Wanted:Complexity Reward:Simplicity

Forrester Customer Experience East June 25 & 26, 2013

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Let’s talk A little about usThe crisis of complexityThe impact of simplicity Big trends

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Simple is smart.

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We offer

Research Brand strategy Brand architecture Customer journeys Innovation Simplification Content strategy Storytelling Naming Visual identity Environments Interactive Guidelines Training Activation

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Let’s talk A little about usThe crisis of complexityThe impact of simplicity Big trends

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Boundless complexity

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Everyone worldwide is affected.

Boundless complexity

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Over 425,000 apps in the Apple iPhone App Store

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Over 241 selections on the Cheesecake Factory menu, not including lunch or brunch specials

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223 mascaras, 454 lotions and 367 fragrances at Sephora

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iTunes has a 56-page agreement

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Lawyers and technologists are the taproots of complexity.Government regulators add light and water with misguided attempts to “disclose.”Predatory companies harvest the crop.

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0010 Cholera d/t vib cholerae0011 Cholera d/t vib el tor0019 Cholera NOS0020 Typhoid fever0021 Paratyphoid fever a0022 Paratyphoid fever b0023 Paratyphoid fever c0029 Paratyphoid fever NOS0030 Salmonella enteritis0031 Salmonella septicemia00320 Local salmonella inf NOS00321 Salmonella meningitis00322 Salmonella pneumonia00323 Salmonella arthritis00324 Salmonella osteomyelitis00329 Local salmonella inf NEC0038 Salmonella infection NEC0039 Salmonella infection NOS0040 Shigella dysenteriae0041 Shigella fl exneri0042 Shigella boydii0043 Shigella sonnei0048 Shigella infection NEC0049 Shigellosis NOS0050 Staph food poisoning0051 Botulism food poisoning0052 Food pois d/t c. perfrin0053 Food pois: clostrid NEC0054 Food pois: v. parahaem00581 Food poisn d/t v. vulnif00589 Bact food poisoning NEC0059 Food poisoning NOS0060 Ac amebiasis w/o abscess0061 Chr amebiasis w/o absces0062 Amebic nondysent colitis0063 Amebic liver abscess0064 Amebic lung abscess0065 Amebic brain abscess0066 Amebic skin ulceration

0068 Amebic infection NEC0069 Amebiasis NOS0070 Balantidiasis0071 Giardiasis0072 Coccidiosis0073 Intest trichomoniasis0074 Cryptosporidiosis0075 Cyclosporiasis0078 Protozoal intest dis NEC0079 Protozoal intest dis NOS00800 Intest infec e coli NOS00801 Int inf e coli entrpath00802 Int inf e coli entrtoxgn00803 Int inf e coli entrnvsv00804 Int inf e coli entrhmrg00809 Int inf e coli spcf NEC0081 Arizona enteritis0082 Aerobacter enteritis0083 Proteus enteritis00841 Staphylococc enteritis00842 Pseudomonas enteritis00843 Int infec campylobacter00844 Int inf yrsnia entrcltca00845 Int inf clstrdium dfcile00846 Intes infec oth anerobes00847 Int inf oth grm neg bctr00849 Bacterial enteritis NEC0085 Bacterial enteritis NOS00861 Intes infec rotavirus00862 Intes infec adenovirus00863 Int inf norwalk virus00864 Int inf oth sml rnd vrus00865 Enteritis d/t calicivirs00866 Intes infec astrovirus00867 Int inf enterovirus NEC00869 Other viral intes infec0088 Viral enteritis NOS0090 Infectious enteritis NOS0091 Enteritis of infect orig

0092 Infectious diarrhea NOS0093 Diarrhea of infect orig01000 Prim TB complex-unspec01001 Prim TB complex-no exam01002 Prim TB complex-exm unkn01003 Prim TB complex-micro dx01004 Prim TB complex-cult dx01005 Prim TB complex-histo dx01006 Prim TB complex-oth test01010 Prim TB pleurisy-unspec01011 Prim TB pleurisy-no exam01012 Prim TB pleur-exam unkn01013 Prim TB pleuris-micro dx01014 Prim TB pleurisy-cult dx01015 Prim TB pleuris-histo dx01016 Prim TB pleuris-oth test01080 Prim prog TB NEC-unspec01081 Prim prog TB NEC-no exam01082 Prim pr TB NEC-exam unkn01083 Prim prg TB NEC-micro dx01084 Prim prog TB NEC-cult dx01085 Prim prg TB NEC-histo dx01086 Prim prg TB NEC-oth test01090 Primary TB NOS-unspec01091 Primary TB NOS-no exam01092 Primary TB NOS-exam unkn01093 Primary TB NOS-micro dx01094 Primary TB NOS-cult dx01095 Primary TB NOS-histo dx01096 Primary TB NOS-oth test01100 TB lung infi ltr-unspec01101 TB lung infi ltr-no exam01102 TB lung infi ltr-exm unkn01103 TB lung infi ltr-micro dx01104 TB lung infi ltr-cult dx01105 TB lung infi ltr-histo dx01106 TB lung infi ltr-oth test01110 TB lung nodular-unspec01111 TB lung nodular no exam

