Designing for Differentiation:

Matt Candy

Vice President & European Leader

IBM Interactive Experience

Customer Experience in the Cognitive Age

@matthewcandy @ibminteractive

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Charles and Ray Eames moved fluidly between the

mass-production of objects for everyday use and the

transmission of ideas in anticipation of the global

‘information age’. They were driven by philosophical

ideals that valued knowledge, discovery and

discipline; embraced the potential of technology and

science for the common good; and saw no

separation between life and work.

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Source image

“Never delegate Understanding.” - Charles Eames

- Thomas J. Watson

“Design must reflect the practical and

aesthetic in business, but above all,

good design must primarily serve

people” - Thomas J. Watson Jr.

“Good design is good business.” - Thomas J. Watson

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Rise of machines image - terminator

Home brew club image -

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Add pics of microsoft products

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Replace with higher resolution depicting internet explosion

Era of obvious is over

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Attention Intention

Experience

Economy

Cognitive

Economy to a

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But with cognitive

power comes

responsibility

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Design

thinking

Let me show you how we’re

doing this today…

Global

elderly population

Japan’s

elderly population

25% 40%

2013 2050 2015 2055

12% 21%

1 Re-imagining Elder Care in Japan

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Dinasoar video

“How about we make

a story together?”

2 Creating toys that learn and teach

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A toy that is

customised,

listens,

learns from,

adapts and grows

with the child.

A toy that is

customised,

listens,

learns from,

adapts and grows

with the child.

“We’re building a product

for the consumer that has benefit for millions and not just the few”

3 Intuitive travel planning

Implications for Experience Design

curation change

Taking insight into action through a wider lens of experience

The importance of curation will increase

Implications for Experience Design

Taking insight into action through a wider lens of experience

The importance of curation will increase

Implications for Experience Design

Taking insight into action through a wider lens of experience

Design teams will need to change

Implications for Marketers/Business

Embracing customer disruption will be key

Openness will be the theme of the day

Embracing customer disruption will be key

Implications for Marketers/Business

Openness will be the theme of the day

Embracing customer disruption will be key

New People & changes to culture

Implications for Marketers/Business

“Our machines should be nothing more

than tools for extending the powers

of the human beings who use them.”

- Thomas J Watson Jr.

“In the future, every decision that

mankind makes is going to be

informed by a cognitive system

like Watson

and our lives will be better for it.”

- Ginni Rometty, Chairman, President and CEO of IBM

Thank you

@matthewcandy @ibminteractive

Visit ageofdesign.designweek.co.uk to find out more….

Thank you

@matthewcandy @ibminteractive