Today, desirability of products is manufactured by a brand – messages from an army of advertisers and companies spending billions of euros yearly to create a perception of desirability in their products or services. Tomorrow, the desirability of products will be more about the relationship created between an object and consumer – conversations before, during and after purchase that reflect the understanding of each other’s needs. This talk explores desirability in the age of connected products – a provocation on designing for form, interaction and tone of voice when products can speak for themselves.

1. The Desirability
of Connected
Products //
Creating new relationships with
the things we buy thanks to the
Internet of Things
J F Grossen
Executive Creative Director
frog London

2. Desirability of a product’s form or
interaction is primarily about
personal preference and subjectivity
about the look, feel, taste and smell. It
can be a gut feeling or based on repetition of
use over time. But more often its the
influence of others that make you want one
product over another.
Ooh, I love
that table!
Introduction //
J F Grossen // The Desirability of Connected Products Winter 2016 2

3. Introduction //
3J F Grossen // The Desirability of Connected Products Winter 2016
Image Credit: flickr/Steve Rhodes
TODAY, DESIRABILITY OF PRODUCTS IS
MANUFACTURED BY A BRAND - SOMEONE TELLING
YOU THAT YOU WILL LIKE IT. MESSAGES AND MEMES
FROM AN ARMY OF ADVERTISERS AND COMPANIES
SPENDING BILLIONS OF EUROS YEARLY TO CREATE A
DESIRABILITY IN THEIR PRODUCTS OR SERVICES.

4. Introduction //
J F Grossen // The Desirability of Connected Products Winter 2016
Image Credit: flickr/Life Happens
4
TOMORROW, DESIRABILITY OF PRODUCTS WILL BE
MORE ABOUT THE RELATIONSHIP CREATED BETWEEN
OBJECT AND CONSUMER - BUILT ON BUILT ON A DEEP
UNDERSTANDING OF EACH OTHER’S NEEDS. LIKE MY
NEED FOR NAPS AND THE CHAIRS NEED TO CUDDLE.

5. Introduction //
J F Grossen // The Desirability of Connected Products Winter 2016
Image Credit: flickr/Timo Arnall
5
INTERNET OF THINGS (IOT) TECHNOLOGIES ARE
ESSENTIALLY BUILDING NEW CONNECTIONS,
ENABLING CONVERSATIONS AND THUS NEW
RELATIONSHIPS BETWEEN OBJECTS AND BETWEEN
PEOPLE AND OBJECTS.

6. Introduction //
J F Grossen // The Desirability of Connected Products Winter 2016
TO BE DESIRABLE, PRODUCTS
WILL BE GIVEN AGENCY -
PERCEIVED INTELLIGENCE AND
THE ABILITY TO LEARN AND ADAPT
TO OUR CHANGING NEEDS.
6

7. Image Credit: Timo ArnallImage Credit: Gwenael Piaser
J F Grossen // The Desirability of Connected Products Winter 2016 7
Personality //
IN RESPONSE TO AN EMOTION AND DESIRE, HUMANS
ARE COMPELLED TO DO SOMETHING - LIKE MAKE
PURCHASES. CONSUMERS COULD MAKE BETTER
DECISIONS AT THESE MOMENTS IF THE PRODUCT
ITSELF, NOT THE ADVERTISERS, WOULD BE ABLE TO
MAKE BOTH A CONVINCING RATIONAL ARGUMENT AND
AN EMOTIONAL CONNECTION.

8. Personality //
J F Grossen // The Desirability of Connected Products Winter 2016
www.matteocibicstudio.com/
www.alessi.com/
www.mobilefun.co.uk/
8
ONE WAY TO CREATE THAT EMOTIONAL CONNECTION
IS TO BRING ANTHROPOMORPHISM (HUMAN-LIKE)
QUALITIES TO THE FORM AND INTERACTION OF THE
PRODUCTS WE DEVELOP, DESIGN AND MARKET.
MAKING SOMETHING APPEAR HUMAN WHEN IT IS
CLEARLY NOT APPEALS TO OUR BASE SENSE OF
ATTRACTION TOWARDS OTHER PEOPLE AND OBJECTS.

