UX STRAT 2014: Theo Forbath, "The Role of UX in Defining the Future of Products, Brands and Business...
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Transcript of UX STRAT 2014: Theo Forbath, "The Role of UX in Defining the Future of Products, Brands and Business...
© 2014 Cognizant
The Revolution Will be Digitized! The Role of UX in Defining the Future of Products, Brands and Business Strategy
Theo Forbath, Global Vice President, Digital Transformation September 2014
@theoforbath
| © 2014, Cognizant
1960 1970 1980 1990 2000 2010 2020
My career – managing innovation in businesses
through technology shifts…
Mainframe
Minicomputer
Distributed PC
Internet PC
The Digital
Enterprise
We are here dot…..
Business Productivity
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We are The Digital Revolution
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How businesses view the evolution
of technology, and its impact on
products, brands & personal data
How personal data and digital
exhaust shapes brands, businesses
and experiences
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The
world of products,
brands and personal
data is going through a
radical transformation…
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FROM:
A World of Things
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A World of Smart, Connected, Programmable Things
TO:
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The first wave
was About
(IM) Personal
Computing
typified
by computing
experiences
that were
immobile
and lacked
contextual
awareness
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• What’s personal and valued by users
– Their username
– Their password
– Their email address
– Their access rights
• What the network knows
– Their corporate social graph (aka their role in the organization)
– Their usage patterns based on logon and log off times
– Their privileges and access rights
• Jobs being done
– Linking people with IT assets
– Securing corporate information
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Nature of Personal Data in the 1st Wave
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The Second
wave Got
Personal Now it is about
being mobile,
always connected
and always “on”
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Nature of Personal Data in the 2nd Wave
• What’s personal and valued by users
– Their phone number
– Their social graphs (aka their contact lists,
FB friends, LinkedIn contacts, Twitter followers, etc.)
– Their photos
– Their apps
• What the network knows
– Where you are (demographics, personal likes and dislikes)
– Who you are interacting with throughout your day
– Your web footprints; search and web history
– Where you have been and where you are going to be
• Jobs being done
– Linking people together via social bonds and contact points
– Enabling digital advertising
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The third wave will be
VERY personal and
completely different…
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Credit: Frog
The third wave is
about much
more than
BYOW…it’s
about the
dematerialization
of processes
third wave. Confidential and Proprietary 2013
Credit: Frog
The third wave is about great UX design and the
seamless, contextually relevant interactions of things &
people
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It’s about technology diffusion, democratization and de-
capitalization…
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Airwaves
connected
mask –
3rd wave is
surrounding
us
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Credit: Frog
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The Third Wave will adhere to us…
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Is your boss giving you a wake up
buzz on your wearable?
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Nature of Personal Data in the 3rd Wave
What’s personal and valued by users • Pre-emptive decision making based on networks of smart, connected, programmable things
• Personalized brand experiences that shift advertising to content
• Their data! Expectation that personal data has value for service providers and can be used as collateral for next generation services
• We are seeing the first examples of this trade-off of personal data for new forms of value
What the network knows • Personal metadata: likes, dislikes, preferences
• Your complete profile; medical, financial, politics, education, professional, and your face.
• The intersection of physical and digital worlds
• That there is value in arbitrating personal data
• Location information is more expensive so consumers expect higher value
• That there is value in arbitrating personal data
Jobs being done • Making activities visible and measurable in space and time
• Enhancing every action with rich context
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Will leveraging rich personal data
be the new differentiator
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Brands are no longer only defined by logos, slogans and
artifacts…
but by shaping personalized experiences
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Credit: Frog
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Brand Equity is translating into Brand Trust and re-imagining
of the “Disney Magic” as park guests are sharing more
personal data than eve before…Disney’s Digital Oil
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A billion dollar investment for Disney: Next Generation Experience
Credit: Frog
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If Disney can drive more value from
existing infrastructure by layering on
technology, that is extremely powerful.
They can’t just compete by building
new rides; it’s already a theme-park
arms race out there.” The New York Times, 2013
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Digital Transformation is re-shaping your business…
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Hyper-connectivity creates hyper-disruption
as industry boundaries blur, partners become
competitors and vice versa, and ecosystems emerge
as the critical advantage
Logo mash-ups by artist Mario Amaya
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The Digital Revolution Started in the
“Industrial-Media-Entertainment Complex”…and we
get to decide where it goes from here…
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Americans are watching more movies at home than ever, yet the curtain has closed on Blockbuster
Something big is happening …
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Dislocation at the “Shift Point”
Widget Winners Digit Winners
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UPON FURTHER REFLECTION…
SOMETHING MIGHT BE WRONG
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• Many firms are configured for the past and not
unleashing their potential value
• Many will face an extinction event unless they adapt
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A NEW TYPE OF DIGITAL ENTERPRISE IS EMERGING
NEW TECHNOLOGIES ARE TRANSFORMING WORK
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SMAC it to me! The transformational industry trends we see all around us …
1. Social Computing
2. Mobility
3. Advanced Analytics
4. Cloud
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“Every business is a digital business.
