The Emotional Side of Design: Merian Scout Navigator May 14, 2008

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3 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Table of Contents Form Follows Function Form Follows Emotion Merian Scout Case Study

FORM FOLLOWS FUNCTION

5 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Wayfinding 3 key ways humans navigate and wayfind in the physical world: Landmarks Routes Maps Form Follows Function

6 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Landmarks

7 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Landmarks Landmarks are distinctive and should be easily viewable from a distance.

8 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Routes

9 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Routes Routes are abstract and point to point, with the journey internalized and not easily communicable.

10 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Maps

11 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Maps Maps reveal overall spatial orientation and the general relationships of one place to another.

FORM FOLLOWS EMOTION

13 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Connecting Emotionally frog’s philosophy is that without the intent and achievement of connecting with the user, the experience of even a well designed object can be cold or disconnected. Form Follows Emotion

14 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation A cult of personality

MERIAN SCOUT CASE STUDY

16 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Challenge Merian’s known brand of tour guides and magazines provided premium content. Now they wanted to branch out into creating their own GPS device with premium content and experience for European travelers. Approach frog believes that “form follows emotion” and the key to successful product and UI design takes its cues from human connection. The frog team in Germany created a superior navigational product, leveraging emotional content ties from the brand’s heritage. Merian Scout Case Study

17 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Form Follows Emotion It offers trusted trip content. When you drive by POI signs in Germany, it recognizes them and talks to you about it via audio and image.

18 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Form Follows Emotion It’s your “Plan B”. The restaurant you planned to visit is closed on Mondays. Instantly let Scout find you a nearby back-up plan for dining.

19 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Form Follows Emotion It’s your tour guide. The umbrella is symbolic of tour guide leads. It can be combined with other search parameters, like the Scout to find interesting places near your destination.

20 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Emotional Connections Making memories. Photos provide starting points to other trips’ fond memories...

21 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Emotional Connections …Much like building a gallery. Saved and suggested images prompt ideas for new routes, trips and side visits along the way.

22 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Form Follows Emotion It’s all about you. Based on your patterns of usage it could tailor suggestions to you over time, making it a very personal Merian experience. The packaging reflects that sense of the experience being about your trip and your happiness.

23 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Form Follows Emotion It speaks the language of the brand and of navigation. Product design choices emanate the compass and wayfinding elements in the blue lights and physical artifacts. The high tier Merian content brand transcended UI and physical space.

24 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Form Follows Emotion

THE END RESULT

26 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Merian Scout Packaging - The Experience Starts Here

27 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Merian Scout Device Design - A Good Out Of Box Experience

28 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Merian Scout UI - Delivering on the Promise

29 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Merian Scout UI - Delivering on the Promise

30 © 2008 frog design. Confidential & Proprietary. Where 2.0 Conference Presentation Merian Scout UI - Delivering on the Promise

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