UX STRAT Europe 2017: Willem Boijens: “Creating an adidas Ecosystem Experience Design Strategy”

UX STRAT Europe 2017 presentation by Willem Boijens, Senior Director Experience Design, adidas: “Creating an adidas Ecosystem Experience Design Strategy”

1. Creating an adidasEcosystem Experience Design Strategy
Willem Boijens
Senior Director Ecosystem Design
UX STRAT EUROPE
Amsterdam, June 15 -16, 2017

3. XerroxVol. 1, Alva Noto, 2007

6. coyote

9. post-digital
…The digital revolution is over…
Nicholas Negroponte

10. adidas PSE / CONSUMER TESTING READOUT /

11. So, what does a designer of none
actually do…?

12. value life flow sense swarm fabric
state manifestation situation
pure living casual work
fingerprint signature
semi permanence transience
FMCG & CE Leisure, hospitality & mobility Commodity
Fitness, food, fashion & wellness
Curated travel & hospitality
Ubiquitous productivity & collaboration
Co-working spaces
Formats & consumption
Smart appliances
nodes materials grids smart dust
Sao Paolo Berlin San Francisco Los Angeles Shanghai Zürich Sydney New York London Hong Kong
LagomHypersense Serious play
Collaboratively constructing a opportunity architecture, deciphering the DNA for future value opportunities
reflect replay
Willem JH Boijens, MEX 2010
where do current scenarios succeed/fail? what needs to change? - exploring the edges of the future experiences spectrum -
discovering impermanence and transience as drivers for design - developing a sensitivity for non-conformal scenarios

16. the beauty of dissonance…

19. Linearprocesses
Analyticmindsets
ignorecontext
Habitualpatterns
fragment& compartmentalize

23. DOING THE RIGHT THINGS DOING THINGS RIGHT
CHALLENGE
SOLUTION
Double-diamond framework, BritishDesign Council

24. DOING THE RIGHT THINGS RIGHT
AT THE RIGHT TIME
CHALLENGE
SOLUTION
Double-diamond framework, BritishDesign Council

25. ambiguous
multi-faceted
messy
experiential
What is SystemicDesign? Alex Ryan, medium.com, 2016

29. gestalt

30. TRAJECTORY
traction

31. What is SystemicDesign?, Alex Ryan, medium.com, 2016

32. Most applicable to challenges
relatively undefined, more
horizontal in nature, with
transformativepotential
Providing a ‘lens’ to experience
opportunityspaces, e.g.
specific consumer archetypes,
domain, touchpoints
Providing meaningful filters to
triangulateexperiences for consumers
based on understanding their intentand
context, on par with business positioning
To be applied and executed as probes
to the current in order to explore
meaningful evolutionary trajectories
of the experience with the brand

33. adidas PSE / CONSUMER TESTING READOUT /

35. INTENT
ACTIVATE
me franchise

36. INTENT
ACTIVATE
INTEREST
SOCIAL LOCALE
BEHAVIOR
ATTITUDE
SENSE
CAPTURE
MAKE
CREATE
TRANSACTINTENT
me franchise
DIS T RIBUT E
SHARE
COMMUNITY

39. cognition exponential technologies
circular economy

40. go
CONTEXT
SENSING MAKING
makerspace
store factory
perform style
buy
INTENT
Me
knowdo
creator
recollect
source

41. adidas PSE / CONSUMER TESTING READOUT /

42. PRE-EMPT CHANGES
REQUIRED TO THE
ECOSYSTEM
BY TACKLING CHALLENGES
WITH IMPACT
ON THE SYSTEMICCORE
EARLY-ON

43. INTENT
OPPORTUNITY
DEMAND
POSITIONING
EXPERIENTIAL CAPABILITIES
BUSINESSARCHITECTURE
PROCESSPORTFOLIO
CONTEXT
ENGAGEMENTMODEL
DIRECTION
CULTURE–BUSINESS–TECHNOLOGY-ENVIRONMENT
STRATEGY& ROADMAP
DELIVERY

44. design as the expressionof the self
act as if culture has already changed and see what happens
Merholz& Garrett, UX week, 2016