![Page 1: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/1.jpg)
SUBJECT TO CHANGEcreating great products and services for an uncertain world
![Page 2: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/2.jpg)
Craigslist took the classifiedsEveryone took a piece of the adsBlogs are taking the readers
Media is a mess
![Page 3: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/3.jpg)
Craigslist took the classifiedsEveryone took a piece of the adsBlogs are taking the readers
Media is a mess
Music is in metamorphosisiTunes is the #1 retailerLabels are loosing their grip
![Page 4: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/4.jpg)
Craigslist took the classifiedsEveryone took a piece of the adsBlogs are taking the readers
Media is a mess
Music is in metamorphosisiTunes is the #1 retailerLabels are loosing their grip
Travel is turbulentThe three top quality carriers are all low-fair airlines
![Page 5: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/5.jpg)
, but it’s never been more difficultpredicting the future has never been easy
![Page 6: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/6.jpg)
Predicting the future won’t work.
![Page 7: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/7.jpg)
Predicting the future won’t work.
Meeting about it won’t work.
![Page 8: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/8.jpg)
Predicting the future won’t work.
Instead, seek approaches that will continue to work no matter which prediction comes true.
Meeting about it won’t work.
![Page 9: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/9.jpg)
A Brief History Lesson
![Page 10: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/10.jpg)
A new photographic apparatus
![Page 11: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/11.jpg)
A new photographic apparatus
A NEW PHOTOGRAPHIC APPARATUS.
This apparatus consists of a box containing a camera, A, and a frame, C, containing the desired number of plates, each held in a small frame of black Bristol board. The camera
contains a mirror, M, which pivots upon an axis and is maneuvered by the extreme bottom, B. This mirror stops at
an angle of 45°, and sends the image coming from the objective to the horizontal plate, D, at the upper part of the camera. The image thus reflected is righted upon this plate.
As the objective is of short focus, every object situated beyond a distance of three yards from the apparatus is in focus. In exceptional cases, where the operator might be
nearer the object to be photographed, the focusing would be done by means of the rack of the objective. The latter can also slide up and down, so that the apparatus need not be
inclined when buildings or high trees are being photographed. The door, E, performs the role of a shade. When the
apparatus has been fixed upon its tripod and properly directed, all the operator has to do is to close the door, P, and raise the mirror, M, by turning the button, B, and then expose
the plate. The sensitized plates are introduced into the apparatus through the door, I, and are always brought automatically to the focus of the objective through the
pressure of the springs, R. The shutter of the frame, B, opens through a hook, H, with in the pocket, N. After exposure, each
plate is lifted by means of the extractor, K, into the pocket, whence it is taken by hand and introduced through a slit, S, behind the springs, R, and the other plates that the frame
contains. All these operations are performed in the interior of the pocket, N, through the impermeable, triple fabric of which
no light can enter.
An automatic marker shows the number of plates exposed. When the operations are finished, the objective is put back in the interior of the camera, the doors, P and E, are closed, and
the pocket is rolled up. The apparatus is thus hermetically closed, and, containing all the accessories, forms one of the
most practical of systems for the itinerant photographer.
![Page 12: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/12.jpg)
“You press the button,
we do the rest.”
![Page 13: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/13.jpg)
![Page 14: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/14.jpg)
1 2 3
![Page 15: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/15.jpg)
You press the button…
![Page 16: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/16.jpg)
You press the button…
...and we do the rest.
![Page 17: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/17.jpg)
Why is this story important?Because this focus on the customer experience
made Kodak successful for years.
And when they’ve stumbled it’s been because they lost this focus.
![Page 18: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/18.jpg)
data
logic
user interface
![Page 19: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/19.jpg)
user interface
![Page 20: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/20.jpg)
MAGIC
user interface
![Page 21: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/21.jpg)
data
logic
user interface
![Page 22: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/22.jpg)
data
logic
user interface
![Page 23: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/23.jpg)
The experience is the product.
![Page 24: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/24.jpg)
The experience is the product.
![Page 25: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/25.jpg)
The experience is the product.
Focus on experience.
Focus on the lives of customers.
Embrace the complexity.
Engage in design as an activity.
![Page 26: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/26.jpg)
The experience is the product.
Focus on experience.» Use experience as strategy.
Focus on the lives of customers.
Embrace the complexity.
Engage in design as an activity.
![Page 27: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/27.jpg)
What is an experience strategy?
