subject to change
DESCRIPTION
TRANSCRIPT
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Thursday, May 21, 2009
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SUBJECT TO CHANGEcreating great products and services for an uncertain world
Thursday, May 21, 2009
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Media is a mess
Thursday, May 21, 2009
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Media is a messCraigslist took the classifiedsEveryone took a piece of the adsBlogs are taking the readers
Thursday, May 21, 2009
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Music is in metamorphosis
Media is a messCraigslist took the classifiedsEveryone took a piece of the adsBlogs are taking the readers
Thursday, May 21, 2009
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Music is in metamorphosis
Media is a messCraigslist took the classifiedsEveryone took a piece of the adsBlogs are taking the readers
iTunes is the #1 retailerLabels are loosing their grip
Thursday, May 21, 2009
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Music is in metamorphosis
Travel is turbulent
Media is a messCraigslist took the classifiedsEveryone took a piece of the adsBlogs are taking the readers
iTunes is the #1 retailerLabels are loosing their grip
Thursday, May 21, 2009
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Music is in metamorphosis
Travel is turbulent
Media is a messCraigslist took the classifiedsEveryone took a piece of the adsBlogs are taking the readers
iTunes is the #1 retailerLabels are loosing their grip
The three top quality carriers are all low-fair airlines
Thursday, May 21, 2009
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predicting the future has never been easy
Thursday, May 21, 2009
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, but it’s never been more difficultpredicting the future has never been easy
Thursday, May 21, 2009
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Predicting the future won’t work.
Thursday, May 21, 2009
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Predicting the future won’t work.
Meeting about it won’t work.
Thursday, May 21, 2009
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Predicting the future won’t work.
Instead, seek approaches that will continue to work no matter which prediction comes true.
Meeting about it won’t work.
Thursday, May 21, 2009
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A Brief History Lesson
Thursday, May 21, 2009
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A new photographic apparatus
Thursday, May 21, 2009
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A new photographic apparatus
A NEW PHOTOGRAPHIC APPARATUS.
This apparatus consists of a box containing a camera, A, and a frame, C, containing the desired number of plates, each held in a small frame of black Bristol board. The camera
contains a mirror, M, which pivots upon an axis and is maneuvered by the extreme bottom, B. This mirror stops at
an angle of 45°, and sends the image coming from the objective to the horizontal plate, D, at the upper part of the camera. The image thus reflected is righted upon this plate.
As the objective is of short focus, every object situated beyond a distance of three yards from the apparatus is in focus. In exceptional cases, where the operator might be
nearer the object to be photographed, the focusing would be done by means of the rack of the objective. The latter can also slide up and down, so that the apparatus need not be
inclined when buildings or high trees are being photographed. The door, E, performs the role of a shade. When the
apparatus has been fixed upon its tripod and properly directed, all the operator has to do is to close the door, P, and raise the mirror, M, by turning the button, B, and then expose
the plate. The sensitized plates are introduced into the apparatus through the door, I, and are always brought automatically to the focus of the objective through the
pressure of the springs, R. The shutter of the frame, B, opens through a hook, H, with in the pocket, N. After exposure, each
plate is lifted by means of the extractor, K, into the pocket, whence it is taken by hand and introduced through a slit, S, behind the springs, R, and the other plates that the frame
contains. All these operations are performed in the interior of the pocket, N, through the impermeable, triple fabric of which
no light can enter.
An automatic marker shows the number of plates exposed. When the operations are finished, the objective is put back in the interior of the camera, the doors, P and E, are closed, and
the pocket is rolled up. The apparatus is thus hermetically closed, and, containing all the accessories, forms one of the
most practical of systems for the itinerant photographer.Thursday, May 21, 2009
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A new photographic apparatus
A NEW PHOTOGRAPHIC APPARATUS.
This apparatus consists of a box containing a camera, A, and a frame, C, containing the desired number of plates, each held in a small frame of black Bristol board. The camera
contains a mirror, M, which pivots upon an axis and is maneuvered by the extreme bottom, B. This mirror stops at
an angle of 45°, and sends the image coming from the objective to the horizontal plate, D, at the upper part of the camera. The image thus reflected is righted upon this plate.
