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ISA 14: Bridging Strategy With Design

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From my November 22 talk at ISA 14 in Buenos Aires...

Business people often have a blindspot for the very value they seek to create because it lies in the qualitative nature of relationships and not the quantitative techniques and tools they’ve been taught to focus upon. As a result, they often make strategic and tactical decisions alike that reduce the value they provide to customers, the value they can build, and the value that designers create.

New tools and approaches can help designers of all types change the conversation around their work and it’s value to our business colleagues, in order to create a better relationship as well as a better context for great design to be valued and realized.

This talk will discuss how designers can participate more fully in strategic business decisions by reframing what they do and how they work and by introducing new tools for designers to be more strategic.

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ISA 14: Bridging Strategy With Design

  1. 1. BRIDGING STRATEGY WITH DESIGN (HOW DESIGNERS CREATE VALUE FOR BUSINESSES) Nathan Shedroff California College of the Arts nathan@nathan.com @nathanshedroff designmba.org
  2. 2. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  3. 3. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  4. 4. MAKE IT SO Interaction Design Lessons from Science Fiction by NATHAN SHEDROFF & CHRISTOPHER NOESSEL foreword by Bruce Sterling Many designers enjoy the interfaces seen in science fiction films and television shows. Freed from the rigorous constraints of designing for real users, sci-fi production designers develop blue-sky interfaces that are inspiring, humorous, and even instructive. By carefully studying these “outsider” user interfaces, designers can derive lessons that make their real-world designs more cutting edge and successful. “Designers who love science fiction will go bananas over Shedroff and Noessel’s delightful and informative book on how interaction design in sci-fi movies informs interaction design in the real world.... You will find it as useful as any design textbook, but a whole lot more fun.” ALAN COOPER “Father of Visual Basic” and author of The Inmates Are Running the Asylum “Part futurist treatise, part design manual, and part cultural analysis, Make It So is a fascinating investigation of an often-overlooked topic: how sci-fi influences the development of tomorrow’s machine interfaces.” ANNALEE NEWITZ Editor, io9 blog “Shedroff and Noessel have created one of the most thorough and insightful studies ever made of this domain.” MARK COLERAN Visual designer of interfaces for movies (credits include The Bourne Identity, The Island, and Lara Croft: Tomb Raider) “Every geek’s wet dream: a science fiction and interface design book rolled into one.” MARIA GIUDICE CEO and Founder, Hot Studio www.rosenfeldmedia.com MORE ON MAKE IT SO www.rosenfeldmedia.com/books/science-fiction-interface/ MAKEITSObyNATHANSHEDROFF&CHRISTOPHERNOESSEL Experience Design 1.1 a manifesto for the design of experiences by Nathan Shedroff product taxonomies 16 user behavior 116 100 years 22 information 42 takeaways 28 data 36 knowledge 48 subjectivity 78 consistency 96 navigation 84 product taxonomies 16 user behavior 116 experiences 4 experience taxonomies 10 100 years 22 wisdom 54 information 42 takeaways 28 data 36 knowledge 48 subjectivity 78 consistency 96 navigation 84 Design Strategy in Action Edited by Nathan Shedroff A publication from the MBA in Design Strategy program California College of the Arts 2011 2008 Edition Dictionary of Sustainable Management
  5. 5. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America MBA IN DESIGN STRATEGY MBA IN STRATEGIC FORESIGHT MBA IN CIVIC INNOVATION
  6. 6. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America Instagram
  7. 7. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America Instagram $1.1B
  8. 8. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America Instagram ~$86M
  9. 9. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America Instagram $1.01B ~$86M
  10. 10. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America Pixar $2.27B $1.97B
  11. 11. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America Nextel $29.7B $5.3B
  12. 12. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America RELATIONSHIPS
