"Breakthrough Simplicity: Transforming the Customer Experience" covers how companies are breaking through marketplace clutter by simplifying frequently overlooked customer touch points.

1. Wanted:
Complexity
Reward:
Simplicity
Forrester Customer Experience East
June 25 & 26, 2013

2. 2
Let’s
talk
A little about us
The crisis of complexity
The impact of simplicity
Big trends

3. 3

4. 4
Simple
is smart.

5. 5
We offer
Research
Brand strategy
Brand architecture
Customer journeys
Innovation
Simplification
Content strategy
Storytelling
Naming
Visual identity
Environments
Interactive
Guidelines
Training
Activation
5

6. 6

7. 7
Let’s
talk
A little about us
The crisis of complexity
The impact of simplicity
Big trends

8. 8
Boundless
complexity

9. 9
Everyone
worldwide is
affected.
Boundless
complexity

10. 10
Over 425,000
apps in the Apple
iPhone App Store

11. 11
Over 241 selections
on the Cheesecake
Factory menu, not
including lunch
or brunch specials

12. 12
223 mascaras,
454 lotions
and 367 fragrances
at Sephora

13. 13
iTunes has
a 56-page
agreement

14. 14
Lawyers and technologists are
the taproots of complexity.
Government regulators add
light and water with misguided
attempts to “disclose.”
Predatory companies harvest
the crop.

