Soleio Cuervo, design lead at Dropbox, spends his time thinking of new ways for products to understand our needs and wants in real time.
After years of firsthand work and observation, Cuervo has seen four ingredients emerge that power personalized products. At First Round’s recent Design+Startup event in San Francisco, he explained each one and how newer and smaller companies can put them together to not only build great products but accelerate progress for everyone:
IDENTITY – The takeaway for startups is that you should actively manage people’s identities in ways that encourage the behavior you want — whether it’s getting people to buy something or converse more with each other or share media. The features on your roadmap should bring out these aspects of your users’ identities whenever possible. And if engagement is your goal, your product should take cues from how people are organically identifying themselves on your platform.
GRAPHS – Just like people have a variety of identities spanning the digital world, they are also members of a growing number of groups, communities and networks that may have nothing to do with the people they know in real life. They belong to interest groups, follow celebrities, connect with professional contacts, tap into media sources for their news, and more. All of these systems of structured relationships act as graphs that can be used to deliver tailored experiences to individuals. As an entrepreneur, you want to select the graphs that make the most sense for your product.
CONTEXT – The new wave of innovation will be all about presenting the right information at the right time given the context of relationships, location, and device. Startups and apps that can filter people’s huge influx of information in a way that seems natural are set up to succeed in today’s climate. Startups looking to launch personalized products should fix their sights on how tasks and needs vary across different devices over the course of a given day.
BEHAVIOR – Don’t be afraid to be opinionated about how your users should behave. You’ve created a product to get them to do something. Get them to do it. “Be purposeful when it comes to driving a particular type of behavior — have a very strong viewpoint about how people should be using the service you’re providing.”
Cuervo’s final development tenet: “Remember that you’re not competing against other services. You’re competing against people’s habits. The companies that are truly out there disrupting things are the ones that drive a wedge into people’s habits. They say things like, ‘You used to walk out to the street to flag a taxi down. Now with Uber you can hail a car from your desk, so break that habit of leaving the building.’ As you’re creating your product, always be thinking about what people currently do and how you can very purposely create a new set of habits around your service. That’s what retention is — helping people build a routine around the utility you provide. Successful tech companies are built on new habits they helped form.”
We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.
Design 4 Disaster features an engaging illustrated safety manual for ship passengers, a personal project by Experientia designer Dohun YuLuck Jang 유록. After the Korean ferry accident last year, Yuluck (who is Korean) wanted to find a way to make safety manuals more interesting to read. He spent one year designing an interactive safety guide […]
Invitation: sharing session, Singapore, 30 March 2015 What are the hopes and fears of the elderly in Singapore? How can designers offer solutions that support the elderly in managing their health and wellness? What can healthcare professionals do to help them keep active? What role can technology play in the elderly’s daily lives? Design consultants […]
Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]
Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.
Why the world needs anthropologists – Coming out of the ivory tower Location: Padua, Italy, Centro Culturale Altinate/San Gaetano Date and time: Friday, 5 December 2014, 13:00 – 18:00 Padua, Italy, 5 December 2014 – The second edition of the international symposium of applied anthropologists attempts to erase the boundary between ‘pure’ and ‘applied’ anthropology, […]