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Thursday, May 21, 2009
SUBJECT TO CHANGE
                   creating great products and services for an uncertain world




Thursday, May 21, 2009
Media is a mess




Thursday, May 21, 2009
Media is a mess
               Craigslist took the classifieds
               Everyone took a piece of the ads
               Blogs are taking the readers




Thursday, May 21, 2009
Media is a mess
               Craigslist took the classifieds
               Everyone took a piece of the ads
               Blogs are taking the readers


               Music is in metamorphosis




Thursday, May 21, 2009
Media is a mess
               Craigslist took the classifieds
               Everyone took a piece of the ads
               Blogs are taking the readers


               Music is in metamorphosis
               iTunes is the #1 retailer
               Labels are loosing their grip




Thursday, May 21, 2009
Media is a mess
               Craigslist took the classifieds
               Everyone took a piece of the ads
               Blogs are taking the readers


               Music is in metamorphosis
               iTunes is the #1 retailer
               Labels are loosing their grip



               Travel is turbulent



Thursday, May 21, 2009
Media is a mess
               Craigslist took the classifieds
               Everyone took a piece of the ads
               Blogs are taking the readers


               Music is in metamorphosis
               iTunes is the #1 retailer
               Labels are loosing their grip



               Travel is turbulent
               The three top quality carriers
               are all low-fair airlines

Thursday, May 21, 2009
predicting the future has never been easy




Thursday, May 21, 2009
predicting the future has never been easy,
               but it’s never been more difficult




Thursday, May 21, 2009
Predicting the future won’t work.




Thursday, May 21, 2009
Predicting the future won’t work.




               Meeting about it won’t work.




Thursday, May 21, 2009
Predicting the future won’t work.




               Meeting about it won’t work.



               Instead, seek approaches that will
               continue to work no matter which
               prediction comes true.
Thursday, May 21, 2009
A Brief History Lesson




Thursday, May 21, 2009
A new photographic apparatus




Thursday, May 21, 2009
A NEW PHOTOGRAPHIC APPARATUS.

                                This apparatus consists of a box containing a camera, A, and
                                  a frame, C, containing the desired number of plates, each
                                  held in a small frame of black Bristol board. The camera
                                    contains a mirror, M, which pivots upon an axis and is
                                maneuvered by the extreme bottom, B. This mirror stops at
                                    an angle of 45°, and sends the image coming from the
                                 objective to the horizontal plate, D, at the upper part of the
                                camera. The image thus reflected is righted upon this plate.

                                     As the objective is of short focus, every object situated

     A new photographic apparatus  beyond a distance of three yards from the apparatus is in
                                    focus. In exceptional cases, where the operator might be
                                  nearer the object to be photographed, the focusing would be
                                   done by means of the rack of the objective. The latter can
                                   also slide up and down, so that the apparatus need not be
                                inclined when buildings or high trees are being photographed.
                                      The door, E, performs the role of a shade. When the
                                     apparatus has been fixed upon its tripod and properly
                                 directed, all the operator has to do is to close the door, P, and
                                raise the mirror, M, by turning the button, B, and then expose
                                     the plate. The sensitized plates are introduced into the
                                     apparatus through the door, I, and are always brought
                                     automatically to the focus of the objective through the
                                 pressure of the springs, R. The shutter of the frame, B, opens
                                 through a hook, H, with in the pocket, N. After exposure, each
                                  plate is lifted by means of the extractor, K, into the pocket,
                                  whence it is taken by hand and introduced through a slit, S,
                                   behind the springs, R, and the other plates that the frame
                                contains. All these operations are performed in the interior of
                                the pocket, N, through the impermeable, triple fabric of which
                                                        no light can enter.

                                 An automatic marker shows the number of plates exposed.
                                When the operations are finished, the objective is put back in
                                the interior of the camera, the doors, P and E, are closed, and
                                  the pocket is rolled up. The apparatus is thus hermetically
                                 closed, and, containing all the accessories, forms one of the
                                   most practical of systems for the itinerant photographer.
Thursday, May 21, 2009
A NEW PHOTOGRAPHIC APPARATUS.

                                This apparatus consists of a box containing a camera, A, and
                                  a frame, C, containing the desired number of plates, each
                                  held in a small frame of black Bristol board. The camera
                                    contains a mirror, M, which pivots upon an axis and is
                                maneuvered by the extreme bottom, B. This mirror stops at
                                    an angle of 45°, and sends the image coming from the
                                 objective to the horizontal plate, D, at the upper part of the
                                camera. The image thus reflected is righted upon this plate.

                                     As the objective is of short focus, every object situated

     A new photographic apparatus  beyond a distance of three yards from the apparatus is in
                                    focus. In exceptional cases, where the operator might be
                                  nearer the object to be photographed, the focusing would be
                                   done by means of the rack of the objective. The latter can
                                   also slide up and down, so that the apparatus need not be
                                inclined when buildings or high trees are being photographed.
                                      The door, E, performs the role of a shade. When the
                                     apparatus has been fixed upon its tripod and properly
                                 directed, all the operator has to do is to close the door, P, and
                                raise the mirror, M, by turning the button, B, and then expose
                                     the plate. The sensitized plates are introduced into the
                                     apparatus through the door, I, and are always brought
                                     automatically to the focus of the objective through the
                                 pressure of the springs, R. The shutter of the frame, B, opens
                                 through a hook, H, with in the pocket, N. After exposure, each
                                  plate is lifted by means of the extractor, K, into the pocket,
                                  whence it is taken by hand and introduced through a slit, S,
                                   behind the springs, R, and the other plates that the frame
                                contains. All these operations are performed in the interior of
                                the pocket, N, through the impermeable, triple fabric of which
                                                        no light can enter.

                                 An automatic marker shows the number of plates exposed.
                                When the operations are finished, the objective is put back in
                                the interior of the camera, the doors, P and E, are closed, and
                                  the pocket is rolled up. The apparatus is thus hermetically
                                 closed, and, containing all the accessories, forms one of the
                                   most practical of systems for the itinerant photographer.
Thursday, May 21, 2009
“You pre ss the button,
          we do the rest.”




