La rilevanza è stato il tema trattato durante la terza edizione del Products Day di Accenture, The Age of Relevance, tenutosi il 29 maggio 2019 presso l'Accenture Customer Innovation Network di Milano #ACINMilan. Nella sua presentazione, Mark Curtis, Co-Founder e COO di Fjord, ha illustrato il concetto di rilevanza, nell’era in cui i dati, lo spazio e i mercati sono costruiti intorno alle persone.

1. Relevance
M A R K C U R T I S
anyone lived in an anyhow town – E.E. Cummings

2. Relevance
isn’t a
new word
And how we can
make our clients
relevant to their
users.
We talk about
how can we be
relevant to
clients…
But maybe
we’re looking at
it from the
wrong angle…

3. So, what do
we mean by
relevance?
WIKIPEDIA
CAMBRIDGE
The quality or state of being closely
connected or appropriate.
The degree to which something is related
or useful to what is happening or being
talked about.
In information science and information
retrieval, relevance denotes how well a
retrieved document or set of documents
meets the information need of the user.
Relevance may include concerns such as
timeliness, authority or novelty of the result.

4. Personal relevance is at the core
of the human condition.

5. Globalization
“Culture represents not only
difference but the elimination
of difference.”
Climate change
A huge and complex challenge,
how can a single individual feel
they can make a difference?
The changing world of work
Factors such as the deterioration
of “jobs for life” and emerging
technology is leading individuals
to question their relevance
within the workplace.
Irrelevance?
Why?
(Kwame Anthony Appiah)

6. What else
is playing a
role in the
decline of
personal
relevance?
Social Media
The asymmetry of glamour.
But high relevance for
some.
Loss of religion
According to the American
Family survey - only 43% see it
as part of core ID, even lower in
younger Americans where
“none” is heading to half. May
well vary by religion.
Loss of community
Aggregate loss in membership
and number of volunteers in
many existing civic
organizations

7. And
there’s
more
A seismic shift in politics
….leading to the new
politics of “Open vs
Closed”. Brexit: Anywheres
(25%) and Somewheres
(50%). Rise of social
conservatism as a fix.
Divergence of life outcomes
as a result of education
Accelerating divergence of life
chances for college educated vs
non college educated children.
22% of graduates live within 15
minutes of their mother, 47%
with high school grades only.
Fluid identities
We have gained much but
self definition may have a
price of making it harder for
many to define who they are
as we loosen previous social
anchors and float free

8. Technology is
accelerating
the decline in
personal
relevance
Artificial intelligence
Big data
New dimensions
Synthetic reality

9. Symptoms

10. So, what are we going
to do about it?
“Who gets to do the imagining matters”. OLIVER MORTON

11. A human
framework for
finding relevance
Contribution
Providing opportunities for people to
invest their time, money and effort into a
purpose greater than themselves.
Belonging
Bringing people together around a
common cause, belief, goal, or desire
Recognition
Taking the opportunity to acknowledge
and reward an individual for having a
positive impact.
Belonging
RELEVANCE
Recognition
Contribution

12. YOUR USERS’
PURPOSE
YOUR BRAND’S PURPOSE
We need to start by
acknowledging the
role brands can have
in users’ lives
Humans have an innate desire to
improve themselves and their lives.
With this in mind, people don’t want
what you make, they want what it will
do for them.
It’s the role of brands to align with
their audiences innate desires, and
provide products and services to
help progress towards them.

13. Where? Brands
can deliver on
their purpose
through customer
and employee
experience
CUSTOMER
EXPERIENCE
EMPLOYEE
EXPERIENCE
Products Services
Culture Processes
PURPOSE
RELEVANCE-DRIVEN

14. Relevance
design is not
everything It is not about
being famous.
That approach
does not scale
well.
A door handle is
unlikely to be
designed to
make me feel
relevant.
But in many
cases it should
inform our
thinking.

15. Eight starters to design
for relevance

16. Bring people
together
Provide opportunities for customers
and employees who connect with
your brand purpose to come
together and feel part of something
greater than themselves.
Connection is what drives people.
(Brene Brown)
WeWork
With their mission to "Create a world where people
work to make a life, not just a living" they're bringing
together a global network of people who are
challenging the traditional approaches to working
and living through space.

