2014-04-14 | 1
25TH GATHERING, ZURICH 8 APRIL 2014
BEYOND THE BUZZWORDS:
MAKING SENSE OF TRENDS IN DIGITAL
&
LESSON LEARNE...
2014-04-14 | 22014-04-14 | 2
2014-04-14 | 32014-04-14 | 3
14/04/2014 4
14/04/2014 5
14/04/2014 6
14/04/2014 7
14/04/2014 8
14/04/2014 9
14/04/2014 10
14/04/2014 11
“Every day, 3 times per second, we
produce the equivalent amount of
data that the Library of Congress has
in...
• Data sets with sizes beyond the ability of commonly used
software tools to capture, organize, manage and process the dat...
14/04/2014 13
14/04/2014 14
14/04/2014 15
14/04/2014 16
Smart Data is actionable data that automatically
generates informed, personalized communication
with consume...
• Social media are storing massive amounts of never-before-analysed data that will
reveal crucial information about consum...
2014-04-14 | 18
14/04/2014 19 CRISTIANO POIAN @lightman
14/04/2014 20 CRISTIANO POIAN @lightman
14/04/2014 21
14/04/2014 22 CRISTIANO POIAN @lightman
14/04/2014 23 CRISTIANO POIAN @lightman
2014-04-14 | 242014-04-14 | 24
Mobile first
More and more websites are designed for the mobile version first and then adap...
2014-04-14 | 252014-04-14 | 25
Mobile first
OK KO
• A single batch of HTML and CSS
code to deploy and manage
• «Full exper...
2014-04-14 | 262014-04-14 | 26
HTML 5 pushed beyond limits
ANIMATED CHARTS AND GRAPHS
VECTOR IMAGES HTML5 VIDEO PLAYER
DYN...
2014-04-14 | 272014-04-14 | 27
HTML 5 pushed beyond limits
OK KO
• Storytelling goodness and
«sexyness»
• No more plug-in:...
2014-04-14 | 282014-04-14 | 28
Scroll, scroll and more scroll...
Designers create websites
keeping in mind the mobile
and ...
2014-04-14 | 292014-04-14 | 29
Scroll, scroll and more scroll...
OK KO
• All-in-one-page experience
• Progressive download...
2014-04-14 | 302014-04-14 | 30
Typography
FONTE: SMASHINGMAGAZINE.COM (50 popular blogs and websites)
Pages with less text...
2014-04-14 | 312014-04-14 | 31
Typography
OK KO
• We got rid of Arial, Verdana and
Comic Sans, finally
• Form is substance...
2014-04-14 | 322014-04-14 | 32
The return of icons
The discipline of usability prescribes the joint use of textual labels ...
2014-04-14 | 332014-04-14 | 33
The return of icons
OK KO
• Mobile-friendly: space is
optimised to give relevance to
conten...
2014-04-14 | 342014-04-14 | 34
Flat design
In 2013, designers declared war to any realistic representation (skeumorfism) i...
2014-04-14 | 352014-04-14 | 35
Flat design
OK KO
• Content rules
• Simplification, what really counts
is immediatly recogn...
2014-04-14 | 362014-04-14 | 36
So what...? Simply, content as element of
distinction
Content will make the difference in u...
2014-04-14 | 372014-04-14 | 37
LUNDQUIST SRL
Via San Maurilio, 23
Milan 20123
Italy
t. (+39) 02 – 3675 4126
f. (+39) 02 – ...
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Do digital trends match the hype? - Cristiano Poian

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Annual Swiss conference on corporate digital communications. The aim of the gathering is to scratch beneath the surface of the latest buzzwords and trends in digital and understand what they really mean from a corporate perspective. We will delve into topics such as big data, storytelling, mobile and social media measurement. There is much smoke out there. What should be evaluated seriously?

