@jeroenvangeel
PERSONALITY
PRODUCT
J E R O E N VA N G E E L 
T H E C H I L D I S H W A S H E R & T H E H A P P Y W E B S I...
2UX LX 2011
2
M E E T H E N R Y, T H E H A P P Y C L E A N E R
3UX LX 2011
3
B A B Y S M I L E
4UX LX 2011
4
S E R I O U S A N D P L A Y F U L
T H I S A L S O H A S A P E R S O N A L I T Y
PROBLEM
THERE IS A
B U T…
FUNCTION
FEATURES
T O O M U C H 
STORYTELLING
PERSONALITY
MEANING
T O O L I T T L E
PEOPLE
P E O P L E
A U T O M AT I C A L LY
AT T R I B U T E H U M A N
B E H AV I O R T O
E V E R Y T H I N G
A R O U N D T...
PEOPLE PREFER
LIKE-MINDEDNESS

P E R S O N A L I T Y FA C T 
S O U R C E : T H E M E D I A E Q U A T I O N
UNDILUTED PERSONALITIES
ARE PREFERRED OVER
COMPLICATED ONES
P E R S O N A L I T Y FA C T 
S O U R C E : T H E M E D I A E ...
FLAWS ADD
TO BELIEVABILITY
P E R S O N A L I T Y FA C T 
S O U R C E : T H E M E D I A E Q U A T I O N
WE JUDGE
IN THE FIRST
MOMENT
P E R S O N A L I T Y FA C T
Linus
Max
P E O P L E P R E F E R L I K E - M I N D E D N E S S
S I R I
PEOPLE
P E O P L E
A U T O M AT I C A L LY
AT T R I B U T E H U M A N
B E H AV I O R T O
E V E R Y T H I N G
A R O U N D T...
PEOPLE
P E O P L E
A U T O M AT I C A L LY
AT T R I B U T E H U M A N
B E H AV I O R T O
E V E R Y T H I N G
A R O U N D T...
PEOPLE
P E O P L E
A U T O M AT I C A L LY
AT T R I B U T E H U M A N
B E H AV I O R T O
E V E R Y T H I N G
A R O U N D T...
BRANDING
MEET
26UX LX 2011
26
R I S K - T A K I N G , C O M P E T I T I V E , C O N S U M E D B Y S P O R T, P R O F E S S I O N A L
27UX LX 2011
27
29UX LX 2011
29
S A F E , S O L I D , S E R I O U S
30UX LX 2011
30
S E X , S P E E D , F U N
N R C A P R I L 7 T H , 2 0 1 4
32
33
BRAND PERSONALITY
P R O D U C T
P E R S O N A L I T Y 
P R O D U C T
P E R S O N A L I T Y 
P R O D U C T
P E R S O N A L ...
A PRODUCT’S BELIEFS,
EXPECTATIONS, DESIRES, VALUES
AND BEHAVIORS THAT DERIVE
FROM THE BRAND, PRODUCT
GOALS AND USER NEEDS....
A PRODUCT’S BELIEFS,
EXPECTATIONS, DESIRES, VALUES
AND BEHAVIORS THAT DERIVE
FROM THE BRAND, PRODUCT
GOALS AND USER NEEDS....
A PRODUCT’S BELIEFS,
EXPECTATIONS, DESIRES, VALUES
AND BEHAVIORS THAT DERIVE
FROM THE BRAND, PRODUCT
GOALS AND USER NEEDS....
EXAMPLES
WE WANT
C O M P E T I T I V E , S P O R T- M I N D E D , S E R I O U S , T O - T H E - P O I N T, C O A C H
F O R M A L , A U T H O R I T A T I V E , T R A D I T I O N A L , O L D - F A S H I O N E D
F O R M A L , A U T H O R I T A T I V E , P E R S O N A L , G U I D I N G
F O R M A L , A U T H O R I T A T I V E , P E R S O N A L , G U I D I N G
O P E N , C O N C E R N E D , P E R S O N A L
S I M P L E , W E L C O M I N G , T O - T H E - P O I N T
R E B E L , A D V E N T U R E R , B E C A U S E I C A N
R E B E L , A D V E N T U R E R , B E C A U S E I C A N
R E B E L , A D V E N T U R E R , B E C A U S E I C A N
A U T H O R I T A T I V E , M O O D Y, R E S E R V E D
H U M O R O U S , F R I E N D LY, E A S Y- G O I N G
50UX LX 2011
THANK YOU!
W W W. O A K A N D M O R R O W. C O M
The Childish Washer & The Happy Website
The Childish Washer & The Happy Website
The Childish Washer & The Happy Website
The Childish Washer & The Happy Website
The Childish Washer & The Happy Website
The Childish Washer & The Happy Website
The Childish Washer & The Happy Website
The Childish Washer & The Happy Website
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The Childish Washer & The Happy Website

