When done right, design thinking tears down barriers and existing ways of working that prevent businesses from arriving at their best solutions. But I don’t want to see companies with stifling cultures trying to bolt it on as a flavor of the month.
Design thinking can transform your organization for the better — please don’t ruin it.
While VR is often discussed as a gaming technology, the gaming applications of VR are simply the first wave in a sequence that will profoundly shape the way we experience content over the next five years.
By importing VR/AR into the classroom, one minute students can explore the anatomy and organs of an animal without harming it, and the very next build and test circuits or set up experiments that test Newton’s laws. Current estimates project that the global edtech market will reach $252 billion by 2020; VR will capture a big chunk of this pie.
Insights and market factors certainly shape how a brand strategy comes to life, but organizational design must be the foundation from which a brand is built. If the values of an organization don’t square with the values of their market-facing messages, consumers will tune out and their marketing efforts will be perceived as fraudulent.
The cognitive era is here and machines will be increasingly trusted to not only collect and analyze data, but help us make our decisions. As marketers, the decisions cognitive computers make for us may not be life or death, but they will have profound effects on how our consumer audience discovers products and makes purchasing decisions. We must learn when to trust the machines (or not) and prepare for the cognitive era.
Brand building is typically viewed as part of a long-term engagement. Organizations, and their internal, agency, or consultant teams invest in a discovery (typically through an agency briefing process), a visual exploration or moodboard, and a brand and identity strategy that culminates into a ‘big idea’ campaign with brand guidelines, strategic planning, a website, a communications plan, and media buying.
While these artifacts are incredibly valuable, and necessary, a design sprint offers immediate clarity that can then be used as a creative springboard into other key deliverables. We’ve had great luck ‘cracking’ big idea programs in single sprints that have lead to multi-year campaigns that attack various business challenges. It’s ultimately all about transforming brands with velocity and allowing the sprint to act as a rally cry that connects people from multiple departments and points them towards what’s next.
Just as personalization made customization look trite, smart(er) AI powered by machine learning and natural language processing (NLP) engines is poised to replace the personalized with the predicted in our user experience.
Empowered by machine learning and natural language processing we can distill the unprecedented amount of consumer behavioral data now available to form predictive analytics that can begin to make sense of today’s fragmented consumer journey. When paired with advances in automation technology, these predictive analytics allow us to deliver tailored consumer experiences in real-time that put the personalized to shame.