SANYA ATTARI Facebook Inc. CHARLEY SCULL Facebook Inc. MAHBOOBEH HARANDI Facebook Inc. [s2If is_user_logged_in()]DOWNLOAD PDF [/s2If] [s2If current_user_can(access_s2member_level1)] [/s2If] Businesses often have strategic visions for the future of a product space; however, identifying and building toward preferable futures is a daunting task, especially when designing for complex systems, e.g., Digital advertising platforms that include multiple complex interfaces and internal organizational structures. Moreover, because businesses need to iterate on products quickly, often in a reactive manner, many businesses, and consequently researchers, struggle to go beyond short-term needs to tackle long-term solutions; that is, they mostly react to immediate needs and changes rather than taking a proactive strategic approach towards building a favorable future. Speculative design as a methodology to support proactive strategic thinking helps set a pathway to explore a variety of future states with participants, in our case business...