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Michael Kraabel @kraabel Architecting Happiness
A Quick Survey We’re going to conduct a
Everyone Stand Up Pretty Please
Have a Cell Phone Sit down if you don’t
Does Not Have Texting Sit down if your cell phone You have a crappy phone
Does Not Have Email Sit down if your cell phone
Does Not Have Web Sit down if your cell phone
Does Not Have Apps Sit down if your cell phone
Computing Power Ok, you (y’all) have too much
According to the current Top 10 Android Linpack results, a tweaked Motorola Droid is capable of scoring 52 Mflop/s which i...
Photo Credit: Me Please Unplug
Turn off your mobile phone, power down your laptop, put away your iPad and any other digital devices.  For the next 35 min...
For those of you unable or unwilling: @kraabel just asked us to put away our computers and listen.  #afraid
A Little Background
Who am I Michael Kraabel Creative Director From Minneapolis Work at an Agency
Let’s Get Started
Photo Credit: H is for Home/Flickr Phone
Photo Credit: roadsidepictures/Flickr Mobile Phone
Photo Credit:  Paul Sculthorpe/Flickr Wall Posting
Photo Credit: Joe Richland/junksecret/Flickr News Feed
Generational Shift But, today, we are facing a
Fans are Connected Photo Credit: envisage365/Flickr
Audiences Distracted Photo Credit: guder/Flickr
Masses are Enlightened Photo Credit: misterwindupbird/Flickr
Photo Credit: Cocoarmani/Flickr Cultures Are Shifting Uchi-Soto / Inside & Outside
Photo Credit: Drummy/Flickr A Connected Future?
Short  Story Let me start with a
 
The story is set in a future where man has become so dependent on machines that he spends his days living in a hive-like e...
The story is deeply concerned that Man was in danger of becoming  unable to live without the technology  that he created, ...
The story seeks to establish the value of direct experience, which is threatened by excessive involvement in  virtual comm...
One day. The Machine Stops Images from a short film by the Freise Brothers
1909 E.M. Forster, The Machine Stops
101 Ray Bradbury Says: Years later
We Need a Revolution!
“ We have too many cellphones. We’ve got too many Internets. We have got to get rid of those machines. We have too many ma...
“ For students entering college this fall,  e-mail is too slow, phones have never had cords and the computers they played ...
This means that we need to view the future of marketing much different than we viewed the past.  Yesterday’s case studies ...
We are in the midst of the  Digital Revolution  which has marked the beginning of the  Information Age.  We are living in ...
The  Beginning And that’s just
Doomsday is Coming Let’s recap
Happiness as a Solution Seriously, let’s talk about
Photo Credit: catherine.caf/Flickr What is Happiness?
Photo Credit: monitorpopf/Flickr What is Happiness?
“ We hold these truths to be self-evident, that all Men are created equal, that they are endowed by their Creator with cer...
Pleasure  vs Happiness
The primary difference between pleasure and happiness is that pleasure is external and happiness is internal.  Pleasure  i...
Translation: Pleasure is a short-term feeling. Happiness is a long-term emotional state.
How do we create Positive Emotional States
Let’s start with Social  Networks
Social Networks, or  Social Structures , are based on types of interdependencies, such as friendship, kinship, interests, ...
One of the clearest findings to emerge from research into happiness is that we are  social creatures . Relationships creat...
Social Structures  provide a foundation for personal association.  People that have more connections tend to be happier Co...
The data speaks for itself with Sentiment Tracking
 
Source:  Harvard University,  Pulse of the Nation: U.S. Mood Throughout the Day inferred from Twitter What does Twitter ha...
 
Does work make us Unhappy?
Research Results: Early morning and late evening having the highest level of happy tweets.  Weekends are happier than week...
Gross National Happiness Index (GNH)
Bhutan & Happiness Photo Credit: mountaintrekker/Flickr
Big Brother is watching. And taking notes. Analysis of Your Status
A recent study used anonymous counts of positive and negative words used in people’s Facebook updates to paint a picture o...
The Facebook Happiness Index
What Does This Mean?
The question remains: What Do We Do Now?
The State of Marketing: “ What you have doesn't make you unhappy. What you want does.” Seth Godin, Destroying Happiness, 2...
The State of Marketing: “ The new world, I hope, is about identifying and filling needs and wants that already exist. That...
Happiness in Gaming The public expects tech companies to have a clear vision for  a  life worth living To succeed, a brand...
Play
The State of Marketing: “ If you step back and think about what the  Coca-Cola  product aspires to do, it tries to create ...
 
