Mobile Persuasion

  • Published on
    28-Jan-2015

  • View
    102

  • Download
    0

Embed Size (px)

DESCRIPTION

Presentation by Bryan Rieger for Mobile Persuasion event hosted by Human Factors International, 19 January 2009.

Transcript

  • 1. mobile persuasionIf a BMW promises the consumer 'Sheer Driving Pleasure' (formerly the 'Ultimate Driving Machine'),what does your mobile phone promise - and more importantly what does it deliver? Bryan Rieger Design Director

2. *Nokia is being used forThis presentation applies illustration purposes only, equally to all mobile device and not to single them out. manufacturers.the status quo generally consistent, simple and usable... 3. and quid pro quo a little less consistent, simple and usable... 4. predictable consistentlimited simpleboring*usable *yes, I realize I may have just alienated myself... 5. Where are the craftsmen, dreamers and lunatics who inspire (and persuade) us toThink Different? 6. the status quo again generally consistent, simple and usable... 7. whoa... very different, but quite wonderful 8. small things can make a BIG difference 9. I was worried you wouldnt come. 10. I was worried you wouldnt come. 11. persuasion pr-sw-zhn 12. persuasion *pr-sw-zhna communication (or message) intended to inuence belief or action * typically involves emotion, and requires trust 13. a thought experiment conjure up the average music phone in your head... 14. Susan JeremyGregory now add three people a young man, a working mom and an older gentleman 15. itunesrussell brandsharing music Keane vampire weekend coldplayElbowsocial Jeremy paulheadphones okenfold DJthe young mana twenty-something man living in Manchester 16. ABBAoffice radioElton John 80s hitsBarneySusan audio booksthe working mom a thirty-something married woman living in London 17. avid collectorchick coreaanalogue John Coltrane Herbie HancockGregory full albums americanStevie Wonderthe older gentleman a fty-something divorcee living in Bristol 18. listen to music purchase content4GB storageover 5,000,000tracksheadphones cool designa little more about the device and all the little messages that surround it...features 19. itunes avid collector listen to musichmm?listen to radio purchase content nokia?existing storage format4GB storage John Coltraneoverum... Herbie Hancock 5,000,000 tracksheadphones headphones oh. cool design audio books and reactions to those messages...as everybody attempts to connect with it individually 20. confusing generic impersonalho-hum... uninspiring, confusing and doesnt reect the individual 21. cold hotwarm warm trust messagepersuasion cool coolyour message should both inspire and build trust 22. inspire connect with ideas, dreams, passions and aspirations 23. trust earned by delivering on promises, destroyed by FUD* * Fear, Uncertainty and Doubt 24. lets continue down this path... 25. the status quo generally consistent, simple and usable... 26. is this different? 27. ...maybe? 28. is this pointless or inspiration? differentiation? This is a new music phone.In fact, it even comes complete with a plectrum! 29. typically required...This is not a music phone. This however does work quite well when used with a plectrum. 30. Hmm... 31. inspiration! 32. Turn it on, turn it up! 33. Huh...? 34. This feels a lot like your fathers phone... 35. in a fancy suit. 36. but what about... 37. different? from the company whose motto is Think Different. 38. same-same? it certainly looks very similar... 39. very different! one device is all about you, even you ocarinists... probably not a real word 40. its what you make it musicians and DJs can use it to create entirely new mixes... 41. ....what if? 42. ...or possibly even? 43. phone?is this pointlessdifferentiation? ocarina?...a missed opportunity? wonderfully different, but still the same on the inside 44. the long wow...gimmicks arent enough - surprise and delight everyday * http://www.adaptivepath.com/ideas/essays/archives/000858.php 45. Give me the freedom (and control) toabsolutely love your product! Make the easy decisions for me.Dont make me feel (or look) stupid. Control Find the right balance between too much and too little. 46. be polite dont be rude be honestdont mislead be attentive dont forget be forgiving allow mistakesbe clearavoid obscurity be coherentspeak clearlyLanguageDont ignore all of the little details. 47. ...to make things of such obvious superior quality as to overcome theadvantages of the machine...Craftsmanship Push far beyond the acceptance criteria and usability requirements. 48. thank you bryan@yiibu.comhttp://bryanrieger.com 49. Photo Credits http://www.ickr.com/photos/matthewtownsend/3035637964/http://www.ickr.com/photos/gohsuket/2550771432/ http://ickr.com/photos/99616828@N00/2908104596/http://www.ickr.com/photos/pickinben/2976688224/http://www.ickr.com/photos/yandle/761637583/ http://www.ickr.com/photos/juhansonin/1140863906/