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Method
The Age of Strategic Design
Strategic Design Lab
Method
there’s no longer business as usual
Strategic Design Lab
Method
Strategic Design Lab
Method
Strategic Design Lab
Method
Strategic Design Lab
Method
What does it really mean to be digital?
How do non-software organisations thrive in today’s disruptive landscape?
What are the necessary componentsof any digital transformation?
Strategic Design Lab
Method
being digital is primarily a mindset
Strategic Design Lab
Method
Strategic Design Lab
Method
In the digital age good design doesn’t just result in good products;
it results in new relationships
Strategic Design Lab
Method
being digital is not really about invention
“Dick Tracy two-way watch” 1946
“2001: A space Odyssey” 1968
“Back to the Future II” 1989
“Minority Report” 2002
23Oculus VR
2012
“Back to the Future II” 1989
6IBM Watson
2008
“Minority Report” 2002
51Apple Watch
2015
“Dick Tracy two-way watch” 1946
43Apple Siri
2011
“2001: A space Odyssey” 1968
Strategic Design Lab
Method
Model by Bill Buxton, 2008
The long nose of innovation
Radar
Apple iPhone $599
2007IBM/Bellsouth Simon Communicator
$1099
1993HP Series 100/150 PC
$2795
1983CERN SPS Capacitative
Touchscreen
1972
Discovery & Invention Refinement & Augmentation Traction & Productisation
$1B Idea
Strategic Design Lab
Method
being digital is about being on time
Strategic Design Lab
Method
Strategic Design Lab
Method
A competitor emergesTechnology
Growth stages of the market
Strategic Design Lab
Method
Technology Features
Growth stages of the market
There’s no more features customers care about
Strategic Design Lab
Method
Technology Features Experience
Growth stages of the market
Products are part of a much larger experience
Strategic Design Lab
Method
Technology Features Experience Commodity
Growth stages of the market
Strategic Design Lab
Method
Technology Features Experience Commodity
Unrecognised Design is not important
1Interested Design is acknowledged but receives little funding
2Invested Design is important and initial programs emerge
3Committed Design is critical and execs are actively involved
4Engaged Design is one of the core tenets of the strategy
5Embedded Design is in the DNAof the organisation
6
Design maturity stages of organisations
Design as strategyDesign as styling Design as processUnclear purpose
Growth stages of the market
Strategic Design Lab
Method
Strategic Design Lab
Method
1900Age of Manufacturing
Ford Boeing GE RCA
Assembly lines
1960Age of Distribution
Wal-Mart Toyota P&G UPS
Supply chains
1990Age of Information
Amazon Google Comcast Capital One
Automation
2010Age of Strategic DesignEstonia e-Citizenship Singapore Smart City Echo + Alexa Tencent + WeChat
Engagement
Strategic Design Lab
Method
What today seems normal yesterday was extraordinary
Strategic Design Lab
Method
So what is tomorrow’s ordinary, and how can you prepare for it?
Strategic Design Lab
Method
The modern city is becominga pointer system, the new URL, for tomorrow’s hybrid digital–physical environment.
Cities rely on data to function and to be sustainable sentient networks alleviate pressure on supply and distribution chains
CITIES SMARTEN UP AND BECOME FOUR (FIVE?) DIMENSIONAL
Method
Strategic Design Lab
Method
Voice recognition technology is nearly reaching its tipping point.
However, the spoken word is only a start. Computer vision can pick up non-verbals and gesturing to complete human communication.
SPACES AWAKEN AND BEGIN TO SENSE, LISTEN AND OBSERVE
Method
Strategic Design Lab
Method
Computers are dissolving in three directions—into the cloud, into the environment, and into our bodies— but as they do so they are reducing altogether what we would call “interfaces” becoming calmer and less attention hungry; making itself heard and seen only when and where it matters
EXPERIENCES ARE LESS ABOUT PIXELS, AND MORE ABOUT VALUE
Method
Strategic Design Lab
Method
We believe that in many mature and densely populated markets and geographies the concept of ownership is undergoing a massive change. The access and real-time economy is becoming the norm.
A NEW & REDEFINED CONCEPT OF OWNERSHIP EMERGES
Method
Strategic Design Lab
Method
Alipay or WeChat Wallet are just two commonplace examples of daily payments and transactions in China. With new players and regulation obtaining licenses to provide financial services, where’s the frontier for digital retail banking?
TRANSACTIONS PROGRESSIVELY ENTER USERS’ ECOSYSTEM
Method
Strategic Design Lab
Method
We continue to add a rich layer of emotion to our identities. We don’t control who, when or how data is acquired, and as result the traditional opt-in/out model starts to lose relevance for commerce
DATA GENERATION & COLLECTION IS NO LONGER BOUND TO DEVICE OWNERS
Method
*FindFace App
Strategic Design Lab
Method
“Project Voco” promises to generate new speech capability by generating words using some minutes of a speaker’s recorded voice; that is, using a human voice to say something the speaker never said almost in real time.
IDENTITY BEGINS TO BE MANAGED AND SECURED AS IT CLASHES WITH DIGITAL PERSONA
Method
*Adobe’s Project VoCo
Strategic Design Lab
Method
Tim Cannon has the first “Human Body API” while Verily (former Google Life Sciences) is developing a set of contact lenses to monitor and track diabetes while adding a layer of augmented reality to the users’ sight.
BIG DATA SETS & API’S ENABLE THE MACHINE IN THE MAN
Method
Method United Rentals Proposal April 2016
becoming digital
Strategic Design Lab
Method
key aspects of digital transformation
organisationalalignment
experience strategy
uniqueplatformsefficiency
solve real problems and help people with what they actually need
identify your unique focus and don’t get distracted
hone in on your purpose and stick to it
dramatically simplify your toolkit (aka “back of house”)
develop, train and adopt a healthy mentality
Strategic Design Lab
Method
Design Thinking
Identify right opportunity Observe & Synthesise Envision relevant solution Create alignment & buy-in
Lean UX & Startup
Slice & Build Prototype & Test Measure & Learn Pivot or Persevere
Continuous Delivery
Value-based roadmaps Agile / Scrumm models Sprint 0 & N++ & Demos Iterate or Scale
Strategic Design Lab
Method
there’s no longer business as usual
Strategic Design Lab
Method
A design–led accelerator for innovation strategy that brings together expertise in management consulting, service design, customer experience and digital solutions.
Strategic Design Lab
Strategic Design Lab
Method