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Thinking less, living more:
Creating a human shaped world
Oli Shaw - Global service design director
UXCON16: The future of business | September 30th Brescia (Italy)
THE FUTURE 

OF BUSINESS
THE FUTURE 

OF BUSINESS
IS PEOPLE
Customer experience is a
core commonent of every
business strategy.
Company culture and
employee satisfaction is a
core component to attract
the best talent and retain the
best employees.
If you’re not already doing
these things, you should be.
We need to create
a human shaped
world.
Who wants to be busy all
the time?
9
Started, grown and transformed design
studios on multiple continents.
Worked in the design and creative space
for more then 18 years, for clients across
the world.
Identified and solved; business problems,
improved cx and improved employee
experiences.
10
We grow businesses by designing new
experiences for humans, enabled by
technology.
We are a global strategic design firm
making innovation happen for the world’s
most ambitious companies.
We design products, services, digital
and mobile applications and brand
experiences and fuse them with
technology.
How do we create more
time for living more?
12
Design drivers which can help in this area:
1. Anticipation of customer needs and desires
2. Automation of tasks and chores
3. Personalised bespoke tailored experiences
I’m talking
about bots
I’m talking
about bots
Why bots? Automation…
But first, a little story of 

my journey yesterday
My journey from my house, to
the airport, to the plane, to
the hotel. Thinking less
It doesn't
have to be
something
big…
It doesn't have to be
something big…
‘Jobs to be done’- Clayton Christensen
35
When designing for ‘thinking less’ there are
some principles to consider:
1. Know me as an individual
2. Give me controls I can understand
3. Help me achieve my ultimate goal
4. Do the repetitive and mundane for me
5. Make suggestions that have value to me
1. Know me
as an
individual
2. Give me
controls 

with ease
3. Help me
achieve my
end goal
4. Do the
repetitive and
mundane 

for me
5. Make
suggestions
that have
value to me
NOW FOR 

SOME RAPID 

FIRE NUGGETS:
How are you
part of digital
assistants?
49
In summary…
50
Design drivers which can help in this area:
1. Anticipation of customer needs and desires
2. Automation of tasks and chores
3. Personalised bespoke tailored experiences
51
When designing for ‘thinking less’ there are
some principles to consider:
1. Know me as an individual
2. Give me controls I can understand
3. Help me achieve my ultimate goal
4. Do the repetitive and mundane for me
5. Make suggestions that have value to me
52
Do you know how this will improve your CX &
the impact on your:
1. Customer acquisition cost,
2. Customer loyalty,
3. Customer lifetime value
53
Or how it can help with your:
1. Employee satisfaction
2. Employee productivity
3. Or to help take costs out of your business?
Thanks
Gracias
Gràcies
Danke
Tak
Takk
Tack
Obrigado
Oli Shaw
Global Service Design Director
oli.shaw@designit.com
‫תודה‬

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