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Connected Thinking is an evolution of Design Thinking. It brings into the typical design thinking process other real-world forces - such as technology, industry, policy, and nature - and applies it to any type of design issue. In this workshop we will kill the old, outdated Human-Centered-User-Centric–Design–Thinking to create a design philosophy that is meant for today's world of connected devices vs beautifully designed objects. In this workshop you will learn to empathize not only with your human counterparts but with technology, industries, policies, and other forces to realize that they have a real need and desire to evolve and change along with us and they need a designers hand to guide them.
Citation preview
Connected Thinking
Sce PikeChief Experience Officer @ Citizen, Inc.
twitter: @spike75, @pluscitizen
© 2014 Citizen, Inc. Proprietary and confidential.
Goals
2
• To be able to describe Connected Thinking
• To be able to practice Connected Thinking
• Gain insights into different areas of the Connected Space
• Any others that you want to cover?
© 2014 Citizen, Inc. Proprietary and confidential.
Agenda
3
• Connected Thinking Overview !
• User Exercise !
• Industry Exercise !
• Technology Exercise !
• The Pitch !
• Q & A
Design Thinking
U S E R
Human Centered Design Process was
first taught by Rolf A. Faste at Stanford in 1983.
Then adopted by IDEO, Frog, and others for Product
Design, not Digital Design
Connected Thinking
I N D U S T R YT E C H N O L O G Y
U S E R
However Technology is a real
world force with its own wants,
needs, desires and with a
direction that it wants to go.
Connected Thinking
I N D U S T R YT E C H N O L O G Y
U S E R
Industry, too, is a real
world force with its
own wants, needs,
desires and with a
direction that it
wants to go.
Design Thinking
USERDISCOVER DEFINE DESIGN PROTOTYPE DELIVER
PRODUCT/SERVICE
Rolf A. Faste Stanford University
1983
Connected Thinking
INDUSTRY
TECHNOLOGYDISCOVER DEFINE DESIGN PROTOTYPE DELIVER
PRODUCT/SERVICE
USER
Napster
INDUSTRY
TECHNOLOGY
FASTEROPEN FORMAT UNLIMITED STORAGE
EASY TO SHARE CONTROL FREE
...TO CONTINUE RAKING IT IN
USER
© 2014 Citizen, Inc. Proprietary and confidential.
Napster’s Impact on Digital.
10
© 2014 Citizen, Inc. Proprietary and confidential.
“Electronic Hezbollah”
12
Connected Music
INDUSTRY
TECHNOLOGY
ADVERTISING
FREEMIUM + PREMIUM
OWNERSHIP SHIFTS TO ACCESS
CLOUD STORAGE
BANDWIDTH
SPOTIFY
PANDORA
ITUNES
GOOGLE MUSIC
AMAZON MP3
USER
© 2014 Citizen, Inc. Proprietary and confidential. 14
Connected Thinking
Why Connected Thinking is better than Human-Centered- User-Centric- Design-Thinking alone.
© 2014 Citizen, Inc. Proprietary and confidential.
Apple Practiced Connected Thinking
16
What is it that Technology wants?
What is it that Technology wants? !
To evolve with us.
To succeed at that it needs:
+ +
Our Attention Our Data Fast Access to Us
© 2014 Citizen, Inc. Proprietary and confidential.
Current Tech Battles
21
!
?
© 2014 Citizen, Inc. Proprietary and confidential. 22
VS
PHONES CARS
Current Tech Battles
Current Tech Battles
© 2014 Citizen, Inc. Proprietary and confidential.
Automotive Stats
24
© 2014 Citizen, Inc. Proprietary and confidential.
Autonomous Vehicles
25
© 2014 Citizen, Inc. Proprietary and confidential.
and the winner is...
26
PHONE CAR
Winner VS
What is it that Industry wants? !
!
What is it that Industry wants? !
To grow and prosper.
Who is this man? !
!
Nikolai Kondratiev
© 2014 Citizen, Inc. Proprietary and confidential.
Industry Cycles (K-Waves)
30
How do you prepare for the next K-Wave?
© 2014 Citizen, Inc. Proprietary and confidential.
Access Not Ownership
32
© 2014 Citizen, Inc. Proprietary and confidential.
Big Data & Little Data
33
© 2013 Citizen, Inc. Proprietary and confidential.
3D Print Anything
34
© 2014 Citizen, Inc. Proprietary and confidential.
Privacy Issues
35
The Exercise.
36
© 2013 Citizen, Inc. Proprietary and confidential.
Exercise Agenda
37
User | 30mins
Identify Target Groups
Create Personas
Create Journey Map
Engagement Opportunities
Industry | 30mins
Identify Trends / Consumer Behavior Changes
Competitive Analysis
Identify Partners
Develop New Biz Model
Tech | 30mins
Identify Tech Direction
Competitive Analysis
Identify Adjacent Tech
Evolve Current Technology
The Pitch | 10 mins
Presentation style?
Problem statement
Solution statement
Revenue models
© 2014 Citizen, Inc. Proprietary and confidential.
Client Brief
38
Clients from different industries:
• Car
• Home
• Healthcare
approached your team because they are scared that they are lagging behind and have not expanded their marketshare. They want to engage their customers at a new level and have asked you to come up with concepts to re-think their product.
© 2014 Citizen, Inc. Proprietary and confidential.
Introductions
39
Please introduce yourself to your team and answer (briefly):
• Name/Nickname?
• Where are you from?
• Why are you here?
• Would you get a chip implant? If yes, what would you
want it to do?
© 2014 Citizen, Inc. Proprietary and confidential.
Products
40
Sce PikeChief Experience Officer @ Citizen, Inc.
twitter: @spike75, @pluscitizen
Thank You.
Today’s Workshop Agenda• 30 mins - Connected Thinking Overview
!• 5 mins - Break into groups based on industry • 10 mins - Team Intro and Warm Up Exercise
!• Client/Product Reveal
!• 5 mins - User Exercise Overview (Personas, Journey (seasonal, daily, activity), • 30 mins - User Exercise
!• 5 mins - Industry Exercise Overview (Trends, Behavior Changes, Business Models - IoT,
Sharing Economy, Uber, Airbnb, Partnering, Opportunities, Competitors, Adjacent) • 30mins - Industry Exercise
!• 5 mins - Technology Exercise Overview (Evaluate Competitors, Adjacent Tech, • 30mins - Technology Exercise
!• 30mins - The Pitch - Putting it together (Preso type: Kickstarter, Video, Proto, Sketch
Concepts,) !
• 30 mins - Q & A