9. Rocky will be
president some day.
I love Rocky!
That’s
ridiculous,
grow up.
J F Grossen // The Desirability of Connected Products Winter 2016 9
Personality //
THIS ISN’T NEW - WE’VE JUST FORGOTTEN. CHILDREN
MAKE FRIENDS WITH OBJECTS, ACT IF THEY ARE ALIVE
AND SUBSCRIBE PERSONALITIES. BUT AS ADULTS WE
REJECT AND DISCOURAGE THIS NOTION AND PLAYFUL
BEHAVIOUR. LET’S BRING BACK OUR INNER CHILD AND
OUR MAKE-BELIEVE FRIENDS.
J F Grossen // The Desirability of Connected Products Winter 2016 9
Personality //

10. J F Grossen // The Desirability of Connected Products Winter 2016 10
Image Credit: flickr/JIMWIChPersonality //
DID YOU KNOW THAT THE TENDENCY TO SPOT HIDDEN
FACES IN RANDOM PATTERNS HAS A NAME —
PAREIDOLIA — AND IT'S THE SUBJECT OF SOME NEW
RESEARCH OUT OF JAPAN, WHICH FOUND THAT
NEUROTIC TYPES ARE MORE LIKELY TO SEE, SAY, A
MENACING FACE IN A STAPLER.

11. Personality // Project by Simone Rebaudengo and Haque Design Research
J F Grossen // The Desirability of Connected Products Winter 2016 11
THE IDEA OF PROJECTING ANTHROPOMORPHISM
THROUGH THE INTERACTION WITH A PRODUCT IS
RELATIVELY NEW AND EXPLORED MAINLY
IN THE ACADEMIC AND NON-COMMERCIAL SETTINGS.
THIS IS BRAD THE TOASTER A PROJECT BY SIMONE
REBAUDENGO AND THE HAGUE DESIGN RESEARCH.

12. J F Grossen // Social Media Week / London // The Desirability of Connected Products September 17, 2015 12
Personality // (c) Inter IKEA Systems B. V. 2002
J F Grossen // Winter 2016 12
IT CAN EASILY BE VERY MUCH A PART OF THE
COMMERCIAL REALITY. IKEA IS A BRAND THAT IS
WELL-POSITIONED TO BRING A VOICE TO THEIR
PRODUCTS - AS MANY OF THEM ARE POPULAR
SWEDISH MEN AND WOMEN NAMES. WATCH THIS
VIDEO FROM 2002 - DIRECTED BY SPIKE JONZE.

13. J F Grossen // Social Media Week / London // The Desirability of Connected Products September 17, 2015 13
Personality // (c) Inter IKEA Systems B. V. 2002
J F Grossen // The Desirability of Connected Products Winter 2016 13

14. Technology //
J F Grossen // The Desirability of Connected Products Winter 2016 14
A VARIETY OF TECHNOLOGIES
WILL BE EMPLOYED TO CREATE A
SUSTAINED DIALOGUE AND
INTIMACY BETWEEN PERSON AND
PRODUCT.

15. J F Grossen // The Desirability of Connected Products Winter 2016 15
Personality //
J F Grossen // The Desirability of Connected Products Winter 2016 15
Technology //
We’re not talking about re-building products, like a chair or a range-top espresso brewer with a brain
- this is not the formal application of AI (Artificial Intelligence). This is about how we can create
a perceived agency and dialog for objects or products with the technologies and data
we have at our disposal now. More magic through technology.

16. J F Grossen // The Desirability of Connected Products Winter 2016 16
Personality //
J F Grossen // The Desirability of Connected Products Winter 2016 16
Technology //
Mobile devices are the link and the communication tools between product and person
and the conduit to the REAL brain of the operations in the cloud.

