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Experience Design - Ad:tech New York Oct 08
 

Experience Design - Ad:tech New York Oct 08

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Presentation for panel session on experience design at Ad:tech New York

Presentation for panel session on experience design at Ad:tech New York

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Experience Design - Ad:tech New York Oct 08 Experience Design - Ad:tech New York Oct 08 Presentation Transcript

  • 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