Network thinking_ a design perspective - Leandro Agrò (720p_30fps_H264-192kbit_AAC)
0 (0 Likes / 0 Dislikes)
It is interesting because the next speaker
is going to be answering the design questions
that
the issue of visualizing what blockchain
and the network society is going to be
from a design point of view
So
Let me have on stage Leandro Agrò
who will teach us about the design of the Network Society
Thank you Cosimo
So, will of that beautiful day completely
let's say
looking the future
and also it's a way a little bit far from the
everyday life that we spend all the day all the time
in our offices, in bank
and designing a future like that (unclear)
So, my presentation is in this sense
probably closer to the owl (unclear)
not to the rot but how (unclear)
This is group Italia
my name is Leandro Agrò
I actually all my professional life around the digital
and usually I say that I landed in the Internet of things
in 2008 more or less
the speach is about network thinking
and I would like to share with you this presentation
splitting the story in three chapters let's say
first of all I would like to agree
with all of you about what is design?
Well, for sure in my personal opinion
design it is not just shapes and pixels
we have great example of companies all over the world
that become rich and super big
because they trusted this sentence
this not just about shapes and pixels
design is actually more a process
that help you to discover
the meaning of the things that you do everyday
and it is everytime an inspiration
is an inspiration about users
the context, who you are
in terms of the company that is producing
a product and service
and yes, it is full of humanity
and beauty
all of the time
we can agree to do something that is ugly
and yes design is also obviously a process
design thinking for example is a process
that has the goal to find
the desirability, the feasibility and viability
in a product or a service
and recently
Business and the money in general
is colored and there's true love for design
making love and the true love
and well, there's a reason behind
probably this is the reason that may explain to us
why accenture acquired Fjord?
why McKinsey acquired Lunar?
and all the other big acquisition
that we saw recently in the last three four years
in this area
or perhaps because the design thinking
bacause the process behind the word design
people like design, money like design
because design may be good
to reassuring the companies
design thinking is reassuring companies
since the previous millenium
wow this process are step by step path
that lead you in some way to pretty good results
also if the talent that you have
it is not accurate enough
the process a lot
and probably design may be loved my money
because this idea of becoming predictable
what usually it is totally uncertain
well
I have a personal idea about the why
about money and business in this moment is
loving design in general
and this is about the cultural shift that we are living
this guy was already mentioned before
this is Peter Diamandis
and this is exactly the sentence that was already on stage
in the word of another speaker
and this everytime that you take a service
a business and infuse the digital inside
this start to accelerate
start to follow the Moore law
start to be faster than your expectation
and well we have many examples
typically the one that I mention is
Codec
that invent the digital camera
So shaped a world where everyone
will love to take thousands of pictures everyday
and failed
failed in it's own paradise
were they are the inventor
and they have people that love to take pictures
So that is crazy but because they doesn't got
the digital shift
and well
digital technology are pushing everyone
and everything to be closer to what I call consumerization
and multiplying touchpoints
consumerization it is what you see for example
when you just use your Iphone
there is no military agreetion
version or the professional version
of the iphone
there are technologies that might be possible
to be sustainable just because
they go straight to the consumers
and obviosly the connectivity is about to change everything
this is very simple
it is not a discussion to the
to the cultural level that we already have
during the day, but connectivity changes actually everything
it is not just decentralization
there is another word that I love
this interdependence
interdependence is a super effective
in shaping the behavior of people
that are actually using that specific technology
and all the consequence that we saw
and we take from the market when we do our research
are about humans
so the social induction
the influence that social network are having on us
it comes from here
the internet of things
it is, let's say a bridge between physical and digital
that is like a permitting
that power our internet
reach humanity
not everywhere and this is not a problem of place
is humanity is about us
so one of the sentences
that many times
take the attention of our customers is
when we say that
everytime that you place an object
let's say in the universe, in the world of our consumers
of the person that it is you consumer
you costumer
well you start an always-on
and personal and by directional dialogue
with them
this is super powerful
in a world in which we fight through
the advertizing or whatever other
to get the attention of people
this kind of tools may be potentially
very relevant
and obviously it may not be concived
with the
let's say the approach of those that
just design advertizing
this works as every technology
works just if is acceptable
and useful
my personal opinion is that
the designers in this moment has the opportunity
to lead innovation
because we have a little bit of hybrid approach
we love technology
but this is not just our life
techology is not what drives us all the way
we love to talk about the service and business model
but making money is not the only
let's say goal that we have
so this hybrid approach may be useful in many times
I have a short story that I would like to share with you
about what is behind the network thinking
that is the title of the presentation
this is a picture shoot in 2008
when I started a company
that was my first company about the internet of things
we started in California
and was too early
it was a failure
this is not a success story
