warp #2 tomasz klekowski - do etnographers create technology - customer centric innovation at...
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Tomasz Klekowski (Business GTM Director EMEA, Intel Corporation) – „Do etnographers create technology? - customer centric innovation at Intel” is a presentation from WARP #2 – hub:raum’s turbo acclerator for CEE startups taking place in Krakow twice a year. Apply for the next edition! www.hubraum.com/apply (select “Krakow” and “Accelerator”). More information: www.hubraum.com/warpTRANSCRIPT
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Do etnographers create technology? - customer centric innovation at Intel
Tomasz KlekowskiBusiness GTM Director EMEA, Intel Corporation
07 June 20141
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History of IntelBack in 1968, two scientists, Robert Noyce and Gordon Moore, founded Intel with a vision for semiconductor
memory products. By 1971, they had introduced the world’s first microprocessor. Since then, Intel has established a heritage
of innovation that continues to expand the reach and promise of computing while advancing the ways people work and live worldwide.
Data Center Client Ultra-Mobile Wearables/IoT
…. And Today
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Deliver breakthrough
innovations to fuel Intel’s growth and
technology leadership
INTEL LABS COLLABORATE FOR RESULTS
UNIVERSITIES GOVERNMENTS INDUSTRY
KEY RESEARCH FOCUS AREAS
USEREXPERIENCE
ARCHITECTURE
AND DESIGN
SYSTEMS AND SOFTWARE
SECURITY AND PRIVACY
INTEGRATED COMPUTING
STRATEGY, PLANNING and COLLABORATION
INTEL LABS EUROPESustainable Intelligent Systems
INTEL LABS CHINAChina Tech Ecosystem
ADDITIONAL ORGANIZATIONS
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Intel R&D Philosophy Milestones
1968 – component design
1991 – Intel Inside campaign is born
• „People use our technology”
2003 – Centrino Mobile Technology
• enduser focused innovation
2012 – Ultrabook design
• User Experience
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User Experience and Persona Led Design
Etnographers in Action
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User Experience Key Terms
usagepeople systems
*A usage model is a formal description, including several types of supporting data.
Experience is what a person thinks, feels and perceives, before, during, and after using a product or service.
End-User Need is a pain point or an aspiration.
Capability is the ability of a system to perform some meaningful action in pursuit of a user's goals, described from the user’s perspective.
Usage* is how the system is utilized by a person for a particular purpose or need.
Feature helps identify or name technologies which enable a usage to be realized. A feature can include multiple technologies.
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UX Key Terms
A basic human aspiration or pain point.End-User
NeedKnowledge
Kindle Example
What a person thinks, feels and perceives, before, during, and after using a product
or service.Experience
Freedom of Having a Library
in My Hand
How the system is used by a person for a particular purpose.Usage Select and Read
Books on the Go
The ability of a system to perform some meaningful action in pursuit of a users
goal.Capability
Read Content Indoors or in
Full Sun
Technologies which enable a usage to be realized. Feature
E Ink, Reflective Display, Cloud,
3G
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The Essence of User Experience Driven Approach
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Verify that solution
delivers the UX
ImplementTranslate to ENG spec
Define the Experience
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Intel Confidential
Persona Based Design
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The idea is to design the system just for that one persona
© 2010 Institute for the Future. All rights reserved. | SR-1352A
Meet Carlos
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Household and Life Stage• Finding independence and success through maker
movement, building 3-D printers
Occupation and Interests• Student • Hacker• Builder/Creator
Hopes and Fears• Start his own business building 3-D printers • Achieve financial independence and make his
parents proud
20202012
18 26
Sao Paulo, Brazil
São Paulo Is proven to be an effective method for generating meaningful solutions than setting out to design the system for a very broad population
Personas are fictional characters grounded in surveying real people with real needs
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Meet Lily – A typical Small Business
Owner in Nairobi, Kenya
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Personas in Marketing: Business Marketing Target Audiences
Tech Enthusiast PersonaIT manager or director in medium & large business Tech enthusiast companies
Works closely with business colleagues to understand customer needs
Develops IT proposals & ROI analysis for senior management
Depends on the IT team to learn about emerging technology
Inspired to bring technology solutions to business problems
Maintains a close network of peers for advice & help
Intel is not top of mind but seen in a positive light
Tech Evolving PersonaA senior partner or owner of a Tech Evolving small business, often holding multiple roles
Relies on a broad network to stay informed of technology solutions - customers, competitors, IT partners and suppliers
Makes IT decisions, but has no technical training
Technology plays an important role in the business, but the focus is on customers & managing growth
Likes to maintain control – inclined to stay with proven technology solutions
While not top of mind, Intel is a known & recommended brand. Balances the value Intel brings relative to budget
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Radical InnovationIdeo’s design philosophy
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Six Steps Process of Designing
Observation
Synthesis
Brainstorming
Rapid Prototyping
Refining
Implementation
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http://www.youtube.com/watch?v=3sOeSkTUTA0
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The Value of Business ModelIntel vPRO technology
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Value Chain vs, Supply Chain- Intel vPro Technology Case
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Supply Chain vs. Value Chain
Supply chain
Intel
PC producers
Distributors
Customers
Value chain
Intel
PC producers
ISVs
System integrators
Service providers
Customers
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Summary
User Experience and Market Inspiration are in the heart of technology development
Design thinking is an established process
Understanding of the business model and value creation chain is a must
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Observe
Empathic observation
Design for specific, identifiable user
Customer segmentation
Shadowing
Behavioral mapping
Consumer journey
Camera journals
Extreme user intervieves
Storytelling
Unfocused groups
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Synthesise
Tell the story to make sense out of the data
Develop the structure for data organization
Identify key variables
Identify the customer journey
Storytelling
Principle identification
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Brainstorm
Generate as many ideas as possible
Interdisciplinary teams bring many perspectives
Tolerance for failure
Don’t dismiss any ideas
No BUTs ony ANDs
Encourage wild ideas
Go for quantity
Be visual
Stay focused on one topic
Vote on ideas
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Prototyping
Learn from the failures
Quick and dirty
Experiment early and often
Be visual
Mock up everything
Go fast
Use videography
Bodystorm – use actual employees and customers
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Refining
Narrow down the choices
Focus prototyping
Engage the client
Be ruthless in making sellection
Get agreement from all stakeholders
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Implement
Learn as you implement
Change people’s behaviour
Phisically manifest the new behaviours
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Intel Corporation The World’s Largest Semiconductor Manufacturer
• Leading Manufacturer of Computer, Networking & Communications Products
• Founded by Gordon Moore and Robert Noyce in 1968
• Headquartered in Santa Clara, California
• $52.7B in Annual Revenues - 25+ Consecutive Years of Positive Net Income
• 170 Sites in 66 Countries
• Over 107,000 Employees – 84,600 technical roles, 10,200 Masters in Science, 5,400 PhD’s, 4,000 MBA’s
• Named one of the Top Ten Most Valuable Brands in the World by Interbrand
• Ranked #42 on Fortune’s World’s Most Admired Companies
• Largest Voluntary Purchaser of Green Power in the United States for 6 years in a row
• Invests $100 Million Each Year in Education Across More than 100 Countries
• 4 Million Hours of Volunteer Service toward improving education over the past decade
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Intel’s Vision
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This decade we will create and extend computing technology
to connect and enrich the lives of every person on earth.