Digital Kids Summit 2013: Joby Otero, Former VP Art and Technology, Activision, Creative Director...

Connecting via People not Products

Joby Otero

Using Human Qualities to Make Products That People Love

Friday, September 27, 13

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

Friday, September 27, 13

This ain’t rocket surgery

Friday, September 27, 13

This ain’t rocket surgery

• NOT a research paper.

Friday, September 27, 13

This ain’t rocket surgery

• NOT a research paper.

• Low on detailed graphs

Friday, September 27, 13

This ain’t rocket surgery

• NOT a research paper.

• Low on detailed graphs

• No pop quizzes!

Friday, September 27, 13

There’s already a book!

and a website! http://www.builttolove.com/

And this!

Friday, September 27, 13

(If only I’d done research BEFORE writing this.)

Friday, September 27, 13

Takeaway

Products that respect our humanity are easier to love.

Friday, September 27, 13

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

Friday, September 27, 13

What does “more human” mean... for products?

1: What2: Why3: How

4: Examples

Friday, September 27, 13

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

Friday, September 27, 13

“BORING”What

Friday, September 27, 13

“BORING”What

OK, really, this is about LOVE.

Friday, September 27, 13

“BORING”What

OK, really, this is about LOVE.

Awwwww.

Friday, September 27, 13

“Symptoms” of Humanity in Products

Makes Life Better:

Easier, More Fun, Faster, Cheaper, More Beautiful

What

Friday, September 27, 13

“Symptoms” of Humanity in Products

•It feels like someone cares

•We find excuses to use it

•Pet-like / “cherish” response

What

Users say "Love".

Friday, September 27, 13

“Symptoms” of Humanity in Products

What

You know, like this guy...

Yeah, that’s what we wantsss.

Friday, September 27, 13

Why is a more human product better?

2: Why3: How

4: Examples

1: What

Friday, September 27, 13

Why

From Creating Products People Love by Aaron Pavkov

$

Friday, September 27, 13

Why

From Creating Products People Love by Aaron Pavkov

$

Friday, September 27, 13

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

Friday, September 27, 13

Our Brains on Functions

Interaction with basic functions trigger small part of the brain

Why

Friday, September 27, 13

Humanized Interactions Ignite the Brain

Humanized products can activate more of the brain, particularly emotional response.

Why

Friday, September 27, 13

Enhanced Memory

Incidental areas may also be triggered, improving memory. Helpful for more complex products and increased loyalty.

Why

Friday, September 27, 13

Humanization can prolong use and positively impact impressions long before & after use.

Drawn to human traitsWhy

Friday, September 27, 13

Why Even when they’re imperfect

As in strong human relationships, these traits can create an emotional safety net for bumps in the road

Friday, September 27, 13

How do we make products more “human”

3: How4: Examples

2: Why

1: What

Friday, September 27, 13

Complimentary to Standard Approaches

How

Friday, September 27, 13

Focus / K.I.S.S.

• No jump in Skylanders 1, 2

• No camera on iPad1

• Interior focus in Arkham Assylum

How

E.g.

Friday, September 27, 13

Don't bore us, get to the chorus

How

Friday, September 27, 13

Find your SmokeyHow

Friday, September 27, 13

How Dissect and Codify

Friday, September 27, 13

Internal marketingHow

Friday, September 27, 13

4: Examples3: How2: Why1: What

Friday, September 27, 13

Roomba

Great example of:

• Focus

• Choosing battles wisely

• Setting expectations

• Anthropomorphizing

Examples

Friday, September 27, 13

Roomba

When a product does these things, we remain open to positive feelings for it. Even when it occasionally fails.

Examples

Friday, September 27, 13

Roomba

People... and pets love it

Examples

Friday, September 27, 13

PeggleExamples

Friday, September 27, 13

Angry BirdsExamples

Friday, September 27, 13

iPhone, iPad, iOSExamples

Friday, September 27, 13

GoogleExamples

Friday, September 27, 13

Takeaway

Products that respect our humanity are easier to love.

Friday, September 27, 13

Q&A

Friday, September 27, 13

Thank you!

The End

Friday, September 27, 13