Jeroen van Geel, Product personality presentation

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Information about Jeroen van Geel, Product personality presentation
Marketing

Published on March 7, 2014

Author: Tag-IT

Source: slideshare.net

Description

Jeroen van Geel holdt foredraget Product personality på Tag-IT i Tromsø i februar 2014.

J E R O E N VA N G E E L PRODUCT PERSONALITY oenvangeel @jer

HI, MY NAME IS JEROEN VAN GEEL. I AM CREATIVE DIRECTOR AND PARTNER AT OAK & MORROW. UX LX 2011

AGENDA 50 MINUTES
 PSYCHOLOGY OF PRODUCT PERSONALITY 
 50 MINUTES U N D E R S TA N D I N G B R A N D S ! 20 MINUTES U N D E R S TA N D I N G T H E U S E R 
 50 MINUTES SECRET ASSIGNMENT ! 10 MINUTES THE END !

UX LX 2011 M E E T H E N R Y, T H E H A P P Y C L E A N E R !4 4

UX LX 2011 BABY SMILE !5 5

UX LX 2011 S E R I O U S A N D P L AY F U L !6 6

THIS ALSO HAS A PERSONALITY

B U T… THERE IS A PROBLEM

TOO MUCH DESIGN PATTERNS INFORMATION ARCHITECTURE USABILITY WIREFRAMES OUTLINES TOO LITTLE STORYTELLING PERSONALITY MEANING

WHY PRODUCT PERSONALITY? USERS ! USERS A U T O M A T I C A L LY ATTRIBUTE HUMAN BEHAVIOR TO EVERYTHING AROUND THEM ! ! PRODUCTS WITH THE RIGHT PERSONALITY ATTRIBUTE TO THE SELF-IMAGE

TA S K DEFINE A PERSONALITY WRITE DOWN THE TYPE OF PERSONALITY YOU PREFER. WHAT KIND OF PERSON DO YOU LIKE? O GO GO! inutes… G 5m

P E R S O N A L I T Y FA C T PEOPLE PREFER 
 LIKE-MINDEDNESS S O U R C E : T H E M E D I A E Q U AT I O N

P E R S O N A L I T Y FA C T UNDILUTED PERSONALITIES ARE PREFERRED OVER COMPLICATED ONES S O U R C E : T H E M E D I A E Q U AT I O N

P E R S O N A L I T Y FA C T FLAWS ADD TO BELIEVABILITY S O U R C E : T H E M E D I A E Q U AT I O N

P E R S O N A L I T Y FA C T WE JUDGE IN THE FIRST MOMENT

Linus Max PEOPLE PREFER LIKE-MINDEDNESS

SIRI IS A MALE OR FEMALE

WHY PRODUCT PERSONALITY? USERS ! USERS A U T O M A T I C A L LY ATTRIBUTE HUMAN BEHAVIOR TO EVERYTHING AROUND THEM ! ! PRODUCTS WITH THE RIGHT PERSONALITY ATTRIBUTE TO THE SELF-IMAGE

WHY PRODUCT PERSONALITY? USERS ! DESIGNERS ! USERS A U T O M A T I C A L LY ATTRIBUTE HUMAN BEHAVIOR TO EVERYTHING AROUND THEM WE ARE FORCED TO THINK BEYOND FUNCTION ! ! PRODUCTS WITH THE RIGHT PERSONALITY ATTRIBUTE TO THE SELF-IMAGE ! ! WE CAN APPROACH THE PRODUCT AS IF IT WOULD INTERACT WITH US, HELPING US DESIGN THE D E TA I L S

WHY PRODUCT PERSONALITY? USERS ! DESIGNERS ! BUSINESS ! USERS A U T O M A T I C A L LY ATTRIBUTE HUMAN BEHAVIOR TO EVERYTHING AROUND THEM WE ARE FORCED TO THINK BEYOND FUNCTION IT CAN MAKE A C O M M O D I T Y S TA N D OUT WE CAN APPROACH THE PRODUCT AS IF IT WOULD INTERACT WITH US, HELPING US DESIGN THE D E TA I L S IT MAKES IT POSSIBLE FOR P E O P L E T O S TA R T A RELATIONSHIP WITH THE PRODUCT AND BRAND ! ! PRODUCTS WITH THE RIGHT PERSONALITY ATTRIBUTE TO THE SELF-IMAGE ! ! ! !

MEET BRANDING

RI K- AKIN UXSLXT2011 G , 28 C O M P E T I T I V E , I R R E V E R E N T , C O N S U M E D B Y S P O R T , P R O F E S S I O8 A L !2 N

UX LX 2011 !29 29

UX LX 2011 SAFE, SOLID, SERIOUS !30 30

UX LX 2011 SEX, SPEED, FUN !31 31

!32

!33

BRAND PERSONALITY PRODUCT 
 PERSONALITY PRODUCT 
 PERSONALITY PRODUCT 
 PERSONALITY PRODUCT 
 PERSONALITY

DEFINING PRODUCT PERSONALITY A PRODUCT’S BELIEFS, EXPECTATIONS, DESIRES, VALUES AND BEHAVIORS THAT DERIVE FROM THE BRAND, PRODUCT GOALS AND USER NEEDS. ! IT DETERMINES WHAT THE PRODUCT DOES, BUT ALSO HOW OTHERS RESPOND TO AND REMEMBER IT.

WE WANT EXAMPLES

C O M P E T I T I V E , S P O R T- M I N D E D , S E R I O U S , T O - T H E - P O I N T, C O A C H !37

OPEN, CONCERNED, PERSONAL

F O R M A L , A U T H O R I TAT I V E , T R A D I T I O N A L , O L D - FA S H I O N E D

F O R M A L , A U T H O R I TAT I V E , G U I D I N G , P E R S O N A L

P E R S O N A L , C O N F I D E N T, F U N , C O M P L E T E

P R A G M A T I C , I N D E P E N D E N T, N O - N O N S E N S E , U N O R G A N I Z E D , F R I E N D

A U T H O R I T A T I V E , M O O D Y, R E S E R V E D

H U M O R O U S , F R I E N D LY, E A S Y- G O I N G

UX LX 2011 !45

TA S K DESCRIBE A PERSONALITY GO TO ONE OF YOUR FAVORITE WEBSITES AND DESCRIBE THE PERSONALITY OF THAT WEBSITE AS IF IT WOULD BE A PERSON O GO GO! inutes… G 5m

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