Designing Products with PersonalityTHE THIRD STEP TOWARDS SUSTAINABLE ENGAGEMENT

With love from The @GreatnessStudio#Design4Personality

What name would you give this car?

How about this one?

Giving things personality

lets us engage with them on

a deep, visceral level.

Design for sustainable

engagement is design for

healthy relationships.

Any healthy relationship has four attributes.

Engaging products have them, too.

MEANING

RHYTHM

PERSONALITY

ENDURANCE

MEANING

RHYTHM

PERSONALITY

ENDURANCEClimbing these steps makes a product or service more interesting, engaging, and effective over time.

SUSTAINABLE ENGAGEMENTLADDER OF

@brianpagan – April 2017

In this workshop, you'll

use your superpowers

to breathe personality

into a product.

MEANING

RHYTHM

PERSONALITY

ENDURANCE

ART

HUMANITY

EMOTION

SCIENCE

TECHNOLOGY

INTELLECT

Our superpowers

come from here

HI, I’M BRIAN PAGÁN!

Work: The Greatness StudioWrite: brianpagan.netTweet: @brianpagan

Photo: Hester Bruikman

The Greatness StudioWe provide UX mentoring for Graduates, Professionals, & Startups.

www.thegreatness.studio

With love from

How can we connect with people emotionally?

Personality

PathosWhat is a person’s ideal self?

Whom do people look up to and respect?

Whom do people trust and believe?

What’s the appropriate relationship for this?

ProcessBrand Identity

Content Guidelines

Emotional Data Visualization

System Character

Prototypes(Simulated) Chatbots

Character Social Media Accounts

Role playing

Posters

PrinciplesAlways stay in character.

Never patronize people.

Delight people whenever you can.

Show opportunities instead of problems.

How can we connect with people emotionally?

With love from The @GreatnessStudio

Here is today’s quest:

Warm up

Decide on a System Character.

Write Content Guidelines for your character.

Practice Emotional Data Visualization.

Break out into teams.

Give five-minute team presentations.

Craft a Prototype.

How do you feel right now?

Any questions?

Ok, let’s stand up! 5 minutes

www.thegreatness.studio

Here's our Design Brief for this workshop

This is Sarah.

Sarah just got surgery for carpel tunnel syndrome and needs to do some physical therapy.

The thing is:

Sarah loves to have fun & play piano, not do physical therapy.

Our "product" is a Virtual Reality digital coach that Sarah can use at home or at a therapy clinic.

Image: vrphysio.com

Here’s what we know about Sarah.

Character Map from theodoravoutsa.com

What pains does Sarah need to relieve?

Circumstances:If Sarah doesn’t do her physical therapy, she’ll have to go through surgery again.

Stakes:With a second surgery, she risks losing the use of her hands and fingers.

What’s holding Sarah back?

Obstacles:Sarah isn’t very tech savvy, and the exercises are painful for her.

Inner Imagery:A professional pianist, she feels insecure about her condition and gets embarrassed when she doesn’t get things right.

For what delights is Sarah hunting?

Objective:Sarah wants to travel with her grandkids and teach them how to play piano.

She loves making people laugh, and when people around her are having fun, she feels great about herself.

What puts us in a position to help?

Relationships:We're developing our product together with physiotherapists, who recommend it to patients.

Backstory:When Sarah got surgery on her hip two years ago, this physiotherapist helped her out.

What pains does Sarah need to relieve?

Circumstances:If Sarah doesn’t do her physical therapy, she’ll have to go through surgery again.

Stakes:With a second surgery, she risks losing the use of her hands and fingers.

What’s holding Sarah back?

Obstacles:Sarah isn’t very tech savvy, and the exercises are painful for her.

Inner Imagery:A professional pianist, she feels insecure about her condition and gets embarrassed when she doesn’t get things right.

For what delights is Sarah hunting?

Objective:Sarah wants to travel with her grandkids and teach them how to play piano.

She loves making people laugh, and when people around her are having fun, she feels great about herself.

What puts us in a position to help?

Relationships:We're developing our product together with physiotherapists, who recommend it to patients.

Backstory:When Sarah got surgery on her hip two years ago, this physiotherapist helped her out.

Exercise 1: Decide on a high-level Character for Sarah’s Digital Coach10 minutes

Lots of people design Sarah’s product experience.

UX Designers

Product designers

Content strategists

Digital artists

Marcom managers

Packaging designers

Software engineers

Legal advisors

Hardware engineers

Medical experts

Content Guidelines help us align everyone toward our design vision.

Content Guidelines help us align everyone toward our design vision.

For Example

Always stay in character.

Never patronize people.

Delight people whenever you can.

Show opportunities instead of problems.

Empathy allows us to perceive our product through another person’s emotional lens.

“[The practitioner] makes a connection on an emotional level with the user by recalling his own feelings and resonating with the user’s experience.”

- Dr. Froukje Sleeswijk Visser

1. Discovery

2. Immersion

3. Connection

4. Detachment

What is Sarah’s ideal self?

Whom does Sarah look up

to and respect?

Whom does Sarah trust and

believe?

What’s the appropriate

relationship for this?

Exercise 2: Empathize with Sarah and Write Content Guidelines for her digital coach.15 minutes

For our physio intervention to work, Sarah needs to see her improvement.

Image: vrphysio.com

DexterityProficiency score on physiotherapy exercises

GOAL: IMPROVE THIS OVER TIME

Sarah’s not a fan of numbers or pie charts, but she responds to emotional feedback.

For example, metaphors help us understand data emotionally.

Object-Scale Metaphors show abstract scale in understandable terms.

Image: Comedy Central

Familiar Label Metaphors convey data patterns by connecting them to things people are already familiar with.

Avatar Metaphors convey data via the behavior or condition of a relatable avatar.

Image: mindbloom.com

Avatar Metaphors convey data via the behavior or condition of a relatable avatar.

Exercise 3: Visualize Sarah's Dexterity score in an emotional way.

Familiar Label Metaphors convey data patterns by connecting them to things people are already familiar with.

Object-Scale Metaphors show abstract scale in understandable terms.

15 minutes

(Simulated) ChatbotsCharacter Social Media Accounts

Role Playing Posters

So, let’s build one!

Show always beats tell.Prototypes bring your system character to life.

30 minutes

With love from The @GreatnessStudio

For example:NodeRed + Telegram

Personality

PathosWhat is a person’s ideal self?

Whom do people look up to and respect?

Whom do people trust and believe?

What’s the appropriate relationship for this?

ProcessBrand Identity

Content Guidelines

Emotional Data Visualization

System Character

Prototypes(Simulated) Chatbots

Character Social Media Accounts

Role playing

Posters

PrinciplesAlways stay in character.

Never patronize people.

Delight people whenever you can.

Show opportunities instead of problems.

How can we connect with people emotionally?

With love from The @GreatnessStudio

Thank you!Sign up for a discount on the upcoming book and online course.

d3e.co/personality

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