Accidental Design: Viagra vs. Barbie -- What to do when Customers Use Your Product in an Unintended Way
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Accidental Design: Viagra vs. Barbie -- What to do when Customers Use Your Product in an Unintended Way

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Accidental Design occurs when customers use your product to solve a problem other than the one you originally intended. Viagra, potato chips, artificial sweetener, the microwave and even the World ...

Accidental Design occurs when customers use your product to solve a problem other than the one you originally intended. Viagra, potato chips, artificial sweetener, the microwave and even the World Wide Web all are examples of products that are used in ways not originally intended. Each a success in their own right, but it begs some questions. How do you recognize Accidental Design? Once you’ve recognized it, what do you do about Accidental Design? We'll explore the all-too-familiar phenomena so you can walk away with a strategy of what to do when you encounter Accidental Design.

What You Will Learn
• Examples of Accidental Design in various industries
• How to quickly understand what your customers are doing with your product
• Ways to enhance your product based on these accidental uses
• When to reposition the product and pivot and how to evolve the product and the business model
• Tips and tricks to more accurately predict what customers will do
• How to better listen to customers and build better business requirements

#BigD13
Presentation design by J. Schuh of Toons-N-Design

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  • Accidental Design Isn’t Alone
  • Ruth’s husband, Mattel co-founder & Barbara’s father was skepticalHe didn’t believe girls would play with teen dollsIt took 3 years for him to relent and Barbie debuted at the World’s Fair on 1959
  • 73 national advertising campaign by St. Regis Paper Company, which manufactured packaging for chips, said that Crum's customer was Cornelius Vanderbilt.[2] Crum was renown
  • Photo – Herman W. LayA number of inventions in the 1920s & 1930s took the potato chip from a restaurant item to a top-selling snack food1920 -- potato peeler1926 -- sealed bag1929 -- continuous fryer1932 -- Herman W. Lay started The H.W. Lay Distributing Co.1937 -- Lay’s potato chips had become the first successfully marketed national brand of chips
  • Up until the 1950s chips were unseasoned; Salt was supplied in a sealed packet inside the chip bagThat changed in 1954 when Joe "Spud" Murphy of Tayto added the first flavor to chips -- Cheese & Onion -- in Ireland
  • Today, potato chips are America's favorite snack foodWe consume 4 billion pounds of potato chips every year, spending $7 billion
  • Today, potato chips are America's favorite snack foodWe consume 4 billion pounds of potato chips every year, spending $7 billion
  • Accidental Design Isn’t Alone
  • Uses minimal planning in favor of rapid prototypingThe "planning" of software developed using RAD is interleaved with writing the software itself. The lack of extensive pre-planning generally allows software to be written much faster, and makes it easier to change requirements.
  • Design -> Prototype -> Validate 
  • Today, potato chips are America's favorite snack foodWe consume 4 billion pounds of potato chips every year, spending $7 billion
  • Image of a candy bar and a microwaveA melted candy bar in his pocket got Percy Spencer thinkingThe radar he was working with was the basis for the microwave for cooking food
  • Tim Berners-Lee set out to create a document sharing system for physicistsAnd inadvertently invented the World Wide Web in 1989
  • Tim Berners-Lee set out to create a document sharing system for physicistsAnd inadvertently invented the World Wide Web in 1989
  • Accidental Design Isn’t Alone
  • Preston McCauley -- emailiPad app Project Story Time - parents and kids create stories - looking at web analytics - people w/ brain disorders and learning disabilities and those trying to learn other languages -- could interview him - he looked at his indirect data - started to
  • Preston McCauley -- emailiPad app Project Story Time - parents and kids create stories - looking at web analytics - people w/ brain disorders and learning disabilities and those trying to learn other languages -- could interview him - he looked at his indirect data - started to

Accidental Design: Viagra vs. Barbie -- What to do when Customers Use Your Product in an Unintended Way Accidental Design: Viagra vs. Barbie -- What to do when Customers Use Your Product in an Unintended Way Presentation Transcript

