2025 1 Designing for Timeless Needs Innovating Beyond Today’s Technology Mike Courtney, Aperio Insights Cassini Nazir, University of North Texas Big Design Conference 2025 28 May 2025 · Dallas, TX https:/ /youtu.be/uD4izuDMUQA
2025 3 INTRODUCTION C r e a t e d b y O l e k s a n d r P a n a s o v s k y i f r o m t h e N o u n P r o j e c t Futurists help us anticipate and manage change. Hindsight Looking at the past Insight Looking at now Foresight Peering into the future
2025 11 Timeless needs are things done in the past, things being done now, and things will that continue in the future. How we achieve the need will change. INTRODUCTION Timeless Need: Prepare and consume food.
2021 HIGH LOW ARTIFACTS TRANSFORMATIONS COMPLEXITY EXPERIENCES THOUGHTS ACTION THINGS SYMBOLS Logos, signs Tools, objects Interactions, services Ecosystems, platforms Problems of Communication Problems of Construction Problems of Action Problems of Integration Participation Interaction Interface Transaction 4 3 2 1 Buchanan, R. (2001) Design research and the new learning. Design Issues, 17(4), 3–23 The fi eld of design is changing. Buchanan’s four orders of design demonstrates possible futures. DESIGN
complicated meaningful. TO 21st century design THOUGHTS ACTION THINGS SYMBOLS Logos, signs Tools, objects Interactions, services Ecosystems, platforms Design of systems increasingly complex < Problems of Communication Problems of Construction Problems of Action Problems of Integration Buchanan, R. (2001) Design research and the new learning. Design Issues, 17(4), 3–23 Simplicity of form, function, materials, and manner. DESIGN
2025 14 The di ff usion and adoption of technology is accelerating. Source Nicholas Felton, The New York Times Slow di ff usion Gradual adoption Faster di ff usion Faster adoption 20 40 60 80 Percent of US households A shift with TV Electricity Air Conditioning Internet Tablet Microwave Telephone Auto Clothes Washer Dish- washer VCR Cellphone Computer Refrigerator Radio Clothes Dryer Social Media 1915 1930 1945 1960 1975 1990 2005 2020 1900 TECH DIFFUSION Color TV
2025 15 Designers have to get better at anticipating changes. Source Nicholas Felton, The New York Times 1915 1930 1945 1960 1975 1990 2005 2020 1900 20 40 60 80 Percent of US households Internet Auto 50 years to 80% adoption 10 years TECH DIFFUSION
2025 20 40 60 80 Percent of US households Electricity Air Conditioning Internet Tablet Microwave Telephone Auto Clothes Washer Dish- washer VCR Cellphone Computer Refrigerator Radio Clothes Dryer Social Media 1915 1930 1945 1960 1975 1990 2005 2020 1900 Color TV 16 At what point do we change how we design? Source Nicholas Felton, The New York Times Biometrics Gaze Control Gesture Control Brain-computer interface Artificial Intelligence TECH DIFFUSION
2025 Walk towards the light Gives clarity through the fog of AI. Comfort in the idea of timeless Intentionally achieve outcomes. 17 In the age of AI, do Timeless Needs matter? Only limit is our imagination Never been easier to create. TIMELESS NEEDS
2025 Systems thinking Action causes a first- and second-order reaction(s) 18 Anticipating the future means a shift in thinking. TIMELESS NEEDS Linear thinking Action causes a predictable reaction
2025 Systems thinking Action causes a first- and second-order reaction(s) Linear thinking Action causes a predictable reaction 19 Anticipating the future means a shift in thinking. TIMELESS NEEDS …waking the baby. …walk the dog. …read a book. …romance. … shopping. …texting and eating. …snuggling. …eating the last donut. Flipping a light switch at night…
2025 20 JTBD focus on the present. Timeless Needs help us imagine futures. Jobs to be Done (JTBD) Timeless Needs Time Context-specific: jobs apply to particular moments Needs not time bound; endures over time. Goal Incrementally innovate how we achieve a task Radically reimagine solutions Approach Anchors to specific situations and narrow behaviors Abstract away from current solution Perspective Human-centered, with present-orientation Human-centered, with future-orientation Use Diagnostic and prescriptive Exploratory and speculative Output Incremental improvement Provocations for the next future innovation TIMELESS NEEDS
