Designing through the Hype
summary
Zalando’s in‑house Studio describes a six‑step method designers use to separate hype from product bets: gather market signals, digest them on a Gartner hype cycle, focus with a business impact probability matrix, provoke futures with 2x2 scenarios (example: 3D clothing data vs VR adoption), craft short‑form storyboard videos, then iterate. They plan 2–5 year R&D at the Innovation trigger and prioritize Enlightenment slopes. Pew finds experts split 54%/46% on metaverse impact; pilots like chatGPT often fail to show measurable business impact or UX gains.
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chapters (9)
- 0:00Identifying hype vs. reality
- 2:37Six steps to design strategy
- 4:44Gathering market signals
- 7:33Digesting with hype cycles
- 12:14Focusing on business impact
- 14:52Provoking future positions
- 16:53Scenario planning
- 21:41Crafting the strategic vision
- 24:02Iterating for agility
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