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mobile persuasion
   If a BMW promises the consumer 'Sheer Driving
    Pleasure' (formerly the 'Ultimate Driving Machine'),
         what does your mobile phone promise - and
                  more importantly what does it deliver?

                                     Bryan Rieger
                                          Design Director
*Nokia is being used for                    This presentation applies
  illustration purposes only,                 equally to all mobile device
and not to single them out.                   manufacturers.




                       the status quo
                generally consistent, simple and usable...
and quid pro quo
a little less consistent, simple and usable...
predictable
consistent
                                   limited
    simple
                                   boring*
     usable




*yes, I realize I may have just alienated myself...
Where are the craftsmen, dreamers and
lunatics who inspire (and persuade) us to
           Think Different™?
the status quo
again generally consistent, simple and usable...
whoa...
very different, but quite wonderful
small things can make a BIG difference
I was worried you wouldn’t come.
I was worried you wouldn’t come.
persuasion
  pər-ˈswā-zhən
persuasion                         *
               pər-ˈswā-zhən

    a communication (or message)
intended to influence belief or action
  * typically involves emotion, and requires trust
a thought experiment
conjure up the average ‘music phone’ in your head...
Susan
      Jeremy                      Gregory



   now add three people
a young man, a working mom and an older gentleman
itunes
                         russell brand
                                         sharing music
      Keane
                                            vampire weekend
coldplay
                                         Elbow
 social
                            Jeremy
                            paul
                                                 headphones
                          okenfold
                    DJ


                   the young man
           a twenty-something man living in Manchester
ABBA
                                   office radio

    Elton John
    80s hits
 Barney
                     Susan
                        audio books


       the working mom
a thirty-something married woman living in London
avid collector
                                         chick corea
                                           analogue
  John Coltrane
Herbie Hancock
                         Gregory
                          full albums
                                            american
             Stevie Wonder


         the older gentleman
        a fifty-something divorcee living in Bristol
listen to music
purchase content
 4GB storage
       over
    5,000,000
     tracks
       headphones
    “cool design”


     a little more about the device
            and all the little messages that surround it...
                             features
itunes
          avid collector
        listen to music                                        hmm?
     listen to radio
  purchase content           nokia?
 existing storage format
   4GB storage
John Coltrane
           over                                um...
  Herbie Hancock
        5,000,000
          tracks
             headphones
          headphones
                                                                    oh.
      “cool design”
              audio
              books
    and reactions to those messages
         ...as everybody attempts to connect with it individually
confusing
      generic                         impersonal



                ho-hum...
uninspiring, confusing and doesn’t reflect the individual
cold   hot




             warm   warm


                                        trust
                            message
                           persuasion                           cool   cool


             your message should both inspire and build trust
inspire
connect with ideas, dreams, passions and aspirations
trust
earned by delivering on promises, destroyed by FUD*




          * Fear, Uncertainty and Doubt
let’s continue down this path...
the status quo
generally consistent, simple and usable...
is this different?
...maybe?
is this pointless   or inspiration?
differentiation?



           This is a new music “phone”.
       In fact, it even comes complete with a plectrum!
typically required...




           This is not a music phone.
This however does work quite well when used with a plectrum.
Hmm...
inspiration!
Turn it on, turn it up!
Huh...?
This feels a lot like your father’s phone...
in a fancy suit.
but what about...
different?
from the company whose motto is Think Different.
same-same?
it certainly looks very similar...
very different!
one device is all about you, even you ocarinists...
                                probably not a real word
it’s what you make it
musicians and DJs can use it to create entirely new mixes...
....what if?
...or possibly even?
phone?
                 is this pointless
                 differentiation?
                          ocarina?




   ...a missed opportunity?
wonderfully different, but still the same on the inside
the long wow...
     gimmicks aren’t enough - surprise and delight everyday




* http://www.adaptivepath.com/ideas/essays/archives/000858.php
Give me the freedom (and control) to
   absolutely love your product!


    Make the easy decisions for me.


 Don’t make me feel (or look) stupid.

                   Control
Find the right balance between too much and too little.
be polite             don’t be rude
  be honest              don’t mislead
be attentive             don’t forget
be forgiving             allow mistakes
   be clear              avoid obscurity
be coherent              speak clearly

            Language
   Don’t ignore all of the little details.
“...to make things of such obvious
          superior quality as to overcome the
               advantages of the machine...”