2025 TIMELESS NEEDS “... A place where I can sleep, rest, and recover.” Present Near Future Future Rest and Relaxation • Minimalism • Mobility begins driving less wall-to- wall, with the eventual shift to more hard surfaces and temporary soft surfaces • Home media centers (for couch sports or movies as relaxation) peak and move to distributed devices • All the family watching one device moves to individuals consuming media in their own relaxation space • Rise of Hygge and "Sparking Joy" • Rest is less of a priority (US) • Just-enough-ism (Hygge and "Sparking Joy") • Rest and relaxation become more "earthy" • Rooms become more multifunctional • Rest becomes more meaningful and a cultural expectation (shift from Task Economy to Knowledge Economy) • Rest is filtered throughout with breaks for wellness • Just-for-me-ism (increased Inner Sanctum/Cloistered space) • “Earthy" rest--ie: camping-- becomes luxury (dep. on Climate Crisis) • Rest and relaxation is focused on social/tribal definition 2 “... store, prepare, and consume food.” Present Near Future Future Eat and Drink TIMELESS NEEDS • “Family dinners" continue to decline and as more families become double-income • Take out, delivery, and quick foods dominate some weak signals to the "slow food", local food movement • Gadgetry becomes more quality focused (All-Clad), multifunctional or modular (KitchenAid attachments), or quality at high speeds (ie: InstantPot) • Shift from trendy flavors to trendy AND eco-friendly in "western cultured". Global South Americans tend to want to eat like North Americans. Fast food growing internationally • Increased diversity in food sources and types, incl. lab- grown and eco-friendly food sources making their way to the table • Deluge of dietary frameworks, de-standardization of what foods are served (and how/where) in the home • Gadgetry moves towards faster, AI-enabled devices that give feedback on cooking styles, preparation, and flavors • Food and drink "systems" start becoming integrated (Blue Apron meets at-home inventory control) • Robot-enabled short-order meals in the home • Meals become more experience- based, weaving online and offline communities' elements to make intentional meal-is-art events • Full tracking Farm-to-Plate (or Lab-to-Plate) becomes an expectation (weak signal) • Gadgetry becomes more advanced, integrated with IoT, for meals-on-demand, and beginning to incorporate molecular gastronomy as a way to create hyper-accurate taste profiles 3 “ …clean, sanitary and free of offensive odors Past Present Near Future Future Clean & Odor-Free TIMELESS NEED EXAMPLE • Manual chemical cleaners • Localized spray air fresheners • CFCs contributing to the hole in the ozone layer • Harsh chemicals were ok, as long as they kept a place sanitary • Some ambient odor fighting (plug-ins) • Rise of stain resistance • Harsh chemical cleaners give some way to "natural" cleaners • Expansion of aromatherapy adds to "ambient" odor • Odor-capturing/neutralizing products expand • Fresh Step litter and Diaper Genie products • Roomba leads as robo- cleaner (weak signal) • Stain resistance become integrated • More robo-cleaners • Rise of self-cleaning • Stain resistance becomes active • Smells become integrated into the system • High-tech smell detection alerts consumer of a cleanliness or odor issue • Smell detection and systematic response becomes automatic and intuitive • Self-cleaning/anti- microbial surfaces advance to water- only cleaning • Light/Heat-cleaning or UV disinfectant (localized) emerge as options 21 Example of Timeless Need One of many Timeless Needs for flooring Examines past and present Near future options layer in emerging tech Longer term possibilities TIMELESS NEEDS
2025 22 Characteristics of Timeless Needs Created by Oleksandr Panasovskyi from the Noun P Not based upon time, technology or culture. Our values and behaviors change, shaped by consumer demands and desires. But the underlying human needs is constant. Created by Oleksandr Panasovskyi Frees us from thinking in terms of current tech. If we separate the need from the tech, we can be open to new ways of satisfying the need. Complements Maslow’s Hierarchy. Needs can be foregrounded (important right now) or backgrounded (not important now, or forgotten, overlooked). Is a foundation for personas and products. Regardless of persona, job-to-be-done, product, or sector the need is the driving force propelling behavior. Created by Oleksandr Panaso Requires thinking in longer time horizons. Connects quarterly product roadmaps to needs that are more than 3-5 years out or more than x number of sprints/iterations. Only limit is our imagination: Needs can be fine grain or high-level, depending on context, industry, and a variety of factors. TIMELESS NEEDS
