ces 2016 session: designing products for generation z
TRANSCRIPT
Moderator: · Jeremy Finch, MBA Student, MIT Sloan Speaker: · Jamie Gutfreund, Global, Chief Marketing Officer, Wunderman · Lance Shields, Chief Experience Officer, iiD
Peer-ents
GEN Y GEN Z Free Range
Recognition Independence
Coached Self-Starters
Adopters Dependents Jamie @JamieCentral
CPU INVESTMENT
GenZ’sontheotherhandaremorelikelytoberisktakersbuttheyfindsecurityinownership-becausetheyknowtheycansellitdowntheline.
GenYspostrecessionviewedpossessionsasanobliga:onanddevelopedaphilosophyandanen:re“sharingeconomy”tandbecameagenera:onofusersvsowners
Jamie @JamieCentral
ANCHOR VS ANCHOR
of Zs want to buy cars and homes in the future
66% Theyaresavvywithdataandresearch,alreadyknowhowtocreateabrandmeandarereallygoodatleveragingthemassivesecondarymarketsthathaveemerged.Tradesyetcandarecomfortablewithtransac:onsthroughvenmoorpaypalGenZwillbelandlordstoGenYasrentersJamie Gutfreund @JamieCentral
THE REAL DEAL
of Zs prefer ads with real people over ads with celebrities
63%
THE RUKAVINAS Jamie Gutfreund @JamieCentral
Theydon’twantperfec:on,Theyrevereaveragepeople-anddon’twantbrandsthatpromiseperfec:on.
1. MAKEITVISUAL2. HELPTHEMIMPROVE3. APP-IFYIT4. ENABLECHANGE
4TIPSFORDESIGNINGFORGENERATIONZ
LanceShields@lancesh
1.MAKEITVISUAL
EMOJI
COLORFUL
PHOTOGRAPHIC
SPARSETEXTThat’sNotCoolcampaignwww.thatsnotcool.com
LanceShields@lancesh
2.HELPTHEMIMPROVE
QUANTIFY
CONTEXTUALIZE
SHARE
From“RespectEffect”Applaunchingsoon
LanceShields@lancesh
3.APP-IFYIT
FUNCTIONAL
EXPRESSIVE
MOBILE
LanceShields@lancesh
AppsketchesbyhighschoolstudentsfromiiDdesignworkshopsforRespectEffectandIAmaWitnesscampaigns