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Sentinel report q4 2015

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In this edition we want to talk about a new reality, one that dares to think about a present with less friction, or even with no friction at all in our digital experiences, in which all of us can interact with smart applications, seamless ecosystems, and products that are aware of our context.

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Sentinel report q4 2015

  1. 1. Sentinel Report
  2. 2. FRICTIONLESS The power of simplicity and fluidity. Sentinel Report Q4 2015 by Globant
  3. 3. Welcome to Globant’s Sentinel Report The Sentinel Report is one of Globant’s initiative to stay relevant through a consolidation of metrics, statements, market trends, insights, and industry updates on consumer behavior from all over the world. This information is meant to inspire new thoughts and trigger new conversations about products, ideas, and opportunities in an effort to help us be more creative and innovative in our solutions. Observation and action are at the core of any sustainable strategy and we believe that this is a great way to create a positive habit. We encourage you to share this information with your colleagues and to deepen understanding of the services and products that we present here. Take a look and enjoy!
  4. 4. We’d like to ask you a question...have you lived a truly frictionless digital experience today? To be able to get relevant results without any meaningless obstacles in the way, that’s the dream.
  5. 5. The dream can be a reality We are faced every day with a cumulus of applications, services, and products that are pushing us to take unnecessary steps, make useless efforts, and take into consideration irrelevant information in order to just move a little forward. Today, we want to talk about a different reality, one that dares to think about a present with less friction, or even with no friction at all, in which all of us can interact with smart applications, seamless ecosystems, and products that are aware of our context.
  6. 6. "Reducing friction in experiences produces a considerable improvement in engagement, reported up to 75%.” SOURCE: ALTIMETEGROUP
  7. 7. DEFINITION A frictionless experience is a series of events that help the user obtain effective results through minimum effort and positive interactions. In the vast majority of situations, customers aren't buying a product or service for the sake of the "experience" of buying or using it. They are just trying to solve some problem or meet some need. If they could solve that problem or meet that need without having to deal with a company at all, don't you think they would? The ideal customer experience should be designed to be frictionless, requiring no extra effort on the customer's part. It wouldn't require the customer to repeat anything they've already said, and it wouldn't impose any obstacles either. It should consider not only that moment in time, but also where that user is coming from and where he or she is heading in their digital journey. It should aim to leave a positive impression on the user, based on relevant emotions and the reduction of anxiety. It should use technology as an enabler of that positive interaction and not as the core of the experience. It should think of the experience as a sustainable relationship and not just as one ambiguous interaction. The key is to understand the whole digital journey, and to create relevant experiences for each touch point.
  8. 8. THE IMPORTANCE OF MAPPING THE DIGITAL JOURNEY Mapping the digital journey means to observe and visualize a user’s experiences, interactions, and emotions via the products and services with which they interact. This helps companies identify opportunities for improvements and reduction of risk. CUSTOMER JOURNEY AWARENESS CONSIDERATION ACTION ENJOYMENT ADVOCACY MOMENTS The user goes through different moments of the journey, such as DREAMING of a trip, then planning, etc. Understanding these moments bring clarity into the priorities of the user. EMOTIONS Throughout the experience user goes through a set of emotions that can be positive or negative. Being aware of those allows us to identify how to react and what experience to design. TOUCHPOINTS To create an ecosystem is to be aware of every context of use and scenario and create a touchpoint with the user through technology and communication, this being mobile, desktop, IOT or any enabler that allows for a positive interaction.
  9. 9. “88% of companies report undergoing a digital transformation, but only 25% have mapped the digital customer journey and have a clear understanding of new and underperforming digital touchpoints.” SOURCE: ALTIMETEGROUP
  10. 10. What is aneffortlessExperience?Users withoutinteractions? What if wemeasure thedimensions of anexperience? The anatomy of a frictionless experience by Globant A structured approach to a frictionless solution Our team of researchers at Globant wanted to see if there was a way to measure the level of friction that a product or service imposes upon a user. We want to create a common language in which we can all talk about frictionless experiences and know what that means. We started our journey by identifying what friction means in the digital age in order to define this metric and identify innovative cases that portray how the market is working towards providing frictionless' solutions to meet a user's needs.
