The document summarizes key learnings from the SXSW conference in 2017. It discusses 4 main topics: 1) Creating strong content by understanding users, 2) Experimenting with new spaces like VR, 3) Having conversations through chatbots and AI, 4) Navigating the fast pace of change around issues like data privacy and ethics. The overall message is that brands need to stay aware of emerging technologies and their impact on user experiences, while ensuring diversity and accountability.

5. We had a blast -
but what did we learn?

6. 1. Creating content
New ways to tell stories and craft experiences

7. One thing was clear at SXSW - Content is still
king and all brands should be considering this
before using the latest platforms and tech just
for the sake of it
Strong concepts will help craft experiences
with new technology which otherwise wouldn’t
be as accessible or engaging

8. Why it’s important

9. • Airbnb case study showcased the power
of developing a strong brand voice and
cultivating trust
• You must understand your users before
building content for them - research!
• Content strategists must play a bigger
role in the UX/UI process
• Audio UI and Artificial Intelligence is
influencing how brands build their voice
Voice: The Invisible UI

10. Voice: The Invisible UI
“The Uncanny Valley
principle applies to AI. Should
AI try to sound human at all?
People still want that human
connection that AI just can’t
replicate - yet…”

11. • The language of VR may take
decades to establish but thats ok
• VR is being used for storyboarding
in order to better understand the
emotional engagement of users.
• More investment is still needed
• Establishing emotional responses
should be at the heart of any
venture into VR
Human-Centred Design in VR

12. Cinema - you may feel empathy,
but can do nothing
Game - you can approach, but perhaps
with a goal of obtaining new
information for a quest or mission
Real Life - you feel empathy, and
by approaching this empathy is
transformed into compassion
VR - all of the above?
“You’re walking through the park
and you see a little girl crying…”
Human-Centred Design in VR

13. • Hyphen-Labs and the Design Justice
platform are both creating experiences
to engage users in social issues
• Diversity in teams is a key component
in developing content that will have the
biggest emotional engagement
• VR is a powerful tool - but the latest
tech isn’t always the answer
• Physical spaces and traditional
methods can powerfully enhance
a brands voice and message
Sci-Fi: The Speculative Revolution

14. What this means

15. Creating content in 2017 essentially means:
• Respecting and understanding your users
• More investment in content R&D
• Designing for environments and societies not just individuals
• Having diverse teams
• Understanding how technology is changing
audience perceptions
• Using the latest platforms to enhance your message,
not just for the sake of it

16. 2. New Spaces
Breaking barriers and creating new environments

17. New spaces means VR
We were picked from 200 companies by the Department
of International Trade and invited to SXSW to take part in
the UK government’s Trade Mission…

19. …and showcased Band Explorer VR,
our very own Tinnovation VR product

21. Why it’s important

22. • We presented Band Explorer VR to
a wide audience and got valuable
feedback
• Championed the democratisation
of VR - WebVR is accessible to all
and a solution for business
• We were invited to discuss
VR and the future of interaction

23. And Tim was on the telly!

24. What this means

25. • Cost is still a big issue for VR
• Experimentation is required - start simple
• Content is King – but so is context
• Be wary of emotional impact
• Environment plays a big part, inside and outside the experience
• Integration with a bigger campaign can save cost

26. MR (Mixed Reality)
could be the future
MR is the NKOTB…and
what are Apple up to?

27. TheTin believe a web based VR
approach can reach a wider
audience, but it’s all about
establishing the right platform
required to fulfil a need

28. SXSW conversations lead us to
explore Tesco Explorer VR!

29. 3. Conversations
AI, Machine Learning, Chat Bots and more

30. Conversations are everywhere!
Chat bots and voice systems were mentioned
constantly throughout SXSW 2017
There was a common theme between sessions
that AI is a necessity in all industries

31. CUI
Conversational
User Interface
• Simple chat style Q&A
• Instant messaging
interface
• In existing chat apps or
built into a website

