Core77 1HDC: Reading Ahead Research Highlights

Reading Ahead Research Highlights for Core77 1 Hour (plus) Design Challenge – The Future of Digital Reading

Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

About Portigal Consulting ,[object Object],[object Object]

Our team Steve Portigal Dan Soltzberg

[object Object],[object Object],[object Object],[object Object],Executive Summary 3 1 2 4

Design Brief: Create a rich digital reading experience ,[object Object],[object Object],[object Object],[object Object]

1. Include the sensual Provide sensory and kinesthetic elements that deliver the total experience readers seek

2. Support the social side of reading Support and expand the social aspects of the reading experience

[object Object],3. Support the varied modes/rituals of reading Work Fun Interstitial Bedtime Focused Private Family

4. Develop an ecosystem Harness the “power of many” to support new behaviors and grow the category

Example: the iPod ecosystem ,[object Object]

Supporting Evidence: from the Reading Ahead research project

Reading Ahead Project Overview

Reading Ahead Project Overview ,[object Object],[object Object],[object Object],[object Object],[object Object]

Research Participants (see Appendix for detailed descriptions of each person) Tracy Erica Chris Peter Jeff Julie

[object Object],[object Object],What is reading? Post-reading Pre-reading Reading

Why read? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Reading is not just one activity ,[object Object],Work Fun Interstitial Bedtime Focused Private Family

Each reading mode has multiple components ,[object Object],Interaction with others Content Setting Motivation

Work ,[object Object],[object Object]

Fun ,[object Object],[object Object]

Interstitial ,[object Object],[object Object],[object Object]

Family ,[object Object],[object Object],[object Object],[object Object],[object Object]

Bedtime ,[object Object],[object Object],[object Object]

Focused ,[object Object],[object Object]

Private ,[object Object],[object Object]

[object Object],The social side of reading

Book sharing ,[object Object],[object Object],[object Object],Peter returned to printed books because he couldn’t share Kindle books with his coworkers

Family reading ,[object Object],[object Object],[object Object],Tracy reading with her son

[object Object],Displaying identity ,[object Object],[object Object]

Outer and inner selves ,[object Object],[object Object],Erica’s way of organizing her bookshelf says a lot about how she sees herself (and wants others to see her)

The book reading experience Post-reading Pre-reading Reading Memories Sensory Kinesthetic Sharing

There are many ways to use a book Focused reading Non- reading Book interactions Focused on content, experience of reading, or both ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Books are sensory ,[object Object],[object Object]

Reading (books) is kinesthetic ,[object Object],[object Object],[object Object],[object Object],[object Object]

Books are easily shared ,[object Object],[object Object],[object Object],[object Object],[object Object]

Books are significant objects ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Books carry memories ,[object Object],[object Object],[object Object],[object Object],[object Object]

Books are casual and simple ,[object Object],[object Object],[object Object],[object Object],[object Object]

Books enable unplugging ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],The digital reading experience

Digital devices don’t afford unplugging ,[object Object],[object Object],[object Object],[object Object]

Kindle vs. printed books ,[object Object],[object Object],[object Object],[object Object]

Different platforms offer different reading experiences ,[object Object],[object Object],[object Object],[object Object]

Books and digital can coexist ,[object Object],Jeff: I don’t think this thing (Kindle) replaces my paper books, and I’ll certainly still, if I’m at a bookstore and I see a really beautiful book… I’ll buy it”

Appendix: Research Participants

Tracy ,[object Object],[object Object],[object Object]

Erica ,[object Object],[object Object],[object Object],[object Object]

Peter ,[object Object],[object Object],[object Object]

Chris ,[object Object],[object Object],[object Object]

Jeff ,[object Object],[object Object],[object Object],[object Object]

Julie ,[object Object],[object Object],[object Object],[object Object]

More Portigal Consulting? ,[object Object],We can work with your organization to help you discover and act on new insights across other categories or customer segments

Core77 1HDC: Reading Ahead Research Highlights

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Core77 1HDC: Reading Ahead Research Highlights