DESIGN FICTION EN
DESIGN FICTION EN
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Theory
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Case studies
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Task
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Download
Theoretical framework of the tool
Description of the tool:
Design Fiction is a creative method that uses fictional stories, prototypes, scenarios, and visualizations to explore and discuss possible future worlds. This approach combines design, art, and futuristic scenarios to anticipate, critique, or inspire technologies and societal changes. Design Fiction helps create concrete and meaningful images of the future that enable teams and the public to better understand the potential impact of new technologies and trends.
Objective of the tool
The goal of Design Fiction is to design and present possible future scenarios and solutions that can influence decision-making, innovation, and strategy. By creating fictional but realistic stories and artifacts, Design Fiction enables stakeholders to think critically about the future, identify opportunities and risks, and plan towards desired outcomes.
Step by step: instructions for using the tool
Prepare:
- Documentation tools (computer, paper, flipchart).
- Studies, analyses, and trends related to your field of activity.
- Creative and analytical tools for visualizing the future.
Step 1: Define the goal and context
- Instructions: Identify the area or problem you want to focus on and determine the purpose of your fictional scenario (inspiration, criticism, education, strategic planning).
- Questions: What do I want to explore or present? What changes or technologies might affect this area?
Step 2: Research and gather ideas
- Instructions: Gather information about current trends, technologies, cultural and social aspects related to your topic.
- Tools: Literary sources, scientific studies, futuristic concepts, consultations with experts.
Step 3: Create a future scenario
- Instructions: Design a fictional story or situation that takes place in the future.
Include characters, settings, and technologies that illustrate the impacts of the trends. Step 4: Design prototypes and artifacts
Instructions: Create visual or tangible representations of the future scenario.
Step 5: Test the future scenario
Instructions: Gather feedback from stakeholders and refine the future scenario.
Step 6: Iterate and refine the future scenario
Instructions: Repeat steps 1–5 until you are satisfied with the future scenario.
Step 7: Present the future scenario
Instructions: Present the future scenario to stakeholders.
Step 8: Follow up
Step 4: Design prototypes and artifacts
- Instructions: Create visual or tangible artifacts (product concepts, websites, interfaces, advertisements) that support your scenario.
- Tools: Creative software (Adobe Creative Suite, Sketch), 3D modeling tools, prototyping materials.
Step 5: Presentation and discussion
- Instructions: Present the created scenario and artifacts to the team or the public and facilitate discussion.
- Questions: What are the implications of this future? What opportunities and risks arise from the proposed scenario?
Step 6: Collect feedback and iterate
- Instructions: Get feedback on your scenario and artifacts, discuss possibilities and criticisms, and adjust concepts as needed.
- Tools: Questionnaires, workshops, discussion forums, iterative design.
Tools and materials
List of necessary tools:
- Computer, paper, flipcharts.
- Software tools: Adobe Creative Suite, Sketch, 3D modeling programs, prototyping tools.
- Analytical tools: trend research, consultations with futurists, literature.
Tips and tricks
- Clearly define the purpose and context of your Design Fiction project.
- Use a wide range of sources of inspiration – from science fiction literature to scientific forecasts.
- Be open to different perspectives and scenarios.
- Create visually appealing prototypes and artifacts that will engage your audience.
- Encourage discussion and critical thinking based on the fictional stories presented.
- Iterate and adapt your scenarios based on feedback.
Conclusion
Design Fiction is an effective tool for presenting possible futures, enabling creative and critical thinking about what technology and society might look like tomorrow. By applying this approach, teams can better understand potential trends, identify opportunities and risks, and create innovative strategies for the future.
Possible model situations as a tool for practical application
Case study: Netflix and the future of advertising campaigns
Campaign description:
Netflix wants to present the future of advertising campaigns for its streaming services, which are fully interactive and personalized using VR/AR technologies and artificial intelligence. The goal is to create an engaging advertising campaign that shows what audience interactions with content and advertising could look like in 2035.
