ISA 14: Bridging Strategy With Design

BRIDGING STRATEGY WITH DESIGN (HOW DESIGNERS CREATE VALUE FOR BUSINESSES)

Nathan Shedroff California College of the Arts [email protected] @nathanshedroff

designmba.org

mailto:[email protected]

NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America


M A K E I T S O Interaction Design Lessons from Science Fiction

b y N AT H A N S H E DR OF F & C H R I S TOP H E R NOE S S E L

foreword by Bruce Sterling

Many designers enjoy the interfaces seen in science fiction films

and television shows. Freed from the rigorous constraints of designing

for real users, sci-fi production designers develop blue-sky interfaces

that are inspiring, humorous, and even instructive. By carefully studying

these “outsider” user interfaces, designers can derive lessons that make

their real-world designs more cutting edge and successful.

“Designers who love science fiction will go bananas over Shedroff and Noessel’s delightful and informative book on how interaction design in sci-fi movies informs interaction design in the real world. . . . You will find it as useful as any design textbook, but a whole lot more fun.”

ALAN COOPER“Father of Visual Basic” and author of The Inmates Are Running the Asylum

“Part futurist treatise, part design manual, and part cultural analysis, Make It So is a fascinatinginvestigation of an often-overlooked topic: how sci-fi influences the development of tomorrow’s machine interfaces.”

ANNALEE NEWITZEditor, io9 blog

“Shedroff and Noessel have created one of the most thorough and insightful studies ever made of this domain.”

MARK COLERANVisual designer of interfaces for movies (credits include The Bourne Identity, The Island, and Lara Croft: Tomb Raider)

“Every geek’s wet dream: a science fiction and interface design book rolled into one.”

MARIA GIUDICECEO and Founder, Hot Studio

www.rosenfeldmedia.com

MORE ON MAKE IT SOwww.rosenfeldmedia.com/books/science-fiction-interface/

MAK

E IT SO

by NATH

AN SH

EDR

OFF &

CHR

ISTOPH

ER N

OESSEL

Experience Design 1.1a manifesto for the design of experiences

by Nathan Shedroff

product taxonomies 16

user behavior 116

100 years 22

information 42

takeaways 28

data 36

knowledge 48

subjectivity 78

consistency 96

navigation 84


user behavior 116

experiences 4

experience taxonomies 10

100 years 22

wisdom 54

information 42

takeaways 28

data 36

knowledge 48

subjectivity 78

consistency 96navigation 84

Design Strategy in ActionEdited by Nathan Shedroff

A publication from the MBA in Design Strategy programCalifornia College of the Arts

2011

2008 Edition

Dictionary ofSustainable Management


MBA IN DESIGN STRATEGY MBA IN STRATEGIC FORESIGHT

MBA IN CIVIC INNOVATION


Instagram


Instagram

$1.1B


Instagram

~$86M


Instagram

$1.01B

~$86M


Pixar

$2.27B

$1.97B


Nextel

$29.7B

$5.3B


RELATIONSHIPS

VALUE


$ £ ¤ ¥

Photo: epsos (Flickr)


$ £ ¤ ¥ function

Photo: bengt-re (Flickr)


function

CLV = GC • - M •∑i = 0

n

(1 + d) ir i ∑

i = 1

n

(1 + d) i - 0.5r i - 1

GC = gross contribution per customer

M = (relevant) retention costs per customer per year

n = horizon (in years)

r = yearly retention rate

d = yearly discount rate.

(Lifetime Customer Value)

Photo: southernfoodwaysalliance (Flickr)


(V/S)b = Enterprise Value / Sales ratio of the firm with the benefit of the brand name(V/S)g = Enterprise Value / Sales ratio of the firm with the generic product Let's use as an example branded cereals maker like Kellogg (K) against a generic provider like Ralcorp (RAH). Value of Kellogg brand name = (1.78 - 1.32)(13846) = $6,369 MillionThus, (6369/24200) or 26% of the value of the company is derived from brand equity.

