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SUBJECT TO CHANGE
creating great products and services for an uncertain world
Media is a mess
Craigslist took the classifieds
Everyone took a piece of the ads
Blogs are taking the readers
Media is a mess
Craigslist took the classifieds
Everyone took a piece of the ads
Blogs are taking the readers


Music is in metamorphosis
iTunes is the #1 retailer
Labels are loosing their grip
Media is a mess
Craigslist took the classifieds
Everyone took a piece of the ads
Blogs are taking the readers


Music is in metamorphosis
iTunes is the #1 retailer
Labels are loosing their grip



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 difficult
Predicting the future won’t work.
Predicting the future won’t work.




Meeting about it won’t work.
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.
A Brief History Lesson
tus
A new photographic appara
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
                         tus
  new photographic appara
                              beyond a distance of three yards from the apparatus is in
A                              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.”
Subject To Change: creating great products and services for an uncertain world
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.
user interface

    logic


    data
user interface
user interface




MAGIC
user interface

    logic


    data
user interface

    logic


    data
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
Our Vision
                   Calendar:
         to Google
The Road           portant to h
                                ave one)
                       (it’s im
                                              rks for you
                               dar that wo
                uild a calen
  • Set out to b           ling, and jo
                                        yous to use           r
               ually appea                        the calenda
                                                   to
      – Fast, vis                     formation in                 etc.)
                    sim ple to get in                 invitations,
      –  Drop dead                creen   (reminders,              lace
                     oxes on a s                      life in one p
       – More than b                  see  your whole
                        so you can
       – E asy to share
                                                 ot everyon             e
                                   o rld where n
                      consumer w           e system)
    • De signed for a         on the sam
                  dar (or one
      has a calen          nd publish)
                    Is (import a
        – Open AP                 ne
                     s for everyo
        – Invitation



                                                    Mana                    ger
                             arl Sjogre en, Product
            —pre sented by C
Our Vision
                   Calendar:
         to Google
The Road           portant to h
                                ave one)
                       (it’s im
                                              rks for you
                               dar that wo
                uild a calen
  • Set out to b           ling, and jo
                                        yous to use           r
               ually appea                        the calenda
                                                   to
      – Fast, vis                     formation in                 etc.)
                    sim ple to get in                 invitations,
      –  Drop dead                creen   (reminders,              lace
                     oxes on a s                      life in one p
       – More than b                  see  your whole
                        so you can
       – E asy to share
                                                 ot everyon             e
                                   o rld where n
                      consumer w           e system)
    • De signed for a         on the sam
                  dar (or one
      has a calen          nd publish)
                    Is (import a
        – Open AP                 ne
                     s for everyo
        – Invitation



                                                    Mana                    ger
                             arl Sjogre en, Product
            —pre sented by C
Subject To Change: creating great products and services for an uncertain world
rth star?
                         ave a no
                    nce h
         r ex perie
Doe s you
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
4
old ways of
  thinking
#1


                                                      $
                 At worst:
 quot;a gullet whose only purpose in life is to gulp
            products and crap cash.quot;




                                 Ruthlessly stolen from The Cluetrain Manifesto
#2




     Homo Economicus
        Highly rational
        Maximizes utility
          Quantity!
#2




     Homo Economicus
        Highly rational
        Maximizes utility
          Quantity!
#3




     Task oriented
      Goal driven
      Efficiency!
#3




     Type A Personality
         Task oriented
          Goal driven
          Efficiency!
#4




      Docile and gullible
     Stories and messaging
          Preferences!
#4




           Sheep
      Docile and gullible
     Stories and messaging
          Preferences!
Not all wrong, not really right.
 We are evolving our approaches.
What’s been missing?
The messy complexity of human life
photo by
           Windell
                   Oskay




                           People regularly mix
                           and match products
                           with little regard for
                             “suggested use.”
They challenge social
and cultural boundaries
 in unexpected ways.
Understand people as people.
(Understand them as we understand ourselves.)
What’s been missing?
     Emotions
      Context
     Meaning
Emotion

“...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.”
— Don Norman, Emotional Design
Emotion
Emotion
Tasks      Emotions
   Goals       Context
Preferences   Meaning
More insight
By changing the size and shape
of our research filters, more
and better information gets
through the sifting process.
peo ple?
                                      rs as
                              cus tome
                       your
             ders tand
     yo u un
Do
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.




Statement Phone   Print   Advisor Web
Experiences cross boundaries


                    Finance Co.




Statement   Phone     Print   Advisor   Web
Embracing the complexity

 iterative
approaches
Embracing the complexity

 iterative    prototyping
approaches    and making
Embracing the complexity

 iterative            prototyping        deep/wide
approaches            and making        collaboration


              Finance Co.




