Dane Howard, Global Brand Experience. eBay inc.

Small steps in Culture GIANT leaps in Brand

One small step… One GIANT Leap for…

“Culture eats strategy for breakfast.”- Peter F. Drucker

#28 - Interbrand, 2013

online offline‘New retail’ emerging Consumer behavior changing

eBay on mobile

how>we>talk

no,but…

yes,and…

How might we…(HMW)

80% read the headline, 20% read the copy.

a headline of the future...If your innovation was wildly successful, what would they say about it?

Project, website, campaign, etc

who wrote itwhen was it writtenwhy does it matter

a headline of the future...

Cyber Monday Sales Increase Cyber Monday sales at eBay were 19.4% higher in 2013, including a 30% rise in overall gifting & donations compared to the online sales of Cyber Monday in 2012.

a headline of the future...

– Coremetrics

Why it matters...“…ebay has created a new reason to shop their marketplace that is better than deals or selection. They call it GIVEcommerce. Their successful donation partnerships with water charities generated over $4 million on cyber Monday alone. Inside the company, they now call it ‘Blue Monday’… and now other companies are following their lead.”– CNN  

– CNBC – Competitor – Foreign Government – Rolling Stone

Why it matters...“…ebay has created a new reason to shop their marketplace that is better than deals or selection. They call it GIVEcommerce. Their successful donation partnerships with water charities generated over $4 million on cyber Monday alone. Inside the company, they now call it ‘Blue Monday’… and now other companies are following their lead.”– CNN  

– CNBC – Competitor – Foreign Government – Rolling Stone

Pop-up experience

Video1:http://youtu.be/5fMMm5PNeDw

Video 2:http://youtu.be/eOUy98Y_AkY

“eBay To Make True Window Shopping A Reality With New NYC Virtual Retail Store.”

“Shop Windows are now Shop-able”

– TechCrunch

– Fictional from workshop

how>we>work

Reactive>ProactiveDisruptive momentumDesign Thinking & Making

Momentum>making

1.5x

story>listening>storytelling

vimeo.com/24632535

http://significantobjects.com/

rehearse>future

• 4 days• 20-40 people• 4-6 prototypes• 3 usability sessions• ‘Lots’ of coffee

Repeat if necessary…

VIZkitchenCirca 2009

• Proactive group• Diverse skills• Manage ambiguity• Great environment• Facilitation

‘tasty bits’…

2014

Extend the ‘Viz Kitchen’ workshop format into a formal practice for ebay?

How Might We…

PrototypingVision-typingInnovation labDesign strategy

Pre-visualize - is a function to visualize complex scenes in movie before filming.… it allows directors to experiment with different staging and art direction options – such as lighting, camera placement and movement, stage direction and editing - without having to incur the costs of actual production.

-wikipedia

Pre-visualize - is a function to visualize complex scenes in movie before filming.… it allows directors to experiment with different staging and art direction options – such as lighting, camera placement and movement, stage direction and editing - without having to incur the costs of actual production.

-wikipedia

Why? Insight into the future differentiates.

Feeling

Empathy

Believing

Connect video:

http://youtu.be/KsMbnALh9z0

1. Language shapes behavior.2. Massive appetite for design thinking/making

3. Video is powerful/economic tool for storylistening/storytelling4. More resources rarely improve speed or traction.

5. Cultural change amplified by tops down AND bottoms up.

Lessons learned (thus far)

Thank you