leapFrog > Customization Research
Transcription
leapFrog > Customization Research
LeapFrog > Customization Research :-) Michael Chanover ; ) Teena Gores : > Melissa Harris :-} Marni Taradash This book Belongs To: web physical world Introduction: Fueled in large part by a growing economy, an increase in customizationfriendly technologies, and the KGOY phenomenon, the role of youth customization and personalization is rapidly increasing within the marketplace. From avatars for MMOGs to fashion accessories, just about every new product and Web site is offering some form of customization. Yet, with this flood of new products and offerings, LeapFrog has an opportunity to develop a series of a design principals that enable a more meanful customization experience for our customers. To do this, we are creating this two-part research and design brief. The first part takes a quantitative view at what is happening today in the world of customization and the Web by surveying a collection of Web sites and assessing the customization formula. The second part looks at other ‘realworld’ examples of customization, how we can learn from the behaviors in these examples, and how we can apply this learning to LeapFrog products. Both the content and the process of this research and design brief are containers, able to be filled with more ideas, learning and discovery. Much like the gestalt of customization, this document is a starting point. Definitions “Second Life is about personal expression and your avatar is the most personal expression of all. After all, an avatar is your persona in the virtual world. The picture below shows how easy it is to create your avatar. Despite offering almost infinite possibilities, the tool to personalize your avatar is very simple to use and allows you to change anything you like, from the tip of your nose to the tint of your skin. Don’t worry if it’s not perfect at first, you can change your look at any time.” —Second Life Website cus·tom·ize –verb (used with object) -ized, -iz·ing. to modify or build according to individual or personal specifications or preference: to customize an automobile. per·son·al·ize –verb (used with object), -ized, -iz·ing. 1.to have marked with one’s initials, name, or monogram: to personalize stationery. 2.to make personal, as by applying a general statement to oneself. 3.to ascribe personal qualities to; personify. leapfrog web Part 1 Kid’s Toys & Products Kid’s Entertainment Kid’s Educational Kid’s Educationa Cartoon Network Design, share, and buy Create your Barbie. Create a t-shirt iron- your own custom LEGO com homepage design: on or print it out as models. character, colors. a poster. character gallery Create & print: book- line boutique. Show marks and ‘sell’ fashions Disney and decor Create your own on- you created. girlsense American Girl Kiddonet AOL Learning Kiddonet jr APlusMath Barbie Crayola Create an online di- Create mini movies ary, scrapbook, or with animation and upload your design, wishlist. Get mes- sounds. E-mail to & order your model sages from Barbie & fellow Nick users. Download software, create your model, online. gigapets Fisher Price Hasbro friends, save & e-mail your creations. Mamamedia Design your own ban- Create & send: e-cards Brainpop ner ad to advertise Millsberry Cosmeo your boutique. Nick Discovery Kid Nick jr Headsprout PBS Kids Nat. Geo. Kids playhouse disney Scholastic LeapFrog Lego Create your own pack- neopets aging. Vtech Create fashions, do Create your Nick. hair & makeup, or com homepage design: decorate dolls to e- icons, themes, & mail, or save in your shows online scrapbook. radio disney Create your Kiddonet. Create & print: car- com homepage design: toons themes, links, & music Sesame Street SI Kids ToonTown yahooligans Purchase a personal- Create & print: party ized phone call from invites, ‘biz’ cards, Barbie for your child. door hangers, stickers, etc. Time for Kids General Interest Online Communities Create your Trollz Create, buy, & sell Design, customize, & Create your own 3D Create your own pen- Reading Circle your own products: buy your own custom avatar for an online guin avatar for an homepage design: t-shirts, mugs, cards, boots community. online community. images, backgrounds, & postage stamps & links Amazon.com ClubPenguin AOL Learning Google APlusMath iTunes de.li.cious. Doppelganger Brainpop Create & print: cal- Kodak Gallery Nike id Cosmeo Create your imvu.com homepage design: im- endar Flavorpill ages, posts, & links Earn virtual coins to buy clothing, accessories, & furniture flickr for your igloo. Pogo scovery Kids imvu