The System is the Product

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frog

Design Tecnologia

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.

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

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

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

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

100 Years Ago: “You push the button, we do the rest”

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

Systems are more common today

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

But designing systems is di cult

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

Systems are abstract and di cult to see

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

Systems are often boring

Train schedule

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

Systems cross over organizational boundaries

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

The Apple iPod

Why it Stinks
• High price
• Limited features
• Easy to scratch
• Hard to carry
• Can’t replace battery
• Cumbersome menus

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

Why the iPod Succeeded

A convergent system that has given
Apple a 5+ year competitive edge

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

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

Manage Tecosystems Across Experience Touchpoints

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

MINI
Lifestyle
Retail

Accessories

Web

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

Maxtor OneTouch III

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

Maxtor OneTouch III

AWARENESS PURCHASE

USE OUT OF BOX

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

Convergence

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

Turbochef Speedcook Oven

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

Turbochef Speedcook Oven

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

Turbochef Speedcook Oven

Cultural Trends Customer Insights Analogous Products

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

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

Alltel Lessons

• Manage up and down
• Prototypes as tools for buy-in
• Intensive stakeholder
coordination

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

Know Thy Organization

BOTTOM-UP TOP-DOWN

GOOGLE APPLE
FAITH-BASED

PROOF-BASED HP GE

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

Business and Technology Challenges

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

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

Strategic Questions

Performance/
Experience
Crossover

High
Experience
Performance

Experience
Expectation

How big is
the gap?

Proﬁt Margin
Low
Emerging Mature
Category Category

How long after a
How long and what will it
competitor crosses the
take to close the gap?
gap before proﬁts drop
unacceptably?

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

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

Adam.Richardson@frogdesign.com

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

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The System is the Product

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

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

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

11. The Apple iPod Why it Stinks • High price • Limited features • Easy to scratch • Hard to carry • Can’t replace battery • Cumbersome menus 11 © 2007 frog design. conﬁdential & proprietary. August 3, 2007 SVPMA The System is the Product

23. Alltel Lessons • Manage up and down • Prototypes as tools for buy-in • Intensive stakeholder coordination 23 © 2007 frog design. conﬁdential & proprietary. August 3, 2007 SVPMA The System is the Product

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 26 © 2007 frog design. conﬁdential & proprietary. August 3, 2007 SVPMA The System is the Product

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 after a How long and what will it competitor crosses the take to close the gap? gap before profits drop unacceptably? 27 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA The System is the Product

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 28 © 2007 frog design. confidential & proprietary. August 3, 2007 SVPMA The System is the Product

The System is the Product

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