Michael Moskowitz, eBay // The Future of Commerce

THE FUTURE OF COMMERCE

From Discovery to

Serendipity

Design Driven NYC 1 September 2015 ��

We’ve witnessed a sea change in the last five years— a complete transformation of the commerce landscape.


Gone is the ‘e’ from ecommerce. It’s now just commerce. Multidimensional. Digital. Physical. Mobile. Global. Emotional. . Design Driven NYC 1 September 2015 ��

We’ve moved from: WEB > MOBILE SEARCH > DISCOVERY PRODUCTS > PEOPLE CURATION > CO- CREATION


Still, six (6) key pillars remain: SITE DESIGN SHIPPING SENT MAIL SERVICES SOCIAL SPEED


And in the current competitive landscape— 1B websites and 1.4M+ apps—we’re tasked with defending our lives in 4 seconds or less.


Even bull riders get 8 seconds. We get half the time.



The still-greater challenge: creating physical or digital encounters that leverage the power of hyper-selectivity, to reveal the unseen and make people feel something new or unfamiliar.


It’s no longer about pushing product but cultivating personal experiences. Those that do it best employ a 360 approach.

Leaders engineer ecosystems. Design Driven NYC 1 September 2015 ��

AWARENESS

DISCOVERY

CONSIDERATION

COMPARISON

CONVERSION

TRANSACTION

CONVERSATION


COMMUNITY


Remember: people may want what they want, but the memory now matters as much (if not more) than the actual merchandise.

MACRO-TRENDS


EXPERIENCE DESIGN It’s about context, not just commerce Consider: + The coffee bean + Yeezy bag of air + Bud Light “Up for Whatever”


AESOP RISES Everyone is now a storyteller Look all around us for evidence: + The Stars: A$AP Rocky, AESOP (cream) + The Series: This American Life, WTF, Serial + The Sites: TRNK NYC – Contextual commerce NastyGal – Cohort commerce / identity retail Mr. Porter – “Transactional Entertainment”


NEW WORLD, NEW RULES With migrations come new culture(s) NOW EVERYONE IS A STORYTELLER We’re in the midst of an important transition from: STUFF to SENSATIONS PRODUCTS to PEOPLE PINTEREST to INSTAGRAM (and from INSTAGRAM to SNAPCHAT)

BRANDED ENVIRONMENTS to FULLY DIMENSIONALIZED WORLDS


FOREIGN AFFAIRS 3rd Party Influencers or La Cosa Nostra? Consider: + Growth challenges + Digital fatigue / content nausea + Social influence vs. celebrity influence + Provocation & penetration


FAILURE IS OVERRATED It’s about iteration, not acceptance Consider: + THE GOOD: VICE Media + THE BAD: FAB + THE UNKNOWN: Soylent


THE FUTURE


GREATER PERSONALIZATION From Generic to Genetic Recommendations We’re headed toward tiramisu tech. + Flipboard + LinkedIn + Match + eBay


CURATION @ INCEPTION Born to Sell It’s happening already. + LV art bags + NIKE + PAOM + Her (2014) x Opening Ceremony


CONSCIENTIOUS CONSUMPTION Voting @ Point of Purchase It’s happening already. + Warby / Toms / Caspar / AirBnB + Food + Fast Fashion + From Keynes to Kanye


MORE (will be) MORE The world needs: Experiences and experience design—spelled with an E, not with an X. + More MATH + More READING + More NOISE + More DISCOMFORT + More EXPERIMENTS + More MEMORIES


Michael Moskowitz, eBay // The Future of Commerce

Technology

Transcript of Michael Moskowitz, eBay // The Future of Commerce