Thursday, May 21, 2009
Thursday, May 21, 2009
1   2   3




Thursday, May 21, 2009
You press the
                           button…




Thursday, May 21, 2009
You press the
                           button…


                         ...and we do
                            the rest.




Thursday, May 21, 2009
Why is this story important?
                         Because this focus on the customer experience
                               made Kodak successful for years.

                         And when they’ve stumbled it’s been because
                                    they lost this focus.




Thursday, May 21, 2009
user interface

                             logic


                             data




Thursday, May 21, 2009
user interface




Thursday, May 21, 2009
user interface




                         MAGIC


Thursday, May 21, 2009
user interface

                             logic


                             data




Thursday, May 21, 2009
user interface

                             logic


                             data




Thursday, May 21, 2009
user interface

                             logic


                             data




Thursday, May 21, 2009
user interface

                             logic


                             data




Thursday, May 21, 2009
The experience is the product.




Thursday, May 21, 2009
The experience is the product.




Thursday, May 21, 2009
The experience is the product.
               Focus on experience.

               Focus on the lives of customers.

               Embrace the complexity.

               Engage in design as an activity.




Thursday, May 21, 2009
The experience is the product.
               Focus on experience.
               » Use experience as strategy.
               Focus on the lives of customers.

               Embrace the complexity.

               Engage in design as an activity.




Thursday, May 21, 2009
“You pre ss the button,
          we do the rest.”




Thursday, May 21, 2009
screenshot by Dharmesh Patel

Thursday, May 21, 2009
r Vis           ion
                          oogle Ca lendar: Ou
             to          G
    The Road                               nt to ha ve one)
                             (it’s importa
                                                       for y    ou
                              cale     ndar that works
       • Set o ut to build a           and joyous
                                                  to use
                                aling,                            dar
                   isually appe
            – Fast, v                                to the calen
                                                tion in
                                    get informa                       s, etc.)
                        d simple to           (reminder s, invitation
            – Drop dea            n a screen                            place
             – More tha
                        n boxes o               our who le life in one
                           re so yo u can see y
             – Easy to sha
                                                          very            one
                                         orld where not e
                      for a consumer w same system)
          • Designed       r (or one on
                                        the
                        da
            has a calen                  sh)
                                         nd publi
                            Is (import a
               – Open AP
                                  everyone
               – Inv itations for



                                                                                 ger
                                                 , Product Mana
                                 yC arl Sjogreen
                    — presented b

Thursday, May 21, 2009
r Vis           ion
                          oogle Ca lendar: Ou
             to          G
    The Road                               nt to ha ve one)
                             (it’s importa
                                                       for y    ou
                              cale     ndar that works
       • Set o ut to build a           and joyous
                                                  to use
                                aling,                            dar
                   isually appe
            – Fast, v                                to the calen
                                                tion in
                                    get informa                       s, etc.)
                        d simple to           (reminder s, invitation
            – Drop dea            n a screen                            place
             – More tha
                        n boxes o               our who le life in one
                           re so yo u can see y
             – Easy to sha
                                                          very            one
                                         orld where not e
                      for a consumer w same system)
          • Designed       r (or one on
                                        the
                        da
            has a calen                  sh)
                                         nd publi
                            Is (import a
               – Open AP
                                  everyone
               – Inv itations for



                                                                                 ger
                                                 , Product Mana
                                 yC arl Sjogreen
                    — presented b

Thursday, May 21, 2009
Thursday, May 21, 2009
“It’s entertainment, stupid”




Thursday, May 21, 2009
* It is reliable.
                         * It puts me in control.
                         * It's easy to use.
                         * It's smart and helpful.
                         * It's responsive.
                         * It's all about entertainment.




Thursday, May 21, 2009
Thursday, May 21, 2009
Thursday, May 21, 2009
Thursday, May 21, 2009
t h st ar?
                                                  ea nor
                                            ce hav
                                     per ien
                              our ex
                  D      oe sy




Thursday, May 21, 2009
The experience is the product.
               Focus on experience.
               » Use experience as strategy.
               Focus on the lives of customers.
               » Understand people as people.
               Embrace the complexity.

               Engage in design as an activity.




Thursday, May 21, 2009
Thursday, May 21, 2009
No!




Thursday, May 21, 2009
Companies tend to oversimplify
                             their view of people




Thursday, May 21, 2009
4
                         old ways of
                           thinking


Thursday, May 21, 2009
#1


                                                                              $
                                         At worst:
                         quot;a gullet whose only purpose in life is to gulp
                                    products and crap cash.quot;




                                                         Ruthlessly stolen from The Cluetrain Manifesto

Thursday, May 21, 2009
#2




                         Homo Economicus
                            Highly rational
                            Maximizes utility
                              Quantity!


Thursday, May 21, 2009
#2




                         Homo Economicus
                            Highly rational
                            Maximizes utility
                              Quantity!


Thursday, May 21, 2009
#3




                         Task oriented
                          Goal driven
                          Efficiency!


Thursday, May 21, 2009
#3




                         Type A Personality
                             Task oriented
                              Goal driven
                              Efficiency!


Thursday, May 21, 2009
#4




                          Docile and gullible
                         Stories and messaging
                              Preferences!

Thursday, May 21, 2009
#4




                               Sheep
                          Docile and gullible
                         Stories and messaging
                              Preferences!

Thursday, May 21, 2009
Not all wrong, not really right.




Thursday, May 21, 2009
Not all wrong, not really right.
                          We are evolving our approaches.




Thursday, May 21, 2009
What’s been missing?




Thursday, May 21, 2009
The messy complexity of human life




Thursday, May 21, 2009
photo by
                                    Windell
                                            Oskay




                                                    People regularly mix
                                                    and match products
                                                    with little regard for
                                                      “suggested use.”




Thursday, May 21, 2009
They challenge social
                         and cultural boundaries
                          in unexpected ways.




Thursday, May 21, 2009
Understand people as people.




Thursday, May 21, 2009
Understand people as people.
                         (Understand them as we understand ourselves.)




Thursday, May 21, 2009
What’s been missing?




