The document is a report on computational experiences (CX Report) provided in PDF form since the content is intended to be consumed as a video. It notes that while the video on YouTube is the preferred format, the text in the PDF may be useful for visually impaired people. It then provides slides from the video covering various topics relating to computation, the digital transformation of businesses, and the challenges of advanced technologies.
Why Teams call analytics are critical to your entire business
2020 CX Report 1.0.0
1. C X . R E P O R T
👋Hi there! The CX Report is meant to be consumed in video form
via my YouTube channel. So it doesn’t work well as a simple deck of
slides. Because I encoded the video at 1080p on my YouTube
channel, a screen-captured image will do fine for most needs. I
guess that’s the challenge of making experiences — they're best
consumed in the format they've been created for, which in this case
is in video form. That said, the text encoded in this PDF might be
useful to those who are visually impaired. Thus I provide this PDF.
20 20
2. | 2020
C X . R E P O R T
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Computational Experiences
Are Made By Those Who
Know How To Speak Machine
20 20
CX REPORT
J O H N M A E D A
Sponsored by The Earth
3. | 2020
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3
Why does the CX Report exist? I wrote a book that lays out the foundations of how
computation works as my MVLP. The CX Report is my further iterations on the topic.
Source: @johnmaeda
4. | 2020
C X . R E P O R T
20 20
The idea that the computer will follow your exact commands and never get tired has always … bothered … me.
Automation is cool, but it’s a little creepy. Those who can speak machine can do things that others cannot.
4
Source: @johnmaeda
1993
What’s with the infinity graphic everywhere? Much of my work in the 90s as an artist
involved writing computer programs to draw figures that were difficult to render by hand.
| 2020
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5
Instead of waiting for customers to come to them, firms are addressing customers’ needs
the moment they arise—and sometimes even earlier.” HBR
A seismic shift is under way. Thanks to new technologies that enable frequent, low-friction, customized digital
interactions, companies today are building much deeper ties with customers than ever before.”
Source: @johnmaeda @harvardbiz
“
May-June 2019 Issue HBR Cover Story
The Age of Continuous Connection
by Nicolaj Siggelkow and Christian Terwiesch @wharton
2019
“
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6
David Bowie understood computation, or the “Internet,” in a way that astounds anyone who
watches his 1999 BBC interview with Jeremy Paxman.
Much of what David Bowie says in his interview speaks to the alien-like material that the Internet represented to a
visionary artist like himself, but we’re only now experiencing all that he foresaw.
Source: @BBCNewsnight @johnmaeda
Bowie: I think the potential of what the
internet is going to do to society, both
good and bad, is unimaginable. I think
we’re on the cusp of something
exhilarating and terrifying.
Paxman: It’s just a tool though, isn’t it?
Bowie: No it’s not. No. It’s an alien life
form and it's going to crush our ideas of
what mediums are all about.
No. It’s an alien life form …
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1961: “Automation Might End
Most Unskilled Jobs In 10 Years”7
Dystopia has been a popular theme since the beginning of consumer advancements in
technology. We have always feared the future and its often unintended consequences.
This 2017 tweet has garnered over 400K views. The headline comes from Google news / Sydney Morning Herald
October 12, 1961. Keep in mind, experts all believe that policy needs to be addressed, not technology.
Source: @twitter @spencerchen @google @jmhorp @mitsmr @johnmaeda
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8
The Design in Tech Reports followed a trajectory that ended up right near the questions
that were raised in How To Speak Machine — questions about how to speak human.
The trope of, “Speed, price, quality: you only get to pick two” … gives way to, “you get all three with computational
design!” That means undesirable work can get automated so that you can work on the parts that you want to do.
Source: @johnmaeda
Design
Thinking
Computational
Design
Value creation
Classical
Design
Text
Design
In Tech
Report 2017 John Maeda
https://designintechreport.wordpress.com
CHINA DESIGN
2017 47 pages)
#DesignInTech Report
John Maeda, Design Partner
Kleiner Perkins Caufield & Byers
1
TEAM: JACKIE XU (TALENT), AVIV GILBOA (MARKETING & COMMUNICATIONS), JUSTIN SAYARATH (TALENT)
WITH SPECIAL THANKS TO CHRISTINA LEE, JULIET DE BAUBIGNY, MARY MEEKER, MIKE ABBOTT
5/15
v 1.1
DESIGN → DE$IGN
2015 39 pages)
Design Partner | Kleiner Perkins Caufield & Byers
March 14, 2016
DESIGN
INTECH
REPORT
KPCB Team // Jackie Xu, Aviv Gilboa, Justin Sayarath
With Special Thanks to // Michael Abbott, Juliet de Baubigny, Scott Ryles, Lynne Chou, Christina Lee, Andy Chen, Muzzammil Zaveri, Arielle Zuckerberg
Designed By // Luna Chen 陈清源, Danqing Wang 王丹青 // China Design 中国设计
2 0
1 6
1
John Maeda
MBAs ❤ DESIGN
2016 49 pages)
DESIGN INCLUSION
2018 91 pages)
DESIGN
2019 98 pages)
A.I.
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FIRST NIGHTSECOND NIGHT13
What’s Moore’s law? I heard that it’s ending already. So what’s the big deal? I certainly didn’t
learn about it in high school or in college. So it can’t be important. Right?
In How To Speak Machine I describe two ways to understand why it’s important to know. The first way is by thinking of
the lily pond example from an old British riddle. The other way is to the chessboard analogy.
Source: @johnmaeda @penguinbooks
🌲 🌲 🌲
On Day 30
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
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👈
🌲
🌲
🏡
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Computation according to How To Speak Machine can be learned in 6 parts. It takes
inspiration from Bowie by describing it as an alien-like material.
There are three set of properties that computation embodies as “alien-like” materials that are entirely unnatural. As a
result, when you build things out of computation there are three unique considerations.
Source: @johnmaeda @penguinbooks
1. Machines Run LOOPS.
Computation never gets tired, and a promise to do something forever is 100% kept.
2. Machines Get LARGE.
Computation spans the infinitely large and the infinitesimally small without breaking a sweat.
3. Machines Are LIVING.
Computation lets you emulate the cognitive and mechanical behaviors of living things.
Three Alien-like Properties Of Computation
4. Machines Are INCOMPLETE.
It’s wiser to deliver unfinished products than to waste time creating your masterpiece.
5. Machines Can Be INSTRUMENTED.
It’s wiser to learn how to serve your users than to simply bet on your being right.
6. Machines Automate IMBALANCE.
We should expect artificial intelligence to be just as dumb as we are.
Three Ways That Computational Products Are Unique
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The phrase “the 4th Industrial Revolution” captures this unusual period we’ve entered
which is unlike anything before. But you just don’t notice it. It’s invisible. And everywhere.
Reading from left to right, the 1st Industrial Revolution (IR was the steam engine. The 2nd IR was electricity. The 3rd
IR was the computer. And the 4th IR is all the computers (and people) connected together right now.
Source: @johnmaeda @wef
1 2 3 4
🚂 🔋⚡
📱
🤳
☁
🤳🤳🤳🤳🤳🤳🤳🤳
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The business implications of computation are easy to notice macroscopically, and we can
expect its impacts to continue during the 4th Industrial Revolution.
Starting this week, International Business Machines will spend more than $200 million on a global advertising and
marketing blitz to convince everyone that the Web is a grand place to do business. Big business.” WSJ 1997
Source: macrotrends.net @wsj “What’s an e-business? 1997
Recessionary
periods …
…
Remember
Y2K?
Netscape
is born
iPhone 1
is born
Blackberry
is born
iPod is
born
…
Mass
Consumerization
of Computation
“
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The popular acronyms “B2C” and “B2B” are shorthand for value exchange during the 4th IR.
Although easy to type, they miss a fundamental aspect of the computational era: loops.
SSL Secure Sockets Layer) was invented in 1994 by Netscape — and it led the way towards e-commerce becoming a
viable option for consumers to make purchases safely over the then emerging World Wide Web.
Source: @google
Michael Aldrich
demonstrates
“teleshopping”
📺 ☎ 🤖 🛍
SSL
🔒
B2 B
B2C
B2B2C C2B2B
G 2BC2B C2 CE2 B
B2G B2E B B 2 C
B 2 E
B2C2B
Business
Transforming
Itself
Business
Transforming
Itself
Consumer
Transforming
Themself
Business
Transforming
Itself
Employee
Transforming
Themself
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“
Marketing Iterations
Run Fast
Hey! Buy me!
Pick me! Me!
I am the one!
Get started here.
Works well, huh?
You need help?
Stay with me!
Product Iterations
Run Slower
EXIT
ENTER
ONBOARD
USE
STRUGGLE
GET SUPPORTED
COMMIT?
TRIGGER
CONSIDERATION
EVALUATION
AWARENESS
💸
The only way one can really cover the entire surface of engagement with the buyer and
customer, in an infinitely long engagement loop, is through computation.
In the 2020 CX Report Participation Survey, I asked who should be accountable for this entire experience. The most
common answer was: “It’s everyone’s responsibility.” And that, of course, means nobody.
Source: @johnmaeda
Buyer Experience Customer Experience
Product Earns
Customer Loyalty
Slowly
+
Product Evolves
Slowly
Marketing (or Sales)
Converts Buyer
Quickly
+
Shifts Strategies
Quickly
18 | 2020
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Many companies are in various states of “gone digital.” We’ll get a bit nerdy by using
the Kardashev scale in relation to a company’s digital transformation status.
The Kardashev scale comes from astronomer and science fiction writer Nikolai Kardashev (19322019 as a model for
the total energy available. If we consider the alien life form of computation, I think it’s an apropos metaphor.
Source: @johnmaeda @wikipedia
Type 1 or the “Planetary Civilization”
can use and store all of the energy
available on its planet. Let’s call this
kind of organization one that’s
mastered paper and the digital office
to an extent that they are users of
technology. They know how to search
on the Internet and make it useful.
Praying
That
You’re
Not
Here
I
Type II or the “Stellar Civilization” has
made its way out of a typical office and
is a first-class citizen on the Internet.
They’ve figured out how to use it for
basic owned digital marketing efforts
and/or deploying sensors in their supply
chain and/or just being more efficient
with what “e-business” can be about.
They’ve fully leaned into funding
experiments that let them be digital.
Hopefully
You’re
Not Stuck
Here
II
Type III or the “Galactic Civilization” has
ventured fully into the entire universe of
social media to cover a giant surface
area of contact with many consumers. In
the are of B2B, the interconnect
between internal business processes
and automating the supply chain is
already well underway.
Ideally You
Are Right
Here
III
Type IV or the “Universal Civilization”
has made forays into AI and machine
learning. They’ve managed to navigate
autonomous technologies to achieve
uncanny (not just desperate) acts of
digital and have entered a space where
they’re not entirely sure of the ethical
implications of what they’ve set loose in
the world. The level of complexity is at a
scale that can’t be easily unwound.
Big Tech
Is
Over Here
IV
Type V or the “Multi-Universe
Civilization” has made the techie
“singularity” vision occur and the “oops”
moment has happened for humanity
where there’s no turning back. But
perhaps something wonderful has
happened instead of just the dystopia
we’re told shall one day appear.
V
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The possibility for unintended consequences at a Kardashev scale greater or equal to three
is high. And it can happen at a level of complexity that we won’t be able to easily fathom.
