Designing Customer Experiences & Making an Impact in an Exponential World - Keynote by Laila Pawlak during the Service Design Days, Barcelona 8th Oct 2016

1. DARE2@Singularity University Summit Europe
Designing Customer Experiences & Making an Impact in an Exponen7al World
Barcelona, October 8th 2016, #SDDBCN
@DARE2dk

6. Forecast
by
US
Energy
Informa4on
Agency

7. Growth
Time
0

11. Within 10 years…
- Wifi everywhere

12. Within 10 years…
Sharing economy from $15 to $335bn

13. Within 10 years…
3D print of toys, houses, cars
& (maybe) organs

14. Inden for 10 år…
3D print af legetøj, huse,
biler & (måske) organer

16. Within10 years…
Delivery drones

17. Within 10 years…

18. Within 10 years…
AR

19. 65% of todays’
school kids will get
jobs that aren’t
invented yet.
Study: MacArthur
Foundation, 2015

20. 47% of all jobs in
USA ”risk”
becoming
automated with the
next 2 decades.
Source: The Future of Employment: How
Susceptible Are Jobs to Computerisation?
Oxford University, 2013.

21. There has never been a
better time to start a
business!

22. Access to technology

23. Access to customers

24. Access to ecosystems

27. Access to funding

31. MARKET CAP TO A BILLION
Y
E
A
R
S
COMPANY (founding year)
4
6
8
10
20
T YPIC AL
FORTUNE
500
COMPANY
FACEBOOK
(2004)
GOOGLE
(1998)
UBER
(2009)
CNAPCHAT
(2011)
TESL A
(2003)
WHATSAPP
(2009)
OCULUS RIFT
(2012)

38. Unapologe7c
Customer
Perspec7ve

41. We are compe7ng about their
AOen7on
MoneyTime

42. Reality
What organiza7ons
think customers want
What customers really want

44. The Fundamental 4s
- What drives customers?
Pawlak & Østergaard, 2011
#Fundamental4s
www.Fundamental4s.com
Proactive
Reactive
Intrinsic Extrinsic

45. Extraordinary customer experiences are really not about
YOU
OR EVEN THE
TECHNOLOGY
THE
COMPANY

46. It’s about how you can posi7vely impact …

47. The Fundamental 4s
- What drives customers?
Pawlak & Østergaard, 2011
#Fundamental4s
www.Fundamental4s.com
Proactive
Reactive
Intrinsic Extrinsic

48. The Fundamental 4s
- BE better
Pawlak & Østergaard, 2011
#Fundamental4s
www.Fundamental4s.com
Proactive
Reactive
Intrinsic Extrinsic

49. BE beOer
-­‐ Honor your customers values and moral landscape
www.BeMyEyes.org

50. BE beOer
-­‐ Honor your customers values and moral landscape
www.BeMyEyes.org

51. BE beOer
-­‐ Honor your customers values and moral landscape
“The most interes-ng supermarket in the world”
Washington Post

52. BE beOer
-­‐ Honor your customers values and moral landscape

53. BE beOer
-­‐ Honor peoples values and moral landscape

54. BE beOer
-­‐ Honor your customers values and moral landscape

55. The Fundamental 4s
- DO better
Pawlak & Østergaard, 2011
#Fundamental4s
www.Fundamental4s.com
Proactive
Reactive
Intrinsic Extrinsic

56. DO beOer
-­‐ Enhance your customers’ skills, competencies & results

57. DO beOer
-­‐ Enhance your customers’ skills, competencies & results

58. DO beOer
-­‐ Enhance your customers’ skills, competencies & results

59. DO beOer
-­‐ Enhance your customers’ skills, competencies & results

60. DO beOer
-­‐ Enhance your customers’ skills, competencies & results
www.nanotex.com

61. DO beOer
-­‐ Enhance your customers’ skills, competencies & results

62. WILL
HENSHALL
DO beOer
-­‐ Enhance your customers’ skills, competencies & results

63. DO beOer
-­‐ Enhance your customers’ skills, competencies & results
www.focusatwill.com

64. DO beOer
-­‐ Enhance your customers’ skills, competencies & results

65. WILL
HENSHALL
DO beOer
-­‐ Enhance your customers’ skills, competencies & results
www.focusatwill.com

66. WILL
HENSHALL
DO beOer
-­‐ Enhance your customers’ skills, competencies & results
www.focusatwill.com

67. The Fundamental 4s
- FEEL better
Pawlak & Østergaard, 2011
#Fundamental4s
www.Fundamental4s.com
Proactive
Reactive
Intrinsic Extrinsic

68. WILL
HENSHALL
FEEL beOer
-­‐ triggering your customers’ senses and emo7ons

69. FEEL beOer
-­‐ triggering your customers’ senses and emo7ons

70. FEEL beOer
-­‐ triggering your customers’ senses and emo7ons

71. FEEL beOer
-­‐ triggering your customers’ senses and emo7ons

72. FEEL beOer
-­‐ triggering your customers’ senses and emo7ons

73. FEEL beOer
-­‐ triggering your customers’ senses and emo7ons

74. WILL
HENSHALL
FEEL beOer
-­‐ triggering your customers’ senses and emo7ons

75. FEEL beOer
-­‐ triggering your customers’ senses and emo7ons

76. FEEL beOer
-­‐ triggering your customers’ senses and emo7ons

77. The Fundamental 4s
- LOOK better
Pawlak & Østergaard, 2011
#Fundamental4s
www.Fundamental4s.com
Proactive
Reactive
Intrinsic Extrinsic

78. LOOK beOer
-­‐ Improving your customers’ social status

79. LOOK beOer
-­‐ Improving your customers’ social status

80. LOOK beOer
-­‐ Improving your customers’ social status

81. www.deemly.co
LOOK beOer
-­‐ Improving your customers’ social status

82. The Fundamental 4s
- LOOK better
Pawlak & Østergaard, 2011
#Fundamental4s
www.Fundamental4s.com
Proactive
Reactive
Intrinsic Extrinsic

83. Potential

84. Co-­‐workers
Customers
The World
www.Fundamental4s.com

85. Me
My
Family
My
Community
www.Fundamental4s.com

86. Let’s do it!

87. Free #Fundamental4s
e-­‐book at
www.Fundamental4s.com

88. DARE2 connect
Laila Pawlak
Founder & Chief Impact
Officer, DARE2
Faculty, Singularity
University
laila@DARE2.dk
@DAREdk
DARE2
@DARE2mansion
Vermundsgade 13-­‐15
2100 Copenhagen.
www.DARE2.dk
www.DARE2mansion.com
www.thinkubator.dk