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Designing for Differentiation:
Matt Candy
Vice President & European Leader
IBM Interactive Experience
Customer Experience in the Cognitive Age
@matthewcandy @ibminteractive
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Charles and Ray Eames moved fluidly between the
mass-production of objects for everyday use and the
transmission of ideas in anticipation of the global
‘information age’. They were driven by philosophical
ideals that valued knowledge, discovery and
discipline; embraced the potential of technology and
science for the common good; and saw no
separation between life and work.
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Source image
“Never delegate Understanding.” - Charles Eames
- Thomas J. Watson
“Design must reflect the practical and
aesthetic in business, but above all,
good design must primarily serve
people” - Thomas J. Watson Jr.
“Good design is good business.” - Thomas J. Watson
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Rise of machines image - terminator
Home brew club image -
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Add pics of microsoft products
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Replace with higher resolution depicting internet explosion
Era of obvious is over
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Attention Intention
Experience
Economy
Cognitive
Economy to a
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But with cognitive
power comes
responsibility
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Design
thinking
Let me show you how we’re
doing this today…
Global
elderly population
Japan’s
elderly population
25% 40%
2013 2050 2015 2055
12% 21%
1 Re-imagining Elder Care in Japan
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Dinasoar video
“How about we make
a story together?”
2 Creating toys that learn and teach
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A toy that is
customised,
listens,
learns from,
adapts and grows
with the child.
A toy that is
customised,
listens,
learns from,
adapts and grows
with the child.
“We’re building a product
for the consumer that has benefit for millions and not just the few”
3 Intuitive travel planning
Implications for Experience Design
curation change
Taking insight into action through a wider lens of experience
The importance of curation will increase
Implications for Experience Design
Taking insight into action through a wider lens of experience
The importance of curation will increase
Implications for Experience Design
Taking insight into action through a wider lens of experience
Design teams will need to change
Implications for Marketers/Business
Embracing customer disruption will be key
Openness will be the theme of the day
Embracing customer disruption will be key
Implications for Marketers/Business
Openness will be the theme of the day
Embracing customer disruption will be key
New People & changes to culture
Implications for Marketers/Business
“Our machines should be nothing more
than tools for extending the powers
of the human beings who use them.”
- Thomas J Watson Jr.
“In the future, every decision that
mankind makes is going to be
informed by a cognitive system
like Watson
and our lives will be better for it.”
- Ginni Rometty, Chairman, President and CEO of IBM
Thank you
@matthewcandy @ibminteractive
Visit ageofdesign.designweek.co.uk to find out more….
Thank you
@matthewcandy @ibminteractive
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