kai halsinger - insights: 25 years productizing - productized16
Post on 09-Jan-2017
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LONGER BATTERY
LIFE
SLIM COMPONENT &
PLATFORM TECH
NEW & ENHANCED
CONSUMER
EXPERIENCES
$300 MILLION
?
HEURISTIC AUDIT
20+ CROSS BU UX EXPERTS RESEARCHED:
. 100’s CONSUMER FEEDBACK ARTICLES
. INTEL, CHANNEL, OEM, ETC. MARKETING
. IN-STORE VISITS
. PRIMARY RESEARCH INTERVIEWS
EXPLORE, DISCOVER, LEARN, SOLVE
SYNTHESIZE
CONSUMER JOURNEY
MOVING ON
DAILY USE
INTRO
INITIAL USE
PURCHASE POINT
DISCOVER
EXPLORE
SHOP
OOBE
SET UP
CUSTOMIZE
FIX
TRAVEL
CONSUME/CREATE
REFLECT
PLAN
MOVE ON
STA
RT
RO
UT
INE
US
E
NEW INTEREST
ELI ISSELF INFORMED (NEWS, MUSIC)ON CUTTING EDGE (LATEST TECH)URBAN DWELLER & SURFING ADDICTA CREATOR: DESIGN & PHOTOGRAPHY
ELI WANTS TO IMPROVE AS A WEB DEVELOPERSTAY AHEAD OF THE COMPETITION& BE ACTIVE IN HIS COMMUNITY
DISCOVER “I GET THAT IT’S THIN AND LIGHT AND
IT LOOKS SLEEK. BUT, I AM NOT CLEAR
WHAT MAKES IT ‘ULTRA…?”
THE SPEC PROMISE OF THE
ULTRABOOK STICKS
THIN + LIGHT + SLEEK
PHYSICAL ATTRIBUTES OF THE PRODUCT ARE
NOTICED, UNDERSTOOD AND APPRECIATED
DISCOVER INSIGHT:
…BUT THERE IS NO PROMISE
OF AN USER EXPERIENCE
THE CONSUMER IS NOT GIVEN A DESIRABLE
OR COMPELLING STORY OF THE PRODUCT –
MISSES TO BUILD RELATIONSHIP.
DISCOVER INSIGHT:
REVIEWS SAY “WAIT”
REVIEWS SAY THAT ULTRABOOKS STILL
HAVE PROBLEMS. THEY ARE TELLING
CONSUMERS TO WAIT FOR THE NEXT
GENERATION
EXPLORE INSIGHT:
THE “ULTRABOOK”
MESSAGE IS CONFUSING
THE MESSAGING ACROSS VARIOUS
CHANNELS IS INCONSISTENT AND DOES
NOT RESONATE WITH THE USER.
EXPLORE INSIGHT:
“I DON’T WANT TO COMPARE BASED ON
TECHNICAL SPECS. NONE OF THESE DO
ANYTHING UNIQUE OR SPECIAL.”
SHOP
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