Sentinel report q4 2015

FRICTIONLESS
The power of simplicity and fluidity.
Sentinel Report Q4 2015 by Globant

Welcome to Globant’s Sentinel Report
The Sentinel Report is one of Globant’s initiative to stay relevant
through a consolidation of metrics, statements, market trends,
insights, and industry updates on consumer behavior from all over
the world.
This information is meant to inspire new thoughts and trigger new
conversations about products, ideas, and opportunities in an effort
to help us be more creative and innovative in our solutions.
Observation and action are at the core of any sustainable strategy
and we believe that this is a great way to create a positive habit.
We encourage you to share this information with your colleagues
and to deepen understanding of the services and products that we
present here.
Take a look and enjoy!

We’d like to ask you a question...have you lived
a truly frictionless digital experience today?
To be able to get relevant results without any meaningless
obstacles in the way, that’s the dream.

The dream can be a reality
We are faced every day with a cumulus of applications,
services, and products that are pushing us to take
unnecessary steps, make useless efforts, and take into
consideration irrelevant information in order to just move
a little forward.
Today, we want to talk about a different reality, one that
dares to think about a present with less friction, or even
with no friction at all, in which all of us can interact with
smart applications, seamless ecosystems, and products
that are aware of our context.

"Reducing friction in experiences produces
a considerable improvement in
engagement, reported up to 75%.”
SOURCE: ALTIMETEGROUP

DEFINITION
A frictionless experience
is a series of events that
help the user obtain
effective results through
minimum effort and
positive interactions.
In the vast majority of situations, customers aren't buying a product or
service for the sake of the "experience" of buying or using it. They are just
trying to solve some problem or meet some need. If they could solve that
problem or meet that need without having to deal with a company at all,
don't you think they would?
The ideal customer experience should be designed to be frictionless,
requiring no extra effort on the customer's part. It wouldn't require the
customer to repeat anything they've already said, and it wouldn't impose
any obstacles either.
It should consider not only that moment in time, but also where that user
is coming from and where he or she is heading in their digital journey.
It should aim to leave a positive impression on the user, based on
relevant emotions and the reduction of anxiety.
It should use technology as an enabler of that positive interaction and not
as the core of the experience.
It should think of the experience as a sustainable relationship and not
just as one ambiguous interaction.
The key is to understand the whole digital journey, and to create relevant
experiences for each touch point.

THE IMPORTANCE OF MAPPING
THE DIGITAL JOURNEY
Mapping the digital journey means to observe and
visualize a user’s experiences, interactions, and emotions
via the products and services with which they interact.
This helps companies identify opportunities for
improvements and reduction of risk.
CUSTOMER JOURNEY
AWARENESS CONSIDERATION ACTION ENJOYMENT ADVOCACY
MOMENTS
The user goes through different
moments of the journey, such as
DREAMING of a trip, then planning,
etc. Understanding these moments
bring clarity into the priorities of the
user.
EMOTIONS
Throughout the experience user
goes through a set of emotions
that can be positive or negative.
Being aware of those allows us to
identify how to react and what
experience to design.
TOUCHPOINTS
To create an ecosystem is to be
aware of every context of use and
scenario and create a touchpoint
with the user through technology
and communication, this being
mobile, desktop, IOT or any enabler
that allows for a positive
interaction.

“88% of companies report undergoing a
digital transformation, but only 25% have
mapped the digital customer journey and
have a clear understanding of new and
underperforming digital touchpoints.”

What is aneffortlessExperience?Users withoutinteractions?
What if wemeasure thedimensions of anexperience?
The anatomy of a
frictionless experience
by Globant
A structured approach to a frictionless solution
Our team of researchers at Globant wanted to see if there was a
way to measure the level of friction that a product or service
imposes upon a user.
We want to create a common language in which we can all talk
about frictionless experiences and know what that means.
We started our journey by identifying what friction means in the
digital age in order to define this metric and identify innovative
cases that portray how the market is working towards providing
frictionless' solutions to meet a user's needs.