How Design Fiction can be used in this campaign:
Step 1: Define the goal and context:
- The goal is to create a fictional advertising scenario that demonstrates the future possibilities of interactive Netflix content viewing with personalized ads.
Step 2: Research and gather ideas:
- Gather information about VR/AR technologies, interactive media, ad personalization, and current trends in streaming advertising.
Step 3: Create a future scenario:
- Imagine an advertising campaign in 2035: A viewer puts on a VR headset and “enters” a virtual cinema, where the environment and product advertisements are tailored to their preferences and viewing context. For example, while watching a movie, personalized offers for related products or services are displayed.
Step 4: Design prototypes and artifacts:
- Create conceptual ads, storyboards, 3D visualizations of the virtual cinema, and interactive elements that show how this future ad would look and work.
- Simulate an interactive interface where viewers can interact with the ad or change settings according to their preferences.
Step 5: Presentation and discussion:
- Present the fictional campaign to Netflix’s internal team or at a workshop with marketing experts.
- Discuss audience reactions, how viewers can engage with interactive ads, and what challenges this could pose for implementation.
Step 6: Gather feedback and iterate:
- Get feedback from presentation attendees, potential users, and technology experts.
- Iterate prototypes and scenarios based on feedback to fine-tune the ad concept for the future.
Case study: IKEA futuristic living
Campaign description:
IKEA is preparing an advertising campaign that will showcase futuristic living with smart furniture and home solutions that change the way people live. The goal is to focus on innovations in smart home technologies and personalized solutions for living.
How to use Design Fiction in this campaign:
Step 1: Define the goal and context:
- The goal is to imagine the future of living with smart furniture and technologies that improve quality of life, and then use this vision as the core of an advertising campaign for IKEA.
Step 2: Research and gather ideas:
- Gather information about trends in smart home technologies, interactive design, sustainable materials, and changes in consumer lifestyles.
Step 3: Create a scenario for the future:
- Imagine the year 2040, where customers can intuitively and efficiently customize their homes thanks to smart furniture from IKEA. For example, furniture with integrated technology responds to the user’s needs (lighting, temperature, entertainment) and changes according to their mood or the time of day.
Step 4: Design prototypes and artifacts:
- Create visual concepts of smart furniture pieces, interactive interiors, and advertising spots that show how these technologies could look and work in real life.
- Design an AR app that allows customers to “try out” smart furniture in their home before purchasing it.
Step 5: Presentation and discussion:
- Present your concepts and prototypes to IKEA’s internal teams, at publicity events or online campaigns.
- Discuss with your audience their reactions, what interests them, what concerns they have and what features they consider most important.
Step 6: Collect feedback and iterate:
- Get feedback from potential customers, designers, and technology experts.
- Iterate your designs and adapt your advertising concept to make it more realistic and appealing to your target audience.
Task
Brand: Adidas
Product/service: New collection of recyclable sports shoes
Objective: Create a futuristic advertising story and concepts using the Design Fiction method that demonstrate the potential future of this collection, appeal to students’ creative thinking, and help predict the impact of innovation on the sports shoe market in different countries.
Step 1: Define the goal and context:
-
- Instructions: Determine what kind of futuristic story you want to present in an advertising campaign for a new collection of recyclable Adidas shoes.
- Questions: What trends and technologies could influence how customers perceive and use these shoes in the future? What is the main message of the campaign?
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Step 2: Research and gather ideas:
-
- Instructions: Research current trends in sustainable fashion, futuristic concepts in sports footwear, and technologies such as VR/AR, AI, or wearable technologies that could be relevant.
- Nástroje: Trendové správy, sci-fi literatúra, dizajnérske portfóliá, technologické inovácie.
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Step 3: Create a future scenario:
-
- Instructions: Create a fictional story or situation set in the future (e.g., the year 2040) where customers use recyclable Adidas shoes in the context of a smart, sustainable, and interactive world.
- Questions: What might customer interaction with the product look like in 2040? How would technology and sustainability change the way these shoes are used and perceived?
