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Experience Transforming Trends 2019

  1. MULLENLOWEPROFERO Experience Transforming Trends 2019
  2. Good X tech Hyper-responsive experiences How people discover and interact How people choose and buy How brands react to the world Inspiration on tap Audio goes AWOL The intimate internet The data race Buying without barriers Experience Transforming Trends 2019 2019 marks a shift in digital transformation. ‘Proper’ AI now permeates many leading brand experiences. We move from solving individual consumer challenges to society wide issues, some of which have been caused by tech. Community expectations on how fast brand experiences should react reach new heights. We combined the views of our teams, distilled our research partners’ predictions, and correlated this with what we’re seeing on leading brands’ roadmaps, to identify 7 areas we feel will make the biggest impact in how we interact with digital experiences in 2019.
  3. Inspiration on tap From: functional ‘add to basket’ ecommerce To: richer ways to discover and buy 2019 Tipping Point: Visual discovery & shopping merge How people discover and interact
  4. 2019 is a watershed moment for visual search for discovering and buying products By the end of 2018 eMarketer expects that 51.2 million Americans, or 15.5% of the population will be using AR monthly. By 2020, that number is anticipated to grow to 67.5 million.
  5. Tipping point: visual discovery + shopping merge Snapchat AR visual product search with Amazon Google lens arrives on iOS. Launched in 2017 recognising 250,000 items it now recognises 1 billion items AR is now accessible in text chat interfaces like Facebook’s Messenger
  6. Adidas creates a virtual store environment in a social lens In December 2018, Adidas launched a virtual store and try on experience within Snapchat to where the user can select and try out their Ultraboost trainers. Source: Engadget 2018
  7. Easyjet Look and Book EasyJet allows users to find the nearest flight and hotel in the EasyJet app via an Instagram image. It is currently the highest rated airline app in Europe, driven in part by Look and Book encouraging positive reviews.
  8. NYX L’OREAL Live streamed assistants + AR L’Oreal match their AR makeup experience with live streamed personal assistants. As a result of embedding augmented reality experiences in its online shopping website and app, L’Oreal saw a rise in e- commerce sales to 9.5% of all sales during the first half of 2018, compared to 5% in 2015. (Source Reuters 2018)
  9. Amazon Part Finder “The Search With No Name” Amazon’s latest visual search tech allows for people to order parts via visual recognition, ideal for those searches for items you’ve long forgotten the name of.
  10. Audio goes AWOL From: experiences accessed through the smartphone screen To: experiences that mesh with your real-world routine 2019 Tipping Point: audio leaves home with the rise of ‘Hearables’ How people discover and interact
  11. We hit a peak smartphone moment in 2018
  12. “Voice interfaces” have seen the largest leap in interest from 2018 Q. Which of the following emerging technologies do you expect to be most important to you in 2019? YOY percentage point change in those selecting each as important. Source: WARC Toolkit 2018 Restricted data Please contact us for the full presentation
  13. Lego Duplo Stories Using voice to reach new audiences Lego created an Alexa skill that provides audio instructions for model building and tells associated stories, enabling Lego to help parents educate and entertain their kids.
  14. Voice assistant speakers grow and hearables* emerge The number of Alexa skills jumped from 1,000 in mid-2016 to 21,000 in early 2018 to now more than 40,000. There are 20,000 Alexa-compatible smart home devices, a fivefold increase from 4,000 at the end of 2017. To date 100m Alexa embedded devices have been sold (Amazon 2019). “By 2021, early adopter brands that redesign their websites to support visual and voice search will increase digital commerce revenue by 30%.” (Gartner 2018). By 2022, 417 million hearables are projected to be in use, growing 50% annually until then, (Juniper Research, December 2018) *Hearables: an ear-mounted device that supplies aural content or information to the wearer that is either generated by computations and data on the device itself or by an attached app.
  15. Amazon Alexa enabled headphone explosion Amazon opened up Alexa to all bluetooth headphone makers in November 2018. AI assistants will be available to more of us in the tech we carry around with us every day.
  16. Sunglasses with a soundtrack Bose Frames deliver an Audio- Augmented Reality experience. On sale in January 2019 for $199, they’re equipped with a built-in microphone, motion sensor, and open-ear headphones to interact with Siri and Google Assistant and link to GPS to provide location- aware experiences. They weigh just 45 grams.