As the objective is of short focus, every object situated beyond a distance of three yards from the apparatus is in focus. In exceptional cases, where the operator might be
nearer the object to be photographed, the focusing would be done by means of the rack of the objective. The latter can also slide up and down, so that the apparatus need not be
inclined when buildings or high trees are being photographed. The door, E, performs the role of a shade. When the
apparatus has been fixed upon its tripod and properly directed, all the operator has to do is to close the door, P, and raise the mirror, M, by turning the button, B, and then expose
the plate. The sensitized plates are introduced into the apparatus through the door, I, and are always brought automatically to the focus of the objective through the
pressure of the springs, R. The shutter of the frame, B, opens through a hook, H, with in the pocket, N. After exposure, each
plate is lifted by means of the extractor, K, into the pocket, whence it is taken by hand and introduced through a slit, S, behind the springs, R, and the other plates that the frame
contains. All these operations are performed in the interior of the pocket, N, through the impermeable, triple fabric of which
no light can enter.
An automatic marker shows the number of plates exposed. When the operations are finished, the objective is put back in the interior of the camera, the doors, P and E, are closed, and
the pocket is rolled up. The apparatus is thus hermetically closed, and, containing all the accessories, forms one of the
most practical of systems for the itinerant photographer.Thursday, May 21, 2009
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“You press the button,
we do the rest.”
Thursday, May 21, 2009
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Thursday, May 21, 2009
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1 2 3
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You press the button…
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You press the button…
...and we do the rest.
Thursday, May 21, 2009
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Why is this story important?Because this focus on the customer experience
made Kodak successful for years.
And when they’ve stumbled it’s been because they lost this focus.
Thursday, May 21, 2009
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data
logic
user interface
Thursday, May 21, 2009
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user interface
Thursday, May 21, 2009
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MAGIC
user interface
Thursday, May 21, 2009
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data
logic
user interface
Thursday, May 21, 2009
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data
logic
user interface
Thursday, May 21, 2009
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data
logic
user interface
Thursday, May 21, 2009
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data
logic
user interface
Thursday, May 21, 2009
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The experience is the product.
Thursday, May 21, 2009
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The experience is the product.
Thursday, May 21, 2009
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The experience is the product.
Focus on experience.
Focus on the lives of customers.
Embrace the complexity.
Engage in design as an activity.
Thursday, May 21, 2009
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The experience is the product.
Focus on experience.» Use experience as strategy.
Focus on the lives of customers.
Embrace the complexity.
Engage in design as an activity.
Thursday, May 21, 2009
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“You press the button,
we do the rest.”
Thursday, May 21, 2009
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screenshot by Dharmesh Patel
Thursday, May 21, 2009
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The Road to Google Calendar: Our Vision
• Set out to build a calendar that works for you
– Fast, visually appealing, and joyous to use
– Drop dead simple to get information into the calendar
– More than boxes on a screen (reminders, invitations, etc.)
– Easy to share so you can see your whole life in one place
• Designed for a consumer world where not everyone
has a calendar (or one on the same system)
– Open APIs (import and publish)
– Invitations for everyone
(it’s important to have one)
—presented by Carl Sjogreen, Product Manager
Thursday, May 21, 2009
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The Road to Google Calendar: Our Vision
• Set out to build a calendar that works for you
– Fast, visually appealing, and joyous to use
– Drop dead simple to get information into the calendar
– More than boxes on a screen (reminders, invitations, etc.)
– Easy to share so you can see your whole life in one place
• Designed for a consumer world where not everyone
has a calendar (or one on the same system)
– Open APIs (import and publish)
– Invitations for everyone
(it’s important to have one)
—presented by Carl Sjogreen, Product Manager
Thursday, May 21, 2009
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Thursday, May 21, 2009
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“It’s entertainment, stupid”
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* It is reliable. * It puts me in control. * It's easy to use. * It's smart and helpful. * It's responsive. * It's all about entertainment.
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Thursday, May 21, 2009
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Thursday, May 21, 2009
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Thursday, May 21, 2009
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Does your experience have a north star?
