By Mentally Friendly



From the  conversations we’ve had and the research we’ve undertaken the following principles have been formed. They serve as a guiding light, allowing us and others to begin building intelligent products and services.


Spend more time developing intelligence than interface

So often an idea or problem is transformed into a brief which is in turn transformed into an interface – an app or a website. Focus instead on developing intelligence and background processes that build out an idea and solve a problem, this is where true value can be added.

Don’t build what happens offline, build something that can’t happen offline

Replicating offline experiences online can result in a reduction of value for users due to their original real world expectations of that service not being met. This can be especially true in replicating services that involve an element of human connection. Instead take advantage of API’s and other efficiencies that the internet is uniquely positioned to offer and design solutions that are unique to an online environment.

Don’t think in sessions, think in relationships 

Don’t employ the mindset that user’s will successfully get the job done with your product in one session, leave and never return. Look for opportunities to develop a relationship with users that fosters ongoing connectedness and value for both parties.

Don’t abstract success to digital metrics 

Focus on ensuring that metrics are representations of the value of a product and not the interface. Using the interface as a measure of success will result in ongoing bias towards screen based solutions.

Overlay your service onto existing platforms 

Don’t see your product as yet another destination competing for users’ attention. Look to deliver your expertise to users by leveraging established relationships, trust and brand loyalty for existing platforms.

Don’t wait to be asked 

Be proactive when providing value to users instead of waiting for them to go out of their way to get value from you. Make use of what you know about a user’s situation and goals to anticipate their needs, provide a solution or prepare for their next move.

Adjust the service based on the customer's behaviour and context 

Create intelligent products that take advantage of user data to provide relevant experiences to users. Adapt to a user's current situation, their emotional state, physical location or pattern of behaviour to know when to contribute and provide relevant solutions that best suit their needs.

Remember, brand is experience 

Brands are no longer able to have one way conversations with customers. The connected world we live in calls for more meaningful dialogue between both parties. We need to think in terms of creating relationships, brand personality, and quality of interactions and behaviours.The sum of these attributes is now what represents the experience and value a user will have with a brand.



This is an ongoing research project.
Do you have something to add to the conversation?
We'd love to hear from you.


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