Thursday, May 21, 2009

SUBJECT TO CHANGEcreating great products and services for an uncertain world

Thursday, May 21, 2009

Media is a mess

Thursday, May 21, 2009

Media is a messCraigslist took the classifiedsEveryone took a piece of the adsBlogs are taking the readers

Thursday, May 21, 2009

Music is in metamorphosis

Media is a messCraigslist took the classifiedsEveryone took a piece of the adsBlogs are taking the readers

Thursday, May 21, 2009

Music is in metamorphosis

Media is a messCraigslist took the classifiedsEveryone took a piece of the adsBlogs are taking the readers

iTunes is the #1 retailerLabels are loosing their grip

Thursday, May 21, 2009

Music is in metamorphosis

Travel is turbulent

Media is a messCraigslist took the classifiedsEveryone took a piece of the adsBlogs are taking the readers

iTunes is the #1 retailerLabels are loosing their grip

Thursday, May 21, 2009

Music is in metamorphosis

Travel is turbulent

Media is a messCraigslist took the classifiedsEveryone took a piece of the adsBlogs are taking the readers

iTunes is the #1 retailerLabels are loosing their grip

The three top quality carriers are all low-fair airlines

Thursday, May 21, 2009

predicting the future has never been easy

Thursday, May 21, 2009

, but it’s never been more difficultpredicting the future has never been easy

Thursday, May 21, 2009

Predicting the future won’t work.

Thursday, May 21, 2009

Predicting the future won’t work.

Meeting about it won’t work.

Thursday, May 21, 2009

Predicting the future won’t work.

Instead, seek approaches that will continue to work no matter which prediction comes true.

Meeting about it won’t work.

Thursday, May 21, 2009

A Brief History Lesson

Thursday, May 21, 2009

A new photographic apparatus

Thursday, May 21, 2009

A new photographic apparatus

A NEW PHOTOGRAPHIC APPARATUS.

This apparatus consists of a box containing a camera, A, and a frame, C, containing the desired number of plates, each held in a small frame of black Bristol board. The camera

contains a mirror, M, which pivots upon an axis and is maneuvered by the extreme bottom, B. This mirror stops at

an angle of 45°, and sends the image coming from the objective to the horizontal plate, D, at the upper part of the camera. The image thus reflected is righted upon this plate.

As the objective is of short focus, every object situated beyond a distance of three yards from the apparatus is in focus. In exceptional cases, where the operator might be

nearer the object to be photographed, the focusing would be done by means of the rack of the objective. The latter can also slide up and down, so that the apparatus need not be

inclined when buildings or high trees are being photographed. The door, E, performs the role of a shade. When the

apparatus has been fixed upon its tripod and properly directed, all the operator has to do is to close the door, P, and raise the mirror, M, by turning the button, B, and then expose

the plate. The sensitized plates are introduced into the apparatus through the door, I, and are always brought automatically to the focus of the objective through the

pressure of the springs, R. The shutter of the frame, B, opens through a hook, H, with in the pocket, N. After exposure, each

plate is lifted by means of the extractor, K, into the pocket, whence it is taken by hand and introduced through a slit, S, behind the springs, R, and the other plates that the frame

contains. All these operations are performed in the interior of the pocket, N, through the impermeable, triple fabric of which

no light can enter.

An automatic marker shows the number of plates exposed. When the operations are finished, the objective is put back in the interior of the camera, the doors, P and E, are closed, and

the pocket is rolled up. The apparatus is thus hermetically closed, and, containing all the accessories, forms one of the

most practical of systems for the itinerant photographer.Thursday, May 21, 2009

A new photographic apparatus

A NEW PHOTOGRAPHIC APPARATUS.

This apparatus consists of a box containing a camera, A, and a frame, C, containing the desired number of plates, each held in a small frame of black Bristol board. The camera

contains a mirror, M, which pivots upon an axis and is maneuvered by the extreme bottom, B. This mirror stops at

an angle of 45°, and sends the image coming from the objective to the horizontal plate, D, at the upper part of the camera. The image thus reflected is righted upon this plate.

