The Desirability of Connected Products

The Desirability of Connected Products //Creating new relationships with the things we buy thanks to the Internet of Things

J F Grossen Executive Creative Director frog London

Desirability of a product’s form or interaction is primarily about personal preference and subjectivity about the look, feel, taste and smell. It can be a gut feeling or based on repetition of use over time. But more often its the influence of others that make you want one product over another.

Ooh, I love that table!

Introduction //

J F Grossen // The Desirability of Connected Products Winter 2016 2

Introduction //

3J F Grossen // The Desirability of Connected Products Winter 2016

Image Credit: flickr/Steve Rhodes

TODAY, DESIRABILITY OF PRODUCTS IS MANUFACTURED BY A BRAND - SOMEONE TELLING YOU THAT YOU WILL LIKE IT. MESSAGES AND MEMES FROM AN ARMY OF ADVERTISERS AND COMPANIES SPENDING BILLIONS OF EUROS YEARLY TO CREATE A DESIRABILITY IN THEIR PRODUCTS OR SERVICES.

Introduction //

J F Grossen // The Desirability of Connected Products Winter 2016

Image Credit: flickr/Life Happens

4

TOMORROW, DESIRABILITY OF PRODUCTS WILL BE MORE ABOUT THE RELATIONSHIP CREATED BETWEEN OBJECT AND CONSUMER - BUILT ON BUILT ON A DEEP UNDERSTANDING OF EACH OTHER’S NEEDS. LIKE MY NEED FOR NAPS AND THE CHAIRS NEED TO CUDDLE.

Introduction //


Image Credit: flickr/Timo Arnall

5

INTERNET OF THINGS (IOT) TECHNOLOGIES ARE ESSENTIALLY BUILDING NEW CONNECTIONS, ENABLING CONVERSATIONS AND THUS NEW RELATIONSHIPS BETWEEN OBJECTS AND BETWEEN PEOPLE AND OBJECTS.

Introduction //


TO BE DESIRABLE, PRODUCTS WILL BE GIVEN AGENCY -PERCEIVED INTELLIGENCE AND THE ABILITY TO LEARN AND ADAPT TO OUR CHANGING NEEDS.

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Image Credit: Timo Arnall Image Credit: Gwenael Piaser


Personality //

IN RESPONSE TO AN EMOTION AND DESIRE, HUMANS ARE COMPELLED TO DO SOMETHING - LIKE MAKE PURCHASES. CONSUMERS COULD MAKE BETTER DECISIONS AT THESE MOMENTS IF THE PRODUCT ITSELF, NOT THE ADVERTISERS, WOULD BE ABLE TO MAKE BOTH A CONVINCING RATIONAL ARGUMENT AND AN EMOTIONAL CONNECTION.

Personality //


www.matteocibicstudio.com/ www.alessi.com/

www.mobilefun.co.uk/

8

ONE WAY TO CREATE THAT EMOTIONAL CONNECTION IS TO BRING ANTHROPOMORPHISM (HUMAN-LIKE) QUALITIES TO THE FORM AND INTERACTION OF THE PRODUCTS WE DEVELOP, DESIGN AND MARKET. MAKING SOMETHING APPEAR HUMAN WHEN IT IS CLEARLY NOT APPEALS TO OUR BASE SENSE OF ATTRACTION TOWARDS OTHER PEOPLE AND OBJECTS.

http://www.matteocibicstudio.com/

http://www.alessi.com/

http://www.mobilefun.co.uk/

Rocky will be president some day.

I love Rocky!

That’s ridiculous, grow up.


Personality //

THIS ISN’T NEW - WE’VE JUST FORGOTTEN. CHILDREN MAKE FRIENDS WITH OBJECTS, ACT IF THEY ARE ALIVE AND SUBSCRIBE PERSONALITIES. BUT AS ADULTS WE REJECT AND DISCOURAGE THIS NOTION AND PLAYFUL BEHAVIOUR. LET’S BRING BACK OUR INNER CHILD AND OUR MAKE-BELIEVE FRIENDS.


