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New economy
new rules
-
Stéphane Distinguin
CEO & founder, FABERNOVEL
The future is already here. FABERNOVEL’s ambition
is to distribute it to tomorrow’s industry leaders for
an open world and a fair society. In this New
Economy, nothing is established. The winner’s
supremacy cannot last forever.
Ingénieurs
Entrepreneurs
Engineers CreativesAnalystsDesigners Data Scientists
Founded in
2003
2017 turnover
37M€
350employees
3continents
2012 - today (o going)
Over 20 projects from defining
digital strategies to designing new
online and offline experiences
2017 - 2018
Digital strategy for the Paris
Fashion Week
2017 - today (ongoing)
Study about the transformations
induced by digital on the apparel
sector
Some references
-
2014 - today (ongoing)
Studies about the 4 superpowers that overperform in the
Network Economy : Google, Apple, Facebook and Amazon.
Today
User experience is becoming ever
more frictionless.
UX has been upgraded.
We have been talking about
new user experience
“standards” for a while now
Simplicity | Efficiency | Personalization
Simplicity
Amazon’s ease of use
Since 2017, Amazon has been
trying to position itself on the
fashion industry
In addition to its Prime Wardrobe
offer, which enables prime
members to try before they buy,
Amazon launched echo look
which analyzes your clothing
style and makes fashionable
recommendations through
machine learning
The rapidity and
flexibility of brands
like Gucci and Farfetch
In 2017, Gucci teamed up with
Farfetch to launch F90: in 90
minutes, Farfetch can deliver the
Gucci article of your choice
wherever you are.
The service is available in 10 cities
including London, NYC, Paris,
Tokyo, Los Angeles and Dubai
Efficiency
Spotify’s customized
recommendations
A unique track curation, generated
weekly by AI algorithms for all Spotify
users.
A curation that we jealously keep to
ourselves.
Personalization
Sublimeright?
Sublime
-
right?
The experience:
On desktop, mobile or in the actual
apartments.
For the final user or for the Airbnb employee.
The experience is simple, intuitive and
reliable.
similar ?
Sublime, but
Who’s who ?
Browsing the
Chanel or Dior
websites: the same
experience
Indistinguishable.
A very similar
product and
associated services
Identical.
Same services, equivalent pricing,
similar cars available in the same place
Interchangeable.
Great news, user experience has been
upscaled
In the end, are these experiences
becoming boring?
Simple
Effective
Personalized
Too sleek
Too mechanical
Too predictable
What if we
Spiced up
these experiences?
Emotion
Ex-movere
Ex : out of oneself
Movere : movement
-
Emotions are the physical, involuntary and unconscious
manifestation triggered in response to external events or by the
sensitivity of one person.
These emotions galvanize us into action and allow us to interact
with our environment.
They have been neglected in designing experiences and in the
business area because they are considered unreasonable and
too intimate.
What are emotions ?
-
7main
categories
What do these people have
in common?
Bob Dylan
American singer and songwriter
Lionel Messi
Professional football
player
Winnie Harlow
Top model
They have imperfections
Winnie Harlow
A form of modernity to
assume her
imperfection, providing
undeniable charm
Lionel Messi
Only one meter sixty-nine but a great agility and
incredible dribbling skills
Bob Dylan
Soul and truth
rather than
perfection
The imperfections will create strong
emotional charges: from imperfect, they
become exceptional
-
Imperfection,
the designer’s new quest?
An imperfection is :
Why ?
-
Unique
Authentic
Intimate
The tendency to prefer imperfect things: a known behavioural bias
This is not a new interrogation in the field of object design
-
Endeavour to create imperfections, which will become distinctive signs inside a mass production.
Another sense of luxury based on sensitive traces of their preciousness.
Collection Nobody’s Perfect (2012)
Gaetano Pesce, Italian designer, let craftsmen put the
finishing touches to a seat he had designed.
Vases “Programmer des systèmes d’objets”, VIA (2009)
François Brument, designer, has designed a program to
generate vases thanks to the voice.
Rather than “imperfection”,
we prefer the word asperity.
Using asperity to differentiate
oneself
-
“Find a flaw, make sure that what you do is
noticed and remarkable.
Make an impression. Add some acidity, a
surprise, some bitterness...
Dare to go off the beaten path.
That's what I call asperity. It’s about trying to do
something different."
Alain Ducasse
Asperity, n :
Inequality, roughness, protrusion
that gives roughness to a surface:
‘The roughness of the ground, of a
rock’.
Harshness of tone or manner:
‘he pointed this out with some
asperity’
Imperfection,
A crack in a
journey
Asperity,
The projecting part of an
uneven surface
The new mission for designers: use
asperity to create a
more emotional link
with the user
How to use it?