As the objective is of short focus, every object situated beyond a distance of three yards from the apparatus is in focus. In exceptional cases, where the operator might be

nearer the object to be photographed, the focusing would be done by means of the rack of the objective. The latter can also slide up and down, so that the apparatus need not be

inclined when buildings or high trees are being photographed. The door, E, performs the role of a shade. When the

apparatus has been fixed upon its tripod and properly directed, all the operator has to do is to close the door, P, and raise the mirror, M, by turning the button, B, and then expose

the plate. The sensitized plates are introduced into the apparatus through the door, I, and are always brought automatically to the focus of the objective through the

pressure of the springs, R. The shutter of the frame, B, opens through a hook, H, with in the pocket, N. After exposure, each

plate is lifted by means of the extractor, K, into the pocket, whence it is taken by hand and introduced through a slit, S, behind the springs, R, and the other plates that the frame

contains. All these operations are performed in the interior of the pocket, N, through the impermeable, triple fabric of which

no light can enter.

An automatic marker shows the number of plates exposed. When the operations are finished, the objective is put back in the interior of the camera, the doors, P and E, are closed, and

the pocket is rolled up. The apparatus is thus hermetically closed, and, containing all the accessories, forms one of the

most practical of systems for the itinerant photographer.Thursday, May 21, 2009

“You press the button,

we do the rest.”

Thursday, May 21, 2009

Thursday, May 21, 2009

1 2 3

Thursday, May 21, 2009

You press the button…

Thursday, May 21, 2009

You press the button…

...and we do the rest.

Thursday, May 21, 2009

Why is this story important?Because this focus on the customer experience

made Kodak successful for years.

And when they’ve stumbled it’s been because they lost this focus.

Thursday, May 21, 2009

data

logic

user interface

Thursday, May 21, 2009

user interface

Thursday, May 21, 2009

MAGIC

user interface

Thursday, May 21, 2009

data

logic

user interface

Thursday, May 21, 2009

data

logic

user interface

Thursday, May 21, 2009

data

logic

user interface

Thursday, May 21, 2009

data

logic

user interface

Thursday, May 21, 2009

The experience is the product.

Thursday, May 21, 2009

The experience is the product.

Thursday, May 21, 2009

The experience is the product.

Focus on experience.

Focus on the lives of customers.

Embrace the complexity.

Engage in design as an activity.

Thursday, May 21, 2009

The experience is the product.

Focus on experience.» Use experience as strategy.

Focus on the lives of customers.

Embrace the complexity.

Engage in design as an activity.

Thursday, May 21, 2009

“You press the button,

we do the rest.”

Thursday, May 21, 2009

screenshot by Dharmesh Patel

Thursday, May 21, 2009

The Road to Google Calendar: Our Vision

• Set out to build a calendar that works for you

– Fast, visually appealing, and joyous to use

– Drop dead simple to get information into the calendar

– More than boxes on a screen (reminders, invitations, etc.)

– Easy to share so you can see your whole life in one place

• Designed for a consumer world where not everyone

has a calendar (or one on the same system)

– Open APIs (import and publish)

– Invitations for everyone

(it’s important to have one)

—presented by Carl Sjogreen, Product Manager

Thursday, May 21, 2009

The Road to Google Calendar: Our Vision

• Set out to build a calendar that works for you

– Fast, visually appealing, and joyous to use

– Drop dead simple to get information into the calendar

– More than boxes on a screen (reminders, invitations, etc.)

– Easy to share so you can see your whole life in one place

• Designed for a consumer world where not everyone

has a calendar (or one on the same system)

– Open APIs (import and publish)

– Invitations for everyone

(it’s important to have one)

—presented by Carl Sjogreen, Product Manager

Thursday, May 21, 2009

Thursday, May 21, 2009

“It’s entertainment, stupid”

Thursday, May 21, 2009

* It is reliable. * It puts me in control. * It's easy to use. * It's smart and helpful. * It's responsive. * It's all about entertainment.

Thursday, May 21, 2009

Thursday, May 21, 2009

Thursday, May 21, 2009

Thursday, May 21, 2009

Does your experience have a north star?

Thursday, May 21, 2009

The experience is the product.

Focus on experience.» Use experience as strategy.

Focus on the lives of customers.» Understand people as people.

Embrace the complexity.

Engage in design as an activity.

Thursday, May 21, 2009

Thursday, May 21, 2009

No!

Thursday, May 21, 2009

Companies tend to oversimplify their view of people

Thursday, May 21, 2009

old ways of thinking

4

Thursday, May 21, 2009

At worst:"a gullet whose only purpose in life is to gulp

products and crap cash."

Ruthlessly stolen from The Cluetrain Manifesto

#1

$

Thursday, May 21, 2009

Highly rational

Maximizes utility

Quantity!

Homo Economicus

#2

Thursday, May 21, 2009

Highly rational

Maximizes utility

Quantity!

