Download - Boston Startup School - Product 301 - 11.12

farm

boston startup school

boston11.27.12

Mobile, Tangible Design & The Future of Everything PRODUCT 301

Boston Start-up SchoolProduct 301Mobile, Tangible Design & The Future of Everything

HI MICHAEL FROM FARM

Hi. My name is...farm is creative technology start-up...

and i’m here to talk to you about everything...

:60 ME :60 YOU

...in 60 minutes!so let’s get moving!

farm4 farm

fewer buttons than fingersless screens is morebehavior over taxonomies

today we are going to talk about:

- fewer buttons than fingersless screens is more- taxonomies are not behavior

farm

User Interfaces Are By Nature Bad Proxies

And Unfortunately the Base of User Experience For Most Mobile Technology Companies

5

they are bad and basis of most mobile user experience -

and this is very bad as smart phones (not mobile phones) outsold pc’s in 2011- this is the internet now. and the physical world is not at the center of it.

farm

It’s An Exercise In Related World Mind Tricks

and we suck at it

6

we stink at this... why?EVERYONE IS OUT OF THEIR COMFORT ZONEcomputer scientists are out of their element - physical form factors + choice of materials.product designers are out of their element - no inherent relationship to product form.

GETTING STARTED SOMETHING WE ALL UNDERSTAND

let get going - to kick off sometimes it helps to set up a little context when talking about something “a bit out there”...

So hope you don’t mind if i anchor this discussion in a bit of talk about everyone’s fav, QR codes...LOOKING BACKWARD TO SEE FORWARD.

farm

Title Line OneSecondary title line

8

That said... they seem to be @$#% everywhere...

farm


9

I guess because there’s lots of folks outside...and marketeers rightly think this is a huge opportunity!!

INTERESTING EXECUTIONS GETTING CONSUMER’S ATTENTION

and there’s some INTERESTING EXECUTIONS out there...

farm


11

EMBRACING QR CODES AS PART OF THE DESIGN...Can mean every postcard home is a tourism brochure waiting to happen...

farm


12

tesco korean subway

Tesco/HomePlus attracted 10,000 new customers with this execution. UNLOCKING VALUE - UTILITY IS STILL AT THE CORE OF USAGE

MEANWHILE IN AMERICA

Meanwhile, back at home...

farm


14

MOVING BEYOND UTILITY - EMBRACING QR CODES CREATIVELYWE REALLY LIKE OURSELVES A GOOD “REVEAL”

farm


15

victoria secret

KINDOF LIKE “BLACK BARS” WE COULD REMOVE OURSELVES...

INNOVATION REWRITING THE RULES

U.S. was slower to adopt 2d/3d codes.....but has recently been innovating at an accelerated rate.

farm


17

My friend Jose... has a restaurant in the North End of Boston...He started putting QR codes on the food and experimenting...It’s been a great marketing success for him and very interesting consumer reaction...

farm18

N E V E R W A I T I N L I N E A G A I N

We have also started using them at the core of some vanguard payment systems.Everyone is trying to crack pos and get around cc companies...but to me... not sure QR codes at the core of the idea is the way to go..

farm19

STARTING TO SEE TAGGING THE REAL WORLD...Real consumer trend or graffiti for nerds?Either way i’m in (and i think that’s a matter of long term v short term).

US REALITY CHECK

SO IT’S AN EXCITING TIME FOR MARKETERS... BUT WHAT’S THE CONSUMER REALITY?

farm21

78%18-44 yrs.

source: comScore MobiLens

60%

55% HHI 75K+

(these numbers are more than a year old - but they are still the most robust out there)FAIRLY YOUNG.. MOSTLY MALE.AND GOT SOME CASH TO SPEND...(looks a bit like the smartphone market of a couple of yrs ago from this angle...)

http://www.comscore.com/Products_Services/Product_Index/MobiLens


farm22

58%

50%


BUT IT’S CURRENTLY DRIVEN BY PRINT...AND THEREFORE MOSTLY AT HOME



farm23

14.4 Million = >10%


2x = >20%

BUT THERE ARE STILL NOT A LOT OF THESE PEOPLE. EVEN IF WE SAY IT GREW 100% IN 2012 AND DOUBLE IT... STILL NOT THERE FOR BRANDS.brands see opportunity as a % of total consumers - NOT TOTAL SMARTPHONE OWNERS.

