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Arash Nourkeyhani - Becoming Human - RBBi

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Arash Nourkeyhani presentation at Digitalks Dubai on 13th November 2018.

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Arash Nourkeyhani - Becoming Human - RBBi

  1. 1. Arash Nourkeyhani / RBBI B E C O M I N G H U M A N FROM DATA TO IMPACT Arash Nourkeyhani / RBBI
  2. 2. Arash Nourkeyhani / RBBI WHY AM I TALKING TO YOU TODAY? DESIGN AGENCIES & TECH STARTUPS: UNSTRUCTURED DATA ARCHITECTURE: NORMATIVE & COMNPOSITE DATA PHENOMENOLOGY: HYPOTHETICAL SYLLOGISM, AND OBSERVATIONAL DATA ELECTRONICS ENGINEERING: EMPIRICAL DATA Arash Nourkeyhani / RBBI
  3. 3. Arash Nourkeyhani / RBBI THE BRIGHT FUTURE OF DATA-DRIVEN EXPERIENCES THANKS TO THE RECENT DESIRE AND THE FUSION BETWEEN DATA , BUSINESS, RESEARCH AND UX PROFESSIONALS. WHY AM I TALKING TO YOU TODAY? Arash Nourkeyhani / RBBI
  4. 4. Arash Nourkeyhani / RBBI THIS IS A GOLDFISH Arash Nourkeyhani / RBBI
  5. 5. Arash Nourkeyhani / RBBI 9 SECONDS Arash Nourkeyhani / RBBI
  6. 6. Arash Nourkeyhani / RBBI THIS IS US Arash Nourkeyhani / RBBI
  7. 7. Arash Nourkeyhani / RBBI 8.25 SECONDS Arash Nourkeyhani / RBBI
  8. 8. Arash Nourkeyhani / RBBI The temptation to form premature theories upon insufficient data is the bane of our profession. Sherlock Holmes, fictional detective Arash Nourkeyhani / RBBI
  9. 9. Arash Nourkeyhani / RBBI DATA TRANSFORMATION MODEL Arash Nourkeyhani / RBBI
  10. 10. Arash Nourkeyhani / RBBI TACTICAL & OBJECTIVE DATA DATA TRANSFORMATION MODEL Arash Nourkeyhani / RBBI
  11. 11. Arash Nourkeyhani / RBBI BUSINESS & MARKET INSIGHT TACTICAL & OBJECTIVE DATA DATA TRANSFORMATION MODEL Arash Nourkeyhani / RBBI
  12. 12. Arash Nourkeyhani / RBBI BUSINESS & MARKET INSIGHT TACTICAL & OBJECTIVE DATA HYPOTHESIS DATA TRANSFORMATION MODEL Arash Nourkeyhani / RBBI
  13. 13. Arash Nourkeyhani / RBBI BUSINESS & MARKET INSIGHT TACTICAL & OBJECTIVE DATA HYPOTHESIS INFORMATION DATA TRANSFORMATION MODEL Arash Nourkeyhani / RBBI
  14. 14. Arash Nourkeyhani / RBBI STOP Arash Nourkeyhani / RBBI
  15. 15. Arash Nourkeyhani / RBBI REACTIVE Arash Nourkeyhani / RBBI
  16. 16. Arash Nourkeyhani / RBBI REACTIVE UNDERMINES THE HUMAN AGENCY TOO OBJECTIVE INCONCLUSIVE SHORTCOMINGS Arash Nourkeyhani / RBBI
  17. 17. Arash Nourkeyhani / RBBI REACTIVE REAL-TIME & QUICK FIXES MEASUREMENT & REPORTING A/B BUSINESS REQUIREMENTS COMPETITIVE LANDSCAPE ASSUMPTIONS GIVES US INVALUABLE INFORMATION GOOD FOR Arash Nourkeyhani / RBBI
