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About the power of product personality and the importance of reintroducing branding in our process
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@jeroenvangeel
PERSONALITY PRODUCT
J E R O E N V A N G E E L
T H E C H I L D I S H W A S H E R & T H E H A P P Y W E B S I T E
2 UX LX 2011 2
M E E T H E N R Y, T H E H A P P Y C L E A N E R
3 UX LX 2011 3
B A B Y S M I L E
4 UX LX 2011 4
S E R I O U S A N D P L A Y F U L
T H I S A L S O H A S A P E R S O N A L I T Y
PROBLEM THERE IS A
B U T…
FUNCTION FEATURES
T O O M U C H
STORYTELLING PERSONALITY
MEANING
T O O L I T T L E
PEOPLE P E O P L E A U T O M AT I C A L LY AT T R I B U T E H U M A N B E H AV I O R T O E V E R Y T H I N G A R O U N D T H E M P R O D U C T S W I T H T H E R I G H T P E R S O N A L I T Y AT T R I B U T E T O T H E S E L F - I M A G E
WHY PRODUCT PERSONALITY?
PEOPLE PREFER LIKE-MINDEDNESS
P E R S O N A L I T Y F A C T
S O U R C E : T H E M E D I A E Q U A T I O N
UNDILUTED PERSONALITIES ARE PREFERRED OVER COMPLICATED ONES
P E R S O N A L I T Y F A C T
S O U R C E : T H E M E D I A E Q U A T I O N
FLAWS ADD TO BELIEVABILITY
P E R S O N A L I T Y F A C T
S O U R C E : T H E M E D I A E Q U A T I O N
WE JUDGE IN THE FIRST
MOMENT
P E R S O N A L I T Y F A C T
Linus
Max
P E O P L E P R E F E R L I K E - M I N D E D N E S S
S I R I
PEOPLE P E O P L E A U T O M AT I C A L LY AT T R I B U T E H U M A N B E H AV I O R T O E V E R Y T H I N G A R O U N D T H E M P R O D U C T S W I T H T H E R I G H T P E R S O N A L I T Y AT T R I B U T E T O T H E S E L F - I M A G E
WHY PRODUCT PERSONALITY?
PEOPLE P E O P L E A U T O M AT I C A L LY AT T R I B U T E H U M A N B E H AV I O R T O E V E R Y T H I N G A R O U N D T H E M P R O D U C T S W I T H T H E R I G H T P E R S O N A L I T Y AT T R I B U T E T O T H E S E L F - I M A G E
DESIGNERS W E A R E F O R C E D T O T H I N K B E Y O N D F U N C T I O N W E C A N A P P R O A C H T H E P R O D U C T A S I F I T W O U L D I N T E R A C T W I T H U S , H E L P I N G U S D E S I G N T H E D E TA I L S
WHY PRODUCT PERSONALITY?
PEOPLE P E O P L E A U T O M AT I C A L LY AT T R I B U T E H U M A N B E H AV I O R T O E V E R Y T H I N G A R O U N D T H E M P R O D U C T S W I T H T H E R I G H T P E R S O N A L I T Y AT T R I B U T E T O T H E S E L F - I M A G E
DESIGNERS W E A R E F O R C E D T O T H I N K B E Y O N D F U N C T I O N W E C A N A P P R O A C H T H E P R O D U C T A S I F I T W O U L D I N T E R A C T W I T H U S , H E L P I N G U S D E S I G N T H E D E TA I L S
BUSINESS I T C A N M A K E A C O M M O D I T Y S TA N D O U T I T M A K E S I T P O S S I B L E F O R P E O P L E T O S TA R T A R E L AT I O N S H I P W I T H T H E P R O D U C T A N D B R A N D
WHY PRODUCT PERSONALITY?
BRANDING MEET
26 UX LX 2011 26
R I S K - T A K I N G , C O M P E T I T I V E , C O N S U M E D B Y S P O R T, P R O F E S S I O N A L
27 UX LX 2011 27
29 UX LX 2011 29
S A F E , S O L I D , S E R I O U S
30 UX LX 2011 30
S E X , S P E E D , F U N
N R C A P R I L 7 T H , 2 0 1 4
32
33
B R A N D P E R S O N A L I T Y
P R O D U C T P E R S O N A L I T Y
P R O D U C T P E R S O N A L I T Y
P R O D U C T P E R S O N A L I T Y
P R O D U C T P E R S O N A L I T Y
A PRODUCT’S BELIEFS, EXPECTATIONS, DESIRES, VALUES
AND BEHAVIORS THAT DERIVE FROM THE BRAND, PRODUCT
GOALS AND USER NEEDS.
IT DETERMINES WHAT THE PRODUCT DOES,
BUT ALSO HOW OTHERS RESPOND TO AND REMEMBER IT.
D E F I N I N G P R O D U C T P E R S O N A L I T Y
A PRODUCT’S BELIEFS, EXPECTATIONS, DESIRES, VALUES
AND BEHAVIORS THAT DERIVE FROM THE BRAND, PRODUCT
GOALS AND USER NEEDS.
IT DETERMINES WHAT THE PRODUCT DOES,
BUT ALSO HOW OTHERS RESPOND TO AND REMEMBER IT.
D E F I N I N G P R O D U C T P E R S O N A L I T Y
A PRODUCT’S BELIEFS, EXPECTATIONS, DESIRES, VALUES
AND BEHAVIORS THAT DERIVE FROM THE BRAND, PRODUCT
GOALS AND USER NEEDS.
IT DETERMINES WHAT THE PRODUCT DOES,
BUT ALSO HOW OTHERS RESPOND TO AND REMEMBER IT.
D E F I N I N G P R O D U C T P E R S O N A L I T Y
EXAMPLES WE WANT
C O M P E T I T I V E , S P O R T- M I N D E D , S E R I O U S , T O - T H E - P O I N T, C O A C H
F O R M A L , A U T H O R I T A T I V E , T R A D I T I O N A L , O L D - F A S H I O N E D
F O R M A L , A U T H O R I T A T I V E , P E R S O N A L , G U I D I N G
F O R M A L , A U T H O R I T A T I V E , P E R S O N A L , G U I D I N G
O P E N , C O N C E R N E D , P E R S O N A L
S I M P L E , W E L C O M I N G , T O - T H E - P O I N T
R E B E L , A D V E N T U R E R , B E C A U S E I C A N
R E B E L , A D V E N T U R E R , B E C A U S E I C A N
R E B E L , A D V E N T U R E R , B E C A U S E I C A N
A U T H O R I T A T I V E , M O O D Y, R E S E R V E D
H U M O R O U S , F R I E N D LY, E A S Y- G O I N G
50 UX LX 2011
THANK YOU!
W W W. O A K A N D M O R R O W. C O M
