0
Thursday, May 21, 2009
SUBJECT TO CHANGE
                   creating great products and services for an uncertain world




Thursday, May 21, 2009
Media is a mess




Thursday, May 21, 2009
Media is a mess
               Craigslist took the classifieds
               Everyone took a piece of the ads
           ...
Media is a mess
               Craigslist took the classifieds
               Everyone took a piece of the ads
           ...
Media is a mess
               Craigslist took the classifieds
               Everyone took a piece of the ads
           ...
Media is a mess
               Craigslist took the classifieds
               Everyone took a piece of the ads
           ...
Media is a mess
               Craigslist took the classifieds
               Everyone took a piece of the ads
           ...
predicting the future has never been easy




Thursday, May 21, 2009
predicting the future has never been easy,
               but it’s never been more difficult




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.




               Meeting about it won’t work.



               Instead, seek approach...
A Brief History Lesson




Thursday, May 21, 2009
A new photographic apparatus




Thursday, May 21, 2009
A NEW PHOTOGRAPHIC APPARATUS.

                                This apparatus consists of a box containing a camera, A, an...
A NEW PHOTOGRAPHIC APPARATUS.

                                This apparatus consists of a box containing a camera, A, an...
“You pre ss 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 r...
Why is this story important?
                         Because this focus on the customer experience
                      ...
user interface

                             logic


                             data




Thursday, May 21, 2009
user interface




Thursday, May 21, 2009
user interface




                         MAGIC


Thursday, May 21, 2009
user interface

                             logic


                             data




Thursday, May 21, 2009
user interface

                             logic


                             data




Thursday, May 21, 2009
user interface

                             logic


                             data




Thursday, May 21, 2009
user interface

                             logic


                             data




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.

     ...
The experience is the product.
               Focus on experience.
               » Use experience as strategy.
          ...
“You pre ss the button,
          we do the rest.”




Thursday, May 21, 2009
screenshot by Dharmesh Patel

Thursday, May 21, 2009
r Vis           ion
                          oogle Ca lendar: Ou
             to          G
    The Road                 ...
r Vis           ion
                          oogle Ca lendar: Ou
             to          G
    The Road                 ...
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.
         ...
Thursday, May 21, 2009
Thursday, May 21, 2009
Thursday, May 21, 2009
t h st ar?
                                                  ea nor
                                            ce hav
   ...
The experience is the product.
               Focus on experience.
               » Use experience as strategy.
          ...
Thursday, May 21, 2009
No!




Thursday, May 21, 2009
Companies tend to oversimplify
                             their view of people




Thursday, May 21, 2009
4
                         old ways of
                           thinking


Thursday, May 21, 2009
#1


                                                                              $
                                     ...
#2




                         Homo Economicus
                            Highly rational
                            Ma...
#2




                         Homo Economicus
                            Highly rational
                            Ma...
#3




                         Task oriented
                          Goal driven
                          Efficiency!

...
#3




                         Type A Personality
                             Task oriented
                            ...
#4




                          Docile and gullible
                         Stories and messaging
                      ...
#4




                               Sheep
                          Docile and gullible
                         Stories...
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
photo by
                                    Windell
                                            Oskay




               ...
They challenge social
                         and cultural boundaries
                          in unexpected ways.




T...
Understand people as people.




Thursday, May 21, 2009
Understand people as people.
                         (Understand them as we understand ourselves.)




Thursday, May 21, ...
What’s been missing?




Thursday, May 21, 2009
What’s been missing?
                              Emotions




Thursday, May 21, 2009
What’s been missing?
                              Emotions
                               Context




Thursday, May 21, 2...
What’s been missing?
                              Emotions
                               Context
                       ...
Emotion

               “...because of new scientific advances in
               our understanding of the brain and of how...
Emotion




Thursday, May 21, 2009
Emotion




Thursday, May 21, 2009
Emotion




Thursday, May 21, 2009
Thursday, May 21, 2009
Tasks       Emotions
             Goals        Context
          Preferences    Meaning




Thursday, May 21, 2009
Thursday, May 21, 2009
More insight
               By changing the size and shape
               of our research filters, more
               and...
Thursday, May 21, 2009
eop le?
                                                   rs a sp
                                           u sto me
   ...
The experience is the product.
               Focus on experience.
               » Use experience as strategy.
          ...
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.