RealArcade Headsprout LiveJournal Nat. Geo. Kids Reebok Scholastic Shockwave MySpace Create, ‘buy’ & Create & print: flash ime for Kids cards Timberland Zazzle Tabblo ‘sell’: avatar clothing & accessories as well as imvu mods. Xanga LeapFrog > Customization Research > Page Detail Index : Kid’s Toys & Products site American Girl www.americangirl.com Barbie www.baribe.com Crayola www.crayola.com Gigapets www.gigapets.com Hasbro Monkeybar TV Monkeybar TV Jr age 3–5, 8–10 5–10 log-in no yes parents no no revenue yes sometimes LeapFrog Lego www.lego.com Neopets www.neopets.com VTEch www.vtech.com number of choices notes • physical doll 25 dolls (in the Just Like You category) Main Hasbro site is for parents. Monkeybar TV is found under the ‘Play’ tab on Hasbro’s site—it’s aimed at kids. • choose Barbie home page design • ‘Create Your Own _____’ (print/send): fashions, horse, poster, wish list, MP3 player, Barbie makeover • online diary—save writings, track moods, save favorite secrets/wishes, get e-mails from Barbie & friends online scrapbook—save created images • • personal phone call from Barbie for your child $—party invites, bday messages, etc.—in the ‘Parents’ section of site • e xample ‘Create Your Own Makeover Barbie’5 categories, 4 skin/hair tones, 10 hair styles, 4 hats, 6 eye colors/shadows, 4 eyelashes, 6 lip colors, 6 shirts, 8 hair clips, 4 sunglasses • Barbie phone calls: 6 themes example: Party invitation theme 7 intros, 9 ‘what to bring’ options Mostly built around current Barbie doll lines. A lot is aimed toward getting the child to want specific dolls, clothing, or accessories. Phone calls: $1.99 per call E-cards are crayon drawings already done by others. Interestingly, there’s no place on the site to submit drawings. 3–7 yes no no • e-cards • print & color cards • e -cards: 33 categories, 3-58 choices per • print & color: BW designs for the child to print, fold, & color. 33 categories, 0-6 per 7+ yes no no • e-cards • 6 designs N/A • e xample: Create Your Own Gingerbread Man 5 clothes in 8 colors, 13 c&ies, 7 frosting colors, 8 icing colors (in pen form), 5 eyes, 4 mouths Main Hasbro site is for parents. Monkeybar TV is found under the ‘Play’ tab on Hasbro’s site—it’s aimed at kids. • 3 (platform, age, skill) 5+ 3-5 no no no • download Monkeybar TV to desktop • ‘Create Your Own _____’ (print, some send):gingerbread man, Lite Brite designs, cake decoration, tiara, dancing pony movie, snow globe, lightsaber 5–adult yes no no • recommendation for a LeapFrog book www.hasbro.com www.leapfrog.com deliverables • d esign, share, & buy custom Lego models, including packaging. • create your own Lego Club home page • create your won Lego digital mini figure • models: unlimited • model packaging: • home page: change header, stickers, & add modules like hit counter, links, creations. 66 themes, 60 colors, 7 backgrounds • mini figure: 236 heads, 35 torsos, 30 legs N/A 5–adult yes no sometimes 7 yes no no • a virtual pet • 6 at a time, over 50 choices in total over 70 million subscribers 5–adult yes no no • g ame launcher with slightly themed art element • 8 small characters this is barely customization LeapFrog > Customization Research > Page Detail Index : Kid’s Entertainment site Cartoon Network www.cartoonnetwork.com Character Gallery www.cartoonnetwork.com Disney Disney Shopping www.disney.com Girlsense www.girlsense.com Kiddonet www.kiddonet.com Kiddonet Jr www.kiddnet.com Mamamedia www.macromedia.com age 6–12 3–adult teen– adult 7–14 7–14 3+ 7+ log-in no yes yes yes yes yes yes parents no no NA yes yes yes no revenue no sometimes yes yes deliverables number of choices notes • ‘ Create Your Own _____’ (print/send): alien, card, music, imaginary friend, • e xample: ‘Create Your Own Music’7 instruments, 11-24 samples per, 4 tracks, 3 speeds NA • ‘ Create Your Own _____’ (print/send): fairy, house, calendars, ‘photos’ of Minnie • books with personalized name (print) • cell phone ringtones, games, wallpapers $ • e xample: ‘Create Your Own House’ 5 house shapes, 5 roof items, 9 yard items, 10 doors/windows, change all colors Personalized books: 2 pre-written stories. • Enter child’s name, hometown, & favorite ice cream, & who the book is from. • Cell phone items: 13 games, 343 graphics, 229 ringtones (all properties) • e -cards $ (sponsored by American Greetings) online scrapbook—upload photos, store ad• dresses • ‘Create Your Own _____’ (purchase) Tshirts, wrist watch • e -cards: access to American Greetings entire e-card collection—$13.99 per year. • T-shirts graphics—5 catergories (examples): Stories category—52 designs Holiday—8 Characters (all Disney properties)——Mickey—297 (poses, logos, badges), Tinkerbelle—96, Tigger—100, Nemo—16 Name on shirt (pre-typed): 31 fonts, 224 colors, can adjust size/location. Sizes: 6 adult, 2 infant. 