These are the slides from my March 2020 talk at the Rosenfeld Media Advancing Research conference.

1. N e
nathan@nathan.com
@nathanshedroff
droff
DOUBLE YOUR MILEAGE:
Using Your Research Strategically

2. NOW THAT YOU HAVE
MEANINGFUL INSIGHTS FROM
EXCELLENT DESIGN RESEARCH
…IT’S TIME TO MAKE THEM
COUNT TWICE

3. MOST CORPORATE STRATEGY
IS ACTUALLY REALLY BAD

4. MOST CORPORATE STRATEGY
IS ACTUALLY REALLY BAD
• Too few and the wrong people involved in the process
• Too narrow of context and research
• Focused almost exclusively on quantitative data
• Performed or addressed only occasionally (3-5 years)
• Too often reactive, myopic, self-referential & self-fulfilling
• Not customer-centric
• Poorly communicated within the organization
• Poorly connected to day-to-day activities
• Most of all: little validation of assumptions

5. MOST CORPORATE STRATEGY
IS ACTUALLY REALLY BAD
• Environmental Analysis
• Competitive Analysis
• SWOT Analysis
• Positioning Statement
• Value Proposition
• Goals, Mission, Vision, Metrics
• Operational Infrastructure Strategy
• Product Development Strategy
• Marketing Strategy

6. BETTER STRATEGY REQUIRES
BETTER RESEARCH

7. BETTER STRATEGY REQUIRES
BETTER RESEARCH
ENVIRONMENTALANLAYSIS
CUSTOMERANLAYSIS
CUSTOMERSEGMENTATION
COMPETITIVEANALYSIS
POSITIONING
INFRASTRUCTUREDEVELOPMENT
VISION
MISSION
GOALS
WALUES
ACTIVITIES
EXPERIMENTS
METRICS
LEARNINGS
3-5YEARS
STARTOVER
QUANT
RESEARCH
QUANT
RESEARCH

8. BETTER STRATEGY REQUIRES
BETTER RESEARCH
MISSION
VISION
POSITION
INFRASTRUCTURE COMPETITION
SEGMENTS
CUSTOMER
ENVIRONMENT
FORESIGHT
VALUES
LEARNINGS
METRICSGOALS
EXPERIMENTS
ACTIVITIES
QUAL & QUANT
RESEARCH

9. BETTER STRATEGY REQUIRES
BETTER RESEARCH
CONTEXT
INSIGHTS

10. BETTER STRATEGY IDENTIFIES
BETTER OPPORTUNITIES

11. IDEALLY, BETTER STRATEGY
IS BASED ON:
• A truly, cross-divisional, & collaborative process
• Proactively inviting you into that process
• An understanding of the value of design (qual) research
• Regular participation from leadership in customer-level
contact and research
• Deliverying value to customers and other stakeholders &
not only shareholders
• An openness to new opportunities that deliver more and
better value

12. IDEALLY, BETTER STRATEGY
IS BASED ON:
• A truly, cross-divisional, & collaborative process
• Proactively inviting you into that process
• An understanding of the value of design (qual) research
• Regular participation from leadership in customer-level
contact and research
• Deliverying value to customers and other stakeholders &
not only shareholders
• An openness to new opportunities that deliver more and
better value

13. HERE IS WHAT YOU CAN
& SHOULD DO ABOUT IT:

14. HERE IS WHAT YOU CAN
& SHOULD DO ABOUT IT:
LEARN ABOUT
GREAT
STRATEGY ON
YOUR OWN
MISSION
VISION
POSITION
INFRASTRUCTURE
COMPETITION
SEGMENTS
CUSTOMER
ENVIRONMENT
FORESIGHT
VALUES
LEARNINGS
METRICSGOALS
EXPERIMENTS
ACTIVITIES
More Coming Soon

15. LEARN THE VOCABULARY,
FRAMES, & ISSUES OF YOUR
PEERS (AND EXPAND THEM)
HERE IS WHAT YOU CAN
& SHOULD DO ABOUT IT:
Quantitative Value:
Functional
Financial
Qualitative Value:
Emotional
Identity
Meaningful
Total Value
More: Blind Spot (book)

