Subject To Change: creating great products and services for an uncertain world

Slide 1: SUBJECT TO CHANGE creating great products and services for an uncertain world

Slide 2: Media is a mess Craigslist took the classifieds Everyone took a piece of the ads Blogs are taking the readers

Slide 3: Media is a mess Craigslist took the classifieds Everyone took a piece of the ads Blogs are taking the readers Music is in metamorphosis iTunes is the #1 retailer Labels are loosing their grip

Slide 4: Media is a mess Craigslist took the classifieds Everyone took a piece of the ads Blogs are taking the readers Music is in metamorphosis iTunes is the #1 retailer Labels are loosing their grip Travel is turbulent The three top quality carriers are all low-fair airlines

Slide 5: predicting the future has never been easy, but it’s never been more difficult

Slide 6: Predicting the future won’t work.

Slide 7: Predicting the future won’t work. Meeting about it won’t work.

Slide 8: Predicting the future won’t work. Meeting about it won’t work. Instead, seek approaches that will continue to work no matter which prediction comes true.

Slide 9: A Brief History Lesson

Slide 10: tus A new photographic appara

Slide 11: 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 tus new photographic appara beyond a distance of three yards from the apparatus is in A 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.

Slide 12: “You press the button, we do the rest.”

Slide 14: 1 2 3

Slide 15: You press the button…

Slide 16: You press the button… ...and we do the rest.

Slide 17: 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.

Slide 18: user interface logic data

Slide 19: user interface

Slide 20: user interface MAGIC

Slide 21: user interface logic data

Slide 22: user interface logic data

Slide 23: The experience is the product.

Slide 24: The experience is the product.

Slide 25: The experience is the product. Focus on experience. Focus on the lives of customers. Embrace the complexity. Engage in design as an activity.

Slide 26: 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.

Slide 27: What is an experience strategy?

Slide 28: What is an experience strategy?

Slide 29: “You press the button, we do the rest.”

Slide 30: screenshot by Dharmesh Patel

Slide 31: Our Vision Calendar: to Google The Road portant to h ave one) (it’s im rks for you dar that wo uild a calen • Set out to b ling, and jo yous to use r ually appea the calenda to – Fast, vis formation in etc.) sim ple to get in invitations, – Drop dead creen (reminders, lace oxes on a s life in one p – More than b see your whole so you can – E asy to share ot everyon e o rld where n consumer w e system) • De signed for a on the sam dar (or one has a calen nd publish) Is (import a – Open AP ne s for everyo – Invitation Mana ger arl Sjogre en, Product —pre sented by C

Slide 32: Our Vision Calendar: to Google The Road portant to h ave one) (it’s im rks for you dar that wo uild a calen • Set out to b ling, and jo yous to use r ually appea the calenda to – Fast, vis formation in etc.) sim ple to get in invitations, – Drop dead creen (reminders, lace oxes on a s life in one p – More than b see your whole so you can – E asy to share ot everyon e o rld where n consumer w e system) • De signed for a on the sam dar (or one has a calen nd publish) Is (import a – Open AP ne s for everyo – Invitation Mana ger arl Sjogre en, Product —pre sented by C

Slide 34: rth star? ave a no nce h r ex perie Doe s you

Slide 35: 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.

Slide 36: No!

Slide 37: Companies tend to oversimplify their view of people

Slide 38: 4 old ways of thinking

Slide 39: #1 $ At worst: "a gullet whose only purpose in life is to gulp products and crap cash." Ruthlessly stolen from The Cluetrain Manifesto

Slide 40: #2 Homo Economicus Highly rational Maximizes utility Quantity!

Slide 41: #2 Homo Economicus Highly rational Maximizes utility Quantity!

Slide 42: #3 Task oriented Goal driven Efficiency!

Slide 43: #3 Type A Personality Task oriented Goal driven Efficiency!

Slide 44: #4 Docile and gullible Stories and messaging Preferences!

Slide 45: #4 Sheep Docile and gullible Stories and messaging Preferences!

Slide 46: Not all wrong, not really right. We are evolving our approaches.

Slide 47: What’s been missing?

Slide 48: The messy complexity of human life

Slide 49: photo by Windell Oskay People regularly mix and match products with little regard for “suggested use.”

Slide 50: They challenge social and cultural boundaries in unexpected ways.

Slide 51: Understand people as people. (Understand them as we understand ourselves.)

Slide 52: What’s been missing? Emotions Context Meaning

Slide 53: Emotion “...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.” — Don Norman, Emotional Design

Slide 54: Emotion

Slide 55: Emotion

Slide 56: Tasks Emotions Goals Context Preferences Meaning

Slide 57: More insight By changing the size and shape of our research filters, more and better information gets through the sifting process.

Slide 58: peo ple? rs as cus tome your ders tand yo u un Do

Slide 59: 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.

