SlideShare a Scribd company logo
MARKETING’S PERFECT STORM
Chris Bernard,
User Experience Evangelist, Microsoft
chris.bernard@microsoft.com
www.designthinkingdigest.com
Look for me on Twitter, Facebook, Linked In and at DesignThinkingDigest.com
Trouble is here.
So is opportunity.
The good old days.
Radio
Print
Television
but then…
This eventually got us here…
Things went nuts.
What the heck just happened?
Trends
Technology
Business
You!
Technology tries to answer…
              “What is possible?”




Source: Larry Keeley, Doblin
Business tries to answer…
“What is viable in the market place?”




Source: Larry Keeley, Doblin
Experience / Design tries to answer…
      “What is desirable to users?”




Source: Larry Keeley, Doblin
Consumers try to answer…
“Where can I be part of the conversation?
  How can I control my participation?
              My voice?”
Communities try to answer…
  “What is sustainable?”
Concept: Courtesy of Jon Harris, a Microsoft buddy
Concept: Courtesy of Jon Harris, a Microsoft buddy
Concept: Courtesy of Jon Harris, a Microsoft buddy
Concept: Courtesy of Jon Harris, a Microsoft buddy
Concept: Courtesy of Jon Harris, a Microsoft buddy
Concept: Courtesy of Jon Harris, a Microsoft buddy
Concept: Courtesy of Jon Harris, a Microsoft buddy
Design is back baby! Yeah!
Icing on a cake
Doesn’t matter…
What does?
Innovation
Design is back baby! Yeah!
Innovation is the new black baby! Yeah!
design is important
But design is table stake…
…icing on the cake, when we only
        use it for styling
interface
user interface only scratches the surface
…and gives designers a bad rap when
           it’s all we do
experience
user experience is what makes…
innovation
…happen.
We all need to be in the innovation business.
So what do we mean by user experience?
4 Concepts
1
Function
It Works Great!
2
Aesthetic
It Looks Great!
3
Interaction
It Relates to You!
4
Process
Generates Memories
Emotional Connection
If you take away four things…
A great User Experience is critical for our
business, our customers and the future of
         the marketing industry.
Delivering a great User Experience requires
significant commitment on our part understand
our customers and deliver a quality end-to-end
   experiences with great attention to detail.
You are leaders in the community.
Internalize the message, make it your own,
 help get the word out – in your own way.
Nathan Myhrvold's 1st law of software
       “Software is a gas”
Chris Bernard’s1st law of user experience
       “User experience is liquid”
Thank You!

Chris Bernard
chris.bernard@microsoft.com
312.925.4095
www.designthinkingdigest.com

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