2 examples
Decoding: how do asperities create an emotional bond?
We have tested 2 significant user experiences
-
Booking.com
The experience of booking
an accommodation
Google Home
The experience of chatting with
my personal home assistant
Booking a hotel room
Case 1
booking.com
CASES
Why ?
-
Spent on travel
websites before
booking
1st online hotel
reservation site in Europe.
Booking.com does its
best to encourage
conversion and guide
the user all along his
online booking journey
Sources:
Traveler’s Road to Decision 2015, Etude Liligo.com, novembre 2014
7Annual market growth
rate 43Penetration rate for
online players within
the travel industry
% %
+2 HoursTravelocity
Orbitz
Airbnbvente-privee.com
Hostelworld
Karavel
Lastminute.com
myholidays.com
eDreams
ExpediaHotels.com
Numerous competitors
CASES
I’m preparing my holidays
There are some results! Prices
are low! It will be for sure the
cheapest deal I can find!
I’m looking for a Hotel room
that fits my budget
The experience of booking an accommodation
-
Desire
Fear
Desire
CASES
The experience of booking an accommodation
-
I’m seeking the “rare pearl”
I’m hesitating
This other hotel looks really
good. I can even cancel for free.
Hurry up! Only one room left,
I'm going to miss it!
I need to hurry ! Someone just
booked the last room! It’s no
longer available! Damn I should
have done it earlier!
Anger
Happiness
Jealousy
Fear
CASES
Asperities distributed across the journey
For the user:
a genuine emotional obstacle course. Stressful yet
terribly effective
Anxiety to achieve relief and
happiness
The booking.com experience: create anxiety to exacerbate
the relief and happiness of booking
-
Conception constraint: business type
Case 2
Google
assistant
The OK Google experience
CASES
Alexa
by Amazon
Why
?
-
Google, the user experience
champion, invests in new
interfaces.
The Google Assistant was
launched in 2016 in the US.
In 2018 Q1, Google took the
top spot, beating Amazon
for the first time, shipping
3.2 million of its Google
Home and Home Mini
devices, against the 2.5
million Echo devices
shipped by Amazon
68Response rate
%
90Rate of complete and
correct responses
%
10 million Google Homes sold in
only three months
1sale
/ second
Bixby
by Samsung
Siri
by Apple
Cortana
by Microsoft
ATTENDRISSEMENT
CASES
1. Let’s have fun
I want Google to entertain me
Humour
The OK Google experience
-
ATTENDRISSEMENT
CASES
2. Do me a favor
I want Google to make an
appointment for me
Authenticity
The OK Google experience
-
CASES
The Google experience : a functional experience, sometimes a
bit awkward
-
For the user:
Develop an emotional connexion with his
assistant thanks to its unpredictable character
and accept its current limitations.
For the designer, sporadic asperities all along the journey
Keep using the assistant
Conception constraint: technological
The emotions conveyed by the asperities
are an opportunity to create a singular,
differentiating bond.
What are the key learnings of these different cases ?
-
For the user: a rich palette of
emotions, whose negative emotions
do not have to be proscribed
For the designer: a game of intensity
on the asperities to arouse different
type of emotions
The palette of shades used in terms of asperity
-
Harsh
Awkward
Towards
endearing and
sustainable
experiences
The tools to achieve this
2018, a new playground
to conquer!
NOTECH HIGHTECH
Small attentions
Sézane
French fashion brand
New collections each month
Hundreds of women line up outside the
Parisian boutique for each collection.
Boutique is called L'Appartement because
our living space looks like the Apartment
For their clients' birthdays, a personal note
came with a book
Semantic field
and surprises
Mailchimp
Email marketing service
Encourages users through word choice
They use reassuring, comforting terms for
moment of truth
Machine learning :
User profiler
Possibilities:
Understanding behaviour
Contextualizing the experience
Making appropriate recommendations
Anticipating choices
Sensors + AI :
Actions executor
Possibilities:
Detect users' physical signals
Convert these signals into
emotions
Classify and label emotions
Trigger appropriate actions
Emotion Recognition API
: Emotions translator
Possibilities:
Recognition of vocal emotions
Detect the meaning of words,
irony or sarcasm in the text
Recognition of the different
tones of voice
New interfaces
are a new
playground:
They are both useful to
express and capture
emotions
Q&A
Thank
you!
Distribute
the Future PARIS
17, rue du faubourg du Temple, 75010 Paris | contact@fabernovel.com
Caroline Pandraud
Partner
+33 6 24 63 27 86 | caroline.pandraud@fabernovel.com
Marina Dislich
Communication Manager
marina.dislich@fabernovel.com
Contributeurs :
Mathilde Maître, Head of Design
Kirene Meralli, Lead Project Analyst
Anthony Marois, Lead Project Engineer
Charlotte Bourcier, Design Strategist
Fiona Grunberg , Senior Art Director

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New economy, new rules: How asperities can create emotional bonds

  • 1.
