Mobile Makeover Month: Ideation (for human beings)


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Wesley Hogg, Executive Creative Director at Reading Room discusses how good ideas are generated and highlights some examples about how basic human drives power great ideas.

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  • Mobile Makeover Month: Ideation (for human beings)

    1. 1. Mobile Ideation (for Human Beings)2
    2. 2. What’s coming up How brands use mobile 1 Things to think about 1 If you only remember one thing… 13
    3. 3. How brands use mobile4
    4. 4. To access website content  Brands want users to access their content on the go  Rise of responsive design: One website that works across devices5
    5. 5. A marketing channel  Advertising that mixes offline and online (AXA print ad + mobile)  Location-based mobile marketing like Foursquare check in deals  Quick Response (QR) codes for in store sales promotions  Banner ads that offer rich media content  Mobile commerce lets users buy things anywhere. M-commerce is expected to be worth $31 billion by 2016 (Forrester)6
    6. 6. Offer utility  Mobile applications may not be marketing oriented  This borough council app from Norway lets users of a local community access news, jobs, weather information, traffic cams, etc  Another app by the British Library lets users discover historical manuscripts7
    7. 7. Quick recap Common uses of mobile by Website access brands: Marketing Utility8
    8. 8. Quick recap All well and good but how do we I need an idea! actually come up with ideas for mobile?!9
    9. 9. Things to think about10 10
    10. 10. People are lazy  Your app user might be drunk, half asleep or distracted  Your app needs the simplicity of consumer electronics like micro- waves and washing machines  Think simple. Think OBVIOUS11
    11. 11. We love shortcuts  Cut out steps  The more steps a customer has to go through, the lower the chance of a sale  Amazon has one-click purchasing  Simplify your process12
    12. 12. Mobiles are also used indoors  „Mobile‟ does not mean users are outside all time  People use their mobiles at home while doing something else such as watching TV, cooking, taking a dump, etc  What can you do with mobiles in a home context?13
    13. 13. The power of small  „Paper Toss‟ is a game that lets you toss crumpled paper into a bin  Angry birds is not as elaborate as Modern Warfare  Ideas don‟t have to be big (or cost the earth) to be a bit hit14
    14. 14. Start with problems  The photo printing industry was surprised that people kept and viewed photos on Facebook and Flickr  People are unhappy with search engines not because they don‟t know how to search. They are unhappy because they don‟t know what they want  Is there a problem that needs fixing?15
    15. 15. People are sheep  Traffic jams are caused by large numbers of people following GPS instructions blindly  Expect people to blindly follow instructions on mobiles  Be careful of what you ask people to do – they may well do it! So think through your process or user journey16
    16. 16. Introduce complexity s.l.o.w.l.y.  Wii Sports Resort game doesn‟t let you play 100 pin bowling until you master 10 pin bowling  Apple doesn‟t release all their new features at once. They release functions incrementally  Avoid overloading your user; introduce complexity slowly17
    17. 17. If you only remember one thing…18
    18. 18. A clever fellow once observed “Two things are infinite: the universe and human stupidity; and Im not sure about the universe.”19
    19. 19. But seriously Technology changes. Human nature does not.20
    20. 20. Therefore Technology changes. Human nature does not.21
    21. 21. Feel the <3  We want to love. We want to be loved  Grindr is an app that helps bring men together. Quite literally22
    22. 22. We have egos  Here‟s the most expensive app ever sold: „I Am Rich‟ app sold on iTunes for $999.99  Clicking on the app icon would fill the screen with a large, ruby red gem on a red and black background  Eight people actually bought the app until it was pulled from the App Store23
    23. 23. We are competitive  Involve a whole city in gianourmous game of tag  Click to watch video mini-getaway24
    24. 24. We like to share the things we like  Merely rating things is so 2010  Be a greedy pig: Discover + add location + photograph + rate + share25
    25. 25. We want to avoid pain  A community of real time traffic reporters  Never be stuck in traffic again. That‟s the idea, anyway  Click to watch video Cqig&feature=player_embedded26
    26. 26. We have a funny bone  Apple claims „there‟s an app for everything‟. It‟s true. There‟s even an iFart  Click to watch video h?v=6OXONkzmIfE27
    27. 27. We like to discover new things  Nike True City. Rediscover your city with real insider knowledge  Click to watch video ?v=Qet4NGswKfA&feature=rel ated28
    28. 28. We have doubts  Will the red armchair look bad against my teal-coloured wall? See it virtually with your mobile  Click to watch video v=tqeLNxoBtjM&feature=player _embedded#!29
    29. 29. We love to play  It takes a brave client to launch a new car through an iPhone game. The results will make your heart race  Click to watch video ?v=wdpO_Any1as&feature=pl ayer_embedded30
    30. 30. Ideate for human beings!31
    31. 31. Questions?Wesley Hogg– Executive Creative DirectorTel: +44 20 7173 2800Reading Room65-66 Frith StreetSohoLondonW1D 3JR