The Future is Designed: A reflection on how Collaboration, Speculative Design, and Futures Thinking Can Transform Social Systems

In a world where change is constant and the future feels uncertain, we often turn to design as a tool for navigating the unknown. Design, at its core, is about more than just aesthetics; it’s about imagining new possibilities, challenging the status quo, and rethinking how we operate both individually and collectively. At TBD, we believe that design isn’t just a way of making things look good—it’s a way of making things work better for people, society, and businesses. Through collaboration, speculative design, and futures thinking, we aim to redesign not just products and services, but also the social structures that shape our lives, including systems like welfare.

The power of design lies in its ability to connect the dots between different disciplines and ideas. It’s a tool for synthesis, not just execution. When we look at a project like Kvalitetsmässan, a conference dedicated to quality in public sector work, we see it not just as an event to showcase the latest trends in welfare and public service but as an opportunity to rethink how these services can be improved, how we can collaborate, and how we can innovate for a better future. This is what drives us.

Our approach to design is rooted in the belief that the best solutions come from collaboration and iteration. We work with our clients, stakeholders, and users to investigate, prototype, and evolve ideas. Instead of offering final solutions, we present a process—one that’s built around constant feedback, adjustment, and co-creation. It’s an approach we use for both product design and the larger systems that support our daily lives.

At Kvalitetsmässan, we didn’t just design a pop-up Co Creation Lab for the conference. The aim was to break down barriers between people, encourage interaction, and enable the kind of cross-sector collaboration that can spark real change. Through speculative design, we challenged traditional concepts of how welfare systems are presented to the public and stakeholders. We questioned assumptions, imagined new possibilities, and asked, “What if we could make the future better, today?”

Futures thinking isn’t about predicting the future; it’s about preparing for it. This is where design can play a pivotal role. By considering various scenarios and using design to investigate potential futures, we can better equip ourselves to adapt and thrive. In the case of Kvalitetsmässan, we took a holistic approach, using design to reflect on how society’s welfare systems can evolve in the face of changing demographics, technology, and societal values.

Speculative design allows us to push boundaries and explore different paths that can lead to future solutions. It’s about imagining what could be, not just what is. By incorporating this approach into projects like Kvalitetsmässan, we engaged attendees in a process of creative inquiry. What if we could rethink how services are delivered? What if we could change the way we think about the social contract and the welfare state? These are the types of questions that speculative design raises, offering space for innovation and new ways of thinking.

Moreover, at TBD, we see design methods as essential for fostering collaboration across industries and disciplines. The social systems that shape our world, including welfare, cannot be improved in isolation. They need to be approached with input from all sides—government, businesses, social organizations, and individuals. Design becomes the bridge between these worlds, bringing diverse perspectives together to create solutions that are both effective and human-centered.

When we design, we don’t just think about the “end product.” We think about the system that surrounds it—the infrastructure, the processes, the people. Whether we’re designing a new service experience or a wayfinding system, our goal is to create something that doesn’t just work in the present but is adaptable and resilient enough to thrive in the future. This requires a mindset of openness, experimentation, and collaboration.

The work we do at To Be Designed is driven by the belief that we can design a better future by designing systems that are not only user-centered but also society-centered. The goal is to create experiences and services that address the complex issues we face as a society—whether that’s improving welfare systems, healthcare, education, or other essential services. We don’t just want to build better businesses or products; we want to design better societies.

This philosophy of design is at the heart of everything we do. We believe in creating spaces, systems, and services that allow for flexibility, adaptability, and continuous improvement. Whether we’re designing a physical space or an organizational structure, we think about how it will evolve and grow to meet future needs. This is where futures thinking and speculative design become critical—they allow us to imagine multiple future possibilities and prepare for the one that is most likely to succeed.

In conclusion, design is not just about creating a product or service—it’s about creating the conditions for change and growth. Through collaboration, speculative design, and futures thinking, we can build systems that not only serve people better but also adapt to future needs and challenges. At To Be Designed, we believe that by embracing these principles, we can reshape not just businesses, but society itself.

Get started with us.

1. Futures-Driven Workshop: Begin by exploring the future possibilities for your organization. We’ll collaborate with you to map out potential challenges and opportunities, helping you define a clear path forward with design doing.

2. Prototype & Test: Dive deeper with us into creating prototypes that bring your future-facing strategies to life. We’ll build, test, and iterate on ideas quickly to ensure they are adaptable and impactful for your organization’s growth.

3. Systemic Design Approach: Engage in rethinking your organization’s structure and systems. We’ll integrate speculative design to evolve the way your business operates, ensuring your social impact, internal workflows, and customer experiences are built for the future.

4. Quick Design Experiment: If you’re new to this, start small. We’ll quickly develop a hands-on design experiment to help you experience firsthand how design can improve and innovate your organization’s processes, systems, or services no jargon, just real results.