Creative possibility design

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Creative possibility design

  1. 1. Creative Possibility Design November 2011 | v.0.1Nowtom ©2011 | Now That’s What We Call Tomorrow
  2. 2. 1.0 Intro2.0 State of Design3.0 Creative Possibility4.0 Measurement5.0 SummaryNowtom ©2011 | Creative Possibility Design Slide 2
  3. 3. 1.0 IntroNowtom ©2011 | Creative Possibility Design Slide 3
  4. 4. “Ideas are like rabbits.You get a couple andlearn how to handlethem, and pretty soonyou have a dozen”John SteinbeckNowtom ©2011 | Creative Possibility Design Slide 4
  5. 5. 20 Facts You May Not Have Known About Rabbits.1. Rabbits are not rodents, they are 12. Rabbits can see behind them, but have lagomorphs. blind spot in front of their face.2. A rabbits teeth never stop growing. 13 When rabbits are happy, they will jump3. Rabbits can purr similar to a cat. and twist, this is called a binky.4. Rabbits cannot vomit. 14. One rabbit can potentialy reproduce to5. Mothers typically only feed their kits 50,000 in 3 years. about 5 minutes a day. 15. You can literally scare a rabbit to6. Rabbit meat is lower in fat, cholesterol death. and calories than chicken, pork or 16. Rabbits can have false pregnancies. beef. 17. Rabbits groom themselves.7. Rabbits have 28 teeth. 18. Domestic rabbits cannot breed with8. A four pound rabbit will drink as much wild rabbits. water as a 20 pound dog. 19. The only place a rabbit sweats is9. Rabbits do not hibernate. through the pads on its feet.10. Rabbits can jump 36″ and higher. 20. Rabbits eat their own night droppings11. Rabbits can suffer heat stroke. called cecotropes.Nowtom ©2011 | Creative Possibility Design Slide 5
  6. 6. 2.0The State of DesignNowtom ©2011 | Creative Possibility Design Slide 6
  7. 7. Race To The Bottom?Over-consumptionFaster obsolescence.Information overload.Demanding even faster innovation, better, moreimproved products, at ever lowering prices.This is not just a race to the bottom wherecommoditisation lurks, but where we will simplyexhaust our resources, our planet and ourselves.Nowtom ©2011 | Creative Possibility Design Slide 7
  8. 8. Design Is Good ForSolving Problems.However, we have only skirted “design innovation”.We are still attempting to link product and service.Nowtom ©2011 | Creative Possibility Design Slide 8
  9. 9. Design Is No SurrogateFor Brand Clarity.There isn’t a single pattern to the functionality, aesthetics or pricepoints in the offerings across the consistent top brands in allcategories and industries.Yet there is consistency to their quality, the unique differentiationand consistency of the emotional brand experience they provide.Nowtom ©2011 | Creative Possibility Design Slide 9
  10. 10. “It’s not about how theconsumer feels about thedesign. But rather, how thedesign makes the consumerfeel about themselves!”Nowtom ©2011 | Creative Possibility Design Slide 10
  11. 11. Rising Consumer Aspirations.There Is No End To TheImprovements That PeopleWant Made In Their Lives. Any good UX professional Any good marketing will tell you that knowing professional would tell you your users is essential for that knowing your users has great experiences. long been recognised as fantastic business!Nowtom ©2011 | Creative Possibility Design Slide 11
  12. 12. UX vs CXUser Experience (UX) is about how users Customer Experience (CX) goes beyondinteract with the products and services user experience with the use of the productyou offer. to include the customers’ interactions with, and relationship to, your brand in its entirety.Nowtom ©2011 | Creative Possibility Design Slide 12