Personality //


Image Credit: flickr/JIMWICh Personality //

DID YOU KNOW THAT THE TENDENCY TO SPOT HIDDEN FACES IN RANDOM PATTERNS HAS A NAME — PAREIDOLIA — AND IT'S THE SUBJECT OF SOME NEW RESEARCH OUT OF JAPAN, WHICH FOUND THAT NEUROTIC TYPES ARE MORE LIKELY TO SEE, SAY, A MENACING FACE IN A STAPLER.

Personality // Project by Simone Rebaudengo and Haque Design Research


THE IDEA OF PROJECTING ANTHROPOMORPHISM THROUGH THE INTERACTION WITH A PRODUCT IS RELATIVELY NEW AND EXPLORED MAINLY IN THE ACADEMIC AND NON-COMMERCIAL SETTINGS. THIS IS BRAD THE TOASTER A PROJECT BY SIMONE REBAUDENGO AND THE HAGUE DESIGN RESEARCH.

http://www.addictedproducts.com

J F Grossen // Social Media Week / London // The Desirability of Connected Products September 17, 2015 12

Personality // (c) Inter IKEA Systems B. V. 2002

J F Grossen // Winter 2016 12

IT CAN EASILY BE VERY MUCH A PART OF THE COMMERCIAL REALITY. IKEA IS A BRAND THAT IS WELL-POSITIONED TO BRING A VOICE TO THEIR PRODUCTS - AS MANY OF THEM ARE POPULAR SWEDISH MEN AND WOMEN NAMES. WATCH THIS VIDEO FROM 2002 - DIRECTED BY SPIKE JONZE.

J F Grossen // Social Media Week / London // The Desirability of Connected Products September 17, 2015 13

Personality // (c) Inter IKEA Systems B. V. 2002


Technology //


A VARIETY OF TECHNOLOGIES WILL BE EMPLOYED TO CREATE A SUSTAINED DIALOGUE AND INTIMACY BETWEEN PERSON AND PRODUCT.


Personality //


Technology //

We’re not talking about re-building products, like a chair or a range-top espresso brewer with a brain - this is not the formal application of AI (Artificial Intelligence). This is about how we can create a perceived agency and dialog for objects or products with the technologies and data we have at our disposal now. More magic through technology.


Personality //


Technology //

Mobile devices are the link and the communication tools between product and person and the conduit to the REAL brain of the operations in the cloud.


Personality //


Technology //

There is no one retail technology that will create the perfect environment for dialogue to happen between products and consumers. Wifi gives ubiquitous connections to data and between objects, Beacons broadcast messages based on proximity and triggers and QR code scanning or NFC allows for on-demand information and a more physical interaction with a product.

CONNECT (WIFI)

TAP ( NFC)

SCAN (CODES)

BROADCAST (BEACONS)


Personality //


Technology //

The channels for communication between product and person are the same as we consider today for P2P. The more natural and common the interactions, the more believable the stories told, convincing the sell is and more real the relationship can appear.

MESSAGES

EMAIL

NOTIFICATIONS


Personality //


Technology //

LITTLE DATA

All the information necessary to make an object sound like it really knows you exists today. Its the combination of patterns and preferences of the masses through BIG DATA combined with what each individual desires, through LITTLE DATA from their Facebook profile, Pinterest Pins, dating site profiles, Swarm check-ins, etc.


Personality //


Technology //I’d go perfect in the new office

you’re planning.I’m just like the table you pinned

last week.

I like the pictures you

tweeted of your kids. I’m scratch

resistant

You know me so well.

The product will be able to create a unique story that is more tailored to a conversation with an individual and not a group or audience or a demographic. Its the new holy grail of target marketing. On a person to product level.

Shopping //


SHOPPING WILL BE A NEW DYNAMIC SOCIAL EXPERIENCE THROUGH A SERIES OF PERSONAL CONVERSATIONS IN THE AISLES.

Shopping //

Hej!


Today, merchandising its about the layout of the store, the presentation of the product, the messaging and signage - supported by the knowledge of the employees. Tomorrow, it will include where and how the product introduces itself to the customer, the stories it tells and the manner in which it convinces each shopper to take it home. What might these new shopping experiences look like after we’ve enabled our products to have a voice?

Shopping //

THE PERFECT FAMILY (RECOMMENDATIONS)

I’m glad you decided to take

me home.