  11. 11. FIVE ELEMENTS of the ANATOMY The metric takes into consideration 5 fundamental aspects that constitute any digital experience. The values of these variables will affect the level of friction that the application provides to the user, and understanding that the less friction the better an application is for the main goal of the user. These variables have been derived from behavioral observation, neuroscience principles, ergonomics, and product evolution practices. COGNITION CONTEXT EMOTION INTELLIGENCE ADAPTATION The anatomy of a frictionless experience by Globant
  12. 12. COGNITION The amount of mental and motor effort that a user needs to take in order to complete a single task. This includes both cognitive efforts and corporal actions and takes into consideration, content, ergonomics, and interactions. Experiences with good levels of cognition will allow the user to achieve a result with only the most necessary actions. This means that there will not be any irrelevant information, no repetitive steps, or unnecessary interruptions and options. There will only be content and interactions that facilitate the flow of the completion of the task and will leave the user feeling fulfilled, content and secure of each step. AREAS OF INFLUENCE: The anatomy of a frictionless experience SMART HALO Smart bike system finds the quickest and safest cycle routes In September 2015, Canada-based Smart Halo successfully achieved its crowdfunding goal to launch an intuitive navigation system for cyclists. The device affixes to the handles of a bike and is designed to find the quickest and safest cycle routes, flashing to give directions. Smart Halo pairs with a user’s cellphone and also features a progress tracker, night light and in-built alarm system. The Smart Halo retails at USD 149. Source: https://www.smarthalo.bike/ COGNITION EMOTION CONTEXT INTELLIGENCE ADAPTATION Usability Content Performance EXAMPLES:
  13. 13. SINGLECUE Device allows gesture control of connected home PIMKIE MINI FASHION BAR Hotel’s curated mini bar allows guests to borrow the latest apparel May 2015 saw Antwerp’s Hotel Banks unveil the Mini Fashion Bar, an initiative created in partnership with French fashion brand Pimkie. Guests can borrow any items from a curated range of Pimkie's latest collection for the duration of their stay at the hotel. The fashion brand is set to roll out the concept to hotels in European cities, including Paris, London, Berlin, and Milan. Via a QR code on the Mini Fashion Bar, guests can also scan a QR code that takes them to Pimkie’s website, allowing them to view the brand’s full collection. Source: http://minifashionbar.com/en Singlecue (formerly known as onecue) is a camera-equipped device that allows the user to control multiple other household devices via gesture. singlecue can sit on a desktop or on top of a television, and can be used to control Apple TV, the Nest Learning Thermostat and Xbox and cable and satellite TV, among others. Gestures can be customized through Android and iOS apps. Source: http://www.singlecue.com/ MASTERCARD SELFIE PAY Facial recognition payment technology trialed on smartphones In August 2015, MasterCard introduced a new identification method for card payments on smartphones. Trialed in the Netherlands, Selfie Pay uses facial recognition via a smartphone’s camera to verify the identity of the cardholder. No passwords or PINs are needed, users must simply take a clear photograph of their face. Source: http://newsroom.mastercard.com/eu/nl/press- releases/netherlands-first-test-country-for-credit-card- payments-with-identity-recognition-2/ COGNITIVE FRICTIONLESS EXAMPLES REVIEW
  14. 14. EMOTION The anatomy of a frictionless experience The level of alignment of the emotions lived by the users to a certain customer journey. As research has shown, attractive things really do work better. This includes the desired visceral (look, feel, and sound) and reflective (memory, culture, and learning) interactions that "wink" to the user. Listening to and tapping the right emotions throughout the digital journey plays a major role in forging the emotional link that creates long-term positive relationships, impact, and engagement, even when an obstacle is unavoidable. Balancing the behavioural effort with the emotional impact is fundamental to creating truly fluid and memorable experiences. AREAS OF INFLUENCE: WWF'S EARTH HOUR DARK TICKETS Environmental charity’s concerts can only be watched in the dark The WWF’s Earth Hour is a movement that encourages people to switch off all lights for one hour each March. In March 2015, its Dark Tickets initiative consisted of a series of livestreamed concerts available only when the viewer turned the lights off. Surrounding light levels were gauged via webcam, and without darkness the content would not display. Running across Costa Rica, the project saved enough electricity to power 6,480 houses for one day. Source: http://www.earthhour.org/ Design Social Engagement EXAMPLES: COGNITION EMOTION KNOWLEDGE INTELLIGENCE ADAPTATION