16. HERE IS WHAT YOU CAN
& SHOULD DO ABOUT IT:
Marketing
Advertising
Sale
PR
Product
Board
CEO
Legal
HR
Finance
Operation
Marketing
Strategy
IT
Contracts
Manufact.
Purchasin
Distributio
n
Warehous
Quality
Control
Acc.
Payables
Acc.
Receivable
Recruiting
Training
Health &
Safety
Network
Admin.
Training
Support
Comm.
R & D
Strategic
Partners
Customer
Customer
Support
Complianc
e
Market
Social
Media
Brand
Strategy
BUILD RELATIONSHIPS
WITHIN YOUR ORG’S
LEADERSHIP

17. SHARE INSIGHTS FROM THE
FIELD…IN INNOVATIVE &
APPROPRIATE WAYS
(INSIGHT REPORTS, ETC.)
HERE IS WHAT YOU CAN
& SHOULD DO ABOUT IT:

18. SHARE STORIES
FROM THE FIELD
IN APPROPRIATE
WAYS (LIVING
PERSONAS, ETC.)
HERE IS WHAT YOU CAN
& SHOULD DO ABOUT IT:
More: Blind Spot (book)

19. CONTEXTUALIZE YOUR
INSIGHTS (AND WORK)
IN TERMS OF IMPACT
HERE IS WHAT YOU CAN
& SHOULD DO ABOUT IT:

20. USE TOOLS THAT
EMPHASIZE OPPORTUNITY
& ACCURACY
HERE IS WHAT YOU CAN
& SHOULD DO ABOUT IT:
USEEXPLORATION SETUPPURCHASE
Experiences + Touchpoints
INTENSITY
Ideal Customer
Experience
1
2 3
4
5
6
7
8
WiDi once set up allows
users to access content
on their computer such as
downloaded movies and
music. It creates a mirror
display on your HDTV
Ads gets customers
excited and peak
awareness about new
computers and features
Windows 8 OS creates
curiousity and customers
are interested in explor-
ing the new technology
and how it works with
new form factor
In Store exploration is
used prior to purchase
so customers can get a
good look and feel for
potential options
Sales associate often
give our conflicint
information especially
when it comes to WiDi
WiDi is difficult to
find out about, unless
a friend has it or you
come across it on a
blog, chances are you
won’t find out much
about it
Google is used to find specific
technical information that is not
listed on the product display
cards, like info on graphics
cards, RPM on hard drives, etc.
Windows 8 two modes is
highly preferred because
of ability to do specific
searches and serve up
applicable, contextual
information.
1 Segment A
WiDi is highly preferred
because of ability to do
specific searches and
serve up applicable, con-
textual information.
Windows 8 two modes
Lorem ipsum dolor sit
amet, consectetur adipi-
scing elit. Sed ullamcor-
per, elit vitae eleifend
euismod
Internet program install:
Chrome, Adobe Reader,
Lorem ipsum dolor sit
amet, consectetur adipi-
scing elit. Sed ullamcor-
per, elit vitae.
OEM manual is
referenced to find
the “don’t do’s”
A non-functioning or
outdated computer
prompt users to set out
on the discovery process
2 Segment B
Internet program install:
Chrome, Adobe Reader,
Lorem ipsum dolor sit
amet, consectetur adipi-
scing elit. Sed ullamcor-
per, elit vitae.
Forum Tips and Ticks
Family & Friends Lorem
ipsum dolor sit amet,
consectetur adipiscing
elit. Sed ullamcorper, elit
vitae eleifend euismod
Friends & Family are
valued as they provide
only opportunity to see,
touch, and use a variety
of computers before
purchase.
OEM websites come with
mixed reviews, some see
them as marketing while
other like to see options
vs. pricing tools
Product display card
were inconsistent in the
depth of information
between different
computers, for others it
was a good guide
Windows 8 Setup Wizard
Lorem ipsum dolor sit
amet, consectetur adipi-
scing elit. Sed ullamcor-
per, elit vitae eleifend
euismod
Google allows
customers to
directly search and
find the answers
they need, it
matches their
thinking style
YouTube provides customers
with a visual walk through of
how to accomplish basic to
complex task without
contacting the OEM
Sales Associates often provide
misleading, conflicting, or
down-right untrue information
(with WiDi, for example). When
knowledgeable and articulate,
though, a sales associate can
persuade someone to make a
