Can vs. Should: Balancing User Needs and Engineering Possibilities to Create Meaningful and User-Centered Experiences
- 1. MAY 2014 CAN VS. SHOULD BALANCING USER NEEDS AND ENGINEERING POSSIBILITIES TO CREATE MEANINGFUL AND USER-CENTERED AUTOMOTIVE EXPERIENCES PROPRIETARY & CONFIDENTIAL
- 2. FIRST, THANK YOU. I’M EXCITED TO BE HERE. 2 I HAVE A CONFESSION: I’M NOT AN ENGINEER. IT GETS WORSE: I’M A RECOVERING MBA.
- 3. APOLOGIES IN ADVANCE: MY JOB IS TO PROVOKE. (AND SOLVE) 3
- 4. 4 OUR HISTORY: 40+ YEARS OF INNOVATION
- 5. 5 “Man had landed on the moon and young people wanted to change the world; we all wanted to make a difference. I wanted to make people smile.” — Hartmut Esslinger, 1969
- 6. 6 WHAT WE DO TODAY We bring together a unique combination of strategy, design and technology to deliver an incredibly diverse range of breakthrough products and services to the market.
- 8. Section title text The world is more mobile than ever before.
- 9. 9 And more platforms has made it harder to find a coherent voice. MS L XL retail
- 10. More data doesn’t necessarily equal more insight.
- 11. As organizations grow, maturity often drives risk aversion.
- 12. As a result, we’ve lost sight of the user and what’s meaningful.
- 14. Just because we can doesn’t mean we should.
- 15. It’s not just in high-profile gaffes, either.
- 16. Initial Quality Problems Increase as Automakers Struggle to Launch Vehicles with Technology That Consumers Find Easy to Use(J.D. Power, June 2014) It’s affecting IQS
- 17. But it’s not about simply asking consumers what they want.
- 18. And it’s not about creating solutions to problems that don’t exist.
- 19. being a problem-solver = good thing being a solver of the wrong problem = bad thing
- 20. Average time in a McDonald’s drive-thru?1-2 / 2-3 / 3-5 / 5-7 / 7+
- 21. it requires a balanced perspective What PROBLEM are we trying to solve?
- 22. ethnography journaling shop-alongs needs clustering product tear-downs film-making workshops storyboarding prototyping concept labs experience designs animations / visualizations … research, strategy, design, + tech present throughout it requires new methods and skills
- 23. research + strategy + design + engineering it requires breaking down old silos
- 24. this blending is evident in some excellent examples
- 25. this blending is evident in some excellent examples
- 26. and its absence is evident in…other examples
- 27. and its absence is evident in…other examples
- 28. Honda Link for iPhoneA new telematics service that redefines the experience of Honda car ownership using mobile technology. an example
- 30. Interviews Desktop Research Comparative Analysis frog conducted research across Asia, Europe and the U.S. - and asked questions about what content and services car drivers want, and what their expectations are. Research was broad enough to include interviewees who owned Hondas frog also looked at more than 50 popular applications that Honda’s competitors introduced into the market, and identified what car owners would like to see in a smart phone app linked to their cars.. The team also looked at content and services that may not necessarily be directly related to the driving experience but were identified as having the potential to significantly impact the expectations that people have with their devices and frog conducted research across 4 continents within a short 1-week period. Rapid, global ethnographic and strategic research
- 32. HONDA LINK Humanized and approachable Humanized and approachable HONDA LINK The new visual language promotes a human connection between man and machine, without being overly cute. A simple, graphic main screen shows the car come to life and begin to express itself with human-like emotions. Big, bold, and skinny typography based on the Honda corporate brand makes the app instantly recognizable, regardless of device or platform. 45
- 33. I KNOW WHAT YOU’RE THINKING: THAT’S SILLY. 33 BUT YOU KNOW WHAT? IT CREATES AN EMOTIONAL CONNECTION TO A TECH ASSET.* *WHICH IS INCREDIBLE.
- 34. 34 tech sophistication have more emotional Our research shows that drivers with the highest connections with their cars.
- 35. 35 emotional about technology. This isn’t the first time that consumers have gotten
- 36. 36 emotional about technology. This isn’t the first time that consumers have gotten
- 37. 37 Arguably, a lack of emotional connection has been the downfall of some truly exceptional cars.
