Touch Too Much!                            Nancy Birkhölzer, Fjord Group Director                            November 18th...
Touch Too Much!                            “Pictures Under Glass is an interaction paradigm of permanent numbness.        ...
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 © Fjor...
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 | Confid...
THE THREE WAVES OF MOBILITY                  WAVE 1     MIGRATION FROM         AFRICA                40,000 A.D.          ...
THE THREE WAVES OF MOBILITY                  WAVE 1                    WAVE 2     MIGRATION FROM                      INDU...
THE THREE WAVES OF MOBILITY                  WAVE 1                     WAVE 2            WAVE 3     MIGRATION FROM       ...
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 ...
#2 VALUE INCREASES TOWARDS THE HEARTSlide 13 © Fjord 2011 | Confidential
#2 VALUE INCREASES TOWARDS THE HEARTSlide 14 © Fjord 2011 | Confidential
#2 VALUE INCREASES TOWARDS THE HEARTSlide 15 © Fjord 2011 | Confidential
#2 VALUE INCREASES TOWARDS THE HEART                                       Disruption                                     ...
#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 ...
KEY POINTS#1 We all want our own products of love to be loved – make it happen!#2 Value creation and disruption will happe...
HOW IS LOVE DESIGNED?                            Three universal stages to attain true loveSlide 21 © Fjord 2010 | Confide...
1 MATCHMAKING                            Discovery in an increasingly crowded market                            2 DATING  ...
#1 DESIGNING FOR EASY DISCOVERYSlide 23 © Fjord 2011 | Confidential
#1 DESIGNING FOR EASY DISCOVERYSlide 24 © Fjord 2011 | Confidential
#1 DESIGNING FOR EASY DISCOVERYSlide 25 © 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 tha...
#4 MAKING IT ALL EASY, YET TAILOREDMaking complex solutions easy for the usersis an art form. Presenting the solutions in ...
KEY POINTS FOR MATCHMAKING#1 Design for easy discovery#2 Ensure you have a strong ‘hook’ or strong differentiation#3 Ensur...
1 MATCHMAKING                            Discovery in an increasingly crowded market                            2 DATING  ...
#1 THE ENGAGEMENT FUNNELIt’s critical to make it easy to get started.Slide 31 © Fjord 2011 | Confidential
#2 GAMING AND #3 SOCIAL                                       Competing &                                        collectin...
#4 BEAUTY                                                                Ericsson IPTV Remote                             ...
KEY POINTS FOR DATING#1 It’s critical to make it easy to get going#2 Gaming dynamics are effective in mobile#3 Social comp...
1 MATCHMAKING                            Discovery in an increasingly crowded market                            2 DATING  ...
#1 DESIGNING FOR AHA, WOW AND OF COURSE                                                                         OF COURSEE...
#2 PEOPLE KNOWLEDGE AS THE LOVE FOUNDATION     I am a better partner and servant to you if I know you well, and also know ...
#3 ATOMIZED SERVICES AS THE LOVE FOUNDATION                                       People end up thankful to those who cons...
#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 ...
KEY POINTS FOR TRUE LOVE#1 Design for ‘of course’ rather than only ‘wow’#2 Ensure profile and identity matters are well co...
SUMMARY                            The recipe for loveSlide 42 © Fjord 2010 | Confidential
THREE UNIVERSAL STAGES TO ATTAIN TRUE LOVE                                       Digital service   Desired user   Required...
…WHAT MIGHT BE EQUALLY (OR MORE) IMPORTANT                                       RELEVANT QUESTIONS TO ASK                ...
…WHAT MIGHT BE EQUALLY (OR MORE) IMPORTANT                                        RELEVANT QUESTIONS TO ASK               ...
THANK YOU!                            Nancy Birkhölzer                                       Nancy.Birkhoelzer@fjordnet.co...
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Fjord @MobX Berlin on Designing for Love

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Nancy Birkhoelzer from Fjord presented at MobX Berlin on 'Designing for Love' see the full presentation here. For more information visit our website www.fjordnet.com or follow us on Twitter @fjord.