Wayfinding Signage is
often unclear and pro-
vides little in the way of
helping customers make
selections or navigate the
space more effectively
Google is a common starting
spot that helps customers
gain an overview of the
options avaliable and
start navigating the
complex ecosystem
of the PC Retail visit before purchase
test the look and feel of the
products, talk to associates
about what is new, and
check out the selection
Google is accessed
multiple times to
continually refine
the search in finding
the right match
Forums/Reviews are a
resource that help provide
contextually relevant
information and carry a
perception of being
unbiased as compared to
the manufacturer for
others it is a necessary evil
OEM Packaging can
set expectation about
the process or the
experience the cus-
tomer is about start
Computer customers
are looking for light,
sleek, attractive form
factor computers. The
look and feel can make
or break deals
Computer customers are
looking for light, sleek,
attractive form factor
computers. The look and
feel can make or brake
Quick Start Guide is
sometime used by the
customer as a resource
to make sure the proper
sets are being followed
to get computer set up. It
is going through the
steps properly to get
OEM SiteOEM Site
Google
Search
Google
Search
Quick Start Guide is
sometime used by the
customer as a resource
to make sure the proper
sets are being followed
to get computer set up. It
is going through the
steps properly to get
Google
Search
Google
Search
Quick Start Guide is
sometime used by the
customer as a resource
to make sure the proper
sets are being followed
to get computer set up. It
is going through the
steps properly to get
Sales associateSales associate
Quick Start Guide is
sometime used by the
customer as a resource
to make sure the proper
sets are being followed
to get computer set up. It
is going through the
steps properly to get
Friends &
Family
Friends &
Family
Quick Start Guide is
sometime used by the
customer as a resource
to make sure the proper
sets are being followed
to get computer set up. It
is going through the
steps properly to get
Friends &
Family
Friends &
Family
Quick Start Guide is
sometime used by the
customer as a resource
to make sure the proper
sets are being followed
to get computer set up. It
is going through the
steps properly to get
Brick and MortarBrick and Mortar
Quick Start Guide is
sometime used by the
customer as a resource
to make sure the proper
sets are being followed
to get computer set up. It
is going through the
steps properly to get
Wonder
Truth
Beauty
Freedom
r
Frustration
Excitem
ent
Validation
Trust
Excitem
ent
Discovery
Freedom & Oneness Comfort
Key touchpoints #4
Video #1
TechCo. WiDi details
#10
#2 Calling store to get
information about WiDi
#6 Excitement about
new computer
Video Jim @ 58 minutes
setting up #7
Win8 two modes #9 Learning styles #14
Dragon setup #13
Spoiled by Apple TV #11
WiDi works #16
Internet Explorer - can’t
delete #12
© SCANSION 2014
More: Blind Spot (book)

21. CONNECT YOUR ACTIVITIES
AND BUDGETS TO CORP
STRATEGY
HERE IS WHAT YOU CAN
& SHOULD DO ABOUT IT:

22. wholesalers
customers
(end users)
NGOs
me
community
(geographic)
partners
labor unions
retailers
local
government
The
Environm
(Nature
industry
trade
associations
distributorsregional
government
courts
suppliers &
manufacturers
insurers &
reinsurers
shareholders
banks
investors
institutional
investors
competitors
sales
(business
development)
legal
manufacturing
operations
customer
service
marketing
product
development
accounting
human
resources
IT/
technology
board of
directors
strategy
research &
development
Your
Organization
leadership
(management)
EXPAND YOUR RESEARCH
TO OTHER STAKEHOLDERS,
WHEN YOU CAN
HERE IS WHAT YOU CAN
& SHOULD DO ABOUT IT:
nathan.com
Stakeholder Maps (templates)