Statement Phone   Print   Advisor Web
Embracing the complexity




         pack in     unfold new
       features up   experiences
          front       over time
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



        pill bottle
                             pharmacists    ClearRX marketing

Customer-facing experience




                             POS system         training


         CRM                 supply chain

IT systems and operations
The ClearRx system



                                                               nge?
        pill bottle

                                                       s cha
                              pharmacists         ClearRX marketing

                                             ha rnes
                                 ng to
Customer-facing experience

                             doi
        at are you
 Wh                           POS system             training


         CRM                  supply chain

IT systems and operations
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.
Over 75% of consumers have at least one loyalty card
                                          — Jupiter Research




  How do you
create customer
    loyalty?
“Want loyalty? Get a dog.”
           — Randy Susan Wagner, CMO of Orbitz
quot;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.
The Long Wow

                        Plan and stage
                           the wow
                          experience


               wow
Manage your                              Evolve your
platform for                             repeatable
  delivery                                 process




                     Draw from a
                     wide area of
                     unmet needs
4. Plan and stage the wow experience
  organize a pipeline of wow moments that can be
  introduced through your palette of touchpoints over time




   Before     Now       Next    Later
pack in     unfold new
features up   experiences
   front       over time
Subject To Change: creating great products and services for an uncertain world
Subject To Change: creating great products and services for an uncertain world
Subject To Change: creating great products and services for an uncertain world
wow
Synched tracking
{ }
{   …it’s the eye of the tiger it the thrill of the fight…   }

                                                                 wow
                                      Powersong!
wow
Collaborative
running
wow
Networked
running events
Running
                      shoes

                                    iPod nano

Tracking
  tools                 Pedometer


            Nike+
           website                         Music
Nike+
                     Running
                                                sportsband
                      shoes

                                    iPod nano

Tracking
  tools                 Pedometer


            Nike+
           website                         Music

                         Desktop
                         widgets
Nike+
                            Running
                                                       sportsband
                             shoes

                                           iPod nano
           Networked running events
Tracking
  tools                        Pedometer


                   Nike+
                  website                         Music
                                                                Sport iMixes
                                Desktop
    Collaborative running       widgets
Nike+
                              Running
                                                           sportsband
                               shoes
 Synched tracking
                                             iPod nano
           Networked running events
Tracking
  tools                          Pedometer
                                               Voiceover feedback
                     Nike+
                    website                         Music
                                                                      Sport iMixes
                                  Desktop
    Collaborative running         widgets
                                                         Powersongs
The Long Wow

                        Plan and stage
                           the wow
                          experience


               wow
Manage your                              Evolve your
platform for                             repeatable
  delivery                                 process




                     Draw from a
                     wide area of
                     unmet needs
The Long Wow

                      Plan and stage
                         the wow
                        experience


               wow wow wow wow wow wow wow wo
Manage your                            Evolve your
platform for                           repeatable
  delivery                               process




                   Draw from a
                   wide area of
                   unmet needs
eate
                               at c an cr
                          rm thwow wow wow wo
       wow wow wowfo g haul?
                     lat wow
                g a p the lon
           ildin over
       u bu nts
A re yo ome
w  ow m
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”

                   80% say they deliver a
                   “superior experience”




from “Closing the Delivery Gap” by Bain & Company
362 firms

                   95% say they are
                   “customer focused”

                   80% say they deliver a
                   “superior experience”




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




from “Closing the Delivery Gap” by Bain & Company
362 firms

                   95% say they are
                   “customer focused”

                   80% say they deliver a
                   “superior experience”




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




                   8%
from “Closing the Delivery Gap” by Bain & Company
Subject To Change: creating great products and services for an uncertain world
SUBJECT TO CHANGE
creating great products and services for an uncertain world


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 CHANGE
creating great products and services for an uncertain world


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



  Peter Merholz
  Brandon Schauer
Additional Photo Credits

Slides 71, 72, 75. quot;Basinghill pathquot; David (satguru).
http://flickr.com/photos/satguru/2301780965/

Slide 73. quot;Vincent Massey Park - Path?quot; Alison C (Allie in Wonderland).
http://flickr.com/photos/allie-in-wonderland/1810364260/

Slide 73. quot;The road/pavement markings.quot; Matt Seppings
http://flickr.com/photos/chumpolo/165026463/

Slide 62. quot;Loyal Palquot; (dennis and aimee jonez)
http://flickr.com/photos/jonezes/233928794/

Slide 68. quot;blue linequot; 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 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

