lightning talk #13: anticipatory design: invisible interfaces and predictive products by kieran...

Welcome to Huge.

Founded as a user-centric design studio.

Born in

Brooklyn.

7 employees.

2004.

BKLN.

1,500+ employees worldwide. Independent agency within IPG.

ATL. BKLN. DC. LDN. LA. MDE. OAK. PDX.

2016.

RIO.SGP.BOG. TO.

Business Strategy.

Brand Planning.

Data Science.

Research.

User Experience Design.

Creative.

Technology.

Content.

Social.

Communications.

Search.

CRM.

Media.

Capabilities.

Listen to users and observe them.

Look for the opportunities.

Constantly improve through feedback.

Make something you love.

Anticipatory design?

Using design to simplify options and streamline activity.

Empowers.

Designing tools to help peoplemake better decisions.

Good UX.

The value of experience design is changing.

Serves.

Designing services that makepeople’s lives easier.

Great UX.

35,000Decisions made each day.

Source: http://www.fastcodesign.com/3045039/the-next-big-thing-in-design-fewer-choices

“Learning to choose is hard.

Learning to choose well is harder.

And learning to choose well in a world of unlimited possibilities is

harder still, perhaps too hard.”

- Dr Barry Schwartz

So how do we makegood choices?

We often don’t.

Myth #1:We make optimal decisions.

When ‘off’ means ‘on’

The time it takes to make a decision increases with the number and

complexity of choices.

Source: Hicks Law

Myth #2:More choices and features result

in higher satisfaction.

Less is more.

64%Of features in products are

rarely or never used.

Source: Standish Group

Help people make the right choice.

Myth #3:We are in control of our

decisions.

“We're susceptible to all of these influences from

external forces: the defaults, the particular

options that are presented to us.”

- Dan Ariely

Good design caninfluence behaviour.

So what do we do?

Designing for gut and head.

Invisible interactions.

Context is king.

74.8%

How do we get there?

4.9 billionInternet connected devices in 2015

Source: http://www.gartner.com/newsroom/id/2905717

In 1 day we produce as much data as we produced between the birth

of the world and 2003.

Source: http://aci.info/2014/07/12/the-data-explosion-in-2014-minute-by-minute-infographic/

Data is much more valuable when used with other information.

Think less.

And you don’t need all the data in the world to get it right…

…you just need the right data.

“Information is not knowledge.” - Albert Einstein

By creating products thatpeople love to use.

US and UK smartphone users spend more than 80%of their time in just five apps.

Source: Forrester’s US Consumer Technographics Behavioural Study (August - October 2014)

The principles of anticipatory design.

Implementing anticipatory design in your business:1. Think of your brand as a service.

2. Enable your service digitally.

3. Automate the delivery of your service.

4. Establish your automated service.

5. Don’t be evil.

Efficiency and freedom.Data and artificial intelligence driving efficient user experiences.

Flow not friction.Less screens and more intuitive services.

Convenience not choice.Fewer, more accurate options.

And at Huge we’re alreadyworking on some ideas.

Giving us more of the most valuable thing we have…time.

Thanks, any questions?