FIVE ELEMENTS of the ANATOMY
The metric takes into consideration 5 fundamental aspects
that constitute any digital experience. The values of these
variables will affect the level of friction that the application
provides to the user, and understanding that the less
friction the better an application is for the main goal of the
user.
These variables have been derived from behavioral
observation, neuroscience principles, ergonomics, and
product evolution practices.
COGNITION
CONTEXT
EMOTION
INTELLIGENCE
ADAPTATION
The anatomy of a frictionless experience
by Globant

COGNITION
The amount of mental and motor effort that a
user needs to take in order to complete a single
task.
This includes both cognitive efforts and corporal actions
and takes into consideration, content, ergonomics, and
interactions.
Experiences with good levels of cognition will allow the
user to achieve a result with only the most necessary
actions. This means that there will not be any irrelevant
information, no repetitive steps, or unnecessary
interruptions and options. There will only be content and
interactions that facilitate the flow of the completion of
the task and will leave the user feeling fulfilled, content
and secure of each step.
AREAS OF INFLUENCE:
The anatomy
of a frictionless experience
SMART HALO
Smart bike system finds the quickest and safest
cycle routes
In September 2015, Canada-based Smart Halo
successfully achieved its crowdfunding goal to
launch an intuitive navigation system for
cyclists. The device affixes to the handles of a
bike and is designed to find the quickest and
safest cycle routes, flashing to give directions.
Smart Halo pairs with a user’s cellphone and
also features a progress tracker, night light and
in-built alarm system. The Smart Halo retails at
USD 149.
Source:
https://www.smarthalo.bike/
COGNITION
EMOTION CONTEXT INTELLIGENCE ADAPTATION
Usability Content Performance
EXAMPLES:

SINGLECUE
Device allows gesture control of connected
home
PIMKIE MINI FASHION BAR
Hotel’s curated mini bar allows guests to borrow
the latest apparel
May 2015 saw Antwerp’s Hotel Banks unveil the
Mini Fashion Bar, an initiative created in
partnership with French fashion brand Pimkie.
Guests can borrow any items from a curated
range of Pimkie's latest collection for the
duration of their stay at the hotel. The fashion
brand is set to roll out the concept to hotels in
European cities, including Paris, London, Berlin,
and Milan. Via a QR code on the Mini Fashion Bar,
guests can also scan a QR code that takes them
to Pimkie’s website, allowing them to view the
brand’s full collection.
Source:
http://minifashionbar.com/en
Singlecue (formerly known as onecue) is a
camera-equipped device that allows the user to
control multiple other household devices via
gesture. singlecue can sit on a desktop or on
top of a television, and can be used to control
Apple TV, the Nest Learning Thermostat and
Xbox and cable and satellite TV, among others.
Gestures can be customized through Android
and iOS apps.
Source:
http://www.singlecue.com/
MASTERCARD SELFIE PAY
Facial recognition payment technology trialed on
smartphones
In August 2015, MasterCard introduced a new
identification method for card payments on
smartphones. Trialed in the Netherlands, Selfie
Pay uses facial recognition via a smartphone’s
camera to verify the identity of the cardholder.
No passwords or PINs are needed, users must
simply take a clear photograph of their face.
Source:
http://newsroom.mastercard.com/eu/nl/press-
releases/netherlands-first-test-country-for-credit-card-
payments-with-identity-recognition-2/
COGNITIVE FRICTIONLESS EXAMPLES
REVIEW

EMOTION
The anatomy
The level of alignment of the emotions lived by the users to
a certain customer journey.
As research has shown, attractive things really do work
better. This includes the desired visceral (look, feel, and
sound) and reflective (memory, culture, and learning)
interactions that "wink" to the user.
Listening to and tapping the right emotions throughout the
digital journey plays a major role in forging the emotional link
that creates long-term positive relationships, impact, and
engagement, even when an obstacle is unavoidable.
Balancing the behavioural effort with the emotional impact
is fundamental to creating truly fluid and memorable
experiences.
AREAS OF INFLUENCE:
WWF'S EARTH HOUR DARK TICKETS
Environmental charity’s concerts can only be
watched in the dark
The WWF’s Earth Hour is a movement that
encourages people to switch off all lights for
one hour each March. In March 2015, its Dark
Tickets initiative consisted of a series of
livestreamed concerts available only when the
viewer turned the lights off. Surrounding light
levels were gauged via webcam, and without
darkness the content would not display.
Running across Costa Rica, the project saved
enough electricity to power 6,480 houses for
one day.
Source:
http://www.earthhour.org/
Design Social Engagement
EXAMPLES:
COGNITION
EMOTION
KNOWLEDGE INTELLIGENCE ADAPTATION