23. }44
The Business Model Canvas
Cost
Structure
Key
Partners
Key
Resources
Channels
Key
Activities
Value
Proposition
Customer
Relationships
Customer
Segments
Revenue
Streams
LEARN THE CURRENT
BUSINESS TOOLS
HERE IS WHAT YOU CAN
& SHOULD DO ABOUT IT:
businessmodelgeneration.com
flourishingbusiness.org
Business Model Gen. (book)

24. DETERMINE YOUR
ORG’S MANAGEMENT
CULTURE
HERE IS WHAT YOU CAN
& SHOULD DO ABOUT IT:
39% Dynamic Innovators
26% Creative Innovators
18% Structured Innovators
10% Ad Hoc Innovators
8% Innovation Outsourcers
8%
10%
18%
26%
39%
Making Meaning (book)
makingmeaning.org

25. HERE IS WHAT YOU CAN
& SHOULD DO ABOUT IT:
Rise of the DEO (book)
LEARN LEADERSHIP SKILLS

26. LEARN LEADERSHIP SKILLS
HERE IS WHAT YOU CAN
& SHOULD DO ABOUT IT:
Rise of the DEO (book)
LEADERSHIP IS THE CLEAR
COMMUNICATION OF A
FUTURE OTHERS WANT TO
FOLLOW

27. YES, ALL OF THIS IS A
LOT OF EXTRA WORK!

28. WHAT STANDS IN YOUR
WAY:

29. WHAT STANDS IN YOUR
WAY:
“BUSINESS AS USUAL”

30. WHAT STANDS IN YOUR
WAY:
FEAR OF CHANGE

31. WHAT STANDS IN YOUR
WAY:
YOUR NETWORK

32. WHAT STANDS IN YOUR
WAY:
CULTURE:
QUANTITATIVE
VS
QUALITATIVE

33. WHAT STANDS IN YOUR
WAY:
CULTURE:
QUANTITATIVE
&
QUALITATIVE

34. MAKE IT SO
Interaction Design Lessons from Science Fiction
by NATHAN SHEDROFF & CHRISTOPHER NOESSEL
foreword by Bruce Sterling
Many designers enjoy the interfaces seen in science fiction films
and television shows. Freed from the rigorous constraints of designing
for real users, sci-fi production designers develop blue-sky interfaces
that are inspiring, humorous, and even instructive. By carefully studying
these “outsider” user interfaces, designers can derive lessons that make
their real-world designs more cutting edge and successful.
“Designers who love science fiction will go bananas over Shedroff and Noessel’s delightful and
informative book on how interaction design in sci-fi movies informs interaction design in the real
world.... You will find it as useful as any design textbook, but a whole lot more fun.”
ALAN COOPER
“Father of Visual Basic” and author of The Inmates Are Running the Asylum
“Part futurist treatise, part design manual, and part cultural analysis, Make It So is a fascinating
investigation of an often-overlooked topic: how sci-fi influences the development of tomorrow’s
machine interfaces.”
ANNALEE NEWITZ
Editor, io9 blog
“Shedroff and Noessel have created one of the most thorough and insightful studies ever made
of this domain.”
MARK COLERAN
Visual designer of interfaces for movies (credits include The Bourne Identity, The Island, and Lara Croft: Tomb Raider)
“Every geek’s wet dream: a science fiction and interface design book rolled into one.”
MARIA GIUDICE
CEO and Founder, Hot Studio
www.rosenfeldmedia.com
MORE ON MAKE IT SO
www.rosenfeldmedia.com/books/science-fiction-interface/
MAKEITSObyNATHANSHEDROFF&CHRISTOPHERNOESSEL
Experience Design 1.1
a manifesto for the design of experiences
by Nathan Shedroff
product taxonomies 16
user behavior 116
100 years 22
information 42
takeaways 28
data 36
knowledge 48
subjectivity 78
consistency 96
navigation 84
product taxonomies 16
user behavior 116
experiences 4
experience taxonomies 10
100 years 22
wisdom 54
information 42
takeaways 28
data 36
knowledge 48
subjectivity 78
consistency 96
navigation 84
2008 Edition
Dictionary of
Sustainable Management
Design Strategy in Action
Edited by Nathan Shedroff
A publication from the MBA in Design Strategy program
California College of the Arts
2011
THANK YOUN edroff
nathan@nathan.com
@nathanshedroff