DESIGNING FOR THE SEGMENT OF ONE

Slide 1: DESIGNING FOR THE SEGMENT OF ONE Fabio Sergio BUSINESS TO BUTTONS 2007 Malmö, June 14 © 2007 frog design. confidential & proprietary. From Business To Buttons 1

Slide 2: We are a strategic-creative consulting firm. We bring a unique combination of strategic and creative talent to help companies evolve, expand, and envision their business. Our rigorous yet unorthodox approach yields breakthrough innovation and a sustainable competitive edge. © 2007 frog design. confidential & proprietary. From Business To Buttons 2

Slide 3: In the next hour or so… 1. The segment of one 2. A framework of sorts 3. A few considerations about atoms 4. A few considerations about bits 5. Time for talking Many questions, a few answers. You’re welcome to express your opinion at any time. © 2007 frog design. confidential & proprietary. From Business To Buttons 3

Slide 4: Before we start let’s just get one thing out of the way… © 2007 frog design. confidential & proprietary. From Business To Buttons 4

Slide 5: © 2007 frog design. confidential & proprietary. From Business To Buttons 5

Slide 6: THE SEGMENT OF ONE Me, you and the sad story of the shell and the ghost © 2007 frog design. confidential & proprietary. From Business To Buttons 6

Slide 7: A phone is a phone is a… © 2007 frog design. confidential & proprietary. From Business To Buttons 7

Slide 8: …a TV, an internet browser, an e-wallet, an alarm clock, an MP3 player, an email client, a camera, a videogame platform, a GPS navigator, a video player, an instant messaging client, a… © 2007 frog design. confidential & proprietary. From Business To Buttons 8

Slide 9: Networked Handheld Devices © 2007 frog design. confidential & proprietary. From Business To Buttons 9

Slide 10: Photo: David Erwin Personal remote controls for life © 2007 frog design. confidential & proprietary. From Business To Buttons 10

Slide 11: A few itches in need of scratching © 2007 frog design. confidential & proprietary. From Business To Buttons 11

Slide 12: Ghosts. Shells. © 2007 frog design. confidential & proprietary. From Business To Buttons 12

Slide 13: Specific individual needs… © 2007 frog design. confidential & proprietary. From Business To Buttons 13

Slide 14: Motorola | www.motorola.com …but similar shells… © 2007 frog design. confidential & proprietary. From Business To Buttons 14

Slide 15: Nokia | www.nokia.com …and similar ghosts © 2007 frog design. confidential & proprietary. From Business To Buttons 15

Slide 16: In the meantime the people formerly known as users… © 2007 frog design. confidential & proprietary. From Business To Buttons 16

Slide 17: Photo: Mehmet Erkök | www.merkok.com Make things © 2007 frog design. confidential & proprietary. From Business To Buttons 17

Slide 18: Photo: Jan Chipchase | www.janchipchase.com Look for alternative providers © 2007 frog design. confidential & proprietary. From Business To Buttons 18

Slide 19: OpenMoko | www.openmoko.com Open source their own solutions © 2007 frog design. confidential & proprietary. From Business To Buttons 19

Slide 20: Features and (the myth of) simplicity © 2007 frog design. confidential & proprietary. From Business To Buttons 20

Slide 21: “Function fatigue” was the No. 1 complaint of mobile phone users, according to 15,000 consumers in 37 countries. Forum to Advance the Mobile Experience © 2007 frog design. confidential & proprietary. From Business To Buttons 21

Slide 22: Don Norman | www.jnd.org “Yes, we want simplicity, but we don’t want to give up any of those cool features. Simplicity is highly overrated.” Don Norman © 2007 frog design. confidential & proprietary. From Business To Buttons 22

Slide 23: Simplicity, not simplification © 2007 frog design. confidential & proprietary. From Business To Buttons 23

Slide 24: So, what is a possible answer? © 2007 frog design. confidential & proprietary. From Business To Buttons 24

Slide 25: Always-on personalization © 2007 frog design. confidential & proprietary. From Business To Buttons 25

Slide 26: PERSONALIZATION: A FRAMEWORK (tip o’ the hat to Mark Rolston) © 2007 frog design. confidential & proprietary. From Business To Buttons 26