  15. 15. USHER DON'T LOOK AWAY Music video demands viewer’s undivided attention thru facial recognition MOVING TRACKS Mobile music platform combats childhood obesity playing only when the user is moving After a survey revealed that over 50% of Polish teens don’t do any exercise, non-profit organization Run With Heart Foundation partnered with several major music labels on Moving Tracks. Available to download from May 2015, the free mobile platform allows users to listen to new, unreleased music when their device senses movement. According to the Run With Heart Foundation, the scheme was designed to incentivize exercise and combat childhood obesity via the motivational value of music. Source: http://movingtracks.pl/ October 2015 saw Usher unveil Don’t Look Away: an interactive video experience that accompanied the launch of the artist’s single Chains. Utilizing facial recognition, the video will only play when it detects that viewer is looking at their screen and giving the content their full attention. Focusing on racial injustice, the video includes stills of unarmed victims (including Trayvon Martin, Rekia Boyd and Caesar Cruz) alongside a brief summary of the circumstances surrounding each death. Don’t Look Away was released exclusively on US-based music- streaming platform Tidal. Source: https://chains.tidal.com/ ULO MONITORING SYSTEM An interactive home monitoring owl. Having reached a 1 million euro Kickstarter funding target in November 2015, Ulo is a cute surveillance camera, a pet owl interacting with you through eye expressions. It creates a unique bond, like no other IOT device. It redefines the way you interact with objects: an organic communication. Evidence shows that a number of facial expressions are related to similar emotions across cultures. The language of our eyes is one of the most powerful and effective tools of non-verbal communication. Eye expressions are an efficient, natural and universal way to connect instantly with Ulo. Source: https://www.kickstarter.com/projects/vivienmuller/ulo EMOTION FRICTIONLESS EXAMPLES
  16. 16. CONTEXT CONTEXT INTELLIGENCE ADAPTATIONCOGNITION CONTEXT The anatomy of a frictionless experience The level of awareness and relevancy the interaction has in relation to the circumstances that form its setting. Experiences are not lived in a bubble. They are immersed in a certain time and space. As the Internet of Things expands and location services improve, users' demand for value propositions that are ubiquitous and omnichannel increase. But to offer frictionless experiences, we should not only be context- aware, but also provide the right channels that connect to the environments in which the experience will be lived. This includes using the existing setting, and augmenting it or adapting it to include the experience so it camouflages naturally in it. Like no-interface experiences, where technologies weave themselves into the fabric of everyday life. AREAS OF INFLUENCE: DOMINO’S Omnichannel strategy facilitates pizza orders via SMS, TV, tweet and smartwatch August 2015 saw Domino’s bring the brand’s various ordering channels together under Domino’s AnyWare. After creating a Pizza Profile, US-based customers can order pizzas in various ways, including sending an SMS or tweeting a pizza emoji to the brand, via a TV app compatible with Samsung devices or using a Domino’s app integrated into Ford’s in-car SYNC AppLink. Orders can also be placed and tracked using the brand’s dedicated smartwatch app, or using Dom: a voice-ordering app with intuitive response technologies. Domino’s celebrated the launch of AnyWare with a TV spot that paired celebrity users with their favorite ordering method. Source: http://anyware.dominos.com/ Omnichannel Content IOT EXAMPLES:
  17. 17. NETFLIX BUTTON Streaming service’s button automatically dims lights and orders food RideOn AR goggles for skiers and snowboarders Closing its funding campaign on Indiegogo in March 2015, RideOn are augmented reality ski goggles that project data and graphics on to the snow in front of the wearer. Users interact with the information by looking at it, and use RideOn to navigate, keep track of their friends, get information on a ski lift's queue waiting time, and more. Source: https://www.rideonvision.com/ In September 2015, Netflix unveiled The Switch: a button which automatically switches on the TV, launches Netflix, silences the user’s cellphone, dims the lights and orders their favorite food. The US-based streaming service launched the button at the NYC Maker Faire event, before unveiling a step-by-step online tutorial showing people how to make their own product. Netflix also encouraged people to share their own product hacks and ideas online. Source: http://makeit.netflix.com/the-switch ZOOMI Mobile app allows Tunisians to report environmental problems Available to download in May 2015, Zoomi is a mobile app created by Tunisia’s Ministry of the Environment and Sustainable Development in partnership with mobile operator Ooredoo. Via the free app, people can report environmental problems in their area – whether that’s trash that needs clearing away or something more serious. Offered in French and Arabic versions, Zoomi allows users to take a photograph and add their comments before sending it directly to the relevant authorities along with location details. Source: https://itunes.apple.com/app/id997034742 CONTEXT FRICTIONLESS EXAMPLES
  18. 18. INTELLIGENCE The anatomy of a frictionless experience The leveraging of the power of proactive computing that systems do to create more fluid businesses and smart experiences. Systems that make the most out of the Big Data, IoT, AI, and other signals to sense the world and respond to the consumer's' unique needs, reducing moments of manual input and forming a more fluid conversation between people and technologies. It is about incorporating cognitive computing to understand, learn, and evolve in order to refine business and operational models by adding new dimensions to discover insights and understand contexts and moods. It's about leveraging instantaneous and painless machine input where the computer system finds the information it needs on its own, whenever and wherever possible in order to feed the experience in a meaningful way. AREAS OF INFLUENCE: UNIGLO UMOOD Fashion brand unveils mind-reading sales tool October 2015 saw Uniqlo debut a sales tool to help customers choose t-shirts based on their mood. Launched in stores across Sydney, Uniqlo UMood features a headset with forehead sensor to measure brain activity. Users watch a series of video clips representing different moods, and are then matched with a t-shirt design that best suits their mindset (selected from over 600 styles). Source: http://uniqlo-ut.com/ EMOTION CONTEXT INTELLIGENCE ADAPTATION AI Cognitive Computing Big Data COGNITION
  19. 19. DUREX LOVEBOT Condom brand matches broken-hearted Twitter users DELAYS ANTICIPATED System warns about train delays hours before they occur In September 2015, Swedish rail operator Stockholmståg announced it had developed an algorithm that uses big data to anticipate train delays two hours in advance. The Commuter Prognosis, developed by Swedish mathematician Wilhelm Landerholm, allows traffic control to intervene and prevent the ripple effects caused by forecast delays, while an accompanying mobile app warns passengers of affected departure times. Source: http://pendelprognos.technology/ In March 2015, Durex France unveiled the #LoveBot: a Twitter bot generating automated responses to people’s tweets. Whenever a Twitter user published a tweet featuring the broken heart emoticon (</3), the bot would respond, matching the individual with another user with a broken heart. The Lovebot then sent both users a tweet suggesting they connect. Source: http://www.lovebot.fr/ AIRBNB PRICE TIPS Machine-learning helps hosts set the ideal price for their property In June 2015, Airbnb announced Price Tips: a feature that uses machine learning to make pricing recommendations for hosts. The system takes a complex range of factors into account including the size of a property, time of year, and proximity to local attractions. When hosts set a price within 5% of the suggested figure, they are nearly four times more likely to secure a booking. Airbnb has made Aerosolve – the machine- learning library behind Price Tips – public on GitHub. Source: http://blog.airbnb.com/using-data-to-help-set-your-price/ INTELLIGENCE FRICTIONLESS EXAMPLES