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The experience is the product.
Focus on experience.» Use experience as strategy.
Focus on the lives of customers.» Understand people as people.
Embrace the complexity.
Engage in design as an activity.
Thursday, May 21, 2009
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Thursday, May 21, 2009
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No!
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Companies tend to oversimplify their view of people
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old ways of thinking
4
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At worst:"a gullet whose only purpose in life is to gulp
products and crap cash."
Ruthlessly stolen from The Cluetrain Manifesto
#1
$
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Highly rational
Maximizes utility
Quantity!
Homo Economicus
#2
Thursday, May 21, 2009
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Highly rational
Maximizes utility
Quantity!
Homo Economicus
#2
Thursday, May 21, 2009
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Task oriented
Goal driven
Efficiency!
#3
Thursday, May 21, 2009
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Task oriented
Goal driven
Efficiency!
#3
Type A Personality
Thursday, May 21, 2009
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Docile and gullible
Stories and messaging
Preferences!
#4
Thursday, May 21, 2009
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Docile and gullible
Stories and messaging
Preferences!
#4
Sheep
Thursday, May 21, 2009
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Not all wrong, not really right.
Thursday, May 21, 2009
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Not all wrong, not really right.We are evolving our approaches.
Thursday, May 21, 2009
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What’s been missing?
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The messy complexity of human life
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People regularly mix and match products with little regard for
“suggested use.”
photo by Windell Oskay
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They challenge social and cultural boundaries
in unexpected ways.
Thursday, May 21, 2009
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Understand people as people.
Thursday, May 21, 2009
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Understand people as people.(Understand them as we understand ourselves.)
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What’s been missing?
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What’s been missing?Emotions
Thursday, May 21, 2009
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What’s been missing?EmotionsContext
Thursday, May 21, 2009
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What’s been missing?EmotionsContextMeaning
Thursday, May 21, 2009
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“...because of new scientific advances in our understanding of the brain and of how emotion and cognition are thoroughly intertwined. We scientists now understand how important emotion is to everyday life, how valuable.”
Emotion
— Don Norman, Emotional Design
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Emotion
Thursday, May 21, 2009
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Emotion
Thursday, May 21, 2009
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Emotion
Thursday, May 21, 2009
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Thursday, May 21, 2009
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EmotionsContextMeaning
TasksGoals
Preferences
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Thursday, May 21, 2009
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More insightBy changing the size and shape of our research filters, more and better information gets through the sifting process.
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Thursday, May 21, 2009
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Do you understand your customers as people?
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The experience is the product.
Focus on experience.» Use experience as strategy.
Focus on the lives of customers.» Understand people as people.
Embrace the complexity.» Use systems to support experiences.
Engage in design as an activity.
Thursday, May 21, 2009
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Experiences don’t match the organization
Thursday, May 21, 2009
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Experiences don’t match the organization
Thursday, May 21, 2009
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Experiences don’t match the organization
Thursday, May 21, 2009
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Experiences cross boundaries
Finance Co.
AdvisorPhoneStatement WebPrint
Thursday, May 21, 2009
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Finance Co.
Experiences cross boundaries
AdvisorPhoneStatement WebPrint
Thursday, May 21, 2009
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Embracing the complexity
iterative approaches
Thursday, May 21, 2009
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Embracing the complexity
iterative approaches
prototyping and making
Thursday, May 21, 2009
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Thursday, May 21, 2009
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Thursday, May 21, 2009
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Embracing the complexity
Finance Co.
