Embed Size (px)
Citation preview
PEOPLE AS THE DIGITAL DIFFERENTIATOR
H A W A I I A N T E L C O M U N I V E R S I T Y, H O N O L U L U
A P R I L 1 4 , 2 0 1 6
1
At Fjord we believe business success requires a people-led approach.
We focus on Design and Innovation, and our
native medium is digital. We have studios in 20 cities, and are the leading team of our kind.
I’m co-founder and CEO of Fjord.
Born in Helsinki, Finland, I have worked internationally most of my life. I’m a designer first, business leader second. I love engaging with the diverse set of challenges our clients trust us with.
ABOUT FJORD AND ME
2
1. WHAT’S GOING ON IN DIGITAL?
2. HUMANS AT THE HEART OF DIGITAL
3. THE IMPLICATIONS
W H A T W E ’ L L C O V E R
3
1. WHAT’S GOING ON IN DIGITAL?
2. HUMANS AT THE HEART OF DIGITAL
3. THE IMPLICATIONS
W H A T W E ’ L L C O V E R
4
WE CAN NOW MAKE ANYTHING WE CAN IMAGINE
5
1977 STAR WARS
6
1977 STAR WARS
7
STAR WARS
1977
8
1982 KNIGHT RIDER
9
1982 KNIGHT RIDER
10
KNIGHT RIDER
1982
11
2013 HER
12
2013 HER
13
HER
2013
14
1962 JAMES BOND
SUPER VILLAIN
15
1962 JAMES BOND
SUPER VILLAIN
16
JAMES BOND
SUPER VILLAIN
1962
17
“THE PACE OF CHANGE WILL NEVER AGAIN BE AS SLOW AS IT IS TODAY”
M A T T H E W B I S H O P ,
T H E E C O N O M I S T ’ S I N N O VA T I O N F O R U M 2 0 1 5
18
“IT’S NOW FASTER TO BUILD THAN TO PLAN”
A L E X J O N E S ,
B U S I N E S S D E S I G N D I R E C T O R , FJ O R D L O N D O N
19
Anything we can imagine we can make People will expect magic
Speed of change will increase It’s often faster to build than to plan
K E Y T A K E A W AY S
20
21
THE ERA OF
LIVING SERVICES
22
LIVING SERVICES ARE THE RESULT OF TWO FORCES
23
THE DIGITIZATION OF EVERYTHING AND
LIQUID EXPECTATIONS
24
CUSTOMER EXPECTATIONS ARE LIQUID AND TRANSCEND TRADITIONAL BOUNDARIES
Services that directly compete with yours
DIRECT COMPETITORS
25
CUSTOMER EXPECTATIONS ARE LIQUID AND TRANSCEND TRADITIONAL BOUNDARIES
26
CUSTOMER EXPECTATIONS ARE LIQUID AND TRANSCEND TRADITIONAL BOUNDARIES
EXPERIENTIAL COMPETITORS
Services that ( partially ) replace the need for yours
DIRECT COMPETITORS
27
CUSTOMER EXPECTATIONS ARE LIQUID AND TRANSCEND TRADITIONAL BOUNDARIES
DIRECT COMPETITORS
EXPERIENTIAL COMPETITORS
Services that change customer expectations – and raise them for yours
PERCEPTUAL COMPETITORS
28
WEB & INTERNET
2000
MOBILITY
2010s
LIVING SERVICES
WE’VE COME A LONG WAY
1990s
LIVING? • They are tailored and live around the individual –
flex to meet each person’s needs and preferences
• They evolve: They constantly learn more about our needs, intents, preferences, and change in real time
• They are very proximate to us in the environment – think wearables and nearables
HOW WILL LIVING SERVICES CHANGE OUR LIVES?
