"Every new technology starts by copying the old technology". Bart De Waele gives his personal opinion on the digital trends for 2014. Every digital device gets a digital interface: UX design will become an even more important skill. Be prepared to flip your value chain. Think Digital.

1. Digital Trends
for 2014

2. Digital Trends
Digital Marketing First, #dmf13

3. My personal opinion...

4. Listen carefully.

5. Listen carefully.
Personal opinion.

6. 1. Digital rules

8. A quiet
revolution.

9. Massive shift from analog to digital
‣
communications
‣
media
‣
technology
‣
...

10. Massive shift from analog to digital
‣
communications (chat, mail, skype, blog, twitter)
‣
media (music, video, news)
‣
technology
‣
...

12. When you say
‘camera’...

13. ... do you think
‘analog’ or ‘digital’ ?

14. Buttons evolve
from ‘physical’

15. Buttons evolve
from ‘physical’
to ‘digital’.

16. Our cars will be next.

17. Even the washing
machines get
touchscreens.

18. Of course, you
can push this
too far...
Smartphone controlled toilet.

19. UX Design
If everything becomes digital, and every device gets a
digital interface:
UX design will become an even more important
skill.

20. 2. The disappearance of the button

21. “Every new technology starts by copying
the old technology.”

22. First tv-shows were
theatre plays with a
camera pointed at them.

23. Until this.

24. At first, we need the language of the old
technology to understand the new technology.
We create metaphors.

25. - desktop
- folders
- files
- trash
- ...

26. Until this.

27. Why is the iPad ‘intuitive’?

28. locus of
attention
locus of
control

29. ‘What we do’ and ‘what we see’ is in 2 different
places.
The metaphor of ‘mouse + pointer’ creates small
brain friction.
We need ‘brain CPU’ just to work with a
desktop.

30. locus of
attention
locus of
control

31. Tablets with touchscreens remove the
metaphor.
They remove the ‘brain friction’, and thus feel
more intuitive.

32. UX design is coming of age.
It is finding its own language. It is removing the
metaphors.

33. Step 1: copy
‣
physical buttons -> digital buttons
‣
3d-effects, bevels, drop shadows
‣
skeuomorphism

35. Copy physical
buttons to
digital buttons.

37. Step 2: the visual web
‣
metro style
‣
Pinterest
‣
...

40. Step 3: gestures
Buttons are being replaced by gestures.

42. Step 3: gestures

43. Step 4: what’s next?
Boldly going where no man has gone before?

44. Moving into sciencefiction teritory now...

45. “The action is the button.”

46. Wii

47. Light switch

49. Bump

50. Moves app

51. Parrot headphones

52. Google Glass

53. Memoto

54. Leapmotion

55. Myo

56. Muse headband

57. “The action is the button”
‣
geofences
‣
Kinect
‣
GPS
‣
...

58. Moving away from the metaphor.

59. 450 “horsepower”

60. 3. We love hardware

61. Countermovement
‣
everything becomes digital
‣
nostalgia for physical things

64. We love hardware
‣
past: features are irrelevant, it’s about design
‣
now: design is not important, it’s about features

65. 4. Sea of data

67. Data deluge
‣
every channel is digital
‣
every action is digital
‣
everything is recorded

68. Lapka, personal
environment monitor

69. Lenses with projection.

70. Camera reads emotion.

71. Data everywhere
‣
marketeers have ample data
‣
shift from ‘craft’ to ‘data-driven’
‣
no more ‘gut feelings’

72. 5. Data at hand

73. Consumers will have all data
‣
from map to GPS
‣
will be the way of all data
‣
persons, prices, brands, reviews...

74. Camera reads emotion.

75. Impact on sales
‣
sales used to be: imbalance in information
‣
customers will be smarter than sales...
‣
what is the role of sales (and marketing)?

76. 6. Peer 2 peer

77. If customers are smarter...
‣
outsource marketing?
‣
outsource sales?
‣
outsource production?
‣
outsource customer service?
‣
outsource product development?

78. Peer 2 Peer everything...

79. 7. Real time marketing

80. If customers have all data at hand...
‣
no more campaigning
‣
‘real time’ marketing
‣
drip marketing

81. Expect:
more profound change.

82. Not just a faster horse...

83. Profound changes
‣
not just extra channels
‣
not just ‘better marketing’
‣
profound societal changes

84. Be prepared to flip your value chain.
Think digital.

85. Digital Quiz:
http://quiz.wijs.be

86. Questions?

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