P&G WANTS SCALABLE BEHAVIOR THEY CAN LEVERAGE (THAT MEANS 115M NOT 15M)



WHY SO SMALL?

why? why? why?!

farm25

limited installed base of scan software

where are the directions!?!

scan software still not that good

REAL ISSUES STILL EXISTS TO FURTHER ADOPTION -No robust OS level frameworks-Apps aren’t great-Consumer learning curves

BUT THOSE AREN’T THE ONLY REASONS IT’S SO SMALL...

Even if we fix all the basic issues... there’s more here...

farm


27

BADVERTISING!! “WE” (MARKETERS) REALLY WANT TO USE QR CODES... AND FEEL LIKE WE SHOULD...but the majority of brands are not using them in a rewarding way... (bad service design / UX is punishing early adopters and killing pass along)and that’s a problem for the future or QR codes - but even this is not the largest problem...

THE REAL PROBLEM BRANDS ARE LIKE PEOPLE... RIGHT?

Brands are like people... perceptions are based on experience and are constantly changing over time...and for the most part we perceive them both the same way...

farm29

What if i introduced myself today like this?

farm30

or let me be twice as clear... like this?

farm

A-Hole!31

YOU WOULD THINK I WAS THIS.What i am doing is not convenient and...Making you do all this work for simple information i should already be giving you.

farm


32

scanning codesis not a natural interaction

SORRY, SCANNING CODES ARE NOT A NATURAL INTERACTION.

SORRY THERE WILL NEVER BE MASS CONSUMER ADOPTION

Sorry - nope...

farm


34

what?

WHAT!?!? (marketing gasp)I didn’t say none... but not mass scalable marketing behavior.

TANGIBLE DESIGN INTANGIBLE DESIGN

HERE’S WHY.... THE IS A LARGER ISSUE - DIGITAL OBLITERATES FORM.For the past 30 yrs we have been moving away from TANGIBLE DESIGN in the name of efficiency... ..and that’s THE ROOT OF A LOT OF CONSUMER TENSION.

farm


36

no directions needed

TANGIBLE DESIGN - easily understood - purpose is implied.No need for a code to scan here...And this is pretty much the way everything was...

farm


37

The desktop metaphor at the core of the digital revolution is NOT TANGIBLE.requires taxonomy’s on top of taxonomy’s be learned...

farm


38

fighting our way back ever since

HISTORY HAS SHOWN WHEN SOMEONE INJECTS A SMALL AMOUNT OF TANGIBLE TECHNOLOGY INTO LARGER, EXISTING TECHNOLOGY WE GET MASSIVE DISRUPTION!..the mouse/pc, the wii controller/consoles...

farm


39 Source: http://www.apple.com

Multi-touch - Jeff Han brought it to life and Mr Jobs brought it to us...Not only disrupting MSFT’s ‘booming’ 5yr tablet biz... but more importantly the laptop business. IT’S ARGUABLY WHY APPLE HAS BEEN SO SUCCESSFUL - TANGIBLE DESIGN IS THEIR RED THREAD! (remember the ipod scroll wheel?)

http://vimeo.com/29686925


farm


40

THIS DISRUPTION - CAUSED BY OUR NEED FOR NATURAL INTERACTIONS.THIS IS ABOUT MOVING AWAY FROM BAD PROXIES!