  20. 20. ADAPTATION The anatomy of a frictionless experience The level of flexibility that an experience present and the ability to adjust to new behavior based on the evolution of the market and users. In digital experiences, an adaptive trait, is one that refers to both the current state when adjusting to multiple needs, and to the processes that enable adaptability. This is a trade of an agile company, that focuses on the consumer, being nimble in addressing risks and quick to seize opportunities. Adaptation not only enhances the relevance and survival of digital experiences by meeting market needs, but it also helps minimize friction by constantly evolving towards customer satisfaction. AREAS OF INFLUENCE: SAMSUNG LOOK AT ME APP Interactive camera app helps autistic kids communicate SAMSUNG, a top agile brand, worked with a South Korean university to create Look at Me, an educational smartphone and tablet app that helps autistic children recognize facial cues and make eye contact. It then partnered with AUTISM SPEAKS, donating tablets with the app preloaded to autistic children. This is just one example of being inclusive, quick and flexible to address an opportunity into its organization. Source: http://news.samsung.com/global/samsung-introduces-look-at- me-app-to-help-children-with-autism-communicate-better EMOTION CONTEXT INTELLIGENCE ADAPTATION COGNITION Agile PODS Digital Transformation Quality
  21. 21. AXE MOVIE ADAPTIVE CAMPAIGN Online movie automatically adapts to viewers’ interests In August 2015, Unilever-owned deodorant brand Axe debuted Romeo Reboot in Brazil, a short online movie adapting to each viewer’s interests (factoring music taste, previous purchases and more). Inspired by Shakespeare’s Romeo and Juliet, the video featured customizable content that varied according to each viewer’s profile. There were more than 100,000 variations including changes to the music, the story and even the background, which could swap from an office setting to a sci-fi scene. The movies were directed by a selection of critically-acclaimed Brazilian filmmakers. Source: http://www.axe.com.br/produtos/ COGNITOYS Educational smart toys learn and grow with kids Raising more than four times its original Kickstarter funding target in March 2015, CogniToys are internet-connected smart toys which interactively engage and grow with children. Using artificial intelligence (via IBM’s supercomputer Watson), the cuddly toys listen, speak and simultaneously evolve. Kids can press the toy’s belly to ask questions and receive age- appropriate responses, listen to stories or tell jokes, gradually creating the toy’s personality over time based on their interaction. Children also learn through play thanks to custom questions on spelling, vocabulary and math. Created in the US, CogniToys are priced from USD 99; Source: https://cognitoys.com/ ADAPTATION FRICTIONLESS EXAMPLES In July 2015, Molson unveiled a fridge full of beer which would only open once it had recognised ‘I Am Canadian’ spoken in six different languages. Located in Ontario, the Canadian brand’s Global Beer Fridge (created in partnership with Google) used real-time voice translation, and was capable of recognizing 40 different languages, ranging from French, to Hindi and Mandarin. Celebrating Canada’s birthday, the campaign also highlighted the country’s multi-ethnic demographic. Source: http://www.molsoncanadian.ca/en/index MOLSON+GOOGLE LANGUAGE RECOGNITION FRIDGE Beer fridge celebrates Canada’s racial diversity
  22. 22. “Firstly, the main challenge facing the creation of full frictionless experiences is the creation of a culture of customer- centric visions within a company” SOURCE: ALTIMETEGROUP
  23. 23. NEW FRICTIONLESS HORIZONS How the frictionless vision has impacted design, technology, and innovation.
  24. 24. BECOMING PART OF PEOPLE'S LIVES NATURALLY MAGALI AMALLA Experience Designer UX Studio at Globant PROFESSIONAL OPINION As a team, we should work on solutions that are part of the lives of people, finding a natural place that allow them to be invisible and ubiquitous. Being in the right place at the right time. Thus, it is essential that, when it comes to designing and building experiences, we ask ourselves: How do we incorporate us naturally in the lives of people?, How do we articulate ourselves with each of the moments a person lives? But above all, how we have a key meaning in their lives? People do not need tools to achieve their goals, they need simply to achieve their goals, fulfill their desires or live an experience. Today, however, products and services that are far from helping them achieve these aims are created, having a leading role in each person's life, requiring in someway all their attention, time, energy and effort. These are elements that are part of the human ecosystem with an intrusive nature, which begin to have a negative impact on various aspects of people's life. We build components that need to generate relationships with people, and from this relationship experience is nurtured. Understanding this relationship gives us the ability to find the precise moment to bond with people, allowing us to anticipate to their desires and to give the right personality to the product so it becomes naturally part of the environment.
