isa14 buenos aires - interaction south america
TRANSCRIPT
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NOTAS DO INTERACTION SOUTH AMERICA'14 MATEUS IGLESIAS
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Estrategia y Diseño: Cómo los diseñadores cran valor para un negocio NATHAN SHEDROFF
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THE LESSON FROM INSTAGRAM YOU CAN’T WAIT FOR A 1BILLION EXTRA BUMP WHEN YOU MAKE AN IPO OR SELL THE COMPANY, UNLESS YOU INVEST IN RELATIONSHIPS AND EXPERIENCE.
1.01 BILLION: INTANGIBLE VALUE.
85 MILLION BOOK VALUE.
Estrategia y Diseño: Cómo los diseñadores cran valor para un negocio NATHAN SHEDROFF
RELATIONSHIPS ARE WORTH BILLIONS OF DOLLARS.
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meaningful identity emotional !
financial functional
GOOD WILL: QUALITATIVE WHAT WE CAN DELIVER
BOOK VALUE: QUANTITATIVE WHAT OUR CLIENTS
ALREADY SEE IN THEIR SPREADSHEETS
/CHANGE ALL THE TIME !/IT EMERGES FROM RELATIONSHIPS AND EXPERIENCES
/SIMPLE EVALUATIONS
Estrategia y Diseño: Cómo los diseñadores cran valor para un negocio NATHAN SHEDROFF
DESIGNERS X BUSINESS PEOPLE SKILLS
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INTENT
RELATIONSHIPS
needsoffers
meaningful identity
emotional !
financial functional
Estrategia y Diseño: Cómo los diseñadores cran valor para un negocio NATHAN SHEDROFF
RELATIONSHIPS ECOSYSTEMS
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commodity products services experiences
PRICE/ VALUE/ LOYALTY
THE VALUE THAT EMERGES FROM RELATIONSHIPS AND EXPERIENCES IS THE GREATEST OPPORTUNITY FOR BUSINESS GROWTH.
Estrategia y Diseño: Cómo los diseñadores cran valor para un negocio NATHAN SHEDROFF
THE EVOLUTION IN COMPANIES OFFERS.
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touchpoint1 touchpoint2 touchpoint3 touchpoint4
IDENTIFY THE CONSUMER’S JOURNEY AND PLOT IT BASED ON THE STATE OF MIND;
THEN DESIGN THE DESIRED EXPERIENCE, BRIDGING THE VALUE GAPS
Estrategia y Diseño: Cómo los diseñadores cran valor para un negocio NATHAN SHEDROFF
MOOD WAVES - EVOLUTION FOR CONSUMER JOURNEYS
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touchpoint1 touchpoint2 touchpoint3 touchpoint4
IDENTIFY THE CONSUMER’S JOURNEY AND PLOT IT BASED ON THE STATE OF MIND;
THEN DESIGN THE DESIRED EXPERIENCE, BRIDGING THE VALUE GAPS
Estrategia y Diseño: Cómo los diseñadores cran valor para un negocio NATHAN SHEDROFF
MOOD WAVES - EVOLUTION FOR CONSUMER JOURNEYS
NO ONE CAN BE EXCITED 100% OF THE TIME. EVERY STORY HAS DISAPPOINTMENTS AND BREAKS SO YOU CAN BUILD MOMENTUM.
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STRATEGY IS A HIGHLEVEL PLAN FOR
ACTION
STRATEGY experience + relationship design strategy/thinking
TACTIC usability
style/ creative
Estrategia y Diseño: Cómo los diseñadores cran valor para un negocio NATHAN SHEDROFF
DESIGN THINKING AS A BUSINESS STRATEGY TOOL
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VALUE IS MORE THAN FINANCIAL
!
EVERYONE IS IN THE RELATIONSHIP BUSINESS !
EVERYONE IS IN THE EXPERIENCE BUSINESS
Estrategia y Diseño: Cómo los diseñadores cran valor para un negocio NATHAN SHEDROFF
VALUE EMERGES FROM RELATIONSHIPS AND EXPERIENCES
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QUALITATIVE QUANTITATIVE
BALANCE
CHOOSE THE RIGHT TOOLS
BUILD NEW TOOLS AND MAKE RESEARCH
Estrategia y Diseño: Cómo los diseñadores cran valor para un negocio NATHAN SHEDROFF
THE BIGGEST CHALLENGE IS TO DEVELOP QUALITATIVE TOOLS
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Sobre ganarmos el respeto para hacer lo que amamos SANTIAGO BUSTELO
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ESCUTAR
FALAR
EMOÇÕESINFORMAÇÕES
EXPRESSAREXPLICAR
ENTENDER EMPATIZAR
Sobre ganarmos el respeto para hacer lo que amamos SANTIAGO BUSTELO
COMO SE COMUNICAR EFICAZMENTE COM CLIENTES
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ALCANCE
CUSTO TEMPO
QUALIDADE
Sobre ganarmos el respeto para hacer lo que amamos SANTIAGO BUSTELO
TRÊS DIMENSÕES DO GERENCIAMENTO DE PROJETOS
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EL MUNDO QUE QUEREMOS
- EL MUNDO QUE TENEMOS
LO QUE TENEMOS QUE CONSTRUIR
Sobre ganarmos el respeto para hacer lo que amamos SANTIAGO BUSTELO
IDENTIFICANDO UM PROPÓSITO PARA A EVOLUÇÃO DO TIME E DA EMPRESA.
