#1NLab17 - Functional Fixedness: A Creative Conundrum

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Art Director Hannah Green & UX Strategist Mitch Diehl describe a common challenge for marketers: pushing the boundaries of their daily functional fixedness and beginning to think outside-the-box. The duo shares strategies to productively apply design-thinking in order to create excellent digital experiences.

Marketing

Experience Lab 2017 | 11.08 – 11.10 2017
BY DESIGN
Functional Fixedness
A Creative Conundrum

Experience Lab 2017 | 11.08 – 11.10 2017
Hannah Green
@HannahGreen3
Mitch Diehl
@MitchLovesPizza

Experience Lab 2017 | 11.08 – 11.10 2017
The Candle Problem

Experience Lab 2017 | 11.08 – 11.10 2017
The Experiment
Fix the candle to the
wall, so that when lit,
the wax doesn’t drip
onto the floor.

Experience Lab 2017 | 11.08 – 11.10 2017
An Alternative Approach

Experience Lab 2017 | 11.08 – 11.10 2017
The Solution

Experience Lab 2017 | 11.08 – 11.10 2017
D
”Think Outside the Box”

Experience Lab 2017 | 11.08 – 11.10 2017
The Problem

Experience Lab 2017 | 11.08 – 11.10 2017
D
”When it comes to innovation, businesses
are constantly hampered by functional
fixedness and other cognitive biases that
cause people to overlook elegant solutions
hidden in plain sight.”

func!tion!al
"f#NG(k)SH(#)n(#)l/ (adjective)
fixed!ness
"fik-s#d-n#s (noun)

func!tion!al
"f#NG(k)SH(#)n(#)l/ (adjective)
fixed!ness
"fik-s#d-n#s (noun)
The subconscious bias that drives people to rely on
traditional solutions to familiar problems after years of
experience in any one function of a business.

Experience Lab 2017 | 11.08 – 11.10 2017
What It Means for Your
Website

Experience Lab 2017 | 11.08 – 11.10 2017
What It Means for Your Website
8 in 10
consumers would stop engaging with a site
if its content doesn’t display properly on
their device
75%of judgments on website credibility are
based on a website’s overall aesthetics
5 Devices
per person, with different screen sizes
and device types
Worldwide, consumers use an average of
72%of marketers in Northern America believe
personal content marketing plays a vital
role in the success of their website

A site that merely meets expectations is no longer enough.
Your Users Expect More.

Experience Lab 2017 | 11.08 – 11.10 2017
Rethinking the Design
Process

Experience Lab 2017 | 11.08 – 11.10 2017
D
Recognizing Your Bias

Experience Lab 2017 | 11.08 – 11.10 2017
The Pre-Mortem
! What is the problem?
! What does success look like?
! What does failure look like?
What are potential mental roadblocks or
inhibitors to innovation?

Experience Lab 2017 | 11.08 – 11.10 2017
D
Addressing Your Bias

Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017
Identify a hunt statement.

Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017
Involve a diverse team.

Experience Lab 2017 | 11.08 – 11.10 2017
The Blinking Eye Bridge
Experience Lab 2017 | 11.08 – 11.10 2017
The Blinking Eye Bridge

Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017
Look beyond your domain.

Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017
Do your homework.

Experience Lab 2017 | 11.08 – 11.10 2017
D
Measuring Effectiveness

Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017
When in doubt – test.

Experience Lab 2017 | 11.08 – 11.10 2017
Mitchell’s Degrees of Terror and Testing
A relatively
safe bet
Probably going
to lose my job
Risk

Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017
The Post-Mortem

Experience Lab 2017 | 11.08 – 11.10 2017
The Post-Mortem
! Did the problems you encountered match the problems you predicted?
! How effectively did you navigate the problems that arose?
! What inhibitors to innovation did your team face?
! Document your findings for next time.

Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017
In Conclusion

Experience Lab 2017 | 11.08 – 11.10 2017
D
They believe they’re creative.

The best ideas need oxygen to survive. Without support, buy-in and resources from colleagues, managers, your board, supporters and beneficiaries an idea quickly dies. And that’s why being able to navigate the subtleties of interactions with the people you seek to influence, and approach them in a way that gives you the best chance of getting the results you want is a skill worth perfecting. Making an idea or an innovation happen is riddled with barriers, egos and politics. Your ability to influence could be the difference between success and failure.

