how the internet of things changes design thinking

Tim Greenhalgh Chairman & Chief Creative Officer @timghalgh @FITCHdesign

IoT changes design thinking in

the physical & virtual retail world

No Longer…

A Future Platform

People

Service

Self Service

Automated Service

Social Service

Art Science

Future

Omnichannel

CON TIN UOUS THINKING

The undeniable future of all things retail

…is the art.


BEHAVIOUR IDEAS TESTING

IF WE CAN CONNECT WITH PEOPLE ANYWHERE AND EVERYWHERE…

SO

CON TIN UOUS BEHAVIOUR

UNDERSTAND THEIR BEHAVIOUR

WE SHOULD

CON TIN UOUS BEHAVIOUR A LIFE LENS, NOT

THE CHANNEL

THROUGH

WHAT I CAN ACHIEVE WITH YOU

WHAT I CAN BUY FROM YOUFROM

TO

CON TIN UOUS BEHAVIOUR

Dreaming No specific purchase intent

Exploring Purchase intent in the category

Locating Specific product or service

Experiencing Post-purchase using product or service

MINDSTATES DREAMING BE INSPIRED LEARNING HAVING FUN

I WANT TO GET FITTER





MINDSTATES EXPLORING BROWSE EASILY MORE INFORMATION NARROW CHOICES

I WANT A PAIR OF TRAINERS FOR RUNNING





MINDSTATES LOCATING EASY TO FIND USEFUL REMINDERS REASSURANCE

I WANT A PAIR OF NIKE FLYKNIT BLUE SIZE 8





MINDSTATES EXPERIENCING CARE AND ADVICE ACTIVE COMMUNITY GETTING MOST OUT OF PURCHASE

I WANT TO GET THE MOST OUT OF MY RUNNING





CON TIN UOUS IDEAS

BETA MINDSETA

CON TIN UOUS IDEAS

CON TIN UOUS IDEAS

FROM ONE OFF MONUMENTSAWAY

LOTS OF BIG IDEAS/ EXPERIENCES

BUTCON TIN UOUS IDEAS

PHYSICAL HUMAN DIGITAL

CON TIN UOUS IDEAS

P H D

Immediate Immersive Tactile

Empathetic Approachable Kind

Connected Interactive Storytelling

CON TIN UOUS IDEAS

Immediate Immersive Tactile

Empathetic Approachable Kind

Connected Interactive Storytelling

P H D Future UX platforms

“…know my preferences” One log in

Future role of the store Showrooming | Webrooming

CON TIN UOUS IDEAS

HUMAN RITUALS EMPOWERED PHYSICALLY & DIGITALLY

CREATING FUTUREP H D

CON TIN UOUS IDEAS

CON TIN UOUS TESTING


BEHAVIOUR IDEAS TESTING

China - New Homes

COCOONINGZHAI ECONOMY

LIVING LIFE THROUGH THE INTERNET - POLLUTION/WORK_LIFE STRESS

RESULTING IN

Cultural Attitudes - Chinese Consumers

COLLECT IDEASDIGITAL SAVVY CONSUMERS

VISUALISING DREAMSUNCERTAIN OUTCOMES

FRIENDS & FAMILYSHARE WITH

Cultural Attitudes - Chinese Consumers

DIYDIFMFROM

TO

DO IT FOR ME

Cultural Attitudes - Renovation Behaviour

DIYDIWMFROM

TO

DO IT WITH ME

Cultural Attitudes - Renovation Behaviour

Experience Signatures™ | Vivid Homes VIVID Coaches

Experience Signatures™ | Vivid Homes Get started

Experience Signatures™ | Vivid Homes Collect ideas with an interactive card

Experience Signatures™ | Vivid Homes See your ideas with a cost estimate

When the plan is complete customers are given VIVID gold tickets to invite friends and family to ‘Premiere their home’ at an exclusive VIP screening. Here the customers get to experience their future home in an immersive projection ‘cube’ before it’s built.

Experience Signatures™ | Vivid Homes Invite friends and family to Premiere your home

Seamless Retail™ | Experience Signatures Save and manage with the VIVID project

Seamless Retail™ | Experience Signatures How to use your new home with Home passport

Experience Signatures™ | Vivid Homes

DREAMING EXPLORING LOCATING EXPERIENCING

P

H

D





P

H

D

CONTINUOUS MATRIX



P

H

D



THANKS


FITCH