Small Steps in Culture, Giant Leaps in Brand
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At the end of 2013, after years of successful investment in eBay’s technology platforms, CEO John Donahoe knew that the next step in creating superlative customer experiences would come from design. He tapped his design leaders, and others throughout the company, to Activate Design Thinking, building a cohesive design culture across eBay Inc. and revealing the importance of design thinking and making across ebay inc' future of commerce & payments. Hear more about one company’s journey from an inward-focused to a customer-centric culture, driven by design thinking. Originally presented on Sept 25th, 2014.
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Small Steps in Culture, Giant Leaps in Brand
- 1. Small steps in Culture GIANT leaps in Brand Dane Howard, Global Brand Experience. eBay inc.
- 2. One small step… One GIANT Leap for…
- 3. “Culture eats strategy for breakfast.” - Peter F. Drucker
- 4. #28 - Interbrand, 2013
- 5. online offline ‘New retail’ emerging Consumer behavior changing
- 8. PLATFORM
- 9. commerce solutions payments PLATFORM
- 11. how>we>talk
- 12. no,but…
- 13. yes,and…
- 14. How might we… (HMW)
- 16. 80% read the headline, 20% read the copy.
- 17. a headline of the future... If your innovation Project, website, campaign, etc was wildly successful, what would they say about it?
- 18. a headline of the future... who wrote it when was it written why does it matter
- 19. a headline of the future... Cyber Monday Sales Increase Cyber Monday sales at eBay were 19.4% higher in 2013, including a 30% rise in overall gifting & donations compared to the online sales of Cyber Monday in 2012. – Coremetrics
- 20. Why it matters... “…ebay has created a new reason to shop their marketplace that is better than deals or selection. They call it GIVEcommerce. Their successful donation partnerships with water charities generated over $4 million on cyber Monday alone. Inside the company, they now call it ‘Blue Monday’… and now other companies are following their lead.”– CNN – CNBC – Competitor – Rolling Stone – Foreign Government
- 21. Why it matters... “…ebay has created a new reason to shop their marketplace that is better than deals or selection. They call it GIVEcommerce. Their successful donation partnerships with water charities generated over $4 million on cyber Monday alone. Inside the company, they now call it ‘Blue Monday’… and now other companies are following their lead.”– CNN – CNBC – Competitor – Rolling Stone – Foreign Government
- 23. Video1: http://youtu.be/5fMMm5PNeDw Video 2: http://youtu.be/eOUy98Y_AkY
- 24. “Shop Windows are now Shop-able” – Fictional from workshop “eBay To Make True Window Shopping A Reality With New NYC Virtual Retail Store.” – TechCrunch
- 25. how>we>work
- 26. Reactive>Proactive Disruptive momentum Design Thinking & Making
- 27. Momentum>making
- 31. 1.5x
- 39. rehearse>future
- 41. VIZkitchen • 4 days • 20-40 people • 4-6 prototypes • 3 usability sessions • ‘Lots’ of coffee Repeat if necessary… Circa 2009
- 42. • Proactive group • Diverse skills • Manage ambiguity • Great environment • Facilitation ‘tasty bits’… 2014
- 43. How Might We… Extend the ‘Viz Kitchen’ workshop format into a formal practice for ebay?
- 44. Prototyping Vision-typing Innovation lab Design strategy
- 45. Pre-visualize - is a function to visualize complex scenes in movie before filming.… it allows directors to experiment with different staging and art direction options – such as lighting, camera placement and movement, stage direction and editing - without having to incur the costs of actual production. -wikipedia
- 46. Pre-visualize - is a function to visualize complex scenes in movie before filming.… it allows directors to experiment with different staging and art direction options – such as lighting, camera placement and movement, stage direction and editing - without having to incur the costs of actual production. -wikipedia
- 48. Empathy Why? Insight into the future differentiates. Feeling Believing
- 50. CEO ELEVATIN G THE IMPO RTAN CE O F D ESIGN ERS A PRI L 2 3 , 2 0 1 4 / EBAY IN C C EO JO H N D O N A H O E A N D A IRBN B C EO BRI A N C H ESK Y
- 51. Lessons learned (thus far) 1. Language shapes behavior. 2. Massive appetite for design thinking/making 3. Video is powerful/economic tool for storylistening/storytelling 4. More resources rarely improve speed or traction. 5. Cultural change amplified by tops down AND bottoms up.