USHER DON'T LOOK AWAY
Music video demands viewer’s undivided
attention thru facial recognition
MOVING TRACKS
Mobile music platform combats childhood
obesity playing only when the user is moving
After a survey revealed that over 50% of Polish
teens don’t do any exercise, non-profit
organization Run With Heart Foundation
partnered with several major music labels on
Moving Tracks. Available to download from May
2015, the free mobile platform allows users to
listen to new, unreleased music when their
device senses movement. According to the Run
With Heart Foundation, the scheme was
designed to incentivize exercise and combat
childhood obesity via the motivational value of
music.
Source:
http://movingtracks.pl/
October 2015 saw Usher unveil Don’t Look
Away: an interactive video experience that
accompanied the launch of the artist’s single
Chains. Utilizing facial recognition, the video will
only play when it detects that viewer is looking
at their screen and giving the content their full
attention. Focusing on racial injustice, the video
includes stills of unarmed victims (including
Trayvon Martin, Rekia Boyd and Caesar Cruz)
alongside a brief summary of the circumstances
surrounding each death. Don’t Look Away was
released exclusively on US-based music-
streaming platform Tidal.
Source:
https://chains.tidal.com/
ULO MONITORING SYSTEM
An interactive home monitoring owl.
Having reached a 1 million euro Kickstarter
funding target in November 2015, Ulo is a cute
surveillance camera, a pet owl interacting with
you through eye expressions. It creates a unique
bond, like no other IOT device.
It redefines the way you interact with objects: an
organic communication. Evidence shows that a
number of facial expressions are related to
similar emotions across cultures. The language
of our eyes is one of the most powerful and
effective tools of non-verbal communication.
Eye expressions are an efficient, natural and
universal way to connect instantly with Ulo.
Source:
https://www.kickstarter.com/projects/vivienmuller/ulo
EMOTION FRICTIONLESS EXAMPLES

CONTEXT
CONTEXT
INTELLIGENCE ADAPTATIONCOGNITION
CONTEXT
The anatomy
The level of awareness and relevancy the interaction has in
relation to the circumstances that form its setting.
Experiences are not lived in a bubble. They are immersed in
a certain time and space.
As the Internet of Things expands and location services
improve, users' demand for value propositions that are
ubiquitous and omnichannel increase. But to offer
frictionless experiences, we should not only be context-
aware, but also provide the right channels that connect to
the environments in which the experience will be lived.
This includes using the existing setting, and augmenting it
or adapting it to include the experience so it camouflages
naturally in it. Like no-interface experiences, where
technologies weave themselves into the fabric of everyday
life.
AREAS OF INFLUENCE:
DOMINO’S
Omnichannel strategy facilitates pizza orders via
SMS, TV, tweet and smartwatch
August 2015 saw Domino’s bring the brand’s
various ordering channels together under
Domino’s AnyWare. After creating a Pizza
Profile, US-based customers can order pizzas in
various ways, including sending an SMS or
tweeting a pizza emoji to the brand, via a TV app
compatible with Samsung devices or using a
Domino’s app integrated into Ford’s in-car SYNC
AppLink. Orders can also be placed and tracked
using the brand’s dedicated smartwatch app, or
using Dom: a voice-ordering app with intuitive
response technologies. Domino’s celebrated the
launch of AnyWare with a TV spot that paired
celebrity users with their favorite ordering
method.
Source:
http://anyware.dominos.com/
Omnichannel Content IOT
EXAMPLES:

