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Engaging via People, not Products
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Connecting via People not Products
Joby Otero
Using Human Qualities to Make Products That People Love
Friday, September 27, 13
Howdy! I’m blah, blah...20+ yrs in games. Many roles.
• Studio Head/CCO, AD, LD, CD, R&D, Prod, Etc
3+ yrs as corporate / creative VP on Skylanders
• Creative guide for Skylanders toys, games, licensed, marketing, etc
• Hands-on work on many elements, including design of Portal of Power
Friday, September 27, 13
This ain’t rocket surgery
Friday, September 27, 13
This ain’t rocket surgery
• NOT a research paper.
Friday, September 27, 13
This ain’t rocket surgery
• NOT a research paper.
• Low on detailed graphs
Friday, September 27, 13
This ain’t rocket surgery
• NOT a research paper.
• Low on detailed graphs
• No pop quizzes!
Friday, September 27, 13
There’s already a book!
and a website! http://www.builttolove.com/
And this!
Friday, September 27, 13
(If only I’d done research BEFORE writing this.)
Friday, September 27, 13
Takeaway
Products that respect our humanity are easier to love.
Friday, September 27, 13
Sections
1. What: What is “more human”?
2. Why: Why is a more human product better?
3. How: How do we make products more “human”
1. Impact on development, production, marketing?
4. Examples
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What does “more human” mean... for products?
1: What2: Why3: How
4: Examples
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What is “Humanity” in a Product?
“The aspects of the product/brand, not limited to features, designed to trigger
positive feelings in the user.”
What
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“BORING”What
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“BORING”What
OK, really, this is about LOVE.
Friday, September 27, 13
“BORING”What
OK, really, this is about LOVE.
Awwwww.
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“Symptoms” of Humanity in Products
Makes Life Better:
Easier, More Fun, Faster, Cheaper, More Beautiful
What
Friday, September 27, 13
“Symptoms” of Humanity in Products
•It feels like someone cares
•We find excuses to use it
•Pet-like / “cherish” response
What
Users say "Love".
Friday, September 27, 13
“Symptoms” of Humanity in Products
What
You know, like this guy...
Yeah, that’s what we wantsss.
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Why is a more human product better?
2: Why3: How
4: Examples
1: What
Friday, September 27, 13
Why
From Creating Products People Love by Aaron Pavkov
$
Friday, September 27, 13
Why
From Creating Products People Love by Aaron Pavkov
$
Friday, September 27, 13
Evolution
We’re wired to respond to other humans.
• Much of our brain is devoted to this.
• We see human traits even when they’re not there.
Why
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Our Brains on Functions
Interaction with basic functions trigger small part of the brain
Why
Friday, September 27, 13
Humanized Interactions Ignite the Brain
Humanized products can activate more of the brain, particularly emotional response.
Why
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Enhanced Memory
Incidental areas may also be triggered, improving memory. Helpful for more complex products and increased loyalty.
Why
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Humanization can prolong use and positively impact impressions long before & after use.
Drawn to human traitsWhy
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Why Even when they’re imperfect
As in strong human relationships, these traits can create an emotional safety net for bumps in the road
Friday, September 27, 13
How do we make products more “human”
3: How4: Examples
2: Why
1: What
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Complimentary to Standard Approaches
How
Friday, September 27, 13
Focus / K.I.S.S.
• No jump in Skylanders 1, 2
• No camera on iPad1
• Interior focus in Arkham Assylum
How
E.g.
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Don't bore us, get to the chorus
How
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Find your SmokeyHow
Friday, September 27, 13
How Dissect and Codify
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Internal marketingHow
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4: Examples3: How2: Why1: What
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Roomba
Great example of:
• Focus
• Choosing battles wisely
• Setting expectations
• Anthropomorphizing
Examples
Friday, September 27, 13
Roomba
When a product does these things, we remain open to positive feelings for it. Even when it occasionally fails.
Examples
Friday, September 27, 13
Roomba
People... and pets love it
Examples
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PeggleExamples
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Angry BirdsExamples
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iPhone, iPad, iOSExamples
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GoogleExamples
Friday, September 27, 13
Takeaway
Products that respect our humanity are easier to love.
Friday, September 27, 13
Q&A
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Thank you!
The End
Friday, September 27, 13
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