Social Media

1
Social Media

• Anne Kirah
• Academic Dean
• 180 Academy
• anna_at_180academy.com
• Former Senior Design Anthropologist
• Customer Design Center
• Microsoft Corporation

2
People Centric Approach

• Innovation begins when we take off our blinders
  in our business and think of aspirations and
  motivations of people in their everyday and not
  so everyday lives
• We must speak the same language and culture of
  the people we are innovating for

3
Microsoft and Design Anthropology

• Take skill set of a cultural anthropologist and
  apply it to
• Innovation
• Bridging research to the design and development
  of products, features and services
• The strategy and vision of my company
• Changing company culture from a technology to
  people centric approach
• Long term understanding of global trends and
  impact on strategy and innovation

4
Design Anthropology

• Global Ethnography
• Observe people doing activities that they define
  themselves and are meaningful to them
• Understanding real people in their everyday
  lives their aspirations and their motivations,
  what is most important to them.
• Looking at the entire ecosystem

5
Exploratory Research We study life stages and
life events

• Net generation in school (age 10-20)
• Net generation in the work force
• single and couples without children (20
  somethings)
• People with young children (30 somethings)
• People with teenage children (40 somethings)
• People with children living out of the home
• (working and retired 50 )

6
France Alexis 16 year old  lycéen 

• Talks  to his friends
• Creates videos
• Listens to music
• Bargain Hunter, thrill seeker
• Gets advice from forums/social network online
• Snowboarding holiday
• Shopping for things, passions and aspirations

7
Reactive/Evaluative Research The case of Japan
and MSN Messenger
8
Learnings from Japan

• Cultural findings can be generalisable to world
  but for different reasons
• Mobile blogging
• A-synchronis communication possiblities with MSN
• Presence

9
Participatory Design/Co Creation

• Breaking Barriers beyond culture, language,
  emotions and location

Jose Telepathy
Kike SuperGlue
Alicia Tele-transportation
10
Two major evolutions interlinked

• Consumers are more in power than ever before
• Savvy and cynical with the world at their
  fingertips
• Causing a desire to be part of the design process
• Consumers are buying the experience and not the
  product
• Causing them to have high expectations of what is
  acceptable and what is not

11
Industrial Revolution vs. Technical
RevolutionDigital Natives vs. Digital Immigrants

• Explorers
• Grown up with technology, it is their oxygen
• Early adopters of technology
• Virtual is more real than real
• Broad Impact
• They influence the trends and the broad consumer
  market
• They bring their habits home to family and later
  into their workforce
• Future Directions
• Understanding their needs is critical to
  understanding the future Do not alienate this
  group
• Their Motto
• Know what I Know,
• Feel what I Feel,
• See what I See,
• Hear what I Hear
• When I WANT YOU to!

12
People are establishing modern day basics

• Values and lifestyle changes reacting to stress
  and information overload hopping off
• Define own uniqueness self expression, self
  design
• Family increasingly important modern day
  definition emerging
• Traditional family
• Modern Day Family
• Pseudo family
• Seeking connectedness through members of tribes
• People continue to have dreams

13
The Future Now
14
Values from the heart that enter the mind

• Innovation comes from chaos and discomfort and
  learning to see things through new lenses
• Observing everyday people and their everyday
  lives
• A willingness to build with these people
• Allowing values of the heart within your company
  to be embraced
• Being humble and practicing humility
• Taking Risks!

15
Stairway to Heaven