17. J F Grossen // The Desirability of Connected Products Winter 2016 17
Personality //
J F Grossen // The Desirability of Connected Products Winter 2016 17
Technology //
There is no one retail technology that will create the perfect environment for dialogue
to happen between products and consumers. Wifi gives ubiquitous connections to data and
between objects, Beacons broadcast messages based on proximity and triggers and QR code scanning
or NFC allows for on-demand information and a more physical interaction with a product.
CONNECT (WIFI)
TAP ( NFC)
SCAN (CODES)
BROADCAST (BEACONS)

18. J F Grossen // The Desirability of Connected Products Winter 2016 18
Personality //
J F Grossen // The Desirability of Connected Products Winter 2016 18
Technology //
The channels for communication between product and person are the same as we consider today for
P2P. The more natural and common the interactions, the more believable the stories
told, convincing the sell is and more real the relationship can appear.
MESSAGES
EMAIL
NOTIFICATIONS

19. J F Grossen // The Desirability of Connected Products Winter 2016 19
Personality //
J F Grossen // The Desirability of Connected Products Winter 2016 19
Technology //
LITTLE DATA
All the information necessary to make an object sound like it really knows you exists
today. Its the combination of patterns and preferences of the masses through BIG DATA combined
with what each individual desires, through LITTLE DATA from their Facebook profile, Pinterest
Pins, dating site profiles, Swarm check-ins, etc.

20. J F Grossen // The Desirability of Connected Products Winter 2016 20
Personality //
J F Grossen // The Desirability of Connected Products Winter 2016 20
Technology //
I’d go perfect in
the new office
you’re planning.
I’m just like the
table you pinned
last week.
I like the
pictures you
tweeted of your
kids. I’m scratch
resistant
You know
me so well.
The product will be able to create a unique story that is more tailored to a conversation
with an individual and not a group or audience or a demographic. Its the new holy grail of
target marketing. On a person to product level.

21. Shopping //
J F Grossen // The Desirability of Connected Products Winter 2016 21
SHOPPING WILL BE A NEW
DYNAMIC SOCIAL EXPERIENCE
THROUGH A SERIES OF PERSONAL
CONVERSATIONS IN THE AISLES.

22. Shopping //
Hej!
J F Grossen // The Desirability of Connected Products Winter 2016 22
Today, merchandising its about the layout of the store, the presentation of the product, the
messaging and signage - supported by the knowledge of the employees. Tomorrow, it will include
where and how the product introduces itself to the customer, the stories it tells and the manner in
which it convinces each shopper to take it home. What might these new shopping experiences
look like after we’ve enabled our products to have a voice?

23. Shopping //
THE PERFECT
FAMILY
(RECOMMENDATIONS)
I’m glad you
decided to take
me home.
J F Grossen // The Desirability of Connected Products Winter 2016 23
Today, recommendations are based on shoppers purchase history, search and browse activities and
dwell time. Tomorrow, the products themselves will make suggestions on what of
their ‘friends’ or ‘family’ work best for you culling the furniture designers expertise,
the retailers merchandising knowledge and hard-coded product relationships.

24. Shopping //
THE PERFECT
FAMILY
(RECOMMENDATIONS)
J F Grossen // The Desirability of Connected Products Winter 2016 24
I’d also like to
introduce you to
some other products
in my family.
Today, recommendations are based on shoppers purchase history, search and browse activities and
dwell time. Tomorrow, the products themselves will make suggestions on what of
their ‘friends’ or ‘family’ work best for you culling the furniture designers expertise,
the retailers merchandising knowledge and hard-coded product relationships.

25. Shopping //
THE PERFECT
FAMILY
(RECOMMENDATIONS)
J F Grossen // The Desirability of Connected Products Winter 2016 25
Today, recommendations are based on shoppers purchase history, search and browse activities and
dwell time. Tomorrow, the products themselves will make suggestions on what of
their ‘friends’ or ‘family’ work best for you culling the furniture designers expertise,
the retailers merchandising knowledge and hard-coded product relationships.
Hej!
Hej!

