From
the
Outside‐In
Embedding
an
Experience
Mindset




Peter
Merholz
Adap/ve
Path
t:
@peterme
e:
peterme@adap/vepath.com

©
2010
adaptive
path   2

©
2010
adaptive
path   2

©
2010
adaptive
path   2

©
2010
adaptive
path   3

©
2010
adaptive
path   3

©
2010
adaptive
path   4
experiences

                        interac/ons

                        touchpoints

                        procedures
...
experiences

                        interac/ons

                        touchpoints

                        procedures
...
experiences

                        interac/ons

                        touchpoints

                        procedures
...
experiences

                        interac/ons

                        touchpoints

                        procedures
...
experiences

                        interac/ons

                        touchpoints

                        procedures
...
experiences

                        interac/ons

                        touchpoints

                        procedures
...

©
2010
adaptive
path   7

©
2010
adaptive
path   7

©
2010
adaptive
path   7
IT
systems
                              POS
system


                        CRM   supply
chain





©
2010
adaptive
path...
ClearRX
marke/ng




            IT
systems
                              POS
system


                        CRM   suppl...
ClearRX
marke/ng




            IT
systems
                              POS
system         training


                  ...
pharmacists    ClearRX
marke/ng




            IT
systems
                              POS
system         training


   ...
customer
facing


                        pill
boIle
                                     pharmacists    ClearRX
marke/ng
...
customer
facing


                        pill
boIle
                                     pharmacists    ClearRX
marke/ng
...

©
2010
adaptive
path   8
In
order
to
address
the
complexity
of
our
challenges,
we
must
widely

draw
from
cross‐func;onal
teams.


        
©
2010
a...
soK
                                                        war
                                                          ...

©
2010
adaptive
path   9
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

©
2010
adaptive
path   11

©
2010
adaptive
path   11
4
                        old ways of thinking



©
2010
adaptive
path
#1


                                         $
                             At worst:




                               ...
#1


                                                                          $
                                         ...
#2




                              Docile and gullible
                             Stories and messaging
              ...
#2




                                  Sheep
                              Docile and gullible
                         ...
#3




                             Homo Economicus
                                 Highly rational
                     ...
#3




                             Homo Economicus
                                 Highly rational
                     ...
#4




                             Task oriented
                             Goal driven
                              E...
#4




                              Robot
                             Task oriented
                             Goal dr...
Emo;onal

                             +

                        Intellectual

                             +

          ...
Emo;onal

                             +

                        Intellectual

                             +

          ...
An
experience
mindset
means
nothing
stands
alone




      
©
2010
adaptive
path                        18
The
Long
Wow

                                                   Plan
and
stage
the
wow

                                 ...

©
2010
adaptive
path   20
pack
in
features
up

                      front





©
2010
adaptive
path                 20
pack
in
features
up
     unfold
new

                      front           experiences
over

                             ...

©
2010
adaptive
path   21

©
2010
adaptive
path   21

©
2010
adaptive
path   21
wow
                        Synched
tracking




©
2010
adaptive
path                            21

©
2010
adaptive
path   21

©
2010
adaptive
path   22
{ }

©
2010
adaptive
path   22

©
2010
adaptive
path   22
wow
                        Powersong!




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

                                              ...
wow
                        Collabora/ve
                        running



©
2010
adaptive
path                        24
wow
                        Collabora/ve
                        running



©
2010
adaptive
path                        24
wow
                        Collabora/ve
                        running



©
2010
adaptive
path                        24
wow
                        Networked
                        running
events



©
2010
adaptive
path                      ...
wow
                        Networked
                        running
events



©
2010
adaptive
path                      ...

©
2010
adaptive
path   26
Running

                                   shoes

                                                 iPod
nano

Tracking

 ...
Running

                                   shoes

                                                 iPod
nano

Tracking

 ...
Running

                                   shoes
   Synched
tracking
                                                 iPo...
Running

                                   shoes
   Synched
tracking
                                                 iPo...
Running

                                   shoes
   Synched
tracking
                                                 iPo...
Running

                                         shoes
   Synched
tracking
                                              ...
Running

                                         shoes
   Synched
tracking
                                              ...
Running

                                         shoes
   Synched
tracking
                                              ...
Nike+

                                        Running

                                                                  ...
The
Long
Wow

                                                   Plan
and
stage
the
wow

                                 ...
The
Long
Wow

                                                   Plan
and
stage
the
wow

                                 ...
©
2010
adaptive
path   28
©
2010
adaptive
path   29
©
2010
adaptive
path   29
79.
Delta
                                               85.
United