Homo Economicus

#2

Thursday, May 21, 2009

Task oriented

Goal driven

Efficiency!

#3

Thursday, May 21, 2009

Task oriented

Goal driven

Efficiency!

#3

Type A Personality

Thursday, May 21, 2009

Docile and gullible

Stories and messaging

Preferences!

#4

Thursday, May 21, 2009

Docile and gullible

Stories and messaging

Preferences!

#4

Sheep

Thursday, May 21, 2009

Not all wrong, not really right.

Thursday, May 21, 2009

Not all wrong, not really right.We are evolving our approaches.

Thursday, May 21, 2009

What’s been missing?

Thursday, May 21, 2009

The messy complexity of human life

Thursday, May 21, 2009

People regularly mix and match products with little regard for

“suggested use.”

photo by Windell Oskay

Thursday, May 21, 2009

They challenge social and cultural boundaries

in unexpected ways.

Thursday, May 21, 2009

Understand people as people.

Thursday, May 21, 2009

Understand people as people.(Understand them as we understand ourselves.)

Thursday, May 21, 2009

What’s been missing?

Thursday, May 21, 2009

What’s been missing?Emotions

Thursday, May 21, 2009

What’s been missing?EmotionsContext

Thursday, May 21, 2009

What’s been missing?EmotionsContextMeaning

Thursday, May 21, 2009

“...because of new scientific advances in our understanding of the brain and of how emotion and cognition are thoroughly intertwined. We scientists now understand how important emotion is to everyday life, how valuable.”

Emotion

— Don Norman, Emotional Design

Thursday, May 21, 2009

Emotion

Thursday, May 21, 2009

Emotion

Thursday, May 21, 2009

Emotion

Thursday, May 21, 2009

Thursday, May 21, 2009

EmotionsContextMeaning

TasksGoals

Preferences

Thursday, May 21, 2009

Thursday, May 21, 2009

More insightBy changing the size and shape of our research filters, more and better information gets through the sifting process.

Thursday, May 21, 2009

Thursday, May 21, 2009

Do you understand your customers as people?

Thursday, May 21, 2009

The experience is the product.

Focus on experience.» Use experience as strategy.

Focus on the lives of customers.» Understand people as people.

Embrace the complexity.» Use systems to support experiences.

Engage in design as an activity.

Thursday, May 21, 2009

Experiences don’t match the organization

Thursday, May 21, 2009

Experiences don’t match the organization

Thursday, May 21, 2009

Experiences don’t match the organization

Thursday, May 21, 2009

Experiences cross boundaries

Finance Co.

AdvisorPhoneStatement WebPrint

Thursday, May 21, 2009

Finance Co.

Experiences cross boundaries

AdvisorPhoneStatement WebPrint

Thursday, May 21, 2009

Embracing the complexity

iterative approaches

Thursday, May 21, 2009

Embracing the complexity

iterative approaches

prototyping and making

Thursday, May 21, 2009

Thursday, May 21, 2009

Thursday, May 21, 2009

Embracing the complexity

Finance Co.

AdvisorPhoneStatement WebPrint

iterative approaches

prototyping and making

deep/wide collaboration

Thursday, May 21, 2009

Embracing the complexity

Thursday, May 21, 2009

pack in features up

front

Embracing the complexity

Thursday, May 21, 2009

pack in features up

front

unfold new experiences

over time

Embracing the complexity

Thursday, May 21, 2009

A safer drug delivery system

Thursday, May 21, 2009

A safer drug delivery system

Thursday, May 21, 2009

A safer drug delivery system

Thursday, May 21, 2009

A safer drug delivery system

Thursday, May 21, 2009

A safer drug delivery system

Thursday, May 21, 2009

The ClearRx system

ClearRX marketingpharmacists pill bottle

POS system

supply chainCRM

training

IT systems and operations

Customer-facing experience

Thursday, May 21, 2009

The ClearRx system

ClearRX marketingpharmacists pill bottle

POS system

supply chainCRM

training

IT systems and operations

Customer-facing experience

Thursday, May 21, 2009

The ClearRx system

ClearRX marketingpharmacists pill bottle

POS system

supply chainCRM

training

IT systems and operations

Customer-facing experience

What are you doing to harness change?

Thursday, May 21, 2009

The experience is the product.

Focus on experience.» Use experience as strategy.

Focus on the lives of customers.» Understand people as people.

Embrace the complexity.» Use systems to support experiences.

Engage in design as an activity.» Design as an organization competency.

