Digital Kids Summit 2013: Joby Otero, Former VP Art and Technology, Activision, Creative Director Skylanders

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Engaging via People, not Products

Engaging via People, not Products

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  • 1. Connecting via People not Products Joby Otero Using Human Qualities to Make Products That People Love Friday, September 27, 13
  • 2. Howdy! I’m blah, blah... 20+ yrs in games. Many roles. • Studio Head/CCO,AD, LD, CD, R&D, Prod, Etc 3+ yrs as corporate / creativeVP on Skylanders • Creative guide for Skylanders toys, games, licensed, marketing, etc • Hands-on work on many elements, including design of Portal of Power Friday, September 27, 13
  • 3. This ain’t rocket surgery Friday, September 27, 13
  • 4. This ain’t rocket surgery • NOT a research paper. Friday, September 27, 13
  • 5. This ain’t rocket surgery • NOT a research paper. • Low on detailed graphs Friday, September 27, 13
  • 6. This ain’t rocket surgery • NOT a research paper. • Low on detailed graphs • No pop quizzes! Friday, September 27, 13
  • 7. There’s already a book! and a website! http:// www.builttolove.com/ And this! Friday, September 27, 13
  • 8. (If only I’d done research BEFORE writing this.) Friday, September 27, 13
  • 9. Takeaway Products that respect our humanity are easier to love. Friday, September 27, 13
  • 10. Sections 1. What: What is “more human”? 2. Why: Why is a more human product better? 3. How: How do we make products more “human” 1. Impact on development, production, marketing? 4. Examples Friday, September 27, 13
  • 11. What does “more human” mean... for products? 1:What 2:Why 3: How 4: Examples Friday, September 27, 13
  • 12. What is “Humanity” in a Product? “The aspects of the product/brand, not limited to features, designed to trigger positive feelings in the user.” What Friday, September 27, 13
  • 13. “BORING” What Friday, September 27, 13
  • 14. “BORING” What OK, really, this is about LOVE. Friday, September 27, 13
  • 15. “BORING” What OK, really, this is about LOVE. Awwwww. Friday, September 27, 13
  • 16. “Symptoms” of Humanity in Products Makes Life Better: Easier, More Fun, Faster, Cheaper, More Beautiful What Friday, September 27, 13
  • 17. “Symptoms” of Humanity in Products •It feels like someone cares •We find excuses to use it •Pet-like / “cherish” response What Users say "Love". Friday, September 27, 13
  • 18. “Symptoms” of Humanity in Products What You know, like this guy... Yeah, that’s what we wantsss. Friday, September 27, 13
  • 19. Why is a more human product better? 2:Why 3: How 4: Examples 1:What Friday, September 27, 13
  • 20. Why From Creating Products People Love by Aaron Pavkov $ Friday, September 27, 13
  • 21. Why From Creating Products People Love by Aaron Pavkov $ Friday, September 27, 13
  • 22. Evolution We’re wired to respond to other humans. • Much of our brain is devoted to this. • We see human traits even when they’re not there. Why Friday, September 27, 13
  • 23. Our Brains on Functions Interaction with basic functions trigger small part of the brain Why Friday, September 27, 13
  • 24. Humanized Interactions Ignite the Brain Humanized products can activate more of the brain, particularly emotional response. Why Friday, September 27, 13
  • 25. Enhanced Memory Incidental areas may also be triggered, improving memory. Helpful for more complex products and increased loyalty. Why Friday, September 27, 13
  • 26. Humanization can prolong use and positively impact impressions long before & after use. Drawn to human traitsWhy Friday, September 27, 13
  • 27. Why Even when they’re imperfect As in strong human relationships, these traits can create an emotional safety net for bumps in the road Friday, September 27, 13
  • 28. How do we make products more “human” 3: How 4: Examples 2:Why 1:What Friday, September 27, 13
  • 29. Complimentary to Standard Approaches How Friday, September 27, 13
  • 30. Focus / K.I.S.S. • No jump in Skylanders 1, 2 • No camera on iPad1 • Interior focus in Arkham Assylum How E.g. Friday, September 27, 13
  • 31. Don't bore us, get to the chorus How Friday, September 27, 13
  • 32. Find your SmokeyHow Friday, September 27, 13
  • 33. How Dissect and Codify Friday, September 27, 13
  • 34. Internal marketingHow Friday, September 27, 13
  • 35. 4: Examples 3: How 2:Why 1:What Friday, September 27, 13
  • 36. Roomba Great example of: • Focus • Choosing battles wisely • Setting expectations • Anthropomorphizing Examples Friday, September 27, 13
  • 37. Roomba When a product does these things, we remain open to positive feelings for it. Even when it occasionally fails. Examples Friday, September 27, 13
  • 38. Roomba People... and pets love it Examples Friday, September 27, 13
  • 39. PeggleExamples Friday, September 27, 13
  • 40. Angry Birds Examples Friday, September 27, 13
  • 41. iPhone, iPad, iOS Examples Friday, September 27, 13
  • 42. Google Examples Friday, September 27, 13
  • 43. Takeaway Products that respect our humanity are easier to love. Friday, September 27, 13
  • 44. Q&A Friday, September 27, 13
  • 45. Thank you! The End Friday, September 27, 13