connected thinking : kill human centered design thinking

Connected Thinking

SCE Y. PIKE - @spike75, @pluscitizen

WEBVISIONS - #WVPDXPORTLAND 2013

Kill Human-Centered-User-Centric-Design-Thinking.

How old is our design process?

How old is our design process?

Human Centered Design Process first taught by Rolfe Faste at Stanford

1983 Today

30 years old

Perfect for hard goods

Speed of CultureTM

5-10 years

Speed of CultureTM

Human Centered Design Process

2000 Social Network Adoption

Facebook2004

Twitter2006

Obama Campaign 2008

Arab Spring2010

TODAY

Internet AdoptionPC Adoption

19901980

5-10 years

Speed of CultureTM

Human Centered Design Process

2000 Social Network Adoption

Facebook2004

Twitter2006

Obama Campaign 2008

Arab Spring2010

TODAY

Internet AdoptionPC Adoption

19901980

5-10 years

Speed of CultureTM

Human Centered Design Process

2000 Social Network Adoption

Facebook2004

Twitter2006

Obama Campaign 2008

Arab Spring2010

TODAY

Internet AdoptionPC Adoption

19901980

5-10 years

Speed of CultureTM

Human Centered Design Process

2000 Social Network Adoption

Facebook2004

Twitter2006

Obama Campaign 2008

Arab Spring2010

TODAY

Internet AdoptionPC Adoption

19901980

5-10 years

Speed of CultureTM

Human Centered Design Process

2000 Social Network Adoption

Facebook2004

Twitter2006

Obama Campaign 2008

Arab Spring2010

TODAY

Internet AdoptionPC Adoption

19901980

Current Design Methods

Discover Define Design Prototype Test

Think Bigger, Broader.

T E C H N O L O G Y I N D U S T R Y

U S E R

Connected Thinking

T E C H N O L O G Y I N D U S T R Y

U S E R

The Three Forces

Technology

User

Industry

Napster’s Impact on Digital.

“Electronic Hezbollah”

Two vs OneCloud

Digital

Free

Immediate

Reproduce

Status Quo

Technology

User

Industry

The Connected ExperienceCloud

Digital

Freemium to Premium

Immediate

Advertising

iTunes, Amazon, Google

Spotify, Rdio, Pandora

Easy

Technology

User

Industry

Connected Awareness

Connected Awareness

Connected Awareness

Why Connected Thinking is better than

Why Connected Thinking is better than Human-Centered-User-Centric-Design-Thinking alone.

Apple Practiced Connected Thinking

It’s not about luck.

iPhone2007

Human Centered Design Process

2000

Facebook2004

Twitter2006

Obama Campaign 2008

Arab Spring2010

TODAY

Internet AdoptionPC Adoption

19901980

What is it thatTechnology wants?

What is it thatTechnology wants?

To evolve with us.

To succeed at that it needs:

To succeed at that it needs:

Our Attention

To succeed at that it needs:

+

Our Attention Our Data

To succeed at that it needs:

+ +

Our Attention Our Data Fast Access to Us

Current Tech Battles

?

Current Tech Battles

VS

Phones Cars

Current Tech Battles

Automotive Stats

Autonomous Vehicles

and the winner is...

and the winner is...

VS

Chicken Mammoth

Winner

What is it thatIndustry wants?

What is it thatIndustry wants?

To evolve with us.

Who is this man?

Nikolai Kondratiev

Industry Cycles (K-Waves)

How do you preparefor the next K-Wave?

Access Not Ownership

Internet of You

TweetPee by Huggies

QR Code covered Pajamas

by Smart PJ

Phygital

BEFORE AFTER

Your Digital Footprint

Your Physical Environment

YOU YOU

Who are the “users”of products today?

Today’s Users

Human User

Tech User

Industry User

= Data

Product

= Product

= User

Connected Users

Human User

Tech User

Product

Industry User

Product

How we do it at Citizen.

Discover Define Design Prototype Test

Discover Define Model Communicate Sell

Discover Define Design Prototype Test

HUMAN

INDUSTRY

TECH

EvolveHuman-Centered-User-Centric-Design-Thinking.

Where will you take this?

Where will you take this?

Sce Pike

Chief Experience Officer @ Citizen, Inc.

twitter: @spike75, @pluscitizen

sce@pluscitizen.com

pluscitizen.com

Thank You.