what b2b marketers can learn from design-driven innovation
DESCRIPTION
TRANSCRIPT
What B2B Marketers Can Learn
From Design-Driven InnovationThe Great Indian B2B Marketing Summit Bangalore December 3 2010
Tim Leberecht
+
2
We are a global innovation firm
We help the worldlsquos leading companies create and bring to market meaningful products services
and experiences Our cross-disciplinary process reveals valuable consumer and market insights
and delivers lasting humanizing solutions across multiple technologies platforms and media
- 40 yearslsquo experience in developing breakthrough products and services
- More than 3000 products and services for more than 300 of the Fortune 500 companies
- Won more than 100 industry awards (CES Innovation IDEA and others)
- Our clients (in 2009) were
50 of Millward Brown Worldlsquos Top 100 Brands 24 of BusinessWeeklsquos Top 50 Innovative Companies
16 of Fast Companylsquos Top 50 Innovative Companies
3
Aricent co-creates the worldlsquos most innovative communications products and services
+ End-to-end integrated service for creating leading-edge innovations and
compelling user experiences ndash and bringing them successfully to market
+ A partnership between two premier names in creating technology-rich
innovative products and services
+ Bringing together 550 strategists and designers with 9000 software
developers as one single team with a global delivery model
+
Innovation and Design
+ More than 40 years experience in designing
groundbreaking products and services for
Fortune 500 companies
+ Widely recognized industry thought leader
+ Exec-level strategic consulting
Technology and Outsourcing
+ Deep communication domain expertise
+ Excellence in software engineering
+ Global delivery combining local presence in
mature markets with low-cost regional delivery centers
+
What we do
We help the worldlsquos leading companies create and bring to market
meaningful products services and experiences
INSIGHTWe discover market
opportunities through deep
insight and intuition
TECHNOLOGYWe leverage emerging
technologies to define new
product concepts and
experiences
INSPIRATIONWe express opportunities in
rich visual form to inspire
and motivate organizations
IMPACTWe create lasting brand equity
and business impact across
multiple organizations systems
and technologies
+
ldquoBecause the purpose of business is to
create a customer the business enterprise
has twomdashand only twomdashbasic functions
marketing and innovationPeter Drucker
+
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappear
Internal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
INNOVATION TRIGGERS
+
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappearInternal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
INNOVATION TRIGGERS
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappear
Internal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
+9
The magical moment
+
How do you generate unique ideas
How do you really understand your
customers and what they desire
How do you bolster the efficiency
of your RampD investments
How do you ensure design integrity
How can you accelerate
time-to-marketHow do you gain insights into
trends that make an emerging
market tick
How do you find ways to create
new value
How do you conceptualize
innovations that set the trends in the
market rather than follow them
How do you increase the
probability of a hit product
hellipand many questions on the way there
STRATEGY
TACTICS
Brand amp Communications- High-level positioning amp messaging
- Corporate Communications
- Internal Communications
- Alumni relations
- Talent acquisition
- Media relations
- Analyst relations
- Investor relations
- Web sites
- Brand identity amp brand management
- Thought leadership
- Customer communications
- Strategic partnerships
Sales Enablement- Training
- Tactical messaging
- Sales kits
- Collateral
- Trade shows
- Reporting
Demand Generation- Email campaigns
- Events
- CRM
- Lead automation
- Telemarketing
- Media buys
- Address lists
- Database management
Products amp Solutions- Market research
- Customer research
- Pricing
- Product strategy
- Go-to-market
- MRD
- Product roadmap
Funct
ions
Sales Sales
BUs
11
Marketinglsquos Capabilities
Source Forrester
Source Forrester
Credit
http13c4wordpresscom200702
2450-reasons-not-to-change
+
Or heInnovation means doing
what no one has done before
what no one else would dare doing
+
Design
- Understands and changes behaviors
- Humanizes technology
- Creates simple solutions to complex problems
- Prototypes ideas
- Changes the meaning of things
+
1Understand your customers (through empathy)
+
―B2B customers are consumers who have
the luxury of having a corporation pay for
what they want to buy
+
hellipbut it is not deadhellip
Nothing has changed
+
hellipbut it is not deadhellip
Everything has changed
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
2
We are a global innovation firm
We help the worldlsquos leading companies create and bring to market meaningful products services
and experiences Our cross-disciplinary process reveals valuable consumer and market insights
and delivers lasting humanizing solutions across multiple technologies platforms and media
- 40 yearslsquo experience in developing breakthrough products and services
- More than 3000 products and services for more than 300 of the Fortune 500 companies
- Won more than 100 industry awards (CES Innovation IDEA and others)
- Our clients (in 2009) were