Published in: Travel, Technology

Fjord @MobX Berlin on Designing for Love

  1. 1. Touch Too Much! Nancy Birkhölzer, Fjord Group Director November 18th, 2011Slide 1 © Fjord 2010 | Confidential
  2. 2. 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
  3. 3. DESIGNING LOVESlide 3 © Fjord 2010 | Confidential
  4. 4. DESIGNING LOVE …and why you can’t “Touch too much”!Slide 4 © Fjord 2010 | Confidential
  5. 5. WHAT WE DO AT FJORD …or how to summarize 10 years and 500 projects into one slideSlide 5 © Fjord 2010 | Confidential
  6. 6. WE DESIGN LEADING CROSS-PLATFORM SERVICESSlide 6 © Fjord 2011 | Confidential
  7. 7. NOTES ABOUT MOBILITY …or how to summarize 40,000 years of mobilitySlide 7 © Fjord 2010 | Confidential
  8. 8. THE THREE WAVES OF MOBILITY WAVE 1 MIGRATION FROM AFRICA 40,000 A.D. HANDLING TOOLSKEY SKILLS LANGUAGE, AGRICULTUREBREAKTHROUGHS Slide 8 © Fjord 2011 | Confidential
  9. 9. 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
  10. 10. 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
  11. 11. WHY LOVE? What’s love got to do with it?Slide 11 © Fjord 2010 | Confidential
  12. 12. #1 WE ALL WANT TO EXPERIENCE LOVE We as designers also want our creations to be loved!Slide 12 © Fjord 2011 | Confidential
  13. 13. #2 VALUE INCREASES TOWARDS THE HEARTSlide 13 © Fjord 2011 | Confidential
  14. 14. #2 VALUE INCREASES TOWARDS THE HEARTSlide 14 © Fjord 2011 | Confidential
  15. 15. #2 VALUE INCREASES TOWARDS THE HEARTSlide 15 © Fjord 2011 | Confidential
  16. 16. #2 VALUE INCREASES TOWARDS THE HEART Disruption Value creation InnovationSlide 16 © Fjord 2011 | Confidential
  17. 17. #3 MOBILE IS INHERENTLY EMOTIONALSlide 17 © Fjord 2011 | Confidential
  18. 18. #3 MOBILE IS INHERENTLY EMOTIONALSlide 18 © Fjord 2011 | Confidential
  19. 19. #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
  20. 20. 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
  21. 21. HOW IS LOVE DESIGNED? Three universal stages to attain true loveSlide 21 © Fjord 2010 | Confidential
  22. 22. 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
  23. 23. #1 DESIGNING FOR EASY DISCOVERYSlide 23 © Fjord 2011 | Confidential
  24. 24. #1 DESIGNING FOR EASY DISCOVERYSlide 24 © Fjord 2011 | Confidential
  25. 25. #1 DESIGNING FOR EASY DISCOVERYSlide 25 © Fjord 2011 | Confidential
  26. 26. #1 DESINGING FOR EASY DISCOVERYSlide 26 © Fjord 2011 | Confidential
  27. 27. #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
  28. 28. #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
  29. 29. 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
  30. 30. 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
  31. 31. #1 THE ENGAGEMENT FUNNELIt’s critical to make it easy to get started.Slide 31 © Fjord 2011 | Confidential
  32. 32. #2 GAMING AND #3 SOCIAL Competing & collecting Scarcity Social driversSlide 32 © Fjord 2011 | Confidential
  33. 33. #4 BEAUTY Ericsson IPTV Remote Visual richness and appealBBVA FlipboardVisual meaning and glanceability A tactile reader Slide 33 © Fjord 2011 | Confidential
  34. 34. 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
  35. 35. 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
  36. 36. #1 DESIGNING FOR AHA, WOW AND OF COURSE OF COURSEENGAGEMENT AHA WOW TIME MATCHMAKING DATING TRUE LOVE Slide 36 © Fjord 2010 | Confidential
  37. 37. #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
  38. 38. #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
  39. 39. #4 UBIQUITY AS THE LOVE FOUNDATION Google is the ultimate utilitarian ubiquity virus.Slide 39 © Fjord 2011 | Confidential
  40. 40. #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
  41. 41. 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
  42. 42. SUMMARY The recipe for loveSlide 42 © Fjord 2010 | Confidential
  43. 43. 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
  44. 44. …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
  45. 45. …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
  46. 46. THANK YOU! Nancy Birkhölzer Nancy.Birkhoelzer@fjordnet.com www.fjordnet.com @fjordSlide 46 © Fjord 2010 | Confidential
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