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Krok 4: Návrh prototypov a artefaktov:
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- Instructions: Based on the scenario you have created, design visual concepts, advertising spots, interactive interfaces, or AR/VR demos that present a futuristic experience of using the shoes.
- Tools: Creative software, 3D modeling, storyboards, prototyping tools.
In class, we can use available tools such as computer programs, but also other tools such as Lego, drawing, plasticine, etc.
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Step 5: Presentation and discussion:
-
- Instructions: Present your futuristic story and prototypes to the class or group.
- Questions: What reactions do your ideas elicit? What could be feasible in the real world and what technological or social obstacles might arise?
Step 6: Collect feedback and iterate:
-
- Instructions: Get feedback from your classmates and teacher.
Discuss ways to improve your scenario and prototypes.
Instructions: Get feedback from your classmates and teacher.
Tools: Brainstorming, questionnaires, discussions, iterative design.
Outputs:
A written document (2–3 pages) that includes:
A description of the futuristic story you created for recyclable materials.
A description of the problems you identified.
A description of the solutions you came up with.
A description of the problems you identified.
A description of the solutions you came up with.
A description of the problems you identified.
A description of the solutions you came up with.
A description of the problems you identified.
A description of the
A written document (2-3 pages) containing:
- A description of the futuristic story you created for recyclable Adidas shoes.
- A brief analysis of the trends and technologies you researched and their impact on the advertising campaign.
- Proposals for visual concepts or prototypes that support your scenario.
- A discussion of the potential opportunities and challenges associated with your futuristic concept.
Brief presentation (max. 10 minutes):
- Present your futuristic story and visual concepts.
- Explain which trends and technologies you have incorporated and why.
- Discuss expected customer reactions and potential actionable steps.
- Show how your design can inspire a real marketing strategy for Adidas.
Use the Design Fiction method to create an innovative and futuristic advertising concept for a new collection of recyclable Adidas sports shoes. This approach will allow you to think creatively about the future, explore possible scenarios, and get a sense of what an effective advertising campaign might look like in a changing world of technology and sustainability.
Miesto pre vypracovanie:
-
Theory
-
Case studies
-
Task
-
Download
Theoretical framework of the tool
Description of the tool:
Design Fiction is a creative method that uses fictional stories, prototypes, scenarios, and visualizations to explore and discuss possible future worlds. This approach combines design, art, and futuristic scenarios to anticipate, critique, or inspire technologies and societal changes. Design Fiction helps create concrete and meaningful images of the future that enable teams and the public to better understand the potential impact of new technologies and trends.
Objective of the tool
The goal of Design Fiction is to design and present possible future scenarios and solutions that can influence decision-making, innovation, and strategy. By creating fictional but realistic stories and artifacts, Design Fiction enables stakeholders to think critically about the future, identify opportunities and risks, and plan towards desired outcomes.
Step by step: instructions for using the tool
Prepare:
- Documentation tools (computer, paper, flipchart).
- Studies, analyses, and trends related to your field of activity.
- Creative and analytical tools for visualizing the future.
Step 1: Define the goal and context
- Instructions: Identify the area or problem you want to focus on and determine the purpose of your fictional scenario (inspiration, criticism, education, strategic planning).
- Questions: What do I want to explore or present? What changes or technologies might affect this area?
Step 2: Research and gather ideas
- Instructions: Gather information about current trends, technologies, cultural and social aspects related to your topic.
- Tools: Literary sources, scientific studies, futuristic concepts, consultations with experts.
Step 3: Create a future scenario
- Instructions: Design a fictional story or situation that takes place in the future.
Include characters, settings, and technologies that illustrate the impacts of the trends. Step 4: Design prototypes and artifacts
Instructions: Create visual or tangible representations of the future scenario.
Step 5: Test the future scenario
Instructions: Gather feedback from stakeholders and refine the future scenario.
Step 6: Iterate and refine the future scenario
Instructions: Repeat steps 1–5 until you are satisfied with the future scenario.
Step 7: Present the future scenario
Instructions: Present the future scenario to stakeholders.