{ (V/S)b - (V/S)g}* Sales $ £ ¤ ¥ function

(BRAND)


http://seekingalpha.com/symbol/k

http://seekingalpha.com/symbol/rah

meaningful identity

emotional financial

functional


meaningful identity

emotional financial

functional

Photo: mynameisharsha (Flickr)


meaningful identity

emotional financial

functional

Photo: kheelcenter (Flickr)


meaningful identity

emotional financial

functional

Photo: gsfc (Flickr)


meaningful identity

emotional financial

functional

NEEDSOFFER

INTENT


meaningful identity

emotional financial

functional

INTENT

OFFER NEEDS


meaningful identity

emotional financial

functional

NEEDSOFFER

INTENT


meaningful identity

emotional financial

functional

NEEDSOFFER

INTENT

RELATIONSHIP


EXPERIENCE

meaningful identity

emotional financial

functional

NEEDSOFFER

INTENT


RELATIONSHIP

EXPERIENCE

meaningful identity

emotional financial

functional

NEEDSOFFER

INTENT

user customer audience participant employee citizen company NGO agency brand family friend stranger

user customer audience

participant employee

citizen company

NGO agency

brand family friend

strangerNATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America

RELATIONSHIP

Photo: 36081663@N00 (Flickr)


Juabar


meaning identity

emotion price

function


meaningful identity

emotional financial

functional

QUANTITATIVE QUALITATIVE


Photo: hypophyse (Flickr)


TOTAL VALUE(PREMIUM VALUE)

FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE

=

QUANTITATIVE

QUALITATIVE


TOTAL VALUE


=

“BOOK VALUE”

“GOOD WILL”


TOTAL VALUE


$1.1Instagram

=

$86M

$1.01B


THOSE COMPANIES (AND PEOPLE)

WHO FOCUS ON TOTAL VALUE

CREATE MORE OF IT, MORE OFTEN


THOSE COMPANIES (AND PEOPLE)

WHO FOCUS ON PREMIUM VALUE CREATE MORE OF IT, MORE OFTEN


WE’RE ALL IN THE RELATIONSHIP

BUSINESS


RELATIONSHIPS ARE STRATEGIC

Photo: yeahbouyee IFlickr)


EXPERIENCE IS STRATEGIC



From: The Experience Economy, Pine and Gilmore

Commodity Product Service Experience

Price/Value/Loyalty




Commodity Product Service Event/ Environment

Experience

Price/Value/Loyalty


meaningful identity

emotional financial

functional

NEEDSOFFER

INTENT

RELATIONSHIP

R IE EP

XE

NCE

BREADTH

Product

Service

Brand

Channel/Environment (Space)

Promotion

TRIGGERS

Sight

Sound

Smell

Taste

Touch

Concepts

Name(s)

Symbols

Price

VALUE

Meaning

Status/Identity

Emotion/Lifestyle

Price

Function

INTENSITY Reflex

Habit

Engagement

INTERACTION

Passive

Active

Interactive

DURATION

Initiation

Immersion

Conclusion

Continuation

WE NEED BETTER TOOLS TO

UNDERSTAND TOTAL VALUE

WE MUST COLLECT MORE & NEW

INFORMATION


Accomplishment Beauty Creation Community Duty Enlightenment Freedom

Harmony Justice Oneness Redemption Security Truth Validation Wonder

15 CORE MEANINGS

Definitions: makingmeaning.org

QUALITATIVE RESEARCH TECHNIQUES:

Interviews Careful Surveys

Shadowing Laddering Games, etc.

Book: The Meaning of Things by Mihaly Csikszentmihalyi

FREEDOM COMMUNITY

JUSTICE ONENESS

Flavor

Bright/ Saturated

Hard, Artificial, Natural

Curvaceous/Smooth, Solid,

Sharp/Pointed

Loud, Simple/Clear,

Musical/Melodious, Mechanical

Musky, Bright, Alcohol,

Forest/Plants

Meaty, Salty

Accomplishment Triggers

SoundColor Materials Form Aroma

Flavor

Primary Hard Complex Loud Forest/Plants Sweet - Sugar

Community Triggers


Flavor

Muted/Desaturated Plastic

Porous Natural/Organic Natural,

Floral Salty

Harmony Triggers


CCA LEADING BY DESIGNFELLOWS PROGRAM

www.cca.edu/fellowsprogram

EXPERIENCE WORKBOOK

OBSERVATIONS ANDOPPORTUNITIES IN

EXPERIENCE DESIGN

15

THE 6 DIMENSIONS OF EXPERIENCE:There are 6 dimensions of every experience, whether these are natural orman-made adn whether these are business-oriented to not. This workbookwill help you explore and analyze the experiences around you and aideyou in developing better experiences for customers.

