The System is the Product
                                                                 Adam Richardson / Director of P...
We are a strategic-creative consulting firm.
             frog brings a unique combination of strategic and creative talent...
325 people from 32 countries. 39 years global experience.




        Seattle, WA
        USA
                            ...
The System is the Product
                                                                                                ...
100 Years Ago: “You push the button, we do the rest”




                                                                 ...
Systems are more common today




                                                                                        ...
But designing systems is di cult




                                                                                     ...
Systems are abstract and di cult to see




                                                                              ...
Systems are often boring

 Train schedule




                                                                            ...
Systems cross over organizational boundaries




                                                                         ...
The Apple iPod




Why it Stinks
• High price
• Limited features
• Easy to scratch
• Hard to carry
• Can’t replace battery...
Why the iPod Succeeded




                                    A convergent system that has given
                        ...
Tecosystems
                                                                                                              ...
Manage Tecosystems Across Experience Touchpoints




                                                                     ...
MINI
                                                                                                        Lifestyle
Ret...
Maxtor OneTouch III




                                                                                                  ...
Maxtor OneTouch III




                            AWARENESS      PURCHASE




                            USE         OU...
Convergence




                                    Convergence
                                                          ...
Turbochef Speedcook Oven




                                                                                             ...
Turbochef Speedcook Oven




                                                                                             ...
Turbochef Speedcook Oven




            Cultural Trends         Customer Insights                                 Analogo...
22
                                    © 2007 frog design. confidential & proprietary.   August 3, 2007
SVPMA   The System ...
Alltel Lessons

 • Manage up and down
 • Prototypes as tools for buy-in
 • Intensive stakeholder
   coordination




     ...
Know Thy Organization


                                    BOTTOM-UP   TOP-DOWN




                                    G...
Business and Technology Challenges




                                                                                   ...
The User Experience Gap

                                                             Experience
                         ...
Strategic Questions

                                                            Performance/
                            ...
What PMs can do to facilitate convergence

 1. Map out the system elements
 2. Define proximity to experience performance c...
Adam.Richardson@frogdesign.com




                                                                                       ...
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Transcript of "The System is the Product"

  1. 1. The System is the Product Adam Richardson / Director of Product Strategy SVPMA August 3, 2007 © 2007 frog design. confidential & proprietary. 1 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  2. 2. We are a strategic-creative consulting firm. frog brings a unique combination of strategic and creative talent to help companies envision, realize, and deliver actionable strategies for growth. Our rigorous yet unorthodox approach yields breakthrough innovation and a sustainable competitive edge. 2 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  3. 3. 325 people from 32 countries. 39 years global experience. Seattle, WA USA New York, NY USA Stuttgart, Germany San Francisco, CA USA Milan, Italy Palo Alto, CA USA (HQ) Austin, TX San Jose, CA USA USA Shanghai, China 3 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  4. 4. The System is the Product 4 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  5. 5. 100 Years Ago: “You push the button, we do the rest” 5 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  6. 6. Systems are more common today 6 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  7. 7. But designing systems is di cult 7 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  8. 8. Systems are abstract and di cult to see 8 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  9. 9. Systems are often boring Train schedule 9 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  10. 10. Systems cross over organizational boundaries 10 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  11. 11. The Apple iPod Why it Stinks • High price • Limited features • Easy to scratch • Hard to carry • Can’t replace battery • Cumbersome menus 11 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  12. 12. Why the iPod Succeeded A convergent system that has given Apple a 5+ year competitive edge 12 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  13. 13. Tecosystems 13 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  14. 14. Manage Tecosystems Across Experience Touchpoints 14 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  15. 15. MINI Lifestyle Retail Accessories Web 15 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  16. 16. Maxtor OneTouch III 16 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  17. 17. Maxtor OneTouch III AWARENESS PURCHASE USE OUT OF BOX 17 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  18. 18. Convergence Convergence 18 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  19. 19. Turbochef Speedcook Oven 19 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  20. 20. Turbochef Speedcook Oven 20 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  21. 21. Turbochef Speedcook Oven Cultural Trends Customer Insights Analogous Products 21 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  22. 22. 22 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  23. 23. Alltel Lessons • Manage up and down • Prototypes as tools for buy-in • Intensive stakeholder coordination 23 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  24. 24. Know Thy Organization BOTTOM-UP TOP-DOWN GOOGLE APPLE FAITH-BASED PROOF-BASED HP GE 24 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  25. 25. Business and Technology Challenges 25 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  26. 26. The User Experience Gap Experience Performance Crossover High Experience Performance Experience Expectation Profit Margin Low Emerging Mature Category Category Vertically integrated Modular/open-standards systems better systems better 26 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  27. 27. Strategic Questions Performance/ Experience Crossover High Experience Performance Experience Expectation How big is the gap? Profit Margin Low Emerging Mature Category Category How long after a How long and what will it competitor crosses the take to close the gap? gap before profits drop unacceptably? 27 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  28. 28. What PMs can do to facilitate convergence 1. Map out the system elements 2. Define proximity to experience performance crossover 3. Embed systems thinking into the MRD and use it to influence PRD 4. Get the whole system in one room 5. Set the interfaces within the system as early as possible 6. Continually communicate up, down and across to maintain alignment 28 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product
  29. 29. Adam.Richardson@frogdesign.com 29 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA   The System is the Product

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