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.

1. Welcome to Huge.

4. Founded as
a user-centric
design studio.

5. Born in
Brooklyn.

6. 7 employees.
2004.
BKLN.

7. 1,500+ employees worldwide. Independent agency within IPG.
ATL. BKLN. DC. LDN. LA. MDE. OAK. PDX.
2016.
RIO. SGP.BOG. TO.

8. Business Strategy.
Brand Planning.
Data Science.
Research.
User Experience Design.
Creative.
Technology.
Content.
Social.
Communications.
Search.
CRM.
Media.
Capabilities.

9. Listen to users and observe them.

10. Look for the opportunities.

11. Constantly improve through feedback.

12. Make something you love.

13. Anticipatory design?

14. Using design to simplify options
and streamline activity.

15. 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.

16. 35,000Decisions made each day.
Source: http://www.fastcodesign.com/3045039/the-next-big-thing-in-design-fewer-choices

17. “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

18. So how do we make
good choices?

19. We often don’t.

20. Myth #1:
We make optimal decisions.

22. When ‘off’ means ‘on’

23. The time it takes to make a decision
increases with the number and
complexity of choices.
Source: Hicks Law

24. Myth #2:
More choices and features result
in higher satisfaction.

26. Less is more.
64%Of features in products are
rarely or never used.
Source: Standish Group

27. Help people make the right choice.

28. Myth #3:
We are in control of our
decisions.

30. “We're susceptible to all
of these influences from
external forces: the
defaults,the particular
options that are
presented to us.”
- DanAriely

31. Good design can
influence behaviour.

32. So what do we do?

33. Designing for gut and head.

35. Invisible interactions.

38. Context is king.

43. 74.8%

46. How do we get there?

47. 4.9 billionInternet connected devices in 2015
Source: http://www.gartner.com/newsroom/id/2905717

48. In 1 daywe produce as much data as we produced between the birth
of the world and 2003.
Source: http://aci.info/2014/07/12/the-data-explosion-in-2014-minute-by-minute-infographic/

49. Data is much more valuable when
used with other information.

52. Think less.

54. And you don’t need all the data
in the world to get it right…

55. …you just need the right data.

56. “Information is
not knowledge.”
-Albert Einstein

57. By creating products that
people love to use.

60. 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)

61. The principles of
anticipatory design.

62. 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.

63. Efficiency and freedom.
Data and artificial intelligence driving efficient user experiences.

64. Flow not friction.
Less screens and more intuitive services.

65. Convenience not choice.
Fewer, more accurate options.

66. And at Huge we’re already
working on some ideas.

67. Giving us more of the most
valuable thing we have…time.

68. Thanks, any questions?