  18. 18. Arash Nourkeyhani / RBBI WHY IS IT NOT ENOUGH? Arash Nourkeyhani / RBBI
  19. 19. Arash Nourkeyhani / RBBI Not everything that can be counted counts, and not everything that counts can be counted. Albert Einstein Arash Nourkeyhani / RBBI
  20. 20. Arash Nourkeyhani / RBBI STOP DON’T Arash Nourkeyhani / RBBI
  21. 21. Arash Nourkeyhani / RBBI STRATEGIC Arash Nourkeyhani / RBBI
  22. 22. Arash Nourkeyhani / RBBI STRATEGIC ENCOURAGE DISRUPTION & CHANGE FOR OTHERS UNCOVER UNARTICULATED BUSINESS & HUMAN NEEDS OFFER HUMAN-CENTERED EXPERIENCES & SOLUTIONS SUSTAIN & RESPOND TO THE FLOW OF DATA ESTABLISH MARKET DOMINANCE EMPATHIZE WITH HUMAN CONDITION & AGENCY Arash Nourkeyhani / RBBI
  23. 23. Arash Nourkeyhani / RBBI TACTICAL & OBJECTIVE DATA INFORMATION DATA TRANSFORMATION MODEL Arash Nourkeyhani / RBBI
  24. 24. Arash Nourkeyhani / RBBI HYPOTHESIS TACTICAL & OBJECTIVE DATA BUSINESS & MARKET INSIGHT INFORMATION ANTHROPOLOGICAL & ETHNOGRAPHIC OBSERVATIONS DATA TRANSFORMATION MODEL Arash Nourkeyhani / RBBI
  25. 25. Arash Nourkeyhani / RBBI KNOWLEDGE ANTHROPOLOGICAL & ETHNOGRAPHIC OBSERVATIONS HYPOTHESIS TACTICAL & OBJECTIVE DATA BUSINESS & MARKET INSIGHT INFORMATION DATA TRANSFORMATION MODEL Arash Nourkeyhani / RBBI
  26. 26. Arash Nourkeyhani / RBBI KNOWLEDGE ANTHROPOLOGICAL & ETHNOGRAPHIC OBSERVATIONS RELEVANT & ACTIONABLE STRATEGY HYPOTHESIS TACTICAL & OBJECTIVE DATA BUSINESS & MARKET INSIGHT INFORMATION DATA TRANSFORMATION MODEL Arash Nourkeyhani / RBBI
  27. 27. Arash Nourkeyhani / RBBI KNOWLEDGE ANTHROPOLOGICAL & ETHNOGRAPHIC OBSERVATIONS RELEVANT & ACTIONABLE STRATEGY BEST PRACTICE FORMATION HYPOTHESIS TACTICAL & OBJECTIVE DATA BUSINESS & MARKET INSIGHT INFORMATION DATA TRANSFORMATION MODEL Arash Nourkeyhani / RBBI
  28. 28. Arash Nourkeyhani / RBBI KNOWLEDGE ANTHROPOLOGICAL & ETHNOGRAPHIC OBSERVATIONS RELEVANT & ACTIONABLE STRATEGY BEST PRACTICE FORMATION RETRODICTION HYPOTHESIS TACTICAL & OBJECTIVE DATA BUSINESS & MARKET INSIGHT INFORMATION DATA TRANSFORMATION MODEL Arash Nourkeyhani / RBBI
  29. 29. Arash Nourkeyhani / RBBI HYPOTHESIS TACTICAL & OBJECTIVE DATA BUSINESS & MARKET INSIGHT INFORMATION KNOWLEDGE ANTHROPOLOGICAL & ETHNOGRAPHIC OBSERVATIONS RELEVANT & ACTIONABLE STRATEGY BEST PRACTICE FORMATION RETRODICTION WISDOM TACTICAL & OBJECTIVE DATA DATA TRANSFORMATION MODEL Arash Nourkeyhani / RBBI
