The Long Wow

Slide 1: The Long Wow Brandon Schauer | brandon@adaptivepath.com

Slide 2: Things we will talk about • the story of a long wow • why it matters • making it possible

Slide 3: Things we won’t talk about • the long now • the long tail • or anything about Web 2.0 sparkle magic

Slide 4: A short story about two devices...

Slide 5: tracks distance, time, and pace and tracks calorie burn and keeps a 7-day history

Slide 6: DAY DAY 1 2

Slide 7: DAY DAY DAY 3 4 5

Slide 8: DAY DAY DAY 6 7 8

Slide 9: tracks distance, time, and pace and tracks calorie burn and keeps a multi-day history

Slide 11: { }{ mile two... } } Voice feedback wow

Slide 13: wow Synched tracking

Slide 14: { …it’s the eye of the tiger it the thrill of the fight… } wow Powersong!

Slide 15: wow Collaborative running

Slide 16: wow Networked running events

Slide 17: 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

Slide 18: pack in unfold new features up experiences front over time

Slide 19: Are you customer focused?

Slide 20: 362 firms 95% say they are “customer focused” 80% say they deliver a “superior experience” How many of these firms’ customers agree Are you that they deliver a superior experience? customer focused? 8% from “Closing the Delivery Gap” by Bain & Company

Slide 21: Are you No. customer focused?

Slide 22: Net Promoter Score how to measure customer loyalty How likely are you to recommend this product/service to a friend?

Slide 23: how to measure customer loyalty How do you create customer loyalty?

Slide 24: Over 75% of consumers have at least one loyalty card — Jupiter Research How do you create customer loyalty?

Slide 25: “Want loyalty? Get a dog.” — Randy Susan Wagner, CMO of Orbitz

Slide 26: "Christmas isn't something you buy from a store… Christmas, perhaps, means a little bit more.”

Slide 27: Meaning more means repeatedly creating notably great experiences True loyalty — and the word-of- mouth that comes with it — evolves natural from the great experience you have with a company over time.

Slide 28: 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.

Slide 29: Peak-end rule average average from Daniel Kahneman

Slide 30: Example

Slide 32: Recipe: Wow From the kitchen of: brandon s: • 1 lb. of D eep Customer insights Ingredient •1H eaping spoonful of empathetic design Instructions: Mix tog ether , allow it to pave the way to a new wow moment Top with great e xperience design to br ing out the wow!

Slide 33: doing this once is certainly noteworthy but by doing it over and over again, you get...

Slide 34: HOW T O THE LONG WOW systematically serving and impressing your customers again and again

Slide 35: HOW T O 1. Know your platform for delivery Your channels and touchpoints = Your palette

Slide 36: HOW T O 1. Know your platform for delivery Weightwatcher’s palette of touchpoints Food Meetings .com Books and mobile tools tracking materials eTools

Slide 37: HOW T O 1. Know your platform for delivery Weightwatcher’s palette of touchpoints

Slide 38: HOW T O 1. Know your platform for delivery be exhaustive

Slide 39: The Long Wow Manage your platform for delivery

Slide 40: HOW T O 2. Tackle a wide area of unmet customer needs Target a dimension of the experience that has long been overlooked and is teeming with potential for new insights Ideas Opportunities Empathy

Slide 41: HOW T O 2. Tackle a wide area of unmet customer needs TripIt

Slide 42: The Long Wow Manage your platform for delivery Draw from a wide area of unmet needs

Slide 43: HOW T O 3. Created and evolve your repeatable process Blend your organization’s process strengths with empathetic research and design methods

Slide 44: HOW T O 3. Created and evolve your repeatable process Zipcar

Slide 45: The Long Wow Manage your Evolve your platform for repeatable delivery process Draw from a wide area of unmet needs

Slide 46: HOW T O 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

Slide 47: HOW T O 4. Plan and stage the wow experience NIKE+ st en ng ev ck g i ba nn in g s s in ck ed ixe ru ng nn tra fe ive so M ru er ti er d t d ra he ov or w ke bo Po nc Sp ce or la Sy i tw Vo l Co Ne Running Nike+ Tracking Pedometer iPod nano Music shoes website tools Desktop Nike+ widgets sportsband

Slide 48: HOW T O 4. Plan and stage the wow experience choreograph each wow moment, emphasizing your strengths

Slide 49: HOW T O 4. Plan and stage the wow experience Man wants a radiator

Slide 50: HOW T O 4. Plan and stage the wow experience Man wants a Searches on radiator Google

Slide 51: HOW T O 4. Plan and stage the wow experience Man wants a Searches on Checks out radiator Google one possibility

Slide 52: HOW T O 4. Plan and stage the wow experience Man wants a Searches on Checks out Continues radiator Google one possibility search

Slide 53: HOW T O 4. Plan and stage the wow experience Man wants a Searches on Checks out Continues Chats with radiator Google one possibility search mechanic Harry: Hi. I’m hear to help you find what you need. What can I help you with?

