As an introduction to Adaptive Path's new book, Subject to Change, this presentation covers key points from the book on creating great products and services for an uncertain world.
2. Media is a mess
Craigslist took the classifieds
Everyone took a piece of the ads
Blogs are taking the readers
3. Media is a mess
Craigslist took the classifieds
Everyone took a piece of the ads
Blogs are taking the readers
Music is in metamorphosis
iTunes is the #1 retailer
Labels are loosing their grip
4. Media is a mess
Craigslist took the classifieds
Everyone took a piece of the ads
Blogs are taking the readers
Music is in metamorphosis
iTunes is the #1 retailer
Labels are loosing their grip
Travel is turbulent
The three top quality carriers
are all low-fair airlines
8. Predicting the future won’t work.
Meeting about it won’t work.
Instead, seek approaches that will
continue to work no matter which
prediction comes true.
11. A NEW PHOTOGRAPHIC APPARATUS.
This apparatus consists of a box containing a camera, A, and
a frame, C, containing the desired number of plates, each
held in a small frame of black Bristol board. The camera
contains a mirror, M, which pivots upon an axis and is
maneuvered by the extreme bottom, B. This mirror stops at
an angle of 45°, and sends the image coming from the
objective to the horizontal plate, D, at the upper part of the
camera. The image thus reflected is righted upon this plate.
As the objective is of short focus, every object situated
tus
new photographic appara
beyond a distance of three yards from the apparatus is in
A focus. In exceptional cases, where the operator might be
nearer the object to be photographed, the focusing would be
done by means of the rack of the objective. The latter can
also slide up and down, so that the apparatus need not be
inclined when buildings or high trees are being photographed.
The door, E, performs the role of a shade. When the
apparatus has been fixed upon its tripod and properly
directed, all the operator has to do is to close the door, P and
,
raise the mirror, M, by turning the button, B, and then expose
the plate. The sensitized plates are introduced into the
apparatus through the door, I, and are always brought
automatically to the focus of the objective through the
pressure of the springs, R. The shutter of the frame, B, opens
through a hook, H, with in the pocket, N. After exposure, each
plate is lifted by means of the extractor, K, into the pocket,
whence it is taken by hand and introduced through a slit, S,
behind the springs, R, and the other plates that the frame
contains. All these operations are performed in the interior of
the pocket, N, through the impermeable, triple fabric of which
no light can enter.
An automatic marker shows the number of plates exposed.
When the operations are finished, the objective is put back in
the interior of the camera, the doors, P and E, are closed, and
the pocket is rolled up. The apparatus is thus hermetically
closed, and, containing all the accessories, forms one of the
most practical of systems for the itinerant photographer.
17. Why is this story important?
Because this focus on the customer experience
made Kodak successful for years.
And when they’ve stumbled it’s been because
they lost this focus.
25. The experience is the product.
Focus on experience.
Focus on the lives of customers.
Embrace the complexity.
Engage in design as an activity.
26. The experience is the product.
Focus on experience.
» Use experience as strategy.
Focus on the lives of customers.
Embrace the complexity.
Engage in design as an activity.
31. Our Vision
Calendar:
to Google
The Road portant to h
ave one)
(it’s im
rks for you
dar that wo
uild a calen
• Set out to b ling, and jo
yous to use r
ually appea the calenda
to
– Fast, vis formation in etc.)
sim ple to get in invitations,
– Drop dead creen (reminders, lace
oxes on a s life in one p
– More than b see your whole
so you can
– E asy to share
ot everyon e
o rld where n
consumer w e system)
• De signed for a on the sam
dar (or one
has a calen nd publish)
Is (import a
– Open AP ne
s for everyo
– Invitation
Mana ger
arl Sjogre en, Product
—pre sented by C
32. Our Vision
Calendar:
to Google
The Road portant to h
ave one)
(it’s im
rks for you
dar that wo
uild a calen
• Set out to b ling, and jo
yous to use r
ually appea the calenda
to
– Fast, vis formation in etc.)
sim ple to get in invitations,
– Drop dead creen (reminders, lace
oxes on a s life in one p
– More than b see your whole
so you can
– E asy to share
ot everyon e
o rld where n
consumer w e system)
• De signed for a on the sam
dar (or one
has a calen nd publish)
Is (import a
– Open AP ne
s for everyo
– Invitation
Mana ger
arl Sjogre en, Product
—pre sented by C
35. The experience is the product.
Focus on experience.
» Use experience as strategy.
Focus on the lives of customers.
» Understand people as people.
Embrace the complexity.
Engage in design as an activity.
53. Emotion
“...because of new scientific advances in
our understanding of the brain and of how
emotion and cognition are thoroughly
intertwined. We scientists now understand
how important emotion is to everyday life,
how valuable.”
— Don Norman, Emotional Design
56. Tasks Emotions
Goals Context
Preferences Meaning
57. More insight
By changing the size and shape
of our research filters, more
and better information gets
through the sifting process.