AdvisorPhoneStatement WebPrint
iterative approaches
prototyping and making
deep/wide collaboration
Thursday, May 21, 2009
![Page 91: Subject to Change](https://reader033.vdocument.in/reader033/viewer/2022051613/54c83b454a7959d54e8b458b/html5/thumbnails/91.jpg)
Embracing the complexity
Thursday, May 21, 2009
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pack in features up
front
Embracing the complexity
Thursday, May 21, 2009
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pack in features up
front
unfold new experiences
over time
Embracing the complexity
Thursday, May 21, 2009
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A safer drug delivery system
Thursday, May 21, 2009
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A safer drug delivery system
Thursday, May 21, 2009
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A safer drug delivery system
Thursday, May 21, 2009
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A safer drug delivery system
Thursday, May 21, 2009
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A safer drug delivery system
Thursday, May 21, 2009
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The ClearRx system
ClearRX marketingpharmacists pill bottle
POS system
supply chainCRM
training
IT systems and operations
Customer-facing experience
Thursday, May 21, 2009
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The ClearRx system
ClearRX marketingpharmacists pill bottle
POS system
supply chainCRM
training
IT systems and operations
Customer-facing experience
Thursday, May 21, 2009
![Page 101: Subject to Change](https://reader033.vdocument.in/reader033/viewer/2022051613/54c83b454a7959d54e8b458b/html5/thumbnails/101.jpg)
The ClearRx system
ClearRX marketingpharmacists pill bottle
POS system
supply chainCRM
training
IT systems and operations
Customer-facing experience
What are you doing to harness change?
Thursday, May 21, 2009
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The experience is the product.
Focus on experience.» Use experience as strategy.
Focus on the lives of customers.» Understand people as people.
Embrace the complexity.» Use systems to support experiences.
Engage in design as an activity.» Design as an organization competency.
Thursday, May 21, 2009
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Five ways of thinking of design
Thursday, May 21, 2009
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1. Design as aesthetics
Thursday, May 21, 2009
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1. Design as aesthetics
Thursday, May 21, 2009
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2. Design as a distinct role
Thursday, May 21, 2009
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2. Design as a distinct role
Thursday, May 21, 2009
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3. Design as a thing
Thursday, May 21, 2009
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3. Design as a thing
Thursday, May 21, 2009
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4. Design as a rock star
Thursday, May 21, 2009
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4. Design as a rock star
Thursday, May 21, 2009
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Design as an activity
Thursday, May 21, 2009
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Design as an activity
Design can be an activity that an organization embraces, that everyone can be involved in.
Thursday, May 21, 2009
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Design as an activity
Thursday, May 21, 2009
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Design as an activity
Idea fabricator
Thursday, May 21, 2009
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Design as an activity
Idea fabricator
Reframing the fuzz
Thursday, May 21, 2009
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Design as an activity
Idea fabricator
Reframing the fuzz
The Long Wow
Thursday, May 21, 2009
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How do you create customer
loyalty?
Thursday, May 21, 2009
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How do you create customer
loyalty?
Over 75% of consumers have at least one loyalty card— Jupiter Research
Thursday, May 21, 2009
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“Want loyalty? Get a dog.”— Randy Susan Wagner, CMO of Orbitz
Thursday, May 21, 2009
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Thursday, May 21, 2009
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"Christmas isn't something you buy from a store… Christmas, perhaps, means a little bit more.”
Thursday, May 21, 2009
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Meaning more means repeatedly creating notably great experiences
True loyalty — and the word-of-mouth that comes with it — evolves naturally from the great experience you have with a company over time.
Thursday, May 21, 2009
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Meaning more means repeatedly creating notably great experiences
Notably great experiences are punctuated by a moment of “wow,” when the product or service delights, anticipates the needs of, or pleasantly surprises a person.