Today, recommendations are based on shoppers purchase history, search and browse activities and dwell time. Tomorrow, the products themselves will make suggestions on what of their ‘friends’ or ‘family’ work best for you culling the furniture designers expertise, the retailers merchandising knowledge and hard-coded product relationships.

Shopping //



I’d also like to introduce you to

some other products in my family.


Shopping //




Hej!

Hej!

Shopping //



We belong together from day we were born at the factory.


Shopping //

THE JEALOUS CHAIR (COMPARISON)


I noticed you staring at me on the internet

Today, comparison shopping is side-by-side on features and functionality. Tomorrow, the products make their own argument on why it ‘thinks’ its better than the other. This argument would be based on what the shopped cares for most - price, durability, etc. Ability to make a rational argument about worth makes it desirable.

Me too.

Shopping //



Are you looking at that other

chair?


Shopping //



My colour fits your living room

much better


I don’t think so..

Shopping //



…and I’m way more comfortable.

Sit on me.


No, me!

Shopping //



I’ll give you 20% if you buy me

right now.


Jerk.

Match-making //


MEANINGFUL RELATIONSHIPS BETWEEN PRODUCTS AND PEOPLE REQUIRE A MORE FAMILIAR AND HUMAN METHOD OF MATCH-MAKING.

Match-making //


IF OUR PRODUCTS INTERACT WITH US LIKE HUMANS, SHOULDN’T WE USE A DIFFERENT METHOD OF SEARCHING FOR THE RIGHT ONE TO BECOME PART OF YOUR LIFE? WE CAN LOOK TO MATCH-MAKING AND DATING SITES FOR THE WAYS TO FIND PERFECT MATES BASED ON A NUMBER OF PREFERENTIAL, EMOTIONAL AND PSYCHOLOGICAL COMPARISONS AND COMPONENTS.

Match-making // eHarmony Concept Ad from Nathan K. Boyd


THERE ARE TWO MAIN STYLES OF DATING SERVICES ONLINE TODAY THAT COULD BE APPLIED TO MATCHING THE RIGHT PRODUCT WITH THE RIGHT PERSON. THE FIRST IS A MORE TRADITIONAL WAY THAT THE DATING INDUSTRY HAS OFFERED SUCCESSFULLY FOR YEARS THROUGH PROFILE MATCHING WITH MOST OF THE CONTROL BEING IN THE LOVE-SEEKERS HANDS.

Jayman chair

11217

Match-making //


Likes BeerLikes to Party

Match-making //


Match-making //


Match-making //


Lonely Sculpture (2014) from Tully Arnot

THE SECOND IS ADDRESSING AN EMERGING WAY OF DATING DECISION-MAKING THAT DEPENDS ON INTUITION OF THE LOVE OR LUST-SEEKER AND TRUST IN THAT THE ‘SYSTEM’ AND AUTOMATION WILL MAKE THE BEST JUDGEMENT FOR HIM/HER.

Match-making //


THIS TYPE OF MATCHMAKING IS BEING PLAYING OUT IN THE RETAIL/FASHION WORLD. THERE ARE SEVERAL APPLICATIONS THAT DIRECTLY LIFT THE TINDER MODEL OF ‘SWIPE LEFT TO THROW AWAY - SWIPE RIGHT TO KEEP’ AND APPLYING THAT GUT REACTION IN THE DISCOVERY MOMENT.

Match-making //Match-making //


Match-making //


Match-making //


Match-making //


IMAGINE IF YOU ‘LIKE’ A PRODUCT AND IT IMMEDIATELY SENDS YOU A MESSAGE OR WHEN YOU ARRIVE IN THE STORE IT GREETS YOU AND ASKS YOU TO COME MEET THEM IN THE DINING ROOM SECTION.

Match-making //


Match-making //


THIS ALSO ADDRESSES AN ONGOING CHALLENGE FOR MANY RETAILERS OF HOW TO MAKE THE PHYSICAL STORE MORE MEANINGFUL AND THE EXPERIENCE MORE IMMERSIVE.

