Case Study: How to Engage & Educate with Design Fiction.

case study

12 June

Executive Summary.

The human services industry faces unique pressures from an ageing population, increasing service demands, and the rise of disruptive technologies such as robotics and automation. To address these challenges and positively engage stakeholders, an industry association utilised design fiction as a key tool for exploring futures. Through a process that ranked emerging phenomena and trends, created AI-generated artworks, and unveiled a compelling narrative, the association sparked meaningful conversations about how technology could enhance their sector. Stakeholders were inspired to shift their perspectives and adopt futures-oriented thinking, fostering a deeper understanding of the possibilities ahead and inviting collaborative exploration.

About the Industry.

The human services sector operates in a complex environment driven by constant change. Key characteristics include a reliance on government funding, which often limits investment flexibility, and a dual focus on customer and staff satisfaction. The industry is tasked with adapting to demographic shifts, such as population ageing, while responding to escalating expectations for more sophisticated, technology-enhanced services. However, effective adoption of technology is challenging due to tight budgets and the need for careful cost management.

Against this backdrop, the industry association’s role was to guide stakeholders through a future-facing exploration to ensure sustainability and relevance while overcoming barriers to innovation.

Challenges:

The sector faced increasing disruption coupled with tight financial constraints:

Rising Demand and Expectations: Escalating needs from an ageing population brought higher service demands, while customers grew to expect cutting-edge, technology-enhanced solutions.
Technological Disruption: Emerging innovations such as robotics, automation, and advanced data systems had the potential to improve efficiency and outcomes but came with uncertainty about their impact on workforce roles and customer experiences.
Funding Gaps: Limited budgets restricted opportunities for investment in large-scale innovation, leaving the industry vulnerable to competitive pressures and unprepared for rapid advancements.

The sector needed a way to engage stakeholders positively in navigating these challenges and answering the question,

“How can we positively engage & educate our stakeholders in futures where technology enhances our work?”

Solution:

To tackle these pressing concerns, the association implemented a design fiction process that combined speculative storytelling with advanced visualisation techniques. Key steps included:

Identifying Emerging Phenomena and Trends.

Using the Futures Platform™ database, the association identified and explored a comprehensive list of emerging changes and trends likely to impact the sector. Stakeholders evaluated each trend based on its probability of occurrence and potential impact.

Visualising Change Phenomena.

Survey results were converted into a ranked list and visualisation, allowing stakeholders to grasp the relative importance of each phenomenon. This step presented a clear roadmap of emerging opportunities and risks.

Creating Design Fiction Narratives.

Building on the ranked phenomena, insight & foresight developed a design fiction narrative that articulated potential futures in vivid detail. AI-generated artworks were created to enhance the story, transforming it into an engaging, immersive experience that captured the imagination of its audience.

Presenting Futures to Stakeholders.

The narrative, combined with AI-generated visuals, was unveiled during an industry forum where stakeholders were encouraged to reflect on—and question—their own assumptions about the future. The artefacts were also showcased online, reaching a wider audience and extending the impact over time.

Results:

The project delivered both immediate and ongoing outcomes, cementing the value of design fiction as a tool to engage and educate stakeholders.

Immediate Outcomes.

Ranked and Visualised Trends: A comprehensive ranking and visualisation of emerging phenomena provided stakeholders with clarity on the most relevant forces shaping their industry.
Immersive Narrative Journey: The design fiction story, supported by visually stunning AI art, fostered a deeper connection with and understanding of potential futures.

Ongoing Outcomes.

Shifted Mindsets: The engaging format of the narrative encouraged stakeholders to explore futures with curiosity, challenging ingrained assumptions and adopting a more expansive, futures-oriented way of thinking.
Triggered Robust Discussions: Sector leaders began to actively question what these technological advancements might mean for their work, sparking ongoing, collaborative conversations that deepened their engagement with strategic futures.
Catalysed Action: By placing stakeholders in a safe yet provocative space, the project equipped them to contribute to shaping a future where technology enhances, rather than disrupts, human services.

One reaction at the event captured its transformational impact succinctly. A seasoned executive said,

“I found elements of the presentation very confronting and challenging. But I liked it!”

Key Takeaways.

Why Design Fiction Works.

This case study highlights the power of design fiction as a tool for fostering profound questions, sparking imagination, and reshaping stakeholder engagement. By framing changes through a creative yet data-driven narrative, it transforms uncertainty into an opportunity for collaboration and innovation.

Immediate and Long-Term Impact.

Stronger Stakeholder Engagement: The combination of immersive narratives and impactful visualisations inspired deeper conversations and collaborative exploration among stakeholders.
Innovative Futures Thinking: The speculative storytelling opened stakeholders’ minds to new possibilities, equipping them to think proactively about strategic challenges.
Sustained Dialogue: By capturing attention in a meaningful and memorable way, the project ensured futures-oriented thinking will remain central to industry discussions and initiatives moving forward.

Futures do not simply happen to us—they happen with us. By fostering curiosity and engagement through design fiction, industry associations can turn passive stakeholders into active participants, ready to co-create futures that align with shared values and emergent opportunities.

For industries seeking to rethink engagement strategies and illuminate pathways to the future, design fiction provides both the spark and the structure needed to successfully innovate and adapt. Contact us to find out how it can transform your approach.

Ps: If you’ve read this far check out the full project here. It was a pro-bono project so we can share it. :)