what stuck with you?mlaconference.org/wp-content/uploads/2016/05/noah-day-2.pdfhow to humanize...

What stuck with you?

Consumers are rethinking their consumption

patterns.

Tesla EV (vs Hummer in 1990s)

Calories consumed per day declining 2003-2015

Dror Benshetrit’s packing tips

Use designated compartments for each item.

Place socks in shoes! Save space and your shoe.

Toiletry bag on top-it’s the first and last thing you need.

GOP Campaign is focused on personalities

NASA’s Lead Users“customers whose needs are far ahead of the market.”

What about sweet potatoes?

What comes after the iPhone?You won’t hold it in your hand.

Oculus Face

TechInsider.io

@stevekovach

Increase the curve?

“Adultolescense”

Clicks = Cliques

Human Centered InnovationNoah RobischonExecutive EditorFast Company

Two Big Ideas

• Real innovation is incremental.

• The selfless genius of human-centered design.

The fallacy of invention.

Innovation vs InventionGoogle Books Ngram Viewer 1800-2015

–Joshua Wolf Shenk, Powers of Two

“The lone-genius idea has become our dominant view of creativity not because of its inherent truth—in fact, it neglects and obscures the social qualities of innovation—but because it makes for a good story.”

Incremental Innovation

Gatorade’s Dilemma

Gatorade’s Dilemma

What are they really selling?

–Gatorade senior Vice President and General Manager Brett O'Brien

"It started with Nike Plus and Fitbits, and the idea of using technology to know how you’re using your body, and just wanting as much data as possible to the point where you’re watching ESPN and they’re doing scientific breakdowns of wide receivers, how fast they run, their wingspan—we never thought

about that before.”

Smart Caps

Smart Caps

Nike Fuelband

Notice any resemblance?

Smart Caps

A Fuelband on a drink bottle.

–Xavi Cortadellas, Gatorade Global Innovation and Design Senior Director

“It’s about whether you want to be a premium brand or not. If you want to play in the premium space, then you have to be delivering personalization.”

Joined Gatorade after 10 years at Nike.

Gatorade Sports Fuel

Designing for Humans

Maslow’s Hierarchy of Needs.

–IDEO, http://www.designkit.org/

It’s a process that starts with the people you’re designing for and ends with new solutions that are tailor made to suit their needs. Human-centered design is all about building a deep empathy with the people you’re designing for; generating tons of ideas; building a bunch of prototypes; sharing what you’ve made with the people you’re designing for; and eventually putting your innovative new solution out in the world.

How To Humanize

Overview A short overview of your brand’s personality. What makes your brand personality unique?

From Designing For Emotion by Aarron Walter

How To HumanizeCreate a Personality

This is an actual image of a person that embodies the traits you wish to include in your brand. this makes the personality less abstract. Pick a famous person, or a person with whom your team is familiar. if your brand has a mascot or representative that already embodies the personality, use that instead. Describe the attributes of the mascot that communicate the brand’s personality.

From Designing For Emotion by Aarron Walter

How To Humanize

Choose Your Brand Traits

List five to seven traits that best describe your brand along with one trait that you want to avoid. This helps create a consistent personality while avoiding the traits that would take your brand in the wrong direction.

From Designing For Emotion by Aarron Walter

How To HumanizeChoose Your Brand Traits

Excitement: carefree, spirited, youthfulSincerity: genuine, kind, family-oriented, thoughtfulRuggedness: rough, tough, outdoors, athleticCompetence: successful, accomplished, influentialSophistication: elegant, prestigious, pretentious

From Designing For Emotion by Aarron Walter

How To Humanize

Draw a Personality Map

Map personality traits on an x / y axis. The x axis represents the degree to which the personality is unfriendly or friendly; the y axis shows the degree of submissiveness or authority.

From Designing For Emotion by Aarron Walter

How To HumanizeCreate a Voice

If your brand could talk, how would it speak? What would it say? Would it speak with a folksy vernacular or a refined, erudite clip? Describe the specific aspects of your brand’s voice and how it might change in various communication situations. People change their language and tone to fit the situation, and so should your brand’s voice.

From Designing For Emotion by Aarron Walter

How To Humanize

Next Steps

• Write sample copy

• Create a visual identity

• Describe some engagement methods

From Designing For Emotion by Aarron Walter

MailChimp’s Persona

Brand Traits

Fun, but not childish. Funny, but not goofy. Powerful, but not complicated. Hip, but not alienating. Easy, but not simplistic. trustworthy, but not stodgy. informal, but not sloppy.

From Designing For Emotion by Aarron Walter

Baby Face Bias

Baby Face Bias

MailChimp’s Persona

Friendly / Dominant.

From Designing For Emotion by Aarron Walter

MailChimp’s Persona

Voice

Success message: “High fives! your list has been imported.”

Error message: “oops, looks like you forgot to enter an email address.”

Critical failure: “one of our servers is temporarily down. our engineers are already on the case and will have it back online shortly. thanks for your patience.”

MailChimp’s Persona

Visual Lexicon

Fun but powerful. Bright colors that are slightly desaturated. Colors feel refined, not child-like.

From Designing For Emotion by Aarron Walter

MailChimp’s Persona

Engagement Methods

Website changes to commemorate holidays and cultural events. Easter eggs are hidden in the site to create surprise and delight - moments of humor often referencing kitschy pop culture.

Random funny greetings appear at the top of pages, helping to make you want to click more and see the next one. They are fun but don’t interfere with functionality of the site.

–Don Norman, Emotional Design

“Attractive things make people feel good, which in turn makes them think more creatively. How does that make something easier to use? Simple, by making it easier for people to find solutions to the problems they encounter. ”

–Jeff Bezos, CEO of Amazon, in The New York Times

“The job of the company leader is now changing fast. ‘You have to think of yourself not as a designer but as a gardener’—seeding, nurturing, inspiring, cultivating the ideas coming from below, and then making sure people execute them.”