32. Types of bot
• Simple FAQ bots
• Powerful search bots
• User journey bots

33. Why it’s important

34. Why bots?
• Bots are more personal
• Your app can now
ask questions back
• There are reduced
engagement costs
• Reduced AI complexity

35. • Conversational user interface IoT
(Internet of Things) platform.
• The entire onboarding process is
one short conversation.
• The experience can be continuous
or paused and resumed.
Thington - Rise of the concierge

36. • Data rich websites
• Intelligent CMS: Productivity
features
• Smart homepages: profile, social,
time, location…
• Increase the frequency of updates
• More user generated content:
AI content moderation
The intelligent web

37. • Food recommendation app
• Step-by-step onboarding process
• Users value the time taken to
set up their profiles for better
recommendations
• Simple interfaces and language
• Explore vs Exploit
Yummly

38. What this means

39. The key things to consider:
• Brands are becoming more personal
• Frictionless access to services or information is essential
• Your idea of search is going to change
• SEO is changing dramatically

40. Case study: Zapsta

41. 4. The pace of change
Navigating the present and the future

42. The overarching feeling from SXSW this year was
a little different from last year
In 2016, altruism was the overriding feeling. This
year was a little more foreboding…
Crucially, things seem to be accelerating away
from the general perception of where we are at

43. …in many cases the future is here
now, and the next 10 years could
be a little bit of a wild west
While life size, photo realistic
AI robots that are cleverer
than us are still probably
thirty years away…

44. With this rapid acceleration it’s
more important than ever that
clients get advice and are aware
of the opportunities and pitfalls
that lie ahead

45. Why it’s important

46. • AI will replace search as we know it
• The development of CUIs
• More Data Scientists are needed to
help navigate the wealth of
information that is currently
available to companies
Customer acquisition

47. • The mining of personal data is
a big issue
• It is becoming more essential
to establish accountability
frameworks
• Conversations around Data
Literacy and general awareness
are needed
• University of Pennsylvania is
already using social media data
to make medical predictions
successfully
Accountability frameworks

49. • The ethics around
Artificial Intelligence (AI)
must be considered
• Laws in the EU are
changing
• Algorithms are dictating
far more processes in our
day-to-day lives
Ethics and AI

50. Not me mate, it’s the
algorithms

51. Cambridge Analytica

52. The General Data Protection Regulation (GDPR)

53. But it’s going to be incredibly difficult to
enforce this regulation or comply with it…
The big players are going to invest
possibly billions in the technology to get
around it - does that just mean the smaller
set-ups will not be able to compete or will
something else emerge?
It’s already so intertwined within so many
systems that this could create chaos…
Personal ownership of data and data
literacy would be a better solution but we
are a long way from it

54. What this means

55. It means decisions around key things like:
• How do you capture your data?
• How are you communicating this with your customers?
• What insights and actions are you taking as a result of it?
• How can you use it to make your customer experiences more relevant?
• How can you improve your internal communications using the same
approaches?
• What are the legal implications?
• What are the ethical implications?

56. So what happens next?

57. With our diverse team of content strategists, researchers and designers, we’ll be
developing our strategic processes, crafting emotionally engaging brand experiences
and determining how best to implement them through content R&D and
experimentation
Outcome Content Implement
Creating content

58. SoftwareHardware
New spaces
TheTin believe a web based VR approach can reach a wider audience, but it’s all
about establishing the right platform required to fulfil a need. We’ll be constantly
testing and evaluating the latest innovations in:
Distribution
Channels

59. Pandorabots
IBM
Watson
Microsoft Bot
Framework
Amazon
Alexa
Google
voice
Web
Email
Facebook
Kik SMS
Conversations
We’re already researching and experimenting with several platforms that use
AI to create meaningful conversations with users

60. Customer
acquisition
Chat bots &
developing
your AI brand
Ethics &
accountability
in AIAI &
Machine
Learning
The pace of change
With our handle on this research and innovation,
our key themes of the year are going to be:

61. Want to know more?
Contact us to find out more about our findings
and learn how we can help you and your team
jamie@thetin.net
tim@thetin.net
calypso@thetin.net

62. Data literacy