Jeroen van Geel, Product personality presentation
description
Transcript of Jeroen van Geel, Product personality presentation
@jeroenvangeel
PERSONALITYPRODUCT
J E R O E N V A N G E E L
UX LX 2011
HI, MY NAME IS JEROEN VAN GEEL.
I AM CREATIVE DIRECTOR AND
PARTNER AT OAK & MORROW.
5 0 M I N U T E S P S Y C H O L O G Y O F P R O D U C T P E R S O N A L I T Y
5 0 M I N U T E S
U N D E R S TA N D I N G B R A N D S !
2 0 M I N U T E S U N D E R S TA N D I N G T H E U S E R
5 0 M I N U T E S
S E C R E T A S S I G N M E N T !
1 0 M I N U T E S T H E E N D
!
AGENDA
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M E E T H E N R Y, T H E H A P P Y C L E A N E R
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B A B Y S M I L E
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S E R I O U S A N D P L A Y F U L
T H I S A L S O H A S A P E R S O N A L I T Y
PROBLEMTHERE IS A
B U T…
DESIGN PATTERNS INFORMATION ARCHITECTURE
USABILITY WIREFRAMES
OUTLINES
T O O M U C H
STORYTELLING PERSONALITY
MEANING
T O O L I T T L E
USERS !U S E R S A U T O M A T I C A L LY A T T R I B U T E H U M A N B E H A V I O R T O E V E R Y T H I N G A R O U N D T H E M !!P R O D U C T S W I T H T H E R I G H T P E R S O N A L I T Y A T T R I B U T E T O T H E S E L F - I M A G E
WHY PRODUCT PERSONALITY?
WRITE DOWN THE TYPE OF PERSONALITY YOU PREFER.
WHAT KIND OF PERSON DO YOU LIKE?
DEFINE A PERSONALITYTA S K
5 minutes… GO GO GO!
PEOPLE PREFER LIKE-MINDEDNESS
P E R S O N A L I T Y F A C T
S O U R C E : T H E M E D I A E Q U A T I O N
UNDILUTED PERSONALITIES ARE PREFERRED OVER COMPLICATED ONES
P E R S O N A L I T Y F A C T
S O U R C E : T H E M E D I A E Q U A T I O N
FLAWS ADD TO BELIEVABILITY
P E R S O N A L I T Y F A C T
S O U R C E : T H E M E D I A E Q U A T I O N
WE JUDGE IN THE FIRST
MOMENT
P E R S O N A L I T Y F A C T
Linus
Max
P E O P L E P R E F E R L I K E - M I N D E D N E S S
S I R I I S A M A L E O R F E M A L E
USERS !U S E R S A U T O M A T I C A L LY A T T R I B U T E H U M A N B E H A V I O R T O E V E R Y T H I N G A R O U N D T H E M !!P R O D U C T S W I T H T H E R I G H T P E R S O N A L I T Y A T T R I B U T E T O T H E S E L F - I M A G E
WHY PRODUCT PERSONALITY?
USERS !U S E R S A U T O M A T I C A L LY A T T R I B U T E H U M A N B E H A V I O R T O E V E R Y T H I N G A R O U N D T H E M !!P R O D U C T S W I T H T H E R I G H T P E R S O N A L I T Y A T T R I B U T E T O T H E S E L F - I M A G E
DESIGNERS !W E A R E F O R C E D T O T H I N K B E Y O N D F U N C T I O N !!W E C A N A P P R O A C H T H E P R O D U C T A S I F I T W O U L D I N T E R A C T W I T H U S , H E L P I N G U S D E S I G N T H E D E TA I L S
WHY PRODUCT PERSONALITY?
USERS !U S E R S A U T O M A T I C A L LY A T T R I B U T E H U M A N B E H A V I O R T O E V E R Y T H I N G A R O U N D T H E M !!P R O D U C T S W I T H T H E R I G H T P E R S O N A L I T Y A T T R I B U T E T O T H E S E L F - I M A G E
DESIGNERS !W E A R E F O R C E D T O T H I N K B E Y O N D F U N C T I O N !!W E C A N A P P R O A C H T H E P R O D U C T A S I F I T W O U L D I N T E R A C T W I T H U S , H E L P I N G U S D E S I G N T H E D E TA I L S
BUSINESS !I T C A N M A K E A C O M M O D I T Y S TA N D O U T !!I T M A K E S I T P O S S I B L E F O R P E O P L E T O S TA R T A R E L A T I O N S H I P W I T H T H E P R O D U C T A N D B R A N D
WHY PRODUCT PERSONALITY?
BRANDINGMEET
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R I S K - T A K I N G , C O M P E T I T I V E , I R R E V E R E N T, C O N S U M E D B Y S P O R T, P R O F E S S I O N A L
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S A F E , S O L I D , S E R I O U S
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S E X , S P E E D , F U N
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!33
B R A N D P E R S O N A L I T Y
P R O D U C T P E R S O N A L I T Y
P R O D U C T P E R S O N A L I T Y
P R O D U C T P E R S O N A L I T Y
P R O D U C T P E R S O N A L I T Y
A PRODUCT’S BELIEFS, EXPECTATIONS, DESIRES, VALUES AND BEHAVIORS THAT
DERIVE FROM THE BRAND, PRODUCT GOALS AND USER NEEDS.
!IT DETERMINES WHAT THE PRODUCT
DOES, BUT ALSO HOW OTHERS RESPOND TO AND REMEMBER IT.
D E F I N I N G P R O D U C T P E R S O N A L I T Y
EXAMPLESWE WANT
!37C O M P E T I T I V E , S P O R T- M I N D E D , S E R I O U S , T O - T H E - P O I N T, C O A C H
O P E N , C O N C E R N E D , P E R S O N A L
F O R M A L , A U T H O R I T A T I V E , T R A D I T I O N A L , O L D - F A S H I O N E D
F O R M A L , A U T H O R I T A T I V E , G U I D I N G , P E R S O N A L
P E R S O N A L , C O N F I D E N T, F U N , C O M P L E T E
P R A G M A T I C , I N D E P E N D E N T, N O - N O N S E N S E , U N O R G A N I Z E D , F R I E N D
A U T H O R I T A T I V E , M O O D Y, R E S E R V E D
H U M O R O U S , F R I E N D LY, E A S Y- G O I N G
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GO TO ONE OF YOUR FAVORITE WEBSITES
AND DESCRIBE THE PERSONALITY OF
THAT WEBSITE AS IF IT WOULD BE A PERSON
DESCRIBE A PERSONALITYTA S K
5 minutes… GO GO GO!