fjord @mobx berlin on designing for love
DESCRIPTION
Nancy Birkhoelzer from Fjord presented at MobX Berlin on 'Designing for Love' see the full presentation here. For more information visit our website www.fjordnet.com or follow us on Twitter @fjord.TRANSCRIPT
Slide 1 © Fjord 2010 | Confidential
Nancy Birkhölzer, Fjord Group Director November 18th, 2011
Touch Too Much!
Slide 2 © Fjord 2010 | Confidential
Touch Too Much! “Pictures Under Glass is an interaction paradigm of permanent numbness. It’s a Novocaine drip to the wrist. It denies our hands what they do best. And yet, it’s the star player in every Vision Of The Future. The iPhone is only the beginning — the first drop — of touch-based design.” Bret Victor ★ Tuesday, 8 November 2011
Slide 3 © Fjord 2010 | Confidential
DESIGNING LOVE
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DESIGNING LOVE …and why you can’t “Touch too much”!
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WHAT WE DO AT FJORD …or how to summarize 10 years and 500 projects into one slide
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WE DESIGN LEADING CROSS-PLATFORM SERVICES
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NOTES ABOUT MOBILITY …or how to summarize 40,000 years of mobility
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THE THREE WAVES OF MOBILITY
KEY SKILLS
WAVE 1
MIGRATION FROM AFRICA 40,000 A.D.
BREAKTHROUGHS
HANDLING TOOLS
LANGUAGE, AGRICULTURE
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THE THREE WAVES OF MOBILITY
KEY SKILLS
WAVE 1
MIGRATION FROM AFRICA 40,000 A.D.
BREAKTHROUGHS
WAVE 2
INDUSTRIAL REVOLUTION
1800 - 2000
UNDERSTANDING TECHNOLOGY
EFFECTIVE MASS MARKET PRODUCTION
HANDLING TOOLS
LANGUAGE, AGRICULTURE
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WAVE 3
TODAY’S AGE
2000 ONWARDS
KEY SKILLS
WAVE 1
MIGRATION FROM AFRICA 40,000 A.D.
BREAKTHROUGHS
THE THREE WAVES OF MOBILITY
WAVE 2
INDUSTRIAL REVOLUTION
1800 - 2000
UNDERSTANDING PEOPLE
TAILORED SOLUTIONS
UNDERSTANDING TECHNOLOGY
EFFECTIVE MASS MARKET PRODUCTION
HANDLING TOOLS
LANGUAGE, AGRICULTURE
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WHY LOVE? What’s love got to do with it?
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#1 WE ALL WANT TO EXPERIENCE LOVE
We as designers also want our creations to be loved!
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#2 VALUE INCREASES TOWARDS THE HEART
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#2 VALUE INCREASES TOWARDS THE HEART
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#2 VALUE INCREASES TOWARDS THE HEART
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#2 VALUE INCREASES TOWARDS THE HEART
Disruption
Value creation
Innovation
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#3 MOBILE IS INHERENTLY EMOTIONAL
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#3 MOBILE IS INHERENTLY EMOTIONAL
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>80% of teenagers in America sleep with their mobiles on or near their beds
Data by PewInternet & American Life Project April 2010
#3 MOBILE IS INHERENTLY EMOTIONAL
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KEY POINTS
#1 We all want our own products of love to be loved – make it happen!
#2 Value creation and disruption will happen closer to the heart
#3 The mobile medium is inherently emotional
= Designing love is critical for long-term mobile success
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HOW IS LOVE DESIGNED? Three universal stages to attain true love
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1 MATCHMAKING Discovery in an increasingly crowded market
3 TRUE LOVE Loyalty – a fluid, meaningful and ever-present relationship
2 DATING Engaging users with your service
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#1 DESIGNING FOR EASY DISCOVERY
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#1 DESIGNING FOR EASY DISCOVERY
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#1 DESIGNING FOR EASY DISCOVERY
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#1 DESINGING FOR EASY DISCOVERY
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#2 DESIGNING THE ‘HOOK’ #3 ENSURING IT’S QUICKLY TO EXPLAIN
It’s critical to hone in on one or two things that are truly
appealing, and focus on doing them really well.
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#4 MAKING IT ALL EASY, YET TAILORED
Making complex solutions easy for the users
is an art form. Presenting the solutions in a
clear compelling manner is key to success.