15. 15
0010 Cholera d/t vib cholerae
0011 Cholera d/t vib el tor
0019 Cholera NOS
0020 Typhoid fever
0021 Paratyphoid fever a
0022 Paratyphoid fever b
0023 Paratyphoid fever c
0029 Paratyphoid fever NOS
0030 Salmonella enteritis
0031 Salmonella septicemia
00320 Local salmonella inf NOS
00321 Salmonella meningitis
00322 Salmonella pneumonia
00323 Salmonella arthritis
00324 Salmonella osteomyelitis
00329 Local salmonella inf NEC
0038 Salmonella infection NEC
0039 Salmonella infection NOS
0040 Shigella dysenteriae
0041 Shigella flexneri
0042 Shigella boydii
0043 Shigella sonnei
0048 Shigella infection NEC
0049 Shigellosis NOS
0050 Staph food poisoning
0051 Botulism food poisoning
0052 Food pois d/t c. perfrin
0053 Food pois: clostrid NEC
0054 Food pois: v. parahaem
0068 Amebic infection NEC
0069 Amebiasis NOS
0070 Balantidiasis
0071 Giardiasis
0072 Coccidiosis
0073 Intest trichomoniasis
0074 Cryptosporidiosis
0075 Cyclosporiasis
0078 Protozoal intest dis NEC
0079 Protozoal intest dis NOS
00800 Intest infec e coli NOS
00801 Int inf e coli entrpath
00802 Int inf e coli entrtoxgn
00803 Int inf e coli entrnvsv
00804 Int inf e coli entrhmrg
00809 Int inf e coli spcf NEC
0081 Arizona enteritis
0082 Aerobacter enteritis
0083 Proteus enteritis
00841 Staphylococc enteritis
00842 Pseudomonas enteritis
00843 Int infec campylobacter
00844 Int inf yrsnia entrcltca
00845 Int inf clstrdium dfcile
00846 Intes infec oth anerobes
00847 Int inf oth grm neg bctr
00849 Bacterial enteritis NEC
0085 Bacterial enteritis NOS
00861 Intes infec rotavirus
0092 Infectious diarrhea NOS
0093 Diarrhea of infect orig
01000 Prim TB complex-unspec
01001 Prim TB complex-no exam
01002 Prim TB complex-exm unkn
01003 Prim TB complex-micro dx
01004 Prim TB complex-cult dx
01005 Prim TB complex-histo dx
01006 Prim TB complex-oth test
01010 Prim TB pleurisy-unspec
01011 Prim TB pleurisy-no exam
01012 Prim TB pleur-exam unkn
01013 Prim TB pleuris-micro dx
01014 Prim TB pleurisy-cult dx
01015 Prim TB pleuris-histo dx
01016 Prim TB pleuris-oth test
01080 Prim prog TB NEC-unspec
01081 Prim prog TB NEC-no exam
01082 Prim pr TB NEC-exam unkn
01083 Prim prg TB NEC-micro dx
01084 Prim prog TB NEC-cult dx
01085 Prim prg TB NEC-histo dx
01086 Prim prg TB NEC-oth test
01090 Primary TB NOS-unspec
01091 Primary TB NOS-no exam
01092 Primary TB NOS-exam unkn
01093 Primary TB NOS-micro dx
01094 Primary TB NOS-cult dx
01095 Primary TB NOS-histo dx
01112 TB lung nodul-exam unkn
01113 TB lung nodular-micro dx
01114 TB lung nodular-cult dx
01115 TB lung nodular-histo dx
01116 TB lung nodular-oth test
01120 TB lung w cavity-unspec
01121 TB lung w cavity-no exam
01122 TB lung cavity-exam unkn
01123 TB lung w cavit-micro dx
01124 TB lung w cavity-cult dx
01125 TB lung w cavit-histo dx
01126 TB lung w cavit-oth test
01130 TB of bronchus-unspec
01131 TB of bronchus-no exam
01132 TB of bronchus-exam unkn
01133 TB of bronchus-micro dx
01134 TB of bronchus-cult dx
01135 TB of bronchus-histo dx
01136 TB of bronchus-oth test
01140 TB lung fibrosis-unspec
01141 TB lung fibrosis-no exam
01142 TB lung fibros-exam unkn
01143 TB lung fibros-micro dx
01144 TB lung fibrosis-cult dx
01145 TB lung fibros-histo dx
01146 TB lung fibros-oth test
01150 TB bronchiectasis-unspec
01151 TB bronchiect-no exam
01152 TB bronchiect-exam unkn
01166 TB pneumonia-
01170 TB pneumothor
01171 TB pneumothor
01172 TB pneumothor
01173 TB pneumothor
01174 TB pneumothor
01175 TB pneumothor
01176 TB pneumothor
01180 Pulmonary TB N
01181 Pulmonary TB N
01182 Pulmon TB NEC
01183 Pulmon TB NEC
01184 Pulmon TB NEC
01185 Pulmon TB NEC
01186 Pulmon TB NEC
01190 Pulmonary TB N
01191 Pulmonary TB N
01192 Pulmon TB NOS
01193 Pulmon TB NOS
01194 Pulmon TB NOS
01195 Pulmon TB NOS
01196 Pulmon TB NOS
01200 TB pleurisy-uns
01201 TB pleurisy-no
01202 TB pleurisy-exa
01203 TB pleurisy-mic
01204 TB pleurisy-cult
01205 TB pleurisy-hist
01206 TB pleurisy-oth
ous diarrhea NOS
arrhea of infect orig
Prim TB complex-unspec
Prim TB complex-no exam
2 Prim TB complex-exm unkn
03 Prim TB complex-micro dx
04 Prim TB complex-cult dx
005 Prim TB complex-histo dx
006 Prim TB complex-oth test
10 Prim TB pleurisy-unspec
11 Prim TB pleurisy-no exam
2 Prim TB pleur-exam unkn
3 Prim TB pleuris-micro dx
Prim TB pleurisy-cult dx
m TB pleuris-histo dx
TB pleuris-oth test
og TB NEC-unspec
B NEC-no exam
xam unkn
01112 TB lung nodul-exam unkn
01113 TB lung nodular-micro dx
01114 TB lung nodular-cult dx
01115 TB lung nodular-histo dx
01116 TB lung nodular-oth test
01120 TB lung w cavity-unspec
01121 TB lung w cavity-no exam
01122 TB lung cavity-exam unkn
01123 TB lung w cavit-micro dx
01124 TB lung w cavity-cult dx
01125 TB lung w cavit-histo dx
01126 TB lung w cavit-oth test
01130 TB of bronchus-unspec
01131 TB of bronchus-no exam
01132 TB of bronchus-exam unkn
01133 TB of bronchus-micro dx
01134 TB of bronchus-cult dx
01135 TB of bronchus-histo
01136 TB of bronchus
01140 TB l
0
011
0117
01173
01174
01175
01176
01180
01181
01182
01183
0118
011
0
14,568 diagnostic
codes maintained
by the Centers
for Medicare and
Medicaid Services

