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Connecting via People
not Products
Joby Otero
Using Human Qualities to Make Products That People Love
Friday, September 27...
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 / ...
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
“...
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 ...
“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, Septe...
“Symptoms” of
Humanity in Products
•It feels like someone cares
•We find excuses to use it
•Pet-like / “cherish” response
W...
“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
...
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...
Enhanced Memory
Incidental areas may also
be triggered, improving
memory. Helpful for
more complex products
and increased ...
Humanization
can prolong
use and
positively
impact
impressions
long before &
after use.
Drawn to human traitsWhy
Friday, S...
Why Even when they’re
imperfect
As in strong human
relationships, these
traits can create an
emotional safety
net for bump...
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, Sep...
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, Se...
Roomba
When a product
does these things,
we remain open to
positive feelings for
it. Even when it
occasionally fails.
Exam...
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
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Digital Kids Summit 2013: Joby Otero, Former VP Art and Technology, Activision, Creative Director Skylanders

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Engaging via People, not Products

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

  1. 1. Connecting via People not Products Joby Otero Using Human Qualities to Make Products That People Love Friday, September 27, 13
  2. 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. 3. This ain’t rocket surgery Friday, September 27, 13
  4. 4. This ain’t rocket surgery • NOT a research paper. Friday, September 27, 13
  5. 5. This ain’t rocket surgery • NOT a research paper. • Low on detailed graphs Friday, September 27, 13
  6. 6. This ain’t rocket surgery • NOT a research paper. • Low on detailed graphs • No pop quizzes! Friday, September 27, 13
  7. 7. There’s already a book! and a website! http:// www.builttolove.com/ And this! Friday, September 27, 13
  8. 8. (If only I’d done research BEFORE writing this.) Friday, September 27, 13
  9. 9. Takeaway Products that respect our humanity are easier to love. Friday, September 27, 13
  10. 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. 11. What does “more human” mean... for products? 1:What 2:Why 3: How 4: Examples Friday, September 27, 13
  12. 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. 13. “BORING” What Friday, September 27, 13
  14. 14. “BORING” What OK, really, this is about LOVE. Friday, September 27, 13
  15. 15. “BORING” What OK, really, this is about LOVE. Awwwww. Friday, September 27, 13
  16. 16. “Symptoms” of Humanity in Products Makes Life Better: Easier, More Fun, Faster, Cheaper, More Beautiful What Friday, September 27, 13
  17. 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. 18. “Symptoms” of Humanity in Products What You know, like this guy... Yeah, that’s what we wantsss. Friday, September 27, 13
  19. 19. Why is a more human product better? 2:Why 3: How 4: Examples 1:What Friday, September 27, 13
  20. 20. Why From Creating Products People Love by Aaron Pavkov $ Friday, September 27, 13
  21. 21. Why From Creating Products People Love by Aaron Pavkov $ Friday, September 27, 13
  22. 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. 23. Our Brains on Functions Interaction with basic functions trigger small part of the brain Why Friday, September 27, 13
  24. 24. Humanized Interactions Ignite the Brain Humanized products can activate more of the brain, particularly emotional response. Why Friday, September 27, 13
  25. 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. 26. Humanization can prolong use and positively impact impressions long before & after use. Drawn to human traitsWhy Friday, September 27, 13
  27. 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. 28. How do we make products more “human” 3: How 4: Examples 2:Why 1:What Friday, September 27, 13
  29. 29. Complimentary to Standard Approaches How Friday, September 27, 13
  30. 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. 31. Don't bore us, get to the chorus How Friday, September 27, 13
  32. 32. Find your SmokeyHow Friday, September 27, 13
  33. 33. How Dissect and Codify Friday, September 27, 13
  34. 34. Internal marketingHow Friday, September 27, 13
  35. 35. 4: Examples 3: How 2:Why 1:What Friday, September 27, 13
  36. 36. Roomba Great example of: • Focus • Choosing battles wisely • Setting expectations • Anthropomorphizing Examples Friday, September 27, 13
  37. 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. 38. Roomba People... and pets love it Examples Friday, September 27, 13
  39. 39. PeggleExamples Friday, September 27, 13
  40. 40. Angry Birds Examples Friday, September 27, 13
  41. 41. iPhone, iPad, iOS Examples Friday, September 27, 13
  42. 42. Google Examples Friday, September 27, 13
  43. 43. Takeaway Products that respect our humanity are easier to love. Friday, September 27, 13
  44. 44. Q&A Friday, September 27, 13
  45. 45. Thank you! The End Friday, September 27, 13
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