1. Simplify: Automate decisions and actions, and
reduce friction
2. Disrupt: Enable radical change – from reactive to
proactive, from population-based to personal,
from utility to beloved service
OUR HOMES OUR BODIES
OUR FAMILIES OUR EDUCATION
OUR WORK OUR TRANSPORT OUR FINANCES OUR SHOPPING
ALL ASPECTS OF LIFE WILL BE IMPACTED
31
Digital Complexity is growing
Digital is integral in everything, not a separate thing
Opportunities for transformation are everywhere
K E Y T A K E A W AY S
32
1. WHAT’S GOING ON IN DIGITAL?
2. HUMANS AT THE HEART OF DIGITAL
3. THE IMPLICATIONS
33
W H A T W E ’ L L C O V E R
WHY BOTHER WITH MESSY HUMANS?
34
TAKE THE PAIN AND ANXIETY OUT OF HOME BUYING / GIVE FIELD WORKERS HANDS-FREE ACCESS TO LATEST CUSTOMER DATA / RE-IMAGINE THE HOTEL EXPERIENCE FOR THE NEXT GENERATION
TRAVELER / TRANSFORM A COMPLEX CONNECTED HOME ECOSYSTEM INTO AN ELEGANT AND SIMPLE SMARTPHONE APP / MAKE INSURANCE RELEVANT IN THE MOBILE AGE / INNOVATE THE EMPLOYEE
ENGAGEMENT EXPERIENCE / CREATE A GLOBAL DESIGN-LED INNOVATION INCUBATOR / TAKE THE HASSLE OUT OF PUBLIC TRANSPORT / PUT THE CUSTOMER AT THE CENTER FOR THE ENERGY INDUSTRY / INVENT
NEW PROPOSITIONS TO DRIVE YOUTH ENGAGEMENT / FORECAST THE FUTURE OF AN INTEGRATED HEALTHCARE PROVIDER / RE-IMAGINE WHAT A BILL IS ALL ABOUT / UNLEASH DESIGN
TO HELP EMPLOYEES MAKE SMART DECISIONS AND GET THEIR JOB DONE EFFICIENTLY / CREATE A 360-DEGREE VIEW OF CUSTOMERS, TO BE ABLE TO SERVE THEM BETTER / INVENT THE CUSTOMER
EXPERIENCE STRATEGY FOR MAJOR CORPORATIONS / RE-ENERGIZE THE EXPERIENCE OF A COMPUTER HISTORY MUSEUM / HELP BANKS ENGAGE MEANINGFULLY WITH THE MOBILE GENERATION / RADICALLY
SIMPLIFY CITIZENS’ INTERACTIONS WITH THEIR GOVERNMENTS / MAKE BIG BRANDS RELEVANT IN DIGITAL ECOSYSTEMS / TEACH CLIENTS TO FISH (BUILD DESIGN AWARENESS AND CAPABILITY) / CHANGE CAR
MANUFACTURERS TO SERVICE ORGANIZATIONS / HELP PEOPLE GROW THEIR MONEY FASTER /
AND THE BIG CHALLENGES ARE INHERENTLY HUMAN CHALLENGES WE NEED BIG THINGS DONE IN DIGITAL
35
DELIGHT PEOPLE
FLEX YOUR PLATFORM
RE-ORIENT YOUR BUSINESS
Transform the business and operating models towards customer-centricity and agility
Understand your customer to design elegant and simple experiences and services
Power the customer experience by optimizing technology and scaling as needed
36
ABOVE-SURFACE ACTION DIFFERENTIATES IN WAYS THAT TECH OR BUSINESS CASE INNOVATION DOESN’T ANYMORE
36
OUR EXPERIENCE SAYS SO
ACCENTURE TECH VISION 2016
Kohl’s Mobile Commerce 800% increase in mobile app usage – fastest growth across industries. App rating improved from 1 star to 4 ½ stars. Hutchison 3 – Re-invented Phone Bill 70% of customers took the digital bill into use. Of those, 50% stopped calling service center each month. BBVA – Mobile Banking From 0.89% of transactions on mobile to 35% of transactions on mobile, in three years. 375M+ annual transactions on mobile.