16. 16
not valid after its printed expiration date, but we may suspend, cancel, replace or renew your Card at any time. You may
request additional Cards at no additional cost for family members or other persons that you authorize to use your Account,
but you remain responsible for all of their charges.
3.0: USING YOUR CARD AND ACCOUNT. Subject to your Credit Limit and the other restrictions in this Agreement, card
network rules and the law, your Card and Account can be used for the following:
3.1: Purchases. The Card may be used to purchase or lease goods or services wherever the Card is accepted.
3.2: Cash Advances. The Card may be used to obtain cash advances from your Account (1) in person at the Bank or any
participating financial institution, (2) by electronic online cash advance to another account, or (3) ATMs in the Bank network
or other participating ATM networks (listed on the back of your Card). Transaction fees apply to cash advances. Certain
transaction limits apply, such as restricting the sum of all ATM and electronic online cash advances in your Account to $500
or less on any calendar day. Some ATMs have other limits. Based on risk, we may further limit cash advances in our sole
discretion. We have no obligation to you to enforce such transaction limits, and you owe all cash advances made. Using
your Card to withdraw cash from an ATM located outside of the United States will create a cash advance from and charge to
your credit card Account, even if you select withdrawal from a checking, savings or other type of account. ”Quasi cash
transactions” such as using your Card for money orders, travelers’ checks, foreign currency, lottery tickets or gambling chips
are treated as cash advances, not purchases.
3.3: Balance Transfers. You can request a balance transfer to your Account. You may not use a balance transfer to pay off
other debts to us. You may only make a balance transfer to pay accounts in your name. Allow 4 to 6 weeks to process your
balance transfer request. During that time, you should continue making payments to those accounts. Transaction Fees
apply. You will not earn any rewards points or cash back rebates on a balance transfer.
3.4: Credit Card Checks. We may provide Credit Card Checks to access your Account. Use of a Credit Card Check creates
a cash advance. Transaction Fees apply. Unused Credit Card Checks are the Bank’s property and must be returned upon
request. We can revoke your privilege to use Credit Card Checks at any time, without cause or notice. You cannot stop
payment on a Credit Card Check.
3.5: Internet Transactions. If your Card is Visa branded, enrollment in the “Verified by Visa” program may be required after
3 internet purchases. If your Card is MasterCard branded, enrollment in the “MasterCard SecureCode” program may be
required after 3 internet purchases. Enrollment in other security programs may also become required for internet purchases
with any Card. Merchants and/or Bank may require your program password(s) before completing online transactions. By
allowing someone to use your program password(s), you are authorizing transactions by that person on your Account.
4.0: MONTHLY STATEMENTS. We will send you a monthly statement summarizing each transaction on your Account
during the preceding billing period. Your monthly statement will show the total amount you owed at the end of the billing
period, your minimum payment due, your payment due date (which is at least 25 days from the monthly statement closing
date), and other important information. We send your monthly statement to only one address, even if the Account has
multiple owners. See the “BILLING RIGHTS SUMMARY” section near the end of this Agreement for important information
(including the need to promptly review your monthly statement and report any errors).
5.0: HOW THE NEW BALANCE IS DETERMINED. The total amount you owe us at the end of the current billing period
appears as the “New Balance” on your monthly statement. The Outstanding Balance at the end of the previous billing period
is called the “Previous Balance”. The New Balance is determined by taking the Previous Balance and (1) subtracting any
payments and credits received by us during the current billing period and then (2) adding any purchases, cash advances,
balance transfers, interest charges, fees, and other adjustments.
6.0: PAYMENTS. You must pay all amounts due on your Account according to the terms of this Agreement. Payments must
be drawn on U.S. dollars deposited in the United States. If we accept any other payment, you must pay all conversion fees,
6.4: Partial or Nonconforming Payments. You must not mark any payment w
as “paid in full” or “in settlement”). We can receive and credit your Account with
payments or payments with restrictive endorsements without losing or waiving o
6.5: Delay of Available Credit. We apply your payment to your Account on the