01112 TB lung nodul-exam unkn01113 TB lung nodular-micro dx01114 TB lung nodular-cult dx01115 TB lung nodular-histo dx01116 TB lung nodular-oth test01120 TB lung w cavity-unspec01121 TB lung w cavity-no exam01122 TB lung cavity-exam unkn01123 TB lung w cavit-micro dx01124 TB lung w cavity-cult dx01125 TB lung w cavit-histo dx01126 TB lung w cavit-oth test01130 TB of bronchus-unspec01131 TB of bronchus-no exam01132 TB of bronchus-exam unkn01133 TB of bronchus-micro dx01134 TB of bronchus-cult dx01135 TB of bronchus-histo dx01136 TB of bronchus-oth test01140 TB lung fi brosis-unspec01141 TB lung fi brosis-no exam01142 TB lung fi bros-exam unkn01143 TB lung fi bros-micro dx01144 TB lung fi brosis-cult dx01145 TB lung fi bros-histo dx01146 TB lung fi bros-oth test01150 TB bronchiectasis-unspec01151 TB bronchiect-no exam01152 TB bronchiect-exam unkn01153 TB bronchiect-micro dx01154 TB bronchiect-cult dx01155 TB bronchiect-histo dx01156 TB bronchiect-oth test01160 TB pneumonia-unspec01161 TB pneumonia-no exam01162 TB pneumonia-exam unkn01163 TB pneumonia-micro dx01164 TB pneumonia-cult dx01165 TB pneumonia histo dx

01166 TB pneumonia-01170 TB pneumothor01171 TB pneumothor01172 TB pneumothor01173 TB pneumothor01174 TB pneumothor01175 TB pneumothor01176 TB pneumothor01180 Pulmonary TB N01181 Pulmonary TB N01182 Pulmon TB NEC01183 Pulmon TB NEC01184 Pulmon TB NEC01185 Pulmon TB NEC01186 Pulmon TB NEC01190 Pulmonary TB N01191 Pulmonary TB N01192 Pulmon TB NOS01193 Pulmon TB NOS01194 Pulmon TB NOS01195 Pulmon TB NOS01196 Pulmon TB NOS01200 TB pleurisy-uns01201 TB pleurisy-no 01202 TB pleurisy-exa01203 TB pleurisy-mic01204 TB pleurisy-cult01205 TB pleurisy-hist01206 TB pleurisy-oth 01210 TB thoracic nod01211 TB thorax node01212 TB thorax node01213 TB thorax node01214 TB thorax node01215 TB thorax node01216 TB thorax node01220 Isol tracheal tb-01221 Isol tracheal tb-01222 Isol trach tb-exa01223 I l t t h tb

ous diarrhea NOSarrhea of infect orig

Prim TB complex-unspec Prim TB complex-no exam

2 Prim TB complex-exm unkn03 Prim TB complex-micro dx04 Prim TB complex-cult dx

005 Prim TB complex-histo dx006 Prim TB complex-oth test

10 Prim TB pleurisy-unspec11 Prim TB pleurisy-no exam

2 Prim TB pleur-exam unkn3 Prim TB pleuris-micro dx

Prim TB pleurisy-cult dxm TB pleuris-histo dx

TB pleuris-oth testog TB NEC-unspec

B NEC-no examxam unkn

01112 TB lung nodul-exam unkn01113 TB lung nodular-micro dx01114 TB lung nodular-cult dx01115 TB lung nodular-histo dx01116 TB lung nodular-oth test01120 TB lung w cavity-unspec01121 TB lung w cavity-no exam01122 TB lung cavity-exam unkn01123 TB lung w cavit-micro dx01124 TB lung w cavity-cult dx01125 TB lung w cavit-histo dx01126 TB lung w cavit-oth test01130 TB of bronchus-unspec01131 TB of bronchus-no exam01132 TB of bronchus-exam unkn01133 TB of bronchus-micro dx01134 TB of bronchus-cult dx01135 TB of bronchus-histo01136 TB of bronchus01140 TB l

