Nancy Birkhoelzer from Fjord presented at MobX Berlin on 'Designing for Love' see the full presentation here. For more information visit our website www.fjordnet.com or follow us on Twitter @fjord.

1. Touch Too Much!
Nancy Birkhölzer, Fjord Group Director
November 18th, 2011
Slide 1 © Fjord 2010 | Confidential

2. Touch Too Much!
“Pictures Under Glass is an interaction paradigm of permanent numbness.
It’s a Novocaine drip to the wrist. It denies our hands what they do best.
And yet, it’s the star player in every Vision Of The Future.
The iPhone is only the beginning — the first drop — of touch-based design.”
Bret Victor Tuesday, 8 November 2011
Slide 2 © Fjord 2010 | Confidential

3. DESIGNING LOVE
Slide 3 © Fjord 2010 | Confidential

4. DESIGNING LOVE
…and why you can’t “Touch too much”!
Slide 4 © Fjord 2010 | Confidential

5. WHAT WE DO AT FJORD
…or how to summarize 10 years and 500 projects into one slide
Slide 5 © Fjord 2010 | Confidential

6. WE DESIGN LEADING CROSS-PLATFORM SERVICES
Slide 6 © Fjord 2011 | Confidential

7. NOTES ABOUT MOBILITY
…or how to summarize 40,000 years of mobility
Slide 7 © Fjord 2010 | Confidential

8. THE THREE WAVES OF MOBILITY
WAVE 1
MIGRATION FROM
AFRICA
40,000 A.D.
HANDLING
TOOLS
KEY SKILLS
LANGUAGE,
AGRICULTURE
BREAKTHROUGHS
Slide 8 © Fjord 2011 | Confidential

9. THE THREE WAVES OF MOBILITY
WAVE 1 WAVE 2
MIGRATION FROM INDUSTRIAL
AFRICA REVOLUTION
40,000 A.D. 1800 - 2000
UNDERSTANDING
TECHNOLOGY
HANDLING
TOOLS
KEY SKILLS
LANGUAGE, EFFECTIVE MASS
AGRICULTURE MARKET PRODUCTION
BREAKTHROUGHS
Slide 9 © Fjord 2011 | Confidential

10. THE THREE WAVES OF MOBILITY
WAVE 1 WAVE 2 WAVE 3
MIGRATION FROM INDUSTRIAL
TODAY’S AGE
AFRICA REVOLUTION
40,000 A.D. 1800 - 2000 2000 ONWARDS
UNDERSTANDING
PEOPLE
UNDERSTANDING
TECHNOLOGY
HANDLING
TOOLS
KEY SKILLS
LANGUAGE, EFFECTIVE MASS TAILORED
AGRICULTURE MARKET PRODUCTION SOLUTIONS
BREAKTHROUGHS
Slide 10 © Fjord 2011 | Confidential

11. WHY LOVE?
What’s love got to do with it?
Slide 11 © Fjord 2010 | Confidential

12. #1 WE ALL WANT TO EXPERIENCE LOVE
We as designers also want our creations to be loved!
Slide 12 © Fjord 2011 | Confidential

13. #2 VALUE INCREASES TOWARDS THE HEART
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14. #2 VALUE INCREASES TOWARDS THE HEART
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15. #2 VALUE INCREASES TOWARDS THE HEART
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16. #2 VALUE INCREASES TOWARDS THE HEART
Disruption
Value creation
Innovation
Slide 16 © Fjord 2011 | Confidential

17. #3 MOBILE IS INHERENTLY EMOTIONAL
Slide 17 © Fjord 2011 | Confidential

18. #3 MOBILE IS INHERENTLY EMOTIONAL
Slide 18 © Fjord 2011 | Confidential

19. #3 MOBILE IS INHERENTLY EMOTIONAL
>80%
of teenagers in America
sleep with their mobiles
on or near their beds
Slide 19 © Fjord 2011 | Confidential Data by PewInternet & American Life Project April 2010

20. KEY POINTS
#1 We all want our own products of love to be loved – make it happen!
#2 Value creation and disruption will happen closer to the heart
#3 The mobile medium is inherently emotional
= Designing love is critical for long-term mobile success
Slide 20 © Fjord 2011 | Confidential

21. HOW IS LOVE DESIGNED?
Three universal stages to attain true love
Slide 21 © Fjord 2010 | Confidential

22. 1 MATCHMAKING
Discovery in an increasingly crowded market
2 DATING
Engaging users with your service
3 TRUE LOVE
Loyalty – a fluid, meaningful and ever-present relationship
Slide 22 © Fjord 2010 | Confidential

23. #1 DESIGNING FOR EASY DISCOVERY
Slide 23 © Fjord 2011 | Confidential

24. #1 DESIGNING FOR EASY DISCOVERY
Slide 24 © Fjord 2011 | Confidential

25. #1 DESIGNING FOR EASY DISCOVERY
Slide 25 © Fjord 2011 | Confidential

26. #1 DESINGING FOR EASY DISCOVERY
Slide 26 © Fjord 2011 | Confidential

27. #2 DESIGNING THE ‘HOOK’
#3 ENSURING IT’S QUICKLY TO EXPLAIN
It’s critical to hone in on one or two things that are truly
appealing, and focus on doing them really well.
Slide 27 © Fjord 2011 | Confidential

28. #4 MAKING IT ALL EASY, YET TAILORED
Making complex solutions easy for the users
is an art form. Presenting the solutions in a
clear compelling manner is key to success.
Slide 28 © Fjord 2011 | Confidential

