The System is the Product                                                                 Adam Richardson / Director of Pr...
We are a strategic-creative consulting firm.             frog brings a unique combination of strategic and creative talent ...
325 people from 32 countries. 39 years global experience.        Seattle, WA        USA                                   ...
The System is the ProductSVPMA   The System is the Product        © 2007 frog design. confidential & proprietary.   August ...
100 Years Ago: “You push the button, we do the rest”SVPMA   The System is the Product   © 2007 frog design. confidential & ...
Systems are more common todaySVPMA   The System is the Product   © 2007 frog design. confidential & proprietary.   August 3...
But designing systems is difficultSVPMA   The System is the Product     © 2007 frog design. confidential & proprietary.   A...
Systems are abstract and difficult to seeSVPMA   The System is the Product   © 2007 frog design. confidential & proprietary...
Systems are often boring Train scheduleSVPMA   The System is the Product   © 2007 frog design. confidential & proprietary. ...
Systems cross over organizational boundariesSVPMA   The System is the Product   © 2007 frog design. confidential & propriet...
The Apple iPodWhy it Stinks• High price• Limited features• Easy to scratch• Hard to carry• Can’t replace battery• Cumberso...
Why the iPod Succeeded                                    A convergent system that has given                              ...
TecosystemsSVPMA   The System is the Product           © 2007 frog design. confidential & proprietary.   August 3, 2007   13
Manage Tecosystems Across Experience TouchpointsSVPMA   The System is the Product   © 2007 frog design. confidential & prop...
MINIRetail                                                                                                  Lifestyle   Ac...
Maxtor OneTouch IIISVPMA   The System is the Product   © 2007 frog design. confidential & proprietary.   August 3, 2007   16
Maxtor OneTouch III                            AWARENESS      PURCHASE                            USE         OUT OF BOXSV...
Convergence                                    ConvergenceSVPMA   The System is the Product           © 2007 frog design. ...
Turbochef Speedcook OvenSVPMA   The System is the Product   © 2007 frog design. confidential & proprietary.   August 3, 200...
Turbochef Speedcook OvenSVPMA   The System is the Product   © 2007 frog design. confidential & proprietary.   August 3, 200...
Turbochef Speedcook Oven            Cultural Trends         Customer Insights                                 Analogous Pr...
SVPMA   The System is the Product   © 2007 frog design. confidential & proprietary.   August 3, 2007   22
Alltel Lessons • Manage up and down • Prototypes as tools for buy-in • Intensive stakeholder   coordinationSVPMA   The Sys...
Know Thy Organization                                    BOTTOM-UP   TOP-DOWN     FAITH-BASED                    GOOGLE   ...
Business and Technology ChallengesSVPMA   The System is the Product   © 2007 frog design. confidential & proprietary.   Aug...
The User Experience Gap                                                             Experience                            ...
Strategic Questions                                                            Performance/                               ...
What PMs can do to facilitate convergence 1. Map out the system elements 2. Define proximity to experience performance cros...
Adam.Richardson@frogdesign.comSVPMA   The System is the Product       © 2007 frog design. confidential & proprietary.   Aug...
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The System is the Product

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The System is the Product by Adam Richardson at SVPMA Monthly Event August 2007

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The System is the Product

  1. 1. The System is the Product Adam Richardson / Director of Product Strategy SVPMA August 3, 2007© 2007 frog design. confidential & proprietary. SVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 1
  2. 2. We are a strategic-creative consulting firm. frog brings a unique combination of strategic and creative talent to help companies envision, realize, and deliver actionable strategies for growth. Our rigorous yet unorthodox approach yields breakthrough innovation and a sustainable competitive edge.SVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 2
  3. 3. 325 people from 32 countries. 39 years global experience. Seattle, WA USA New York, NY USA Stuttgart, GermanySan Francisco, CA USA Milan, ItalyPalo Alto, CA USA (HQ) Austin, TX San Jose, CA USA USA Shanghai, ChinaSVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 3
  4. 4. The System is the ProductSVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 4
  5. 5. 100 Years Ago: “You push the button, we do the rest”SVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 5
  6. 6. Systems are more common todaySVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 6
  7. 7. But designing systems is difficultSVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 7
  8. 8. Systems are abstract and difficult to seeSVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 8
  9. 9. Systems are often boring Train scheduleSVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 9
  10. 10. Systems cross over organizational boundariesSVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 10
  11. 11. The Apple iPodWhy it Stinks• High price• Limited features• Easy to scratch• Hard to carry• Can’t replace battery• Cumbersome menusSVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 11
  12. 12. Why the iPod Succeeded A convergent system that has given Apple a 5+ year competitive edgeSVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 12
  13. 13. TecosystemsSVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 13
  14. 14. Manage Tecosystems Across Experience TouchpointsSVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 14
  15. 15. MINIRetail Lifestyle AccessoriesWeb SVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 15
  16. 16. Maxtor OneTouch IIISVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 16
  17. 17. Maxtor OneTouch III AWARENESS PURCHASE USE OUT OF BOXSVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 17
  18. 18. Convergence ConvergenceSVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 18
  19. 19. Turbochef Speedcook OvenSVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 19
  20. 20. Turbochef Speedcook OvenSVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 20
  21. 21. Turbochef Speedcook Oven Cultural Trends Customer Insights Analogous ProductsSVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 21
  22. 22. SVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 22
  23. 23. Alltel Lessons • Manage up and down • Prototypes as tools for buy-in • Intensive stakeholder coordinationSVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 23
  24. 24. Know Thy Organization BOTTOM-UP TOP-DOWN FAITH-BASED GOOGLE APPLE PROOF-BASED HP GESVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 24
  25. 25. Business and Technology ChallengesSVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 25
  26. 26. The User Experience Gap Experience Performance Crossover High Experience Performance Experience Expectation Profit Margin Low Emerging Mature Category Category Vertically integrated Modular/open-standards systems better systems betterSVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 26
  27. 27. Strategic Questions Performance/ Experience Crossover High Experience Performance Experience ExpectationHow big isthe gap? Profit Margin Low Emerging Mature Category Category How long and what will it How long after a take to close the gap? competitor crosses the gap before profits drop unacceptably?SVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 27
  28. 28. What PMs can do to facilitate convergence 1. Map out the system elements 2. Define proximity to experience performance crossover 3. Embed systems thinking into the MRD and use it to influence PRD 4. Get the whole system in one room 5. Set the interfaces within the system as early as possible 6. Continually communicate up, down and across to maintain alignmentSVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 28
  29. 29. Adam.Richardson@frogdesign.comSVPMA   The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 29
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