00110117011730117401175 01176 01180 01181 011820118301180110

14,568 diagnostic codes maintained by the Centers for Medicare and Medicaid Services

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not valid after its printed expiration date, but we may suspend, cancel, replace or renew your Card at any time. You may request additional Cards at no additional cost for family members or other persons that you authorize to use your Account, but you remain responsible for all of their charges.

3.0: USING YOUR CARD AND ACCOUNT. Subject to your Credit Limit and the other restrictions in this Agreement, card network rules and the law, your Card and Account can be used for the following: 3.1: Purchases. The Card may be used to purchase or lease goods or services wherever the Card is accepted.3.2: Cash Advances. The Card may be used to obtain cash advances from your Account (1) in person at the Bank or any participating financial institution, (2) by electronic online cash advance to another account, or (3) ATMs in the Bank networkor other participating ATM networks (listed on the back of your Card). Transaction fees apply to cash advances. Certaintransaction limits apply, such as restricting the sum of all ATM and electronic online cash advances in your Account to $500 or less on any calendar day. Some ATMs have other limits. Based on risk, we may further limit cash advances in our sole discretion. We have no obligation to you to enforce such transaction limits, and you owe all cash advances made. Using your Card to withdraw cash from an ATM located outside of the United States will create a cash advance from and charge to your credit card Account, even if you select withdrawal from a checking, savings or other type of account. ”Quasi cash transactions” such as using your Card for money orders, travelers’ checks, foreign currency, lottery tickets or gambling chipsare treated as cash advances, not purchases.3.3: Balance Transfers. You can request a balance transfer to your Account. You may not use a balance transfer to pay off other debts to us. You may only make a balance transfer to pay accounts in your name. Allow 4 to 6 weeks to process your balance transfer request. During that time, you should continue making payments to those accounts. Transaction Fees apply. You will not earn any rewards points or cash back rebates on a balance transfer.3.4: Credit Card Checks. We may provide Credit Card Checks to access your Account. Use of a Credit Card Check creates a cash advance. Transaction Fees apply. Unused Credit Card Checks are the Bank’s property and must be returned upon request. We can revoke your privilege to use Credit Card Checks at any time, without cause or notice. You cannot stop payment on a Credit Card Check.3.5: Internet Transactions. If your Card is Visa branded, enrollment in the “Verified by Visa” program may be required after 3 internet purchases. If your Card is MasterCard branded, enrollment in the “MasterCard SecureCode” program may be required after 3 internet purchases. Enrollment in other security programs may also become required for internet purchases with any Card. Merchants and/or Bank may require your program password(s) before completing online transactions. By allowing someone to use your program password(s), you are authorizing transactions by that person on your Account.

4.0: MONTHLY STATEMENTS. We will send you a monthly statement summarizing each transaction on your Account during the preceding billing period. Your monthly statement will show the total amount you owed at the end of the billing period, your minimum payment due, your payment due date (which is at least 25 days from the monthly statement closing date), and other important information. We send your monthly statement to only one address, even if the Account has multiple owners. See the “BILLING RIGHTS SUMMARY” section near the end of this Agreement for important information (including the need to promptly review your monthly statement and report any errors).

5.0: HOW THE NEW BALANCE IS DETERMINED. The total amount you owe us at the end of the current billing period appears as the “New Balance” on your monthly statement. The Outstanding Balance at the end of the previous billing period is called the “Previous Balance”. The New Balance is determined by taking the Previous Balance and (1) subtracting any payments and credits received by us during the current billing period and then (2) adding any purchases, cash advances, balance transfers, interest charges, fees, and other adjustments.

