kindle a more social way to read
TRANSCRIPT
KindleA more social way to read
Ellie McCarey, Manuel Capurso, Emily O’Byrne
It doesn’t matter how good or bad the product is, the fact is that people don’t read anymore.
“Steve JobsNew York Times, 2008
The brief:Increased customer engagement- People love reading, and talking about what they
read.
- They enjoy having access to books through the Amazon Kindle app.
- How can Amazon bring these two activities together, to create a more social and engaged reading experience?
The brief
Agenda
- Our research - Reader personas - Our prototype - Testing and evolution of the design - Conclusion and next steps
Our research
Talking to readers- 143 survey responses
- 8 interviews with book lovers to understand how they share and discuss books
Research
Research
ONLY read physical books
We need to think about how people can share and discuss all their books,
not just their eBooks
95% 30%Read physical books
Research
Consider review and recommendation on digital bookstores
People do love to discuss books, but mostly with people they know
79% 30%Get book
recommendations from friends
Research
of those who don’t, say ‘nothing can encourage me to join one
While some people love book groups, informal discussion is popular with
most readers
89% 27%Don’t currently
belong to a reading group
We looked at other sites and apps for sharing books, articles and music
Research
GoodReads Spotify WhatsApp
Simple tasks left readers feeling frustrated
Research
Reader personas
A 30 year old personal trainer with
a passion for fantasy and sci-fi.
Reads to relax and escape.
Reader personas
A 66 year old teacher who reads
every day.
Leads an online book group and enjoys the lively
discussions.
A 44 year old IT manager, always
pursuing new interests.
Builds her network by sharing book
recommendations.
Tom Bob Jane
TomA personal trainer with a passion for fantasy and sci-fi.
• Reads novels in the evenings to relax and escape, and so prefers physical books.
• Likes browsing in his local bookstore but checks out reviews and recommendations on line.
• Not currently in a book group. More likely to discuss books as part of everyday conversation with friends and clients.
Reader personas
Meet the social Kindle app
Scan physical books
Chat with fellow readers
Share the books you love
Tom, talking to his friend Adam
Reader personas
Tom meets his friend Adam for a drink. They’re chatting about books.
Tom shares a book with Adam via the Kindle App
Adam replies to Tom, asking for more book ideas
Tom invites Adam to a fantasy reading group he belongs to.
Adam joins the group. He sees they’ve discussed loads of books he’s not read.
Scan a book to share from anywhere in the app
The prototype
Scanning Sharing
Testing and evolution of the design
The share featureEvolving the design
Version 1 Version 2 Version 3
Usability testing• The modular design
was easy to learn.
• The app needed to be aware of context and only offer relevant features.
• Scanning needed to be simpler and faster. A revised version worked better in a second test.
Evolving the design
Conclusion
Your social Kindle
Scan physical books
Chat with fellow readers
Share the books you love
Conclusion
Next: features for face to face book groups?
Organise book groups
Vote on book suggestions
Conclusion
Thankyou