Jerome Nadel @ Cross Innovation Academy

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A keynote at Cross Innovation Academy speaking on innovation in mobile user experience.

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Jerome Nadel @ Cross Innovation Academy

  1. 1. Innovation Alchemy<br />From lean-back to jump-in, the new model for mobile interaction<br />Jerome Nadel<br />EVP UX & Marketing<br />Sagem Wireless<br />
  2. 2. being ready<br />awareness<br />mindset<br />disruption<br />empirical innovation<br />UCD<br />informed and validated<br />immersive ethnography<br />aggregation innovation<br />ecosystems<br />service design<br />
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  6. 6. Strategy<br />Strategy<br />Digital Technology<br />Users<br />Business<br />Digital Technology<br />Users<br />Business<br />
  7. 7. Business Strategy& Vision<br />Data<br />Applications<br />Competitive Landscape<br />IT Infrastructure<br />Technology<br />A<br />B<br />C<br />Target Audience<br />1 – 7<br />
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  10. 10. Thinking big<br />Strategist<br />Visualist<br />Methodologist<br />
  11. 11. being ready<br />awareness<br />mindset<br />disruption<br />empirical innovation<br />UCD<br />informed and validated<br />immersive ethnography<br />aggregation innovation<br />ecosystems<br />service design<br />
  12. 12. User Centered Design – informed and validated<br />Understand Stakeholder & User Needs<br />Contract for Design<br /><ul><li>Success criteria
  13. 13. End user profiles
  14. 14. Task requirements & use cases</li></ul>Design & Validate the User Interface Structure<br />Visual Design<br /><ul><li>Core templates to design
  15. 15. Navigation convention
  16. 16. Information architecture
  17. 17. Validation through UT</li></ul>Finalize and Deliver Design Guidelines<br />UCD Infrastructure<br /><ul><li>Templates documented
  18. 18. UCD repository
  19. 19. Support for implementation</li></li></ul><li>Don’t rely on what you know<br />Known Markets<br />New Markets<br />
  20. 20. New Market<br />Find your space<br />Know your users<br />Create revolutionary concepts<br />
  21. 21. Immersive ethnography<br />
  22. 22. Parents<br />Content Providers<br />Local Service Provider <br />School<br />Content CD<br />Websites<br />Education Boards<br />Home<br />Students<br />Parent - Teacher<br /><ul><li>Communication with school
  23. 23. Homework reminders
  24. 24. Update/consultation about Childs progress
  25. 25. Help children in homework
  26. 26. PTA reminders</li></ul>Teacher<br /><ul><li>Classroom presentation
  27. 27. Create lessons/ test papers
  28. 28. Virtual Models
  29. 29. E-assessment
  30. 30. Administrative tasks</li></ul>Students<br /><ul><li>Curriculum E-Books
  31. 31. Homework/ Project work
  32. 32. Continuous learning
  33. 33. Games
  34. 34. Messaging</li></ul>4 – 16<br />
  35. 35. New Markets<br />Know your users<br />Find your space<br />Create revolutionary concepts<br />
  36. 36. being ready<br />awareness<br />mindset<br />disruption<br />empirical innovation<br />UCD<br />informed and validated<br />immersive ethnography<br />aggregation innovation<br />ecosystems<br />service design<br />
  37. 37. Deep brand expression in an open world<br />
  38. 38. “I’ve just found my favourite phone of Mobile World Congress 2010 and it’s from someone completely unexpected: Puma.”<br />“the most endearing phone of the show...the Puma stands alone as a beautifully designed quirk of a phone... Kudos, Sagem, and long may it continue.”<br />“It’s the added extras that really make this phone what it is. On its sporty side you can expect an analogue stopwatch, GPS run tracker, GPS bike speedo, pedometer and ooh, a yachting compass.”<br />“The alchemy is perfect, as Puma has ensured every aspect of the OS and hardware is ultra-styled and feature-led.”<br />“Sagem’s device breaks the mould of branded phones by actually being good.”<br />Divergence – Expression in difference<br />
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  43. 43. Mobile Commerce <br />MOBILE ACCESS.<br />EYEWEAR<br />FRAGRANCES<br />TIMEPIECES<br />BAGS<br />SHOES…<br />
  44. 44. Branded Photo App<br />Home Screen<br />UNIQUE SERVICES<br />1<br />4<br />CUSTOMIZED SERVICES<br />1<br />Main Menu<br />THEMING GUIDELINES<br />CORE UX MODEL<br />Notifications<br />Task Switching<br />Remove<br />1<br />1<br />A flexible user experience platform…<br />…that enables effective<br />and deep brand experience<br />
  45. 45. Why are you innovating?<br />jerome.nadel@sagemwireless.com<br />

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