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About the power of product personality and the importance of reintroducing branding in our process

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The Childish Washer & The Happy Website

  1. 1. @jeroenvangeel PERSONALITY PRODUCT J E R O E N VA N G E E L T H E C H I L D I S H W A S H E R & T H E H A P P Y W E B S I T E
  2. 2. 2UX LX 2011 2 M E E T H E N R Y, T H E H A P P Y C L E A N E R
  3. 3. 3UX LX 2011 3 B A B Y S M I L E
  4. 4. 4UX LX 2011 4 S E R I O U S A N D P L A Y F U L
  5. 5. T H I S A L S O H A S A P E R S O N A L I T Y
  6. 6. PROBLEM THERE IS A B U T…
  7. 7. FUNCTION FEATURES T O O M U C H STORYTELLING PERSONALITY MEANING T O O L I T T L E
  8. 8. PEOPLE P E O P L E A U T O M AT I C A L LY AT T R I B U T E H U M A N B E H AV I O R T O E V E R Y T H I N G A R O U N D T H E M P R O D U C T S W I T H T H E R I G H T P E R S O N A L I T Y AT T R I B U T E T O T H E S E L F - I M A G E WHY PRODUCT PERSONALITY?
  9. 9. PEOPLE PREFER LIKE-MINDEDNESS P E R S O N A L I T Y FA C T S O U R C E : T H E M E D I A E Q U A T I O N
  10. 10. UNDILUTED PERSONALITIES ARE PREFERRED OVER COMPLICATED ONES P E R S O N A L I T Y FA C T S O U R C E : T H E M E D I A E Q U A T I O N
  11. 11. FLAWS ADD TO BELIEVABILITY P E R S O N A L I T Y FA C T S O U R C E : T H E M E D I A E Q U A T I O N
  12. 12. WE JUDGE IN THE FIRST MOMENT P E R S O N A L I T Y FA C T
  13. 13. Linus Max P E O P L E P R E F E R L I K E - M I N D E D N E S S
  14. 14. S I R I
  15. 15. PEOPLE P E O P L E A U T O M AT I C A L LY AT T R I B U T E H U M A N B E H AV I O R T O E V E R Y T H I N G A R O U N D T H E M P R O D U C T S W I T H T H E R I G H T P E R S O N A L I T Y AT T R I B U T E T O T H E S E L F - I M A G E WHY PRODUCT PERSONALITY?
  16. 16. PEOPLE P E O P L E A U T O M AT I C A L LY AT T R I B U T E H U M A N B E H AV I O R T O E V E R Y T H I N G A R O U N D T H E M P R O D U C T S W I T H T H E R I G H T P E R S O N A L I T Y AT T R I B U T E T O T H E S E L F - I M A G E DESIGNERS W E A R E F O R C E D T O T H I N K B E Y O N D F U N C T I O N W E C A N A P P R O A C H T H E P R O D U C T A S I F I T W O U L D I N T E R A C T W I T H U S , H E L P I N G U S D E S I G N T H E D E TA I L S WHY PRODUCT PERSONALITY?
  17. 17. PEOPLE P E O P L E A U T O M AT I C A L LY AT T R I B U T E H U M A N B E H AV I O R T O E V E R Y T H I N G A R O U N D T H E M P R O D U C T S W I T H T H E R I G H T P E R S O N A L I T Y AT T R I B U T E T O T H E S E L F - I M A G E DESIGNERS W E A R E F O R C E D T O T H I N K B E Y O N D F U N C T I O N W E C A N A P P R O A C H T H E P R O D U C T A S I F I T W O U L D I N T E R A C T W I T H U S , H E L P I N G U S D E S I G N T H E D E TA I L S BUSINESS I T C A N M A K E A C O M M O D I T Y S TA N D O U T I T M A K E S I T P O S S I B L E F O R P E O P L E T O S TA R T A R E L AT I O N S H I P W I T H T H E P R O D U C T A N D B R A N D WHY PRODUCT PERSONALITY?