Government programs and private-sector data collection are destroying our privacy,
pushing us towards a 24-hour surveillance society.” ACLU 2004
Source: @johnmaeda @ACLU @unsplash photo by Federica Galli
Text
Design
In Tech
Report 2017 John Maeda
https://designintechreport.wordpress.com
41@jshoee @alistairmbarr @theeconomist @daveyalba @kashhill @alexjamesfitz
Historically speaking, technology
products weren’t designed with
inclusivity in mind because the users
of the products were generally the
makers of the products. The number
of people using computers used to
be very small. However today, due
to smart phone proliferation,
everyone is now using computers.
To design for everyone, we need to
now think and work more inclusively
than ever before.
A Shift:
Moving towards
inclusivity
ALISTAIR BARR
The Wall Street Journal
Google Mistakenly Tags Black
People As “Gorillas” Showing
Limits Of Algorithms.
July 2015 June 2016
More Airbnb Customers Are
Complaining About Racism.
Aug 2016
Clearly Snapchat Doesn’t Get
What’s Wrong With Yellowface.
How Nextdoor reduced racist
posts by 75%
Aug 2016
Airbnb CEO: “Bias and
Discrimination Have No
Place” Here.
Sep 2016
Companies trending upwards
in design perception:
Survey
A.W.
The Economist
DAVEY ALBA
Wired
1. Airbnb
2. Google
3. Slack
4. Microsoft
KASHMIR HILL
Fusion ALEX FITZPATRICK
Time
Section 5: Design is by Nature, Inclusive
CHINA DESIGN and the start of the shift in 2018 to DESIGN INCLUSION
Design In Tech Report 2017 47 pages)
ALISTAIR BARR
The Wall Street Journal
Google Mistakenly Tags Black
People As “Gorillas” Showing
Limits Of Algorithms.
July 2015
June 2016
More Airbnb Customers
Are Complaining About
Racism.
A.W.
The Economist
August 2004
“Scary Pizza” by the ACLU
C X . R E P O R T
“
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The reality of how digital technology intersects with society is profound. By learning how
to speak machine, and how to speak human, you get to transform this new, alien world.
The blue pill or red pill is a reference to a popular 90s film, The Matrix, which speaks to the power of computation
when it gets to control your reality. The blue pill signifies “not knowing” and the red pill signifies “waking up to reality.”
I Like My Reality
The Way It Is
I Can Take The
Truth … I Think
Source: @johnmaeda C X . R E P O R T
Praying
That
You’re
Not
Here
KARDASHEV I
Those
Who
Speak
Machine
Know
…
KARDASHEV V
| 2020
22. 22
BUT FIRST … A
SPECIAL MESSAGE
FROM OUR SPONSOR
Source:@lunchbreathinthe2020CXReport
24. C X . R E P O R T
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24 - For the exhausted CMO, the newish CTO, the wired CCO
- You’re good with Kardashev I or II, and need to get to III
- You know how to speak un poco machine
Source: @johnmaeda C X . R E P O R T
KARDASHEV IIIKARDASHEV I
| 2020
Blue Pill
25. C X . R E P O R T
25
Our customer experience looks like our
org chart! Even down to our departments
and roles. How do we fix this?
—every successful Fortune 1000 company
Source: @johnmaeda
Overheard in all organizations bigger than one person …
C X . R E P O R T
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Using Google’s auto-complete for CX Marketing, Customer Support, Customer Service,
Customer Success, User Experience, Service Design, Customer Journey float to the top.
Visualization above is using Andrei Kashcha @avanka’s tool on Github for visualizing auto-complete graphs. It’s pretty
amazing if you haven’t tried it yet. https://anvaka.github.io/vs/?query=customer%20experience
Source: @anvaka @johnmaeda
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The relative importance of CX versus UX depends upon who has the larger budget for
experientially-minded customer-facing initiatives. That’s usually marketing.
The CX community often comes to the conclusion that EX Employee Experience) lies at the crux of an organization’s
ability to become truly customer-centric. I agree with that 100%, and that’s why I’m partial to the SHRM.
Source: @johnmaeda @sdnetwork @digital_gov
Pre-Purchase Post-Purchase
cxpa.org
Founded 2011
58 Networks
Business
Founded 2003
200 Networks
Design
ixda.org uxpa.org
Founded 1991
48 Chapters
Usability
Just Digital
Experiences
IRL and Digital
Experiences
In essence, UX is part of a
broader CX, but CX contains
some aspects outside of a
product that UX does not.”
—Tim Lowden, GSA
“
Founded 2004
RELATED MEMBERSHIP ASSOCIATIONS
Founded 1914 Founded 1965
UX CXUX CX
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The idea of a start-up versus and end-up is something I developed with Becky Bermont in
2013. It honors companies that ended up successful, but with a slight twist.
In How To Speak Machine, the idea of an “end-up" is introduced to illustrate how difficult it can be to transform an
existing organization to act like a startup. And often times that is for good reason. Being a grown-up isn’t a bad thing.
Source: @johnmaeda @beckybermont
digital
platform
external
dev
platform
Start-ups End-ups
Want to be something Already are something
Agile Stable
Culture is forming Culture has formed
Have little Have lots
Have little to lose Have lots to lose
Try something for the first time Tried everything and know what works
Unproven Proven
Do what needs to get done Clear roles and responsibilities
Flat structure with empowerment Hierarchical structure with rules
May come and go Stand the test of time
Heterarchy Hierarchy
Grown-ups
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Startups are low in politics compared with grownups because there’s so few people in them.
There’s a lot of “heads" without bodies, and with tons of overlap in roles and responsibilities.
An organization’s structure, by definition, is going to be visible in how the product that’s delivered gets manifested.
That’s because scale happens through specialized functions that need to be held accountable for doing their part.
Source: @doesnotexistbot @johnmaeda
JOIN OUR TEAM
CEO
Head of
Data
Head of
Engineering
Head of
Product
Head of
Design
Head of
Support
Head of
Growth
Vernon the
Horse
30. | 2020
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When your startup succeeds at becoming successful at covering the entire surface of
interactions without blowing up, then you’ve ended up successful. You’ve grown up!
In an all-digital experience, it’s one thing to consider everyone connected to what’s delivered by technology. But with
an in-store or on-premise experience, that adds yet another degree of complexity to delivering a holistic experience.
Source: @doesnotexistbot @johnmaeda
30
Buyer Experience Customer Experience
“Our experience feels like our org chart!”
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31
Source: @johnmaeda C X . R E P O R T
| 202031
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Where I Stand
Marketopia
There’s no logic to the how I placed
these roles and owners on this page.
I’m just a fan of team photos :+)
C X . R E P O R T
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C X . R E P O R T
| 202032
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My opinions get stronger by listening to what’s out there. Keep in mind that everything I’m
sharing is an opinion — and in some cases I have an educated one.
Is it better to do user research than do no user research? I’m of the former belief so I listened to 937 people besides
myself to try and represent a sliver of their respective biases.
Source: @johnmaeda
秦宇雯, 欧永和, Zorica Kosztelnik, Zoey Z, Zhouxing Lu, Z, Yunus Tunak, Yrgo, högre yrkesutbildning, Yiwei.H, Yin Lee, Yihaur Lin, Yi-Luh Ho, Yeong Yee, Yannis Paniaras, Y, XIIIIANG, Xiaobei Yu, Xavi Jordan, X, Wouter Boender, Wolfgang Gauss, wla9d at yandex, William
Schindhelm Georg, Will A, Wessel Olivier, Wessel Jansen, Well Wisher, wanyan, Vitor Fernandes, Vishal Ramawat, Vincent Garcia, Vinayak Bhandare, Vikram Sood, Victor Silva, Vee, Ve Dewey, Valerie Vacante, Founder, Collabsco, Val Vacante, Founder, Collabsco, Uzair,
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Walker, Timothy Scholl, Timothée Wirth, Tim Buesing, Tim Banker, Thomas Yung, thomas pavlak, Thomas Essl, thanks for the study, Thank you always, thank you, Tess Herrmann, Taylor Jennningss, Tasha Lutfi, Taru Rastas, Tanvir Alam, Tanushree, T, Sy Chonato, Suresh
Ramaswamy, Suresh Anand, Sunil Malhotra, Sukanya Panda, Sudeep Chhabra, SUBMIT, submit, SU, Steve Bacall, Stephen Peters, Stephen Kirk, Stephen Gates, Stephen Folan, Stephan Ritter, Stephan Riess, Stephan J Clambaneva, IDSA, Steph Bannister, Stela Mazoli
Jaouiche, Stefano Raglione, Stefanie Knoren, Stefan Wanner, Stefan Ulrich, Stefan Bauer, Stacey Zhou, SrValladares, Sridhar Dhulipala, Sparsh Bhure, Soumya Kundu, Verizon Hyderabad., Soshi Samejima, Sonali Banerji, Sisirnath, Simon Wassef, Simon Parbutt, Silvio Meira,
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Luigi, Ludvik Herrera, Lucien Coy, Luciano Lauri Pires, Luca Vergano, Lu Xiaoyang, Lourenço Rodrigues, Louise W. Klinker, Lorraine Siew, Lori Landesman, LMC, LL, Liz Cormack, Liz Chen, liujiamin, Liu Yanbo, Liane Hatch, Lia Garvin, Leslie Bayona, Leonardo Lins, Leonardo
Kilhian, Leo Queiroz, Leigh Anne Miller, Leandro Martins, Lauren Mosenthal, Lauren, Laura Soler Rodríguez, Laura Martini, Lary Tertuliano, Lalaine Gedal, L. Maione, Kyle Johnston, KW Ho, Kshitij Sawant, Krystal, Krid Fung, Konrad Pitala, Koji Miyata, Koji Anzai, KJ, KJ, Kishore
Bhatia, Kiran Nambiar, Kinya Tagawa, Kim Vigilia, KEW, Kevin Zi Liu, Kevin Mitchell, Kevin Hawkins Jr, Kevin Bethune, CCO of dreams • design + life, Kerim, Kennen Pflughoeft, Kenji Nakamura, Keith Instone, Keith, Keisuke, Kazi, Kazami, Kay Meseberg, Kay Meseberg, Kavita
Appachu Work, Katsuki, Katie Li, Kathleen Brandenburg, Kartik Parija, Kara Pastour, Kaladhar Bapu, K.Mercado, Justin Schafer, Justin Osman, Jure Trček @ Better.care, Julien Perera, Juga Singh, Jt Williams, Joshua Distler, LiveSurface, Josh Silverman, Joseph J. Michael,
Joseph Dickerson, Jose Coronado, Jordi Mon Companys, Jordi, Jordan W. Lee, JORDAN, Joowon Jason Kim, Joniel Franco da Silva, Jonathan Orosco, Johnny Sha, John Young, John Sullivan Hamilton, John S. Couch, John M Gleason, John Buckley, JoEllen Kames, Joel
Monteon, Joel Maurinier, joe public, Joe McGonegal, Jodi L., João Tiago Camargo, Jinsung Kim, Jimena Guijarro, Jim Antonopoulos, Jill Groeber, Jessica Luo, Jesse Niemelä, Jesse Dugas, Jerrod P, Jeremy Walker, Jens Voigt, Jeff R. Downson, Jeff Jean-baptiste, Jeff, Jeanny
