Here are my notes from the presentation. These points would be much more clear if you see the presentation where Peter gives some very interesting examples to support it,
- Don't focus on technology or features. Focus on the experience that you want to create and then build a system that gets you there
- Technology as a product design strategy can be used on ly when the technology is disruptively new! e.g. First generation word processors were very difficult to use. You needed to remember many commands in order to work with it effectively. But because they were technologically far superior than the alternative "type writer" of that era, they became popular.
- Once technology becomes standard, we tend to compete on features. And there are numerous examples where competing on features has been taken to the extreme. One such example is Microsoft WORD. A very good example of this phenomenon is VCR. When VCRs first came out, for the first time they allowed people to record live TV. This made them very popular. As years passed by VCR got bloated with features. So much so that people could not even program it anymore. So adding more and more features actually caused the decline in VCR usage. (Then came TiVo that once again revolutionized ease of use when it came to recording TV programs!)
- Designing from outside in...Christopher Alexander says, to design pathways first put the lawn in place, then see where people actually walk and then add paving!
- Create an "experience vision" statement. e.g. Palm Pilot vision was, a. Fits in shirt pocket, b. Syncs seamlessly with PC, c. Fast & easy to use and d. cost less than $299. Concise and clear vision that made Palm design a compelling one.
- Leverage the System! This one is my most favorite! System as a whole does not get simpler however the experience of using the module of the system become much more enjoyable. e.g. iPod only allows you to do basic things like browse, play, rate audio songs. For everything else such as creating actual playlists you have to use iTunes. Thus Apple simply leveraged the system to remove unnecessary complexity from the everyday use of the product, iPod and the rest is history!
Experience Is The Product