Thank you, oh boy
Awwwards thank you for having me today. I'm very excited to be standing the middle amongst such like-minded creatives
today, I want to share my
my insights observations and thoughts around
anticipated experience
experiences
For the last couple of years I dove in into the world of machine learning predictive user
experiences and also looked at how users feel about
their experience being automated
How do they feel about you know privacy about?
free will and stuff but first
Yeah, let's talk about my biggest passion
and that is the UX of AI and I
Think there are a lot of people here in the room who are who have like the same
Interests and also are looking for new ways of creating
Great seeming simulus and also meaningful experiences
First I'm
Yeah, I'd like to introduce myself a bit because I think a lot of you never heard of me
I'm a product designer at Travel Bird traffic British the Dutch start up that focuses on
Yeah
inspiring traveling at
aspiring holy days, and
Yeah, and I'm also in hyper island alumni I've studied I've studied digital experience design
at
at unit at University of Hyper Island and
today
The biggest topic and the biggest problem. What started my research
was choice and
choice stems
specifically from the noisy world we
Are currently living in I mean we get all those notifications like messages
We are just overloaded with all kinds of stimuli and our brains are simply not used to these
information
so
They say that we have liked that we make
35,000 decisions a day
Consciously and subconsciously now this number is quite old. I think it's two three years
Ago and there was a bit before the Select era. So I think it's now hopeful hundred thousand-plus and
A lot of people think you know choice choice is good. I mean choice is freedom
If a user's choice, he can do whatever you want
But in the end we all know like this picture choice can be also very painful, right?
I mean at the end of the day you are tired. You've done your job you're going to work and you go through by the
Grocery store store and then you end up and such it such a Nellie and then you're like, okay
let's just grab a pizza and move so choice can also be painful and
I'd like to mention
About Barry Schwartz in this case. He wrote the paradox of choice
it's yeah, I would recommend a treat and he said choice can be painful because they can lead to paralysis and that is like
Yeah the grocery store
Scenario at which you have so many options that you like. Okay. I don't know I
the easiest option it can also lead to
Anticipated regrets. So what if I pick that meal or pick that piece of bread and
yeah in hindsight, I think okay, but
maybe the other one was better and
That ultimately leads to self blame
so I think choice is overrated and I also think that with the current state of
Technology and the current state of machine learning and and and AI
We can predict and anticipate a lot if you think of those choices
So that's why anticipatory design is a really interesting design pattern in the field of predictive user
Experiences because at this produce iron is all about design that's one step ahead
it's firstly coined by aaron shapiro from you and
I picked this up as a as a richer research topic
Because I'm I'm just very excited about this and and just want to ideate more on it and create
meaningful anticipatory
experiences
so if you look at the conceptual framework
Anticipatory design moves basically around learning predicting and anticipating
Sofia
IOT devices
Your environment surrounding learn from your patterns and machine learning
Make sense of the data and we as UX designers
create systems and services that that
Really meaningful anticipate the next step for for the user
So it's all about from help me make decisions. What is currently the
The status quo with apps for make decisions for me
so it's eliminating choice and if you look at examples of
Anticipatory design because anticipatory design is is not new or something
I mean design in general is anticipatory because we anticipate on
Users needs, you know, we are problem solvers, but if you look at current examples, it's mainly in software. So
navigation
click
Spotify that anticipates on your music choice
Tesla of course that isn't patented and anticipate on the surroundings
nest
that that knows when you're home and knows when you're gone and
Yeah set the right the temperature just on the right
temperature and the right time and of course the Apple watch
Which is also very handy. It keeps you simply in the loop. But there there's just one game changer or game changers
the smart personal assistants and the interesting fact is that
Products like the like Google home for example get adapted more and more and we have like a
generation of Swift shift at which we have more like
Text a few people really. Yeah, like these products and really use them
Google, recently also
release some interesting data about this and as you can see is that
products like these gets get a
far more prominent place in their home and lives and I think that they will continue to grow a
Trifle bird our goal is to
deliver stress-free and hassle-free holidays
Because if you are going in holiday
Yeah, you want to be in a moment you want to you know?
You're already off like a really
Busy life. So you want to just jump in a plane and don't stress about anything and I can tell
ya trips and holidays are stressful because when I arrived in Berlin
Tegel can be quite quite stressful. I like to say and
with with our design team and our
Development team we try to
map the whole the whole flow and the whole experience map and try to
deliver the right information the right time because a lot of a
Lot of stress comes from uncertainty and not knowing what's not what's up next and that's a quite easy
Step and a quite easy thing to anticipate on
So for example the day before I mean, we all know the moment that you think I'll shit
I need to check in or what gates you. Yeah, what gate does my plane leaves or what time do I leave so
We try to come up with like a notification system that brings you like in your your trip summary
So you can easily you know
Rita read the whole summary and see what's up next and that will reduce the reduces stress
Another thing is at the airport. I mean
I'm from Amsterdam. So
Shippo can be like one big maze
well design maze i'ma say
But but still yes like that uncertainty of of like the gate
Information is my is my plane delayed or not, etc, etc
So we try to anticipate that by also showing if you're arrived at the hotel, we know your GPS location
It pops up
And you know, what's up next and of course when you arrive
So when you arrive at the next destination, especially if you've never visited you want to know, okay?
