Fjord @MobX Berlin on Designing for Love

Touch Too Much! Nancy Birkhölzer, Fjord Group Director November 18th, 2011Slide 1 © 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 2011Slide 2 © Fjord 2010 | Confidential

DESIGNING LOVESlide 3 © Fjord 2010 | Confidential

DESIGNING LOVE …and why you can’t “Touch too much”!Slide 4 © Fjord 2010 | Confidential

WHAT WE DO AT FJORD …or how to summarize 10 years and 500 projects into one slideSlide 5 © Fjord 2010 | Confidential

WE DESIGN LEADING CROSS-PLATFORM SERVICESSlide 6 © Fjord 2011 | Confidential

NOTES ABOUT MOBILITY …or how to summarize 40,000 years of mobilitySlide 7 © Fjord 2010 | Confidential

THE THREE WAVES OF MOBILITY WAVE 1 MIGRATION FROM AFRICA 40,000 A.D. HANDLING TOOLSKEY SKILLS LANGUAGE, AGRICULTUREBREAKTHROUGHS Slide 8 © Fjord 2011 | Confidential

THE THREE WAVES OF MOBILITY WAVE 1 WAVE 2 MIGRATION FROM INDUSTRIAL AFRICA REVOLUTION 40,000 A.D. 1800 - 2000 UNDERSTANDING TECHNOLOGY HANDLING TOOLSKEY SKILLS LANGUAGE, EFFECTIVE MASS AGRICULTURE MARKET PRODUCTIONBREAKTHROUGHS Slide 9 © Fjord 2011 | Confidential

THE THREE WAVES OF MOBILITY WAVE 1 WAVE 2 WAVE 3 MIGRATION FROM INDUSTRIAL TODAY’S AGE AFRICA REVOLUTION 40,000 A.D. 1800 - 2000 2000 ONWARDS UNDERSTANDING PEOPLE UNDERSTANDING TECHNOLOGY HANDLING TOOLSKEY SKILLS LANGUAGE, EFFECTIVE MASS TAILORED AGRICULTURE MARKET PRODUCTION SOLUTIONSBREAKTHROUGHS Slide 10 © Fjord 2011 | Confidential

WHY LOVE? What’s love got to do with it?Slide 11 © Fjord 2010 | Confidential

#1 WE ALL WANT TO EXPERIENCE LOVE We as designers also want our creations to be loved!Slide 12 © Fjord 2011 | Confidential

#2 VALUE INCREASES TOWARDS THE HEARTSlide 13 © Fjord 2011 | Confidential

#2 VALUE INCREASES TOWARDS THE HEART Disruption Value creation InnovationSlide 16 © Fjord 2011 | Confidential

#3 MOBILE IS INHERENTLY EMOTIONALSlide 17 © Fjord 2011 | Confidential

#3 MOBILE IS INHERENTLY EMOTIONALSlide 18 © Fjord 2011 | Confidential

#3 MOBILE IS INHERENTLY EMOTIONAL >80% of teenagers in America sleep with their mobiles on or near their bedsSlide 19 © Fjord 2011 | Confidential Data by PewInternet & American Life Project April 2010

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 successSlide 20 © Fjord 2011 | Confidential

HOW IS LOVE DESIGNED? Three universal stages to attain true loveSlide 21 © Fjord 2010 | Confidential

1 MATCHMAKING Discovery in an increasingly crowded market 2 DATING Engaging users with your service 3 TRUE LOVE Loyalty – a fluid, meaningful and ever-present relationshipSlide 22 © Fjord 2010 | Confidential

#1 DESIGNING FOR EASY DISCOVERYSlide 23 © Fjord 2011 | Confidential

#1 DESINGING FOR EASY DISCOVERYSlide 26 © Fjord 2011 | Confidential

#2 DESIGNING THE ‘HOOK’ #3 ENSURING IT’S QUICKLY TO EXPLAINIt’s critical to hone in on one or two things that are trulyappealing, and focus on doing them really well.Slide 27 © Fjord 2011 | Confidential

#4 MAKING IT ALL EASY, YET TAILOREDMaking complex solutions easy for the usersis an art form. Presenting the solutions in aclear compelling manner is key to success.Slide 28 © Fjord 2011 | Confidential

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 individualSlide 29 © Fjord 2011 | Confidential

1 MATCHMAKING Discovery in an increasingly crowded market 2 DATING Engaging users with your service 3 TRUE LOVE Loyalty – a fluid, meaningful and ever-present relationshipSlide 30 © Fjord 2010 | Confidential

#1 THE ENGAGEMENT FUNNELIt’s critical to make it easy to get started.Slide 31 © Fjord 2011 | Confidential

#2 GAMING AND #3 SOCIAL Competing & collecting Scarcity Social driversSlide 32 © Fjord 2011 | Confidential

#4 BEAUTY Ericsson IPTV Remote Visual richness and appealBBVA FlipboardVisual meaning and glanceability A tactile reader Slide 33 © Fjord 2011 | Confidential

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 powerfulSlide 34 © Fjord 2011 | Confidential

1 MATCHMAKING Discovery in an increasingly crowded market 2 DATING Engaging users with your service 3 TRUE LOVE Loyalty - a fluid, meaningful, and ever-present relationshipSlide 35 © Fjord 2010 | Confidential

#1 DESIGNING FOR AHA, WOW AND OF COURSE OF COURSEENGAGEMENT AHA WOW TIME MATCHMAKING DATING TRUE LOVE Slide 36 © Fjord 2010 | Confidential

#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? Slide 37 © Fjord 2011 | Confidential

#3 ATOMIZED SERVICES AS THE LOVE FOUNDATION People end up thankful to those who consistently deliver value across various services and touchpoints.Slide 38 © Fjord 2011 | Confidential

#4 UBIQUITY AS THE LOVE FOUNDATION Google is the ultimate utilitarian ubiquity virus.Slide 39 © Fjord 2011 | Confidential

#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.Slide 40 © Fjord 2011 | Confidential

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, spacesSlide 41 © Fjord 2011 | Confidential

THREE UNIVERSAL STAGES TO ATTAIN TRUE LOVE Digital service Desired user Required equivalent reaction characteristics Meets real needs. MATCHMAKING DISCOVERY AHA ! Easy to grasp. Contextually relevant. Attentive, fun, attractive. Great first experience. DATING TRIAL WOW ! You want to tell others. Loyal, evolves with you, tailored to TRUE LOVE LOYALTY OF COURSE ! match you well. Problem solving.Slide 43 © Fjord 2011 | Confidential

…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 MATCHMAKING 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 DATING (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 TRUE LOVE behavioral change and help people transform?Slide 44 © Fjord 2011 | Confidential

…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 MATCHMAKING 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 DATING (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 TRUE LOVE behavioral change and help people transform? …another presentation Slide 45 © Fjord 2011 | Confidential

http://www.fjordnet.com	528
http://storify.com	3
http://translate.googleusercontent.com	1
http://www.linkedin.com	1

Fjord @MobX Berlin on Designing for Love

by Fjord

Accessibility

Categories

Upload Details

Usage Rights

4 Embeds 533

Statistics