‘I don’t know where you live’designing for a fragmented world

hello

i’m jenni lloyd

i’m a consultant with social media agency nixonmcinnes

recent widget projects

sugarscape

recent widget projects

Global Call for Action against Poverty (GCAP)

recent widget projects

oxfam festivals campaign

i’m a designer

with a social twist

on the web

for businesses

i solve problems

(generally, but not exclusively)

and i’m a geek

so i solve problems using technology

i’ve been playing with digital stuff for a long time

256 colours?

dial-up connections?

and if there’s one thing that fascinates me

it’s the way in which all this stuff is constantly evolving

the crap web

the web of data

the static web

the social web

we’re seeing a fundamental shift

from a time when we saw our websites as a destination

‘build it and they will come’

to a recognition that our customers are playing elsewhere

if we want to talk to them we need to be where the conversation is

we need to be useful

and we need to be wherever they want us to be

but we still need to be recognisably us

in 1915 the brief for the original Coca-Cola bottle demanded a bottle that would still be recognisable even if smashed into 1000 pieces

widgets are fragments of your brand scattered online

you don’t know where they’ll end up

or what they’ll be surrounded by

you can’t control their context

but they are still part of you

what’s left when the logo’s gone?

so, is your brand smash-able?

colour?

shape?

sound?

smell?

experience?

colour

emotional connection so great that heart rates went up 20%

shape

instantly recognisable by the click wheel –logo’s on the back

sound

no-one knows what it does – but we all know it’s ins ide

smell

you might not like it, but you know it’s there

smell

the smell of playdoh evokes childhood

experience

leather sofas, music - starbucks own the third space

how can we build a virtual sense of a product or promise?

how can we be smash-able online?

every element builds your brand and leaves impressions in users' minds

font

tone of voice

colour

images / icons

promises

participation with no effort

portability

who’s doing it well? you tell me!

your brand needs to work extra hard online to compensate

online consumers are less forgiving than they are in the real world

the web is anonymous, isolated and limited in terms of the senses

example time(sorry if any of these belong to you…)

full featured desktop application

easyjet

going the whole hog

UPS

functional, but anonymous

lastminute.com

on brand imagery, at least

the Gap

total consistency

National Geographic Channel

information overload

Animal Planet

clear, precise information design

Dorling Kindersley

Access to news... but fiction too?

the Telegraph

what next?

smash your widget just as Coca-Cola smashed its bottle

can you restore a full picture of your brand?

can you reconstruct your message and purpose piece-by-piece?

conduct a smash-ability audit

are you sure you’ll be recognisable, wherever you a re?

yes?

i’ll get my coat!

jenni@nixonmcinnes.co.uk

delicious.com/jenster/widgetwebexpo

slideshare.com/jennilloyd

Image credits

crayonshttp://flickr.com/photos/dyanna/10067176/problemshttp://flickr.com/photos/sloth_rider/392367929/sizes/l/dinosaurhttp://flickr.com/photos/kubina/114125566/sizes/o/fascinateshttp://flickr.com/photos/kapungo/2364272931/sizes/o/evolutionhttp://www.aliciapatterson.org/APF001973/Rensberger/Rensberger01/Rensberger02.jpgshifthttp://flickr.com/photos/sanbeiji/220645446/sizes/l/disneylandhttp://www.flickr.com/photos/denn/160596269/sizes/l/playing elsewherehttp://flickr.com/photos/mugley/2227098069/sizes/o/conversationhttp://flickr.com/photos/emdot/32179191/sizes/l/toolshttp://flickr.com/photos/22280677@N07/2504310138/recognisablehttp://flickr.com/photos/fictures/9636812/sizes/o/coke bottlehttp://flickr.com/photos/fazen/163500264/sizes/l/smashedhttp://flickr.com/photos/jef/2335451688/tiffanyshttp://flickr.com/photos/scelera/2465584827/ipodhttp://flickr.com/photos/threefingers/1690036226/sizes/l/intelhttp://flickr.com/photos/malagent/2309412839/sizes/l/subwayhttp://flickr.com/photos/thetruthabout/2801070469/Playdohhttp://flickr.com/photos/tinywhitelights/2593389967/sizes/lstarbuckshttp://www.flickr.com/photos/hamedmasoumi/2080552855/sizes/l/