NETFLIX BUTTON
Streaming service’s button automatically dims
lights and orders food
RideOn
AR goggles for skiers and snowboarders
Closing its funding campaign on Indiegogo in
March 2015, RideOn are augmented reality ski
goggles that project data and graphics on to the
snow in front of the wearer. Users interact with
the information by looking at it, and use RideOn
to navigate, keep track of their friends, get
information on a ski lift's queue waiting time,
and more.
Source:
https://www.rideonvision.com/
In September 2015, Netflix unveiled The Switch:
a button which automatically switches on the
TV, launches Netflix, silences the user’s
cellphone, dims the lights and orders their
favorite food. The US-based streaming service
launched the button at the NYC Maker Faire
event, before unveiling a step-by-step online
tutorial showing people how to make their own
product. Netflix also encouraged people to share
their own product hacks and ideas online.
Source:
http://makeit.netflix.com/the-switch
ZOOMI
Mobile app allows Tunisians to report
environmental problems
Available to download in May 2015, Zoomi is a
mobile app created by Tunisia’s Ministry of the
Environment and Sustainable Development in
partnership with mobile operator Ooredoo. Via
the free app, people can report environmental
problems in their area – whether that’s trash
that needs clearing away or something more
serious. Offered in French and Arabic versions,
Zoomi allows users to take a photograph and
add their comments before sending it directly to
the relevant authorities along with location
details.
Source:
https://itunes.apple.com/app/id997034742
CONTEXT FRICTIONLESS EXAMPLES

INTELLIGENCE
The anatomy
The leveraging of the power of proactive computing that
systems do to create more fluid businesses and smart
experiences.
Systems that make the most out of the Big Data, IoT, AI,
and other signals to sense the world and respond to the
consumer's' unique needs, reducing moments of manual
input and forming a more fluid conversation between people
and technologies.
It is about incorporating cognitive computing to
understand, learn, and evolve in order to refine business
and operational models by adding new dimensions to
discover insights and understand contexts and moods.
It's about leveraging instantaneous and painless machine
input where the computer system finds the information it
needs on its own, whenever and wherever possible in order
to feed the experience in a meaningful way.
AREAS OF INFLUENCE:
UNIGLO UMOOD
Fashion brand unveils mind-reading sales tool
October 2015 saw Uniqlo debut a sales tool to
help customers choose t-shirts based on their
mood. Launched in stores across Sydney, Uniqlo
UMood features a headset with forehead sensor
to measure brain activity. Users watch a series
of video clips representing different moods, and
are then matched with a t-shirt design that best
suits their mindset (selected from over 600
styles).
Source:
http://uniqlo-ut.com/
EMOTION CONTEXT
INTELLIGENCE
ADAPTATION
AI Cognitive Computing Big Data
COGNITION

DUREX LOVEBOT
Condom brand matches broken-hearted Twitter
users
DELAYS ANTICIPATED
System warns about train delays hours before
they occur
In September 2015, Swedish rail operator
Stockholmståg announced it had developed an
algorithm that uses big data to anticipate train
delays two hours in advance. The Commuter
Prognosis, developed by Swedish mathematician
Wilhelm Landerholm, allows traffic control to
intervene and prevent the ripple effects caused
by forecast delays, while an accompanying
mobile app warns passengers of affected
departure times.
Source:
http://pendelprognos.technology/
In March 2015, Durex France unveiled the
#LoveBot: a Twitter bot generating automated
responses to people’s tweets. Whenever a
Twitter user published a tweet featuring the
broken heart emoticon (</3), the bot would
respond, matching the individual with another
user with a broken heart. The Lovebot then sent
both users a tweet suggesting they connect.
Source:
http://www.lovebot.fr/
AIRBNB PRICE TIPS
Machine-learning helps hosts set the ideal price
for their property
In June 2015, Airbnb announced Price Tips: a
feature that uses machine learning to make
pricing recommendations for hosts. The system
takes a complex range of factors into account
including the size of a property, time of year, and
proximity to local attractions. When hosts set a
price within 5% of the suggested figure, they are
nearly four times more likely to secure a booking.
Airbnb has made Aerosolve – the machine-
learning library behind Price Tips – public on
GitHub.
Source:
http://blog.airbnb.com/using-data-to-help-set-your-price/
INTELLIGENCE FRICTIONLESS EXAMPLES