SIGNIFICANCEMeaningStatus/IdentityEmotions/LifestylePrice/ValueFunction

DURATION (TIME)Initiation

ImmersionConclusion

Continuation

TRIGGERSSightSoundSmellTasteTouchConceptsSymbols

BREADTHProdcutService

BrandName

Channel/EnvironmentPromotion

Price

INTENSITYReflexHabitEngagement

INTERACTIONStatic

PassiveActive

Interactive

For each of the dimensions above, observe your customers/users/audiencewhen and where they experience needs and current solutions.

EXPERIENCE OBSERVATION

INTENSITYIs the experience...

REFLEX? HABIT? ENGAGEMENT?If so, there is likely no designopportunity.

If so, can this experience beturned into an engagementexperience?

This is where the vast numberof opportunities lie.

DURATION (TIME)Is the experience...




1 14

BUSINESS MODEL:With these new elements of experience, are their threats to your gurrentbusiness model?

Are there new opportunities?

designmba.org/open-source-curricula

WE NEED NEW TOOLS TO DESIGN

EXPERIENCES

Blueprint+ v4.3

Customer

Media-Touchpoint

Time Indicator

Role

1Ro

le 2

Role

3Ro

le 4

Waitress

Cook

Manager

+

–

+

–

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–

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Emotions

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EXPERIENCE AFFECTS “STATE OF MIND”

STATE OF MIND (SOM) IS WHAT YOU FEEL AND

THINKING AT ANY MOMENT

ResponseResponse

Response

Stimuli

State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models


State of Mind: Emotions Behavioral Response Mental Models

Stimuli: Sights Sounds Smells Tastes Touch Concepts Symbols



(Triggers)

Core Meanings



INITIATION (EXPECTATIONS)STATE OF MIND (CONTEXT):

BACKSTAGE:

TOUCHPOINT ECOSYSTEM: PRODUCT, SERVICE, EVENT, NAME, IDENTITY/SYMBOLMEDIA: SOCIAL, ETC?

LOCATION

FEELING

TRIGGERS: VISUAL (COLOR, TYPE, LAYOUT, IMAGE, PATTERN), AUDIO, AROMA, TASTE, TOUCH, CONCEPT

MEMORY, BIAS, MENTAL MODELS

BEHAVIOR

AGENT

ACTION/RESPONSE:

ENGAGEMENT CONCLUDE/REFLECT CONTINUATION (REPEAT)TIME > > >

ACTUAL

DESIRED

EXPECTED

PLANNED

WAVELINE TEMPLATEPROJECT:TASK:

INTE

NSIT

YDE

SIRA

BLE

> >

> <

< <

UNDE

SIRA

BLE

PERSONA/ACTOR:

Trepidation

AnticipationBoredom

Frustration

Anger

Hope

Relief

Frustration

Contempt


BACKSTAGE:


LOCATION

FEELING



BEHAVIOR

AGENT

ACTION/RESPONSE:


ACTUAL

DESIRED

EXPECTED

PLANNED


INTE

NSIT

YDE

SIRA

BLE

> >

> <

< <

UNDE

SIRA

BLE

PERSONA/ACTOR:

Accomplishment Wonder Creation Validation Trust


BACKSTAGE:


LOCATION

FEELING



BEHAVIOR

AGENT

ACTION/RESPONSE:


ACTUAL

DESIRED

EXPECTED

PLANNED


INTE

NSIT

YDE

SIRA

BLE

> >

> <

< <

UNDE

SIRA

BLE

PERSONA/ACTOR:

Accomplishment Wonder Creation Validation Trust

Feature Service ProductPromotion EventWebsite Feature

© Scansion 2014 Confidential 39

Experience Waveline™ Example

PC Customer Experience Waveline

©2014 TechCo. CORPORATION CONFIDENTIAL - INTERNAL USE ONLY

USEEXPLORATION SETUPPURCHASE

Experiences + Touchpoints

IN

TE

NS

IT

Y

T I M E

This Waveline provides TechCo. with a visual representation of the experi-

ences felt by customers over the lifetime of their PC. It shows the progres-

sion of a customer’s complex experiential relationship with all the touch-

points along the journey. It maps a breath of experiences at four distinct

phases of the journey. While each customer has their own unique journey

this map provides us with a framework in order to navigate the way

customer’s learn and interact with the various touchpoints over time.

