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CES 2016 Session: Designing Products for Generation Z

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Everyone talks about millennials but what about the ever-connected, multitasking cohort known as Generation Z, aka the iGeneration? Learn the dos and don’ts of designing and marketing products that rise above the clutter to kids and young adults who have digital in their DNA and take technology for granted. A CES 2016 session by Wunderman Global CMO Jamie Gutfreund and iiD Chief Experience Officer Lance Shields. Moderator was MIT Sloan MBA Jeremy Finch.

Publié dans : Design
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CES 2016 Session: Designing Products for Generation Z

  1. 1. Designing Products for Genera2on Z
  2. 2. Moderator: · Jeremy Finch, MBA Student, MIT Sloan Speaker: · Jamie Gutfreund, Global, Chief Marketing Officer, Wunderman · Lance Shields, Chief Experience Officer, iiD
  3. 3. BOOMERS GENERATIONS IN CONTEXT GEN Y GEN X GEN Z Jamie @JamieCentral
  4. 4. Peer-ents GEN Y GEN Z Free Range Recognition Independence Coached Self-Starters Adopters Dependents Jamie @JamieCentral
  5. 5. CPU INVESTMENT Gen Z’s on the other hand are more likely to be risk takers but they find security in ownership- because they know they can sell it down the line. Gen Ys post recession viewed possessions as an obliga:on and developed a philosophy and an en:re “sharing economy” tand became a genera:on of users vs owners Jamie @JamieCentral
  6. 6. ANCHOR VS ANCHOR of Zs want to buy cars and homes in the future 66% They are savvy with data and research, already know how to create a brand me and are really good at leveraging the massive secondary markets that have emerged. Tradesy etc and are comfortable with transac:ons through venmo or paypal Gen Z will be landlords to Gen Y as renters Jamie Gutfreund @JamieCentral
  7. 7. THE REAL DEAL of Zs prefer ads with real people over ads with celebrities 63% THE RUKAVINAS Jamie Gutfreund @JamieCentral They don’t want perfec:on, They revere average people - and don’t want brands that promise perfec:on.
  8. 8. 1.  MAKE IT VISUAL 2.  HELP THEM IMPROVE 3.  APP-IFY IT 4.  ENABLE CHANGE 4 TIPS FOR DESIGNING FOR GENERATION Z Lance Shields @lancesh
  9. 9. 1. MAKE IT VISUAL EMOJI COLORFUL PHOTOGRAPHIC SPARSE TEXT That’s Not Cool campaign www.thatsnotcool.com Lance Shields @lancesh
  10. 10. 2. HELP THEM IMPROVE QUANTIFY CONTEXTUALIZE SHARE From “Respect Effect” App launching soon Lance Shields @lancesh
  11. 11. 3. APP-IFY IT FUNCTIONAL EXPRESSIVE MOBILE Lance Shields @lancesh App sketches by high school students from iiD design workshops for Respect Effect and I Am a Witness campaigns
  12. 12. 4. ENABLE CHANGE TAKE A STAND PRACTICE EMPATHY BE A LEADER Lance Shields @lancesh I Am a Witness Campaign www.iwitnessbulling.org

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