Features vs Outcomes

Beating the competition means

delivering more features only a

madman would deliver less H

ypot

hesi

s

Let’s go back in time

09 January

2007

Three months ago Nokia announced the N95, integrating a wide range of features into a consumer-oriented smartphone.

Today you announce yours.

Vs.

✘ Heavier. ✘ Larger. ✘ Doesn’t have…

Your phone is…

✗ Card slot ✗ 3g ✗ Bluetooth ✗ Infrared ✗ Decent camera ✗ Secondary camera ✗ Camera flash ✗ MMS ✗ Radio

✗ Video ✗ Video calling ✗ TV out ✗ Music ring tones ✗ Voice dialing ✗ Voice commands ✗ GPS ✗ JAVA ✗ Push to talk

✗ Card slot ✗ 3g ✗ Bluetooth ✗ Infrared ✗ Decent camera ✗ Secondary camera ✗ Camera flash ✗ MMS ✗ Radio

✗ Video ✗ Video calling ✗ TV out ✗ Music ring tones ✗ Voice dialing ✗ Voice commands ✗ GPS ✗ JAVA ✗ Push to talk

Feeling

nervous?

Feeling

nervous?

h"p://www.engadget.com/2007/01/09/live-­‐from-­‐macworld-­‐2007-­‐steve-­‐jobs-­‐keynote/  

iPhone Sales to Surpass 100

Million by 2011

Katy  Huberty.  June  16,  2010  

“ “

Apple pips Microsoft as

world's biggest

Reuters,  May  27,  2010  

“ “

At Sony we assume that all products of our competitors have basically the same technology, price, performance and features. Design is the only thing that differentiates one product from another in the marketplace.

Norio  Ohga,  former  Chairman  and  CEO,  Sony  

“ “

Share prices of companies using design effectively outperformed FTSE All-

Share index by 200% over 10 years

h"p://www.theuxbookmark.com/links/business-­‐case/  

“ “

Beating the competition means

delivering more features only a

madman would deliver less

Hypothesis  is  refuted,  null  hypothesis  accepted  Hyp

othe

sis

Beating the competition means

delivering compelling customer centric

design

marc mcneill www.dancingmango.com Twitter.com/dancingmango