Do etnographers create technology? - customer centric innovation at Intel

Tomasz KlekowskiBusiness GTM Director EMEA, Intel Corporation

07 June 20141

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History of IntelBack in 1968, two scientists, Robert Noyce and Gordon Moore, founded Intel with a vision for semiconductor

memory products. By 1971, they had introduced the world’s first microprocessor. Since then, Intel has established a heritage

of innovation that continues to expand the reach and promise of computing while advancing the ways people work and live worldwide.

Data Center Client Ultra-Mobile Wearables/IoT

…. And Today

Deliver breakthrough

innovations to fuel Intel’s growth and

technology leadership

INTEL LABS COLLABORATE FOR RESULTS

UNIVERSITIES GOVERNMENTS INDUSTRY

KEY RESEARCH FOCUS AREAS

USEREXPERIENCE

ARCHITECTURE

AND DESIGN

SYSTEMS AND SOFTWARE

SECURITY AND PRIVACY

INTEGRATED COMPUTING

STRATEGY, PLANNING and COLLABORATION

INTEL LABS EUROPESustainable Intelligent Systems

INTEL LABS CHINAChina Tech Ecosystem

ADDITIONAL ORGANIZATIONS

Intel R&D Philosophy Milestones

1968 – component design

1991 – Intel Inside campaign is born

• „People use our technology”

2003 – Centrino Mobile Technology

• enduser focused innovation

2012 – Ultrabook design

• User Experience

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User Experience and Persona Led Design

Etnographers in Action

User Experience Key Terms

usagepeople systems

*A usage model is a formal description, including several types of supporting data.

Experience is what a person thinks, feels and perceives, before, during, and after using a product or service.

End-User Need is a pain point or an aspiration.

Capability is the ability of a system to perform some meaningful action in pursuit of a user's goals, described from the user’s perspective.

Usage* is how the system is utilized by a person for a particular purpose or need.

Feature helps identify or name technologies which enable a usage to be realized. A feature can include multiple technologies.

UX Key Terms

A basic human aspiration or pain point.End-User

NeedKnowledge

Kindle Example

What a person thinks, feels and perceives, before, during, and after using a product

or service.Experience

Freedom of Having a Library

in My Hand

How the system is used by a person for a particular purpose.Usage Select and Read

Books on the Go

The ability of a system to perform some meaningful action in pursuit of a users

goal.Capability

Read Content Indoors or in

Full Sun

Technologies which enable a usage to be realized. Feature

E Ink, Reflective Display, Cloud,

3G

The Essence of User Experience Driven Approach

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Verify that solution

delivers the UX

ImplementTranslate to ENG spec

Define the Experience

Intel Confidential

Persona Based Design

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The idea is to design the system just for that one persona

© 2010 Institute for the Future. All rights reserved. | SR-1352A

Meet Carlos

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Household and Life Stage• Finding independence and success through maker

movement, building 3-D printers

Occupation and Interests• Student • Hacker• Builder/Creator

Hopes and Fears• Start his own business building 3-D printers • Achieve financial independence and make his

parents proud

20202012

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Sao Paulo, Brazil

São Paulo Is proven to be an effective method for generating meaningful solutions than setting out to design the system for a very broad population

Personas are fictional characters grounded in surveying real people with real needs

Meet Lily – A typical Small Business

Owner in Nairobi, Kenya

Personas in Marketing: Business Marketing Target Audiences

Tech Enthusiast PersonaIT manager or director in medium & large business Tech enthusiast companies

Works closely with business colleagues to understand customer needs

Develops IT proposals & ROI analysis for senior management

Depends on the IT team to learn about emerging technology

Inspired to bring technology solutions to business problems

Maintains a close network of peers for advice & help

Intel is not top of mind but seen in a positive light

Tech Evolving PersonaA senior partner or owner of a Tech Evolving small business, often holding multiple roles

Relies on a broad network to stay informed of technology solutions - customers, competitors, IT partners and suppliers

Makes IT decisions, but has no technical training

Technology plays an important role in the business, but the focus is on customers & managing growth

Likes to maintain control – inclined to stay with proven technology solutions

While not top of mind, Intel is a known & recommended brand. Balances the value Intel brings relative to budget

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Radical InnovationIdeo’s design philosophy

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Six Steps Process of Designing

Observation

Synthesis

Brainstorming

Rapid Prototyping

Refining

Implementation

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http://www.youtube.com/watch?v=3sOeSkTUTA0

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The Value of Business ModelIntel vPRO technology

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Value Chain vs, Supply Chain- Intel vPro Technology Case

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Supply Chain vs. Value Chain

Supply chain

Intel

PC producers

Distributors

Customers

Value chain

Intel

PC producers

ISVs

System integrators

Service providers

Customers

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Summary

User Experience and Market Inspiration are in the heart of technology development

Design thinking is an established process

Understanding of the business model and value creation chain is a must

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Observe

Empathic observation

Design for specific, identifiable user

Customer segmentation

Shadowing

Behavioral mapping

Consumer journey

Camera journals

Extreme user intervieves

Storytelling

Unfocused groups

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Synthesise

Tell the story to make sense out of the data

Develop the structure for data organization

Identify key variables

Identify the customer journey

Storytelling

Principle identification

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Brainstorm

Generate as many ideas as possible

Interdisciplinary teams bring many perspectives

Tolerance for failure

Don’t dismiss any ideas

No BUTs ony ANDs

Encourage wild ideas

Go for quantity

Be visual

Stay focused on one topic

Vote on ideas

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Prototyping

Learn from the failures

Quick and dirty

Experiment early and often

Be visual

Mock up everything

Go fast

Use videography

Bodystorm – use actual employees and customers

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Refining

Narrow down the choices

Focus prototyping

Engage the client

Be ruthless in making sellection

Get agreement from all stakeholders

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Implement

Learn as you implement

Change people’s behaviour

Phisically manifest the new behaviours

Intel Corporation The World’s Largest Semiconductor Manufacturer

• Leading Manufacturer of Computer, Networking & Communications Products

• Founded by Gordon Moore and Robert Noyce in 1968

• Headquartered in Santa Clara, California

• $52.7B in Annual Revenues - 25+ Consecutive Years of Positive Net Income

• 170 Sites in 66 Countries

• Over 107,000 Employees – 84,600 technical roles, 10,200 Masters in Science, 5,400 PhD’s, 4,000 MBA’s

• Named one of the Top Ten Most Valuable Brands in the World by Interbrand

• Ranked #42 on Fortune’s World’s Most Admired Companies

• Largest Voluntary Purchaser of Green Power in the United States for 6 years in a row

• Invests $100 Million Each Year in Education Across More than 100 Countries

• 4 Million Hours of Volunteer Service toward improving education over the past decade

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Intel’s Vision

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This decade we will create and extend computing technology

to connect and enrich the lives of every person on earth.