the age of strategic design - nhh · how can non-software companies thrive in today’s disruptive...
TRANSCRIPT
![Page 1: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/1.jpg)
Method
The Age of Strategic Design
![Page 2: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/2.jpg)
Strategic Design Lab
Method
there’s no longer business as usual
![Page 3: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/3.jpg)
Strategic Design Lab
Method
![Page 4: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/4.jpg)
Strategic Design Lab
Method
![Page 5: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/5.jpg)
Strategic Design Lab
Method
![Page 6: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/6.jpg)
Strategic Design Lab
Method
What does it really mean to be digital?
How can non-software companies thrive in today’s disruptive landscape?
What are the necessary componentsof any digital transformation?
What do you “actually” transform into?
![Page 7: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/7.jpg)
Strategic Design Lab
Method
being digital is primarily a mindset
![Page 8: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/8.jpg)
“Dick Tracy two-way watch”1946
![Page 9: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/9.jpg)
“2001: A space Odyssey”1968
![Page 10: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/10.jpg)
“Back to the Future II”1989
![Page 11: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/11.jpg)
“Minority Report”2002
![Page 12: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/12.jpg)
23Oculus VR
2012
“Back to the Future II”1989
6IBM Watson
2008
“Minority Report”2002
51Apple Watch
2015
“Dick Tracy two-way watch”1946
43Apple Siri
2011
“2001: A space Odyssey”1968
![Page 13: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/13.jpg)
Strategic Design Lab
Method
![Page 14: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/14.jpg)
Strategic Design Lab
Method
helping is the new selling
![Page 15: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/15.jpg)
Strategic Design Lab
Method
![Page 16: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/16.jpg)
Strategic Design Lab
Method Growth stages of the market
New technology
A new promise or
capability creates
ripples in the market
All kinds of features
There’s no more
features customers
care about
A seamless experience
Products are part
of a much larger
experience
Intangible value
The offering becomes
invisible and is taken
for granted
Intangible value
Design as strategy
All kinds of features
Design as styling
A seamless experience
Designas process
New technology
Unclear purpose
![Page 17: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/17.jpg)
Strategic Design Lab
Method
1900Age of Manufacturing
Ford Boeing
GERCA
Assembly lines
1960Age of Distribution
Wal-Mart Toyota
P&GUPS
Supply chains
1990Age of Information
AmazonGoogle
ComcastCapital One
Automation
2010Age of Strategic DesignEstonia e-Citizenship Singapore Smart City
Echo + AlexaTencent + WeChat
Engagement
![Page 18: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/18.jpg)
Strategic Design Lab
Method
What today seems normal yesterday was extraordinary
![Page 19: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/19.jpg)
Strategic Design Lab
Method
In the digital age good design doesn’t just result in good products; it results in new relationships
![Page 20: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/20.jpg)
Strategic Design Lab
Method
The modern city is becominga pointer system, the new URL, for tomorrow’s hybrid digital–physical environment.
Cities rely on data to function and to be sustainable sentient networks alleviate pressure on supply and distribution chains
CITIES SMARTEN UP AND BECOME FOUR (FIVE?) DIMENSIONAL
Method
![Page 21: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/21.jpg)
Strategic Design Lab
Method
Voice recognition technology is nearly reaching its tipping point.
However, the spoken word is only a start. Computer vision can pick up non-verbals and gesturing to complete human communication.
SPACES AWAKEN AND BEGIN TO SENSE, LISTEN AND OBSERVE
Method
![Page 22: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/22.jpg)
Strategic Design Lab
Method
Computers are dissolving in three directions—into the cloud, into the environment, and into our bodies— but as they do so they are reducing altogether what we would call “interfaces” becoming calmer and less attention hungry; making itself heard and seen only when and where it matters
EXPERIENCES ARE LESS ABOUT PIXELS, AND MORE ABOUT VALUE
Method
![Page 23: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/23.jpg)
Strategic Design Lab
Method
We believe that in many mature and densely populated markets and geographies the concept of ownership is undergoing a massive change. The access and real-time economy is becoming the norm.
A NEW & REDEFINED CONCEPT OF OWNERSHIP EMERGES
Method
![Page 24: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/24.jpg)
Strategic Design Lab
Method
We continue to add a rich layer of emotion to our identities. We don’t control who, when or how data is acquired, and as result the traditional opt-in/out model starts to lose relevance for commerce
DATA GENERATION & COLLECTION IS NO LONGER BOUND TO DEVICE OWNERS
Method
*FindFace App
![Page 25: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/25.jpg)
Strategic Design Lab
Method
“Project VoCo” promises to generate new speech capability by generating words using some minutes of a speaker’s recorded voice; that is, using a human voice to say something the speaker never said almost in real time.
IDENTITY BEGINS TO BE SECURED AND MANAGED ALONGSIDE OUR DIGITAL PERSONA
Method
*Adobe’s Project VoCo
![Page 26: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/26.jpg)
Strategic Design Lab
Method
Alipay (400m) or WeChat (800m) Wallets are just two commonplace examples of daily transactions in China. With new players obtaining licenses to provide financial services (credit lines or investment capabilities at the very least) where’s the frontier for digital retail banking?
TRANSACTIONS STEADILY BECOME PART OF THE USERS’ LIFE & ECOSYSTEM
Method
![Page 27: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/27.jpg)
Strategic Design Lab
Method
Tim Cannon has the first “Human Body API” while Verily (former Google Life Sciences) is developing a set of contact lenses to monitor and track diabetes while adding a layer of augmented reality to the users’ sight.
BIG DATA SETS& API’S ENABLE THE MACHINE IN THE MAN
Method
![Page 28: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/28.jpg)
Strategic Design Lab
Method
becoming digital
![Page 29: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/29.jpg)
Strategic Design Lab
Method
key components of digital transformation
organisationalalignment
humanexperience
uniqueplatformsefficiencyvision
![Page 30: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/30.jpg)
vision: develop, train and adopt a healthy product mentality
![Page 31: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/31.jpg)
efficiency: identify your unique focus and don’t get distracted
![Page 32: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/32.jpg)
human experience: solve real problems and needs
![Page 33: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/33.jpg)
unique platforms: dramatically simplify your backstage
![Page 34: The Age of Strategic Design - NHH · How can non-software companies thrive in today’s disruptive landscape? What are the necessary components of any digital transformation? What](https://reader034.vdocument.in/reader034/viewer/2022042811/5fa1db48affeca2c85607d81/html5/thumbnails/34.jpg)
organisational alignment: hone in on your purpose and stick to it