What are the directions to my hotel? I'll get a date
How how can can I get there as fast and maybe you know we can of an uber drive to?
Make that experience a bit better. It's all focused on
Removing the stress but also eliminating unnecessary decisions
Then we have the hotel, so if you look at hotels were recommendations you have a lot of expectations and
From our experience
If you arrive at the accommodation and you see that it's rubbish
Then you want to get feedback or something and you want to be health and get help so
We trigger like this notification
if it yeah, oh
So we triggered this notification if they arrived at the hotel so they can give immediately feedback to us I
Hope it's gonna work now
Yeah, that's gonna
So so as you can see here
we know also based on the GPS location that
the person is in the hotel and they can immediately immediately give
Like a star rating. So do you like the experience or do you don't like the experience? Sorry for the Dutch, by the way?
And and if it's a bad experience, they can send their comments and we immediately call them back. So they feel at least hurt
So that is a short
Example of what what we try to do a trifle birth, but this is all
Related and it's all quite safe and
My
dream would be like a
future without choice, I mean a future without a necessary choice and
There was also the topic for my master's research
to
Check in with industry leaders to check in with companies to check in with users how they feel about
The seamless anticipated experience and I can assure
now the findings and
The ethical challenges because they're quite some
So what people like about it is that there are less decisions, right? So
everything
Everything is anticipated and you're just, you know rolling
it's a seamless experience and that's why you can focus on stuff on stuff you really like and
stuff that really matter
but the downside is that you have no privacy because in order to in order for us to anticipate your
Experience we need to know everything of you
I mean it's not like 90% but you need to
give like the hundred percent because otherwise we we we provide the the bad choices or
Not not just right. So there's there's there's intention out there then the experience bubble. So
Eli Pariser talked about the field level at which you stay in your own online reality and
a lot of people were worried about yeah, but what if you know systems anticipate my movement and suggest
yeah actions and that I without me knowing it stay in the same loop without ever having having the opportunity to
discover new things
And then we have alien nation of human capabilities this
Point came from the experts that I spoke with one was from Xerox PARC
and he said
There's a danger in you know, putting everything into an algorithm or a system because then we forget maybe
what the meaning true purposes behind the actions we did and we now automate so there's also like
there's there's always
A purpose and a value in doing things and knowing why we do stuff
Another important thing about the ethics is that
There's a lot of design ethics involved if you design anticipated
Experiences and one of the things that is I think the most important change is how we set up creative teams
So now it's more in most companies. It's like designers and engineers, but I think
That we should
Be more focused on the the new team building because machine learning is also a creative process in this regard. I
Have six based based on the research. I did I have six design curat considerations for you and
The first one is designed with purpose
so what you also see, is that a lot of
Design practices are around machine learning a based on you know, making machine smarter
Building great features in search but sometimes we forget
The real purpose problem solving so find a real
focus on like a real human need and
focus on and look at how you can augment that
The user is always in control so some people like
like me, I guess find it really nice and interesting to fu all they
Automated and anticipated but a lot of people really value of
being in control and I think one of the field one of the important things here is to have like and
switch off button at which people can go on manual mode or something and
Really?
Stay in control of their own
experience
design against the experience purple
so in this case
I think the sense of discovery is the most important thing because if
If everything is anticipated then everyone is predicting everything for you
Then you lose your sense of curiosity. And I think that is one of the most important things that makes us fry for more
and
Then humanize experiences. So I show to you the Google home and
One of the things that stand out to me is that they lack
personality the monotone voices the bad jokes
and
And if you look for example at the movie her we've seen the movie her
And he has if you're not seeing it go see it
And it's it's I think
personality is more important in the future than amount of gigabytes when you found or how fast and pewter is the
relationship with technology
will change in a way that we really gonna care on our our defiles and I don't know in what form but
It will get more close so
investing in a
Personality or an identity that you can relate on is an interesting
Consideration and then
Hierarchy so imagine this you're you are at home and you have a you have a nest and
Your wife your wife wants the temperature on 20 degrees and you want 21
Who's the superuser and who's gonna?
decide
Next is quite safe because it's only temperature but what if you have a more?
a more immersive experience or more
High-impact experience. It's it's interesting to think of but this should be a sort of hierarchy
Bless you
I
think tossing coins
wouldn't be the option, but it's interesting thing to think about and
This is the last design colors consideration
The best interface is no interface. So
Still I hear a lot of people say oh, yeah
Yeah, let's let's build an app and I mean I love apps, but but if you truly want to anticipate
then I think your shoot and you want to focus on
You know remove decisions then you also should remove the interface because if you open some interfaces, you're like, holy shit
what what what's next, you know, so if
If technology if my mobile phone knows everything for me, he shouldn't offer me an interface
He should offer me in question or in solution
So after my research I
Started anticipatory design calm. It's like a sort of movement to
to collect all kinds of insights and to also keep the conversation going because I think this is we are just
At the beginning of this era and I think it can be the biggest bleep in UX
to date and I want to ask you to also join the movement and
And collaborate and share thoughts on this
Because I think the conversation and the discussion within the design community is the most important thing
Because there we get the best out of it. Thank you for your attention and have a nice day
You