Experience Design - Ad:tech New York Oct 08

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Information about Experience Design - Ad:tech New York Oct 08
Design

Published on November 14, 2008

Author: jennyatideagarden

Source: slideshare.net

Description

Presentation for panel session on experience design at Ad:tech New York

EXPERIENCE INNOVATION

WHAT IS INNOVATION IN EXPERIENCE DESIGN?

BY TALKING TO PEOPLE AT THE MOMENT OF TRUTH OR CREATING A MOMENT OF TRUTH

THE TRADITIONAL APPROACH: 1.  FIND A PRODUCT'S UNIQUE VALUE PROPOSITION 2.  DETERMINE WHAT EMOTIONAL NEEDS THIS CONNECTS WITH 3.  ALIGN YOUR EXECUTIONS AROUND THESE FEELINGS

TRADITIONAL APPROACH PR RETAIL OUTDOOR THE TV INSIGHTS STRATEGY CREATIVE IDEA RADIO ONLINE MOBILE DM

HISTORICALLY A PRINT AD

SOMETIMES A TVC

THEN YOU MAKE IT DIGITAL Digital
people
didn’t
like
this
but 
that’s
just
the
way
things
where


AND THIS IS WHAT YOU GET

IT LOOKS THE SAME

BUT IT’S NOT AN EXPERIENCE

AND IT’S NOT INNOVATIVE

EXPERIENCE = Knowledge, skills and understanding we gained through involvement or exposure to something

EXPERIENCE IS INFLUENCED BY MANY THINGS CONTENT ASTHETICS PEOPLE TECHNOLOGY

USER EXPERIENCE THE COMPONENTS OF USER EXPERIENCE HONEYCOMB Delivers
against 
what
they
need 
 USEFUL Easy
to Sought
a8er
content 
navigate
 
relevant
to
lifestage
 USABLE DESIRABLE VALUABLE FINDABLE ACCESSIBLE Well
op?mised Efficient
informa?on 
for
search
 
architecture
 CREDIBLE True,
believable
and 
leverages
brand 
 Peter Morville

USER EXPERIENCE THE COMPONENTS OF USER EXPERIENCE HONEYCOMB Delivers
against 
what
they
need 
 USEFUL Easy
to Sought
a8er
content 
navigate
 
relevant
to
lifestage
 USABLE DESIRABLE Easy
and
cost 
effec?ve
to Things 
maintain
 
work
 SUSTAINABLE VALUABLE RELIABLE FINDABLE ACCESSIBLE Well
op?mised Efficient
informa?on 
for
search
 
architecture
 CREDIBLE True,
believable
and 
leverages
brand 
 Peter Morville (plus some)

INNOVATION = A new way of doing something that is incremental, radical, and revolutionary .. and changes thinking, products, processes, or organizations

Chris Bernard: Microsoft User Experience Evangelist

DESIRABLE Will people want it? FUNCTIONAL INNOVATION FEASIBLE FUNCTIONAL Can technology deliver it? INNOVATION AND DESIGN

CREATIVES STRIVE FOR GOLD LIONS

THIS FREQUENTLY LEADS TO: FLASHTURBATION

PERHAPS WE OVERRATE VISUAL DESIGN Over 80% of designers believe that good visual design is important. About 50% of the visitors agree. Only 60% of designers believe up-to-date information is important 80% of visitors think it’s very important 70% of designers think visitors area most always able to maintain orientation. Only 10% of visitors agree. 2008 Institute for Dynamic Educational Advancement (IDEA)

SOMETIMES SIMPLE IS BETTER

SOMETIMES VISUAL IS BETTER

SOMETIMES CONFIGURABLE IS BETTER

SOMETIMES SPEED IS IMPORTANT

OR HOW YOU HANDLE PROBLEMS Source: experiencedynamics.blogs.com

SOMETIMES INNOVATION IS IN THE INTERFACE

CREATIVE DESIGN WHOSE SOLE PURPOSE IS TO THE MEET THE NEEDS OF THE USER … NOT THE DESIRE TO LOOK GOOD WHILE DOING IT

VIABLE PROCESS FEASIBLE Can the business INNOVATION Can technology afford to do it? deliver it? PROCESS INNOVATION

BIG POND TIRED TWITTER

FAIL!

THEN THEY STARTED LISTENING

AND THEY EVOLVED

AND IT WORKED

AD:TECH SYDNEY YOU DECIDE WHAT YOU WANT TO HEAR

DESIRABLE Will people want it? EMOTIANAL INNOVATION VIABLE Can the business afford to do it? EMOTIONAL INNOVATION

APPLE : IS IT ABOUT THE DESIGN PATENTS? James
Conley
Clinical
Professor
at
both
the
Kellogg
School
of
Management 
 www.core77.com/reactor/12.05_ipod_trademark.asp 


CONSISTENT THROUGH PRODUCT EVOLUTION James
Conley
Clinical
Professor
at
both
the
Kellogg
School
of
Management 
 www.core77.com/reactor/12.05_ipod_trademark.asp 


THE PHYSICAL FORM = THE BRAND? James
Conley
Clinical
Professor
at
both
the
Kellogg
School
of
Management 
 www.core77.com/reactor/12.05_ipod_trademark.asp 


THERE HAVE BEEN MANY COPIES

BUT THE REAL SUCCESS STORY IS “THE EXPERIENCE”

FORGET SUPERHEROS

REMOVE THE SILOS

INNOVATION IS ITERATIVE BUSINESS
 BUSINESS
 INTENT
 STRATEGIC VISION  INTENT
 CONTINUE  MARKET
 MARKET
 INSIGHTS
 INSIGHTS
 EXPERIENCE  CONTINUE
 DEVELOPMENT  CRITERIA  PLAN
 DESIGN
+
 RESULTS
 RE‐EVALUATE
 PLAN
 REFINE
+
 IMPLEMENT
 +
INSIGHTS
 STRATEGY
 EVOLVE
 TRY
 INITIAL
 OPTIMISE
+
 SOMETHING
 LAUNCH
 EVOLVE
 DIFFERENT


INNOVATION ISN'T WHAT INNOVATORS DO… ...IT'S WHAT CUSTOMERS AND CLIENTS ADOPT

EXPERIENCE INNOVATION HAPPENS WHEN YOU: • UNDERSTAND THE VALUE OF A PRODUCT AROUND THE EMOTIONAL-BASED ELEMENTS • DEFINE A SUSTAINABLE, VALUABLE PLAN ON HOW TO ENGAGE YOUR AUDIENCE • EMPOWER YOUR ORGANIZATION TO PROPERLY RESEARCH AND DESIGN FOR THE USER EXPERIENCE THAT DELIVERS THIS

“If people were afraid of change and risk then they are in wrong business” SHELLY LAZURUS AD:TECH 2008

Jenny Williams jenny@ideagarden.com.au www.ideagarden.com.au

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