               Statement Phone   Print   Advis...
Experiences cross boundaries


                                  Finance Co.




              Statement   Phone     Print...
Embracing the complexity

                  iterative
                 approaches




Thursday, May 21, 2009
Embracing the complexity

                  iterative   prototyping
                 approaches   and making




Thursday,...
Thursday, May 21, 2009
Thursday, May 21, 2009
Embracing the complexity

                  iterative          prototyping        deep/wide
                 approaches   ...
Embracing the complexity




Thursday, May 21, 2009
Embracing the complexity




                           pack in
                         features up
                     ...
Embracing the complexity




                           pack in     unfold new
                         features up   expe...
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



                         pill bottle
                                            pharmacists    Clea...
The ClearRx system



                         pill bottle
                                            pharmacists    Clea...
The ClearRx system



                          pill bottle
                                                              ...
The experience is the product.
               Focus on experience.
               » Use experience as strategy.
          ...
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
      ...
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




T...
How do you
             create customer
                 loyalty?



Thursday, May 21, 2009
Over 75% of consumers have at least one loyalty card
                                                       — Jupiter Rese...
“Want loyalty? Get a dog.”
                                — Randy Susan Wagner, CMO of Orbitz




Thursday, May 21, 2009
Thursday, May 21, 2009
quot;Christmas isn't
        something you buy from
        a store… Christmas,
        perhaps, means a little
        bi...
Meaning more means repeatedly
        creating notably great experiences

        True loyalty — and the word-of-
        ...
Meaning more means repeatedly
        creating notably great experiences

        Notably great experiences are
        pu...
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


                             average




                         from Daniel Kahneman
Thursday, May 21, 2...
Peak-end rule


                             average




                             average




                        ...
The Long Wow

                                  Plan and stage
                                     the wow
              ...
4. Plan and stage the wow experience
               organize a pipeline of wow moments that can be
               introduc...
Thursday, May 21, 2009
pack in
                         features up
                            front




Thursday, May 21, 2009
pack in     unfold new
                         features up   experiences
                            front       over tim...
Thursday, May 21, 2009
Thursday, May 21, 2009
Thursday, May 21, 2009
wow
                         Synched 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…   }

                                                     ...
{        …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
wow
                         Collaborative
                         running


Thursday, May 21, 2009
Thursday, May 21, 2009
Thursday, May 21, 2009
Thursday, May 21, 2009
wow
                         Networked
                         running events


Thursday, May 21, 2009
Thursday, May 21, 2009
Thursday, May 21, 2009
Running
                                    shoes

                                                  iPod nano

          ...
Running
                                    shoes

                                                  iPod nano

          ...
Running
                                              shoes
                Synched tracking
                             ...
Running
                                              shoes
                Synched tracking
                             ...
Running
                                              shoes
                Synched tracking
                             ...
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
                  ...
wow wow wow wow wow wow wow wo




Thursday, May 21, 2009
cre ate
                                         can
                                      hat ?
                         ...
The experience is the product.
               Focus on experience.
               » Use experience as strategy.
          ...
362 firms




                         from “Closing the Delivery Gap” by Bain & Company
Thursday, May 21, 2009
362 firms

                                            95% say they are
                                            “custo...
362 firms

                                            95% say they are
                                            “custo...
362 firms

                                            95% say they are
                                            “custo...
362 firms

                                            95% say they are
                                            “custo...
Thursday, May 21, 2009
SUBJECT TO CHANGE
               creating great products and services for an uncertain world


                Short, but ...
Additional Photo Credits

               Slides 71, 72, 75. quot;Basinghill pathquot; David (satguru).
               http...
SUBJECT TO CHANGE
                   creating great products and services for an uncertain world




Thursday, May 21, 2009
SUBJECT TO CHANGE
                   creating great products and services for an uncertain world




Thursday, May 21, 2009
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Transcript of "Subject to Change"

