E-TYPES at SXSW 2019

1. ETYPES at SXSW

2. MADS ELLEBERG PETERSEN, DIRECTOR & PARTNER, E-TYPES A/S — MADS@E-TYPES.COM — 30530123 SXSW INTERACTIVE 2019 E-TYPES

3. 4.865 2.229 70.000 *APP. NUMBER OF PEOPLE ATTENDING INTERACTIVE (300.000 IN TOTAL) SXSW INTERACTIVE 2019 E-TYPES

12. SIX HOT TOPICS SXSW INTERACTIVE 2019 E-TYPES

13. 1 SXSW INTERACTIVE 2019 E-TYPES

14. MORE THAN A FEELING — Look for change in society and respond to those changes to stay relevant — Listen to your customers, test and iterate — Design transforms technology into experiences — Design in Business is more than just “a feeling.” — Empathy (is understanding) is becoming more important — Transparency should be a default design principle — Design on board and directors level — Beauty beats tradition - beauty always comes ﬁrst SXSW INTERACTIVE 2019 E-TYPES More than double up

15. — Look for change in society and respond to those changes to stay relevant — Break down barriers between physical, service and digital design — Listen to your customers, test and iterate — Design transforms technology into experiences — Design in Business is more than just “a feeling.” — Empathy (is understanding) is becoming more important — Transparency should be a default design principle — Design on board and directors level — Beauty beats tradition - beauty always comes ﬁrst MORE THAN A FEELING SXSW INTERACTIVE 2019 E-TYPES +32% +56% More than double up Revenue Value to shareholders

16. — Look for change in society and respond to those changes to stay relevant — Break down barriers between physical, service and digital design — Listen to your customers, test and iterate — Design transforms technology into experiences — Design in Business is more than just “a feeling.” — Empathy (is understanding) is becoming more important — Transparency should be a default design principle — Design on board and directors level — Beauty beats tradition - beauty always comes ﬁrst MORE THAN A FEELING SXSW INTERACTIVE 2019 E-TYPES +32% +56% More than double up Revenue Value to shareholders

18. WHY HIRE A DESIGNER? — Websites soon to be designed by AI — Need for data scientists — It's Continuous Iteration and reﬁne instead of redeﬁne — From human centeret to humanity centered design — Need for inclusive design — Goodbye visual design SXSW INTERACTIVE 2019 E-TYPES

19. WHY HIRE A DESIGNER? — Websites soon to be designed by AI — Need for data scientists — Design for scalability and automation  — It's Continuous Iteration and reﬁne instead of redeﬁne — From human centeret to humanity centered design — Need for inclusive design — Goodbye visual design SXSW INTERACTIVE 2019 E-TYPES

20. WHY HIRE A DESIGNER? — Websites soon to be designed by AI — Need for data scientists — Design for scalability and automation  — It's Continuous Iteration and reﬁne instead of redeﬁne — From human centeret to humanity centered design — Need for inclusive design — Goodbye visual design SXSW INTERACTIVE 2019 E-TYPES

22. REFINE OR REDEFINE SXSW INTERACTIVE 2019 E-TYPES — Design 3.0: From products over experiences to outcomes / computational design — From designing experiences to deﬁning rules and parameters — Design for scalability and automation — Everyone experiences your brand differently — Get out off the digital sphere into the real world.

27. STORYTELLING — The internet has connected us - but left us more divided and alone — Truth is difﬁcult to ﬁnd and there is a need for more curated and good content   — Design can build trust using visual references, retro and recognition — Quality content becomes more and more relevant for brands and for SoMe — Storytelling connects dots between data released as podcasts, design, campaigns, architecture. — Narrative creates loyalty, retention and learning. — 315 tech trends - create a narrative SXSW INTERACTIVE 2019 E-TYPES

28. STYRTELLING — The internet has connected us - but left us more divided and alone — Truth is difﬁcult to ﬁnd and there is a need for more curated and good content   — Design can build trust using visual references, retro and recognition — Quality content becomes more and more relevant for brands and for SoMe — Storytelling connects dots between data released as podcasts, design, campaigns, architecture. — Narrative creates loyalty, retention and learning. — 315 tech trends - create a narrative SXSW INTERACTIVE 2019 E-TYPES 200,000,000 subscribers 20% podcast listeners 100% more time by Podcasts-listeners 33% americans listening to podcasts 40% more 12-24 years

