Tomasz Klekowski (Business GTM Director EMEA, Intel Corporation) – „Do etnographers create technology? - customer centric innovation at Intel” is a presentation from WARP #2 – hub:raum’s turbo acclerator for CEE startups taking place in Krakow twice a year. Apply for the next edition! www.hubraum.com/apply (select “Krakow” and “Accelerator”). More information: www.hubraum.com/warp

1. Do etnographers create
technology?
- customer centric innovation at Intel
Tomasz Klekowski
Business GTM Director EMEA, Intel Corporation
07 June 2014
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2. 2

3. History of Intel
Back in 1968, two scientists, Robert Noyce and Gordon Moore, founded Intel with a vision for semiconductor memory
products.
By 1971, they had introduced the world’s first microprocessor. Since then, Intel has established a heritage of innovation
that continues to expand the reach and promise of computing while advancing the ways people work and live worldwide.
Data Center Client Ultra-Mobile Wearables/IoT
…. And Today

4. Deliver breakthrough
innovations to fuel
Intel’s growth and
technology leadership
INTEL LABS
COLLABORATE FOR RESULTS
UNIVERSITIES GOVERNMENTS INDUSTRY
KEY RESEARCH FOCUS AREAS
USER
EXPERIENCE
ARCHITECTUR
E
AND DESIGN
SYSTEMS AND
SOFTWARE
SECURITY
AND PRIVACY
INTEGRATED
COMPUTING
STRATEGY,
PLANNING and
COLLABORATION
INTEL LABS EUROPE
Sustainable
Intelligent Systems
INTEL LABS CHINA
China Tech
Ecosystem
ADDITIONAL ORGANIZATIONS

5. Intel R&D Philosophy Milestones
1968 – component design
1991 – Intel Inside campaign is born
• „People use our technology”
2003 – Centrino Mobile Technology
• enduser focused innovation
2012 – Ultrabook design
• User Experience

6. User Experience and Persona Led
Design
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Etnographers in Action

7. User Experience Key Terms
usagepeople systems
*A usage model is a formal description, including
several types of supporting data.
Experience is what a person thinks, feels
and perceives, before, during, and after
using a product or service.
End-User Need is a pain point or an
aspiration.
Capability is the ability of a system to
perform some meaningful action in pursuit
of a user's goals, described from the
user’s perspective.
Usage* is how the system is utilized by a
person for a particular purpose or need.
Feature helps identify or name
technologies which enable a usage to be
realized. A feature can include multiple
technologies.

8. UX Key Terms
A basic human aspiration or pain point.
End-User
Need
Kindle Example
What a person thinks, feels and perceives,
before, during, and after using a product or
service.
Experience
How the system is used by a person for a
particular purpose.
Usage
The ability of a system to perform some
meaningful action in pursuit of a users goal.
Capability
Technologies which enable a usage to be
realized.
Feature

9. The Essence of User Experience Driven Approach
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Verify that
solution
delivers the
UX
Implement
Translate to
ENG spec
Define the
Experience

10. Persona Based Design
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The idea is to design the system just for that one persona
©2010 Institute for the Future. All rights reserved.| SR-1352A
Meet Carlos
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HouseholdandLife Stage
• Finding independence and success through maker
movement, building 3-D printers
OccupationandInterests
• Student
• Hacker
• Builder/Creator
HopesandFears
• Start his own business building 3-D printers
• Achieve financial independence and make his
parents proud
20202012
18 26
Sao Paulo, Brazil
São Paulo Is proven to be an effective method for
generating meaningful solutions than
setting out to design the system for a
very broad population
Personas are fictional characters
grounded in surveying real people with
real needs

11. Meet Lily – A typical Small Business
Owner in Nairobi, Kenya

12. Personas in Marketing: Business Marketing Target Audiences
Tech Enthusiast Persona
IT manager or director in medium & large business
Tech enthusiast companies
Works closely with business colleagues to
understand customer needs
Develops IT proposals & ROI analysis for senior
management
Depends on the IT team to learn about emerging
technology
Inspired to bring technology solutions to
business problems
Maintains a close network of peers for
advice & help
Intel is not top of mind but seen in a positive light
Tech Evolving Persona
A senior partner or owner of a Tech Evolving small
business, often holding multiple roles
Relies on a broad network to stay informed of
technology solutions - customers, competitors, IT
partners and suppliers
Makes IT decisions, but has no technical training
Technology plays an important role in the
business, but the focus is on customers &
managing growth
Likes to maintain control – inclined to stay
with proven technology solutions
While not top of mind, Intel is a known &
recommended brand. Balances the value Intel
brings relative to budget

13. Radical Innovation
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Ideo’s design philosophy

14. Six Steps Process of Designing
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 Observation
 Synthesis
 Brainstorming
 Rapid Prototyping
 Refining
 Implementation

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http://www.youtube.com/watch?v=3sOeSkTUTA0

16. The Value of Business Model
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Intel vPRO technology

17. Value Chain vs, Supply Chain
- Intel vPro Technology Case
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18. Supply Chain vs. Value Chain
Supply chain
 Intel
 PC producers
 Distributors
 Customers
Value chain
 Intel
 PC producers
 ISVs
 System integrators
 Service providers
 Customers
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19. Summary
 User Experience and Market Inspiration
are in the heart of technology
development
 Design thinking is an established
process
 Understanding of the business model
and value creation chain is a must
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21. Observe
Empathic observation
Design for specific, identifiable user
Customer segmentation
Shadowing
Behavioral mapping
Consumer journey
Camera journals
Extreme user intervieves
Storytelling
Unfocused groups
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22. Synthesise
Tell the story to make sense out of the
data
Develop the structure for data
organization
Identify key variables
Identify the customer journey
Storytelling
Principle identification
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23. Brainstorm
Generate as many ideas as possible
Interdisciplinary teams bring many
perspectives
Tolerance for failure
Don’t dismiss any ideas
No BUTs ony ANDs
Encourage wild ideas
Go for quantity
Be visual
Stay focused on one topic
Vote on ideas
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24. Prototyping
Learn from the failures
Quick and dirty
Experiment early and often
Be visual
Mock up everything
Go fast
Use videography
Bodystorm – use actual employees
and customers
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25. Refining
Narrow down the choices
Focus prototyping
Engage the client
Be ruthless in making sellection
Get agreement from all stakeholders
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26. Implement
Learn as you implement
Change people’s behaviour
Phisically manifest the new behaviours
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27. Intel Corporation
The World’s Largest Semiconductor
Manufacturer• Leading Manufacturer of Computer, Networking & Communications Products
• Founded by Gordon Moore and Robert Noyce in 1968
• Headquartered in Santa Clara, California
• $52.7B in Annual Revenues - 25+ Consecutive Years of Positive Net Income
• 170 Sites in 66 Countries
• Over 107,000 Employees – 84,600 technical roles, 10,200 Masters in Science,
5,400 PhD’s, 4,000 MBA’s
• Named one of the Top Ten Most Valuable Brands in the World by Interbrand
• Ranked #42 on Fortune’s World’s Most Admired Companies
• Largest Voluntary Purchaser of Green Power in the United States for 6 years in a
row
• Invests $100 Million Each Year in Education Across More than 100 Countries
• 4 Million Hours of Volunteer Service toward improving education over the past
decade
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28. Intel’s Vision
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This decade we will create and
extend computing technology
to connect and enrich the
lives of every person on earth.