  1. 1. Thursday, May 21, 2009
  2. 2. SUBJECT TO CHANGE creating great products and services for an uncertain world Thursday, May 21, 2009
  3. 3. Media is a mess Thursday, May 21, 2009
  4. 4. Media is a mess Craigslist took the classifieds Everyone took a piece of the ads Blogs are taking the readers Thursday, May 21, 2009
  5. 5. Media is a mess Craigslist took the classifieds Everyone took a piece of the ads Blogs are taking the readers Music is in metamorphosis Thursday, May 21, 2009
  6. 6. 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 Thursday, May 21, 2009
  7. 7. 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 Thursday, May 21, 2009
  8. 8. 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 Thursday, May 21, 2009
  9. 9. predicting the future has never been easy Thursday, May 21, 2009
  10. 10. predicting the future has never been easy, but it’s never been more difficult Thursday, May 21, 2009
  11. 11. Predicting the future won’t work. Thursday, May 21, 2009
  12. 12. Predicting the future won’t work. Meeting about it won’t work. Thursday, May 21, 2009
  13. 13. 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. Thursday, May 21, 2009
  14. 14. A Brief History Lesson Thursday, May 21, 2009
  15. 15. A new photographic apparatus Thursday, May 21, 2009
  16. 16. 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 A new photographic apparatus 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
  17. 17. 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 A new photographic apparatus 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
  18. 18. “You pre ss the button, we do the rest.” Thursday, May 21, 2009
  19. 19. Thursday, May 21, 2009
  20. 20. 1 2 3 Thursday, May 21, 2009
  21. 21. You press the button… Thursday, May 21, 2009
  22. 22. You press the button… ...and we do the rest. Thursday, May 21, 2009
  23. 23. 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
  24. 24. user interface logic data Thursday, May 21, 2009
  25. 25. user interface Thursday, May 21, 2009
  26. 26. user interface MAGIC Thursday, May 21, 2009
  27. 27. user interface logic data Thursday, May 21, 2009
  28. 28. user interface logic data Thursday, May 21, 2009
  29. 29. user interface logic data Thursday, May 21, 2009
  30. 30. user interface logic data Thursday, May 21, 2009
  31. 31. The experience is the product. Thursday, May 21, 2009
  32. 32. The experience is the product. Thursday, May 21, 2009
  33. 33. 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
  34. 34. 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
  35. 35. “You pre ss the button, we do the rest.” Thursday, May 21, 2009
  36. 36. screenshot by Dharmesh Patel Thursday, May 21, 2009
  37. 37. r Vis ion oogle Ca lendar: Ou to G The Road nt to ha ve one) (it’s importa for y ou cale ndar that works • Set o ut to build a and joyous to use aling, dar isually appe – Fast, v to the calen tion in get informa s, etc.) d simple to (reminder s, invitation – Drop dea n a screen place – More tha n boxes o our who le life in one re so yo u can see y – Easy to sha very one orld where not e for a consumer w same system) • Designed r (or one on the da has a calen sh) nd publi Is (import a – Open AP everyone – Inv itations for ger , Product Mana yC arl Sjogreen — presented b Thursday, May 21, 2009
  38. 38. r Vis ion oogle Ca lendar: Ou to G The Road nt to ha ve one) (it’s importa for y ou cale ndar that works • Set o ut to build a and joyous to use aling, dar isually appe – Fast, v to the calen tion in get informa s, etc.) d simple to (reminder s, invitation – Drop dea n a screen place – More tha n boxes o our who le life in one re so yo u can see y – Easy to sha very one orld where not e for a consumer w same system) • Designed r (or one on the da has a calen sh) nd publi Is (import a – Open AP everyone – Inv itations for ger , Product Mana yC arl Sjogreen — presented b Thursday, May 21, 2009
  39. 39. Thursday, May 21, 2009
  40. 40. “It’s entertainment, stupid” Thursday, May 21, 2009