Thursday, May 21, 2009
What’s been missing?
                              Emotions




Thursday, May 21, 2009
What’s been missing?
                              Emotions
                               Context




Thursday, May 21, 2009
What’s been missing?
                              Emotions
                               Context
                              Meaning



Thursday, May 21, 2009
Emotion

               “...because of new scientific advances in
               our understanding of the brain and of how
               emotion and cognition are thoroughly
               intertwined. We scientists now understand
               how important emotion is to everyday life,
               how valuable.”
               — Don Norman, Emotional Design




Thursday, May 21, 2009
Emotion




Thursday, May 21, 2009
Emotion




Thursday, May 21, 2009
Emotion




Thursday, May 21, 2009
Thursday, May 21, 2009
Tasks       Emotions
             Goals        Context
          Preferences    Meaning




Thursday, May 21, 2009
Thursday, May 21, 2009
More insight
               By changing the size and shape
               of our research filters, more
               and better information gets
               through the sifting process.




Thursday, May 21, 2009
Thursday, May 21, 2009
eop le?
                                                   rs a sp
                                           u sto me
                                  d yo ur c
                         d ers tan
                   you un
        Do




Thursday, May 21, 2009
The experience is the product.
               Focus on experience.
               » Use experience as strategy.
               Focus on the lives of customers.
               » Understand people as people.
               Embrace the complexity.
               » Use systems to support experiences.
               Engage in design as an activity.




Thursday, May 21, 2009
Experiences don’t match the organization




Thursday, May 21, 2009
Experiences don’t match the organization




Thursday, May 21, 2009
Experiences don’t match the organization




Thursday, May 21, 2009
Experiences cross boundaries


                             Finance Co.




               Statement Phone   Print   Advisor Web




Thursday, May 21, 2009
Experiences cross boundaries


                                  Finance Co.




              Statement   Phone     Print   Advisor   Web




Thursday, May 21, 2009
Embracing the complexity

                  iterative
                 approaches




Thursday, May 21, 2009
Embracing the complexity

                  iterative   prototyping
                 approaches   and making




Thursday, May 21, 2009
Thursday, May 21, 2009
Thursday, May 21, 2009
Embracing the complexity

                  iterative          prototyping        deep/wide
                 approaches          and making        collaboration


                              Finance Co.




               Statement Phone   Print   Advisor Web




Thursday, May 21, 2009
Embracing the complexity




Thursday, May 21, 2009
Embracing the complexity




                           pack in
                         features up
                            front




Thursday, May 21, 2009
Embracing the complexity




                           pack in     unfold new
                         features up   experiences
                            front       over time




Thursday, May 21, 2009
A safer drug delivery system




Thursday, May 21, 2009
A safer drug delivery system




Thursday, May 21, 2009
A safer drug delivery system




Thursday, May 21, 2009
A safer drug delivery system




Thursday, May 21, 2009
A safer drug delivery system




Thursday, May 21, 2009
The ClearRx system



                         pill bottle
                                            pharmacists    ClearRX marketing

               Customer-facing experience




                                            POS system         training


                          CRM               supply chain

               IT systems and operations




Thursday, May 21, 2009
The ClearRx system



                         pill bottle
                                            pharmacists    ClearRX marketing

               Customer-facing experience




                                            POS system         training


                          CRM               supply chain

               IT systems and operations




Thursday, May 21, 2009
The ClearRx system



                          pill bottle
                                                                         han    ge?
                                                                     sc
                                            pharmacists         ClearRX marketing

                                                           har nes
               Customer-facing experience
                                              ing to
                                        you do
                         h at are
                  W                         POS system              training


                           CRM              supply chain

               IT systems and operations




Thursday, May 21, 2009
The experience is the product.
               Focus on experience.
               » Use experience as strategy.
               Focus on the lives of customers.
               » Understand people as people.
               Embrace the complexity.
               » Use systems to support experiences.
               Engage in design as an activity.
               » Design as an organization competency.




Thursday, May 21, 2009
Five ways of thinking of design




Thursday, May 21, 2009
1. Design as aesthetics




Thursday, May 21, 2009
1. Design as aesthetics




Thursday, May 21, 2009
2. Design as a distinct role




Thursday, May 21, 2009
2. Design as a distinct role




Thursday, May 21, 2009
3. Design as a thing




Thursday, May 21, 2009
3. Design as a thing




Thursday, May 21, 2009
4. Design as a rock star




Thursday, May 21, 2009
4. Design as a rock star




Thursday, May 21, 2009
Design as an activity




Thursday, May 21, 2009
Design as an activity


               Design can be an
               activity that an
               organization
               embraces, that
               everyone can be
               involved in.




Thursday, May 21, 2009
Design as an activity




Thursday, May 21, 2009
Design as an activity


               Idea fabricator




Thursday, May 21, 2009
Design as an activity


               Idea fabricator
               Reframing the fuzz




Thursday, May 21, 2009
Design as an activity


               Idea fabricator
               Reframing the fuzz
               The Long Wow




Thursday, May 21, 2009
How do you
             create customer
                 loyalty?



Thursday, May 21, 2009
Over 75% of consumers have at least one loyalty card
                                                       — Jupiter Research




               How do you
             create customer
                 loyalty?



Thursday, May 21, 2009
“Want loyalty? Get a dog.”
                                — Randy Susan Wagner, CMO of Orbitz




Thursday, May 21, 2009
Thursday, May 21, 2009
quot;Christmas isn't
        something you buy from
        a store… Christmas,
        perhaps, means a little
        bit more.”
Thursday, May 21, 2009
Meaning more means repeatedly
        creating notably great experiences

        True loyalty — and the word-of-
        mouth that comes with it — evolves
        naturally from the great experience
        you have with a company over time.




Thursday, May 21, 2009
Meaning more means repeatedly
        creating notably great experiences

        Notably great experiences are
        punctuated by a moment of “wow,”
        when the product or service delights,
        anticipates the needs of, or pleasantly
        surprises a person.




