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
      NEE...
TRADITIONAL
APPROACH                    PR



                                  RETAIL



                                ...
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

           ...
USER EXPERIENCE THE
COMPONENTS OF
USER EXPERIENCE
HONEYCOMB
                                                    Delivers
a...
USER EXPERIENCE THE
COMPONENTS OF
USER EXPERIENCE
HONEYCOMB
                                                              ...
INNOVATION =
A new way of doing something
that is incremental, radical, and
revolutionary
.. and changes thinking, product...
Chris Bernard: Microsoft User Experience Evangelist
DESIRABLE
Will people want it?




            FUNCTIONAL
            INNOVATION




                       FEASIBLE



  ...
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.

                  ...
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?                 ...
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 busi...
APPLE : IS IT ABOUT THE DESIGN PATENTS?




                        James
Conley
Clinical
Professor
at
both
the
Kellogg
Sc...
CONSISTENT THROUGH PRODUCT
EVOLUTION




                    James
Conley
Clinical
Professor
at
both
the
Kellogg
School
of...
THE PHYSICAL FORM = THE BRAND?




                      James
Conley
Clinical
Professor
at
both
the
Kellogg
School
of
Man...
THERE HAVE BEEN MANY COPIES
BUT THE REAL SUCCESS STORY IS
“THE EXPERIENCE”
FORGET SUPERHEROS
REMOVE THE SILOS
INNOVATION IS ITERATIVE

BUSINESS
                                          BUSINESS

  INTENT
                    STRATEG...
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...
“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
Experience Design - Ad:tech New York Oct 08
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

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Experience Design - Ad:tech New York Oct 08

  1. 1. EXPERIENCE INNOVATION
  2. 2. WHAT IS INNOVATION IN EXPERIENCE DESIGN?
  3. 3. BY TALKING TO PEOPLE AT THE MOMENT OF TRUTH OR CREATING A MOMENT OF TRUTH
  4. 4. 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
  5. 5. TRADITIONAL APPROACH PR RETAIL OUTDOOR THE TV INSIGHTS STRATEGY CREATIVE IDEA RADIO ONLINE MOBILE DM
  6. 6. HISTORICALLY A PRINT AD
  7. 7. SOMETIMES A TVC
  8. 8. THEN YOU MAKE IT DIGITAL Digital
people
didn’t
like
this
but 
that’s
just
the
way
things
where

  9. 9. AND THIS IS WHAT YOU GET
  10. 10. IT LOOKS THE SAME
  11. 11. BUT IT’S NOT AN EXPERIENCE
  12. 12. AND IT’S NOT INNOVATIVE
  13. 13. EXPERIENCE = Knowledge, skills and understanding we gained through involvement or exposure to something
  14. 14. EXPERIENCE IS INFLUENCED BY MANY THINGS CONTENT ASTHETICS PEOPLE TECHNOLOGY
  15. 15. 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
  16. 16. 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)
  17. 17. INNOVATION = A new way of doing something that is incremental, radical, and revolutionary .. and changes thinking, products, processes, or organizations
  18. 18. Chris Bernard: Microsoft User Experience Evangelist
  19. 19. DESIRABLE Will people want it? FUNCTIONAL INNOVATION FEASIBLE FUNCTIONAL Can technology deliver it? INNOVATION AND DESIGN
  20. 20. CREATIVES STRIVE FOR GOLD LIONS
  21. 21. THIS FREQUENTLY LEADS TO: FLASHTURBATION
  22. 22. 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)
  23. 23. SOMETIMES SIMPLE IS BETTER
  24. 24. SOMETIMES VISUAL IS BETTER
  25. 25. SOMETIMES CONFIGURABLE IS BETTER
  26. 26. SOMETIMES SPEED IS IMPORTANT
  27. 27. OR HOW YOU HANDLE PROBLEMS Source: experiencedynamics.blogs.com
  28. 28. SOMETIMES INNOVATION IS IN THE INTERFACE
  29. 29. CREATIVE DESIGN WHOSE SOLE PURPOSE IS TO THE MEET THE NEEDS OF THE USER … NOT THE DESIRE TO LOOK GOOD WHILE DOING IT
  30. 30. VIABLE PROCESS FEASIBLE Can the business INNOVATION Can technology afford to do it? deliver it? PROCESS INNOVATION
  31. 31. BIG POND TIRED TWITTER
  32. 32. FAIL!
  33. 33. THEN THEY STARTED LISTENING
  34. 34. AND THEY EVOLVED
  35. 35. AND IT WORKED
  36. 36. AD:TECH SYDNEY YOU DECIDE WHAT YOU WANT TO HEAR
  37. 37. DESIRABLE Will people want it? EMOTIANAL INNOVATION VIABLE Can the business afford to do it? EMOTIONAL INNOVATION
  38. 38. 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 

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

  40. 40. 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 

  41. 41. THERE HAVE BEEN MANY COPIES
  42. 42. BUT THE REAL SUCCESS STORY IS “THE EXPERIENCE”
  43. 43. FORGET SUPERHEROS
  44. 44. REMOVE THE SILOS
  45. 45. 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

  46. 46. INNOVATION ISN'T WHAT INNOVATORS DO… ...IT'S WHAT CUSTOMERS AND CLIENTS ADOPT
  47. 47. 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
  48. 48. “If people were afraid of change and risk then they are in wrong business” SHELLY LAZURUS AD:TECH 2008
  49. 49. Jenny Williams jenny@ideagarden.com.au www.ideagarden.com.au

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