Personality Plus. Matthew Sharpe Daring Boy Interactive (Guelph, ON)daringboy.com | 416.548.7958 | @kingsharpe
Ineffective design isindicative of a broken process.
“Intriguing… explain!”• Several reasons, but our focus: – Ineffective design fails to comprehend and/or reflect key traits in a product’s personality• Product’s ‘Personality’ – At the root of its conception – Beliefs, values, and goals that drove the idea before the product became ‘the product’ – When these key principles are unearthed and built around it permits focused, effective design
Where we stumble…• Seems obvious and simple, but so few individuals/groups successfully execute• Why? Because it’s so incredibly difficult to: a. Dig deep enough to firmly identify the traits that define our offering (standing in the way: time, lack of commitment, etc) b. Remain consistent to those traits throughout the product’s experience, particularly as deadlines near and shortcuts abound to afford more time
Example: ThreeFortyNine• Define the product/service – Office space rental + like-minded collaboration• With that definition in our pocket, we create: – Logo – Messaging – Colour scheme – etc…• Each item listed above is predicated on the one before it – all designed to highlight the root definition arrived at earlier
Example: ThreeFortyNine• But what if that definition changes? – Dig deeper beyond the basic product/service and into its motivation• Example: – Office space rental + like-minded collaboration • Work for yourself, not by yourself – I want to create a community that helps others build relevant creations with assistance from those around them » People aren’t as productive in isolation and create more interesting things when surrounded by others to challenge + support them
Example: ThreeFortyNine• Great design is what effectively weaves that definition into the product and beyond – Dramatically increases resonance of messaging• Lends a personality to your product that immediately creates differentiation vs. competitors – They can copy your offer, but significantly harder to mimic your personality and do so consistently – e.g. Can buy a new suit, car, etc, but you’re still you• Completely changes the list of byproducts we reviewed prior (logo, messaging, etc)
Easy in principle, hard in practice... but so insanely valuable.