Wang, Jean-Emmanuel Séré, je, JDM, JBarker, Jayson Bell, Javier Molina Romero - GTD "The Learning Company", Jason Mesut, Jason Greene, Jaron Heard, Jarin Tabata, Jamie Van Zandt, James Young, James Tu, James Brown, Jai Djwa, Jafman, Jadson Dantas dos Santos,
J.B. Chaykowsky, Izwan Ismail, Isma, Ishita Chaudhuri, Isabelle Baumgartner, Iris Mou, INO, Ines, Iñaki Escudero, Ian Pawelec, Ian Hall, Ian Casey Abinoja, Ian Alexander, Holly Burroughs Cole, Hiroyuki Takeuchi, Hiroshi, Hironobu Aoki, Himanshu Goyal, Hillary Law, Henry
Hyunrok Sung, Henrik Persson, Henrik Mitsch, Heine, Hehe, Hector Baide Munoz, Heather Stallings, Heath Alexander, Hau-Ben Benjamin Shih, Hans Ruitenberg, Hajj Flemings, Hadijah Larasti, Guy M, Gustavo Borja, Guillaume Abel, Gufm, Guannan Xu, Greg Storey, Greg Storey,
Greg G, Greg Csikos, Gonzalo Roqué, Gonçalo Esteves, Gita, Giovanni Scaglia, Giovanni C. Magnani, Gina Lendl, Gigi Kalaher, Giacomo Monti, George, Gaurav Mathur, Gaurav Lal, Garrett Smith, Gaby Betancourt, Gabriele Musella, Gabor Sooki-Toth, Fredrik Hildebrand,
Francesco d'Angela, flavio nazario, Flavio "Lee" Budoia, Filippo Di Trapani, filip skrzesinski, Fernando Travieso, Fernando Garcia, Feridoon “Doon” Malekzadeh, fengzhao, Fady Rostom, Fabio Crestoni, Fabian Ng, Ez B, evano, eva foo, Eugene Zhuravliov, Eugene Willard, Ethan
Mackin, Ethan Geyer, Estela Duhart, Erlend Debast, Erik Johnson, Erick Mohr, Eric Tu, Eric Robinson, Eric Eng, Eoin O'Connor, Enigmatic, EN, Emre Tuna, Emmanuel Ruffo, Emir, Emily Campbell, Emiliano Potignano, Elmer Zinkhann, Elmar Trefz, Ellie Kemery, Elizabeth Srail, EJ
Weller, Eilís Delany, EGarton, Efrat Friedland, Edwin Rager, Eduardo Rajão, Edgar Anzaldua, Duda Rodrigues, Dr. Klaus Reichert, Dominic Edmunds, Dmitri Nikolajev, Dji-ming LUK, Dirk Cleveland, Diones Calisto, Diego FG, Diego Esquivel, Diego A. Rodriguez, Diana Glozman,
Dhan Bhat, Design I/O, Dennis Eusebio, Deepak Bhardwaj, Dee Seaver, Dawn Ahukanna, Davide Genco, Davide, David Robert, David Lacasa, David Knies, David Herring, David H Miller, David Espeso, Dave Turnbull, Dave Edwards, Sonder Scheme, Dave Birckhead, Daryl Choy,
Danilo Bojic, Daniele Grosso, Daniela Romero, Daniel Risi, Daniel Peterson, Daniel Obayashi, Daniel Escapa, Dani Cardelús, Dan Martinez, CR, Claudia Robiou, Ciara Peter, Christopher Schwing, Christopher Schutte, Christopher Nguyen, Christof Zürn, Christine Webb, Chris
Henderson, Chris Duffey, Chloe Fong, Chino Wong, Chie YOKOYAMA, Chester, Chao Zhang, Changying Zheng (Z, Chacko Poothicote, César Héctor, Cecilia Byberg, cc, Catherine Hills, Cass Kelsall, Carolina., Carolina Cestero, Carol-Anne Ryce-Paul, Carlos PESSOA, Carlos
Alonso Pascual, Canadian CEO, Camilo Oliveira, Camilo Barros, C to the B, Bryant Castro, Bruno Borella, Bruce Rasa, Brian Ling, Brian C. McDonald, Brian, Brett Strouss, Brandon Jones, Bradley Harris :), Brad Barrish, BPK, Bilgi Karan, Bianca Gorgoglione, Bhumika Sharma,
Betty Zhang, Benoît Drouillat, Benno Loewenberg, Benjamin Real, Beni Goldenberg, Ben Potts, Ben McCormick, Ben Hedrington, Ben Hamley, Beatriz Freindorfer, Barbara Marcantonio, BadGenius, ba gaffney, B Cavello, Ayesha Yunus Dawood ( Could not find a spot to clarify I
work remotely as well as interface I person), Atilay Unal, Asli Aydin, Ashish Tripathi, Ashish Prashar, Asaad El Salawi, Arturo Rios, Arturo Leal, Arandanos, Anupa Dasgupta, Antony Marques, Antonio Latto, Antonio Civita, Anonymous, thank you!, anonymous, Anonymous,
Anonymous, Anon, Anita, Andy Vitale, Andy Proehl, Andy G, Andrey Zorin, Andrew Thong, Andrew Kearney, Andres Urena, Andres Lopez Josenge, Andrés, Andreia Mesquita, Andreas Wegner, Andrea Camerino, Andrea Amico, André Wiklert, Andi Rusu, Ananya Vetaal, Amish
Desai, Amey Jain, Alvis Ko, Alok Nandi, Alivia Duran, Alisa dePedro, Alicia Jarvis, Ali Luch, Alfredo Aponte, Alexandra Charlton, Alexandra Candelas, Alexander Köpke, Alexander Dudiven, Alexander af Ekenstam, Alex Michaelis, Alex Gostev, Aleks Andjelopolj, Head of
Innovation, INN8, Alejandro Cremades, Aldo Fontana, Albert T, Alan Smithee, Alain, Akshat Srivastava, AIRLAB SUTD, Aiko, Agoston Nagy, Agnieszka, Aga Szóstek, Adrià Montiel, ADR, Adam Williams, Adam Webber CallCast.co, Adam Czarnik, Adam Chapman, Abhinit Tiwari,
Abhinav Gupta, Abhijith Nayak, Aaron A Beasley, Aadesh Mistry, A. Hamilton, A girl has no name :P, 3 , @paatchii, @aseoconnor, '+, ., :), :), , ;+), ---
937 | 8% T, 19% B, 71% D
34. | 2020
C X . R E P O R T
20 20
34
If you were to pick the main accountable owner(s) of ‘Customer Experience’ in your
organization, which would it be? Choose as many as you like.”
From the 2020 CX Report Survey (938 cleaned samples with 20% self described as product or biz owner, 71% self-
described as design or research, and 9% self-described as eng or tech). Results are displayed proportionately.
Source: @johnmaeda
For healthcare the word "customer" should be "patients," for government the word should be "constituents," and for all non-profits the term will vary broadly.
10%
20%
30%
40%
50%
Product Marketing Sales Engineering Research Support Operations F&A HR Other Design
Product or Biz Owner Engineering or Tech Design or Research
“
Everyone (40%
CEO 9%
35. | 2020
C X . R E P O R T
20 20
35
If you were to pick the main accountable owner(s) of ‘Customer Experience’ in your
organization, which would it be? Choose as many as you like.”
Source: @johnmaeda
For healthcare the word "customer" should be "patients," for government the word should be "constituents," and for all non-profits the term will vary broadly.
I have a customer experience function that’s
made up of marketers and behavioral
scientists, designers, strategists, behavioral
economists and service designers.
—from US
As a sole proprietor when it comes to
customer experience it’s more of a
continuum of hats that cover all these
groups except those I don’t have: eng prod
fin & accting.
—from US
In b2b everyone plays a role.
—from US
⾸首席体验馆 (Chief Experience
Officer) —from China
Admins, providers, plebs. Clinical staff
interfaces directly in person and virtually with
our consumers.
—from US
Customer Support and Product they have
the top down and bottom up views.
—from The Netherlands
Everyone in the organization must think
about the customer, and their needs, I
believe we all must together anticipate our
customers needs.
—from Nigeria
I work in education. Marketing, sales,
academic instructors, career advisors.
—from Australia
Cross functional teams from across the
business.
—from Australia
Everyone—is this a trick
question? —from US
Every single employee, because everyone is
contributing to the experience of products
that we build.
—from India
The ones facing customer interaction with
our services. Sales, Customer Support.
Internally, Eng, Design and Research team.
—from Germany
Every single collaborator should be
accountable for CX.
—from Brasil
Support, Marketing and UX.
—from S Africa
The marketing department, but preferably a
separate CX department.
—from Belgium
Director of Customer Experience.
—from Czech Republic
Marketing, research, training, service
development, sales, after sales feedback,
customer hotline team.
—from Hungary
CEO and the most senior design leader.
—from Argentina
The director or project manager.
—from Chile
Everybody should acknowledge that part of
their work has the potential to affect the
customer, and strive to refine that part of
their work.
—from Denmark
There should be responsibility at different
levels, from the direct execution to the
design of the strategy, to the mandate of CX.
—from UAE
Most departments should be thinking about
this, marketing, product, design, sales
customer success etc.
—from Ireland
Everyone involved in keeping the business
relevant through the time…
—from Italy
Everyone should be accountable in a
decreasing manner starting from the CEO.
—from Japan
A mix between sales, design
and product. We are a small
startup though, so everyone
contributes. —from Mexico
All departments who interact directly with
the customers. But they should be properly
aware of it.
—from Finland
Whoever needs to impact the experience
best for clients.
—from China
Those who manage individual risk decisions
related to clients.
—from Hong Kong
CX should be managed at the CxO level,
independent from other Business Units but
still have a end2end view and power to push
things through.
—from Turkey
The CEO and the COO (We are a field
service provider; operations faces most of
our B2E customers).
—from Malaysia
CX is a mindset that underpins great
products and services. It should be
addressed at the company culture level.
—from Portugal
Design, Sales, Marketing, Support.
—from Slovenia
Every department involved in the experience.
—from UK
Accountability should be with the product
owners, with design being responsible for x-
product experiences.
—from UK
CEO, Directors, they are very
very old school. —from Spain
Sales and Operations.
—from Philippines
Business Development.
—from Indonesia
CS (support and satisfaction) providing
information to UX who can research and
share with product who with sales, decide
the roadmap.
—from Canada
Everyone should be at least
mindful of it, and able directly
or indirectly make positive
contributions to it.
Accountability is collective.
—from Kenya
Research.
—from France
Customer experience should be an ambition
carried by the design team.
—from France
All departments.
—from Austria
There should be an integration of Ux
research, Product, Design and Marketing,
not yet fruitful in our org due to silo views.
—from Puerto Rico
the leader of working group regarding CX.
—from Korea
BU representatives who engage customers.
—from Singapore
As it is one woman show...it s just me and
everything and everyone that works with me
as a service provider that helps me build my
business.
—from Bulgaria
Everyone.
—from Estonia
Everybody of our organisation should have
customer experience in mind in order to
support the business finally. Taking the long
term view.
—from Switzerland
Manager-level specialist with a full access to
the whole team.
—from Poland
From the 2020 CX Report Survey (938 cleaned samples with 20% self described as product or biz owner, 71% self-
described as design or research, and 9% self-described as eng or tech). Results are displayed proportionately.
