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iQ Content Bootcamp 2008 - Paul Adams - 'Designing Experiences, not Products'
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iQ Content Bootcamp 2008 - Paul Adams - 'Designing Experiences, not Products'

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  • This is my whole talk in one slide.
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    • 1. The way we do business is broken. We do business from the inside out , but it should be the other around. Our internal business silos make for terrible customer experiences. What good is a great website if your in-store staff are rude? What good is a great online purchasing tool if people don’t understand what you sell? Customer experiences matter most because quality goods and customer satisfaction are commoditised. In the early 21st century, customer loyalty is increasingly necessary to be competitive. And the best way to drive loyalty is to create consistently compelling and authentic experiences. To design these experiences, we need a new skill set, a new way of understanding people. A new way of understanding customers. We need to understand how people think, and what motivates them to behave in certain ways. The best way to do this is to design from the outside in . To observe people in their own environment, probing them so that we understand their behaviour. This understanding enables us to design things that are meaningful and valuable to people. So stop designing products and features, and start designing experiences.
    • 2. The way we do business is broken. We do business from the inside out, but it should be the other around. Our internal business silos make for terrible customer experiences. What good is a great website if your in-store staff are rude? What good is a great online purchasing tool if people don’t understand what you sell? Customer experiences matter most because quality goods and customer satisfaction are commoditised. In the early 21st century, customer loyalty is increasingly necessary to be competitive. And the best way to drive loyalty is to create consistently compelling and authentic experiences. To design these experiences, we need a new skill set, a new way of understanding people. A new way of understanding customers. We need to understand how people think, and what motivates them to behave in certain ways. The best way to do this is to design from the outside in. To observe people in their own environment, probing them so that we understand their behaviour. This understanding enables us to design things that are meaningful and valuable to people. So stop designing products and features, and start designing experiences. inside out outside in
    • 3. The way we do business is broken. We do business from the inside out, but it should be the other around. Our internal business silos make for terrible customer experiences. What good is a great website if your in-store staff are rude? What good is a great online purchasing tool if people don’t understand what you sell? Customer experiences matter most because quality goods and customer satisfaction are commoditised. In the early 21st century, customer loyalty is increasingly necessary to be competitive. And the best way to drive loyalty is to create consistently compelling and authentic experiences. To design these experiences, we need a new skill set, a new way of understanding people. A new way of understanding customers. We need to understand how people think, and what motivates them to behave in certain ways. The best way to do this is to design from the outside in. To observe people in their own environment, probing them so that we understand their behaviour. This understanding enables us to design things that are meaningful and valuable to people. So stop designing products and features, and start designing experiences.
    • 4. Heathrow Take off shoes Laptop stays in bag Gatwick Leave shoes on Laptop removed from bag City Take off shoes Laptop removed from bag
    • 5.  
    • 6.  
    • 7.  
    • 8.  
    • 9.  
    • 10. The way we do business is broken. We do business from the inside out , but it should be the other around. Our internal business silos make for terrible customer experiences. What good is a great website if your in-store staff are rude? What good is a great online purchasing tool if people don’t understand what you sell? Customer experiences matter most because quality goods and customer satisfaction are commoditised. In the early 21st century, customer loyalty is increasingly necessary to be competitive. And the best way to drive loyalty is to create consistently compelling and authentic experiences. To design these experiences, we need a new skill set, a new way of understanding people. A new way of understanding customers. We need to understand how people think, and what motivates them to behave in certain ways. The best way to do this is to design from the outside in. To observe people in their own environment, probing them so that we understand their behaviour. This understanding enables us to design things that are meaningful and valuable to people. So stop designing products and features, and start designing experiences.
    • 11. Data Logic User Interface
    • 12. Magic User Interface
    • 13. The way we do business is broken. We do business from the inside out, but it should be the other around. Our internal business silos make for terrible customer experiences. What good is a great website if your in-store staff are rude? What good is a great online purchasing tool if people don’t understand what you sell? Customer experiences matter most because quality goods and customer satisfaction are commoditised. In the early 21st century, customer loyalty is increasingly necessary to be competitive. And the best way to drive loyalty is to create consistently compelling and authentic experiences. To design these experiences, we need a new skill set, a new way of understanding people. A new way of understanding customers. We need to understand how people think, and what motivates them to behave in certain ways. The best way to do this is to design from the outside in. To observe people in their own environment, probing them so that we understand their behaviour. This understanding enables us to design things that are meaningful and valuable to people. So stop designing products and features, and start designing experiences.
    • 14. Your website is not enough.
    • 15. Your section of the website is not enough.
    • 16.  
    • 17.  
    • 18.  
    • 19. lawnmower … and the main story on today’s 6 o’clock news…
    • 20.  
    • 21.  
    • 22. Every channel. Every touchpoint.
    • 23. It’s not my job.
    • 24.  
    • 25. The way we do business is broken. We do business from the inside out, but it should be the other around. Our internal business silos make for terrible customer experiences. What good is a great website if your in-store staff are rude? What good is a great online purchasing tool if people don’t understand what you sell? Customer experiences matter most because quality goods and customer satisfaction are commoditised. In the early 21st century, customer loyalty is increasingly necessary to be competitive. And the best way to drive loyalty is to create consistently compelling and authentic experiences. To design these experiences, we need a new skill set, a new way of understanding people. A new way of understanding customers. We need to understand how people think, and what motivates them to behave in certain ways. The best way to do this is to design from the outside in. To observe people in their own environment, probing them so that we understand their behaviour. This understanding enables us to design things that are meaningful and valuable to people. So stop designing products and features, and start designing experiences.
    • 26. People’s expectations are higher.