2025 “ …clean, sanitary and free of offensive odors Past Present Near Future Future Clean & Odor-Free TIMELESS NEED EXAMPLE • Manual chemical cleaners • Localized spray air fresheners • CFCs contributing to the hole in the ozone layer • Harsh chemicals were ok, as long as they kept a place sanitary • Some ambient odor fighting (plug-ins) • Rise of stain resistance • Harsh chemical cleaners give some way to "natural" cleaners • Expansion of aromatherapy adds to "ambient" odor • Odor-capturing/neutralizing products expand • Fresh Step litter and Diaper Genie products • Roomba leads as robo- cleaner (weak signal) • Stain resistance become integrated • More robo-cleaners • Rise of self-cleaning • Stain resistance becomes active • Smells become integrated into the system • High-tech smell detection alerts consumer of a cleanliness or odor issue • Smell detection and systematic response becomes automatic and intuitive • Self-cleaning/anti- microbial surfaces advance to water- only cleaning • Light/Heat-cleaning or UV disinfectant (localized) emerge as options New Possibilities 23 Timeless Needs x New Possibilities = Innovation + We identified the timeless needs of living in a home. TIMELESS NEEDS
2025 24 Trends and Driving Forces show how the world might possibly change. TIMELESS NEEDS Becoming more socially acceptable and even desirable to get access to a product without owning it. Opting to rent a home rather than buy, giving up the hassle of home ownership in exchange for experiences and amenities. Millennials tend to be far more nomadic but maintain their connections via technology. Asset-light plus convenience is evolving the Do-It-For-Me model into "X-as-a- service" like carsharing services. Millennials are less wealthy than their parents, less likely to own a home, more likely to be in debt, and more likely to spend money on luxury goods and experiences. A change in how we define the good life from one of long-term stability (i.e., a forever home) to one that seeks what's good "for me, for now". Fewer people in urban settings will own their own homes, instead opting to rent. Non-Owner Lifestyle Emerging trend that fewer people will own the assets they use. Access over Ownership Rentennials Nomadic Roots Everything-as-a-Service (XaaS) Comfortably Poor For Me, For Now 6 Enabling the human body to perform beyond its normal capacity through advanced robotics, computing, and neural networking. Fewer grandchildren than grandparents drive economic pressure, technological innovation, and social change. A cultural acceptance of holistic products and services is creating a renewed emphasis on the connection between body, mind, and spirit. A move toward hassle-free, all-in-one, subscription-based housing solutions where rent and all utilities are included. Assisted living who don’t need assistance. Need to provide features that aid with personal mobility, comfort and the monitoring of health. Longevity Economy Increasing life expectancy is inverting the demographic pyramid resulting in new products and services focused on keeping people healthy, independent, and active as they age. Superhuman Grand-Heavy, Kid-Lite Reconnecting Body-Mind-Spirit Housing-as-a-Service 5
2025 “ …clean, sanitary and free of offensive odors Past Present Near Future Future Clean & Odor-Free TIMELESS NEED EXAMPLE • Manual chemical cleaners • Localized spray air fresheners • CFCs contributing to the hole in the ozone layer • Harsh chemicals were ok, as long as they kept a place sanitary • Some ambient odor fighting (plug-ins) • Rise of stain resistance • Harsh chemical cleaners give some way to "natural" cleaners • Expansion of aromatherapy adds to "ambient" odor • Odor-capturing/neutralizing products expand • Fresh Step litter and Diaper Genie products • Roomba leads as robo- cleaner (weak signal) • Stain resistance become integrated • More robo-cleaners • Rise of self-cleaning • Stain resistance becomes active • Smells become integrated into the system • High-tech smell detection alerts consumer of a cleanliness or odor issue • Smell detection and systematic response becomes automatic and intuitive • Self-cleaning/anti- microbial surfaces advance to water- only cleaning • Light/Heat-cleaning or UV disinfectant (localized) emerge as options Becoming more socially acceptable and even desirable to get access to a product without owning it. Opting to rent a home rather than buy, giving up the hassle of home ownership in exchange for experiences and amenities. Millennials tend to be far more nomadic but maintain their connections via technology. Asset-light plus convenience is evolving the Do-It-For-Me model into "X-as-a- service" like carsharing services. Millennials are less wealthy than their parents, less likely to own a home, more likely to be in debt, and more likely to spend money on luxury goods and experiences. A change in how we define the good life from one of long-term stability (i.e., a