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SUBJECT TO CHANGE creating great products and services for an uncertain world
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Subject To Change: creating great products and services for an uncertain world

Aug 11, 2014

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Automotive

Adaptive Path

As an introduction to Adaptive Path's new book, Subject to Change, this presentation covers key points from the book on creating great products and services for an uncertain world.
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Page 1: Subject To Change: creating great products and services for an uncertain world

SUBJECT TO CHANGEcreating great products and services for an uncertain world

Page 2: Subject To Change: creating 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

Page 3: Subject To Change: creating 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

Music is in metamorphosisiTunes is the #1 retailerLabels are loosing their grip

Page 4: Subject To Change: creating 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

Music is in metamorphosisiTunes is the #1 retailerLabels are loosing their grip

Travel is turbulentThe three top quality carriers are all low-fair airlines

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

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Predicting the future won’t work.

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Predicting the future won’t work.

Meeting about it won’t work.

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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.

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A Brief History Lesson

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A new photographic apparatus

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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.

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“You press the button,

we do the rest.”

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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.

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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.

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data

logic

user interface

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user interface

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MAGIC

user interface

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data

logic

user interface

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data

logic

user interface

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The experience is the product.

Page 24: Subject To Change: creating great products and services for an uncertain world

The experience is the product.

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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.

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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.

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What is an experience strategy?

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What is an experience strategy?

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“You press the button,

we do the rest.”

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screenshot by Dharmesh Patel

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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

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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

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Page 34: Subject To Change: creating great products and services for an uncertain world

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.

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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

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Highly rational

Maximizes utility

Quantity!

Homo Economicus

#2

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Task oriented

Goal driven

Efficiency!

#3

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Task oriented

Goal driven

Efficiency!

#3

Type A Personality

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Docile and gullible

Stories and messaging

Preferences!

#4

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Docile and gullible

Stories and messaging

Preferences!

#4

Sheep

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Not all wrong, not really right.We are evolving our approaches.

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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.

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

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What’s been missing?EmotionsContextMeaning

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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

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Emotion

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EmotionsContextMeaning

TasksGoals

Preferences

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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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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.

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Experiences don’t match the organization

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Experiences don’t match the organization

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Experiences cross boundaries

Finance Co.

AdvisorPhoneStatement WebPrint

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Finance Co.

Experiences cross boundaries

AdvisorPhoneStatement WebPrint

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Embracing the complexity

iterative approaches

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Embracing the complexity

iterative approaches

prototyping and making

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Embracing the complexity

Finance Co.

AdvisorPhoneStatement WebPrint

iterative approaches

prototyping and making

deep/wide collaboration

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pack in features up

front

unfold new experiences

over time

Embracing the complexity

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A safer drug delivery system

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A safer drug delivery system

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A safer drug delivery system

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A safer drug delivery system

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A safer drug delivery system

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The ClearRx system

ClearRX marketingpharmacists pill bottle

POS system

supply chainCRM

training

IT systems and operations

Customer-facing experience

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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?

Page 75: Subject To Change: creating great products and services for an uncertain world

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.

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Five ways of thinking of design

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Five ways of thinking of design

1. Design as aesthetics

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Five ways of thinking of design

1. Design as aesthetics

2. Design as a distinct role

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Five ways of thinking of design

1. Design as aesthetics

2. Design as a distinct role

3. Design as a thing

Page 80: Subject To Change: creating great products and services for an uncertain world

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

Page 81: Subject To Change: creating great products and services for an uncertain world

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. ???

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Design as an activity

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

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How do you create customer

loyalty?

Over 75% of consumers have at least one loyalty card— Jupiter Research

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“Want loyalty? Get a dog.”— Randy Susan Wagner, CMO of Orbitz

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"Christmas isn't something you buy from a store… Christmas, perhaps, means a little bit more.”

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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.

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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.

Page 88: Subject To Change: creating great products and services for an uncertain world

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

Page 89: Subject To Change: creating great products and services for an uncertain world

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

Page 90: Subject To Change: creating great products and services for an uncertain world

pack in features up

front

unfold new experiences

over time

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wowSynched tracking

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{ }

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{ }…it’s the eye of the tiger it the thrill of the fight…

wowPowersong!

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wowCollaborativerunning

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wowNetworkedrunning events

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Pedometer

Running shoes

iPod nano

Nike+ website

Tracking tools

Music

Page 100: Subject To Change: creating great products and services for an uncertain world

Pedometer

Running shoes

iPod nano

Nike+ website

Tracking tools

Music

Desktop widgets

Nike+ sportsband

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Pedometer

Running shoes

iPod nano

Nike+ website

Tracking tools

MusicSport iMixes

Collaborative running

Networked running events

Desktop widgets

Nike+ sportsband

Page 102: Subject To Change: creating great products and services for an uncertain world

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

Page 103: Subject To Change: creating great products and services for an uncertain world

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

Page 104: Subject To Change: creating great products and services for an uncertain world

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

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wowwowwowwowwowwowwowwow

Are you building a platform that can create

wow moments over the long haul?

Page 106: Subject To Change: creating great products and services for an uncertain world

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.

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Goals of the book

Articulate a new approach to creating products and services in an uncertain world

Page 108: Subject To Change: creating great products and services for 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

Page 109: Subject To Change: creating great products and services for an uncertain world

362 firms

from “Closing the Delivery Gap” by Bain & Company

Page 110: Subject To Change: creating great products and services for an uncertain world

362 firms

95% say they are “customer focused”

from “Closing the Delivery Gap” by Bain & Company

Page 111: Subject To Change: creating great products and services for an uncertain world

362 firms

95% say they are “customer focused”

from “Closing the Delivery Gap” by Bain & Company

80% say they deliver a “superior experience”

Page 112: Subject To Change: creating great products and services for an uncertain world

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”

Page 113: Subject To Change: creating great products and services for an uncertain world

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”

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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

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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

Page 117: Subject To Change: creating 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/

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SUBJECT TO CHANGEcreating great products and services for an uncertain world