50 of Millward Brown Worldlsquos Top 100 Brands 24 of BusinessWeeklsquos Top 50 Innovative Companies
16 of Fast Companylsquos Top 50 Innovative Companies
3
Aricent co-creates the worldlsquos most innovative communications products and services
+ End-to-end integrated service for creating leading-edge innovations and
compelling user experiences ndash and bringing them successfully to market
+ A partnership between two premier names in creating technology-rich
innovative products and services
+ Bringing together 550 strategists and designers with 9000 software
developers as one single team with a global delivery model
+
Innovation and Design
+ More than 40 years experience in designing
groundbreaking products and services for
Fortune 500 companies
+ Widely recognized industry thought leader
+ Exec-level strategic consulting
Technology and Outsourcing
+ Deep communication domain expertise
+ Excellence in software engineering
+ Global delivery combining local presence in
mature markets with low-cost regional delivery centers
+
What we do
We help the worldlsquos leading companies create and bring to market
meaningful products services and experiences
INSIGHTWe discover market
opportunities through deep
insight and intuition
TECHNOLOGYWe leverage emerging
technologies to define new
product concepts and
experiences
INSPIRATIONWe express opportunities in
rich visual form to inspire
and motivate organizations
IMPACTWe create lasting brand equity
and business impact across
multiple organizations systems
and technologies
+
ldquoBecause the purpose of business is to
create a customer the business enterprise
has twomdashand only twomdashbasic functions
marketing and innovationPeter Drucker
+
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappear
Internal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
INNOVATION TRIGGERS
+
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappearInternal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
INNOVATION TRIGGERS
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappear
Internal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
+9
The magical moment
+
How do you generate unique ideas
How do you really understand your
customers and what they desire
How do you bolster the efficiency
of your RampD investments
How do you ensure design integrity
How can you accelerate
time-to-marketHow do you gain insights into
trends that make an emerging
market tick
How do you find ways to create
new value
How do you conceptualize
innovations that set the trends in the
market rather than follow them
How do you increase the
probability of a hit product
hellipand many questions on the way there
STRATEGY
TACTICS
Brand amp Communications- High-level positioning amp messaging
- Corporate Communications
- Internal Communications
- Alumni relations
- Talent acquisition
- Media relations
- Analyst relations
- Investor relations
- Web sites
- Brand identity amp brand management
- Thought leadership
- Customer communications
- Strategic partnerships
Sales Enablement- Training
- Tactical messaging
- Sales kits
- Collateral
- Trade shows
- Reporting
Demand Generation- Email campaigns
- Events
- CRM
- Lead automation
- Telemarketing
- Media buys
- Address lists
- Database management
Products amp Solutions- Market research
- Customer research
- Pricing
- Product strategy
- Go-to-market
- MRD
- Product roadmap
Funct
ions
Sales Sales
BUs
11
Marketinglsquos Capabilities
Source Forrester
Source Forrester
Credit
http13c4wordpresscom200702
2450-reasons-not-to-change
+
Or heInnovation means doing
what no one has done before
what no one else would dare doing
+
Design
- Understands and changes behaviors
- Humanizes technology
- Creates simple solutions to complex problems
- Prototypes ideas
- Changes the meaning of things
+
1Understand your customers (through empathy)
+
―B2B customers are consumers who have
the luxury of having a corporation pay for
what they want to buy
+
hellipbut it is not deadhellip
Nothing has changed
+
hellipbut it is not deadhellip
Everything has changed
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
3
Aricent co-creates the worldlsquos most innovative communications products and services
+ End-to-end integrated service for creating leading-edge innovations and
compelling user experiences ndash and bringing them successfully to market
+ A partnership between two premier names in creating technology-rich
innovative products and services
+ Bringing together 550 strategists and designers with 9000 software
developers as one single team with a global delivery model
+
Innovation and Design
+ More than 40 years experience in designing
groundbreaking products and services for
Fortune 500 companies
+ Widely recognized industry thought leader
+ Exec-level strategic consulting
Technology and Outsourcing
+ Deep communication domain expertise
+ Excellence in software engineering
+ Global delivery combining local presence in
mature markets with low-cost regional delivery centers
+
What we do
We help the worldlsquos leading companies create and bring to market
meaningful products services and experiences
INSIGHTWe discover market
opportunities through deep
insight and intuition
TECHNOLOGYWe leverage emerging
technologies to define new
product concepts and
experiences
INSPIRATIONWe express opportunities in
rich visual form to inspire
and motivate organizations
IMPACTWe create lasting brand equity
and business impact across
multiple organizations systems
and technologies
+
ldquoBecause the purpose of business is to
create a customer the business enterprise
