Connected Thinking

Sce PikeChief Experience Officer @ Citizen, Inc.

twitter: @spike75, @pluscitizen

sce@pluscitizen.compluscitizen.com

© 2014 Citizen, Inc. Proprietary and confidential.

Goals

2

• To be able to describe Connected Thinking

• To be able to practice Connected Thinking

• Gain insights into different areas of the Connected Space

• Any others that you want to cover?

© 2014 Citizen, Inc. Proprietary and confidential.

Agenda

3

• Connected Thinking Overview !

• User Exercise !

• Industry Exercise !

• Technology Exercise !

• The Pitch !

• Q & A

Design Thinking

U S E R

Human Centered Design Process was

first taught by Rolf A. Faste at Stanford in 1983.

Then adopted by IDEO, Frog, and others for Product

Design, not Digital Design

Connected Thinking

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

U S E R

However Technology is a real

world force with its own wants,

needs, desires and with a

direction that it wants to go.

Connected Thinking

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

U S E R

Industry, too, is a real

world force with its

own wants, needs,

desires and with a

direction that it

wants to go.

Design Thinking

USERDISCOVER DEFINE DESIGN PROTOTYPE DELIVER

PRODUCT/SERVICE

Rolf A. Faste Stanford University

1983

Connected Thinking

INDUSTRY

TECHNOLOGYDISCOVER DEFINE DESIGN PROTOTYPE DELIVER

PRODUCT/SERVICE

USER

Napster

INDUSTRY

TECHNOLOGY

FASTEROPEN FORMAT UNLIMITED STORAGE

EASY TO SHARE CONTROL FREE

...TO CONTINUE RAKING IT IN

USER

© 2014 Citizen, Inc. Proprietary and confidential.

Napster’s Impact on Digital.

10

© 2014 Citizen, Inc. Proprietary and confidential.

“Electronic Hezbollah”

12

Connected Music

INDUSTRY

TECHNOLOGY

ADVERTISING

FREEMIUM + PREMIUM

OWNERSHIP SHIFTS TO ACCESS

CLOUD STORAGE

BANDWIDTH

SPOTIFY

PANDORA

ITUNES

GOOGLE MUSIC

AMAZON MP3

USER

© 2014 Citizen, Inc. Proprietary and confidential. 14

Connected Thinking

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

© 2014 Citizen, Inc. Proprietary and confidential.

Apple Practiced Connected Thinking

16

What is it that Technology wants?

What is it that Technology wants? !

To evolve with us.

To succeed at that it needs:

+ +

Our Attention Our Data Fast Access to Us

© 2014 Citizen, Inc. Proprietary and confidential.

Current Tech Battles

21

!

?

© 2014 Citizen, Inc. Proprietary and confidential. 22

VS

PHONES CARS

Current Tech Battles

Current Tech Battles

© 2014 Citizen, Inc. Proprietary and confidential.

Automotive Stats

24

© 2014 Citizen, Inc. Proprietary and confidential.

Autonomous Vehicles

25

© 2014 Citizen, Inc. Proprietary and confidential.

and the winner is...

26

PHONE CAR

Winner VS

What is it that Industry wants? !

!

What is it that Industry wants? !

To grow and prosper.

Who is this man? !

!

Nikolai Kondratiev

© 2014 Citizen, Inc. Proprietary and confidential.

Industry Cycles (K-Waves)

30

How do you prepare for the next K-Wave?

© 2014 Citizen, Inc. Proprietary and confidential.

Access Not Ownership

32

© 2014 Citizen, Inc. Proprietary and confidential.

Big Data & Little Data

33

© 2013 Citizen, Inc. Proprietary and confidential.

3D Print Anything

34

© 2014 Citizen, Inc. Proprietary and confidential.

Privacy Issues

35

The Exercise.

36

© 2013 Citizen, Inc. Proprietary and confidential.

Exercise Agenda

37

User | 30mins

Identify Target Groups

Create Personas

Create Journey Map

Engagement Opportunities

Industry | 30mins

Identify Trends / Consumer Behavior Changes

Competitive Analysis

Identify Partners

Develop New Biz Model

Tech | 30mins

Identify Tech Direction

Competitive Analysis

Identify Adjacent Tech

Evolve Current Technology

The Pitch | 10 mins

Presentation style?

Problem statement

Solution statement

Revenue models

© 2014 Citizen, Inc. Proprietary and confidential.

Client Brief

38

Clients from different industries:

• Car

• Home

• Healthcare

approached your team because they are scared that they are lagging behind and have not expanded their marketshare. They want to engage their customers at a new level and have asked you to come up with concepts to re-think their product.

© 2014 Citizen, Inc. Proprietary and confidential.

Introductions

39

Please introduce yourself to your team and answer (briefly):

• Name/Nickname?

• Where are you from?

• Why are you here?

• Would you get a chip implant? If yes, what would you

want it to do?

© 2014 Citizen, Inc. Proprietary and confidential.

Products

40

Sce PikeChief Experience Officer @ Citizen, Inc.

twitter: @spike75, @pluscitizen

sce@pluscitizen.compluscitizen.com

Thank You.

Today’s Workshop Agenda• 30 mins - Connected Thinking Overview

!• 5 mins - Break into groups based on industry • 10 mins - Team Intro and Warm Up Exercise

!• Client/Product Reveal

!• 5 mins - User Exercise Overview (Personas, Journey (seasonal, daily, activity), • 30 mins - User Exercise

!• 5 mins - Industry Exercise Overview (Trends, Behavior Changes, Business Models - IoT,

Sharing Economy, Uber, Airbnb, Partnering, Opportunities, Competitors, Adjacent) • 30mins - Industry Exercise

!• 5 mins - Technology Exercise Overview (Evaluate Competitors, Adjacent Tech, • 30mins - Technology Exercise

!• 30mins - The Pitch - Putting it together (Preso type: Kickstarter, Video, Proto, Sketch

Concepts,) !

• 30 mins - Q & A