  13. 13. VALUE NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  14. 14. $ £ ¤ ¥ Photo: epsos (Flickr) NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  15. 15. $ £ ¤ ¥ function Photo: bengt-re (Flickr) NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  16. 16. function CLV = GC • - M •∑ i = 0 n (1 + d) i r i ∑ i = 1 n (1 + d) i - 0.5 r i - 1 GC = gross contribution per customer M = (relevant) retention costs per customer per year n = horizon (in years) r = yearly retention rate d = yearly discount rate. (Lifetime Customer Value) Photo: southernfoodwaysalliance (Flickr) NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  17. 17. (V/S)b = Enterprise Value / Sales ratio of the firm with the benefit of the brand name
 (V/S)g = Enterprise Value / Sales ratio of the firm with the generic product Let's use as an example branded cereals maker like Kellogg (K) against a generic provider like Ralcorp (RAH). Value of Kellogg brand name = (1.78 - 1.32)(13846) = $6,369 Million
 Thus, (6369/24200) or 26% of the value of the company is derived from brand equity. { (V/S)b - (V/S)g}* Sales $ £ ¤ ¥ function (BRAND) NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  18. 18. meaningful identity emotional financial functional NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  19. 19. meaningful identity emotional financial functional Photo: mynameisharsha (Flickr) NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  20. 20. meaningful identity emotional financial functional Photo: kheelcenter (Flickr) NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  21. 21. meaningful identity emotional financial functional Photo: gsfc (Flickr) NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  22. 22. meaningful identity emotional financial functional NEEDSOFFER INTENT NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  23. 23. meaningful identity emotional financial functional INTENT OFFER NEEDS NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  24. 24. meaningful identity emotional financial functional NEEDSOFFER INTENT NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  25. 25. meaningful identity emotional financial functional NEEDSOFFER INTENT RELATIONSHIP NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  26. 26. EXPERIENCE meaningful identity emotional financial functional NEEDSOFFER INTENT NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America RELATIONSHIP
  27. 27. EXPERIENCE meaningful identity emotional financial functional NEEDSOFFER INTENT user customer audience participant employee citizen company NGO agency brand family friend stranger user customer audience participant employee citizen company NGO agency brand family friend strangerNATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America RELATIONSHIP
  28. 28. Photo: 36081663@N00 (Flickr) NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  29. 29. Juabar NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  30. 30. meaning identity emotion price function NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  31. 31. meaningful identity emotional financial functional QUANTITATIVE QUALITATIVE NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  32. 32. Photo: hypophyse (Flickr) NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  33. 33. TOTAL VALUE (PREMIUM VALUE) FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE = QUANTITATIVE QUALITATIVE NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  34. 34. TOTAL VALUE FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE = “BOOK VALUE” “GOOD WILL” NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  35. 35. TOTAL VALUE FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE $1.1 Instagram = $86M $1.01B NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  36. 36. THOSE COMPANIES (AND PEOPLE)
 WHO FOCUS ON TOTAL VALUE CREATE MORE OF IT, MORE OFTEN NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  37. 37. THOSE COMPANIES (AND PEOPLE)
 WHO FOCUS ON PREMIUM VALUE CREATE MORE OF IT, MORE OFTEN NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  38. 38. WE’RE ALL IN THE RELATIONSHIP BUSINESS
 NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  39. 39. RELATIONSHIPS ARE STRATEGIC Photo: yeahbouyee IFlickr) NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  40. 40. EXPERIENCE IS STRATEGIC NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  41. 41. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America From: The Experience Economy, Pine and Gilmore Commodity Product Service Experience Price/Value/Loyalty EXPERIENCE IS STRATEGIC
  42. 42. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America EXPERIENCE IS STRATEGIC Commodity Product Service Event/ Environment Experience Price/Value/Loyalty
  43. 43. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America meaningful identity emotional financial functional NEEDSOFFER INTENT RELATIONSHIP R IE E P XE N CE BREADTH Product Service Brand Channel/Environment (Space) Promotion TRIGGERS Sight Sound Smell Taste Touch Concepts Name(s) Symbols Price VALUE Meaning Status/Identity Emotion/ Lifestyle Price Function INTENSITY Reflex Habit Engagement INTERACTION Passive Active Interactive DURATION Initiation Immersion Conclusion Continuation