Slide 27: Motorola | www.motorola.com So, is this it? © 2007 frog design. confidential & proprietary. From Business To Buttons 27

Slide 28: Of course not… © 2007 frog design. confidential & proprietary. From Business To Buttons 28

Slide 29: Jitterbug | www.jitterbug.com Is this then what it’s all about? © 2007 frog design. confidential & proprietary. From Business To Buttons 29

Slide 30: Not really (but more about Jitterbug later) © 2007 frog design. confidential & proprietary. From Business To Buttons 30

Slide 31: for markets customization for brands for customers (reseller, company, IT, groups) personalization © 2007 frog design. confidential & proprietary. From Business To Buttons 31

Slide 32: Ecosystem Lifecycle Assets Granularity Activation Factors Social Nature Purpose © 2007 frog design. confidential & proprietary. From Business To Buttons 32

Slide 33: Developer (components, SW) Manufacturer Ecosystem Vendor / Carrier Lifecycle Reseller / Retail Assets Granularity Activation Factors Integrator Social Nature Purpose Company / IT User Group Individual © 2007 frog design. confidential & proprietary. From Business To Buttons 33

Slide 34: Provisioning Ecosystem Lifecycle Deployment First Time Use Assets Granularity Activation Factors Regular Use Social Nature Purpose Disposal End of Life © 2007 frog design. confidential & proprietary. From Business To Buttons 34

Slide 35: Applications Information Media Ecosystem Lifecycle Input Style Assets Output Style Granularity Activation Factors Social Nature Properties Purpose Source Type Organizing Taxonomy © 2007 frog design. confidential & proprietary. From Business To Buttons 35

Slide 36: Ecosystem Lifecycle Assets A continuum from: Granularity Do-it-yourself Activation Factors Social Nature Pre-packaged Purpose © 2007 frog design. confidential & proprietary. From Business To Buttons 36

Slide 37: Ecosystem Lifecycle Manual Actions Assets Granularity Policies (e.g. adaptiveness) Activation Factors Remote settings, actions Social Nature Purpose System inputs Location Time/Date Temperature Network Remote Commands … © 2007 frog design. confidential & proprietary. From Business To Buttons 37

Slide 38: Ecosystem Lifecycle Individuality -“me” Assets Granularity Clan Behavior -”we” Activation Factors Social Nature Authorship -“I did this” Sharing -”you and I” Purpose Broadcast -”from me to the world” © 2007 frog design. confidential & proprietary. From Business To Buttons 38

Slide 39: Ecosystem Lifecycle Self Determination -“my tastes” Assets Granularity Self Identification -”who I am” Activation Factors Social Nature Trivial Entertainment Purpose Usability Task & Environment Based © 2007 frog design. confidential & proprietary. From Business To Buttons 39

Slide 40: A FEW CONSIDERATIONS ABOUT ATOMS Yes, hardware © 2007 frog design. confidential & proprietary. From Business To Buttons 40

Slide 41: Photo: Jan Chipchase | www.janchipchase.com How fast is technology really changing? © 2007 frog design. confidential & proprietary. From Business To Buttons 41

Slide 42: Motorola | www.motorola.com What do people really buy? © 2007 frog design. confidential & proprietary. From Business To Buttons 42

Slide 43: In the meantime elsewhere... © 2007 frog design. confidential & proprietary. From Business To Buttons 43

Slide 44: The truth is that hardware is, well, hard © 2007 frog design. confidential & proprietary. From Business To Buttons 44

Slide 45: But it’s getting soft © 2007 frog design. confidential & proprietary. From Business To Buttons 45

Slide 46: Photo: Schulze & Webb | www.schulzeandwebb.com (Not so) crazy experiments © 2007 frog design. confidential & proprietary. From Business To Buttons 46

Slide 47: Fablabbing the Replicator © 2007 frog design. confidential & proprietary. From Business To Buttons 47

Slide 48: Patrick Jouin | www.patrickjouin.com Rapid manufacturing © 2007 frog design. confidential & proprietary. From Business To Buttons 48

Slide 49: Google SketchUp | http://sketchup.google.com/ 3D software for the masses © 2007 frog design. confidential & proprietary. From Business To Buttons 49