ADAPTATION
The anatomy
The level of flexibility that an experience present and the
ability to adjust to new behavior based on the evolution of
the market and users.
In digital experiences, an adaptive trait, is one that refers
to both the current state when adjusting to multiple needs,
and to the processes that enable adaptability.
This is a trade of an agile company, that focuses on the
consumer, being nimble in addressing risks and quick to
seize opportunities.
Adaptation not only enhances the relevance and survival of
digital experiences by meeting market needs, but it also
helps minimize friction by constantly evolving towards
customer satisfaction.
AREAS OF INFLUENCE:
SAMSUNG LOOK AT ME APP
Interactive camera app helps autistic kids
communicate
SAMSUNG, a top agile brand, worked with a
South Korean university to create Look at Me,
an educational smartphone and tablet app that
helps autistic children recognize facial cues and
make eye contact. It then partnered with
AUTISM SPEAKS, donating tablets with the app
preloaded to autistic children. This is just one
example of being inclusive, quick and flexible to
address an opportunity into its organization.
Source:
http://news.samsung.com/global/samsung-introduces-look-at-
me-app-to-help-children-with-autism-communicate-better
EMOTION CONTEXT INTELLIGENCE
ADAPTATION
COGNITION
Agile PODS Digital
Transformation
Quality

AXE MOVIE ADAPTIVE CAMPAIGN
Online movie automatically adapts to viewers’
interests
In August 2015, Unilever-owned deodorant brand
Axe debuted Romeo Reboot in Brazil, a short
online movie adapting to each viewer’s interests
(factoring music taste, previous purchases and
more). Inspired by Shakespeare’s Romeo and
Juliet, the video featured customizable content
that varied according to each viewer’s profile.
There were more than 100,000 variations
including changes to the music, the story and
even the background, which could swap from an
office setting to a sci-fi scene. The movies were
directed by a selection of critically-acclaimed
Brazilian filmmakers.
Source:
http://www.axe.com.br/produtos/
COGNITOYS
Educational smart toys learn and grow with kids
Raising more than four times its original
Kickstarter funding target in March 2015,
CogniToys are internet-connected smart toys
which interactively engage and grow with
children. Using artificial intelligence (via IBM’s
supercomputer Watson), the cuddly toys listen,
speak and simultaneously evolve. Kids can press
the toy’s belly to ask questions and receive age-
appropriate responses, listen to stories or tell
jokes, gradually creating the toy’s personality
over time based on their interaction. Children
also learn through play thanks to custom
questions on spelling, vocabulary and math.
Created in the US, CogniToys are priced from
USD 99;
Source:
https://cognitoys.com/
ADAPTATION FRICTIONLESS EXAMPLES
In July 2015, Molson unveiled a fridge full of
beer which would only open once it had
recognised ‘I Am Canadian’ spoken in six
different languages. Located in Ontario, the
Canadian brand’s Global Beer Fridge (created in
partnership with Google) used real-time voice
translation, and was capable of recognizing 40
different languages, ranging from French, to
Hindi and Mandarin. Celebrating Canada’s
birthday, the campaign also highlighted the
country’s multi-ethnic demographic.
Source:
http://www.molsoncanadian.ca/en/index
MOLSON+GOOGLE LANGUAGE RECOGNITION
FRIDGE
Beer fridge celebrates Canada’s racial diversity

“Firstly, the main challenge facing the
creation of full frictionless experiences is
the creation of a culture of customer-
centric visions within a company”

NEW FRICTIONLESS
HORIZONS
How the frictionless vision
has impacted design, technology, and innovation.

BECOMING PART OF PEOPLE'S LIVES
NATURALLY
MAGALI AMALLA
Experience Designer
UX Studio at Globant
PROFESSIONAL OPINION
As a team, we should work on solutions that are
part of the lives of people, finding a natural place
that allow them to be invisible and ubiquitous.
Being in the right place at the right time. Thus, it is
essential that, when it comes to designing and
building experiences, we ask ourselves: How do we
incorporate us naturally in the lives of people?, How
do we articulate ourselves with each of the
moments a person lives? But above all, how we
have a key meaning in their lives?
People do not need tools to achieve their goals,
they need simply to achieve their goals, fulfill their
desires or live an experience. Today, however,
products and services that are far from helping
them achieve these aims are created, having a
leading role in each person's life, requiring in
someway all their attention, time, energy and
effort.
These are elements that are part of the human
ecosystem with an intrusive nature, which begin to
have a negative impact on various aspects of
people's life.
We build components that need to generate
relationships with people, and from this
relationship experience is nurtured. Understanding
this relationship gives us the ability to find the
precise moment to bond with people, allowing us to
anticipate to their desires and to give the right
personality to the product so it becomes naturally
part of the environment.