this is a failure story
we just started to early
and well
for many years later this company
was gone
I was invited by big corporations
to give advices about the internet of things
in four years I wasn't believing that
the reason why they asked me
was because I failed before
and got the opportunity to learn before them
I was convinced that this school
what was selling them
but actually it was not true
because this story still going on
and companies still asking me like 8 years later
which advantage
I got in a few years
working in the internet of things in 2008
this isn't making any sense
my personal answer
about why these companies is still
involving us in the project
is because we have a different mental model
in the same way which in previous age
the mental model that shapes organization
product in communities
was like copied by some specific situation
like the clock
like the assembly line or like how the broadcast work
this is the technology that influenced
our mental models
and we know are shaped by the internet
by the network
and there is something potentially dangerous
that is happening now
because also digital
doesn't have a clear idea about that
because they don't "label" 100% of the network
as those that grew up together with net
passing from the phone ring
to the chat, to the web, to all the stuff
much people just live inside (unclear)
inside (unclear)
I don't want to say Facebook is too old
No, but (unclear)
just watching all the time, just one side of the net
Network thinking again is a mental model
what we need
like new skills, new ways to see the problem
and for sure we need an attitude
that is typical in front of the science skills
curiousity, lateral thinking, all this stuff
but, we should have the ability
to flow with a complexity
complexity is a scary word
and having the ability
just to tolerate the uncertain
it is mandatory to flow completely
the power of the network thinking
and obviously networks
are maps that are very difficult to browse
finding patterns and find leverage points
is an ability that we need to experience
we need to develop
It is a continuous discussion
between us, our mental models
and the cognitive tools that we have
and about the cognitive tools
there's the second part of the story
connected objects are natural born storytellers
people expectations are actually shaped
by consumers technologies
(unclear)
what we design, what we use
is the when
what is the moment in time
we live in the border between
I don't want to mention cloud
I want to mention FOG computing
and the IoT Era
and today what is relevant
for any technology to live long and prosper
is to be connected
this is like the Darwinian issue
we can do it without this approach
well, we already saw many stats and numbers
about the growing of the internet of things
but just to recall a few (unclear)
in 2008 already the number of connected object
exceeded the number of humans out
the last quarter of 2014
well, more iphones were sold than babies born
this is one of the way I prefer to tell this part of the story
because again is about humans
So, technologies are shaping us through the
connected and cognitive objects/device that we are using
is like an alien invasion
it's a world where every second more than 100 objects
land in our pocket, in our car, in our desk
all these objects are talking objects
are connected and tell stories to us
let me tell a few examples
who is taking this picture?
as a human I decide to take a picture
and I click the button
later what happen?
actually is that the system double check
if the target is smiling
if the eyes are open
and add the location, and add metadata
the most of the job
when we are using our smartphone actually
is made by them
and I want to ask
why we are taking a picture?
why she is taking the picture?
Selfies
isn't obvious (unclear)
we (unclear) a specific technology
with the front camera
that we learned to use
this is like an inception
this is an induced need
I like to recall George Basalla
that say: We are the consequence of the tools we use
this guys there are shaping us
well
we saw many application, talking about pictures
that change dramatically in real time
what exactly we record
the questions, What is real?
or who is the artist?
I think make sense
Who is the artist?
probably the algorithm in Instagram?
these are just very basic examples
very low level examples
about memories that are co-created
between machines and humans
but what is more relevant
are automatic memories and autonomous stories
that we start to see on the net
the first step of automatic memories
are for example collecting data
with or without your willing
your phone is tracking you
continuously
and this data are available to do something
for example something that helps you
to stay in shape or for example
to track your activity during the sport
but later this data is showed to you in a specific way
this is like an automatic, visual and mathematical language
they which I see the result
is influencing me
I am my dashboard
and I would likely be better
than what the dashboard in this moment is visualizing
this story of me that is telling
recently I just saw
how some kind of Android
just try without asking proactively
to assemble pictures in a Panorama
so these two pictures
was taken and immediatly he proposed the Panorama
and I never asked for a Panorama
but he does continuously
the job to search if there's some match
shot by shot and collect information
and we can do similar things
for example with the iphone
Building (unclear) about our vacation
pictures and whatever
and I was shocked last summer because
when my old parents
related not parents
started to use this functionality
to tell us the story of what they do
this is something that is actually influencing our memory
and well
this is just the simplest objects
that was possible to mention
the camera
try to mention what is doing right now
as a constant of our usage
our smartphones,(unclear)
our self driving car
and whatever we will use for example to protect ourselves
for example this is a robot
that protect
our garage for cars
and what will happen when "Gibo"
will launch the first companion robot
that (unclear) control
so connected objects are natural born storytellers
and meaningul stories
might be created combining the right level
of automatic contributions from the machine
and what?
