growth Collapse Discipline Transformation
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: flickr.com/kaspersky flickr.com/dbmerino flickr.com/scolirk flickr.com/sudhi_yhoo

18. Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
PSYCHOLOGICAL
DISTANCE
&
ABSTRACT THINKING
Image: The Blue Marble (1972)

19. Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
People are more likely to accept
unconventional artworks as art after
they had thought about the distant
future compared to participants who
had thought about their proximal
future (Shcimmel, Forster 2008).
Image: The Pack by Joseph Beuys (1964)
Source: Shcimmel, Foster 2008, How Temporal Distance Changes Novices’ Attitudes Towards Unconventional Arts

20. Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
LET’S PLAYTEST
Source: The Thing From The Future, The Situation Lab, OCAD University, www.situationlab.org

21. Fictional
Speculative
Rigorous
Alternative
Iterative
Experiential
Dramatic
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Futures Attributes
Image Source: flickr.com/jazzlawyer

22. Fictional
Speculative
Rigorous
Alternative
Iterative
Experiential
Dramatic
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
World
Social Order
Interaction
Futures Attributes
Image Source: flickr.com/jazzlawyer

23. Some examples...
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais

24. A Superstitious Fund
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
A Superstitious Fund
Image Source: asuperstitiousfund.com

25. Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Genetrak
Image Source: S. Nassirpour, A Cheung, M. Dawson et al

26. Digicars & Digiland
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: unitedmicrokingdoms.org

27. Google Driverless Car
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: Google Inc

28. Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Interstate-85, Georgia USA

29. Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
“The real voyage of
discovery consists not in
seeking new landscapes
but in having new eyes.”
- Marcel Proust
Image Source: flickr.com/Notarim

30. This is Hawaii, Today
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais

31. Silver Hawaii Blue Hawaii Orange Hawaii Maroon Hawaii
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais

32. In the aftermath of a worldwide currency and oil crisis, Hawaii suddenly fell back, on its
own resources.
Silver Hawaii
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Original Source Material: Candy S., Dator J., Dunagan J., Four Futures of Hawaii 2050, available at www.hawaii2050.org

33. The character and definition of what is “human” has changed profoundly, and would be
almost unrecognizable to early humans. In the world of non-human intelligence, “Hawaii”
as a place and culture really has little significance any more.
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Blue Hawaii
Original Source Material: Candy S., Dator J., Dunagan J., Four Futures of Hawaii 2050, available at www.hawaii2050.org

34. Hawaii is an economic success story, but with some problems and concerns. Tourism
continues as the main economic driver in Hawaii, though there are different types.
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Orange Hawaii
Original Source Material: Candy S., Dator J., Dunagan J., Four Futures of Hawaii 2050, available at www.hawaii2050.org

35. After the end of cheap energy sources, most of the world has returned to patterns of local
self-sufficiency. Life on the Hawaii islands is a mixture of traditional ways and advanced
design.
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Maroon Hawaii
Original Source Material: Candy S., Dator J., Dunagan J., Four Futures of Hawaii 2050, available at www.hawaii2050.org

36. Pre During Post
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
?

37. Tour guide service
Renting S.C.U.B.A. gear
Acquiring gov’t ID card
Food delivery
Refueling a transport
Acquiring groceries
Create a service in your new world
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Image Source: flickr.com/Notarim

38. Present Journey Map
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Select one presenter
Introduce your Hawaii
Introduce your service
2 minutes to present
Present your service + Quick feedback

39. Let’s add some color...
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais

40. Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Identify your actors
Image Source: flickr.com/shavar
Weather report
Traffic report
Crime scene
Local sports team
Local elections
Enact your service in a news report
Voice over
News anchor
“On the scene”
Reporter/Weatherman
Character(s) - 2 maxium
2 minutes to present

41. The futures landscape vs. The Future
The most hidden assumptions
World - Social Order - Interaction
Artifacts, artifacts, artifacts
The story
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Image Source: flickr.com/vox

42. Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
REFLECTIONS
Image Source: flickr.com/photos/miss_pupik/

43. Future Worlding for Service Design
Sandjar Kozubaev & Chris Livaudais
Thank you Florian @florianvollmer Sandjar @Sandjar
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais

44. Silver Hawaii
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Original Source Material: Candy S., Dator J., Dunagan J., Four Futures of Hawaii 2050, available at www.hawaii2050.org

45. Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Blue Hawaii
Blue Hawaii
Original Source Material: Candy S., Dator J., Dunagan J., Four Futures of Hawaii 2050, available at www.hawaii2050.org

46. Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais
Orange Hawaii
Original Source Material: Candy S., Dator J., Dunagan J., Four Futures of Hawaii 2050, available at www.hawaii2050.org

47. Maroon Hawaii
Future Worlding for Design
CC-BY-NC S.Kozubaev F.Vollmer C. Livaudais Original Source Material: Candy S., Dator J., Dunagan J., Four Futures of Hawaii 2050, available at www.hawaii2050.org