Trend: Multi Experience
Gartner: “Multi experience replaces technology-literate people with people-literate technology. In this trend, the traditional idea of a computer evolves from a single point of interaction to include multi sensory and multi touchpoint interfaces like wearables and advanced computer sensors.
“For example, Domino’s Pizza created an experience beyond app-based ordering that includes autonomous vehicles, a pizza tracker and smart speaker communications.”
“In the future, this trend will become what’s called an ambient experience, but currently multi experience focuses on immersive experiences that use augmented reality (AR), virtual (VR), mixed reality, multichannel human-machine interfaces and sensing technologies. The combination of these technologies can be used for a simple AR overlay or a fully immersive VR experience.”
My take: Will multi experiences really replace technology-literate people with people-literate technology? This seems like a roundabout way of explaining what Dassault Systemes has been saying for a long time, namely, that we are in the age of experiences, not products. Think of it this way: The Internet has commoditized goods, i.e., price comparisons are easy. Now, services are being commoditized in the same way. What is the next stage beyond services? Experiences.
B. Joseph Pine II, a motivational speaker and book author, uses the gumball machine as an illustrative example of how an experience may supersede, and even supplant, the actual product. When using today’s gumball machines, kids enjoy watching the purchased product roll down a spiral column to reach the delivery shoot. Pine suggests that the adult version of this is the Autostadt’s car vending machine.
Another perspective for this idea of multi experiences comes from the high-tech world of chip hardware and software. Arm’s CEO Simon Segars once shared this quote from “Hitchhiker’s Guide to the Universe”:
“We are stuck with technology when what we really want is just stuff that works.
How do you recognize something that is still technology?
A good clue is if it comes with a manual.”
― Douglas Adams, The Salmon of Doubt
Designers of future high-tech products will need to develop their systems to provide experience that are truly intuitive and manual-free to be easily adopted by the consumers.
To achieve this end, Intel’s former CTO Justin Rattner (now retired Intel Senior Fellow), once noted that future chip designs and innovations should be focused in the area of enhancing user experience. This approach has sometimes been called experience driven design.
“User experience design makes engineers nervous, since it relies on one’s perspective for what makes for a good experience. But this is now becoming a formal, qualitative experience,” explained Rattner.
This approach involves more than just getting the user interface correct. It requires a great deal of user input and feedback throughout the product development process. One might be tempted to call this a multiexperience development process. Regardless of the name, this process has already been evolving for a number of years.
|Image Source: Landmann, Lars|