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Do digital trends match the hype? - Cristiano Poian

  1. 1. 2014-04-14 | 1 25TH GATHERING, ZURICH 8 APRIL 2014 BEYOND THE BUZZWORDS: MAKING SENSE OF TRENDS IN DIGITAL & LESSON LEARNED FROM KWD WEBRANKING SWITZERLAND 2013 Zurich, 8 April 2014 DO DIGITAL TRENDS MATCH THE HYPE? CRISTIANO POIAN #DIGITALBITES @LIGHTMAN
  2. 2. 2014-04-14 | 22014-04-14 | 2
  3. 3. 2014-04-14 | 32014-04-14 | 3
  4. 4. 14/04/2014 4
  5. 5. 14/04/2014 5
  6. 6. 14/04/2014 6
  7. 7. 14/04/2014 7
  8. 8. 14/04/2014 8
  9. 9. 14/04/2014 9
  10. 10. 14/04/2014 10
  11. 11. 14/04/2014 11 “Every day, 3 times per second, we produce the equivalent amount of data that the Library of Congress has in its entire print collection. But most of it is like cat videos on YouTube or 13-year-olds exchanging text messages about the next Twilight movie.” Nate Silver, statistician and author of the book, The Signal and the Noise
  12. 12. • Data sets with sizes beyond the ability of commonly used software tools to capture, organize, manage and process the data within a tolerable elapsed time. • Big data includes non-structured data (qualitative data, videos, social contents, navigation patterns). These sets require specific analytical skills to be interpreted. • Automation is key to manipulate them in real time. Big data uses inductive statistics and concepts from non-linear system identification to infer laws from large data sets to perform prediction of outcomes. 14/04/2014 12
  13. 13. 14/04/2014 13
  14. 14. 14/04/2014 14
  15. 15. 14/04/2014 15
  16. 16. 14/04/2014 16 Smart Data is actionable data that automatically generates informed, personalized communication with consumers across all channels. It allows a company to understand, predict and engage each consumer at an individual level Neil Capel, Wired NEXT: MOBILE
  17. 17. • Social media are storing massive amounts of never-before-analysed data that will reveal crucial information about consumers (90% of them is still unstructured) • Online advertising is getting more and more customised and targeted (RTB) • Medicine: data coming from smart pills and stored to monitor the therapy • Open data: public data that lets users create new aggregations and to build new applications • Internet of things: data used to monitor and improve the use of remote devices (e.g. solar panels or other energetic devices connected to a network) 14/04/2014 17 NEXT: I MITI DA SFATARE
  18. 18. 2014-04-14 | 18
  19. 19. 14/04/2014 19 CRISTIANO POIAN @lightman
  20. 20. 14/04/2014 20 CRISTIANO POIAN @lightman
  21. 21. 14/04/2014 21
  22. 22. 14/04/2014 22 CRISTIANO POIAN @lightman
  23. 23. 14/04/2014 23 CRISTIANO POIAN @lightman
  24. 24. 2014-04-14 | 242014-04-14 | 24 Mobile first More and more websites are designed for the mobile version first and then adapted to fit the high-resolution screens. The responsive design approach lets the designer create flowing websites made of flexible images, proportion-based grids and optimised content that adapt the layout to the viewing environment. START HERE PROGRESSIVE ENHANCEMENT GRACEFUL DEGRADATION
  25. 25. 2014-04-14 | 252014-04-14 | 25 Mobile first OK KO • A single batch of HTML and CSS code to deploy and manage • «Full experience» from mobile • Often the high-resolution screen experience is not well designed • The mobile first approach does not match all companies’ needs • Responsive web design is not the only possible answer: consider adaptive design
  26. 26. 2014-04-14 | 262014-04-14 | 26 HTML 5 pushed beyond limits ANIMATED CHARTS AND GRAPHS VECTOR IMAGES HTML5 VIDEO PLAYER DYNAMIC ELEMENTS BROWSER GAMES HTML 5 combined with CSS3 stylesheets and Javascript libraries enable dynamic behaviours that previously were only possible through proprietary technologies like Adobe Flash. The website’s page moves on from the traditional textual form and becomes an interactive motion graphics with multimedia storytelling elements.