EXAMPLES OF GROWTH AND EFFICIENCY
37
THE MARKET SAYS PEOPLE-CENTRICITY WINS
The Age of the Customer
Empowered customers are shaping business strategy. Simply put, customers expect consistent and high-value in-person and digital experiences. They don't care if building these experiences is hard.
- Forrester Design in Tech Matters
Experience matters a lot because we experience digital products a lot.
- John Maeda, KCBP Customer Service Differentiation
89% of companies believe customer services will be the primary basis for competition by 2016 vs. 36% four years ago.
- Gartner
Design-driven companies have shown a 10-year shareholder return of 219% over that of the S&P 500 index from 2004-2015.
- DMI
Customer-Centricity drives value
38
DIGITAL WINNERS ARE EXPERIENCE-LED
39
WHY PEOPLE-LED?
Liquid expectations, and expectations for magic changes everything
It’s cheaper, quicker and easier to build a magical experience in the digital age
Sustainable differentiation is only possible through a unique experience – the business case and the technology solution don’t offer sustainable
advantages anymore
The business evidence is now compelling – this is the route to go.
40
1. WHAT’S GOING ON IN DIGITAL?
2. HUMANS AT THE HEART OF DIGITAL
3. THE IMPLICATIONS
41
W H A T W E ’ L L C O V E R
42
FLIP THE THINKING!
THINGS FROM
PEOPLE TO
43!
If door is unlocked, send message to alert owner
Only alert owner if someone else walked through the door and they’re not home
My kids are safe, the stove is now off, and the nanny opened the window.
If there is smoke, then notify my phone.
Use wall switches or motion detectors to control lights.
Use mobile phone app to turn on/off lights in the home.
CUSTOMER LOYALTY
Turkcell wanted to engage with their youth customers, and we created a service that provided continuous benefits and engagement for them. At launch, 14,000 of 20,000 festival-goers downloaded it, followed by 120k downloads in its first month. 4.5 stars on iOS app store and Android store, and 92% consistent usage over time.
BEING LOYAL TO CUSTOMERS
TO FROM
44!
EMPOWERING THEM WITH
DIGITAL
REPLACING EMPLOYEES WITH
DIGITAL
FROM TO
45!
Like most organizations, Telstra’s view of their customers was fragmented. We helped all customer-facing teams form a shared and unified view of the customer, accessed in real-time at the moment of truth.
TRANSACTION SERVICE TO FROM
46!
For carrier Hutchison 3, we re-imagined the phone bill as a service, and results quickly followed. The majority of customers use the interactive bill app, billing related calls to the call centre dropped by 50%, and customers rate the app 4.5 stars on average.
HOW YOU CAN ENGAGE EACH
EMPLOYEE
WHAT AN EMPLOYEE CAN BRING TO YOUR
BUSINESS
TO FROM
47!
OPTIMIZING IN SILOS
DESIGNING FOR CONVERSATIONS
TO FROM
48!
In collaboration with Harvard Medical School, we re-designed the digital paediatric growth chart used during regular consultations, with a focus on clarity and conversation. Doctors’ reaction: ‘This will save lives’.
MLP* MVP
*MINIMUM LOVABLE PRODUCT
DELIGHTFUL
VALUABLE
USABLE
FEASIBLE
TO FROM
49!
IMPLICATIONS FOR YOU
We need to flip our thinking from focusing on things to focusing on people. Rather than customer loyalty, how to be
loyal to customers. From removing employees to empowering them. From minimum viable to minimum lovable.
On the surface we see technology as the driving force, but it is really humans who are at the heart of digital.
Human capital + digital is the killer combo (it’s not either/or).
50
DIGITAL TRANSFORMATION STEPS
1. Digitize existing processes end experiences 2. Let machines do things that are easy to automate
3. Use digital to enable your workforce 4. Use digital to create new propositions and new value
Always: Start and end with people and their needs –
customers, employees, citizens, patients, decision makers
51
You have magical powers: Anything you can imagine you can now make
Opportunity for transformation is everywhere
It’s often faster to build than to plan, so get going!
P L E A S E R E M E M B E R
52