Thursday, May 21, 2009
Peak-end rule




Thursday, May 21, 2009
Peak-end rule




                         from Daniel Kahneman
Thursday, May 21, 2009
Peak-end rule




                         from Daniel Kahneman
Thursday, May 21, 2009
Peak-end rule




                         from Daniel Kahneman
Thursday, May 21, 2009
Peak-end rule




                         from Daniel Kahneman
Thursday, May 21, 2009
Peak-end rule


                             average




                         from Daniel Kahneman
Thursday, May 21, 2009
Peak-end rule


                             average




                             average




                         from Daniel Kahneman
Thursday, May 21, 2009
The Long Wow

                                  Plan and stage
                                     the wow
                                    experience


                         wow
         Manage your                               Evolve your
         platform for                              repeatable
           delivery                                  process




                               Draw from a
                               wide area of
                               unmet needs



Thursday, May 21, 2009
4. Plan and stage the wow experience
               organize a pipeline of wow moments that can be
               introduced through your palette of touchpoints over time




                  Before   Now      Next     Later




Thursday, May 21, 2009
Thursday, May 21, 2009
pack in
                         features up
                            front




Thursday, May 21, 2009
pack in     unfold new
                         features up   experiences
                            front       over time




Thursday, May 21, 2009
Thursday, May 21, 2009
Thursday, May 21, 2009
Thursday, May 21, 2009
wow
                         Synched tracking



Thursday, May 21, 2009
Thursday, May 21, 2009
Thursday, May 21, 2009
{ }

Thursday, May 21, 2009
Thursday, May 21, 2009
Thursday, May 21, 2009
{        …it’s the eye of the tiger it the thrill of the fight…   }




Thursday, May 21, 2009
{        …it’s the eye of the tiger it the thrill of the fight…   }

                                                                                      wow
                                                           Powersong!



Thursday, May 21, 2009
{        …it’s the eye of the tiger it the thrill of the fight…   }




Thursday, May 21, 2009
Thursday, May 21, 2009
Thursday, May 21, 2009
Thursday, May 21, 2009
wow
                         Collaborative
                         running


Thursday, May 21, 2009
Thursday, May 21, 2009
Thursday, May 21, 2009
Thursday, May 21, 2009
wow
                         Networked
                         running events


Thursday, May 21, 2009
Thursday, May 21, 2009
Thursday, May 21, 2009
Running
                                    shoes

                                                  iPod nano

              Tracking
                tools                 Pedometer


                          Nike+
                         website                         Music




Thursday, May 21, 2009
Running
                                    shoes

                                                  iPod nano

              Tracking
                tools                 Pedometer
                                                    Voiceover feedback
                          Nike+
                         website                         Music




Thursday, May 21, 2009
Running
                                              shoes
                Synched tracking
                                                            iPod nano

              Tracking
                tools                           Pedometer
                                                              Voiceover feedback
                                    Nike+
                                   website                         Music




Thursday, May 21, 2009
Running
                                              shoes
                Synched tracking
                                                            iPod nano

              Tracking
                tools                           Pedometer
                                                              Voiceover feedback
                                    Nike+
                                   website                         Music



                                                                        Powersongs




Thursday, May 21, 2009
Running
                                              shoes
                Synched tracking
                                                            iPod nano

              Tracking
                tools                           Pedometer
                                                              Voiceover feedback
                                    Nike+
                                   website                         Music


                     Collaborative running
                                                                        Powersongs




Thursday, May 21, 2009
Running
                                              shoes
                Synched tracking
                                                            iPod nano
                            Networked running events
              Tracking
                tools                           Pedometer
                                                              Voiceover feedback
                                    Nike+
                                   website                         Music


                     Collaborative running
                                                                        Powersongs




Thursday, May 21, 2009
Running
                                              shoes
                Synched tracking
                                                            iPod nano
                            Networked running events
              Tracking
                tools                           Pedometer
                                                              Voiceover feedback
                                    Nike+
                                   website                         Music
                                                                                     Sport iMixes

                     Collaborative running
                                                                        Powersongs




Thursday, May 21, 2009
Running
                                              shoes
                Synched tracking
                                                            iPod nano
                            Networked running events
              Tracking
                tools                           Pedometer
                                                              Voiceover feedback
                                    Nike+
                                   website                         Music
                                                                                     Sport iMixes
                                                 Desktop
                     Collaborative running       widgets
                                                                        Powersongs




Thursday, May 21, 2009
Nike+
                                             Running
                                                                          sportsband
                                              shoes
                Synched tracking
                                                            iPod nano
                            Networked running events
              Tracking
                tools                           Pedometer
                                                              Voiceover feedback
                                    Nike+
                                   website                         Music
                                                                                     Sport iMixes
                                                 Desktop
                     Collaborative running       widgets
                                                                        Powersongs




Thursday, May 21, 2009
The Long Wow

                                  Plan and stage
                                     the wow
                                    experience


                         wow
         Manage your                               Evolve your
         platform for                              repeatable
           delivery                                  process




                               Draw from a
                               wide area of
                               unmet needs



Thursday, May 21, 2009
The Long Wow

                                Plan and stage
                                   the wow
                                  experience


                         wow wow wow wow wow wow wow wo
         Manage your                             Evolve your
         platform for                            repeatable
           delivery                                process




                             Draw from a
                             wide area of
                             unmet needs



Thursday, May 21, 2009
wow wow wow wow wow wow wow wo




Thursday, May 21, 2009
cre ate
                                         can
                                      hat ?
                                   m t wow wow wow wo
                 wow wow wowfor g haul
                              lat wow
                           a p e lon
                        ing er th
                    uild ov
                 u b nts
               yo me
            Are mo
            w ow




Thursday, May 21, 2009
The experience is the product.
               Focus on experience.
               » Use experience as strategy.
               Focus on the lives of customers.
               » Understand people as people.
               Embrace the complexity.
               » Use systems to support experiences.
               Engage in design as an activity.
               » Design as an organization competency.