has twomdashand only twomdashbasic functions
marketing and innovationPeter Drucker
+
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappear
Internal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
INNOVATION TRIGGERS
+
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappearInternal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
INNOVATION TRIGGERS
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappear
Internal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
+9
The magical moment
+
How do you generate unique ideas
How do you really understand your
customers and what they desire
How do you bolster the efficiency
of your RampD investments
How do you ensure design integrity
How can you accelerate
time-to-marketHow do you gain insights into
trends that make an emerging
market tick
How do you find ways to create
new value
How do you conceptualize
innovations that set the trends in the
market rather than follow them
How do you increase the
probability of a hit product
hellipand many questions on the way there
STRATEGY
TACTICS
Brand amp Communications- High-level positioning amp messaging
- Corporate Communications
- Internal Communications
- Alumni relations
- Talent acquisition
- Media relations
- Analyst relations
- Investor relations
- Web sites
- Brand identity amp brand management
- Thought leadership
- Customer communications
- Strategic partnerships
Sales Enablement- Training
- Tactical messaging
- Sales kits
- Collateral
- Trade shows
- Reporting
Demand Generation- Email campaigns
- Events
- CRM
- Lead automation
- Telemarketing
- Media buys
- Address lists
- Database management
Products amp Solutions- Market research
- Customer research
- Pricing
- Product strategy
- Go-to-market
- MRD
- Product roadmap
Funct
ions
Sales Sales
BUs
11
Marketinglsquos Capabilities
Source Forrester
Source Forrester
Credit
http13c4wordpresscom200702
2450-reasons-not-to-change
+
Or heInnovation means doing
what no one has done before
what no one else would dare doing
+
Design
- Understands and changes behaviors
- Humanizes technology
- Creates simple solutions to complex problems
- Prototypes ideas
- Changes the meaning of things
+
1Understand your customers (through empathy)
+
―B2B customers are consumers who have
the luxury of having a corporation pay for
what they want to buy
+
hellipbut it is not deadhellip
Nothing has changed
+
hellipbut it is not deadhellip
Everything has changed
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+ End-to-end integrated service for creating leading-edge innovations and
compelling user experiences ndash and bringing them successfully to market
+ A partnership between two premier names in creating technology-rich
innovative products and services
+ Bringing together 550 strategists and designers with 9000 software
developers as one single team with a global delivery model
+
Innovation and Design
+ More than 40 years experience in designing
groundbreaking products and services for
Fortune 500 companies
+ Widely recognized industry thought leader
+ Exec-level strategic consulting
Technology and Outsourcing
+ Deep communication domain expertise
+ Excellence in software engineering
+ Global delivery combining local presence in
mature markets with low-cost regional delivery centers
+
What we do
We help the worldlsquos leading companies create and bring to market
meaningful products services and experiences
INSIGHTWe discover market
opportunities through deep
insight and intuition
TECHNOLOGYWe leverage emerging
technologies to define new
product concepts and
experiences
INSPIRATIONWe express opportunities in
rich visual form to inspire
and motivate organizations
IMPACTWe create lasting brand equity
and business impact across
multiple organizations systems
and technologies
+
ldquoBecause the purpose of business is to
create a customer the business enterprise
has twomdashand only twomdashbasic functions
marketing and innovationPeter Drucker
+
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappear
Internal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
INNOVATION TRIGGERS
+
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappearInternal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
INNOVATION TRIGGERS
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappear
Internal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
+9
The magical moment
+
How do you generate unique ideas
How do you really understand your
customers and what they desire
How do you bolster the efficiency
of your RampD investments
How do you ensure design integrity
How can you accelerate
time-to-marketHow do you gain insights into
trends that make an emerging
market tick
How do you find ways to create
new value
How do you conceptualize
innovations that set the trends in the
market rather than follow them
How do you increase the
probability of a hit product
hellipand many questions on the way there
STRATEGY
TACTICS
Brand amp Communications- High-level positioning amp messaging
- Corporate Communications
- Internal Communications
- Alumni relations
- Talent acquisition
- Media relations
- Analyst relations
- Investor relations
- Web sites
- Brand identity amp brand management
- Thought leadership
- Customer communications
- Strategic partnerships
Sales Enablement- Training
- Tactical messaging
- Sales kits
- Collateral
- Trade shows
- Reporting
Demand Generation- Email campaigns
- Events
- CRM
- Lead automation
- Telemarketing
- Media buys
- Address lists
- Database management