58. peo ple?
rs as
cus tome
your
ders tand
yo u un
Do
59. The experience is the product.
Focus on experience.
» Use experience as strategy.
Focus on the lives of customers.
» Understand people as people.
Embrace the complexity.
» Use systems to support experiences.
Engage in design as an activity.
73. The ClearRx system
pill bottle
pharmacists ClearRX marketing
Customer-facing experience
POS system training
CRM supply chain
IT systems and operations
74. The ClearRx system
nge?
pill bottle
s cha
pharmacists ClearRX marketing
ha rnes
ng to
Customer-facing experience
doi
at are you
Wh POS system training
CRM supply chain
IT systems and operations
75. The experience is the product.
Focus on experience.
» Use experience as strategy.
Focus on the lives of customers.
» Understand people as people.
Embrace the complexity.
» Use systems to support experiences.
Engage in design as an activity.
» Design as an organization competency.
86. Meaning more means repeatedly
creating notably great experiences
True loyalty — and the word-of-
mouth that comes with it — evolves
natural from the great experience you
have with a company over time.
87. Meaning more means repeatedly
creating notably great experiences
Notably great experiences are
punctuated by a moment of “wow,”
when the product or service delights,
anticipates the needs of, or pleasantly
surprises a person.
88. The Long Wow
Plan and stage
the wow
experience
wow
Manage your Evolve your
platform for repeatable
delivery process
Draw from a
wide area of
unmet needs
89. 4. Plan and stage the wow experience
organize a pipeline of wow moments that can be
introduced through your palette of touchpoints over time
Before Now Next Later
90. pack in unfold new
features up experiences
front over time
103. The Long Wow
Plan and stage
the wow
experience
wow
Manage your Evolve your
platform for repeatable
delivery process
Draw from a
wide area of
unmet needs
104. The Long Wow
Plan and stage
the wow
experience
wow wow wow wow wow wow wow wo
Manage your Evolve your
platform for repeatable
delivery process
Draw from a
wide area of
unmet needs
105. eate
at c an cr
rm thwow wow wow wo
wow wow wowfo g haul?
lat wow
g a p the lon
ildin over
u bu nts
A re yo ome
w ow m
106. The experience is the product.
Focus on experience.
» Use experience as strategy.
Focus on the lives of customers.
» Understand people as people.
Embrace the complexity.
» Use systems to support experiences.
Engage in design as an activity.
» Design as an organization competency.
107. Goals of the book
Articulate a new
approach to creating
products and services
in an uncertain world
108. Goals of the book
Articulate a new
approach to creating
products and services
in an uncertain world
And address a gaping
hole in how companies
serve people
110. 362 firms
95% say they are
“customer focused”
from “Closing the Delivery Gap” by Bain & Company
111. 362 firms
95% say they are
“customer focused”
80% say they deliver a
“superior experience”
from “Closing the Delivery Gap” by Bain & Company
112. 362 firms
95% say they are
“customer focused”
80% say they deliver a
“superior experience”
How many of these
firms’ customers agree
that they deliver a
superior experience?
from “Closing the Delivery Gap” by Bain & Company
113. 362 firms
95% say they are
“customer focused”
80% say they deliver a
“superior experience”
How many of these
firms’ customers agree
that they deliver a
superior experience?
8%
from “Closing the Delivery Gap” by Bain & Company
114.
115. SUBJECT TO CHANGE
creating great products and services for an uncertain world
Short, but powerful. Easy to read,
yet profound. I’ve been searching
for just this book: the one perfect
book that summarizes the
essence of modern product
design. This is it... I will use it in
my courses for MBA students.
You should use it for, well, for
everyone.”
— Don Norman,
author Design of Everyday Things
116. SUBJECT TO CHANGE
creating great products and services for an uncertain world
Short, but powerful. Easy to read,
yet profound. I’ve been searching
for just this book: the one perfect
book that summarizes the
essence of modern product
design. This is it... I will use it in
my courses for MBA students.
You should use it for, well, for
everyone.”
— Don Norman,
author Design of Everyday Things
Peter Merholz
Brandon Schauer
117. Additional Photo Credits
Slides 71, 72, 75. quot;Basinghill pathquot; David (satguru).
http://flickr.com/photos/satguru/2301780965/
Slide 73. quot;Vincent Massey Park - Path?quot; Alison C (Allie in Wonderland).
http://flickr.com/photos/allie-in-wonderland/1810364260/
Slide 73. quot;The road/pavement markings.quot; Matt Seppings
http://flickr.com/photos/chumpolo/165026463/
Slide 62. quot;Loyal Palquot; (dennis and aimee jonez)
http://flickr.com/photos/jonezes/233928794/
Slide 68. quot;blue linequot; Crispin Semmens (conskeptical).
http://flickr.com/photos/conskeptical/292241229/
—all photos some right reserved: Creative Commons http://creativecommons.org/licenses/by/3.0/