        27.
Southwest


              35.
JetBlue
   ...
“Colleen
[BarreI]
is
primarily
responsible
for
the
humanis;c
culture

that
we
have
at
Southwest
today...One
of
the
really
...
Customer
experience
is
not
something
an
organiza/on
buys,

it’s
a
mindset
it
adopts.
Peter
Merholz
Adap/ve
Path
t:
@peterme
e:
peterme@adap/vepath.com




         
©
2010
adaptive
path   33
Thank
You




Peter
Merholz
Adap/ve
Path
t:
@peterme
e:
peterme@adap/vepath.com




         
©
2010
adaptive
path   33
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From the Outside-In

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The importance of taking an outside-in perspective in designing for new experiences.

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  • Many households have medicine cabinets filled with pill bottles. The pill bottles all look roughly the same, and are hard to read, which leads to the startling statistic that 60% of people taking medication have taken it incorrectly at some point.
    For designer Deborah Adler (click), she had a personal take on this. (click to start audio)
  • Many households have medicine cabinets filled with pill bottles. The pill bottles all look roughly the same, and are hard to read, which leads to the startling statistic that 60% of people taking medication have taken it incorrectly at some point.
    For designer Deborah Adler (click), she had a personal take on this. (click to start audio)
  • Many households have medicine cabinets filled with pill bottles. The pill bottles all look roughly the same, and are hard to read, which leads to the startling statistic that 60% of people taking medication have taken it incorrectly at some point.
    For designer Deborah Adler (click), she had a personal take on this. (click to start audio)








  • [After Deborah speaks]
    Look at all the potential points of failure or stoppage. This project could have easily been killed numerous times. Why did it survive?
  • [After Deborah speaks]
    Look at all the potential points of failure or stoppage. This project could have easily been killed numerous times. Why did it survive?
  • [After Deborah speaks]
    Look at all the potential points of failure or stoppage. This project could have easily been killed numerous times. Why did it survive?
  • [After Deborah speaks]
    Look at all the potential points of failure or stoppage. This project could have easily been killed numerous times. Why did it survive?
  • [After Deborah speaks]
    Look at all the potential points of failure or stoppage. This project could have easily been killed numerous times. Why did it survive?
  • [After Deborah speaks]
    Look at all the potential points of failure or stoppage. This project could have easily been killed numerous times. Why did it survive?
  • [After Deborah speaks]
    Look at all the potential points of failure or stoppage. This project could have easily been killed numerous times. Why did it survive?
  • [After Deborah speaks]
    Look at all the potential points of failure or stoppage. This project could have easily been killed numerous times. Why did it survive?
  • [After Deborah speaks]
    Look at all the potential points of failure or stoppage. This project could have easily been killed numerous times. Why did it survive?
  • [After Deborah speaks]
    Look at all the potential points of failure or stoppage. This project could have easily been killed numerous times. Why did it survive?
  • [After Deborah speaks]
    Look at all the potential points of failure or stoppage. This project could have easily been killed numerous times. Why did it survive?
  • [After Deborah speaks]
    Look at all the potential points of failure or stoppage. This project could have easily been killed numerous times. Why did it survive?
  • [After Deborah speaks]
    Look at all the potential points of failure or stoppage. This project could have easily been killed numerous times. Why did it survive?
  • [After Deborah speaks]
    Look at all the potential points of failure or stoppage. This project could have easily been killed numerous times. Why did it survive?
  • [After Deborah speaks]
    Look at all the potential points of failure or stoppage. This project could have easily been killed numerous times. Why did it survive?










  • By the fact that you are here at this workshop, I’m pretty sure that your organization doesn’t use this model but I’m sure you know organizations that do.
  • By the fact that you are here at this workshop, I’m pretty sure that your organization doesn’t use this model but I’m sure you know organizations that do.
  • A focus on preferences, positioning, and stories. This view of people has spawned millions of focus groups and market surveys. It also tends to focus teams on tracking or trying to influence preference through positioning, packaging, and marketing instead of creating useful, engaging, and delightful designs.

    This view can also encourage organizations to throw more money and effort toward marketing than design. It also tends to encourage a disconnect between marketing and design within companies such that craft the story of a product after or in isolation from the creation of that product.