6.0: PAYMENTS. You must pay all amounts due on your Account according to the terms of this Agreement. Payments must be drawn on U.S. dollars deposited in the United States. If we accept any other payment, you must pay all conversion fees, bank collection fees and other expenses we may incur. (Such fees and expenses are treated as purchases.) Do not send cash payments.6.1: Payment Due Date. Your payment due date is the same date each month. If the minimum payment is not received by 5:00 p.m. on the due date, in the manner and at the location specified in the billing statement, there may be a delay in posting your payment to your Account. Such delay may result in a late payment fee and additional interest charges.6.2: Minimum Payment Amount. If the New Balance is less than $30, the minimum payment is the full amount of the New Balance. If the New Balance is $30 or more, the minimum payment is the sum of (1) any past due amount and (2) the greater of: (a) $30 plus any late payment fees, or (b) 2.5% of the New Balance plus interest charges and any late payment fees. Making only the minimum payment will increase the amount of interest you pay and the time it takes to repay your balance.6.3: Application of Payments. Payments credited to your Account during a billing period will be applied first to unpaid interest charges, then to any late payment fee, then to the balance having the highest Annual Percentage Rate (APR), and then to each successive balance bearing the next higher APR until the payment is exhausted. Balances having the same APR will be paid beginning with the oldest balance first. You must pay at least the minimum payment amount on your statement each month, even if you paid more than the minimum payment in an earlier month.

6.4: Partial or Nonconforming Payments. You must not mark any payment was “paid in full” or “in settlement”). We can receive and credit your Account withpayments or payments with restrictive endorsements without losing or waiving o6.5: Delay of Available Credit. We apply your payment to your Account on thehowever, we may delay when that payment increases your Account’s available 6.6: Prepayment. You may repay all or any portion of the Outstanding Balance

7.0: RATES AND FEES: Annual Percentage Rates, Daily Periodic Rates and FTable (at the end of this agreement) applicable to the Affiliate bank associated wyour Card also includes disclosures specific to your Card Account. The terms oreference into this Agreement. Review these disclosures carefully and keep in y

8.0: DEFAULT. Your Account will be in default in any of the following circumstareceived at the proper address on or before the payment due date; (b) you fail tAgreement; (c) you die, file for bankruptcy, or become insolvent or generally unfalse or misleading information on the Card Application; (e) you are in default unor (f) we reasonably believe that you are unable or unwilling to honor all of yourAccount is in default, we may declare the Outstanding Balance immediately duerecover all Cards and unused Credit Card Checks.

9.0: ATTORNEYS FEES; COLLECTION EXPENSES; VENUE IN UTAH. You expenses, whether or not any court or arbitration proceedings are filed. Collectfees, the cost of Bank staff (including in house counsel), and out of pocket expeawardable as “court costs”). Unless prohibited by law, you agree that we may bUtah, regardless of where you reside.

10.0: INTEREST CHARGES. The following interest charges will apply whetherclosing of your Account.10.1: Periodic Interest Charges on Purchases, Balance Transfers and Casinterest on purchases and balance transfers if you pay in full the total New Balaby the payment due date. Otherwise, we will charge periodic interest on each pthat purchase and balance transfer transaction. For every cash advance we chaThere is no grace period during which a cash advance can be repaid without inc10.2: Periodic Interest Charge Calculation(s). The interest charged on purchcalculated separately from the interest charged on cash advances. Those sepacombined to determine the total interest charged for the billing period. For eachcalculated as follows. (1) First, we determine the “average daily balance” by taknew transactions, and subtracting any payments or credits. We do not add interesult is the “daily balance.” We then add all the daily balances for the billing pebilling period. The result is the “average daily balance” (also called the “balancestatement). (2) Second, we multiply the average daily balance by the number ofthen multiplied by the daily periodic rate (DPR) for that category of transactionsfor that category of transactions. If you are charged interest, the minimum inter

11.0: ANNUAL PERCENTAGE RATE (“APR”) AND DAILY PERIODIC RATE transactions are variable rates. The APR for a particular billing period is the sumperiod plus a “Margin.” The applicable Margin depends on the type of transactperiodic interest is calculated using the DPR. The DPR is 1/365th of the APR (oon the Effective Date are disclosed on the card carrier. The actual APR in effecof transactions, is disclosed in your monthly statement.11.1: “Prime Rate” and the “Index”. The Prime Rate is equal to, and varies wIndex is the U.S. prime rate, as published by the Wall Street Journal. For any pais the published Index rate for the day that precedes by 6 business days the firsthat billing period ends (If a range of rates is published for that date, the highestunavailable, the Bank may designate a substitute Index in its sole discretion. Yominimum payment, will increase or decrease as the Index and Bank’s Prime Rachanges in your APR and DPR will take effect on the first day of your billing cycthe Bank’s Prime Rate does not mean the lowest rate at which Bank makes loafuture.

