nux3 - what can the digital industry learn from other industries?
DESCRIPTION
As the Digital Industry, we think we are maturing as an industry. We are not. We are the baby of all industries so what can we learn from other, more established industries?TRANSCRIPT
Robert Fransgaard Creative Director Salesforce CXD, EMEA
@Fransgaard everywhere online
What can the Digital Industry learn from Other Industries?
NUX3
Robert Fransgaard Creative Director Salesforce CXD, EMEA
@Fransgaard everywhere online
Most Innovative Company 2014 2013 2012 2011 according to Forbes
The Customer Success Platform
I know EVERYTHING about THE INTERNET
- Anonymous interviewee, 2006
Digital is not a mature industry
My GREAT GRANDDAD fought for
WEB STANDARDS at the Battle of WaSP
What can we learn from
other industries?
TYPOGRAPHY,type-founding and typeface design began as closely related crafts in mid-15th-century Europe with the introduction of movable type printing at the junction of the medieval era and the Renaissance.
Compared with paper, screens may also drain more of our mental resources while we are reading and make it a little harder to remember what we read when we are done. !http://www.sciencedirect.com/science/article/pii/S0747563204000202
The Value of Typography…that high quality typography appears to induce a positive mood. !http://affect.media.mit.edu/pdfs/05.larson-picard.pdf !via http://usabilitypost.com/2012/11/23/effects-of-typography-on-reader-mood-and-productivity/
Switching fonts to Garamond on their documents could save the federal and state governments up to $400 million a year, according to a sixth-grader. !http://www.forbes.com/sites/paulrodgers/2014/03/28/sixth-grader-tells-government-how-to-save-400m-on-ink/
Researchers at Princeton University employed volunteers to learn made-up information about different types of aliens - and found that those reading harder fonts recalled more when tested 15 minutes later. !http://www.bbc.co.uk/news/world-11573666
IDEA GENERATION
FIND PRODUCT
“Lotus Flower” From “Thinkertoys” by Michael Michalko, 1991
SitemapMistake Onsite banner
Suggested product link
Onsite Customer
review
SearchNavigation Bookmark
“Lotus Flower” From “Thinkertoys” by Michael Michalko, 1991
FIND PRODUCT
Sitemap Onsite banner
Suggested product link
Onsite Customer
review
SearchNavigation Bookmark
MISTAKE
Humor? Easy way back
Easy way forward based on what is
known
Discount as apology
Clear product description
“Are you looking for…?”
Feedback loop
Mistake
REMOVE A KEY ASSUMPTION !
!
FRACTIONATION !
!
TRY THE OPPOSITE !
!
CHANGE VIEWPOINT
From “Lateral Thinking”, by Edward De Bono, 1970
Speed is important for the user !
!
“Contact form” becomes “Contact” + “Form” !
!
“Looking for a product” becomes “Product finds you”
How does the App see the experience?
Users leave the site without buying any product
“5 Whys” by Sakichi Toyoda, 1930s
WHY? They can’t find the right product
WHY? They don’t know what category the product is under
WHY? Because they don’t recognise the navigation categories
WHY? Because the navigation isn’t working for them
WHY? Because they only care about the individual product
Employees are not using the asset management system
“5 Whys” by Sakichi Toyoda, 1930s
WHY? They prefer to use DropBox
WHY? Because it takes time to complete the required details
WHY? Because it is complicated
WHY? They say the asset management system is slow to use
WHY? Because they don’t know the details offhand
ASSEMBLY LINE
1.
2.
3.
4.
1.
2.
3.
4.
MILITARY
Attack him where he is unprepared, appear where you are not expected.
In war, then, let your great object be victory,
not lengthy campaigns.
“Art of War” - Sun Tzu, 500 B.C
Focus on the short opportunities you have
with a customer and make them a success.Surprise and delight.
STORYTELLLING
“Hero’s Journey”, Joseph Campbell 1949
“Narrative arc: What the heck is it?” - Robb Grindstaff
ACT ONE
1. Stasis
2. Trigger
ACT TWO
3. The Quest
4. Surprise
5. Critical Choice
6. Climax
ACT THREE
7. Reversal
8. Resolution
FILMS
“Paul is the Obi-Wan Kenobi of the system” - Participant 5
Persona 3 Uses the system or anything else that will get the job done
Persona 2 VP who only needs infrequent access but will use the system
Persona 1 Junior employee who wants to do it the right way but needs coaching to avoid bad practices
Luke Skywalker Leia Organa Han Solo
Who would Darth Vader be?
MUSIC
Robert Fransgaard Creative Director Salesforce CXD, EMEA
@Fransgaard online everywhere