MEMO TO ALL #COMMLEAD’ERS FROM @HRHMEDIA

10 NEW THINGS WE NEED TO KNOW
AFTER MY TRIP TO SAN FRANCISCO
1. NEW DESIGN THINKING
EMERGES EACH TIME
THERE’S A NEW SOCIOECONOMIC SHIFT

• Technology’s “magic is

going, going gone. I...
2.THINK “EXPERIENCE DESIGN”

actions (the world of the body) +
emotions (cognitive science, the world of the mind) +
relat...
3. COMMERCIAL
TRANSACTIONS CAN BE A
FORM OF ENGAGEMENT

• “From the early days we

saw the receipt as an
often-played down...
4. TRUST THROUGH “DROP DEAD SIMPLICITY” AND “DOUBLE OPT IN”

"The app is simple: You’re served a succession of photos of p...
5. WHEN 50 BILLION
MACHINES COME ONLINE,
WE’LL NEED TO MAKE
S E N S E O F A L L T H A T D A TA

• The Internet of Everythi...
6.“Instagram is a communications company, not a
photography one. The content shared is for
connecting.”
~@KEVIN
7 . C O M B I N E D E S I G N A N D D A TA F O R A B E T T E R U S E R E X P E R I E N C E
Our Fit Quiz is like Cosmo, ask...
8 . M O B I L E I S S E R I O U S LY I N F L U E N C I N G P R O D U C T D E S I G N

Our focus is on collaboration and mo...
9. CREATIVE PEOPLE NEED
T O C O N S I D E R T H E M S E LV E S
BUSINESSES NOW

• “Kill everything that’s not

directly rel...
10. EMBRACE TECH ENTREPRENEURIALISM, OR BEWARE TECH SOLUTIONISM

How San Francisco’s new entrepreneurial culture is changi...
Created by Hanson Hosein, Director
Communication Leadership graduate program at
the University of Washington ~ Nov 2013
– ...
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10 new things we need to know as communication leaders after my trip to San Francisco

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In November 2013, I attended GigaOm's Roadmap 2013 ("The Intersection of Design & Experience) in San Francisco. It featured high level talks with tech leaders, including the founders of Twitter, Tinder and Instagram. I also enjoyed a tour of Facebook HQ, thanks to a former student of mine. Rather than blog my findings, I decided to go visual and list them in a presentation.

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10 new things we need to know as communication leaders after my trip to San Francisco

  1. 1. MEMO TO ALL #COMMLEAD’ERS FROM @HRHMEDIA 10 NEW THINGS WE NEED TO KNOW AFTER MY TRIP TO SAN FRANCISCO
  2. 2. 1. NEW DESIGN THINKING EMERGES EACH TIME THERE’S A NEW SOCIOECONOMIC SHIFT • Technology’s “magic is going, going gone. It’s all plumbing & toasters now” • “Design is what defines relationship” — it’s the interface between companies and the outside world ! ~Robert Bruner, chief designer “Beats by Dr. Dre”
  3. 3. 2.THINK “EXPERIENCE DESIGN” actions (the world of the body) + emotions (cognitive science, the world of the mind) + relations (the world of people) =confusion, opportunity (or convergence of physical+digital+social) ! ~ John Maeda, Rhode Island School of Design
  4. 4. 3. COMMERCIAL TRANSACTIONS CAN BE A FORM OF ENGAGEMENT • “From the early days we saw the receipt as an often-played down communication channel” • In this way, we can abstract the “bad feeling” about money away. Square is trying to meet the customers where they are ! ~ Jack Dorsey, Square (& Twitter)
  5. 5. 4. TRUST THROUGH “DROP DEAD SIMPLICITY” AND “DOUBLE OPT IN” "The app is simple: You’re served a succession of photos of people who meet your age, gender, and location criteria. You swipe right if you want to meet someone, and swipe left if you don’t. If you both swipe right, you can message each other.” NYMAG.com 10/23
  6. 6. 5. WHEN 50 BILLION MACHINES COME ONLINE, WE’LL NEED TO MAKE S E N S E O F A L L T H A T D A TA • The Internet of Everything needs data scientists: “We’re embedding software with our hardware” • Engineers, UX designers and marketers work in tandem. GigaOm Jobs of the Future ! ~Beth Comstock, CMO GE
  7. 7. 6.“Instagram is a communications company, not a photography one. The content shared is for connecting.” ~@KEVIN
  8. 8. 7 . C O M B I N E D E S I G N A N D D A TA F O R A B E T T E R U S E R E X P E R I E N C E Our Fit Quiz is like Cosmo, asking incredibly personal questions. An algorithm combines Quiz inputs with inventory metadata, classifies them to 6,000 different body types. Then women receive a “try-on” box, which is how we measure success (80% accuracy) ~ Michelle Lam True & Co
  9. 9. 8 . M O B I L E I S S E R I O U S LY I N F L U E N C I N G P R O D U C T D E S I G N Our focus is on collaboration and mobile. ~ Bret Taylor, Quip (AllThingsD: building a productivity suite for the mobile era)
  10. 10. 9. CREATIVE PEOPLE NEED T O C O N S I D E R T H E M S E LV E S BUSINESSES NOW • “Kill everything that’s not directly related to mission. Be medium-agnostic.” • “Ask about the problem you’re trying to solve” ! ~Scott Belsky, Behance, Adobe
  11. 11. 10. EMBRACE TECH ENTREPRENEURIALISM, OR BEWARE TECH SOLUTIONISM How San Francisco’s new entrepreneurial culture is changing the country (New Yorker Oct 14 2013) The Internet Won’t Save Us (The Daily Beast Mar 5 2013)
  12. 12. Created by Hanson Hosein, Director Communication Leadership graduate program at the University of Washington ~ Nov 2013 – W W W. C O M M L E A D . U W. E D U

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