  25. 25. “The average product presents 57% of irrelevant information to the user during the completion of a task.” SOURCE: TRENDWATCHING
  26. 26. LESS FRICTION with CONTINUOUS DELIVERY FEDERICO KEREKI Technical Director Big Data Studio at Globant PROFESSIONAL OPINION Reducing friction in development implies more streamlined processes, with less waste, and a higher user satisfaction. The mere fact of applying Agile methodologies is the first step to reducing friction, the next one is a well managed software development process to progressively enhance the methods in use. Continuous Delivery (CD) with its focus on always having a deliverable product, and a high emphasis on automated testing and deployment, should be considered: ● Quality is improved, because the development team is forced to solve problems earlier instead of leaving them for later. ● Risks are decreased with earlier releases, because problems are found sooner. ● Flexibility is increased, because the enterprise can release the software at any time with minimal added costs or risks. ● Efficiency is also increased, because of the involvement of the complete team (development, operations, QA, etc.) in the delivery process. ● Complications in the release process are smoothed over, and the automatic processes make delivery simple instead of traumatic. Applying these techniques, reduces the following points of friction: ● Release is possible even with unfinished work, by using simple techniques as “feature toggles”, which allow development to proceed without halting deployment. ● Arbitrary division in “snapshot” and “release” builds disappears, since every build can be released into use. ● Pace for deployment can be tailored as desired: CD does not necessarily imply “Continuous Deployment”, in which all releases are always deployed. ● Conflicts between development and operation teams are reduced -- and CD can be a tool for attaining DevOps, for an even more harmonious total process. Reducing friction is an important goal, and it must be applied at all levels, since the inception of a new idea, through its implementation, and at the final user level. It embodies concepts of Quality, Efficiency, Usability, Agility, and general users’ satisfaction, so the search for frictionless processes and products is mandatory in today’s computing environments.
  27. 27. “More than 50% of the companies have relevant information of their customers but don’t put any intelligence behind it.” SOURCE: TRENDWATCHING
  28. 28. ELIMINATING UNNECESSARY FRICTION from your CUSTOMER'S DIGITAL JOURNEY. GUSTAVO PRIMAVERA Service Designer UX Studio at Globant PROFESSIONAL OPINION In user experience, friction is defined as interactions that prevent users from effortlessly accomplishing their goals. Unnecessary friction leads to task abandonment, conversion rates reduction and overall current and prospective users frustration. It is clear that harmful friction is to be avoided at all cost, but how do we identify and eliminate it from the experience? When designing your own company's customer experience, it's important to fully understand every step involved in the user's digital journey, it is the only way to detect pain points and extract relevant and actionable insights. The idea is to look beyond technology and creative marketing gimmicks to address the mindset and behaviors of customers. Under this premise, there are a couple of best practices and developments that can help you remove friction from your customer's journey: IxD Research. Every interaction in the journey, can either create or remove friction impacting on the success of the overall product. Strategically approaching Interaction Design means focusing on metrics that matter and removing any steps that can negatively impact response rate. No-interface. Haptic technologies to reduce friction by relying more on touch, movement, voice, and gestures are growing in popularity, especially as wearables become a new omnipresent touchpoint. The future of UX will involve simulating physics by tracking head, body and eyes in order to design the user journey around ease of interaction – friction reduction. Apps ecosystems. While services become more complete, screens become more cluttered. Unbundling Apps to reduce the amount of interactions and complexity is the new solution paradigm. Taking time to figure out how to suck as much friction out of your customer's digital journey will automatically accelerate user adoption and engagement. And remember, it is not about organizing chaos, it's about eliminating it.