THE RETURN OF TANGIBLE DESIGN

my point is... QR CODES WILL FAIL BECAUSE THEY ARE INTANGIBLE DESIGN...New tangible design technology will wipe out hope for mass consumer adoption of QR codes w/in the next 24 months...and it will disrupt a lot of things on scale we cannot even imagine yet.

farm


42

computer / machinevision

near fieldcommunication

2 tangible design technologies

IMO - a combination of two separate technologies will surpass 2d/3d codes before consumers have a chance to take them mass.AND THESE TECHNOLOGIES WILL UNLOCK A LOT OPPORTUNITIES FOR US AS MARKETEERS AND CONSUMERS!

WHAT YOU SEE IS WHAT YOU GET WHAT YOU TOUCH IS WHAT YOU GET

or as think of them as...WHAT YOU SEE IS WHAT YOU GET andWHAT YOU TOUCH IS WHAT YOU GET

COMPUTER / MACHINE VISION WHAT YOU SEE IS WHAT YOU GET

Computer or Machine Vision - what you see is what you get

farm


45 Source: http://www.youtube.com/watch?v=Hhgfz0zPmH4

Without going too far into it, you have probably seen it in GOOGLE GOGGLES.IT ENABLES A MACHINE TO KNOW WHAT YOU ARE LOOKING AT (EVEN IF YOU DON’T)(and companies like Autonomy‘s Aurasma might be even more powerful than google)



farm46 Source: http://www.youtube.com/watch?v=UNiyT7qwHGA

NOW MACHINES THAT CAN UNDERSTAND CONTEXT... not just read markers.IT’S THE DIFFERENCE BETWEEN RECOGNIZING A FRIEND & READING A NAME TAG. (BOTH ARE A WAY OF IDENTIFYING PEOPLE BUT ARE TOTALLY DIFFERENT)



farmfarm47 Source: http://www.youtube.com/watch?v=tnRJaHZH9lo

COMPUTER VISIONS CREATES A MORE TANGIBLE USER EXPERIENCE & NATURAL INTERACTION‘WHAT YOU SEE IS WHAT YOU GET’computer vision weather - just point at the sky - it recognizes context and gives you what you want...



farm48 Source: http://vimeo.com/24428205

computer vision maps - just point at the ground...THIS DESTROYS A LOT OF OUR CLEVER WORK IN UI THAT IS NO LONGER NEEDED....



farm


49 Source: http://vimeo.com/23972190

creating machines that understands products & brands

BUT IT LET’S CREATE MACHINES THAT CAN UNDERSTAND BRANDS AND PRODUCTS!we have been working on this a lot at Isobar for a variety of projects. a retail example - it know by seeing and recognizing the tread (also leverages it for navigation!)computer vision is more effective & versatile than any code and cheaper than any radio tag.



NFC NEAR FIELD COMMUNICATION WHAT YOU TOUCH IS WHAT YOU GET

NEAR FIELD COMMUNICATIONSi like to think of it as “WHAT YOU TOUCH IS WHAT YOU GET”but what is NFC?

farm51 Source: http://vimeo.com/29686925

in truth - NFC has a very technical explanation - what it is and is not. how it relates to rfid, etc... BUT WHO CARES ABOUT THAT?FOR THE PURPOSE OF THIS DISCUSSION IT’S SHORT RANGE WIRELESS TECHNOLOGY, BASED AROUND A COMBINATION OF RADIOS AND RADIO TAGS, THAT CAN READ AND OR EXCHANGE DATA AT ABOUT 4 INCHES.



farm


52

it’s not a walletor a financial transaction

default thinking and legacy vision

“does anyone have a huge problem with credit-cards!?!”

WHAT IT’S NOT. PAYMENTS AND OR WALLETS!! (LIKE SAYING BT IS A WIRELESS HEADSETS)‘Default Thinking’ & ‘Legacy Vision’ keep us from seeing what's possible.I’m not convinced transactions and local wallets are what’s going to drive this.Is anyone sitting here thinking “gee, i have a real credit card problem”

farmfarm53 Source: http://vimeo.com/29686925

ISOBAR CREATE48 NFC HACKATHON IN BOSTON DURING FUTUREM WITH GOOGLE & NOKIA.isobar create32 nfc hackathon in san francisco at appnation w/ google, paypal, nokia & samsung



farm


54

NFC IS NOT JUST ABOUT COMMERCE... IT’S READY FOR MARKETING. and it took 45 kids in a room to tell how stupid we were thinking (or not) about this...Made very excited and made us RETHINK A LOT OF THINGS... like....

