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Dane Howard, Global Brand Experience. eBay inc.

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Dane Howard, Global Brand Experience. eBay inc. Small steps in Culture GIANT leaps in Brand


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One small step… One GIANT Leap for…


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“Culture eats strategy for breakfast.” - Peter F. Drucker


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#28 - Interbrand, 2013


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online offline


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eBay on mobile


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how>we>talk


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no,but…


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yes,and…


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How might we… (HMW)


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80% read the headline, 20% read the copy.


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a headline of the future... If your innovation was wildly successful, what would they say about it?


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who wrote it when was it written why does it matter a headline of the future...


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Cyber Monday Sales Increase  Cyber Monday sales at eBay were 19.4% higher in 2013, including a 30% rise in overall gifting & donations compared to the online sales of Cyber Monday in 2012. a headline of the future... – Coremetrics  


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Why it matters... “…ebay has created a new reason to shop their marketplace that is better than deals or selection. They call it GIVEcommerce. Their successful donation partnerships with water charities generated over $4 million on cyber Monday alone. Inside the company, they now call it ‘Blue Monday’… and now other companies are following their lead.”– CNN   – CNBC   – Competitor   – Foreign Government   – Rolling Stone  


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Why it matters... “…ebay has created a new reason to shop their marketplace that is better than deals or selection. They call it GIVEcommerce. Their successful donation partnerships with water charities generated over $4 million on cyber Monday alone. Inside the company, they now call it ‘Blue Monday’… and now other companies are following their lead.”– CNN   – CNBC   – Competitor   – Foreign Government   – Rolling Stone  


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Pop-up experience


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Video1: http://youtu.be/5fMMm5PNeDw Video 2: http://youtu.be/eOUy98Y_AkY


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“eBay To Make True Window Shopping A Reality With New NYC Virtual Retail Store.” “Shop Windows are now Shop-able” – TechCrunch   – Fictional from workshop  


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how>we>work


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Reactive>Proactive Disruptive momentum Design Thinking & Making


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Momentum>making


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1.5x


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story>listening> storytelling


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vimeo.com/24632535 http://significantobjects.com/


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rehearse>future


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4 days 20-40 people 4-6 prototypes 3 usability sessions ‘Lots’ of coffee Repeat if necessary… VIZkitchen Circa 2009


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Proactive group Diverse skills Manage ambiguity Great environment Facilitation ‘tasty bits’… 2014


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Extend the ‘Viz Kitchen’ workshop format into a formal practice for ebay? How Might We…


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Prototyping Vision-typing Innovation lab Design strategy


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Pre-visualize - is a function to visualize complex scenes in movie before filming.… it allows directors to experiment with different staging and art direction options – such as lighting, camera placement and movement, stage direction and editing - without having to incur the costs of actual production. -wikipedia


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Pre-visualize - is a function to visualize complex scenes in movie before filming.… it allows directors to experiment with different staging and art direction options – such as lighting, camera placement and movement, stage direction and editing - without having to incur the costs of actual production. -wikipedia


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Why? Insight into the future differentiates. Feeling Empathy Believing


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Connect video: http://youtu.be/KsMbnALh9z0


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Language shapes behavior. Massive appetite for design thinking/making 3. Video is powerful/economic tool for storylistening/storytelling 4. More resources rarely improve speed or traction. 5. Cultural change amplified by tops down AND bottoms up. Lessons learned (thus far)


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Thank you


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