Wanted:

Complexity 

Reward:

Simplicity
Forrester Customer Experience East 
June 25 & 26, 2013
2
Let’s
talk
A little about us

The crisis of complexity

The impact of simplicity 
Big trends
3
4
Simple 

is smart.
5
We offer


Research
Brand strategy
Brand architecture
Customer journeys
Innovation
Simplification
Content strategy
Storyte...
6
7
Let’s
talk
A little about us

The crisis of complexity

The impact of simplicity 
Big trends
8
Boundless
complexity
9
Everyone
worldwide is
affected.
Boundless
complexity
10
Over 425,000
apps in the Apple
iPhone App Store
11
Over 241 selections
on the Cheesecake
Factory menu, not
including lunch
or brunch specials
12
223 mascaras,
454 lotions
and 367 fragrances
at Sephora
13
iTunes has 

a 56-page
agreement
14
Lawyers and technologists are
the taproots of complexity.



Government regulators add 

light and water with misguided...
15
0010 Cholera d/t vib cholerae
0011 Cholera d/t vib el tor
0019 Cholera NOS
0020 Typhoid fever
0021 Paratyphoid fever a
...
16
not valid after its printed expiration date, but we may suspend, cancel, replace or renew your Card at any time. You ma...
17
17
“Learned helplessness”

has taken hold…
In 2005, PC Pitstop buried a clause in its
end-user license agreement offerin...
18
19
20
Complexity threatens 

our health and safety.
21
22
70-80cm
2a 2b 2c 2d
2e 2g2f
GB
2. Installing the child seat in your car
GB
2. Installing the child seat in your car
F
2...
23
Let’s
talk
A little about us

The crisis of complexity

The impact of simplicity 
Big trends
24
Simplicity 

gets into our heads
faster and stays 

there longer. 
It also saves time and money, minimizes
debate and h...
25
99%
How much the Siegel+Gale Simplicity portfolio has
outperformed the average global stock index since 2009
Change in 
in...
27
* According to the Siegel+Gale annual Global Brand Simplicity Index
60%
of people said they’re willing to
pay more for ...
28
$30b
Left on the table 
in the U.S. by businesses
that don’t simplify.

28
29
Simplicity drives strategic brand
performance…
Employee Engagement 

Employee engagement scores increased
13% in year o...
30
…and it pays for itself.
Since the relaunch of the most critical
portions of the site, there has been a
steady increase...
31
Empathize
Perceive others’ needs 

and expectations


Distill
Boil down and customize
What’s being offered
to meet needs...
32
Let’s
talk
A little about us

The crisis of complexity

The impact of simplicity 
Big trends
33
Big trends 

to keep an eye on

34
Technology is changing
service interactions.
35
36
Simplified iTunes agreement
Proposed by Gregg Bernstein,
UX/Design professional and educator
37
Simplified electric bill
Proposed by Kaila Dunn in 2012
38
Nest, a thermostat
that picks up on
how you live
39
HAPIfork helps you
lose weight by
notifying you if you’re
eating too fast.
40
Samsung’s new
refrigerator helps you use
41
Nike+ FuelBand, 

big data becomes
your personal coach
42
UNIQLO’s magic
mirror takes the
hassle out of finding
the perfect color.
43
LEGO’s digital box
allows you to see
inside the box and
experience the toy.
44
TESCO’s virtual
grocery store at
Gatwick airport
45
46
Complexity is a thief that
must be apprehended. 

It robs us of time,
patience, understanding,
money and optimism.
47
48
49
49
siegelgale.com
Visit us at 

booth #100.



Thank 

you.
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Breakthrough Simplicity: Transforming the Customer Experience - Siegel+Gale at the 2013 Forrester's Forum for Customer Experience Professionals

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"Breakthrough Simplicity: Transforming the Customer Experience" covers how companies are breaking through marketplace clutter by simplifying frequently overlooked customer touch points.

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Breakthrough Simplicity: Transforming the Customer Experience - Siegel+Gale at the 2013 Forrester's Forum for Customer Experience Professionals

  1. 1. Wanted:
 Complexity 
 Reward:
 Simplicity Forrester Customer Experience East June 25 & 26, 2013
  2. 2. 2 Let’s talk A little about us
 The crisis of complexity
 The impact of simplicity Big trends
  3. 3. 3
  4. 4. 4 Simple 
 is smart.
  5. 5. 5 We offer
 Research Brand strategy Brand architecture Customer journeys Innovation Simplification Content strategy Storytelling Naming Visual identity Environments Interactive Guidelines Training Activation 5
  6. 6. 6
  7. 7. 7 Let’s talk A little about us
 The crisis of complexity
 The impact of simplicity Big trends
  8. 8. 8 Boundless complexity
  9. 9. 9 Everyone worldwide is affected. Boundless complexity
  10. 10. 10 Over 425,000 apps in the Apple iPhone App Store
  11. 11. 11 Over 241 selections on the Cheesecake Factory menu, not including lunch or brunch specials
  12. 12. 12 223 mascaras, 454 lotions and 367 fragrances at Sephora
  13. 13. 13 iTunes has 
 a 56-page agreement
  14. 14. 14 Lawyers and technologists are the taproots of complexity.
 
