Oded's Immersive slides for Like Minds Autumn 2010: Creativity and Curation

1. how to delight customers?
Lessons from our work on Windows Phone 7Oded Ran
Head of Consumer Marketing, Windows Phone UK

2. Things we’ll speak about today
 Understand for whom you currently designing your
products or services. Change course, if needed.
 Review what research says about customers
satisfaction and happiness, why it matters, and what
drives it.
 Share lessons from our work on Windows Phone 7.
 Practice these models on the products or services
you’re working on.

3. Who am I
 Product person that does marketing
 Marketing person that does product
 I love managing and launching consumer
mobile products.
 I worked in UK, US and Israel.
 I love films, foreign languages, traveling and
cats. Not necessarily in that order 

4. Brief history of timeWindows Phone? What?

5. Who did we design our product for?
Network
operator
Phone
manufacturer
Microsoft /
Windows
Developers
EnterprisesEnd userDesign
No one
really

6. Windows Mobile
Network
operator
Phone
manufacturer
Microsoft /
Windows
Developers
EnterprisesEnd userDesign
No one
really

7. Who do they design their
product or service for?

8. Who do they design their
product or service for?

9. Who do they design their
product or service for?

10. Who do you design your
products or services for?

11. CHANGING DIRECTION
“If you do not change direction, you may end up where
you are heading”.
- Lao Tzu

12. Who did we design for?
Network
operator
Phone
manufacturer
Microsoft /
Windows
Developers
EnterprisesEnd userDesign
No one
really
Who should we design for?
End user
Network
operator
Phone
manufacturer
Microsoft /
Windows

13. So who’s our end user?
total market opportunity
people who will buy smartphones
measuring total market opportunity at
time of launch
persona
representational user & muse of the brand
portrays richness of experience and aspirational
qualities
addressable market
people who could buy it
measuring market potential
target customer
people whom we will build for and market to
a lens of focus for value prop based on
market data
Life
Maximizers,
15%

14. Targeting “Life Maximizers”

15. Targeting “Life Maximizers”

16. Who we design for: Anna & Miles
Anna
Part time PR professional and busy mum
“My life is a balancing act between work,
family, friends, and my own personal needs.”
Miles
Growing his own architectural business
“I love running my life real-time so I can take
advantage of whatever is inspiring
me…whether
it’s a new project, a pick up game or a stolen
moment with Anna.”

17. Before we continue:
Why should we care if
Anna & Miles are happy?

18. 
Customer satisfaction drives higher
ROI and excess shareholder value
 $£€
Sources: Fornell et al., 2006; Fornell, Mithas, & Morgeson, 2009; Wang & Zhao, 2009; Tuli & Bharadwaj, 2009;
Matzler et al., 2005; Gupta & Zeithaml, 2006; Aksoy et al., 2008.

19. Happy customers also are shown to
 Talk to more people about their positive experience
 Become repeat customers
 Pay more or purchase more
 Stay loyal to your brand
 Drive marketing for you
 Provide useful feedback
 Safeguard your brand against unhappy customers

20. The $1bn question:
What makes us happy?

21. What makes us happy?
Autonomy
feeling that your activities are self-chosen
Sources: Reis et al. (2000). “Daily Well-Being: The Role of Autonomy, Competence, and Relatedness”. Personality and Social
Psychology Bulletin, 26 (4), p. 419-435.
Hunt, T. (2008). Happiness as Your Biz Model. Retrieved from http://slidesha.re/d680AW.
Competence
feeling that you are effective in your activities
Relatedness
feeling understood and appreciated

22. Autonomy
 Feeling in control of one’s surroundings
 Understanding one’s own resilience
 Feeling of agency
 Empowerment

23. Autonomy
Lessons from Windows Phone 7

24. How to create feelings of autonomy?
 Give people tools to personalize their experiences
 Build tools that democratize previously inaccessible
industries
 Offer clear and attractive choices
 Be open and transparent
 Don’t lock people in

25. How would you create
feelings of autonomy in your
product/service?

26. Competence
 Confidence in one’s abilities and strengths
 Feedback from others on one’s performance
 Learning and growing skills
 Self-actualization
 Doing meaningful work
 Getting into flow

27. Competence
Lessons from Windows Phone 7

28. How to create feelings of competence?
 build consecutive levels of achievement into the
experience
 don’t talk down to your customer
 plant ‘easter eggs’
 create flow...simple entry point to more complex
systems
 allow ways for mentors to interact with newbies
(create rewards)

29. How would you create
feelings of competence in your
product/service?

30. Relatedness
 Feeling understood and appreciated
 A sense of closeness with others
 Talking about things that matter
 Hanging out with others
 Doing pleasant, fun things
 Avoiding self-consciousness

31. Relatedness
Lessons from Windows Phone 7

32. How to create feelings of relatedness?
 Design simple ways for customers to share
 Build in multiple ways for customers to interact
 Create experiences that meet customers’ offline
lives
 Have many collaborative experiences

33. How would you create
feelings of relatedness in your
product/service?

34. Summary
 Design for the end-user
 Autonomy
Personalization, transparency, openness, empowerment
 Competence
Self-learning, confidence, Easter eggs, discoverability
 Relatedness
Sharing, closeness, experiences connected to one’s life
 Buy a Windows Phone 

35. Further reading
 Hunt, T. (2007). Happiness as Your Business Model.
Retrieved from http://slidesha.re/d680AW and
http://slidesha.re/10UdVH.
Two great presentations which form the basis for this presentation.
 Reis et al. (2000). “Daily Well-Being: The Role of
Autonomy, Competence, and Relatedness”.
Personality and Social Psychology Bulletin, 26 (4), p.
419-435.
The scientific foundation for many of the ideas in this presentation.

36. Photo credits
 Flickr (under creative commons):
 http://www.flickr.com/photos/seandreilinger/959
864706/sizes/o/in/photostream/

37. Thank you!