Kai Halsinger - Insights: 25 Years Productizing - Productized16

$300 MILLIONINVESTED BY INTEL INTO THE ULTRABOOK PROJECT

LONGER BATTERY

LIFE

SLIM COMPONENT &

PLATFORM TECH

NEW & ENHANCED

CONSUMER

EXPERIENCES

$300 MILLION

?

HOW GOOD IS THE ULTRABOOK CONSUMER EXPERIENCE?

HEURISTIC AUDIT

20+ CROSS BU UX EXPERTS RESEARCHED:

. 100’s CONSUMER FEEDBACK ARTICLES

. INTEL, CHANNEL, OEM, ETC. MARKETING

. IN-STORE VISITS

. PRIMARY RESEARCH INTERVIEWS

EXPLORE, DISCOVER, LEARN, SOLVE

SYNTHESIZE

CONSUMER JOURNEY

MOVING ON

DAILY USE

INTRO

INITIAL USE

PURCHASE POINT

DISCOVER

EXPLORE

SHOP

OOBE

SET UP

CUSTOMIZE

FIX

TRAVEL

CONSUME/CREATE

REFLECT

PLAN

MOVE ON

STA

RT

RO

UT

INE

US

E

NEW INTEREST

THIS IS ELI’S ULTRABOOK JOURNEY

MEETELI

ELI ISSELF INFORMED (NEWS, MUSIC)ON CUTTING EDGE (LATEST TECH)URBAN DWELLER & SURFING ADDICTA CREATOR: DESIGN & PHOTOGRAPHY

ELI WANTS TO IMPROVE AS A WEB DEVELOPERSTAY AHEAD OF THE COMPETITION& BE ACTIVE IN HIS COMMUNITY

DISCOVERELI’S FIRST EXPOSURE TO THE ULTRABOOK

“I SAW THE ULTRABOOK ADS ON TV.

I WAS INTRIGUED, BUT I DON’T

REALLY KNOW WHAT IT IS.”

DISCOVER

DISCOVER “I GET THAT IT’S THIN AND LIGHT AND

IT LOOKS SLEEK. BUT, I AM NOT CLEAR

WHAT MAKES IT ‘ULTRA…?”

THE SPEC PROMISE OF THE

ULTRABOOK STICKS

THIN + LIGHT + SLEEK

PHYSICAL ATTRIBUTES OF THE PRODUCT ARE

NOTICED, UNDERSTOOD AND APPRECIATED

DISCOVER INSIGHT:

…BUT THERE IS NO PROMISE

OF AN USER EXPERIENCE

THE CONSUMER IS NOT GIVEN A DESIRABLE

OR COMPELLING STORY OF THE PRODUCT –

MISSES TO BUILD RELATIONSHIP.

DISCOVER INSIGHT:

EXPLOREELI’S SEARCH FOR MORE INFORMATION

“I’M LOOKING FOR SOMETHING

THAT WORKS FOR ME, BUT I’M NOT

SURE WHERE TO EVEN START.”

EXPLORE

“I WILL START WITH THESE

REVIEWS IN PC MAG AND ON

AMAZON…”

EXPLORE

REVIEWS SAY “WAIT”

REVIEWS SAY THAT ULTRABOOKS STILL

HAVE PROBLEMS. THEY ARE TELLING

CONSUMERS TO WAIT FOR THE NEXT

GENERATION

EXPLORE INSIGHT:

THE “ULTRABOOK”

MESSAGE IS CONFUSING

THE MESSAGING ACROSS VARIOUS

CHANNELS IS INCONSISTENT AND DOES

NOT RESONATE WITH THE USER.

EXPLORE INSIGHT:

SHOPELI “TEST-DRIVES” ULTRABOOKS

“WOW… 110 CHOICES. I AM TOTALLY

OVERWHELMED. HOW DO I DECIDE?”

SHOP

“I DON’T WANT TO COMPARE BASED ON

TECHNICAL SPECS. NONE OF THESE DO

ANYTHING UNIQUE OR SPECIAL.”

SHOP

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