Products amp Solutions- Market research
- Customer research
- Pricing
- Product strategy
- Go-to-market
- MRD
- Product roadmap
Funct
ions
Sales Sales
BUs
11
Marketinglsquos Capabilities
Source Forrester
Source Forrester
Credit
http13c4wordpresscom200702
2450-reasons-not-to-change
+
Or heInnovation means doing
what no one has done before
what no one else would dare doing
+
Design
- Understands and changes behaviors
- Humanizes technology
- Creates simple solutions to complex problems
- Prototypes ideas
- Changes the meaning of things
+
1Understand your customers (through empathy)
+
―B2B customers are consumers who have
the luxury of having a corporation pay for
what they want to buy
+
hellipbut it is not deadhellip
Nothing has changed
+
hellipbut it is not deadhellip
Everything has changed
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
What we do
We help the worldlsquos leading companies create and bring to market
meaningful products services and experiences
INSIGHTWe discover market
opportunities through deep
insight and intuition
TECHNOLOGYWe leverage emerging
technologies to define new
product concepts and
experiences
INSPIRATIONWe express opportunities in
rich visual form to inspire
and motivate organizations
IMPACTWe create lasting brand equity
and business impact across
multiple organizations systems
and technologies
+
ldquoBecause the purpose of business is to
create a customer the business enterprise
has twomdashand only twomdashbasic functions
marketing and innovationPeter Drucker
+
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappear
Internal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
INNOVATION TRIGGERS
+
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappearInternal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
INNOVATION TRIGGERS
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappear
Internal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
+9
The magical moment
+
How do you generate unique ideas
How do you really understand your
customers and what they desire
How do you bolster the efficiency
of your RampD investments
How do you ensure design integrity
How can you accelerate
time-to-marketHow do you gain insights into
trends that make an emerging
market tick
How do you find ways to create
new value
How do you conceptualize
innovations that set the trends in the
market rather than follow them
How do you increase the
probability of a hit product
hellipand many questions on the way there
STRATEGY
TACTICS
Brand amp Communications- High-level positioning amp messaging
- Corporate Communications
- Internal Communications
- Alumni relations
- Talent acquisition
- Media relations
- Analyst relations
- Investor relations
- Web sites
- Brand identity amp brand management
- Thought leadership
- Customer communications
- Strategic partnerships
Sales Enablement- Training
- Tactical messaging
- Sales kits
- Collateral
- Trade shows
- Reporting
Demand Generation- Email campaigns
- Events
- CRM
- Lead automation
- Telemarketing
- Media buys
- Address lists
- Database management
Products amp Solutions- Market research
- Customer research
- Pricing
- Product strategy
- Go-to-market
- MRD
- Product roadmap
Funct
ions
Sales Sales
BUs
11
Marketinglsquos Capabilities
Source Forrester
Source Forrester
Credit
http13c4wordpresscom200702
2450-reasons-not-to-change
+
Or heInnovation means doing
what no one has done before
what no one else would dare doing
+
Design
- Understands and changes behaviors
- Humanizes technology
- Creates simple solutions to complex problems
- Prototypes ideas
- Changes the meaning of things
+
1Understand your customers (through empathy)
+
―B2B customers are consumers who have
the luxury of having a corporation pay for
what they want to buy
+
hellipbut it is not deadhellip
Nothing has changed
+
hellipbut it is not deadhellip
Everything has changed
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
ldquoBecause the purpose of business is to
create a customer the business enterprise
has twomdashand only twomdashbasic functions
marketing and innovationPeter Drucker
+
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappear
Internal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
INNOVATION TRIGGERS
+
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappearInternal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
INNOVATION TRIGGERS
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappear
Internal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
+9
The magical moment
+
How do you generate unique ideas
How do you really understand your
customers and what they desire
How do you bolster the efficiency
of your RampD investments
How do you ensure design integrity
How can you accelerate
time-to-marketHow do you gain insights into
trends that make an emerging
market tick
How do you find ways to create
new value
How do you conceptualize
innovations that set the trends in the
market rather than follow them
How do you increase the
probability of a hit product
hellipand many questions on the way there
STRATEGY
TACTICS
Brand amp Communications- High-level positioning amp messaging
- Corporate Communications
- Internal Communications
- Alumni relations
- Talent acquisition
- Media relations
- Analyst relations
- Investor relations
- Web sites
- Brand identity amp brand management
- Thought leadership
- Customer communications
- Strategic partnerships
Sales Enablement- Training
- Tactical messaging
- Sales kits
- Collateral
- Trade shows
- Reporting
Demand Generation- Email campaigns
