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MOTORCYCLES AND THE ART OF PRODUCT DESIGN SHIMON SHMUELI TOUCH360
Multidisciplinary strategic  innovation and design firm. We help companies identify opportunities and develop products  an...
the challenge © Aprilia
most new products fail  Source: Winning at New Products by Robert G. Cooper, 2001 <ul><li>inadequate market analysis (24%)...
<ul><li>Environment </li></ul><ul><li>social/culture trends </li></ul><ul><li>economy </li></ul><ul><li>legal/regulatory <...
challenge: optimization time horizon window strategic time-cone resources customers products
VOiCE of the Market   SM internal external trends, regulations, fashion stakeholders environment prospectives needs & want...
the challenge: balancing act unmet expectations unmet expectations
the challenge: balancing act Resist the temptation to throw in another mediocre feature!  balanced improvement
we work and play around the clock we are consumers 24/7 we are all business 24/7
<ul><li>it is increasingly more difficult to differentiate </li></ul><ul><li>interoperability  /  standardization </li></u...
<ul><li>consumers are more knowledgeable </li></ul><ul><li>brand conscious, but  not  brand loyal </li></ul><ul><li>lower ...
<ul><li>faster development time </li></ul><ul><li>tools </li></ul><ul><li>24/7 </li></ul><ul><li>competing talent </li></u...
the results: <ul><li>hyper-competition </li></ul><ul><li>more products compete on price </li></ul><ul><li>smaller windows ...
the solutions? <ul><li>apply design thinking in your company </li></ul><ul><li>innovate (or die)  </li></ul><ul><li>design...
reminder:  beware of fads design for experience is only one  (however comprehensive)  approach out of the  many right thin...
design that holistically addresses all aspects of the product in various contexts throughout its life-span: relations ,  i...
branding services buying experience advertising packaging replacement maintenance usability out-of-box performance reliabi...
...however,  you can *  design  for  experience *you better
* users, magazines, bloggers, industry mavens, influencers, competition, partners, channels, developers ... if you don't, ...
design is not always sexy  systematic / useful / logical / multidisciplinary / essential / economical / eco-friendly / lef...
isn’t good design supposed  to put  form over function ?
the art-design continuum Design Art Satisfy self Satisfy others Non-functional Functional
what about engine design?
what about engineering? int main() { for ( int x = 0; x < 10; x++ ) { cout<< x <<endl; } cin.get(); } int main() {  while ...
Art Humans Technology, Economy, etc. design expression, aesthetics needs/wants constraints
Design  is art optimized to meet objectives - Shimon Shmueli © Design Within Reach Diseño es arte optimizado para consegui...
what is experience? <ul><li>ex·pe·ri·ence   n.  </li></ul><ul><ul><li>The feeling of emotions and sensations as opposed to...
While the total frequency range of 16 CPS to 25,000  CPS on this recording  may not be within the range  of ordinary human...
music: a universal experience music  is one of humanity’s most common and pervasive experiences
experience is change in space  there is no vision without change in space in time  there is no music (sound) without chang...
how to drink coffee? does the same coffee taste the same at a gas station and at Starbucks?
conditioning memory processing unit action result stimulus stimulus stimulus
Interactions with products are (almost) never isolated.  They are influenced by other not directly related senses, memorie...
experience is anticipation/tension past  meaningful memories  create  anticipations/tensions  (positive or negative)
The same product delivers different experiences at different contexts   experiences depend on contexts
our brain on experiences <ul><li>Sequential </li></ul><ul><li>Rational </li></ul><ul><li>Analytical </li></ul><ul><li>Obje...
our brain on experiences Picture source: Cadence, Inc. where  experiences  are perceived where  experiences  are created
People don’t want to buy a quarter-inch drill. They want a quarter-inch hole result product result product experience prod...
Counter-steering
Source: IEEE Spectrum. Barry Silverman, University of Pennsylvania   emotional for better or worse Physiological Cognitive...
forms interactions relations human physiological   cognitive   emotional product
© KTM
 
what would you take?
physiological safety belonging, love self esteem actualization
tools for  balanced  experiences Bombardier Embryo
#2: design for the entire brain reptilian:  make the experience  seamless   (like riding a motrocycle) limbic:   design fo...
something that only a mother could love   - Steven Spielberg   something that only a mother could love   - Steven Spielberg
for  every  mother to love
and father
The American Heritage ®  Dictionary of the English Language e·co·sys·tem  n. An ecological community together with its env...
eco-systems  are good business $ $ $
#11a: increase the (experience) face area – get intimate Girard-Perregaux  Perrelet
#11b: design the invisible Sometimes it is what you don’t see
Create legends, cults, followers, communities, loyalties,… put a soul in the new machine.
offerings:  the continuum between (pure) products and (pure) services #15: increase the P-factor product service
Emotional Attachment control level car motorcycle iTunes iPod phone service phone car rental church government products se...
 