Thursday, May 21, 2009
362 firms




                         from “Closing the Delivery Gap” by Bain & Company
Thursday, May 21, 2009
362 firms

                                            95% say they are
                                            “customer focused”




                         from “Closing the Delivery Gap” by Bain & Company
Thursday, May 21, 2009
362 firms

                                            95% say they are
                                            “customer focused”

                                            80% say they deliver a
                                            “superior experience”




                         from “Closing the Delivery Gap” by Bain & Company
Thursday, May 21, 2009
362 firms

                                            95% say they are
                                            “customer focused”

                                            80% say they deliver a
                                            “superior experience”




                                            How many of these
                                            firms’ customers agree
                                            that they deliver a
                                            superior experience?




                         from “Closing the Delivery Gap” by Bain & Company
Thursday, May 21, 2009
362 firms

                                            95% say they are
                                            “customer focused”

                                            80% say they deliver a
                                            “superior experience”




                                            How many of these
                                            firms’ customers agree
                                            that they deliver a
                                            superior experience?




                                            8%
                         from “Closing the Delivery Gap” by Bain & Company
Thursday, May 21, 2009
Thursday, May 21, 2009
SUBJECT TO CHANGE
               creating great products and services for an uncertain world


                Short, but powerful. Easy to read,
                yet profound. I’ve been searching
                for just this book: the one perfect
                book that summarizes the
                essence of modern  product
                design. This is it... I will use it in
                my courses for MBA students.
                You should use it for, well, for
                everyone.”

                — Don Norman,
                  author Design of Everyday Things



                     David Verba
                     david@twotoplabs.com

Thursday, May 21, 2009
Additional Photo Credits

               Slides 71, 72, 75. quot;Basinghill pathquot; David (satguru).
               http://flickr.com/photos/satguru/2301780965/

               Slide 73. quot;Vincent Massey Park - Path?quot; Alison C (Allie in Wonderland).
               http://flickr.com/photos/allie-in-wonderland/1810364260/

               Slide 73. quot;The road/pavement markings.quot; Matt Seppings
               http://flickr.com/photos/chumpolo/165026463/

               Slide 62. quot;Loyal Palquot; (dennis and aimee jonez)
               http://flickr.com/photos/jonezes/233928794/

               Slide 68. quot;blue linequot; Crispin Semmens (conskeptical).
               http://flickr.com/photos/conskeptical/292241229/




               —all photos some right reserved: Creative Commons http://creativecommons.org/licenses/by/3.0/


Thursday, May 21, 2009
SUBJECT TO CHANGE
                   creating great products and services for an uncertain world




Thursday, May 21, 2009
SUBJECT TO CHANGE
                   creating great products and services for an uncertain world