  44. 44. WE NEED BETTER TOOLS TO UNDERSTAND TOTAL VALUE
  45. 45. WE MUST COLLECT MORE & NEW
 INFORMATION
  46. 46. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America Accomplishment Beauty Creation Community Duty Enlightenment Freedom Harmony Justice Oneness Redemption Security Truth Validation Wonder 15 CORE MEANINGS Definitions: makingmeaning.org
  47. 47. QUALITATIVE RESEARCH TECHNIQUES: Interviews Careful Surveys Shadowing Laddering Games, etc. Book: The Meaning of Things by Mihaly Csikszentmihalyi
  48. 48. FREEDOM COMMUNITY
  49. 49. JUSTICE ONENESS
  50. 50. Flavor Bright/ Saturated Hard, Artificial, Natural Curvaceous/ Smooth, Solid, Sharp/Pointed Loud, Simple/Clear, Musical/Melodious, Mechanical Musky, Bright, Alcohol, Forest/Plants Meaty, Salty Accomplishment Triggers SoundColor Materials Form Aroma
  51. 51. Flavor Primary Hard Complex Loud Forest/Plants Sweet - Sugar Community Triggers SoundColor Materials Form Aroma
  52. 52. Flavor Muted/ Desaturated Plastic Porous Natural/Organic Natural, Floral Salty Harmony Triggers SoundColor Materials Form Aroma
  53. 53. CCA LEADING BY DESIGN FELLOWS PROGRAM www.cca.edu/fellowsprogram EXPERIENCE WORKBOOK OBSERVATIONS AND OPPORTUNITIES IN EXPERIENCE DESIGN 15 THE 6 DIMENSIONS OF EXPERIENCE: There are 6 dimensions of every experience, whether these are natural or man-made adn whether these are business-oriented to not. This workbook will help you explore and analyze the experiences around you and aide you in developing better experiences for customers. SIGNIFICANCE Meaning Status/Identity Emotions/Lifestyle Price/Value Function DURATION (TIME) Initiation Immersion Conclusion Continuation TRIGGERS Sight Sound Smell Taste Touch Concepts Symbols BREADTH Prodcut Service Brand Name Channel/Environment Promotion Price INTENSITY Reflex Habit Engagement INTERACTION Static Passive Active Interactive For each of the dimensions above, observe your customers/users/audience when and where they experience needs and current solutions. EXPERIENCE OBSERVATION INTENSITY Is the experience... REFLEX? HABIT? ENGAGEMENT? If so, there is likely no design opportunity. If so, can this experience be turned into an engagement experience? This is where the vast number of opportunities lie. DURATION (TIME) Is the experience... REFLEX? HABIT? ENGAGEMENT? If so, there is likely no design opportunity. If so, can this experience be turned into an engagement experience? This is where the vast number of opportunities lie. 1 14 BUSINESS MODEL: With these new elements of experience, are their threats to your gurrent business model? Are there new opportunities? designmba.org/open-source-curricula
  54. 54. WE NEED NEW TOOLS TO DESIGN EXPERIENCES
  55. 55. Customer Media- Touchpoint Time Indicator Role1Role2Role3Role4 Waitress Cook Manager + – Fail Line Media- Touchpoint Media- Touchpoint Media- Touchpoint TableReservationOnline 00:00 15:00 00:00 02:30 03:30 07:00 08:00 09:00 15:00 35:00 35:30 37:00 38:30 41:00 50:00 50:30 01:15:00 01:17:00 ConfirmationbySMS Enterrestaurant,shortwait atreception OrderAperetiv Givenmenu Aperetivcomeswithextras Guestissurprised/deligted Foodisserved Correctdishserved Guestissatisfiedagain Wrongsidedish. Guestcomplains Waitressgreetsguestand leadsthemtotable Waitresstakesthefood order Foodordersentthroughto kitchen Messageanddishsentback tokitchen KellnerstreichteinenTeil derRechnung MealPrepared Chefagitatedandother mealspushedlateinorder tore-doside-dish. Communication failureinkitchen Correctside-dishprepared
  56. 56. EXPERIENCE AFFECTS “STATE OF MIND”
  57. 57. STATE OF MIND (SOM) IS WHAT YOU FEEL AND THINKING AT ANY MOMENT
  58. 58. ResponseResponse Response Stimuli
  59. 59. State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models
  60. 60. State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models State of Mind: Emotions Behavioral Response Mental Models Stimuli: Sights Sounds Smells Tastes Touch Concepts Symbols
  61. 61. State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models State of Mind: Emotions Behavioral Response Mental Models (Triggers)
  62. 62. Core Meanings State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models State of Mind: Emotions Behavioral Response Mental Models
  63. 63. INITIATION (EXPECTATIONS) STATE OF MIND (CONTEXT): TOUCHPOINT ECOSYSTEM: PRODUCT, SERVICE, EVENT, NAME, IDENTITY/SYMBOL MEDIA: SOCIAL, ETC? LOCATION ENGAGEMENT TIME > > > ACTUAL DESIRED EXPECTED PLANNED INTENSITY DESIRABLE>>><<<UNDESIRABLE Trepidation Anticipation Boredom Frustration Anger Hope Relief Frustration Contempt