 Government regulators add 
 light and water with misguided attempts to “disclose.”
 
 Predatory companies harvest the crop.
  15. 15. 15 0010 Cholera d/t vib cholerae 0011 Cholera d/t vib el tor 0019 Cholera NOS 0020 Typhoid fever 0021 Paratyphoid fever a 0022 Paratyphoid fever b 0023 Paratyphoid fever c 0029 Paratyphoid fever NOS 0030 Salmonella enteritis 0031 Salmonella septicemia 00320 Local salmonella inf NOS 00321 Salmonella meningitis 00322 Salmonella pneumonia 00323 Salmonella arthritis 00324 Salmonella osteomyelitis 00329 Local salmonella inf NEC 0038 Salmonella infection NEC 0039 Salmonella infection NOS 0040 Shigella dysenteriae 0041 Shigella flexneri 0042 Shigella boydii 0043 Shigella sonnei 0048 Shigella infection NEC 0049 Shigellosis NOS 0050 Staph food poisoning 0051 Botulism food poisoning 0052 Food pois d/t c. perfrin 0053 Food pois: clostrid NEC 0054 Food pois: v. parahaem 0068 Amebic infection NEC 0069 Amebiasis NOS 0070 Balantidiasis 0071 Giardiasis 0072 Coccidiosis 0073 Intest trichomoniasis 0074 Cryptosporidiosis 0075 Cyclosporiasis 0078 Protozoal intest dis NEC 0079 Protozoal intest dis NOS 00800 Intest infec e coli NOS 00801 Int inf e coli entrpath 00802 Int inf e coli entrtoxgn 00803 Int inf e coli entrnvsv 00804 Int inf e coli entrhmrg 00809 Int inf e coli spcf NEC 0081 Arizona enteritis 0082 Aerobacter enteritis 0083 Proteus enteritis 00841 Staphylococc enteritis 00842 Pseudomonas enteritis 00843 Int infec campylobacter 00844 Int inf yrsnia entrcltca 00845 Int inf clstrdium dfcile 00846 Intes infec oth anerobes 00847 Int inf oth grm neg bctr 00849 Bacterial enteritis NEC 0085 Bacterial enteritis NOS 00861 Intes infec rotavirus 0092 Infectious diarrhea NOS 0093 Diarrhea of infect orig 01000 Prim TB complex-unspec 01001 Prim TB complex-no exam 01002 Prim TB complex-exm unkn 01003 Prim TB complex-micro dx 01004 Prim TB complex-cult dx 01005 Prim TB complex-histo dx 01006 Prim TB complex-oth test 01010 Prim TB pleurisy-unspec 01011 Prim TB pleurisy-no exam 01012 Prim TB pleur-exam unkn 01013 Prim TB pleuris-micro dx 01014 Prim TB pleurisy-cult dx 01015 Prim TB pleuris-histo dx 01016 Prim TB pleuris-oth test 01080 Prim prog TB NEC-unspec 01081 Prim prog TB NEC-no exam 01082 Prim pr TB NEC-exam unkn 01083 Prim prg TB NEC-micro dx 01084 Prim prog TB NEC-cult dx 01085 Prim prg TB NEC-histo dx 01086 Prim prg TB NEC-oth test 01090 Primary TB NOS-unspec 01091 Primary TB NOS-no exam 01092 Primary TB NOS-exam unkn 01093 Primary TB NOS-micro dx 01094 Primary TB NOS-cult dx 01095 Primary TB NOS-histo dx 01112 TB lung nodul-exam unkn 01113 TB lung nodular-micro dx 01114 TB lung nodular-cult dx 01115 TB lung nodular-histo dx 01116 TB lung nodular-oth test 01120 TB lung w cavity-unspec 01121 TB lung w cavity-no exam 01122 TB lung cavity-exam unkn 01123 TB lung w cavit-micro dx 01124 TB lung w cavity-cult dx 01125 TB lung w cavit-histo dx 01126 TB lung w cavit-oth test 01130 TB of bronchus-unspec 01131 TB of bronchus-no exam 01132 TB of bronchus-exam unkn 01133 TB of bronchus-micro dx 01134 TB of bronchus-cult dx 01135 TB of bronchus-histo dx 01136 TB of bronchus-oth test 01140 TB lung fibrosis-unspec 01141 TB lung fibrosis-no exam 01142 TB lung fibros-exam unkn 01143 TB lung fibros-micro dx 01144 TB lung fibrosis-cult dx 01145 TB lung fibros-histo dx 01146 TB lung fibros-oth test 01150 TB bronchiectasis-unspec 01151 TB bronchiect-no exam 01152 TB bronchiect-exam unkn 01166 TB pneumonia- 01170 TB pneumothor 01171 TB pneumothor 01172 TB pneumothor 01173 TB pneumothor 01174 TB pneumothor 01175 TB pneumothor 01176 TB pneumothor 01180 Pulmonary TB N 01181 Pulmonary TB N 01182 Pulmon TB NEC 01183 Pulmon TB NEC 01184 Pulmon TB NEC 01185 Pulmon TB NEC 01186 Pulmon TB NEC 01190 Pulmonary TB N 01191 Pulmonary TB N 01192 Pulmon TB NOS 01193 Pulmon TB NOS 01194 Pulmon TB NOS 01195 Pulmon TB NOS 01196 Pulmon TB NOS 01200 TB pleurisy-uns 01201 TB pleurisy-no 01202 TB pleurisy-exa 01203 TB pleurisy-mic 01204 TB pleurisy-cult 01205 TB pleurisy-hist 01206 TB pleurisy-oth ous diarrhea NOS arrhea of infect orig Prim TB complex-unspec Prim TB complex-no exam 2 Prim TB complex-exm unkn 03 Prim TB complex-micro dx 04 Prim TB complex-cult dx 005 Prim TB complex-histo dx 006 Prim TB complex-oth test 10 Prim TB pleurisy-unspec 11 Prim TB pleurisy-no exam 2 Prim TB pleur-exam unkn 3 Prim TB pleuris-micro dx Prim TB pleurisy-cult dx m TB pleuris-histo dx TB pleuris-oth test og TB NEC-unspec B NEC-no exam xam unkn 01112 TB lung nodul-exam unkn 01113 TB lung nodular-micro dx 01114 TB lung nodular-cult dx 01115 TB lung nodular-histo dx 01116 TB lung nodular-oth test 01120 TB lung w cavity-unspec 01121 TB lung w cavity-no exam 01122 TB lung cavity-exam unkn 01123 TB lung w cavit-micro dx 01124 TB lung w cavity-cult dx 01125 TB lung w cavit-histo dx 01126 TB lung w cavit-oth test 01130 TB of bronchus-unspec 01131 TB of bronchus-no exam 01132 TB of bronchus-exam unkn 01133 TB of bronchus-micro dx 01134 TB of bronchus-cult dx 01135 TB of bronchus-histo 01136 TB of bronchus 01140 TB l 0 011 0117 01173 01174 01175 01176 01180 01181 01182 01183 0118 011 0 14,568 diagnostic codes maintained by the Centers for Medicare and Medicaid Services
