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Considering the Book’s Future in the iPod Era
Typical Development Lifecycle Iterate and improve What to  make or do? Refine ideas and prototype Launch
Where We Work Take a fresh look at people What to  make or do? Launch Refine ideas and prototype Iterate and improve
Where We Work What to  make or do? Launch Refine ideas and prototype Iterate and improve Use existing ideas as hypotheses
Where We Work What to  make or do? Launch Refine ideas and prototype Iterate and improve Is it working like we hoped?
Where We Work What to  make or do? Launch Refine ideas and prototype Iterate and improve History provides context to explore new  opportunities
About Reading Ahead
This Project: Reading Ahead ,[object Object],[object Object],[object Object],[object Object]
Tracy Erica Peter Research Participants   We recruited 6 active readers (3 books, 3 Kindle) in the San Francisco Bay Area Chris Jeff Julie
Lead User Sampling ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],0 many 0 many Disinterested  Enthusiast Disinterested  Enthusiast
Fieldwork methods   We asked people to do  photo-diaries
Fieldwork methods   We conducted  contextual   interviews   and  participatory design  activities
We synthesized  data into findings, recommendations, and opportunities
We blogged  about our process and what we were learning http://www.portigal.com/series/reading-ahead/
Findings
Artifacts and behavior ,[object Object],[object Object],Books Reading
[object Object],[object Object],What is reading? Post-reading Pre-reading Reading
People read in a variety of modes Work  Fun  Interstitial  Bedtime  Focused  Private  Family
Each mode has multiple components Interaction  with others Content Setting Motivation
[object Object],The social side of reading
Book sharing ,[object Object],[object Object],[object Object]
Family reading ,[object Object],[object Object],[object Object]
Communicating (and exploring) identity ,[object Object],[object Object]
The book reading experience Post-reading Pre-reading Reading Memories Sensory Kinesthetic Sharing
Books are sensory ,[object Object],Distinct sensory qualities—texture, weight, etc.—vary between books, making each interaction a unique experience
Reading (books) is kinesthetic ,[object Object],The particular movements afforded by books can be an important aspect of the reading experience
Books are significant objects ,[object Object],[object Object],[object Object],[object Object],This book about Thanksgiving has been in Tracy’s family for several generations
Books are casual and simple ,[object Object],[object Object],[object Object]
Books enable unplugging ,[object Object],[object Object],Erica: “I have a very hard time  reading… without doing something  else. I could be sitting on the couch  and feel this need to check my email”
[object Object],[object Object],[object Object],The digital reading experience
Different platforms   offer different reading experiences ,[object Object],[object Object],[object Object],[object Object]
The Gold Standard ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Gold Standard ,[object Object],[object Object],[object Object],[object Object]
Guiding the transition ,[object Object],[object Object]
Amazon has yet to create a compelling story ,[object Object],[object Object]
Books and digital can coexist ,[object Object],Jeff: “I don’t think this thing (Kindle) replaces my paper books, and I’ll certainly still, if I’m at a bookstore  and I see a really beautiful book… I’ll buy it”
Opportunities
Has the  book  been fully explored? Book designers have used dozens of techniques to support navigation or other aspects of the experience, yet most books do not make use of those techniques Timothy McSweeney's Quarterly Concern  experiments with new approaches to  typography, layout, binding in each issue
Create a rich digital reading experience ,[object Object],[object Object],[object Object],[object Object]
1. Include the sensual Provide sensory and kinesthetic elements that deliver the  total experience  readers seek
Put the book back into the device ,[object Object],While only a conceptual piece and not an a realistic solution, this  Kindle case offers the touch and gesture of a hardcover book
Give the device its own distinct gesture ,[object Object],Texting  is immediately recognizable without seeing the person’s face or the screen Gellin’  became a catchphrase to describe a new behavior layered on top of the old behavior of wearing shoes
2. Support the social side of reading Support  and  expand  the social aspects of the reading experience
[object Object],Incorporate social networking
Encourage interactions across multiple platforms ,[object Object]
Bring people together ,[object Object],[object Object],[object Object],[object Object]
Prioritize functionality for sharing ,[object Object]
Nook  eReader enables sharing ,[object Object]
[object Object],3. Support the varied modes/rituals of reading   Work  Fun  Interstitial  Bedtime  Focused  Private  Family
Support the varied modes/rituals of reading ,[object Object],[object Object],[object Object]
4. Develop an ecosystem Harness the “power of many” to support new behaviors and grow the category
The iPod ecosystem ,[object Object]
The eBay ecosystem ,[object Object],[object Object]
For Future Work ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Design
Core77 Design Challenge
Let’s keep talking ,[object Object],dan@portigal.com

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Portigal Consulting: Reading Ahead Research Findings redux

  • 1. Considering the Book’s Future in the iPod Era
  • 2. Typical Development Lifecycle Iterate and improve What to make or do? Refine ideas and prototype Launch
  • 3. Where We Work Take a fresh look at people What to make or do? Launch Refine ideas and prototype Iterate and improve
  • 4. Where We Work What to make or do? Launch Refine ideas and prototype Iterate and improve Use existing ideas as hypotheses
  • 5. Where We Work What to make or do? Launch Refine ideas and prototype Iterate and improve Is it working like we hoped?
  • 6. Where We Work What to make or do? Launch Refine ideas and prototype Iterate and improve History provides context to explore new opportunities
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  • 9. Tracy Erica Peter Research Participants We recruited 6 active readers (3 books, 3 Kindle) in the San Francisco Bay Area Chris Jeff Julie
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  • 11. Fieldwork methods We asked people to do photo-diaries
  • 12. Fieldwork methods We conducted contextual interviews and participatory design activities
  • 13. We synthesized data into findings, recommendations, and opportunities
  • 14. We blogged about our process and what we were learning http://www.portigal.com/series/reading-ahead/
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  • 18. People read in a variety of modes Work Fun Interstitial Bedtime Focused Private Family
  • 19. Each mode has multiple components Interaction with others Content Setting Motivation
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  • 24. The book reading experience Post-reading Pre-reading Reading Memories Sensory Kinesthetic Sharing
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  • 38. Has the book been fully explored? Book designers have used dozens of techniques to support navigation or other aspects of the experience, yet most books do not make use of those techniques Timothy McSweeney's Quarterly Concern experiments with new approaches to typography, layout, binding in each issue
  • 39.
  • 40. 1. Include the sensual Provide sensory and kinesthetic elements that deliver the total experience readers seek
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  • 43. 2. Support the social side of reading Support and expand the social aspects of the reading experience
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  • 51. 4. Develop an ecosystem Harness the “power of many” to support new behaviors and grow the category
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