Subject to Change

Thursday, May 21, 2009

SUBJECT TO CHANGEcreating great products and services for an uncertain world


Media is a mess


Media is a messCraigslist took the classifiedsEveryone took a piece of the adsBlogs are taking the readers


Music is in metamorphosis





iTunes is the #1 retailerLabels are loosing their grip



Travel is turbulent





Travel is turbulent



The three top quality carriers are all low-fair airlines


predicting the future has never been easy


, but it’s never been more difficultpredicting the future has never been easy


Predicting the future won’t work.



Meeting about it 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.

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


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

“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


data

logic

user interface


data

logic

user interface


The experience is the product.





Focus on experience.

Focus on the lives of customers.

Embrace the complexity.

Engage in design as an activity.



Focus on experience.» Use experience as strategy.

Focus on the lives of customers.




“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



“It’s entertainment, stupid”


* 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.





Does your experience have a north star?




Focus on the lives of customers.» Understand people as people.





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.


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 people as people.(Understand them as we understand ourselves.)


What’s been missing?


What’s been missing?Emotions


What’s been missing?EmotionsContext


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


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?





Embrace the complexity.» Use systems to support experiences.



Experiences don’t match the organization






Experiences cross boundaries

Finance Co.

AdvisorPhoneStatement WebPrint


Finance Co.

Experiences cross boundaries



Embracing the complexity

iterative approaches




prototyping and making





Finance Co.



prototyping and making

deep/wide collaboration




pack in features up

front



pack in features up

front

unfold new experiences

over time



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


POS system

supply chainCRM

training




The ClearRx system


POS system

supply chainCRM

training



What are you doing to harness change?






Engage in design as an activity.» Design as an organization competency.


Five ways of thinking of design


1. Design as aesthetics


1. Design as aesthetics


2. Design as a distinct role


2. Design as a distinct role


3. Design as a thing


3. Design as a thing


4. Design as a rock star


4. Design as a rock star


Design as an activity



Design can be an activity that an organization embraces, that everyone can be involved in.





Idea fabricator



Idea fabricator

Reframing the fuzz



Idea fabricator

Reframing the fuzz

The Long Wow


How do you create customer

loyalty?


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 naturally 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.


Peak-end rule


Peak-end rule

from Daniel Kahneman


Peak-end rule



Peak-end rule



Peak-end rule



Peak-end rule


average


Peak-end rule


average

average


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


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

Voiceover feedback


Pedometer

Running shoes

iPod nano

Nike+ website

Tracking tools

Music

Voiceover feedback

Synched tracking


Pedometer

Running shoes

iPod nano

Nike+ website

Tracking tools

Music

Powersongs

Voiceover feedback

Synched tracking


Pedometer

Running shoes

iPod nano

Nike+ website

Tracking tools

Music

Powersongs

Voiceover feedback

Synched tracking

Collaborative running


Pedometer

Running shoes

iPod nano

Nike+ website

Tracking tools

Music

Powersongs

Voiceover feedback

Synched tracking


Networked running events


Pedometer

Running shoes

iPod nano

Nike+ website

Tracking tools

Music

Powersongs

Sport iMixes

Voiceover feedback

Synched tracking




Pedometer

Running shoes

iPod nano

Nike+ website

Tracking tools

Music

Powersongs

Desktop widgets

Sport iMixes

Voiceover feedback

Synched tracking




Pedometer

Running shoes

iPod nano

Nike+ website

Tracking tools

Music

Powersongs

Desktop widgets

Sport iMixes

Voiceover feedback

Synched tracking



Nike+ sportsband



delivery

wow



process


experience

The Long Wow


wowwowwowwowwowwowwow


delivery

wow



process


experience

The Long Wow


wowwowwowwowwowwowwowwow


wowwowwowwowwowwowwowwow

Are you building a platform that can create

wow moments over the long haul?






Engage in design as an activity.» Design as an organization competency.


362 firms

from “Closing the Delivery Gap” by Bain & Company


362 firms

95% say they are “customer focused”



362 firms



80% say they deliver a “superior experience”


362 firms



How many of these firms’ customers agree that they deliver a superior experience?



362 firms



How many of these firms’ customers agree that they deliver a superior experience?

8%




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



mailto:[email protected]

mailto:[email protected]

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/


http://flickr.com/photos/satguru/2301780965/

http://flickr.com/photos/satguru/2301780965/

http://flickr.com/photos/allie-in-wonderland/1810364260/

http://flickr.com/photos/allie-in-wonderland/1810364260/

http://flickr.com/photos/chumpolo/165026463/

http://flickr.com/photos/chumpolo/165026463/

http://flickr.com/photos/jonezes/233928794/

http://flickr.com/photos/jonezes/233928794/

http://flickr.com/photos/conskeptical/292241229/

http://flickr.com/photos/conskeptical/292241229/

http://creativecommons.org/licenses/by/3.0/

http://creativecommons.org/licenses/by/3.0/





Subject to Change

Technology

future wont work

horizontal plate

exposethe plate

short focus

desired number of plates

sensitized plates

grip travel

high trees