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Lightning Talk #13: Anticipatory Design: Invisible Interfaces and Predictive Products by Kieran Weston


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The value of experience design is changing. Tools that were once designed to help people make decisions are being reimagined into products and services that actively make people’s lives easier through anticipating what a user wants and making choices on their behalf.

New smart products and services that anticipate user needs and make decisions according to our preferences with as little interaction as possible will release us from the tyranny of choice and give us more time to spend on the things that matter most.

Hear Kieran speak about how to navigate these new digital complexities when creating new experiences.

Published in: Design
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Lightning Talk #13: Anticipatory Design: Invisible Interfaces and Predictive Products by Kieran Weston

  1. 1. Welcome to Huge.
  2. 2. Founded as 
 a user-centric design studio.
  3. 3. Born in Brooklyn.
  4. 4. 7 employees. 2004. BKLN.
  5. 5. 1,500+ employees worldwide. Independent agency within IPG. ATL. BKLN. DC. LDN. LA. MDE. OAK. PDX. 2016. RIO. SGP.BOG. TO.
  6. 6. Business Strategy.
 Brand Planning.
 Data Science.
 User Experience Design.
 Content. Social. Communications. Search. CRM. Media. Capabilities.
  7. 7. Listen to users and observe them.
  8. 8. Look for the opportunities.
  9. 9. Constantly improve through feedback.
  10. 10. Make something you love.
  11. 11. Anticipatory design?
  12. 12. Using design to simplify options and streamline activity.
  13. 13. Empowers.
 Designing tools to help people
 make better decisions. Good UX. The value of experience design is changing. Serves.
 Designing services that make
 people’s lives easier. Great UX.
  14. 14. 35,000Decisions made each day. Source:
  15. 15. “Learning to choose is hard.
 Learning to choose well is harder.
 And learning to choose well in a world of unlimited possibilities is harder still,perhaps too hard.” - Dr Barry Schwartz
  16. 16. So how do we make
 good choices?
  17. 17. We often don’t.
  18. 18. Myth #1: We make optimal decisions.
  19. 19. When ‘off’ means ‘on’
  20. 20. The time it takes to make a decision increases with the number and
 complexity of choices. Source: Hicks Law
  21. 21. Myth #2: More choices and features result
 in higher satisfaction.
  22. 22. Less is more. 64%Of features in products are
 rarely or never used. Source: Standish Group
  23. 23. Help people make the right choice.
  24. 24. Myth #3: We are in control of our decisions.
  25. 25. “We're susceptible to all of these influences from external forces: the defaults,the particular options that are presented to us.” - DanAriely
  26. 26. Good design can
 influence behaviour.
  27. 27. So what do we do?
  28. 28. Designing for gut and head.
  29. 29. Invisible interactions.
  30. 30. Context is king.
  31. 31. 74.8%
  32. 32. How do we get there?
  33. 33. 4.9 billionInternet connected devices in 2015 Source:
  34. 34. In 1 daywe produce as much data as we produced between the birth of the world and 2003. Source:
  35. 35. Data is much more valuable when used with other information.
  36. 36. Think less.
  37. 37. And you don’t need all the data in the world to get it right…
  38. 38. …you just need the right data.
  39. 39. “Information is not knowledge.” -Albert Einstein
  40. 40. By creating products that
 people love to use.
  41. 41. US and UK smartphone users spend more than 80%
 of their time in just five apps. Source: Forrester’s US Consumer Technographics Behavioural Study (August - October 2014)
  42. 42. The principles of anticipatory design.
  43. 43. Implementing anticipatory design in your business:
 1. Think of your brand as a service. 2. Enable your service digitally. 3. Automate the delivery of your service. 4. Establish your automated service. 5. Don’t be evil.
  44. 44. Efficiency and freedom. Data and artificial intelligence driving efficient user experiences.
  45. 45. Flow not friction. Less screens and more intuitive services.

  46. 46. Convenience not choice. Fewer, more accurate options.
  47. 47. And at Huge we’re already
 working on some ideas.
  48. 48. Giving us more of the most valuable thing we have…time.
  49. 49. Thanks, any questions?