  64. 64. INITIATION (EXPECTATIONS) STATE OF MIND (CONTEXT): TOUCHPOINT ECOSYSTEM: PRODUCT, SERVICE, EVENT, NAME, IDENTITY/SYMBOL MEDIA: SOCIAL, ETC? LOCATION ENGAGEMENT TIME > > > ACTUAL DESIRED EXPECTED PLANNED INTENSITY DESIRABLE>>><<<UNDESIRABLE Accomplishment Wonder Creation Validation Trust
  65. 65. INITIATION (EXPECTATIONS) STATE OF MIND (CONTEXT): TOUCHPOINT ECOSYSTEM: PRODUCT, SERVICE, EVENT, NAME, IDENTITY/SYMBOL MEDIA: SOCIAL, ETC? LOCATION ENGAGEMENT TIME > > > ACTUAL DESIRED EXPECTED PLANNED INTENSITY DESIRABLE>>><<<UNDESIRABLE Accomplishment Wonder Creation Validation Trust Feature Service ProductPromotion EventWebsite Feature
  66. 66. PC Customer Experience Waveline EXPLORATION SETUPPURCHASE Experiences + Touchpoints INTENSITY T I M E Ideal Customer Experience The customer is looking for a trusted agent to them through the purchase process. TechCo. can work with channel partners to educated sales staff and deliver consistent collateral and information at the point of sale so there is truth for the customer. The customer has difficulties navigating complex user inter- face. OEM information embed- ded on the computer often looks like marketing materials. TechCo. can help simplify. The customer is looking for an unbiased opinion about where to turn to find information. TechCo. has an opportunity to provide recommendations and resources that might be valuable. The customer is looking for an unbiased opinion about where to turn to find information. TechCo. has an opportunity to provide recommendations and resources that might be valuable. 1 1 2 3 4 5 2 3 4 5 Opportunities Ads gets customers excited and peak awareness about new computers and features Windows 8 OS creates curiousity and customers are interested in explor- ing the new technology and how it works with new form factor In Store exploration is used prior to purchase so customers can get a good look and feel for potential options Sales associate often give our conflicint information especially when it comes to WiDi Friends & Family are valued as they provide only opportunity to see, touch, and use a variety of computers before purchase. WiDi is difficult to find out about, unless a friend has it or you come across it on a blog, chances are you won’t find out much about it Google is used to find specific technical information that is not listed on the product display cards, like info on graphics cards, RPM on hard drives, etc. 1 Segment A OEM man reference the “don’ A non-functioning or outdated computer prompt users to set out on the discovery process 2 Segment B Google search Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed ullamcorper, elit vitae eleifend euismod 3 Segment C Friends & Family are valued as they provide only opportunity to see, touch, and use a variety of computers before purchase. OEM websites come with mixed reviews, some see them as marketing while other like to see options vs. pricing tools Product display card were inconsistent in the depth of information between different computers, for others it was a good guide Windows 8 Setup Wizard Lorem ipsum dolor sit amet, consectetur adipi- scing elit. Sed ullamcor- per, elit vitae eleifend euismod Sales Associates often provide misleading, conflicting, or down-right untrue information (with WiDi, for example). When knowledgeable and articulate, though, a sales associate can persuade someone to make a purchase and instill excitement. Wayfinding Signage is often unclear and pro- vides little in the way of helping customers make selections or navigate the space more effectively Google is a common starting spot that helps customers gain an overview of the options avaliable and start navigating the complex ecosystem of the PC Retail visit before purchase test the look and feel of the products, talk to associates about what is new, and check out the selection Google is accessed multiple times to continually refine the search in finding the right match Forums/Reviews are a resource that help provide contextually relevant information and carry a perception of being unbiased as compared to the manufacturer for others it is a necessary evil OEM Packaging can set expectation about the process or the experience the cus- tomer is about start Computer customers are looking for light, sleek, attractive form factor computers. The look and feel can make or break deals Quick Start Guide is sometime used by the customer as a resource to make sure the proper sets are being followed to get computer set up. It is going through the steps properly to get OEM SiteOEM Site Google Search Google Search Quick Start Guide is sometime used by the customer as a resource to make sure the proper sets are being followed to get computer set up. It is going through the steps properly to get Google Search Google Search Quick Start Guide is sometime used by the customer as a resource to make sure the proper sets are being followed to get computer set up. It is going through the steps properly to get Sales associateSales associate Quick Start Guide is sometime used by the customer as a resource to make sure the proper sets are being followed to get computer set up. It is going through the steps properly to get Quick some custo to ma sets a to get is goin steps Wonder Truth Frustration Shock Anxiety & Fear Frustration Excitem ent Validation Trust Excitem ent Discovery Computer crashing #5 WiDi confusion #3 Key touchpoints #4 Video #1 #2 Calling store to get information about WiDi #6 Excitement about new computer V s © SCANSION 2014
