The System is the Product by Adam Richardson at SVPMA Monthly Event August 2007

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

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.
SVPMA The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 2

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

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

5. 100 Years Ago: “You push the button, we do the rest”
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6. Systems are more common today
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7. But designing systems is difficult
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8. Systems are abstract and difficult to see
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9. Systems are often boring
Train schedule
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10. Systems cross over organizational boundaries
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11. The Apple iPod
Why it Stinks
• High price
• Limited features
• Easy to scratch
• Hard to carry
• Can’t replace battery
• Cumbersome menus
SVPMA The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 11

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

13. Tecosystems
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14. Manage Tecosystems Across Experience Touchpoints
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15. MINI
Retail Lifestyle
Accessories
Web
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16. Maxtor OneTouch III
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17. Maxtor OneTouch III
AWARENESS PURCHASE
USE OUT OF BOX
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18. Convergence
Convergence
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19. Turbochef Speedcook Oven
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20. Turbochef Speedcook Oven
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21. Turbochef Speedcook Oven
Cultural Trends Customer Insights Analogous Products
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22. SVPMA The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 22

23. Alltel Lessons
• Manage up and down
• Prototypes as tools for buy-in
• Intensive stakeholder
coordination
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24. Know Thy Organization
BOTTOM-UP TOP-DOWN
FAITH-BASED GOOGLE APPLE
PROOF-BASED HP GE
SVPMA The System is the Product © 2007 frog design. confidential & proprietary. August 3, 2007 24

25. Business and Technology Challenges
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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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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 and what will it How long after a
take to close the gap? competitor crosses the
gap before profits drop
unacceptably?
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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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29. Adam.Richardson@frogdesign.com
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