 
#28: build a balanced whole-brain team skill mix:  multi-disciplinary  personality types:  ISTJ… ENFP thinking:  left- and...
> #28a: optimize by bringing imperfections together + + + + +
Daytona 1989. Image used in the 1990 flyer &quot;A Woman's Guide to Harley-Davidson&quot;--information on H.O.G. and Ladie...
www.touch360.com thank you! shimon shmueli, partner [email_address] +1.919.637.9384 www.touch360.com
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Motorcycles and the Art of Product Development

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There is no aspect of product design and development that is not reflected in motorcycles. It is hard to think about a more intimate experience between a user and a product than the experience of riding a motorcycle, and Shimon can speak about it empathically and passionately both as a motorcyclist and as a product development expert. The lessons that can be learned, the analogies and metaphors, are extremely rich and insightful, even to those who never got close to a machine on two (or three) wheels.

The presentation is targeted to executives and professionals in the areas of product design, development, and marketing, and can be customized to specific areas of interest. Typically the presentation takes 60 minutes, but it can be reduced to 45 minutes, or extended to 120 minutes or more (workshop format).

This presentation is based on the very successful Design for Experience presentation given at various forums and that received excellent reviews.

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Transcript of "Motorcycles and the Art of Product Development"

  1. 1. MOTORCYCLES AND THE ART OF PRODUCT DESIGN SHIMON SHMUELI TOUCH360
  2. 2. Multidisciplinary strategic innovation and design firm. We help companies identify opportunities and develop products and services through insight to the full product context, innovation at all levels, and design of every aspect of how people experience them. We design for experiences at every touch point . 360.
  3. 3. the challenge © Aprilia
  4. 4. most new products fail Source: Winning at New Products by Robert G. Cooper, 2001 <ul><li>inadequate market analysis (24%) </li></ul><ul><li>product problems or defects (16%) </li></ul><ul><li>lack of effective marketing efforts (14%) </li></ul><ul><li>higher costs than anticipated (10%) </li></ul><ul><li>competitive strength or reaction (9%) </li></ul><ul><li>poor timing of introduction (8%) </li></ul><ul><li>technical or production problems (6%) </li></ul><ul><li>other (13%) </li></ul>
  5. 5. <ul><li>Environment </li></ul><ul><li>social/culture trends </li></ul><ul><li>economy </li></ul><ul><li>legal/regulatory </li></ul><ul><li>demographics </li></ul>Offerings <ul><li>Intellectual Assets </li></ul><ul><li>technology </li></ul><ul><li>IP </li></ul>Target Customers Venture Resources Customers
  6. 6. challenge: optimization time horizon window strategic time-cone resources customers products
  7. 7. VOiCE of the Market SM internal external trends, regulations, fashion stakeholders environment prospectives needs & wants, current customers tech trend, IP acquisition IP, partners Intellectual assets eco-system, substitutes Portfolio, product line Offerings competitors, partners resources, capabilities Venture
  8. 8. the challenge: balancing act unmet expectations unmet expectations
  9. 9. the challenge: balancing act Resist the temptation to throw in another mediocre feature! balanced improvement
  10. 10. we work and play around the clock we are consumers 24/7 we are all business 24/7
  11. 11. <ul><li>it is increasingly more difficult to differentiate </li></ul><ul><li>interoperability / standardization </li></ul><ul><li>information flow </li></ul><ul><li>open everything </li></ul>
  12. 12. <ul><li>consumers are more knowledgeable </li></ul><ul><li>brand conscious, but not brand loyal </li></ul><ul><li>lower switching cost (and switching is sometime fun!) </li></ul>
  13. 13. <ul><li>faster development time </li></ul><ul><li>tools </li></ul><ul><li>24/7 </li></ul><ul><li>competing talent </li></ul><ul><li>Globalization </li></ul><ul><li>higher productivity </li></ul><ul><li>lower costs </li></ul>
  14. 14. the results: <ul><li>hyper-competition </li></ul><ul><li>more products compete on price </li></ul><ul><li>smaller windows of opportunities </li></ul><ul><li>product cycle-times are shorter </li></ul><ul><li>faster commoditization </li></ul><ul><li>more difficult to differentiate </li></ul><ul><li>brands rise faster (and fall even more faster) </li></ul>… and the fun is just beginning!
  15. 15. the solutions? <ul><li>apply design thinking in your company </li></ul><ul><li>innovate (or die) </li></ul><ul><li>design experiences (not products) </li></ul><ul><li>go eco (or we all die) </li></ul><ul><li>measure everything </li></ul><ul><li>dump the MBAs and hire designers </li></ul><ul><li>services are the future </li></ul>
  16. 16. reminder: beware of fads design for experience is only one (however comprehensive) approach out of the many right things to do in your specific organization
  17. 17. design that holistically addresses all aspects of the product in various contexts throughout its life-span: relations , interactions , and forms . © KTM Design for Experience (DFE)
  18. 18. branding services buying experience advertising packaging replacement maintenance usability out-of-box performance reliability price design
  19. 19. ...however, you can * design for experience *you better
  20. 20. * users, magazines, bloggers, industry mavens, influencers, competition, partners, channels, developers ... if you don't, others * will.
