Jeroen van Geel, Product personality presentation

705 views

Published on

Jeroen van Geel holdt foredraget Product personality på Tag-IT i Tromsø i februar 2014.

Published in: Marketing
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
705
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
20
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Jeroen van Geel, Product personality presentation

  1. 1. J E R O E N VA N G E E L PRODUCT PERSONALITY oenvangeel @jer
  2. 2. HI, MY NAME IS JEROEN VAN GEEL. I AM CREATIVE DIRECTOR AND PARTNER AT OAK & MORROW. UX LX 2011
  3. 3. AGENDA 50 MINUTES
 PSYCHOLOGY OF PRODUCT PERSONALITY 
 50 MINUTES U N D E R S TA N D I N G B R A N D S ! 20 MINUTES U N D E R S TA N D I N G T H E U S E R 
 50 MINUTES SECRET ASSIGNMENT ! 10 MINUTES THE END !
  4. 4. UX LX 2011 M E E T H E N R Y, T H E H A P P Y C L E A N E R !4 4
  5. 5. UX LX 2011 BABY SMILE !5 5
  6. 6. UX LX 2011 S E R I O U S A N D P L AY F U L !6 6
  7. 7. THIS ALSO HAS A PERSONALITY
  8. 8. B U T… THERE IS A PROBLEM
  9. 9. TOO MUCH DESIGN PATTERNS INFORMATION ARCHITECTURE USABILITY WIREFRAMES OUTLINES TOO LITTLE STORYTELLING PERSONALITY MEANING
  10. 10. WHY PRODUCT PERSONALITY? USERS ! USERS A U T O M A T I C A L LY ATTRIBUTE HUMAN BEHAVIOR TO EVERYTHING AROUND THEM ! ! PRODUCTS WITH THE RIGHT PERSONALITY ATTRIBUTE TO THE SELF-IMAGE
  11. 11. TA S K DEFINE A PERSONALITY WRITE DOWN THE TYPE OF PERSONALITY YOU PREFER. WHAT KIND OF PERSON DO YOU LIKE? O GO GO! inutes… G 5m
  12. 12. P E R S O N A L I T Y FA C T PEOPLE PREFER 
 LIKE-MINDEDNESS S O U R C E : T H E M E D I A E Q U AT I O N
  13. 13. P E R S O N A L I T Y FA C T UNDILUTED PERSONALITIES ARE PREFERRED OVER COMPLICATED ONES S O U R C E : T H E M E D I A E Q U AT I O N
  14. 14. P E R S O N A L I T Y FA C T FLAWS ADD TO BELIEVABILITY S O U R C E : T H E M E D I A E Q U AT I O N
  15. 15. P E R S O N A L I T Y FA C T WE JUDGE IN THE FIRST MOMENT
  16. 16. Linus Max PEOPLE PREFER LIKE-MINDEDNESS
  17. 17. SIRI IS A MALE OR FEMALE
  18. 18. WHY PRODUCT PERSONALITY? USERS ! USERS A U T O M A T I C A L LY ATTRIBUTE HUMAN BEHAVIOR TO EVERYTHING AROUND THEM ! ! PRODUCTS WITH THE RIGHT PERSONALITY ATTRIBUTE TO THE SELF-IMAGE
  19. 19. WHY PRODUCT PERSONALITY? USERS ! DESIGNERS ! USERS A U T O M A T I C A L LY ATTRIBUTE HUMAN BEHAVIOR TO EVERYTHING AROUND THEM WE ARE FORCED TO THINK BEYOND FUNCTION ! ! PRODUCTS WITH THE RIGHT PERSONALITY ATTRIBUTE TO THE SELF-IMAGE ! ! WE CAN APPROACH THE PRODUCT AS IF IT WOULD INTERACT WITH US, HELPING US DESIGN THE D E TA I L S
  20. 20. WHY PRODUCT PERSONALITY? USERS ! DESIGNERS ! BUSINESS ! USERS A U T O M A T I C A L LY ATTRIBUTE HUMAN BEHAVIOR TO EVERYTHING AROUND THEM WE ARE FORCED TO THINK BEYOND FUNCTION IT CAN MAKE A C O M M O D I T Y S TA N D OUT WE CAN APPROACH THE PRODUCT AS IF IT WOULD INTERACT WITH US, HELPING US DESIGN THE D E TA I L S IT MAKES IT POSSIBLE FOR P E O P L E T O S TA R T A RELATIONSHIP WITH THE PRODUCT AND BRAND ! ! PRODUCTS WITH THE RIGHT PERSONALITY ATTRIBUTE TO THE SELF-IMAGE ! ! ! !
  21. 21. MEET BRANDING
  22. 22. RI K- AKIN UXSLXT2011 G , 28 C O M P E T I T I V E , I R R E V E R E N T , C O N S U M E D B Y S P O R T , P R O F E S S I O8 A L !2 N
  23. 23. UX LX 2011 !29 29
  24. 24. UX LX 2011 SAFE, SOLID, SERIOUS !30 30
  25. 25. UX LX 2011 SEX, SPEED, FUN !31 31
  26. 26. !32
  27. 27. !33
  28. 28. BRAND PERSONALITY PRODUCT 
 PERSONALITY PRODUCT 
 PERSONALITY PRODUCT 
 PERSONALITY PRODUCT 
 PERSONALITY
  29. 29. DEFINING PRODUCT PERSONALITY 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.
  30. 30. WE WANT EXAMPLES
  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 !37
  32. 32. OPEN, CONCERNED, PERSONAL
  33. 33. F O R M A L , A U T H O R I TAT I V E , T R A D I T I O N A L , O L D - FA S H I O N E D
  34. 34. F O R M A L , A U T H O R I TAT I V E , G U I D I N G , P E R S O N A L
  35. 35. P E R S O N A L , C O N F I D E N T, F U N , C O M P L E T E
  36. 36. P R A G M A T I C , I N D E P E N D E N T, N O - N O N S E N S E , U N O R G A N I Z E D , F R I E N D
  37. 37. 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
  38. 38. H U M O R O U S , F R I E N D LY, E A S Y- G O I N G
  39. 39. UX LX 2011 !45
  40. 40. TA S K DESCRIBE A PERSONALITY GO TO ONE OF YOUR FAVORITE WEBSITES AND DESCRIBE THE PERSONALITY OF THAT WEBSITE AS IF IT WOULD BE A PERSON O GO GO! inutes… G 5m

×