Kendra Shimmell gives a talk about narcissistic digital products. She defines a narcissistic product as one that puts its own interests above the user's interests by demanding disproportionate attention. She shares stories from interviews about products that distracted drivers, made users feel obligated to constantly engage, and tried to control users' meditation schedules. Reasons why companies design overly demanding products include overestimating how much users want to engage. She suggests principles like focusing on the core service a product provides rather than unnecessary features, and only collecting user data that is truly needed.

1. © Kendra Shimmell 2014 | Interaction 14 South America

2. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Narcissistic
products
suck!

3. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Los productos
narcicistas
apestan.

4. Produtos
Narcisistas são
uma M…
© Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica

5. Narcissistic Products
Suck
© Kendra Shimmell 2014 | Interaction 14 South America
Interaction 14 South America
Kendra L. Shimmell
#ISA14BA @kshimmell
+

6. During this talk when
I say product, I am talking
about digital products, apps,
devices, and appliances—
connected stuff.
© Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica

7. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Meet Steve.
!
He rented a bitchin’
(cool) Camaro.

8. Last summer, I rented a car for a business trip.
!
They rented me this brand new black Camaro Z 1.
I thought it was cool.
!
When I turned the car on and started driving,
this head up display appeared on the windshield.
It projects the speedometer reading on the
windshield. It looked like a hologram.
Very cool! I was FEELING GOOD about my rental car.
!
Then I turned on the Satellite radio so I could play
some music, and all of a sudden an advertisement
comes on the radio for Supercuts (a hair salon).
What was unusual is that the speedometer on the
windshield display all of a sudden shrinks down a
little bit and the display scrolls the phone number
#1-800-SUPERCUTS (on the windshield).
!
I wasn’t stopped, I was DRIVING.
I thought, “Wow, this is a new low in advertising.”
!
! © Kendra Shimmell 2014 2K0e14nd | r a Interaction I nStheirmacmtieolnl a 14 1t4 F Sluoxuitbhle South A America
2m0e14rica

9. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
How did the experience
make Steve feel?

10. How did it make me feel?
I guess that I felt kind of dupped (tricked).
!
I’m driving this futuristic car—a bitchin’ (cool)
Camaro—I’ve got the speedometer projected
in front of me like a hologram.
!
It is supposed to be there to make me safer.
!
It isn’t like I wrapped my car around a pole,
but when the advertisements started showing up,
it really was DISTRACTING.
It made me think about this (situation), and I got
kind of MAD!
!
It seemed like it was doing the complete
opposite of what it was supposed to do.
© Kendra Shimmell 2K0e14nd | r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
!
2014 Interaction 14 South America

11. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Narcissistic
products
suck!

12. 4 things I will talk about:
My definition of a narcissistic product
Stories people shared about narcissistic products
A few thoughts about why narcissistic products exist
5 simple principles to guide us in the right direction
© Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
!

13. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
4 things I will talk about:
My definition of a narcissistic product
Stories people shared about narcissistic products
A few thoughts about why narcissistic products exist
5 simple principles to guide us in the right direction
!

14. They are similar to narcissistic people.
THIS GUY IS
AMAZING!!!
http://kotaku.com/the-most-delightfully-narcissistic-man-on-facebook-504359338
© Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
THIS GUY IS
AMAZING!!!

15. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
An exaggerated
sense of
self-importance
Lack in empathy
and sensitivity
to other’s
circumstances
Expects others
to go through
with his ideas
and plans
Requires
constant
admiration
Often
monopolizes
conversations
!
Is jealous of
others & believes
others are jealous
of him

16. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
But, we wouldn’t
intentionally hang out
with this guy, right?
Right?!

17. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
A narcissistic product puts
its own interests in front
of the interests of the people
that use it. These products
typically demand attention
disproportionate to the job
we “hired” them to do.

18. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
4 things I will talk about:
My definition of a narcissistic product
Stories people shared about narcissistic products
A few thoughts about why narcissistic products exist
5 simple principles to guide us in the right direction
!

