Presentation Future Design Days

Future Design DaysNovember 14, 2005

Johan Forsberg

Johan Forsberg Vice President

Communication & Information Lunarworks AB

Lunarstorm: Strategy, communication & information, business development

Expert knowledge in interactive media and non-traditional marketing

Senior consultant and creative director, Prime PR and Prime M2

The last breath of the Information Society

Traditional market communicationHomogenous media landscape

Interactive market communication Fragmented

media landscape

Transformation (Post Hyland)

The Game of a Thousand Whispers

Company

Person

Person

Person Person

Person

Person

Message transmittance PAST

A

a

Person

Company

Person

Person Person

Person

Person

Message transmittanceTODAY

a

X

L

A

Information society

Interaction society

Consequences

Procumer

=Producer

+Consumer

Consumer

From consumers to procumers

Natives of the Interaction Society

Lunarstorm in numbers Statistics

• 1.2 million active members1

• Average age: 18 years old

• 74 % penetration in target group aged 15-20

• 375 000 unique visitors/day2

• Spends on an average 56 minutes every day at LunarStorm.se2

One of the largest interactive societies in the world

Equally important part of society as the park, the mobile phone or the TV

Provides a glimpse of future media, product development and society

1 ”Active members” refer to members who has been logged in sometime in the last four months.

2 Source: Nielsen/NetRatings SiteCensus, August 2005

What trade is Lunarstorm in? Telecom

Internet

Media

Entertainment

Relationships!

5 examples of ”Kryp in”

Ego boosting is the central concept and the strongest driver in social communities

3 seconds to communicate

3 seconds to catch someone's eye

3 seconds to start a new relation

Everyone under age 25 has trained themselves to AD:s, Copywriters and Designers

Who are these people?

The parallel society is for real

Relations are everything

Multitasking is natural

The pictureas a

language

Design inthe Interaction Society

Your users as designers (procumers)

Designer

User

User

User User

User

User

Centralized design

A

a

Decentralized design

Designer

Designer

Designer

Designer Designer

Designer

Designer

a

X

L

A

Your users are well trained designers

• Lunarstorm has 1,2 million designers…

They often know your product better than you do

They love to participate

• Open source mentality

Don´t be afraid to let them become procumers

Designed by the users

Functionality rules

Bad taste is often popular and good practice, whether we like it or not

Don´t worry, good design also has a future online…

Functional online design is often ugly

All design should to lead to new relations

How many relations did you run into on the internet yesterday?

• How many did your teenager run into?

“The natives of the net” weaves in their personality and net-identity in everything they do

They will stick to this behavior forever. If someone needs to change it´s us - they won´t

Relation Design

All communication is turning two-way, from monologue to dialogue

There always has to be an opportunity for feedback and dialogue, even among the users themselves

There always has to be yet another door to open

• Into a new relationship

• Into a new world

Dead end streets means“change of channel”/log out

No-dead-end-streets Design

When did you last se a teenager sitting alone with a cell-phone, PSP, iPod or computer?

• All products and services must aim to be a part of the ”friend-relation-fellowship”

The best products take advantage of the 2-2-2-logic

• Together with your best friend

• Connecting to another set of friends

• “The giggle effect”

2-2-2 design is viral!

2-2-2 Design

From Information to Interaction Society - a true paradigm shift

• All communication shifts from monologue to dialogue

Observe the young crowd

• Always in a relationship

• Often 2-2-2

• Functionality in the drivers seat

• Dare to make your users co-producers – procumers – and trust them

Moderating design as a philosophy

• Moderating design processes will be just as important as designing it yourself!

Summary

Johan ForsbergVice President Information, LunarWorksCreative Director, Prime PR0708-62 67 [email protected]@primepr.se

For more information about young people:

www.lunarstorm.se/agerdugersuger