1. DESIGNING FOR THE SEGMENT OF ONE
Fabio Sergio
BUSINESS TO BUTTONS 2007
Malmö, June 14
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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.
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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.
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4. Before we start let’s just get
one thing out of the way…
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5. © 2007 frog design. confidential & proprietary.
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6. THE SEGMENT OF ONE
Me, you and the sad story of the shell and the ghost
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7. A phone is a phone is a…
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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…
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9. Networked Handheld Devices
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10. Photo: David Erwin
Personal remote controls for life
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11. A few itches in need of scratching
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12. Ghosts. Shells.
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13. Specific individual needs…
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14. Motorola | www.motorola.com
…but similar shells…
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15. Nokia | www.nokia.com
…and similar ghosts
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16. In the meantime the people
formerly known as users…
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17. Photo: Mehmet Erkök | www.merkok.com
Make things
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18. Photo: Jan Chipchase | www.janchipchase.com
Look for alternative providers
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19. OpenMoko | www.openmoko.com
Open source their own solutions
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20. Features and (the myth of) simplicity
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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
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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
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23. Simplicity, not simplification
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24. So, what is a possible answer?
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25. Always-on personalization
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26. PERSONALIZATION: A FRAMEWORK
(tip o’ the hat to Mark Rolston)
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27. Motorola | www.motorola.com
So, is this it?
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28. Of course not…
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29. Jitterbug | www.jitterbug.com
Is this then what it’s all about?
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30. Not really
(but more about Jitterbug later)
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31. for markets
customization for brands
for customers
(reseller, company, IT, groups)
personalization
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32. Ecosystem
Lifecycle
Assets
Granularity
Activation Factors
Social Nature
Purpose
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33. Developer (components, SW)
Manufacturer
Ecosystem Vendor / Carrier
Lifecycle
Reseller / Retail
Assets
Granularity
Activation Factors
Integrator
Social Nature
Purpose
Company / IT
User Group
Individual
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34. Provisioning
Ecosystem
Lifecycle Deployment
First Time Use
Assets
Granularity
Activation Factors
Regular Use
Social Nature
Purpose
Disposal
End of Life
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35. Applications
Information
Media
Ecosystem
Lifecycle
Input Style
Assets Output Style
Granularity
Activation Factors
Social Nature
Properties
Purpose
Source
Type
Organizing Taxonomy
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36. Ecosystem
Lifecycle
Assets
A continuum from:
Granularity Do-it-yourself
Activation Factors
Social Nature
Pre-packaged
Purpose
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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
…
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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”
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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
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40. A FEW CONSIDERATIONS ABOUT ATOMS
Yes, hardware
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41. Photo: Jan Chipchase | www.janchipchase.com
How fast is technology
really changing?
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42. Motorola | www.motorola.com
What do people really buy?
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43. In the meantime elsewhere...
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44. The truth is that hardware is, well, hard
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45. But it’s getting soft
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46. Photo: Schulze & Webb | www.schulzeandwebb.com
(Not so) crazy experiments
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47. Fablabbing the Replicator
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48. Patrick Jouin | www.patrickjouin.com
Rapid manufacturing
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49. Google SketchUp | http://sketchup.google.com/
3D software for the masses
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50. Second Life | www.secondlife.com
Polygons at play
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51. Fabjectory | www.fabjectory.com
The physical side of digital
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52. Get ready to print your shells at home
(to match the color of your shoes, of course)
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53. Get ready to print your shells at home
(to match the shape of your shoes as well)
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54. Ponoko | www.ponoko.com
Emerging marketplaces
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55. Think system, not product
(tip o’ the hat to Adam Richardson)
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56. A FEW CONSIDERATIONS ABOUT BITS
Yes, software
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57. More itches to scratch: contacts
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58. My father is not the plumber
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59. Jaiku | www.jaiku.com
First steps in the right direction
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60. Steven Blyth, My Social Fabric | www.stevenblyth.com
An address book
for your inner social circle
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61. Apple Lisa | www.apple.com
In need of new
(interaction) languages
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62. Task specificity
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63. ZenZui | www.zenzui.com
Wonderful World (o’) Widgets
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64. Apple | www.apple.com
Wonderful World (o’) Widgets
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65. Alltel Celttop | www.mycelltop.com
Wonderful World (o’) Widgets
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66. Stringing tasks together again
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67. Google | URL not really needed, right?
One field to rule them all
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68. Zi Corporation Qix | www.zicorp.com/qix
Almost there,
but still lacking magic
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69. The return of a good ol’ friend
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70. Don Norman | www.jnd.org
“Want to know the next UI breakthroughs?
1. Command line languages 2. Physicality”
Don Norman
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71. Search & Command (line)
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72. Puma | http://mongolianshoebbq.puma.com/
Mix, match, try, refine, iterate
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73. A dynamically evolving tray of opportunities
(simplicity is complex)
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74. Jitterbug | www.jitterbug.com
Jitterbug, a slight return
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75. Think system, not product
(again)
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76. A QUICK RECAP
The journey is the destination
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77. Always-on personalization
Hardware, getting softer
New interaction languages
An evolving tray of opportunities
Think system, not product
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78. © 2007 frog design. confidential & proprietary.
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79. fabio.sergio@frogdesign.com
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