HOW TO READ THIS MAP

Retail

OEM

Digital

Personal

Video

Powerpoint

More Detail

LEGEND Touchpoint Categories

Ideal Customer Experience

Ideal Customer Experience

The customer is looking for a trusted agent

to them through the purchase process.

TechCo. can work with channel partners to

educated sales staff and deliver consistent

collateral and information at the point of

sale so there is truth for the customer.

The customer has difficulties

navigating complex user inter-

face. OEM information embed-

ded on the computer often

looks like marketing materials.

TechCo. can help simplify.

Answer the questions directly

around TechCo. supported

and promoted software. Work

closely with the OEMs to take

ownership of the customers

experience at this stage.

The customer has difficulties navigating

complex user interface. OEM informa-

tion embedded on the computer often

looks like marketing materials.

TechCo. can help simplify and answer

the questions directly around TechCo.

supported and promoted software.

Work closely with the OEMs to take

ownership of the customers experience

at this stage

TechCo. can help simplify and answer

the questions directly around TechCo.

supported and promoted software.

Work closely with the OEMs to take

ownership of the customers experience

at this stage

The customer is looking for an

unbiased opinion about where to

turn to find information. TechCo.

has

an opportunity to provide

recommendations and resources

that might be valuable.

The customer is looking for an

unbiased opinion about where to

turn to find information. TechCo.

has

an opportunity to provide

recommendations and resources

that might be valuable.

1

1

2 3

45

6

78

2 3 4 5 6 7 8

Opportunities

WiDi once set up allows

users to access content

on their computer such as

downloaded movies and

music. It creates a mirror

display on your HDTV

Ads gets customers

excited and peak

awareness about new

computers and features

Windows 8 OS creates

curiousity and customers

are interested in explor-

ing the new technology

and how it works with

new form factor

In Store exploration is

used prior to purchase

so customers can get a

good look and feel for

potential options

Sales associate often

give our conflicint

information especially

when it comes to WiDi

Friends & Family are

valued as they provide

only opportunity to see,

touch, and use a variety

of computers before

purchase.

Program install: Chrome, Adobe Reader, Lorem

ipsum dolor sit amet,

consectetur adipiscing

elit. Sed ullamcorper, elit

vitae.

WiDi trying to find WiDi

and set it up is extremely

difficult for users

WiDi is difficult to

find out about, unless

a friend has it or you

come across it on a

blog, chances are you

won’t find out much

about it

Google is used to find specific

technical information that is not

listed on the product display

cards, like info on graphics

cards, RPM on hard drives, etc.

Upgrade from Win8 to Win 8.1 During the install

process the drives from

were not updated, this

caused problems with

finding WiDi

Windows 8 two modes is

highly preferred because

of ability to do specific

searches and serve up

applicable, contextual

information.

1 Segment A1 Segment A

WiDi is highly preferred

because of ability to do

specific searches and

serve up applicable, con-

textual information.

Windows 8 two modes Lorem ipsum dolor sit

amet, consectetur adipi-

scing elit. Sed ullamcor-

per, elit vitae eleifend

euismod

Internet program install: Chrome, Adobe Reader, Lorem ipsum dolor sit



per, elit vitae.

OEM manual is

referenced to find

the “don’t do’s”

A non-functioning or outdated computer

prompt users to set out

on the discovery process

2 Segment B2 Segment B

Internet program install: Chrome, Adobe Reader, Lorem ipsum dolor sit



per, elit vitae.

Forum Tips and Ticks

Google search Lorem




vitae eleifend euismod

3 Segment C

Family & Friends Lorem




vitae eleifend euismod

3 Segment C

Opportunities

Friends & Family are

valued as they provide

only opportunity to see,

touch, and use a variety

of computers before

purchase.

OEM websites come with

mixed reviews, some see

them as marketing while

other like to see options

vs. pricing tools

Product display card were inconsistent in the

depth of information

between different

computers, for others it

was a good guide

Windows 8 Setup Wizard Lorem ipsum dolor sit




euismod

Windows 8 two modes Lorem ipsum dolor sit




euismod

Google allows

customers to

directly search and

find the answers

they need, it

matches their

thinking style

YouTube provides customers

with a visual walk through of

how to accomplish basic to

complex task without

contacting the OEM

Sales Associates often provide

misleading, conflicting, or

down-right untrue information

(with WiDi, for example). When

knowledgeable and articulate,

though, a sales associate can

persuade someone to make a

purchase and instill excitement.