  17. KLM Connected Seats Translation Tool KLM used Google Cloud’s Voice AI services to bring together travellers who spoke different languages to connect them.
  18. Walmart patents Store Listening to improve service Walmart has filed a patent to listen to sounds in its stores. The sound sensors can “capture audio of conversations between guests and an employee stationed at the terminal,” the patent reads. “The system can process the audio of the conversation to determine whether the employee stationed at the terminal is greeting guests.” Image Source: Verge, Fortune 2018
  19. “Is that a cough I hear?” Alexa Health With always-available voice, brands are exploring more service opportunities. For example, by programming Alexa’s speech recognition to identify coughs and sniffles, then use that information to upsell cold medicine and chicken soup. Source: Forrester 2018
  20. The creepiness factor is a big barrier to adoption of digital assistants Trialled by the likes of IBM and McDonalds, Soul Machines’ Digital Humans are the usable but often creepy face of AI, aka The ‘uncanny valley’ problem.
  21. AI assistants breaks out of chatbot interfaces into real world chat Google Duplex demonstrates the potential for moving AI chatbot assistants. Breaking through the ‘uncanny valley’, audio powered chatbots feel like a natural conversation.
  22. Audio has advantages over visual-based AR experiences to overcome the creepiness factor Visual focused experiences Audio focused experiences vs AR Glasses ‘Digital Human’ Assistants Audio ‘AR’ Enabled Glasses Audio Virtual Assistant vs
  23. enables brands to build their own voice services without big tech. Using an interface similar to Amazon's Alexa, Snips AI aims to make our world simpler through voice control. All voice data is kept by the user on device and not shared with the brands that use the services.
  24. The Intimate Internet From: personalisation = your name on a product To: smart personalised services 2019 Tipping Point: Personalisation is CMO’s biggest AI investment in 2019 How people choose and buy
  25. CMOs prioritise AI as top technology for investment in 2019 Q. Which of the following emerging technologies do you expect to be most important to you in 2019? Source: WARC 2018 Restricted data Please contact us for the full presentation
  26. Within AI, CMOs’ top investment in marketing is personalisation Q. In which aspects of your marketing are you using AI? Source: WARC Toolkit 2018 Restricted data Please contact us for the full presentation
  27. People increasingly expect personalisation from digital services 80%of consumers are more likely to do business with a company if it offers personalized experiences. 91%of consumers are more likely to shop with brands that recognize, remember, and provide them with relevant offers and recommendations. Accenture Interactive, 2018 Personalization Pulse Check Epsilon, online survey of 1000 consumers ages 18-64, 2017.
  28. Uniqlo personalises sizing Uniqlo is using a mixture of purchase history, personal size data and return data to create smart size recommendations based on what gets sent back. They create size recommendations then allow you to tailor the fit to your liking.
  29. Red Thread uses personalisation to do away with sizes Mass tailoring of products uniquely to you. Using its tailoring algorithms, manufacturing process and designs, RedThread delivers clothes direct to consumers within one week of purchase. All RedThread requires from the user is a short fit quiz — and four photos. Users receive their tailored products within 7 days.
  30. Google maps launches ‘Your Match’ Launched mid-2018, Google will now not only tell you what’s nearby – but how likely it is to suit you. Pre-set preferences and previous reviews are some of the inputs used to create your score.
  31. creates personalised trusted communities Masse aims to create an online shopping environment in which you can trust that all recommendations are made by people like you, without a sales or marketing agenda. They blend AI and people to moderate the platform.
  32. Netflix personalised visuals based on taste “We don’t have one product but over a 100 million different products with one for each of our members with personalized recommendations and personalized visuals.” Source: Netflix Tech Blog 2018
  33. Netflix personalised experiences Netflix’s Interactive experiences like Puss In Boots and Black Mirrors ‘Bandersnatch’ has the potential to give the company more data on user choices to further tailor their experiences.
  34. Johnnie Walker My Edition personalises product to the individual’s taste Johnnie Walker My Edition uses machine learning and proprietary algorithms to match a taste profile to one of a range of six new and exclusive Johnnie Walker blends. It allows people to explore flavour in a fresh and engaging way not offered elsewhere.
