There is no aspect of product design and development that is not reflected in motorcycles. It is hard to think about a more intimate experience between a user and a product than the experience of riding a motorcycle, and Shimon can speak about it empathically and passionately both as a motorcyclist and as a product development expert. The lessons that can be learned, the analogies and metaphors, are extremely rich and insightful, even to those who never got close to a machine on two (or three) wheels. The presentation is targeted to executives and professionals in the areas of product design, development, and marketing, and can be customized to specific areas of interest. Typically the presentation takes 60 minutes, but it can be reduced to 45 minutes, or extended to 120 minutes or more (workshop format). This presentation is based on the very successful Design for Experience presentation given at various forums and that received excellent reviews.

1. MOTORCYCLES AND THE ART OF PRODUCT DESIGN SHIMON SHMUELI TOUCH360

2. Multidisciplinary strategic innovation and design firm. We help companies identify opportunities and develop products and services through insight to the full product context, innovation at all levels, and design of every aspect of how people experience them. We design for experiences at every touch point . 360.

3. the challenge © Aprilia

6. challenge: optimization time horizon window strategic time-cone resources customers products

7. VOiCE of the Market SM internal external trends, regulations, fashion stakeholders environment prospectives needs & wants, current customers tech trend, IP acquisition IP, partners Intellectual assets eco-system, substitutes Portfolio, product line Offerings competitors, partners resources, capabilities Venture

8. the challenge: balancing act unmet expectations unmet expectations

9. the challenge: balancing act Resist the temptation to throw in another mediocre feature! balanced improvement

10. we work and play around the clock we are consumers 24/7 we are all business 24/7

16. reminder: beware of fads design for experience is only one (however comprehensive) approach out of the many right things to do in your specific organization

17. design that holistically addresses all aspects of the product in various contexts throughout its life-span: relations , interactions , and forms . © KTM Design for Experience (DFE)

18. branding services buying experience advertising packaging replacement maintenance usability out-of-box performance reliability price design

19. ...however, you can * design for experience *you better

20. * users, magazines, bloggers, industry mavens, influencers, competition, partners, channels, developers ... if you don't, others * will.

21. design is not always sexy systematic / useful / logical / multidisciplinary / essential / economical / eco-friendly / left-brain /eco-unfriendly /… * depending on your definition of sexy design is not always sexy *

22. isn’t good design supposed to put form over function ?

23. the art-design continuum Design Art Satisfy self Satisfy others Non-functional Functional

24. what about engine design?

25. what about engineering? int main() { for ( int x = 0; x < 10; x++ ) { cout<< x <<endl; } cin.get(); } int main() { while ( x < 10 ) { cout<< x <<endl; x++; } cin.get(); } which RTOS is better? which embedded processor is better? which one is the best editor? engineering (engineers) can be subjective, emotional, irrational, passionate, religious… just as artists are

26. Art Humans Technology, Economy, etc. design expression, aesthetics needs/wants constraints

27. Design is art optimized to meet objectives - Shimon Shmueli © Design Within Reach Diseño es arte optimizado para conseguir objetivos 设计是为了达到目标而最优化的艺术。 Sheji shi weile dadao mubiao er zuiyouhua de yishu El diseño es arte optimizado para conseguir objetivos

29. While the total frequency range of 16 CPS to 25,000 CPS on this recording may not be within the range of ordinary human hearing , nevertheless inspection with a microscope will show the etchings of the upper dynamic frequencies. However, it is the opinion of the manufacturer that if these frequencies were omitted from this record a certain warmth of tone that is felt and sensed rather than heard would be lost.

30. music: a universal experience music is one of humanity’s most common and pervasive experiences

31. experience is change in space there is no vision without change in space in time there is no music (sound) without change in time

32. how to drink coffee? does the same coffee taste the same at a gas station and at Starbucks?

33. conditioning memory processing unit action result stimulus stimulus stimulus

34. Interactions with products are (almost) never isolated. They are influenced by other not directly related senses, memories, interactions, etc.

35. experience is anticipation/tension past meaningful memories create anticipations/tensions (positive or negative)

36. The same product delivers different experiences at different contexts experiences depend on contexts

38. our brain on experiences Picture source: Cadence, Inc. where experiences are perceived where experiences are created

39. People don’t want to buy a quarter-inch drill. They want a quarter-inch hole result product result product experience product result product experience

40. Counter-steering

41. Source: IEEE Spectrum. Barry Silverman, University of Pennsylvania emotional for better or worse Physiological Cognitive Emotional

42. forms interactions relations human physiological cognitive emotional product

43. © KTM

45. what would you take?

46. physiological safety belonging, love self esteem actualization

47. tools for balanced experiences Bombardier Embryo

48. #2: design for the entire brain reptilian: make the experience seamless (like riding a motrocycle) limbic: design for decision making cortex: design for emotions and empathy

49. something that only a mother could love - Steven Spielberg something that only a mother could love - Steven Spielberg

50. for every mother to love

51. and father

52. The American Heritage ® Dictionary of the English Language e·co·sys·tem n. An ecological community together with its environment, functioning as a unit. #6: build eco-systems

53. eco-systems are good business $ $ $

54. #11a: increase the (experience) face area – get intimate Girard-Perregaux Perrelet

55. #11b: design the invisible Sometimes it is what you don’t see

56. Create legends, cults, followers, communities, loyalties,… put a soul in the new machine.

57. offerings: the continuum between (pure) products and (pure) services #15: increase the P-factor product service

58. Emotional Attachment control level car motorcycle iTunes iPod phone service phone car rental church government products services tangibles intangibles

61. #28: build a balanced whole-brain team skill mix: multi-disciplinary personality types: ISTJ… ENFP thinking: left- and right-brain © Discovery Communications Inc.

62. > #28a: optimize by bringing imperfections together + + + + +

63. Daytona 1989. Image used in the 1990 flyer &quot;A Woman's Guide to Harley-Davidson&quot;--information on H.O.G. and Ladies of Harley.

64. www.touch360.com thank you! shimon shmueli, partner [email_address] +1.919.637.9384 www.touch360.com