Whenever people are interacting with technology, it should be personal to the user, says Taron Lizagub of Knoxlabs, Inc. It should reflect the reality and experiences of the user.
With data, companies can find out where a customer is and what device they are on. Derek Fridland of HUGE, Inc. says this creates a more fine-tuned experience for consumers, often leading them to complete an interaction through the desired channel.
To Anica Landreneau of HOK, innovation is about doing things differently, not adding a new technology to an old process. The first step is learning how to be efficient with current products or reevaluating methodology, then developing new technology to fill in the gaps.