the childish washer & the happy website: the power of product personality
DESCRIPTION
Everything around us has a personality, at least that's the way people perceive things around them. The moment we see other people or animals for the first time we will automatically attribute personality traits to them. But we also attribute personality traits to products around us. We can see a car and find it friendly, funny and provocative or think of it as serious and caring. The same goes for every product you can imagine, ranging from washers to websites. And even though product designers have been aware of this fact for a long time (and designed the products accordingly), web designers haven't thought about it.On the web we've been looking so much at making things usable that we've forget to design a personality into our products. And it's exactly that personality that will make websites engage with it's users on the right level. So in this talk I would like to explain what product personality is all about, where it comes from, how it helps design better products (and experiences) and especially how UX designers can design for it.TRANSCRIPT
- Jeroen van Geel -
THE CHILDISH WASHER & THE HAPPY WEBSITE
The power of product personality
2 UX LX 2011
3 UX LX 2011
4 UX LX 2011
5 UX LX 2011
BUT THERE IS A PROBLEM
And it’s mainly our fault!
7 UX LX 2011
8 UX LX 2011
9 UX LX 2011
10 UX LX 2011
11 UX LX 2011
12 UX LX 2011
Design patterns
Information architecture
Outlines Wireframes
Usability Personality
Storytelling
Meaning
Why product personality?
USERS
· Users automatically attribute human behavior to everything around them;
· Products with the right personality attributes to the self-image.
Personality facts
· Undiluted personalities are preferred over complicated ones;
· Flaws add to the believability of a personality;
· We judge in the first moment
· People prefer like-minded personalities;
People prefer like-minded personalities
Linus!
Max!
Personality facts
Why product personality?
BUSINESS
· It can make a commodity stand out;
· It makes it possible for users to start a relationship with the product and brand.
DESIGNERS
· We are forced to think beyond function;
· We can approach the product as if it would interact with us, which helps to design the details.
USERS
· Users automatically attribute human behavior to everything around them;
· Products with the right personality attributes to the self-image.
WELCOME BRANDING
We need you in our life
Johnny loves you!
19 UX LX 2011
Risk-taking, competitive, irreverent, overwhelmingly consumed by sport, professional
20 UX LX 2011
21 UX LX 2011
22 UX LX 2011
23 UX LX 2011
Product personality
Product personality
Product personality
Product personality
Brand personality
COME ON, WE WANT
EXAMPLES Or we’ll fall asleep
25 UX LX 2011 25 Product Personality - Jeroen van Geel 25 Product Personality - Jeroen van Geel 25 Product Personality - Jeroen van Geel Formal, authoritative, traditional, old fashioned
26 UX LX 2011 26 Product Personality - Jeroen van Geel 26 Product Personality - Jeroen van Geel 26 Product Personality - Jeroen van Geel 26 Product Personality - Jeroen van Geel Formal, authoritative, personal & guiding
Personal, confident, fun & complete
28 UX LX 2011 28 Product Personality - Jeroen van Geel 28 Product Personality - Jeroen van Geel Pragmatic, independent, no-nonsense, unorganized, friend
29 UX LX 2011
Authoritative, moody, reserved
30 UX LX 2011
Humorous, friendly, easy going and still a clear message
31 UX LX 2011
More to explore
www.fabrique.nl www.johnnyholland.org
Jeroen van Geel [email protected] linkedin.com/in/jeroenvangeel @jeroenvangeel
33 UX LX 2011