  35. The Data Race From: hitting the GDPR deadline To: services designed for people's privacy agenda 2019 Tipping Point: Snowballing consumer awareness of data and privacy issues How people choose and buy
  36. Growth, Data and Trust lead CMO challenges for 2019 Source: WARC Toolkit 2019 Restricted data Please contact us for the full presentation
  37. Retail Surveillance: China Social Credit To encourage a culture of sincerity, China’s social credit system links into e-commerce giants like Alibaba via the Sesame program. Certain behaviours - like buying diapers - up citizen’s social credit scores, whereas others like excessive time on video games lower it. From preferred school choice to travel options, the credit system has already been used to block 9 million people with "low scores" from purchasing domestic flights. Image source: Wired 2018
  38. With big data comes big responsibility Imperial College researchers estimate Digital Assistant Data could predict a couples’ likeliness to break up with 75% accuracy In 2018 Taylor Swift concert goers were secretly subjected to facial recognition screening to filter for known stalkers Rise of VPN use and encrypted chat in western society (Chart shows number of Telegram users worldwide Source: Statista 2018)
  39. “The first 3 companies to a billion users (Yahoo, Google, Facebook) made money from your privacy, the next 3 will be about protecting that privacy”. David Gorodyansky
  40. “From ‘don’t be evil’ to ‘can’t be evil’ ” Ali Yahya on decentralisation
  41. Apple’s differential privacy
  42. Tim Berners-Lee + Inrupt. Your personal data all under your control, moving power away from big tech
  43. Buying without barriers From: old school checkouts and buy buttons To: frictionless behaviours hitting stores 2019 Tipping Point: Amazon Go and Amazon Wardrobe take new purchase behaviours into mainstream high streets How people choose and buy
  44. Amazon Prime Wardrobe Rolled out in the UK in winter 2018, Amazon Wardrobe brings “try before you buy” shopping to fashion. Customers can order up to 8 items with no upfront cost, only paying for those they don’t return.
  45. H&M invests £15m in Klarna, opening up low friction credit to more audiences
  46. Amazon Go roll out smart stores in the UK Amazon is planning a UK launch of Amazon Go in London’s Oxford Street in 2019. Amazon is aiming to open 3,000 Amazon Go stores in the US by 2021.
  47. Microsoft & Kroger launch their own US pilot The brands are partnering to pilot a connected store experience, with a view to developing a ‘Retail As A Service’ (RaaS) offering. Digital shelves will enable hyper- targeted ads, leveraging personal data and in-store video analytics. At it’s simplest, it might mean flashing up a certain icon once you’re in an aisle, to flag a product that’s on your shopping list
  48. Ping An’s Good Doctor ‘1 Minute Clinics’ Ping An are trialling unmanned clinics with smart medicine cabinets. The AI diagnosis tool covers 2000 commonly seen diseases and can automatically dispense from a range of 100 medicines. China based Ping An is the largest mobile/AI Health tech company in the world with 228m registered users.
  49. Good X Tech From: frictionless experiences for individuals with good as an afterthought To: experiences with a positive social impact Tipping Point: Living in a post ‘Delete Facebook’ world How brands react to the world
  50. People care about purpose and a brand’s impact on society 66% of consumers say it’s important for brands to take public stands on social and political issues. 79% of respondents said they’re more loyal to purpose brands, and 73% said they would defend them. 64% of consumers around the world now buy on belief, a remarkable increase of 13 points since 2017. Sprout Social, 2018 Cone and Porter Novelli & M/A/R/C Research, 2018 Edelman, 2018
  51. Big tech’s negative impact on society was felt in 2018, from fake news to privacy and election fraud
  52. People adopt detox and digital wellbeing “The heaviest smartphone users are the most depressed, anxious and lonely.” Gen Z and millennials are ahead in making a conscious effort to decrease time spent on social media, with 58% of each cohort admitting to have done so. (Source Global Web Index 2018)
  53. Instagram redirects eating disorder searches Changes to Instagram’s service make body image issues unsearchable. Instead the app offers people looking at or posting certain content the option to access tips and support.
  54. Barclays and Monzo address gambling and alcohol addiction Monzo have taken the initiative to provide those with gambling addictions an opportunity to block all gambling spending from their account. Barclays followed with similar functionality, which could also be applied to other services like bars and restaurants serving alcoholic drinks.
