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The end of the User Interface

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Now that UX is firmly embedded into our companies and lives - what's next?

Published in: Marketing
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The end of the User Interface

  1. 1. The end of the
 user interface Bart De Waele, CEO Duke & Grace
  2. 2. Since 2006…
  3. 3. Client TitleX 1900 I keep on repeating myself.
  4. 4. Client TitleX 1900 1913 I keep on repeating myself. Technology moves lightning fast.
  5. 5. Client TitleX Millennials… I keep on repeating myself. Technology moves lighting fast. But human behaviour doesn’t.
  6. 6. Client TitleX Millennials… … but what century? I keep on repeating myself. Technology moves lighting fast. But human behaviour doesn’t.
  7. 7. Client TitleX 1900 I keep on repeating myself. The faster technology changes, the more people stay the same.
  8. 8. Keep your eye firmly on human behaviour.
  9. 9. Humans have always been using “tech” to manipulate the world.
  10. 10. “Close the door.”
  11. 11. “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.” Theodor Levitt
  12. 12. “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.” Theodor Levitt People want to put up their family pictures…
  13. 13. “Tech” is just a proxy to achieve our real goals. (Because there is no easier way.)
  14. 14. The same holds true for the digital world. We use ‘tech’ to manipulate digital.
  15. 15. This 1 piece of tech:
  16. 16. “Tech” is just a proxy to achieve our real goals. Level of abstraction:
 1. think of an action
 2. translate it to text and mouse movement
 3. let computer execute it
  17. 17. Why does the iPad feel intuitive? It removes one level of abstraction. (locus of attention vs. locus of control)
  18. 18. But we mostly still use (some form of) this:
  19. 19. Now Tech is evolving again.
  20. 20. Biggest evolution: input/output. (Driven by machine learning and computer vision.)
  21. 21. Removing one level of abstraction. Voice assistants. Chatbots. One more step towards “no UI”.
  22. 22. Important for brands!
  23. 23. Brands mainly rely on visual clues. When customer touchpoints become increasingly digital, and digital moves to an invisible UI… Brands have to convey meaning through other means.
  24. 24. Branding becomes even more important! - tone of voice (literally) - digitize experiences - embed in new (digital) channels
  25. 25. Get on TikTok. - it is exploding right now - it will (imho) be the next Instagram - move to video-first - more ‘raw’ and authentic - sound is back!
  26. 26. Start experimenting with TikTok now. Prime example of: - shifting digital channels - removing level of abstraction - from text to sound/video
  27. 27. So… sound & voice are back.
  28. 28. We’re past the first hype cycle for chatbots and voice agents. Expect lots of articles about the ‘disappointment’ in both. Not the truth.
  29. 29. As soon as the first excitement wears off, and technology becomes widespread, useful and embedded - we marketeers tend to move on to the next toy.
  30. 30. Tech will keep evolving.
  31. 31. A new bunch of technology is at our doorstep. Tech to make our interaction with the world more frictionless.
 - automated - predictive - no tangible interface
  32. 32. We have to continue removing levels of abstraction. Invisible tech feels like magic.
  33. 33. We have to continue removing levels of abstraction. Invisible tech feels like magic.
 - it has to align with our goals - it has to make our life easier - it has to hook into human behaviour
  34. 34. Stop trying to delight with a user experience! Delight comes from making our lives easier. Brand experience = no interface.
  35. 35. “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”
  36. 36. Keep asking yourself these questions: - can I remove a level of abstraction? - can I use predictive technology? - can I use sensors (IoT) to gauge context? - can I make interaction effortless? to create invisible interfaces.
  37. 37. Winning brands will combine invisible magical technology with human interaction. Make tech invisible. Use human insights.
  38. 38. 52 Thank you! Duke & Grace

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