however, we may delay when that payment increases your Account’s available
6.6: Prepayment. You may repay all or any portion of the Outstanding Balance
7.0: RATES AND FEES: Annual Percentage Rates, Daily Periodic Rates and F
Table (at the end of this agreement) applicable to the Affiliate bank associated w
your Card also includes disclosures specific to your Card Account. The terms o
reference into this Agreement. Review these disclosures carefully and keep in y
8.0: DEFAULT. Your Account will be in default in any of the following circumsta
received at the proper address on or before the payment due date; (b) you fail t
Agreement; (c) you die, file for bankruptcy, or become insolvent or generally un
false or misleading information on the Card Application; (e) you are in default un
or (f) we reasonably believe that you are unable or unwilling to honor all of your
Account is in default, we may declare the Outstanding Balance immediately due
recover all Cards and unused Credit Card Checks.
9.0: ATTORNEYS FEES; COLLECTION EXPENSES; VENUE IN UTAH. You
expenses, whether or not any court or arbitration proceedings are filed. Collect
fees, the cost of Bank staff (including in house counsel), and out of pocket expe
awardable as “court costs”). Unless prohibited by law, you agree that we may b
Utah, regardless of where you reside.
10.0: INTEREST CHARGES. The following interest charges will apply whether
closing of your Account.
10.1: Periodic Interest Charges on Purchases, Balance Transfers and Cas
interest on purchases and balance transfers if you pay in full the total New Bala
by the payment due date. Otherwise, we will charge periodic interest on each p
that purchase and balance transfer transaction. For every cash advance we cha
There is no grace period during which a cash advance can be repaid without inc
10.2: Periodic Interest Charge Calculation(s). The interest charged on purch
calculated separately from the interest charged on cash advances. Those sepa
combined to determine the total interest charged for the billing period. For each
calculated as follows. (1) First, we determine the “average daily balance” by tak
new transactions, and subtracting any payments or credits. We do not add inte
result is the “daily balance.” We then add all the daily balances for the billing pe
billing period. The result is the “average daily balance” (also called the “balance
statement). (2) Second, we multiply the average daily balance by the number of
then multiplied by the daily periodic rate (DPR) for that category of transactions
for that category of transactions. If you are charged interest, the minimum inter
11.0: ANNUAL PERCENTAGE RATE (“APR”) AND DAILY PERIODIC RATE
transactions are variable rates. The APR for a particular billing period is the sum
mits apply, such as restricting
on any calendar day. Some ATMs have ot
cretion. We have no obligation to you to enforce su
your Card to withdraw cash from an ATM located outside o
your credit card Account, even if you select withdrawal from a
transactions” such as using your Card for money orders, traveler
are treated as cash advances, not purchases.
3.3: Balance Transfers. You can request a balance transfer to you
other debts to us. You may only make a balance transfer to pay accou
balance transfer request. During that time, you should continue making
apply. You will not earn any rewards points or cash back rebates on a ba
3.4: Credit Card Checks. We may provide Credit Card Checks to access
a cash advance. Transaction Fees apply. Unused Credit Card Checks are
request. We can revoke your privilege to use Credit Card Checks at any tim
payment on a Credit Card Check.
3.5: Internet Transactions. If your Card is Visa branded, enrollment in the “V
3 internet purchases. If your Card is MasterCard branded, enrollment in the “M
required after 3 internet purchases. Enrollment in other security programs ma
with any Card. Merchants and/or Bank may require your program password(s
allowing someone to use your program password(s), you are authorizing trans
4.0: MONTHLY STATEMENTS. We will send you a monthly statement summ
during the preceding billing period. Your monthly statement will show the tota
period, your minimum payment due, your payment due date (which is at leas
date), and other important information. We send your monthly statement to
multiple owners. See the “BILLING RIGHTS SUMMARY” section near the e
(including the need to promptly review your monthly statement and report a
5.0: HOW THE NEW BALANCE IS DETERMINED. The total amount yo
appears as the “New Balance” on your monthly statement. The Outsta
is called the “Previous Balance”. The New Balance is determined by
payments and credits received by us during the current billing perio
balance transfers, interest charges, fees, and other adjustments
6.0: PAYMENTS. You must pay all amounts due on your A
drawn on U.S. dollars deposited in the United State
31 pages
in the average
credit card
agreement