  41. 41. * 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
  42. 42. Thursday, May 21, 2009
  43. 43. Thursday, May 21, 2009
  44. 44. Thursday, May 21, 2009
  45. 45. t h st ar? ea nor ce hav per ien our ex D oe sy Thursday, May 21, 2009
  46. 46. 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
  47. 47. Thursday, May 21, 2009
  48. 48. No! Thursday, May 21, 2009
  49. 49. Companies tend to oversimplify their view of people Thursday, May 21, 2009
  50. 50. 4 old ways of thinking Thursday, May 21, 2009
  51. 51. #1 $ At worst: quot;a gullet whose only purpose in life is to gulp products and crap cash.quot; Ruthlessly stolen from The Cluetrain Manifesto Thursday, May 21, 2009
  52. 52. #2 Homo Economicus Highly rational Maximizes utility Quantity! Thursday, May 21, 2009
  53. 53. #2 Homo Economicus Highly rational Maximizes utility Quantity! Thursday, May 21, 2009
  54. 54. #3 Task oriented Goal driven Efficiency! Thursday, May 21, 2009
  55. 55. #3 Type A Personality Task oriented Goal driven Efficiency! Thursday, May 21, 2009
  56. 56. #4 Docile and gullible Stories and messaging Preferences! Thursday, May 21, 2009
  57. 57. #4 Sheep Docile and gullible Stories and messaging Preferences! Thursday, May 21, 2009
  58. 58. Not all wrong, not really right. Thursday, May 21, 2009
  59. 59. Not all wrong, not really right. We are evolving our approaches. Thursday, May 21, 2009
  60. 60. What’s been missing? Thursday, May 21, 2009
  61. 61. The messy complexity of human life Thursday, May 21, 2009
  62. 62. photo by Windell Oskay People regularly mix and match products with little regard for “suggested use.” Thursday, May 21, 2009
  63. 63. They challenge social and cultural boundaries in unexpected ways. Thursday, May 21, 2009
  64. 64. Understand people as people. Thursday, May 21, 2009
  65. 65. Understand people as people. (Understand them as we understand ourselves.) Thursday, May 21, 2009
  66. 66. What’s been missing? Thursday, May 21, 2009
  67. 67. What’s been missing? Emotions Thursday, May 21, 2009
  68. 68. What’s been missing? Emotions Context Thursday, May 21, 2009
  69. 69. What’s been missing? Emotions Context Meaning Thursday, May 21, 2009
  70. 70. 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 Thursday, May 21, 2009
  71. 71. Emotion Thursday, May 21, 2009
  72. 72. Emotion Thursday, May 21, 2009
  73. 73. Emotion Thursday, May 21, 2009
  74. 74. Thursday, May 21, 2009
  75. 75. Tasks Emotions Goals Context Preferences Meaning Thursday, May 21, 2009
  76. 76. Thursday, May 21, 2009
  77. 77. More insight By changing the size and shape of our research filters, more and better information gets through the sifting process. Thursday, May 21, 2009
  78. 78. Thursday, May 21, 2009
  79. 79. eop le? rs a sp u sto me d yo ur c d ers tan you un Do Thursday, May 21, 2009
  80. 80. 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
  81. 81. Experiences don’t match the organization Thursday, May 21, 2009
  82. 82. Experiences don’t match the organization Thursday, May 21, 2009
  83. 83. Experiences don’t match the organization Thursday, May 21, 2009
  84. 84. Experiences cross boundaries Finance Co. Statement Phone Print Advisor Web Thursday, May 21, 2009
  85. 85. Experiences cross boundaries Finance Co. Statement Phone Print Advisor Web Thursday, May 21, 2009
  86. 86. Embracing the complexity iterative approaches Thursday, May 21, 2009
  87. 87. Embracing the complexity iterative prototyping approaches and making Thursday, May 21, 2009
  88. 88. Thursday, May 21, 2009
  89. 89. Thursday, May 21, 2009
  90. 90. Embracing the complexity iterative prototyping deep/wide approaches and making collaboration Finance Co. Statement Phone Print Advisor Web Thursday, May 21, 2009
  91. 91. Embracing the complexity Thursday, May 21, 2009
  92. 92. Embracing the complexity pack in features up front Thursday, May 21, 2009
  93. 93. Embracing the complexity pack in unfold new features up experiences front over time Thursday, May 21, 2009
