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Designing for Disruption

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Great design isn’t about beauty; it’s about knowing the right questions to ask, uncovering the right places to look, and agreeing on the right problems to solve.

At ThoughtWorks Live Australia 2016, Stephanie Rieger (Director of Design & Strategy at Yiibu) talked about three mindsets that combine design, business strategy, and technology to drive growth and embed experience design within your organisation.

Publié dans : Design

Designing for Disruption

  1. 1. Designing for disruption mindsets for thinking about innovation https://www.flickr.com/photos/josullivan59/3264396897
  2. 2. http://www.flickr.com/photos/jmv/3371886 require unprecedented degrees of creativity" Capitalising on Complexity - 2010 IBM CEO Study create entirely new situations..." converging and influencing each other to at us faster or with less predictability; they are "events, threats and opportunities aren't just coming "...these first-of-their-kind developments
  3. 3. “The big shift” Measuring the forces of long-term change John Hagel III, John Seely Brown, Lang Davison https://www.flickr.com/photos/joi/2253804907/
  4. 4. Source: The Power of Pull; An Examination of Firms in the Brave New World of 21st Century Internet Economics by John Seely Brown years creation of new infrastructural technology period of rapid disruption stability stability ~60 yrs 
 Stable s-curve over decades • 18th, 19th 20th century infrastructure • goal was to develop scalable efficiency The past
  5. 5. years stability? stability? period of rapid disruption creation of new infrastructural technology • 21st century driven by continuous exponential advances of computation, storage, bandwidth… 
 Rapid set of punctuated moves
 (potentially never ending?) The present Source: The Power of Pull; An Examination of Firms in the Brave New World of 21st Century Internet Economics by John Seely Brown
  6. 6. http://www.flickr.com/photos/34233222@N05/4292987392 Three mindsets for thinking about design and innovation in times of great uncertainty and opportunity.
  7. 7. Mindset 0.1 Desire paths
  8. 8. http://www.flickr.com/photos/jurvetson/3275235423/ obsolete, and fast.” - Seth Godin “The extraordinary revolution of media choice” program our consumption is becoming “The idea that someone can
  9. 9. http://www.flickr.com/photos/jenny-pics/5661879987 the balance of power has shifted...
  10. 10. http://www.flickr.com/photos/arenamontanus/3496433929 we can no longer expect customers predictable manner... in a linear, exclusive, or to interact with our creations
  11. 11. http://www.flickr.com/photos/ncanup/3526550845 to create experiences for them... users no longer have to wait for us
  12. 12. 26 Amazon Dash Button Hacks You Probably Didn't Know About 1. Call Uber 2. Order pizza 3. Order beer 4. Order anything from Amazon 5. Track baby data 6. Log your habits into a Google Spreadsheet 7. Add things to a grocery list 8. Track music practice 9. Log your time spent studying 10. Track your work hours 11. Control any power outlet in your home 12. Control Philips Hue lights 13. Control your Tesla's Air Conditioning 14. Netflix and chill (and can find instructions for online) they can change it if something doesn't suit them,
  13. 13. http://www.flickr.com/photos/24763767@N03/3907937027 …enhance it Kindle teleprompter
  14. 14. http://twitter.com/#!/joindiaspora …compete with it Shopping mall app store Curation & tech support Social discovery Serendipity...(and fun!)
  15. 15. replace it …or maybe even New Matter $400 3D printer
  16. 16. http://www.flickr.com/photos/salty_soul/4737350118 necessarily a bad thing ...this isn’t
  17. 17. http://www.flickr.com/photos/tiseb/13541804 people don't necessarily want the perfect product..." counterintuitive but there is growing evidence that incomplete, and possibly even substandard seems "Issuing your customers with something that is rough,
  18. 18. http://www.flickr.com/photos/emerson12/2682480262 around the edges that they can adapt or improve." "...they prefer to deal with something ragged Loose, Martin Thomas
  19. 19. a pragmatic mix of beautiful, and ‘good enough’ https://www.flickr.com/photos/yto/4923423098/ some of the world’s largest brands thrive by designing products that reflect
  20. 20. https://www.flickr.com/photos/52526343@N05/4843218498 “we want to give customers the kind of satisfaction that comes out as “this will do”, not “this is what I want”. It’s not appetite, but acceptance.” Kenya Hara, Designer, MUJI
  21. 21. Whether you embrace this mindset or not…people will always find their own uses for a thing.
