The document discusses the need for designers to take a long-term perspective when designing digital products and services. It advocates designing for ecosystems rather than single products or touchpoints. It provides principles for long-term design such as designing for worst case scenarios, balancing ego with humility, and going slow to go fast later. The document also presents a metaphor of the four seasons to represent different phases of the design process from concepting to recovery.

1. Designing for
the long-term
Design and Innovation from
Accenture Interactive
Andy Polaine
APAC Regional Design Director – Fjord
@apolaine @fjord
Web Directions – Design 2018

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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Progress
30 years remaining

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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Progress

4. The Need for Speed
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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Image source: Nick Fewings on Unsplash

5. Mindfulness &
Long-Term Thinking
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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Image source: Adrian on Unsplash

6. The Digital Ephemera
Problem
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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Image source: David Zawila on Unsplash

7. “We shape our tools and
thereafter they shape us.”
Marshall McLuhan/J.M.Caulkin
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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Image © Karsh Estate

8. Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Design outside
the lines
As the discipline of design broadens its horizons, new challenges
are arising. To continue making an impact, designers need to evolve
how they work, learn, and differentiate themselves.
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018

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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Perhaps none of it matters.
Until it does.
Image source: https://9to5mac.com/2018/04/11/zuckerberg-testimony-reaction/

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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
First World Problems
are actual problems.
And Kendall Jenner
can’t help us.
Image source: Georges Biard - Wikimedia
Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018

11. The capability of technology is
always overestimated.
The difficulty of great design is
always underestimated.
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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018

12. Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
12
Most digital products aren’t products.
They’re service ecosystems.
Political, economic, social, technological ecosystem
• We need to prevent our service from becoming obsolete
• We need to understand the effect of our service on society
Business ecosystem
• We need to extend our market offering
• We are falling behind our competitors
Multi-channel service
• Our brand experience is not seamless
• Our service needs to feel more personalized and magical
Single touchpoint
• People are not using our service
• We don’t know how to reach and connect with our customers

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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Learning from
landscape architecture
Image: Durkc - Wikimedia

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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Learning
from
architecture
Image source: State Archives and Records of NSW

15. “The separation of architecture and
engineering that had begun in the
19th century was not responsive to
the complex nature of modern
architecture.“
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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Sydney Opera House nomination by the Government of
Australia for inscription on the World Heritage List
Image source: State Archives and Records of NSW

16. “We made the working drawings just
ahead of the actual construction going
on at the building site so therefore
development was not very far ahead of
what was actually going on at the site
at any one time.”
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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Jørn Utzon
Image: Popperfoto/Getty Images

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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
A deadly lack of
long-term thinking
Image: Durkc - @Natalie_Oxford

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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Voyager
37 years on
Image: NASA/JPL-Caltech

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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Four Principles
and a Metaphor
Image: The Kobal Collection

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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Image: NASA/JPL-Caltech
01.
Design for
long-term &
worst case
scenarios

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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Image: Tim Ross - Wikimedia
02.
Design for
ecosystems,
not products

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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Image: Wikimedia
03.
Balance ego
with humility

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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Image: Fernando Frazão/Agência Brasil
04.
Go slow to
go fast later

24. “Sleep is extremely
important to me – I need to
rest and recover in order for
the training I do to be
absorbed by my body.”
Usain Bolt
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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Image: Fernando Frazão/Agência Brasil

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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
The four
seasons of
design
Image: John Seymour - The Complete Book of Self-Sufficiency

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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
The four
seasons of
design
Image: John Seymour - The Complete Book of Self-Sufficiency

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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
The four
seasons of
design
Image: John Seymour - The Complete Book of Self-Sufficiency

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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
SpringSynthesis
Concepting
Alpha
Beta
Pilots
Image: Wilfried Santer - Unsplash

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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
SummerLaunch
Scale
Manage
Image: Kekai Ahsam - Unsplash

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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
AutumnHarvest
Reevaluate
Prune back
Repair
Stock up for winter
Image: Aaron Burden - Unsplash

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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
WinterStop
Recover
Take stock
Research
Dream
Get ready for Spring
Image: Andy Polaine

32. Thecycleneverends
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Andy Polaine – Fjord – Designing for the long-term – Web Directions 2018
Winter
Autumn
Summer
Spring

33. Thank you.
Design and Innovation from
Accenture Interactive
Andy Polaine
APAC RDD – Fjord
@apolaine @fjord
Web Directions – Design 2018