A designated executive
reporting to CEO with the
organization embedded in all
departments. —from Sweden
Every single employee participates on
delivering customer experiences.
—from Canada
“
36. | 2020
C X . R E P O R T
20 20
36
From the 2020 CX Report Survey (938 cleaned samples with 20% self described as product or biz owner, 71% self-
described as design or research, and 9% self-described as eng or tech). Results are displayed proportionately.
Source: @johnmaeda @jasondavies
If you were to pick the main accountable owner(s) of ‘Customer Experience’ in your
organization, which would it be? Choose as many as you like.”
For healthcare the word "customer" should be "patients," for government the word should be "constituents," and for all non-profits the term will vary broadly.
“
| 2020
37. | 2020
C X . R E P O R T
20 20
37
Traditional CX refers to a “customer experience,” but you only become a customer after
your purchase something. But CX usually refers to the entire experience.
The left side says “brand” a lot, whereas the right side uses “reputation.” It’s useful to think of “brand” as an asset
class that increases in valuation when the product is good, and it gets drawn down when the product is bad.
Source: @johnmaeda
Buyer Experience
Pre-Purchase Experience
Customer Experience
Post-Purchase Experience
The Cast
Product Folks
Business Folks
Supply Chain Folks
Customer Care
Ops Folks
Developer Folks
Design Folks
Content Folks
Research Folks
Data Scientists
Marketing Folks
…
The Cast
Marketing Folks
Sales Folks
Media Folks
Key Influencers
Ops Folks
Developer Folks
Design Folks
Content Folks
Research Folks
Data Scientists
Product Folks
…
38. C X . R E P O R T
38
If you only see one solution to a problem, then
you don’t really understand the problem.”
Source: @johnmaeda @superpedestrian (found on a whiteboard)
One perspective ain’t enough. So be inclusive as often as you can.
“| 2020
39. | 2020
C X . R E P O R T
20 20
39
The word “experience” contains in it the idea of trying things out and experimenting —
which inherently introduces risk. But that can come with the reward of new knowledge.
It’s said that the best experiences are both novel and familiar at the same time. That’s something of a paradox. But it’s
kind of like how we like what we like, but we always appreciate spicing it up a bit so that it’s a little more new to us.
Source: @onlineetymology @google @johnmaeda
*per-
to try, risk
experience
late 14thc
observation as the source of knowledge; actual
observation; an event which has affected you
peril
expert
ex-
out of
peritus
experienced, tested
experiri
to try, test
experientia
a trial, proof, experiment;
knowledge gained by repeated trials
periculum
danger
expertus
tried
40. | 2020
C X . R E P O R T
20 20
In the 2019 Design in Tech Report I named six design trends in tech: Useful, Cool,
Handcraft, Speedcraft, Defense, Offense. My favorite one has always remained speed.
Back in 2008, Marissa Mayer made key contributions to UX space by emphasizing the importance of speed. This
approach made sense when considering how Google was one of the first clouds so speed = experience.
Source: @lunchbreath (Illustrations by Tony Ruth) @johnmaeda
40 | 2020
41. | 2020
C X . R E P O R T
20 20
41
Computational experiences leverage the power of the infinite loop combined with the
invisible power of the cloud. The acronym “L.E.A.D.” encapsulates that power.
The inspiration for LEAD is NYT bestselling cookbook author Samin Nosrat’s, “Salt, Fat, Acid, Heat: Mastering the
Elements of Good Cooking” that led to a 2018 search I led to find the four ingredients of a computational experience.
Source: @lunchbreath @johnmaeda @publicissapient
2019
I want it now! Can I really trust you? Make it easy, please … Know me. Adapt to me.2020
Speedcraft Handcraft Useful Defense + Offense
42. | 2020
C X . R E P O R T
20 20
42
On a semi-scientific basis, my analysis of 5,000 total samples says that Big Tech is on top
when LEAD is concerned. They are all unusually good at speaking machine.
Personally I was surprised to see that Microsoft wasn’t more top of mind for folks, but I also wasn’t too surprised
because it’s a dark horse that’s running hot and fast. IMHO Microsoft is #1 in the Ethical category.
Source: @johnmaeda
Google
Amazon
Apple
Netflix
Facebook
Microsoft
Airbnb
Spotify
#1#1
#1
#1#2
#2
#3
#2
#3
#3
#2
Name a few companies (or orgs)
that deliver lightning fast speed
as part of their value
proposition.
Name a few companies (or orgs)
that deliver on their company
values and ethics in how, or in
what, they bring to market.
Name a few companies (or orgs)
that deliver surprisingly easy-
to-use solutions and stand out
as accessible.
Name a few companies (or orgs)
that deliver superior
personalization and improve
thru iteration by leveraging data.
43. | 2020
C X . R E P O R T
20 20
43
Just because you’re a startup doesn’t mean that you’re going to be LEAD-ing by default.
Grownup companies have been “digitally transforming” themselves to retake their LEAD.
The ethical dimension is the most interesting one because it involves so much human judgement. For that reason, AI
will not be successful at “parsing” it as something that’s easily understandable to it — that’s a good thing.
Source: @johnmaeda @harvardbiz “Time The Next Source Of Competitive Advantage” 1988
Easy-to-use means “the makers think like I
think", but that's not easy for everyone and
difficult for many”
Deque. Their main focus is to highlight
accessibility as not just a need, but as a
given right.
Daily Goods Design LABS and Myant —both
probably ones you haven't heard of as we're
up north in Canada :).
Swish, the Swedish payment app. It does
ONE thing: sends money direct and without
delay and super easy. They’ve had the
opportunity to grow the service to something
much bigger but kept their focus.
At a global scale? There are few grassroot
options but IMHO startup take accessibility
as either a marketing initiative or a feature
that gets provided, and then later gets
forgotten about.
I work for Facebook and I totally believe they
bring company values and ethics in
everything they are delivering to bring
people together
Ethics is a matter of perspective, and it’s a bit
political depending upon where you are in
the world.
Nike. They stand and act on their principles
and they are not afraid of getting political to
stand for their team or for their customers.
Teo Taxi is taxi on demand with all electric
cars and full driver salaries with benefits.
Netflix. For instance, when they recently
suggested that users downgrade their
subscription plans if they weren’t going to
use all the features of a more expensive plan.
Go with me here — but 1800 Contacts has
the greatest Customer Experience ever.
Consistently.
Many companies are adopting ideology on
top of their values, and it often backfires or
polarizes some of their customers.
Honestly, only small, local businesses come
to mind. Most that try to be intentionally
smart with data tend to fail miserably.
There’s plenty of resources to absorb on how
to make experiences that are digitally LIGHT.
But it’s useful to go much deeper into the
subject to fully understand how value speed
really is to a business of any scale. I
recommend the landmark “Competing
Against Time” 2003, which you can also
read in short form on HBR’s site.
44. | 2020
C X . R E P O R T
20 20
44
TIME is the 3rd Law of Simplicity
The Laws of Simplicity was published in 2006 and is available in 14 different languages.
Source: @johnmaeda @mitpress
Savings in time feel like simplicity.
45. | 2020
C X . R E P O R T
20 20
45
Whether a product or service is LIGHT and quick is a fairly rational assessment. The same
can be said for whether it’s DATAFUL or not. But being ACCESSIBLE is another story.
The word “accessibility” means something precise in the Disability Studies field. The word “accessible” calls into
question “easy for whom” or “accessible for whom” — and whether a universal design solution is ever warranted.
Source: @johnmaeda @nyt @wikipedia
Make it easy, please …
1. Apple (34%
2. Google (26%
3. Amazon (9%
4. Airbnb (6%
5. Netflix (6%
6. Uber (6%
7. Microsoft (6%
8. Facebook (6%
9. Spotify (4%
10. IKEA 3%
Lyft
Simple Bank
Klarna
WeTransfer
Swish
Dropbox Paper
Canva
Honorable Mention
Microsoft and Apple have some of the best resources on how to make
technologies easier to use and more “accessible.” But the fact is that
achieving “accessibility” is a different standard.
Know me. Adapt to me.
1. Google (41%
2. Amazon (30%
3. Netflix (16%
4. Apple (12%
5. Spotify (9%
6. Nike (7%
7. Facebook (6%
8. Microsoft (3%
9. Airbnb (2%
10. Uber (2%
阿⾥里里巴巴 Alibaba)
字节跳动 ByteDance)
Swiggy
Marriott
Sephora
Takealot
Peloton
Honorable Mention
I want it now!
1. Amazon (42%
2. Google (41%
3. Netflix (27%
4. Apple (16%
5. Facebook (11%
6. Microsoft (7%
7. Alibaba (3%
8. Airbnb (3%
9. Spotify (3%
10.Baidu (1%
McDonald’s
Jimmy John’s
FedEx
UPS
The London Underground
Apache
Netlify
Honorable Mention
46. | 2020
C X . R E P O R T
20 20
46
I intentionally gathered the most data possible for the Ethical category because it’s the
most complicated. Sifting through all the samples, I came to the readings below.
Major brands want to be perceived as “ethical” but it comes to a question of “ethics by whose standards?” And
whether or not a set of products and services can be delivered 100% ethically.
Source: @johnmaeda @theguardian @rollingstone @theatlantic @fatemehx2 @forrester
Can I really trust you?
1. Apple (22%
2. Patagonia (19%
3. Google (11%
4. Microsoft (8%
5. Amazon (6%
6. Airbnb (6%
7. Nike (5%
8. Basecamp (4%
9. Tesla (4%
10. Salesforce (3%
11. REI 3%
12. Netflix (2%
13. Spotify (2%
14. Mozilla (2%
15. Target (2%
16. Tom’s Shoes (2%
17. Everlane (2%
18. Starbucks (1.9%
19. Mailchimp (1.3%
20. Facebook (1%
FINANCIAL SERVICES
USAA
Monzo
Nubank
Revolut
Lemonade
CONSUMER PRODUCTS
Sonos
Dyson
Warby Parker
Allbirds
Chobani
Lego
Oatley
Tattly
RETAIL
Trader Joe’s
Muji
Costco
Zappos
HOSPITALITY
Starbucks
Chick Fil A
TECH
Mailchimp
DuckDuckGo
Headspace
Ecosia
Typeform
Airtable
Invision
Webflow
MESSAGING
Proton
Signal
TRANSPORTATION
Virgin
Tesla
NPOs
gov.uk
Gates Foundation
AGENCIES
IDEO 5%
Mule Design
Projects By If
Honorable Mention
BRIAN MERCHANT
The Guardian
Life And Death In Apple’s
Forbidden City
June 2018
TIM INGHAM
Rolling Stone
Should Spotify Change The
Way It Pays Artists?
June 2018
WILL EVANS
The Atlantic
Amazon Warehouse Reports
Show Worker Injuries
November 2019
The risk of bad privacy practices is skyrocketing. If the
direct cost of failing to reach compliance isn’t enough of a
motivator, consider the costs you’ll face by alienating
customers with dark patterns or relying on creepy
surveillance data.” —Fatemeh Khatibloo (2020)
"But hey … I noticed a few things specific to any company
listed here …” And in general … #privacy …
“
47. | 2020
C X . R E P O R T
20 20
30 March 2020
All around us we see signs that patriarchal capitalism and
exploitative business models place profit over privacy, and
47
Is there a solution? The question instead is whether there’s a simple question with a simple
answer. There needs to be a process by which we work on those Q&As together.