  22. 22. …like this man who sells sheep—on Instagram
  23. 23. https://www.flickr.com/photos/bombardier/5456285991 “…if you have an Instagram account, you can slap a tag on anything, take a picture of it, and sell it...” – Fatima Al Qadiri, Mousse magazine
  24. 24. more than 10,000 similar businesses are powered by Facebook... over in Thailand,
  25. 25. Neither of these examples have been implicitly facilitated by the platform…they’ve simply been fuelled by the ability to communicate and share, on any device, and with a wide audience.
  26. 26. Find a social vendor1 Source: Why Southeast Asia is Leading the world’s most disruptive business models
  27. 27. 2 Source: Why Southeast Asia is Leading the world’s most disruptive business models Browse products
  28. 28. 3 Source: Why Southeast Asia is Leading the world’s most disruptive business models Inquire via messaging (WhatsApp, Line, WeChat, Messenger, SMS etc.)
  29. 29. 4 Source: Why Southeast Asia is Leading the world’s most disruptive business models Get payment details (PayPal, WeChat, Alipay, bank account etc.)
  30. 30. 5 Source: Why Southeast Asia is Leading the world’s most disruptive business models Confirm payment
  31. 31. Source: Why Southeast Asia is Leading the world’s most disruptive business models 6 Ship and track
  32. 32. behaviours desire paths… city planners call these ad-hoc https://www.flickr.com/photos/30356354@N05/14943696241/
  33. 33. https://www.flickr.com/photos/30356354@N05/14943696241/ and provide clues to faults, footprints that reveal actual usage gaps or opportunities behaviours desire paths… city planners call these ad-hoc
  34. 34. Here’s an example of a company that leveraged desire paths to completely re-imagine their business…
  35. 35. Meet yy.com—a “Google Hangouts” style platform with over 300 million users and 11 million channels, and programs ranging from karaoke, to “talk radio” and educational topics.
  36. 36. YY.com began as a social gaming site with video chatrooms so gamers could discuss strategy. The site grew very fast.
 They had growth…but no profit.
  37. 37. chatrooms, people weren’t just chatting— some people were singing” “…until they realised that inside some of the https://www.flickr.com/photos/saad/2513736/ — NPR Planet Money
  38. 38. So the yy team decided to experiment…
  39. 39. http://www.flickr.com/photos/mckaysavage/135932500/ virtual tickets so they could vote for their on sale [on TaoBao*] for about $0.25 a piece!” favourite singers…a little later, they found the tickets “…they gave their users free *giant C2C e-commerce marketplace
  40. 40. YY now offers its own virtual currency. Users purchase credits and use them to show affection for their favourite stars by buying them virtual gifts such as roses and lollipops. Gifts range in cost from mere pennies to as much as $50 (£35) and yy gets a cut of each transaction.
  41. 41. “top Karaoke singers regularly make $20K (£15K) a month off of virtual gifts, with one college student reportedly earning an astonishing $188K (£150K) per month using the site to give Photoshop lessons” - The largest social network you’ve never heard of
  42. 42. In 2014, yy IPOed and more than 50% of their revenue now comes from their virtual currency enabled music business.
  43. 43. Diversity Midset 0.2
  44. 44. http://www.flickr.com/photos/alexnormand/5913845927 of a product into society... of 50 million to mark the "penetration" marketers often use an audience
  45. 45. http://www.flickr.com/photos/tigerzombie/5173624489 (which was usually a good thing) historically, market penetration took time,
  46. 46. http://www.flickr.com/photos/highwaysagency/4542411761 the development of social norms, with time came stronger mental models, laws, infrastructure…
  47. 47. a product or technology might …and an understanding of how fit into our lives...
  48. 48. http://www.flickr.com/photos/vvvracer/4436798901 time is now often a luxury... for better or worse
  49. 49. http://www.flickr.com/photos/houseofsims/5510707992 a market penetration of 50 million... it took radio 40 years to reach Source: ReWired, Larry D. Rosen
  50. 50. http://www.flickr.com/photos/sarahreido/4566354684Source: ReWired, Larry D. Rosen 10 years to 'adapt' to television... by comparison, we had only
  51. 51. while the iPod took only 5 years... iconic Source: ReWired, Larry D. Rosen
  52. 52. http://www.youtube.com/watch?v=HPPj6viIBmU less than 6 months... and YouTube, Source: ReWired, Larry D. Rosen
  53. 53. http://googleblog.blogspot.com/2011/06/introducing-google-project-real-life.html in less than half this time... Google+ reached that milestone Google + in fact reached this milestone in about 3 months... to the tune of 2million new users a day!
