Designing Superpowering Experiences
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Transcript of Designing Superpowering Experiences
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Corporation Inc
Market B
Market AProduct marketing
THE WORLD BEFORE THE INTERNET
(as perceived by the industrial corporation)
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Know me
See my needs
Engage me
Reward meSee my potential
Make me understand
Be personal
Be relevant
Be consistent
Be proactive
Be transparent
Coach me
IN THE WORLD TODAY, EXPERIENCE IS KEY
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Expectations
Consumer Company
OUR EXPECTATIONS ARE RISINGGreat experience
Poor experience
Ability
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Expectations
Ability
Consumer Company
Possibilities
Great experience
Poor experience
AS ARE THE (DIGITAL) POSSIBILITIES
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Expectations
Consumer Company
…FOR DISRUPTIONGreat experience
Poor experience
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”Business has only two functions - marketing and
innovation.”
Peter F DruckerLET’S REMIND OURSELVES
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Useservices
Data & feedback
Create insights
Improveservices
TIE THEM TOGETHER IN A LOOP!
MARKETING INNOVATION
EXPERIENCE
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YOU HAVE TO BE A BIT MADTHE LONE INNOVATOR
YOU MUST THINK BIGINNOVATION HAPPENS IN THE LAB
DON’T BELIEVE IN THE MYTHS
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INNOVATION THRIVES FROM MANY DIFFERENT VIEWPOINTS
(so bring people with different perspectives together)
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THE VALUE OF NEW IDEAS CANNOT BE ANTICIPATED
(so generate many ideas and don’t throw any away)
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MOST IDEAS COME FROM EMPLOYEES, CUSTOMERS, PARTNERS
(so make sure to connect their minds)
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WHAT ABOUT INNOVATION IN A DIGITAL WORLD?
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SMART ASSISTANTS AND AIWEARABLES & CONNECTED DEVICES
VIRTUAL & AUGMENTED REALITY BIG DATA ANALYTICS
TECH CREATES NEW OPPORTUNITIES
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Smarter together
Use together
Alert me
DIGITAL SHAPES NEW BEHAVIORS
Rate my experience
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Producer Consumer
Platform
Value Unit Fi
lter
NEW WAYS OF CREATING VALUE*CAUSE DISRUPTION
*platforms are eating the world
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START HERE:Problem
FIND A PROBLEM WORTH SOLVING
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LOOK FOR SOLUTIONS HERE
Value Creation Models
Behavior Patterns
Emerging Technologies
Humans
Business
Technology
Innovation
sweet spot
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NEW TECH
EXISTING TECH
EXISTING BEHAVIORS
NEW BEHAVIORS
Paving cow paths
Struggling to change
Superpowered
Designed experience
Status Quo
DESIGN SUPERPOWERING EXPERIENCES
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SO HOW CAN WE GO ABOUT IT?
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BUSINESS (viability)
TECH (feasibility)
PEOPLE (desirability)
DESIGN THINKING IS A MUST
START HERE
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TEST PROTOTYPE
DEFINE & IDEATEEMPATHY
REPEAT
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BUT THERE IS MORE THAN ONE WAY TO DO IT
GDS (God Damn Stupid)
PFS (Pretty
F**king Smart)
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SO, WE ASKED OURSELVES
WHY START WITH AN EMPTY SHEET OR WHITEBOARD?
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THEN WE ASKED
WHY COVER THE WALLS WITH POST ITS?
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AND WE PONDERED
CAN’T IT BE MORE REAL AND ENGAGING THAN THIS?
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OUR ANSWER IS:
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VALUESBEHAVIOR PATTERNS
EMERGING TECHNOLOGIES
FEARS
BUILDING BLOCKS OF INNOVATIONBUSINESS PATTERNS
KPI’S
WE SIMPLY CALL THEM
DISCLAIMER: We use a fictional example to illustrate the concept and ways of working in the following slides
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DESIGNED FOR CO-CREATION
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…DIGITAL AND PHYSICAL
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HOW TO MODELWITH MAGICFORCES
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1. MAP THE TYPICAL JOURNEY
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1. MAP THE TYPICAL JOURNEY
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2. ANALYZE THE CURRENT STATE
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2. ANALYZE THE CURRENT STATE
FEARSVALUES
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EMERGING TECHBEHAVIOR PATTERNS
3. IDEATE OPPORTUNITIES
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3. IDEATE OPPORTUNITIES
KPI’SBUSINESS PATTERNS
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4. VISUALIZE SOLUTIONS
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5. REPEAT AND BUILD THE FUTURE JOURNEY
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REMEMBER, IT’S ALL ABOUT
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