  30. 30. Arash Nourkeyhani / RBBI STRATEGIC FORESIGHT WISDOM HYPOTHESIS TACTICAL & OBJECTIVE DATA BUSINESS & MARKET INSIGHT INFORMATION KNOWLEDGE ANTHROPOLOGICAL & ETHNOGRAPHIC OBSERVATIONS RELEVANT & ACTIONABLE STRATEGY BEST PRACTICE FORMATION RETRODICTION TACTICAL & OBJECTIVE DATA DATA TRANSFORMATION MODEL Arash Nourkeyhani / RBBI
  31. 31. Arash Nourkeyhani / RBBI DOMAIN AUTHORITY & INFLUENCER OF DATA STRATEGIC FORESIGHT WISDOMWISDOM HYPOTHESIS TACTICAL & OBJECTIVE DATA BUSINESS & MARKET INSIGHT INFORMATION KNOWLEDGE ANTHROPOLOGICAL & ETHNOGRAPHIC OBSERVATIONS RELEVANT & ACTIONABLE STRATEGY BEST PRACTICE FORMATION RETRODICTION TACTICAL & OBJECTIVE DATA DATA TRANSFORMATION MODEL Arash Nourkeyhani / RBBI
  32. 32. Arash Nourkeyhani / RBBI DOMAIN AUTHORITY & INFLUENCER OF DATA STRATEGIC FORESIGHT WISDOM IMPACT WISDOM HYPOTHESIS TACTICAL & OBJECTIVE DATA BUSINESS & MARKET INSIGHT INFORMATION KNOWLEDGE ANTHROPOLOGICAL & ETHNOGRAPHIC OBSERVATIONS RELEVANT & ACTIONABLE STRATEGY BEST PRACTICE FORMATION RETRODICTION TACTICAL & OBJECTIVE DATA DATA TRANSFORMATION MODEL Arash Nourkeyhani / RBBI
  33. 33. Arash Nourkeyhani / RBBI HYPOTHESIS TACTICAL & OBJECTIVE DATA BUSINESS & MARKET INSIGHT INFORMATION KNOWLEDGE ANTHROPOLOGICAL & ETHNOGRAPHIC OBSERVATIONS RELEVANT & ACTIONABLE STRATEGY BEST PRACTICE FORMATION RETRODICTION WISDOM STRATEGIC FORESIGHT DOMAIN AUTHORITY & INFLUENCER OF DATA IMPACT D A T A T O I M P A C T DATA TRANSFORMATION MODEL Arash Nourkeyhani / RBBI
  34. 34. Arash Nourkeyhani / RBBI TANGIBLE Arash Nourkeyhani / RBBI
  35. 35. Arash Nourkeyhani / RBBI ONE OF THE LARGEST SPORTS BRANDS IN THE WORLD Arash Nourkeyhani / RBBI
  36. 36. Arash Nourkeyhani / RBBI SOME ISSUES LOW ENGAGEMENT WITH REWARDS PROGRAM NOT CAPTURING THE MILLENNIAL GENERATION INCONSISTENT DIGITAL SHOPPING EXPERIENCE PRODUCTS ARE LOSING THEIR MARKET RELEVANCE DECREASE IN BRAND ADVOCATES LACK OF TECH INTEGRATION PRODUCT AUTHORITY BUT LOSING MARKET SHARE HIGH WEB SHOPPING CART ABANDONMENT Arash Nourkeyhani / RBBI
  37. 37. Arash Nourkeyhani / RBBI HYPOTHESISTACTICAL & OBJECTIVE DATA BUSINESS & MARKET INSIGHT INFORMATION OFFERING QUANTIFIABLE METRICS IS A KEY COMPETITIVE ADVANTAGE AS A RETENTION STRATEGY PERSONALIZATION INCREASES THE NUMBER OF CONVERSIONS AND ACCELERATES A USERS PRODUCT SELECTION AND PURCHASING DECISION THE BRAND SHOULD FOCUS ON THE USER, NOT THE PRODUCT COMPETITIVENESS IS A KEY DRIVER FOR COMMUNITY BUILDING BRANDS ASSUME THE CHARACTERISTICS OF THE CELEBRITIES THAT THEY SPONSOR Arash Nourkeyhani / RBBI