  16. 16. 16 not valid after its printed expiration date, but we may suspend, cancel, replace or renew your Card at any time. You may request additional Cards at no additional cost for family members or other persons that you authorize to use your Account, but you remain responsible for all of their charges. 3.0: USING YOUR CARD AND ACCOUNT. Subject to your Credit Limit and the other restrictions in this Agreement, card network rules and the law, your Card and Account can be used for the following: 3.1: Purchases. The Card may be used to purchase or lease goods or services wherever the Card is accepted. 3.2: Cash Advances. The Card may be used to obtain cash advances from your Account (1) in person at the Bank or any participating financial institution, (2) by electronic online cash advance to another account, or (3) ATMs in the Bank network or other participating ATM networks (listed on the back of your Card). Transaction fees apply to cash advances. Certain transaction limits apply, such as restricting the sum of all ATM and electronic online cash advances in your Account to $500 or less on any calendar day. Some ATMs have other limits. Based on risk, we may further limit cash advances in our sole discretion. We have no obligation to you to enforce such transaction limits, and you owe all cash advances made. Using your Card to withdraw cash from an ATM located outside of the United States will create a cash advance from and charge to your credit card Account, even if you select withdrawal from a checking, savings or other type of account. ”Quasi cash transactions” such as using your Card for money orders, travelers’ checks, foreign currency, lottery tickets or gambling chips are treated as cash advances, not purchases. 3.3: Balance Transfers. You can request a balance transfer to your Account. You may not use a balance transfer to pay off other debts to us. You may only make a balance transfer to pay accounts in your name. Allow 4 to 6 weeks to process your balance transfer request. During that time, you should continue making payments to those accounts. Transaction Fees apply. You will not earn any rewards points or cash back rebates on a balance transfer. 3.4: Credit Card Checks. We may provide Credit Card Checks to access your Account. Use of a Credit Card Check creates a cash advance. Transaction Fees apply. Unused Credit Card Checks are the Bank’s property and must be returned upon request. We can revoke your privilege to use Credit Card Checks at any time, without cause or notice. You cannot stop payment on a Credit Card Check. 3.5: Internet Transactions. If your Card is Visa branded, enrollment in the “Verified by Visa” program may be required after 3 internet purchases. If your Card is MasterCard branded, enrollment in the “MasterCard SecureCode” program may be required after 3 internet purchases. Enrollment in other security programs may also become required for internet purchases with any Card. Merchants and/or Bank may require your program password(s) before completing online transactions. By allowing someone to use your program password(s), you are authorizing transactions by that person on your Account. 4.0: MONTHLY STATEMENTS. We will send you a monthly statement summarizing each transaction on your Account during the preceding billing period. Your monthly statement will show the total amount you owed at the end of the billing period, your minimum payment due, your payment due date (which is at least 25 days from the monthly statement closing date), and other important information. We send your monthly statement to only one address, even if the Account has multiple owners. See the “BILLING RIGHTS SUMMARY” section near the end of this Agreement for important information (including the need to promptly review your monthly statement and report any errors). 