  • 2. New economy new rules - Stéphane Distinguin CEO & founder, FABERNOVEL The future is already here. FABERNOVEL’s ambition is to distribute it to tomorrow’s industry leaders for an open world and a fair society. In this New Economy, nothing is established. The winner’s supremacy cannot last forever.
  • 3. Ingénieurs Entrepreneurs Engineers CreativesAnalystsDesigners Data Scientists Founded in 2003 2017 turnover 37M€ 350employees 3continents
  • 4. 2012 - today (o going) Over 20 projects from defining digital strategies to designing new online and offline experiences 2017 - 2018 Digital strategy for the Paris Fashion Week 2017 - today (ongoing) Study about the transformations induced by digital on the apparel sector Some references - 2014 - today (ongoing) Studies about the 4 superpowers that overperform in the Network Economy : Google, Apple, Facebook and Amazon.
  • 5. Today User experience is becoming ever more frictionless. UX has been upgraded.
  • 6. We have been talking about new user experience “standards” for a while now Simplicity | Efficiency | Personalization
  • 7. Simplicity Amazon’s ease of use Since 2017, Amazon has been trying to position itself on the fashion industry In addition to its Prime Wardrobe offer, which enables prime members to try before they buy, Amazon launched echo look which analyzes your clothing style and makes fashionable recommendations through machine learning
  • 8. The rapidity and flexibility of brands like Gucci and Farfetch In 2017, Gucci teamed up with Farfetch to launch F90: in 90 minutes, Farfetch can deliver the Gucci article of your choice wherever you are. The service is available in 10 cities including London, NYC, Paris, Tokyo, Los Angeles and Dubai Efficiency
  • 9. Spotify’s customized recommendations A unique track curation, generated weekly by AI algorithms for all Spotify users. A curation that we jealously keep to ourselves. Personalization
  • 11. Sublime - right? The experience: On desktop, mobile or in the actual apartments. For the final user or for the Airbnb employee. The experience is simple, intuitive and reliable.
  • 14.
  • 15.
  • 16. Browsing the Chanel or Dior websites: the same experience Indistinguishable.
  • 17. A very similar product and associated services Identical.
  • 18. Same services, equivalent pricing, similar cars available in the same place Interchangeable.
  • 19. Great news, user experience has been upscaled
  • 20. In the end, are these experiences becoming boring?
  • 22. What if we Spiced up these experiences?
  • 23. Emotion Ex-movere Ex : out of oneself Movere : movement - Emotions are the physical, involuntary and unconscious manifestation triggered in response to external events or by the sensitivity of one person. These emotions galvanize us into action and allow us to interact with our environment. They have been neglected in designing experiences and in the business area because they are considered unreasonable and too intimate. What are emotions ? - 7main categories
  • 24. What do these people have in common?
  • 25. Bob Dylan American singer and songwriter
  • 29. Winnie Harlow A form of modernity to assume her imperfection, providing undeniable charm Lionel Messi Only one meter sixty-nine but a great agility and incredible dribbling skills Bob Dylan Soul and truth rather than perfection
  • 30. The imperfections will create strong emotional charges: from imperfect, they become exceptional -
  • 32. An imperfection is : Why ? - Unique Authentic Intimate The tendency to prefer imperfect things: a known behavioural bias
  • 33. This is not a new interrogation in the field of object design - Endeavour to create imperfections, which will become distinctive signs inside a mass production. Another sense of luxury based on sensitive traces of their preciousness. Collection Nobody’s Perfect (2012) Gaetano Pesce, Italian designer, let craftsmen put the finishing touches to a seat he had designed. Vases “Programmer des systèmes d’objets”, VIA (2009) François Brument, designer, has designed a program to generate vases thanks to the voice.
  • 34. Rather than “imperfection”, we prefer the word asperity.
