Digital Kids Summit 2013: Joby Otero, Former VP Art and Technology, Activision, Creative Director...
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Transcript of Digital Kids Summit 2013: Joby Otero, Former VP Art and Technology, Activision, Creative Director...
![Page 1: Digital Kids Summit 2013: Joby Otero, Former VP Art and Technology, Activision, Creative Director Skylanders](https://reader036.fdocuments.net/reader036/viewer/2022070315/5550f1deb4c905387d8b543e/html5/thumbnails/1.jpg)
Connecting via People not Products
Joby Otero
Using Human Qualities to Make Products That People Love
Friday, September 27, 13
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Howdy! I’m blah, blah...20+ yrs in games. Many roles.
• Studio Head/CCO, AD, LD, CD, R&D, Prod, Etc
3+ yrs as corporate / creative VP on Skylanders
• Creative guide for Skylanders toys, games, licensed, marketing, etc
• Hands-on work on many elements, including design of Portal of Power
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This ain’t rocket surgery
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This ain’t rocket surgery
• NOT a research paper.
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This ain’t rocket surgery
• NOT a research paper.
• Low on detailed graphs
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This ain’t rocket surgery
• NOT a research paper.
• Low on detailed graphs
• No pop quizzes!
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There’s already a book!
and a website! http://www.builttolove.com/
And this!
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(If only I’d done research BEFORE writing this.)
Friday, September 27, 13
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Takeaway
Products that respect our humanity are easier to love.
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Sections
1. What: What is “more human”?
2. Why: Why is a more human product better?
3. How: How do we make products more “human”
1. Impact on development, production, marketing?
4. Examples
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What does “more human” mean... for products?
1: What2: Why3: How
4: Examples
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What is “Humanity” in a Product?
“The aspects of the product/brand, not limited to features, designed to trigger
positive feelings in the user.”
What
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“BORING”What
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“BORING”What
OK, really, this is about LOVE.
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“BORING”What
OK, really, this is about LOVE.
Awwwww.
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“Symptoms” of Humanity in Products
Makes Life Better:
Easier, More Fun, Faster, Cheaper, More Beautiful
What
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“Symptoms” of Humanity in Products
•It feels like someone cares
•We find excuses to use it
•Pet-like / “cherish” response
What
Users say "Love".
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“Symptoms” of Humanity in Products
What
You know, like this guy...
Yeah, that’s what we wantsss.
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Why is a more human product better?
2: Why3: How
4: Examples
1: What
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Why
From Creating Products People Love by Aaron Pavkov
$
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Why
From Creating Products People Love by Aaron Pavkov
$
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Evolution
We’re wired to respond to other humans.
• Much of our brain is devoted to this.
• We see human traits even when they’re not there.
Why
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Our Brains on Functions
Interaction with basic functions trigger small part of the brain
Why
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Humanized Interactions Ignite the Brain
Humanized products can activate more of the brain, particularly emotional response.
Why
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Enhanced Memory
Incidental areas may also be triggered, improving memory. Helpful for more complex products and increased loyalty.
Why
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Humanization can prolong use and positively impact impressions long before & after use.
Drawn to human traitsWhy
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Why Even when they’re imperfect
As in strong human relationships, these traits can create an emotional safety net for bumps in the road
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How do we make products more “human”
3: How4: Examples
2: Why
1: What
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Complimentary to Standard Approaches
How
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Focus / K.I.S.S.
• No jump in Skylanders 1, 2
• No camera on iPad1
• Interior focus in Arkham Assylum
How
E.g.
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Don't bore us, get to the chorus
How
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Find your SmokeyHow
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How Dissect and Codify
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Internal marketingHow
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4: Examples3: How2: Why1: What
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Roomba
Great example of:
• Focus
• Choosing battles wisely
• Setting expectations
• Anthropomorphizing
Examples
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Roomba
When a product does these things, we remain open to positive feelings for it. Even when it occasionally fails.
Examples
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Roomba
People... and pets love it
Examples
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PeggleExamples
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Angry BirdsExamples
Friday, September 27, 13
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iPhone, iPad, iOSExamples
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GoogleExamples
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Takeaway
Products that respect our humanity are easier to love.
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Q&A
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Thank you!
The End
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