emerging products

How New is the New? Reflecting on How to Design for Tomorrow through the Case of Autonomous Vehicles

How New is the New?
An EPIC2021 Sponsored Panel by Waymo Moderator: MELISSA CEFKIN (Waymo) Panelists: BENEDIKT FISCHER (Waymo), LAURA FORLANO (IIT Institute of Design), JACK STILGOE (University College London) How do we anticipate the futures of the things we are bringing into the world, and the experiences they will help shape? The autonomous vehicle is posited as a net-new innovation. Never before have vehicles without human drivers at the helm roamed the same streets that we traverse daily while on a jog or in a bleary-eyed morning search for a cuppa-joe. Someday soon(ish) you may hail a fully autonomous ride for a trip to the office or for the once-in-a-lifetime race to the hospital for the birth of a first born. What a fantastically new product and world this will be! Or will it? How much are innovators tweaking and updating the existing, instead of inventing the new? Join us for a conversation between members of the Waymo Insights team and invited panelists to explore “how new is the new?” Following decades of imagination, development,...

Building for the Future, Together: A Model for Bringing Emerging Products to Market, Using Anticipatory Ethnography and Mixed Methods Research

STEFANIE HUTKA, PHD Adobe Inc. Applied ethnography practitioners are often charged with learning from existing or potential customers, for a product that is either familiar to them or close in nature to what they have used before. There are particular challenges for emerging technologies, where the market is much less defined. Applied ethnography has the potential to help with predicting future market scenarios, honing the value proposition and product definition. Done well, these contributions help align siloed teams, resulting in better products being delivered to the right customers, faster. This case study will outline the approaches used across all product development stages for new creative design tools in the emerging field of immersive media - specifically, 3D and Augmented Reality. A collaboration model and best practices are offered, to guide practitioners to address both overt challenges (e.g., identifying which audiences to focus on), and hidden challenges (e.g., creating a human-centered dialogue in an ambiguous,...