    Of the three models, this is the most disrespectful of the people we are ostensibly trying to serve.
  • A focus on preferences, positioning, and stories. This view of people has spawned millions of focus groups and market surveys. It also tends to focus teams on tracking or trying to influence preference through positioning, packaging, and marketing instead of creating useful, engaging, and delightful designs.

    This view can also encourage organizations to throw more money and effort toward marketing than design. It also tends to encourage a disconnect between marketing and design within companies such that craft the story of a product after or in isolation from the creation of that product.

    Of the three models, this is the most disrespectful of the people we are ostensibly trying to serve.
  • Homo Economicus: The classic model of people used by companies for quite some time. This model tends to make companies focus on quantity. More features, for less.

    Taking this view makes the world of users and consumers looking a lot like the planet Vulcan.
  • Homo Economicus: The classic model of people used by companies for quite some time. This model tends to make companies focus on quantity. More features, for less.

    Taking this view makes the world of users and consumers looking a lot like the planet Vulcan.
  • Usability and traditional HCI helped to bring about a revolution in the way we think about people. Rather than quantity, it focused us on process: tasks and goals. But the picture this paints of humanity is a world of Type A personalities obsessively focused on predefined goals and the steps that lead to those goals. Our customers are like robots executing their programs. In this view, time on task and number of steps become the ultimate measuring sticks.
  • Usability and traditional HCI helped to bring about a revolution in the way we think about people. Rather than quantity, it focused us on process: tasks and goals. But the picture this paints of humanity is a world of Type A personalities obsessively focused on predefined goals and the steps that lead to those goals. Our customers are like robots executing their programs. In this view, time on task and number of steps become the ultimate measuring sticks.















































  • From the Outside-In

    1. 1. From
the
Outside‐In Embedding
an
Experience
Mindset Peter
Merholz Adap/ve
Path t:
@peterme e:
peterme@adap/vepath.com
    2. 2. 
©
2010
adaptive
path 2
    3. 3. 
©
2010
adaptive
path 2
    4. 4. 
©
2010
adaptive
path 2
    5. 5. 
©
2010
adaptive
path 3
    6. 6. 
©
2010
adaptive
path 3
    7. 7. 
©
2010
adaptive
path 4
    8. 8. experiences interac/ons touchpoints procedures systems 
©
2010
adaptive
path 5
    9. 9. experiences interac/ons touchpoints procedures systems 
©
2010
adaptive
path 5
    10. 10. experiences interac/ons touchpoints procedures systems 
©
2010
adaptive
path 6
    11. 11. experiences interac/ons touchpoints procedures systems 
©
2010
adaptive
path 6
    12. 12. experiences interac/ons touchpoints procedures systems 
©
2010
adaptive
path 6
    13. 13. experiences interac/ons touchpoints procedures systems 
©
2010
adaptive
path 6
    14. 14. 
©
2010
adaptive
path 7
    15. 15. 
©
2010
adaptive
path 7
    16. 16. 
©
2010
adaptive
path 7
    17. 17. IT
systems POS
system CRM supply
chain 
©
2010
adaptive
path 7
    18. 18. ClearRX
marke/ng IT
systems POS
system CRM supply
chain 
©
2010
adaptive
path 7
    19. 19. ClearRX
marke/ng IT
systems POS
system training CRM supply
chain 
©
2010
adaptive
path 7
    20. 20. pharmacists ClearRX
marke/ng IT
systems POS
system training CRM supply
chain 
©
2010
adaptive
path 7
    21. 21. customer
facing pill
boIle pharmacists ClearRX
marke/ng IT
systems POS
system training CRM supply
chain 
©
2010
adaptive
path 7
    22. 22. customer
facing pill
boIle pharmacists ClearRX
marke/ng IT
systems POS
system training CRM supply
chain 
©
2010
adaptive
path 7
    23. 23. 
©
2010
adaptive
path 8
    24. 24. In
order
to
address
the
complexity
of
our
challenges,
we
must
widely
 draw
from
cross‐func;onal
teams.