Sarah Gold's Projects by IF was featured in the 2019 Design in Tech Report to highlight the need for privacy use
patterns. Gold’s new work and the team she's building around Society Centered Design is quite something else.
Source: @sarahtgold @projectsbyif
societycentered.design
C X . R E P O R T
48. C X . R E P O R T
48
Then we have computer science. It is true that software cannot exercise
its powers of lightness except through the weight of hardware. But it is
software that gives the orders, acting on the outside world and on
machines that exist only as functions of software and evolve so that
they can work out ever more complex programs. The second industrial
revolution, unlike the first, does not present us with such crushing
images as rolling mills and molten steel, but with “bits” in a flow of
information traveling along circuits in the form of electronic impulses.
The iron machines still exist, but they obey the orders of weightless bits.
—Italo Calvino, Six Memos for the Next Millennium (1985)
Source: @johnmaeda @harvard
Italo Calvino (19231985 pulled a Bowie and described the cloud well before it came to be.
In the beginning there was LIGHT but keep in mind the heaviness that has arrived, too.
| 202048
49. | 2020
C X . R E P O R T
20 20
Text
49
The Blue Pill World In A Nutshell
Source: @johnmaeda
Computational thinking is the new
systems thinking for business.
Nobody’s in charge of customer
experience because everyone is.
What’s experience? It’s a try-out, an
experiment, and it can be perilous.
If we all understand the cloud better,
then we’ll avoid Big Tech's blunders.
The 4th Industrial Revolution has
invisible smoke stacks everywhere.
The cloud connects us all together
in an infinite loop of engagement.
All modern experiences are made
with computation in some form.
C X . R E P O R T
| 2020
51. C X . R E P O R T
20 20
51
Red Pill
- For the new gen CIO, the besieged CDO, the techie CXO
- You’re shooting for Kardashev III, IV, V
- You know how to speak machine
Source: @johnmaeda C X . R E P O R T
KARDASHEV VKARDASHEV III
| 2020
52. | 2020
C X . R E P O R T
20 20
C X . R E P O R T
52
For the 2015 Design in Tech Report, this dynamic diagram helped to explain the reason why
design came into the foreground in tech. It’s because of the “ouch” factor.
But one thing I profoundly missed five years ago was the amount of data that could be acquired with a comforting hug
around a user. It’s that suction force of data that will make the next generation of experiences even more incredible.
Source: @johnmaeda @kpcb
8AM 4PM
once in
the morning
once in
the evening
A pain point can become a “pain plane” on mobile. That’s a lot of ouch.
150 unlocks = checking your phone every 5.6 minutes
one interaction, one “ouch” just two ouch points
shared
customer
insights
| 202052
53. | 2020
C X . R E P O R T
20 20
C X . R E P O R T
53
The underlying advantage of the leaner, faster, meaner production treadmill is the
possibility to acquire tremendous amounts of insights on users at scale.
The battle for the future is not just about the ownership of data, but the fact that we don't really know how consumers
(or companies) don’t know how to manage the many levers that can controls who looks at what aspect of our lives.
Source: @johnmaeda
Buyer loop Customer loop
shared
customer
insights
Data
| 202053
55. | 2020
C X . R E P O R T
20 20
55
In just 9 years, storage increased 1024X like turning a dime into a $100 bill.
Source: @johnmaeda
It’s an alien life form and it's
going to crush our ideas of
what mediums are all about.”
“
C X . R E P O R T
| 2020
56. | 2020
C X . R E P O R T
20 20
56
The data piece is the interesting one that’s even more difficult to understand than computation because it involves
emerging and important discourse around who has the right to your data. You. Right? Well. Maybe not.
Source: @johnmaeda @wikipedia
Type 1 or the “Planetary Civilization”
can use and store all of the energy
available on its planet. Let’s call this
kind of organization one that’s
mastered paper and the digital office
to an extent that they are users of
technology. They know how to search
on the Internet and make it useful.
Type II or the “Stellar Civilization” has
made its way out of a typical office and
is a first-class citizen on the Internet.
They’ve figured out how to use it for
basic owned digital marketing efforts
and/or deploying sensors in their supply
chain and/or just being more efficient
with what “e-business” can be about.
They’ve fully leaned into funding
experiments that let them be digital.
Type IV or the “Universal Civilization”
has made forays into AI and machine
learning. They’ve managed to navigate
autonomous technologies to achieve
uncanny (not just desperate) acts of
digital and have entered a space where
they’re not entirely sure of the ethical
implications of what they’ve set loose in
the world. The level of complexity is at a
scale that can’t be easily unwound.
Hopefully
You’re
Not Stuck
Here
Praying
That
You’re
Not
Here
shared
customer
insights
Type V or the “Multi-Universe
Civilization” has made the techie
“singularity” vision occur and the “oops”
moment has happened for humanity
where there’s no turning back. But
perhaps something wonderful has
happened instead of just the dystopia
we’re told shall one day appear.
Big Tech
Is
Over Here
Ideally You
Are Right
Here
So you want to get from Kardashev III to IV, huh? Then you’ll need to jive with nerdy humor
sporting a “Talk data to me” or “Data is the new bacon” T-shirt. Well. Maybe not.
Type III or the “Galactic Civilization” has
ventured fully into the entire universe of
social media to cover a giant surface
area of contact with many consumers. In
the are of B2B, the interconnect
between internal business processes
and automating the supply chain is
already well underway.
57. C X . R E P O R T
57
Instead of calling it disruptive and sustaining
innovation, if I had called it type 1 innovation
and type 2 innovation, it would have forced
all of these people who have misused the
term to read another paragraph.”
—Clayton Christensen (1952-2020)
Source: @qz
Type 1 and type 2 innovation
“
| 2020
58. | 2020
C X . R E P O R T
20 20
58
Operating at the speed + scale of Moore’s Law is increasingly vital. But making it happen for
a grownup company isn’t an easy thing. Startups made it look way too easy.
In 1996 sociologist Manuel Castells refers to how the Internet will result in “transformation of work and employment.”
Keyur Patel and Mary Pat McCarthy later coin “digital transformation” as the foundation of the e-business universe.
Source: @google @wikipedia
202020152005 2010
“Digital Transformation”
Also referred to as “DT” or “DX”
“Digital Business Transformation”
Also referred to as “DBT” or “DBX”
“Digitalization” “Digitization”
Spelling similarities aside, these 2 terms mean different things
59. | 2020
C X . R E P O R T
20 20
59
What’s “Digital Business Transformation” and what does it have to do with the CX puzzle?
That’s what’s interesting — it has little to do with the customer explicitly. It’s all implicit.
DBT differentiates between "digitization" and “digitalization.” Digitization is representing something digitally.
Digitalization is using digital technologies to create new business models with value production and new revenue.
Source: @mitsloan @avanka @sap @gartner
Digitalization requires the ability to
speak machine, computers, AI,
anything “digital,” or essentially the
language of computation.
It’s the language of infinity.
60. | 2020
C X . R E P O R T
20 20
60
Source: @johnmaeda @MITSloan
digital
platform
shared
customer
insights
5 building blocks of digital transformation: 1/ operational backbone, 2/ digital platform,
3/ accountability framework, 4/ shared customer insights, 5/ external dev platform.
Source: @johnmaeda C X . R E P O R T
| 202060
operational
backbone
accountability
framework
digital
platform
external
dev
platform
shared
customer
insights
5 Building Blocks of
Digital Transformation
Jeanne W. Ross, et al in Designed for
Digital lay out a digital transformation
model that consists of five parts.
61. | 2020
C X . R E P O R T
20 20
61
The impediments to digital transformation are more about culture than the technology.
That’s because the majority of businesses today do not (yet) know how to speak machine.
Whether it’s in "Why Digital Strategies Fail” or "The Two Big Reasons That Digital Transformations Fail” or in "Why
Transformations Fail” it's so often about the people. There’s also plenty of reasons for success too (“people!”).
Source: @mckinsey @harvardbiz @accenture
operational
backbone
accountability
framework
digital
platform
Unspoken disagreement
among top managers
about goals.”
A divide between the
digital capabilities
supporting the pilot and
the capabilities available
to support scaling it.”
Why Transformations Fail via Seth Goldstrom (@McKinsey)
1. Lack of alignment around the right, compelling "change story.”
2. Performance aspirations are not set based on full potential of the organization.
3. Letting "zero sum” tradeoffs be assumed instead of showing there are none.
4. Having the courage to commit teams to enact changes that need to get made.
5. Aligning incentives to the performance of the transformation work.
6. Tracking the initiatives before they’re too numerous to drive causality.
7. Focusing on activities instead of outcomes with a laser focus on results.
8. Letting “fire, aim, ready” happen without training teams in the new ways.
9. Missing a deep bench of talent and capabilities needed to accelerate change.
Top 2 Failure Reasons (HBR)
“
“
10. Forgetting to focus on growth as much as cost and not asking often enough:
What can we do to change the growth trajectory of the business?
62. | 2020
C X . R E P O R T
20 20
NEXT
62
What’s happening right now is that the accountability for operational leadership and
customer leadership is separated, and now needs to become more integrated.
The Publicis Sapient approach to Digital Business Transformation integrates operational leadership with customer
leadership to drive high efficiencies and customer happiness via strategic application of technology and design.
Source: @johnmaeda @publicissapient @vaznigel
Customer
Leadership
Operational Leadership
Leader
LeaderLaggard
Successful ‘digital first’ leaders
combine both customer leadership
and operational effectiveness.”
—Nigel Vaz, CEO Publicis Sapient
“Create unique and beloved
experiences which solve for
customer needs and turn
customers into advocators
Drive significantly lower costs-to-
serve through highly automated,
highly efficient processing
shared
customer
insights
10. Forgetting to focus on growth as much as cost and not asking often enough:
What can we do to change the growth trajectory of the business?
NOW
63. | 2020
C X . R E P O R T
20 20
63
The relative speed of the pre-purchase computational experience compared with the post-
purchase CX differs because … In the Beginning, digital marketing was born.
The simple distinction between pre- and post-purchase as marketing versus product doesn’t work as well anymore
due to the increased tech needs in marketing systems today, and also with marketing's ownership of customer loyalty.
Source: @johnmaeda
EXAMPLE
Websites Take
Changes To Copy
And Images Quickly
EXAMPLE
Sophisticated
Web Experiences
Change Slowly
“Marketing” “Product”
shared
customer
insights
shared
customer
insights
64. | 2020
C X . R E P O R T
20 20
64
I first encountered Scott Brinker’s marvelous Marketing Technology Landscape
Supergraphic in 2012. It’s evolved into a Guernica-style masterpiece in 2020.
The rapid growth of tooling to support digital marketing is evidenced by the vast ecosystem of tools that have evolved
to deliver ROI for marketing spend in the Buyer Experience. It’s blurred into the Customer Experience as well.
Source: @chiefmartec Scott Brinker and @bluegreenbrands
0 2000 4000 6000 8000
Social + Relationships
Content + Experience
Commerce + Sales
Advertising + Promotion
Data
Management
8,000 SOLUTIONS
0
2000
4000
6000
8000
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
5,233%
growth
shared
customer
insights
65. | 2020
C X . R E P O R T
20 20
65
The marketing tech stack has evolved with Moore’s Law-style haste. The product tech
stack, however, is still under construction. Catching up to the speed of marketing isn’t easy.
