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
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
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
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
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
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
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
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
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
90. Embracing the complexity
iterative prototyping deep/wide
approaches and making collaboration
Finance Co.
Statement Phone Print Advisor Web
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
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
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
