Digital evolution architect Mika Ilari Koskinen found ten key drivers for the future of design in his interview.
I. Globalization is of course the biggest driving force. When manufacturing leaves a country, design follows it. This forces new models to production and planning.
II. Digitalization and ubicomputing (ubicom) are bringing new professions to the design field by 2020.
III. Design is entering the information security field.
IV. Design is entering the infrastructure planning field.
V. Augmented reality design is coming and it requires a lot of new types of thinking in design work.
VI. Service-based thinking. People will be less interested in equipments or channels, and more on how to get the service or knowledge they need. Everything in production is becoming more end user centered. Consumer selects services from a cloud of services. iPad is an example of forthcoming tools that are used for cloud services.
VII. Situation sensitive design which combines psycho-physical situations to physical contexts. In five years we will speak of situations instead of mobile.
VIII. Brands will reduce their direct advertisement in media and focus on the ways how they behave, and they go to social media.
IX. Web pages die in eight years and we will see direct services marketing to people – whether they want it or not. Thus, urban planners should define the limits to direct marketing – what are the responsibilities, what can be seen, how much can be transmitted in an hour, how car drivers can be interrupted?
Basing on what M.I. Koskinen predicts, prior to 2020 we will start to get 200 advertisements of restaurants once we request information about nearby restaurants. And as people are identified from their walking style on the street, we will get plenty of direct marketing anyways. Hence, we will see “iFolio” services, which filter all spam, noise and let you to get relevant knowledge on time and walk anonymously. Rich will be able to walk freely, poor will be interfered all the time, unfortunately.
Digital artist - 2D/3D compositor Jonna Isotalus from Lucas Films noted that the ways movies are made will change drastically by the year 2020. Ambience design will become a part of not only our services but the movies, too: moving seats, scents, and so forth. In the future we might also see augmented reality and touch-interaction as parts of moviemaking. Could the movie of the future be a sort of a living project that adapts and changes according to the needs and wants of the audience and interaction? Such a project would be led by some sort of a service designer.
Service designer Reima Rönnholm presented an idea about a future where C2C (consumer-to-consumer) services will become increasingly common. This means, for example, that people living in one area of a town begin to provide a service that used to be a public service or one offered by a company. The service could be based on crowdsourcing, social media, ad hoc networks built to surpass costly operators, etc.