Wayfinding Signage is

often unclear and pro-

vides little in the way of

helping customers make

selections or navigate the

space more effectively

Google is a common starting

spot that helps customers

gain an overview of the

options avaliable and

start navigating the

complex ecosystem

of the PC Retail visit before purchase

test the look and feel of the

products, talk to associates

about what is new, and

check out the selection

Google is accessed

multiple times to

continually refine

the search in finding

the right match

Forums/Reviews are a

resource that help provide

contextually relevant

information and carry a

perception of being

unbiased as compared to

the manufacturer for

others it is a necessary evil

OEM Packaging can

set expectation about

the process or the

experience the cus-

tomer is about start

Computer customers

are looking for light,

sleek, attractive form

factor computers. The

look and feel can make

or break deals

Computer customers are

looking for light, sleek,

attractive form factor

computers. The look and

feel can make or brake

deals

Quick Start Guide is

sometime used by the

customer as a resource

to make sure the proper

sets are being followed

to get computer set up. It

is going through the

steps properly to get

OEM SiteOEM Site

Google

Search

Google

Search









Google

Search

Google

Search









Sales associateSales associate









Friends &

Family

Friends &

Family









Friends &

Family

Friends &

Family









Brick and MortarBrick and Mortar









Wonder

Truth

Beauty

Freedom

Frustrat ion Shock

A

nxiety &

Fear

Frustration

M

eandering

Boredom

Excit

eme

nt

Val id

ation

Trust

E x c i te

m

en

t

Disco

ver y

Freedom & Oneness C

omfort

Computer crashing #5

WiDi confusion #3

Key touchpoints #4

Video #1

TechCo. WiDi details

#10

#2 Calling store to get

information about WiDi

#6 Excitement about

new computer

Video Jim

@ 58 minutes

Video Jim @ 58 minutes

setting up #7

Win8 two modes #9 Learning styles #14

Dragon setup #13

Spoiled by Apple TV #11

WiDi works #16

Internet Explorer - can’t

delete #12

© SCANSION 2014

JOURNEY MAP vs WAVELINE

• Maps touchpoints • Maps functions • Design 4 touchpts

• Maps experiences (“change in people”) • Maps emotions, values & meaning • Maps value (and, opportunities) • Can map triggers • Places opportunities in context and time • Design 4 relationships


BACKSTAGE:


LOCATION

EMOTIONS



GOAL/VALUE

AGENT

ACTION/RESPONSE:


ROX


INTE

NSIT

Y >

> >

PLANNED

ACTUAL

PERSONA/ACTOR:


Corporate Decision Drivers

Team Decision Drivers

Customer Decision Drivers

Competitors’ Decision Drivers

Strategic Focus

STRATEGIC MEANING ALIGNMENT

Corporate Decision Drivers

Team Decision Drivers

Customer Decision Drivers

Competitors’ Decision Drivers

STRATEGIC MEANING ALIGNMENT

Community Wonder Accomplishment Beauty

Accomplishment Enlightenment

Community Wonder

Security Wonder Accomplishment Community

Accomplishment Community

Wonder


BACKSTAGE:


LOCATION

EMOTIONS



GOAL/VALUE

AGENT

ACTION/RESPONSE:


ROX


INTE

NSIT

Y >

> >

PLANNED

ACTUAL

PERSONA/ACTOR:


FREEDOM

CCA LEADING BY DESIGNFELLOWS PROGRAM

www.cca.edu/fellowsprogram

EXPERIENCE WORKBOOK

OBSERVATIONS ANDOPPORTUNITIES IN

EXPERIENCE DESIGN

15

THE 6 DIMENSIONS OF EXPERIENCE:There are 6 dimensions of every experience, whether these are natural orman-made adn whether these are business-oriented to not. This workbookwill help you explore and analyze the experiences around you and aideyou in developing better experiences for customers.