Slide 50: Second Life | www.secondlife.com Polygons at play © 2007 frog design. confidential & proprietary. From Business To Buttons 50

Slide 51: Fabjectory | www.fabjectory.com The physical side of digital © 2007 frog design. confidential & proprietary. From Business To Buttons 51

Slide 52: Get ready to print your shells at home (to match the color of your shoes, of course) © 2007 frog design. confidential & proprietary. From Business To Buttons 52

Slide 53: Get ready to print your shells at home (to match the shape of your shoes as well) © 2007 frog design. confidential & proprietary. From Business To Buttons 53

Slide 54: Ponoko | www.ponoko.com Emerging marketplaces © 2007 frog design. confidential & proprietary. From Business To Buttons 54

Slide 55: Think system, not product (tip o’ the hat to Adam Richardson) © 2007 frog design. confidential & proprietary. From Business To Buttons 55

Slide 56: A FEW CONSIDERATIONS ABOUT BITS Yes, software © 2007 frog design. confidential & proprietary. From Business To Buttons 56

Slide 57: More itches to scratch: contacts © 2007 frog design. confidential & proprietary. From Business To Buttons 57

Slide 58: My father is not the plumber © 2007 frog design. confidential & proprietary. From Business To Buttons 58

Slide 59: Jaiku | www.jaiku.com First steps in the right direction © 2007 frog design. confidential & proprietary. From Business To Buttons 59

Slide 60: Steven Blyth, My Social Fabric | www.stevenblyth.com An address book for your inner social circle © 2007 frog design. confidential & proprietary. From Business To Buttons 60

Slide 61: Apple Lisa | www.apple.com In need of new (interaction) languages © 2007 frog design. confidential & proprietary. From Business To Buttons 61

Slide 62: Task specificity © 2007 frog design. confidential & proprietary. From Business To Buttons 62

Slide 63: ZenZui | www.zenzui.com Wonderful World (o’) Widgets © 2007 frog design. confidential & proprietary. From Business To Buttons 63

Slide 64: Apple | www.apple.com Wonderful World (o’) Widgets © 2007 frog design. confidential & proprietary. From Business To Buttons 64

Slide 65: Alltel Celttop | www.mycelltop.com Wonderful World (o’) Widgets © 2007 frog design. confidential & proprietary. From Business To Buttons 65

Slide 66: Stringing tasks together again © 2007 frog design. confidential & proprietary. From Business To Buttons 66

Slide 67: Google | URL not really needed, right? One field to rule them all © 2007 frog design. confidential & proprietary. From Business To Buttons 67

Slide 68: Zi Corporation Qix | www.zicorp.com/qix Almost there, but still lacking magic © 2007 frog design. confidential & proprietary. From Business To Buttons 68

Slide 69: The return of a good ol’ friend © 2007 frog design. confidential & proprietary. From Business To Buttons 69

Slide 70: Don Norman | www.jnd.org “Want to know the next UI breakthroughs? 1. Command line languages 2. Physicality” Don Norman © 2007 frog design. confidential & proprietary. From Business To Buttons 70

Slide 71: Search & Command (line) © 2007 frog design. confidential & proprietary. From Business To Buttons 71

Slide 72: Puma | http://mongolianshoebbq.puma.com/ Mix, match, try, refine, iterate © 2007 frog design. confidential & proprietary. From Business To Buttons 72

Slide 73: A dynamically evolving tray of opportunities (simplicity is complex) © 2007 frog design. confidential & proprietary. From Business To Buttons 73

Slide 74: Jitterbug | www.jitterbug.com Jitterbug, a slight return © 2007 frog design. confidential & proprietary. From Business To Buttons 74

Slide 75: Think system, not product (again) © 2007 frog design. confidential & proprietary. From Business To Buttons 75

Slide 76: A QUICK RECAP The journey is the destination © 2007 frog design. confidential & proprietary. From Business To Buttons 76

Slide 77: Always-on personalization Hardware, getting softer New interaction languages An evolving tray of opportunities Think system, not product © 2007 frog design. confidential & proprietary. From Business To Buttons 77

Slide 78: © 2007 frog design. confidential & proprietary. From Business To Buttons 78

Slide 79: fabio.sergio@frogdesign.com © 2007 frog design. confidential & proprietary. From Business To Buttons 79