- Events
- CRM
- Lead automation
- Telemarketing
- Media buys
- Address lists
- Database management
Products amp Solutions- Market research
- Customer research
- Pricing
- Product strategy
- Go-to-market
- MRD
- Product roadmap
Funct
ions
Sales Sales
BUs
11
Marketinglsquos Capabilities
Source Forrester
Source Forrester
Credit
http13c4wordpresscom200702
2450-reasons-not-to-change
+
Or heInnovation means doing
what no one has done before
what no one else would dare doing
+
Design
- Understands and changes behaviors
- Humanizes technology
- Creates simple solutions to complex problems
- Prototypes ideas
- Changes the meaning of things
+
1Understand your customers (through empathy)
+
―B2B customers are consumers who have
the luxury of having a corporation pay for
what they want to buy
+
hellipbut it is not deadhellip
Nothing has changed
+
hellipbut it is not deadhellip
Everything has changed
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappear
Internal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
INNOVATION TRIGGERS
+
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappearInternal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
INNOVATION TRIGGERS
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappear
Internal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
+9
The magical moment
+
How do you generate unique ideas
How do you really understand your
customers and what they desire
How do you bolster the efficiency
of your RampD investments
How do you ensure design integrity
How can you accelerate
time-to-marketHow do you gain insights into
trends that make an emerging
market tick
How do you find ways to create
new value
How do you conceptualize
innovations that set the trends in the
market rather than follow them
How do you increase the
probability of a hit product
hellipand many questions on the way there
STRATEGY
TACTICS
Brand amp Communications- High-level positioning amp messaging
- Corporate Communications
- Internal Communications
- Alumni relations
- Talent acquisition
- Media relations
- Analyst relations
- Investor relations
- Web sites
- Brand identity amp brand management
- Thought leadership
- Customer communications
- Strategic partnerships
Sales Enablement- Training
- Tactical messaging
- Sales kits
- Collateral
- Trade shows
- Reporting
Demand Generation- Email campaigns
- Events
- CRM
- Lead automation
- Telemarketing
- Media buys
- Address lists
- Database management
Products amp Solutions- Market research
- Customer research
- Pricing
- Product strategy
- Go-to-market
- MRD
- Product roadmap
Funct
ions
Sales Sales
BUs
11
Marketinglsquos Capabilities
Source Forrester
Source Forrester
Credit
http13c4wordpresscom200702
2450-reasons-not-to-change
+
Or heInnovation means doing
what no one has done before
what no one else would dare doing
+
Design
- Understands and changes behaviors
- Humanizes technology
- Creates simple solutions to complex problems
- Prototypes ideas
- Changes the meaning of things
+
1Understand your customers (through empathy)
+
―B2B customers are consumers who have
the luxury of having a corporation pay for
what they want to buy
+
hellipbut it is not deadhellip
Nothing has changed
+
hellipbut it is not deadhellip
Everything has changed
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappearInternal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
INNOVATION TRIGGERS
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappear
Internal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles
Competition ―New competitors are moving into our space and we need to do
something to defend our market position
Adjacent Markets ―We see opportunities in adjacent markets (new segments geographies
etc) but we donlsquot know where and how to start
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers
Time-to-Market ―Our linear product development process doesnlsquot allow for nimbleness and
trial and error
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs
Sustainability ―We got lucky once or twice How do we repeat our market success year
after year
+9
The magical moment
+
How do you generate unique ideas
How do you really understand your
customers and what they desire
How do you bolster the efficiency
of your RampD investments
How do you ensure design integrity
How can you accelerate
time-to-marketHow do you gain insights into
trends that make an emerging
market tick
How do you find ways to create
new value
How do you conceptualize
innovations that set the trends in the
market rather than follow them
How do you increase the
probability of a hit product
hellipand many questions on the way there
STRATEGY
TACTICS
Brand amp Communications- High-level positioning amp messaging
- Corporate Communications
- Internal Communications
- Alumni relations
- Talent acquisition
- Media relations
- Analyst relations
- Investor relations
- Web sites
- Brand identity amp brand management
- Thought leadership
- Customer communications
- Strategic partnerships
Sales Enablement- Training
- Tactical messaging
- Sales kits
- Collateral
- Trade shows
- Reporting
Demand Generation- Email campaigns
- Events
- CRM
- Lead automation
- Telemarketing
- Media buys
- Address lists
- Database management
Products amp Solutions- Market research
- Customer research
- Pricing
- Product strategy
- Go-to-market
- MRD
- Product roadmap
Funct
ions
Sales Sales
BUs
11
Marketinglsquos Capabilities
Source Forrester
Source Forrester
Credit
http13c4wordpresscom200702
2450-reasons-not-to-change
+
Or heInnovation means doing