5.0: HOW THE NEW BALANCE IS DETERMINED. The total amount you owe us at the end of the current billing period appears as the “New Balance” on your monthly statement. The Outstanding Balance at the end of the previous billing period is called the “Previous Balance”. The New Balance is determined by taking the Previous Balance and (1) subtracting any payments and credits received by us during the current billing period and then (2) adding any purchases, cash advances, balance transfers, interest charges, fees, and other adjustments. 6.0: PAYMENTS. You must pay all amounts due on your Account according to the terms of this Agreement. Payments must be drawn on U.S. dollars deposited in the United States. If we accept any other payment, you must pay all conversion fees, 6.4: Partial or Nonconforming Payments. You must not mark any payment w as “paid in full” or “in settlement”). We can receive and credit your Account with payments or payments with restrictive endorsements without losing or waiving o 6.5: Delay of Available Credit. We apply your payment to your Account on the however, we may delay when that payment increases your Account’s available 6.6: Prepayment. You may repay all or any portion of the Outstanding Balance 7.0: RATES AND FEES: Annual Percentage Rates, Daily Periodic Rates and F Table (at the end of this agreement) applicable to the Affiliate bank associated w your Card also includes disclosures specific to your Card Account. The terms o reference into this Agreement. Review these disclosures carefully and keep in y 8.0: DEFAULT. Your Account will be in default in any of the following circumsta received at the proper address on or before the payment due date; (b) you fail t Agreement; (c) you die, file for bankruptcy, or become insolvent or generally un false or misleading information on the Card Application; (e) you are in default un or (f) we reasonably believe that you are unable or unwilling to honor all of your Account is in default, we may declare the Outstanding Balance immediately due recover all Cards and unused Credit Card Checks. 9.0: ATTORNEYS FEES; COLLECTION EXPENSES; VENUE IN UTAH. You expenses, whether or not any court or arbitration proceedings are filed. Collect fees, the cost of Bank staff (including in house counsel), and out of pocket expe awardable as “court costs”). Unless prohibited by law, you agree that we may b Utah, regardless of where you reside. 10.0: INTEREST CHARGES. The following interest charges will apply whether closing of your Account. 10.1: Periodic Interest Charges on Purchases, Balance Transfers and Cas interest on purchases and balance transfers if you pay in full the total New Bala by the payment due date. Otherwise, we will charge periodic interest on each p that purchase and balance transfer transaction. For every cash advance we cha There is no grace period during which a cash advance can be repaid without inc 10.2: Periodic Interest Charge Calculation(s). The interest charged on purch calculated separately from the interest charged on cash advances. Those sepa combined to determine the total interest charged for the billing period. For each calculated as follows. (1) First, we determine the “average daily balance” by tak new transactions, and subtracting any payments or credits. We do not add inte result is the “daily balance.” We then add all the daily balances for the billing pe billing period. The result is the “average daily balance” (also called the “balance statement). (2) Second, we multiply the average daily balance by the number of then multiplied by the daily periodic rate (DPR) for that category of transactions for that category of transactions. If you are charged interest, the minimum inter 11.0: ANNUAL PERCENTAGE RATE (“APR”) AND DAILY PERIODIC RATE transactions are variable rates. The APR for a particular billing period is the sum mits apply, such as restricting on any calendar day. Some ATMs have ot cretion. We have no obligation to you to enforce su your Card to withdraw cash from an ATM located outside o your credit card Account, even if you select withdrawal from a transactions” such as using your Card for money orders, traveler are treated as cash advances, not purchases. 3.3: Balance Transfers. You can request a balance transfer to you other debts to us. You may only make a balance transfer to pay accou balance transfer request. During that time, you should continue making apply. You will not earn any rewards points or cash back rebates on a ba 3.4: Credit Card Checks. We may provide Credit Card Checks to access a cash advance. Transaction Fees apply. Unused Credit Card Checks are request. We can revoke your privilege to use Credit Card Checks at any tim payment on a Credit Card Check. 