  • 35. Using asperity to differentiate oneself - “Find a flaw, make sure that what you do is noticed and remarkable. Make an impression. Add some acidity, a surprise, some bitterness... Dare to go off the beaten path. That's what I call asperity. It’s about trying to do something different." Alain Ducasse
  • 36. Asperity, n : Inequality, roughness, protrusion that gives roughness to a surface: ‘The roughness of the ground, of a rock’. Harshness of tone or manner: ‘he pointed this out with some asperity’
  • 37. Imperfection, A crack in a journey Asperity, The projecting part of an uneven surface
  • 38. The new mission for designers: use asperity to create a more emotional link with the user
  • 39. How to use it? 2 examples
  • 40. Decoding: how do asperities create an emotional bond? We have tested 2 significant user experiences - Booking.com The experience of booking an accommodation Google Home The experience of chatting with my personal home assistant
  • 41. Booking a hotel room Case 1 booking.com
  • 42. CASES Why ? - Spent on travel websites before booking 1st online hotel reservation site in Europe. Booking.com does its best to encourage conversion and guide the user all along his online booking journey Sources: Traveler’s Road to Decision 2015, Etude Liligo.com, novembre 2014 7Annual market growth rate 43Penetration rate for online players within the travel industry % % +2 HoursTravelocity Orbitz Airbnbvente-privee.com Hostelworld Karavel Lastminute.com myholidays.com eDreams ExpediaHotels.com Numerous competitors
  • 43. CASES I’m preparing my holidays There are some results! Prices are low! It will be for sure the cheapest deal I can find! I’m looking for a Hotel room that fits my budget The experience of booking an accommodation - Desire Fear Desire
  • 44. CASES The experience of booking an accommodation - I’m seeking the “rare pearl” I’m hesitating This other hotel looks really good. I can even cancel for free. Hurry up! Only one room left, I'm going to miss it! I need to hurry ! Someone just booked the last room! It’s no longer available! Damn I should have done it earlier! Anger Happiness Jealousy Fear
  • 45. CASES Asperities distributed across the journey For the user: a genuine emotional obstacle course. Stressful yet terribly effective Anxiety to achieve relief and happiness The booking.com experience: create anxiety to exacerbate the relief and happiness of booking - Conception constraint: business type
  • 46. Case 2 Google assistant The OK Google experience
  • 47. CASES Alexa by Amazon Why ? - Google, the user experience champion, invests in new interfaces. The Google Assistant was launched in 2016 in the US. In 2018 Q1, Google took the top spot, beating Amazon for the first time, shipping 3.2 million of its Google Home and Home Mini devices, against the 2.5 million Echo devices shipped by Amazon 68Response rate % 90Rate of complete and correct responses % 10 million Google Homes sold in only three months 1sale / second Bixby by Samsung Siri by Apple Cortana by Microsoft
  • 48. ATTENDRISSEMENT CASES 1. Let’s have fun I want Google to entertain me Humour The OK Google experience -
  • 49. ATTENDRISSEMENT CASES 2. Do me a favor I want Google to make an appointment for me Authenticity The OK Google experience -
  • 50. CASES The Google experience : a functional experience, sometimes a bit awkward - For the user: Develop an emotional connexion with his assistant thanks to its unpredictable character and accept its current limitations. For the designer, sporadic asperities all along the journey Keep using the assistant Conception constraint: technological
  • 51. The emotions conveyed by the asperities are an opportunity to create a singular, differentiating bond. What are the key learnings of these different cases ? - For the user: a rich palette of emotions, whose negative emotions do not have to be proscribed For the designer: a game of intensity on the asperities to arouse different type of emotions
  • 52. The palette of shades used in terms of asperity - Harsh Awkward
  • 54. The tools to achieve this 2018, a new playground to conquer!
  • 56. Small attentions Sézane French fashion brand New collections each month Hundreds of women line up outside the Parisian boutique for each collection. Boutique is called L'Appartement because our living space looks like the Apartment For their clients' birthdays, a personal note came with a book
  • 57. Semantic field and surprises Mailchimp Email marketing service Encourages users through word choice They use reassuring, comforting terms for moment of truth
  • 58. Machine learning : User profiler Possibilities: Understanding behaviour Contextualizing the experience Making appropriate recommendations Anticipating choices
  • 59. Sensors + AI : Actions executor Possibilities: Detect users' physical signals Convert these signals into emotions Classify and label emotions Trigger appropriate actions
  • 60. Emotion Recognition API : Emotions translator Possibilities: Recognition of vocal emotions Detect the meaning of words, irony or sarcasm in the text Recognition of the different tones of voice
  • 61. New interfaces are a new playground: They are both useful to express and capture emotions
  • 62.
  • 63. Q&A
  • 64. Thank you! Distribute the Future PARIS 17, rue du faubourg du Temple, 75010 Paris | contact@fabernovel.com Caroline Pandraud Partner +33 6 24 63 27 86 | caroline.pandraud@fabernovel.com Marina Dislich Communication Manager marina.dislich@fabernovel.com Contributeurs : Mathilde Maître, Head of Design Kirene Meralli, Lead Project Analyst Anthony Marois, Lead Project Engineer Charlotte Bourcier, Design Strategist Fiona Grunberg , Senior Art Director