The speculative design practice finds its origins in the 19th century but has developed consistently since the 1990s in which the term CSD (Critical Speculative Design) was coined by the collaboration between the designers Anthony Dunne and Fiona Raby at the Royal College of Art in London. In 2013, the two authors refined their approach to give birth to the manifesto of speculative design as a method to speculate on how "things could be." In recent years, the practice has begun to arouse interest in some scholars in the field of innovation, offering compelling insights to support the envisioning of future scenarios that can offer new needs and opportunities for the realization of products and services meaningful to society. With our research, we traced the history of speculative design and its relevance in today's business world and then we systematized the existing literature on the topic by defining some "literature gaps" on the role of prototyping within a speculative project for business purposes. These gaps have been filled through an empirical research involving two design firms, Tangity and Sketchin, in an interview activity, case studies analysis and ethnographic research in a series of workshops carried out within the Design Thinking Jam 2022 conducted by the Observatory of Design Thinking for Business of Politecnico di Milano. The research led to the definition of a theoretical model on the roles and natures of speculative prototypes as a support for the phases of a speculative project for business purposes and the correlation between them. The developed model constitutes a reference tool to fully exploit speculative prototypes in business-oriented projects.
La pratica del design speculativo trova le sue origini nel XIX secolo ma si sviluppa in modo consistente solo a partire dagli anni 90 nei quali viene coniato il termine CSD (Critical Speculative Design) dalla collaborazione tra i designer Anthony Dunne e Fiona Raby al Royal College of Art di Londra. Nel 2013 i due autori raffinarono il loro approccio per dare vita al manifesto dello speculative design come metodo che possa utilizzare il design per speculare su come “le cose potrebbero essere”. Negli ultimi anni la pratica ha iniziato a suscitare l’interesse di alcuni studiosi nel campo dell’innovazione, offrendo interessanti spunti nella visione di scenari futuri che possano far emergere nuove necessità ed opportunità per la realizzazione di prodotti e servizi in favore della società. Con la nostra ricerca abbiamo ripercorso la storia del design speculativo e la sua rilevanza nel mondo di oggi e successivamente sistematizzato la letteratura esistente sul tema definendo alcune “lacune letterarie” sul ruolo della prototipazione all’interno di un progetto speculativo a scopo di business. Tali lacune sono state colmate attraverso una ricerca empirica che ha visto coinvolti due studi di design, Tangity e Sketchin, in un’attività di intervista su casi studio e di etnografia su una serie di workshops realizzati all’interno della Design Thinking Jam 2022 condotta dall’Osservatorio Design Thinking For Business del Politecnico di Milano. La ricerca ci ha portato a definire un modello teorico sui ruoli e le nature dei prototipi speculativi a supporto delle fasi di un progetto di speculazione a scopi di business e la correlazione tra di essi. Il modello sviluppato si appresta ad essere un tool di riferimento per sfruttare a pieno i prototipi speculativi in progetti di business.
Speculative design in today's business world : overview and role of prototypes
Durante, Ilaria;COSTANTINO, LEON
2020/2021
Abstract
The speculative design practice finds its origins in the 19th century but has developed consistently since the 1990s in which the term CSD (Critical Speculative Design) was coined by the collaboration between the designers Anthony Dunne and Fiona Raby at the Royal College of Art in London. In 2013, the two authors refined their approach to give birth to the manifesto of speculative design as a method to speculate on how "things could be." In recent years, the practice has begun to arouse interest in some scholars in the field of innovation, offering compelling insights to support the envisioning of future scenarios that can offer new needs and opportunities for the realization of products and services meaningful to society. With our research, we traced the history of speculative design and its relevance in today's business world and then we systematized the existing literature on the topic by defining some "literature gaps" on the role of prototyping within a speculative project for business purposes. These gaps have been filled through an empirical research involving two design firms, Tangity and Sketchin, in an interview activity, case studies analysis and ethnographic research in a series of workshops carried out within the Design Thinking Jam 2022 conducted by the Observatory of Design Thinking for Business of Politecnico di Milano. The research led to the definition of a theoretical model on the roles and natures of speculative prototypes as a support for the phases of a speculative project for business purposes and the correlation between them. The developed model constitutes a reference tool to fully exploit speculative prototypes in business-oriented projects.| File | Dimensione | Formato | |
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2021_12_Costantino_Durante.pdf
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https://hdl.handle.net/10589/181638