#1NWebinar: Digital on the Runway

Digital on the Runway
Prepared by / 13 February 2018
Kalev Peekna & Jessica DeJong

Chief Strategist
Kalev Peekna
Associate Creative Director
Jessica DeJong

TRENDS!
It’s fashion week!
This is Kalev’s March Madness.

“If one more person interrupts this meeting to
congratulate a grown-a** man who bounces a
ball for a living, I swear I’ll stream Fashion
Week on every monitor in this office.”

Why Look Out of Industry?
1. Y’all spend way too much time looking at each other anyway.
2. “Best practices” lead to competence, not innovation.
3. And finally, sometimes…

…You Must Leave the Shire to Have a
Real Adventure!
Take it from your friendly neighborhood
One North hobbit. It’s true.

AI VB
PWAs DT
Artificial Intelligence in
Digital Marketing
Voice of Brand
Progressive Web Apps Design Thinking
Design Systems
Revenge of the Mouse
Mondrianism
Fluid Geometry
Black
Rebellious Design

1. Artificial Intelligence
The Robots Have Arrived

Who is already working with
artificial intelligence?

So, what exactly is AI?
• Artificial intelligence is simply a machine’s ability to parse large
amounts of data and identify patterns in order to perform tasks
that would otherwise require human intelligence.
• “AI” is an umbrella term. It includes visual perception, speech
recognition, decision-making, pattern recognition, and language
translation.

AI: The Buzzword Du Jour
All the big names in tech are investing in AI:
• Google’s AlphaGo, PAIR
• Salesforce Einstein
• Adobe Sensai
• IBM Watson
• Facebook FAIR
• Uber, Spotify, Amazon …

Voice &
Chatbots
Voice inputs, chatbots, and
conversational UIs
AI in Marketing Strategy
Search
Advanced search algorithms use
forms of AI
Virtual Reality/
Augmented Reality
Brand, storytelling
Personalization
Content recommendations and
content curation
Programmatic
Creative
A/B testing, Design
Marketing
Automation
Email Marketing, CRM

The North Face: Personalizing Search
• The North Face paired with
IBM’s Watson to completely
reimagine the product search
experience.
• Instead of complicated filters, or
endless suggestions, it asks
targeted questions about
where, when, and how you will
use the product – and provides
truly intelligent suggestions.

VR / AR in Digital Retail
Houzz iOS App
Researchers from
Neilsen and YuMe
found that VR
prompted a 27%
higher reaction in
users and kept them
engaged for 34%
longer.

Both big and small media
outlets are telling new kinds
of stories by intermixing
traditional article snippets
with elements of VR and AR.
https://www.ibm.com/thought-leadership/hidden-figures/
VR / AR Content

Progressive Web Apps2. Voice of Brand
I’m Afraid I Can’t Do That, Dave.

Conversational User Interfaces
“A conversational interface is any UI that mimics chatting
with a real human.
The idea here is that instead of communicating with a
computer on its own inhuman terms — by clicking on icons
and entering syntax-specific commands — you interact
with it on yours, by just telling it what to do.”
https://www.fastcodesign.com/3058546/conversational-interfaces-explained

“Why don’t you just TELL me what you want?!”

Conversational UIs in the Wild
• Digital Assistants – Alexa, Siri, Cortana, Google
• Assisted Search – Watson, Oracle
• Messenger Bots – SMS, Facebook Messenger, Whatsapps
• Chat Network Bots – Slack, HipChat
• More to come!

Travel Bots
Many travel providers see
conversational UIs as a better way to
guide customers through complex
interactions.
Through Facebook Messenger, KLM
passengers can check status, check
in, purchase new flights, and even
change itineraries. Users make
fewer mistakes because their
choices are more focused and
guided.

Content
Consumption
Quartz’s mobile app is a
completely different way to read
the news. While its website is
focused on wide browsing and
deep reading, the mobile app is
all about quick interactions and
updates.

Content Consumption
The New York Times app
allows direct conversation with
an actual journalist (not a bot),
providing a unique way to
explore the 2018 Olympics in
PyeongChang.
Users of its iOS apps can get
notifications, ask questions,
and suggest viewing choices.