                   Craftsmanship
Push far beyond the acceptance criteria and usability requirements.
thank you
        bryan@yiibu.com
   http://bryanrieger.com
Photo Credits
http://www.flickr.com/photos/matthewtownsend/3035637964/

    http://www.flickr.com/photos/gohsuket/2550771432/

   http://flickr.com/photos/99616828@N00/2908104596/

    http://www.flickr.com/photos/pickinben/2976688224/

      http://www.flickr.com/photos/yandle/761637583/

   http://www.flickr.com/photos/juhansonin/1140863906/

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Mobile Persuasion

  • 1. mobile persuasion If a BMW promises the consumer 'Sheer Driving Pleasure' (formerly the 'Ultimate Driving Machine'), what does your mobile phone promise - and more importantly what does it deliver? Bryan Rieger Design Director
  • 2.
  • 3. *Nokia is being used for This presentation applies illustration purposes only, equally to all mobile device and not to single them out. manufacturers. the status quo generally consistent, simple and usable...
  • 4. and quid pro quo a little less consistent, simple and usable...
  • 5. predictable consistent limited simple boring* usable *yes, I realize I may have just alienated myself...
  • 6. Where are the craftsmen, dreamers and lunatics who inspire (and persuade) us to Think Different™?
  • 7. the status quo again generally consistent, simple and usable...
  • 8. whoa... very different, but quite wonderful
  • 9. small things can make a BIG difference
  • 10. I was worried you wouldn’t come.
  • 11. I was worried you wouldn’t come.
  • 13. persuasion * pər-ˈswā-zhən a communication (or message) intended to influence belief or action * typically involves emotion, and requires trust
  • 14. a thought experiment conjure up the average ‘music phone’ in your head...
  • 15. Susan Jeremy Gregory now add three people a young man, a working mom and an older gentleman
  • 16. itunes russell brand sharing music Keane vampire weekend coldplay Elbow social Jeremy paul headphones okenfold DJ the young man a twenty-something man living in Manchester
  • 17. ABBA office radio Elton John 80s hits Barney Susan audio books the working mom a thirty-something married woman living in London
  • 18. avid collector chick corea analogue John Coltrane Herbie Hancock Gregory full albums american Stevie Wonder the older gentleman a fifty-something divorcee living in Bristol
  • 19. listen to music purchase content 4GB storage over 5,000,000 tracks headphones “cool design” a little more about the device and all the little messages that surround it... features
  • 20. itunes avid collector listen to music hmm? listen to radio purchase content nokia? existing storage format 4GB storage John Coltrane over um... Herbie Hancock 5,000,000 tracks headphones headphones oh. “cool design” audio books and reactions to those messages ...as everybody attempts to connect with it individually
  • 21. confusing generic impersonal ho-hum... uninspiring, confusing and doesn’t reflect the individual
  • 22. cold hot warm warm trust message persuasion cool cool your message should both inspire and build trust
  • 23. inspire connect with ideas, dreams, passions and aspirations
  • 24. trust earned by delivering on promises, destroyed by FUD* * Fear, Uncertainty and Doubt
  • 25. let’s continue down this path...
  • 26. the status quo generally consistent, simple and usable...
  • 29. is this pointless or inspiration? differentiation? This is a new music “phone”. In fact, it even comes complete with a plectrum!
  • 30. typically required... This is not a music phone. This however does work quite well when used with a plectrum.
  • 33. Turn it on, turn it up!
  • 35. This feels a lot like your father’s phone...
  • 36. in a fancy suit.
  • 38. different? from the company whose motto is Think Different.
  • 39. same-same? it certainly looks very similar...
  • 40. very different! one device is all about you, even you ocarinists... probably not a real word
  • 41. it’s what you make it musicians and DJs can use it to create entirely new mixes...
  • 44. phone? is this pointless differentiation? ocarina? ...a missed opportunity? wonderfully different, but still the same on the inside
  • 45. the long wow... gimmicks aren’t enough - surprise and delight everyday * http://www.adaptivepath.com/ideas/essays/archives/000858.php
  • 46. Give me the freedom (and control) to absolutely love your product! Make the easy decisions for me. Don’t make me feel (or look) stupid. Control Find the right balance between too much and too little.
  • 47. be polite don’t be rude be honest don’t mislead be attentive don’t forget be forgiving allow mistakes be clear avoid obscurity be coherent speak clearly Language Don’t ignore all of the little details.
  • 48. “...to make things of such obvious superior quality as to overcome the advantages of the machine...” Craftsmanship Push far beyond the acceptance criteria and usability requirements.
  • 49. thank you bryan@yiibu.com http://bryanrieger.com
  • 50. Photo Credits http://www.flickr.com/photos/matthewtownsend/3035637964/ http://www.flickr.com/photos/gohsuket/2550771432/ http://flickr.com/photos/99616828@N00/2908104596/ http://www.flickr.com/photos/pickinben/2976688224/ http://www.flickr.com/photos/yandle/761637583/ http://www.flickr.com/photos/juhansonin/1140863906/