“The average product presents
57% of irrelevant information
to the user during the completion of a task.”
SOURCE: TRENDWATCHING

LESS FRICTION with CONTINUOUS DELIVERY
FEDERICO KEREKI
Technical Director
Big Data Studio at Globant
Reducing friction in development implies more
streamlined processes, with less waste, and a
higher user satisfaction. The mere fact of applying
Agile methodologies is the first step to reducing
friction, the next one is a well managed software
development process to progressively enhance the
methods in use. Continuous Delivery (CD) with its
focus on always having a deliverable product, and a
high emphasis on automated testing and
deployment, should be considered:
● Quality is improved, because the
development team is forced to solve
problems earlier instead of leaving
them for later.
● Risks are decreased with earlier
releases, because problems are found
sooner.
● Flexibility is increased, because the
enterprise can release the software at
any time with minimal added costs or
risks.
● Efficiency is also increased, because of
the involvement of the complete team
(development, operations, QA, etc.) in
the delivery process.
● Complications in the release process
are smoothed over, and the automatic
processes make delivery simple instead
of traumatic.
Applying these techniques, reduces the following
points of friction:
● Release is possible even with
unfinished work, by using simple
techniques as “feature toggles”, which
allow development to proceed without
halting deployment.
● Arbitrary division in “snapshot” and
“release” builds disappears, since every
build can be released into use.
● Pace for deployment can be tailored as
desired: CD does not necessarily imply
“Continuous Deployment”, in which all
releases are always deployed.
● Conflicts between development and
operation teams are reduced -- and CD
can be a tool for attaining DevOps, for
an even more harmonious total
process.
Reducing friction is an important goal, and it must
be applied at all levels, since the inception of a new
idea, through its implementation, and at the final
user level. It embodies concepts of Quality,
Efficiency, Usability, Agility, and general users’
satisfaction, so the search for frictionless
processes and products is mandatory in today’s
computing environments.

“More than 50% of the companies have
relevant information of their customers but
don’t put any intelligence behind it.”
SOURCE: TRENDWATCHING

ELIMINATING UNNECESSARY FRICTION from
your CUSTOMER'S DIGITAL JOURNEY.
GUSTAVO PRIMAVERA
Service Designer
UX Studio at Globant
In user experience, friction is defined as
interactions that prevent users from effortlessly
accomplishing their goals.
Unnecessary friction leads to task abandonment,
conversion rates reduction and overall current and
prospective users frustration. It is clear that
harmful friction is to be avoided at all cost, but how
do we identify and eliminate it from the
experience?
When designing your own company's customer
experience, it's important to fully understand every
step involved in the user's digital journey, it is the
only way to detect pain points and extract relevant
and actionable insights. The idea is to look beyond
technology and creative marketing gimmicks to
address the mindset and behaviors of customers.
Under this premise, there are a couple of best
practices and developments that can help you
remove friction from your customer's journey:
IxD Research. Every interaction in the journey, can
either create or remove friction impacting on the
success of the overall product. Strategically
approaching Interaction Design means focusing on
metrics that matter and removing any steps that
can negatively impact response rate.
No-interface. Haptic technologies to reduce
friction by relying more on touch, movement, voice,
and gestures are growing in popularity, especially
as wearables become a new omnipresent
touchpoint. The future of UX will involve simulating
physics by tracking head, body and eyes in order to
design the user journey around ease of interaction
– friction reduction.
Apps ecosystems. While services become more
complete, screens become more cluttered.
Unbundling Apps to reduce the amount of
interactions and complexity is the new solution
paradigm.
Taking time to figure out how to suck as much
friction out of your customer's digital journey will
automatically accelerate user adoption and
engagement. And remember, it is not about
organizing chaos, it's about eliminating it.