what no one has done before
what no one else would dare doing
+
Design
- Understands and changes behaviors
- Humanizes technology
- Creates simple solutions to complex problems
- Prototypes ideas
- Changes the meaning of things
+
1Understand your customers (through empathy)
+
―B2B customers are consumers who have
the luxury of having a corporation pay for
what they want to buy
+
hellipbut it is not deadhellip
Nothing has changed
+
hellipbut it is not deadhellip
Everything has changed
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+9
The magical moment
+
How do you generate unique ideas
How do you really understand your
customers and what they desire
How do you bolster the efficiency
of your RampD investments
How do you ensure design integrity
How can you accelerate
time-to-marketHow do you gain insights into
trends that make an emerging
market tick
How do you find ways to create
new value
How do you conceptualize
innovations that set the trends in the
market rather than follow them
How do you increase the
probability of a hit product
hellipand many questions on the way there
STRATEGY
TACTICS
Brand amp Communications- High-level positioning amp messaging
- Corporate Communications
- Internal Communications
- Alumni relations
- Talent acquisition
- Media relations
- Analyst relations
- Investor relations
- Web sites
- Brand identity amp brand management
- Thought leadership
- Customer communications
- Strategic partnerships
Sales Enablement- Training
- Tactical messaging
- Sales kits
- Collateral
- Trade shows
- Reporting
Demand Generation- Email campaigns
- Events
- CRM
- Lead automation
- Telemarketing
- Media buys
- Address lists
- Database management
Products amp Solutions- Market research
- Customer research
- Pricing
- Product strategy
- Go-to-market
- MRD
- Product roadmap
Funct
ions
Sales Sales
BUs
11
Marketinglsquos Capabilities
Source Forrester
Source Forrester
Credit
http13c4wordpresscom200702
2450-reasons-not-to-change
+
Or heInnovation means doing
what no one has done before
what no one else would dare doing
+
Design
- Understands and changes behaviors
- Humanizes technology
- Creates simple solutions to complex problems
- Prototypes ideas
- Changes the meaning of things
+
1Understand your customers (through empathy)
+
―B2B customers are consumers who have
the luxury of having a corporation pay for
what they want to buy
+
hellipbut it is not deadhellip
Nothing has changed
+
hellipbut it is not deadhellip
Everything has changed
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
How do you generate unique ideas
How do you really understand your
customers and what they desire
How do you bolster the efficiency
of your RampD investments
How do you ensure design integrity
How can you accelerate
time-to-marketHow do you gain insights into
trends that make an emerging
market tick
How do you find ways to create
new value
How do you conceptualize
innovations that set the trends in the
market rather than follow them
How do you increase the
probability of a hit product
hellipand many questions on the way there
STRATEGY
TACTICS
Brand amp Communications- High-level positioning amp messaging
- Corporate Communications
- Internal Communications
- Alumni relations
- Talent acquisition
- Media relations
- Analyst relations
- Investor relations
- Web sites
- Brand identity amp brand management
- Thought leadership
- Customer communications
- Strategic partnerships
Sales Enablement- Training
- Tactical messaging
- Sales kits
- Collateral
- Trade shows
- Reporting
Demand Generation- Email campaigns
- Events
- CRM
- Lead automation
- Telemarketing
- Media buys
- Address lists
- Database management
Products amp Solutions- Market research
- Customer research
- Pricing
- Product strategy
- Go-to-market
- MRD
- Product roadmap
Funct
ions
Sales Sales
BUs
11
Marketinglsquos Capabilities
Source Forrester
Source Forrester
Credit
http13c4wordpresscom200702
2450-reasons-not-to-change
+
Or heInnovation means doing
what no one has done before
what no one else would dare doing
+
Design
- Understands and changes behaviors
- Humanizes technology
- Creates simple solutions to complex problems
- Prototypes ideas
- Changes the meaning of things
+
1Understand your customers (through empathy)
+
―B2B customers are consumers who have
the luxury of having a corporation pay for
what they want to buy
+
hellipbut it is not deadhellip
Nothing has changed
+
hellipbut it is not deadhellip
Everything has changed
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
STRATEGY
TACTICS
Brand amp Communications- High-level positioning amp messaging
- Corporate Communications
- Internal Communications
- Alumni relations
- Talent acquisition
- Media relations
- Analyst relations
- Investor relations
- Web sites
- Brand identity amp brand management
- Thought leadership
- Customer communications
- Strategic partnerships
Sales Enablement- Training
- Tactical messaging
- Sales kits
- Collateral
- Trade shows
- Reporting
Demand Generation- Email campaigns
- Events
- CRM
- Lead automation
- Telemarketing
- Media buys
- Address lists
- Database management
Products amp Solutions- Market research
- Customer research
- Pricing
- Product strategy
- Go-to-market
- MRD
- Product roadmap
Funct
ions
Sales Sales
BUs
11
Marketinglsquos Capabilities
Source Forrester
Source Forrester
Credit
http13c4wordpresscom200702
2450-reasons-not-to-change
+
Or heInnovation means doing
what no one has done before
what no one else would dare doing
+
Design
- Understands and changes behaviors
