Network thinking_ a design perspective - Leandro Agrò (720p_30fps_H264-192kbit_AAC)

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