Retail
Alexa, I need
batteries.
Robot Strategist
Just as smart but doesn’t get cranky
when hungry.

Impact of AI and Conversational UIs
on Brand

Is Voice the Death of Brand?
Scott Galloway has recently warned that
conversational UIs could fundamentally
disrupt and degrade our brand relationships.
Because conversational UIs mediate the
experience between a user and the content or
purchases they want, they exert more control
over user choice, and in some instances erase
the brand experience altogether.
For his full talk, see:
https://vimeo.com/217129633
Scott Galloway
Professor of Marketing
NYU Stern School of Business
Harbinger of Brand Death

How it Happens
Alexa, I need
batteries.
To help me search, tell me
more about what kind of
batteries you need.
I need AA
batteries.
Amazon’s Choice is
Amazon Basics AA
Batteries, 12-count.
Would you like to buy it?

It’s Happened Before
Airlines used to compete on brand.
The OTAs (Expedia, Orbitz, Priceline,
Kayak) changed all of that. Users now
make choices almost exclusively on
price, so that’s how airlines now
compete. Airlines went bankrupt
trying to accommodate this change.
The next time an airline shrinks a seat, removes a
perk, adds a fee, or otherwise makes your life more
miserable, you’ll know it’s all because of these guys.
Pro tip: it’s also why there’s a bigger divide between
the have and have-nots of airline status.

What is the Voice of Your Brand?
Even if you don’t buy into Galloway’s view, the
rise of conversational interfaces raises interesting
questions:
• What is your brand’s literal voice?
High? Low? Age? Accent?
• What is your brand’s personality?
Authoritative? Explorative? Optimistic?
Reassuring?
• How does it interact? Is it a “sage on the
stage” or “guide on the side?”
• Where does it come from? What is its relatable
backstory?

Progressive Web Apps3. Progressive Web Apps
The Mobile Experience You’ve Always Deserved

PWAs are responsive websites
that act and feel like native
apps.

PWAs are just a higher bar for
user experience on websites.

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m.uber.com
• Designed to work well on
intermittent networks
• 3s interactive on 2G

app.starbucks.com
• 0.4% size of its native app
counterpart
• arguably better UX

Is a PWA Right for My Project?
Good candidates for PWAs:
• Ideal for content/projects that
encourage regular engagement
• Ideal for projects with a large
mobile audience
• Any existing native apps
• Projects offering unique content
or experiences
Ideas:
• Thought leadership (using
personalized push notifications)
• Events
• Recruiting
• Client tools / portals /
references
• Business development tools

4. Design Thinking
A Different Way to Create Innovation

What is Design Thinking?
Design Thinking is a human-centered approach to innovation that
draws from the designer's toolkit to integrate the needs of people,
the possibilities of technology, and the requirements for business
success.
– Tim Brown, CEO of IDEO

Putting the Design Up Front
Design Thinking is a type of strategy or solutions framework. The
biggest change it makes is moving the activities of design to the
front of the process. Consider a standard solutions approach:
Plan Research Analyze Define Design Implement

Putting the Design Up Front
Design Thinking not only moves Design up to the front of the
process, it also reimagines how it happens. Linear, analytical, and
rigid processes are replaced by flexible, iterative, and imaginative
tools and disciplines.
“Design”
Inspiration Ideation Implementation
Build &
Release
Repeat Frequently

Core Principles of Design Thinking
• It’s Not a Process – it’s a toolbox of techniques used to understand and create solutions.
• It’s about Creation and Change – this is why it’s so often called upon in the context of
“disruption.”
• It’s Human Centered – it’s less about markets, products, and money than about people,
aims, and needs.
• It’s Collaborative – it requires teams, and eschews the myth of the lone genius.
• It’s Nonlinear – it doesn’t follow a straight line to progress. Think of it as the chaos that
fights chaos.