Thursday, May 21, 2009
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Peak-end rule
Thursday, May 21, 2009
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Peak-end rule
from Daniel Kahneman
Thursday, May 21, 2009
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Peak-end rule
from Daniel Kahneman
Thursday, May 21, 2009
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Peak-end rule
from Daniel Kahneman
Thursday, May 21, 2009
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Peak-end rule
from Daniel Kahneman
Thursday, May 21, 2009
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Peak-end rule
from Daniel Kahneman
average
Thursday, May 21, 2009
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Peak-end rule
from Daniel Kahneman
average
average
Thursday, May 21, 2009
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Manage your platform for
delivery
Draw from a wide area of unmet needs
Evolve your repeatable
process
The Long Wow
wow
Plan and stage the wow
experience
Thursday, May 21, 2009
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4. Plan and stage the wow experience
Before Now Next Later
organize a pipeline of wow moments that can be introduced through your palette of touchpoints over time
Thursday, May 21, 2009
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Thursday, May 21, 2009
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pack in features up
front
Thursday, May 21, 2009
![Page 136: Subject to Change](https://reader033.vdocument.in/reader033/viewer/2022051613/54c83b454a7959d54e8b458b/html5/thumbnails/136.jpg)
pack in features up
front
unfold new experiences
over time
Thursday, May 21, 2009
![Page 137: Subject to Change](https://reader033.vdocument.in/reader033/viewer/2022051613/54c83b454a7959d54e8b458b/html5/thumbnails/137.jpg)
Thursday, May 21, 2009
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Thursday, May 21, 2009
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Thursday, May 21, 2009
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wowSynched tracking
Thursday, May 21, 2009
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Thursday, May 21, 2009
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Thursday, May 21, 2009
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{ }
Thursday, May 21, 2009
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Thursday, May 21, 2009
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Thursday, May 21, 2009
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{ }…it’s the eye of the tiger it the thrill of the fight…
Thursday, May 21, 2009
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{ }…it’s the eye of the tiger it the thrill of the fight…
wowPowersong!
Thursday, May 21, 2009
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{ }…it’s the eye of the tiger it the thrill of the fight…
Thursday, May 21, 2009
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Thursday, May 21, 2009
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Thursday, May 21, 2009
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Thursday, May 21, 2009
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wowCollaborativerunning
Thursday, May 21, 2009
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Thursday, May 21, 2009
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Thursday, May 21, 2009
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Thursday, May 21, 2009
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wowNetworkedrunning events
Thursday, May 21, 2009
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Thursday, May 21, 2009
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Thursday, May 21, 2009
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Pedometer
Running shoes
iPod nano
Nike+ website
Tracking tools
Music
Thursday, May 21, 2009
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Pedometer
Running shoes
iPod nano
Nike+ website
Tracking tools
Music
Voiceover feedback
Thursday, May 21, 2009
![Page 161: Subject to Change](https://reader033.vdocument.in/reader033/viewer/2022051613/54c83b454a7959d54e8b458b/html5/thumbnails/161.jpg)
Pedometer
Running shoes
iPod nano
Nike+ website
Tracking tools
Music
Voiceover feedback
Synched tracking
Thursday, May 21, 2009
![Page 162: Subject to Change](https://reader033.vdocument.in/reader033/viewer/2022051613/54c83b454a7959d54e8b458b/html5/thumbnails/162.jpg)
Pedometer
Running shoes
iPod nano
Nike+ website
Tracking tools
Music
Powersongs
Voiceover feedback
Synched tracking
Thursday, May 21, 2009
![Page 163: Subject to Change](https://reader033.vdocument.in/reader033/viewer/2022051613/54c83b454a7959d54e8b458b/html5/thumbnails/163.jpg)
Pedometer
Running shoes
iPod nano
Nike+ website
Tracking tools
Music
Powersongs
Voiceover feedback
Synched tracking
Collaborative running
Thursday, May 21, 2009
![Page 164: Subject to Change](https://reader033.vdocument.in/reader033/viewer/2022051613/54c83b454a7959d54e8b458b/html5/thumbnails/164.jpg)
Pedometer
Running shoes
iPod nano
Nike+ website
Tracking tools
Music
Powersongs
Voiceover feedback
Synched tracking
Collaborative running
