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Digital opportunities, Digital Mindsets: How to get valuable services to market
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Slide 1
‘DIGITAL’ WON’T CHANGE THE WORLDBUT YOUR SERVICE JUST MIGHT…John Oswald25 April 2013
@Guehenno@Fjord
01 020304
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
Slide 4
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
Slide 14
Slide 15
Lots of ideas mired in joint venture inertia
Slide 16
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)
Slide 56
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 57
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 58
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
Slide 60
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
Slide 62
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