RETHINK NOW

There is a lot of talk about how the tech is not ready...consumers aren’t ready...can’t happen now... NOT TRUE.

farm56

These stickers are currently less than a 40 cents... and dropping.A lot of the prototypes at IsobarCreate used stickers from a brand/establishment that worked with their mobile app through the cloud and push alerts...and it works right now - today.And if you want even more NFC functionality from your current (non-NFC) phone.... you get an iphone case with nfc or an sd card w/ NFC for your adndroid...

RETHINK SHARING

farm


58 farmSource: http://www.youtube.com/watch?v=bvB3msfJYdk

THE EASIER IT IS TO SHARE, THE MORE THINGS WE MAKE TO SHARE.this guys knows that “lowering the barrier of sharing” movies just got him more movies...



RETHINK ENTERTAINMENT

farm


60 Source: http://www.youtube.com/watch?v=gtA_k8W-vZU

WHAT YOU TOUCH IS WHAT YOU GET...touch something with music, get music - N9 NFC “touch” pairing to headset.THIS COULD BE HUGE FOR MOBILE RICH MEDIA DIRECTLY SERVED FROM AN PHYSICAL INTERACTION IN OUT OF HOME, TRANSIT, ETC... COULD BE HUGE FOR GAMING, MUSIC, MOVIE STUDIOS, MUSIC, ETC!



RETHINK GAMING

farm


62 Source: http://rovio.com/

PEOPLE WOULD RATHER SHARE ACHIEVEMENT THAT LEVEL UP THEMSELVESAngry Birds & Fruit Ninja from Rovio have NFC level up now.unlock it through NFC tags in outdoor posters...or pay levels forward with consumers.We can imagine a lot of rich media marketing exchanges through this type of interaction.



RETHINK DISTRIBUTION

farm


64 farmSource: http://www.youtube.com/watch?v=InlwEKpDVIc&feature=plcp

makes the mbta more like and ad network you happen to ride on than a than a transit system with some ads.



RETHINK BRAND BENEFIT & LOYALTY

farm


66 Source: http://www.youtube.com/watch?v=TSPDtxpvQT0

BMW NFC key.BENEFIT OF BMW OWNERSHIP OUTSIDE THE CAR - MEMBERSHIP HAS IT’S PRIVILEGESTAP YOUR BMW KEY AT HOTELS, CLUBS, RESTAURANTS, EVENTS, ETC



RETHINK RETAIL

farm68 Source: http://www.youtube.com/watch?v=gtA_k8W-vZU

Everyone understands cutting out Credit Card Companies for price advantage, etc etc... but lets not talk about that... Lets talk about LINES! WHO NEEDS EM?EVERYONE HATES LINES - THEY HAVE EXACTLY NO CONSUMER BENEFIT.(but all our stores are design around them)



farm


69

...but there’s more here than waiting around...If we can all check ourselves out... We will need less screens, not more.. BRING YOUR OWN SCREEN... OR DON’T EVEN USE ONE...

RETHINK CUT & PASTE

farm


71 Source: http://vimeo.com/12562881

OnObject, from MIT MediaLab tangible media group makes anything a Wii controller (just tag and program from your handset)......BUT THE COOLEST PART IS “CUT & PASTE”!!SAMPLING YOUR PHYSICAL ENVIRONMENT TO LEVEL-UP IS A HUGE IDEA THAT HAS RAMIFICATIONS BEYOND GAMING!