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QUIÉN
QUÉ
CÓMO
Sobre ganarmos el respeto para hacer lo que amamos SANTIAGO BUSTELO
IDENTIFICANDO UM PROPÓSITO PARA A EVOLUÇÃO DO TIME E DA EMPRESA.
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QUIÉN
QUÉ
CÓMO
LOS SERES HUMANOS.
MEJORAR SU CONDICIÓN, QUE ES DESAFIADA POR MALAS EXPERIENCIAS.
DESARROLLANDO LA PROFESIÓN Y SUS HERRAMIENTAS.
Sobre ganarmos el respeto para hacer lo que amamos SANTIAGO BUSTELO
IDENTIFICANDO UM PROPÓSITO PARA A EVOLUÇÃO DO TIME E DA EMPRESA.
LA MISIÓN DE IXDA:
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$ECONOMY 101
IDENTITY MANAGEMENT
ORDER AND CONTROL
Sobre ganarmos el respeto para hacer lo que amamos SANTIAGO BUSTELO
TRÊS DIMENSÕES DA GESTÃO DE EQUIPES - MOTIVAÇÃO
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DESIGN THE PROBLEM STEVE PORTIGAL
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STUDY PEOPLE TO GENERATE NEW IDEAS
DESIGN THE PROBLEM STEVE PORTIGAL
THE DICHOTOMY OF USER RESEARCH: GENERATIVE X EVALUATIVE
SHOW SOLUTION TO PEOPLE TO
EVALUATE IF THEY ARE DESIRABLE,
USABLE, USEFUL.
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STUDY PEOPLE TO GENERATE NEW IDEAS
DESIGN THE PROBLEM STEVE PORTIGAL
THE DICHOTOMY OF USER RESEARCH: GENERATIVE X EVALUATIVE
SHOW SOLUTION TO PEOPLE TO
EVALUATE IF THEY ARE DESIRABLE,
USABLE, USEFUL.
MINDSET USE PEOPLE TO HELP YOU FIGURE OUT THE
PROBLEM, NOT JUST TO EVALUATE A SOLUTION.
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DESIGN THE PROBLEM STEVE PORTIGAL
SIMPLIFYING RESEARCH
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DESIGN THE PROBLEM STEVE PORTIGAL
HUMILITY AND SELF-CONSCIOUSNESS
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AS IDAS E VOLTAS DE TRABALHAR EM EQUIPES DE DESIGN GLOBAIS ITAMAR MEDEIROS
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AS IDAS E VOLTAS DE TRABALHAR EM EQUIPES DE DESIGN GLOBAIS ITAMAR MEDEIROS
WTF IS A PROCESS? Cognitive synchronization
Shared memories Shared meanings
Effective collaboration Clarity on the roles in a team
Management of tasks ( )
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DESIGN LEADERSHIP Be aware of what everyone is doing
For people to know what are the priorities Why are we doing this?
Who are we doing this for?
WHY DO WE NEED A PROCESS?
( )
AS IDAS E VOLTAS DE TRABALHAR EM EQUIPES DE DESIGN GLOBAIS ITAMAR MEDEIROS
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DESIGN LEADERSHIP Be aware of what everyone is doing
For people to know what are the priorities Why are we doing this?
Who are we doing this for?
MATRIX OF RESPONSIBILITIES
AS IDAS E VOLTAS DE TRABALHAR EM EQUIPES DE DESIGN GLOBAIS ITAMAR MEDEIROS
PHASES PHASE1 PHASE2 PHASE3
GOAL OF THE PHASE
ACTIVITIES
DESIRED OUTCOMES
STAKEHOLDERS (WHO WE’LL SHOW IT TO)
SUCCESS CRITERIA
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NARCISSISTIC PRODUCTS SUCK KENDRA SHIMMEL
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DRIVING A VERY NICE LAST GENERATION CAMARO AND THERE IS A SPEEDOMETER IN THE FRONT SHIELD TO MAKE IT EASIER AND
SAFER TO KEEP CONTROL OF THE SPEED
THAN WHEN A RADIO AD STARTS, THE NUMBER OF A HAIR DRESSER SHOWS IN
THE FRONT SHIELD DISPLAY
NARCISSISTIC PRODUCTS SUCK KENDRA SHIMMEL
WHAT IS A NARCISSISTIC PRODUCT
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YOU DOWNLOAD A FUNNY STRATEGY GAME, TO PLAY IN LINES (OR IN TOILETS) THAT YOU
EXPECT TO BE LIGHT AND FUNNY.