19. interviews
© Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
20
surveys
online
5
in person
lots
of
observation
& note taking

20. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
The Attention
Carjacker
The Codependent
Game
The Sociopathic
Zen Master
The High Maintenance
Kitchen
A few themes…

21. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Meet Wyatt.
He downloaded
a game to play.

22. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
TAi tFleR TEeEx gt ame.

23. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
TToit lpe aTsesx ta little time.

24. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
It wasn’t really his thing.
The point was to build a colony,
to build an army, to plant,
grow, and store wheat—turn
it into bread. Feed his army…
He thought, “This is boring
and slow.” So he turned it off.

25. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
The next day in a meeting…
His phone goes off. He thinks,
“It’s probably important.”
NOTIFICATION:
Your barracks are overflowing.
You need to build more barracks.
He turned it off.
NOTIFICATION:
Your army is hungry, you need
to harvest wheat.
He turned it off.

26. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
How did the
experience make
Wyatt feel?

27. My barracks were full,
my wheat thing was full,
and my people were
starving. I felt obligated
to take care of them.
So I did.“
© Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
“

28. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
I let this go on for two
days. Then I uninstalled
it because it wouldn’t
let me play it when
I wanted to play.“
“

29. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Narcissistic
products
suck!

30. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
The Attention
Carjacker
The Codependent
Game
The Sociopathic
Zen Master
The High Maintenance
Kitchen
A few themes…

31. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Meet Lea.
She wanted to learn
to pause. She tried out
a few meditation apps
looking for a little help.

32. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica

33. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
How did the experience
make Lea feel?

34. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
I need you to help me
meditate. NOT to tell
me WHEN to bloody
meditate.“
“

35. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Narcissistic
products
suck!

36. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
The Attention
Carjacker
The Codependent
Game
The Sociopathic
Zen Master
The High Maintenance
Kitchen
A few themes…

37. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
The most common fear
was about connected
appliances becoming
too high maintenance.

38. I saw an ad for a refrigerator
that had Wi-Fi for recipes.
But then it also connected
to Twitter. I was TERRIFIED!
The last thing I need
is to receive updates from
my refrigerator.“
© Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
“

39. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Let’s take a look
behind the scenes
at the design of
high maintenance
appliances.

40. TWitele w Taenxtt to be the Nest of… (sure you do)
© Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica

41. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
SMART

42. TThitilse i sT heoxwt I imagine they see their customers.
© Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica

43. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
I call this
overestimating
the give a fuck.“
“

44. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica

45. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Narcissistic
products
suck!

46. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
The Attention
Carjacker
The Codependent
Game
The Sociopathic
Zen Master
The High Maintenance
Kitchen
A few themes…

47. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Focus more on the
service the product is
intended to provide.
The features will fall
out of that.

48. Just because it is
knowable does not
mean someone needs
to know it.
© Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica

49. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
…and a sensor doesn’t
make it smart.

50. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Why do narcissistic
products exist if
they SUCK so bad?

51. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
4 things I will talk about:
My definition of a narcissistic product
Stories people shared about narcissistic products
A few thoughts about why narcissistic products exist
5 simple principles to guide us in the right direction
!

52. data$The team
loses
perspective.
© Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica

53. The technology around me is
always begging for my attention.
It’s annoying. I have other things
I want to do, but then I find myself
paying attention to it anyway.
It makes me feel powerless.
Maybe this time it will be the
important thing. But it never is.“
© Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
“

54. People are addicted. Of almost 1,000
university students (12 campuses, 10
countries), a clear majority were unable to
voluntarily avoid their gadgets for one day.
For some, their white brain matter is
decreasing (we need this for decision
making).
Of 290 undergraduate participants, 89%
experienced phantom vibration syndrome.
40% experience it at least once a week.
!
And, multitasking is making us all more
distracted.
© Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Our brains
are changing. 1)
They are making
piles of money.

