UXSG2014 #4 Keynote - gyro Human-Centered Design (Peter Lau)
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gyro Human-Centered Design Presented by Peter Lau Head of Strategy + Experience gyro, US
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UXSG2014 #4 Keynote - gyro Human-Centered Design (Peter Lau)
- 1. HOW DO BRANDS STAY HUMANLY RELEVANT IN A DIGITAL ERA ! Experience Design Creates New Markets And Disrupts Existing Ones
- 2. HOW DO BRANDS STAY HUMANLY RELEVANT IN A DIGITAL ERA ! Experience Design Creates New Markets And Disrupts Existing Ones
- 3. HELLO. EXPERIENCE DESIGN HOW DO BRANDS STAY HUMANLY RELEVANT? • PETER LAU: HEAD OF EXPERIENCE & STRATEGY • DAPHNE FINK TABER: PRESIDENT • FRANK GARAMY: VP TECHNOLOGY © 2014 gyro.
- 4. WHAT I LEARNED IN BRAZIL ABOUT EXPERIENCE © 2014 gyro.
- 5. BE VISCERAL BE EMOTIONAL © 2014 gyro.
- 6. EXPERIENCE MATTERS. Because the pace of customer expectations is evolving faster than the delivery of service. Brands can no longer separate the product from the marketing. Experience is the product. © 2014 gyro.
- 7. EXPERIENCE MATTERS. © 2014 gyro. Innovative brands practice experience design to open new markets, to generate new revenue opportunities and to create brand irresistibility, while giving brands a significant competitive edge.
- 8. THE EXPERIENCE ECONOMY HUMAN NEEDS COMPETITIVE POSITION Services represent 75%-80% of GDP. Service hasn’t changed a lot in 50 years (1963-2003). MCKINSEY 2014 PRICING DIFFERENTIATED UNDIFFERENTIATED RELEVANT IRRELEVANT LOW PREMIUM THE EXPERIENCE ECONOMY B.JOSEPH PINE II & JAMES H. GILMORE
- 9. THE EXPERIENCE ECONOMY HUMAN NEEDS COMPETITIVE POSITION Services represent 75%-80% of GDP. Service hasn’t changed a lot in 50 years (1963-2003). MCKINSEY 2014 PRICING DIFFERENTIATED UNDIFFERENTIATED RELEVANT IRRELEVANT COMMODITIES LOW PREMIUM THE EXPERIENCE ECONOMY B.JOSEPH PINE II & JAMES H. GILMORE
- 10. THE EXPERIENCE ECONOMY HUMAN NEEDS COMPETITIVE POSITION Services represent 75%-80% of GDP. Service hasn’t changed a lot in 50 years (1963-2003). MCKINSEY 2014 PRICING DIFFERENTIATED UNDIFFERENTIATED RELEVANT IRRELEVANT COMMODITIES Customization GOODS LOW PREMIUM THE EXPERIENCE ECONOMY B.JOSEPH PINE II & JAMES H. GILMORE
- 11. THE EXPERIENCE ECONOMY HUMAN NEEDS COMPETITIVE POSITION Services represent 75%-80% of GDP. Service hasn’t changed a lot in 50 years (1963-2003). MCKINSEY 2014 Commoditization PRICING DIFFERENTIATED UNDIFFERENTIATED RELEVANT IRRELEVANT COMMODITIES Customization GOODS LOW PREMIUM THE EXPERIENCE ECONOMY B.JOSEPH PINE II & JAMES H. GILMORE
- 12. THE EXPERIENCE ECONOMY HUMAN NEEDS COMPETITIVE POSITION Services represent 75%-80% of GDP. Service hasn’t changed a lot in 50 years (1963-2003). MCKINSEY 2014 Commoditization Customization SERVICES PRICING DIFFERENTIATED UNDIFFERENTIATED RELEVANT IRRELEVANT COMMODITIES Customization GOODS LOW PREMIUM THE EXPERIENCE ECONOMY B.JOSEPH PINE II & JAMES H. GILMORE
- 13. THE EXPERIENCE ECONOMY HUMAN NEEDS COMPETITIVE POSITION Services represent 75%-80% of GDP. Service hasn’t changed a lot in 50 years (1963-2003). MCKINSEY 2014 Commoditization Customization Commoditization SERVICES PRICING DIFFERENTIATED UNDIFFERENTIATED RELEVANT IRRELEVANT COMMODITIES Customization GOODS LOW PREMIUM THE EXPERIENCE ECONOMY B.JOSEPH PINE II & JAMES H. GILMORE
- 14. THE EXPERIENCE ECONOMY HUMAN NEEDS COMPETITIVE POSITION Services represent 75%-80% of GDP. Service hasn’t changed a lot in 50 years (1963-2003). MCKINSEY 2014 Commoditization Customization Commoditization SERVICES PRICING DIFFERENTIATED UNDIFFERENTIATED RELEVANT IRRELEVANT COMMODITIES Customization GOODS Customization EXPERIENCES LOW PREMIUM THE EXPERIENCE ECONOMY B.JOSEPH PINE II & JAMES H. GILMORE
- 15. WHAT IS EXPERIENCE DESIGN Creating New Markets Or Disrupting Existing Ones It’s about creating brand experiences that people want and that tell stories, have magic and inspire. It’s about the fusion of technology with humanity; of brand and story; of all aspects of design, from product to advertising to digital to point of purchase to user experience. © 2014 gyro.