  • 1. SUBJECT TO CHANGE creating great products and services for an uncertain world
  • 2. Media is a mess Craigslist took the classifieds Everyone took a piece of the ads Blogs are taking the readers
  • 3. Media is a mess Craigslist took the classifieds Everyone took a piece of the ads Blogs are taking the readers Music is in metamorphosis iTunes is the #1 retailer Labels are loosing their grip
  • 4. Media is a mess Craigslist took the classifieds Everyone took a piece of the ads Blogs are taking the readers Music is in metamorphosis iTunes is the #1 retailer Labels are loosing their grip Travel is turbulent The three top quality carriers are all low-fair airlines
  • 5. predicting the future has never been easy, but it’s never been more difficult
  • 6. Predicting the future won’t work.
  • 7. Predicting the future won’t work. Meeting about it won’t work.
  • 8. 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.
  • 11. 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 tus new photographic appara beyond a distance of three yards from the apparatus is in A 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.
  • 12. “You press the button, we do the rest.”
  • 14. 1 2 3
  • 15. You press the button…
  • 16. You press the button… ...and we do the rest.
  • 17. 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.
  • 18. user interface logic data
  • 21. user interface logic data
  • 22. user interface logic data
  • 23. The experience is the product.
  • 24. The experience is the product.
  • 25. The experience is the product. Focus on experience. Focus on the lives of customers. Embrace the complexity. Engage in design as an activity.
  • 26. 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.
  • 27. What is an experience strategy?
  • 28. What is an experience strategy?
  • 29. “You press the button, we do the rest.”
  • 31. Our Vision Calendar: to Google The Road portant to h ave one) (it’s im rks for you dar that wo uild a calen • Set out to b ling, and jo yous to use r ually appea the calenda to – Fast, vis formation in etc.) sim ple to get in invitations, – Drop dead creen (reminders, lace oxes on a s life in one p – More than b see your whole so you can – E asy to share ot everyon e o rld where n consumer w e system) • De signed for a on the sam dar (or one has a calen nd publish) Is (import a – Open AP ne s for everyo – Invitation Mana ger arl Sjogre en, Product —pre sented by C
  • 32. Our Vision Calendar: to Google The Road portant to h ave one) (it’s im rks for you dar that wo uild a calen • Set out to b ling, and jo yous to use r ually appea the calenda to – Fast, vis formation in etc.) sim ple to get in invitations, – Drop dead creen (reminders, lace oxes on a s life in one p – More than b see your whole so you can – E asy to share ot everyon e o rld where n consumer w e system) • De signed for a on the sam dar (or one has a calen nd publish) Is (import a – Open AP ne s for everyo – Invitation Mana ger arl Sjogre en, Product —pre sented by C
  • 34. rth star? ave a no nce h r ex perie Doe s you
  • 35. 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.
  • 36. No!
  • 37. Companies tend to oversimplify their view of people
  • 38. 4 old ways of thinking
  • 39. #1 $ At worst: quot;a gullet whose only purpose in life is to gulp products and crap cash.quot; Ruthlessly stolen from The Cluetrain Manifesto
  • 40. #2 Homo Economicus Highly rational Maximizes utility Quantity!
  • 41. #2 Homo Economicus Highly rational Maximizes utility Quantity!
  • 42. #3 Task oriented Goal driven Efficiency!
  • 43. #3 Type A Personality Task oriented Goal driven Efficiency!
  • 44. #4 Docile and gullible Stories and messaging Preferences!
  • 45. #4 Sheep Docile and gullible Stories and messaging Preferences!
  • 46. Not all wrong, not really right. We are evolving our approaches.
  • 48. The messy complexity of human life
  • 49. photo by Windell Oskay People regularly mix and match products with little regard for “suggested use.”
  • 50. They challenge social and cultural boundaries in unexpected ways.
  • 51. Understand people as people. (Understand them as we understand ourselves.)
  • 52. What’s been missing? Emotions Context Meaning
  • 53. Emotion “...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.” — Don Norman, Emotional Design
  • 56. Tasks Emotions Goals Context Preferences Meaning
  • 57. More insight By changing the size and shape of our research filters, more and better information gets through the sifting process.
  • 58. peo ple? rs as cus tome your ders tand yo u un Do
  • 59. 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.
  • 60. Experiences don’t match the organization
  • 61. Experiences don’t match the organization
  • 62. Experiences cross boundaries Finance Co. Statement Phone Print Advisor Web
  • 63. Experiences cross boundaries Finance Co. Statement Phone Print Advisor Web
  • 64. Embracing the complexity iterative approaches
  • 65. Embracing the complexity iterative prototyping approaches and making
  • 66. Embracing the complexity iterative prototyping deep/wide approaches and making collaboration Finance Co. Statement Phone Print Advisor Web
  • 67. Embracing the complexity pack in unfold new features up experiences front over time