- Humanizes technology
- Creates simple solutions to complex problems
- Prototypes ideas
- Changes the meaning of things
+
1Understand your customers (through empathy)
+
―B2B customers are consumers who have
the luxury of having a corporation pay for
what they want to buy
+
hellipbut it is not deadhellip
Nothing has changed
+
hellipbut it is not deadhellip
Everything has changed
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
Source Forrester
Source Forrester
Credit
http13c4wordpresscom200702
2450-reasons-not-to-change
+
Or heInnovation means doing
what no one has done before
what no one else would dare doing
+
Design
- Understands and changes behaviors
- Humanizes technology
- Creates simple solutions to complex problems
- Prototypes ideas
- Changes the meaning of things
+
1Understand your customers (through empathy)
+
―B2B customers are consumers who have
the luxury of having a corporation pay for
what they want to buy
+
hellipbut it is not deadhellip
Nothing has changed
+
hellipbut it is not deadhellip
Everything has changed
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
Source Forrester
Credit
http13c4wordpresscom200702
2450-reasons-not-to-change
+
Or heInnovation means doing
what no one has done before
what no one else would dare doing
+
Design
- Understands and changes behaviors
- Humanizes technology
- Creates simple solutions to complex problems
- Prototypes ideas
- Changes the meaning of things
+
1Understand your customers (through empathy)
+
―B2B customers are consumers who have
the luxury of having a corporation pay for
what they want to buy
+
hellipbut it is not deadhellip
Nothing has changed
+
hellipbut it is not deadhellip
Everything has changed
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
Credit
http13c4wordpresscom200702
2450-reasons-not-to-change
+
Or heInnovation means doing
what no one has done before
what no one else would dare doing
+
Design
- Understands and changes behaviors
- Humanizes technology
- Creates simple solutions to complex problems
- Prototypes ideas
- Changes the meaning of things
+
1Understand your customers (through empathy)
+
―B2B customers are consumers who have
the luxury of having a corporation pay for
what they want to buy
+
hellipbut it is not deadhellip
Nothing has changed
+
hellipbut it is not deadhellip
Everything has changed
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
Or heInnovation means doing
what no one has done before
what no one else would dare doing
+
Design
- Understands and changes behaviors
- Humanizes technology
- Creates simple solutions to complex problems
- Prototypes ideas
- Changes the meaning of things
+
1Understand your customers (through empathy)
+
―B2B customers are consumers who have
the luxury of having a corporation pay for
what they want to buy
+
hellipbut it is not deadhellip
Nothing has changed
+
hellipbut it is not deadhellip
Everything has changed
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
Design
- Understands and changes behaviors
- Humanizes technology
- Creates simple solutions to complex problems
- Prototypes ideas
- Changes the meaning of things
+
1Understand your customers (through empathy)
+
―B2B customers are consumers who have
the luxury of having a corporation pay for
what they want to buy
+
hellipbut it is not deadhellip
Nothing has changed
+
hellipbut it is not deadhellip
Everything has changed
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
1Understand your customers (through empathy)
+
―B2B customers are consumers who have
the luxury of having a corporation pay for
what they want to buy
+
hellipbut it is not deadhellip
Nothing has changed
+
hellipbut it is not deadhellip
Everything has changed
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
―B2B customers are consumers who have
the luxury of having a corporation pay for
what they want to buy
+
hellipbut it is not deadhellip
Nothing has changed
+
hellipbut it is not deadhellip
Everything has changed
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
hellipbut it is not deadhellip
Nothing has changed
+
hellipbut it is not deadhellip
Everything has changed
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
hellipbut it is not deadhellip
Everything has changed
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
2
Customers are becoming more demanding and sophisticated
about products and experiences
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
―In the old days brands
wanted everybody to pay
attention to them
Now brands need to pay
attention to everybody elseUmair Haque
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
All products and services will be SOCIAL
Social publishing
Social impact
Social content
Social networksWhere
What
How
Social gamingWhat for
Social search
Social shopping
Social currency
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+ 25
―Open it up and it will design itselfNorman Lewis
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
ldquoIf I had asked people what they wanted they would have said faster horsesrdquo
- Henry Ford
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
Design Research acknowledges
that people are not masses of
statistics and bullet points and
forms the foundation for our
process and insights
People are living breathing feeling adaptable beings
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
2Make data meaningful
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
Social
InnovationValue
Meaning
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
