MARKETING’S PERFECT STORM
Chris Bernard,
User Experience Evangelist, Microsoft
chris.bernard@microsoft.com
www.designthinkingdigest.com
Look for me on Twitter, Facebook, Linked In and at DesignThinkingDigest.com

Trouble is here.

So is opportunity.

The good old days.

Radio

Print

Television

but then…

This eventually got us here…

Things went nuts.

What the heck just happened?

Trends

Technology

Business

You!

Technology tries to answer…
“What is possible?”
Source: Larry Keeley, Doblin

Business tries to answer…
“What is viable in the market place?”
Source: Larry Keeley, Doblin

Experience / Design tries to answer…
“What is desirable to users?”
Source: Larry Keeley, Doblin

Consumers try to answer…
“Where can I be part of the conversation?
How can I control my participation?
My voice?”

Communities try to answer…
“What is sustainable?”

Concept: Courtesy of Jon Harris, a Microsoft buddy

Concept: Courtesy of Jon Harris, a Microsoft buddy

Concept: Courtesy of Jon Harris, a Microsoft buddy

Concept: Courtesy of Jon Harris, a Microsoft buddy

Concept: Courtesy of Jon Harris, a Microsoft buddy

Concept: Courtesy of Jon Harris, a Microsoft buddy

Concept: Courtesy of Jon Harris, a Microsoft buddy

Design is back baby! Yeah!

Icing on a cake

Doesn’t matter…

What does?

Innovation

Design is back baby! Yeah!
Innovation is the new black baby! Yeah!

design is important

But design is table stake…

…icing on the cake, when we only
use it for styling

interface

user interface only scratches the surface

…and gives designers a bad rap when
it’s all we do

experience

user experience is what makes…

innovation

…happen.

We all need to be in the innovation business.

So what do we mean by user experience?

4 Concepts

1

Function

It Works Great!

2

Aesthetic

It Looks Great!

3

Interaction

It Relates to You!

4

Process

Generates Memories

Emotional Connection

If you take away four things…

A great User Experience is critical for our
business, our customers and the future of
the marketing industry.

Delivering a great User Experience requires
significant commitment on our part understand
our customers and deliver a quality end-to-end
experiences with great attention to detail.

You are leaders in the community.
Internalize the message, make it your own,
help get the word out – in your own way.

Nathan Myhrvold's 1st law of software
“Software is a gas”

Chris Bernard’s1st law of user experience
“User experience is liquid”

Thank You!
Chris Bernard
chris.bernard@microsoft.com
312.925.4095
www.designthinkingdigest.com