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

1. EXPERIENCE
INNOVATION

2. WHAT IS
INNOVATION IN
EXPERIENCE
DESIGN?

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

5. 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

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

7. HISTORICALLY A PRINT AD

8. SOMETIMES A TVC

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

10. AND THIS IS WHAT YOU GET

11. IT LOOKS THE SAME

12. BUT IT’S NOT
AN
EXPERIENCE

13. AND IT’S NOT
INNOVATIVE

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

15. EXPERIENCE IS INFLUENCED BY MANY
THINGS
CONTENT
ASTHETICS
PEOPLE
TECHNOLOGY

16. 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

17. 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)

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

19. Chris Bernard: Microsoft User Experience Evangelist

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

21. CREATIVES
STRIVE
FOR
GOLD
LIONS

22. THIS FREQUENTLY LEADS TO:
FLASHTURBATION

23. 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)

24. SOMETIMES SIMPLE IS BETTER

25. SOMETIMES VISUAL IS BETTER

26. SOMETIMES CONFIGURABLE IS BETTER

27. SOMETIMES SPEED IS IMPORTANT

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

29. SOMETIMES INNOVATION IS IN THE INTERFACE

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

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

32. BIG POND TIRED TWITTER

33. FAIL!

34. THEN THEY STARTED LISTENING

35. AND THEY EVOLVED

36. AND IT WORKED

37. AD:TECH SYDNEY
YOU DECIDE WHAT
YOU WANT TO HEAR

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

39. 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

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

41. 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

42. THERE HAVE BEEN MANY COPIES

43. BUT THE REAL SUCCESS STORY IS
“THE EXPERIENCE”

45. FORGET SUPERHEROS

46. REMOVE THE SILOS

47. 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

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

49. 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

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

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