3.5: Internet Transactions. If your Card is Visa branded, enrollment in the “V 3 internet purchases. If your Card is MasterCard branded, enrollment in the “M required after 3 internet purchases. Enrollment in other security programs ma with any Card. Merchants and/or Bank may require your program password(s allowing someone to use your program password(s), you are authorizing trans 4.0: MONTHLY STATEMENTS. We will send you a monthly statement summ during the preceding billing period. Your monthly statement will show the tota period, your minimum payment due, your payment due date (which is at leas date), and other important information. We send your monthly statement to multiple owners. See the “BILLING RIGHTS SUMMARY” section near the e (including the need to promptly review your monthly statement and report a 5.0: HOW THE NEW BALANCE IS DETERMINED. The total amount yo appears as the “New Balance” on your monthly statement. The Outsta is called the “Previous Balance”. The New Balance is determined by payments and credits received by us during the current billing perio balance transfers, interest charges, fees, and other adjustments 6.0: PAYMENTS. You must pay all amounts due on your A drawn on U.S. dollars deposited in the United State 31 pages in the average credit card agreement
  17. 17. 17 17 “Learned helplessness”
 has taken hold… In 2005, PC Pitstop buried a clause in its end-user license agreement offering $1,000 to the first person who emailed them at a certain address. It took 5 months and 3,000 sales until someone claimed the money.
  18. 18. 18
  19. 19. 19
  20. 20. 20 Complexity threatens 
 our health and safety.
  21. 21. 21
  22. 22. 22 70-80cm 2a 2b 2c 2d 2e 2g2f GB 2. Installing the child seat in your car GB 2. Installing the child seat in your car F 2. Montage du siège enfant dans votre véhicule E 2. Cómo instalar el asiento infantil en el vehículo F 2. Montage du siège enfant dans votre véhicule IMPORTANT - Ce siège enfant DOIT uniquement être utilisé avec une ceinture ventrale et diagonale (homologuée par la norme UN/ECE 16 ou d’autres normes équivalentes). Mobiliser la partie inférieure du siège enfant véhicule (schéma 2a). Vous pouvez utiliser les deux positions sauf si la forme du siège de votre véhicule ne le permet pas ou si votre ceinture de sécurité est trop courte. CONSEIL - Au cours de l’installation, si la ceinture utilisée dans le véhicule est trop courte, s’assurer que le siège enfant est en position droite (schéma 2a) utile. Installer le siège enfant face à la route dans le véhicule. Tirer la ceinture comme l’illustre le schéma en maintenant les parties ventrale et diagonale de la ceinture ensemble (encadré schéma 2b). IMPORTANT - La ceinture ne doit à aucun moment s’enrouler. Faire passer la ceinture autour de la partie avant du siège enfant, dans la première fente prévue à cet effet, puis directement à l’arrière du siège à l’endroit indiqué (schéma 2b). Faire pivoter l’avant du siège enfant vers vous, prendre la ceinture et la faire passer dans la seconde fente (schéma 2c). CONSEIL – Si la ceinture est trop courte, il est possible de devoir diriger la partie diagonale de la ceinture derrière l’appuie-tête avant de commencer à installer le siège. Dérouler au maximum la ceinture vers la partie avant du siège enfant et l’attacher (schéma 2d). S’assurer que la ceinture n’est à aucun moment enroulée et que la partie ventrale passe bien dans les deux guides rouges prévus à cet effet. trouve dans le coin arrière de la coque du siège enfant, derrière l’appuie-tête. Enfoncer à fond le siège enfant sur le siège du véhicule et tendre la ceinture en procédant comme suit. Tirer et maintenir la ceinture diagonale puis la tirer en position inutile et pour terminer, la tirer pour la tendre au niveau de la position (schéma 2e). bouger ou seulement très peu. Si le siège bouge, répéter soigneusement les étapes précitées. IMPORTANT - de la ceinture et s’assurer que le siège enfant est bien maintenu par la ceinture et NON par la boucle de la ceinture (schéma 2f). Si la boucle de la ceinture est mal positionnée (encadré), essayer une autre position d’assise. Placer votre enfant sur le siège et fermer le harnais. Serrer le harnais en tirant sur la sangle de réglage jusqu’à ce que l’écart entre l’indicateur SAFESTRAP™ et la sangle d’épaule mesure moins de 2 cm. Dans cette