  18. 18. BRANDING MEET
  19. 19. 26UX LX 2011 26 R I S K - T A K I N G , C O M P E T I T I V E , C O N S U M E D B Y S P O R T, P R O F E S S I O N A L
  20. 20. 27UX LX 2011 27
  21. 21. 29UX LX 2011 29 S A F E , S O L I D , S E R I O U S
  22. 22. 30UX LX 2011 30 S E X , S P E E D , F U N
  23. 23. N R C A P R I L 7 T H , 2 0 1 4
  24. 24. 32
  25. 25. 33
  26. 26. BRAND PERSONALITY P R O D U C T P E R S O N A L I T Y P R O D U C T P E R S O N A L I T Y P R O D U C T P E R S O N A L I T Y P R O D U C T P E R S O N A L I T Y
  27. 27. A PRODUCT’S BELIEFS, EXPECTATIONS, DESIRES, VALUES AND BEHAVIORS THAT DERIVE FROM THE BRAND, PRODUCT GOALS AND USER NEEDS. IT DETERMINES WHAT THE PRODUCT DOES, BUT ALSO HOW OTHERS RESPOND TO AND REMEMBER IT. D E F I N I N G P R O D U C T P E R S O N A L I T Y
  28. 28. A PRODUCT’S BELIEFS, EXPECTATIONS, DESIRES, VALUES AND BEHAVIORS THAT DERIVE FROM THE BRAND, PRODUCT GOALS AND USER NEEDS. IT DETERMINES WHAT THE PRODUCT DOES, BUT ALSO HOW OTHERS RESPOND TO AND REMEMBER IT. D E F I N I N G P R O D U C T P E R S O N A L I T Y
  29. 29. A PRODUCT’S BELIEFS, EXPECTATIONS, DESIRES, VALUES AND BEHAVIORS THAT DERIVE FROM THE BRAND, PRODUCT GOALS AND USER NEEDS. IT DETERMINES WHAT THE PRODUCT DOES, BUT ALSO HOW OTHERS RESPOND TO AND REMEMBER IT. D E F I N I N G P R O D U C T P E R S O N A L I T Y
  30. 30. EXAMPLES WE WANT
  31. 31. C O M P E T I T I V E , S P O R T- M I N D E D , S E R I O U S , T O - T H E - P O I N T, C O A C H
  32. 32. F O R M A L , A U T H O R I T A T I V E , T R A D I T I O N A L , O L D - F A S H I O N E D
  33. 33. F O R M A L , A U T H O R I T A T I V E , P E R S O N A L , G U I D I N G
  34. 34. F O R M A L , A U T H O R I T A T I V E , P E R S O N A L , G U I D I N G
  35. 35. O P E N , C O N C E R N E D , P E R S O N A L
  36. 36. S I M P L E , W E L C O M I N G , T O - T H E - P O I N T
  37. 37. R E B E L , A D V E N T U R E R , B E C A U S E I C A N
  38. 38. R E B E L , A D V E N T U R E R , B E C A U S E I C A N
  39. 39. R E B E L , A D V E N T U R E R , B E C A U S E I C A N
  40. 40. A U T H O R I T A T I V E , M O O D Y, R E S E R V E D
  41. 41. H U M O R O U S , F R I E N D LY, E A S Y- G O I N G
  42. 42. 50UX LX 2011
  43. 43. THANK YOU! W W W. O A K A N D M O R R O W. C O M

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