mits apply, such as restricting on any calendar day. Some ATMs have ot

cretion. We have no obligation to you to enforce suyour Card to withdraw cash from an ATM located outside oyour credit card Account, even if you select withdrawal from atransactions” such as using your Card for money orders, travelerare treated as cash advances, not purchases.3.3: Balance Transfers. You can request a balance transfer to youother debts to us. You may only make a balance transfer to pay accoubalance transfer request. During that time, you should continue making apply. You will not earn any rewards points or cash back rebates on a ba3.4: Credit Card Checks. We may provide Credit Card Checks to accessa cash advance. Transaction Fees apply. Unused Credit Card Checks are request. We can revoke your privilege to use Credit Card Checks at any timpayment on a Credit Card Check.3.5: Internet Transactions. If your Card is Visa branded, enrollment in the “V3 internet purchases. If your Card is MasterCard branded, enrollment in the “Mrequired after 3 internet purchases. Enrollment in other security programs mawith any Card. Merchants and/or Bank may require your program password(sallowing someone to use your program password(s), you are authorizing trans

4.0: MONTHLY STATEMENTS. We will send you a monthly statement summduring the preceding billing period. Your monthly statement will show the totaperiod, your minimum payment due, your payment due date (which is at leasdate), and other important information. We send your monthly statement to multiple owners. See the “BILLING RIGHTS SUMMARY” section near the e(including the need to promptly review your monthly statement and report a

5.0: HOW THE NEW BALANCE IS DETERMINED. The total amount yoappears as the “New Balance” on your monthly statement. The Outstais called the “Previous Balance”. The New Balance is determined by payments and credits received by us during the current billing periobalance transfers, interest charges, fees, and other adjustments

6.0: PAYMENTS. You must pay all amounts due on your Adrawn on U.S. dollars deposited in the United State

ollection fees and other expenses we may is

31 pages in the average credit card agreement

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“Learned helplessness”has taken hold…

In 2005, PC Pitstop buried a clause in its end-user license agreement offering $1,000 to the first person who emailed them at a certain address. It took 5 months and 3,000 sales until someone claimed the money.

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Complexity threatens our health and safety.

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70-80cm

2a 2b 2c 2d

2e 2g2f

GB 2. Installing the child seat in your car

GB 2. Installing the child seat in your car

F 2. Montage du siège enfant dans votre véhiculeE 2. Cómo instalar el asiento infantil en el vehículo

F 2. Montage du siège enfant dans votre véhiculeIMPORTANT - Ce siège enfantDOIT uniquement être utilisé avec une ceinture ventrale et diagonale (homologuée par la norme UN/ECE 16 ou d’autres normes équivalentes).

Mobiliser la partie inférieure du siège enfant

véhicule (schéma 2a).Vous pouvez utiliser les deux positions sauf si la forme du siège de votre véhicule ne le permet pas ou si votre ceinture de sécurité est trop courte.CONSEIL - Au cours de l’installation, si la ceinture utilisée dans le véhicule est trop courte, s’assurer que le siège enfant est en position droite (schéma 2a)utile.Installer le siège enfant face à la route dans le véhicule. Tirer la ceinture comme l’illustre le schéma en maintenant les parties ventrale et

diagonale de la ceinture ensemble (encadréschéma 2b).IMPORTANT - La ceinture ne doit à aucun moment s’enrouler.Faire passer la ceinture autour de la partie avant du siège enfant, dans la première fente prévue à cet effet, puis directement à l’arrière du siège à l’endroit indiqué (schéma 2b). Faire pivoter l’avant du siège enfant vers vous, prendre la ceinture et la faire passer dans la seconde fente (schéma 2c).CONSEIL – Si la ceinture est trop courte, il est possible de devoir diriger la partie diagonale de la ceinture derrière l’appuie-tête avant de commencer à installer le siège. Dérouler au maximum la ceinture vers la partie avant du siège enfant et l’attacher (schéma 2d).S’assurer que la ceinture n’est à aucun moment enroulée et que la partie ventrale passe bien

dans les deux guides rouges prévus à cet effet.

trouve dans le coin arrière de la coque du siège enfant, derrière l’appuie-tête.Enfoncer à fond le siège enfant sur le siège du véhicule et tendre la ceinture en procédant comme suit.Tirer et maintenir la ceinture diagonale puis la tirer en position inutile et pour terminer, la tirer pour la tendre au niveau de la position (schéma 2e).