  21. 21. design is not always sexy systematic / useful / logical / multidisciplinary / essential / economical / eco-friendly / left-brain /eco-unfriendly /… * depending on your definition of sexy design is not always sexy *
  22. 22. isn’t good design supposed to put form over function ?
  23. 23. the art-design continuum Design Art Satisfy self Satisfy others Non-functional Functional
  24. 24. what about engine design?
  25. 25. what about engineering? int main() { for ( int x = 0; x < 10; x++ ) { cout<< x <<endl; } cin.get(); } int main() { while ( x < 10 ) { cout<< x <<endl; x++; } cin.get(); } which RTOS is better? which embedded processor is better? which one is the best editor? engineering (engineers) can be subjective, emotional, irrational, passionate, religious… just as artists are
  26. 26. Art Humans Technology, Economy, etc. design expression, aesthetics needs/wants constraints
  27. 27. Design is art optimized to meet objectives - Shimon Shmueli © Design Within Reach Diseño es arte optimizado para conseguir objetivos 设计是为了达到目标而最优化的艺术。 Sheji shi weile dadao mubiao er zuiyouhua de yishu El diseño es arte optimizado para conseguir objetivos
  28. 28. what is experience? <ul><li>ex·pe·ri·ence n. </li></ul><ul><ul><li>The feeling of emotions and sensations as opposed to thinking; involvement in what is happening rather than abstract reflection on an event. </li></ul></ul>The apprehension of an object, thought, or emotion through the senses or mind: a child's first experience of snow. The American Heritage ® Dictionary of the English Language © KTM
  29. 29. While the total frequency range of 16 CPS to 25,000 CPS on this recording may not be within the range of ordinary human hearing , nevertheless inspection with a microscope will show the etchings of the upper dynamic frequencies. However, it is the opinion of the manufacturer that if these frequencies were omitted from this record a certain warmth of tone that is felt and sensed rather than heard would be lost.
  30. 30. music: a universal experience music is one of humanity’s most common and pervasive experiences
  31. 31. experience is change in space there is no vision without change in space in time there is no music (sound) without change in time
  32. 32. how to drink coffee? does the same coffee taste the same at a gas station and at Starbucks?
  33. 33. conditioning memory processing unit action result stimulus stimulus stimulus
  34. 34. Interactions with products are (almost) never isolated. They are influenced by other not directly related senses, memories, interactions, etc.
  35. 35. experience is anticipation/tension past meaningful memories create anticipations/tensions (positive or negative)
  36. 36. The same product delivers different experiences at different contexts experiences depend on contexts
  37. 37. our brain on experiences <ul><li>Sequential </li></ul><ul><li>Rational </li></ul><ul><li>Analytical </li></ul><ul><li>Objective </li></ul><ul><li>Detail oriented </li></ul><ul><li>Random </li></ul><ul><li>Intuitive </li></ul><ul><li>Synthesizing </li></ul><ul><li>Subjective </li></ul><ul><li>Looks at wholes </li></ul>Picture source: Cadence, Inc.
  38. 38. our brain on experiences Picture source: Cadence, Inc. where experiences are perceived where experiences are created
  39. 39. People don’t want to buy a quarter-inch drill. They want a quarter-inch hole result product result product experience product result product experience
  40. 40. Counter-steering
  41. 41. Source: IEEE Spectrum. Barry Silverman, University of Pennsylvania emotional for better or worse Physiological Cognitive Emotional
  42. 42. forms interactions relations human physiological cognitive emotional product
  43. 43. © KTM
  44. 45. what would you take?
  45. 46. physiological safety belonging, love self esteem actualization
  46. 47. tools for balanced experiences Bombardier Embryo
  47. 48. #2: design for the entire brain reptilian: make the experience seamless (like riding a motrocycle) limbic: design for decision making cortex: design for emotions and empathy
  48. 49. something that only a mother could love - Steven Spielberg something that only a mother could love - Steven Spielberg
  49. 50. for every mother to love
  50. 51. and father
  51. 52. The American Heritage ® Dictionary of the English Language e·co·sys·tem n. An ecological community together with its environment, functioning as a unit. #6: build eco-systems
  52. 53. eco-systems are good business $ $ $
  53. 54. #11a: increase the (experience) face area – get intimate Girard-Perregaux Perrelet
  54. 55. #11b: design the invisible Sometimes it is what you don’t see
  55. 56. Create legends, cults, followers, communities, loyalties,… put a soul in the new machine.
  56. 57. offerings: the continuum between (pure) products and (pure) services #15: increase the P-factor product service
  57. 58. Emotional Attachment control level car motorcycle iTunes iPod phone service phone car rental church government products services tangibles intangibles
  58. 61. #28: build a balanced whole-brain team skill mix: multi-disciplinary personality types: ISTJ… ENFP thinking: left- and right-brain © Discovery Communications Inc.
  59. 62. > #28a: optimize by bringing imperfections together + + + + +
  60. 63. Daytona 1989. Image used in the 1990 flyer &quot;A Woman's Guide to Harley-Davidson&quot;--information on H.O.G. and Ladies of Harley.
  61. 64. www.touch360.com thank you! shimon shmueli, partner [email_address] +1.919.637.9384 www.touch360.com

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