  67. 67. JOURNEY MAP vs WAVELINE • Maps touchpoints • Maps functions • Design 4 touchpts • Maps experiences (“change in people”) • Maps emotions, values & meaning • Maps value (and, opportunities) • Can map triggers • Places opportunities in context and time • Design 4 relationships
  68. 68. INITIATION (EXPECTATIONS) STATE OF MIND (CONTEXT): BACKSTAGE: TOUCHPOINT ECOSYSTEM: PRODUCT, SERVICE, EVENT, NAME, IDENTITY/SYMBOL MEDIA: SOCIAL, ETC? LOCATION EMOTIONS TRIGGERS: VISUAL (COLOR, TYPE, LAYOUT, IMAGE, PATTERN), AUDIO, AROMA, TASTE, TOUCH, CONCEPT MEMORY, BIAS, MENTAL MODELS GOAL/VALUE AGENT ACTION/RESPONSE: ENGAGEMENT CONCLUDE/REFLECT CONTINUATION (REPEAT) TIME > > > ROX WAVELINE TEMPLATE PROJECT: TASK: INTENSITY>>> PLANNED ACTUAL PERSONA/ACTOR: designmba.org/open-source-curricula
  69. 69. Corporate Decision Drivers Team Decision Drivers Customer Decision Drivers Competitors’ Decision Drivers Strategic Focus STRATEGIC MEANING ALIGNMENT
  70. 70. Corporate Decision Drivers Team Decision Drivers Customer Decision Drivers Competitors’ Decision Drivers STRATEGIC MEANING ALIGNMENT Community Wonder Accomplishment Beauty Accomplishment Enlightenment Community Wonder Security Wonder Accomplishment Community Accomplishment Community Wonder
  71. 71. INITIATION (EXPECTATIONS) STATE OF MIND (CONTEXT): BACKSTAGE: TOUCHPOINT ECOSYSTEM: PRODUCT, SERVICE, EVENT, NAME, IDENTITY/SYMBOL MEDIA: SOCIAL, ETC? LOCATION EMOTIONS TRIGGERS: VISUAL (COLOR, TYPE, LAYOUT, IMAGE, PATTERN), AUDIO, AROMA, TASTE, TOUCH, CONCEPT MEMORY, BIAS, MENTAL MODELS GOAL/VALUE AGENT ACTION/RESPONSE: ENGAGEMENT CONCLUDE/REFLECT CONTINUATION (REPEAT) TIME > > > ROX WAVELINE TEMPLATE PROJECT: TASK: INTENSITY>>> PLANNED ACTUAL PERSONA/ACTOR: designmba.org/open-source-curricula FREEDOM CCA LEADING BY DESIGN FELLOWS PROGRAM www.cca.edu/fellowsprogram EXPERIENCE WORKBOOK OBSERVATIONS AND OPPORTUNITIES IN EXPERIENCE DESIGN 15 THE 6 DIMENSIONS OF EXPERIENCE: There are 6 dimensions of every experience, whether these are natural or man-made adn whether these are business-oriented to not. This workbook will help you explore and analyze the experiences around you and aide you in developing better experiences for customers. SIGNIFICANCE Meaning Status/Identity Emotions/Lifestyle Price/Value Function DURATION (TIME) Initiation Immersion Conclusion Continuation TRIGGERS Sight Sound Smell Taste Touch Concepts Symbols BREADTH Prodcut Service Brand Name Channel/Environment Promotion Price INTENSITY Reflex Habit Engagement INTERACTION Static Passive Active Interactive For each of the dimensions above, observe your customers/users/audience when and where they experience needs and current solutions. EXPERIENCE OBSERVATION INTENSITY Is the experience... REFLEX? HABIT? ENGAGEMENT? If so, there is likely no design opportunity. If so, can this experience be turned into an engagement experience? This is where the vast number of opportunities lie. DURATION (TIME) Is the experience... REFLEX? HABIT? ENGAGEMENT? If so, there is likely no design opportunity. If so, can this experience be turned into an engagement experience? This is where the vast number of opportunities lie. 1 14 BUSINESS MODEL: With these new elements of experience, are their threats to your gurrent business model? Are there new opportunities? Flavor Primary Hard Complex Loud Forest/Plants Sweet - Sugar Community Triggers SoundColor Materials Form Aroma
  72. 72. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America WE NEED TO DO THE WORK TO BRIDGE OUR DIFFERENT WORLDS
  73. 73. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America BUSINESSPEOPLE ARE EXTREMELY CONFIDENT ABOUT THINGS THAT AREN’T TRUE
  74. 74. MYTHS OF BUSINESS Cooperation is for wusses Growth is everything The Free Market (exists) Markets optimize efficiently Businesses are more efficient than Government “The business of business is business” Rich people create jobs “Corporations are people, my friend” The Founding Fathers were pro-business Leadership is based on authority
  75. 75. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America MARKETING IS NOT SALES, ADVERTISING & PR!
