Subject to Change

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

“You pre ss the button, we do the rest.” 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

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

“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

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

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: 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

#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

Tasks Emotions Goals Context Preferences Meaning 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

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 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

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

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

2. Design as a distinct role Thursday, May 21, 2009

3. Design as a thing 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

quot;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 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

pack in features up front Thursday, May 21, 2009

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

wow Synched tracking 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

wow Collaborative running Thursday, May 21, 2009

wow Networked running events 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

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. 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

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

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Subject to Change

by DavidVerba on May 28, 2009

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Subject to Change — Presentation Transcript