Saab Drivers Never Forget

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SAAB DRIVERS NEVER FORGET THE ROLE OF NOVELTY! IN INTERACTION DESIGN Matthew Milan, Principal & CEO
mmilan
HOW DOES INTERACTION DESIGN SUPPORT A BRAND? WHY SHOULD WE CARE ABOUT SAAB?
ON DECK FOR THIS EVENING NOVELTY CHANGE BRAND
NOVEL INTERACTIONS ENFORCE BRAND AFFINITY
ZOMG, MISMATCHES ARE GOOD JOHN “OODA” BOYD
THIS MATTERS BECAUSE
SOMETIMES YOU JUST HAVE TO SAY
F**K AFFORDANCE
WHAT WE’RE REALLY TALKING ABOUT IS INNOVATION
INNOVATION = ! INTENTIONAL CHANGE THAT! CREATES VALUE BY ACHIEVING DIFFERNTIATED POSITIONING
LET’S RETURN TO SAAB BY WAY OF APPLE
BOYD’S SNOWMOBILE BICYCLE | OUTBOARD MOTOR | TANK | SKIS
DESIGN
CHANGE AS A CORE ! BRAND ATTRIBUTE
DESIGN INTERACTIONS
CUSTOMER TOUCHPOINTS