  54. 54. http://www.flickr.com/photos/rafaelrobles/4791344184 is now also increasingly diverse our reach increasingly wide, our audience social ,and the internet, not only is but thanks to mobile,
  55. 55. http://www.flickr.com/photos/wwworks/3156948184 at a pace that was once unheard of... technology adoption is creating 'generation gaps' researchers are discovering that our rapid
  56. 56. http://www.flickr.com/photos/tocaboca/5523598823 Lee Rainie, Pew Research Center, Internet and American Life Project experiences with technology." are having completely different "People two, three or four years apart
  57. 57. How different age groups think about technology is important, but in a global marketplace, it’s the cultural, historical and societal differences that will often make or break a product.
  58. 58. China has 14 cities with populations over five million... https://www.flickr.com/photos/decar66/6341327886 Source: Wikipedia, China Highlights
  59. 59. ...a whopping 41 cities with more than 2 million inhabitants http://www.flickr.com/photos/tahini/10468208216
  60. 60. ...and a “middle class” growing at a rate of 80,000 people a day http://www.flickr.com/photos/tahini/10468208216 Source: China Connect
  61. 61. rural residents can be challenging http://www.flickr.com/photos/lukewebber/4588854679 reaching China’s 600 million for brands in this market,
  62. 62. its close to 700 million urban residents but no more so than http://www.flickr.com/photos/tuchodi/5620884999 opening enough stores to service
  63. 63. http://www.flickr.com/photos/milo_riano/4336541309 to many Chinese, shopping online isn’t so much an electronic version of commerce, it *is* commerce, pure and simple it’s therefore not surprising that
  64. 64. https://www.flickr.com/photos/curious_e/10473440064 ...and using their mobile to do so isn’t just a modern alternative to using a PC, it’s their primary (or sometimes only) means of using the internet
  65. 65. …these factors combined help to explain why Chinese e-commerce has developed quite differently than in Europe or N America 76% of online retail involves individual merchants of online retail involves online marketplaces90%
  66. 66. Marketplaces—such as Alibaba’s TMall and TaoBao—provide an economically, socially and technologically appropriate alternative to missing infrastructure: high visibility, high traffic, customizable, social-media + mobile optimized commerce.
  67. 67. apple.tmall.com Which is why even Apple has a storefront on TMall.
  68. 68. …but what’s important here isn’t China, its the group of characteristics it represents. Find similar conditions elsewhere, and you may be able to replicate aspects of this model.
  69. 69. “...most of the people have phones but there are only 3 malls per 20 million inhabitants*… It’s a unique time...the right time to leapfrog over ‘offline’.” - jumia.com co-founder THE BIGGEST ONLINE SHOPPING MALL IN AFRICA Egypt | Kenya | Uganda| Ivory Coast| Nigeria | Morocco *that’s 60K people per retail outlet compared to 7K in APAC and 389 in the U.S.)
  70. 70. brands in these markets can experiment… ignore what’s “normal” and find the most locally appropriate https://www.flickr.com/photos/yto/3640718959 with little baggage to weigh them down, path to profit
  71. 71. https://www.flickr.com/photos/davidrosenphotography/15137403228/ on Instagram [and WhatsApp] with our customers… we literally have some customers who have ordered multiple times and never spoken to us… - How WhatsApp helped Jumia disrupt Africa “…our [agents] chat all day long never placed an order online”
  72. 72. https://www.flickr.com/photos/wippetywu/14295584182/ a pair of shoes, return it, and then buy the next size… so we thought let’s encourage them to order two or three sizes…and pay only for what they accept - How WhatsApp helped Jumia disrupt Africa “...we saw that customers would order
  73. 73. (just in case this still feels like an edge case…)
  74. 74. Russian e-commerce brand Lamoda has turned poor postal infrastructure into an excuse to deliver items you didn’t even ask for and up-sell you at the door as you try them on…
  75. 75. Resilience Mindset 0.3
  76. 76. http://www.flickr.com/photos/sparker/460227098 interdependent systems of experience... designing multi-layered and tightly while companies such as Apple are successfully (for the moment) still
  77. 77. http://www.flickr.com/photos/cdharrison/2407640646 their success relies in great part on most touch points and interactions... their ability to control and contain
  78. 78. http://www.flickr.com/photos/tanj/4432327487 have this luxury... most products will not
  79. 79. http://www.flickr.com/photos/tim_and_selena/5051157647/ be the first to fail... orchestrated products may in fact today the most perfectly
  80. 80. http://www.flickr.com/photos/magnus_d/3162046451 for each layer of experience there will be trade-offs in complexity
  81. 81. actors in the ecosystem... and an increasing reliance on other http://www.flickr.com/photos/flavouz/3137171590 cost of aluminium? environmental lobby, recycling? IP battles, user ‘hacking’, knock-off capsules
  82. 82. http://www.flickr.com/photos/zyphbear/446780548 that have become all too common ...reducing a product's ability to react to the abrupt changes in environment fuel costs? autonomous vehicles, sharing economy, union protests economic slowdowns
  83. 83. …unless, you design your product, from the ground up to thrive amidst disruption.