    • 27.  
    • 28.  
    • 29. She should use Google Maps for mobile!
    • 30. Or maybe she should just ask someone.
    • 31. You’re compared to every experience a person has ever had.
    • 32. Features are not what customers care about.
    • 33.  
    • 34. The way we do business is broken. We do business from the inside out, but it should be the other around. Our internal business silos make for terrible customer experiences. What good is a great website if your in-store staff are rude? What good is a great online purchasing tool if people don’t understand what you sell? Customer experiences matter most because quality goods and customer satisfaction are commoditised. In the early 21st century, customer loyalty is increasingly necessary to be competitive. And the best way to drive loyalty is to create consistently compelling and authentic experiences . To design these experiences, we need a new skill set, a new way of understanding people. A new way of understanding customers. We need to understand how people think, and what motivates them to behave in certain ways. The best way to do this is to design from the outside in. To observe people in their own environment, probing them so that we understand their behaviour. This understanding enables us to design things that are meaningful and valuable to people. So stop designing products and features, and start designing experiences.
    • 35. Photo credit: www.flickr.com/photos/rudolf_schuba/473295245/
    • 36. Photo credit: www.flickr.com/photos/mcluhan/448247204/sizes/l/
    • 37.  
    • 38.  
    • 39. The way we do business is broken. We do business from the inside out, but it should be the other around. Our internal business silos make for terrible customer experiences. What good is a great website if your in-store staff are rude? What good is a great online purchasing tool if people don’t understand what you sell? Customer experiences matter most because quality goods and customer satisfaction are commoditised. In the early 21st century, customer loyalty is increasingly necessary to be competitive. And the best way to drive loyalty is to create consistently compelling and authentic experiences . To design these experiences, we need a new skill set, a new way of understanding people. A new way of understanding customers. We need to understand how people think, and what motivates them to behave in certain ways. The best way to do this is to design from the outside in. To observe people in their own environment, probing them so that we understand their behaviour. This understanding enables us to design things that are meaningful and valuable to people. So stop designing products and features, and start designing experiences.
    • 40.  
    • 41. The way we do business is broken. We do business from the inside out, but it should be the other around. Our internal business silos make for terrible customer experiences. What good is a great website if your in-store staff are rude? What good is a great online purchasing tool if people don’t understand what you sell? Customer experiences matter most because quality goods and customer satisfaction are commoditised. In the early 21st century, customer loyalty is increasingly necessary to be competitive. And the best way to drive loyalty is to create consistently compelling and authentic experiences. To design these experiences, we need a new skill set, a new way of understanding people. A new way of understanding customers. We need to understand how people think, and what motivates them to behave in certain ways. The best way to do this is to design from the outside in. To observe people in their own environment, probing them so that we understand their behaviour. This understanding enables us to design things that are meaningful and valuable to people. So stop designing products and features, and start designing experiences.
    • 42. Say Do Feel ♥ Think
    • 43. The way we do business is broken. We do business from the inside out, but it should be the other around. Our internal business silos make for terrible customer experiences. What good is a great website if your in-store staff are rude? What good is a great online purchasing tool if people don’t understand what you sell? Customer experiences matter most because quality goods and customer satisfaction are commoditised. In the early 21st century, customer loyalty is increasingly necessary to be competitive. And the best way to drive loyalty is to create consistently compelling and authentic experiences. To design these experiences, we need a new skill set, a new way of understanding people. A new way of understanding customers. We need to understand how people think, and what motivates them to behave in certain ways. The best way to do this is to design from the outside in . To observe people in their own environment, probing them so that we understand their behaviour. This understanding enables us to design things that are meaningful and valuable to people. So stop designing products and features, and start designing experiences.
    • 44. Contextual Research
    • 45. The Messy Reality
    • 46. The way we do business is broken. We do business from the inside out, but it should be the other around. Our internal business silos make for terrible customer experiences. What good is a great website if your in-store staff are rude? What good is a great online purchasing tool if people don’t understand what you sell? Customer experiences matter most because quality goods and customer satisfaction are commoditised. In the early 21st century, customer loyalty is increasingly necessary to be competitive. And the best way to drive loyalty is to create consistently compelling and authentic experiences. To design these experiences, we need a new skill set, a new way of understanding people. A new way of understanding customers. We need to understand how people think, and what motivates them to behave in certain ways. The best way to do this is to design from the outside in. To observe people in their own environment, probing them so that we understand their behaviour. This understanding enables us to design things that are meaningful and valuable to people. So stop designing products and features, and start designing experiences.
    • 47. Teenagers bedrooms.
    • 48. Slums in Mumbai.
    • 49.  
    • 50. Desirability Feasibility Viability Engineering Product Management User Experience
    • 51. The way we do business is broken. We do business from the inside out, but it should be the other around. Our internal business silos make for terrible customer experiences. What good is a great website if your in-store staff are rude? What good is a great online purchasing tool if people don’t understand what you sell? Customer experiences matter most because quality goods and customer satisfaction are commoditised. In the early 21st century, customer loyalty is increasingly necessary to be competitive. And the best way to drive loyalty is to create consistently compelling and authentic experiences. To design these experiences, we need a new skill set, a new way of understanding people. A new way of understanding customers. We need to understand how people think, and what motivates them to behave in certain ways. The best way to do this is to design from the outside in. To observe people in their own environment, probing them so that we understand their behaviour. This understanding enables us to design things that are meaningful and valuable to people. So stop designing products and features, and start designing experiences.
    • 52. Image credit: Brandon Schauer - IA Summit 2008
    • 53. Paul Adams [email_address] More examples of good and bad customer experiences at: www.re-frame.info/blog

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