  27. 27. 2014-04-14 | 272014-04-14 | 27 HTML 5 pushed beyond limits OK KO • Storytelling goodness and «sexyness» • No more plug-in: HTML is natively supported by all the recent browsers • The return of Flash-era crimes against the user experience • Bad habits that were outdated emerge again: preloading screen, heavy elements, transition effects... LOADING SCREEN PARALLAX EFFECT MERCEDES STORYTELLING, NUOVA GLA
  28. 28. 2014-04-14 | 282014-04-14 | 28 Scroll, scroll and more scroll... Designers create websites keeping in mind the mobile and tablet user experience, where scrolling is more common than on computer screens. Long pages are increasingly common even in corporate websites, along with «infinite scrolling» pages and progressive loading of contents. CORRIERE.IT REPUBBLICA.IT BG-GROUP.COM
  29. 29. 2014-04-14 | 292014-04-14 | 29 Scroll, scroll and more scroll... OK KO • All-in-one-page experience • Progressive download of content to optimise the weight of pages • Mobile-friendly • Some bad design habits: often the relevant content (call to action, key message) is not above the «browser fold» • Infinite pages make the user scroll away from relevant content: it is hard to save pieces of interesting content for later reading (e.g. Facebook and Pinterest’s timelines)
  30. 30. 2014-04-14 | 302014-04-14 | 30 Typography FONTE: SMASHINGMAGAZINE.COM (50 popular blogs and websites) Pages with less text and more graphical elements. Web typography is more and more refined and functional to the brand experience, thanks to the recent possibility of using any font.
  31. 31. 2014-04-14 | 312014-04-14 | 31 Typography OK KO • We got rid of Arial, Verdana and Comic Sans, finally • Form is substance • Sometimes typography does not deliver a message but becomes the message in itself, representing mere graphic frills
  32. 32. 2014-04-14 | 322014-04-14 | 32 The return of icons The discipline of usability prescribes the joint use of textual labels and pictograms to facilitate the navigation. Nevertheless, the latest trends in web design show an emerging use of icons with no textual explaination in navigation interfaces. The user is challenged to learn and memorize the meaning of the icons in order to use the functionality. HAMBURGER MENU DRAWER ICON
  33. 33. 2014-04-14 | 332014-04-14 | 33 The return of icons OK KO • Mobile-friendly: space is optimised to give relevance to content • Good for frequently used apps and websites • Icons require a significant effort from first-time users and individuals who are not computer-savvies
  34. 34. 2014-04-14 | 342014-04-14 | 34 Flat design In 2013, designers declared war to any realistic representation (skeumorfism) in web interfaces. The so-called «flat» design is the dominant paradigm in online visual communications and it seems that it is here to stay.
  35. 35. 2014-04-14 | 352014-04-14 | 35 Flat design OK KO • Content rules • Simplification, what really counts is immediatly recognizable • Usability • Style uniformity • IOs 7 everywhere
  36. 36. 2014-04-14 | 362014-04-14 | 36 So what...? Simply, content as element of distinction Content will make the difference in user experience, both in websites and in mobile interfaces, in the next generation of digital products. All digital trends show a need for simplicity and clarity, highlighting the centrality of key messages The New York Times website: simple and neat design with few «contextual» elements The product takes all the so-called «hero area» in the Nest website, a perfect example of clarity CONTENT & MESSAGES 50% TECHNOLOGY 35% DESIGN 15%
  37. 37. 2014-04-14 | 372014-04-14 | 37 LUNDQUIST SRL Via San Maurilio, 23 Milan 20123 Italy t. (+39) 02 – 3675 4126 f. (+39) 02 – 9287 8792 www.lundquist.it Lundquist company page @Lundquist Lundquist page Lundquist channel Slideshare account Lundquist page
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