This document summarizes a presentation on designing for mobile and connected experiences. It discusses how brands must adapt to new liquid and interactive digital experiences. It introduces concepts like brand DNA that capture a brand's appearance, behaviors, and expected performance across different contexts. The presentation argues that future experiences will be driven by personal, situational, and technological factors like location, devices, networks, and operating systems. Brands must design experiences that can adapt based on these changing contexts.

1. DESIGNING FOR A MOBILE
AND CONNECTED WORLD
Smart Device & Mobile User Experience Summit 2011
Daniel Harris, Service Design Lead

2. WE DESIGN BREAKTHROUGH DIGITAL
BRANDS, PRODUCTS AND SERVICES
No Boundaries: | Telco | Device | Financial Services | Media | OS | Portal | Retail | Startup |

3. Designing for the Internet of the world

4. MICROSOFT VISION

6. THE EVOLUTION IN SERVICE DESIGN
PRACTICE
Engagement
Of Course
WOW
Time

7. PEOPLE

12. SERVICES

16. BRAND

17. THE BRAND CHALLENGE
Broadcast Media Digital Media
Physical experience Liquid experience
Liquid experience
{
{
Visual: One-way. Largely static Spatial: Multi-way. Highly interactive
Skills, methods & tools Skills, methods & tools
Defined & Understood Not Defined
k promises”
tial to brea
M ore “poten
Visual Behavioral
Scale of harm done V Scale of opportunity
Slide 17 © Fjord 2010 | Confidential

18. WE CALL IT BRAND DNA
APPEARANCE BEHAVIOUR
PERFORMANCE
APPEARANCE AUTHENTIC EXPECTED
RECOGNISED BEHAVIOURS PERFORMANCE
ANYWHERE DELIVERED GUARANTEED
Slide 18 © Fjord 2010 | Confidential

19. Slide 19 © Fjord 2010 | Confidential

20. CONTEXT WILL DRIVE FUTURE EXPERIENCES
Personal/Situational Technological
Who Device
(Laptop, Desktop,
are you Location Smartphone,
Where Who are Tablet…)
are with? (GPS, NFC…)
you?
you? (Generally)
Who are Personal
you now? Delivery Network
How much (Behavior)
(Contacts, Friends,
time have Technology Social Platform)
you got? (SMS, Mobile, Web,
What are Application…)
you trying
What to do?
What do Operating
did you
just do? you Access System
What Technology (iOS, Android,
need?
are you (2G, 3G, 4G, HSDPA,
Symbian…)
doing? Wifi….)
Filter
Agregate
Toggle on/off
Share/
Control Connect

22. THANK YOU!
@harrisdaniel
@fjord