SIGNIFICANCEMeaningStatus/IdentityEmotions/LifestylePrice/ValueFunction

DURATION (TIME)Initiation

ImmersionConclusion

Continuation

TRIGGERSSightSoundSmellTasteTouchConceptsSymbols

BREADTHProdcutService

BrandName

Channel/EnvironmentPromotion

Price

INTENSITYReflexHabitEngagement

INTERACTIONStatic

PassiveActive

Interactive

For each of the dimensions above, observe your customers/users/audiencewhen and where they experience needs and current solutions.

EXPERIENCE OBSERVATION

INTENSITYIs the experience...




DURATION (TIME)Is the experience...




1 14

BUSINESS MODEL:With these new elements of experience, are their threats to your gurrentbusiness model?

Are there new opportunities?

Flavor

Primary Hard Complex Loud Forest/Plants Sweet - Sugar

Community Triggers



WE NEED TO DO THE WORK TO BRIDGE OUR DIFFERENT WORLDS


BUSINESSPEOPLE ARE EXTREMELY

CONFIDENT ABOUT THINGS THAT AREN’T

TRUE

MYTHS OF BUSINESSCooperation is for wusses

Growth is everything The Free Market (exists)

Markets optimize efficiently Businesses are more efficient than Government

“The business of business is business” Rich people create jobs

“Corporations are people, my friend” The Founding Fathers were pro-business

Leadership is based on authority


MARKETING IS NOT SALES, ADVERTISING

& PR!


MARKETING IS THE INHALE,


MARKETING IS THE INHALE,

SALES, ADVERTISING & PR ARE THE EXHALE






STRATEGY ISA HIGH-LEVEL PLAN

(FOR ACTION)


“DESIGN IS A PLAN FOR ACTION”

Charles Eames


TACTIC

STRATEGY


TACTIC

Usability

STRATEGY


TACTIC

Usability Design (Craft)

STRATEGY

Experience/Relationship Design (Strategy/“Thinking”)


TACTIC

Operational Effectiveness & Productivity Products & Services (Offerings)

Features/Performance Price

STRATEGY

Intent, Goals, Mission, Vision, & Culture Systems

Stakeholders (employees, investors, media, communities, etc.)


TACTIC

How do we make, deliver, and support the best <offering> possible?

STRATEGY

What business should we in (to begin with)?


THE ORGANIZATION

THE OFFERINGS

TACTIC

How do we make, deliver, and support the best <offering> possible?

STRATEGY

What business should we in (to begin with)?


Your Company

customers (end users)

NGOs

media

community (geographic)

partners

labor unions

retailerslocal government

wholesalers

the Environment

industrytrade

associations

employees

distributors

regional government

courts suppliers & manufacturers

insurers & reinsurers

shareholdersbanks

investorsinstitutional investors

competitors

YourCompany

customers (service

providers)


WE ALSO NEED TO HELP BUILD NEW BUSINESS TOOLS


} 44The Business Model Canvas

Cost Structure

Key Partners

Key Resources

Channels

Key Activities

Value Proposition

Customer Relationships

CustomerSegments

Revenue Streams

Business Model Generation, Alexander Osterwalder businessmodelgeneration.com


} 44The Business Model Canvas

Cost Structure

Key Partners

Key Resources

Channels

Key Activities

Value Proposition

Customer Relationships

CustomerSegments

Revenue Streams

Business Model Generation, Alexander Osterwalder businessmodelgeneration.com


Strengths Weaknesses

Opportunities Threats


Strengths: • We’re us

• We’re great

• We know stuff

• We’re fast

• We’re easy to use!

Weaknesses: • We work too much

• We care too much

• We’re perfectionists

Opportunities: • Own the market

• Expand product lines

• Make more stuff

• License stuff

• Co-brand with Disney

• Create an “experience”

Threats: • Others can get fast

• Others can be easy to use

• Someone gets to

Disney before us

• We don’t have a “big

data” strategy!


Strengths: • We’re us

• We’re great

• We know stuff

• We’re fast

• We’re easy to use!

Weaknesses: • We work too much

• We care too much

• We’re perfectionists

Opportunities: • Own the market

• Expand product lines

• Make more stuff

• License stuff

• Co-brand with Disney

• Create an “experience”

Threats: • Others can get fast

• Others can be easy to use

• Someone gets to

Disney before us

• We don’t have a “big

data” strategy!


ENVIRONMENTAL ANALYSIS

Social Issues: Customer Needs and Wants

Political Issues: Legal, Regulations...

