O'Sullivan: The Shifting Landscape of Product Design

All rights reserved, Yahoo!, Inc. 2006

The Shifting Landscape of Product Design

Joseph O’SullivanSenior Design DirectorYahoo!


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UserBusiness

Technology


DesirabilitySustainability

Feasibility


Conference on Designing for User ExperienceConference on Designing for User Experience


Everyone DesignsUsers are becoming co-creators with us. From the self-expression of Facebook, to the network of “Me” on TiVo and subsequently become responsible for the final “deliverable”.

Everyone Designs….GloballyWe think the impact of our work on a global scale is in direct relationship in our ability to openly share what we know.

Leverage the brand of “you”Unlikely individuals are becoming strong, authentic voices for their communities. Brands will attempt to leverage these voices in their own attempts at becoming authentic.

We need to allow for experimentation with self-expressionCreating and sharing have become global product and service platforms. Current forms of self-expression will need to evolve as people find their voice. We think platforms not features will dramatically move forward.

Conference on Designing for User Experience


Yahoo!’s branded services reach

1 out of every 2 Internet usersaround the world with morethan 500 million usersYahoo! Internal Data


Yahoo! is the most visited site onlinewith nearly 4 billion visits and anaverage of 30 visits per user permonth in the US comScore Media Metrix, US, August 2007


234 million users or nearly half ofYahoo! users worldwide are“under 35” years old, which ismore than four times MySpaceusers in the same demographic at53 million users comScore WorldMetrix, August 2007


Social Media The ShiftThe Business of Attention

Agenda


A business model in which “our customers are oursuppliers”

An advertising system in which people articulate theirinterests and passions and share marketing messages witheach other

Platforms, systems, and applications that connect media,technology, and people together into a processing andvalue creation network

Social MediaMedia made by and for users in communities


The Shift


Social media and networks are producing a new set of expectations regarding people's ability to contribute, create, personalize, and share experiences.

The Shift is Upon Us


The Shift from Users to Networks


Technology

UserBusiness


Business

Technology


The Shift from Consumer to Co-Creator


The Shift from Customer Segmentation to Customer Insights


The Shift from Control to Trust


The Shift from Closed to OpenEcologies


Who people are and the people they pay attention to

Where people are when they pay attention and the places theypay attention to

What people pay attention to

When people pay attention and the events they pay attention to

The Business of AttentionWe invite, capture, connect, guide, and monetize human attention


More Simply

Marketplace that provides value to both consumers and advertisers enabled by technology


Technology

Business User


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Behavioral Analytics



Behavioral Targeting


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Declared Interest


+ Behavioral Targeting

+ Word of Mouth

+ Brand Advocacy


Declared Interest+


Technology

UserBusiness


Thanks

O'Sullivan: The Shifting Landscape of Product Design

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