Session 8 desining experience

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Session 8 desining experience

  1. 1. designing experience
  2. 2. Netflix vs. Blockbuster
  3. 3. what do they sell?
  4. 4. video vs. experiences
  5. 5. different meanings of video rental experiences
  6. 6. multiple meanings of experiences
  7. 7. physical emotional cognitive social cultural
  8. 8. opens up new innovation possibilities
  9. 9. requires new combination of resources
  10. 10. outside-in approach to innovations
  11. 11. most R&D focus on inside-out perspectives
  12. 12. how can you see the outside-in opportunities that customers cannot articulate?
  13. 13. focus on the meanings, not products in thinking about the innovations
  14. 14. looking beyond the products
  15. 15. focus on services
  16. 16. how customers integrate different services to co-create value
  17. 17. looking for Tide Killer?
  18. 18. asking right questions
  19. 19. Q: why do you use Tide? A: to have clean clothes
  20. 20. product-focused question
  21. 21. Q: what do you mean by clean clothes?
  22. 22. meaning-focused question unlocks the door for product innovations
  23. 23. fresh  smell soft  fabric clean   color ready  for   important   meeting no  dirt
  24. 24. how do you get these insights?
  25. 25. design research
  26. 26. What is it?
  27. 27. to reduce large volume of qualitative data
  28. 28. into a set of insights
  29. 29. data collection
  30. 30. see with your eyes
  31. 31. who
  32. 32. ordinary people
  33. 33. extreme users
  34. 34. magnifier of hidden needs
  35. 35. how
  36. 36. follow people
  37. 37. stationary observation
  38. 38. personal archeology what is in your bag?
  39. 39. follow  people  or  things follow things ... through the eyes of chopsticks
  40. 40. How do you see?
  41. 41. observe with hypotheses
  42. 42. tools? culture? why? patterns signs? meaning? actions people where & when
  43. 43. interpretation
  44. 44. ask these questions
  45. 45. what do you see?
  46. 46. try to think what might be the reasons for the behavior you observe?
  47. 47. what tools are being used?
  48. 48. who else is there?
  49. 49. when and where
  50. 50. what’s before and after?
  51. 51. What can you do with a bottle of water?
  52. 52. rental car
  53. 53. plan a trip compare different options make a reservation pick up the car drive return the car go home innovation opportunities
  54. 54. web-based travel agent vouchers cell phones, Never-Lost Minimal / none Some activity Moderate activity Frequent activity Non-stop activity availability, models rapid pick-up, rapid return fleet optimization modeling travel agents airport shuttle bus business travelers Offering Core process Process. Enabling process Business model Finance Networking Product/Service performance Service system Customer Service Channel Delivery Brand Customer experience Rental Car Example Most competitive activity in the rental car industry is focused here Source: Doblin Consulting
  55. 55. web-based travel agent vouchers cell phones, Never-Lost Minimal / none Some activity Moderate activity Frequent activity Non-stop activity rapid pick-up, rapid return fleet optimization modeling travel agents airport shuttle bus business travelers Offering Core process Process. Enabling process Business model Finance Networking Product/Service performance Service system Customer Service Channel Delivery Brand Customer experience charge insurers • Now largest ($6.9b vs. $4.9b for Hertz, $2.5b for Avis) • Targets the occasional renter • Uses the insurance company channel • Brings the car to the renter; avoids airport cost structure brings car to you occasional rentersinsurers availability, models Rental car industry Source: Doblin Consulting
  56. 56. Emerging standards, specialization e.g. PowerPC (IBM, Motorola,Apple), Zero inventory assembly Flexible financing e.g. FreePC, Gateway Your: )ware, Compaq leasing Networked organizations e.g. Dell paperless purchasing, Intra/ Extranets Low-cost home PC’s e.g.Windows 95, Intel Celeron Technology-driven multimedia enhancements e.g. Intel 486,Windows 3.0,Adobe Postscript Direct distribution e.g. Dell, Gateway Country Stores Source: Doblin Consulting
  57. 57. Global alliances e.g. Star Alliance, OneWorld Streamlined processes, safety procedures e.g. Defibrillators in airplanes and airports, streamlined boarding procedures Outsourcing on non-core processes e.g. Gate Gourmet buys SAS Service Partner, Learjet purchase of AMR Coombs facilities Global alliances and consolidation e.g. Shared frequent flyer programs and lounge access Revenue generating innovation e.g. United Connections and Aadvantage Websites, inflight gambling Amenities for Premium Passengers e.g.Virgin Clubhouses, BA First Lower cost e.g.ValuJet, Kiwi Passenger airline travel Source: Doblin Consulting
  58. 58. see in time and space
  59. 59. stakeholder experience cube Events stakeholder  A current experience emotional cognitive physical social stakeholder  B stakeholder  C
  60. 60. Events: •activities •time •location •tools •signs Taxi Ride: plan - approach - ride - payment - exit ER visit: notification - travel - triage - initial diagnosis - test - final diagnosis - dismissal
  61. 61. generating solutions
  62. 62. Ask “How might we ...?”
  63. 63. looking for plausible alternative
  64. 64. “There are those that look at things the way they are, and ask why? I dream of things that never were, and ask why not?” Robert F. Kennedy
  65. 65. brainstorm
  66. 66. prototyping
  67. 67. think with your body
  68. 68. use papers
  69. 69. use post-it
  70. 70. use legos
  71. 71. use markers ... or whatever
  72. 72. building a persona
  73. 73. identifying stakeholders
  74. 74. use research data
  75. 75. identify common dimensions
  76. 76. Name: Age: Job: Family: Gender: Key values: A habit: Home town: Key interests: Hobbies:
  77. 77. follow the character: be generative
  78. 78. not to collect data but to get inspired
  79. 79. not to converge but to open up new possibilities
  80. 80. to understand the context and background in order to innovate foreground

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