Era of the Child
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Whilst we sometimes focus on the rational benefits of technology, digital interactions affect us on a biological and emotional level. The web and its metrics made our real self and our web self became two different characters.
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Era of the Child
- 1. 1 Munich Feb. 2015 | Marcus Naumann, Strategy & Innovation Lead | This presentation would like to send you push notifications. The digital thrill-seeking society.
- 3. 3 “All of the sudden we’re in the information age & attention society!” Virtual Reality Beacon Geolocation Machine Learning Apps Wearables Robots Smart Data
- 4. 4 Oh, really. Why? “All of the sudden we’re in the information age & attention society!” Virtual Reality Beacon Geolocation Machine Learning Apps Wearables Robots Smart Data
- 5. 5 effect driver What has changed in human behaviour?
- 6. 6 9.5 hours needed to hunt and collect food to generate the calories your body requires. Enough time to snap your meal, send it around the world and eat it after it was liked 25 times. 6th February 10.000 BC 6th February 2015
- 7. 7 Era of just being there Era of hunting & gathering Era of moving around Era of creating culture Era of fighting for strange reasons Era of steam-machines Era of fighting for no reason Era of productivity increase Era of politics & globalization Consumer Web 100.000 BC 10.000 BC 5.000 BC 0 1098 - 1850 1900 1945 1960 1980 2000
- 8. 8 Era of just being there Era of hunting & gathering Era of moving around Era of creating culture Era of fighting for strange reasons Era of steam-machines Era of fighting for no reason Era of productivity increase Era of politics & globalization Consumer Web 100.000 BC 10.000 BC 5.000 BC 0 1098 - 1850 1900 1945 1960 1980 2000 Alone or in small groups Connected
- 9. 9 static network human oriented technology >“I’m in” “It’s mine”
- 10. 10 Smartphone: right crunch and perfect amount of salt so you can’t help but to refresh one more time. =
- 11. 11 Expensive Illegal Easy to use, cheap, safe & legal Dopamine sources Not easy in publicDangerous
- 12. 12 Whilst we sometimes focus on the rational benefits of technology, digital interactions affect us on a biological and emotional level. Grant Owens GVP Planning at Razorfish: “Technology has changed everything. Including our brains”
- 13. 13 The web satisfies the human need of infinite jest. Because everything we do is voluntary.
- 14. 14 If you can do anything you want online, you probably won’t open your tax declaration programme. The web promises infinite jest.
- 15. 15 The web’s voluntary and frivolous character triggers childish behavioural patterns. Are we the same person online?
- 16. 16 our real self our web self
- 17. 17 the era of the child
- 18. 18 Basic needs of a baby: • Meeting their everyday needs • Feel safe and secure • Love and hugs • Plenty of praise • Smiles • Talking • Listening • Learn new things • Take care of their feelings • Rewards and special treats Source: department for child, youth and family New Zealand
- 19. 19 Basic needs of a consumer today: • Meeting their everyday needs • Feel safe and secure • Love and hugs • Plenty of praise • Smiles • Talking • Listening • Learn new things • Take care of their feelings • Rewards and special treats
- 20. 20 Basic needs of a consumer today: • Meeting their everyday needs • Feel safe and secure • Love and hugs • Plenty of praise • Smiles • Talking • Listening • Learn new things • Take care of their feelings • Rewards and special treats customer centricity customer care reward for ownership customer experience social media edutainment customer experience create loyalty
- 21. 21 Try to think like a kid.