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KEY POINTS FOR MATCHMAKING
#1 Design for easy discovery
#2 Ensure you have a strong ‘hook’ or strong differentiation
#3 Ensure core offer is really easy to explain quickly
#4 Make it feel like it’s made for the individual
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1 MATCHMAKING Discovery in an increasingly crowded market
3 TRUE LOVE Loyalty – a fluid, meaningful and ever-present relationship
2 DATING Engaging users with your service
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#1 THE ENGAGEMENT FUNNEL
It’s critical to make it easy to get started.
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#2 GAMING AND #3 SOCIAL
Scarcity
Competing &
collecting
Social drivers
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#4 BEAUTY
A tactile reader
BBVA
Visual meaning and glanceability
Ericsson IPTV Remote
Visual richness
and appeal
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KEY POINTS FOR DATING
#1 It’s critical to make it easy to get going
#2 Gaming dynamics are effective in mobile
#3 Social components increase the appeal
#4 Tactile beauty is powerful
Slide 35 © Fjord 2010 | Confidential
1 MATCHMAKING Discovery in an increasingly crowded market
3 TRUE LOVE Loyalty - a fluid, meaningful, and ever-present relationship
2 DATING Engaging users with your service
Slide 36 © Fjord 2010 | Confidential
#1 DESIGNING FOR AHA, WOW AND OF COURSE E
NG
AG
EM
EN
T
TIME
OF COURSE
WOW
MATCHMAKING DATING TRUE LOVE
AHA
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#2 PEOPLE KNOWLEDGE AS THE LOVE FOUNDATION
I am a better partner and servant to you if I know you well, and also know who you know. How can user knowledge be turned into a benefit for the user?
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#3 ATOMIZED SERVICES AS THE LOVE FOUNDATION
People end up thankful to those who consistently deliver value across various services and touchpoints.
Maps are relevant across experiences
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#4 UBIQUITY AS THE LOVE FOUNDATION
Google is the ultimate utilitarian ubiquity virus.
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#5 FLUIDITY AS THE LOVE FOUNDATION
I want my partner to always be there with me regardless of where I am or what I do. It’s an ever-present relationship.
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KEY POINTS FOR TRUE LOVE
#1 Design for ‘of course’ rather than only ‘wow’
#2 Ensure profile and identity matters are well considered
#3 Look for elements of your solution that can be atomized
#4 Aim for ubiquity
#5 Ensure fluidity across devices, tasks, spaces
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SUMMARY The recipe for love
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MATCHMAKING
DATING
TRUE LOVE
THREE UNIVERSAL STAGES TO ATTAIN TRUE LOVE
DISCOVERY
TRIAL
LOYALTY
Digital service equivalent
AHA !
WOW !
OF COURSE !
Desired user reaction
Required characteristics
Meets real needs. Easy to grasp. Contextually relevant.
Attentive, fun, attractive. Great first experience. You want to tell others.
Loyal, evolves with you, tailored to match you well. Problem solving.
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MATCHMAKING
DATING
TRUE LOVE
…WHAT MIGHT BE EQUALLY (OR MORE) IMPORTANT
RELEVANT QUESTIONS TO ASK
Through the mobile services we design: How can we connect the right people to each other and enable them to collaborate, in order to create REAL relevance and make a difference to our society, politics, environment etc.?
People are connected all the time, but yet they feel less and less connected to the world. How can we design solutions that reconnect people to the REAL (physical) world and enhance their experience within it rather than isolating them in digital spaces?
How can create long term value by triggering long-lasting positive transformation through our design? How can we design services that initiate or nurture an behavioral change and help people transform?
Slide 45 © Fjord 2011 | Confidential
MATCHMAKING
DATING
TRUE LOVE
…WHAT MIGHT BE EQUALLY (OR MORE) IMPORTANT
RELEVANT QUESTIONS TO ASK
Through the mobile services we design: How can we connect the right people to each other and enable them to collaborate, in order to create REAL relevance and make a difference to our society, politics, environment etc.?
People are connected all the time, but yet they feel less and less connected to the world. How can we design solutions that reconnect people to the REAL (physical) world and enhance their experience within it rather than isolating them in digital spaces?
How can create long term value by triggering long-lasting positive transformation through our design? How can we design services that initiate or nurture an behavioral change and help people transform?
…another presentation
Slide 46 © Fjord 2010 | Confidential
Nancy Birkhölzer
www.fjordnet.com
@fjord
THANK YOU!