If the future is so hard to predict then where do we go to find the best strategies for our (mobile) products and content? In this session we explore what makes us fundamentally human and why that drives the design of great products. We'll use biology to identify the essential tools to get inside the heads of your customers. Our exploration will show us how to find the most important touch points along their journey with your product or service. These tools are the same tools used by leading design-driven companies like Apple, Google and Dyson to develop a remarkable and rewarding experience for their customers.

1. Richard Banfield
You Have a Great Mobile
Strategy But Nobody Cares
@

4. What’s next for
mobile design?

5. “…the things I’m going to be
working on haven’t been
invented yet.”
Rhys Banfield, age 10

6. Is there anything we
do know about the
future?

7. Source: Alpha Designer

8. Source: Alpha Designer

13. Biology is an
exquisite designer

14. Constraints

15. Beautiful

16. Adaptive

17. Empathy

18. Billions of years of user tests

19. Cycles of near wins that
lead to more attempts

24. Big innovations happen
when big stress occurs.

25. Rule #1:
Innovation in products
happens suddenly, not
gradually

26. What do our bodies tell
us about the future?

28. Why do we
even have
brains?

30. “Movement is the only
thing you have to affect
the world around you”
Daniel Wolpert, Neuroscientist

34. Mobile is a state,
not a technology

35. It’s the
biology, stupid.

36. Beware the tech that
forces you out of your
natural state.

37. #convCon @freshtilledsoil

38. Rule #2:
Mobile is our default state

42. Source: The Telegraph

43. “A wearable device is just one
more thing to manage during the
day. I don’t think people will want
to deck themselves out with all
that in the future,”
Amal Graafstra, adventure technologist

44. Source: The Telegraph

45. The future of mobile
product design looks
a lot like you.

46. Physiological
Safety
Belonging / Love
Self-esteem
Self-
actualization

47. Physiological
Safety
Belonging / Love
Self-esteem
Self-
actualization
WIFI!!!!!

49. Rule #3:
The best products simply
extend our biological
powers

50. What about content?

51. If tech conforms to us…

52. …then content should
follow us too.

54. Always on…
but not always on the
same device

55. mon tues wed thurs fri sat sun
Easy with smartphones…

56. …we forgot the tablets…
mon tues wed thurs fri sat sun

57. mon tues wed thurs fri sat sun
…and, more…oh boy…!

59. brains

60. “We are not seeing a substitutional
effect. People reading across
multiple devices increase their
consumption…”
Tom Betts, FT head of data

62. Rule #4:
Mobile experiences, and
thus products, are not
created equal

63. Let’s talk about drugs

64. We need dope

65. We need dopamine

66. We are emotional first
and logical second

67. Emotions are required
for decisions.

68. Source: snowlife.co.uk

69. Environmental
Psychological
Social

70. Environmental
Psychological
Social

71. Our physical experience
influences the
chemicals we release.

72. Brain chemistry drives
engagement.

74. “What’s in it for me?”

75. People use your
product because it
makes them feel good.

76. Make someone feel
good and you win.

77. Make someone feel
good in front of their
friends and you win
big time.

78. Recognize me!!

79. Car safety and soccer
moms.

81. What does safety look
like to your customer?

83. Physiological
Safety
Belonging / Love
Self-esteem
Self-
actualization

85. Rule #5:
The best products make
humans feel more human

86. #1 Innovation trumps iteration
#2 Mobile state is our default
#3 Extend biological powers
#4 Mobile is not created equal
#5 Make them feel good

87. #1 Innovation trumps iteration
Agile and Lean are better than
waterfall, but nothing beats
big breakthrough ideas.

88. Learn to prototype and test.

89. #2 Mobile state is our default
It’s not ‘mobile first’, its mobile
always. Build for the human
state not the tech state.

90. Great tech = great experience

91. #3 Extend biological power
Tech should enhance who we
already are. It’s not a new you -
it’s you with superpowers.

92. …but not at the ego’s expense

93. #4 Mobile UX is not equal
Context is everything. Get out
of the building and build the
most relevant UX possible.

94. Your user has already moved on

95. #5 Make us feel good
Build products that make
humans feel smart, safe,
recognized, and loved, and
they’ll return the favor.

97. Thank you!

98. Q&A