  94. 94. A safer drug delivery system Thursday, May 21, 2009
  95. 95. A safer drug delivery system Thursday, May 21, 2009
  96. 96. A safer drug delivery system Thursday, May 21, 2009
  97. 97. A safer drug delivery system Thursday, May 21, 2009
  98. 98. A safer drug delivery system Thursday, May 21, 2009
  99. 99. The ClearRx system pill bottle pharmacists ClearRX marketing Customer-facing experience POS system training CRM supply chain IT systems and operations Thursday, May 21, 2009
  100. 100. The ClearRx system pill bottle pharmacists ClearRX marketing Customer-facing experience POS system training CRM supply chain IT systems and operations Thursday, May 21, 2009
  101. 101. The ClearRx system pill bottle han ge? sc pharmacists ClearRX marketing har nes Customer-facing experience ing to you do h at are W POS system training CRM supply chain IT systems and operations Thursday, May 21, 2009
  102. 102. 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
  103. 103. Five ways of thinking of design Thursday, May 21, 2009
  104. 104. 1. Design as aesthetics Thursday, May 21, 2009
  105. 105. 1. Design as aesthetics Thursday, May 21, 2009
  106. 106. 2. Design as a distinct role Thursday, May 21, 2009
  107. 107. 2. Design as a distinct role Thursday, May 21, 2009
  108. 108. 3. Design as a thing Thursday, May 21, 2009
  109. 109. 3. Design as a thing Thursday, May 21, 2009
  110. 110. 4. Design as a rock star Thursday, May 21, 2009
  111. 111. 4. Design as a rock star Thursday, May 21, 2009
  112. 112. Design as an activity Thursday, May 21, 2009
  113. 113. Design as an activity Design can be an activity that an organization embraces, that everyone can be involved in. Thursday, May 21, 2009
  114. 114. Design as an activity Thursday, May 21, 2009
  115. 115. Design as an activity Idea fabricator Thursday, May 21, 2009
  116. 116. Design as an activity Idea fabricator Reframing the fuzz Thursday, May 21, 2009
  117. 117. Design as an activity Idea fabricator Reframing the fuzz The Long Wow Thursday, May 21, 2009
  118. 118. How do you create customer loyalty? Thursday, May 21, 2009
  119. 119. Over 75% of consumers have at least one loyalty card — Jupiter Research How do you create customer loyalty? Thursday, May 21, 2009
  120. 120. “Want loyalty? Get a dog.” — Randy Susan Wagner, CMO of Orbitz Thursday, May 21, 2009
  121. 121. Thursday, May 21, 2009
  122. 122. quot;Christmas isn't something you buy from a store… Christmas, perhaps, means a little bit more.” Thursday, May 21, 2009
  123. 123. 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
  124. 124. 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
  125. 125. Peak-end rule Thursday, May 21, 2009
  126. 126. Peak-end rule from Daniel Kahneman Thursday, May 21, 2009
  127. 127. Peak-end rule from Daniel Kahneman Thursday, May 21, 2009
  128. 128. Peak-end rule from Daniel Kahneman Thursday, May 21, 2009
  129. 129. Peak-end rule from Daniel Kahneman Thursday, May 21, 2009
  130. 130. Peak-end rule average from Daniel Kahneman Thursday, May 21, 2009
  131. 131. Peak-end rule average average from Daniel Kahneman Thursday, May 21, 2009
  132. 132. 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 Thursday, May 21, 2009
  133. 133. 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 Thursday, May 21, 2009
  134. 134. Thursday, May 21, 2009
  135. 135. pack in features up front Thursday, May 21, 2009
  136. 136. pack in unfold new features up experiences front over time Thursday, May 21, 2009
  137. 137. Thursday, May 21, 2009
  138. 138. Thursday, May 21, 2009
  139. 139. Thursday, May 21, 2009
  140. 140. wow Synched tracking Thursday, May 21, 2009
  141. 141. Thursday, May 21, 2009
  142. 142. Thursday, May 21, 2009
  143. 143. { } Thursday, May 21, 2009
  144. 144. Thursday, May 21, 2009
  145. 145. Thursday, May 21, 2009
  146. 146. { …it’s the eye of the tiger it the thrill of the fight… } Thursday, May 21, 2009