position, le que les coussinets de poitrine se trouvent bien contre la poitrine de l’enfant (schéma 2g). IMPORTANT - la sangle ventrale du harnais doit passer le plus bas possible sur le bassin de votre enfant. E 2. Cómo instalar el asiento infantil en el vehículo IMPORTANTE - Este asiento infantil ÚNICAMENTE deberá usarse con un cinturón diagonal y abdominal (homologado por el reglamento nº 16 de la UN/ECE u otras normas equivalentes). Utilice la base regulable para seleccionar el ángulo del asiento infantil antes de instalarlo en el vehículo. . Podrá utilizar ambas posiciones siempre que la forma del asiento de su vehículo se lo permita o el cinturón de seguridad no sea demasiado corto. CONSEJO - Durante la instalación, si el cinturón de seguridad es demasiado corto, asegúrese de que el asiento infantil se encuentra en posición vertical . Esto podría ayudar. Coloque el asiento infantil en el vehículo en el sentido de la marcha. Tire del cinturón de seguridad, tal y como se muestra en la imagen, uniendo las secciones diagonal y abdominal . IMPORTANTE - Asegúrese de que el cinturón no se tuerce en ningún momento. Introduzca el cinturón de seguridad, en la parte frontal del asiento infantil, a través de la primera ranura guía hacia la parte posterior del asiento, tal y como se muestra en la imagen . Gire el asiento infantil hacia usted, tome el cinturón de seguridad e introdúzcalo a través de la segunda ranura guía . CONSEJO: Si el cinturón de seguridad es demasiado corto, introduzca la sección diagonal del cinturón por la parte posterior del reposacabezas antes de empezar la instalación. Tire del cinturón de seguridad hacia la parte frontal del asiento infantil y engánchelo en el cierre . Asegúrese de que el cinturón de seguridad no se tuerce y que la sección abdominal del cinturón pasa a través de ambas guías rojas del cinturón abdominal. Asegúrese de que la sección diagonal del cinturón está situada en la esquina posterior del asiento infantil detrás del reposacabezas. Coloque el asiento infantil en el asiento del vehículo ayudándose de todo su peso y ajustándolo tal y como se indica en la siguiente secuencia: . Tire hasta la posición para tensarlo completamente . moverse o hacerlo levemente. Si el asiento secuencia anterior. IMPORTANTE - Compruebe la posición del cierre del cinturón de seguridad, asegúrese de que es el cinturón de seguridad y NO el cierre del cinturón de seguridad el que sujeta el asiento . Si el cierre del cinturón de seguridad está situado de forma incorrecta (véase el recuadro), pruebe a situar el asiento infantil en otro asiento del vehículo. Siente a su hijo en el asiento de seguridad para niños y colóquele el arnés. Para ajustar el arnés, tire de la correa de ajuste hacia adelante hasta que la ranura del indicador SAFESTRAP™ mida menos de 2 cm. Esto indica que el arnés Asegúrese de que las correas del arnés no estén torcidas. Finalmente, asegúrese de que las almohadillas pectorales están situadas hacia el pecho del niño . IMPORTANTE - La banda de cintura debe quedar colocada sobre la pelvis del niño, lo más bajo y adelantado posible. IMPORTANT - This child seat MUST only be used with a lap and diagonal seat belt (approved to UN/ECE regu- lation no. 16 or equivalent standards). Use the adjustment base to select angle of the child seat before installing into the vehicle. (dia 2a). You may use either position unless your vehicle seat shape prevents this or your seat belt is too short. Handy hint - During installation, if your seat belt is too short, make sure the child seat is in the upright position (dia 2a). This may help. Place the child seat forward facing in your car. Pull out the seat belt as shown holding the lap and diagonal sections together (dia 2b inset). IMPORTANT - Do not allow the belt to twist at any time. Feed the seat belt around the front of the child into the back of the seat at the point shown (dia 2b). Turn the front of the child seat towards you, grab the seat belt and pass it through the second routing slot (dia 2c). Handy hint - If your seat belt is too short you may need to direct the diagonal section behind the headrest before starting the installation. Pull all the slack from the seat belt to the front of the child seat and fasten the seat belt in the buckle (dia 2d). Make sure the seat belt is not twisted and the lap section passes across both red lap belt guides. Please ensure the diagonal belt is positioned in the back corner of the child seat shell behind the headrest. Push the child seat into your