About the power of product personality and the importance of reintroducing branding in our process

1. @jeroenvangeel
PERSONALITY
PRODUCT
J E R O E N VA 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. 2UX 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. 3UX LX 2011
3
B A B Y S M I L E

4. 4UX LX 2011
4
S E R I O U S A N D P L A Y F U L

5. T H I S A L S O H A S A P E R S O N A L I T Y

6. PROBLEM
THERE IS A
B U T…

14. FUNCTION
FEATURES
T O O M U C H
STORYTELLING
PERSONALITY
MEANING
T O O L I T T L E

15. 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?

16. PEOPLE PREFER
LIKE-MINDEDNESS
P E R S O N A L I T Y FA C T
S O U R C E : T H E M E D I A E Q U A T I O N

17. UNDILUTED PERSONALITIES
ARE PREFERRED OVER
COMPLICATED ONES
P E R S O N A L I T Y FA C T
S O U R C E : T H E M E D I A E Q U A T I O N

18. FLAWS ADD
TO BELIEVABILITY
P E R S O N A L I T Y FA C T
S O U R C E : T H E M E D I A E Q U A T I O N

19. WE JUDGE
IN THE FIRST
MOMENT
P E R S O N A L I T Y FA C T

20. 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

21. S I R I

22. 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?

23. 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?

24. 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?

25. BRANDING
MEET

26. 26UX 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. 27UX LX 2011
27

29. 29UX LX 2011
29
S A F E , S O L I D , S E R I O U S

30. 30UX LX 2011
30
S E X , S P E E D , F U N

31. N R C A P R I L 7 T H , 2 0 1 4

32. 32

33. 33

34. BRAND PERSONALITY
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

35. 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

36. 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

37. 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

38. EXAMPLES
WE WANT

39. 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

40. 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

41. 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

42. 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

43. O P E N , C O N C E R N E D , P E R S O N A L

44. 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

45. 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

46. 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

47. 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

48. 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

49. 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. 50UX LX 2011

51. THANK YOU!
W W W. O A K A N D M O R R O W. C O M