  29. 29. “61% of retail executives do not believe their company is equipped to deliver the level of individual experiences consumers demand. 95% say they will invest in cognitive computing in the next five years." SOURCE: IBM
  30. 30. 5 exabytes -2^60 bytes- of data are created each day. This is 2x more data per second than what the entire internet had in the year 2000. Then, the question is, how can we as content facilitators organize such an amount of data, so that frictionless experiences can leverage on all of it? The key for us is to personalize and contextualize the content as part of an aggregation process. The ability to understand our customers is a must nowadays, that allows us to provide them with the right content in a moment that matters. In order to elaborate this statement, let’s use an example about one frictionless experience and how the aggregation process plays its stellar role before the content is delivered: CONTENT and HOW TO FALL IN LOVE WITH FRICTIONLESS EXPERIENCES SEBASTIAN GESUALDO Technical Director Digital Content Studio at Globant PROFESSIONAL OPINION It's Valentine’s day, which you definitely forgot. Your smartwatch dings notifying you about the corniest day of the year, since it knows your location and time and it also knows that you have a Special One based on your status in some social network. As soon as you take a look at your phone the same notification is there. You swipe and some app appears, which shows you relevant suggestions based on your past behavior, such as “get some chocolates”, “get some flowers” and even “make a dinner reservation”. You tap on the first item and your SO´s favorite chocolate appears ready to be ordered, because it remembers that you bought it last year. You only have to confirm the transaction and, as you had already entered your payment and shipping info in some commerce platform, you are done. The same happens with the other suggestions. The outcome? A few hours later, you arrive for your dinner reservation at your SO´s favorite restaurant with the flowers and the chocolates for a romantic dinner. Sweet, isn't it?
  31. 31. “Focusing on digital journeys has reported to improve 63% of customer satisfaction” SOURCE: ALTIMETERGROUP
  32. 32. Most players in the IoT industry today are using the Remote Control App as UI experience. But the smartphone is - as David Rose puts it - "awkward to use, impolite, interruptive, and doesn’t offer a good interface for much of anything." The perfect IoT UI is the invisible UI. Doors, lights, parking spots, cars, watering systems, appliances and everything in between should stop asking questions and just do what the user expects, freeing humans from all but the most critical decisions. But how to we get from a lose network of things to this magical experience? We make those things talk to each other. To be more precise, we build a brain that talks to all of them, gets data from things and systems, calculates logical actions to take and sends notifications and commands to channels, things and people. And that’s the next step in IoT evolution. FORGET the INTERNET OF THINGS, JUST BUILD EXPERIENCES. MARIANO VASSALLO Technical Director - Wearables & IoT Studio at Globant PROFESSIONAL OPINION Connecting things to the net is a commodity in 2015. There are a myriad of competing standards on every layer of the communications stack. We need integration layers between things, systems and personas. The closest to this is currently IFTTT. com with a simple interfase to define only triggers and actions. It's simplicity is key to it's success, but the enterprise needs more complex interactions spanning multiple devices, channels and information sources. So the question is: who or what will be the IFTTT of the enterprise world?
  33. 33. VISIONS of a FRICTIONLESS FUTURE An exercise in creating a better reality for some key industries in the world. Take a look at an extract as imagined by our Sentinel Team.
  34. 34. HOW MIGHT WE help customers reduce friction in their shopping activity?
  35. 35. We can see a future in shopping where physical products react to our own proximity, and let us know that we need them, so the products can find us. We can see a future where the checkout experience is automatic and reliable, where no extra effort from both the shop and the customer needs to take place. We can see a future where shopping is an experience that I choose to have, and not an obligation. An experience that I can customize and self-service as much as I want. We can see a future where the shopping experience brings opportunities for consumers and business in a new wave of solutions. AWARENESS ENTRY NAVIGATE & FILTER SELECT PURCHASE EXIT EXPERIENCE FRICTION “I loose a lot of time finding the right product and checking offers... trying not to forget anything, but that usually happens anyway.”
