#TECHVISION2020

The I in
Experience
Helping people choose their own adventure

Technology Vision 2020 | We, the Post-Digital People

 #TECHVISION2020

We, the Post-Digital People

Can your enterprise survive the “tech-clash”?

The I in AI and Me The Dilemma of Robots in Innovation

Experience Reimagine the
Smart Things the Wild DNA
Helping people business through Overcome the Growing the Create an engine for
choose their own human and AI “beta burden” enterprise’s reach – continuous innovation
adventure collaboration and responsibility

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 The I in Experience #TECHVISION2020

Enterprises are becoming

collaborative partners in
experience creation,
not just providers of it.
McDonald’s is rolling out digital ordering kiosks in its US drive-thrus,
which feature personalized menus and recommendations for
customers. But rather than prescribe the menu based on centralized
data, employees are given the freedom to change menu displays,
so they can promote simpler items during local peak hours, easing
the burden on themselves and restaurant operations.

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 The I in Experience #TECHVISION2020

This is an important shift as

companies increase their
personalization efforts.
Demand for personalization is high. In a survey by
Adobe, 67% of consumers said it’s important for
companies to customize content automatically based
on a person’s current context. What’s more, 42% said of consumers said it’s important
that unpersonalized content annoys them. for companies to customize
content automatically based
on a person’s current context.

Abramovich, G (n.d.). Consumer Demand for

Personalized Content Reaches All-Time High. Adobe.

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 The I in Experience #TECHVISION2020

But people have questions

17% about the personalization
of respondents said they
thought personalized methods businesses use.
ads were ethical
Recent security breaches and increased scrutiny have
contributed to mistrust in data gathering practices and
sinking attitudes toward black-box personalization. In RSA

24% Security’s Data Privacy & Security Survey for 2019, only 17% of
respondents said they thought personalized ads were ethical,
and only 24% said personalizing newsfeeds is ethical.
said personalizing
newsfeeds is ethical

The Dark Side of Customer Data.

(2019, February 6). RSA Security.

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Enterprises are recognizing that

overly-prescribed customization
leaves users feeling out of control.
Researchers at Harvard’s Berkman Klein In response to this unintended
Center found that the personalized consequence, the platform added new
recommendation system of a popular features explaining why viewers see
video streaming platform was leading certain recommendations and giving
viewers to increasingly radical content, them more control over the experience.
contributing to the rise of conspiracy
theories and spread of misinformation.

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Leaders are turning Dating app Tinder is increasing

engagement by introducing

to a new experience customized experiences into their

platform. But rather than collect

model that increases more information and heighten

behind-the-scenes customization,

user participation– the company released an interactive

series called “Swipe Night.” Users
participated in the time-boxed
cooperative experience, "swiping" to make
choices and advance the plot, and
experiences. could display those choices to start
conversations with potential dates.

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Some are building new ways

for customers to make choices
and provide guidelines.
Steam Labs, a section of video game Uber is giving riders more control
developer Valve, is experimenting over the in-car experience. The
with an interactive game company launched Uber Comfort,
recommendation system, where which features a slew of customer
customers use sliders to provide preference options, like quiet mode
guidelines and help the system and temperature controls.
generate recommendations in line
with their current interests—like
more indie games or newer releases.

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 The I in Experience
Looking ahead, emerging
technologies like 5G and
AR will enable ubiquitous
experience customization.
Consider how Huawei is using
these technologies to change
what people see as they navigate
daily life. Their “Cyberverse”
technology integrates
augmented reality (AR) with
physical reality, using spatial
computing, 3D and ultra-high
definition maps, ultra-realistic
immersive rendering and 5G
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to build AR map overlays
that users can view through
their mobile devices.
But as businesses' ability
to provide customized
experiences grows, so does
the risk of overstepping
customers' boundaries.
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 The I in Experience #TECHVISION2020

Technologies available
today can help businesses
transition to cooperative
experiences.
Turned external, no-code development platforms can help
customers participate in app or experience customization. Amazon
Sumerian, for instance, lets users build their own AR, VR or 3D
applications without any programming or 3D graphics expertise.
Anyone with Sumerian can build immersive environments and
experiences, like classrooms or building tours, and can populate
them with 3D objects and animated characters.

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While there is incredible value

to be gained from curated
experiences, businesses will
only access it if they redesign
their customization models to
emphasize personal agency.
Becoming a true partner to
customers will be a defining
aspect of future success.

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Decision Points
To what extent does your business understand consumers’
trust (perceived or lack-thereof) in your business?
⎮ Consider the risks and benefits ⎮ Seek out opportunities to generate more customer
associated with the business growing feedback. Build a holistic understanding of how
its personalization strategy, and individuals experience your digital products or
the methods used to generate services today. Use these insights to inform your
those experiences. approach to designing future interactions.

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 The I in Experience
Does your current method for designing experiences
lend itself to sharing control of experience design?
⎮ Find points within your customer journeys
where individuals may want more control
over their experiences. These points are
opportunities to give people using your
digital products and services the agency
that will drive long-term partnerships.
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⎮ Identify and invest in the technologies
that will enable your next wave of
cooperative experiences. Scalability,
immersion and participation will be
key to sharing control and co-creating
unique customer engagements.
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How is your company preparing for data

regulation that impacts customer experiences?
⎮ Prepare the enterprise to address ⎮ Ensure that your policies for ⎮ Revise your data collection
an increasingly regulated digital consumer management of and storage strategies
landscape. Review your current data are fully documented to support cooperative
data collection and management and made available to experiences while complying
practices to identify potential consumers and regulators. with regulation that requires
points of risk. consumer privacy.

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Thank you
#TECHVISION2020
www.accenture.com/technologyvision

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