  84. 84. On August 11 2014, online media company BuzzFeed closed a $50M funding round and announced the creation of a new group called BuzzFeed Distributed. The aim of the group would be to address a growing problem…
  85. 85. http://www.flickr.com/photos/misbehave/2352753067 forever changed the way we communicate mobile and social have (this can be both a blessing and a curse)
  86. 86. 60M Referrals to BuzzFeed.com 349M 12.5M Source: Buzzfeed SXSW 2015
  87. 87. 60M 349M Impressions in the social stream 847M 11.3B 6.4B 12.5M Source: Buzzfeed SXSW 2015
  88. 88. Instead of trying to lure eyeballs to its own website, BuzzFeed would experiment with ways to publish original content directly to where its audience already spent their time—some 30 different global platforms.
  89. 89. BuzzFeed also built Pound*, a sharing- analysis technology that goes beyond traditional analytics that only capture traffic…. what traditional analytics show… *Process for Optimizing and Understanding Network Diffusion Source: Buzzfeed
  90. 90. Instead, Pound captures how stories spread on the social web from one person to another, including downstream visits across networks and 1-2-1 platforms like Gchat and email. what is actually happening Source: Buzzfeed
  91. 91. BuzzFeed uses this data to inform new experiments and continuously improve content fit, and placement. People making stuff Apps Distributed Web content data, learnings, $$$ contentdata, learnings, $$$ content data, learnings,
 $$$ Source: Buzzfeed SXSW 2015
  92. 92. “…it increasingly doesn’t matter where our content lives…and that can be a huge advantage and it’s something that I think lots of media companies get scared of…but we think it can make us a stronger company” — Jonah Peretti https://www.flickr.com/photos/43097880@N02/13884849857/ Source: Buzzfeed SXSW 2015
  93. 93. A few parting thoughts….
  94. 94. http://www.flickr.com/photos/jurvetson/302869583 the future is rarely short on narratives…
  95. 95. http://www.flickr.com/photos/mwichary/3189145257 …and a great many of them are currently about data
  96. 96. the future will be full of opportunities to measure… Twitter: Bill Gross
  97. 97. Proteus Digital Health - Digital health feedback system to track… swallow a smart pill wear a patch …track these things using our app
  98. 98. …to anticipate, to recommend, to test and to optimize… Almax - EyeSee Mannequin
  99. 99. Photo: Mashable …it may even be tempting to believe that data will be all you need
  100. 100. http://www.flickr.com/photos/tijanav/4885088185 “You have to use a lot of intuition and a lot of creativity, and the data is one part of the input…”
  101. 101. http://www.flickr.com/photos/tijanav/4885088185 “…data will tell you, if you're very lucky, what happened. It won't ever tell you why. If you want to understand why, that requires a different set of skills, largely in your brain and in your heart”. Dao Nguyen, BuzzFeed data maven, courtesy Wired “You have to use a lot of intuition and a lot of creativity, and the data is one part of the input…”
  102. 102. http://www.flickr.com/photos/tinou/453593446 hello@yiibu.com thank you http://www.slideshare.net/yiibu/letting-go-9109114 many thanks to the amazing photographers on http://creativecommons.org/licenses/by/2.0 http://www.flickr.com/creativecommons/by-2.0 licensed under available on @yiibu contact us at