Slide 54: HOW T O 4. Plan and stage the wow experience Man wants a Searches on Checks out Continues Chats with radiator Google one possibility search mechanic Phone- Phone call Overnight supported with expert delivery transaction

Slide 55: 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

Slide 56: 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

Slide 57: The Long Wow Unlike other forms of planning, this approach builds an evolving strategy from the only perspective that matters — the customer’s.

Slide 58: The Long Wow Reframing Fuzz Idea Fabricator

Slide 59: SUBJECT TO CHANGE Creating great products and services for an uncertain world The Experience is the Product The Long Wow Experience as Strategy New Ways of Understanding People Reframing Fuzz Capturing Complexity, Building Empathy Stop Designing “Products” Idea Fabricator The Design Competency The Agile Approach An Uncertain World

Slide 60: 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 adaptivepath.com for... • our newsletter • our blog • upcoming events (15% off with FOBS): Managing Experience User Experience Intensive UXWeek

Slide 61: Thank you.

Slide 62: Photo Credits Slides 12,15, 18, 49. "Basinghill path" David (satguru). http://flickr.com/photos/satguru/2301780965/ Slide 16. "Vincent Massey Park - Path?" Alison C (Allie in Wonderland). http://flickr.com/photos/allie-in-wonderland/1810364260/ Slide 16. "The road/pavement markings." Matt Seppings http://flickr.com/photos/chumpolo/165026463/ Slide 27. "Loyal Pal" (dennis and aimee jonez) http://flickr.com/photos/jonezes/233928794/ Slide "32 degrees" Troy McCullough (Idle Type) http://flickr.com/photos/idletype/78574666/ Slide 37. "PAINTERS PALETTE" PATRICK Baines (Graniers) http://flickr.com/photos/graniers/141977940/ Slide 39. "IMG_9837" Matt P. (sittered). http://flickr.com/photos/electricwindows/284380400/ —all photos some right reserved: Creative Commons http://creativecommons.org/licenses/by/3.0/

Slide 63: More Photo Credits Slide 42. "Presenting" Bryan Gosline (Brymo). http://flickr.com/photos/brymo/341400992/ Slide 48. "blue line" Crispin Semmens (conskeptical). http://flickr.com/photos/conskeptical/292241229/ Slide 50. [Dancers, untitled]. Eric Ward (a4gpa). http://flickr.com/photos/a4gpa/155408379/ Slide 68. “Flickr Colour Contest”. Tim Samoff (timsamoff). http://flickr.com/photos/timsamoff/194072386/ Slide 68. “flickr_tubes_simps”. elyob. http://flickr.com/photos/elyob/193927498/ Slide 68. “tubes are clogged”. Roger Jones (roger jones). http://flickr.com/photos/rogerjones/195157344/ Slide 68. “flickrcolourcontest”. Daniel Sancho (teclasorg). http://flickr.com/photos/teclasorg/193919325/ —all photos some right reserved: Creative Commons http://creativecommons.org/licenses/by/3.0/

Slide 64: And More Photo Credits Slide 68. “flicrkcolourcontest”. Jeff McDonald (b0ratD). http://flickr.com/photos/b0ratdi/193936903/ Slide 68. “all i see”. Rodrigo Huerta (Tres). http://flickr.com/photos/estarsid/193724451/ Slide 68. “IMG_1417”. elyob. http://flickr.com/photos/elyob/193705737/ Slide 68. “flickrcolourcontest”. Matt (mrmatt). http://flickr.com/photos/mrmatt/194273278/ —all photos some right reserved: Creative Commons http://creativecommons.org/licenses/by/3.0/

Slide 65: The Long Wow Brandon Schauer | brandon@adaptivepath.com brandonschauer.com/blog adaptivepath.com/blog