- 16. Burberry is not investing in replicating more of our store experience for online, but bringing the Burberry.com experience to our stores. ! CHRISTOPHER BAILEY CHIEF CREATIVE OFFICER
- 17. EXPERIENCE DESIGN AS A CULTURAL PRACTICE You can’t find the answer by using somebody else’s answer to another question. I am not even saying this is bad. It just doesn’t work! SAUL BASS Designing In An Evolving Immature Digital Medium, Brands Need To Act As Inventors. Innovative experience design requires that we look beyond received opinion, benchmarks, and familiar solutions to identify the deeper, cultural connections. It’s about finding that human and emotional insight. Experience must be grounded in the service of specific human needs by observing culture. © 2014 gyro.
- 18. INNOVATIVE BRANDS AS INVENTORS Brand experience platforms offer unparalleled branded utility. These brands have created an ecosystem around their products that fuel recognition, amplify differentiation, and make big ideas and meaning accessible. © 2014 gyro.
- 19. VISCERAL REFLECTIVE BEHAVIORAL © 2014 gyro. IGNITE IDEAS THROUGH EMOTION DESIGN Today we want products that appeal to both cognition and emotion. If functions are equated with cognition, pleasure is equated with emotion. To see people play with products and services as a part of culture is to understand how they become meaningful through the social activities, thoughts, and actions of the people who engage with them.
- 20. THE NEW BRAND MODEL IS FROM IMPRESSIONS TO EXPRESSIONS. WHAT? I LOVE THIS BRAND THE BRAND EXPRESSION CONVERSATION COMMUNITY AFFINITY THE BRAND STORY THE BRAND EXPERIENCE RELATIONSHIP WHAT HAPPENS WHEN YOU INFUSE EMOTION © 2014 gyro.
- 21. HOW WE CRAFT BRAND EXPERIENCE PLATFORMS — © 2014 gyro.
- 22. EXPERIENCE DESIGN STRATEGY MAP •Create value •Product attributes •Emotional benefits •Functional benefits •Define your heroes •Customer analysis •Personas •Audience segments •TV •Social •Digital media •Mobile MENTOR ARCHETYPE •Brand leader •Celebrity •Culture •Community leader CHANNEL ACTIVATION BRAND GIFT BRAND HERO STORY TELLING BRAND VALUES 1 2 3 4 5 PROTO TYPE OBSERVE SYNTHESIZE CONCEPT IMPLEMENT DIGITAL PRODUCT DESIGN Observe and learn about people and contexts of use Translate research insights into opportunities Create visible and tangible experiences Improve design ideas by prototyping Continuously resolve human issues
- 23. EXPERIENCE DESIGN STRATEGY MAP •Create value •Product attributes •Emotional benefits •Functional benefits •Define your heroes •Customer analysis •Personas •Audience segments •TV •Social •Digital media •Mobile MENTOR ARCHETYPE •Brand leader •Celebrity •Culture •Community leader CHANNEL ACTIVATION BRAND GIFT BRAND HERO STORY TELLING BRAND VALUES 1 2 3 4 5 PROTO TYPE OBSERVE SYNTHESIZE CONCEPT IMPLEMENT DIGITAL PRODUCT DESIGN Observe and learn about people and contexts of use Translate research insights into opportunities Create visible and tangible experiences Improve design ideas by prototyping Continuously resolve human issues
- 24. EXPERIENCE DESIGN FOR PEOPLE Designing the perfect balance of ideas, technology, design and storytelling. © 2014 gyro.