Every customer is a digital customer.
AIG must evolve to compete.”
Robert Benmosche, CEO, AIG
Some client voices on Digital: CXOs
“Advances in technology and shifts in customer
expectations show no signs of abating. They bring in
their wake both disruption and opportunity. We need
to recognize that banking is a digital business.”
Simon McNamara, CAO, RBS
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“We increased our target for digital to 40%-45%
of our business. If you asked — what do I regret
about the past five or ten years? We didn't go
fast enough.”
Martin Sorrell, CEO, WPP
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We’re beginning to expect
(and differentiate) on the sublime…
We’re beginning to expect
(and differentiate) on the sublime…
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…and find the ridiculous, well, ridiculous
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Source: https://contractiq.com/Internet_Of_Things_Report_2014
And then there are all of those things coming online…
40
World
Population
Connected
Devices
6.3 Billion
500 Million
6.8 Billion
12.5 Billion
7.2 Billion
25 Billion
7.6 Billion
50 Billion
Connected
Devices
Per Person 0.08
2003
1.84
2010
3.47
2015
6.58
2020
More
connected
devices
than
people
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Revolution in UX: “Designed by engineers” versus…
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“Designed by designers”…
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THE
50 – 50 MARKET of 2020
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50 – 50
Billion Devices Times the Data
IoT IoI (The Internet of Information)
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Companies are now competing on “code” and UX — the data and information surrounding people, organizations and devices; and how they create meaningful experiences…
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Amazon, Netflix, Apple, or Google see
our code when they “look” at us
Married, father of two
college age daughters
1st generation American
of Hungarian &
South African heritage
Lives in the People’s
Republic of Cambridge, MA
Loves jazz, world
music
“Extreme” traveler (aka 3
million mile flier)
Passionate sailor
Active collector of music
& vintage watches
Avid reader of WWII spy
novels Vegetarian
Drives jalopies
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So, when you
next walk into
a store...
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How do you
want to
connect?
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• With basic demographics?
• How you look?
• Like a cold call?
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Or can user experiences be tailored around digital footprints?
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Re-code UX interactions and customer relationships: “You Had
Me At 0100100001000101010011000100110001001111”
If we are online, we are creating
our own digital exhaust.
Maybe counter-intuitive, but
the digital world can create more
authentic experiences.
• Build affinity
• Externalize values
• E.g., Nike, Disney, GE, Starbucks,
Apple, P&G, etc.
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“Now any Noun… any person, place or thing…has a virtual self as well a physical self.”
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Starting Points:
THE USER EXPERIENCE
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From “always be closing”…
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…To “always be suggesting”
• Algorithms based on user activity
• Personal ratings • Collaborative filtering
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Personalized, curated, in-context
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…to “always be recommending”
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“Ya gotta see it!”
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Dematerialization in the customer service process
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Whom do you trust for a movie
recommendation?
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Virtual communities best professional critics
Source: Carnegie Mellon University
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Market leaders are recommendation algorithm
champions – our digital guides & curators
Consumers => Prosumers
Better – Faster – Cheaper
Applications in:
• Retail
• Retail Banking
• Healthcare
• Insurance
• Life Sciences
• Media & Entertainment
• Manufacturing
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Netflix “knew” House of Cards could succeed
“In any business, the ability to see into the future is
the killer app, and Netflix may be getting close with
House of Cards. The series…is already the most
streamed piece of content in the United States and 40
other countries, according to Netflix. The spooky part
about that? Executives at the company knew it would
be a hit before anyone shouted ‘action.’”
The New York Times, February 24, 2013
AFTER
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But how? Netflix recognized the power of code
Netflix had the data, and they
crunched the numbers
• 27 million subscribers in the US;
33 million worldwide
• The director of The Social
Network, David Fincher, was
already streamed often
• Films featuring Kevin Spacey had
done well
• The British version of House of
Cards did well.
