1.
EXPERIENCE
INNOVATION

2.
WHAT IS
INNOVATION IN
EXPERIENCE
DESIGN?

3.
BY TALKING TO
PEOPLE AT THE
MOMENT
OF TRUTH
OR CREATING A
MOMENT OF TRUTH

4.
THE TRADITIONAL APPROACH:
1. FIND A PRODUCT'S UNIQUE VALUE
PROPOSITION
2. DETERMINE WHAT EMOTIONAL
NEEDS THIS CONNECTS WITH
3. ALIGN YOUR EXECUTIONS AROUND
THESE FEELINGS

5.
TRADITIONAL
APPROACH PR
RETAIL
OUTDOOR
THE TV
INSIGHTS STRATEGY CREATIVE
IDEA
RADIO
ONLINE
MOBILE
DM

6.
HISTORICALLY A PRINT AD

7.
SOMETIMES A TVC

8.
THEN YOU
MAKE IT
DIGITAL
Digital people didn’t like this but
that’s just the way things where

9.
AND THIS IS WHAT YOU GET

10.
IT LOOKS THE SAME

11.
BUT IT’S NOT
AN
EXPERIENCE

12.
AND IT’S NOT
INNOVATIVE

13.
EXPERIENCE =
Knowledge, skills and
understanding we gained
through involvement or
exposure to something

14.
EXPERIENCE IS INFLUENCED BY MANY
THINGS
CONTENT
ASTHETICS
PEOPLE
TECHNOLOGY

15.
USER EXPERIENCE THE
COMPONENTS OF
USER EXPERIENCE
HONEYCOMB
Delivers against
what they need
USEFUL
Easy to Sought a8er content
navigate relevant to lifestage
USABLE DESIRABLE
VALUABLE
FINDABLE ACCESSIBLE
Well op?mised Efficient informa?on
for search architecture
CREDIBLE
True, believable and
leverages brand Peter Morville

16.
USER EXPERIENCE THE
COMPONENTS OF
USER EXPERIENCE
HONEYCOMB
Delivers against
what they need
USEFUL
Easy to Sought a8er content
navigate relevant to lifestage
USABLE DESIRABLE
Easy and cost
effec?ve to Things
maintain work
SUSTAINABLE VALUABLE RELIABLE
FINDABLE ACCESSIBLE
Well op?mised Efficient informa?on
for search architecture
CREDIBLE
True, believable and
leverages brand Peter Morville (plus some)

17.
INNOVATION =
A new way of doing something
that is incremental, radical, and
revolutionary
.. and changes thinking, products,
processes, or organizations

18.
Chris Bernard: Microsoft User Experience Evangelist

19.
DESIRABLE
Will people want it?
FUNCTIONAL
INNOVATION
FEASIBLE
FUNCTIONAL
Can technology
deliver it?
INNOVATION
AND DESIGN

20.
CREATIVES
STRIVE
FOR
GOLD
LIONS

21.
THIS FREQUENTLY LEADS TO:
FLASHTURBATION

22.
PERHAPS WE OVERRATE VISUAL DESIGN
Over 80% of designers believe that good visual design is important.
About 50% of the visitors agree.
Only 60% of designers believe up-to-date information is important
80% of visitors think it’s very important
70% of designers think visitors area most always able to maintain
orientation.
Only 10% of visitors agree.
2008 Institute for Dynamic Educational Advancement (IDEA)

23.
SOMETIMES SIMPLE IS BETTER

24.
SOMETIMES VISUAL IS BETTER

25.
SOMETIMES CONFIGURABLE IS BETTER

26.
SOMETIMES SPEED IS IMPORTANT

27.
OR HOW YOU HANDLE PROBLEMS
Source: experiencedynamics.blogs.com

28.
SOMETIMES INNOVATION IS IN THE INTERFACE

29.
CREATIVE DESIGN
WHOSE SOLE PURPOSE IS
TO THE MEET THE NEEDS OF
THE USER
… NOT
THE DESIRE TO LOOK GOOD
WHILE DOING IT

30.
VIABLE PROCESS FEASIBLE
Can the business INNOVATION Can technology
afford to do it? deliver it?
PROCESS
INNOVATION

31.
BIG POND TIRED TWITTER

32.
FAIL!

33.
THEN THEY STARTED LISTENING

34.
AND THEY EVOLVED

35.
AND IT WORKED

36.
AD:TECH SYDNEY
YOU DECIDE WHAT
YOU WANT TO HEAR

37.
DESIRABLE
Will people want it?
EMOTIANAL
INNOVATION
VIABLE
Can the business
afford to do it?
EMOTIONAL
INNOVATION

38.
APPLE : IS IT ABOUT THE DESIGN PATENTS?
James Conley Clinical Professor at both the Kellogg School of Management
www.core77.com/reactor/12.05_ipod_trademark.asp

39.
CONSISTENT THROUGH PRODUCT
EVOLUTION
James Conley Clinical Professor at both the Kellogg School of Management
www.core77.com/reactor/12.05_ipod_trademark.asp

40.
THE PHYSICAL FORM = THE BRAND?
James Conley Clinical Professor at both the Kellogg School of Management
www.core77.com/reactor/12.05_ipod_trademark.asp

41.
THERE HAVE BEEN MANY COPIES

42.
BUT THE REAL SUCCESS STORY IS
“THE EXPERIENCE”

43.
FORGET SUPERHEROS

44.
REMOVE THE SILOS

45.
INNOVATION IS ITERATIVE
BUSINESS BUSINESS
INTENT STRATEGIC VISION INTENT
CONTINUE
MARKET MARKET
INSIGHTS INSIGHTS
EXPERIENCE CONTINUE
DEVELOPMENT
CRITERIA PLAN DESIGN + RESULTS RE‐EVALUATE PLAN REFINE +
IMPLEMENT + INSIGHTS STRATEGY EVOLVE
TRY
INITIAL OPTIMISE + SOMETHING
LAUNCH EVOLVE DIFFERENT

46.
INNOVATION ISN'T
WHAT INNOVATORS
DO…
...IT'S WHAT
CUSTOMERS AND
CLIENTS ADOPT

47.
EXPERIENCE INNOVATION HAPPENS WHEN
YOU:
• UNDERSTAND THE VALUE OF A PRODUCT
AROUND THE EMOTIONAL-BASED ELEMENTS
• DEFINE A SUSTAINABLE, VALUABLE PLAN ON
HOW TO ENGAGE YOUR AUDIENCE
• EMPOWER YOUR ORGANIZATION TO PROPERLY
RESEARCH AND DESIGN FOR THE USER EXPERIENCE
THAT DELIVERS THIS

48.
“If people were afraid
of change and risk then
they are in wrong
business”
SHELLY LAZURUS AD:TECH 2008

49.
Jenny Williams
jenny@ideagarden.com.au
www.ideagarden.com.au