  147. 147. { …it’s the eye of the tiger it the thrill of the fight… } wow Powersong! Thursday, May 21, 2009
  148. 148. { …it’s the eye of the tiger it the thrill of the fight… } Thursday, May 21, 2009
  149. 149. Thursday, May 21, 2009
  150. 150. Thursday, May 21, 2009
  151. 151. Thursday, May 21, 2009
  152. 152. wow Collaborative running Thursday, May 21, 2009
  153. 153. Thursday, May 21, 2009
  154. 154. Thursday, May 21, 2009
  155. 155. Thursday, May 21, 2009
  156. 156. wow Networked running events Thursday, May 21, 2009
  157. 157. Thursday, May 21, 2009
  158. 158. Thursday, May 21, 2009
  159. 159. Running shoes iPod nano Tracking tools Pedometer Nike+ website Music Thursday, May 21, 2009
  160. 160. Running shoes iPod nano Tracking tools Pedometer Voiceover feedback Nike+ website Music Thursday, May 21, 2009
  161. 161. Running shoes Synched tracking iPod nano Tracking tools Pedometer Voiceover feedback Nike+ website Music Thursday, May 21, 2009
  162. 162. Running shoes Synched tracking iPod nano Tracking tools Pedometer Voiceover feedback Nike+ website Music Powersongs Thursday, May 21, 2009
  163. 163. Running shoes Synched tracking iPod nano Tracking tools Pedometer Voiceover feedback Nike+ website Music Collaborative running Powersongs Thursday, May 21, 2009
  164. 164. Running shoes Synched tracking iPod nano Networked running events Tracking tools Pedometer Voiceover feedback Nike+ website Music Collaborative running Powersongs Thursday, May 21, 2009
  165. 165. Running shoes Synched tracking iPod nano Networked running events Tracking tools Pedometer Voiceover feedback Nike+ website Music Sport iMixes Collaborative running Powersongs Thursday, May 21, 2009
  166. 166. Running shoes Synched tracking iPod nano Networked running events Tracking tools Pedometer Voiceover feedback Nike+ website Music Sport iMixes Desktop Collaborative running widgets Powersongs Thursday, May 21, 2009
  167. 167. 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 Thursday, May 21, 2009
  168. 168. 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 Thursday, May 21, 2009
  169. 169. 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 Thursday, May 21, 2009
  170. 170. wow wow wow wow wow wow wow wo Thursday, May 21, 2009
  171. 171. cre ate can hat ? m t wow wow wow wo wow wow wowfor g haul lat wow a p e lon ing er th uild ov u b nts yo me Are mo w ow Thursday, May 21, 2009
  172. 172. 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
  173. 173. 362 firms from “Closing the Delivery Gap” by Bain & Company Thursday, May 21, 2009
  174. 174. 362 firms 95% say they are “customer focused” from “Closing the Delivery Gap” by Bain & Company Thursday, May 21, 2009
  175. 175. 362 firms 95% say they are “customer focused” 80% say they deliver a “superior experience” from “Closing the Delivery Gap” by Bain & Company Thursday, May 21, 2009
  176. 176. 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 Thursday, May 21, 2009
  177. 177. 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 Thursday, May 21, 2009
  178. 178. Thursday, May 21, 2009
  179. 179. 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 David Verba david@twotoplabs.com Thursday, May 21, 2009
  180. 180. Additional Photo Credits Slides 71, 72, 75. quot;Basinghill pathquot; David (satguru). http://flickr.com/photos/satguru/2301780965/ Slide 73. quot;Vincent Massey Park - Path?quot; Alison C (Allie in Wonderland). http://flickr.com/photos/allie-in-wonderland/1810364260/ Slide 73. quot;The road/pavement markings.quot; Matt Seppings http://flickr.com/photos/chumpolo/165026463/ Slide 62. quot;Loyal Palquot; (dennis and aimee jonez) http://flickr.com/photos/jonezes/233928794/ Slide 68. quot;blue linequot; 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
  181. 181. SUBJECT TO CHANGE creating great products and services for an uncertain world Thursday, May 21, 2009
  182. 182. SUBJECT TO CHANGE creating great products and services for an uncertain world Thursday, May 21, 2009
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