Thursday, May 21, 2009

Five ways of thinking of design

Thursday, May 21, 2009

1. Design as aesthetics

Thursday, May 21, 2009

1. Design as aesthetics

Thursday, May 21, 2009

2. Design as a distinct role

Thursday, May 21, 2009

2. Design as a distinct role

Thursday, May 21, 2009

3. Design as a thing

Thursday, May 21, 2009

3. Design as a thing

Thursday, May 21, 2009

4. Design as a rock star

Thursday, May 21, 2009

4. Design as a rock star

Thursday, May 21, 2009

Design as an activity

Thursday, May 21, 2009

Design as an activity

Design can be an activity that an organization embraces, that everyone can be involved in.

Thursday, May 21, 2009

Design as an activity

Thursday, May 21, 2009

Design as an activity

Idea fabricator

Thursday, May 21, 2009

Design as an activity

Idea fabricator

Reframing the fuzz

Thursday, May 21, 2009

Design as an activity

Idea fabricator

Reframing the fuzz

The Long Wow

Thursday, May 21, 2009

How do you create customer

loyalty?

Thursday, May 21, 2009

How do you create customer

loyalty?

Over 75% of consumers have at least one loyalty card— Jupiter Research

Thursday, May 21, 2009

“Want loyalty? Get a dog.”— Randy Susan Wagner, CMO of Orbitz

Thursday, May 21, 2009

Thursday, May 21, 2009

"Christmas isn't something you buy from a store… Christmas, perhaps, means a little bit more.”

Thursday, May 21, 2009

Meaning more means repeatedly creating notably great experiences

True loyalty — and the word-of-mouth that comes with it — evolves naturally from the great experience you have with a company over time.

Thursday, May 21, 2009

Meaning more means repeatedly creating notably great experiences

Notably great experiences are punctuated by a moment of “wow,” when the product or service delights, anticipates the needs of, or pleasantly surprises a person.

Thursday, May 21, 2009

Peak-end rule

Thursday, May 21, 2009

Peak-end rule

from Daniel Kahneman

Thursday, May 21, 2009

Peak-end rule

from Daniel Kahneman

Thursday, May 21, 2009

Peak-end rule

from Daniel Kahneman

Thursday, May 21, 2009

Peak-end rule

from Daniel Kahneman

Thursday, May 21, 2009

Peak-end rule

from Daniel Kahneman

average

Thursday, May 21, 2009

Peak-end rule

from Daniel Kahneman

average

average

Thursday, May 21, 2009

Manage your platform for

delivery

Draw from a wide area of unmet needs

Evolve your repeatable

process

The Long Wow

wow

Plan and stage the wow

experience

Thursday, May 21, 2009

4. Plan and stage the wow experience

Before Now Next Later

organize a pipeline of wow moments that can be introduced through your palette of touchpoints over time

Thursday, May 21, 2009

Thursday, May 21, 2009

pack in features up

front

Thursday, May 21, 2009

pack in features up

front

unfold new experiences

over time

Thursday, May 21, 2009

Thursday, May 21, 2009

Thursday, May 21, 2009

Thursday, May 21, 2009

wowSynched tracking

Thursday, May 21, 2009

Thursday, May 21, 2009

Thursday, May 21, 2009

{ }

Thursday, May 21, 2009

Thursday, May 21, 2009

Thursday, May 21, 2009

{ }…it’s the eye of the tiger it the thrill of the fight…

Thursday, May 21, 2009

{ }…it’s the eye of the tiger it the thrill of the fight…

wowPowersong!

