The following is the share of the essence of the record (with abbreviated):
1. Designers in the AI Era
Neo believes that the painting "The Scream" is a portrayal of designers in the AI era. Many designers are full of anxiety and fear about the coming AI: Will AI replace us?
So what does the "red sky" in The Scream mean today? The first is the Internet of Things, which has become popular in the past few years. According to the survey, IoT devices have been growing exponentially, and it is estimated that there will be 75.4 billion IoT devices worldwide by 2025. IoT devices digitize everything, including human behavior, and this digitization is bound to generate a large amount of data, which is the source of big data. Then there is the AI (artificial intelligence) that we often discuss now, which is also the intelligence generated based on big data.
AI is now mostly used in face recognition, and Shenzhen traffic police are now using this technology in large numbers to catch violations such as running red lights. Not long ago, Google launched Google Duplex, which can not only help you make phone reservations for restaurant seats, but also help you book haircuts. In fact, in these areas, Google has passed the Turing test, which shows that the development of AI is getting faster and faster.
There is a good example of the application of these technologies: Amazon Go (Amazon Smart Supermarket). In the smart supermarket, users only need to download the app to register, swipe the QR code when entering the door, and the store will know who is visiting. It has two problems to solve, one is who picks up the goods in the store, and the other is what goods are picked up. Here, the technology of bluetooth beacons is used to detect the identity of the user, and the image recognition of the camera is used to check the properties of the picked up product. On the other hand, the weight sensor is combined to determine whether the product has been picked up. It integrates multiple data and technologies, and then analyzes it through AI to create a new experience that saves users the time to wait in line to check out.
In addition to the few technologies mentioned earlier, there are many more that have a profound impact on design. The image below is the result of a 2017 American Graphic Design Association survey. In addition to AI, it also includes AR/VR, which is widely used in the entertainment industry, and the tracking and modeling of human behavior using various sensors and cameras mentioned in Amazon Go. 3D printing, which has a huge impact on the industrial design and manufacturing industries, is based on Virtual office that can be realized by blockchain or AR/VR technology, more democratized design for mass users, computing design, crowdsourcing and open source, facial and voice recognition, etc.
The report "Design in Technology" proposes a concept of TBD, which refers to the combination of Technology, Business and Design to make design more valuable. So when the AI era comes, what skills should our designers have in the future?
In short-term skills, business has been placed first. The most important thing in experience design and service design now is to serve business, because we are doing commercial design rather than artistic design or craft design. Among the long-term skills, writing comes first. The writing here is literally translated from the English word "writing" in the report, and it is more appropriate to understand the writing (ie planning) of "script". As Mr. Xin Xiangyang said, the essence of service design is to create a valuable connection, and this connection is to let users feel the value of service through the choreographed "theatre". In addition, data science also ranks third, requiring designers to pay more attention to the impact of big data in the future.
In fact, even with the arrival of AI, designers still have a lot of room for value. Over time, technology will develop rapidly, business development will lag behind technology, and products and services will also lag behind the needs of business development, so there will be two spaces where designers need to exert their value:
One is to help products and services meet the needs of future business development, such as the user experience design we are doing now;
The second is the forward-looking design research and technology matching that large companies such as Google are doing.
2. WeChat payment offline entrance design
In 2014, many merchants have not yet connected to WeChat payment. At that time, a concept of "Internet +" was popular, that is, traditional industry + Internet, the core of which was still in traditional industry, or offline. "Internet +" only helps the industry to improve its efficiency or reduce its cost through some Internet means. At this stage, the most important thing is to change the user's behavior.
why? For example, in the past, we usually took out a bank card or cash when we went to pay, but now we all take out a mobile phone and use it to pay, which is a big change in user behavior. Most of Neo's projects revolve around the purpose of changing user behavior, which he collectively calls the design of offline portals.
Case 1 - Mall Parking Card
In the upper left corner of the picture is a parking card designed by the merchant, with the QR code of WeChat payment printed on it. However, the card has been online for a month or two, and the payment ratio has been hovering around 5%. In order to allow more users to use WeChat to pay for parking fees, the Neo team has made an optimized design as shown in the upper right corner. There are two main optimization points:
The card face is rearranged to highlight key information, so that users can clearly understand the actual use of the card;
The texture of the card is modified to attract users to read the information on the card after taking the card.
In addition, through research, it was found that another important reason that affects the proportion of payment is that traditional shopping mall parking coupons are not connected with online payment, and users are more inclined to pay in cash in order to use parking discounts. Nowadays, many shopping malls and their merchants have independent cash register systems. Users need to go to the service counter to exchange for parking coupons with the receipts consumed in the shopping malls. Then we can also set up some devices at the service desk to import the user's parking discount information into the parking card, thereby increasing the proportion of users using WeChat payment.
Case 2 - Claw Machine
Many shopping malls connect the doll machine to the Internet, which digitizes the process of selling and inserting coins, and users can activate the machine by paying online. In order to allow more users to use WeChat payment to activate the doll machine, low-cost fluorescent acrylic material is used in the lower right corner of the above picture, which b2b data makes the entrance of WeChat payment more eye-catching. This transformation has more than doubled the number of scan codes.
Case 3 - Shared Parking
Guangzhou has serious parking problems, especially near hospitals, so shared parking services have emerged. At first, the company promoted shared parking through local advertising, and the average cost of pulling new cars was as high as 20 yuan per person. Through the analysis of service scenarios, one of the solutions of the Neo team is to set up a sign on the side of the road as shown in the figure, and use WeChat Shake to guide users to find the nearest vacant parking space in the neighborhood around the hospital, thus solving the user's parking problem , and also reduced the cost of pulling new products to a few cents.