26. Shopping //
THE PERFECT
FAMILY
(RECOMMENDATIONS)
J F Grossen // The Desirability of Connected Products Winter 2016 26
We belong together
from day we were
born at the factory.
Today, recommendations are based on shoppers purchase history, search and browse activities and
dwell time. Tomorrow, the products themselves will make suggestions on what of
their ‘friends’ or ‘family’ work best for you culling the furniture designers expertise,
the retailers merchandising knowledge and hard-coded product relationships.

27. Shopping //
THE JEALOUS
CHAIR
(COMPARISON)
J F Grossen // The Desirability of Connected Products Winter 2016 27
I noticed you
staring at me
on the internet
Today, comparison shopping is side-by-side on features and functionality. Tomorrow, the
products make their own argument on why it ‘thinks’ its better than the other. This
argument would be based on what the shopped cares for most - price, durability, etc.
Ability to make a rational argument about worth makes it desirable.
Me too.

28. Shopping //
THE JEALOUS
CHAIR
(COMPARISON)
J F Grossen // The Desirability of Connected Products Winter 2016 28
Are you looking
at that other
chair?
Today, comparison shopping is side-by-side on features and functionality. Tomorrow, the
products make their own argument on why it ‘thinks’ its better than the other. This
argument would be based on what the shopped cares for most - price, durability, etc.
Ability to make a rational argument about worth makes it desirable.

29. Shopping //
THE JEALOUS
CHAIR
(COMPARISON)
J F Grossen // The Desirability of Connected Products Winter 2016 29
My colour fits
your living room
much better
Today, comparison shopping is side-by-side on features and functionality. Tomorrow, the
products make their own argument on why it ‘thinks’ its better than the other. This
argument would be based on what the shopped cares for most - price, durability, etc.
Ability to make a rational argument about worth makes it desirable.
I don’t
think so..

30. Shopping //
THE JEALOUS
CHAIR
(COMPARISON)
J F Grossen // The Desirability of Connected Products Winter 2016 30
…and I’m way
more comfortable.
Sit on me.
Today, comparison shopping is side-by-side on features and functionality. Tomorrow, the
products make their own argument on why it ‘thinks’ its better than the other. This
argument would be based on what the shopped cares for most - price, durability, etc.
Ability to make a rational argument about worth makes it desirable.
No, me!

31. Shopping //
THE JEALOUS
CHAIR
(COMPARISON)
J F Grossen // The Desirability of Connected Products Winter 2016 31
I’ll give you 20%
if you buy me
right now.
Today, comparison shopping is side-by-side on features and functionality. Tomorrow, the
products make their own argument on why it ‘thinks’ its better than the other. This
argument would be based on what the shopped cares for most - price, durability, etc.
Ability to make a rational argument about worth makes it desirable.
Jerk.

32. Match-making //
J F Grossen // The Desirability of Connected Products Winter 2016 32
MEANINGFUL RELATIONSHIPS
BETWEEN PRODUCTS AND
PEOPLE REQUIRE A MORE
FAMILIAR AND HUMAN METHOD
OF MATCH-MAKING.

33. Match-making //
J F Grossen // The Desirability of Connected Products Winter 2016 33
IF OUR PRODUCTS INTERACT WITH US LIKE HUMANS,
SHOULDN’T WE USE A DIFFERENT METHOD OF SEARCHING
FOR THE RIGHT ONE TO BECOME PART OF YOUR LIFE? WE
CAN LOOK TO MATCH-MAKING AND DATING SITES FOR THE
WAYS TO FIND PERFECT MATES BASED ON A NUMBER OF
PREFERENTIAL, EMOTIONAL AND PSYCHOLOGICAL
COMPARISONS AND COMPONENTS.

34. Match-making //
eHarmony Concept Ad
from Nathan K. Boyd
J F Grossen // The Desirability of Connected Products Winter 2016 34
THERE ARE TWO MAIN STYLES OF DATING SERVICES
ONLINE TODAY THAT COULD BE APPLIED TO MATCHING
THE RIGHT PRODUCT WITH THE RIGHT PERSON. THE
FIRST IS A MORE TRADITIONAL WAY THAT THE DATING
INDUSTRY HAS OFFERED SUCCESSFULLY FOR YEARS
THROUGH PROFILE MATCHING WITH MOST OF THE
CONTROL BEING IN THE LOVE-SEEKERS HANDS.