our habits
So
brands, any kind of brands
is becoming for example a media company
I like when Tim o'reilly said
in the near future all the companies will be
every company will be a technology company
it is true
but there is a step in the middle
it is
becoming a media company
so telling stories is a super relevant for everyone
and people interaction with technology
might seem predictable
or predictable enough
but is almost never true
this is something that we all learned
through the experiment that google
does a few months ago
rolling hills have been transformed in giant birds
and village's houses have become cars and trucks
so this is the starry nightmare
storyteller objects are already influencing all the scene
and the classic user interaction
so the interface that we know
and we use since yesterday
are evolving into a continuous conversation
we have tons of paper that
we're predicting that
I mean now is happening
well the incoming communication will be a relationship
where the object emerge from the Fog
and again I would like to use this word of Fog computing
instead of cloud
because the way in which the intelligence is spread
in this other kind of architecture
and just
let's say we're not for all of us
I would like to remember
what KK said about the technology
remember that technology wants exactly
what life wants
to be another species perhaps
last stop in this talk is
about the design rules
so, what we can do actually tomorrow morning?
to shape the kind of world
that we like to have
so, again
we saw that design it is not about shape
it is not about pixels
so is
is about behaviours
and
right now
what we can do
is trying to set the intelligence
in the right place in the architecture
of any product and service
trying to make systems
that are partially able to predict the user needs
according the context
this it might look complicated
but in the end
what we do for example
as a design firm is
first of all: trying to evolve our design tools
we have design tools
like the one from design thinking
and we are trying to evolve that
to evidence ther emergents behaviour
that already are present in any object
and later we will see
we will also try to infuse behaviours in other objects
this is for example a very simple scheme
that we use
to talk about technology
regardless of any specification
of any (unclear)
of any, I don't know
word that usually we use
how many megapixels?
how many memories?
how fast is the processor?
who cares
we talk about technology
that are passive, reactive or proactive
and behind this definition
we have notion about memory, interaction
recognition and learning
we try to shift the language
from a machine language to a
human like language
also we are still talking about technology
we are still talking about objects
and the consequence of this approach
is that for example
we can (unclear)
it's a science tool
that are totally different than usual
we can put for example
the intelligence of the system or the engagement
in a chart together with the longevity
and well, I have a ton of examples
of this use
for example this is
if you place something here
whit a very high level of engagement
and a very low longevity
probably
you are talking about an object that is
produced by a marketing/campaign driven company
while for example if you talk about
objects that have a very long longevity
and zero engagement
you are probably talking an object
that comes from a company
that is technology/operation driven
we use this kind of tools
to discover what our costumer really want
and to design the next level
and again without mention the specific technology
these are other charts
for some brand adherence and customer engagement
we use that in spaces
which kind of technology you want to introduce in
I don't know, in the Prada store
Prada is about luxury
you can just place a couple of large displays
and pretend that the people like it
Well, and later before we understand
what emergent behaviors are
later we develop instruments and tools
to try to infuse this behavior of thinking in object
and well we have three very small law
three robotics law
from Asimov, he's there on the left
the first is every object
must know stories
different kind of stories
according to the complexity of the product and service
but for example the history of its past
how it is made
this is very close to the Bruce Sterling vision
of a spime
and later
every object must be sentient
for example
we saw in few years
the GPS in the car
emergence and disappeared
because now it is totally enbedded in our phones
but what is actually different between the two services?
well one is connected and has a sensor
so
the traditional
let's say a single shape GPS
the one that probably all of us
bought 10 years ago
is like a
mystical object
they actually doesn't know
anything about the real world
it doesn't have any sensor
is like
a preacher with a sort of god in the sky
that is the satellite
and with a clock
nothing else
must be sentient
must have some sort of direct
knowledge of the world
we as humans developed our intelligence
through many steps
including for example direct manipulation
but first of all we have
a direct experience of the world
last but not least
every object must be social
I don't want necessary say that the object
should post on Facebook, who cares?
