01 digital thinking

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01 digital thinking

  1. 1. INTRODUCTION TO DIGITALSTRATEGY20.07.12
  2. 2. ANA ANDJELIC@andjelicaaa
  3. 3. Along the way, the industry started to payattention.
  4. 4. The thing I learned.
  5. 5. I am a visual thinker.* Temple Grandin is a high-functioning autistic scientist who studies livestock’s behavior and is the inventor of the hugging machine.
  6. 6. It turned out to be a good thing.Visual approach is holistic. It embraces complexity andambiguity.It is looking for intuitive solutions that seamlessly fitinto human behavior.It encourages “what if” and “why.”It’s non-linear and allows for the unexpected.It is additive and evolving. It is collaborative.It requires imagination and creativity.It is perfect for the digital world.
  7. 7. Foundations of Digital Thinking.
  8. 8. Digital thinking is an approach and a worldview.It explores things that are happening in society, cultureand economy because of digital.It deals with the aggregates of many individual behaviors.It’s an ethos and a value system.It is user-centered, behavioral, collaborative, additive andevolving.It is focused on problem-solving.It is meant to help humans do things in a more easy,simple and fun way.It is driven by making the world a more open, social, andsustainable place.
  9. 9. Let’s start from this stuff.Sharing Economy.Data Storytelling.Transparency.Networks of Influence.Cultural Micro-Tensions.
  10. 10. Sharing Economy. Think access, not ownership. From clothes in our closets to finding a nearby loo, everything has become easily findable and shareable. Welcome to social consumption: consuming things in a social way. Thanks to others, we can now get whatever we need, whenever we need it.
  11. 11. Storytelling Through Data. Digital traces are everywhere. The moment we open a browser we start leaving behind an enormous amount of data about our likes, tastes, purchase habits and communication patterns. Brands can benefit from the wealth of this information by turning data trends into a story. This story becomes a shared communication object, something our users can compare themselves to and identify with.
  12. 12. Transparency. Money is not the only currency around. Physical world is already overlaid with all sorts of social data (Think customer reviews, ratings, tips, likes). This is something that consumers always take into account when making their purchasing decisions: how popular is this item? is it green? who else has bought it? Social currency adds a new decision-making layer over price.
  13. 13. Networks of Influence. Influence is a network. The network structure decides whether something spreads or not. This is why accidental influentials are so important. Accidental influentials are easily influenced users who influence other easily influenced users.
  14. 14. Cultural Micro-Tensions. Look for contradictions, inversions, coincidences and oddities. They are brewing currents in our world that are not yet big enough to be consider culture, but that bend trends in a powerful way. Contradictions: Millennials are 40% of the car market, but they are driving less than any previous generation. Oddities: Instagram’s rise to a power player in just 7 months. Inversions: More than 40% of Americans in the major US cities live alone. Contradictions: Economic crisis is happening simultaneously with the vibrant economic activity in P2P markets.
  15. 15. Okay, but what does all of this have to do with digital strategy? Well, everything.
  16. 16. The new strategy book.
  17. 17. Always start with the user.
  18. 18. Rely (heavily) on observation.
  19. 19. Ask: How do they currently use technologyto solve their needs? Publish Create Sell Share Play Aggregate Connect Remix Review
  20. 20. Translate these insights into a money-makingopportunity.
  21. 21. The switch.
  22. 22. The solution is first, product and/or serviceare secondary. Switch from the Digital Doing question “What should I build?” to the Digital Thinking question “What is my problem and how can I use digital to solve it?”
  23. 23. The solution is first, product and/or serviceare secondary. From: To: How might we reward every micro- Give customers the loyalty card. interaction through the incremental points system that will lead to loyalty? How might we find community- Build a campaign. ownership model that will support small businesses? How might we empower people toCome up with an inspiring message. change more by letting them track and evaluate the effects of their behavior?
  24. 24. Digital is not a link in a chain but hub of a wheel. From digital coming at the end of the process and the executional level to digital being a starting point and a decision-making factor of every strategy.* This title is based on the sentence “Design is not a link in a chain but hub of a wheel” from Tim Brown’s book Change by Design.
  25. 25. Think both macro- and micro-levels.Macro-trendsThey brew at the fringes of the established industries. They are our canaryin the coal mine as to where the things are going. Macro-trends provide uswith insights that lead to ideas.Micro-trendsThey help us behave as our users behave. They make sure that we aresolving right problems, and that our solutions will be receptive. Micro-trends give us inspiration how to best implement our ideas.
  26. 26. WORKSHOP 1:What macro-trends are relevant for my task at hand?Why are those trends happening? What do they mean for therespective industry?What needs my users have and what problems are theygrappling with?Is there a gap between what users need and what’s out therein the market?How can we add value to users’ behaviors? Are we openingup new revenue streams by doing this?
  27. 27. THANKS!

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