“61% of retail executives do not believe their
company is equipped to deliver the level of
individual experiences consumers demand.
95% say they will invest in cognitive
computing in the next five years."
SOURCE: IBM

5 exabytes -2^60 bytes- of data are created each
day. This is 2x more data per second than what the
entire internet had in the year 2000.
Then, the question is, how can we as content
facilitators organize such an amount of data, so
that frictionless experiences can leverage on all of
it? The key for us is to personalize and
contextualize the content as part of an aggregation
process. The ability to understand our customers is
a must nowadays, that allows us to provide them
with the right content in a moment that matters.
In order to elaborate this statement, let’s use an
example about one frictionless experience and how
the aggregation process plays its stellar role before
the content is delivered:
CONTENT and HOW TO FALL IN LOVE WITH
FRICTIONLESS EXPERIENCES
SEBASTIAN GESUALDO
Technical Director
Digital Content Studio at Globant
It's Valentine’s day, which you definitely forgot.
Your smartwatch dings notifying you about the
corniest day of the year, since it knows your
location and time and it also knows that you have a
Special One based on your status in some social
network. As soon as you take a look at your phone
the same notification is there. You swipe and some
app appears, which shows you relevant
suggestions based on your past behavior, such as
“get some chocolates”, “get some flowers” and
even “make a dinner reservation”. You tap on the
first item and your SO´s favorite chocolate appears
ready to be ordered, because it remembers that you
bought it last year. You only have to confirm the
transaction and, as you had already entered your
payment and shipping info in some commerce
platform, you are done. The same happens with the
other suggestions. The outcome? A few hours later,
you arrive for your dinner reservation at your SO´s
favorite restaurant with the flowers and the
chocolates for a romantic dinner.
Sweet, isn't it?

“Focusing on digital journeys has reported to
improve 63% of customer satisfaction”
SOURCE: ALTIMETERGROUP

Most players in the IoT industry today are using the
Remote Control App as UI experience. But the
smartphone is - as David Rose puts it - "awkward
to use, impolite, interruptive, and doesn’t offer a
good interface for much of anything." The perfect
IoT UI is the invisible UI.
Doors, lights, parking spots, cars, watering
systems, appliances and everything in between
should stop asking questions and just do what the
user expects, freeing humans from all but the most
critical decisions. But how to we get from a lose
network of things to this magical experience? We
make those things talk to each other. To be more
precise, we build a brain that talks to all of them,
gets data from things and systems, calculates
logical actions to take and sends notifications and
commands to channels, things and people. And
that’s the next step in IoT evolution.
FORGET the INTERNET OF THINGS,
JUST BUILD EXPERIENCES.
MARIANO VASSALLO
Technical Director - Wearables &
IoT Studio at Globant
Connecting things to the net is a commodity in
2015. There are a myriad of competing standards
on every layer of the communications stack. We
need integration layers between things, systems
and personas. The closest to this is currently IFTTT.
com with a simple interfase to define only triggers
and actions. It's simplicity is key to it's success,
but the enterprise needs more complex
interactions spanning multiple devices, channels
and information sources. So the question is: who or
what will be the IFTTT of the enterprise world?

VISIONS of a
FRICTIONLESS FUTURE
An exercise in creating a better reality for
some key industries in the world.
Take a look at an extract as
imagined by our Sentinel Team.

HOW MIGHT WE
help customers reduce
friction in their
shopping activity?

We can see a future in shopping
where physical products react to our own proximity, and let us know
that we need them, so the products can find us.
We can see a future where the checkout experience is automatic and
reliable, where no extra effort from both the shop and the customer
needs to take place.
We can see a future where shopping is an experience that I choose to
have, and not an obligation. An experience that I can customize and
self-service as much as I want.
We can see a future where the shopping experience brings
opportunities for consumers and business in a new wave of solutions.
AWARENESS ENTRY NAVIGATE & FILTER SELECT PURCHASE EXIT EXPERIENCE
FRICTION
“I loose a lot of time finding the
right product and checking offers...
trying not to forget anything, but
that usually happens anyway.”

