Personality Plus

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Personality Plus

  1. 1. Personality Plus. Matthew Sharpe Daring Boy Interactive (Guelph, ON)daringboy.com | 416.548.7958 | @kingsharpe
  2. 2. Ineffective design isindicative of a broken process.
  3. 3. “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
  4. 4. Example? Example.
  5. 5. 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
  6. 6. Apple: Split Personality vs
  7. 7. Microsoft: Consistency in Principle
  8. 8. 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
  9. 9. 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
  10. 10. 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)
  11. 11. Easy in principle, hard in practice... but so insanely valuable.

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