Matthew Candy - Designing Next Generation Personalisation

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Source: Question B4 What kind of digital strategy does your enterprise have?; n=2,869

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data informs experienceexperience transcends channel

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IBM Designcamp :: IBM Confidential :: ©2014 IBM Corporation 1

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Take 2 minutes &design a vase

design a better way for people to enjoy flowers in their home

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IBM Designcamp :: IBM Confidential :: ©2014 IBM Corporation

Product or Task FocusedExperience Focused

the importance

of design

Design is not just what it

looks like & feels like.

Design is how it works.- Steve Jobs

IBM Designcamp :: IBM Confidential :: ©2014 IBM Corporation 16

“I just want it to work.”

IBM Design :: IBM Confidential :: ©2014 IBM Corporation

This is not a user experience

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This is a user experience

Attitudinal / Sentiment Data

Context Data

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All English Lawn Tennis Club

Founded 1868

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Placing people at the heart of the

experience design process

New ways of working - iterative,

rapid and agile – across business

and IT

Concentration of experience

design, data analytics, strategy

and technology skills

Hands-on innovations and demos

Integrated mobile prototyping &

development

Fusing resources from

marketing, IT, and agency

partners together

Tapping into broader ecosystem

of partners, technology, api’s,

data sources from outside the

typical

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Experiences driven by data

Extend physical experiences with digital

Use digital to enhance personal engagement

In summary

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