designing superpowering experiences
Post on 15-Apr-2017
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Corporation Inc
Market B
Market AProduct marketing
THE WORLD BEFORE THE INTERNET
(as perceived by the industrial corporation)
Know me
See my needs
Engage me
Reward meSee my potential
Make me understand
Be personal
Be relevant
Be consistent
Be proactive
Be transparent
Coach me
IN THE WORLD TODAY, EXPERIENCE IS KEY
Expectations
Consumer Company
OUR EXPECTATIONS ARE RISINGGreat experience
Poor experience
Ability
Expectations
Ability
Consumer Company
Possibilities
Great experience
Poor experience
AS ARE THE (DIGITAL) POSSIBILITIES
Expectations
Consumer Company
…FOR DISRUPTIONGreat experience
Poor experience
”Business has only two functions - marketing and
innovation.”
Peter F DruckerLET’S REMIND OURSELVES
Useservices
Data & feedback
Create insights
Improveservices
TIE THEM TOGETHER IN A LOOP!
MARKETING INNOVATION
EXPERIENCE
YOU HAVE TO BE A BIT MADTHE LONE INNOVATOR
YOU MUST THINK BIGINNOVATION HAPPENS IN THE LAB
DON’T BELIEVE IN THE MYTHS
INNOVATION THRIVES FROM MANY DIFFERENT VIEWPOINTS
(so bring people with different perspectives together)
THE VALUE OF NEW IDEAS CANNOT BE ANTICIPATED
(so generate many ideas and don’t throw any away)
MOST IDEAS COME FROM EMPLOYEES, CUSTOMERS, PARTNERS
(so make sure to connect their minds)
WHAT ABOUT INNOVATION IN A DIGITAL WORLD?
SMART ASSISTANTS AND AIWEARABLES & CONNECTED DEVICES
VIRTUAL & AUGMENTED REALITY BIG DATA ANALYTICS
TECH CREATES NEW OPPORTUNITIES
Smarter together
Use together
Alert me
DIGITAL SHAPES NEW BEHAVIORS
Rate my experience
Producer Consumer
Platform
Value Unit Fi
lter
NEW WAYS OF CREATING VALUE*CAUSE DISRUPTION
*platforms are eating the world
START HERE:Problem
FIND A PROBLEM WORTH SOLVING
LOOK FOR SOLUTIONS HERE
Value Creation Models
Behavior Patterns
Emerging Technologies
Humans
Business
Technology
Innovation
sweet spot
NEW TECH
EXISTING TECH
EXISTING BEHAVIORS
NEW BEHAVIORS
Paving cow paths
Struggling to change
Superpowered
Designed experience
Status Quo
DESIGN SUPERPOWERING EXPERIENCES
SO HOW CAN WE GO ABOUT IT?
BUSINESS (viability)
TECH (feasibility)
PEOPLE (desirability)
DESIGN THINKING IS A MUST
START HERE
TEST PROTOTYPE
DEFINE & IDEATEEMPATHY
REPEAT
BUT THERE IS MORE THAN ONE WAY TO DO IT
GDS (God Damn Stupid)
PFS (Pretty
F**king Smart)
SO, WE ASKED OURSELVES
WHY START WITH AN EMPTY SHEET OR WHITEBOARD?
THEN WE ASKED
WHY COVER THE WALLS WITH POST ITS?
AND WE PONDERED
CAN’T IT BE MORE REAL AND ENGAGING THAN THIS?
OUR ANSWER IS:
VALUESBEHAVIOR PATTERNS
EMERGING TECHNOLOGIES
FEARS
BUILDING BLOCKS OF INNOVATIONBUSINESS PATTERNS
KPI’S
WE SIMPLY CALL THEM
DISCLAIMER: We use a fictional example to illustrate the concept and ways of working in the following slides
DESIGNED FOR CO-CREATION
…DIGITAL AND PHYSICAL
HOW TO MODELWITH MAGICFORCES
1. MAP THE TYPICAL JOURNEY
1. MAP THE TYPICAL JOURNEY
2. ANALYZE THE CURRENT STATE
2. ANALYZE THE CURRENT STATE
FEARSVALUES
EMERGING TECHBEHAVIOR PATTERNS
3. IDEATE OPPORTUNITIES
3. IDEATE OPPORTUNITIES
KPI’SBUSINESS PATTERNS
4. VISUALIZE SOLUTIONS
5. REPEAT AND BUILD THE FUTURE JOURNEY
REMEMBER, IT’S ALL ABOUT
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