  36. 36. HOW MIGHT WE help reduce friction when travelling?
  37. 37. We can see a future in travel where travelling is free of document gathering and luggage carrying, leaving you free to focus on what is important. We can see a future where body scanning and biometric identification will allow us to walk straight to our destination as we follow smart virtual directions. We can see a future where travel brings opportunities for better connection even when we are away. Where your journey is the perfect scenario for work networking and making new friends, and more importantly travel is an activity during which you can be effortlessly connected to the important people not accompanying you. We can see a future where travel is less of a friction and more of an experience. DREAMING PLANNING BOOKING ORGANIZING TRAVELING EXITING FRICTION “I travel constantly, and one of the things that bothers me is feeling like traveling puts my life in pause. I want to be connected everywhere, without being interrupted by so many checks as I reach the door”
  38. 38. HOW MIGHT WE help reduce friction of in-house patient healthcare?
  39. 39. AWARENESS DIAGNOSIS TREATMENT DECISION ACQUISITION MAINTENANCE FULFILLMENT FRICTION “There are lots of things that I do by my own and I like it to be that way, it makes me feel in control of my own life” “I try to take care of my mom as much as I can, but sometimes I feel that I’m too invasive.” We can see a future in healthcare where the individual can have an experience that adapts to their physical and emotional needs. Where the individual can provide valuable medical input to the doctor in a seamless way, and get advantage of his tracked data. Where we can have sophisticated sensing technologies that will allow deeper and more humanized interactions with our products. We can see a future where our whole house is connected and aware of our needs, and is helping us to improve our health. We can see a future where we will able to get a human and accurate response without leaving our houses, just by taking our companion device, getting a simple blood sample, and checking our cardio signals. The healthcare system will be rethought as individuals become aware of the value of their health data for themselves. We can see a future where we become in-control data providers, patient- doctors, and makers of personalized collaborative solutions.
  40. 40. HOW MIGHT WE reduce the friction of the banking experience?
  41. 41. ATTRACTION INTERACTION PURCHASE USE /VALIDATE CULTIVATION FRICTION “There are too many passwords to remember, and I waste time going to the bank to reset them” ADVOCACY We can see a future in banking where banks provide personalized experiences that adapt to the different moments of a user's life, making the most of bio-sensing, geolocation services, and cognitive computing. Forgetting your smart wallet, remembering, and updating passwords will not be a painpoint due to the rise of fingerprints, iris scans, biorhythms, and many other ‘body tech’ apps that will be inserted naturally in the user's context. Users will be able to use a unique financial identifier that will converge from the use and mix the most convenient, secure, and easy bio and gesture identifiers. As banking relationships and financial actors multiply, users will stick to services that can aggregate our financial data, learning from every purchase and life decision in order to help us make sense of our financial well being.
  42. 42. There is so much more you can do with these insights! We are a team of professional researchers, designers, and subject-matter experts that put insights into action. We create strategy reports and envision scenarios that help build your strategy for the future. Contact us at sentinel@globant.com and take the next step into a more insightful strategy.
  43. 43. DISCLAIMER This Report is intended for informational purposes only, based on information available in public domain. Whilst the information provided has been obtained from sources believed to be reliable, neither Globant nor any of their affiliates, directors, neither officers nor agents attests to its accuracy or completeness. No representation or warranty, express or implied, is made regarding the completeness, accuracy, timeliness or suitability of any and all information and data contained within any part of the Report. Globant shall in no case be liable for any direct, indirect, incidental, special, consequential or exemplary damage or loss (including, without limitation, loss of profit), which may arise or derive directly or indirectly from use of or reliance on the information contained in this Report. All information contained in this Report is subject to change by Globant without notice. Prior written approval of Globan is necessary to reprint or reproduce in whole or in part this Report. All contents, text, images, data, information and other materials displayed, including any Globant trademarks or copyrights, are the property of Globant or the designated owner and are protected by applicable laws.

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