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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
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
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)
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
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