Designing Superpowering Experiences

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  • Corporation Inc

    Market B

    Market AProduct marketing

    THE WORLD BEFORE THE INTERNET

    (as perceived by the industrial corporation)

  • Know me

    See my needs

    Engage me

    Reward meSee my potential

    Make me understand

    Be personal

    Be relevant

    Be consistent

    Be proactive

    Be transparent

    Coach me

    IN THE WORLD TODAY, EXPERIENCE IS KEY

  • Expectations

    Consumer Company

    OUR EXPECTATIONS ARE RISINGGreat experience

    Poor experience

    Ability

  • Expectations

    Ability

    Consumer Company

    Possibilities

    Great experience

    Poor experience

    AS ARE THE (DIGITAL) POSSIBILITIES

  • Expectations

    Consumer Company

    FOR DISRUPTIONGreat experience

    Poor experience

  • Business has only two functions - marketing and

    innovation.

    Peter F DruckerLETS REMIND OURSELVES

  • Use

    services

    Data & feedback

    Create

    insights

    Improve

    services

    TIE THEM TOGETHER IN A LOOP!

    MARKETING INNOVATION

    EXPERIENCE

  • YOU HAVE TO BE A BIT MADTHE LONE INNOVATOR

    YOU MUST THINK BIGINNOVATION HAPPENS IN THE LAB

    DONT BELIEVE IN THE MYTHS

  • INNOVATION THRIVES FROM MANY DIFFERENT VIEWPOINTS

    (so bring people with different perspectives together)

  • THE VALUE OF NEW IDEAS CANNOT BE ANTICIPATED

    (so generate many ideas and dont throw any away)

  • MOST IDEAS COME FROM EMPLOYEES, CUSTOMERS, PARTNERS

    (so make sure to connect their minds)

  • WHAT ABOUT INNOVATION IN A DIGITAL WORLD?

  • SMART ASSISTANTS AND AIWEARABLES & CONNECTED DEVICES

    VIRTUAL & AUGMENTED REALITY BIG DATA ANALYTICS

    TECH CREATES NEW OPPORTUNITIES

  • Smarter together

    Use together

    Alert me

    DIGITAL SHAPES NEW BEHAVIORS

    Rate my experience

  • Producer Consumer

    Platform

    Value Unit Fi

    lter

    NEW WAYS OF CREATING VALUE*CAUSE DISRUPTION

    *platforms are eating the world

  • START HERE:Problem

    FIND A PROBLEM WORTH SOLVING

  • LOOK FOR SOLUTIONS HERE

    Value Creation Models

    Behavior Patterns

    Emerging Technologies

    Humans

    Business

    Technology

    Innovation

    sweet spot

  • NEW TECH

    EXISTING TECH

    EXISTING BEHAVIORS

    NEW BEHAVIORS

    Paving cow paths

    Struggling to change

    Superpowered

    Designed experience

    Status Quo

    DESIGN SUPERPOWERING EXPERIENCES

  • SO HOW CAN WE GO ABOUT IT?

  • BUSINESS (viability)

    TECH (feasibility)

    PEOPLE (desirability)

    DESIGN THINKING IS A MUST

    START HERE

  • TEST PROTOTYPE

    DEFINE & IDEATEEMPATHY

    REPEAT

  • BUT THERE IS MORE THAN ONE WAY TO DO IT

    GDS (God Damn Stupid)

    PFS (Pretty

    F**king Smart)

  • SO, WE ASKED OURSELVES

    WHY START WITH AN EMPTY SHEET OR WHITEBOARD?

  • THEN WE ASKED

    WHY COVER THE WALLS WITH POST ITS?

  • AND WE PONDERED

    CANT IT BE MORE REAL AND ENGAGING THAN THIS?

  • OUR ANSWER IS:

  • VALUESBEHAVIOR PATTERNS

    EMERGING TECHNOLOGIES

    FEARS

    BUILDING BLOCKS OF INNOVATIONBUSINESS PATTERNS

    KPIS

    WE SIMPLY CALL THEM

    DISCLAIMER: We use a fictional example to illustrate the concept and ways of working in the following slides

  • DESIGNED FOR CO-CREATION

  • DIGITAL AND PHYSICAL

  • HOW TO MODELWITH MAGICFORCES

  • 1. MAP THE TYPICAL JOURNEY

  • 1. MAP THE TYPICAL JOURNEY

  • 2. ANALYZE THE CURRENT STATE

  • 2. ANALYZE THE CURRENT STATE

    FEARSVALUES

  • EMERGING TECHBEHAVIOR PATTERNS

    3. IDEATE OPPORTUNITIES

  • 3. IDEATE OPPORTUNITIES

    KPISBUSINESS PATTERNS

  • 4. VISUALIZE SOLUTIONS

  • 5. REPEAT AND BUILD THE FUTURE JOURNEY

  • REMEMBER, ITS ALL ABOUT

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