Fjord @MobX Berlin on Designing for Love

Slide 1 © Fjord 2010 | Confidential

Nancy Birkhölzer, Fjord Group Director November 18th, 2011

Touch Too Much!

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Touch Too Much! “Pictures Under Glass is an interaction paradigm of permanent numbness. It’s a Novocaine drip to the wrist. It denies our hands what they do best. And yet, it’s the star player in every Vision Of The Future. The iPhone is only the beginning — the first drop — of touch-based design.” Bret Victor ★ Tuesday, 8 November 2011

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DESIGNING LOVE

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DESIGNING LOVE …and why you can’t “Touch too much”!

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WHAT WE DO AT FJORD …or how to summarize 10 years and 500 projects into one slide

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WE DESIGN LEADING CROSS-PLATFORM SERVICES

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NOTES ABOUT MOBILITY …or how to summarize 40,000 years of mobility

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THE THREE WAVES OF MOBILITY

KEY SKILLS

WAVE 1

MIGRATION FROM AFRICA 40,000 A.D.

BREAKTHROUGHS

HANDLING TOOLS

LANGUAGE, AGRICULTURE

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THE THREE WAVES OF MOBILITY

KEY SKILLS

WAVE 1

MIGRATION FROM AFRICA 40,000 A.D.

BREAKTHROUGHS

WAVE 2

INDUSTRIAL REVOLUTION

1800 - 2000

UNDERSTANDING TECHNOLOGY

EFFECTIVE MASS MARKET PRODUCTION

HANDLING TOOLS

LANGUAGE, AGRICULTURE

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WAVE 3

TODAY’S AGE

2000 ONWARDS

KEY SKILLS

WAVE 1

MIGRATION FROM AFRICA 40,000 A.D.

BREAKTHROUGHS

THE THREE WAVES OF MOBILITY

WAVE 2

INDUSTRIAL REVOLUTION

1800 - 2000

UNDERSTANDING PEOPLE

TAILORED SOLUTIONS

UNDERSTANDING TECHNOLOGY

EFFECTIVE MASS MARKET PRODUCTION

HANDLING TOOLS

LANGUAGE, AGRICULTURE

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WHY LOVE? What’s love got to do with it?

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#1 WE ALL WANT TO EXPERIENCE LOVE

We as designers also want our creations to be loved!

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#2 VALUE INCREASES TOWARDS THE HEART

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#2 VALUE INCREASES TOWARDS THE HEART

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#2 VALUE INCREASES TOWARDS THE HEART

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#2 VALUE INCREASES TOWARDS THE HEART

Disruption

Value creation

Innovation

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#3 MOBILE IS INHERENTLY EMOTIONAL

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#3 MOBILE IS INHERENTLY EMOTIONAL

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>80% of teenagers in America sleep with their mobiles on or near their beds

Data by PewInternet & American Life Project April 2010

#3 MOBILE IS INHERENTLY EMOTIONAL

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KEY POINTS

#1 We all want our own products of love to be loved – make it happen!

#2 Value creation and disruption will happen closer to the heart

#3 The mobile medium is inherently emotional

= Designing love is critical for long-term mobile success

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HOW IS LOVE DESIGNED? Three universal stages to attain true love

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1 MATCHMAKING Discovery in an increasingly crowded market

3 TRUE LOVE Loyalty – a fluid, meaningful and ever-present relationship

2 DATING Engaging users with your service

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#1 DESIGNING FOR EASY DISCOVERY

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#1 DESIGNING FOR EASY DISCOVERY

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#1 DESIGNING FOR EASY DISCOVERY

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#1 DESINGING FOR EASY DISCOVERY

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#2 DESIGNING THE ‘HOOK’ #3 ENSURING IT’S QUICKLY TO EXPLAIN

It’s critical to hone in on one or two things that are truly

appealing, and focus on doing them really well.

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#4 MAKING IT ALL EASY, YET TAILORED

Making complex solutions easy for the users

is an art form. Presenting the solutions in a

clear compelling manner is key to success.