―Create more value than you captureTim OlsquoReilly
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
SOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
CONVERSATIONAL
Listening
Empathy
Adaptive
Changing messages
Two-way
Let go of control
Open
Respect
Flow
Topical
Point-of-view
SMALL
Micro
Customizable
Relevant
Actionable
Eye-to-eye
Direct
Instant
Accessible
Sharable
Atomized
PROVOCATIVE
Making you think
Disruption
Divergence
Deconstruction
Surprise
Shock
Unexpected
Unlikely
Challenging
status quo
Unique
Attention-grabbing
Different
In your face
RESPONSIBLE
Doing good
Political
Socially responsible
Eco-friendly
Ethical
Human rights
Values
Family
Nation
Common Good
Earth
Marketing with
Meaning
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
OFFERING
[Uniqueness relevance credibility]
COMMUNITY
[Sociality]
PURPOSE
[Aspiration]
MEANING
Real-time conversations
Micro-content
Open collaboration
Internal
brandholdersExternal
brandholders
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
DATA is the bankhellip
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
MEANING is the currencyhellip
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
―You are what you share- Charles Leadbeater
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
―The first rule of the club
Donlsquot talk about the club
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
The conversation
is the message
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
3Make the product the story
(make a product for the story)
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
43
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
4Create a convergent experience
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
Internet of Things
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
47
M2M connectivity enables new business models
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
The value lies in the ecosystem
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
CUSTOMER JOURNEY
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
BRAND
EXPERIENCE
Mobile
Personal
Instant
Real-time
AugmentedLocation-
based
Gaming
Social
DESIGN
TECHNOLOGY
BUSINESS
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
DESIGN
TECHNOLOGY
BUSINESS
CONSUMER
EXPERIENCE
Media
Entertainment
Telco
Retail
eCommerceWellness
Auto
Banking
Energy
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
Whatever is here is what
the user actually cares
about and considers
―mission accomplished
And note those hurdles are NOT the objective
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+Cross-over thinking (and doing)
Artists
Architects
Industrial Designer
Software Developer
Digital Media DesignerBusiness Analyst
Strategist
Anthropologist
Ethnographer
Writer
Mechanical Engineer
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
DISCOVER
RESEARCH BECOMES INSIGHT
Through design research market analysis and
strategic evaluations we gain insight into a
companylsquos brand identity user base existing
assets and market opportunities
DESIGN
INSIGHTS BECOME IDEAS
We develop an informed design that will answer
the challenge posed by the market that will be
useful usable desirable and technically feasible
DELIVER
IDEAS BECOME REALITY
In order to guarantee the translation of idea to
reality all project details are specified
documented and delivered to the client and
supplemented with full production support
How we do it
+
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
5Fail fast
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
―Itlsquos such a fine line between stupid and cleverDavid St Hubbins lead singer of Spinal Tap
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
Making it Seeking the conversation with the artifact
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributedsocial web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboardsads Customer service
Print collateral Widgets
helliphelliphellip helliphelliphellip
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+ Transformats
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
6Simplify
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
―Perfection is achieved not when there is
nothing more to add but when there is nothing
left to take away Antoine de Saint-Exupery
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
The organization chart showing through in
the experience
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM
6
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
Feature creep
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
Making yet another betterlsquo mousetrap
Feature fatigue
Complexity in the value proposition
Good enough for customers
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
Beating the tyranny of good enoughlsquo
Itrsquos not about designing V-next rethink the complete experience
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+ 72
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
Good enough Excellent
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
7Disrupt (donlsquot interrupt)
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
Disrupt schemata
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
Blend two concepts
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
We must differentiate ourselves
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (donlsquot interrupt)
+
Strives to keep bad things
from happening
Strives to make good
things happen
+
Strives to keep bad things
from happening
Strives to make good
things happen
