2. 2XM Interactive
• Mobile Application Development
• Touch Surfaces
• Experiential Tech Marketing
• 50% of our work today in partnership with
awesome agencies
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5. Building Amazing
Interactive Experiences
• Introduction
• Rethinking the anatomy of a project
• 3 Rules to respect
• 3 Case studies
• Take-Aways
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6. Anatomy of a project
• Medium (iPhone! Multitouch! QR!)
• Message (same old)
• Limitations (tech, budget, ressources, time…)
• Result: Customer happy for a while, some
buzz, but zero engagement and retention
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7. Worrying Stats
• ~30% of apps are used just once
• After 30 days, only 5% of apps still make it on
a user’s radar
• Something critical is lost in the conversation
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10. Project Surgery
What we’re told Where to focus
Medium Mindset
Message Barriers to use
Limitations Enchantement
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11. Case Study 1: The QR Code
• An awesome tech that you actively use?
• A horrible tech that should die?
• None of the above?
• We have seen QR campaigns with thousands
of codes distributed and a result of 7 scans
over a 1-month period
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12. Case Study 1: The QR Code
• Barrier to use: High. Smartphone, QR code
reader, act of actually pulling out the
smartphone, finding the damn app, and
scanning the code.
• Mindset: Usually low. No explanation of what
will happen once I scan it and why I should
stop what I’m currently doing to scan.
• Enchantement: Low. You’re taking me to a
website? Whoopee.
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13. Case Study 1: The QR Code
• Does that mean we throw away the tech?
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19. La Pige de Noël
• Barrier to use: Low (simple easy instructions)
• Mindset: High (It’s Christmas! 10 instant
prizes per day!)
• Enchantement: High (A touch version of a
giant claw game! I want to grab this ball!)
Video of the experience
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20. Case Study 3: STM-U2
• We got approached with this:
– STM is sponsoring the U2 concert
– They need something to stand out next to other
sponsors
– We want something big (medium)
– We want to promote the STM (message)
– Otherwise we just want something fun (message
backup)
– We can’t spend much money (limitation)
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22. Case Study 3: STM-U2
First toughts:
• Interactive Touch Window is cool
• Large-format Angry Birds?
• Bingo!
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23. Case Study 3: STM-U2
• Large Angry Birds
– Barrier to use:
• High. it’s a one-player game, in a 70,000 people venue.
There will be long lines.
– Mindset:
• Low. I’m here to party with my friends, not to play a
game alone.
– Enchantement:
• Medium. Angry Birds is cool. Large Angry Birds is
cooler.
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24. Case Study 3: STM-U2
• 2XM’s approach:
– Barrier to entry: People need to be able to
participate at any time and not need anything
special
– Mindset: Has to be a collective and fun
experience, no longer than a few minutes
– Enchantement: How do we take the STM’s
message and make it amazing?
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27. What Lies Ahead?
• iPhone was introduced by Steve Jobs as:
– A phone
– A PDA
– A music player
• A year later, the App Store opened
• Smartphones became small “app receptacles”
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28. What Lies Ahead?
• Just like web sites moved from “Print
receptacles”…
• Smartphones have to move to something
more than app receptacles
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29. What Lies Ahead?
Let’s stop building throw-away
apps and focus on relevant and
enchanting experiences
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30. Take-Aways
• Placing the mindset/barriers/enchantement
throught process at the core of the design will
bring forward exceptional experiences.
• Think of every aspect of a project as part of an
ecosystem: web, mobile, interactive, etc. An
ecosystem interacts with itself.
• Technology limits are meant to be broken –
Human nature is meant to be respected.
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31. Thank you!
Antoine Azar
antoine@2xminteractive.com
@antoineazar
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