The Age of Strategic Design

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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 do non-software organisations thrive in today’s disruptive landscape?

What are the necessary componentsof any digital transformation?


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being digital is primarily a mindset


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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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being digital is not really about invention

“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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Model by Bill Buxton, 2008

The long nose of innovation

Radar

Apple iPhone $599

2007IBM/Bellsouth Simon Communicator

$1099

1993HP Series 100/150 PC

$2795

1983CERN SPS Capacitative

Touchscreen

1972

Discovery & Invention Refinement & Augmentation Traction & Productisation

$1B Idea


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being digital is about being on time


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A competitor emergesTechnology

Growth stages of the market


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Technology Features


There’s no more features customers care about


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Technology Features Experience


Products are part of a much larger experience


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Technology Features Experience Commodity



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Technology Features Experience Commodity

Unrecognised Design is not important

1Interested Design is acknowledged but receives little funding

2Invested Design is important and initial programs emerge

3Committed Design is critical and execs are actively involved

4Engaged Design is one of the core tenets of the strategy

5Embedded Design is in the DNAof the organisation

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Design maturity stages of organisations

Design as strategyDesign as styling Design as processUnclear purpose



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1900Age of Manufacturing

Ford Boeing GE RCA

Assembly lines

1960Age of Distribution

Wal-Mart Toyota P&G UPS

Supply chains

1990Age of Information

Amazon Google Comcast Capital One

Automation

2010Age of Strategic DesignEstonia e-Citizenship Singapore Smart City Echo + Alexa Tencent + WeChat

Engagement


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What today seems normal yesterday was extraordinary


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So what is tomorrow’s ordinary, and how can you prepare for it?


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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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Alipay or WeChat Wallet are just two commonplace examples of daily payments and transactions in China. With new players and regulation obtaining licenses to provide financial services, where’s the frontier for digital retail banking?

TRANSACTIONS PROGRESSIVELY ENTER USERS’ ECOSYSTEM

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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 MANAGED AND SECURED AS IT CLASHES WITH DIGITAL PERSONA

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*Adobe’s Project VoCo


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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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Method United Rentals Proposal April 2016

becoming digital


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key aspects of digital transformation

organisationalalignment

experience strategy

uniqueplatformsefficiency

solve real problems and help people with what they actually need

identify your unique focus and don’t get distracted

hone in on your purpose and stick to it

dramatically simplify your toolkit (aka “back of house”)

develop, train and adopt a healthy mentality


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Design Thinking

Identify right opportunity Observe & Synthesise Envision relevant solution Create alignment & buy-in

Lean UX & Startup

Slice & Build Prototype & Test Measure & Learn Pivot or Persevere

Continuous Delivery

Value-based roadmaps Agile / Scrumm models Sprint 0 & N++ & Demos Iterate or Scale


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there’s no longer business as usual


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A design–led accelerator for innovation strategy that brings together expertise in management consulting, service design, customer experience and digital solutions.



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Let’s [email protected]

@mrmarquez