HOW MIGHT WE
help reduce friction
when travelling?

We can see a future in travel
where travelling is free of document gathering and luggage
carrying, leaving you free to focus on what is important.
We can see a future where body scanning and biometric
identification will allow us to walk straight to our destination
as we follow smart virtual directions.
We can see a future where travel brings opportunities for
better connection even when we are away.
Where your journey is the perfect scenario for work
networking and making new friends, and more importantly
travel is an activity during which you can be effortlessly
connected to the important people not accompanying you.
We can see a future where travel is less of a friction and more
of an experience.
DREAMING PLANNING BOOKING ORGANIZING TRAVELING EXITING
FRICTION
“I travel constantly, and one of the things
that bothers me is feeling like traveling puts
my life in pause. I want to be connected
everywhere, without being interrupted by so
many checks as I reach the door”

HOW MIGHT WE
help reduce friction of
in-house patient
healthcare?

AWARENESS DIAGNOSIS TREATMENT DECISION ACQUISITION MAINTENANCE FULFILLMENT
FRICTION
“There are lots of things that I do by my own
and I like it to be that way, it makes me feel
in control of my own life” “I try to take care of
my mom as much as I can, but sometimes I
feel that I’m too invasive.”
We can see a future in healthcare
where the individual can have an experience that adapts to their
physical and emotional needs.
Where the individual can provide valuable medical input to the
doctor in a seamless way, and get advantage of his tracked data.
Where we can have sophisticated sensing technologies that will
allow deeper and more humanized interactions with our products.
We can see a future where our whole house is connected and
aware of our needs, and is helping us to improve our health.
We can see a future where we will able to get a human and
accurate response without leaving our houses, just by taking our
companion device, getting a simple blood sample, and checking
our cardio signals.
The healthcare system will be rethought as individuals become
aware of the value of their health data for themselves. We can
see a future where we become in-control data providers, patient-
doctors, and makers of personalized collaborative solutions.

HOW MIGHT WE
reduce the friction of
the banking
experience?

ATTRACTION INTERACTION PURCHASE USE /VALIDATE CULTIVATION
FRICTION
“There are too many
passwords to remember, and I
waste time going to the bank to
reset them”
ADVOCACY
We can see a future in banking
where banks provide personalized experiences that adapt to
the different moments of a user's life, making the most of
bio-sensing, geolocation services, and cognitive computing.
Forgetting your smart wallet, remembering, and updating
passwords will not be a painpoint due to the rise of
fingerprints, iris scans, biorhythms, and many other ‘body
tech’ apps that will be inserted naturally in the user's
context.
Users will be able to use a unique financial identifier that will
converge from the use and mix the most convenient, secure,
and easy bio and gesture identifiers.
As banking relationships and financial actors multiply, users
will stick to services that can aggregate our financial data,
learning from every purchase and life decision in order to help
us make sense of our financial well being.

There is so much more you can do
with these insights!
We are a team of professional researchers, designers, and subject-matter experts
that put insights into action. We create strategy reports and envision scenarios
that help build your strategy for the future.
Contact us at sentinel@globant.com and take the next step
into a more insightful strategy.

DISCLAIMER
This Report is intended for informational purposes only, based on information available in public domain. Whilst the
information provided has been obtained from sources believed to be reliable, neither Globant nor any of their
affiliates, directors, neither officers nor agents attests to its accuracy or completeness.
No representation or warranty, express or implied, is made regarding the completeness, accuracy, timeliness or
suitability of any and all information and data contained within any part of the Report. Globant shall in no case be
liable for any direct, indirect, incidental, special, consequential or exemplary damage or loss (including, without
limitation, loss of profit), which may arise or derive directly or indirectly from use of or reliance on the information
contained in this Report. All information contained in this Report is subject to change by Globant without notice. Prior
written approval of Globan is necessary to reprint or reproduce in whole or in part this Report. All contents, text,
images, data, information and other materials displayed, including any Globant trademarks or copyrights, are the
property of Globant or the designated owner and are protected by applicable laws.

Sentinel report q4 2015

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