Micro-Interactions In a 2.0 World

David Armano, VP, Experience Design Critical Mass / criticalmass.comBlog: darmano.typepad.comTwitter: twitter.com/armano

Some Things

Don’t Change

Meet Randy Pausch

DadHusbandScientistAuthor

Living With Cancer

Disney’s $100,000 Salt + Pepper Shaker

“If I sent a child into one of your stores with a broken salt and pepper shaker today, would your policies allow your workers to be kind enough to replace it?”

~Randy Pausch

“…the executives squirm at the question. They know the answer: Probably not.”

~Randy Pausch

Some Things

Do

#3

The Marketing Funnel

Isn’t Linear(heck, it’s not even a funnel)

Consumer Behavior is

Changing

From Passive Consumption To Active Participation

Technology Has

Changed Too

From Front + Back Ends…

http://www.flickr.com/photos/borkweb/113862641/sizes/o/

…To Endless Fragmentation of Services

http://www.flickr.com/photos/stabilo-boss/93136022/sizes/o/

Services Which Can Be Mixed + Mashed Like Melodies

Intel Mash Maker suggests customizations and widgets. (Credit: Intel)

The End Result Are

Touch PointsWhich Seem

Infinite

We Influence Each Other Differently

From Celebrities + Public Figures

From Celebrities

…To Anyone + Everyone

We Broadcastto Each Other

LIVE

QuickTime™ and aAnimation decompressor

are needed to see this picture.

We Trust People Who

Are Like US

A Brand Is Not What YOU Say it is. It’s

What THEY Say it is.

Source: brand tags

We Want MoreFrom Brands

Less Promises

“Companies stage an experience

when they engage customers in a

memorable way”

…More Actions

Interactions WhichEngage, Enable, + Empower

From Brochure-Like Websites…

Website (1999)

…To Everyday Experiences + Interactions

Brand Experience (2007)

1

3

2

1

32

And Brands That Merge Personality With Utility

Engagement is the

New Sticky

Your Brand Is The Sum of its

Interactions

What Are Your Gumball Machines?

little thingsmatter

“Micro-interactions” Are Fast Becoming The

Building Blocks of Brand 2.0(Google is leading the way)

Want To Get

“Googley?”Get The Basics Right

…And Embrace

Change

A Business Model That Didn’t Adapt

From WebsitesTo

Web Applications

Distribution is the New Centralized

The Social Experience Is Composed of Millions of

Micro-interactions

Some Brands Are

Adapting

Faceless Companies Now Have Faces

=

Hi David. Enjoyed reading the dialogue here about keeping up with the real world versus the omnipresent school demands. Thought your talk at Loyola sounded like a good one. As you point out

Jeff Jarvis and Dell are certainly integral case studies to be learned from....in the same way that we at Dell learned. Not sure there is any specific roadmap.

Certainly we learn everyday from our conversations at Direct2dell; around the blogosphere; at StudioDell; in SecondLife;Michael Dell's meeting with bloggers at the Consumer Electronics show and at Dell's IdeaStorm...and all of that is leading to exciting new chapters for us as we engage direct with customers using various digital media. Should you ever want more detailed information about our journey beyond Dell hell,

please let us know.

Posted by: RichardatDELL

Micro-interactions BecomeEspecially Important When

Brands Stumble

What If Apple’s “Beige” Period Happened in a 2.0 World?

Starbucks

Going Back To Roots

Re-Training Staff

Improving Product

Providing Better Experience

Engaging CustomersAlong The Way…

And “Social Media” Is

Evolving(Micro Media)

1 Desktop widgets/applications

2

Webwidgets

3

Mobile 4 Web version

5 Mash Ups

6 Start page / feeds7

Virtual words

Twitter Evolving Into A Multi-Touchpoint Conversation Ecosystem

Brands Moving From “Canned” to “Live” Direct Engagement

1

2

3

4

Is Your Brand At a

Crossroads?

Positive Interactions

Trust

Loyalty

Welcome To Life In a 2.0

World

FromPassive MacroFixedStatic

MessagesFormal

DictationFinite

StagedFacelessPromises

ToActiveMicro

PortableLive

InteractionsInformal

ConversationInfinite

ImprovisedPersonalities

Actions

Or More Simply, Put People

First

Treat Everyone

Like An Influencer.

Make Every Interaction

Count.

Micro-Interactions In a 2.0 World

David Armano, VP, Experience Design Critical Mass / criticalmass.comBlog: darmano.typepad.comTwitter: twitter.com/armano