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DESIGNING FOR THE SEGMENT OF ONE

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DESIGNING FOR THE SEGMENT OF ONE

  1. DESIGNING FOR THE SEGMENT OF ONE Fabio Sergio BUSINESS TO BUTTONS 2007 Malmö, June 14 © 2007 frog design. confidential & proprietary. From Business To Buttons 1
  2. We are a strategic-creative consulting firm. We bring a unique combination of strategic and creative talent to help companies evolve, expand, and envision their business. Our rigorous yet unorthodox approach yields breakthrough innovation and a sustainable competitive edge. © 2007 frog design. confidential & proprietary. From Business To Buttons 2
  3. In the next hour or so… 1. The segment of one 2. A framework of sorts 3. A few considerations about atoms 4. A few considerations about bits 5. Time for talking Many questions, a few answers. You’re welcome to express your opinion at any time. © 2007 frog design. confidential & proprietary. From Business To Buttons 3
  4. Before we start let’s just get one thing out of the way… © 2007 frog design. confidential & proprietary. From Business To Buttons 4
  5. © 2007 frog design. confidential & proprietary. From Business To Buttons 5
  6. THE SEGMENT OF ONE Me, you and the sad story of the shell and the ghost © 2007 frog design. confidential & proprietary. From Business To Buttons 6
  7. A phone is a phone is a… © 2007 frog design. confidential & proprietary. From Business To Buttons 7
  8. …a TV, an internet browser, an e-wallet, an alarm clock, an MP3 player, an email client, a camera, a videogame platform, a GPS navigator, a video player, an instant messaging client, a… © 2007 frog design. confidential & proprietary. From Business To Buttons 8
  9. Networked Handheld Devices © 2007 frog design. confidential & proprietary. From Business To Buttons 9
  10. Photo: David Erwin Personal remote controls for life © 2007 frog design. confidential & proprietary. From Business To Buttons 10
  11. A few itches in need of scratching © 2007 frog design. confidential & proprietary. From Business To Buttons 11
  12. Ghosts. Shells. © 2007 frog design. confidential & proprietary. From Business To Buttons 12
  13. Specific individual needs… © 2007 frog design. confidential & proprietary. From Business To Buttons 13
  14. Motorola | www.motorola.com …but similar shells… © 2007 frog design. confidential & proprietary. From Business To Buttons 14
  15. Nokia | www.nokia.com …and similar ghosts © 2007 frog design. confidential & proprietary. From Business To Buttons 15
  16. In the meantime the people formerly known as users… © 2007 frog design. confidential & proprietary. From Business To Buttons 16
  17. Photo: Mehmet Erkök | www.merkok.com Make things © 2007 frog design. confidential & proprietary. From Business To Buttons 17
  18. Photo: Jan Chipchase | www.janchipchase.com Look for alternative providers © 2007 frog design. confidential & proprietary. From Business To Buttons 18
  19. OpenMoko | www.openmoko.com Open source their own solutions © 2007 frog design. confidential & proprietary. From Business To Buttons 19
  20. Features and (the myth of) simplicity © 2007 frog design. confidential & proprietary. From Business To Buttons 20
  21. “Function fatigue” was the No. 1 complaint of mobile phone users, according to 15,000 consumers in 37 countries. Forum to Advance the Mobile Experience © 2007 frog design. confidential & proprietary. From Business To Buttons 21
  22. Don Norman | www.jnd.org “Yes, we want simplicity, but we don’t want to give up any of those cool features. Simplicity is highly overrated.” Don Norman © 2007 frog design. confidential & proprietary. From Business To Buttons 22
  23. Simplicity, not simplification © 2007 frog design. confidential & proprietary. From Business To Buttons 23
  24. So, what is a possible answer? © 2007 frog design. confidential & proprietary. From Business To Buttons 24
  25. Always-on personalization © 2007 frog design. confidential & proprietary. From Business To Buttons 25
  26. PERSONALIZATION: A FRAMEWORK (tip o’ the hat to Mark Rolston) © 2007 frog design. confidential & proprietary. From Business To Buttons 26
