Page 268 - The Design Thinking Playbook

In a nondigitized world, the relationship to people is primary for an Therefore, among other things, trust and ethics become important
improved experience. When we look at the development of digitiza- design criteria in the human–machine team relationship. So-called
tion with its various priorities, the design criteria are extended over cognitive computing aims at developing self-learning and self-acting
time. For the next big ideas in the field of robotics and digitization, robots with human features. Nowadays, many projects and design
new criteria become relevant, because the systems interact with each challenges, depending on the industry, are still in the transition phase
other and both (robots and human beings) gain experience and learn from e-business to digital business. Digitization is thus a primary
from each other. A relationship is created between the robot and the focus for companies if they want to stay competitive and exploit
human being. They act as a team. hitherto unknown sources of income through new business models.

TIME 1994 2004 2014 FUTURE

Analog/nondigitized world Internet/Web E-business Digital business/ (Semi-)autonomous machines/
Digital marketing Internet of things “robots”
Focus Relationship with humans for Expanded relationship in new Transformation of Expansion of the relationship of Intelligent, (semi-)autonomous
a better experience markets and countries customer interaction into a global people to machines machines interact with people and
and efficient medium social systems
Design criteria • Needs • Networking • Information • Knowledge • Trust
• Simple • Availability • Business intelligence • Prediction • Adaptability
• Functionality • Data • Big data • Access to sensors • Intention
Systems • People • People • People • People • People
• Web • Cloud • Sensors • Machines
• Objects • Robots
• Social systems
• Cultures
Results Optimized relationship Expanded relationship Optimized channels New business models Close relationship,
and interactions human–machine as a team

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