55. These products
don’t work for you.
You work for them.
© Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica

56. It’s totally Pavlovian.
I got a treat one time. I keep
responding. Forever. You just
had to give me a few treats.
I know it's happening—it's
humiliating.“
© Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
“

57. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
The attention
economy is
short-sighted.

58. Say NO to
designing for
codependency.
© Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica

59. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica

60. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
4 things I will talk about:
My definition of a narcissistic product
Stories people shared about narcissistic products
A few thoughts about why narcissistic products exist
5 simple principles to guide us in the right direction
!

61. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
We can do better.
!
Here are 5 principles
to keep your product
from being an attention
sucking demon.

62. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Amplify
the person,
not the product.
Get acquainted
with reality.
What’s their
typical day like?
Know its role.
Write a job
description for
the product .
Define its
character.
What if it were
human?
Respect their
time. Have a
good reason
for interrupting.

63. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Amplify
the person,
not the product.
Get acquainted
with reality.
What’s their
typical day like?
Know its role.
Write a job
description for
the product .
Define its
character.
What if it were
human?
Respect their
time. Have a
good reason
for interrupting.

64. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
What does
she wish for?
What gets
in her way?

65. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Definitely
not this.

66. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Amplify
the person,
not the product.
Get acquainted
with reality.
What’s their
typical day like?
Know its role.
Write a job
description for
the product .
Define its
character.
What if it were
human?
Respect their
time. Have a
good reason
for interrupting.

67. Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
© Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
TIP:
Keep a notebook on you at all
times. Watch what’s happening.
Take notes.

68. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Amplify
the person,
not the product.
Get acquainted
with reality.
What’s their
typical day like?
Know its role.
Write a job
description for
the product .
Define its
character.
What if it were
human?
Respect their
time. Have a
good reason
for interrupting.

69. Anatomy of a Job Description
© Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Job Title
Description
Responsibilities
Minor functions (the little extras)
Supervisor
Skills, qualifications, experience
Working hours
!

70. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Amplify
the person,
not the product.
Get acquainted
with reality.
What’s their
typical day like?
Know its role.
Write a job
description for
the product .
Define its
character.
What if it were
human?
Respect their
time. Have a
good reason
for interrupting.

71. The Muse The Friend The Concierge
The Happy Distraction The Coach The Utility Guy
© Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica

72. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Amplify
the person,
not the product.
Get acquainted
with reality.
What’s their
typical day like?
Know its role.
Write a job
description for
the product .
Define its
character.
What if it were
human?
Respect their
time. Have a
good reason
for interrupting.

73. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Are these
all really
something
I need to
know about?

74. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Let’s practice!

75. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Half a tank
of gas left.
Interrupt?

76. Maybe if they are on the moon.
© Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica

77. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
You have
spinach in your
teeth.
Interrupt?

78. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Your butt
DOES look big
in that outfit.
Interrupt?

79. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Watch out
for that
bus!
Interrupt?

80. © Kendra Shimmell 2K0e14nd |r a I nStheirmacmtieolnl a 1t4 F Sluoxuitbhle A 2m0e14rica
Amplify
the person,
not the product.
Get acquainted
with reality.
What’s their
typical day like?
Know its role.
Write a job
description for
the product .
Define its
character.
What if it were
human?
Respect their
time. Have a
good reason
for interrupting.

81. © Kendra Shimmell 2014 | Interaction 14 South America
Thank you.
Twitter: @kshimmell (the irony is not lost on me)
kendra@cooper.com

82. © Kendra Shimmell 2014 | Interaction 14 South America
Special thanks to:
Lea Simpson, Wyatt Starosta, Steve Calde, Doug LeMoine, and Teresa Brazen
for giving me your stories, input, and time.
Sarah Gailey and Julie Celia for the hilarious kitchen photo shoot and
voiceover help.
Cameron Winchester for your input on visuals.
Thank you to all of the people that participated in interviews and surveys!

83. No deje de completar su evaluación online
isa.ixda.org/encuesta
¡Muchas gracias!
Narcissistic Products Suck
Interaction14 South America
B U E N O S A I R E S
Kendra L. Shimmell