  27. Motorola | www.motorola.com So, is this it? © 2007 frog design. confidential & proprietary. From Business To Buttons 27
  28. Of course not… © 2007 frog design. confidential & proprietary. From Business To Buttons 28
  29. Jitterbug | www.jitterbug.com Is this then what it’s all about? © 2007 frog design. confidential & proprietary. From Business To Buttons 29
  30. Not really (but more about Jitterbug later) © 2007 frog design. confidential & proprietary. From Business To Buttons 30
  31. for markets customization for brands for customers (reseller, company, IT, groups) personalization © 2007 frog design. confidential & proprietary. From Business To Buttons 31
  32. Ecosystem Lifecycle Assets Granularity Activation Factors Social Nature Purpose © 2007 frog design. confidential & proprietary. From Business To Buttons 32
  33. Developer (components, SW) Manufacturer Ecosystem Vendor / Carrier Lifecycle Reseller / Retail Assets Granularity Activation Factors Integrator Social Nature Purpose Company / IT User Group Individual © 2007 frog design. confidential & proprietary. From Business To Buttons 33
  34. Provisioning Ecosystem Lifecycle Deployment First Time Use Assets Granularity Activation Factors Regular Use Social Nature Purpose Disposal End of Life © 2007 frog design. confidential & proprietary. From Business To Buttons 34
  35. Applications Information Media Ecosystem Lifecycle Input Style Assets Output Style Granularity Activation Factors Social Nature Properties Purpose Source Type Organizing Taxonomy © 2007 frog design. confidential & proprietary. From Business To Buttons 35
  36. Ecosystem Lifecycle Assets A continuum from: Granularity Do-it-yourself Activation Factors Social Nature Pre-packaged Purpose © 2007 frog design. confidential & proprietary. From Business To Buttons 36
  37. Ecosystem Lifecycle Manual Actions Assets Granularity Policies (e.g. adaptiveness) Activation Factors Remote settings, actions Social Nature Purpose System inputs Location Time/Date Temperature Network Remote Commands … © 2007 frog design. confidential & proprietary. From Business To Buttons 37
  38. Ecosystem Lifecycle Individuality -“me” Assets Granularity Clan Behavior -”we” Activation Factors Social Nature Authorship -“I did this” Sharing -”you and I” Purpose Broadcast -”from me to the world” © 2007 frog design. confidential & proprietary. From Business To Buttons 38
  39. Ecosystem Lifecycle Self Determination -“my tastes” Assets Granularity Self Identification -”who I am” Activation Factors Social Nature Trivial Entertainment Purpose Usability Task & Environment Based © 2007 frog design. confidential & proprietary. From Business To Buttons 39
  40. A FEW CONSIDERATIONS ABOUT ATOMS Yes, hardware © 2007 frog design. confidential & proprietary. From Business To Buttons 40
  41. Photo: Jan Chipchase | www.janchipchase.com How fast is technology really changing? © 2007 frog design. confidential & proprietary. From Business To Buttons 41
  42. Motorola | www.motorola.com What do people really buy? © 2007 frog design. confidential & proprietary. From Business To Buttons 42
  43. In the meantime elsewhere... © 2007 frog design. confidential & proprietary. From Business To Buttons 43
  44. The truth is that hardware is, well, hard © 2007 frog design. confidential & proprietary. From Business To Buttons 44
  45. But it’s getting soft © 2007 frog design. confidential & proprietary. From Business To Buttons 45
  46. Photo: Schulze & Webb | www.schulzeandwebb.com (Not so) crazy experiments © 2007 frog design. confidential & proprietary. From Business To Buttons 46
  47. Fablabbing the Replicator © 2007 frog design. confidential & proprietary. From Business To Buttons 47
  48. Patrick Jouin | www.patrickjouin.com Rapid manufacturing © 2007 frog design. confidential & proprietary. From Business To Buttons 48
  49. Google SketchUp | http://sketchup.google.com/ 3D software for the masses © 2007 frog design. confidential & proprietary. From Business To Buttons 49