35. Jay
man chair
11217
Match-making //
J F Grossen // The Desirability of Connected Products Winter 2016 35

36. Likes Beer
Likes to Party
Match-making //
J F Grossen // The Desirability of Connected Products Winter 2016 36

37. Match-making //
J F Grossen // The Desirability of Connected Products Winter 2016 37

38. Match-making //
J F Grossen // The Desirability of Connected Products Winter 2016 38
Lonely Sculpture (2014)
from Tully Arnot
THE SECOND IS ADDRESSING AN EMERGING WAY OF
DATING DECISION-MAKING THAT DEPENDS ON
INTUITION OF THE LOVE OR LUST-SEEKER AND TRUST
IN THAT THE ‘SYSTEM’ AND AUTOMATION WILL MAKE
THE BEST JUDGEMENT FOR HIM/HER.

39. Match-making //
J F Grossen // The Desirability of Connected Products Winter 2016 39
THIS TYPE OF MATCHMAKING IS BEING PLAYING
OUT IN THE RETAIL/FASHION WORLD. THERE ARE
SEVERAL APPLICATIONS THAT DIRECTLY LIFT THE
TINDER MODEL OF ‘SWIPE LEFT TO THROW AWAY -
SWIPE RIGHT TO KEEP’ AND APPLYING THAT GUT
REACTION IN THE DISCOVERY MOMENT.

40. Match-making //Match-making //
J F Grossen // The Desirability of Connected Products Winter 2016 40

41. Match-making //
J F Grossen // The Desirability of Connected Products Winter 2016 41
Match-making //
J F Grossen // The Desirability of Connected Products Winter 2016 41

42. Match-making //
J F Grossen // The Desirability of Connected Products Winter 2016 42
Match-making //
J F Grossen // The Desirability of Connected Products Winter 2016 42

43. Match-making //
J F Grossen // The Desirability of Connected Products Winter 2016 43
IMAGINE IF YOU ‘LIKE’ A PRODUCT AND IT IMMEDIATELY
SENDS YOU A MESSAGE OR WHEN YOU ARRIVE IN THE
STORE IT GREETS YOU AND ASKS YOU TO COME MEET
THEM IN THE DINING ROOM SECTION.

44. Match-making //
J F Grossen // The Desirability of Connected Products Winter 2016 44

45. Match-making //
J F Grossen // The Desirability of Connected Products Winter 2016 45

46. Match-making //
J F Grossen // The Desirability of Connected Products Winter 2016 46

47. Match-making //
J F Grossen // The Desirability of Connected Products Winter 2016 47

48. Match-making //
J F Grossen // The Desirability of Connected Products Winter 2016 48

49. Match-making //
J F Grossen // The Desirability of Connected Products Winter 2016 49

50. Match-making //
J F Grossen // The Desirability of Connected Products Winter 2016 50
THIS ALSO ADDRESSES AN ONGOING CHALLENGE FOR
MANY RETAILERS OF HOW TO MAKE THE PHYSICAL
STORE MORE MEANINGFUL AND THE EXPERIENCE
MORE IMMERSIVE.

51. Conclusion //
J F Grossen // The Desirability of Connected Products Winter 2016 51
Image Credit: Gwenael Piaser
J F Grossen // The Desirability of Connected Products Winter 2016 51
Conclusion //
LET’S ASSUME WE CONTINUE DOWN THIS ‘BETTER
LIVING THROUGH HUMANISED TECHNOLOGY’ PATH -
IT’S GOING TO NEED RE-ORIENTED TEAMS TO BRING
IT TO LIFE. WE’LL NEED TECHNOLOGISTS TO CREATE
THE CODE TO MAKE THE INTERACTION SEEM
AUTOMATIC AND NATURAL, NOT FORCED AND
ROBOTIC.

