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

Dad

Husband

Scientist

Author

Living With Cancer

Disney’s $100,000 Salt + Pepper Shaker

“If I sent a child into oneof your stores with abroken salt and peppershaker today, would yourpolicies allow yourworkers to be kindenough to replace it?”

~Randy Pausch

“…the executivessquirm at thequestion. Theyknow 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 EndResult Are

TouchPointsWhichSeem

Infinite

We InfluenceEach Other Differently

From Celebrities + Public Figures

From Celebrities

…To Anyone + Everyone

We Broadcastto Each Other

LIVE

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 Which

Engage, 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 it’s

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

We CanAdd Value

Not Clutter(who wants to live in times square?)

Noise

Source: Widgets 101

http://www.slideshare.net/mstrickland/widgets-101-the-web-beyond-the-page

Value

The Social ExperienceIs 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 ourconversations 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 BetterExperience

Engaging CustomersAlong The Way…

And “Social Media” Is

Evolving(Micro Media)

1 Desktop widgets/applications

2

Web

widgets

3

Mobile4 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

Macro

Fixed

Static

Messages

Formal

Dictation

Finite

Staged

Faceless

Promises

ToActive

Micro

Portable

Live

Interactions

Informal

Conversation

Infinite

Improvised

Personalities

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