bouger ou seulement très peu. Si le siège bouge, répéter soigneusement les étapes précitées.IMPORTANT - de la ceinture et s’assurer que le siège enfant est bien maintenu par la ceinture et NON par la

boucle de la ceinture (schéma 2f).Si la boucle de la ceinture est mal positionnée (encadré), essayer une autre position d’assise.Placer votre enfant sur le siège et fermer le harnais. Serrer le harnais en tirant sur la sangle de réglage jusqu’à ce que l’écart entre l’indicateur SAFESTRAP™ et la sangle d’épaule mesure moins de 2 cm. Dans cette position, le

que les coussinets de poitrine se trouvent bien contre la poitrine de l’enfant (schéma 2g).IMPORTANT - la sangle ventrale du harnais doit passer le plus bas possible sur le bassin de votre enfant.

E 2. Cómo instalar el asiento infantil en el vehículo

IMPORTANTE -Este asiento infantil ÚNICAMENTEdeberá usarse con un cinturón diagonal y abdominal (homologado por el reglamento nº 16 de la UN/ECEu otras normas equivalentes).

Utilice la base regulable para seleccionar el ángulo del asiento infantil antes de instalarlo en el vehículo. .Podrá utilizar ambas posiciones siempre que la forma del asiento de su vehículo se lo permita o el cinturón de seguridad no sea demasiado corto.CONSEJO - Durante la instalación, si el cinturón de seguridad es demasiado corto, asegúrese de que el asiento infantil se encuentra en posición vertical . Esto podría ayudar.Coloque el asiento infantil en el vehículo en el sentido de la marcha. Tire del cinturón de seguridad, tal y como se muestra en la imagen, uniendo las secciones diagonal y abdominal

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IMPORTANTE - Asegúrese de que el cinturón no se tuerce en ningún momento.Introduzca el cinturón de seguridad, en la parte frontal del asiento infantil, a través de la primera ranura guía hacia la parte posterior del asiento, tal y como se muestra en la imagen . Gire el asiento infantil hacia usted, tome el cinturón de seguridad e introdúzcalo a través de la segunda ranura guía

.CONSEJO: Si el cinturón de seguridad es demasiado corto, introduzca la sección diagonal del cinturón por la parte posterior del reposacabezas antes de empezar la instalación. Tire del cinturón de seguridad hacia la parte frontal del asiento infantil y engánchelo en el cierre .Asegúrese de que el cinturón de seguridad no se tuerce y que la sección abdominal del cinturón pasa a través de ambas guías rojas del cinturón abdominal.

Asegúrese de que la sección diagonal del cinturón está situada en la esquina posterior del asiento infantil detrás del reposacabezas.Coloque el asiento infantil en el asiento del vehículo ayudándose de todo su peso y ajustándolo tal y como se indica en la siguiente secuencia:

. Tire hasta la posición para tensarlo completamente .

moverse o hacerlo levemente. Si el asiento

secuencia anterior. IMPORTANTE - Compruebe la posición del cierre del cinturón de seguridad, asegúrese de que es el cinturón de seguridad y NO el cierre del cinturón de seguridad el que sujeta el asiento

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Si el cierre del cinturón de seguridad está situado de forma incorrecta (véase el recuadro), pruebe a situar el asiento infantil en otro asiento del vehículo. Siente a su hijo en el asiento de seguridad para niños y colóquele el arnés. Para ajustar el arnés, tire de la correa de ajuste hacia adelante hasta que la ranura del indicador SAFESTRAP™mida menos de 2 cm. Esto indica que el arnés

Asegúrese de que las correas del arnés no estén torcidas.Finalmente, asegúrese de que las almohadillas pectorales están situadas hacia el pecho del niño

.IMPORTANTE - La banda de cintura debe quedar colocada sobre la pelvis del niño, lo más bajo y adelantado posible.

IMPORTANT - This child seat MUSTonly be used with a lap and diagonal seat belt (approved to UN/ECE regu-lation no. 16 or equivalent standards).

Use the adjustment base to select angle of the child seat before installing into the vehicle. (dia2a).You may use either position unless your vehicle seat shape prevents this or your seat belt is too short.Handy hint - During installation, if your seat belt is too short, make sure the child seat is in the upright position (dia 2a). This may help.Place the child seat forward facing in your car. Pull out the seat belt as shown holding the lap and diagonal sections together (dia 2b inset).

