23 May 2007

Jesse James Garrett of Adaptive Path on delivering value through experience

Be the first to share

Jesse James Garrett
Jesse James Garrett, president and founding partner of Adaptive Path, gave a very good presentation on business as a design experience at MX San Francisco, an Adaptive Path conference focusing on how design has emerged as a strategic force in business. The presentation is now available on video.

Jesse James Garrett is the author of The Elements of User Experience (New Riders), and is recognised as a pioneer in the field of information architecture.

Experience strategy (aka design, innovation and a bunch of other things) has been written about a lot over the past couple of years. On the business front, Bruce Nussbaum has been the great champion covering design voraciously for BusinessWeek and really bringing it to the attention of executives all over the world.

Yet, as much as BusinessWeek covers the space and as much as Steve Jobs is respected for his design prowess, we still don’t see great examples of what I’ll call “capture-the-imagination-innovation”.

Apple has received millions of media impressions praising its achievements, executives admire Jobs, and if you extract various pieces of various articles written about him and his beloved company, you’d have a playbook for how he achieves his successes.

Despite all this, we still get products that are driven by technology and features, not by experience and imagination or vision. Most products created are not driven by a dream, like the one George Eastman had when he went out to create a photographic apparatus that could claim “you press the button, we do the rest”. At one point, the camera required a 19 step process to operate.

At that time, the complexity of photography was finally reduced to a simple interaction, and somehow we’ve managed to make it complex again, beyond just pushing the button, when you consider the settings for example, which could be helpful, if they were only easy to set.

That aside, Jesse James Garrett reminds us about the power of having a vision or a dream first, then figuring out how to make it real.

He also addresses the need to approach “design” with a systemic approach and ask questions like “What does it take to make a product we can’t live without?”

He talks about Microsoft word, VCR’s that had so many features and functions that getting it to record something was often difficult, and even TiVo. Though not directly, he’s basically speaking about the concept of divergence and not convergence (though his brief references to the iPhone could take exception to that).

Furthermore, he talks about the process and focus on delivering value through experience and not necessarily through technology or features. Those should only support a well-defined experience, which means that once you’ve defined the dream, once you’ve seen the light, you can be guided to build a product that you might consider a person… something with character and something that you have an emotional attachment too.

Designers have dreamt for a long time. The hurdle to seeing their dreams through is often a lack of discipline for selling that dream to the client combined with a client driven by fear and a lack of vision.

We have a long way to go on the road to “capture-the-imagination-innovation”.

View presentation

Be the first to share
15 August 2015
What is the ‘sharing economy’? A perspective from Seoul
As a Fulbright grantee, Emily Hong spent part of the last year researching the sharing economy in Seoul. One of her main findings? Korea actually has two. The first is small-scale, hyper local and socialist in …
14 August 2015
Jon Kolko: Design thinking comes of age
How should companies think about design centricity? For Jon Kolko, vice president of design at Blackboard, an education software company, design thinking can define the way an organization functions at the most basic levels—how it …
11 August 2015
Thingclash: putting human values in the IoT
The Internet of Things (IoT) is forecast to be one of the most far reaching and fundamental shifts in how people interact with technology and their environment since the advent of the Internet. But, the rush …
8 August 2015
Stanford: taking back control of an autonomous car takes five to eight seconds
Autonomous cars are based on the premise - similar to airplanes - that the human driver can take back control of the vehicle in case of emergency. But that takes quite a bit of time. Two …
1 August 2015
Nissan’s place-based design process
Megan Neese is a senior manager in the Future Lab at Nissan Motor Ltd., a cross-functional team tasked with uncovering new business opportunities for the future of automotive. In an article for EPIC, she explains how …
31 July 2015
Service Design in Consumer Banking: the challenges and opportunities
Last month the people from Irish UX consultancy Frontend Design looked at the UX revolution in healthcare and how changes in that sector are moving towards putting the customer at the centre of the service. …
27 July 2015
New qualitative research on video consumption by UK youth
TV viewing (live, playback and Broadcaster VOD services) dominates the video viewing of all ages; however 16-24s have a more varied video diet, with TV accounting for two thirds of their total video viewing compared …
27 July 2015
Breaking Free from The Lean Startup religion: The Service Designer Manifesto
Breaking Free from The Lean Startup religion: The Service Designer Manifesto by Tenny Pinheiro Eise Books July 21, 2015 - 52 pages Free on Kindle Abstract Our civilization is facing complex, systemic and scary wicked problems. It is already known that …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

2 July 2015
Getting citizens involved in protecting fragile energy environments

A new project funded under the FP7 European Commission framework is getting citizens involved in testing new tools for reducing energy consumption during peak loads, in the hope that its pilot program will set the new state of the art for protecting locations with fragile electricity supplies. One of France’s most fragile regions The Provence-Alpes-Côte […]

5 May 2015
Experientia designer Dohun YuLuck Jang 유록 in Design 4 Disaster

Design 4 Disaster features an engaging illustrated safety manual for ship passengers, a personal project by Experientia designer Dohun YuLuck Jang 유록. After the Korean ferry accident last year, Yuluck (who is Korean) wanted to find a way to make safety manuals more interesting to read. He spent one year designing an interactive safety guide […]

16 March 2015
Better Health and Wellbeing: Giving the elderly in Singapore sparkling golden years

Invitation: sharing session, Singapore, 30 March 2015   What are the hopes and fears of the elderly in Singapore? How can designers offer solutions that support the elderly in managing their health and wellness? What can healthcare professionals do to help them keep active? What role can technology play in the elderly’s daily lives? Design consultants […]

1 January 2015
Happy Playful New Year
21 December 2014
Experientia’s Twitter feed live

Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]

19 December 2014
Putting People First blog redesigned

Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.

See all articles