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The power of code and UX insights can drive
successful new products and services
Sales
• 3 million new
subscriptions
• Passed HBO
Netflix Shares at release:
$180 Netflix Shares last
Friday: $475.68
Critical Acclaim
• 9 Emmy Nominations
(and some wins)
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www.cognizant.com
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Cognizant Confidential
• “Social” jet engine
Real-time social community with engine, GE and Airline
• 1% efficiency gain = $2 billion annual savings for airlines
200+ engine parameters per flight record
18MM parameters per month
Maintenance savings to customer
Reputation “savings” to GE
Full-loop engineering
GE is changing the game for jet engines through UX & the myEngine app
http://www.gereports.com/meeting-of-minds-and-machines/; http://www.computerweekly.com/news/2240176561/Interview-with-GEs-head-of-
software-William-Ruh
“Customers of GE engines are now buying a brand promise of no unplanned down- time….”
third wave. Confidential and Proprietary 2013 64
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Thanks to the SMAC stack, identifying and finding
the Tsaarnaev’s brothers took five days
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“The digital and physical worlds are starting to come together more seamlessly — it’s only the tip of the iceberg in terms of what’s coming.” Mark Parker, CEO, Nike
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Starting Points for Business Stakeholders: RETHINK PRODUCT DESIGN Create A Beautiful Experience
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#1. Engage, communicate and interact in a simple, delightful way.
Customers are increasingly
demanding:
• World-class interface design
• Modern and sleek appearance
• Freshness and high-level of design to signify:
– Quality
– Up-to-date content / relevance
Businesses that don’t have the design capabilities in-house
succeed by partnering with world-class design firms, and
embracing the kind of deep collaboration and partnerships
necessary to make great products and services.
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Customers are increasingly
demanding:
• To flow easily between the digital
and physical worlds
• To bridge devices and channels
with no borders
If retailers once had to first engage a customers with a warm
greeting, they now need to engage them before the first
salutation as they approach each product in the store.
#2. Organize your business and online user experiences to work seamlessly across every touch point
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#3. Communicate in a consistent and relevant tone
Beyond a consistency in look, feel and
tone, relevancy is achieved:
• With investment in gleaning into their
customers’ preferences
• Tailoring targeted interactions accordingly
The first step is to listen to your customers, without making too
many preconceived assumptions. When successful, such a
process should leave space for new forms of discovery,
serendipity and exploration as well as targeted suggestions.
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#4. Always strive to anticipate needs, and
constantly improve
Leading brands already:
• Are constantly improving their offerings
• Offer regular software updates that happen “automagically” (The era of annual version upgrades and renewals for software is coming to an end)
Learning how predict user needs, and often incorporate the
“unexpected” into a user experience by providing seamless
customer support or making the purchase process as easy
and effortless as possible will ensure relevance.
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#5. Earn Trust and Keep
Customers must: • Be comfortable with exchanging personal data
for more curated online experiences
• Entrust storing financial, medical, demographic, professional, and other types of private information
• Be certain that the value delivered by these experiences significantly outweighs the perceived loss of privacy
Companies that can make consumers comfortable with the
trade-off of sharing personal data for tailored services will
earn their trust and brand loyalty.
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“Industrial companies — not just GE but
all industrial companies — are no longer
about just the big iron. All of us are going
to seek to interface with the analytics,
the data, the software that surround our
products. The reason for this is that it
drives tremendous productivity benefits.”
Jeff Immelt, CEO, GE
Creating great UX is HOT on the CxO agenda…
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For designers, finding meaning in Code means innovation from insight
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Musical preferences and political preferences
If you like Garth Brooks… Chances are you vote Republican
http://notes.variogr.am/post/26869688460/how-well-does-music-predict-your-politics
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Musical preferences and political preferences
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If you like Madonna… Chances are you vote Democrat
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Musical preferences and political preferences
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If you like Jimi Hendrix… Chances are you like Science Fiction
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Your taste in music shows your intelligence???
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Music
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Source:
http://musicthatmakesyoudumb.virgil.gr/
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Who guessed that music libraries…provide rich
customer insight?
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Pandora uses your music
tastes to connect you to:
a) LinkedIn colleagues
b) Political candidates
c) The NSA
d) Justin Bieber
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Pandora uses your music
tastes to connect you to:
b) Political candidates
http://www.marketplace.org/topics/business/pandora-uses-data-your-musical-taste-lure-political-advertisers
Candidate….
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By looking at your posting
pattern, Facebook can
predict when you are:
a) Buying a house
b) Taking a vacation
c) Falling in love
d) Falling in love with
Justin Bieber
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Facebook can watch you fall in love….
http://www.theatlantic.com/technology/archive/2014/02/when-you-fall-in-love-this-is-what-facebook-
sees/283865/?utm_content=buffer3c0dd&utm_source=twitter.com
“During the 100 days before the relationship starts,
we observe a slow but steady increase in the number
of timeline posts shared between the future couple.”
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If it costs more than $50 and you can’t eat it, it will be connected and will be generating meaningful data that can shape a better User Experience…
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We are inside the third wave and it is all around us
Weather Health and Fitness
25
MAR
Calendar Other Services Public Transport Shopping
The third wave is going to be about designing for
the Internet of Information, curating its user
experiences, and it will require new strategies for
products, services and branding which will be driven
by new economics