16. “Tech” is just a proxy to achieve our real goals.
Level of abstraction:
1. think of an action
2. translate it to text and mouse movement
3. let computer execute it
17. Why does the iPad feel intuitive?
It removes one level of abstraction.
(locus of attention vs. locus of control)
27. Brands mainly rely on visual clues.
When customer touchpoints become
increasingly digital, and digital moves to an
invisible UI…
Brands have to convey meaning through other
means.
28. Branding becomes even more important!
- tone of voice (literally)
- digitize experiences
- embed in new (digital) channels
29.
30. Get on TikTok.
- it is exploding right now
- it will (imho) be the next Instagram
- move to video-first
- more ‘raw’ and authentic
- sound is back!
31.
32. Start experimenting with TikTok now.
Prime example of:
- shifting digital channels
- removing level of abstraction
- from text to sound/video
39. A new bunch of technology is at our doorstep.
Tech to make our interaction with the world
more frictionless.
- automated
- predictive
- no tangible interface
40. We have to continue removing levels of
abstraction.
Invisible tech feels like magic.
41.
42. We have to continue removing levels of
abstraction.
Invisible tech feels like magic.
- it has to align with our goals
- it has to make our life easier
- it has to hook into human behaviour
43.
44.
45.
46.
47.
48. Stop trying to delight with a user experience!
Delight comes from making our lives easier.
Brand experience = no interface.
49. “People don’t want to buy a quarter-inch
drill, they want a quarter-inch hole.”
50. Keep asking yourself these questions:
- can I remove a level of abstraction?
- can I use predictive technology?
- can I use sensors (IoT) to gauge context?
- can I make interaction effortless?
to create invisible interfaces.
51. Winning brands will combine invisible magical
technology with human interaction.
Make tech invisible. Use human insights.