52. Conclusion //
J F Grossen // The Desirability of Connected Products Winter 2016 52
Image Credit: Gwenael Piaser
J F Grossen // The Desirability of Connected Products Winter 2016 52
Conclusion //
WE’LL NEED DESIGNERS, WRITERS AND MARKETERS
TO BRING VOICE TO THESE PRODUCTS THAT FEELS
AUTHENTIC, NOT CREEPY. NOT JUST PARROTING THE
GLOBAL BRAND MESSAGES AS A CHORUS, BUT
CREATING UNIQUE SINGLE VOICES OF THE BRAND
WITH EACH PRODUCT.

53. Conclusion //
J F Grossen // The Desirability of Connected Products Winter 2016 53
Image Credit: Mike Mitchell
J F Grossen // The Desirability of Connected Products Winter 2016 53
Conclusion //
AND WE’LL PROBABLY NEED TO INCLUDE A FEW NEW
PLAYERS ON OUR TEAM - FROM SOCIOLOGISTS TO
DATING COACHES AND THERAPISTS WHO STUDY AND
SUPPORT THESE RELATIONSHIPS. THEIR
OBSERVATIONS AND INSIGHTS CAN BE ESSENTIAL IN
MAKING PRODUCTS BETTER. WHERE DO WE START?

54. Where do we start? //
J F Grossen // The Desirability of Connected Products Winter 2016 54
PROMOTE PRODUCT
MONOGAMY / GAIN LOYALTY
WITH NEW CUSTOMER SERVICES
THAT HELP TO CELEBRATE
POSITIVE MOMENTS TOGETHER
AND BY OFFERING SUPPORT IN
CHALLENGING TIMES.

55. Where do we start? //
J F Grossen // The Desirability of Connected Products Winter 2016 55
Congrats! You’ve sat on me 125,000
times in the past 10 years. Text HELPME
to receive 25% off repair services.
Where do we start? //
J F Grossen // The Desirability of Connected Products Winter 2016 55
Image Credit: Kim Yakota

56. Where do we start? //
J F Grossen // The Desirability of Connected Products Winter 2016 56
BUILD POLYAMOROUS SHOPPING
EXPERIENCES / CREATE NEW
SHOPPING ENVIRONMENTS AND
EVENTS THAT ENCOURAGE
EXPLORATION, ENGAGEMENT AND
CONVERSATION WITH A WIDE
RANGE OF PRODUCTS.

57. Where do we start? //
J F Grossen // The Desirability of Connected Products Winter 2016 57
Speed-dating for
Kitchen Tables
Wednesday
20:00 Oxford Street
Image Credit: AGATON STROM FOR THE WALL STREET JOURNAL

58. Introduction //
58J F Grossen // The Desirability of Connected Products Winter 2016
Image Credit: flickr/Steve Rhodes
@jfgrossen + #frogdesign + #desirabilityofproducts

59. References //
J F Grossen // The Desirability of Connected Products Winter 2016 59
Tina Kiesler and Sara Kiesler, Authors of My pet rock and me: An experimental exploration of the self extension concept. Advances in Consumer
Research / http://www.wisegeek.org/what-is-the-difference-between-anthropomorphism-and-personification.htm
NYMAG / Neurotic People See Faces in Things / http://nymag.com/scienceofus/2015/07/neurotic-people-see-faces-in-things.html
The Seduction of the Interface: Merchandising in Interactive Product Design, Christopher Fahey / http://cdn.oreillystatic.com/en/assets/1/
event/16/The%20Seduction%20of%20the%20Interface_%20Merchandising%20in%20Interactive%20Product%20Design
%20Presentation.pdf
From Seduction to Fulfillment: The Use of Anthropomorphic Form in Design; Carl DiSalvo, Francine Gemperle - School of Design, Institute For
Complex Engineered Systems, Carnegie Mellon University
Psychology Today / How Emotions Influence How We Buy / https://www.psychologytoday.com/blog/inside-the-consumer-mind/201302/how-
emotions-influence-what-we-buy