  55. Financial Times She Said, He Said Going into 2018, only 21% of experts quoted in FT articles were women Through the use of AI tool ‘She Said, He Said’ this year the proportion of female opinion writers in the FT has increased from 21% to 30%. The tool tracks not just gender diversity but ethnicity and geographical location of contributors.
  56. Blockchain is used to transform trust and transparency in supply networks De Beers - Diamond Sourcing Fishing industry - legality and sustainability
  57. Blockchain for journalism + Blockchain introduces two fundamentally new concepts for journalism: self-governance and permanent archiving. is building an open, universal ledger that records immutable and timestamped information about your creative content. Civil aims to enable fair and trusted journalism. Civil is owned and operated by the news organizations and the readers they serve using CVL tokens.
  58. Hyper-responsive experiences From: agile development cycles To: experiences that react fast to community need 2019 Tipping Point: Heightened expectations of how brands react to user communities How brands react to the world
  59. In 2018 the cultural expectation of responsiveness increased In May 2018 Starbucks shut down 8,000 stores in North America for a day to train approximately 175,000 employees about racial sensitivity following an incident earlier in the month where two African-American men were arrested for waiting for a colleague without ordering. “I take it very personally, as everyone in our company does, and we’re committed to making it right. It will cost millions of dollars, but I’ve always viewed this and things like this as not an expense, but an investment in our people and our company. And we’re better than this.” Howard Schultz, CEO Starbucks.
  60. People are intolerant of brands who react slowly to experience issues UK Bank TSB experienced weeks of issues following a systems upgrade. It locked out nearly 2 million customers and cost the bank £176.4m in customer compensation, foregone income, waived fees and fixing the system’s defects. Source: TSB 2018, Independent 2018
  61. From ‘Agile in tech’ To ‘organisational agility’ To Organisational agility “31% of organizations that qualify themselves as highly agile have increased revenue by 20% or more. only 1% of organizations that categorize themselves as having ‘average agility’ increased revenue by 20% of more” Source: Forbes 2018 From Agile in Tech “Almost three-quarters (71%) of organizations report using agile approaches sometimes, often, or always.” Source: Project Management Institute, 2017
  62. Choosy: from “celeb look” to your door in 7 days using AI AI driven clothes brand Choosy makes Instagram #OOTD easy. Solving a common retail problem of speed and stock (H&M reported they have $4bn in unsold stock in 2018), Choosy offer twice-weekly collections of 5 items, each derived from an algorithm that determines the hottest trends on Instagram that day. Its’ products are available for only a few days, and items are only made when there is enough customer interest.
  63. Tesla took just 5 days to improve brakes The Tesla Model 3 was the best- selling sedan in the US in 2018. Safety has always been core to the Tesla brand, however in May this year a Consumer Reports test (the US equivalent of Which?) found issues with the claimed stopping distance of the Model 3. However, in a marked difference to most car manufacturers, who would have to recall the model to deal with this type of problem, Tesla swiftly updated the cars with an over-the-air patch which reduced braking distance by 20ft. And managed to do this in just five days.
  64. Epic Games updates Fornite every 2 weeks, reinvents it’s seasons every 2 months EPIC Games hit of 2018 Fortnite Battle Royale’s key to success was keeping the experience fresh with new releases and challenges each week, so there was always something new to discover even for the game’s most dedicated players. There are now 200 million Fortnite players, and the game broke records with over 8 million simultaneous players
  65. Gordon’s Gin builds real- time relevance with #YayDelay Only 86% of British trains ran on time In 2018, the lowest proportion for more than a decade. Using an algorithm that took train delay data and sentiment within social media, Gordons Gin reacted by offering frustrated commuters a chance to step back and relax with a free gin + tonic.
  66. Good X tech What brands should do: Mindful innovation - go beyond fixing customer experiences to making an impact on society using digital tech. Hyper-responsive experiences What brands should do: Bake analytics and community driven change into experiences How people discover and interact How people choose and buy How brands react to the world Inspiration on tap What brands should do: Create experiences that link unmet discovery needs with fast fulfilment Audio goes AWOL What brands should do: look for opportunities to use audio on the move and more human ways of interacting with services The intimate internet What brands should do: Personalise services to build a strong value exchange for users’ data. The data race What brands should do: Offer value for services that demand user data; adopt privacy by design. Buying without barriers What brands should do: Investigate new ownership models and frictionless purchase options Experience Transforming Trends 2019
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