Photo Credit: tracibunkers/Flickr Your Assignment
Remain Authentic
Design Experiences
Talk About the Positive Photo Credit: scarfmonsters/Flickr
It’s not Point A to B
Read The Data Photo Credit: hildeengwenverbouwen/Flickr
Drive transactions during positive moments in time. Sell Happiness Photo Credit: sliegory/Flickr
It’s About Community Photo Credit: underdog9/Flickr
Create Offline Events
Be Happy
@kraabel [email_address] CD’s and T-shirts Available Thank You
Unpluggedproject.com Unplugged Project
 
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Architecting Happiness: How the digital experience is shaping the future.

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As our world becomes increasingly connected and digital, we struggle to find ways to weave the human element in our daily experiences. Whatever you learned about web and user experience might be wrong, and you may actually be doing more harm than good. We will discover how governments, big corporations, Hollywood and game designers have learned how to separate pleasure from happiness to create more meaningful experiences for their fans and followers. The end results could save humanity (or at least make us a little happier).

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Architecting Happiness: How the digital experience is shaping the future.

  1. 1. Michael Kraabel @kraabel Architecting Happiness
  2. 2. A Quick Survey We’re going to conduct a
  3. 3. Everyone Stand Up Pretty Please
  4. 4. Have a Cell Phone Sit down if you don’t
  5. 5. Does Not Have Texting Sit down if your cell phone You have a crappy phone
  6. 6. Does Not Have Email Sit down if your cell phone
  7. 7. Does Not Have Web Sit down if your cell phone
  8. 8. Does Not Have Apps Sit down if your cell phone
  9. 9. Computing Power Ok, you (y’all) have too much
  10. 10. According to the current Top 10 Android Linpack results, a tweaked Motorola Droid is capable of scoring 52 Mflop/s which is over 15 times faster than the 1979 Cray 1 CPU. Mflop = Millions of floating point operations per second Useless Fact:
  11. 11. Photo Credit: Me Please Unplug
  12. 12. Turn off your mobile phone, power down your laptop, put away your iPad and any other digital devices. For the next 35 minutes, just listen. Reflect upon the conversation and at the end you will be more empowered to comment. You may sit down.
  13. 13. For those of you unable or unwilling: @kraabel just asked us to put away our computers and listen. #afraid
  14. 14. A Little Background
  15. 15. Who am I Michael Kraabel Creative Director From Minneapolis Work at an Agency
  16. 16. Let’s Get Started
  17. 17. Photo Credit: H is for Home/Flickr Phone
  18. 18. Photo Credit: roadsidepictures/Flickr Mobile Phone
  19. 19. Photo Credit: Paul Sculthorpe/Flickr Wall Posting
  20. 20. Photo Credit: Joe Richland/junksecret/Flickr News Feed
  21. 21. Generational Shift But, today, we are facing a
  22. 22. Fans are Connected Photo Credit: envisage365/Flickr
  23. 23. Audiences Distracted Photo Credit: guder/Flickr
  24. 24. Masses are Enlightened Photo Credit: misterwindupbird/Flickr
  25. 25. Photo Credit: Cocoarmani/Flickr Cultures Are Shifting Uchi-Soto / Inside & Outside
  26. 26. Photo Credit: Drummy/Flickr A Connected Future?
  27. 27. Short Story Let me start with a
  28. 29. The story is set in a future where man has become so dependent on machines that he spends his days living in a hive-like environment staring at a screen. All information and sources of happiness is at their fingertips, provided by The Machine.
  29. 30. The story is deeply concerned that Man was in danger of becoming unable to live without the technology that he created, and of forgetting that it was he who created it.
  30. 31. The story seeks to establish the value of direct experience, which is threatened by excessive involvement in virtual communities.
  31. 32. One day. The Machine Stops Images from a short film by the Freise Brothers
  32. 33. 1909 E.M. Forster, The Machine Stops
  33. 34. 101 Ray Bradbury Says: Years later
  34. 35. We Need a Revolution!
  35. 36. “ We have too many cellphones. We’ve got too many Internets. We have got to get rid of those machines. We have too many machines now.” Ray Bradbury, 2010
  36. 37. “ For students entering college this fall, e-mail is too slow, phones have never had cords and the computers they played with as kids are now in museums.” Beloit College Mindset List, 2010
  37. 38. This means that we need to view the future of marketing much different than we viewed the past. Yesterday’s case studies are historical artifacts.
  38. 39. We are in the midst of the Digital Revolution which has marked the beginning of the Information Age. We are living in an economy based on the manipulation of information . And this shift will change modern society.