  • Rani Monson Rani@RainMakingMarketing Slideshare.net/RaniMonson @RaniMonson
  • Accidental Design
  • What is Accidental Design? Accidental Design occurs when people use your product or service in a way it was not intended
  • Failure or Happy Accident?
  • Accidental Design: Viagra Pfizer initially did clinical trials of Viagra as a cardiovascular drug, which could lower blood pressure One pill, 30 minutes later…something else stood out!
  • It Solved a Different Problem “People didn't want to give the medication back because of the side effect of having erections that were harder, firmer and lasted longer.'‘ -- Dr. Brian Klee
  • Failure and Happy Accident
  • Fast Facts on Viagra • • • • • First year sales exceeded $1 billion Senator Bob Dole endorsed the drug Parodied on Saturday Night Live #1 drug for erectile dysfunction Classic example of Accidental Design
  • Important Lessons from Viagra • Once Accidental Design is identified, shift back into the “normal” process • • • New testing Patents Patient literature, Marketing, etc. • Accidental Design isn’t bad • You have to be on the lookout for Accidental Design
  • Intentional Design
  • What is Intentional Design? Intention Design occurs when people use your product or service in the ways you intended
  • Barbie: Intentional Design Mattel co-founder Ruth Handler noticed that her daughter, Barbara, preferred to play with paper adult dolls rather than her three- dimensional , high-quality baby dolls.
  • Fast Facts on Barbie • • • • • Barbie debuted at the World’s Fair in 1959 Barbie is the most No. 1 doll in the world for 40+ years Three Barbie dolls are sold every second Barbie comes in 50+ nationalities She has 300+ Facebook pages
  • However…Barbie Almost Didn’t Happen No 3D dolls of teens existed in the U.S. but they did in Germany Ruth’s husband, Mattel cofounder & Barbara’s father was skeptical He didn’t believe girls would play with teen dolls It took 3 years for him to relent and Barbie debuted at the World’s Fair on 1959
  • Intentional Design & Accidental Design are Not Mutually Exclusive Accidental Design Intentional Design In fact, they’re complimentary
  • 1860: Saratoga Springs, NY Crum’s Lakeside Restaurant
  • Chef George Crum’s Taters Chef George Crum’s fried taters were very popular in Saratoga Springs, except with one customer -Cornelius Vanderbilt. He sent them back.
  • Three times! An angry Crum chopped his potatoes razor thin, deep fried them, and put salt on them. Lots of salt. His customer still complained, but he…
  • Wanted More Potato Chips Accidental Design
  • A number of inventions in the 1920s & 1930s took the potato chip from a restaurant item to a topselling snack food 1920 -- potato peeler 1926 -- sealed bag 1929 -- continuous fryer 1932 -- Herman W. Lay started The H.W. Lay Distributing Co. 1937 -- Lay’s potato chips had become the first successfully marketed national brand of chips
  • Up until the 1950s chips were unseasoned; Salt was supplied in a sealed packet inside the chip bag That changed in 1954 when Joe "Spud" Murphy of Tayto added the first flavor to chips -- Cheese & Onion -- in Ireland
  • From Accidental to Intentional Design Today, potato chips are America's favorite snack food We consume 4 billion pounds of potato chips every year, spending $7 billion
  • If you’ve open to both Accidental Design and Intentional Design, there is the opportunity for true Design Innovation
  • True Design Innovation Requires 3 Things 1. Observing 2. Admitting you can be wrong 3. Willingness to fail
  • 1. You Must Observe
  • Way to Observe Users • • • • • • • • Website analytics Surveys Anecdotal Reports Patterns Anomalies Focus groups Online panels • • • • • • • • Customer support Market Research Conferences Forums Social Media Phone In-person Heat-map test
  • Focus on behavior – what a user does Not what they say they will do
  • IDEO Process Key Takeaways: •Explore more ideas more quickly •Create a prototype within first week •Have a mixture of roles involved end-to-end
  • RAD: Failing Fast
  • Lean UX: Learning Fast
  • 2. Admit You Can Be Wrong -- It’s OK
  • Our process-driven approaches focus on improving the defined solution Instead of ensuring we’ve correctly identified the right problem opportunity to solve
  • Prototype to Prove the Problem
  • It’s How IDEO Created the First Mouse for Apple Roll on Soap dish Prototype
  • Without properly defining the problem, you’re simply hoping for a happy accident
  • Aspartame & Saccharin: Accidental Design Artificial sweeteners discovered by scientists who didn’t wash their hands
  • Microwave: Accidental Design A radar melted the candy bar in Percy Spencer’s pocket
  • 3. Be Willing to Fail Tim Berners-Lee set out to create a document sharing system for physicists
  • Accidental Design Instead he built the World Wide Web
  • Final Thoughts
  • Accidental Design Happens Accidental Design occurs when people use your product or service you in a way it was not intended.
  • Intentional Design Happens Intention Design occurs when people use your product or service in the ways you intended.
  • They Aren’t Mutually Exclusive Preston McCauley created Project Storytime as an app for parents and their kids to create stories together
  • A New Market Emerges Project Storytime is also used as a tool for: - Teaching young students to read - Learning a new language - Teaching students with cognitive disabilities
  • Accidental Design and Intentional Design Actually are Complimentary
  • The Key is to Take a Chance & Be Open to Both Accidental Design Intentional Design
  • And Remember True Design Innovation Requires 3 Things 1. Observing 2. Admitting you can be wrong 3. Willingness to fail
  • Keep This in Mind as You Design You Just Might Change the World
  • Rani Monson Rani@RainMakingMarketing Slideshare.net/RaniMonson @RaniMonson Slideshare.net/RaniMonson