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KEY POINTS FOR MATCHMAKING

#1 Design for easy discovery

#2 Ensure you have a strong ‘hook’ or strong differentiation

#3 Ensure core offer is really easy to explain quickly

#4 Make it feel like it’s made for the individual

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1 MATCHMAKING Discovery in an increasingly crowded market

3 TRUE LOVE Loyalty – a fluid, meaningful and ever-present relationship

2 DATING Engaging users with your service

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#1 THE ENGAGEMENT FUNNEL

It’s critical to make it easy to get started.

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#2 GAMING AND #3 SOCIAL

Scarcity

Competing &

collecting

Social drivers

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#4 BEAUTY

Flipboard

A tactile reader

BBVA

Visual meaning and glanceability

Ericsson IPTV Remote

Visual richness

and appeal

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KEY POINTS FOR DATING

#1 It’s critical to make it easy to get going

#2 Gaming dynamics are effective in mobile

#3 Social components increase the appeal

#4 Tactile beauty is powerful

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1 MATCHMAKING Discovery in an increasingly crowded market

3 TRUE LOVE Loyalty - a fluid, meaningful, and ever-present relationship

2 DATING Engaging users with your service

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#1 DESIGNING FOR AHA, WOW AND OF COURSE E

NG

AG

EM

EN

T

TIME

OF COURSE

WOW

MATCHMAKING DATING TRUE LOVE

AHA

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#2 PEOPLE KNOWLEDGE AS THE LOVE FOUNDATION

I am a better partner and servant to you if I know you well, and also know who you know. How can user knowledge be turned into a benefit for the user?

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#3 ATOMIZED SERVICES AS THE LOVE FOUNDATION

People end up thankful to those who consistently deliver value across various services and touchpoints.

Maps are relevant across experiences

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#4 UBIQUITY AS THE LOVE FOUNDATION

Google is the ultimate utilitarian ubiquity virus.

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#5 FLUIDITY AS THE LOVE FOUNDATION

I want my partner to always be there with me regardless of where I am or what I do. It’s an ever-present relationship.

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KEY POINTS FOR TRUE LOVE

#1 Design for ‘of course’ rather than only ‘wow’

#2 Ensure profile and identity matters are well considered

#3 Look for elements of your solution that can be atomized

#4 Aim for ubiquity

#5 Ensure fluidity across devices, tasks, spaces

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SUMMARY The recipe for love

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MATCHMAKING

DATING

TRUE LOVE

THREE UNIVERSAL STAGES TO ATTAIN TRUE LOVE

DISCOVERY

TRIAL

LOYALTY

Digital service equivalent

AHA !

WOW !

OF COURSE !

Desired user reaction

Required characteristics

Meets real needs. Easy to grasp. Contextually relevant.

Attentive, fun, attractive. Great first experience. You want to tell others.

Loyal, evolves with you, tailored to match you well. Problem solving.

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MATCHMAKING

DATING

TRUE LOVE

…WHAT MIGHT BE EQUALLY (OR MORE) IMPORTANT

RELEVANT QUESTIONS TO ASK

Through the mobile services we design: How can we connect the right people to each other and enable them to collaborate, in order to create REAL relevance and make a difference to our society, politics, environment etc.?

People are connected all the time, but yet they feel less and less connected to the world. How can we design solutions that reconnect people to the REAL (physical) world and enhance their experience within it rather than isolating them in digital spaces?

How can create long term value by triggering long-lasting positive transformation through our design? How can we design services that initiate or nurture an behavioral change and help people transform?

Slide 45 © Fjord 2011 | Confidential

MATCHMAKING

DATING

TRUE LOVE

…WHAT MIGHT BE EQUALLY (OR MORE) IMPORTANT

RELEVANT QUESTIONS TO ASK

Through the mobile services we design: How can we connect the right people to each other and enable them to collaborate, in order to create REAL relevance and make a difference to our society, politics, environment etc.?

People are connected all the time, but yet they feel less and less connected to the world. How can we design solutions that reconnect people to the REAL (physical) world and enhance their experience within it rather than isolating them in digital spaces?

How can create long term value by triggering long-lasting positive transformation through our design? How can we design services that initiate or nurture an behavioral change and help people transform?

…another presentation

Slide 46 © Fjord 2010 | Confidential

Nancy Birkhölzer

Nancy.Birkhoelzer@fjordnet.com

www.fjordnet.com

@fjord

THANK YOU!