building starups in the system age - people people - startup day 2015
TRANSCRIPT
building
startups in
the system age@DESIGNMEANING #STARTUPDAY2015 150425
TEXT 2
tweet me: @designmeaning
systemspeople
overconfident estimates?
Silicon Valley ©2015 HOME BOX OFFICE, INC. ALL RIGHTS RESERVED
product usability
customer culture
the future
too narrow thinking about:
3 tools for building better
1. prototype
2. outsmart bias
3. have future map
1. prototype
Swedens 4 most crowdfunded tech products:
Earin
10m SEK*smallest wireless earbuds
Narrative Clip
3,5m SEK* wearable automatic
camera + gps
Flic
7m SEK*wireless shortcutbutton
Transparent Speaker
1m SEK*qualitydesign speaker
*Figures are estimates based on currency assumptions and does not factor in fees etc.
We helped design these:
Narrative Clip
3,5m SEK* wearable automatic
camera + gps
Flic
7m SEK*wireless shortcutbutton
Transparent Speaker
1m SEK*qualitydesign speaker
*Figures are estimates based on currency assumptions and does not factor in fees etc.
1. Technology is almost free 2. Prototyping is almost free 3. User testing is almost free 4. Crowdfunding is almost free
= +500 tech projects funded with more than $100k on kickstarter
(870k SEK!)
Amazing development:
BOLDLY GO WHERE NO ONE HAS GONE BEFORE
2010 2015 2020
IMAGE: BACK TO THE FUTURE PART © UNIVERSAL PICTURES
prototype!
Headline
Synaptic’s Torchio demo showing their ForcePad™ technology at CES 2015 together with topp.se
IMAGE: MODEL S © TESLA
mobile phones: 10 sensors
car: 50-100 sensors
people
faster
& faster
tech
2. outsmart bias
subjective experience
relevant - needs
assumptions
conclusions
beliefs
we enforce what we believe,
a self sealing logic creating a bubble
reality (unknowable)
Liminal Thinking inspired by Dave Grey http://bit.ly/liminalthinking
subjective experience
relevant - needs
assumptions
conclusions
beliefs
reality (unknowable)
Liminal Thinking inspired by Dave Grey http://bit.ly/liminalthinking
subjective experience
relevant - needs
assumptions
conclusions
beliefs
Salt people Pepper people
subjective experience
relevant - needs
assumptions
conclusions
beliefs
reality (unknowable)
Liminal Thinking inspired by Dave Grey http://bit.ly/liminalthinking
subjective experience
relevant - needs
assumptions
conclusions
beliefs
Salt people Pepper people
break comfort zone
Design for cultural complexity
Gods house in fisksätra http://www.gudshusvan.se/index.php/gud-hus
IMAGE: BACK TO THE FUTURE PART II © UNIVERSAL PICTURES
where are we going?
2016
2017
Volvo: ”our self-driving cars are better than humans”
we need a map !
3. Have a future map
http://www.naturalstep.org/en/the-funnel
Supply
Demand
society in funnel
http://www.naturalstep.org/en/the-funnel
EU Emissions plan
Europe's emissions should be 40% below 1990 levels by 2030 http://ec.europa.eu/clima/policies/roadmap/milestones/index_en.htm
Supply
Society: Global urban population growth
World Urbanization Prospects - the United Nations esa.un.org/unpd/wup/Highlights/WUP2014-Highlights.pdf
Demand
transportation ecosystem map
ELECTRICAL PERSONAL MOBILITY
TRAIN
BOATBUSS
LONG DISTANCE AIR
SHORT DISTANCE AIR
SELF-DRIVING CARS
home
2020 landscape
home transportation work
whats the ”job to be done”?
People’s ”job to be done”
layers:
POLITICS URBANIZATIONENVIRONMENT
Society’s ”job to be done”
HOME WORKTRANSPORTATION
EU Emissions plan
Europe's emissions should be 40% below 1990 levels by 2030 http://ec.europa.eu/clima/policies/roadmap/milestones/index_en.htm
Global urban population growth
World Urbanization Prospects - the United Nations esa.un.org/unpd/wup/Highlights/WUP2014-Highlights.pdf
People’s ”job to be done”
layers:
POLITICS URBANIZATIONENVIRONMENT
Society’s ”job to be done”
DIGITALIZATIONENERGY
Industry’s ”job to be done”
HOME WORKTRANSPORTATION
Energy storage: Price of lithium Ion batteries
Image qz.com Data: Navigant http://bit.ly/elon-battery
Energy generation: Solar cell cost relation to installation
Swansons ”law” http://www.greentechmedia.com/articles/read/Is-there-really-a-Swansons-Law
Cell Cost$150-200
CAPTION
TEXT 42
”When there's no other dude in the car, the cost of taking an Uber anywhere becomes cheaper than owning a vehicle”
Uber CEO Travis Kalanick
IMAGE: SOUTH PARK ©2015 COMEDY PARTNERS.
1. prototype
2. outsmart bias
3. have future map
MARTIN WILLERS 150425
www.peoplepeople.com
tweet me: @designmeaning linkedin.com/in/willers
slideshare: bit.ly/buildingsystemage