- 22. 22 • Smart Algorithms • Protocols / Cache / Cookies • Big Data / Smart Data • Prospective Buying Filtered information. Welcome to the Era of the Child Children can’t decide what information is relevant to them. >
- 23. 23 • One-Click Registrations • Gamification • Unobtrusive Technologies Brutal simplification. Welcome to the Era of the Child Kids get annoyed really quickly. >
- 24. 24
- 25. 25 • Design Thinking • A/B Testing • Dynamic landing Pages Customer centric design. Welcome to the Era of the Child Kids can’t focus on two things at the same time. >
- 26. 26 • Location-based services • Beacon technology • Mobile Streaming • Reward Apps • Image Recognition Software Mobile web. Welcome to the Era of the Child Kids want to explore their environment. >
- 27. 27
- 28. 28 • YouTube Tutorials • Buzzfeed Analytics • Longreads • E-Learning Edutainment & data journalism. Welcome to the Era of the Child Kids enjoy learning. >
- 29. 29 • Nest • Touch Applications • Arduino Boards • Sensors and APIs Internet of things. Welcome to the Era of the Child Kids can make objects come to life. >
- 30. 30 • Social Media • Snapchat / WhatsApp / Telegram • Tinder • LinkedIn One-on-one connection. Welcome to the Era of the Child Kids need a peer group when growing up. >
- 31. 31 • Augmented Technology • 3D Technology • Spatial perception • Hololens / Glass / Occulus Virtual Reality. Welcome to the Era of the Child Kids don’t care if a story is real. >
- 32. 32
- 33. 33 Information age Modern Technology Era of the child: A behavioural change how humans act online • impatience • wish to belong to a group • lack of concentration • reward orientation • capacity for enthusiasm
- 34. 34 static network human oriented technology>“I’m in” “It’s mine” Gen X Millenials alone kind of connected heavily connected together alone No web Modem web Smartphone web Cozy web Industrial Age Information Age
- 35. 35
- 36. 36 Methodology 1,680 individuals with Internet access completed our survey in the United States,United Kingdom, Brazil and China during the spring of 2014. This study was conducted in partnership with the Center for the Digital Future.
- 37. 37 Methodology 1,680 individuals with Internet access completed our survey in the United States,United Kingdom, Brazil and China during the spring of 2014. This study was conducted in partnership with the Center for the Digital Future.
- 38. 38 Methodology 1,680 individuals with Internet access completed our survey in the United States,United Kingdom, Brazil and China during the spring of 2014. This study was conducted in partnership with the Center for the Digital Future.
- 39. 39 Methodology 1,680 individuals with Internet access completed our survey in the United States,United Kingdom, Brazil and China during the spring of 2014. This study was conducted in partnership with the Center for the Digital Future.
- 40. 40 Era of the child Tech has changed human behaviour Latest technology makes us think and act in a childish manner online. • impatience • wish to belong to a group • lack of concentration • reward orientation • capacity for enthusiasm Future generations (Millennials) way more than Gen X. The Smartphone is one reason, but what when the web gets ubiquitous? I. Find new areas of investment II. Create better products
- 41. 41 Silicon Valley innovation is never just about tech, rather about trends in society and how people behave. How to apply your new insights – business opportunities. I
- 42. 42 Static hierarchies Product bundling No-Network 3 key areas Silicon Valley invests its Billions
- 43. 43 Unbundling – everything is going to get unbundled. Products and services are packaged up and taken/delivered to market It was expensive to take products to market Technology lowers costs which makes it possible to unbundle: Banks: expensive to open a branch. Silicon Valley: pick off each of the lines of business and deliver them in a network based business model. Silicon ice cream
- 44. 44 To be innovative in the era of the child, you need to think like a child. How to apply your new insights – product development. II
- 45. 45 Adult World
- 46. 46 Kindergarten
- 47. 47 Striving to be original is a form of self-correction.
- 48. 48 How to invent like a kid. Discovery Try out new things, discover different perspectives & strive for mass outcome Prototyping Create and build something – think with your hands Role Play Be emphatic, dive into the everyday life of your customers
- 49. 49 Discovery!
- 50. 50 Get into the discovery perspective
- 51. 51 Ray und Charles Eames
- 52. 52 Eames Chair
- 53. 53 Prototyping!
- 54. 54 Deo-Roller
- 55. 55 Lisa Mouse, Apple
- 56. 56 Role Play!