- 25. OPEN LET’S PLAY TOGETHER
- 26. Post Playing Times I love to play on Sundays from 12pm - 6pm. 4 Start Playing x x Near Me Sport+City lets me show my favorite places to play near my home within 5km radius. SPORT+CITY USER EXPERIENCE LET’S PLAY SPORTS! Participate I signed up to Sport+City through my G+ profile. CHOOSE YOUR SPORTS GENDER LOCATION 1 SPORTS OTHER Choose I can choose from 20 different sports. 2 3 Find & Manage I can find places to play sports with other people and manage my sporting events. 5 km 3a Curate I found some awesome places to play and I’m sharing them with people. 3b CORONEL PARK - SP x x Sports Together I am done with signing up and can share +1 with all my friends and start getting people together to play. 5 SPORT+CITY 1 2 3
- 27. JOGA +1
- 33. PAINTED STREETS WORLD CUP OPEN VIEW GOOGLE LET’S PLAY STREET TOGETHER VIEW
- 34. WHAT WE BUILD Google is building... A digital cultural movement for World Cup fans that helps people virtually experience and walk through the ever-changing madness of the World Cup through Google Street View. ! We are building an emotional exploratory journey for massive amounts of people who will be spontaneously creating and sharing stories during the World Cup. ! Bringing the world to the streets of Brazil. Four Functions: INSPIRE CAPTURE CURATE BOND
- 35. WORLDCUP RUAS COLORIDAS STREET VIEW
- 39. CUSTOMER EXPECTATIONS AND NEEDS ARE ALWAYS CHANGING HOW DO BRANDS STAY HUMANLY RELEVANT? Brands stay humanly relevant by: 1. Designing meaningful and delightful customer interactions 2. Listening to and anticipating what your customers want 3. Responding, adapting, and connecting to emerging needs and behaviors 4. Designing for emotion © 2014 gyro.
- 40. WHAT’S HAPPENING NOW WORLD CUP 2014
- 41. These things are not just smartphones and tablets. STADIUM “Google Trekker capturing 1,457km.” SENSORIZING OBJECTS Making Them Come Alive in G+ Surprising Profiles SENSORS Connect World Cup things with digital sensors, cameras, and applications. BRAZUCA “Neymar goal clocked at 103 km/h!” BRAZUCA BNT BUS “Hulk is listening to Picasso Baby by Jay-Z. ” “Marcana is on a Richter Scale 3.2! ” TREKKER G+ Surprising Profiles Humanizing technology and giving fans unparalleled access to the game. The number of things connected to the internet exceeds the number of people on earth. PAST TODAY
- 42. SURPRISE THEM! G+ PROFILES FOR WORLD CUP OBJECTS
- 50. G+ SURPRISING PROFILES The ecosystem of World Cup internet-connected objects embedded with sensors (Brazuca, National Team Bus, Stadium, Soccer shoe, HangOut Screens, Drone) is experienced through G+ giving the whole experience a “Nowness of Fun & Emotion”.
- 51. IRRESISTIBLE © 2014 gyro. MAKING YOUR BRAND
- 52. EXPERIENCE DESIGN MAKES BRANDS IRRESISTIBLE 8 Key Drivers of Brand Irresistibility Brand fanatics spend 13% more than the average customer and refer business equal to 45% of the money they spend. SATMETRIX • KNOW-HOW (credibility and expertise) • MOMENTUM (keeping consumers interested and engaged) • DIFFERENTIATION (the courage to focus on a point of difference) • EMOTION (unique meaning for consumers) • SYMBOLISM (the symbolic language of design and imagery) • NEXUS (meeting the functional, social, and emotional needs of consumers) • ALIGNMENT (consistency across different touch points) • UNITY (recognition across products and categories) © 2014 gyro.
- 53. BE A DIGITAL INVENTOR We have to continually be jumping off cliffs and developing our wings on the way down. KURT VONNEGUT
- 54. © 2014 gyro. THANK YOU. CONTACT Daphne Fink Taber, President d: +1 303 656 4909 m: +1 303 324 7844 e: daphne.fink@gyro.com
- 55. © 2014 gyro. THANK YOU. CONTACT Daphne Fink Taber, President d: +1 303 656 4909 m: +1 303 324 7844 e: daphne.fink@gyro.com