3-5 colors per style • Wrist Watches: Pixie Dust or Classic Mickey • • • • • create fashions creat & ‘run’ a fashion boutique create GirlSense home page keep a journal with personalized stickers ‘Create Your Own _____’ (post, print/ send): banner ads, e-cards, cartoon dolls, virtual makeovers • have own e-mail account Character Gallery properties visited: Mickey & Friends, Disney Fairies, Winnie the Pooh, That’s So Raven Ringtones: $1.99 per E-cards are sponsored by American Greetings. You go to their site to purchase. $19.99 per year. Site has a direct link from Kiddonet—½ of Kiddonet content leads to this site. Home page has a “Personal & Personalized” tab. • unknown—registration fee • h ome page: 50 themes, 5 text fonts in 12 colors, 8 music choices, hit counter, links (from Kiddonet site), & ‘About Me’ (85 images plus a ‘decorater your room’ page with 5 categories, 5 images per) ome page: 50 themes, 5 text fonts in 12 • h colors, 8 music choices, hit counter, links (from Kiddonet site), & ‘About Me’ (85 images plus a ‘decorater your room’ page with 5 categories, 5 images per) Most of this site wasn’t accessible to Mac users. no • create Kiddonet home page design • create e-cards ome page: 5 themes, 11 backgrounds, 5 text • h fonts in 12 colors, 6 borders, 39 ‘friends’ images, links (from Kiddonet site) Site is geared toward early learners yet the Home page Design is decidedly older. Not the same design or nav as Kiddonet either. no • choose Mamamedia home page UI • create a ‘DigSig’ creature—use for home page. Can also order a t-shirt with your creature on it*. • have own e-mail account ‘Create Your Own _____’: (print, send, • save) animated cartoons, stamps, artwork • Bot Blox game—design your own game play, create & control your own world • B ot Blox: 2 games styles (maze & city), 5 blox, 6 colors, 10 bots. Program controls for bots: 7 actions, 4 ‘tracks’ *T-shirts are purchased through a different site: 99dogs.com no LeapFrog > Customization Research > Page Detail Index : Kid’s Entertainment site Nick www.nick.com Nick Jr www.nickjr.com PBS Kids www.pbskids.com Playhouse Disney www.playhouse.com Radio Disney www.radiodisney.com Sesame Street www.sesamestreet.com SI Kids www.sikids.com Yahooligans www.yahooligans.com age log-in parents revenue deliverables number of choices notes • h ome page: 48 themes, 6–12 characters, 6-7 props, 6-9 borders, & 8 ‘favorites’ sections to complete (pull down menus) e-cards: text, pictures, & sounds 16 text • themes, 10-14 pre-typed phrases per, 16 picture themes, 8-10 per (some animated), 6 sound themes, 10 sounds per Home page & e-card themes are a mix of Nick properties & generic designs. 6–12 sometimes no no • create Nick home page design • create animated e-cards & send within NickMail network • ‘Create Your Own _____’ (print/send): calendar, iron-on t-shirt, poster, ID card download Nick ‘LaunchPad’ to your desktop • • Nicktropolis: (under construction) build your Nickself & help populate Nicktropolis. 3–5 no yes no • e-cards no • ‘ Create Your Own _____’: music, comic strip, painting, tree house no 3+ 3–5 7–12 no no no no no no • e-cards: 4 themes, 4-18 designs per theme Site design & language aimed at parents. • e xample: ‘Create Your Own Music’ 6 instruments, 4 beats, 4 sounds, 3 tracks No ‘Create Your Own____’ items are printable. All Printables are blackline masters already created. • ‘ Create Your Own _____’ (print/send): toy, hero, stickers, painting. If emailed, the ‘Hero’ creation will go into a Hall of Fame where a child can look it up & see their creation & name. • e xample: ‘Create Your Own Hero’ 18 faces, 18 torsos, 18 legs, 49 accessories Playhouse Disney properties visited: H&Y Manny, Mickey’s Clubhouse, Higglytown Heroes, Little Einsteins no • Create your own CD cover (print) • ‘Make’ a video (send) • C D covers (front & back): 20 backgrounds, 30 graphics, 3 fonts, 4 point sizes, 7 colors, area for 14 song titles. Able to flip, rotate, size, & place graphics in front or behind others. Also shows preview & has a language filter. • Video: mix a video for an existing song 3 songs, 3 pictures, 3 clips, 4 transitions NA • e xample: ‘Create Your Own Monster’ 4 bodies, 8 heads, 12 facial features, 6 accessories 2–6 sometimes no no • ‘ Create Your Own _____’: (send, play) animated e-card, monster, personalized printable • e-cards 8+ no no no • create your own sneaker (print) • sneakers: 7 sections: height, sole, fasteners, pattens, logos, extras, & colors. 