Experience Design - Ad:tech New York Oct 08

Jenny Williams
Jenny WilliamsCMO and Digital change agent at Ideagarden
EXPERIENCE
INNOVATION
WHAT IS
INNOVATION IN
EXPERIENCE
DESIGN?
Experience Design - Ad:tech New York Oct 08
BY TALKING TO
     PEOPLE AT THE
 MOMENT
OF TRUTH
    OR CREATING A
  MOMENT OF TRUTH
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
TRADITIONAL
APPROACH                    PR



                                  RETAIL



                                      OUTDOOR



                          THE                    TV
 INSIGHTS   STRATEGY   CREATIVE
                         IDEA
                                                RADIO



                                       ONLINE



                                  MOBILE



                            DM
HISTORICALLY A PRINT AD
SOMETIMES A TVC
THEN YOU
MAKE IT
DIGITAL
Digital
people
didn’t
like
this
but

that’s
just
the
way
things
where

AND THIS IS WHAT YOU GET
IT LOOKS THE SAME
BUT IT’S NOT
           AN
EXPERIENCE
AND IT’S NOT
INNOVATIVE
EXPERIENCE =
Knowledge, skills and
understanding we gained
through involvement or
exposure to something
EXPERIENCE IS INFLUENCED BY MANY
THINGS



             CONTENT

                          ASTHETICS
  PEOPLE

            TECHNOLOGY
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
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)
INNOVATION =
A new way of doing something
that is incremental, radical, and
revolutionary
.. and changes thinking, products,
processes, or organizations
Chris Bernard: Microsoft User Experience Evangelist
DESIRABLE
Will people want it?




            FUNCTIONAL
            INNOVATION




                       FEASIBLE



                                        FUNCTIONAL
                       Can technology
                         deliver it?




                                        INNOVATION
                                    AND DESIGN
CREATIVES
STRIVE
FOR
GOLD
LIONS
THIS FREQUENTLY LEADS TO:




 FLASHTURBATION
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)
SOMETIMES SIMPLE IS BETTER
SOMETIMES VISUAL IS BETTER
SOMETIMES CONFIGURABLE IS BETTER
SOMETIMES SPEED IS IMPORTANT
OR HOW YOU HANDLE PROBLEMS




                        Source: experiencedynamics.blogs.com
SOMETIMES INNOVATION IS IN THE INTERFACE
CREATIVE DESIGN
WHOSE SOLE PURPOSE IS
TO THE MEET THE NEEDS OF
THE USER


… NOT
THE DESIRE TO LOOK GOOD
WHILE DOING IT
VIABLE             PROCESS     FEASIBLE
Can the business    INNOVATION   Can technology
 afford to do it?                  deliver it?




                                    PROCESS
                                 INNOVATION
BIG POND TIRED TWITTER
FAIL!
THEN THEY STARTED LISTENING
AND THEY EVOLVED
AND IT WORKED
AD:TECH SYDNEY
YOU DECIDE WHAT
YOU WANT TO HEAR
DESIRABLE
                    Will people want it?




           EMOTIANAL
          INNOVATION




  VIABLE
Can the business
 afford to do it?




                                 EMOTIONAL
                                INNOVATION
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    

CONSISTENT THROUGH PRODUCT
EVOLUTION




                    James
Conley
Clinical
Professor
at
both
the
Kellogg
School
of
Management
                                                                                           

                                        www.core77.com/reactor/12.05_ipod_trademark.asp    

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    

THERE HAVE BEEN MANY COPIES
BUT THE REAL SUCCESS STORY IS
“THE EXPERIENCE”
Experience Design - Ad:tech New York Oct 08
FORGET SUPERHEROS
REMOVE THE SILOS
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

INNOVATION ISN'T
WHAT INNOVATORS
DO…

         ...IT'S WHAT
    CUSTOMERS AND
     CLIENTS ADOPT
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
“If people were afraid
of change and risk then
they are in wrong
business”
     SHELLY LAZURUS AD:TECH 2008
Experience Design - Ad:tech New York Oct 08
Jenny Williams
jenny@ideagarden.com.au

www.ideagarden.com.au
1 of 52

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Experience Design - Ad:tech New York Oct 08