forever home) to one that seeks what's good "for me, for now". Fewer people in urban settings will own their own homes, instead opting to rent. Non-Owner Lifestyle Emerging trend that fewer people will own the assets they use. Access over Ownership Rentennials Nomadic Roots Everything-as-a-Service (XaaS) Comfortably Poor For Me, For Now 6 Unmet Need • Active families with young kids and pets may have spills and accidents that go unnoticed • People want to know if there is a spill or accident so it can be quickly cleaned • It’s easy to slip on surfaces when you don’t immediately notice it’s wet • It’s easy to miss a spot when you’re cleaning • 52% of consumers say “cleaning ease” is of top importance for flooring Potential Solution • Flooring has phosphorescent coating • Upon contact with spills and liquids, the coating changes color to indicate the presence of liquid • Advanced versions may integrate with cameras or other sensors to detect the changing color to send a notification Benefits • Easier detection of spills and pet accidents • Faster clean up helps reduce stains and odors, especially on carpets • Reduces “Ewww” of accidental discoveries (many of us have experienced coming upon a spill or accident that we weren’t aware of) The Modern Family Modern families, who are constantly busy and on-the-go, may not notice when a spill happens Material Breakthroughs The materials used in the bioluminescent coating will transform traditional flooring into an exciting new product High-Tech Flooring Advanced versions of this flooring may be able to be integrated with sensors to send a notification if a spill or accident occurs Technology Inspiration Liquid Spotlight Apply bioluminescent coating to a surface. Upon contact with spills or pet accidents, the coating lights up to indicate the area that needs cleaning TIMELESS NEED – CLEAN & ODOR-FREE Driving Forces Programmable phosphorescent film breakthrough in 2019 developed into a finish layer (or spray) 4 25 Combining Timeless Needs with Driving Forces generates Use Cases. + = We identified the timeless needs of living in a home. We distilled trends into driving forces that are changing society and culture. We imagined how new tech, partnerships and business models could motivate customer engagement through use cases. TIMELESS NEEDS
2025 Unmet Need • Active families with young kids and pets may have spills and accidents that go unnoticed • People want to know if there is a spill or accident so it can be quickly cleaned • It’s easy to slip on surfaces when you don’t immediately notice it’s wet • It’s easy to miss a spot when you’re cleaning • 52% of consumers say “cleaning ease” is of top importance for flooring Potential Solution • Flooring has phosphorescent coating • Upon contact with spills and liquids, the coating changes color to indicate the presence of liquid • Advanced versions may integrate with cameras or other sensors to detect the changing color to send a notification Benefits • Easier detection of spills and pet accidents • Faster clean up helps reduce stains and odors, especially on carpets • Reduces “Ewww” of accidental discoveries (many of us have experienced coming upon a spill or accident that we weren’t aware of) The Modern Family Modern families, who are constantly busy and on-the-go, may not notice when a spill happens Material Breakthroughs The materials used in the bioluminescent coating will transform traditional flooring into an exciting new product High-Tech Flooring Advanced versions of this flooring may be able to be integrated with sensors to send a notification if a spill or accident occurs Technology Inspiration Liquid Spotlight Apply bioluminescent coating to a surface. Upon contact with spills or pet accidents, the coating lights up to indicate the area that needs cleaning TIMELESS NEED – CLEAN & ODOR-FREE Driving Forces Programmable phosphorescent film breakthrough in 2019 developed into a finish layer (or spray) 4 26 Concept created based on Timeless Need Present-day proof points Concept tied to Clean and Odor-free Broader arcs of change Timeless Need +Driving Forces = Solutions TIMELESS NEEDS
2025 28 Modern phones reversed many assumptions we once had about communication. Long distance calls expensive Was just a phone Had physical buttons Didn't know who was calling Can’t take it with you Limited cord length Can’t change the volume One person at a time ASSUMPTION REVERSALS
2025 1. Identify the topic, product or feature and what it affords. My smartphone is an iPhone 15 that I use to communicate with others ASSUMPTION REVERSALS Identify and reverse assumptions connected to a Timeless Need.