29. KEY POINTS FOR MATCHMAKING
#1 Design for easy discovery
#2 Ensure you have a strong ‘hook’ or strong differentiation
#3 Ensure core offer is really easy to explain quickly
#4 Make it feel like it’s made for the individual
Slide 29 © Fjord 2011 | Confidential

30. 1 MATCHMAKING
Discovery in an increasingly crowded market
2 DATING
Engaging users with your service
3 TRUE LOVE
Loyalty – a fluid, meaningful and ever-present relationship
Slide 30 © Fjord 2010 | Confidential

31. #1 THE ENGAGEMENT FUNNEL
It’s critical to make it easy to get started.
Slide 31 © Fjord 2011 | Confidential

32. #2 GAMING AND #3 SOCIAL
Competing &
collecting
Scarcity Social drivers
Slide 32 © Fjord 2011 | Confidential

33. #4 BEAUTY
Ericsson IPTV Remote
Visual richness
and appeal
BBVA Flipboard
Visual meaning and glanceability A tactile reader
Slide 33 © Fjord 2011 | Confidential

34. KEY POINTS FOR DATING
#1 It’s critical to make it easy to get going
#2 Gaming dynamics are effective in mobile
#3 Social components increase the appeal
#4 Tactile beauty is powerful
Slide 34 © Fjord 2011 | Confidential

35. 1 MATCHMAKING
Discovery in an increasingly crowded market
2 DATING
Engaging users with your service
3 TRUE LOVE
Loyalty - a fluid, meaningful, and ever-present relationship
Slide 35 © Fjord 2010 | Confidential

36. #1 DESIGNING FOR AHA, WOW AND OF COURSE
OF COURSE
ENGAGEMENT
AHA
WOW
TIME
MATCHMAKING DATING TRUE LOVE
Slide 36 © Fjord 2010 | Confidential

37. #2 PEOPLE KNOWLEDGE AS THE LOVE FOUNDATION
I am a better partner and servant to you if I know you well, and also know who you know.
How can user knowledge be turned into a benefit for the user?
Slide 37 © Fjord 2011 | Confidential

38. #3 ATOMIZED SERVICES AS THE LOVE FOUNDATION
People end up thankful to those who consistently deliver value across
various services and touchpoints.
Slide 38 © Fjord 2011 | Confidential

39. #4 UBIQUITY AS THE LOVE FOUNDATION
Google is the ultimate utilitarian ubiquity virus.
Slide 39 © Fjord 2011 | Confidential

40. #5 FLUIDITY AS THE LOVE FOUNDATION
I want my partner to always be there with me regardless of
where I am or what I do. It’s an ever-present relationship.
Slide 40 © Fjord 2011 | Confidential

41. KEY POINTS FOR TRUE LOVE
#1 Design for ‘of course’ rather than only ‘wow’
#2 Ensure profile and identity matters are well considered
#3 Look for elements of your solution that can be atomized
#4 Aim for ubiquity
#5 Ensure fluidity across devices, tasks, spaces
Slide 41 © Fjord 2011 | Confidential

42. SUMMARY
The recipe for love
Slide 42 © Fjord 2010 | Confidential

43. THREE UNIVERSAL STAGES TO ATTAIN TRUE LOVE
Digital service Desired user Required
equivalent reaction characteristics
Meets real
needs.
MATCHMAKING DISCOVERY AHA ! Easy to grasp.
Contextually
relevant.
Attentive, fun,
attractive. Great
first experience.
DATING TRIAL WOW !
You want to tell
others.
Loyal, evolves
with you,
tailored to
TRUE LOVE LOYALTY OF COURSE !
match you well.
Problem solving.
Slide 43 © Fjord 2011 | Confidential

44. …WHAT MIGHT BE EQUALLY (OR MORE) IMPORTANT
RELEVANT QUESTIONS TO ASK
Through the mobile services we design: How can we
connect the right people to each other and enable
MATCHMAKING them to collaborate, in order to create REAL relevance
and make a difference to our society, politics,
environment etc.?
People are connected all the time, but yet they feel
less and less connected to the world. How can we
design solutions that reconnect people to the REAL
DATING (physical) world and enhance their experience within
it rather than isolating them in digital spaces?
How can create long term value by triggering long-
lasting positive transformation through our design?
How can we design services that initiate or nurture an
TRUE LOVE behavioral change and help people transform?
Slide 44 © Fjord 2011 | Confidential

45. …WHAT MIGHT BE EQUALLY (OR MORE) IMPORTANT
RELEVANT QUESTIONS TO ASK
Through the mobile services we design: How can we
connect the right people to each other and enable
MATCHMAKING them to collaborate, in order to create REAL relevance
and make a difference to our society, politics,
environment etc.?
People are connected all the time, but yet they feel
less and less connected to the world. How can we
design solutions that reconnect people to the REAL
DATING (physical) world and enhance their experience within
it rather than isolating them in digital spaces?
How can create long term value by triggering long-
lasting positive transformation through our design?
How can we design services that initiate or nurture an
TRUE LOVE behavioral change and help people transform?
…another presentation 
Slide 45 © Fjord 2011 | Confidential

46. THANK YOU!
Nancy Birkhölzer
Nancy.Birkhoelzer@fjordnet.com
www.fjordnet.com
@fjord
Slide 46 © Fjord 2010 | Confidential