- 52. Thank you
Notas do Editor
- • A tablet is bought every 2 minutes
- - A womans pair of shoes is sold every 10 seconds. (CLICK) - A handbag is sold every 30 seconds Clearly, we have a unique perspective on how mobile will shape the future of shopping. Through mobile, we’ve evolved from a site into a true platform – which people access anytime, anywhere and on any device they choose. We’re making moments of inspiration instantly shop-able—whether you’re waiting on a plane, or you’re in the line at Starbucks or you’re watching television at home. Remember what I said about data – everyone has it – but it’s what you do with it that matters. We’re merging insights from that data with mobile technology innovations to create these more personalized, relevant shopping experiences.
- A theme I’ve looked at over the past couple of years, particularly on how we frame problems and DECIDE what we do/build together
- First, an exercise. Let’s design a… cocktail party for this afternoon. Let’s use these people here in the front row… except after every idea, you have to say ‘NO, But…’ Q: how good is our party? Sucks, right?
- BUILDING OFF IDEAS: Allowing ideas to live… SO much more important to build a culture of ‘yes! And…’ vs. ‘No, but’ - I often start meetings like this. It takes about 3 min. – sets the tone for the *type* of meeting you want to have.
- Mice story: I need to rid my house of mice. How might we: it’s an ‘inclusive’ & collaborative statement. Framing problems together
- of everyone who reads a headline, only 20% read the copy suggests spending 80% of your time writing your headline. learning to write great headlines is more important than mastering every other copywriting trick combined. FORMULA: A) SPECIFICITY Specific and concrete facts, on the other hand—particularly ones that form pictures in our minds—are intensely interesting. B) HELPFULNESS To make your headline helpful, simply speak to the issue which is foremost in your reader’s mind C) IMMEDIACY Here’s a classic that illustrates the irresistible power of the self-interest and curiosity combo: “How Safe Is Your ____?” D) NEWSWORTHYNESS your headline must say something he hasn’t heard before. E) ENTERTAINMENT VALUE People (executives/colleagues) today will not be bored.
- Example: Kate Spade Saturday pop-up experience – inspiration through real-time physical analytics, leveraging Xbox Kinect hardware
- Example: 24 hour, always open shop with 1 hour delivery.
- A theme I’ve looked at over the past couple of years, particularly on how we frame problems and DECIDE what we do/build together
- It’s a gift to be here talking about innovation.
- STORIES COMMAND A PREMIUM: Significant Objects. Illustrating the value of objects attached to stories, even when they are fictional
- **DISRUPTIVE** WORKSHOPS -- A way we broke through… proactive, User Centered Design workshops… where we made things… very fast. EARLY in the product cycle. Even before Planning
- We refined the vizKitchen format until it ‘felt’ right… over and over.
- WHY do this? We could Allow (any) group within eBay to approach ‘PreVIZ’ --- help them visualize future products & services. They get world-class thinking while retaining ownership over their initiative
- Naming a group or initiative is important – No leading questions or answers Can’ prescribe the output
- We noticed what other industries were doing well. Film & automotive gave us insight
- Our strategy roadmap was *similar* to that of a screenplay. Complex technology NEEDING experimentation BEFORE production started without incurring costs of *actual* production. WE NEEDED TO DECIDE WHAT TO DO AND HOW WE’D MAKE DECISIONS AROUND IT.
- preVIZ *represented* the opportunity to do this… inside eBay
- preVIZ *represented* the opportunity to do this… inside eBay
- "Doing the same thing over and over, yet expecting different results, is the definition of crazy.” — Unknown