29. STORYTELLING UPON A TIME — The internet has connected us - but left us more divided and alone — Truth is difﬁcult to ﬁnd and there is a need for more curated and good content   — Design can build trust using visual references, retro and recognition — Quality content becomes more and more relevant for brands and for SoMe — Storytelling connects dots between data released as podcasts, design, campaigns, architecture. — Narrative creates loyalty, retention and learning. — 315 tech trends - create a narrative SXSW INTERACTIVE 2019 E-TYPES 200,000,000 subscribers 20% podcast listeners 100% more time by Podcasts-listeners 33% americans listening to podcasts 40% more 12-24 years

30. STORYETELLING — The internet has connected us - but left us more divided and alone — Truth is difﬁcult to ﬁnd and there is a need for more curated and good content   — Design can build trust using visual references, retro and recognition — Quality content becomes more and more relevant for brands and for SoMe — Storytelling connects dots between data released as podcasts, design, campaigns, architecture. — Narrative creates loyalty, retention and learning. — 315 tech trends - create a narrative SXSW INTERACTIVE 2019 E-TYPES 200,000,000 subscribers 20% podcast listeners 100% more time by Podcasts-listeners 33% americans listening to podcasts 40% more 12-24 years

31. STORYETELLING — The internet has connected us - but left us more divided and alone — Truth is difﬁcult to ﬁnd and there is a need for more curated and good content   — Design can build trust using visual references, retro and recognition — Quality content becomes more and more relevant for brands and for SoMe — Storytelling connects dots between data released as podcasts, design, campaigns, architecture. — Narrative creates loyalty, retention and learning. — 315 tech trends - create a narrative SXSW INTERACTIVE 2019 E-TYPES 200,000,000 subscribers 20% podcast listeners 100% more time by Podcasts-listeners 33% americans listening to podcasts 40% more 12-24 years

33. BACK TO THE FUTURE — People want simplicity — Silence (less is more) — Flight mode — Simpliﬁed farming technology — Downgrading — Connect with retro SXSW INTERACTIVE 2019 E-TYPES

39. NOT THERE YET — XR is all down to a convenient designed experience. — Only succeed in games because of a clear goal and rules — Create realtime experiences. Get out off the digital sphere into the real world. — Break down barriers between physical, service and digital design — Pattern recognition — But what is reality. Who owns the digital landscape? — AR + VR + MR = XR — Waiting for 5G SXSW INTERACTIVE 2019 E-TYPES

40. NOT THERE YET — XR is all down to a convenient designedexperience. — Only succeed in games because of a clear goal and rules — Create realtime experiences. Get out off the digital sphere into the real world. — Break down barriers between physical, service and digital design — Pattern recognition — But what is reality. Who owns the digital landscape? — AR + VR + MR = XR — Waiting for 5G SXSW INTERACTIVE 2019 E-TYPES

41. NOT THERE YET — XR is all down to a convenient designedexperience. — Only succeed in games because of a clear goal and rules — Create realtime experiences. Get out off the digital sphere into the real world. — Break down barriers between physical, service and digital design — Pattern recognition — But what is reality. Who owns the digital landscape? — AR + VR + MR = XR — Waiting for 5G SXSW INTERACTIVE 2019 E-TYPES

42. — XR is all down to a convenient designedexperience. — Only succeed in games because of a clear goal and rules — Create realtime experiences. Get out off the digital sphere into the real world. — Break down barriers between physical, service and digital design — But what is reality. Who owns the digital landscape? — AR + VR + MR = XR — Waiting for 5G NOT THERE YET SXSW INTERACTIVE 2019 E-TYPES

43. SO, WHAT ABOUT… SXSW INTERACTIVE 2019 E-TYPES

44. CLIMATE… SXSW INTERACTIVE 2019 E-TYPES

45. “When my son grows up it will be totally normal to him, that you can ski down a power plant” BJARKE INGELS FAIRMONT - MANCHESTER CD / VENUE SIZE: LARGE NUMBER OF FAVOURITES: 1477 12. MAR, 15.30 - 16.30

E-TYPES at SXSW 2019

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