HOW TO MAKE DIGITAL DINOSAURS DANCE

Wim Decraene

29 April 2016

Hi,can I please ask all of you to stand up?

DINOSAURUS DIGITALIS

UNICORNS DIGITAL GIANTS DIGITAL DINOSAURS

DIGITAL DINOs CREATE VALUE…MarketCapitalisa-onSource:Fortune.com

Digital Dinosaurs

Unicorns

1997 2005 2009 2016

Digital Giants

… AND EMPLOYMENT

EmploymentSource:Fortune.com

Digital Dinosaurs

Unicorns

1997 2005 2009 2016

Digital Giants

… yet ARE UNDER THREAT

Digital is the main reason why we expect 40% of the Fortune 500 companies

will have disappeared in the next 10 years

Source: John M. Olin, School of Business at Washington University, 2014

How to make Digital Dinosaurs thrive

in the age of digital

RENEWING THE CORE

YES, But…

In 2015, 75% of Belgian consumers prefer dealing with human beings

(instead of digital channels) to solve customer service problems

Source: Accenture, Global Consumer Survey, 2015

Oh, AND…

Customers blending digital and physical channels

are 15% more likely than digital-only customers

to be strong brand advocatesSource: Accenture, Global Consumer Survey, 2015

DESIGNing THE NEW

HOW SHARING CAN HURTUS & EU car market

0

5

10

15

20

25

30

35

40

1961 1970 1980 1990 2000 2010

Source:UnitedStatesDepartmentofTransportation,McKinseyAutomotiveperspective2030

0

5

10

15

20

25

30

35

40

2015 2030

Urbanization andmacroeconomicgrowthFewerprivatevehicle

Newsharedvehicles

~Flatmarketoverthenext15Y

2030

Source: United States Department of Transportation, McKinsey Automotive perspective 2030

Asymmetric growth

VISA & ACCENTUREConnected Cars

dancing on a thin line

WHY DESIGN THE NEW

100%

0%

Non-exclusive networks

Exclusive networks

Bank/Insurance

Direct

20142003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Belgian Insurance Channel Split

Source: Assuralia, Assurinfo - Distributiekanalen van de verzekering 2014

YES, BUT HOW?

Human Centered Design

In 2014, $1.6 trillion was spent on R&D globally. Yet, more than 85% of all new products fail

Source: Fjord, Trends Report 2016

DESIGN FOR LOVE

EngagementUtility

Simplicity

FUNCTIONAL VALUE

EMOTIONAL VALUE

DINOSAURS like DESIGN

FJORD & ACCENTURE

Spring Studio & BBVA

Adaptive Path & Capital One

liquid workforce &

culture of experimentation

By 2020, 43% of the US workforce is expected to be freelancers

Source: Accenture Technology Vision 2016

LEARNing FROM HOLLYWOOD

FAILURE IS AN OPTION

predictable disruption

It’s the ECOSYSTEM, STUPID

GENERAL ELECTRIC

Renewing the Core

Dancing on a thin line

Designing the New

Wim Decraene

wimdecraene

@wimdecraene