Published on November 14, 2008
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
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”
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 firstname.lastname@example.org www.ideagarden.com.au
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