  13. 13. UX vs CXIt’s almost impossible to distinguish where a “product experience”begins and a “brand experience” begins.Yet the two are typicallyseparated within most organisations.Customer Experience (CX) is often limited to traditional marketingmethods and tools, and User Experience (UX) is associated withproduct/service development.Both are strategic differentiators and creating a unified CX+UXstrategy only benefits brand loyalty and margins.Nowtom ©2011 | Creative Possibility Design Slide 13
  14. 14. UX+CX Mashup? User Experience Customer Experience User motivations Consumer business need Qualitative data Marketing data User focused Business focus Not usually large data input Market research Personas, user journeys Brand architecture, business model Prioritisation (users, features) Focus on benefits, not features Reducing complexity Identifying business opportunities Mapping (personas, journeys) Consumer experience Sociology, psychology, design Business, marketing, financeNowtom ©2011 | Creative Possibility Design Slide 14
  15. 15. 3.0 Creative PossibilityNowtom ©2011 | Creative Possibility Design Slide 15
  16. 16. Strategy 101Supply. Demand.A company must be aware of the The key is insights into customers andresources and capabilities through which their needs in the form of an “Experienceit can create uniqueness (and do it Opportunity”.better than competitors).Nowtom ©2011 | Creative Possibility Design Slide 16
  17. 17. Supplybusiness org supply marketing model chain product/ service process service designNowtom ©2011 | Creative Possibility Design Slide 17
  18. 18. DemandNowtom ©2011 | Creative Possibility Design Slide 18
  19. 19. 94,862,570,547 Return inonly 7 years*?Discounted Rabbit FlowYear One: Year Two: Year Three: Year Four: Year Five: Year Six: Year Seven:1 mother rabbit 37 1369 50,653 1,823,508 69,293,304 2,563,853,248x 3 female babies* x3 x3 x3 x3 x3 x3x 12 months x 12 x 12 x 12 x 12 x 12 x 12= 36 babies = 1332 = 49,284 = 1,823,508 = 67,420,512 = 2,494,558,944 = 92,298,716,930(+ the original 1) (+ 37) (+ 1,369) (+ 50,653 ) (+ 1,872,792) (+ 69,293,304) (+ 2,563,852,248)= 37 = 1,369 = 50,653 = 1,874,161 = 69,294,673 = 2,563,853,617 = 94,862,570,547*If, starting at the beginning of Year Two, each of the Year One female rabbits also produce anaverage of 3 female offspring. Nowtom ©2011 | Creative Possibility Design Slide 19
  20. 20. Glad to see that the CFO isnow paying attention too...Nowtom ©2011 | Creative Possibility Design Slide 20
  21. 21. Emotion and interactivitycombine to form demand,visualised as an“Experience Opportunity”.By mapping personas and/or competetive products it ispossible to discover and analyse experience opportunities!Nowtom ©2011 | Creative Possibility Design Slide 21
  22. 22. RKS Design Framework Self-Actualization DYNAMIC Empowered, Performance Consumer Hierachy of Needs,Marlow’s Hierachy of Needs Aesthetic Needs CREATIVE Desires & Aspirations Aesthetic, Entertaining Need to Know & Understand INTELLIGENT Intuitive, Meaningful Esteem Needs PERSONAL Expressive, Unique Belonging & Love Needs COHERENT Systematic Safety Needs NATURAL Accurate, Functional Psychological Needs ESSENTIAL Dependable, safe Nowtom ©2011 | Creative Possibility Design Slide 22
  23. 23. RKS Design FrameworkDYNAMIC Dynamic EmpowermentEmpowered, Performance Sensory Pure beauty Low tech Self-expressionCREATIVEAesthetic, Entertaining ARTISTIC ENRICHEDINTELLIGENT Individuality SubstanceIntuitive, Meaningful Quirkiness StylePERSONALExpressive, Unique Pure function FunctionalityCOHERENT Multi-toolSystematic Low invol vementNATURAL BASIC VERSATILE FunctionalityAccurate, Functional Value PerformanceESSENTIAL Accessible Efficiency BasicDependable, safe Passively Immersive Interactive Interactivity Experience Nowtom ©2011 | Creative Possibility Design Opportunity Spaces Slide 23
  24. 24. ExperienceOpportunity?Use “Experience Opportunity” along with a combined CX+UX approach toidentify and drive different experiences for different products, differentcustomers in different journeys and different contexts.Nowtom ©2011 | Creative Possibility Design Slide 24
