The document discusses design principles and experiences in the context of cognitive technology and the information age, highlighting key insights from notable figures like Charles and Ray Eames and Thomas J. Watson Jr. It emphasizes the need for designs that serve people, the importance of curation in experience design, and the role of cognitive systems in shaping future decisions. The document also addresses the implications of these concepts on the elderly population and the necessity for businesses to adapt to customer disruptions.

1. Designing for Differentiation:
Matt Candy
Vice President & European Leader
IBM Interactive Experience
Customer Experience in the Cognitive Age
@matthewcandy @ibminteractive

4. 6

7. Charles and Ray Eames moved fluidly between the
mass-production of objects for everyday use and the
transmission of ideas in anticipation of the global
‘information age’. They were driven by philosophical
ideals that valued knowledge, discovery and
discipline; embraced the potential of technology and
science for the common good; and saw no
separation between life and work.

8. 10
Source image
“Never delegate
Understanding.”
- Charles Eames

9. “Design must reflect the practical and
aesthetic in business, but above all,
good design must primarily serve
people”
- Thomas J. Watson Jr.

10. “Good design
is good business.”
- Thomas J. Watson

12. 14

14. 16

15. Rise of machines image - terminator

16. Home brew club image -

18. 20
Add pics of microsoft products

19. 21

20. Replace with higher
resolution depicting
internet explosion

22. Era of obvious is over

23. 25

24. Attention Intention

25. Experience
Economy
Cognitive
Economy
to a

26. 28
But with cognitive
power comes
responsibility

27. 29

29. Design
thinking

30. Let me show you how we’re
doing this today…

31. Global
elderly population
Japan’s
elderly population
25%
40%
2013 2050 2015 2055
12%
21%
1 Re-imagining Elder Care in Japan

32. 34

33. ç
35

34. ç
36

35. 37
Dinasoar video
“How about we make
a story together?”
reating toys that learn and teach

36. A toy that is
customised,
listens,
learns from,
adapts and grows
with the child.

38. A toy that is
customised,
listens,
learns from,
adapts and grows
with the child.

39. “We’re building a product
for the consumer that has benefit
for millions and not just the few”

40. 3 Intuitive travel planning

45. Implications for Experience Design
Taking insight into action through a wider lens of experience

46. The importance of curation will increase
Implications for Experience Design
Taking insight into action through a wider lens of experience

47. The importance of curation will increase
Implications for Experience Design
Taking insight into action through a wider lens of experience
Design teams will need to change

48. Implications for Marketers/Business
Embracing customer disruption will be key

49. Openness will be the theme of the day
Embracing customer disruption will be key
Implications for Marketers/Business

50. Openness will be the theme of the day
Embracing customer disruption will be key
New People & changes to culture
Implications for Marketers/Business

51. “Our machines should be nothing more
than tools for extending the powers
of the human beings who use them.”
- Thomas J Watson Jr.

52. “In the future, every decision that
mankind makes is going to be
informed by a cognitive system
like Watson
and our lives will be better for it.”
- Ginni Rometty, Chairman,
President and CEO of IBM

53. Thank you
@matthewcandy @ibminteractive

55. Visit ageofdesign.designweek.co.uk to find out more….

56. Thank you
@matthewcandy @ibminteractive