RETHINK TRAVEL

farm73

+

= total footprint

nfc

boarding passes, transit cards, taxi payment, fuel paymentcombined with your adidas micoach / nike+ / pedometer PROVIDE A VERY BROAD AND DEEP PICTURE OF YOUR LIFE.

FUTURE OF EVERYTHING

farm


75 Source: http://www.youtube.com/watch?v=be0OjAcjx6Q

MAXIMIZE 'RETURN ON EXPERIENCE' BY INJECTING TECHNOLOGICAL BENEFITS INTO EVERYDAY OBJECTS...THESE INTERACTIONS ARE TANGIBLE AND NATURAL.(This means packages can tell the microwave how long to cook - what will we do with all the space where the directions used to be?)



farm76 farmSource: http://www.youtube.com/watch?v=WFji6MbyxOI

Apply tangible design to something as commoditized as pizza and you turn red ocean into blue.A fridge magnet that you sync and set-up once with your smartphone via Bluetooth. You attach the fridge magnet to, well, your fridge, and then to order a pizza, just push the button.TBWA Dubai



farm77

information can be both platonic and particular

Information is both macro & specific.These technologies are great for both, farthing a relationship with a brand AND a relationship w/ an actual product.- the platonic idea of the product as the brand proxy - know more about it from a macro pov / brochureware (qr codes can do this)- particular information about this product in my hand - when was it bought? when does it expire? how much am i using? etc (qr cannot do this)

farm


78

personal data & vanity metrics are seamlessly captured delivering a new level of transparency

THIS IS THE BIGGEST DEAL IN MY MIND - WHAT WILL DRIVE THE LARGEST CHANGES...VERY LOW BARRIERS OF INTERACTION MEANS MORE INTERACTIONS!! MORE INTERACTIONS MEANS MORE DATA...it’s not communication between devices that is going to change everything...it’s the collection of these desperate data sets together for the first time unlocking new possibilities & understanding.IT ALSO OPENS UP THE IDEA OF CONTROLLING AND MONETIZING YOUR OWN PERSONAL ‘BIG DATA’ (but that’s another presentation)

farm79

virtual

technical interactions (clicks)higher barriers of interaction

anonymous experiences

more screens and UIplatonic communication

no simple transactional modelslow as launching an app

generates fewer data interactions

physical

natural interactions (taps)lower barriers of interaction

personally identifiable experiences

fewer screens and UIplatonic & particular communication

everything can be transactionalfast as a tap

generates more data captures

INTANGIBLE TECHNOLOGY TANGIBLE TECHNOLOGY

Changes.Lot’s of shifts and markers...

OPPORTUNITY CONSUMERS BRANDS ENTREPRENEURS

DELIVERING REAL AND SCALABLE BENEFIT FOR BOTH CONSUMERS AND BRANDS AND ENTREPRENEURS THAT WILL RADICALLY ALTER THE WORLD AROUND US.

:15 EXERCISE 5 X 5 PRESENTATIONS

YOUR TURN

HOW WOULD YOU CHANGE YOUR FAVORITE THING OR APPLICATION?

YOU DON’T HAVE YOU’RE OWN PRODUCTS SO STEAL YOUR FAVORITE AND IMPROVE IT

farm15HOW DOES TANGIBLE

DESIGN MAKE IT DIFFERENT?

83

IF YOU EMBED THE INTERFACE AND THE USERS' INTERACTION IN REAL SPACES AND CONTEXTS..

WHAT HAPPENS?

farm

what’s better? what goes away? what’s the challenge? unintended consequences?

84

interfaces or systems that are in some way physically embodied (artifacts or environments)physical interface | physical data embodiment | whole-body interaction

interfaces or systems that are in some way physically embodied (physical artifacts or in environments)

what’s better? what goes away? what’s the challenge? unintended consequences?

farmWE ARE FARM

[email protected]

@farmfeed

farm-os.com

@nichol i57

end. thanks.let’s Discuss what you think.

mailto:[email protected]




Download - Boston Startup School - Product 301 - 11.12

Top Related