Thursday, May 21, 2009

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Subject to Change

  • 2. SUBJECT TO CHANGE creating great products and services for an uncertain world Thursday, May 21, 2009
  • 3. Media is a mess Thursday, May 21, 2009
  • 4. Media is a mess Craigslist took the classifieds Everyone took a piece of the ads Blogs are taking the readers Thursday, May 21, 2009
  • 5. Media is a mess Craigslist took the classifieds Everyone took a piece of the ads Blogs are taking the readers Music is in metamorphosis Thursday, May 21, 2009
  • 6. Media is a mess Craigslist took the classifieds Everyone took a piece of the ads Blogs are taking the readers Music is in metamorphosis iTunes is the #1 retailer Labels are loosing their grip Thursday, May 21, 2009
  • 7. Media is a mess Craigslist took the classifieds Everyone took a piece of the ads Blogs are taking the readers Music is in metamorphosis iTunes is the #1 retailer Labels are loosing their grip Travel is turbulent Thursday, May 21, 2009
  • 8. Media is a mess Craigslist took the classifieds Everyone took a piece of the ads Blogs are taking the readers Music is in metamorphosis iTunes is the #1 retailer Labels are loosing their grip Travel is turbulent The three top quality carriers are all low-fair airlines Thursday, May 21, 2009
  • 9. predicting the future has never been easy Thursday, May 21, 2009
  • 10. predicting the future has never been easy, but it’s never been more difficult Thursday, May 21, 2009
  • 11. Predicting the future won’t work. Thursday, May 21, 2009
  • 12. Predicting the future won’t work. Meeting about it won’t work. Thursday, May 21, 2009
  • 13. Predicting the future won’t work. Meeting about it won’t work. Instead, seek approaches that will continue to work no matter which prediction comes true. Thursday, May 21, 2009
  • 14. A Brief History Lesson Thursday, May 21, 2009
  • 15. A new photographic apparatus Thursday, May 21, 2009
  • 16. A NEW PHOTOGRAPHIC APPARATUS. This apparatus consists of a box containing a camera, A, and a frame, C, containing the desired number of plates, each held in a small frame of black Bristol board. The camera contains a mirror, M, which pivots upon an axis and is maneuvered by the extreme bottom, B. This mirror stops at an angle of 45°, and sends the image coming from the objective to the horizontal plate, D, at the upper part of the camera. The image thus reflected is righted upon this plate. As the objective is of short focus, every object situated A new photographic apparatus beyond a distance of three yards from the apparatus is in focus. In exceptional cases, where the operator might be nearer the object to be photographed, the focusing would be done by means of the rack of the objective. The latter can also slide up and down, so that the apparatus need not be inclined when buildings or high trees are being photographed. The door, E, performs the role of a shade. When the apparatus has been fixed upon its tripod and properly directed, all the operator has to do is to close the door, P, and raise the mirror, M, by turning the button, B, and then expose the plate. The sensitized plates are introduced into the apparatus through the door, I, and are always brought automatically to the focus of the objective through the pressure of the springs, R. The shutter of the frame, B, opens through a hook, H, with in the pocket, N. After exposure, each plate is lifted by means of the extractor, K, into the pocket, whence it is taken by hand and introduced through a slit, S, behind the springs, R, and the other plates that the frame contains. All these operations are performed in the interior of the pocket, N, through the impermeable, triple fabric of which no light can enter. An automatic marker shows the number of plates exposed. When the operations are finished, the objective is put back in the interior of the camera, the doors, P and E, are closed, and the pocket is rolled up. The apparatus is thus hermetically closed, and, containing all the accessories, forms one of the most practical of systems for the itinerant photographer. Thursday, May 21, 2009
  • 17. A NEW PHOTOGRAPHIC APPARATUS. This apparatus consists of a box containing a camera, A, and a frame, C, containing the desired number of plates, each held in a small frame of black Bristol board. The camera contains a mirror, M, which pivots upon an axis and is maneuvered by the extreme bottom, B. This mirror stops at an angle of 45°, and sends the image coming from the objective to the horizontal plate, D, at the upper part of the camera. The image thus reflected is righted upon this plate. As the objective is of short focus, every object situated A new photographic apparatus beyond a distance of three yards from the apparatus is in focus. In exceptional cases, where the operator might be nearer the object to be photographed, the focusing would be done by means of the rack of the objective. The latter can also slide up and down, so that the apparatus need not be inclined when buildings or high trees are being photographed. The door, E, performs the role of a shade. When the apparatus has been fixed upon its tripod and properly directed, all the operator has to do is to close the door, P, and raise the mirror, M, by turning the button, B, and then expose the plate. The sensitized plates are introduced into the apparatus through the door, I, and are always brought automatically to the focus of the objective through the pressure of the springs, R. The shutter of the frame, B, opens through a hook, H, with in the pocket, N. After exposure, each plate is lifted by means of the extractor, K, into the pocket, whence it is taken by hand and introduced through a slit, S, behind the springs, R, and the other plates that the frame contains. All these operations are performed in the interior of the pocket, N, through the impermeable, triple fabric of which no light can enter. An automatic marker shows the number of plates exposed. When the operations are finished, the objective is put back in the interior of the camera, the doors, P and E, are closed, and the pocket is rolled up. The apparatus is thus hermetically closed, and, containing all the accessories, forms one of the most practical of systems for the itinerant photographer. Thursday, May 21, 2009
  • 18. “You pre ss the button, we do the rest.” Thursday, May 21, 2009
  • 20. 1 2 3 Thursday, May 21, 2009
  • 21. You press the button… Thursday, May 21, 2009
  • 22. You press the button… ...and we do the rest. Thursday, May 21, 2009
  • 23. Why is this story important? Because this focus on the customer experience made Kodak successful for years. And when they’ve stumbled it’s been because they lost this focus. Thursday, May 21, 2009
  • 24. user interface logic data Thursday, May 21, 2009
  • 26. user interface MAGIC Thursday, May 21, 2009
  • 27. user interface logic data Thursday, May 21, 2009
  • 28. user interface logic data Thursday, May 21, 2009
  • 29. user interface logic data Thursday, May 21, 2009
  • 30. user interface logic data Thursday, May 21, 2009
  • 31. The experience is the product. Thursday, May 21, 2009
  • 32. The experience is the product. Thursday, May 21, 2009
  • 33. The experience is the product. Focus on experience. Focus on the lives of customers. Embrace the complexity. Engage in design as an activity. Thursday, May 21, 2009