I became interested in the Product Management space a few years ago and personally hired one of the co-founders of
a Big Tech APM Associate Product Manager) program to coach me on my PM journey. My product blog is maeda.pm
Source: @productcraft @pendoio
0 50 100 150 200
User Feedback
Collaboration
Business Intelligence
Product Analytics
Design/Prototyping
Task Project Management
Knowledge Base
Roadmapping
Session Replay
User Testing
Experimentation + Feature Flagging
Internationalization
Onboarding
Tag Management
198 SOLUTIONS
shared
customer
insights
66. C X . R E P O R T
66
People always fear change. People feared
electricity when it was invented, didn't
they? People feared coal, they feared gas-
powered engines. There will always be
ignorance, and ignorance leads to fear.”
—Bill Gates
Source: @billgates
The technology is rapidly changing, but people can’t move at Moore’s Law speeds.
And it’s logical to know you need to change — but it’s not what you want to do. Ever.
“
| 2020
KARDASHEV V
67. | 2020
C X . R E P O R T
20 20
67
There are a ton of acronyms out there in the IT-related space. And they keep on growing.
Why? Again. Think Moore’s Law. It’s natural and normal. New stuff’s happening all the time!
If you're an acronym junkie, I have a further breakdown of my analysis over here. Note that the only thing this really
says is that there's been a lot of change in the IT industry. The wheels have been a’spinning fiercely.
Source: @forrester @johnmaeda
When I browsed Forrester Topics on the Web in May
2020 I found 66 main topics and 520 total sub topics.
ANALYST RELATIONS PLANNING & PROCESS, Analyst Relations Best Practices, APPLICATION DEVELOPMENT PROCESSES & TOOLS, Agile, Application Development
Methodologies, Business Rules, Continuous Delivery, Functional Test Automation, Hybrid Application Development, Lean Software, Requirements Management, Software
Change & Configuration Management (SCCM, Test Data Management, Testing & Quality Assurance, Web Development, APPLICATION INFRASTRUCTURE TECHNOLOGIES,
Continuous Integration, Enterprise Application Integration (EAI, HTML5, Hybrid Integration, Integration-Platform-As-AService (IPaaS, Integration Technologies,
Middleware, Programming Languages, APPLICATION MANAGEMENT, Application Life-Cycle Management (ALM, Application Performance Monitoring, Application Release
Automation, Application Virtualization, Development & Operations (DevOps), Virtual Desktop Infrastructure (VDI, APPLICATION SECURITY, API Security, Application
Penetration Testing Tools, Container Security, Dynamic Application Security Testing (DAST, Interactive Application Security Testing (IAST, Runtime Application Self-
Protection (RASP, Software Composition Analysis (SCA, Web Application Firewalls (WAF, ARCHITECTURE & TECHNOLOGY STRATEGY, APIs & API Management,
Application Modernization, Application Portfolio Management, Application Rationalization, Containers, Development Platforms, Industry Specifications & Standards,
Interaction & UI Architecture, Low-Code Platforms, Microservices, Multichannel Architecture, Open Source, Platform-As-AService (PaaS, Reference Architecture, SOA &
Web Services, ARTIFICIAL INTELLIGENCE AI, Chatbots, Cognitive Computing, Content Intelligence, Conversational Computing Platforms, Deep Learning, Machine
Learning, Robotic Process Automation (RPA, Robotics, Semantic Technology, Virtual Assistants, B2B, Account-Based Marketing (ABM, B2B eCommerce, B2B Integration,
B2B Marketplaces, Channels, EDI, Lead-To-Revenue Management (L2RM, Managed File Transfer, BIOMETRICS, Behavioral Biometrics, Facial Biometrics, Fingerprint
Biometrics, Voice Biometrics, BRANDING, Adaptive Brand Marketing, Brand Building, Brand Experience, Brand Monitoring, Trade Promotion Management, BUSINESS & IT
ALIGNMENT, Business Technology (BT, Business Transformation & Organizational Change Management, Business Value, Continuous Business Services (CBSes), Digital
Business, Digital Disruption, Digital Transformation, IT Communications & Marketing Of IT, BUSINESS INTELLIGENCE, Advanced Analytics, Analytics Applications, Data
Mining, Data Visualization, Enterprise BI Platforms, Predictive Analytics, Query & Reporting Tools, Streaming Analytics, BUSINESS PROCESS MANAGEMENT BPM, Business
Process Management Suites (BPMSes), Business Process Methodologies, Business Process Modeling, Dynamic Case Management, Complex Event Processing (CEP,
Workflow, CLOUD COMPUTING, Cloud Brokers, Cloud Management, Cloud Security, Cloud Workload Security (CWS, Hybrid Cloud, Hybrid Cloud Management, OpenStack,
Personal Cloud, Private Cloud, Public Cloud, CONSUMER MOBILITY, Consumer Mobile Activities, Consumer Mobile Adoption, Consumer Mobile Devices, Mobile Commerce
(mCommerce), Mobile Engagement, Mobile Engagement Automation, Mobile Entertainment, Mobile Moments, Near Field Communication (NFC, CUSTOMER EXPERIENCE
MANAGEMENT, Customer Advocacy, Customer Centricity, Customer Emotion, Customer Engagement, Customer Experience Ecosystem, Customer Experience Maturity,
Customer Experience Measurement, Customer Experience Strategy, Customer Life Cycle, Customer Lifetime Value (CLV, Customer Onboarding, Customer Understanding,
CX Transformation, Omnichannel Customer Experience, Social Media, CUSTOMER INTELLIGENCE, Attribution, Cross-Channel Attribution, Customer Analytics, Customer
Experience Index (CX Index), Customer Feedback Management (CFM, Digital Intelligence, Enterprise Social Listening Platforms, Mobile Analytics, Net Promoter Score
(NPS, Next-Best-Action Analysis, Social Analytics, Social Intelligence, Spatial Analytics, Systems Of Insight, Tag Management, Voice Of The Customer (VOC, Web
Analytics, CUSTOMER RELATIONSHIP MANAGEMENT CRM, Agent Performance Management, AIFueled Digital-First Customer Service Solutions, Contact Center
Technologies & Processes, CRM Applications, Customer Communications, Customer Data, Customer Service Solutions, Email Response Management, Help Desk & Service
Desk, Interactive Voice Response (IVR, Partner Relationship Management (PRM, Self-Service, Social CRM, Speech Analytics, Virtual Agents, DATA & INFORMATION
PROTECTION, Data Classification, Data Discovery & Flow Mapping, Data Loss Prevention (DLP, Data Security, Encryption, Privacy, Rights Management, Tokenization, DATA
CENTERS & DATA CENTER NETWORKING, Business Continuity & Disaster Recovery, Business Service Management (BSM, Business Technology Resiliency, Capacity
Modeling & Planning, Data Center Consolidation, Data Center Infrastructure Management (DCIM, Software-Defined Data Center (SDDC, DATA MANAGEMENT, Big Data,
Data Governance Stewardship Applications, Data Integration, Data Modeling, Data Preparation, Data Quality & Data Governance, Data Science, Data Virtualization, Data
Warehousing, Database-As-AService (DbaaS, Database Management Systems (DBMSes), Extract Transform & Load (ETL, Hadoop, In-Memory Databases, Master Data
Management, Metadata Management, NoSQL, Open Data, Translytical Databases, DIGITAL CUSTOMER EXPERIENCE, Digital Experience Delivery, Digital Experience
Platforms, Digital Experience Service Providers, DIGITAL MARKETING, Behavioral Targeting, Brand & Product Web Sites, Community Management, Contextual Marketing,
Email Marketing, Search Marketing, Social Marketing, ECOMMERCE, Agile Commerce, Augmented Reality, B2C eCommerce, Commerce Solutions, Cross-Border
eCommerce, Direct To Consumer, Global eCommerce, Online Chat, Online Retail, Ratings & Reviews, Showrooming, Social Commerce, Subscription Billing, Virtual Reality,
EMPLOYEE EXPERIENCE, Compensation, Competency & Skills Management, Employee Engagement, Employee Journey, Employee Onboarding, Human Resources
Management Applications, Mentoring, Payroll, Performance & Talent Management, Recruitment, Staff Development & Succession Management, Workforce
Management, ENTERPRISE ARCHITECTURE DOMAINS & PRACTICES, Application Architecture, Business Architecture, Capability Road Map, EA Management Suites,
Information Architecture, Operating Models, Solution Architecture, Technical Architecture, ENTERPRISE COLLABORATION, Collaboration Platforms, Collaborative Work
Management, Enterprise Social, Enterprise Video Platforms, File Sync & Share, Knowledge Management, Learning, Learning Applications, Learning Management Systems
(LMSes), Livestreaming, Videoconferencing, Web Conferencing, Webcasting, ENTERPRISE CONTENT MANAGEMENT ECM, Business Content Services, Digital Asset
Management (DAM, Document Management, Enterprise Content Management Suites, Enterprise Portals, Product Information Management (PIM, Retention Management,
Search & Knowledge Discovery, Taxonomy & Classification, Text Analytics, Web Content Management (WCM, ENTERPRISE MOBILITY, Bring Your Own Device (BYOD,
Enterprise Mobile Devices, Mobile Device Management, Mobile Software & Platforms, Remote Work & Telecommuting, FINANCIAL MANAGEMENT, Budgeting, Cost Control,
Enterprise Performance Management (EPM, Finance & Accounting Applications, Financial Consolidation & Reporting, GOVERNANCE RISK & COMPLIANCE GRC, Corporate
Social Responsibility, Fraud Management, GDPR, Legal Issues, Regulations & Legislation, Risk Management, Sustainability, IDENTITY & ACCESS MANAGEMENT IAM,
Authentication, Customer Identity & Access Management (CIAM, Digital & Electronic Signatures (eSignatures), Identity & Access Governance, Identity-As-AService
(IDaaS, Identity Verification, OAuth, Passwords, Personal Identity & Data Management (PIDM, Risk-Based Authentication (RBA, Single Sign-On (SSO, Strong
Authentication, Two-Factor Authentication (2FA, User Account Provisioning, INFORMATION SECURITY, Antimalware, Content Security, Digital Certificates & PKIs, Email
Content Security, Endpoint Security, Firewalls, Mobile Security, Network Security, Security Assertion Markup Language (SAML, Web Content Security, Zero Trust,
INFRASTRUCTURE ARCHITECTURES, Composable Infrastructure, Converged Infrastructure, Edge Computing, Hyperconvergence, Processor Architectures, Server
Platforms, INNOVATION, Co-Creation & Crowdsourcing, Emerging Technologies, Innovation Management, Research & Development (R&D, Thought Leadership, Venture
Capital & Private Equity, INTERNET OF THINGS IOT, IoT Analytics, IoT Edge Device Components & Modules, IoT Security, IoT Software Platforms, Machine-To-Machine
(M2M, IT PROCESS AUTOMATION, ChatOps, CMDB, IT Asset Management (ITAM, IT Management Software, IT Service Management (ITSM, ITIL, Service Catalog, Service
Design, Workload Management, IT SERVICES, Application Outsourcing, Business Process Outsourcing (BPO, Data Center Outsourcing & Colocation, Disaster-Recovery-As-
AService (DRaaS, Hosting & Managed Services, Infrastructure Outsourcing, Infrastructure-As-AService (IaaS, IT Consulting, Offshore Services, Outsourcing, Package
Implementation Services, Staff Augmentation, Systems Integration, Workplace Services, MARKET RESEARCH, Competitive Intelligence, Consumer Segmentation, Market
Research Tools & Vendors, Millennials, MARKETING AUTOMATION, Campaign Management, Content Marketing Platforms, Data Management Platforms (DMPs), Demand-