17. 17
17
“Learned helplessness”
has taken hold…
In 2005, PC Pitstop buried a clause in its
end-user license agreement offering
$1,000 to the first person who emailed
them at a certain address. It took 5
months and 3,000 sales until someone
claimed the money.

18. 18

19. 19

20. 20
Complexity threatens
our health and safety.

21. 21

22. 22
70-80cm
2a 2b 2c 2d
2e 2g2f
GB
2. Installing the child seat in your car
GB
2. Installing the child seat in your car
F
2. Montage du siège enfant dans votre véhicule
E
2. Cómo instalar el asiento infantil en el vehículo
F
2. Montage du siège enfant dans votre véhicule
IMPORTANT - Ce siège enfant
DOIT uniquement être utilisé avec
une ceinture ventrale et diagonale
(homologuée par la norme UN/ECE
16 ou d’autres normes équivalentes).
Mobiliser la partie inférieure du siège enfant
véhicule (schéma 2a).
Vous pouvez utiliser les deux positions sauf si la
forme du siège de votre véhicule ne le permet pas
ou si votre ceinture de sécurité est trop courte.
CONSEIL - Au cours de l’installation, si la
ceinture utilisée dans le véhicule est trop courte,
s’assurer que le siège enfant est en position
droite (schéma 2a)
utile.
Installer le siège enfant face à la route dans le
véhicule. Tirer la ceinture comme l’illustre le
schéma en maintenant les parties ventrale et
diagonale de la ceinture ensemble (encadré
schéma 2b).
IMPORTANT - La ceinture ne doit à aucun
moment s’enrouler.
Faire passer la ceinture autour de la partie avant
du siège enfant, dans la première fente prévue
à cet effet, puis directement à l’arrière du siège
à l’endroit indiqué (schéma 2b). Faire pivoter
l’avant du siège enfant vers vous, prendre la
ceinture et la faire passer dans la seconde fente
(schéma 2c).
CONSEIL – Si la ceinture est trop courte, il est
possible de devoir diriger la partie diagonale
de la ceinture derrière l’appuie-tête avant de
commencer à installer le siège. Dérouler au
maximum la ceinture vers la partie avant du siège
enfant et l’attacher (schéma 2d).
S’assurer que la ceinture n’est à aucun moment
enroulée et que la partie ventrale passe bien
dans les deux guides rouges prévus à cet effet.
trouve dans le coin arrière de la coque du siège
enfant, derrière l’appuie-tête.
Enfoncer à fond le siège enfant sur le siège
du véhicule et tendre la ceinture en procédant
comme suit.
Tirer et maintenir la ceinture diagonale puis la
tirer en position
inutile et pour terminer, la tirer pour la tendre au
niveau de la position (schéma 2e).
bouger ou seulement très peu. Si le siège
bouge, répéter soigneusement les étapes
précitées.
IMPORTANT -
de la ceinture et s’assurer que le siège enfant
est bien maintenu par la ceinture et NON par la
boucle de la ceinture (schéma 2f).
Si la boucle de la ceinture est mal positionnée
(encadré), essayer une autre position d’assise.
Placer votre enfant sur le siège et fermer
le harnais. Serrer le harnais en tirant sur la
sangle de réglage jusqu’à ce que l’écart entre
l’indicateur SAFESTRAP™ et la sangle d’épaule
mesure moins de 2 cm. Dans cette position, le
que les coussinets de poitrine se trouvent bien
contre la poitrine de l’enfant
(schéma 2g).
IMPORTANT - la sangle ventrale du harnais doit
passer le plus bas possible sur le bassin de votre
enfant.
E
2. Cómo instalar el asiento infantil en el vehículo
IMPORTANTE -
Este asiento infantil ÚNICAMENTE
deberá usarse con un cinturón
diagonal y abdominal (homologado
por el reglamento nº 16 de la UN/ECE
u otras normas equivalentes).
Utilice la base regulable para seleccionar el
ángulo del asiento infantil antes de instalarlo en el
vehículo. .
Podrá utilizar ambas posiciones siempre que la
forma del asiento de su vehículo se lo permita
o el cinturón de seguridad no sea demasiado
corto.
CONSEJO - Durante la instalación,
si el cinturón de seguridad es demasiado
corto, asegúrese de que el asiento infantil se
encuentra en posición vertical . Esto
podría ayudar.
Coloque el asiento infantil en el vehículo en
el sentido de la marcha. Tire del cinturón de
seguridad, tal y como se muestra en la imagen,
uniendo las secciones diagonal y abdominal
.