2025 My smartphone is an iPhone 15 that I use to communicate with others 1. Identify the topic, product or feature and what it affords. 2. Remove anything that refers to tech used or the brand/product name. ASSUMPTION REVERSALS Identify and reverse assumptions connected to a Timeless Need.
2025 1. Identify the topic, product or feature and what it affords. 2. Remove anything that refers to tech used or the brand/product name. ASSUMPTION REVERSALS Identify and reverse assumptions connected to a Timeless Need. My smartphone is an iPhone 15 that I use to communicate with others remotely ability 3. Clarify the Timeless Need definition.
2025 1. Identify the topic, product or feature and what it affords. 2. Remove anything that refers to tech used or the brand/product name. ASSUMPTION REVERSALS Identify and reverse assumptions connected to a Timeless Need. remotely ability 33 Front and back camera Touchscreen My smartphone is an iPhone 15 that I use to communicate with others 3. Clarify the Timeless Need definition. 4. Identify key assumptions for the current implementation. remotely ability
2025 1. Identify the topic, product or feature and what it affords. 2. Remove anything that refers to tech used or the brand/product name. ASSUMPTION REVERSALS Identify and reverse assumptions connected to a Timeless Need. remotely ability 34 Plug in to charge Has a limited screen size Single phone number My device is my own Language specific Front and back camera Becomes obsolete Hardware not updatable Can be hacked Touchscreen Heats up with use Flat screen surface Breakable Has a password Has sensors Has SIM card USB cord connection Limited storage space My smartphone is an iPhone 15 that I use to communicate with others 3. Clarify the Timeless Need definition. 4. Identify key assumptions for the current implementation. The more basic the assumption the more powerful. remotely ability
2025 1. Identify the topic, product or feature and what it affords. 2. Remove anything that refers to tech used or the brand/product name. ASSUMPTION REVERSALS Identify and reverse assumptions connected to a Timeless Need. remotely ability 35 Plug in to charge Has a limited screen size Single phone number My device is my own Language specific Front and back camera Becomes obsolete Hardware not updatable Can be hacked Touchscreen Heats up with use Flat screen surface Breakable Has a password Has sensors Has SIM card USB cord connection Limited storage space My smartphone is an iPhone 15 that I use to communicate with others 3. Clarify the Timeless Need definition. 4. Identify key assumptions for the current implementation. 5. Find at least one reversal for each assumption. The more basic the assumption the more powerful. remotely ability
2025 1. Identify the topic, product or feature and what it affords. 2. Remove anything that refers to tech used or the brand/product name. ASSUMPTION REVERSALS Identify and reverse assumptions connected to a Timeless Need. remotely ability 36 Plug in to charge Has a limited screen size Single phone number My device is my own Language specific Camera on the side Becomes obsolete Hardware not updatable Can be hacked Touchscreen Heats up with use Flat screen surface Breakable Has a password Has sensors Has SIM card USB cord connection Limited storage space My smartphone is an iPhone 15 that I use to communicate with others 3. Clarify the Timeless Need definition. 4. Identify key assumptions for the current implementation. 5. Find at least one reversal for each assumption. The more basic the assumption the more powerful. remotely ability
2025 1. Identify the topic, product or feature and what it affords. 2. Remove anything that refers to tech used or the brand/product name. ASSUMPTION REVERSALS Identify and reverse assumptions connected to a Timeless Need. remotely ability 37 Charge without plugs Has a limited screen size Single phone number My device is my own Language specific Camera on the side Becomes obsolete Hardware not updatable Unhackable Multimodal input Heats up with use Flat screen surface Never breaks Has a password Has sensors Has SIM card USB cord connection Limited storage space My smartphone is an iPhone 15 that I use to communicate with others 3. Clarify the Timeless Need definition. 4. Identify key assumptions for the current implementation. 5. Find at least one reversal for each assumption. The more basic the assumption the more powerful. remotely ability
2025 38 What is “strange” is a matter of perspective. Now Unthinkable Radical Acceptable Sensible Popular Most corporate design operates here Speculative designer, futurists, some innovation houses tend to push here How many true innovations—when they were fi rst designed— would you describe as sensible and not radical? STRANGE Incremental change Transformative change
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