MoDev Tablet 2012 - Now thats engaging!
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ERIN DANIELS CREATIVE DIRECTOR, DIGITAL EXPERIENCE ARCHITECT @ERINARTWORKS ERINARTWORKS.COM Now, that’s engaging!
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So you have a great idea for an app or site but you want to make sure it resonates with users and makes them want to come back again and again? This session is a brief introduction to ways to make your tablet app or site more engaging for users while staying true to the main goal or purpose of your product. We will explore various approaches including storytelling, gamification, augmented reality, and user-generated content that will help get your audience hooked and strengthen your product’s value proposition. Showcased here is a collection of remarkable implementations of the approaches discussed.
Transcript of MoDev Tablet 2012 - Now thats engaging!
ERIN DANIELSCREATIVE DIRECTOR,
DIGITAL EXPERIENCE ARCHITECT
@ERINARTWORKS
ERINARTWORKS.COM
Now, that’s engaging!
Some of the brands I have helped…
ALMOST 70% OF TABLET USERS
EXPECT A WEBSITE TO LOAD IN
2 SECONDS OR LESS
2
seconds
Engaging the Tablet User: What They Expect From Web Sites
FAST IS BETTER THAN SLOW
“This link between increased usage and a faster user experience…
reinforces somethingwe at Google have known for a long
time:
FAST IS BETTER THAN SLOW.” —Robert Hamilton, Product Manager
Google Mobile Team
Engaging the Tablet User: What They Expect From Web Sites
NEARLY HALF OF TABLET USERS
WILL RETRY A WEB SITE ONLY ONCE
OR TWICE IF IT DID NOT WORK
INITIALLY
46%of users
Engaging the Tablet User: What They Expect From Web Sites
EBAY EXPECTS $8 BILLION
IN MOBILE SALES IN 2012
$8billion
Engaging the Tablet User: What They Expect From Web Sites
tablet-optimized
OPTIMAL USER EXPERIENCE
OPTIMAL
USER EXPERIENC
E
Formula by Cindy Chastain
FUNCTION
EASE-OF-USE
PERFORMANCE
tangible
BEAUTY
MEANING
EMOTION
intangible
DONALD NORMAN’S 3 LEVELS OF PROCESSING
VISCERALpre-consciousness
attractivenessfirst impression
BEHAVIORALuse of product
functionperformance
usability
REFLECTIVEfull impact of
thought & emotionmessageculture
meaning of product or its use
ENGAGE YOUR USERS
Keep users coming back for fresh content they seek
Tell a story or create a narrative through user experience design
“Tap” into mobile/tablet-specific interaction or technology
Use play or gamification techniques to encourage users to engage, learn, or perform a function
Keep them coming back
Keep users coming back for fresh content they seek
Become part of their daily routine
NewsExpertise or opinion in
subject matter or industryOne new thing a day
BAND OF THE DAY – iPAD APP
FACE THE FACTS USA – FACETHEFACTSUSA.ORG
STORYTELLING & EXPERIENCE DESIGN
“Brand message is no longer the thing that sells. Experience sells. If the intangible pleasure, emotion or
meaning we seek can be made tangible through the use of story and narrative
techniques, WE WILL BUILD MORE COMPELLING
PRODUCT EXPERIENCES. —Cindy Chastain, Creative Director, Experience Design
at R/GA
”
Everyone loves a good story
Tell a story or create a narrative through user experience design
Tell a story to engage emotions & imagination of users or align with a shared value
Everyone loves a good story
Tell a story or create a narrative through user experience design
Tell a story to engage emotions & imagination of users or align with a shared value
Approach user experience design as a narrative
SLAVERY FOOTPRINT – SLAVERYFOOTPRINT.ORG
SLAVERY FOOTPRINT – SLAVERYFOOTPRINT.ORG
Everyone loves a good story
Tell a story or create a narrative through user experience design
Tell a story to engage emotions & imagination of users or align with a shared value
Approach user experience design as a narrative
Evolve the story to involve users and how they interact with the product
POSE – iPAD APP
DON’T SHOEHORN AN IDEA INTO MOBILE
“We’re moving from this can be done with mobile to…
THIS CAN’T BE DONE
WITHOUT MOBILE.” —Per Holmkvist, Founder, Board Director, Mobiento
Cannes Lions 2012
This can’t be done without mobile
“Tap” into mobile/tablet-specific interaction or technology
Use gestures
This can’t be done without mobile
“Tap” into mobile/tablet-specific interaction or technology
Use gesturesCustomize the user
experience using known data from your customer base
THE WEATHER CHANNEL’S STARWOOD/WESTIN iPAD AD
THE WEATHER CHANNEL’S STARWOOD/WESTIN iPAD AD
THE WEATHER CHANNEL’S STARWOOD/WESTIN – iPAD AD
This can’t be done without mobile
“Tap” into mobile/tablet-specific interaction or technology
Use gesturesCustomize the user
experience using known data from your customer base
Engage using augmented reality
STAR WALK – iPAD APP
MET POLICE RECRUITMENT CAMPAIGN, AIA WORLDWIDE | iPAD - AUGMENTED REALITYVIDEO: http://www.aiareview.co.uk/raDS2012/metPolice/met_ipad.mov
I’M A GREAT APP IF PEOPLE WOULD JUST GET TO KNOW ME
“Usability clears the way for a good experience by eliminating troublesome
interface distractions, but a great experience stems from something more – an awareness of why people could or do
care. THE DANGER IS IN CONFUSING ‘EASE OF USE’
WITH ACTUALLY DESIRING TO USE SOMETHING. — Stephen Anderson, Seductive Interaction Design
”
People love to play
Use gamification techniques to encourage users to engage, learn, or perform a function
Game mechanics (points, levels, scoreboards, achievements, badges, assignments)
Psychology (appropriate challenges, variable rewards, pattern recognition, curiosity, reputation & identity, social proof, surprise, status, feedback loops)
Stephen Anderson – Seductive Interaction Design
PAIN SQUAD – iPHONE APP | VIDEO: http://campaignpage.ca/sickkidsext/
RECAP
Keep users coming back for fresh content they seek
Tell a story or create a narrative through user experience design
“Tap” into mobile/tablet-specific interaction or technology
Use gamification techniques to encourage users to engage, learn, or perform a function
FURTHER STUDY
Donald Norman – Designing For People (jnd.org) Cindy Chastain – Experience Themes: An Element of
Story Applied to Design Stephen Anderson – Seductive Interaction Design
ERIN DANIELSCREATIVE DIRECTOR,
DIGITAL EXPERIENCE ARCHITECT
@ERINARTWORKS
ERINARTWORKS.COM
Thank you!
