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
Blogs are taking the readers
Thursday, May 21, 2009

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

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

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

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

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 approaches that will
continue to work no matter which
prediction comes true.
Thursday, May 21, 2009

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, 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

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

“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 rest.
Thursday, May 21, 2009

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

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.
Embrace the complexity.
Engage in design as an activity.
Thursday, May 21, 2009

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

“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 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

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

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.
* It's smart and helpful.
* It's responsive.
* It's all about entertainment.
Thursday, May 21, 2009

Thursday, May 21, 2009

Thursday, May 21, 2009

Thursday, May 21, 2009

t h st ar?
ea nor
ce hav
per ien
our ex
D oe sy
Thursday, May 21, 2009

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

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
$
At worst:
\"a gullet whose only purpose in life is to gulp
products and crap cash.\"
Ruthlessly stolen from The Cluetrain Manifesto
Thursday, May 21, 2009

#2
Homo Economicus
Highly rational
Maximizes utility
Quantity!
Thursday, May 21, 2009

#2
Homo Economicus
Highly rational
Maximizes utility
Quantity!
Thursday, May 21, 2009

#3
Task oriented
Goal driven
Efficiency!
Thursday, May 21, 2009

#3
Type A Personality
Task oriented
Goal driven
Efficiency!
Thursday, May 21, 2009

#4
Docile and gullible
Stories and messaging
Preferences!
Thursday, May 21, 2009

#4
Sheep
Docile and gullible
Stories and messaging
Preferences!
Thursday, May 21, 2009

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
People regularly mix
and match products
with little regard for
“suggested use.”
Thursday, May 21, 2009

They challenge social
and cultural boundaries
in unexpected ways.
Thursday, May 21, 2009

Understand people as people.
Thursday, May 21, 2009

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

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, 2009

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

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

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 better information gets
through the sifting process.
Thursday, May 21, 2009

Thursday, May 21, 2009

eop le?
rs a sp
u sto me
d yo ur c
d ers tan
you un
Do
Thursday, May 21, 2009

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

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 Advisor Web
Thursday, May 21, 2009

Experiences cross boundaries
Finance Co.
Statement Phone Print Advisor Web
Thursday, May 21, 2009

Embracing the complexity
iterative
approaches
Thursday, May 21, 2009

Embracing the complexity
iterative prototyping
approaches and making
Thursday, May 21, 2009

Thursday, May 21, 2009

Thursday, May 21, 2009

Embracing the complexity
iterative prototyping deep/wide
approaches and making collaboration
Finance Co.
Statement Phone Print Advisor Web
Thursday, May 21, 2009

Embracing the complexity
Thursday, May 21, 2009

Embracing the complexity
pack in
features up
front
Thursday, May 21, 2009

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

A safer drug delivery system
Thursday, May 21, 2009

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

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

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

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

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
embraces, that
everyone can be
involved in.
Thursday, May 21, 2009

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
Thursday, May 21, 2009

How do you
create customer
loyalty?
Thursday, May 21, 2009

Over 75% of consumers have at least one loyalty card
— Jupiter Research
How do you
create customer
loyalty?
Thursday, May 21, 2009

“Want loyalty? Get a dog.”
— Randy Susan Wagner, CMO of Orbitz
Thursday, May 21, 2009

Thursday, May 21, 2009

\"Christmas isn't
something you buy from
a store… Christmas,
perhaps, means a little
bit more.”
Thursday, May 21, 2009

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

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

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, 2009

Peak-end rule
average
average
from Daniel Kahneman
Thursday, May 21, 2009

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

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

Thursday, May 21, 2009

pack in
features up
front
Thursday, May 21, 2009

pack in unfold new
features up experiences
front over time
Thursday, May 21, 2009

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… }
wow
Powersong!
Thursday, May 21, 2009

{ …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
Tracking
tools Pedometer
Nike+
website Music
Thursday, May 21, 2009

Running
shoes
iPod nano
Tracking
tools Pedometer
Voiceover feedback
Nike+
website Music
Thursday, May 21, 2009

Running
shoes
Synched tracking
iPod nano
Tracking
tools Pedometer
Voiceover feedback
Nike+
website Music
Thursday, May 21, 2009

Running
shoes
Synched tracking
iPod nano
Tracking
tools Pedometer
Voiceover feedback
Nike+
website Music
Powersongs
Thursday, May 21, 2009

Running
shoes
Synched tracking
iPod nano
Tracking
tools Pedometer
Voiceover feedback
Nike+
website Music
Collaborative running
Powersongs
Thursday, May 21, 2009

Running
shoes
Synched tracking
iPod nano
Networked running events
Tracking
tools Pedometer
Voiceover feedback
Nike+
website Music
Collaborative running
Powersongs
Thursday, May 21, 2009

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

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

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

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

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

wow wow wow wow wow wow wow wo
Thursday, May 21, 2009

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

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

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

362 firms
95% say they are
“customer focused”
from “Closing the Delivery Gap” by Bain & Company
Thursday, May 21, 2009

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

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

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

Thursday, May 21, 2009

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

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/
Thursday, May 21, 2009

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