IMPORTANTE - Asegúrese de que el cinturón
no se tuerce en ningún momento.
Introduzca el cinturón de seguridad, en la parte
frontal del asiento infantil,
a través de la primera ranura guía hacia la parte
posterior del asiento, tal y como se muestra
en la imagen . Gire el asiento infantil
hacia usted, tome el cinturón de seguridad e
introdúzcalo a través de la segunda ranura guía
.
CONSEJO: Si el cinturón de seguridad
es demasiado corto, introduzca la sección
diagonal del cinturón por la parte posterior del
reposacabezas antes de empezar la instalación.
Tire del cinturón de seguridad hacia la parte
frontal del asiento infantil y engánchelo en el
cierre .
Asegúrese de que el cinturón de seguridad
no se tuerce y que la sección abdominal del
cinturón pasa a través de ambas guías rojas del
cinturón abdominal.
Asegúrese de que la sección diagonal del
cinturón está situada en la esquina posterior del
asiento infantil detrás del reposacabezas.
Coloque el asiento infantil en el asiento del
vehículo ayudándose de todo su peso y
ajustándolo tal y como se indica en la siguiente
secuencia:
. Tire hasta la posición para tensarlo
completamente .
moverse o hacerlo levemente. Si el asiento
secuencia anterior.
IMPORTANTE - Compruebe la posición del
cierre del cinturón de seguridad, asegúrese de
que es el cinturón de seguridad y NO el cierre
del cinturón de seguridad el que sujeta el asiento
.
Si el cierre del cinturón de seguridad está
situado de forma incorrecta (véase el recuadro),
pruebe a situar el asiento infantil en otro asiento
del vehículo.
Siente a su hijo en el asiento de seguridad para
niños y colóquele el arnés. Para ajustar el arnés,
tire de la correa de ajuste hacia adelante hasta
que la ranura del indicador SAFESTRAP™
mida menos de 2 cm. Esto indica que el arnés
Asegúrese de que las correas del arnés no estén
torcidas.
Finalmente, asegúrese de que las almohadillas
pectorales están situadas hacia el pecho del niño
.
IMPORTANTE - La banda de cintura debe
quedar colocada sobre la pelvis del niño, lo más
bajo y adelantado posible.
IMPORTANT - This child seat MUST
only be used with a lap and diagonal
seat belt (approved to UN/ECE regu-
lation no. 16 or equivalent standards).
Use the adjustment base to select angle of the
child seat before installing into the vehicle. (dia
2a).
You may use either position unless your vehicle
seat shape prevents this or your seat belt is too
short.
Handy hint - During installation, if your seat belt
is too short, make sure the child seat is in the
upright position
(dia 2a). This may help.
Place the child seat forward facing in your car.
Pull out the seat belt as shown holding the lap
and diagonal sections together (dia 2b inset).
IMPORTANT - Do not allow the belt to twist
at any time.
Feed the seat belt around the front of the child
into the back of the seat at the point shown
(dia 2b).
Turn the front of the child seat towards you,
grab the seat belt and pass it through the
second routing slot
(dia 2c).
Handy hint - If your seat belt is too short
you may need to direct the diagonal section
behind the headrest before starting the
installation.
Pull all the slack from the seat belt to the front
of the child seat and fasten the seat belt in the
buckle (dia 2d).
Make sure the seat belt is not twisted and the
lap section passes across both red lap belt
guides. Please ensure the diagonal belt is
positioned in the back corner of the child seat
shell behind the headrest.
Push the child seat into your vehicle seat
using your full body weight and tighten using
the following sequence.
Pull & hold the diagonal belt pull at
position to remove all the slack and
pull to tighten (dia 2e).
There should be little or no movement. If the
child seat is still loose then carefully repeat the
tightening sequence above.
IMPORTANT - Check the position of the seat
belt buckle, ensuring that it is the seat belt
NOT the seat belt buckle holding the seat in
(dia 2f).
If your seat belt buckle is incorrectly located
try another seating position.
If you are in any doubt contact Customer
Services on 01264 386034 or use our
