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

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


This ain’t rocket surgery



• NOT a research paper.




• Low on detailed graphs




• Low on detailed graphs

• No pop quizzes!


There’s already a book!

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

And this!


http://www.builttolove.com/




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


Takeaway

Products that respect our humanity are easier to love.


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


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

1: What2: Why3: How

4: Examples


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


“BORING”What


“BORING”What

OK, really, this is about LOVE.


“BORING”What

OK, really, this is about LOVE.

Awwwww.


“Symptoms” of Humanity in Products

Makes Life Better:

Easier, More Fun, Faster, Cheaper, More Beautiful

What



•It feels like someone cares

•We find excuses to use it

•Pet-like / “cherish” response

What

Users say "Love".



What

You know, like this guy...

Yeah, that’s what we wantsss.


Why is a more human product better?

2: Why3: How

4: Examples

1: What


Why

From Creating Products People Love by Aaron Pavkov

$


Why

From Creating Products People Love by Aaron Pavkov

$


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


Our Brains on Functions

Interaction with basic functions trigger small part of the brain

Why


Humanized Interactions Ignite the Brain

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

Why


Enhanced Memory

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

Why


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

Drawn to human traitsWhy


Why Even when they’re imperfect

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


How do we make products more “human”

3: How4: Examples

2: Why

1: What


Complimentary to Standard Approaches

How


Focus / K.I.S.S.

• No jump in Skylanders 1, 2

• No camera on iPad1

• Interior focus in Arkham Assylum

How

E.g.


Don't bore us, get to the chorus

How


Find your SmokeyHow


How Dissect and Codify


Internal marketingHow


4: Examples3: How2: Why1: What


Roomba

Great example of:

• Focus

• Choosing battles wisely

• Setting expectations

• Anthropomorphizing

Examples


Roomba

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

Examples


Roomba

People... and pets love it

Examples


PeggleExamples


Angry BirdsExamples


iPhone, iPad, iOSExamples


GoogleExamples


Takeaway

Products that respect our humanity are easier to love.


Q&A


Thank you!

The End
