ux strat europe 2017: willem boijens: “creating an adidas ecosystem experience design strategy”

Creating an adidas Ecosystem Experience Design Strategy

Willem BoijensSenior Director Ecosystem DesignUX STRAT EUROPEAmsterdam, June 15 - 16, 2017

Xerrox Vol. 1, Alva Noto, 2007

coyote

post-digital…The digital revolution is over…

Nicholas Negroponte

adidas PSE / CONSUMER TESTING READOUT /

So, what does a designer of none actually do…?

value life flow sense swarm fabric

state manifestation situation

pure living casual work

fingerprint signature

semi permanence transience

FMCG & CE Leisure, hospitality & mobility Commodity

Fitness, food, fashion & wellness

Curated travel & hospitality

Ubiquitous productivity & collaboration

Co-working spacesFormats & consumption

Smart appliances

nodes materials grids smart dust

Sao Paolo Berlin San Francisco Los Angeles Shanghai Zürich Sydney New York London Hong Kong

LagomHypersense Serious play

Collaboratively constructing a opportunity architecture, deciphering the DNA for future value opportunities

reflect replay

Willem JH Boijens, MEX 2010

where do current scenarios succeed/fail? what needs to change? - exploring the edges of the future experiences spectrum - discovering impermanence and transience as drivers for design - developing a sensitivity for non-conformal scenarios

the beauty of dissonance…

Linear processes

Analytic mindsets

ignore context

Habitual patterns

fragment & compartmentalize

DOING THE RIGHT THINGS DOING THINGS RIGHT

CHALLENGE

SOLUTION

Double-diamond framework, British Design Council

DOING THE RIGHT THINGS RIGHT AT THE RIGHT TIME

CHALLENGE

SOLUTION

Double-diamond framework, British Design Council

ambiguous

multi-faceted

messy

experiential

What is Systemic Design? Alex Ryan, medium.com, 2016

gestalt

TRAJECTORY

traction

What is Systemic Design?, Alex Ryan, medium.com, 2016

Most applicable to challenges relatively undefined, more horizontal in nature, with

transformative potential

Providing a ‘lens’ to experience opportunity spaces, e.g.

specific consumer archetypes, domain, touchpoints

Providing meaningful filters to triangulate experiences for consumers based on understanding their intent and context, on par with business positioning

To be applied and executed as probesto the current in order to explore meaningful evolutionary trajectories of the experience with the brand

adidas PSE / CONSUMER TESTING READOUT /

INTENT ACTIVATEme franchise

INTENT ACTIVATEINTEREST

SOCIAL LOCALE

BEHAVIORATTITUDE

SENSE

CAPTURE

MAKE

CREATE

TRANSACTINTENT

me franchiseDISTRIBUTE

SHARE

COMMUNITY

cognition exponential technologies

circular economy

go

CONTEXT

SENSING MAKINGmakerspace

store factory

perform style

buy

INTENT

Me

know do

creator

recollectsource

adidas PSE / CONSUMER TESTING READOUT /

PRE-EMPT CHANGES

REQUIRED TO THE

ECOSYSTEM

BY TACKLING CHALLENGES

WITH IMPACT

ON THE SYSTEMIC CORE

EARLY-ON

INTENTOPPORTUNITY

DEMAND

POSITIONINGEXPERIENTIAL CAPABILITIES

BUSINESS ARCHITECTURE

PROCESSPORTFOLIO

CONTEXT

ENGAGEMENT MODEL

DIRECTION

CULTURE – BUSINESS – TECHNOLOGY - ENVIRONMENT

STRATEGY & ROADMAP

DELIVERY

design as the expression of the self

act as if culture has already changed and see what happens

Merholz & Garrett, UX week, 2016