  39. 40. The Beginning And that’s just
  40. 41. Doomsday is Coming Let’s recap
  41. 42. Happiness as a Solution Seriously, let’s talk about
  42. 43. Photo Credit: catherine.caf/Flickr What is Happiness?
  43. 44. Photo Credit: monitorpopf/Flickr What is Happiness?
  44. 45. “ We hold these truths to be self-evident, that all Men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the Pursuit of Happiness . ” Thomas Jefferson, The Declaration of Independence Happiness with a capital “H”
  45. 46. Pleasure vs Happiness
  46. 47. The primary difference between pleasure and happiness is that pleasure is external and happiness is internal. Pleasure is an event, while happiness is a state of mind.
  47. 48. Translation: Pleasure is a short-term feeling. Happiness is a long-term emotional state.
  48. 49. How do we create Positive Emotional States
  49. 50. Let’s start with Social Networks
  50. 51. Social Networks, or Social Structures , are based on types of interdependencies, such as friendship, kinship, interests, financial matters, dislikes, sexual relationships, beliefs and knowledge.
  51. 52. One of the clearest findings to emerge from research into happiness is that we are social creatures . Relationships create psychological space and safety so that we can explore and learn. When we feel safe and supported, we don’t have to narrow in on survival tasks like responding to danger or finding our next meal. We are able to explore our world, which builds resources for times of stress and adversity. Source: PBS – This Emotional Life
  52. 53. Social Structures provide a foundation for personal association. People that have more connections tend to be happier Corporations can provide a framework for social support Loyalty is measured through interactions and positive relationships
  53. 54. The data speaks for itself with Sentiment Tracking
  54. 56. Source: Harvard University, Pulse of the Nation: U.S. Mood Throughout the Day inferred from Twitter What does Twitter have to say?
  55. 58. Does work make us Unhappy?
  56. 59. Research Results: Early morning and late evening having the highest level of happy tweets. Weekends are happier than weekdays.
  57. 60. Gross National Happiness Index (GNH)
  58. 61. Bhutan & Happiness Photo Credit: mountaintrekker/Flickr
  59. 62. Big Brother is watching. And taking notes. Analysis of Your Status
  60. 63. A recent study used anonymous counts of positive and negative words used in people’s Facebook updates to paint a picture of how they are feeling. Some of the happiest days include U.S. national holidays like Thanksgiving and Fourth of July, social holidays like Halloween and religious holidays including Christmas and Easter. Kramer, A.D.J (2010) An Unobtrusive Behavioural Model of "Gross National Happiness" Conference on Human Factors in Computing Systems, Atlanta. Source: http://blog.facebook.com/blog.php?post=150162112130
  61. 64. The Facebook Happiness Index
  62. 65. What Does This Mean?
  63. 66. The question remains: What Do We Do Now?
  64. 67. The State of Marketing: “ What you have doesn't make you unhappy. What you want does.” Seth Godin, Destroying Happiness, 2008 And want is created by us, the marketers.
  65. 68. The State of Marketing: “ The new world, I hope, is about identifying and filling needs and wants that already exist. That’s better business. Cheaper marketing. It doesn’t have to be a better mousetrap...” Tim Berry, Marketing: Creating Wants or Filling Them?, 2008
  66. 69. Happiness in Gaming The public expects tech companies to have a clear vision for a life worth living To succeed, a brand, product or service, must increase real happiness – the new capital Jane McGonigal / Avantgames : Creating Alternate Realities What the new game designers understand about improving quality of life
  67. 70. Play
  68. 71. The State of Marketing: “ If you step back and think about what the Coca-Cola product aspires to do, it tries to create a moment of happiness in an otherwise regular day.” Bob Gilbreath, Coke Captures a Moment of Happiness, 2010
  69. 73. Photo Credit: tracibunkers/Flickr Your Assignment
  70. 74. Remain Authentic
  71. 75. Design Experiences
  72. 76. Talk About the Positive Photo Credit: scarfmonsters/Flickr
  73. 77. It’s not Point A to B
  74. 78. Read The Data Photo Credit: hildeengwenverbouwen/Flickr
  75. 79. Drive transactions during positive moments in time. Sell Happiness Photo Credit: sliegory/Flickr
  76. 80. It’s About Community Photo Credit: underdog9/Flickr
  77. 81. Create Offline Events
  78. 82. Be Happy
  79. 83. @kraabel [email_address] CD’s and T-shirts Available Thank You
  80. 84. Unpluggedproject.com Unplugged Project

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