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Hello, tomorrow calling…

Brand Strategy
Information Architecture
Business Development
Management Consulting
User Experience Design
Brand Audit
Website Redesign
Modeling
Forecasting
Modeling Analysis
Cultural Predictions
Trend Research
// INTRO
Growing up in the 90s and 00s, Nokia’s iconic ringtone still echoes in my ears – I jumped at the call to help them look into the future and participate in guiding their direction and strategy.

As one of several vendors asked to present perspectives, this was a great opportunity to tackle a hard challenge with broad creative freedom to answer the ages old question: what will the future hold?

While Nokia ultimately chose their own direction, I look back fondly at the predictions made and proudly at how well they held true.
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// CHALLENGE
Help Nokia understand future consumer behavior trends to make strategic product, marketing, and management decisions.
// SOLUTION
Understanding Audiences’ behaviors through the lenses of Triggers, Routines, and Rewards (see my blog post here for more about this technique) combined with their Needs and Goals gives insight to the direction that ideas, services, technologies, and products will evolve as a natural response to the progression of the human desires that they serve.
At its core, this project focused on four main problems:

1

What period of time to measure?

2

What types of behaviors to predict?

3

How to create the predictions?

4

Which predictions will matter?

We agreed to look at a period of 1, 4 and 7 years giving insight into immediate, mid, and long term trends affecting their target audiences across the U.S. The goal was to provide key reference points for behavior changes and trends that could be used to guide their path in product and campaign development.
I used the Maslow hierarchy to categorize behaviors into their primary categories (levels 1-5) and then explore trends based on their primary audience personas (crafted previously together) within each of the tiers.

Findings were presented in a formal, detailed report as well as complimenting vision presentation to bring the the trends and forecasts to life.
// RESULTS
Originally delivered in early 2011, you can review my findings:
While this was one of many efforts undertaken by Nokia in choosing their new direction, I am proud and amazed by the accuracy of these predictions and the ability to use behaviors to look effectively into the future.

While my techniques have advanced in the last decade, this base approach of breaking down problems into key objectives and understanding the causes and their impacts on the system of user behaviors remains a cornerstone of my approach when given opportunities of this nature.
// CLOSING
An incredibly exciting project to work on.

Chance to apply multidisciplinary skills, evolved since then, and understand human behavior and experience.

History is its own judge – how do you think I did?
Ryan Scot
Ryan Scot

AI Software and DevelopmentAI Software and Development

Barrett is really great at what he does. What is that? Everything. He just knows his stuff. He’s smart and insightful and has given my company a lot of great advice, as well as financial models, contacts, business model idea and a lot more. 

 

If you get the opportunity to work with Barrett at The_Groop, I recommend you do so.

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Ricky Ray Butler
Ricky Ray Butler

CEO at BENlabs / TubeBuddy - Passionate about entertainment, content, AI, deep learning, and blockchain

Barrett was an amazing asset to BEN during his time at the company. Barrett is always thinking outside of the box and his approach helped drive efficiencies, innovation and user satisfaction in the products and tools he lead in creating. Barrett is always looking to understand the “why” of the problem and create solutions solving the roots of the issues presented to him. A self-starter and thinker, Barrett looks for ways to improve the world and people around him, and rapidly adapts to market, business and individual conditions to overcome challenges. Barrett works fluidly across executive, staff and technical teams, creating vision and motivating action. 

 

Barrett’s creative leadership combined with his vast experiences, ability to articulate vision and an entrepreneurial approach enabled him to steward the execution of the product roadmap while creating and inspiring positive relationships across teams during his time with BEN.

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Jose Caballer
Jose Caballer

Designer, creative director, brand strategist, and Web3 community builder.

Barrett was instrumental in helping The Groop grow 100% year over year for 3 years. 

His ability to lead, teach, and service our clients all at the same time was key.

He supported our sales and business development efforts with great results. 

In addition, he worked with me and our teams to help document and systemize our service delivery. 

 

One of the bonus additions was the work we did together on product architecture and product leadership. We had the opportunity to work together on architecting various enterprise-scale applications and startups. 

 

It was an honor to work with Barrett and I look forward to collaborating again.

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Jose Caballer
Jose Caballer

Designer, creative director, brand strategist, and Web3 community builder.

Barrett was instrumental in helping The Groop grow 100% year over year for 3 years. His ability to lead, teach, and service our clients all at the same time was key.
He supported our sales and business development efforts with great results.
In addition, he worked with me and our teams to help document and systemize our service delivery.
One of the bonus additions was the work we did together on product architecture and product leadership. We had the opportunity to work together on architecting various enterprise-scale applications and startups.
It was an honor to work with Barrett and I look forward to collaborating again.
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