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MOTORCYCLES AND THE ART OF PRODUCT DESIGN SHIMON SHMUELI TOUCH360

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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.

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the challenge © Aprilia

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most new products fail Source: Winning at New Products by Robert G. Cooper, 2001 <ul><li>inadequate market analysis (24%) </li></ul><ul><li>product problems or defects (16%) </li></ul><ul><li>lack of effective marketing efforts (14%) </li></ul><ul><li>higher costs than anticipated (10%) </li></ul><ul><li>competitive strength or reaction (9%) </li></ul><ul><li>poor timing of introduction (8%) </li></ul><ul><li>technical or production problems (6%) </li></ul><ul><li>other (13%) </li></ul>

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<ul><li>Environment </li></ul><ul><li>social/culture trends </li></ul><ul><li>economy </li></ul><ul><li>legal/regulatory </li></ul><ul><li>demographics </li></ul>Offerings <ul><li>Intellectual Assets </li></ul><ul><li>technology </li></ul><ul><li>IP </li></ul>Target Customers Venture Resources Customers

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

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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

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the challenge: balancing act unmet expectations unmet expectations

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

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

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<ul><li>it is increasingly more difficult to differentiate </li></ul><ul><li>interoperability / standardization </li></ul><ul><li>information flow </li></ul><ul><li>open everything </li></ul>

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<ul><li>consumers are more knowledgeable </li></ul><ul><li>brand conscious, but not brand loyal </li></ul><ul><li>lower switching cost (and switching is sometime fun!) </li></ul>

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<ul><li>faster development time </li></ul><ul><li>tools </li></ul><ul><li>24/7 </li></ul><ul><li>competing talent </li></ul><ul><li>Globalization </li></ul><ul><li>higher productivity </li></ul><ul><li>lower costs </li></ul>

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the results: <ul><li>hyper-competition </li></ul><ul><li>more products compete on price </li></ul><ul><li>smaller windows of opportunities </li></ul><ul><li>product cycle-times are shorter </li></ul><ul><li>faster commoditization </li></ul><ul><li>more difficult to differentiate </li></ul><ul><li>brands rise faster (and fall even more faster) </li></ul>… and the fun is just beginning!

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the solutions? <ul><li>apply design thinking in your company </li></ul><ul><li>innovate (or die) </li></ul><ul><li>design experiences (not products) </li></ul><ul><li>go eco (or we all die) </li></ul><ul><li>measure everything </li></ul><ul><li>dump the MBAs and hire designers </li></ul><ul><li>services are the future </li></ul>

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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

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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)

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

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

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

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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 *

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

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

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what about engine design?

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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

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

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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

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what is experience? <ul><li>ex·pe·ri·ence n. </li></ul><ul><ul><li>The feeling of emotions and sensations as opposed to thinking; involvement in what is happening rather than abstract reflection on an event. </li></ul></ul>The apprehension of an object, thought, or emotion through the senses or mind: a child's first experience of snow. The American Heritage ® Dictionary of the English Language © KTM

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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.

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

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

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

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conditioning memory processing unit action result stimulus stimulus stimulus

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

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

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

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our brain on experiences <ul><li>Sequential </li></ul><ul><li>Rational </li></ul><ul><li>Analytical </li></ul><ul><li>Objective </li></ul><ul><li>Detail oriented </li></ul><ul><li>Random </li></ul><ul><li>Intuitive </li></ul><ul><li>Synthesizing </li></ul><ul><li>Subjective </li></ul><ul><li>Looks at wholes </li></ul>Picture source: Cadence, Inc.

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

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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

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Counter-steering

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

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forms interactions relations human physiological cognitive emotional product

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© KTM

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what would you take?

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physiological safety belonging, love self esteem actualization

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tools for balanced experiences Bombardier Embryo

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#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

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

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for every mother to love

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and father

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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

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eco-systems are good business $ $ $

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

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

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

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

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

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

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

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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.

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