![Page 28: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/28.jpg)
What is an experience strategy?
![Page 29: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/29.jpg)
“You press the button,
we do the rest.”
![Page 30: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/30.jpg)
screenshot by Dharmesh Patel
![Page 31: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/31.jpg)
The Road to Google Calendar: Our Vision
• Set out to build a calendar that works for you
– Fast, visually appealing, and joyous to use
– Drop dead simple to get information into the calendar
– More than boxes on a screen (reminders, invitations, etc.)
– Easy to share so you can see your whole life in one place
• Designed for a consumer world where not everyone
has a calendar (or one on the same system)
– Open APIs (import and publish)
– Invitations for everyone
(it’s important to have one)
—presented by Carl Sjogreen, Product Manager
![Page 32: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/32.jpg)
The Road to Google Calendar: Our Vision
• Set out to build a calendar that works for you
– Fast, visually appealing, and joyous to use
– Drop dead simple to get information into the calendar
– More than boxes on a screen (reminders, invitations, etc.)
– Easy to share so you can see your whole life in one place
• Designed for a consumer world where not everyone
has a calendar (or one on the same system)
– Open APIs (import and publish)
– Invitations for everyone
(it’s important to have one)
—presented by Carl Sjogreen, Product Manager
![Page 33: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/33.jpg)
![Page 34: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/34.jpg)
Does your experience have a north star?
![Page 35: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/35.jpg)
The experience is the product.
Focus on experience.» Use experience as strategy.
Focus on the lives of customers.» Understand people as people.
Embrace the complexity.
Engage in design as an activity.
![Page 36: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/36.jpg)
No!
![Page 37: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/37.jpg)
Companies tend to oversimplify their view of people
![Page 38: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/38.jpg)
old ways of thinking
4
![Page 39: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/39.jpg)
At worst:"a gullet whose only purpose in life is to gulp
products and crap cash."
Ruthlessly stolen from The Cluetrain Manifesto
#1
$
![Page 40: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/40.jpg)
Highly rational
Maximizes utility
Quantity!
Homo Economicus
#2
![Page 41: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/41.jpg)
Highly rational
Maximizes utility
Quantity!
Homo Economicus
#2
![Page 42: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/42.jpg)
Task oriented
Goal driven
Efficiency!
#3
![Page 43: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/43.jpg)
Task oriented
Goal driven
Efficiency!
#3
Type A Personality
![Page 44: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/44.jpg)
Docile and gullible
Stories and messaging
Preferences!
#4
![Page 45: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/45.jpg)
Docile and gullible
Stories and messaging
Preferences!
#4
Sheep
![Page 46: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/46.jpg)
Not all wrong, not really right.We are evolving our approaches.
![Page 47: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/47.jpg)
What’s been missing?
![Page 48: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/48.jpg)
The messy complexity of human life
![Page 49: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/49.jpg)
People regularly mix and match products with little regard for
“suggested use.”
photo by Windell Oskay
![Page 50: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/50.jpg)
They challenge social and cultural boundaries
in unexpected ways.
![Page 51: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/51.jpg)
Understand people as people.(Understand them as we understand ourselves.)
![Page 52: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/52.jpg)
What’s been missing?EmotionsContextMeaning
![Page 53: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/53.jpg)
“...because of new scientific advances in our understanding of the brain and of how emotion and cognition are thoroughly intertwined. We scientists now understand how important emotion is to everyday life, how valuable.”
Emotion
— Don Norman, Emotional Design
![Page 54: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/54.jpg)
Emotion
![Page 55: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/55.jpg)
Emotion
![Page 56: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/56.jpg)
EmotionsContextMeaning
TasksGoals
Preferences
![Page 57: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/57.jpg)
More insightBy changing the size and shape of our research filters, more and better information gets through the sifting process.
![Page 58: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/58.jpg)
Do you understand your customers as people?
![Page 59: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/59.jpg)
The experience is the product.
Focus on experience.» Use experience as strategy.
Focus on the lives of customers.» Understand people as people.
Embrace the complexity.» Use systems to support experiences.
Engage in design as an activity.
![Page 60: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/60.jpg)
Experiences don’t match the organization
![Page 61: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/61.jpg)
Experiences don’t match the organization
![Page 62: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/62.jpg)
Experiences cross boundaries
Finance Co.
AdvisorPhoneStatement WebPrint
![Page 63: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/63.jpg)
Finance Co.