Side Platforms (DSPs), Enterprise Marketing Platforms, Marketing Resource Management (MRM, Online Marketing Technology, Real-Time Interaction Management (RTIM,
Through-Channel Marketing Automation, MARKETING MEASUREMENT, Marketing Attitudes, Marketing Metrics, Marketing ROI, MARKETING METHODS, Content Marketing,
Database Marketing, Direct Marketing, Gamification, In-Store Marketing, Loyalty, Mobile Marketing, Partner & Affiliate Marketing, Word of Mouth Marketing & Viral
Marketing, MARKETING MIX MODELING, Advertising, Integrated Marketing (Cross-Channel), Media Buying, Programmatic Buying, MARKETING ORGANIZATION & CULTURE,
Marketing Organizational Structure, Marketing Talent Management, MARKETING SERVICE PROVIDERS, Advertising Agencies, Database Marketing Service Providers, Digital
Agencies, In-House Agencies, MEASUREMENT, Balanced Scorecard, Benchmarks, Key Performance Indicators (KPIs), Metrics, Return On Investment (ROI, MOBILE
APPLICATION DEVELOPMENT, Mobile Application Platforms, Mobile Apps, Mobile Architecture, Mobile Web, NETWORKING, Communications Infrastructure, Content
Delivery Networks (CDNs), LAN/WAN, Location Intelligence Platforms, Network Function Virtualization (NFV, Network Management, Software-Defined Networking (SDN,
Unified Communications, Virtual Network Infrastructure (VNI, Wi-Fi, OFFICE PRODUCTIVITY, Email Platforms, Office Suites, Web Browsers, Workforce Enablement,
ORGANIZATION, Centers of Expertise, Executive Leadership, Organizational Structure, Shared Services, Steering Committees, Corporate Culture, PACKAGED SOLUTIONS,
Application Upgrades & Maintenance, Buy Versus Build, Enterprise Resource Planning Applications (ERP, Smart Process Applications (SPAs), Software-As-AService
(SaaS, PANDEMIC, PLANNING & FULFILLMENT, Demand Planning, Order Management, Price Optimization, Store Inventory Management, Supply Chain Management,
PRODUCT & SOLUTIONS STRATEGIES, Channel Partners, Go-To-Market Strategies, Product Development Services (PDS, Product Life-Cycle Management (PLM, Product
Management, Product Portfolio Strategies, PROGRAM & PROJECT MANAGEMENT, Program Management, Project Management Office (PMO, Project Management Tools &
Processes, Project Portfolio Management (PPM, SALES, Buyer Engagement, Buyer Role Profiles, Configure Price Quote (CPQ, Multichannel Selling Strategies, Sales
Enablement, Sales Enablement Automation, Sales Force Automation (SFA, Social Selling, Sales Training, SECURITY OPERATIONS & PROGRAM GOVERNANCE, Data Breach
Notifications & Incident Response, Distributed Denial of Service (DDoS, Managed Security Services Providers (MSSPs), Physical Security, Security Analytics, Security
Architecture, Security Automation & Orchestration, Security Information & Event Management (SIEM, Security Patch Management, Security Performance Management,
Security User Behavior Analytics (SUBA, Threat Intelligence, Vulnerability & Threat Management, SOURCING & PROCUREMENT APPLICATIONS, Contract Life-Cycle
Management (CLM, Electronic Invoice Presentation & Payment (EIPP, eProcurement & eSourcing, Spend Analysis, Vendor Management Systems, SOURCING STRATEGY &
EXECUTION, Contract Negotiations, Multisourcing & Multiprovider Strategy, RFPs, Service-Level Agreements (SLAs), Supplier Risk & Performance Management, Technology
Pricing & Licensing, Vendor Management, STORAGE, Backup, Cloud Storage, Data Archiving, Data Resiliency, Flash Storage, Software-Defined Storage (SDS, Storage
Hardware, Storage Management, Storage Networking, Storage Virtualization, STRATEGY PLANNING & GOVERNANCE, Business Models, Corporate Strategy, Decision
Making, IT Governance, Strategic Portfolio Management, Strategy & Strategic Planning, SYSTEMS MANAGEMENT, Desktop Support, Infrastructure Change & Configuration
Management, IT MOOSE, Server Management & Provisioning, Server Virtualization, Software Asset Management, SYSTEMS OF ENGAGEMENT, Beacons, Sensors &
Embedded Devices, Smart Glasses, Wearables, TECH SECTOR ECONOMICS, IT Spending Forecasts, Mergers & Acquisitions (M&As), Tech Market Outlook, Technology
Adoption Data, TELECOMMUNICATIONS SERVICES, Broadband & Remote Access, Convergence Services, Data Services, Mobile Services, Service Delivery Platforms
(SDPs), Telecommunications Expense & Inventory Management, Voice Services, USER EXPERIENCE, Customer Journey, Customer Journey Analytics, Customer Journey
Mapping, Design Thinking, Experience Design, Globalization & Localization, Human-Centered Design, Online Testing, Online Testing Platforms, Personalization, Personas &
Scenarios, Prototyping & Wireframing, Responsive Design, Testing & Optimization, Usability Testing, Web Design Standards
Back in March 2012 Forrester Topics totaled
19 main topics and and 92 subtopics.
IT INFRASTRUCTURE & OPERATIONS, Application Management,
Client Systems, Client Security & Management, Infrastructure
Architectures, Data Center Management, Systems Management, IT
Process Automation, Peripheral Devices, Server Platforms, Storage,
Networking, IT MANAGEMENT, IT Budgeting & Forecasting, IT Talent
Management, IT Organization, Strategy, Planning & Governance of IT,
Legal Issues & IT, Program & Project Management, IT Serving the
Business, IT MEASUREMENTS, Benchmarks, Metrics, ROI, IT
SERVICES, IT Consulting, Offshore Services, Outsourcing, Systems
Integration, MARKET RESEARCH, Emerging Market Research
Methodologies, Emerging Market Research Strategies, Market
Research Segmentation, Market Research Tools, Market Research
Vendors, MARKETING AUTOMATION, Enterprise Marketing Platforms,
Marketing Resource Management, Online Marketing Technology,
MARKETING COMMUNICATIONS, Marketing Messaging, Public
Relations, Social Media Communications, MARKETING
MEASUREMENT, Marketing Analytics, Marketing Attitudes, Marketing
ROI, Measurement Methods & Techniques, MARKETING METHODS,
Acquisition Marketing, Cross Channel Strategies, Emerging Methods,
Loyalty Marketing, Partner & Affiliate Marketing, MARKETING
ORGANIZATION & CULTURE, Marketing Ethics, Marketing Executive
Leadership, Organizational Structure, Talent Management, MEDIA
MIX, Advertising, Emerging Media, Integrated Marketing (Cross-
channel), Media Buying, Social Media, PACKAGED APPLICATIONS,
Application Strategy & Selection, Customer Relationship Management
(CRM, Enterprise Resource Planning Applications (ERP, Financial
Management, Human Resources Management Applications, Order
Management, Product Life-Cycle Management, Supply Chain
Management, SECURITY, RISK AND COMPLIANCE, Application
Security, Authentication, Authorization & Audit, Content Security,
Directory Services, Governance, Risk & Compliance, Identity &
Access Management, Information Protection, Infrastructure Security,
Regulations & Legislation, Security Operations, Security Program
Governance, SOURCING & PROCUREMENT, Sourcing & Procurement
Applications, Sourcing Strategy & Execution, Vendor Management,
TECH SECTOR ECONOMICS, IT Spending Forecasts, Technology
Pricing & Licensing, Technology Adoption Data, TECHNOLOGY
PRODUCT STRATEGIES, Analyst Relations Planning and Process,
Corporate Strategy, Product Management, Product & Solutions
Strategies, Sales Enablement, Vendor Alliances & Partnerships,
Vendor Positioning, TELECOMMUNICATION SERVICES, Broadband &
Remote Access, Communication Service Provider Issues &
Technologies, Convergence Services, Data Services, Mobile Services,
Telecommunications Expense & Inventory Management, Managed
Telecommunications Services, Voice Services
The only acronyms in
the 2012 topic list are
ROI, CRM, ERP
In those topics I found 96 acronyms and shorthands. Keep in
mind this is just the acronyms that appear within the titles.
Software Change & Configuration Management
Enterprise Application Integration
Integration-Platform-As-AService
Application Life-Cycle Management
Development & Operations
Virtual Desktop Infrastructure
Dynamic Application Security Testing
Interactive Application Security Testing
Runtime Application Self-Protection
Software Composition Analysis
Web Application Firewalls
Platform-As-AService
ARTIFICIAL INTELLIGENCE
Robotic Process Automation
Account-Based Marketing
Bring Your Own Device
Lead-To-Revenue Management
Business Technology
Continuous Business Services
BUSINESS PROCESS MANAGEMENT
Business Process Management Suites
Complex Event Processing
Cloud Workload Security
Mobile Commerce
Near Field Communication
Customer Lifetime Value
Customer Experience Index
Customer Feedback Management
ELECTRONIC DATA INTERCHANGE
INFORMATION TECHNOLOGY
INFRASTRUCTURE LIBRARY
Net Promoter Score
Voice Of The Customer
CUSTOMER RELATIONSHIP MANAGEMENT
Interactive Voice Response
Partner Relationship Management
Data Loss Prevention
Business Service Management
IT MAINTAIN AND OPERATE THE
ORGANIZATION, SYSTEMS
AND EQUIPMENT
Data Center Infrastructure Management
Software-Defined Data Center
Database-As-AService
Database Management Systems
Extract Transform & Load
Learning Management Systems
ENTERPRISE CONTENT MANAGEMENT
Digital Asset Management
Product Information Management
SCCM
EAI
IPaaS
ALM
DevOps
VDI
DAST
IAST
RASP
SCA
WAF
PaaS
AI
RPA
ABM
BYOD
L2RM
BT
CBSes
BPM
BPMSes
CEP
CWS
mCommerce
NFC
CLV
CX Index
CFM
EDI
ITIL
NPS
VOC
CRM
IVR
PRM
DLP
BSM
IT MOOSE
DCIM
SDDC
DbaaS
DBMSes
ETL
LMSes
ECM
DAM
PIM
WCM
EPM
GRC
IAM
CIAM
eSignatures
IDaaS
PIDM
RBA
SSO
2FA
SAML
R&D
IOT
M2M
ITAM
ITSM
BPO
DRaaS
IaaS
DMPs
DSPs
MRM
RTIM
KPIs
ROI
CDNs
NFV
SDN
VNI
ERP
SPAs
SaaS
PDS
PLM
PMO
PPM
CPQ
SFA
DDoS
MSSPs
SIEM
SUBA
CLM
EIPP
SLAs
SDS
SDPs
CMDB
Web Content Management
Enterprise Performance Management
GOVERNANCE RISK & COMPLIANCE
IDENTITY & ACCESS MANAGEMENT
Customer Identity & Access Management
Digital & Electronic Signatures
Identity-As-AService
Personal Identity & Data Management
Risk-Based Authentication
Single Sign-On
Two-Factor Authentication
Security Assertion Markup Language
Research & Development
INTERNET OF THINGS
Machine-To-Machine
IT Asset Management
IT Service Management
Business Process Outsourcing
Disaster-Recovery-As-AService
Infrastructure-As-AService
Data Management Platforms
Demand-Side Platforms
Marketing Resource Management
Real-Time Interaction Management
Key Performance Indicators
Return On Investment
Content Delivery Networks
Network Function Virtualization
Software-Defined Networking
Virtual Network Infrastructure
Enterprise Resource Planning Applications
Smart Process Applications
Software-As-AService
Product Development Services
Product Life-Cycle Management
Project Management Office
Project Portfolio Management
Configure Price Quote
Sales Force Automation
Distributed Denial of Service
Managed Security Services Providers
Security Information & Event Management
Security User Behavior Analytics
Contract Life-Cycle Management
Electronic Invoice Presentation & Payment
Service-Level Agreements
Software-Defined Storage
Service Delivery Platforms
CONFIGURATION MANAGEMENT DB
CX Related
68. | 2020
C X . R E P O R T
20 20
68
Digital transformation is hard because while the acronym’d solutions grew, the “land
and expand” approach to enterprise software was a thoroughly winning strategy.