Networked running events
Thursday, May 21, 2009
![Page 165: Subject to Change](https://reader033.vdocument.in/reader033/viewer/2022051613/54c83b454a7959d54e8b458b/html5/thumbnails/165.jpg)
Pedometer
Running shoes
iPod nano
Nike+ website
Tracking tools
Music
Powersongs
Sport iMixes
Voiceover feedback
Synched tracking
Collaborative running
Networked running events
Thursday, May 21, 2009
![Page 166: Subject to Change](https://reader033.vdocument.in/reader033/viewer/2022051613/54c83b454a7959d54e8b458b/html5/thumbnails/166.jpg)
Pedometer
Running shoes
iPod nano
Nike+ website
Tracking tools
Music
Powersongs
Desktop widgets
Sport iMixes
Voiceover feedback
Synched tracking
Collaborative running
Networked running events
Thursday, May 21, 2009
![Page 167: Subject to Change](https://reader033.vdocument.in/reader033/viewer/2022051613/54c83b454a7959d54e8b458b/html5/thumbnails/167.jpg)
Pedometer
Running shoes
iPod nano
Nike+ website
Tracking tools
Music
Powersongs
Desktop widgets
Sport iMixes
Voiceover feedback
Synched tracking
Collaborative running
Networked running events
Nike+ sportsband
Thursday, May 21, 2009
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Manage your platform for
delivery
wow
Draw from a wide area of unmet needs
Evolve your repeatable
process
Plan and stage the wow
experience
The Long Wow
Thursday, May 21, 2009
![Page 169: Subject to Change](https://reader033.vdocument.in/reader033/viewer/2022051613/54c83b454a7959d54e8b458b/html5/thumbnails/169.jpg)
wowwowwowwowwowwowwow
Manage your platform for
delivery
wow
Draw from a wide area of unmet needs
Evolve your repeatable
process
Plan and stage the wow
experience
The Long Wow
Thursday, May 21, 2009
![Page 170: Subject to Change](https://reader033.vdocument.in/reader033/viewer/2022051613/54c83b454a7959d54e8b458b/html5/thumbnails/170.jpg)
wowwowwowwowwowwowwowwow
Thursday, May 21, 2009
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wowwowwowwowwowwowwowwow
Are you building a platform that can create
wow moments over the long haul?
Thursday, May 21, 2009
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The experience is the product.
Focus on experience.» Use experience as strategy.
Focus on the lives of customers.» Understand people as people.
Embrace the complexity.» Use systems to support experiences.
Engage in design as an activity.» Design as an organization competency.
Thursday, May 21, 2009
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362 firms
from “Closing the Delivery Gap” by Bain & Company
Thursday, May 21, 2009
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362 firms
95% say they are “customer focused”
from “Closing the Delivery Gap” by Bain & Company
Thursday, May 21, 2009
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362 firms
95% say they are “customer focused”
from “Closing the Delivery Gap” by Bain & Company
80% say they deliver a “superior experience”
Thursday, May 21, 2009
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362 firms
95% say they are “customer focused”
from “Closing the Delivery Gap” by Bain & Company
How many of these firms’ customers agree that they deliver a superior experience?
80% say they deliver a “superior experience”
Thursday, May 21, 2009
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362 firms
95% say they are “customer focused”
from “Closing the Delivery Gap” by Bain & Company
How many of these firms’ customers agree that they deliver a superior experience?
8%
80% say they deliver a “superior experience”
Thursday, May 21, 2009
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Thursday, May 21, 2009
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David [email protected]
Short, but powerful. Easy to read, yet profound. I’ve been searching for just this book: the one perfect book that summarizes the essence of modern product design. This is it... I will use it in my courses for MBA students. You should use it for, well, for everyone.”
— Don Norman, author Design of Everyday Things
SUBJECT TO CHANGEcreating great products and services for an uncertain world
Thursday, May 21, 2009
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Additional Photo Credits
Slides 71, 72, 75. "Basinghill path" David (satguru).http://flickr.com/photos/satguru/2301780965/
Slide 73. "Vincent Massey Park - Path?" Alison C (Allie in Wonderland).http://flickr.com/photos/allie-in-wonderland/1810364260/
Slide 73. "The road/pavement markings." Matt Seppingshttp://flickr.com/photos/chumpolo/165026463/
Slide 62. "Loyal Pal" (dennis and aimee jonez)http://flickr.com/photos/jonezes/233928794/
Slide 68. "blue line" Crispin Semmens (conskeptical).http://flickr.com/photos/conskeptical/292241229/
—all photos some right reserved: Creative Commons http://creativecommons.org/licenses/by/3.0/
Thursday, May 21, 2009
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SUBJECT TO CHANGEcreating great products and services for an uncertain world
Thursday, May 21, 2009
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SUBJECT TO CHANGEcreating great products and services for an uncertain world
Thursday, May 21, 2009