  • 34. The experience is the product. Focus on experience. » Use experience as strategy. Focus on the lives of customers. Embrace the complexity. Engage in design as an activity. Thursday, May 21, 2009
  • 35. “You pre ss the button, we do the rest.” Thursday, May 21, 2009
  • 36. screenshot by Dharmesh Patel Thursday, May 21, 2009
  • 37. r Vis ion oogle Ca lendar: Ou to G The Road nt to ha ve one) (it’s importa for y ou cale ndar that works • Set o ut to build a and joyous to use aling, dar isually appe – Fast, v to the calen tion in get informa s, etc.) d simple to (reminder s, invitation – Drop dea n a screen place – More tha n boxes o our who le life in one re so yo u can see y – Easy to sha very one orld where not e for a consumer w same system) • Designed r (or one on the da has a calen sh) nd publi Is (import a – Open AP everyone – Inv itations for ger , Product Mana yC arl Sjogreen — presented b Thursday, May 21, 2009
  • 38. r Vis ion oogle Ca lendar: Ou to G The Road nt to ha ve one) (it’s importa for y ou cale ndar that works • Set o ut to build a and joyous to use aling, dar isually appe – Fast, v to the calen tion in get informa s, etc.) d simple to (reminder s, invitation – Drop dea n a screen place – More tha n boxes o our who le life in one re so yo u can see y – Easy to sha very one orld where not e for a consumer w same system) • Designed r (or one on the da has a calen sh) nd publi Is (import a – Open AP everyone – Inv itations for ger , Product Mana yC arl Sjogreen — presented b Thursday, May 21, 2009
  • 41. * It is reliable. * It puts me in control. * It's easy to use. * It's smart and helpful. * It's responsive. * It's all about entertainment. Thursday, May 21, 2009
  • 45. t h st ar? ea nor ce hav per ien our ex D oe sy Thursday, May 21, 2009
  • 46. The experience is the product. Focus on experience. » Use experience as strategy. Focus on the lives of customers. » Understand people as people. Embrace the complexity. Engage in design as an activity. Thursday, May 21, 2009
  • 49. Companies tend to oversimplify their view of people Thursday, May 21, 2009
  • 50. 4 old ways of thinking Thursday, May 21, 2009
  • 51. #1 $ At worst: quot;a gullet whose only purpose in life is to gulp products and crap cash.quot; Ruthlessly stolen from The Cluetrain Manifesto Thursday, May 21, 2009
  • 52. #2 Homo Economicus Highly rational Maximizes utility Quantity! Thursday, May 21, 2009
  • 53. #2 Homo Economicus Highly rational Maximizes utility Quantity! Thursday, May 21, 2009
  • 54. #3 Task oriented Goal driven Efficiency! Thursday, May 21, 2009
  • 55. #3 Type A Personality Task oriented Goal driven Efficiency! Thursday, May 21, 2009
  • 56. #4 Docile and gullible Stories and messaging Preferences! Thursday, May 21, 2009
  • 57. #4 Sheep Docile and gullible Stories and messaging Preferences! Thursday, May 21, 2009
  • 58. Not all wrong, not really right. Thursday, May 21, 2009
  • 59. Not all wrong, not really right. We are evolving our approaches. Thursday, May 21, 2009
  • 61. The messy complexity of human life Thursday, May 21, 2009
  • 62. photo by Windell Oskay People regularly mix and match products with little regard for “suggested use.” Thursday, May 21, 2009
  • 63. They challenge social and cultural boundaries in unexpected ways. Thursday, May 21, 2009
  • 64. Understand people as people. Thursday, May 21, 2009
  • 65. Understand people as people. (Understand them as we understand ourselves.) Thursday, May 21, 2009
  • 67. What’s been missing? Emotions Thursday, May 21, 2009
  • 68. What’s been missing? Emotions Context Thursday, May 21, 2009
  • 69. What’s been missing? Emotions Context Meaning Thursday, May 21, 2009
  • 70. Emotion “...because of new scientific advances in our understanding of the brain and of how emotion and cognition are thoroughly intertwined. We scientists now understand how important emotion is to everyday life, how valuable.” — Don Norman, Emotional Design Thursday, May 21, 2009
  • 75. Tasks Emotions Goals Context Preferences Meaning Thursday, May 21, 2009
  • 77. More insight By changing the size and shape of our research filters, more and better information gets through the sifting process. Thursday, May 21, 2009
  • 79. eop le? rs a sp u sto me d yo ur c d ers tan you un Do Thursday, May 21, 2009
  • 80. The experience is the product. Focus on experience. » Use experience as strategy. Focus on the lives of customers. » Understand people as people. Embrace the complexity. » Use systems to support experiences. Engage in design as an activity. Thursday, May 21, 2009
  • 81. Experiences don’t match the organization Thursday, May 21, 2009
  • 82. Experiences don’t match the organization Thursday, May 21, 2009
  • 83. Experiences don’t match the organization Thursday, May 21, 2009
  • 84. Experiences cross boundaries Finance Co. Statement Phone Print Advisor Web Thursday, May 21, 2009
  • 85. Experiences cross boundaries Finance Co. Statement Phone Print Advisor Web Thursday, May 21, 2009
  • 86. Embracing the complexity iterative approaches Thursday, May 21, 2009
  • 87. Embracing the complexity iterative prototyping approaches and making Thursday, May 21, 2009
  • 90. Embracing the complexity iterative prototyping deep/wide approaches and making collaboration Finance Co. Statement Phone Print Advisor Web Thursday, May 21, 2009
  • 92. Embracing the complexity pack in features up front Thursday, May 21, 2009
  • 93. Embracing the complexity pack in unfold new features up experiences front over time Thursday, May 21, 2009
  • 94. A safer drug delivery system Thursday, May 21, 2009
  • 95. A safer drug delivery system Thursday, May 21, 2009
  • 96. A safer drug delivery system Thursday, May 21, 2009
  • 97. A safer drug delivery system Thursday, May 21, 2009
  • 98. A safer drug delivery system Thursday, May 21, 2009
  • 99. The ClearRx system pill bottle pharmacists ClearRX marketing Customer-facing experience POS system training CRM supply chain IT systems and operations Thursday, May 21, 2009
  • 100. The ClearRx system pill bottle pharmacists ClearRX marketing Customer-facing experience POS system training CRM supply chain IT systems and operations Thursday, May 21, 2009
  • 101. The ClearRx system pill bottle han ge? sc pharmacists ClearRX marketing har nes Customer-facing experience ing to you do h at are W POS system training CRM supply chain IT systems and operations Thursday, May 21, 2009
  • 102. The experience is the product. Focus on experience. » Use experience as strategy. Focus on the lives of customers. » Understand people as people. Embrace the complexity. » Use systems to support experiences. Engage in design as an activity. » Design as an organization competency. Thursday, May 21, 2009
  • 103. Five ways of thinking of design Thursday, May 21, 2009
  • 104. 1. Design as aesthetics Thursday, May 21, 2009
  • 105. 1. Design as aesthetics Thursday, May 21, 2009
  • 106. 2. Design as a distinct role Thursday, May 21, 2009
  • 107. 2. Design as a distinct role Thursday, May 21, 2009
  • 108. 3. Design as a thing Thursday, May 21, 2009
  • 109. 3. Design as a thing Thursday, May 21, 2009
  • 110. 4. Design as a rock star Thursday, May 21, 2009
  • 111. 4. Design as a rock star Thursday, May 21, 2009
  • 112. Design as an activity Thursday, May 21, 2009
  • 113. Design as an activity Design can be an activity that an organization embraces, that everyone can be involved in. Thursday, May 21, 2009