  50. Second Life | www.secondlife.com Polygons at play © 2007 frog design. confidential & proprietary. From Business To Buttons 50
  51. Fabjectory | www.fabjectory.com The physical side of digital © 2007 frog design. confidential & proprietary. From Business To Buttons 51
  52. Get ready to print your shells at home (to match the color of your shoes, of course) © 2007 frog design. confidential & proprietary. From Business To Buttons 52
  53. Get ready to print your shells at home (to match the shape of your shoes as well) © 2007 frog design. confidential & proprietary. From Business To Buttons 53
  54. Ponoko | www.ponoko.com Emerging marketplaces © 2007 frog design. confidential & proprietary. From Business To Buttons 54
  55. Think system, not product (tip o’ the hat to Adam Richardson) © 2007 frog design. confidential & proprietary. From Business To Buttons 55
  56. A FEW CONSIDERATIONS ABOUT BITS Yes, software © 2007 frog design. confidential & proprietary. From Business To Buttons 56
  57. More itches to scratch: contacts © 2007 frog design. confidential & proprietary. From Business To Buttons 57
  58. My father is not the plumber © 2007 frog design. confidential & proprietary. From Business To Buttons 58
  59. Jaiku | www.jaiku.com First steps in the right direction © 2007 frog design. confidential & proprietary. From Business To Buttons 59
  60. Steven Blyth, My Social Fabric | www.stevenblyth.com An address book for your inner social circle © 2007 frog design. confidential & proprietary. From Business To Buttons 60
  61. Apple Lisa | www.apple.com In need of new (interaction) languages © 2007 frog design. confidential & proprietary. From Business To Buttons 61
  62. Task specificity © 2007 frog design. confidential & proprietary. From Business To Buttons 62
  63. ZenZui | www.zenzui.com Wonderful World (o’) Widgets © 2007 frog design. confidential & proprietary. From Business To Buttons 63
  64. Apple | www.apple.com Wonderful World (o’) Widgets © 2007 frog design. confidential & proprietary. From Business To Buttons 64
  65. Alltel Celttop | www.mycelltop.com Wonderful World (o’) Widgets © 2007 frog design. confidential & proprietary. From Business To Buttons 65
  66. Stringing tasks together again © 2007 frog design. confidential & proprietary. From Business To Buttons 66
  67. Google | URL not really needed, right? One field to rule them all © 2007 frog design. confidential & proprietary. From Business To Buttons 67
  68. Zi Corporation Qix | www.zicorp.com/qix Almost there, but still lacking magic © 2007 frog design. confidential & proprietary. From Business To Buttons 68
  69. The return of a good ol’ friend © 2007 frog design. confidential & proprietary. From Business To Buttons 69
  70. Don Norman | www.jnd.org “Want to know the next UI breakthroughs? 1. Command line languages 2. Physicality” Don Norman © 2007 frog design. confidential & proprietary. From Business To Buttons 70
  71. Search & Command (line) © 2007 frog design. confidential & proprietary. From Business To Buttons 71
  72. Puma | http://mongolianshoebbq.puma.com/ Mix, match, try, refine, iterate © 2007 frog design. confidential & proprietary. From Business To Buttons 72
  73. A dynamically evolving tray of opportunities (simplicity is complex) © 2007 frog design. confidential & proprietary. From Business To Buttons 73
  74. Jitterbug | www.jitterbug.com Jitterbug, a slight return © 2007 frog design. confidential & proprietary. From Business To Buttons 74
  75. Think system, not product (again) © 2007 frog design. confidential & proprietary. From Business To Buttons 75
  76. A QUICK RECAP The journey is the destination © 2007 frog design. confidential & proprietary. From Business To Buttons 76
  77. Always-on personalization Hardware, getting softer New interaction languages An evolving tray of opportunities Think system, not product © 2007 frog design. confidential & proprietary. From Business To Buttons 77
  78. © 2007 frog design. confidential & proprietary. From Business To Buttons 78
  79. fabio.sergio@frogdesign.com © 2007 frog design. confidential & proprietary. From Business To Buttons 79

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