IMPORTANT - Do not allow the belt to twist at any time.Feed the seat belt around the front of the child

into the back of the seat at the point shown (dia 2b).Turn the front of the child seat towards you, grab the seat belt and pass it through the second routing slot (dia 2c).Handy hint - If your seat belt is too short you may need to direct the diagonal section behind the headrest before starting the installation.Pull all the slack from the seat belt to the front of the child seat and fasten the seat belt in the buckle (dia 2d).Make sure the seat belt is not twisted and the

lap section passes across both red lap belt guides. Please ensure the diagonal belt is positioned in the back corner of the child seat shell behind the headrest.Push the child seat into your vehicle seat using your full body weight and tighten using the following sequence.Pull & hold the diagonal belt pull at position to remove all the slack and pull to tighten (dia 2e).

There should be little or no movement. If the child seat is still loose then carefully repeat the tightening sequence above.IMPORTANT - Check the position of the seat belt buckle, ensuring that it is the seat belt NOT the seat belt buckle holding the seat in (dia 2f).

If your seat belt buckle is incorrectly located try another seating position. If you are in any doubt contact Customer Services on 01264 386034 or use our

service at www.britax.eu.

harness. Tighten the harness by pulling the adjuster strap forward until the gap on the SAFESTRAP™ indicator is less than 2cm wide. This indicates that the harness should be

Make sure the harness straps are not twisted.IMPORTANT - The lap section of the harness should rest as forward and as low as possible over your child’s pelvis.Finally, ensure the chest pads are pulled down onto your child’s chest (dia 2g).

1a 1b

1c 1d

GB 1. Adjusting the child seat

GB 1. Adjusting the child seat

E 1. Cómo regular el asiento infantilF 1. Réglage de votre siège enfant

F 1. Réglage de votre siège enfantPlacer le siège enfant sur le sol. Appuyer sur le bouton du système de réglage tout en tirant à fond sur les DEUX bretelles (schéma 1a).Détacher le harnais en appuyant sur la boucle (encadré schéma 1b). Pour éviter que les sangles du harnais ne se vrillent, placer les sangles d’épaule de chaque côté du siège en faisant passer la languette de la boucle sous la bande élastique. Installer délicatement l’enfant dans le siège, placer le harnais sans le serrer puis fermer une nouvelle fois le harnais. Soulever la poignée du système de réglage du harnais situé à l’arrière de la coque et la déplacer vers le haut ou vers le bas (schéma1c) de manière à ce que les fentes destinées aux bretelles du harnais au niveau de l’appuie-

tête se situent au niveau, ou juste au-dessus, des épaules de l’enfant (schéma 1d). Lorsque l’appuie-tête est correctement positionné, relâcher la poignée du système de réglage du harnais et s’assurer que l’appuie-tête est bien enclenché.À partir du moment où les fentes les plus hautes sont utilisées, il est possible de continuer à utiliser ce siège pour votre enfant jusqu’à ce que ses yeux soient au niveau du haut du siège ou son poids excède 18 kg. Pour régler la largeur du siège enfant, appuyer sur la poignée du système de réglage de la largeur (schéma 1c) (uniquement disponible sur lesmodèles Ultra).

E 1. Cómo regular el asiento infantilColoque el asiento en el suelo. Presione el botón de regulación y, al mismo tiempo, tire de AMBOS cinturones de los hombros hacia adelante tanto como le sea posible .Coloque las correas de los hombros sobre los laterales del asiento con las lengüetas de la hebilla detrás de las cintas elásticas de sujeción del arnés para evitar así que éste se tuerza.Desenganche el cinturón del cierre

. Coloque cuidadosamente al niño en el asiento, póngale el cinturón sin apretar y vuelva a enganchar el cinturón al cierre.

Levante el regulador del cinturón en la parte posterior del asiento y muévalo hacia arriba o hacia abajo de modo que las ranuras del cinturón que se encuentran en el reposacabezas queden a la altura o sobre los hombros del niño . Cuando el reposacabezas se encuentre en la posición correcta, asegúrese de que el regulador del

Una vez que se alcancen las ranuras superiores, el niño podrá seguir utilizando el asiento hasta que la parte superior del mismo coincida con la altura de los ojos del niño o hasta que el peso del niño supere los 18 kg.Si quiere regular el ancho del asiento infantil, presione el regulador de anchura

(únicamente disponible en la versiónUltra).

adjuster button in and at the same time pull BOTH shoulder straps forward as far as possible (dia 1a).Lay the shoulder straps over the sides of the seat by placing the buckle tongues behind elastic stowage strips to avoid the harness twisting. Release the harness from the buckle (dia 1binset). Carefully place your child in the seat,

fasten the harness buckle.

