EXPERIENCE
INNOVATION

WHAT IS
INNOVATION IN
EXPERIENCE
DESIGN?

BY TALKING TO
PEOPLE AT THE
MOMENT
OF TRUTH
OR CREATING A
MOMENT OF TRUTH

THE TRADITIONAL APPROACH:
1. FIND A PRODUCT'S UNIQUE VALUE
PROPOSITION
2. DETERMINE WHAT EMOTIONAL
NEEDS THIS CONNECTS WITH
3. ALIGN YOUR EXECUTIONS AROUND
THESE FEELINGS

TRADITIONAL
APPROACH PR
RETAIL
OUTDOOR
THE TV
INSIGHTS STRATEGY CREATIVE
IDEA
RADIO
ONLINE
MOBILE
DM

HISTORICALLY A PRINT AD

SOMETIMES A TVC

THEN YOU
MAKE IT
DIGITAL
Digital people didn’t like this but
that’s just the way things where

AND THIS IS WHAT YOU GET

IT LOOKS THE SAME

BUT IT’S NOT
AN
EXPERIENCE

AND IT’S NOT
INNOVATIVE

EXPERIENCE =
Knowledge, skills and
understanding we gained
through involvement or
exposure to something

EXPERIENCE IS INFLUENCED BY MANY
THINGS
CONTENT
ASTHETICS
PEOPLE
TECHNOLOGY

USER EXPERIENCE THE
COMPONENTS OF
USER EXPERIENCE
HONEYCOMB
Delivers against
what they need
USEFUL
Easy to Sought a8er content
navigate relevant to lifestage
USABLE DESIRABLE
VALUABLE
FINDABLE ACCESSIBLE
Well op?mised Efficient informa?on
for search architecture
CREDIBLE
True, believable and
leverages brand Peter Morville

USER EXPERIENCE THE
COMPONENTS OF
USER EXPERIENCE
HONEYCOMB
Delivers against
what they need
USEFUL
Easy to Sought a8er content
navigate relevant to lifestage
USABLE DESIRABLE
Easy and cost
effec?ve to Things
maintain work
SUSTAINABLE VALUABLE RELIABLE
FINDABLE ACCESSIBLE
Well op?mised Efficient informa?on
for search architecture
CREDIBLE
True, believable and
leverages brand Peter Morville (plus some)

INNOVATION =
A new way of doing something
that is incremental, radical, and
revolutionary
.. and changes thinking, products,
processes, or organizations

Chris Bernard: Microsoft User Experience Evangelist

DESIRABLE
Will people want it?
FUNCTIONAL
INNOVATION
FEASIBLE
FUNCTIONAL
Can technology
deliver it?
INNOVATION
AND DESIGN

CREATIVES
STRIVE
FOR
GOLD
LIONS

THIS FREQUENTLY LEADS TO:
FLASHTURBATION

PERHAPS WE OVERRATE VISUAL DESIGN
Over 80% of designers believe that good visual design is important.
About 50% of the visitors agree.
Only 60% of designers believe up-to-date information is important
80% of visitors think it’s very important
70% of designers think visitors area most always able to maintain
orientation.
Only 10% of visitors agree.
2008 Institute for Dynamic Educational Advancement (IDEA)

SOMETIMES SIMPLE IS BETTER

SOMETIMES VISUAL IS BETTER

SOMETIMES CONFIGURABLE IS BETTER

SOMETIMES SPEED IS IMPORTANT

OR HOW YOU HANDLE PROBLEMS
Source: experiencedynamics.blogs.com

SOMETIMES INNOVATION IS IN THE INTERFACE

CREATIVE DESIGN
WHOSE SOLE PURPOSE IS
TO THE MEET THE NEEDS OF
THE USER
… NOT
THE DESIRE TO LOOK GOOD
WHILE DOING IT

VIABLE PROCESS FEASIBLE
Can the business INNOVATION Can technology
afford to do it? deliver it?
PROCESS
INNOVATION

BIG POND TIRED TWITTER

FAIL!

THEN THEY STARTED LISTENING

AND THEY EVOLVED

AND IT WORKED

AD:TECH SYDNEY
YOU DECIDE WHAT
YOU WANT TO HEAR

DESIRABLE
Will people want it?
EMOTIANAL
INNOVATION
VIABLE
Can the business
afford to do it?
EMOTIONAL
INNOVATION

APPLE : IS IT ABOUT THE DESIGN PATENTS?
James Conley Clinical Professor at both the Kellogg School of Management
www.core77.com/reactor/12.05_ipod_trademark.asp

CONSISTENT THROUGH PRODUCT
EVOLUTION
James Conley Clinical Professor at both the Kellogg School of Management
www.core77.com/reactor/12.05_ipod_trademark.asp

THE PHYSICAL FORM = THE BRAND?
James Conley Clinical Professor at both the Kellogg School of Management
www.core77.com/reactor/12.05_ipod_trademark.asp

THERE HAVE BEEN MANY COPIES

BUT THE REAL SUCCESS STORY IS
“THE EXPERIENCE”

FORGET SUPERHEROS

REMOVE THE SILOS

INNOVATION IS ITERATIVE
BUSINESS BUSINESS
INTENT STRATEGIC VISION INTENT
CONTINUE
MARKET MARKET
INSIGHTS INSIGHTS
EXPERIENCE CONTINUE
DEVELOPMENT
CRITERIA PLAN DESIGN + RESULTS RE‐EVALUATE PLAN REFINE +
IMPLEMENT + INSIGHTS STRATEGY EVOLVE
TRY
INITIAL OPTIMISE + SOMETHING
LAUNCH EVOLVE DIFFERENT

INNOVATION ISN'T
WHAT INNOVATORS
DO…
...IT'S WHAT
CUSTOMERS AND
CLIENTS ADOPT

EXPERIENCE INNOVATION HAPPENS WHEN
YOU:
• UNDERSTAND THE VALUE OF A PRODUCT
AROUND THE EMOTIONAL-BASED ELEMENTS
• DEFINE A SUSTAINABLE, VALUABLE PLAN ON
HOW TO ENGAGE YOUR AUDIENCE
• EMPOWER YOUR ORGANIZATION TO PROPERLY
RESEARCH AND DESIGN FOR THE USER EXPERIENCE
THAT DELIVERS THIS

“If people were afraid
of change and risk then
they are in wrong
business”
SHELLY LAZURUS AD:TECH 2008

Jenny Williams
jenny@ideagarden.com.au
www.ideagarden.com.au