Digital Kids Summit 2013: Joby Otero, Former VP Art and Technology, Activision, Creative Director Skylanders
Upcoming SlideShare
Loading in...5
×
 

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

on

  • 1,929 views

Engaging via People, not Products

Engaging via People, not Products

Statistics

Views

Total Views
1,929
Views on SlideShare
433
Embed Views
1,496

Actions

Likes
1
Downloads
4
Comments
0

6 Embeds 1,496

http://digitalkidssummit.com 1176
http://kidswire.com 289
http://dks13.engagedigital.com 28
http://translate.googleusercontent.com 1
https://www.google.com.sa 1
https://www.google.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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

  • Connecting via People not Products Joby Otero Using Human Qualities to Make Products That People Love Friday, September 27, 13
  • 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
  • This ain’t rocket surgery Friday, September 27, 13
  • This ain’t rocket surgery • NOT a research paper. Friday, September 27, 13
  • This ain’t rocket surgery • NOT a research paper. • Low on detailed graphs Friday, September 27, 13
  • This ain’t rocket surgery • NOT a research paper. • Low on detailed graphs • No pop quizzes! Friday, September 27, 13
  • There’s already a book! and a website! http:// www.builttolove.com/ And this! Friday, September 27, 13
  • (If only I’d done research BEFORE writing this.) Friday, September 27, 13
  • Takeaway Products that respect our humanity are easier to love. Friday, September 27, 13
  • 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
  • What does “more human” mean... for products? 1:What 2:Why 3: How 4: Examples Friday, September 27, 13
  • 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
  • “BORING” What Friday, September 27, 13
  • “BORING” What OK, really, this is about LOVE. Friday, September 27, 13
  • “BORING” What OK, really, this is about LOVE. Awwwww. Friday, September 27, 13
  • “Symptoms” of Humanity in Products Makes Life Better: Easier, More Fun, Faster, Cheaper, More Beautiful What Friday, September 27, 13
  • “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
  • “Symptoms” of Humanity in Products What You know, like this guy... Yeah, that’s what we wantsss. Friday, September 27, 13
  • Why is a more human product better? 2:Why 3: How 4: Examples 1:What Friday, September 27, 13
  • Why From Creating Products People Love by Aaron Pavkov $ Friday, September 27, 13
  • Why From Creating Products People Love by Aaron Pavkov $ Friday, September 27, 13
  • 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
  • Our Brains on Functions Interaction with basic functions trigger small part of the brain Why Friday, September 27, 13
  • Humanized Interactions Ignite the Brain Humanized products can activate more of the brain, particularly emotional response. Why Friday, September 27, 13
  • Enhanced Memory Incidental areas may also be triggered, improving memory. Helpful for more complex products and increased loyalty. Why Friday, September 27, 13
  • Humanization can prolong use and positively impact impressions long before & after use. Drawn to human traitsWhy Friday, September 27, 13
  • 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
  • How do we make products more “human” 3: How 4: Examples 2:Why 1:What Friday, September 27, 13
  • Complimentary to Standard Approaches How Friday, September 27, 13
  • 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
  • Don't bore us, get to the chorus How Friday, September 27, 13
  • Find your SmokeyHow Friday, September 27, 13
  • How Dissect and Codify Friday, September 27, 13
  • Internal marketingHow Friday, September 27, 13
  • 4: Examples 3: How 2:Why 1:What Friday, September 27, 13
  • Roomba Great example of: • Focus • Choosing battles wisely • Setting expectations • Anthropomorphizing Examples Friday, September 27, 13
  • 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
  • Roomba People... and pets love it Examples Friday, September 27, 13
  • PeggleExamples Friday, September 27, 13
  • Angry Birds Examples Friday, September 27, 13
  • iPhone, iPad, iOS Examples Friday, September 27, 13
  • Google Examples Friday, September 27, 13
  • Takeaway Products that respect our humanity are easier to love. Friday, September 27, 13
  • Q&A Friday, September 27, 13
  • Thank you! The End Friday, September 27, 13