Conclusion //


Image Credit: Gwenael Piaser


Conclusion //

LET’S ASSUME WE CONTINUE DOWN THIS ‘BETTER LIVING THROUGH HUMANISED TECHNOLOGY’ PATH - IT’S GOING TO NEED RE-ORIENTED TEAMS TO BRING IT TO LIFE. WE’LL NEED TECHNOLOGISTS TO CREATE THE CODE TO MAKE THE INTERACTION SEEM AUTOMATIC AND NATURAL, NOT FORCED AND ROBOTIC.

Conclusion //


Image Credit: Gwenael Piaser


Conclusion //

WE’LL NEED DESIGNERS, WRITERS AND MARKETERS TO BRING VOICE TO THESE PRODUCTS THAT FEELS AUTHENTIC, NOT CREEPY. NOT JUST PARROTING THE GLOBAL BRAND MESSAGES AS A CHORUS, BUT CREATING UNIQUE SINGLE VOICES OF THE BRAND WITH EACH PRODUCT.

Conclusion //


Image Credit: Mike Mitchell


Conclusion //

AND WE’LL PROBABLY NEED TO INCLUDE A FEW NEW PLAYERS ON OUR TEAM - FROM SOCIOLOGISTS TO DATING COACHES AND THERAPISTS WHO STUDY AND SUPPORT THESE RELATIONSHIPS. THEIR OBSERVATIONS AND INSIGHTS CAN BE ESSENTIAL IN MAKING PRODUCTS BETTER. WHERE DO WE START?

Where do we start? //


PROMOTE PRODUCT MONOGAMY / GAIN LOYALTY WITH NEW CUSTOMER SERVICES THAT HELP TO CELEBRATE POSITIVE MOMENTS TOGETHER AND BY OFFERING SUPPORT IN CHALLENGING TIMES.



Congrats! You’ve sat on me 125,000 times in the past 10 years. Text HELPME to receive 25% off repair services.



Image Credit: Kim Yakota



BUILD POLYAMOROUS SHOPPING EXPERIENCES / CREATE NEW SHOPPING ENVIRONMENTS AND EVENTS THAT ENCOURAGE EXPLORATION, ENGAGEMENT AND CONVERSATION WITH A WIDE RANGE OF PRODUCTS.



Speed-dating for Kitchen Tables

Wednesday 20:00 Oxford Street

Image Credit: AGATON STROM FOR THE WALL STREET JOURNAL

Introduction //

58J F Grossen // The Desirability of Connected Products Winter 2016

Image Credit: flickr/Steve Rhodes

@jfgrossen + #frogdesign + #desirabilityofproducts

References //


Tina Kiesler and Sara Kiesler, Authors of My pet rock and me: An experimental exploration of the self extension concept. Advances in Consumer Research / http://www.wisegeek.org/what-is-the-difference-between-anthropomorphism-and-personification.htm

NYMAG / Neurotic People See Faces in Things / http://nymag.com/scienceofus/2015/07/neurotic-people-see-faces-in-things.html

The Seduction of the Interface: Merchandising in Interactive Product Design, Christopher Fahey / http://cdn.oreillystatic.com/en/assets/1/event/16/The%20Seduction%20of%20the%20Interface_%20Merchandising%20in%20Interactive%20Product%20Design%20Presentation.pdf

From Seduction to Fulfillment: The Use of Anthropomorphic Form in Design; Carl DiSalvo, Francine Gemperle - School of Design, Institute For Complex Engineered Systems, Carnegie Mellon University

Psychology Today / How Emotions Influence How We Buy / https://www.psychologytoday.com/blog/inside-the-consumer-mind/201302/how-emotions-influence-what-we-buy

http://www.wisegeek.org/what-is-the-difference-between-anthropomorphism-and-personification.htm

http://nymag.com/scienceofus/2015/07/neurotic-people-see-faces-in-things.html

http://www.web2expo.com/webexny2008/public/schedule/speaker/13934

http://cdn.oreillystatic.com/en/assets/1/event/16/The%20Seduction%20of%20the%20Interface_%20Merchandising%20in%20Interactive%20Product%20Design%20Presentation.pdf

https://www.psychologytoday.com/blog/inside-the-consumer-mind/201302/how-emotions-influence-what-we-buy

The Desirability of Connected Products

Design

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