but the object must produce data that
are meaningful for human, that might be shared
in a social network that we as humans
are actually using
I don't believe for example in simple
machine to machine solution
that never touch the human
in all the chain
I just don't agree
it doesn't scale
it doesn't survive to the network society
so my personal conclusion
technology acceleration changes everything
consumerization is one of the big forces
in the market brand now
this as a consequence has
the proliferation in digital touchpoints
and this is good
bacause our products and service
our business in general
has a new landscape of services and opportunities
consumerization evolve consumers habits
consumerization is about consumers
and people expect behaviours not functionalities
this is the biggest reason why I usually don't agree
when the leadership of a project
in any scale
is just technical
and obviously to be connected
is a natural state of mind
for any object right now
and again this just a recall
placing an object in a pocket, in a car
over the desktop, to consumer
to the person that is your consumer
needs to build a personal, bi-directional
always-on communication channel
last but not least
the aesthetic has a role
we don't want to carry with us
ugly stuff in the future
I think aesthetic has a role
but not just flat aesthetic
just shape
the aesthetic of trust
we should be able to transmit our brand
our value, the meaning of the thing that we are doing
to this path, the aesthetic of trust
and well you know, every object
should: know stories, be sentient and be social
and that's all we have a white paper
that is free for download about that
Thank you Le
we do have time for few questions
and I see raised hands
Hi Leandro
Ciao
that's just a fantastic presentation
one thing I love about it is that
someone who live in northern or southern California
you just gave the best talk I've ever heard
to integrate northern California which makes
objects: Hardware and softwares
and southern California which makes
Stories: in the form of movies and TV shows
and I think you should come to California
because maybe we can have a more united
business culture than the one we have right now
which is like Athens and Sparta
well usually don't met me bacause I travel often
to the Northern California, but who knows
perhaps in the future
Great, so my question is
can we apply this for a second to the
question of the apple car?
Apple has its strenghts
and now Tesla has done a great job
and has a car that broke the scale
a 103 points and a 100 point scale and so on
how can Apple use the principles
that you've talked about today
to have something new
and to bring something amazing to market?
can you show us like a real time example
of how you apply this
I was scared by you
because you usually do very bad questions
and very hard to answer
but this time, just for this time I have the answer
So that's because you're a genius at the subject
and by the way he might be rethink
I talked to the top Italian scientist at the Expo
and he was talking of how great Italian
food products were
and I said, I decided to have some fun, and i said
I like to eat pizza and pasta
and Italian cheeses all the time
I want to eat only those things
give me the scientific evidence that's healthy
and he went like: ah ah
and the british top scientist tried to help him and said
well the gentleman is asking for the benefits
of the mediterranean diet
which isn't what I said but he still couldn't answer
Well
first of all Apple is trying to bridge
the technology that they provide
to the consumer in many different ways
from the user interface
to the kind of pointer that you use
the kind of interaction that you use
to Siri for example
that is this last tentative to close the distance
between the users and their own products
where you spot this kind of approach in Tesla?
Tesla still a car, it is the most beautiful car
that I can imagine, I want to buy one
but obviously I just have a little problem with time
Money
and let say that I have to work a couple of years
in order to get a Tesla
but I'm not able to spot the attitude that Apple
has in finding the bridge between
the technology and the humans
So for example I can imagine that
just going closer to the Apple car who knows
what will the Apple car will be
I can just go there and say
Hey Siri bring me at home
that is a little bit closer in the human machines
human intelligence, artificial intelligence
relation to what Tesla is trying to do in this moment
and I can imagine that Apple
it is not just finished
the evolution of human and computer interaction
with Siri
they just bought three or four different
deep learning companies in the last six months
so, I think that making the system
of the Apple car
being able to be aware of the context
and let's say
able enough to predict what the user needs
will be the goal that they will try to reach
Thanks
I was laughing Alex because I was present
8 years ago in Topics here in Torino
to the prototipe startup
presentation of Leandro
Leandro, about this startup
exist something similar to your idea 8 years ago?
on the market I mean
Wow, this looks pretty personal
in 2008 we started a company
that was, let' say visualizing about
making the IOT possible through a protocol
that is called open spime
spime come from Bruce Sterling
we choosed the name together
with him, so we mentioned Bruce Sterling
as a goodfather of our startup
and the protocol was
let's say
something completely open
a little bit like blockchain sometimes
that allow you to identify specific object in the net
and one of the features
that were possible with this protocol
is like: you lost your process?
and you ask the net: where they are in the physical space
and the other object hearing your question
might have find something
this was the real basis
of the technology
and what was totally different
than what I'm serving today on the market is
that everything was based on parallel computing
we still using sequential programming language
in a multicore universe
no one of us has a single core computer
each laptop has more than one core
but we don't be able we never moved to
a new paradigm of computation
that allow us to adress all the cores
in the same moment
so, we are not correctly using
the computational power that we have
I never spot something similar
probably for a reason
I don't know
probably we should wait another ten years
to see something
to see something similar
but also because technology it become so cheap
that who cares about being efficient
right now
Ok, so thank you Le