Apple, a pioneer in the personal computer industry, defined the vale of what Design could bring to an organization that intended to shape not just the utility of technology, but its meaning. Near Future Laboratory and Julian Bleecker were brought in to brief Apple's internal user-experience and interaction design team about Design Fiction in a '101' style workshop context to help them imagine harder, and to see how they could integrate Design Fiction into their existing processes.

The results of the workshop were agreed to be rewarding and enlightening, particularly for those who had never been exposed to Design Fiction principles. The team was able to consider how they might augment their approaches to design projects, with a newfound appreciation for the narratives and ecosystems of their work. Our goal was to find the way Design Fiction could help the designers consider the meaning and sense of purpose of the object rather than just its instrumental and physical characteristics. By considering ways to integrate Design Fiction into their workflow, the design team was able to develop a purpose-driven approach to their work, considering not just the functional characteristics of designed objects, but also the way meaning is created. By looking at the adjacent and oftentimes lesser considered and peripheral components — packaging, quick-start-guide, advertising — the team found additional and new ways to approach creative challenges. My time with the Apple team was a testament to the power of Design Fiction in unlocking creative potential and fostering a deeper, more thoughtful approach to design. I left the workshop inspired by the team's enthusiasm and commitment to considering fresh approaches to their work.