Engaging via People, not Products

1. Connecting via People
not Products
Joby Otero
Using Human Qualities to Make Products That People Love
Friday, September 27, 13

2. 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 / creativeVP 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

3. This ain’t rocket surgery
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4. This ain’t rocket surgery
• NOT a research paper.
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5. This ain’t rocket surgery
• NOT a research paper.
• Low on detailed graphs
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6. This ain’t rocket surgery
• NOT a research paper.
• Low on detailed graphs
• No pop quizzes!
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7. There’s already a book!
and a website! http://
www.builttolove.com/
And this!
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8. (If only I’d done research
BEFORE writing this.)
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9. Takeaway
Products that respect our humanity are
easier to love.
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10. 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
Friday, September 27, 13

11. What does “more human” mean... for
products?
1:What
2:Why
3: How
4: Examples
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12. 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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13. “BORING”
What
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14. “BORING”
What
OK, really, this is about LOVE.
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15. “BORING”
What
OK, really, this is about LOVE.
Awwwww.
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16. “Symptoms” of
Humanity in Products
Makes Life
Better:
Easier, More
Fun, Faster,
Cheaper, More
Beautiful
What
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17. “Symptoms” of
Humanity in Products
•It feels like someone cares
•We find excuses to use it
•Pet-like / “cherish” response
What
Users say "Love".
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18. “Symptoms” of
Humanity in Products
What
You know, like this guy...
Yeah, that’s what we wantsss.
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19. Why is a more human product better?
2:Why
3: How
4: Examples
1:What
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20. Why
From Creating Products People Love by Aaron Pavkov
$
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21. Why
From Creating Products People Love by Aaron Pavkov
$
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22. 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
Friday, September 27, 13

23. Our Brains on
Functions
Interaction with
basic functions
trigger small part
of the brain
Why
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24. Humanized Interactions
Ignite the Brain
Humanized products
can activate more of
the brain, particularly
emotional response.
Why
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25. Enhanced Memory
Incidental areas may also
be triggered, improving
memory. Helpful for
more complex products
and increased loyalty.
Why
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26. Humanization
can prolong
use and
positively
impact
impressions
long before &
after use.
Drawn to human traitsWhy
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27. Why Even when they’re
imperfect
As in strong human
relationships, these
traits can create an
emotional safety
net for bumps in
the road
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28. How do we make products more “human”
3: How
4: Examples
2:Why
1:What
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29. Complimentary to
Standard Approaches
How
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30. 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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31. Don't bore us, get to
the chorus
How
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32. Find your SmokeyHow
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33. How Dissect and Codify
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34. Internal marketingHow
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35. 4: Examples
3: How
2:Why
1:What
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36. Roomba
Great example of:
• Focus
• Choosing battles
wisely
• Setting expectations
• Anthropomorphizing
Examples
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37. Roomba
When a product
does these things,
we remain open to
positive feelings for
it. Even when it
occasionally fails.
Examples
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38. Roomba
People...
and pets
love it
Examples
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39. PeggleExamples
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40. Angry Birds
Examples
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41. iPhone, iPad, iOS
Examples
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42. Google
Examples
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43. Takeaway
Products that respect our humanity are easier to
love.
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44. Q&A
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45. Thank you!
The End
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