innovation, apps and the monetization hexagon, ux sofia 2014

Innovation vs. Best Practice

Eric Reiss@elreissUX Sofia

Sofia, Bulgaria

What is it?Why bother?Who cares?

Source: Financial Times, 6 October 2010

in·no·va·tionnoun

1 : the introduction of something new2 : a new idea, method, or device

best prac·ticenoun

1 : best way of doing a thing2 : a tested idea, method, or device

Best practices representshort-term solutions.

Innovation buildslong-term success.

If you always do it for the experts,You will never build our industry!

And if you do it for yourself,you’re doing it for the wrong reason!

Three bad reasons to innovate

To differentiate your product/serviceTo be “original”To satisfy your ego

“pushing the envelope” ≠ innovation

“chindogu” ≠ innovation

being “original” ≠ innovation

satisfying your ego ≠ innovation

Rosser Reeves

“Do you want art? Or do you want thef*cking sales curve to go up?”

Experiment

Invention

Invention

Innovation

15 April 1912

to solve a problem!

There is only one reason to innovate…

Law of Innovation #1

If an innovation does not solve a problem, it will create one.

Let’s look at mouthwash...

Law of Innovation #2

Problems do not exist in isolation.Solutions often have unintendedconsequences.

Enfield M1853

• Technological• Social• Political

Gus the cat

People

Processes

Technologies

User Centered Design

Users

Innovate >

User Driven Design

Users

Innovate >

Important note:

Unhappy customers are dangerous

Law of Innovation #3

Invention may be accidental.Innovation is always planned.

Fact:

Innovators often break the established rules.

Law of Innovation #4

Innovators understand the rules.

This is the difference betweeninnovation and idiocy.

Law of Innovation #5

Intuitive solutions do notneed instructions.

Intuition Instruction

Website Driving a car

Low High

Barrier to entry

Incremental Distruptive

Type of innovation

R“My problem is greater than the

effort needed to learn the system”

OIeturn n nvestment

Best practice is not the same astradition or habit.

Highland Park High School Math Club - 1969

Invention

Innovation Lifecycle

Innovation

Best practice

Habit

Innovation

Best practice

Fashion

Old-fashioned

Time

Pro

gres

s

What are the warning signs offad and fashion?

Watch out if...

Your solution is only being used in yourlocal market

Your solution is only being used by a singlebranch or industry

Your solution looks like something you alsodid last week

Do we have a digital revolution?Do we have disruptive innovation?Do we need to start from scratch?

No! We apply old skills in new ways

Law of Innovation #6

Innovation almost always represents the combination oftwo well-known technologies tocreate a new, useful synthesis.

Technology Benefit

Technology Benefit

The UX Maturity Continuum

• Immature• Feature-centric• “This is cool”

• Mature• User-centric• “This is valuable”

A hexagon

Foundation

Foundation

Platform

Qui

ck w

ins

Foundation

Platform

Qui

ck w

ins

• Useful• Affordable• Easy to adopt

• Business critical• Addictive• Intrinsic value

Foundation

Platform

Qui

ck w

ins

• Showcase• Conduit• Social system

• Well-defined market• Multi-channel capability• Cross-channel conversions

Foundation

Platform

Qui

ck w

ins

• Incentives• Rewards• Cross-sales

• Subscriptions• Upgrades• Scalability

6 713

• Scores above 11 generally indicate a good chance of success.

• It is impossible to achieve a perfect score of 18.

• This model seems to work well for both business and entertainment apps

Two observations

“It’s amazing how much we canaccomplish when you don’t carewho gets the credit.”

Harry S. Truman

If we do not demand good design,

we will never receive it.

Don’t just prevent bad things from happening,

you can make wonderful things happen!

благодаря!

You can (usually) find Eric at:The FatDUX Group ApSStrandøre 15DK-2100 CopenhagenDenmark

Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: @elreisser@fatdux.comwww.fatdux.com