Step 8: Follow up
Step 4: Design prototypes and artifacts
- Instructions: Create visual or tangible artifacts (product concepts, websites, interfaces, advertisements) that support your scenario.
- Tools: Creative software (Adobe Creative Suite, Sketch), 3D modeling tools, prototyping materials.
Step 5: Presentation and discussion
- Instructions: Present the created scenario and artifacts to the team or the public and facilitate discussion.
- Questions: What are the implications of this future? What opportunities and risks arise from the proposed scenario?
Step 6: Collect feedback and iterate
- Instructions: Get feedback on your scenario and artifacts, discuss possibilities and criticisms, and adjust concepts as needed.
- Tools: Questionnaires, workshops, discussion forums, iterative design.
Tools and materials
List of necessary tools:
- Computer, paper, flipcharts.
- Software tools: Adobe Creative Suite, Sketch, 3D modeling programs, prototyping tools.
- Analytical tools: trend research, consultations with futurists, literature.
Tips and tricks
- Clearly define the purpose and context of your Design Fiction project.
- Use a wide range of sources of inspiration – from science fiction literature to scientific forecasts.
- Be open to different perspectives and scenarios.
- Create visually appealing prototypes and artifacts that will engage your audience.
- Encourage discussion and critical thinking based on the fictional stories presented.
- Iterate and adapt your scenarios based on feedback.
Conclusion
Design Fiction is an effective tool for presenting possible futures, enabling creative and critical thinking about what technology and society might look like tomorrow. By applying this approach, teams can better understand potential trends, identify opportunities and risks, and create innovative strategies for the future.
Possible model situations as a tool for practical application
Case study: Netflix and the future of advertising campaigns
Campaign description:
Netflix wants to present the future of advertising campaigns for its streaming services, which are fully interactive and personalized using VR/AR technologies and artificial intelligence. The goal is to create an engaging advertising campaign that shows what audience interactions with content and advertising could look like in 2035.
How Design Fiction can be used in this campaign:
Step 1: Define the goal and context:
- The goal is to create a fictional advertising scenario that demonstrates the future possibilities of interactive Netflix content viewing with personalized ads.
Step 2: Research and gather ideas:
- Gather information about VR/AR technologies, interactive media, ad personalization, and current trends in streaming advertising.
Step 3: Create a future scenario:
- Imagine an advertising campaign in 2035: A viewer puts on a VR headset and “enters” a virtual cinema, where the environment and product advertisements are tailored to their preferences and viewing context. For example, while watching a movie, personalized offers for related products or services are displayed.
Step 4: Design prototypes and artifacts:
- Create conceptual ads, storyboards, 3D visualizations of the virtual cinema, and interactive elements that show how this future ad would look and work.
- Simulate an interactive interface where viewers can interact with the ad or change settings according to their preferences.
Step 5: Presentation and discussion:
- Present the fictional campaign to Netflix’s internal team or at a workshop with marketing experts.
- Discuss audience reactions, how viewers can engage with interactive ads, and what challenges this could pose for implementation.
- Get feedback from presentation attendees, potential users, and technology experts.
- Iterate prototypes and scenarios based on feedback to fine-tune the ad concept for the future.
- The goal is to imagine the future of living with smart furniture and technologies that improve quality of life, and then use this vision as the core of an advertising campaign for IKEA.
- Gather information about trends in smart home technologies, interactive design, sustainable materials, and changes in consumer lifestyles.
- Imagine the year 2040, where customers can intuitively and efficiently customize their homes thanks to smart furniture from IKEA. For example, furniture with integrated technology responds to the user’s needs (lighting, temperature, entertainment) and changes according to their mood or the time of day.
- Create visual concepts of smart furniture pieces, interactive interiors, and advertising spots that show how these technologies could look and work in real life.
- Design an AR app that allows customers to “try out” smart furniture in their home before purchasing it.
- Present your concepts and prototypes to IKEA’s internal teams, at publicity events or online campaigns.
- Discuss with your audience their reactions, what interests them, what concerns they have and what features they consider most important.
- Get feedback from potential customers, designers, and technology experts.