17. Create living
services
Get this right and the personalisation
makes the service relevant and makes
me feel more relevant - if the effort
taken is apparent.
Carnival/Disney

18. Design for
inclusion
Design products, services, recruitment
processes and cultures that cater to a
diverse range of backgrounds, beliefs,
and expertise. Don’t make people feel
irrelevant. Examine the data - People
are hidden……Find them and build
services accordingly.

19. Place me
Help me see myself in context, in time
and space.
Monzo
From spending forecasts and budgeting advice to your
annual spend summary, Monzo use the data they have
of their customers that provides a personalized
experience to help you feel in control of your money.

20. Help people
shine
Support customers and employees to
progress towards long-term goals -
instead of shorter-term desires -
equipping them with the tools,
opportunities and space to do so. Cede
control.
Unilever

21. Take people
on the journey
Be transparent about what you're setting
out to achieve, and how you plan to
achieve it. And provide the opportunity
for customers and employees to
contribute to the journey.
Monzo
A big contributor to the success of Monzo, is the
strength of the community they’ve built. Publishing
their product roadmap and providing transparent
updates on how the business is progressing takes
people on the journey and gives them the
opportunity to contribute new ideas and provide
feedback through their community forum.

22. Reward
people
Recognize when customers and
employees take meaningful action
that helps you progress towards
your purpose. Orientate towards
long term goals and reflect
progress.
Hilton
They provide managers an annual Recognition
Calendar that features 365 no- and low-cost, easy-
to-implement ideas to thank employees. The
calendar includes reminders and tips for enterprise-
wide, brand, and department recognition programs,
appreciation best practices, important dates like
International Housekeeping Week, and recognition
quotes to share with employees. It's no coincidence
they've been voted the number 1 on the 2019
Fortune 100 Best Companies to Work For.

23. Create
Centaurs
New tech is not going away. Examine how we can
use tech with people to create better outcomes that
enhance the individual human. “This is a race with
the machines”.
See/Read/Hear/Touch/Recommend/Create
(Connor & Gemma @The Dock)
AR/Computer Vision/Machine Learning
Fjord created an AR system for Airbus engineers to
service planes.
Sandwich Artist Trainer is a VR experience designed
for Subway to provide an immersive environment
for training new and current employees on food
preparation.
Stitchfix: AI augmented fashion stylists.

24. 1. Bring people together
2. Create living services
3. Design for inclusion
4. Place me
5. Help people shine
6. Take people on the journey
7. Reward people
8. Create centaurs

25. What does it look like?

26. Airbnb identity
When Airbnb set out to update their
brand identity, they wanted an
identity that represented their
mission of belonging anywhere.
The result was a brand marque that
transcended language and anyone
could draw. The marque was
designed to encompass values of
belonging and is imbued with four
meanings of people, places, love
and Airbnb.
READ MORE HERE.
Contribution
Belonging
Recognition

27. Music for everyone
In line with their mission, Spotify didn’t
want to exclude people who weren’t
able to pay for the premium version of
Spotify. So in early 2018, they released
their new and improved free version of
their service, available to everyone.
“At Spotify, we believe in music for
everyone—and today, we are one step
closer to making that a reality as we
unveil a new, improved, and more
personalized way to discover music
and listen to what you love on Spotify,
for free.”
READ MORE HERE.
Contribution
Belonging
Recognition

28. Saving the
home planet
Patagonia’s mission is centered around
“saving the home planet”. Through the
products they sell, and the messages
they communicate, they reinforce this
to their target audience. To the extent
of discouraging consumers from
buying their products.
Contribution
Belonging
Recognition

29. Eliminate
rules
Netflix operate on the basis that the way to get
the most out of their employees is to eliminate
as many rules and processes as possible,
providing the autonomy to follow their intuition
and expertise. Their model is summarized by:
“Focus on hiring the best. Set guidelines, not
rules. Reward great performance. Do this right,
and you're no longer managing your
people. You're inspiring them.”
Contribution
Belonging
Recognition

30. Dependent
Independent
Interdependence
Women and men(both dong and ding)
summer autumn winter spring
reaped their sowing and went their came
sun moon stars rain
ee cummings