Experiences cross boundaries
AdvisorPhoneStatement WebPrint
![Page 64: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/64.jpg)
Embracing the complexity
iterative approaches
![Page 65: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/65.jpg)
Embracing the complexity
iterative approaches
prototyping and making
![Page 66: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/66.jpg)
Embracing the complexity
Finance Co.
AdvisorPhoneStatement WebPrint
iterative approaches
prototyping and making
deep/wide collaboration
![Page 67: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/67.jpg)
pack in features up
front
unfold new experiences
over time
Embracing the complexity
![Page 68: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/68.jpg)
A safer drug delivery system
![Page 69: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/69.jpg)
A safer drug delivery system
![Page 70: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/70.jpg)
A safer drug delivery system
![Page 71: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/71.jpg)
A safer drug delivery system
![Page 72: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/72.jpg)
A safer drug delivery system
![Page 73: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/73.jpg)
The ClearRx system
ClearRX marketingpharmacists pill bottle
POS system
supply chainCRM
training
IT systems and operations
Customer-facing experience
![Page 74: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/74.jpg)
The ClearRx system
ClearRX marketingpharmacists pill bottle
POS system
supply chainCRM
training
IT systems and operations
Customer-facing experience
What are you doing to harness change?
![Page 75: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/75.jpg)
The experience is the product.
Focus on experience.» Use experience as strategy.
Focus on the lives of customers.» Understand people as people.
Embrace the complexity.» Use systems to support experiences.
Engage in design as an activity.» Design as an organization competency.
![Page 76: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/76.jpg)
Five ways of thinking of design
![Page 77: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/77.jpg)
Five ways of thinking of design
1. Design as aesthetics
![Page 78: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/78.jpg)
Five ways of thinking of design
1. Design as aesthetics
2. Design as a distinct role
![Page 79: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/79.jpg)
Five ways of thinking of design
1. Design as aesthetics
2. Design as a distinct role
3. Design as a thing
![Page 80: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/80.jpg)
Five ways of thinking of design
1. Design as aesthetics
2. Design as a distinct role
3. Design as a thing
4. Design as a rock star
![Page 81: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/81.jpg)
Five ways of thinking of design
1. Design as aesthetics
2. Design as a distinct role
3. Design as a thing
4. Design as a rock star
5. ???
![Page 82: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/82.jpg)
Design as an activity
Design can be an activity that an organization embraces, that everyone can be involved in.
![Page 83: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/83.jpg)
How do you create customer
loyalty?
Over 75% of consumers have at least one loyalty card— Jupiter Research
![Page 84: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/84.jpg)
“Want loyalty? Get a dog.”— Randy Susan Wagner, CMO of Orbitz
![Page 85: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/85.jpg)
"Christmas isn't something you buy from a store… Christmas, perhaps, means a little bit more.”
![Page 86: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/86.jpg)
Meaning more means repeatedly creating notably great experiences
True loyalty — and the word-of-mouth that comes with it — evolves natural from the great experience you have with a company over time.
![Page 87: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/87.jpg)
Meaning more means repeatedly creating notably great experiences
Notably great experiences are punctuated by a moment of “wow,” when the product or service delights, anticipates the needs of, or pleasantly surprises a person.
![Page 88: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/88.jpg)
Manage your platform for
delivery
Draw from a wide area of unmet needs
Evolve your repeatable
process
The Long Wow
wow
Plan and stage the wow
experience
![Page 89: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/89.jpg)
4. Plan and stage the wow experience
Before Now Next Later
organize a pipeline of wow moments that can be introduced through your palette of touchpoints over time
![Page 90: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/90.jpg)
pack in features up
front
unfold new experiences
over time
![Page 91: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/91.jpg)
![Page 92: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/92.jpg)
![Page 93: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/93.jpg)
![Page 94: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/94.jpg)
wowSynched tracking
![Page 95: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/95.jpg)
{ }
![Page 96: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/96.jpg)
{ }…it’s the eye of the tiger it the thrill of the fight…
wowPowersong!