Slide 60: Experiences don’t match the organization

Slide 61: Experiences don’t match the organization

Slide 62: Experiences cross boundaries Finance Co. Statement Phone Print Advisor Web

Slide 63: Experiences cross boundaries Finance Co. Statement Phone Print Advisor Web

Slide 64: Embracing the complexity iterative approaches

Slide 65: Embracing the complexity iterative prototyping approaches and making

Slide 66: Embracing the complexity iterative prototyping deep/wide approaches and making collaboration Finance Co. Statement Phone Print Advisor Web

Slide 67: Embracing the complexity pack in unfold new features up experiences front over time

Slide 68: A safer drug delivery system

Slide 69: A safer drug delivery system

Slide 70: A safer drug delivery system

Slide 71: A safer drug delivery system

Slide 72: A safer drug delivery system

Slide 73: The ClearRx system pill bottle pharmacists ClearRX marketing Customer-facing experience POS system training CRM supply chain IT systems and operations

Slide 74: The ClearRx system nge? pill bottle s cha pharmacists ClearRX marketing ha rnes ng to Customer-facing experience doi at are you Wh POS system training CRM supply chain IT systems and operations

Slide 75: 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.

Slide 76: Five ways of thinking of design

Slide 77: Five ways of thinking of design 1. Design as aesthetics

Slide 78: Five ways of thinking of design 1. Design as aesthetics 2. Design as a distinct role

Slide 79: Five ways of thinking of design 1. Design as aesthetics 2. Design as a distinct role 3. Design as a thing

Slide 80: Five ways of thinking of design 1. Design as aesthetics 2. Design as a distinct role 3. Design as a thing 4. Design as a rock star

Slide 81: Five ways of thinking of design 1. Design as aesthetics 2. Design as a distinct role 3. Design as a thing 4. Design as a rock star 5. ???

Slide 82: Design as an activity Design can be an activity that an organization embraces, that everyone can be involved in.

Slide 83: Over 75% of consumers have at least one loyalty card — Jupiter Research How do you create customer loyalty?

Slide 84: “Want loyalty? Get a dog.” — Randy Susan Wagner, CMO of Orbitz

Slide 85: "Christmas isn't something you buy from a store… Christmas, perhaps, means a little bit more.”

Slide 86: Meaning more means repeatedly creating notably great experiences True loyalty — and the word-of- mouth that comes with it — evolves natural from the great experience you have with a company over time.

Slide 87: 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.

Slide 88: The Long Wow Plan and stage the wow experience wow Manage your Evolve your platform for repeatable delivery process Draw from a wide area of unmet needs

Slide 89: 4. Plan and stage the wow experience organize a pipeline of wow moments that can be introduced through your palette of touchpoints over time Before Now Next Later

Slide 90: pack in unfold new features up experiences front over time

Slide 94: wow Synched tracking

Slide 95: { }

Slide 96: { …it’s the eye of the tiger it the thrill of the fight… } wow Powersong!

Slide 97: wow Collaborative running

Slide 98: wow Networked running events

Slide 99: Running shoes iPod nano Tracking tools Pedometer Nike+ website Music

Slide 100: Nike+ Running sportsband shoes iPod nano Tracking tools Pedometer Nike+ website Music Desktop widgets

Slide 101: Nike+ Running sportsband shoes iPod nano Networked running events Tracking tools Pedometer Nike+ website Music Sport iMixes Desktop Collaborative running widgets

Slide 102: Nike+ Running sportsband shoes Synched tracking iPod nano Networked running events Tracking tools Pedometer Voiceover feedback Nike+ website Music Sport iMixes Desktop Collaborative running widgets Powersongs

Slide 103: The Long Wow Plan and stage the wow experience wow Manage your Evolve your platform for repeatable delivery process Draw from a wide area of unmet needs

Slide 104: The Long Wow Plan and stage the wow experience wow wow wow wow wow wow wow wo Manage your Evolve your platform for repeatable delivery process Draw from a wide area of unmet needs

Slide 105: eate at c an cr rm thwow wow wow wo wow wow wowfo g haul? lat wow g a p the lon ildin over u bu nts A re yo ome w ow m

Slide 106: 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.

Slide 107: Goals of the book Articulate a new approach to creating products and services in an uncertain world

Slide 108: Goals of the book Articulate a new approach to creating products and services in an uncertain world And address a gaping hole in how companies serve people

Slide 109: 362 firms from “Closing the Delivery Gap” by Bain & Company

Slide 110: 362 firms 95% say they are “customer focused” from “Closing the Delivery Gap” by Bain & Company

Slide 111: 362 firms 95% say they are “customer focused” 80% say they deliver a “superior experience” from “Closing the Delivery Gap” by Bain & Company

Slide 112: 362 firms 95% say they are “customer focused” 80% say they deliver a “superior experience” How many of these firms’ customers agree that they deliver a superior experience? from “Closing the Delivery Gap” by Bain & Company

Slide 113: 362 firms 95% say they are “customer focused” 80% say they deliver a “superior experience” How many of these firms’ customers agree that they deliver a superior experience? 8% from “Closing the Delivery Gap” by Bain & Company

Slide 115: SUBJECT TO CHANGE creating great products and services for an uncertain world 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

Slide 116: SUBJECT TO CHANGE creating great products and services for an uncertain world 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 Peter Merholz Brandon Schauer

Slide 117: 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 Seppings http://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/

Slide 118: SUBJECT TO CHANGE creating great products and services for an uncertain world