  76. 76. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America MARKETING IS THE INHALE,
  77. 77. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America MARKETING IS THE INHALE, SALES, ADVERTISING & PR ARE THE EXHALE
  78. 78. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  79. 79. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  80. 80. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  81. 81. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  82. 82. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America STRATEGY IS
 A HIGH-LEVEL PLAN (FOR ACTION)
  83. 83. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America “DESIGN IS A PLAN FOR ACTION” Charles Eames
  84. 84. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America TACTIC STRATEGY
  85. 85. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America TACTIC Usability STRATEGY
  86. 86. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America TACTIC Usability Design (Craft) STRATEGY Experience/Relationship Design (Strategy/“Thinking”)
  87. 87. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America TACTIC Operational Effectiveness & Productivity Products & Services (Offerings) Features/Performance Price STRATEGY Intent, Goals, Mission, Vision, & Culture Systems Stakeholders (employees, investors, media, communities, etc.)
  88. 88. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America TACTIC How do we make, deliver, and support the best <offering> possible? STRATEGY What business should we in (to begin with)?
  89. 89. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America THE ORGANIZATION THE OFFERINGS TACTIC How do we make, deliver, and support the best <offering> possible? STRATEGY What business should we in (to begin with)?
  90. 90. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America Your Company customers (end users) NGOs media community (geographic) partners labor unions retailers local government wholesalers the Environment industry trade associations employees distributors regional government courts suppliers & manufacturers insurers & reinsurers shareholders banks investors institutional investors competitors Your
 Company customers (service providers)
  91. 91. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America WE ALSO NEED TO HELP BUILD NEW BUSINESS TOOLS
  92. 92. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America The Business Model Canvas Cost Structure Key Partners Key Resources Channels Key Activities Value Proposition Customer Relationships Customer Segments Revenue Streams Business Model Generation, Alexander Osterwalder businessmodelgeneration.com
  93. 93. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America The Business Model Canvas Cost Structure Key Partners Key Resources Channels Key Activities Value Proposition Customer Relationships Customer Segments Revenue Streams Business Model Generation, Alexander Osterwalder businessmodelgeneration.com
  94. 94. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America Strengths Weaknesses Opportunities Threats
  95. 95. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America Strengths: • We’re us • We’re great • We know stuff • We’re fast • We’re easy to use! Weaknesses: • We work too much • We care too much • We’re perfectionists Opportunities: • Own the market • Expand product lines • Make more stuff • License stuff • Co-brand with Disney • Create an “experience” Threats: • Others can get fast • Others can be easy
 to use • Someone gets to Disney before us • We don’t have a “big data” strategy!
  96. 96. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America Strengths: • We’re us • We’re great • We know stuff • We’re fast • We’re easy to use! Weaknesses: • We work too much • We care too much • We’re perfectionists Opportunities: • Own the market • Expand product lines • Make more stuff • License stuff • Co-brand with Disney • Create an “experience” Threats: • Others can get fast • Others can be easy
 to use • Someone gets to Disney before us • We don’t have a “big data” strategy!
  97. 97. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America ENVIRONMENTAL ANALYSIS Social Issues: Customer Needs and Wants Political Issues: Legal, Regulations... Tech. Issues: Technology trends, opps... Economic Issues: Market trends, opps... Industry-Specific Issues: ???