- Iterate your designs and adapt your advertising concept to make it more realistic and appealing to your target audience.
Step 6: Gather feedback and iterate:
Case study: IKEA futuristic living
Campaign description:
IKEA is preparing an advertising campaign that will showcase futuristic living with smart furniture and home solutions that change the way people live. The goal is to focus on innovations in smart home technologies and personalized solutions for living.
How to use Design Fiction in this campaign:
Step 1: Define the goal and context:
Step 2: Research and gather ideas:
Step 3: Create a scenario for the future:
Step 4: Design prototypes and artifacts:
Step 5: Presentation and discussion:
Step 6: Collect feedback and iterate:
Task
Brand: Adidas
Product/service: New collection of recyclable sports shoes
Objective: Create a futuristic advertising story and concepts using the Design Fiction method that demonstrate the potential future of this collection, appeal to students’ creative thinking, and help predict the impact of innovation on the sports shoe market in different countries.
Step 1: Define the goal and context:
-
- Instructions: Determine what kind of futuristic story you want to present in an advertising campaign for a new collection of recyclable Adidas shoes.
- Questions: What trends and technologies could influence how customers perceive and use these shoes in the future? What is the main message of the campaign?
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Step 2: Research and gather ideas:
-
- Instructions: Research current trends in sustainable fashion, futuristic concepts in sports footwear, and technologies such as VR/AR, AI, or wearable technologies that could be relevant.
- Nástroje: Trendové správy, sci-fi literatúra, dizajnérske portfóliá, technologické inovácie.
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Step 3: Create a future scenario:
-
- Instructions: Create a fictional story or situation set in the future (e.g., the year 2040) where customers use recyclable Adidas shoes in the context of a smart, sustainable, and interactive world.
- Questions: What might customer interaction with the product look like in 2040? How would technology and sustainability change the way these shoes are used and perceived?
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Krok 4: Návrh prototypov a artefaktov:
-
- Instructions: Based on the scenario you have created, design visual concepts, advertising spots, interactive interfaces, or AR/VR demos that present a futuristic experience of using the shoes.
- Tools: Creative software, 3D modeling, storyboards, prototyping tools.
In class, we can use available tools such as computer programs, but also other tools such as Lego, drawing, plasticine, etc.
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Step 5: Presentation and discussion:
-
- Instructions: Present your futuristic story and prototypes to the class or group.
- Questions: What reactions do your ideas elicit? What could be feasible in the real world and what technological or social obstacles might arise?
Step 6: Collect feedback and iterate:
-
- Instructions: Get feedback from your classmates and teacher.
Discuss ways to improve your scenario and prototypes.
Instructions: Get feedback from your classmates and teacher.Tools: Brainstorming, questionnaires, discussions, iterative design.
Outputs:
A written document (2–3 pages) that includes:
A description of the futuristic story you created for recyclable materials.
A description of the problems you identified.
A description of the solutions you came up with.
A description of the problems you identified.
A description of the solutions you came up with.
A description of the problems you identified.
A description of the solutions you came up with.
A description of the problems you identified.
A description of theA written document (2-3 pages) containing:
- A description of the futuristic story you created for recyclable Adidas shoes.
- A brief analysis of the trends and technologies you researched and their impact on the advertising campaign.
- Proposals for visual concepts or prototypes that support your scenario.
- A discussion of the potential opportunities and challenges associated with your futuristic concept.
Brief presentation (max. 10 minutes):
- Present your futuristic story and visual concepts.
- Explain which trends and technologies you have incorporated and why.
- Discuss expected customer reactions and potential actionable steps.
- Show how your design can inspire a real marketing strategy for Adidas.
Use the Design Fiction method to create an innovative and futuristic advertising concept for a new collection of recyclable Adidas sports shoes. This approach will allow you to think creatively about the future, explore possible scenarios, and get a sense of what an effective advertising campaign might look like in a changing world of technology and sustainability.
Miesto pre vypracovanie:
- Instructions: Get feedback from your classmates and teacher.