vehicle seat using your full body weight and tighten using the following sequence. Pull & hold the diagonal belt pull at position to remove all the slack and pull to tighten (dia 2e). There should be little or no movement. If the child seat is still loose then carefully repeat the tightening sequence above. IMPORTANT - Check the position of the seat belt buckle, ensuring that it is the seat belt NOT the seat belt buckle holding the seat in (dia 2f). If your seat belt buckle is incorrectly located try another seating position. If you are in any doubt contact Customer Services on 01264 386034 or use our service at www.britax.eu. harness. Tighten the harness by pulling the adjuster strap forward until the gap on the SAFESTRAP™ indicator is less than 2cm wide. This indicates that the harness should be Make sure the harness straps are not twisted. IMPORTANT - The lap section of the harness should rest as forward and as low as possible over your child’s pelvis. Finally, ensure the chest pads are pulled down onto your child’s chest (dia 2g). 1a 1b 1c 1d GB 1. Adjusting the child seat GB 1. Adjusting the child seat E 1. Cómo regular el asiento infantil F 1. Réglage de votre siège enfant F 1. Réglage de votre siège enfant Placer le siège enfant sur le sol. Appuyer sur le bouton du système de réglage tout en tirant à fond sur les DEUX bretelles (schéma 1a). Détacher le harnais en appuyant sur la boucle (encadré schéma 1b). Pour éviter que les sangles du harnais ne se vrillent, placer les sangles d’épaule de chaque côté du siège en faisant passer la languette de la boucle sous la bande élastique. Installer délicatement l’enfant dans le siège, placer le harnais sans le serrer puis fermer une nouvelle fois le harnais. Soulever la poignée du système de réglage du harnais situé à l’arrière de la coque et la déplacer vers le haut ou vers le bas (schéma 1c) de manière à ce que les fentes destinées aux bretelles du harnais au niveau de l’appuie- tête se situent au niveau, ou juste au-dessus, des épaules de l’enfant (schéma 1d). Lorsque l’appuie-tête est correctement positionné, relâcher la poignée du système de réglage du harnais et s’assurer que l’appuie-tête est bien enclenché. À partir du moment où les fentes les plus hautes sont utilisées, il est possible de continuer à utiliser ce siège pour votre enfant jusqu’à ce que ses yeux soient au niveau du haut du siège ou son poids excède 18 kg. Pour régler la largeur du siège enfant, appuyer sur la poignée du système de réglage de la largeur (schéma 1c) (uniquement disponible sur les modèles Ultra). E 1. Cómo regular el asiento infantil Coloque el asiento en el suelo. Presione el botón de regulación y, al mismo tiempo, tire de AMBOS cinturones de los hombros hacia adelante tanto como le sea posible . Coloque las correas de los hombros sobre los laterales del asiento con las lengüetas de la hebilla detrás de las cintas elásticas de sujeción del arnés para evitar así que éste se tuerza. Desenganche el cinturón del cierre . Coloque cuidadosamente al niño en el asiento, póngale el cinturón sin apretar y vuelva a enganchar el cinturón al cierre. Levante el regulador del cinturón en la parte posterior del asiento y muévalo hacia arriba o hacia abajo de modo que las ranuras del cinturón que se encuentran en el reposacabezas queden a la altura o sobre los hombros del niño . Cuando el reposacabezas se encuentre en la posición correcta, asegúrese de que el regulador del Una vez que se alcancen las ranuras superiores, el niño podrá seguir utilizando el asiento hasta que la parte superior del mismo coincida con la altura de los ojos del niño o hasta que el peso del niño supere los 18 kg. Si quiere regular el ancho del asiento infantil, presione el regulador de anchura (únicamente disponible en la versión Ultra). adjuster button in and at the same time pull BOTH shoulder straps forward as far as possible (dia 1a). Lay the shoulder straps over the sides of the seat by placing the buckle tongues behind elastic stowage strips to avoid the harness twisting. Release the harness from the buckle (dia 1b inset). Carefully place your child in the seat, fasten the harness buckle. Lift the harness adjuster and move it up or down (dia 1c) so that the harness strap slots in the headrest are level with or just above your child’s shoulders (dia 1d). When the headrest is in the correct position let go of the harness adjuster and ensure it has locked into place. Once you reach the top slots your child may continue to use the seat until their eye level becomes level with the top of the seat or their weight exceeds 18kg. If you wish to adjust the width of your child seat, push the width adjuster (dia 1c) (Ultra version only).