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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business. Key Takeaways: Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.

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In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities. When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion. Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.

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#1NLab17 - Functional Fixedness: A Creative Conundrum

1. Experience Lab 2017 | 11.08 – 11.10 2017 BY DESIGN Functional Fixedness A Creative Conundrum

2. Experience Lab 2017 | 11.08 – 11.10 2017 Hannah Green @HannahGreen3 Mitch Diehl @MitchLovesPizza

3. Experience Lab 2017 | 11.08 – 11.10 2017 The Candle Problem

4. Experience Lab 2017 | 11.08 – 11.10 2017 The Experiment Fix the candle to the wall, so that when lit, the wax doesn’t drip onto the floor.

5. Experience Lab 2017 | 11.08 – 11.10 2017 An Alternative Approach

6. Experience Lab 2017 | 11.08 – 11.10 2017 The Solution

7. Experience Lab 2017 | 11.08 – 11.10 2017 D ”Think Outside the Box”

8. Experience Lab 2017 | 11.08 – 11.10 2017 The Problem

9. Experience Lab 2017 | 11.08 – 11.10 2017 D ”When it comes to innovation, businesses are constantly hampered by functional fixedness and other cognitive biases that cause people to overlook elegant solutions hidden in plain sight.”

10. func!tion!al "f#NG(k)SH(#)n(#)l/ (adjective) fixed!ness "fik-s#d-n#s (noun)

11. func!tion!al "f#NG(k)SH(#)n(#)l/ (adjective) fixed!ness "fik-s#d-n#s (noun) The subconscious bias that drives people to rely on traditional solutions to familiar problems after years of experience in any one function of a business.

12. Experience Lab 2017 | 11.08 – 11.10 2017 What It Means for Your Website

13. Experience Lab 2017 | 11.08 – 11.10 2017 What It Means for Your Website 8 in 10 consumers would stop engaging with a site if its content doesn’t display properly on their device 75%of judgments on website credibility are based on a website’s overall aesthetics 5 Devices per person, with different screen sizes and device types Worldwide, consumers use an average of 72%of marketers in Northern America believe personal content marketing plays a vital role in the success of their website

14. A site that merely meets expectations is no longer enough. Your Users Expect More.

15. Experience Lab 2017 | 11.08 – 11.10 2017 Rethinking the Design Process

16. Experience Lab 2017 | 11.08 – 11.10 2017 D Recognizing Your Bias

17. The Pre-Mortem

18. Experience Lab 2017 | 11.08 – 11.10 2017 The Pre-Mortem ! What is the problem? ! What does success look like? ! What does failure look like? What are potential mental roadblocks or inhibitors to innovation?

19. Be honest with yourself.

20. Experience Lab 2017 | 11.08 – 11.10 2017 D Addressing Your Bias

21. Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017 Identify a hunt statement.

22. Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017 Involve a diverse team.

23. Experience Lab 2017 | 11.08 – 11.10 2017 The Blinking Eye Bridge Experience Lab 2017 | 11.08 – 11.10 2017 The Blinking Eye Bridge

24. Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017 Look beyond your domain.

25.

26. Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017 Do your homework.

27. Experience Lab 2017 | 11.08 – 11.10 2017 D Measuring Effectiveness

28. Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017 When in doubt – test.

29. Experience Lab 2017 | 11.08 – 11.10 2017 Mitchell’s Degrees of Terror and Testing A relatively safe bet Probably going to lose my job Risk

30. Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017 The Post-Mortem

31. Experience Lab 2017 | 11.08 – 11.10 2017 The Post-Mortem ! Did the problems you encountered match the problems you predicted? ! How effectively did you navigate the problems that arose? ! What inhibitors to innovation did your team face? ! Document your findings for next time.

32. Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017 In Conclusion

33. Experience Lab 2017 | 11.08 – 11.10 2017 D They believe they’re creative.

34. Experience Lab 2017 | 11.08 – 11.10 2017 BY DESIGN Functional Fixedness A Creative Conundrum

#1NLab17 - Functional Fixedness: A Creative Conundrum

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