It's not an easy task to remove oneself from being locked-in to a software platform. It may seem like a rational choice
to move from solution A to solution B, but that means you’re changing someones’ jobs. That won't fly so easily.
Source: @johnmaeda
Back
When
Nerds
Weren't
Cool
Word
Processor
Spreadsheet
Digital
Telephony
Shared
Files
Finance
Systems
Personnel
Systems
ERPs
and etc …
Who wants to be the
person who will rip
out all the things
that have been
working for many
years because
there’s a new, better
way to do it?
E-mail
For All
“Everything’s working
just fine so don't touch
it, okay? Or else …”
TIME1980
INCREASING IT COMPLEXITY
2005
69. | 2020
C X . R E P O R T
20 20
69
There’s nothing like a local view to appreciate global and local, or “glocal” as they say these
days. And you quickly come to realize that C19 has connected us while also dividing us.
I'm collecting points of view from around the world on Medium these days. As CXO of Publicis Sapient I span 50 cities
across the world and it lets me see a whole lot of similarities and differences with how C19 is being handled.
Source: @pubsapientx @johnmaeda
70. | 2020
C X . R E P O R T
20 20
70
I think there’s enough post-pandemic predictions for the future. Mine stay consistent with
last year’s view of trends with the exception of “cool” becoming a little less cool …
Illustration of trends are from the 2019 Design in Tech Report and created by Tony Ruth of Business Town fame.
Source: @lunchbreath @johnmaeda
🔥 🔥 🔥 🔥 🔥🔥
C-19 Era
Intensity
of Trend
HIGH
71. | 2020
C X . R E P O R T
20 20
71
Brian Chesky often shares the three phases of how a digital product finds its path to scale.
It’s always stuck with me as a kind of “phase change” in startups from solid, to liquid, to gas.
Phase 3 is often referred to as "growth" by tech folks because they're generally averse to the word "marketing." But if
the marketing machine can spin so quickly, and it works like a dream when personalized, it's hard to resist.
Source: @bchesky @sarahtgold @johnmaeda @lunchbreath
🔥 🔥
shared
customer
insights
Number
of
Users
TIME
Data-
Centric
Growth
3 MASS MARKET
Product-
Market
Fit
2 EARLY ADOPTERS
Intuition
Still
Matters
1 1st PANCAKE
72. | 2020
C X . R E P O R T
20 20
72
Big Tech is winning big with their data game. For that reason, CDP Customer Data Platform)
is an approach that’s sticking with the grownup companies out there. It’s only logical.
Source: Max Kirby @publicissapient interpreted by @johnmaeda
standalone
system
standalone
system
standalone
system
standalone
system
standalone
system
standalone
system
standalone
system
standalone
system
standalone
system
standalone
system
standalone
system
standalone
system
customer
data
platform
To make one system communicate with another system is easy. To make all systems communicate with each other is
hard when there are many legacy systems involved. Big Tech doesn’t have this problem because they *are* a CDP.
73. | 2020
C X . R E P O R T
20 20
73
Better marketing and products happen with a CDP. When connected with a sophisticated
identity provider, you get to do things like Google does. And is that … okay?
You can generate a more personalized experience with the CDP, and then with the data you gather from interacting
with a buyer or customer you then scoop the data back into your CDP. The virtuous cycle begins.
Source: Max Kirby @publicissapient interpreted by @johnmaeda
CMO / CDO CIO / CTO
DMP
Data Management
Platform
CRM
Customer Relationship
Management
DSP
Demand Side
Platform
MDM
Master Data
Management
CRM
Customer Relationship
Management
ERP
Enterprise Resource
Planning
C
D
P
Identity
Horsepower
🚙 🤳 🏡6
CUSTOMIZE
WITH DATA
GATHER
NEW DATA
74. C X . R E P O R T
74
Source: @mira_lane @microsoft
When you’re at Kardashev IV, you need to consider for unintended consequences.
Source: @mira_lane @microsoft C X . R E P O R T
Today’s technologies are exciting and present tremendous
opportunities to augment human abilities across a range of
scenarios. At the same time, technologies without appropriate
grounding in human-centered thinking, or appropriate
mitigations and controls, present considerable challenges.
These technologies have potential to injure people, undermine
our democracies, and even erode human rights — and they’re
growing in complexity, power, and ubiquity.
—Mira Lane, Ethics & Society Leader @Microsoft
| 2020
75. | 2020
C X . R E P O R T
20 20
75
So how and where do we draw the line on giving away so much of our data with the intent
of just wanting the ultimate pre-, during-, and post-purchase experiences?
GDPR, CCPA, and other legislation is attempting to protect us. You. Me. We. From what? The fewer people who know
how to speak computation, the more easy it will be to to just hit “accept” without knowing better. Is that okay?
Source: @sarahtgold @projectsbyif interpreted by @johnmaeda
3rd Party Data
2nd Party Data
1st Party Data
Zero Party Data
No Personalization
What’s
Your
Comfort
Level?
Number
of
Users
TIME
shared
customer
insights
societycentered.design
MORE CREEPY
LESS CREEPY
76. | 2020
C X . R E P O R T
20 20
76
Source: @johnmaeda
B C E G
Nobody Really
Cared That Big
Tech Is
Over Here
IV
Source: @johnmaeda C X . R E P O R T
| 202076
Businesses Consumers Employees Governments
77. C X . R E P O R T
77
The hallmark of a well-run development
engine is a development cadence that is
brisk in bringing new products to market
without burning out its builders.”
—Megan Quinn
Source: @msquinn @ideo
As the late Bill Moggridge (19432012 said about the one design principle that truly
matters: “... it’s probably about starting with the people."
“
| 2020
78. | 2020
C X . R E P O R T
20 20
78
To bring back the loop notation I introduced in the beginning. It’s useful to consider how it’s
a notation for “change” and self-improvement. John W. Gardner called it “self-renewal.”
Making change happen requires energy. When a business or organization is already running super lean, there’s not
enough discretionary resources available to initiate or enact change. Old ways work fine. So change doesn’t happen.
Source: @johnmaeda
B B 2 C
B 2 E
Business
Transforming
Itself
Business
Transforming
Itself
Consumer
Transforming
Themself
Business
Transforming
Itself
Employee
Transforming
Themself
BBusiness
Transforming
Itself
CConsumer
Transforming
Themself
EEmployee
Transforming
Themself
79. C X . R E P O R T
79
Source: @johnmaeda @uniqlo (found on the CEO's office wall)
Merchant wisdom on CX as EX it’s really the foundation of good business, forgotten.
1 Be customer-centric. 2 Care for your employees. 3 Leadership matters.
“
| 2020
Stores exist for customers.
Stores prosper with store staffs.
Stores perish with store managers.”
—Choji Kuramoto (1899-1982)
80. | 2020
C X . R E P O R T
20 20
80
The older generation will be in power proportionately longer than what past generations
have felt because the “population pyramid” will become the “population rectangle.”
The neatly ordered organizational hierarchy we were all accustomed to has become disrupted by the flattening effect
of social media. With new modes of communication have also come new expectations for responsiveness.
Source: @pewresearch @wef @johnmaeda
I think the potential of what the
internet is going to do to society, both
good and bad, is unimaginable. I think
we’re on the cusp of something
exhilarating and terrifying.”
“
WEF Hierarchy to the Heterarchy (2013
New Models of Leadership / John Maeda
The Next Generation:
Hierarchy To The Heterarchy
Bowie’s Foresight
Heeded?
Pew Research Center / Next America (2014
Percent of U.S. Population by Age Group, 19502060
MALE FEMALE
4% 2% 2% 4%0%
0
2529
5054
7579
85
BABY BOOMERS
Population Pyramid Is Becoming
The Population Rectangle
81. | 2020
C X . R E P O R T
20 20
Experiential
Value
Potential
Value
81
This is a hypothesis I have about digital transformation: Could the reason why it’s taking so
long is because of the systemic gender pay gap? I’m curious to know if there’s data out there.
Having estimated child penalties in the full population we are able to decompose aggregate gender inequality over time
into child-related inequality and residual inequality.” Henrik Kleven, Camille Landais, Jakob Egholt Søgaard (2018
Source: @jamescitrin @nberpubs @johnmaeda
Value
In The
Career
Market
Time
“The Career Playbook: The Phases Of Your Career”
“
ASPIRATION PROMISE MOMENTUM HARVEST ENCORE LEGACY
Aspiration
Phase
23
years
Men With Child
Woman With Child
"Children and Gender Inequality: Evidence From Denmark”
Long-Run ChildPenalty = 0.185
0.2
0.2
0.4
0.6
4 2 0 2 4 6 8 10 12 14 16 18 20
0.0
Earnings
Impact
First
Child
Birth
Time
82. | 2020
C X . R E P O R T
20 20
82
Source: @johnmaeda C X . R E P O R T
| 2020
83. | 2020
C X . R E P O R T
20 20
Source: @johnmaeda
83
The Red Pill World In A Nutshell
Speaking machine is a prerequisite
to partner with your AI work force.
The Internet has become exactly
what Bowie predicted in 1999.
We need to master how business
gets done in the infinite loop.
Sustaining innovations are just as
important as disruptive ones.
Digital transformation doesn’t need
to be just about self-disruption.
Your employees are the experience.
And they can’t live like machines.
Silicon Valley is people and not just
robots. We tire. Machines don’t.
Your Employee Experience (EX) is
what makes your CX human. Literally.
C X . R E P O R T
Source: @johnmaeda
| 2020
84. | 2020
C X . R E P O R T
20 20
84
Computational Thinking is the new systems thinking.
In 1999 I created a system called Design By Numbers to fuse design and computation together at scale. This project
was shuttered, and a better project called Processing by Ben Fry and Casey Reas emerged. Check it out! It’s amazing!
Source: @wikipedia @mitpress @fryrsquared @johnmaeda
How To Speak Machine
By John Maeda
Computational Thinking
By Peter J. Denning and Matti Tedri (2019
Hello World
By Hannah Fry (2018