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![[EASTMAN] recognized that his roll
film could lead to a revolution if he
focused on the experience he wanted
to deliver, an experience captured in
his advertising slogan, “You press
the button, we do the rest.”](https://image.slidesharecdn.com/theask-130430140936-phpapp02/75/The-Ask-4-2048.jpg)
Uploaded byJim Kalbach
The Ask
The document discusses the concept of "The Ask" - the experience a company wants to deliver to transform its customers. It provides examples like how Kodak asked people to become photographers through easy-to-use cameras. Google asks people to become expert researchers through search. However, sometimes companies miss the mark, like with Segway asking people to be "weirdo[s] on [a] scooter." The document advocates that UX designers should listen to clients, consider lowering barriers to experiences, and envision the future customers a company wants to create through their products or services.
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The Ask
- 1. @JimKalbach Principal UX DesignerCitrix The Ask
- 2. circa 1886 Scientific AmericanSupplement, No. 530, February 27, 1886
- 4. [EASTMAN] recognized thathis roll film could lead to a revolution if he focused on the experience he wanted to deliver, an experience captured in his advertising slogan, “You press the button, we do the rest.”
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- 9. Who does Googleask us to become?
- 10. 1010 Kodak = Camera> Photographers eBay = Trading Platform > Entrepreneurs Google = Search Engine > Expert Researchers
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- 15. 1515 Kodak = Camera> Photographers eBay = Trading Platform > Entrepreneurs Google = Search Engine > Expert Researchers but… Segway = New Vehicle > Weirdo on Scooter Super Size = Value for Money > Unhealthy person
- 16. Lowering Barriers Enable whatwas previously out of reach. Types of barriers • Skill • Time • Access • Social • Wealth
- 17. Using “The Ask” 1.Listen to clients talk about customers. 2. Shift discussion with The Ask. 3. Consider how to lower barriers. 4. Capture the vision of future customers. 5. Work backwards from there.
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- 20. Experience Vision It’s ourjob to imagine the future users can’t possibly imagine.
- 21. MICHAEL SCHRAGE Who DoYou Want Your Customers To Become? UX needs to revisit its fundamentals. Great UX design should not just focus on the challenge of creating better customer experiences but rise to the challenge of creating better customers.
- 22. Who is M.Schrage asking UX designers to become?
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