This document discusses how the digital industry can learn from other more established industries like typography, manufacturing, military strategy, storytelling, film, and music. It provides examples of concepts and techniques from these industries that could be applied to challenges in the digital world, such as using "5 Whys" to understand customer problems, employing narrative story structures to engage users, or surprising customers in novel ways like in Sun Tzu's military strategies. The document advocates looking to other domains for inspiration to help advance and mature the digital industry.

1. What can
the Digital Industry
learn from
Other Industries?
Robert Fransgaard
Creative Director
Salesforce CXD, EMEA
@Fransgaard everywhere online
NUX3

5. Robert Fransgaard
Creative Director
Salesforce CXD, EMEA
@Fransgaard everywhere online

6. Most Innovative Company
2014
2013
2012
2011 according to Forbes

7. The Customer Success Platform

8. Keeping it Real for Brands
Making it Real for the Customers

9. I know EVERYTHING
about THE INTERNET
- Anonymous interviewee, 2006

11. My GREAT GRANDDAD
fought for
WEB STANDARDS at
the Battle of WaSP
Digital is not
a mature industry

12. What can we
learn from
other industries?

13. TYPOGRAPHY,
type-founding and typeface
design began as closely related
crafts in mid-15th-century
Europe with the introduction of
movable type printing at the
junction of the medieval era
and the Renaissance.

15. The Value of Typography
Compared with paper, screens may
also drain more of our mental resources
while we are reading and make it a little
harder to remember what we read
when we are done.
!
http://www.sciencedirect.com/science/article/pii/
S0747563204000202
…that high quality typography appears to
induce a positive mood.
!
http://affect.media.mit.edu/pdfs/05.larson-picard.pdf
!
via http://usabilitypost.com/2012/11/23/effects-of-typography-on-
reader-mood-and-productivity/
Switching fonts to Garamond on their
documents could save the federal and state
governments up to $400 million a year,
according to a sixth-grader.
!
http://www.forbes.com/sites/paulrodgers/2014/03/28/sixth-grader-
tells-government-how-to-save-400m-on-ink/
Researchers at Princeton University
employed volunteers to learn made-up
information about different types of aliens -
and found that those reading harder fonts
recalled more when tested 15 minutes later.
!
http://www.bbc.co.uk/news/world-11573666

16. IDEA
GENERATION

17. Navigation Search Bookmark
FIND
PRODUCT
Suggested
product link
Mistake Sitemap Onsite banner
“Lotus Flower” From “Thinkertoys” by Michael Michalko, 1991
Onsite
Customer
review

18. “Are you looking
for…?”
Easy way forward
based on what is
known
Clear product
description
“Lotus Flower” From “Thinkertoys” by Michael Michalko, 1991
Navigation Search Bookmark
FIND
PRODUCT
Sitemap Onsite
banner
Suggested
product link
Onsite
Customer
review
MISTAKE
Feedback
loop
Discount as
apology
? Humor Easy way back
Mistake

19. REMOVE A KEY ASSUMPTION
Speed !
is important for the user
!
FRACTIONATION
!
!
“Contact form” becomes “Contact” + “Form”
!
TRY THE OPPOSITE
!
!
“Looking for a product” becomes “Product finds you”
!
CHANGE VIEWPOINT
How does the App see the experience?
From “Lateral Thinking”, by Edward De Bono, 1970

20. Users leave the site without buying any product
WHY? They can’t find the right product
WHY? Because the navigation isn’t working for them
WHY? Because they don’t recognise the navigation categories
WHY? They don’t know what category the product is under
WHY? Because they only care about the individual product
“5 Whys” by Sakichi Toyoda, 1930s

21. Employees are not using the asset management system
WHY? They prefer to use DropBox
WHY? They say the asset management system is slow to use
WHY? Because it is complicated
WHY? Because it takes time to complete the required details
WHY? Because they don’t know the details offhand
“5 Whys” by Sakichi Toyoda, 1930s

22. ASSEMBLY
LINE

23. 1.
2.
3.
4.

24. 1.
2.
3.
4.

25. MILITARY

28. Attack him where he is
unprepared, appear where
you are not expected.
In war, then, let your
great object be victory,
not lengthy campaigns.
“Art of War” - Sun Tzu, 500 B.C
Focus on the short
opportunities you have
with a customer and
Surprise and delight. make them a success.

29. STORYTELLLING

30. “Hero’s Journey”, Joseph Campbell 1949

31. ACT ONE
1. Stasis
2. Trigger
ACT TWO
3. The Quest
4. Surprise
5. Critical Choice
6. Climax
“Narrative arc: What the heck is it?” - Robb Grindstaff
ACT THREE
7. Reversal
8. Resolution

32. FILMS

33. “Paul is the Obi-Wan Kenobi of the system”
- Participant 5

34. Luke Skywalker Leia Organa Han Solo
Persona 3
Uses the system
or anything else
that will get the
job done
Persona 2
VP who only
needs infrequent
access but will
use the system
Persona 1
Junior employee
who wants to do
it the right way
but needs
coaching to avoid
bad practices

35. Who would Darth Vader be?

36. MUSIC

38. Robert Fransgaard
Creative Director
Salesforce CXD, EMEA
@Fransgaard online everywhere