service at www.britax.eu.
harness. Tighten the harness by pulling the
adjuster strap forward until the gap on the
SAFESTRAP™
indicator is less than 2cm
wide.
This indicates that the harness should be
Make sure the harness straps are not twisted.
IMPORTANT - The lap section of the harness
should rest as forward and as low as possible
over your child’s pelvis.
Finally, ensure the chest pads are pulled
down onto your child’s chest (dia 2g).
1a 1b
1c 1d
GB
1. Adjusting the child seat
GB
1. Adjusting the child seat
E
1. Cómo regular el asiento infantil
F
1. Réglage de votre siège enfant
F
1. Réglage de votre siège enfant
Placer le siège enfant sur le sol. Appuyer sur le
bouton du système de réglage tout en tirant à
fond sur les DEUX bretelles (schéma 1a).
Détacher le harnais en appuyant sur la boucle
(encadré schéma 1b). Pour éviter que les
sangles du harnais ne se vrillent, placer les
sangles d’épaule de chaque côté du siège en
faisant passer la languette de la boucle sous la
bande élastique. Installer délicatement l’enfant
dans le siège, placer le harnais sans le serrer
puis fermer une nouvelle fois le harnais.
Soulever la poignée du système de réglage
du harnais situé à l’arrière de la coque et la
déplacer vers le haut ou vers le bas (schéma
1c) de manière à ce que les fentes destinées
aux bretelles du harnais au niveau de l’appuie-
tête se situent au niveau, ou juste au-dessus,
des épaules de l’enfant (schéma 1d). Lorsque
l’appuie-tête est correctement positionné,
relâcher la poignée du système de réglage du
harnais et s’assurer que l’appuie-tête est bien
enclenché.
À partir du moment où les fentes les plus hautes
sont utilisées, il est possible de continuer à
utiliser ce siège pour votre enfant jusqu’à ce que
ses yeux soient au niveau du haut du siège ou
son poids excède 18 kg.
Pour régler la largeur du siège enfant, appuyer
sur la poignée du système de réglage de la
largeur
(schéma 1c) (uniquement disponible sur les
modèles Ultra).
E
1. Cómo regular el asiento infantil
Coloque el asiento en el suelo. Presione el
botón de regulación y, al mismo tiempo, tire
de AMBOS cinturones de los hombros hacia
adelante tanto como le sea posible .
Coloque las correas de los hombros sobre los
laterales del asiento con las lengüetas de la
hebilla detrás de las cintas elásticas de sujeción
del arnés para evitar así que éste se tuerza.
Desenganche el cinturón del cierre
. Coloque cuidadosamente
al niño en el asiento, póngale el cinturón sin
apretar y vuelva
a enganchar el cinturón al cierre.
Levante el regulador del cinturón en la parte
posterior del asiento y muévalo hacia arriba
o hacia abajo de modo que las
ranuras del cinturón que se encuentran en
el reposacabezas queden a la altura o sobre
los hombros del niño . Cuando el
reposacabezas se encuentre en la posición
correcta, asegúrese de que el regulador del
Una vez que se alcancen las ranuras
superiores, el niño podrá seguir utilizando el
asiento hasta que la parte superior del mismo
coincida con la altura de los ojos del niño o
hasta que el peso del niño supere los 18 kg.
Si quiere regular el ancho del asiento
infantil, presione el regulador de anchura
(únicamente disponible en la versión
Ultra).
adjuster button in and at the same time pull
BOTH shoulder straps forward as far as
possible (dia 1a).
Lay the shoulder straps over the sides of the
seat by placing the buckle tongues behind
elastic stowage strips to avoid the harness
twisting.
Release the harness from the buckle (dia 1b
inset). Carefully place your child in the seat,
fasten the harness buckle.
Lift the harness adjuster and move it up or down
(dia 1c) so that the harness strap slots in the
headrest are level with or just above your child’s
shoulders
(dia 1d). When the headrest is in the correct
position let go of the harness adjuster and
ensure it has locked into place.
Once you reach the top slots your child may
continue to use the seat until their eye level
becomes level with the top of the seat or their
weight exceeds 18kg. If you wish to adjust
the width of your child seat, push the width
adjuster (dia 1c) (Ultra version only).

