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MoDev Tablet 2012 - Now thats engaging!
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MoDev Tablet 2012 - Now thats engaging!

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So you have a great idea for an app or site but you want to make sure it resonates with users and makes them want to come back again and again? This session is a brief introduction to ways to make …

So you have a great idea for an app or site but you want to make sure it resonates with users and makes them want to come back again and again? This session is a brief introduction to ways to make your tablet app or site more engaging for users while staying true to the main goal or purpose of your product. We will explore various approaches including storytelling, gamification, augmented reality, and user-generated content that will help get your audience hooked and strengthen your product’s value proposition. Showcased here is a collection of remarkable implementations of the approaches discussed.

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  • 1. Now, that’s engaging! ERIN DANIELS CREATIVE DIRECTOR,DIGITAL EXPERIENCE ARCHITECT @ERINARTWORKS ERINARTWORKS.COM
  • 2. Some of the brands I have helped…
  • 3. 2 seconds ALMOST 70% OF TABLET USERS EXPECT A WEBSITE TO LOAD IN 2 SECONDS OR LESSEngaging the Tablet User: What They Expect From Web Sites
  • 4. FAST IS BETTER THAN SLOW ―This link between increased usage and a faster user experience… reinforces something we at Google have known for a long time: FAST IS BETTER THAN SLOW. ‖ —Robert Hamilton, Product Manager Google Mobile TeamEngaging the Tablet User: What They Expect From Web Sites
  • 5. 46% of users NEARLY HALF OF TABLET USERS WILL RETRY A WEB SITE ONLY ONCE OR TWICE IF IT DID NOT WORK INITIALLYEngaging the Tablet User: What They Expect From Web Sites
  • 6. $8 billion EBAY EXPECTS $8 BILLION IN MOBILE SALES IN 2012 tablet- optimizedEngaging the Tablet User: What They Expect From Web Sites
  • 7. OPTIMAL USER EXPERIENCE FUNCTION BEAUTY OPTIMAL PERFORMANCE EMOTION USER EXPERIENCE EASE-OF-USE MEANING tangible intangibleFormula by Cindy Chastain
  • 8. DONALD NORMAN’S 3 LEVELS OF PROCESSING VISCERAL BEHAVIORAL REFLECTIVE pre-consciousness use of product full impact of attractiveness function thought & emotion first impression performance message usability culture meaning of product or its use
  • 9. ENGAGE YOUR USERS Keep users coming back for fresh content they seek Tell a story or create a narrative through user experience design ―Tap‖ into mobile/tablet-specific interaction or technology Use play or gamification techniques to encourage users to engage, learn, or perform a function
  • 10.  NewsKeep them  Expertise or opinion in subjectcoming back matter or industryKeep users comingback for fresh  One new thing a daycontent they seekBecome part of theirdaily routine
  • 11. BAND OF THE DAY – iPAD APP
  • 12. FACE THE FACTS USA – FACETHEFACTSUSA.ORG
  • 13. STORYTELLING & EXPERIENCE DESIGN ―Brand message is no longer the thing that sells. Experience sells. If the intangible pleasure, emotion or meaning we seek can be made tangible through the use of story and narrative techniques, WE WILL BUILD MORE COMPELLING PRODUCT EXPERIENCES. ‖ —Cindy Chastain, Creative Director, Experience Design at R/GA
  • 14.  Tell a story to engage emotions &Everyone loves imagination of users or align witha good story a shared valueTell a story or createa narrative throughuser experiencedesign
  • 15. GETTY IMAGES – LOVETOBINGO.COM | VIDEO: http://vimeo.com/42014308
  • 16.  Tell a story to engage emotions &Everyone loves imagination of users or align witha good story a shared valueTell a story or createa narrative through  Approach user experience designuser experience as a narrativedesign
  • 17. SLAVERY FOOTPRINT – SLAVERYFOOTPRINT.ORG
  • 18. SLAVERY FOOTPRINT – SLAVERYFOOTPRINT.ORG
  • 19.  Tell a story to engage emotions &Everyone loves imagination of users or align witha good story a shared valueTell a story or createa narrative through  Approach user experience designuser experience as a narrativedesign  Evolve the story to involve users and how they interact with the product
  • 20. POSE – iPAD APP
  • 21. DON’T SHOEHORN AN IDEA INTO MOBILE ―We’re moving from this can be done with mobile to… THIS CAN’T BE DONE WITHOUTMOBILE.‖ —Per Holmkvist, Founder, Board Director, Mobiento Cannes Lions 2012
  • 22.  Use gesturesThis can’t bedone withoutmobile“Tap” intomobile/tablet-specific interactionor technology
  • 23. PANAMERICANA SCHOOL OF ART – iPAD AD | VIDEO: http://vimeo.com/42002396
  • 24. AUTO INSURANCE – iPAD AD | VIDEO http://vimeo.com/41999684
  • 25. AUTO INSURANCE – iPAD AD | VIDEO http://vimeo.com/41999684
  • 26.  Use gesturesThis can’t be  Customize the user experiencedone without using known data from yourmobile customer base“Tap” intomobile/tablet-specific interactionor technology
  • 27. THE WEATHER CHANNEL’S STARWOOD/WESTIN iPAD AD
  • 28. THE WEATHER CHANNEL’S STARWOOD/WESTIN iPAD AD
  • 29. THE WEATHER CHANNEL’S STARWOOD/WESTIN – iPAD AD
  • 30.  Use gesturesThis can’t be  Customize the user experiencedone without using known data from yourmobile customer base“Tap” into  Engage using augmented realitymobile/tablet-specific interactionor technology
  • 31. STAR WALK – iPAD APP
  • 32. MET POLICE RECRUITMENT CAMPAIGN, AIA WORLDWIDE | iPAD - AUGMENTED REALITYVIDEO:http://www.aiareview.co.uk/raDS2012/metPolice/met_ipad.mov
  • 33. I’M A GREAT APP IF PEOPLE WOULD JUST GET TO KNOW ME―Usability clears the way for a good experience by eliminating troublesome interface distractions, but a great experience stems from something more – an awareness of why people could or do care. THE DANGER IS IN CONFUSING ‘EASE OF USE’ WITH ACTUALLY DESIRING TO USE SOMETHING. ‖ — Stephen Anderson, Seductive Interaction Design
  • 34.  Game mechanics (points, levels,People love scoreboards, achievements,to play badges, assignments)Use gamificationtechniques to  Psychology (appropriateencourage users to challenges, variable rewards,engage, learn, orperform a function pattern recognition, curiosity, reputation & identity, social proof, surprise, status, feedback loops) Stephen Anderson – Seductive Interaction Design
  • 35. PAIN SQUAD – iPHONE APP | VIDEO: http://campaignpage.ca/sickkidsext/
  • 36. RECAP Keep users coming back for fresh content they seek Tell a story or create a narrative through user experience design ―Tap‖ into mobile/tablet-specific interaction or technology Use gamification techniques to encourage users to engage, learn, or perform a function
  • 37. FURTHER STUDY Donald Norman – Designing For People (jnd.org) Cindy Chastain – Experience Themes: An Element of Story Applied to Design Stephen Anderson – Seductive Interaction Design
  • 38. Thank you! ERIN DANIELS CREATIVE DIRECTOR,DIGITAL EXPERIENCE ARCHITECT @ERINARTWORKS ERINARTWORKS.COM