  98. 98. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America ENVIRONMENTAL ANALYSIS • Customers seek clarity • Customers are afraid of technology • RIM is out, HTML5 is in • Lending is slowing • Customers worried about their future • etc.
  99. 99. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America COMPETITIVE ANALYSIS • Clarity • Fear of technology • HTML5 • Loan Help • Reassuring X X X X √ √ √ √ X X X X X √ X X X √ X X √ √ X X X
  100. 100. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America Strengths Weaknesses • Clarity • Fear of technology • HTML5 • Loan Help • Reassuring
  101. 101. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America Strengths Weaknesses Opportunities (Biggest Strengths vs. Biggest Weaknesses) Threats (Biggest Weaknesses vs. Biggest Strengths) • Clarity • Fear of technology • HTML5 • Loan Help • Reassuring
  102. 102. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America For <target customers> that <need/ care about> , our <product, service>, company> is a solution that <benefit> . Unlike, <our competitor> , our <product, service>, company> is <unique differentiator> . POSITIONING STATEMENT
  103. 103. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America For our users that need the most features , our app is a solution that is fast and inexpensive. Unlike our competitors , our app is in the cloud. POSITIONING STATEMENT
  104. 104. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America For Professor Plum that needs to
 kill someone , our noose is a solution that is silent . Unlike, Miss Scarlett , our noose 
 is purple. POSITIONING STATEMENT
  105. 105. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America POSITIONING STATEMENT For <type of customer/audience> that <need/care about...>, our <product, service, company> delivers <biggest opportunities>. Unlike, <list weak competitor(s)>, our <product, service, company> delivers <biggest strengths>.
  106. 106. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America VALUE IS MORE THAN FINANCIAL
  107. 107. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America EVERYONE IS IN THE RELATIONSHIP BUSINESS
  108. 108. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America EVERYONE IS IN THE EXPERIENCE BUSINESS
  109. 109. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America QUALITATIVE VS. QUANTITATIVE
  110. 110. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America QUALITATIVE AND QUANTITATIVE
  111. 111. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America WE NEED NEW TOOLS FOR RESEARCH, DESIGN, & BUSINESS
  112. 112. NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America THANK YOU nathan@nathan.com @nathanshedroff designmba.org MAKE IT SO Interaction Design Lessons from Science Fiction by NATHAN SHEDROFF & CHRISTOPHER NOESSEL foreword by Bruce Sterling Many designers enjoy the interfaces seen in science fiction films and television shows. Freed from the rigorous constraints of designing for real users, sci-fi production designers develop blue-sky interfaces that are inspiring, humorous, and even instructive. By carefully studying these “outsider” user interfaces, designers can derive lessons that make their real-world designs more cutting edge and successful. “Designers who love science fiction will go bananas over Shedroff and Noessel’s delightful and informative book on how interaction design in sci-fi movies informs interaction design in the real world.... You will find it as useful as any design textbook, but a whole lot more fun.” ALAN COOPER “Father of Visual Basic” and author of The Inmates Are Running the Asylum “Part futurist treatise, part design manual, and part cultural analysis, Make It So is a fascinating investigation of an often-overlooked topic: how sci-fi influences the development of tomorrow’s machine interfaces.” ANNALEE NEWITZ Editor, io9 blog “Shedroff and Noessel have created one of the most thorough and insightful studies ever made of this domain.” MARK COLERAN Visual designer of interfaces for movies (credits include The Bourne Identity, The Island, and Lara Croft: Tomb Raider) “Every geek’s wet dream: a science fiction and interface design book rolled into one.” MARIA GIUDICE CEO and Founder, Hot Studio www.rosenfeldmedia.com MORE ON MAKE IT SO www.rosenfeldmedia.com/books/science-fiction-interface/ MAKEITSObyNATHANSHEDROFF&CHRISTOPHERNOESSEL Experience Design 1.1 a manifesto for the design of experiences by Nathan Shedroff product taxonomies 16 user behavior 116 100 years 22 information 42 takeaways 28 data 36 knowledge 48 subjectivity 78 consistency 96 navigation 84 Design Strategy in Action Edited by Nathan Shedroff A publication from the MBA in Design Strategy program California College of the Arts 2011
  113. 113. No deje de completar su evaluación online isa.ixda.org/encuesta ¡Muchas gracias! Interaction14South America B U E N O S A I R E S Bridging Strategy with Design Nathan Shedroff

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