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UX STRAT Europe 2019: Remko Vermeulen, Telefónica Alpha

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UX STRAT Europe 2019: Remko Vermeulen, Telefónica Alpha

  1. 1. alpha UX STRATEGY FOR INNOVATION Remko Vermeulen, VP of Product, Telefonica Alpha remko.vermeulen@telefonica.com
  2. 2. alpha
  3. 3. Alpha focus BIG ISSUES BIG SOCIAL IMPACT BIG TECH BREAKTHROUGH
  4. 4. Área Company Name The world is facing an epidemic of chronic diseases, creating a huge burden on individuals and societies
  5. 5. Área Company Name Healthcare costs rise % GDP spent on healthcare, G7 average
  6. 6. Área Company Name Mortality Global mortality rate per 100,000 population
  7. 7. People’s daily behaviours are the leading cause of chronic disease80%
  8. 8. Sleeping 
 well Drinking 
 less Staying active Eating healthy Staying smoke free HEALTHY BEHAVIOUR
  9. 9. MENTAL WELLBEING
  10. 10. Experience mental health issues during their life WHO25%
  11. 11. Of people with severe mental disorders in low/middle income countries go undiagnosed - WHO 76%
  12. 12. 50%OF COUNTRIES HAVE AVERAGE/LESS THAN ONE PSYCHIATRIST PER 200.000 PEOPLE WHO MENTAL HEALTH ATLAS 2009
  13. 13. Área Company Name !13
  14. 14. VERY HAPPY TERRIBLY UNHAPPY
  15. 15. HORIZON 1 Maintain & defend business HORIZON 2 Nurture emerging business HORIZON 3 & BEYOND Create new business, or market
  16. 16. HORIZON 1 Maintain & defend business HORIZON 2 Nurture emerging business HORIZON 3 & BEYOND Create new business, or market
  17. 17. HORIZON 1&2 • No clear objectives No early prototyping and testing • No lean, no agile • Silos with different objectives BARRIERS FOR A GREAT PRODUCT AND UX
  18. 18. HORIZON 1&2 • No clear objectives No early prototyping and testing • No lean, no agile • Silos with different objectives HORIZON 3&4 • No comparison products • High uncertainty • Only 25% of ideas survive BARRIERS FOR A GREAT PRODUCT AND UX
  19. 19. DESIGN FOR IN 10 YEARS
  20. 20. MAKE IT REAL
  21. 21. YOU CAN’T TEST WHAT YOU CAN’T EXPERIENCE
  22. 22. WHAT IF YOU COULD CONTROL THE BRAIN FROM A COMPUTER?
  23. 23. WHAT IF YOU COULD CONTROL A COMPUTER WITH YOUR THOUGHTS?
  24. 24. WHAT IF AN ALGORITHM COULD FIND YOUR SOULMATE?
  25. 25. WHAT IF AN AI TURNS INTO A GIRLFRIEND?
  26. 26. VERY HAPPY TERRIBLY UNHAPPY
  27. 27. DESIGN FOR IN 10 YEARS WHAT IF YOU COULD SEE YOUR PARTNER’S MOOD
  28. 28. WHAT IF YOU COULD SEE YOUR PARTNER’S MOOD
  29. 29. VERY HAPPY TERRIBLY UNHAPPY
  30. 30. WHAT IF YOU COULD SEE YOUR MENTAL HEALTH STATUS
  31. 31. MASSACHUSETTS GENERAL HOSPITAL BODY DYSMORPHIA
  32. 32. YOU CAN'T MANAGE WHAT YOU CAN'T MEASURE PETER DRUCKER
  33. 33. YOU CAN’T MEASURE WHAT YOU CAN’T EXPERIENCE REMKO VERMEULEN
  34. 34. HYPOTHESIS CARDS We believe that …………. to verify that we will …………….. And measure ………………… We are right if ……………………..
  35. 35. HYPOTHESIS CARD IMPROVE We believe that we can improve people’s mental health to verify that we will launch an app and clinical trial And measure Y-BOCS score. We are right if we are as good as the MGH team.
  36. 36. MASSACHUSETTS GENERAL HOSPITAL BODY DYSMORPHIA
  37. 37. VERY HAPPY TERRIBLY UNHAPPY
  38. 38. DESIGN FOR IN 10 YEARS WHAT IF YOU COULD SEE WHERE & WHEN YOU WERE HAPPIEST
  39. 39. HYPOTHESIS CARDS We believe that people would like to see where they were happy using AR to verify that we will launch a landing page online And measure conversion We are right if conversion > 20%.
  40. 40. WHAT IF YOU COULD SEE WHERE & WHEN YOU WERE HAPPIEST
  41. 41. EXPERIENCE PROTOTYPE THE FUTURE
  42. 42. YOU CAN’T CREATE A FUTURE IF YOU CAN’T EXPERIENCE IT

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