  23. 23. 23 Let’s talk A little about us
 The crisis of complexity
 The impact of simplicity Big trends
  24. 24. 24 Simplicity 
 gets into our heads faster and stays 
 there longer. It also saves time and money, minimizes debate and helps us make choices.
  25. 25. 25
  26. 26. 99% How much the Siegel+Gale Simplicity portfolio has outperformed the average global stock index since 2009 Change in index performance since 2009 2009 2010 2011 Simplicity Portfolio 2012 S&P Dow DAX FTSE Siegel+Gale—
 Global Brand 
 Simplicity Index 2012
  27. 27. 27 * According to the Siegel+Gale annual Global Brand Simplicity Index 60% of people said they’re willing to pay more for simplified experiences.* 27
  28. 28. 28 $30b Left on the table in the U.S. by businesses that don’t simplify. 28
  29. 29. 29 Simplicity drives strategic brand performance… Employee Engagement 
 Employee engagement scores increased 13% in year one. Current logo Revised logo Logo comparison Increased Membership
 Membership spiked 1MM in 18 months. Intent to join rose 10%. Increased Revenue
 26% YOY revenue growth including 
 6 new major government contracts. Financial Valuation
 24 months after rebrand, sold company for $7.7B valuation, a 60% premium over market cap. Brand Preference
 Increased brand preference by 11% in the first full year of relaunch. Reduced Client Churn/Loyalty
 Reduced policyholder churn by 14%. Increased customer loyalty 15%. Cost Saving/Efficiency
 Saved $5MM annually by consolidating into a unified brand and reducing trademarks. Admired Companies
 Became one of the world’s most admired brands and best companies to work for. Stock Performance
 In the 2 years post-launch, stock has outperformed S&P by 31%, peers by 20%.
  30. 30. 30 …and it pays for itself. Since the relaunch of the most critical portions of the site, there has been a steady increase in member engagement. Realized an additional $1 million in revenue in the first year after launching a simplified hospital bill. Reported annual savings of $1.2 million in postage and $88,000 in envelopes after consolidating account statements. Saved $108,000 by replacing direct mail and inserts with on-statement messaging. Cut production and fulfillment costs by 25% when it implemented an enrollment kit system designed to reduce production, processing and mailing. Reduced the page amount of account opening documents by 75% through consolidating unique agreement and disclosure forms across several programs. Saved $20 million annually by streamlining its auto insurance documents, reducing customer service calls and increasing renewals. Increased revenue by over $20 million as a result of a targeted message on pension statements encouraging customers to increase payments into annuity accounts. Saved over $4.9 million annually by combining and simplifying bank statements. Saved $8 million in paperwork alone by simplifying letters and reducing renewal notices by 40%.
  31. 31. 31 Empathize Perceive others’ needs 
 and expectations Distill Boil down and customize What’s being offered to meet needs Clarify Make the offering easier to understand,
 use and benefit Breakthrough simplicity
  32. 32. 32 Let’s talk A little about us
 The crisis of complexity
 The impact of simplicity Big trends
  33. 33. 33 Big trends 
 to keep an eye on

  34. 34. 34 Technology is changing service interactions.
  35. 35. 35
  36. 36. 36 Simplified iTunes agreement Proposed by Gregg Bernstein, UX/Design professional and educator
  37. 37. 37 Simplified electric bill Proposed by Kaila Dunn in 2012
  38. 38. 38 Nest, a thermostat that picks up on how you live
  39. 39. 39 HAPIfork helps you lose weight by notifying you if you’re eating too fast.
  40. 40. 40 Samsung’s new refrigerator helps you use
  41. 41. 41 Nike+ FuelBand, 
 big data becomes your personal coach
  42. 42. 42 UNIQLO’s magic mirror takes the hassle out of finding the perfect color.
  43. 43. 43 LEGO’s digital box allows you to see inside the box and experience the toy.
  44. 44. 44 TESCO’s virtual grocery store at Gatwick airport
  45. 45. 45
  46. 46. 46 Complexity is a thief that must be apprehended. 
 It robs us of time, patience, understanding, money and optimism.
  47. 47. 47
  48. 48. 48
  49. 49. 49 49 siegelgale.com
  50. 50. Visit us at 
 booth #100.
 
 Thank 
 you.
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