Digital 2013, John Oswald, Fjord

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‘DIGITAL’ WON’T CHANGE THE WORLDBUT YOUR SERVICE JUST MIGHT…John Oswald25 April 2013

@Guehenno@Fjord

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DIGITAL IS A NON-SEQUITURDIGITAL IS A MINDSET

Ryoji Ikeda

NO-ONE KNOWS WHAT DIGITAL IS

RULES OF THUMB(S)

Fjord is a Service Design Consultancy

We ship meaningful and

desirable experiences

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01

Ryoji Ikeda

WHAT IS DIGITAL?

That was a bit obvious….

Heineken Ignite

Interactive advertising

Heineken Ignite

Apps….

Social (and social commerce)

Games

Ryoji Ikeda

NO-ONE KNOWS WHAT DIGITAL IS(BUT WE KNOW WHEN IT’S DONE BADLY…)

Slide 13

I’d rather eat you

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Lots of ideas mired in joint venture inertia

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Seriously?

Slide 17Tom Scott:

Google Glasses: a new way to hurt

yourself

Google glasses…

“Sticking feathers up your butt does not make you a chicken”

- Alex Payne, What Is and Is Not a Technology Company

Ryoji Ikeda

NO-ONE KNOWS WHAT DIGITAL IS(BUT WE KNOW WHEN IT’S DONE REALLY WELL)

Simplicity no matter where you are

Wherever, whenever

Online in the real world…

…product storytelling

Online in the real world…

…customer or merchant?

Even saving lives, potentially

Or just something beautiful and intriguing

Ryoji Ikeda

DIGITAL IS A NON-SEQUITUR(IT’S THE SERVICE THAT STICKS)

The question is not about creating compelling digital services, it’s about creating services.

Remember, a lot of people still start here…

Alex Osterwalder has helped us see differently

But we have to remember who we’re doing this for

Context

Smart Objects

Social

Multi-channel

Online

Offline

Brand

Context and control

INPUT IDEA IMPACT

TRENDS

TECH

BRAND

INSIGHT

MARKET

IDEA IMPACT

HOW WOULD YOU BUILD IT?

CONCEPT

WHAT COULD GO WRONG?

INPUT IMPACT

INPUT > IDEA >

SOCIETY

MONEY

RELATIONSHIPS

OFFSHOOTS

COSTS

Be insightfulBe creativeMake it realWork smarterMake a difference

Ryoji IkedaDIGITAL IS A MINDSET

David Morton (Flickr)

This metaphor works on many levels…

Ahead of his time?

AGILE

FRAGILE

MVP; cohort analysis

Product management

Hubris

Ryoji Ikeda

Prototyping, prototyping, prototyping…

Patrick Roupin (Flickr)

They’re waiting, but not for long

=Unintended

consequences

=Confusion

Sole focus here

Focus on many areas at once

Ash Maurya:3 rules to actionable metrics

in a Lean Startup

You’ve no idea just how shocking this diagram is…

WRITER

DEVELOPER

ARCHITECTUX DESIGN

PRODUCT

Special experiences require special teams

NEUROSCIENTIST

DEVELOPER

TAILOR

DATA ANALYST

TYPOGRAPHER

Special experiences require special teams

FILM-MAKER

DEVELOPER

WRITER

DATA ANALYST

TEACHER

Special experiences require special teams

Ryoji Ikeda

RULES OF THUMB(S)

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Rule 1 Human experiences resonate loudest Rule 2 Simple solutions last longer Rule 3 To thine own principles be trueRule 4 Innovation doesn’t just mean creativityRule 5 Tangential pragmatismRule 6 Measure, iterate, improveRule 7 Great services need great teams to build them

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Rule 1 Human experiences resonate loudest Rule 2 Simple solutions last longer Rule 3 To thine own principles be trueRule 4 Innovation doesn’t just mean creativityRule 5 Tangential pragmatismRule 6 Measure, iterate, improveRule 7 Great services need great teams to build them

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Rule 1 Human experiences resonate loudest Rule 2 Simple solutions last longer Rule 3 To thine own principles be trueRule 4 Innovation doesn’t just mean creativityRule 5 Tangential pragmatismRule 6 Measure, iterate, improveRule 7 Great services need great teams to build them

Slide 59

Rule 1 Human experiences resonate loudest Rule 2 Simple solutions last longer Rule 3 To thine own principles be trueRule 4 Innovation doesn’t just mean creativityRule 5 Tangential pragmatismRule 6 Measure, iterate, improveRule 7 Great services need great teams to build them

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Rule 1 Human experiences resonate loudest Rule 2 Simple solutions last longer Rule 3 To thine own principles be trueRule 4 Innovation doesn’t just mean creativityRule 5 Tangential pragmatismRule 6 Measure, iterate, improveRule 7 Great services need great teams to build them

Slide 61

Rule 1 Human experiences resonate loudest Rule 2 Simple solutions last longer Rule 3 To thine own principles be trueRule 4 Innovation doesn’t just mean creativityRule 5 Tangential pragmatismRule 6 Measure, iterate, improveRule 7 Great services need great teams to build them

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Rule 1 Human experiences resonate loudest Rule 2 Simple solutions last longer Rule 3 To thine own principles be trueRule 4 Innovation doesn’t just mean creativityRule 5 Tangential pragmatismRule 6 Measure, iterate, improveRule 7 Great services need great teams to build them

Slide 63 © Fjord 2012 | Confidential

Thanks

THANK-YOU!

Image credits: 3,5,12,30,41,47,55,63: Various - Rjoji Ikeda 13: QR Apple - Rob Le Quesne 16: Wallet hell - Matti Keltanen 35: Context – Scott Ewings, Dom Quigley 42: Rollercoaster – David Morton 48: Patrick Roupin 50: Ash Maurya 52-4: Dom Quigley