Lift the harness adjuster and move it up or down (dia 1c) so that the harness strap slots in the headrest are level with or just above your child’s shoulders (dia 1d). When the headrest is in the correct position let go of the harness adjuster and ensure it has locked into place.Once you reach the top slots your child may continue to use the seat until their eye level becomes level with the top of the seat or their weight exceeds 18kg. If you wish to adjust the width of your child seat, push the width adjuster (dia 1c) (Ultra version only).

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Let’s talk A little about usThe crisis of complexityThe impact of simplicity Big trends

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Simplicity gets into our heads faster and stays there longer.

It also saves time and money, minimizes debate and helps us make choices.

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99% How much the Siegel+Gale Simplicity portfolio has outperformed the average global stock index since 2009

Change in index performance since 2009

2009 2010 2011

Simplicity Portfolio

2012

S&P

Dow

DAX

FTSE

Siegel+Gale—Global Brand Simplicity Index 2012

27 * According to the Siegel+Gale annual Global Brand Simplicity Index

60% of people said they’re willing to pay more for simplified experiences.*

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$30b Left on the table in the U.S. by businesses that don’t simplify.

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Simplicity drives strategic brand performance…

Employee Engagement Employee engagement scores increased 13% in year one.

Current logo Revised logo

©2011 siegel+gale | Proprietary and confidential 8March 8, 2011 SMUD Identity development v4

Logo comparison

Increased MembershipMembership spiked 1MM in 18 months. Intent to join rose 10%.

Increased Revenue26% YOY revenue growth including 6 new major government contracts.

Financial Valuation24 months after rebrand, sold company for $7.7B valuation, a 60% premium over market cap.

Brand PreferenceIncreased brand preference by 11% in the first full year of relaunch.

Reduced Client Churn/LoyaltyReduced policyholder churn by 14%. Increased customer loyalty 15%.

Cost Saving/EfficiencySaved $5MM annually by consolidating into a unified brand and reducing trademarks.

Admired CompaniesBecame one of the world’s most admired brands and best companies to work for.

Stock PerformanceIn the 2 years post-launch, stock has outperformed S&P by 31%, peers by 20%.

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…and it pays for itself.

Since the relaunch of the most critical portions of the site, there has been a steady increase in member engagement.

Realized an additional $1 million in revenue in the first year after launching a simplified hospital bill.

Reported annual savings of $1.2 million in postage and $88,000 in envelopes after consolidating account statements. Saved $108,000 by replacing direct mail and inserts with on-statement messaging.

Cut production and fulfillment costs by 25% when it implemented an enrollment kit system designed to reduce production, processing and mailing.

Reduced the page amount of account opening documents by 75% through consolidating unique agreement and disclosure forms across several programs.

Saved $20 million annually by streamlining its auto insurance documents, reducing customer service calls and increasing renewals.

Increased revenue by over $20 million as a result of a targeted message on pension statements encouraging customers to increase payments into annuity accounts.

Saved over $4.9 million annually by combining and simplifying bank statements.

Saved $8 million in paperwork alone by simplifying letters and reducing renewal notices by 40%.

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Empathize Perceive others’ needs

and expectations

Distill Boil down and customize

What’s being offered to meet needs

Clarify Make the offering

easier to understand,use and benefit

Breakthrough simplicity

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Let’s talk A little about usThe crisis of complexityThe impact of simplicity Big trends

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Big trends to keep an eye on

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Technology is changing service interactions.

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Simpli! ed iTunes agreement Proposed by Gregg Bernstein, UX/Design professional and educator

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Simpli! ed electric billProposed by Kaila Dunn in 2012

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Nest, a thermostat that picks up on how you live

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HAPIfork helps you lose weight by notifying you if you’re eating too fast.

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Samsung’s new refrigerator helps you use food more efficiently by giving you recipe suggestions based on what’s left in the fridge.

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Nike+ FuelBand, big data becomes your personal coach

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UNIQLO’s magic mirror takes the hassle out of finding the perfect color.

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LEGO’s digital box allows you to see inside the box and experience the toy.

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TESCO’s virtual grocery store at Gatwick airport

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Complexity is a thief that must be apprehended. It robs us of time, patience, understanding, money and optimism.

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siegelgale.com

Visit us at booth #100.Thank you.