4. BY TALKING TO
PEOPLE AT THE
MOMENT
OF TRUTH
OR CREATING A
MOMENT OF TRUTH
5. THE TRADITIONAL APPROACH:
1. FIND A PRODUCT'S UNIQUE VALUE
PROPOSITION
2. DETERMINE WHAT EMOTIONAL
NEEDS THIS CONNECTS WITH
3. ALIGN YOUR EXECUTIONS AROUND
THESE FEELINGS
6. TRADITIONAL
APPROACH PR
RETAIL
OUTDOOR
THE TV
INSIGHTS STRATEGY CREATIVE
IDEA
RADIO
ONLINE
MOBILE
DM
16. USER EXPERIENCE THE
COMPONENTS OF
USER EXPERIENCE
HONEYCOMB
Delivers against
what they need
USEFUL
Easy to Sought a8er content
navigate relevant to lifestage
USABLE DESIRABLE
VALUABLE
FINDABLE ACCESSIBLE
Well op?mised Efficient informa?on
for search architecture
CREDIBLE
True, believable and
leverages brand Peter Morville
17. USER EXPERIENCE THE
COMPONENTS OF
USER EXPERIENCE
HONEYCOMB
Delivers against
what they need
USEFUL
Easy to Sought a8er content
navigate relevant to lifestage
USABLE DESIRABLE
Easy and cost
effec?ve to Things
maintain work
SUSTAINABLE VALUABLE RELIABLE
FINDABLE ACCESSIBLE
Well op?mised Efficient informa?on
for search architecture
CREDIBLE
True, believable and
leverages brand Peter Morville (plus some)
18. INNOVATION =
A new way of doing something
that is incremental, radical, and
revolutionary
.. and changes thinking, products,
processes, or organizations
23. PERHAPS WE OVERRATE VISUAL DESIGN
Over 80% of designers believe that good visual design is important.
About 50% of the visitors agree.
Only 60% of designers believe up-to-date information is important
80% of visitors think it’s very important
70% of designers think visitors area most always able to maintain
orientation.
Only 10% of visitors agree.
2008 Institute for Dynamic Educational Advancement (IDEA)
38. DESIRABLE
Will people want it?
EMOTIANAL
INNOVATION
VIABLE
Can the business
afford to do it?
EMOTIONAL
INNOVATION
39. APPLE : IS IT ABOUT THE DESIGN PATENTS?
James Conley Clinical Professor at both the Kellogg School of Management
www.core77.com/reactor/12.05_ipod_trademark.asp
40. CONSISTENT THROUGH PRODUCT
EVOLUTION
James Conley Clinical Professor at both the Kellogg School of Management
www.core77.com/reactor/12.05_ipod_trademark.asp
41. THE PHYSICAL FORM = THE BRAND?
James Conley Clinical Professor at both the Kellogg School of Management
www.core77.com/reactor/12.05_ipod_trademark.asp
49. EXPERIENCE INNOVATION HAPPENS WHEN
YOU:
• UNDERSTAND THE VALUE OF A PRODUCT
AROUND THE EMOTIONAL-BASED ELEMENTS
• DEFINE A SUSTAINABLE, VALUABLE PLAN ON
HOW TO ENGAGE YOUR AUDIENCE
• EMPOWER YOUR ORGANIZATION TO PROPERLY
RESEARCH AND DESIGN FOR THE USER EXPERIENCE
THAT DELIVERS THIS
50. “If people were afraid
of change and risk then
they are in wrong
business”
SHELLY LAZURUS AD:TECH 2008