Ideascale2019-05-01T11:09:59-07:00August 1st, 2018|Categories: Strategies|Tags: branding, Communication, competitive advantage, customer experience, customer insights, Customer Interaction Model, customer journey, customer retention, customer service, data analytics, design, design thinking, hard skills, information systems, Interaction, Interaction design, KPIs, machine learning, mart Algorithms, Natural Language Processing, process improvement, program improvement, soft skills, user experience, user insights, value proposition|
Nobody doubts that design can be powerful. But while words and phrases like ‘design thinking,’ ‘agile’ and ‘lean’ may be officially welcome in the boardrooms of Deloitte, Accenture, PWc, McKinsey and similar firms, I believe that the full potential of design has been neglected and these terms misappropriated.
Too many notes, Mozart was once told. Too many ideas, we might say today. The culture of innovation is awash with idea generation and its sidekick, fail-fast fail cheap innovation. Worse, we need a culture of transformation not just innovation. Accenture recently reported that 81% of executives they interviewed see platforms as central to their strategy over the next three years.
We are all part of a giant transformation, “digital world is eating up physical world” – enterprise, individual, activity, relationship, emotion, etc., almost every entity around us is getting through some degree of digitization. Michael Wei, Director of Samsung AI research center in the US, discusses the current developments, activities and challenges in artificial intelligence and its part in the digital transformation agenda.
Platforms and processes, rather than products, will become the focus of new business creation as we move forward. The main characteristic of a handful of new trends in business – Collaborative consumption, Sharing, the Maker movement and the Circular economy – is that the value creation is less about adding some new feature to a product. Instead, the appeal of these models is that they can deliver more value for less by involving a number of stakeholders, including the users, in co-creating solutions.
Coca Cola is taking its Social Media efforts one step further. The brand is going to hire an agency that will mine Social Media data to understand what customers are saying about the brand and looking for. It’s an attempt to consistently understand the Social Web and benefit from it for the different brands, supply chains and so on.
Crafting design strategies that result in truly compelling brand experiences, products and services demands a change from traditional methods. It requires a more creative and iterative design approach, which is optimized towards identifying real human needs and addressing them with meaningful experiences. Paul Noble-Campbell delves deeper into five critical keys to uncovering those true success drivers.