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