Designing Products with PersonalityTHE THIRD STEP TOWARDS SUSTAINABLE ENGAGEMENT
With love from The @GreatnessStudio#Design4Personality
What name would you give this car?
How about this one?
Giving things personality
lets us engage with them on
a deep, visceral level.
Design for sustainable
engagement is design for
healthy relationships.
Any healthy relationship has four attributes.
Engaging products have them, too.
MEANING
RHYTHM
PERSONALITY
ENDURANCE
MEANING
RHYTHM
PERSONALITY
ENDURANCEClimbing these steps makes a product or service more interesting, engaging, and effective over time.
SUSTAINABLE ENGAGEMENTLADDER OF
@brianpagan – April 2017
In this workshop, you'll
use your superpowers
to breathe personality
into a product.
MEANING
RHYTHM
PERSONALITY
ENDURANCE
ART
HUMANITY
EMOTION
SCIENCE
TECHNOLOGY
INTELLECT
Our superpowers
come from here
HI, I’M BRIAN PAGÁN!
Work: The Greatness StudioWrite: brianpagan.netTweet: @brianpagan
Photo: Hester Bruikman
The Greatness StudioWe provide UX mentoring for Graduates, Professionals, & Startups.
www.thegreatness.studio
With love from
How can we connect with people emotionally?
Personality
PathosWhat is a person’s ideal self?
Whom do people look up to and respect?
Whom do people trust and believe?
What’s the appropriate relationship for this?
ProcessBrand Identity
Content Guidelines
Emotional Data Visualization
System Character
Prototypes(Simulated) Chatbots
Character Social Media Accounts
Role playing
Posters
PrinciplesAlways stay in character.
Never patronize people.
Delight people whenever you can.
Show opportunities instead of problems.
How can we connect with people emotionally?
With love from The @GreatnessStudio
Here is today’s quest:
Warm up
Decide on a System Character.
Write Content Guidelines for your character.
Practice Emotional Data Visualization.
Break out into teams.
Give five-minute team presentations.
Craft a Prototype.
How do you feel right now?
Any questions?
Ok, let’s stand up! 5 minutes
www.thegreatness.studio
Here's our Design Brief for this workshop
This is Sarah.
Sarah just got surgery for carpel tunnel syndrome and needs to do some physical therapy.
The thing is:
Sarah loves to have fun & play piano, not do physical therapy.
Our "product" is a Virtual Reality digital coach that Sarah can use at home or at a therapy clinic.
Image: vrphysio.com
Here’s what we know about Sarah.
Character Map from theodoravoutsa.com
What pains does Sarah need to relieve?
Circumstances:If Sarah doesn’t do her physical therapy, she’ll have to go through surgery again.
Stakes:With a second surgery, she risks losing the use of her hands and fingers.
What’s holding Sarah back?
Obstacles:Sarah isn’t very tech savvy, and the exercises are painful for her.
Inner Imagery:A professional pianist, she feels insecure about her condition and gets embarrassed when she doesn’t get things right.
For what delights is Sarah hunting?
Objective:Sarah wants to travel with her grandkids and teach them how to play piano.
She loves making people laugh, and when people around her are having fun, she feels great about herself.
What puts us in a position to help?
Relationships:We're developing our product together with physiotherapists, who recommend it to patients.
Backstory:When Sarah got surgery on her hip two years ago, this physiotherapist helped her out.
What pains does Sarah need to relieve?
Circumstances:If Sarah doesn’t do her physical therapy, she’ll have to go through surgery again.
Stakes:With a second surgery, she risks losing the use of her hands and fingers.
What’s holding Sarah back?
Obstacles:Sarah isn’t very tech savvy, and the exercises are painful for her.
Inner Imagery:A professional pianist, she feels insecure about her condition and gets embarrassed when she doesn’t get things right.
For what delights is Sarah hunting?
Objective:Sarah wants to travel with her grandkids and teach them how to play piano.
She loves making people laugh, and when people around her are having fun, she feels great about herself.
What puts us in a position to help?
Relationships:We're developing our product together with physiotherapists, who recommend it to patients.
Backstory:When Sarah got surgery on her hip two years ago, this physiotherapist helped her out.
Exercise 1: Decide on a high-level Character for Sarah’s Digital Coach10 minutes
Lots of people design Sarah’s product experience.
UX Designers
Product designers
Content strategists
Digital artists
Marcom managers
Packaging designers
Software engineers
Legal advisors
Hardware engineers
Medical experts
Content Guidelines help us align everyone toward our design vision.
Content Guidelines help us align everyone toward our design vision.
For Example
Always stay in character.
Never patronize people.
Delight people whenever you can.
Show opportunities instead of problems.
Empathy allows us to perceive our product through another person’s emotional lens.
“[The practitioner] makes a connection on an emotional level with the user by recalling his own feelings and resonating with the user’s experience.”
- Dr. Froukje Sleeswijk Visser
1. Discovery
2. Immersion
3. Connection
4. Detachment
What is Sarah’s ideal self?
Whom does Sarah look up
to and respect?
Whom does Sarah trust and
believe?
What’s the appropriate
relationship for this?
Exercise 2: Empathize with Sarah and Write Content Guidelines for her digital coach.15 minutes
For our physio intervention to work, Sarah needs to see her improvement.
Image: vrphysio.com
DexterityProficiency score on physiotherapy exercises
GOAL: IMPROVE THIS OVER TIME
Sarah’s not a fan of numbers or pie charts, but she responds to emotional feedback.
For example, metaphors help us understand data emotionally.
Object-Scale Metaphors show abstract scale in understandable terms.
Image: Comedy Central
Familiar Label Metaphors convey data patterns by connecting them to things people are already familiar with.
Avatar Metaphors convey data via the behavior or condition of a relatable avatar.
Image: mindbloom.com
Avatar Metaphors convey data via the behavior or condition of a relatable avatar.
Exercise 3: Visualize Sarah's Dexterity score in an emotional way.
Familiar Label Metaphors convey data patterns by connecting them to things people are already familiar with.
Object-Scale Metaphors show abstract scale in understandable terms.
15 minutes
(Simulated) ChatbotsCharacter Social Media Accounts
Role Playing Posters
So, let’s build one!
Show always beats tell.Prototypes bring your system character to life.
30 minutes
With love from The @GreatnessStudio
For example:NodeRed + Telegram
Personality
PathosWhat is a person’s ideal self?
Whom do people look up to and respect?
Whom do people trust and believe?
What’s the appropriate relationship for this?
ProcessBrand Identity
Content Guidelines
Emotional Data Visualization
System Character
Prototypes(Simulated) Chatbots
Character Social Media Accounts
Role playing
Posters
PrinciplesAlways stay in character.
Never patronize people.
Delight people whenever you can.
Show opportunities instead of problems.
How can we connect with people emotionally?
With love from The @GreatnessStudio
Thank you!Sign up for a discount on the upcoming book and online course.
d3e.co/personality
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