1. The System is the Product
Adam Richardson / Director of Product Strategy
SVPMA
August 3, 2007
© 2007 frog design. confidential & proprietary.
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

2. We are a strategic-creative consulting firm.
frog brings a unique combination of strategic and creative talent to help
companies envision, realize, and deliver actionable strategies for growth.
Our rigorous yet unorthodox approach yields breakthrough innovation
and a sustainable competitive edge.
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

3. 325 people from 32 countries. 39 years global experience.
Seattle, WA
USA
New York, NY USA
Stuttgart, Germany
San Francisco, CA USA Milan, Italy
Palo Alto, CA USA (HQ) Austin, TX
San Jose, CA USA USA Shanghai, China
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

4. The System is the Product
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

5. 100 Years Ago: “You push the button, we do the rest”
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

6. Systems are more common today
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

7. But designing systems is di cult
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

8. Systems are abstract and di cult to see
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

9. Systems are often boring
Train schedule
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

10. Systems cross over organizational boundaries
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

11. The Apple iPod
Why it Stinks
• High price
• Limited features
• Easy to scratch
• Hard to carry
• Can’t replace battery
• Cumbersome menus
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

12. Why the iPod Succeeded
A convergent system that has given
Apple a 5+ year competitive edge
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

13. Tecosystems
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

14. Manage Tecosystems Across Experience Touchpoints
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

15. MINI
Lifestyle
Retail
Accessories
Web
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

16. Maxtor OneTouch III
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

17. Maxtor OneTouch III
AWARENESS PURCHASE
USE OUT OF BOX
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

18. Convergence
Convergence
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

19. Turbochef Speedcook Oven
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

20. Turbochef Speedcook Oven
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

21. Turbochef Speedcook Oven
Cultural Trends Customer Insights Analogous Products
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

23. Alltel Lessons
• Manage up and down
• Prototypes as tools for buy-in
• Intensive stakeholder
coordination
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

24. Know Thy Organization
BOTTOM-UP TOP-DOWN
GOOGLE APPLE
FAITH-BASED
PROOF-BASED HP GE
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

25. Business and Technology Challenges
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

26. The User Experience Gap
Experience
Performance
Crossover
High
Experience
Performance
Experience
Expectation
Profit Margin
Low
Emerging Mature
Category Category
Vertically integrated Modular/open-standards
systems better systems better
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

27. Strategic Questions
Performance/
Experience
Crossover
High
Experience
Performance
Experience
Expectation
How big is
the gap?
Profit Margin
Low
Emerging Mature
Category Category
How long after a
How long and what will it
competitor crosses the
take to close the gap?
gap before profits drop
unacceptably?
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

28. What PMs can do to facilitate convergence
1. Map out the system elements
2. Define proximity to experience performance crossover
3. Embed systems thinking into the MRD and use it to influence PRD
4. Get the whole system in one room
5. Set the interfaces within the system as early as possible
6. Continually communicate up, down and across to maintain alignment
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product

29. Adam.Richardson@frogdesign.com
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© 2007 frog design. confidential & proprietary. August 3, 2007
SVPMA The System is the Product