Turning Data Into Experiences. Pro-active Experiences and their Significance for Customers and Business

Abstract

AbstractIn an era of connected devices an ever increasing amount of data can be observed. In most cases “Dumb Data”. Most interfaces currently used react to actions taken in the present, without utilizing the data available to predict future needs, creating anticipatory experiences. Some companies, like Google (Nest, Google Now) or Amazon (anticipatory shipping) have recognized the value of anticipation early on, others are following suit. Pro-active applications are expected to contribute to a better user experience, but they also may cause the user to feel uncomfortable and monitored. Hence, answering the following questions is of paramount importance: Is it possible to create relevant anticipatory experiences without falling into the “uncanny valley” of anticipation