Archives for posts with tag: design

From Business to Buttons 2009

07/05/2009 //
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From Business to Buttons 2009 brings us Garr Reynolds, presentation guru and web 2.0 thought leader, along with a great mix of tech heavyweights, startup cases and experts in innovation including:

  • Matt Jones (founder of Dopplr.com)
  • Scott Berkun (author of The Myths of Innovation).
  • Todd Lefelt (Director of User Experience  at Huge)
  • Microsoft (sponsor) with the Interactive Surface tabletop.
  • The Cocktail (sponsor) introducing Iwannagothere.com, the travellers social network born in Spain.
  • Complete list of speakers, sessions and registration at businesstobuttons.com

When and where: 11-12 of June in Malmö, Sweden

Short bios:
Garr Reynolds, Associate Professor of Management at Kansai Gaidai University in Japan, is the creator of the most popular website on presentation design and delivery on the net: presentationzen.com. He shares lessons and perspectives on making remarkable presentations that are simpler, visual, engaging, and effective. He is the former Manager of Worldwide User Group Relations at Apple Computer, and spent most of the ’90s at Sumitomo Electric Industries in Osaka.

Scott Berkun is the author of bestselling books “Making things happen” and “The Myths of Innovation”.  At Microsoft from 1994-2003 he oversaw projects such as Internet Explorer (v1-5 of), Windows and MSN. He has taught at the University of Washington, regularly contributes to Harvard Business Digital, and has featured as an innovation and management expert on MSNBC and on CNBC. He writes frequently on his popular blog:  scottberkun.com

Matt Jones is a founder and lead designer of Dopplr.com, a service for frequent travellers. His previous positions include Director of User-Experience Design at Nokia Design, and creative director for Sapient in London. In the late 90s, he was creative director for the launch of BBC News Online. He has spoken at events such as Reboot, Ars Electronica, O’Reilly’s Etech and FooCamp. He now blogs at www.magicalnihilism.com.

Todd Lefelt is the Director of User Experience  of Huge, where he oversees research and interaction design for projects including Audible.com, Nickelodeon and The Warner Music Group. Todd has over 10 years of experience leading the definition of scalable interactive media strategies and user friendly experiences.  www.hugeinc.com

Iwannagothere.com is a social network dedicated to travel, an off-shoot of The Cocktail. During the conference the people behind Iwannagothere will be showing how they have used the Effect Map methodology in the development of the service and will be launching their mobile  service, co-designed by The Cocktail and InUse.

About the conference

From Business to Buttons is the most important European conference on Design for Business. It’s third edition runs between 11-12 of June in Malmö, Sweden.
For whom: designers, business strategists and user experience professionals.
Organisers: InUse, Ergonomidesing, Malmö University – Sponsors: The Cocktail (Spain) and Microsoft.

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Categories Product design, user experience

Are we doing product or service design?

05/02/2009 //
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Sometimes when you try to decide if the output of an interactive project is a product or a service, things get blurry. Traditionally products are defined as tangible goods as opposed to services which are defined as intangible goods.  Not so helpful… What is that tangible on the web? Perhaps the interface, but not much else.

I prefer the definition which says a product is something we own whilst a service is something we can use temporarily. The difference between buying and hiring a dinner jacket.
This definition seems useful, so I’ll try to apply it to a few real life projects (the output of which I would have called generically Product in the past):

An e-learning platform – Definitely providing an education service
An online newspaper – An information service
A software-as-a-service online shop – Can provide a similar service to a sales assistant offering expert advice and guiding the customer towards  a suitable service package.
A mobile mapping application – A tricky one. I have downloaded the software (so I own it), but for it to be useful at all I need data provided by the mapping company (a service) facilitated by my network operator (also a service).
A multinational corporate website – Essentially a marketing and communication tool between company, customers, investors, press, etc. At the same time you can consider it as a provider of self-customer-services.

Why is this differentiation relevant to interactive projects?

It is pretty clear that many online projects will generate hybrid product-service offerings, just as in the physical world. But I think we (practitioners) are developing more services than we imagined, yet treating them mostly as products.

Services usually involve longer or repeated engagements with the user and perhaps we can contemplate that more efficiently.  It would be really interesting to start using rich design tools such as service blueprinting in addition to content maps and prototypes.

Let’s see how it works in practice.

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Some interesting reading: Better than owning

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Categories Product design, user experience

More customer research, bolder decisions

27/08/2008 //
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I have been a fan and advocate of customer research in interactive product development for many years .

For us product designers and marketers, knowing what customers want and need can be highly inspirational and often a well deserved kick in the butt. And both (inspiration and kicks in the butt) are triggers of innovation. Real insight can  help us making bolder product decisions, moving from the realm of redesigns to the one of innovations.

When I’m totally comfortable with this argument the famous phrase from Henry Ford kicks in to disarm me: ‘If I’d asked people what they wanted, they would have asked for a better horse.” I usually stammer something about good moderators and the wise use of data in response. But I have lacked some punchy response to this so far.

But Mark Hurst has formulated a very nice one in Exceptions to listening to customers

I’ll quote his last couple of paragraphs:

“… nondirected customer research is applicable, and helpful, when it’s time to create a game-changing new product or service. And it doesn’t require asking customers to invent the thing.

After all, a good lab moderator won’t ask the customer what product they want … rather they’ll simply try to understand the customer’s unmet needs and pain points, so that they can (back at the company) innovate the right solution. Customers, important as they are, are not designers”.

Thanks for the argument, Mark!

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Categories Product design