Experience Design - Ad:tech New York Oct 08

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

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

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Experience Design - Ad:tech New York Oct 08

by jenny williams on Nov 14, 2008

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