  • 68. A safer drug delivery system
  • 69. A safer drug delivery system
  • 70. A safer drug delivery system
  • 71. A safer drug delivery system
  • 72. A safer drug delivery system
  • 73. The ClearRx system pill bottle pharmacists ClearRX marketing Customer-facing experience POS system training CRM supply chain IT systems and operations
  • 74. The ClearRx system nge? pill bottle s cha pharmacists ClearRX marketing ha rnes ng to Customer-facing experience doi at are you Wh POS system training CRM supply chain IT systems and operations
  • 75. 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.
  • 76. Five ways of thinking of design
  • 77. Five ways of thinking of design 1. Design as aesthetics
  • 78. Five ways of thinking of design 1. Design as aesthetics 2. Design as a distinct role
  • 79. Five ways of thinking of design 1. Design as aesthetics 2. Design as a distinct role 3. Design as a thing
  • 80. 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
  • 81. 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. ???
  • 82. Design as an activity Design can be an activity that an organization embraces, that everyone can be involved in.
  • 83. Over 75% of consumers have at least one loyalty card — Jupiter Research How do you create customer loyalty?
  • 84. “Want loyalty? Get a dog.” — Randy Susan Wagner, CMO of Orbitz
  • 85. quot;Christmas isn't something you buy from a store… Christmas, perhaps, means a little bit more.”
  • 86. 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.
  • 87. 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.
  • 88. The Long Wow Plan and stage the wow experience wow Manage your Evolve your platform for repeatable delivery process Draw from a wide area of unmet needs
  • 89. 4. Plan and stage the wow experience organize a pipeline of wow moments that can be introduced through your palette of touchpoints over time Before Now Next Later
  • 90. pack in unfold new features up experiences front over time
  • 95. { }
  • 96. { …it’s the eye of the tiger it the thrill of the fight… } wow Powersong!
  • 99. Running shoes iPod nano Tracking tools Pedometer Nike+ website Music
  • 100. Nike+ Running sportsband shoes iPod nano Tracking tools Pedometer Nike+ website Music Desktop widgets
  • 101. Nike+ Running sportsband shoes iPod nano Networked running events Tracking tools Pedometer Nike+ website Music Sport iMixes Desktop Collaborative running widgets
  • 102. Nike+ Running sportsband shoes Synched tracking iPod nano Networked running events Tracking tools Pedometer Voiceover feedback Nike+ website Music Sport iMixes Desktop Collaborative running widgets Powersongs
  • 103. The Long Wow Plan and stage the wow experience wow Manage your Evolve your platform for repeatable delivery process Draw from a wide area of unmet needs
  • 104. The Long Wow Plan and stage the wow experience wow wow wow wow wow wow wow wo Manage your Evolve your platform for repeatable delivery process Draw from a wide area of unmet needs
  • 105. eate at c an cr rm thwow wow wow wo wow wow wowfo g haul? lat wow g a p the lon ildin over u bu nts A re yo ome w ow m
  • 106. 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.
  • 107. Goals of the book Articulate a new approach to creating products and services in an uncertain world
  • 108. 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
  • 109. 362 firms from “Closing the Delivery Gap” by Bain & Company
  • 110. 362 firms 95% say they are “customer focused” from “Closing the Delivery Gap” by Bain & Company
  • 111. 362 firms 95% say they are “customer focused” 80% say they deliver a “superior experience” from “Closing the Delivery Gap” by Bain & Company
  • 112. 362 firms 95% say they are “customer focused” 80% say they deliver a “superior experience” How many of these firms’ customers agree that they deliver a superior experience? from “Closing the Delivery Gap” by Bain & Company
  • 113. 362 firms 95% say they are “customer focused” 80% say they deliver a “superior experience” How many of these firms’ customers agree that they deliver a superior experience? 8% from “Closing the Delivery Gap” by Bain & Company
  • 115. SUBJECT TO CHANGE creating great products and services for an uncertain world 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
  • 116. SUBJECT TO CHANGE creating great products and services for an uncertain world 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 Peter Merholz Brandon Schauer
  • 117. Additional Photo Credits Slides 71, 72, 75. quot;Basinghill pathquot; David (satguru). http://flickr.com/photos/satguru/2301780965/ Slide 73. quot;Vincent Massey Park - Path?quot; Alison C (Allie in Wonderland). http://flickr.com/photos/allie-in-wonderland/1810364260/ Slide 73. quot;The road/pavement markings.quot; Matt Seppings http://flickr.com/photos/chumpolo/165026463/ Slide 62. quot;Loyal Palquot; (dennis and aimee jonez) http://flickr.com/photos/jonezes/233928794/ Slide 68. quot;blue linequot; Crispin Semmens (conskeptical). http://flickr.com/photos/conskeptical/292241229/ —all photos some right reserved: Creative Commons http://creativecommons.org/licenses/by/3.0/
  • 118. SUBJECT TO CHANGE creating great products and services for an uncertain world