- 38. 38 the downfall of some truly exceptional cars. Arguably, a lack of emotional connection has been
- 39. 39 Consumers expect to have an emotional connection with their products and services; emotional resonance, not a collection of features or tech, becomes the competitive differentiator. This is as true for automotives as anywhere.
- 40. 40 how do you achieve emotional resonance? no yes
- 41. 41 how do you achieve emotional resonance? yes
- 42. 42 what we’re seeing: bifurcation
- 43. 43 what we’re seeing: invisible technology
- 44. 44 what we’re seeing: insane luxury
- 45. 45 what we’re seeing: insane luxury
- 46. 46 what we’re seeing: consumer expectations increasing software’s role as a big touchpointrelationship with software
- 47. 47 what we’re seeing: data privacy concerns
- 48. 48 what we’re seeing: silos breaking down R&D Mktg Prod Mgmt Design Eng
- 49. 49 what we’re seeing: silos breaking down R&D Mktg Prod Mgmt Design Eng
- 50. 50 what we’re seeing: more holistic journey-mapping purchase process out of box experience pre-drive drive ownership + maintenance historically where innovation happens where it WILL happen
- 51. 51 what we’re seeing: different development timelines
- 52. 52 we’re at an inflection point can vs. should center stack | instrument panel | HUD | mobile app | in-store experience | maintenance | fob | data exhaust | services
- 53. 53 how map out your futures? can vs. should strategy ethnography prototyping roadmapping collaboration exploration
- 54. 54 finally: please don’t do THIS can vs. should
- 56. 56 THOUGHTS I’M NOT HERE TO TALK ENGINEERING. WHY SHOLD IEEE CARE ABOUT MY TALK?BECAUSE SUCCESSFUL INNOVATION IS A BALANCE - OF USER NEEDS, TECH, MARKET REALITIES, BRAND, AM I HERE TO TELL YOU THAT MARKET RESEARCH SHOUDL DRIVE ENGINEERING? (SHOW STONE AND STONE VIDEO) WHY OPEN WITH THAT? BC YOU’RE PEOPLE FIRST, ENGINEERS SECOND. THAT’S A LESSONS OFTEN FORGOTTEN BY MBA’S AND ENGINEERS…WHO CREATE WHAT THEY CAN, GIVEN TECHNOLOGIES OR CORE COMPETENCIES LET ME GIVE AN EXAMPLE: POLL AUDIENCE RE MCDONALD’S DRIVE-THRU. ENGINEERS SOLVING FOR THE WRONG PROBLEM. DESIGNERS CAN DO THIS, TOO. SO WHERE TO START? IN OUR WORLD, WITH THE USER. WE DID THIS WITH APPLE BACK IN THE DAY…BUT NOW WE BALANCE THOSE ELEMENTS IN FINDING MEANINGFUL INNOVATION ASK AUDIENCE ABOUT ELEVATORS AND MIRRORS - NOT AN ENGINEERING SOLUTION, BUT ONE THAT IMPACTS QUANT MEASURES BUT CARS ARE EMOTIONAL OBJECTS, AND REFLECT THEIR OWNERS’ IDENTITIES, VALUES ETC., AND CULTURAL CUES DESIGN + ENGINEERING SUCCESSES AND FAILURES: AUDI VENT, M-B SEAT CONTROLS (VS JAGUAR ONE THAT APES LATTER BUT FAILS) WHAT IS FROG SEEING: INVISIBLE TECH - NOT IN YOUR FACE (IMPLICIT GESTURES?0 CONNECTED CARS…BEYOND THE CAR (MOBILE APPS TO MONITOR CAR HEALTH, IFTT CONNECTIONS OT CONNECTED HOME INSANE LUXURY T TH E TOP (RR’S CONSTELLATION CEILINGS) BIFURCATION: CARS AS APPLIANCES W/O PASSION, OR CARS AS IDENTITY CARMAKERS ARE SILO-ED BY MODEL AND HAVE DIFFERENT DESIGN & DEV TEAMS WORKING ON DIGITAL EXPERIENCES = FRAGMENTATION TIME TO MARKET VASTLY DIFFERENT IN OTHER PRODUCTS CONSUMERS EXPERIENCE = PARALLAX EFFECT. THE RISE OF BROAD QUALITY - NO BAD CARS ANYMORE, BUT PLENTY OF BAD INTERFACES. (JD POWER IQS QUOTE RE THE TECH IS DRAWING DOWN CUST SAT SCORES FOR OEMS) DISNEY FUTURE OF TRANSPORTATION VIDEO?