  • 114. Design as an activity Thursday, May 21, 2009
  • 115. Design as an activity Idea fabricator Thursday, May 21, 2009
  • 116. Design as an activity Idea fabricator Reframing the fuzz Thursday, May 21, 2009
  • 117. Design as an activity Idea fabricator Reframing the fuzz The Long Wow Thursday, May 21, 2009
  • 118. How do you create customer loyalty? Thursday, May 21, 2009
  • 119. Over 75% of consumers have at least one loyalty card — Jupiter Research How do you create customer loyalty? Thursday, May 21, 2009
  • 120. “Want loyalty? Get a dog.” — Randy Susan Wagner, CMO of Orbitz Thursday, May 21, 2009
  • 122. quot;Christmas isn't something you buy from a store… Christmas, perhaps, means a little bit more.” Thursday, May 21, 2009
  • 123. Meaning more means repeatedly creating notably great experiences True loyalty — and the word-of- mouth that comes with it — evolves naturally from the great experience you have with a company over time. Thursday, May 21, 2009
  • 124. Meaning more means repeatedly creating notably great experiences Notably great experiences are punctuated by a moment of “wow,” when the product or service delights, anticipates the needs of, or pleasantly surprises a person. Thursday, May 21, 2009
  • 126. Peak-end rule from Daniel Kahneman Thursday, May 21, 2009
  • 127. Peak-end rule from Daniel Kahneman Thursday, May 21, 2009
  • 128. Peak-end rule from Daniel Kahneman Thursday, May 21, 2009
  • 129. Peak-end rule from Daniel Kahneman Thursday, May 21, 2009
  • 130. Peak-end rule average from Daniel Kahneman Thursday, May 21, 2009
  • 131. Peak-end rule average average from Daniel Kahneman Thursday, May 21, 2009
  • 132. The Long Wow Plan and stage the wow experience wow Manage your Evolve your platform for repeatable delivery process Draw from a wide area of unmet needs Thursday, May 21, 2009
  • 133. 4. Plan and stage the wow experience organize a pipeline of wow moments that can be introduced through your palette of touchpoints over time Before Now Next Later Thursday, May 21, 2009
  • 135. pack in features up front Thursday, May 21, 2009
  • 136. pack in unfold new features up experiences front over time Thursday, May 21, 2009
  • 140. wow Synched tracking Thursday, May 21, 2009
  • 143. { } Thursday, May 21, 2009
  • 146. { …it’s the eye of the tiger it the thrill of the fight… } Thursday, May 21, 2009
  • 147. { …it’s the eye of the tiger it the thrill of the fight… } wow Powersong! Thursday, May 21, 2009
  • 148. { …it’s the eye of the tiger it the thrill of the fight… } Thursday, May 21, 2009
  • 152. wow Collaborative running Thursday, May 21, 2009
  • 156. wow Networked running events Thursday, May 21, 2009
  • 159. Running shoes iPod nano Tracking tools Pedometer Nike+ website Music Thursday, May 21, 2009
  • 160. Running shoes iPod nano Tracking tools Pedometer Voiceover feedback Nike+ website Music Thursday, May 21, 2009
  • 161. Running shoes Synched tracking iPod nano Tracking tools Pedometer Voiceover feedback Nike+ website Music Thursday, May 21, 2009
  • 162. Running shoes Synched tracking iPod nano Tracking tools Pedometer Voiceover feedback Nike+ website Music Powersongs Thursday, May 21, 2009
  • 163. Running shoes Synched tracking iPod nano Tracking tools Pedometer Voiceover feedback Nike+ website Music Collaborative running Powersongs Thursday, May 21, 2009
  • 164. Running shoes Synched tracking iPod nano Networked running events Tracking tools Pedometer Voiceover feedback Nike+ website Music Collaborative running Powersongs Thursday, May 21, 2009
  • 165. Running shoes Synched tracking iPod nano Networked running events Tracking tools Pedometer Voiceover feedback Nike+ website Music Sport iMixes Collaborative running Powersongs Thursday, May 21, 2009
  • 166. Running shoes Synched tracking iPod nano Networked running events Tracking tools Pedometer Voiceover feedback Nike+ website Music Sport iMixes Desktop Collaborative running widgets Powersongs Thursday, May 21, 2009
  • 167. Nike+ Running sportsband shoes Synched tracking iPod nano Networked running events Tracking tools Pedometer Voiceover feedback Nike+ website Music Sport iMixes Desktop Collaborative running widgets Powersongs Thursday, May 21, 2009
  • 168. The Long Wow Plan and stage the wow experience wow Manage your Evolve your platform for repeatable delivery process Draw from a wide area of unmet needs Thursday, May 21, 2009
  • 169. The Long Wow Plan and stage the wow experience wow wow wow wow wow wow wow wo Manage your Evolve your platform for repeatable delivery process Draw from a wide area of unmet needs Thursday, May 21, 2009
  • 170. wow wow wow wow wow wow wow wo Thursday, May 21, 2009
  • 171. cre ate can hat ? m t wow wow wow wo wow wow wowfor g haul lat wow a p e lon ing er th uild ov u b nts yo me Are mo w ow Thursday, May 21, 2009
  • 172. The experience is the product. Focus on experience. » Use experience as strategy. Focus on the lives of customers. » Understand people as people. Embrace the complexity. » Use systems to support experiences. Engage in design as an activity. » Design as an organization competency. Thursday, May 21, 2009
  • 173. 362 firms from “Closing the Delivery Gap” by Bain & Company Thursday, May 21, 2009
  • 174. 362 firms 95% say they are “customer focused” from “Closing the Delivery Gap” by Bain & Company Thursday, May 21, 2009
  • 175. 362 firms 95% say they are “customer focused” 80% say they deliver a “superior experience” from “Closing the Delivery Gap” by Bain & Company Thursday, May 21, 2009
  • 176. 362 firms 95% say they are “customer focused” 80% say they deliver a “superior experience” How many of these firms’ customers agree that they deliver a superior experience? from “Closing the Delivery Gap” by Bain & Company Thursday, May 21, 2009
  • 177. 362 firms 95% say they are “customer focused” 80% say they deliver a “superior experience” How many of these firms’ customers agree that they deliver a superior experience? 8% from “Closing the Delivery Gap” by Bain & Company Thursday, May 21, 2009
  • 179. SUBJECT TO CHANGE creating great products and services for an uncertain world Short, but powerful. Easy to read, yet profound. I’ve been searching for just this book: the one perfect book that summarizes the essence of modern  product design. This is it... I will use it in my courses for MBA students. You should use it for, well, for everyone.” — Don Norman, author Design of Everyday Things David Verba david@twotoplabs.com Thursday, May 21, 2009
  • 180. Additional Photo Credits Slides 71, 72, 75. quot;Basinghill pathquot; David (satguru). http://flickr.com/photos/satguru/2301780965/ Slide 73. quot;Vincent Massey Park - Path?quot; Alison C (Allie in Wonderland). http://flickr.com/photos/allie-in-wonderland/1810364260/ Slide 73. quot;The road/pavement markings.quot; Matt Seppings http://flickr.com/photos/chumpolo/165026463/ Slide 62. quot;Loyal Palquot; (dennis and aimee jonez) http://flickr.com/photos/jonezes/233928794/ Slide 68. quot;blue linequot; Crispin Semmens (conskeptical). http://flickr.com/photos/conskeptical/292241229/ —all photos some right reserved: Creative Commons http://creativecommons.org/licenses/by/3.0/ Thursday, May 21, 2009
  • 181. SUBJECT TO CHANGE creating great products and services for an uncertain world Thursday, May 21, 2009
  • 182. SUBJECT TO CHANGE creating great products and services for an uncertain world Thursday, May 21, 2009