23. 23
Let’s
talk
A little about us
The crisis of complexity
The impact of simplicity
Big trends

24. 24
Simplicity
gets into our heads
faster and stays
there longer.
It also saves time and money, minimizes
debate and helps us make choices.

25. 25

26. 99%
How much the Siegel+Gale Simplicity portfolio has
outperformed the average global stock index since 2009
Change in
index performance
since 2009
2009
2010
2011
Simplicity
Portfolio
2012
S&P
Dow
DAX
FTSE
Siegel+Gale—
Global Brand
Simplicity Index
2012

27. 27
* According to the Siegel+Gale annual Global Brand Simplicity Index
60%
of people said they’re willing to
pay more for simplified experiences.*
27

28. 28
$30b
Left on the table
in the U.S. by businesses
that don’t simplify.
28

29. 29
Simplicity drives strategic brand
performance…
Employee Engagement
Employee engagement scores increased
13% in year one.
Current logo Revised logo
Logo comparison
Increased Membership
Membership spiked 1MM in 18 months.
Intent to join rose 10%.
Increased Revenue
26% YOY revenue growth including
6 new major government contracts.
Financial Valuation
24 months after rebrand, sold company
for $7.7B valuation, a 60% premium over
market cap.
Brand Preference
Increased brand preference by 11% in
the first full year of relaunch.
Reduced Client Churn/Loyalty
Reduced policyholder churn by 14%.
Increased customer loyalty 15%.
Cost Saving/Efficiency
Saved $5MM annually by consolidating
into a unified brand and reducing
trademarks.
Admired Companies
Became one of the world’s most
admired brands and best companies to
work for.
Stock Performance
In the 2 years post-launch, stock has
outperformed S&P by 31%, peers by 20%.

30. 30
…and it pays for itself.
Since the relaunch of the most critical
portions of the site, there has been a
steady increase in member engagement.
Realized an additional $1 million in
revenue in the first year after launching
a simplified hospital bill.
Reported annual savings of $1.2 million
in postage and $88,000 in envelopes
after consolidating account statements.
Saved $108,000 by replacing direct mail
and inserts with on-statement messaging.
Cut production and fulfillment costs by
25% when it implemented an enrollment
kit system designed to reduce
production, processing and mailing.
Reduced the page amount of account
opening documents by 75% through
consolidating unique agreement and
disclosure forms across several programs.
Saved $20 million annually by streamlining
its auto insurance documents, reducing
customer service calls and increasing
renewals.
Increased revenue by over $20 million as a
result of a targeted message on pension
statements encouraging customers to
increase payments into annuity accounts.
Saved over $4.9 million annually by
combining and simplifying bank
statements.
Saved $8 million in paperwork
alone by simplifying letters and
reducing renewal notices by 40%.

31. 31
Empathize
Perceive others’ needs
and expectations
Distill
Boil down and customize
What’s being offered
to meet needs
Clarify
Make the offering
easier to understand,
use and benefit
Breakthrough
simplicity

32. 32
Let’s
talk
A little about us
The crisis of complexity
The impact of simplicity
Big trends

33. 33
Big trends
to keep an eye on

34. 34
Technology is changing
service interactions.

35. 35

36. 36
Simplified iTunes agreement
Proposed by Gregg Bernstein,
UX/Design professional and educator

37. 37
Simplified electric bill
Proposed by Kaila Dunn in 2012

38. 38
Nest, a thermostat
that picks up on
how you live

39. 39
HAPIfork helps you
lose weight by
notifying you if you’re
eating too fast.

40. 40
Samsung’s new
refrigerator helps you use

41. 41
Nike+ FuelBand,
big data becomes
your personal coach

42. 42
UNIQLO’s magic
mirror takes the
hassle out of finding
the perfect color.

43. 43
LEGO’s digital box
allows you to see
inside the box and
experience the toy.

44. 44
TESCO’s virtual
grocery store at
Gatwick airport

45. 45

46. 46
Complexity is a thief that
must be apprehended.
It robs us of time,
patience, understanding,
money and optimism.

47. 47

48. 48

49. 49
49
siegelgale.com

50. Visit us at
booth #100.
Thank
you.