- 57. 57 Deep dive into the situation of you (prospective) customers
- 58. 58 Role play after social script
- 59. 59 6 phases Understand Explore Synthesis Ideation Prototyping Testing M a c h b a r k e i t M a c h b a r k e i t M a c h b a r k e i t Play Serious
- 61. COPYRIGHT This document is the idea of Razorfish GmbH creative agency for digital marketing. All information and comments in this document are to be treated confidentially. Utilisation of the ideas, proposals as well as rudimentary concepts contained in this document is permissable only within the scope of the assignment. In particular, the passing on or transfer of ideas to a third party is only permitted with the explicit consent of Razorfish GmbH creative agency for digital marketing.
Editor's Notes
- Die nutzung nimmt nocheinmal extrem zu. Wir vergleichen hier nicht silver surfer und millenials. Sondern zwei generationen, die so nah beieinander sind, dass sie sie womöglich auf der straße gar nicht richtig auseinanderhalten könnten.
- Nicht nur die nutzung nimmt nochmal zu, auch das verständnis ändert sich: für gen x ist das smartphone eine technology, für millenials ein nicht wegzudenkendes tool. Für shopping, für entertainment, social und sogar für banking.
- Das verändert das verhalten ggü werbung. Popcorn advertising mag immer noch wichtig sein, aber die neue generation erwartet von einer marke eben auch hilfe.
- Und das über die großen märkte hinweg auf konstant hohem niveau.
- Die era des kindes:
- Während der Schullaufbahn immer weniger Werkzeuge, die ein spielerisches und konstruktives Denken ermöglichen Bis Arbeitsplatz Steril Post-It einziges Mittel “98 % aller Kinder sind Genies. Nach der Schule sind es nur noch 2 %.”
- Werkzeuge zum Bauen zur Verfügung stellen Interessant: Kindergarten alles da
- Designer nicht nur Künstler/Grafikdesign Designer = Kreative = Jeder, der innovative Lösungen entwickelt
- Aus der erforschenden Perspektive macht das Sinn. Man kann mehr mit Kartons machen als mit einem einfachen Spielzeug
- Tolles Beispiel für Erforschung und Experimentierfreude Viele Jahre ohne konkretes Ziel vor Augen dem nachgegangen, was sie interessiert hat
- Lounge Chair, 1956
- Vom Deo-Roller-Ball
- Zum Prototyp einer Computermaus Erste Computermaus 1983 By David Kelley and Dean Hovey Zero to ship in 9 month Im Zeitalter ohne 3D-Drucker Alles genommen, was man in die Finger bekommen hat (Teile vom Kühlschrank-Motor, Schalthebel von seinem BMW)
- Oder beobachten überfüllte Notaufnahme mit Fällen, die keine Notfälle sind. Marienkrankenhaus in HH: Umstrukturierung, effiziente Einbindung allgemein- und akutmedizinischen Versorgung Rollenspiele sind der beste Weg, um Schwachstellen in Ideen/Lösungsansätzen zu identifizieren. Real vorstellen, wie sich eine Erfahrung anfühlt -> Erfahrung selber machen
- Dabei war es mal so einfach. Jeder von uns hat Polizei und Räuber gespielt – heute auch Zombie Forschung über Verhalten von Kindern -> Rollenspiele sollten ernst genommen werden KINDER folgen sozialen Drehbüchern -> von Erwachsenen gelernt (Mutter/Vater/Kind: Kommst du nach Hause? Nein, ich muss noch arbeiten.) -> Schnelles Verstehen: Regeln der sozialen Interaktion -> Hohe Sensibilität, wenn Regeln gebrochen werden (Polizei und Räuber vs Feuerwehrmann) ERWACHSENE - große Sammlung an soz. Drehbüchern durch Erfahrung Ausgeprägte Intuition, ob authentisch -> Rollenspiele sehr wertvoll und verlässlich, um Situationen zu erschließen
- Iterativer Prozess, springen in eine vorherige Phase jederzeit möglich Stetiger Wechsel zwischen Spiel und Ernst