We live to create. Our work shapes and changes the world. We thrive when we solve problems, inspire others and achieve. We each possess unique skills and abilities—shaped by our diverse backgrounds and experiences that are made stronger when we combine our talents. We know that we are better together. We are Creative Pro. This keynote weaves 6 short stories with 6 lessons learned from over 25-years of design collaboration— working with technology clients including Intel, Samsung, Wacom, and SiriusXM. It offers insights into how to achieve results using common sense, user-centered design approaches and taking professional risks that challenge traditional development and communication processes.

76. $300 MILLION
INVESTED BY
INTEL INTO THE
ULTRABOOK
PROJECT

77. LONGER BATTERY
LIFE
SLIM COMPONENT &
PLATFORM TECH
NEW & ENHANCED
CONSUMER
EXPERIENCES
$300 MILLION
?

78. HOW GOOD IS THE
ULTRABOOK
CONSUMER
EXPERIENCE?

79. HEURISTIC AUDIT
20+ CROSS BU UX EXPERTS RESEARCHED:
. 100’s CONSUMER FEEDBACK ARTICLES
. INTEL, CHANNEL, OEM, ETC. MARKETING
. IN-STORE VISITS
. PRIMARY RESEARCH INTERVIEWS
EXPLORE, DISCOVER, LEARN, SOLVE
 SYNTHESIZE

80. CONSUMER
JOURNEY
MOVING ON
DAILY USE
INTRO
INITIAL USE
PURCHASE POINT
DISCOVER
EXPLORE
SHOP
OOBE
SET UP
CUSTOMIZE
FIX
TRAVEL
CONSUME/CREATE
REFLECT
PLAN
MOVE ON
STARTROUTINEUSE
NEW INTEREST

81. THIS IS
ELI’S
ULTRABOOK
JOURNEY

82. MEET
ELI

83. ELI IS
SELF INFORMED (NEWS, MUSIC)
ON CUTTING EDGE (LATEST TECH)
URBAN DWELLER & SURFING ADDICT
A CREATOR: DESIGN & PHOTOGRAPHY
ELI WANTS TO
IMPROVE AS A WEB DEVELOPER
STAY AHEAD OF THE COMPETITION
& BE ACTIVE IN HIS COMMUNITY

84. DISCOVERELI’S FIRST EXPOSURE TO THE ULTRABOOK

85. “I SAW THE ULTRABOOK ADS ON TV.
I WAS INTRIGUED, BUT I DON’T
REALLY KNOW WHAT IT IS.”
DISCOVER

86. DISCOVER “I GET THAT IT’S THIN AND LIGHT AND
IT LOOKS SLEEK. BUT, I AM NOT CLEAR
WHAT MAKES IT ‘ULTRA…?”

87. THE SPEC PROMISE OF THE
ULTRABOOK STICKS
THIN + LIGHT + SLEEK
PHYSICAL ATTRIBUTES OF THE PRODUCT ARE
NOTICED, UNDERSTOOD AND APPRECIATED
DISCOVER INSIGHT:

88. …BUT THERE IS NO PROMISE
OF AN USER EXPERIENCE
THE CONSUMER IS NOT GIVEN A DESIRABLE
OR COMPELLING STORY OF THE PRODUCT –
MISSES TO BUILD RELATIONSHIP.
DISCOVER INSIGHT:

89. EXPLOREELI’S SEARCH FOR MORE INFORMATION

90. “I’M LOOKING FOR SOMETHING
THAT WORKS FOR ME, BUT I’M NOT
SURE WHERE TO EVEN START.”
EXPLORE

91. “I WILL START WITH THESE
REVIEWS IN PC MAG AND ON
AMAZON…”
EXPLORE

92. REVIEWS SAY “WAIT”
REVIEWS SAY THAT ULTRABOOKS STILL
HAVE PROBLEMS. THEY ARE TELLING
CONSUMERS TO WAIT FOR THE NEXT
GENERATION
EXPLORE INSIGHT:

93. THE “ULTRABOOK”
MESSAGE IS CONFUSING
THE MESSAGING ACROSS VARIOUS
CHANNELS IS INCONSISTENT AND DOES
NOT RESONATE WITH THE USER.
EXPLORE INSIGHT:

94. SHOPELI “TEST-DRIVES” ULTRABOOKS

95. “WOW… 110 CHOICES. I AM TOTALLY
OVERWHELMED. HOW DO I DECIDE?”
SHOP

96. “I DON’T WANT TO COMPARE BASED ON
TECHNICAL SPECS. NONE OF THESE DO
ANYTHING UNIQUE OR SPECIAL.”
SHOP

107. +