This document discusses the shift from product-focused design to network-focused design where products are part of interconnected systems and services. It introduces Network Focused Design (NFD) as a holistic approach that visualizes networks, sets a direction based on behaviors and contexts, and designs "meta products" as interactions between people, products, services and environments. NFD aims to create meaningful value exchanges within these networks and addresses challenges like utilizing ubiquitous data and requiring transdisciplinary collaboration. Examples are given of how NFD has been applied through workshops with various companies.

2. Design icons from the past are mostly about the object itself; the aesthetics of it.

3. We now see products that are more about the content, or the service it offers.
EPOC Neuroheadset measures your brainwaves, making them into an interface controller.
The EPOC Neuroheadset offers an API for programmers to build their own interfaces around the headset.

4. “...digital networked object design is not so much about the object,
but moreover about the social relationships around it.”
— Mike Kuniavsky
Author of Smart Things, Ubiquitous Computing User Experience Design

5. VALUE IS BEING SHIFTED...
RESULTING IN PRODUCTS BECOMING
SERVICE AVATARS.

6. PEOPLE PRODUCTS
SERVICES ENVIRONMENTS
INFORMATION-FUELLED ERA
People, products, services and environments are increasingly becoming connected.
The web (and its information) are the fuel for these different elements.

7. LIVING NETWORK
The result of all this is a society that operates as a living network.

8. META PRODUCTS ARE
WEB ENABLED
PRODUCT-SERVICE
NETWORKS.

9. The last 2 years we’ve been busy writing the book Meta Products - Meaningful Design For Our Connected World.
Now it has been published by BIS Publishers and is available in bookstores and Amazon.

10. KOUBACHI
—Koubachi AG
Koubachi measures the status of your plants in your home, and advises you whether to give them more water, more light etc.

11. MOGEES
— Zamborlin & Schnell
Mogees are hyper sensitive microphones that can be placed on every imaginable surface, using that surface as an acoustic
instrument.

12. DATA IS UBIQUITOUS...
BUT HOW TO CREATE VALUE WITH IT?

13. NFD is a design approach we made in order to design successful solutions for our connected world.

14. MENNO HUISMAN WIMER HAZENBERG
SARA CÓRDOBA RUBINO
NFD THINKERS
NFD was instigated by:
Menno Huisman, creative director at design & strategy studio Booreiland.
Wimer Hazenberg, creative director at Booreiland.
Sara Cordoba Rubino, researcher at Booreiland.

15. NFD is extensively explained in our book Meta Products.

16. NFD IS A HOLISTIC APPROACH
TO DESIGN NETWORKS
WHERE THE FOCUS IS ON THE RELATIONSHIPS
BETWEEN SERVICES, PRODUCTS,
PEOPLE AND ENVIRONMENTS.

17. PHASE 1 VISUALIZE THE NETWORK
Behaviour | Context | Aspirations
PHASE 2 SET A DIRECTION
Make sense | Design criteria
PHASE 3 DESIGN THE META PRODUCT
Interactions | Touchpoints
THE PHASES OF NFD

18. TOUCHPOINT
THE PHASES OF NFD

19. KIDS
6-12
SMS/CHAT GO TO PLAY & MULTITASK BUILD THEIR
SCHOOL SOCIALIZE IDENTITY
KIDS
6-12 KIDS
6-12
SCHOOL EVENTS/
PHONE (COOL ROLE MODELS)
KIDS TOYS PHONE PARTIES
GAMES WANNABE
6-12 DESIGNERS
PARENTS
FRIENDS FRIENDS
PARK TOY SHOPS TOP
DESIGNERS
SUPERMARKET
NETWORK OF VALUE EXCHANGE
NFD aims to investigate the exchange of value within a network.
Value can be money, attention, an action etc.

20. NETWORKS HAS SOME
DESIGNING FOR
CHALLENGES...

21. CREATE MEANING OUT OF THE OMNIPRESENT DATA
There’s lots of data out there.
The trick is to translate data into valuable information, since only valuable information is meaningful to people.

22. HOOK ON TO EXISTING NETWORKS OF VALUE
Think of the world as consisting of numerous API’s.
As a designer you’ll have to be aware that your product, service or whatever will become part of a network.
Therefore you’ll have to ensure it has multiple touchpoints/open ends.

23. SYSTEM PRODUCT INTERACTION SERVICE
DESIGNER DESIGNER DESIGNER DESIGNER
WORK IN TRANSDISCIPLINARY TEAMS
It will become more and more important to work together with other disciplines.
Mindsets have to change too, product designers should think of applying the web as a material in their products, while interaction
designers for the web have to think beyond screens and displays.

24. RETHINK BUSINESS MODELS
We have to rethink the paradigm of ownership.
Products as service avatars means paying for usage, instead of owning a product for the product itself.

25. Created with

26. HIT IT
—Booreiland X Ultra
Hit It helps you improve your tennis game.
By combining the Hit It device with the Hit It iPad app you can train and track your performance at the same time.

27. STICKY CITY
—Booreiland X Greenpeace
Sticky City is a crowdsourced pollution detection system.
By combining the Sticky City car sticker with the Sticky City iphone app the system measures air, noise and light pollution.

28. Workshops

29. AG5
—Booreiland X AG5
AG5 is a software company dedicated to the management of all activities in safety related industries.
We’ve conducted three NFD workshops, and funneled all ideas into a direction for data driven innovation.

30. MONSKEYS
—Booreiland X Kop & Schouders
Monskeys are designer toys.
We helped the company to get more out of the product itself by doing a workshop.
We’ve innovated towards a better connection between the web and the toys themselves.

31. KEYWORDS:
Network mindset
Meaningful value exchanges
Transdisciplinarity
Data is a material

32. “...five years ago, you wouldn’t have designed an object knowing
that it could be so immediately connected, recognizable, change and
react. Today potentially this happens. So the way of designing is
different, as you have to consider a new spectrum of variables.”
— Federico Casalegno
Director Mobile Experience Laboratory, MIT

33. 75 TOOLS FOR CREATIVE THINKING
—A fun card deck for everyone who needs creative inspiration
META PRODUCTS
—Meaningful design for our connected world
Our book Meta Products explains Network Focused Design more indepth.
75 Tools For Creative Thinking is our brand new card set that stimulates creative thinking in any situation where new ideas are
desired.

34. networkfocuseddesign.nl
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