The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive...

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The Age of Strategic Design

Strategic Design Lab

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there’s no longer business as usual


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What does it really mean to be digital?

How can non-software companies thrive in today’s disruptive landscape?

What are the necessary componentsof any digital transformation?

What do you “actually” transform into?


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being digital is primarily a mindset

“Dick Tracy two-way watch”1946

“2001: A space Odyssey”1968

“Back to the Future II”1989

“Minority Report”2002

23Oculus VR

2012

“Back to the Future II”1989

6IBM Watson

2008

“Minority Report”2002

51Apple Watch

2015

“Dick Tracy two-way watch”1946

43Apple Siri

2011

“2001: A space Odyssey”1968


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helping is the new selling


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Method Growth stages of the market

New technology

A new promise or

capability creates

ripples in the market

All kinds of features

There’s no more

features customers

care about

A seamless experience

Products are part

of a much larger

experience

Intangible value

The offering becomes

invisible and is taken

for granted

Intangible value

Design as strategy

All kinds of features

Design as styling

A seamless experience

Designas process

New technology

Unclear purpose


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1900Age of Manufacturing

Ford Boeing

GERCA

Assembly lines

1960Age of Distribution

Wal-Mart Toyota

P&GUPS

Supply chains

1990Age of Information

AmazonGoogle

ComcastCapital One

Automation

2010Age of Strategic DesignEstonia e-Citizenship Singapore Smart City

Echo + AlexaTencent + WeChat

Engagement


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What today seems normal yesterday was extraordinary


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In the digital age good design doesn’t just result in good products; it results in new relationships


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The modern city is becominga pointer system, the new URL, for tomorrow’s hybrid digital–physical environment.

Cities rely on data to function and to be sustainable sentient networks alleviate pressure on supply and distribution chains

CITIES SMARTEN UP AND BECOME FOUR (FIVE?) DIMENSIONAL

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Voice recognition technology is nearly reaching its tipping point.

However, the spoken word is only a start. Computer vision can pick up non-verbals and gesturing to complete human communication.

SPACES AWAKEN AND BEGIN TO SENSE, LISTEN AND OBSERVE

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Computers are dissolving in three directions—into the cloud, into the environment, and into our bodies— but as they do so they are reducing altogether what we would call “interfaces” becoming calmer and less attention hungry; making itself heard and seen only when and where it matters

EXPERIENCES ARE LESS ABOUT PIXELS, AND MORE ABOUT VALUE

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We believe that in many mature and densely populated markets and geographies the concept of ownership is undergoing a massive change. The access and real-time economy is becoming the norm.

A NEW & REDEFINED CONCEPT OF OWNERSHIP EMERGES

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We continue to add a rich layer of emotion to our identities. We don’t control who, when or how data is acquired, and as result the traditional opt-in/out model starts to lose relevance for commerce

DATA GENERATION & COLLECTION IS NO LONGER BOUND TO DEVICE OWNERS

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*FindFace App


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“Project VoCo” promises to generate new speech capability by generating words using some minutes of a speaker’s recorded voice; that is, using a human voice to say something the speaker never said almost in real time.

IDENTITY BEGINS TO BE SECURED AND MANAGED ALONGSIDE OUR DIGITAL PERSONA

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*Adobe’s Project VoCo


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Alipay (400m) or WeChat (800m) Wallets are just two commonplace examples of daily transactions in China. With new players obtaining licenses to provide financial services (credit lines or investment capabilities at the very least) where’s the frontier for digital retail banking?

TRANSACTIONS STEADILY BECOME PART OF THE USERS’ LIFE & ECOSYSTEM

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Tim Cannon has the first “Human Body API” while Verily (former Google Life Sciences) is developing a set of contact lenses to monitor and track diabetes while adding a layer of augmented reality to the users’ sight.

BIG DATA SETS& API’S ENABLE THE MACHINE IN THE MAN

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becoming digital


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key components of digital transformation

organisationalalignment

humanexperience

uniqueplatformsefficiencyvision

vision: develop, train and adopt a healthy product mentality

efficiency: identify your unique focus and don’t get distracted

human experience: solve real problems and needs

unique platforms: dramatically simplify your backstage

organisational alignment: hone in on your purpose and stick to it

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[email protected]

@mrmarquez

The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive...

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