Thursday, May 21, 2009

{ }…it’s the eye of the tiger it the thrill of the fight…

Thursday, May 21, 2009

Thursday, May 21, 2009

Thursday, May 21, 2009

Thursday, May 21, 2009

wowCollaborativerunning

Thursday, May 21, 2009

Thursday, May 21, 2009

Thursday, May 21, 2009

Thursday, May 21, 2009

wowNetworkedrunning events

Thursday, May 21, 2009

Thursday, May 21, 2009

Thursday, May 21, 2009

Pedometer

Running shoes

iPod nano

Nike+ website

Tracking tools

Music

Thursday, May 21, 2009

Pedometer

Running shoes

iPod nano

Nike+ website

Tracking tools

Music

Voiceover feedback

Thursday, May 21, 2009

Pedometer

Running shoes

iPod nano

Nike+ website

Tracking tools

Music

Voiceover feedback

Synched tracking

Thursday, May 21, 2009

Pedometer

Running shoes

iPod nano

Nike+ website

Tracking tools

Music

Powersongs

Voiceover feedback

Synched tracking

Thursday, May 21, 2009

Pedometer

Running shoes

iPod nano

Nike+ website

Tracking tools

Music

Powersongs

Voiceover feedback

Synched tracking

Collaborative running

Thursday, May 21, 2009

Pedometer

Running shoes

iPod nano

Nike+ website

Tracking tools

Music

Powersongs

Voiceover feedback

Synched tracking

Collaborative running

Networked running events

Thursday, May 21, 2009

Pedometer

Running shoes

iPod nano

Nike+ website

Tracking tools

Music

Powersongs

Sport iMixes

Voiceover feedback

Synched tracking

Collaborative running

Networked running events

Thursday, May 21, 2009

Pedometer

Running shoes

iPod nano

Nike+ website

Tracking tools

Music

Powersongs

Desktop widgets

Sport iMixes

Voiceover feedback

Synched tracking

Collaborative running

Networked running events

Thursday, May 21, 2009

Pedometer

Running shoes

iPod nano

Nike+ website

Tracking tools

Music

Powersongs

Desktop widgets

Sport iMixes

Voiceover feedback

Synched tracking

Collaborative running

Networked running events

Nike+ sportsband

Thursday, May 21, 2009

Manage your platform for

delivery

wow

Draw from a wide area of unmet needs

Evolve your repeatable

process

Plan and stage the wow

experience

The Long Wow

Thursday, May 21, 2009

wowwowwowwowwowwowwow

Manage your platform for

delivery

wow

Draw from a wide area of unmet needs

Evolve your repeatable

process

Plan and stage the wow

experience

The Long Wow

Thursday, May 21, 2009

wowwowwowwowwowwowwowwow

Thursday, May 21, 2009

wowwowwowwowwowwowwowwow

Are you building a platform that can create

wow moments over the long haul?

Thursday, May 21, 2009

The experience is the product.

Focus on experience.» Use experience as strategy.

Focus on the lives of customers.» Understand people as people.

Embrace the complexity.» Use systems to support experiences.

Engage in design as an activity.» Design as an organization competency.

Thursday, May 21, 2009

362 firms

from “Closing the Delivery Gap” by Bain & Company

Thursday, May 21, 2009

362 firms

95% say they are “customer focused”

from “Closing the Delivery Gap” by Bain & Company

Thursday, May 21, 2009

362 firms

95% say they are “customer focused”

from “Closing the Delivery Gap” by Bain & Company

80% say they deliver a “superior experience”

Thursday, May 21, 2009

362 firms

95% say they are “customer focused”

from “Closing the Delivery Gap” by Bain & Company

How many of these firms’ customers agree that they deliver a superior experience?

80% say they deliver a “superior experience”

Thursday, May 21, 2009

362 firms

95% say they are “customer focused”

from “Closing the Delivery Gap” by Bain & Company

How many of these firms’ customers agree that they deliver a superior experience?

8%

80% say they deliver a “superior experience”

Thursday, May 21, 2009

Thursday, May 21, 2009

David Verbadavid@twotoplabs.com

Short, but powerful. Easy to read, yet profound. I’ve been searching for just this book: the one perfect book that summarizes the essence of modern  product design. This is it... I will use it in my courses for MBA students. You should use it for, well, for everyone.”

— Don Norman, author Design of Everyday Things

SUBJECT TO CHANGEcreating great products and services for an uncertain world

Thursday, May 21, 2009

Additional Photo Credits

Slides 71, 72, 75. "Basinghill path" David (satguru).http://flickr.com/photos/satguru/2301780965/

Slide 73. "Vincent Massey Park - Path?" Alison C (Allie in Wonderland).http://flickr.com/photos/allie-in-wonderland/1810364260/

Slide 73. "The road/pavement markings." Matt Seppingshttp://flickr.com/photos/chumpolo/165026463/

Slide 62. "Loyal Pal" (dennis and aimee jonez)http://flickr.com/photos/jonezes/233928794/

Slide 68. "blue line" Crispin Semmens (conskeptical).http://flickr.com/photos/conskeptical/292241229/

—all photos some right reserved: Creative Commons http://creativecommons.org/licenses/by/3.0/

Thursday, May 21, 2009

SUBJECT TO CHANGEcreating great products and services for an uncertain world

Thursday, May 21, 2009

SUBJECT TO CHANGEcreating great products and services for an uncertain world

Thursday, May 21, 2009