![Page 97: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/97.jpg)
wowCollaborativerunning
![Page 98: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/98.jpg)
wowNetworkedrunning events
![Page 99: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/99.jpg)
Pedometer
Running shoes
iPod nano
Nike+ website
Tracking tools
Music
![Page 100: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/100.jpg)
Pedometer
Running shoes
iPod nano
Nike+ website
Tracking tools
Music
Desktop widgets
Nike+ sportsband
![Page 101: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/101.jpg)
Pedometer
Running shoes
iPod nano
Nike+ website
Tracking tools
MusicSport iMixes
Collaborative running
Networked running events
Desktop widgets
Nike+ sportsband
![Page 102: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/102.jpg)
Pedometer
Running shoes
iPod nano
Nike+ website
Tracking tools
Music
Powersongs
Voiceover feedback
Synched tracking
Sport iMixes
Collaborative running
Networked running events
Desktop widgets
Nike+ sportsband
![Page 103: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/103.jpg)
Manage your platform for
delivery
wow
Draw from a wide area of unmet needs
Evolve your repeatable
process
Plan and stage the wow
experience
The Long Wow
![Page 104: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/104.jpg)
wowwowwowwowwowwowwow
Manage your platform for
delivery
wow
Draw from a wide area of unmet needs
Evolve your repeatable
process
Plan and stage the wow
experience
The Long Wow
![Page 105: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/105.jpg)
wowwowwowwowwowwowwowwow
Are you building a platform that can create
wow moments over the long haul?
![Page 106: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/106.jpg)
The experience is the product.
Focus on experience.» Use experience as strategy.
Focus on the lives of customers.» Understand people as people.
Embrace the complexity.» Use systems to support experiences.
Engage in design as an activity.» Design as an organization competency.
![Page 107: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/107.jpg)
Goals of the book
Articulate a new approach to creating products and services in an uncertain world
![Page 108: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/108.jpg)
Goals of the book
Articulate a new approach to creating products and services in an uncertain world
And address a gaping hole in how companies serve people
![Page 109: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/109.jpg)
362 firms
from “Closing the Delivery Gap” by Bain & Company
![Page 110: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/110.jpg)
362 firms
95% say they are “customer focused”
from “Closing the Delivery Gap” by Bain & Company
![Page 111: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/111.jpg)
362 firms
95% say they are “customer focused”
from “Closing the Delivery Gap” by Bain & Company
80% say they deliver a “superior experience”
![Page 112: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/112.jpg)
362 firms
95% say they are “customer focused”
from “Closing the Delivery Gap” by Bain & Company
How many of these firms’ customers agree that they deliver a superior experience?
80% say they deliver a “superior experience”
![Page 113: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/113.jpg)
362 firms
95% say they are “customer focused”
from “Closing the Delivery Gap” by Bain & Company
How many of these firms’ customers agree that they deliver a superior experience?
8%
80% say they deliver a “superior experience”
![Page 114: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/114.jpg)
![Page 115: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/115.jpg)
Short, but powerful. Easy to read, yet profound. I’ve been searching for just this book: the one perfect book that summarizes the essence of modern product design. This is it... I will use it in my courses for MBA students. You should use it for, well, for everyone.”
— Don Norman, author Design of Everyday Things
SUBJECT TO CHANGEcreating great products and services for an uncertain world
![Page 116: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/116.jpg)
Peter Merholz
Brandon Schauer
Short, but powerful. Easy to read, yet profound. I’ve been searching for just this book: the one perfect book that summarizes the essence of modern product design. This is it... I will use it in my courses for MBA students. You should use it for, well, for everyone.”
— Don Norman, author Design of Everyday Things
SUBJECT TO CHANGEcreating great products and services for an uncertain world
![Page 117: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/117.jpg)
Additional Photo Credits
Slides 71, 72, 75. "Basinghill path" David (satguru).http://flickr.com/photos/satguru/2301780965/
Slide 73. "Vincent Massey Park - Path?" Alison C (Allie in Wonderland).http://flickr.com/photos/allie-in-wonderland/1810364260/
Slide 73. "The road/pavement markings." Matt Seppingshttp://flickr.com/photos/chumpolo/165026463/
Slide 62. "Loyal Pal" (dennis and aimee jonez)http://flickr.com/photos/jonezes/233928794/
Slide 68. "blue line" Crispin Semmens (conskeptical).http://flickr.com/photos/conskeptical/292241229/
—all photos some right reserved: Creative Commons http://creativecommons.org/licenses/by/3.0/
![Page 118: Subject To Change: creating great products and services for an uncertain world](https://reader031.vdocuments.net/reader031/viewer/2022030310/58f9a69d760da3da068b51b1/html5/thumbnails/118.jpg)
SUBJECT TO CHANGEcreating great products and services for an uncertain world