From the Outside-In

From the Outside‐In Embedding an Experience Mindset Peter Merholz Adap/ve Path t: @peterme e: peterme@adap/vepath.com

 © 2010 adaptive path 2

experiences interac/ons touchpoints procedures systems  © 2010 adaptive path 5

experiences interac/ons touchpoints procedures systems  © 2010 adaptive path 6

IT systems POS system CRM supply chain  © 2010 adaptive path 7

ClearRX marke/ng IT systems POS system CRM supply chain  © 2010 adaptive path 7

ClearRX marke/ng IT systems POS system training CRM supply chain  © 2010 adaptive path 7

pharmacists ClearRX marke/ng IT systems POS system training CRM supply chain  © 2010 adaptive path 7

customer facing pill boIle pharmacists ClearRX marke/ng IT systems POS system training CRM supply chain  © 2010 adaptive path 7

In order to address the complexity of our challenges, we must widely  draw from cross‐func;onal teams.    © 2010 adaptive path 8

soK war e en gine e  er dwar har eer egist engi n des ign strat naming  consultant industrial  designer In order to address the complexity of our challenges, we must widely  draw from cross‐func;onal teams.    © 2010 adaptive path 8

Design can be an  ac;vity that an  organiza;on embraces,  that everyone can be  involved in.  © 2010 adaptive path 9

An experience mindset requires honest empathy  © 2010 adaptive path 10

4 old ways of thinking  © 2010 adaptive path

#1 $ At worst: Ruthlessly stolen from The Cluetrain Manifesto  © 2010 adaptive path

#1 $ At worst: “a gullet whose only purpose in life is to gulp products and crap cash.” Ruthlessly stolen from The Cluetrain Manifesto  © 2010 adaptive path

#2 Docile and gullible Stories and messaging Preferences!  © 2010 adaptive path 14

#2 Sheep Docile and gullible Stories and messaging Preferences!  © 2010 adaptive path 14

#3 Homo Economicus Highly rational Maximizes utility Quantity!  © 2010 adaptive path 15

#4 Task oriented Goal driven Efficiency!  © 2010 adaptive path 16

#4 Robot Task oriented Goal driven Efficiency!  © 2010 adaptive path 16

Emo;onal + Intellectual + Func;onal  © 2010 adaptive path 17

Emo;onal + Intellectual + Func;onal Empathy  © 2010 adaptive path 17

An experience mindset means nothing stands alone  © 2010 adaptive path 18

The Long Wow Plan and stage the wow  experience wow Manage your plaMorm  Evolve your repeatable  for delivery process Draw from a wide  area of unmet needs  © 2010 adaptive path 19

pack in features up  front  © 2010 adaptive path 20

pack in features up  unfold new  front experiences over  /me  © 2010 adaptive path 20

wow Synched tracking  © 2010 adaptive path 21

{ }  © 2010 adaptive path 22

wow Powersong!  © 2010 adaptive path 23

{ …it’s the eye of the 5ger it the thrill of the ﬁght…  } wow Powersong!  © 2010 adaptive path 23

wow Collabora/ve running  © 2010 adaptive path 24

wow Networked running events  © 2010 adaptive path 25

Running  shoes iPod nano Tracking  tools Pedometer Nike+  website Music  © 2010 adaptive path 26

Running  shoes iPod nano Tracking  tools Pedometer Voiceover feedback Nike+  website Music  © 2010 adaptive path 26

Running  shoes Synched tracking iPod nano Tracking  tools Pedometer Voiceover feedback Nike+  website Music  © 2010 adaptive path 26

Running  shoes Synched tracking iPod nano Tracking  tools Pedometer Voiceover feedback Nike+  website Music Powersongs  © 2010 adaptive path 26

Running  shoes Synched tracking iPod nano Tracking  tools Pedometer Voiceover feedback Nike+  website Music Collabora/ve running Powersongs  © 2010 adaptive path 26

Running  shoes Synched tracking iPod nano Networked running events Tracking  tools Pedometer Voiceover feedback Nike+  website Music Collabora/ve running Powersongs  © 2010 adaptive path 26

Running  shoes Synched tracking iPod nano Networked running events Tracking  tools Pedometer Voiceover feedback Nike+  website Music Sport iMixes Collabora/ve running Powersongs  © 2010 adaptive path 26

Running  shoes Synched tracking iPod nano Networked running events Tracking  tools Pedometer Voiceover feedback Nike+  website Music Sport iMixes Desktop  Collabora/ve running widgets Powersongs  © 2010 adaptive path 26

Nike+  Running  sportsband shoes Synched tracking iPod nano Networked running events Tracking  tools Pedometer Voiceover feedback Nike+  website Music Sport iMixes Desktop  Collabora/ve running widgets Powersongs  © 2010 adaptive path 26

The Long Wow Plan and stage the wow  experience wow Manage your plaMorm  Evolve your repeatable  for delivery process Draw from a wide  area of unmet needs  © 2010 adaptive path 27

The Long Wow Plan and stage the wow  experience wow wow wow wow wow wow wow wow Manage your plaMorm  Evolve your repeatable  for delivery process Draw from a wide  area of unmet needs  © 2010 adaptive path 27

79. Delta 85. United 27. Southwest 35. JetBlue Image Frame 113. Northwest 55. Con;nental 121. US Airways Forrester’s 2010 Customer Experience Index © 2010 adaptive path

“Colleen [BarreI] is primarily responsible for the humanis;c culture  that we have at Southwest today...One of the really signiﬁcant things  she did was give our people on the front line a lot of ﬂexibility.  Basically, she ascertained that we could not an;cipate every  situa;on that would evolve in a given sta/on at a passenger  terminal. Therefore, she told our employees‐‐and meant it‐‐that  as long as you are leaning toward the customer, you are OK... They  did not need to ask permission from anybody to do so.” Herb Kelleher, founder of Southwest Airlines © 2010 adaptive path

Customer experience is not something an organiza/on buys,  it’s a mindset it adopts.

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From the Outside-In

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From the Outside-In Presentation Transcript