Tech. Issues: Technology trends, opps...

Economic Issues: Market trends, opps...

Industry-Specific Issues: ???


ENVIRONMENTAL ANALYSIS

• Customers seek clarity

• Customers are afraid of technology

• RIM is out, HTML5 is in

• Lending is slowing

• Customers worried about their future

• etc.


COMPETITIVE ANALYSIS

• Clarity

• Fear of technology

• HTML5

• Loan Help

• Reassuring

X

X

X

X

√

√ √ √ X

X

X

X

X

√ X

X

X

√ X

X

√ √ X

X

X



• Clarity • Fear of technology • HTML5 • Loan Help • Reassuring



Opportunities

(Biggest Strengths vs. Biggest Weaknesses)

Threats

(Biggest Weaknesses vs. Biggest Strengths)

• Clarity • Fear of technology • HTML5 • Loan Help • Reassuring


For <target customers> that <need/

care about> , our <product, service>,

company> is a solution that <benefit> .

Unlike, <our competitor> , our <product,

service>, company> is <unique

differentiator> .

POSITIONING STATEMENT


For our users that need the most

features , our app is a solution that is

fast and inexpensive.

Unlike our competitors , our app is in

the cloud.



For Professor Plum that needs to kill someone , our noose

is a solution that is silent .

Unlike, Miss Scarlett , our noose is purple.




For <type of customer/audience>

that <need/care about...>,

our <product, service, company>

delivers <biggest opportunities>.

Unlike, <list weak competitor(s)>,

our <product, service, company>

delivers <biggest strengths>.


VALUE IS MORE THAN

FINANCIAL


EVERYONE IS IN THE RELATIONSHIP

BUSINESS


EVERYONE IS IN THE EXPERIENCE

BUSINESS


QUALITATIVE VS.

QUANTITATIVE


QUALITATIVE AND

QUANTITATIVE


WE NEED NEW TOOLS FOR RESEARCH,

DESIGN, & BUSINESS


THANK [email protected]

@nathanshedroff designmba.org

M A K E I T S O Interaction Design Lessons from Science Fiction

b y N AT H A N S H E DR OF F & C H R I S TOP H E R NOE S S E L

foreword by Bruce Sterling

Many designers enjoy the interfaces seen in science fiction films

and television shows. Freed from the rigorous constraints of designing

for real users, sci-fi production designers develop blue-sky interfaces

that are inspiring, humorous, and even instructive. By carefully studying

these “outsider” user interfaces, designers can derive lessons that make

their real-world designs more cutting edge and successful.

“Designers who love science fiction will go bananas over Shedroff and Noessel’s delightful and informative book on how interaction design in sci-fi movies informs interaction design in the real world. . . . You will find it as useful as any design textbook, but a whole lot more fun.”

ALAN COOPER“Father of Visual Basic” and author of The Inmates Are Running the Asylum

“Part futurist treatise, part design manual, and part cultural analysis, Make It So is a fascinatinginvestigation of an often-overlooked topic: how sci-fi influences the development of tomorrow’s machine interfaces.”

ANNALEE NEWITZEditor, io9 blog

“Shedroff and Noessel have created one of the most thorough and insightful studies ever made of this domain.”

MARK COLERANVisual designer of interfaces for movies (credits include The Bourne Identity, The Island, and Lara Croft: Tomb Raider)

“Every geek’s wet dream: a science fiction and interface design book rolled into one.”

MARIA GIUDICECEO and Founder, Hot Studio

www.rosenfeldmedia.com

MORE ON MAKE IT SOwww.rosenfeldmedia.com/books/science-fiction-interface/

MAK

E IT SO

by NATH

AN SH

EDR

OFF &

CHR

ISTOPH

ER N

OESSEL

Experience Design 1.1a manifesto for the design of experiences

by Nathan Shedroff


user behavior 116

100 years 22

information 42

takeaways 28

data 36

knowledge 48

subjectivity 78

consistency 96

navigation 84 Design Strategy in ActionEdited by Nathan Shedroff

A publication from the MBA in Design Strategy programCalifornia College of the Arts

2011

mailto:[email protected]

No deje de completar su evaluación online

isa.ixda.org/encuesta¡Muchas gracias!

Interaction14South America

B U E N O S A I R E S

Bridging Strategy with DesignNathan Shedroff