  38. 38. Arash Nourkeyhani / RBBI BEST PRACTICE FORMATIONANTHROPOLOGICAL & ETHNOGRAPHIC OBSERVATIONS KNOWLEDGE RETRODICTIONRELEVANT & ACTIONABLE STRATEGY PARTNERING AND CO-CREATING NEW SOLUTIONS WITH TECH PARTNERS, AS WELL AS IDENTIFYING RELEVANT PLATFORMS TO INTEGRATE WITH PEOPLE FROM DIFFERENT SOCIO-ECONOMIC BACKGROUNDS HAVE DIFFERING REACTION TO PRIVACY PEOPLE WILL ADVOCATE FOR YOUR BRAND IF YOU ADVOCATE FOR THEIR IDEALS USE OF TECHNOLOGY IN COMMUNITY BUILDING ACCELERATES AUTHENTICITY, AGAINST POPULAR BELIEF GOALS SETTING IS NOT AS VITAL TO THE ATHLETE AS IS TO THE LAYPERSON PERSONALIZATION HAS A GREATER APPEAL TO FEMALE ACTIVE SHOPPERS DESIGN INTERACTION MODELS THAT RESPOND TO THE ERGONOMICS INTRICACIES OF THE RUNNER Arash Nourkeyhani / RBBI
  39. 39. Arash Nourkeyhani / RBBI IMPACTWISDOM STRATEGIC FORESIGHT DOMAIN AUTHORITY & INFLUENCER OF DATA ESTABLISHED WEARABLES AND QUANTIFIED-SELF TECHNOLOGIES AS OUR PARTNERS, HENCE HAVING MARKET AUTHORITY AND FIRST-ON-TECH ADVANTAGE LET THE PEOPLE DEFINE THEIR PRIVACY LEVEL NOT BY ASKING THEM BUT THROUGH GENERATIVE LOGIC DESIGN FOR LESS SCREENS, AND MORE IMMERSIVE EXPERIENCES RESPONSIVE GOAL SETTING VS. USER DEFINED INTEGRATION WITH SOCIAL AND LIFESTYLE PLATFORMS, AND LEARNING FROM USER BEHAVIOR AND FEEDBACK ALLOWS FOR ACCURATE PREDICTIVE ALGORITHMS, RESULTING IN MORE RELEVANT SHOPPING BEHAVIOR, AND A 20% INCREASE ON USER’S UPCOMING PERFORMANCE PERIOD. Arash Nourkeyhani / RBBI
  40. 40. Arash Nourkeyhani / RBBI WE LISTENED, WATCHED, MEASURED AND LEARNED FROM PEOPLE, FROM THEIR REACTIONS, AND THEIR BEHAVIORAL PATTERNS WE DIDN’T FIX THEIR APPS OR WEBSITE. Arash Nourkeyhani / RBBI
  41. 41. Arash Nourkeyhani / RBBI WE TREATED THEIR HUMAN PRE-CONDITIONS AS A PIECE OF PROCESSED DATA AND TRIED TO CENTER OUR PRODUCT AND SERVICE DESIGN BASED ON THAT TENANT WE DIDN’T FIX THEIR APPS OR WEBSITE. Arash Nourkeyhani / RBBI
  42. 42. Arash Nourkeyhani / RBBI RESULT AN ECOSYSTEM THAT INCREMENTALLY INVITES & LEARNS THE HUMAN AGENCY RESPONDS & ADAPTS TO HUMAN FEEDBACK INCREASES USER PERFORMANCE THROUGH GENERATIVE DESIGN GETS INFLUENCED BY THE USER AS OPPOSED TO INFLUENCING HER Arash Nourkeyhani / RBBI
  43. 43. Arash Nourkeyhani / RBBI TAKE YOUR DATA ONE LEVEL DEEPER THIS WEEK Arash Nourkeyhani / RBBI
  44. 44. Arash Nourkeyhani / RBBI The price of light is less than the cost of darkness. Arthur C. Nielsen Arash Nourkeyhani / RBBI

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