Three Core Modes
All of the activities and tools that
make up Design Thinking serve
one or more of three core modes
of thinking: inspiration, ideation
and implementation.
Most teams start at inspiration,
proceed to ideation and finish at
implementation. But the path is
often messy, and teams may move
back or repeat modes.
Inspiration
IdeationImplementation

Inspiration Techniques
There are many research
techniques that spark
inspiration. What they all
share is that they are
focused on people:
Interviews
1:1 observational discussions
to discover needs and
context.
Group Interviews
Group discussions to
discover needs and tease
out outliers and differences.
Immersive Studies
Visiting the site of a product
or service – observing users-
in-action. Intercepting users to
interview in-context.
Card Sorting
Asking users to group and/or
prioritize concepts or themes
to understand how they
categorize their needs.
Collage / Drawing
Inviting user to express
abstract needs (like “trust”)
through visual tools.
Guided Tour
Having a user – not an
organization – take you
through a process or
workspace.

Ideation Techniques
The Ideation techniques are
all fundamentally
collaborative, and can be
used just as fruitfully to
refine an existing idea as
they can to create a new
idea.
Design Brief
Iterating on your project
brief, using insights to focus
your goals on design
objectives.
Brainstorming
Quick, collaborative
discussions to produce as
many ideas as possible
within a specific timeframe.
Storyboarding
Mixing visuals with narrative
to illustrative how ideas might
play out.
Design Principles
Self-imposed constraints that
articulate shared needs,
themes, techniques, etc.
Concept
A visual or narrative
illustration of an idea – but
not the final “design.”
How Might We …
Focusing ideation on a single-
problem to unlock a flow of
ideas.

Implementation Techniques
Implementation is really
about prototyping your
ideas. Prototypes aren’t just
for physical products; they
can work just as well for
more abstract problems like
services or marketing.
Scenario
Step-by-step illustration of
the experience you are
trying to create
Wireframe
Quick sketch of an interface
– digital or analog – that you
expect people to use
Mockup
Higher-fidelity design that
gives an intellectual and
emotional impression of look
and feel
Samples &
Artifacts
It might be content, an
image, a physical object, or
space – any artifact that
people will use or encounter.
Storytelling
A compelling narrative that
not only explains, but also
wins hearts and minds

Suggested Reading
Change by Design,
Tim Brown
The Field Guide to Human-Centered
Design, IDEO
Harvard Business Review,
September 2015
This is Service Design Thinking
I’m interested How does it work? I want to get started

GMA Village – Oakland, CA
THE PROBLEM
Childcare is expensive, hard to find, and good at
spreading colds. Especially in high-cost, low-income areas
like Oakland.
THE SOLUTION
Create a peer-to-peer network that makes arranging
childcare more efficient, and brings to market an
untapped source of highly experienced labor: retired
grandmothers.
WHY DESIGN THINKING WORKED
It was only by participating in parents’ daily lives that the
Design Thinking team at TLabs literally stumbled across
the ad hoc childminders who inspired the solution.
My grandmothers wore wigs, but they were
never that on point.
www.slate.com/blogs/better_life_lab/2017/11/01/are_grandmas_t
he_answer_to_america_s_child_care_woes.html

But Can It Work in PSOs?
Ask Miles & Stockbridge.
As Chief Experience Officer, Edwin Bodensiek’s brief
is to “extend the concept of brand beyond marketing.”
Miles and Stockbridge is actively using Service Design
techniques to improve the:
• Candidate experience
• Employee experience
• Visitor experience
• Outreach experience
• Client Service experience
https://www.linkedin.com/pulse/new-wave-branding-customer-experience-its-what-
you-think-bodensiek/

5. Design Systems
Documenting Your Brand Digitally + Responsive Logos

Also known as …
You also hear design
systems referred to as:
Atomic Design Pattern Library Design Language
Digital Style Guide Design Standards Style Guides

In this age of device diversity,
we need to focus more on
patterns than pages.
Digital design systems are the
answer.

Responsive Logos
Logos for the Digital World

6. Mondrianism
Geometric Layouts & Primary Colors

7. Fluid Geometry
Organic Shapes with Subtle Movement

8. Revenge of the Mouse
Creative Cursor Effects

10. Rebellious Design
Brutalism, Neon, Unexpected Typography, Anti-Design

How to Think about These “Trends”
• These are inspirations, not prescriptions.
• Don’t let the specific aesthetics of these examples distract you.
• If you want to experiment, think about focused campaigns.

#1NWebinar: Digital on the Runway

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