 
©
2010
adaptive
path 8
    25. 25. 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
    26. 26. 
©
2010
adaptive
path 9
    27. 27. Design
can
be
an
 ac;vity
that
an
 organiza;on
embraces,
 that
everyone
can
be
 involved
in. 
©
2010
adaptive
path 9
    28. 28. An
experience
mindset
requires
honest
empathy 
©
2010
adaptive
path 10
    29. 29. 
©
2010
adaptive
path 11
    30. 30. 
©
2010
adaptive
path 11
    31. 31. 4 old ways of thinking 
©
2010
adaptive
path
    32. 32. #1 $ At worst: Ruthlessly stolen from The Cluetrain Manifesto 
©
2010
adaptive
path
    33. 33. #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
    34. 34. #2 Docile and gullible Stories and messaging Preferences! 
©
2010
adaptive
path 14
    35. 35. #2 Sheep Docile and gullible Stories and messaging Preferences! 
©
2010
adaptive
path 14
    36. 36. #3 Homo Economicus Highly rational Maximizes utility Quantity! 
©
2010
adaptive
path 15
    37. 37. #3 Homo Economicus Highly rational Maximizes utility Quantity! 
©
2010
adaptive
path 15
    38. 38. #4 Task oriented Goal driven Efficiency! 
©
2010
adaptive
path 16
    39. 39. #4 Robot Task oriented Goal driven Efficiency! 
©
2010
adaptive
path 16
    40. 40. Emo;onal + Intellectual + Func;onal 
©
2010
adaptive
path 17
    41. 41. Emo;onal + Intellectual + Func;onal Empathy 
©
2010
adaptive
path 17
    42. 42. An
experience
mindset
means
nothing
stands
alone 
©
2010
adaptive
path 18
    43. 43. 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
    44. 44. 
©
2010
adaptive
path 20
    45. 45. pack
in
features
up
 front 
©
2010
adaptive
path 20
    46. 46. pack
in
features
up
 unfold
new
 front experiences
over
 /me 
©
2010
adaptive
path 20
    47. 47. 
©
2010
adaptive
path 21
    48. 48. 
©
2010
adaptive
path 21
    49. 49. 
©
2010
adaptive
path 21
    50. 50. wow Synched
tracking 
©
2010
adaptive
path 21
    51. 51. 
©
2010
adaptive
path 21
    52. 52. 
©
2010
adaptive
path 22
    53. 53. { } 
©
2010
adaptive
path 22
    54. 54. 
©
2010
adaptive
path 22
    55. 55. wow Powersong! 
©
2010
adaptive
path 23
    56. 56. { …it’s
the
eye
of
the
5ger
it
the
thrill
of
the
fight…
 } wow Powersong! 
©
2010
adaptive
path 23
    57. 57. wow Collabora/ve running 
©
2010
adaptive
path 24
    58. 58. wow Collabora/ve running 
©
2010
adaptive
path 24
    59. 59. wow Collabora/ve running 
©
2010
adaptive
path 24
    60. 60. wow Networked running
events 
©
2010
adaptive
path 25
    61. 61. wow Networked running
events 
©
2010
adaptive
path 25
    62. 62. 
©
2010
adaptive
path 26
    63. 63. Running
 shoes iPod
nano Tracking
 tools Pedometer Nike+
 website Music 
©
2010
adaptive
path 26
    64. 64. Running
 shoes iPod
nano Tracking
 tools Pedometer Voiceover
feedback Nike+
 website Music 
©
2010
adaptive
path 26
    65. 65. Running
 shoes Synched
tracking iPod
nano Tracking
 tools Pedometer Voiceover
feedback Nike+
 website Music 
©
2010
adaptive
path 26
    66. 66. Running
 shoes Synched
tracking iPod
nano Tracking
 tools Pedometer Voiceover
feedback Nike+
 website Music Powersongs 
©
2010
adaptive
path 26
    67. 67. Running
 shoes Synched
tracking iPod
nano Tracking
 tools Pedometer Voiceover
feedback Nike+
 website Music Collabora/ve
running Powersongs 
©
2010
adaptive
path 26
    68. 68. 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
    69. 69. 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
    70. 70. 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
    71. 71. 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
    72. 72. 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
    73. 73. 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
    74. 74. ©
2010
adaptive
path 28
    75. 75. ©
2010
adaptive
path 29
    76. 76. ©
2010
adaptive
path 29
    77. 77. 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
    78. 78. “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
    79. 79. Customer
experience
is
not
something
an
organiza/on
buys,
 it’s
a
mindset
it
adopts.
    80. 80. Peter
Merholz Adap/ve
Path t:
@peterme e:
peterme@adap/vepath.com 
©
2010
adaptive
path 33
    81. 81. Thank
You Peter
Merholz Adap/ve
Path t:
@peterme e:
peterme@adap/vepath.com 
©
2010
adaptive
path 33
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