Subject To Change: creating great products and services for an uncertain world
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SUBJECT TO CHANGEcreating great products and services for an uncertain world
Craigslist took the classifiedsEveryone took a piece of the adsBlogs are taking the readers
Media is a mess
Craigslist took the classifiedsEveryone took a piece of the adsBlogs are taking the readers
Media is a mess
Music is in metamorphosisiTunes is the #1 retailerLabels are loosing their grip
Craigslist took the classifiedsEveryone took a piece of the adsBlogs are taking the readers
Media is a mess
Music is in metamorphosisiTunes is the #1 retailerLabels are loosing their grip
Travel is turbulentThe three top quality carriers are all low-fair airlines
, but it’s never been more difficultpredicting the future has never been easy
Predicting the future won’t work.
Predicting the future won’t work.
Meeting about it won’t work.
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.
A Brief History Lesson
A new photographic apparatus
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.
“You press the button,
we do the rest.”
1 2 3
You press the button…
You press the button…
...and we do the rest.
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.
data
logic
user interface
user interface
MAGIC
user interface
data
logic
user interface
data
logic
user interface
The experience is the product.
The experience is the product.
The experience is the product.
Focus on experience.
Focus on the lives of customers.
Embrace the complexity.
Engage in design as an activity.
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.
What is an experience strategy?
What is an experience strategy?
“You press the button,
we do the rest.”
screenshot by Dharmesh Patel
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
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
Does your experience have a north star?
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.
No!
Companies tend to oversimplify their view of people
old ways of thinking
4
At worst:"a gullet whose only purpose in life is to gulp
products and crap cash."
Ruthlessly stolen from The Cluetrain Manifesto
#1
$
Highly rational
Maximizes utility
Quantity!
Homo Economicus
#2
Highly rational
Maximizes utility
Quantity!
Homo Economicus
#2
Task oriented
Goal driven
Efficiency!
#3
Task oriented
Goal driven
Efficiency!
#3
Type A Personality
Docile and gullible
Stories and messaging
Preferences!
#4
Docile and gullible
Stories and messaging
Preferences!
#4
Sheep
Not all wrong, not really right.We are evolving our approaches.
What’s been missing?
The messy complexity of human life
People regularly mix and match products with little regard for
“suggested use.”
photo by Windell Oskay
They challenge social and cultural boundaries
in unexpected ways.
Understand people as people.(Understand them as we understand ourselves.)
What’s been missing?EmotionsContextMeaning
“...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
Emotion
Emotion
EmotionsContextMeaning
TasksGoals
Preferences
More insightBy changing the size and shape of our research filters, more and better information gets through the sifting process.
Do you understand your customers as people?
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.
Experiences don’t match the organization
Experiences don’t match the organization
Experiences cross boundaries
Finance Co.
AdvisorPhoneStatement WebPrint
Finance Co.
Experiences cross boundaries
AdvisorPhoneStatement WebPrint
Embracing the complexity
iterative approaches
Embracing the complexity
iterative approaches
prototyping and making
Embracing the complexity
Finance Co.
AdvisorPhoneStatement WebPrint
iterative approaches
prototyping and making
deep/wide collaboration
pack in features up
front
unfold new experiences
over time
Embracing the complexity
A safer drug delivery system
A safer drug delivery system
A safer drug delivery system
A safer drug delivery system
A safer drug delivery system
The ClearRx system
ClearRX marketingpharmacists pill bottle
POS system
supply chainCRM
training
IT systems and operations
Customer-facing experience
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?
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.
Five ways of thinking of design
Five ways of thinking of design
1. Design as aesthetics
Five ways of thinking of design
1. Design as aesthetics
2. Design as a distinct role
Five ways of thinking of design
1. Design as aesthetics
2. Design as a distinct role
3. Design as a thing
Five ways of thinking of design
1. Design as aesthetics
2. Design as a distinct role
3. Design as a thing
4. Design as a rock star
Five ways of thinking of design
1. Design as aesthetics
2. Design as a distinct role
3. Design as a thing
4. Design as a rock star
5. ???
Design as an activity
Design can be an activity that an organization embraces, that everyone can be involved in.
How do you create customer
loyalty?
Over 75% of consumers have at least one loyalty card— Jupiter Research
“Want loyalty? Get a dog.”— Randy Susan Wagner, CMO of Orbitz
"Christmas isn't something you buy from a store… Christmas, perhaps, means a little bit more.”
Meaning more means repeatedly creating notably great experiences
True loyalty — and the word-of-mouth that comes with it — evolves natural from the great experience you have with a company over time.
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.
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
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
pack in features up
front
unfold new experiences
over time
wowSynched tracking
{ }
{ }…it’s the eye of the tiger it the thrill of the fight…
wowPowersong!
wowCollaborativerunning
wowNetworkedrunning events
Pedometer
Running shoes
iPod nano
Nike+ website
Tracking tools
Music
Pedometer
Running shoes
iPod nano
Nike+ website
Tracking tools
Music
Desktop widgets
Nike+ sportsband
Pedometer
Running shoes
iPod nano
Nike+ website
Tracking tools
MusicSport iMixes
Collaborative running
Networked running events
Desktop widgets
Nike+ sportsband
Pedometer
Running shoes
iPod nano
Nike+ website
Tracking tools
Music
Powersongs
Voiceover feedback
Synched tracking
Sport iMixes
Collaborative running
Networked running events
Desktop widgets
Nike+ sportsband
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
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
wowwowwowwowwowwowwowwow
Are you building a platform that can create
wow moments over the long haul?
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.
Goals of the book
Articulate a new approach to creating products and services in an uncertain world
Goals of the book
Articulate a new approach to creating products and services in an uncertain world
And address a gaping hole in how companies serve people
362 firms
from “Closing the Delivery Gap” by Bain & Company
362 firms
95% say they are “customer focused”
from “Closing the Delivery Gap” by Bain & Company
362 firms
95% say they are “customer focused”
from “Closing the Delivery Gap” by Bain & Company
80% say they deliver a “superior experience”
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”
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”
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
Peter Merholz
Brandon Schauer
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
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/
SUBJECT TO CHANGEcreating great products and services for an uncertain world
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