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1 
Product success lies in the balance 
Ben Wynn 
Chief Product Officer, Somo 
@spotgibson #UCD2014
Product incubator 
focused on creating 
solutions for the 
connected world 
Playing dad, 
constantly answer 
impossible “w...
3 
Image: flickr - Morten Siebuhr
Image: flickr - Tony Alter 4
5
6 
Commercial 
Product Guy 
Technical Design
7
8 
Examples
Image: flickr - Sergey Galyonkin 
9
Image: flickr - Jack G 10
11 
Image: flickr - Malcolm 
• Light 
• Cooling 
• Direct access to the heavens
12 
Examples 
In digital
13 
Truffle Pig
14 
Truffle Pig 
Money 
Tech Design 
Differentiate with 
discovery 
Echo Nest ($100M) 
Licence fees 
“Iceberg” design 
20M...
15 
Google Maps
16 
Money 
Tech Design 
Advertising services 
revenue 
Completely 
aligned to their 
core business 
model 
Interface 
eleg...
17 
Audi A3 App
18 
Money 
Tech Design 
Persistent action 
bar - delivered 2x 
increase in core KPI 
Experience being 
inside a car 
Natur...
19 
Handshake
20 
Cash 
Code Creativity 
Solves the problem 
of networking 
Bridges physical 
and digital 
Rich data insights 
Passive c...
21 
Implications
22 
Over indulgence 
Money 
“After 8 weeks of 
user interviews I 
believe we need to 
introduce a unified-linear- 
loop 
n...
23 
An efficient start up team 
Hustler 
(Commercial) 
Hacker 
(Technology) 
Hipster 
(Design)
24 
Same applies in the enterprise 
Dealer 
Geek Artist 
Traditional 
enterprise 
software 
Marketing 
engagement apps 
“S...
25 
Is your product well balanced? 
Commercial 
Technical Design
26 
Thank you 
Ben Wynn 
@spotgibson 
Image: flickr - Andres Miguez
There’s More 
or is there?
Image: flickr - Tim Green 28
Image: flickr - Valerie Everett 29
Image: Reuters 30
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UCD14 Talk - Ben Wynn - Your Mobile Product Design Lies in the Balance

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Ben Wynn - Your Mobile Product Design Lies in the Balance

Creating a compelling mobile product requires more than just good design and elegant engineering.

Exploring a range of influences Ben talks through examples of where strong product leadership has fostered a harmonious balance between art and engineering, helping to create amplified experiences and enduring products.

As we push further towards a world of contextually aware applications and devices that become ‘what we wear’ not just ‘what we hold’, striving for the perfect balance in product design is more relevant than ever before.

Published in: Design
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UCD14 Talk - Ben Wynn - Your Mobile Product Design Lies in the Balance

  1. 1. 1 Product success lies in the balance Ben Wynn Chief Product Officer, Somo @spotgibson #UCD2014
  2. 2. Product incubator focused on creating solutions for the connected world Playing dad, constantly answer impossible “why” questions Adventure racing / fell running (wannabe) 2 Ben Wynn
  3. 3. 3 Image: flickr - Morten Siebuhr
  4. 4. Image: flickr - Tony Alter 4
  5. 5. 5
  6. 6. 6 Commercial Product Guy Technical Design
  7. 7. 7
  8. 8. 8 Examples
  9. 9. Image: flickr - Sergey Galyonkin 9
  10. 10. Image: flickr - Jack G 10
  11. 11. 11 Image: flickr - Malcolm • Light • Cooling • Direct access to the heavens
  12. 12. 12 Examples In digital
  13. 13. 13 Truffle Pig
  14. 14. 14 Truffle Pig Money Tech Design Differentiate with discovery Echo Nest ($100M) Licence fees “Iceberg” design 20M+ song library with 20k+ tracks added daily = huge big data opportunity Algorithms to surface the best songs from the history of recorded sound
  15. 15. 15 Google Maps
  16. 16. 16 Money Tech Design Advertising services revenue Completely aligned to their core business model Interface elegance One-handed zoom on mobile ‘Huge’ data challenge Location data + Smart phone ubiquity + access to recent address searches Google Maps The defacto mapping service
  17. 17. 17 Audi A3 App
  18. 18. 18 Money Tech Design Persistent action bar - delivered 2x increase in core KPI Experience being inside a car Natural and immersive gyroscope control HDRI Photography + 3D assets + Augmented Reality Audi A3 Increase test drives
  19. 19. 19 Handshake
  20. 20. 20 Cash Code Creativity Solves the problem of networking Bridges physical and digital Rich data insights Passive checkins shared with approved contacts Largest rollout of iBeacons at a live event. Handshake More effective networking
  21. 21. 21 Implications
  22. 22. 22 Over indulgence Money “After 8 weeks of user interviews I believe we need to introduce a unified-linear- loop navigation inspired by Kandinski”. “You’ve sold what?” Tech Design “I’ve multi-factor optimised the core stability engine to significantly improve the IO”
  23. 23. 23 An efficient start up team Hustler (Commercial) Hacker (Technology) Hipster (Design)
  24. 24. 24 Same applies in the enterprise Dealer Geek Artist Traditional enterprise software Marketing engagement apps “Shiny things” CIO CMO
  25. 25. 25 Is your product well balanced? Commercial Technical Design
  26. 26. 26 Thank you Ben Wynn @spotgibson Image: flickr - Andres Miguez
  27. 27. There’s More or is there?
  28. 28. Image: flickr - Tim Green 28
  29. 29. Image: flickr - Valerie Everett 29
  30. 30. Image: Reuters 30

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