THAN THE GAME STARTS TO SEND YOU NOTIFICATIONS ABOUT STARVING PEOPLE,
CASTLES IN DANGER AND CROPS THAT NEED TO BE GROOMED.
NARCISSISTIC PRODUCTS SUCK KENDRA SHIMMEL
WHAT IS A NARCISSISTIC PRODUCT
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YOU START USING A MEDITATION APP THAT YOU HOPE TO HELP YOU TO RELIEVE STRESS
AND LEARN SOME NEW TECHNIQUES.
THE APP STARTS TO SEND YOU NOTIFICATIONS THAT GET YOU EVEN MORE STRESSED OUT -
CALLS YOU FOR MEDITATION IN THE MIDDLE OF A MEETING, REMEMBER YOU TO BREATHE WHILE
YOU’RE AT A FUNNY DINNER WITH FRIENDS.
NARCISSISTIC PRODUCTS SUCK KENDRA SHIMMEL
WHAT IS A NARCISSISTIC PRODUCT
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IT’S OVERESTIMATING
THE “GIVE A FUCK"
NARCISSISTIC PRODUCTS SUCK KENDRA SHIMMEL
WHAT IS A NARCISSISTIC PRODUCT
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AN EXAGGERATED SENSE OF SELF-
IMPORTANCE
NARCISSISTIC PRODUCTS SUCK KENDRA SHIMMEL
WHAT IS A NARCISSISTIC PRODUCT
LACK IN EMPATHY AND SENSITIVITY TO OTHER’S
CIRCUMSTANCES
EXPECT OTHERS TO GO THROUGH WITH HIS IDEAS AND PLANS
REQUIRES CONSTANT ADMIRATION
OFTEN MONOPOLIZES CONVERSATIONS
IS JEALOUS OF OTHERS AND BELIEVES OTHERS ARE JEALOUS OF HIM
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IDEAS ARE CHEAP, IT’S ALL ABOUT THE EXECUTION CRISTINA WODTKE
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IDEAS ARE CHEAP, IT’S ALL ABOUT THE EXECUTION CRISTINA WODTKE
BETTER EXECUTION
IDEAS ARE CHEAP
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IDEAS ARE CHEAP, IT’S ALL ABOUT THE EXECUTION CRISTINA WODTKE
OBJECTIVES AND KEY RESULTS
OKRs IS A FRAMEWORK FOR EXECUTING GREAT WORK.
!OBJECTIVE: THE DREAM
KEY RESULTS: SUCCESS CRITERIA
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IDEAS ARE CHEAP, IT’S ALL ABOUT THE EXECUTION CRISTINA WODTKE
OBJECTIVES AND KEY RESULTS
OBJECTIVE QUALITATIVE SHOOT FOR THE MOON STUFF.
!KEY RESULTS QUANTITATIVE
HOW DO WE KNOW WE MET THE OBJECTIVE?
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IDEAS ARE CHEAP, IT’S ALL ABOUT THE EXECUTION CRISTINA WODTKE
OBJECTIVES AND KEY RESULTS
OBJECTIVE QUALITATIVE SHOOT FOR THE MOON STUFF.
!KEY RESULTS QUANTITATIVE
HOW DO WE KNOW WE MET THE OBJECTIVE?
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IDEAS ARE CHEAP, IT’S ALL ABOUT THE EXECUTION CRISTINA WODTKE
OBJECTIVES AND KEY RESULTS
OBJECTIVE QUALITATIVE SHOOT FOR THE MOON STUFF.
!KEY RESULTS QUANTITATIVE
HOW DO WE KNOW WE MET THE OBJECTIVE?
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IDEAS ARE CHEAP, IT’S ALL ABOUT THE EXECUTION CRISTINA WODTKE
OBJECTIVES AND KEY RESULTS
TO WORK ON OKRs THE TEAM NEEDS
CADENCE
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IDEAS ARE CHEAP, IT’S ALL ABOUT THE EXECUTION CRISTINA WODTKE
OBJECTIVES AND KEY RESULTS
TO WORK ON OKRs THE TEAM NEEDS
CADENCE
COMPROMETIMENTO
VISÃO DE CONTINUIDADE
DISCUSSÃO E APOIO
FOCO NOS PONTOS CRÍTICOS
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IDEAS ARE CHEAP, IT’S ALL ABOUT THE EXECUTION CRISTINA WODTKE
OBJECTIVES AND KEY RESULTS
TO WORK ON OKRs THE TEAM NEEDS
CADENCE
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NOTAS DO INTERACTION SOUTH AMERICA'14 MATEUS IGLESIAS