  25. 25. Customer Products/ Consumer Profiles Services Decision Journeys Experience Parents who are Opportunity Premium Organic“Sensation Seekers” Bio Carrots Need Trigger Exploring Post-Consumption Researching Experience Deciding Opportunity Consumption Shopping Preparation Hip Hungry Hares Extra Orange & Purchase Carrots Experience Opportunity XXL Barbeque Macho Bucks Carrots tential Any “pain point” is a po on nity for innovati Nowtom ©2011 | Creative Possibility Design Slide 25 opportu
  26. 26. Differentiation Innovation Events. Journeys may be influenced or triggered Customer lifecycle People. by events (marriage, stages. Customers still seasonality etc.). Post-purchase etc interact with Touchpoints people. CX & ChannelsExperience MeasurableOpportunity Goals nment Stakeholder Alig Product/ Service UX Devices Information & content. Relevant and Possibility Context. The experience needs to be adapted for different contexts (eg Products & services. Mental accessible. Wishbone. models. emergency, ad hoc, planned, support...) Nowtom ©2011 | Creative Possibility Design Slide 26
  27. 27. Goals & Measurement.“Experience” or “creativity” are abstract concepts that are not“easily measurable”.But improving a companies ability to “help customers reach theirgoals” increases innovation & differentiation opportunity, brandperception, perceived value and ultimately the bottom line.Plus it‘s easily communicated between various stakeholders,management, marketing and creative teams.Nowtom ©2011 | Creative Possibility Design Slide 27
  28. 28. And...Just in case you’rewondering, no, arabbit does not have awishbone!Nowtom ©2011 | Creative Possibility Design Slide 28
  29. 29. 5.0 Aligning & Measuring Creative PossibilityNowtom ©2011 | Creative Possibility Design Slide 29
  30. 30. KPI’s & Shareholder AlignmentKPI’s Shareholder AlignmentOutcomes. Achieving desired Outcomes. Complete customer journeys bycustomer outcomes in the timeframe scenario.and manner desired? P&L. Revenues and profits by customerCustomer Metrics. Meeting or segment. Match product lines to customerexceeding customers’ metrics at key segments. Costs to serve each segment etc.points in the Possibility Wishbone? Retention.CX+UX Satisfaction. Customers’ ownassessment of the brand/product Share of Wallet.experience. Growth. Customer Acquisition.Nowtom ©2011 | Creative Possibility Design Slide 30
  31. 31. Validated With... Brand valueVitality index Expected net annual cashflow Return onSales from products from your branded products / intellectual propertycreated in last 3 years / Your target annual return on Total sales /Total sales. investment percentage (Market cap. - Physical assets)Vi + Cm + Bv + Ra + Rip Contribution margin Return on assets (Sales - Direct costs) / Total sales Net profit before tax / Total assetsNowtom ©2011 | Creative Possibility Design Slide 31
  32. 32. 6.0Summary.Nowtom ©2011 | Creative Possibility Design Slide 32
  33. 33. 1814.The French magician Comte became the first conjurer on record to pull awhite rabbit out of a top hat.George Stephenson introduces the 1st steam locomotive.Nowtom ©2011 | Creative Possibility Design Slide 33
  34. 34. Creative Possibility Design.UX good for building on the experience.CX great for business.Defining the “Opportunity Experience” space with a unified CX+UXapproach benefits product/service innovation, differentiation as well asstakeholder alignment/management.And ultimately brand loyalty and margins too!Nowtom ©2011 | Creative Possibility Design Slide 34
  35. 35. Thanks.kelly@nowtom.com+34 61 88 55 094nowtom.com©2011. Any other images/logos © to the respective owners.

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