*Super day for design-fiction blogging. Even my design-fiction class here in Mexico City is going pretty good.
http://news.noahraford.com/?p=1313
(...) (((I'm omitting all the fun stuff that should be causing Corning to blush, but if you have a serious interest in the topic. you need to go read this Raford post right away. In the meantime, back to principles suitable for writing on whiteboard in front of design-fiction class.)))
" ... We still need more video in futures work and more futures work in product design. So instead of discouraging the use of video to engage and communicate, designers and futurists working on these projects should consider the follow criteria for making high-quality futures videos that are also profound and thoughtfully reflective of future change.
"Don’t stare at your navel: Yes, you may be a glass company (or soda company or whatever), but that doesn’t mean the world revolves around glass. Futures and scenario planning is about exploring how larger, external factors will impact your market segment over time. Many changes internal to your market are likely to influence the future (technology, etc.), but the more important ones will likely have to do with forces outside of your control (the economy, attitudes towards consumption, political disposition, etc.).
"Consider how a broader array of forces will impact who your customers are, what they care about and how this might affect your product.
"Don’t extrapolate to infinity: It is a natural human tendency to look at today’s trends and extrapolate them into the future forever. Don’t. Instead, look at the system of forces which drive or hinder change in your industry, then play those out in a systematic way.
"Don’t fetishize technology: In short, social change matters more than technological change. See Andrew Curry’s excellent “The 1910 Time Traveller” for more detail.
"Don’t ignore what people care about: What is really important to the segment you are trying to reach? Often, it is themselves and the people around them. If you sell a product targeted at young, technology savvy people, consider what makes them tick. Do they care about IP? Do they like to share or horde? Are they private or public? Consider how (and why) people will interact differently relative to these issues in the future. Who will be in charge? Where will they work? How will they feel about each other?
"The emotional, social aspects of the future are far more important to most people than the technological and material ones. The more you connect with issues that people care about, but in a new or surprising way, the more people will care about your production and the more effective your videos will be.
"Don’t dumb it down: You don’t have to write a thesis on identity politics in the 21st century in order to do a good futures video. (((Well, maybe you do, actually.))) But don’t ignore the things that are likely to effect your subject in the future, either. Most people, especially those viewing your work on the web, will be relatively savvy and sophisticated viewers; doubly so if they actually care about the subject at hand. The more layers and sophistication you can add, the more they’ll appreciate and enjoy the money you spent thinking about it.
"In the end, it is all about layers and depth. If you are going to spend a fortune on a design fiction video, at least listen to your futures consultants. It is their job to consider these elements in the same way it is your job to consider the camera, lighting and pacing of a video.
"The take-away message is not, “Don’t take a risk on design fiction”. Quite the opposite. The message is, “Take a risk on design fiction, but be sure to do it right so that you get the maximum impact and reward for your time.” Hire (and listen to) what your futures consultants have to say. Working together, you will be able to make just as slick and high-gloss a production as before, except this time it will actually be rich and meaningful, as well...."