7+ no no no • e-cards • e-cards: 5 categories, 24-76 cards per LeapFrog > Customization Research > Page Detail Index : Kid’s Educational site AOL Learning www.aollearning.com A Plus Math www.aplusmath.com BrainPOP www.brainpop.com Cosmeo www.cameo.com Discovery Kids www.discoverykids.com Headsprout www.headsprout.com Nat Geo Kids www.natgeokids.com Scholastic Kids www.scholastickids.com Time for Kids www.timeforkids.com age log-in parents revenue deliverables number of choices notes • no major customization offered • NA A surprisingly well designed site, for AOL • NA Single-license CDRom available for $14.99 Some movies/games are free. Most are for subscribers only. Subscription: $99–$175 a year. 13+ no no no 7–14 no no sometimes • ‘ Create Your Own _____’: (print) flash cards, worksheets • ‘Create Your Own _____’: (print) skeleton, etc • send questions to main characters • unknown • Both kid’s content and parent controls • NA 3–8 no no sometimes 5–12 yes no yes 5–12 no no no • no major customization offered • NA 5–7 yes no yes • no major customization offered • NA 7+ no no no • create animated e-cards • create a bookmark (print) • e -cards: 4 backgrounds, 1 main character, 65 items, 4 word balloon, 13 colors. All images can scale, size, move, & rotate. • c omics: 7 character poses, 4 backgrounds, 18 props, 47 pre-typed story sentences, 32 title combinations, 36 character lines 4+ no no no • ‘ Create Your Own _____’: (print/send) calendar, flash cards, comics • e-cards • create Trollz ‘Reading Circle’ home page 5–13 yes no no • no major customization offered LeapFrog > Customization Research > Page Detail Index : General Interest site age Amazon.com www.amazon.com adults yes NA Google www.google.com adults yes NA iTunes www.itunes.com all yes NA adults yes NA Nike ID www.nikeid.com all yes NA Pogo www.pogo.com all yes NA RealArcade www.realarcade.com all yes NA Shockwave www.shockwave.com adults yes NA Timberl& www.timberland.com adults yes NA Kodak Gallery www.kodakgallery. com Zazzle www.zazzle.com adults log-in yes parents NA revenue deliverables number of choices no • Lists, and recommendations from other userse NA no • Customized Search front door 24 • Recommendations on music NA • B ooks, posters, postcards, photo albums calendars and other printed materials from photographs NA • Sneakers 7, 5, 4 yes • c asual games with a community / social networking aspect NA no • Casual games NA • Casual games NA • create your own boots (purchase) • boots: 7 styles, 24 sizes, 9 stitch colors, 5 fonts, 16 leather colors, 6 detail sections—average 8 choices per Boot price—$155 • ‘Create Your Own _____’: (purchase) t-shirts, mugs, cards, postage stamps • example: ‘Create Your Own T-shirt’ Looney Tunes: 26 character categories: Bugs Bunny—32 (poses, logos, badges) Tweety—80, Acme—31, Sylvester—16 Phrases (pre-typed): 21 Name on shirt (pre-typed):, 255 fonts, 216 colors, can adjust size/location. Sizes: 5, 4-6 colors per style T-shirt price—$20.95. Art comes from 38 collections— including Marvel, Star Wars, Library of Congress, Disney, & Indianapolis Motor Speedway. Looney Tunes art used are from previous Warner Bros. style guides. yes yes yes yes yes yes notes very sexy design and functionality, clean and easy to use LeapFrog > Customization Research > Page Detail Index : Online Communities site age log-in parents revenue deliverables number of choices Club Penguin 8–14 yes yes yes • c reate & use a Penguin avatar to chat & play games de.li.cious 13+ yes no no • A social bookmarking site where users can share their bookmarks and tags that describe their bookmarks with others www.clubpenguin.com www.de.li.cious.com notes While the site is geared toward 8-14 it’s for all ages. Design is much younger—closer to 6-10. Subscription: $5.95 a month • unknown - registration fee NA Part of a movement called folksonomy. Doppelganger 13+ yes no no • create & use a 3-D avatar to IM • unknown—wasn’t able to get program working Site centered around music. Live DJs are in the ‘Lounge’ where avatars meet up. Flickr 13+ yes no no • show and share photographs on line NA - the user posts his / her own images and tags them A site for storing, searching, storing and sharing photos on line • c reate & use a 3-D avatar to chat, IM • create your own imvu home page • create & use or sell imvu mods—stickers, avatar clothing. All available in an online catalog. • a vatars: 24 body styles, 4 racial characteristics, 9 skin tones/make-up styles, 9 eye colors, 9 hair styles/colors, 9 shirts, 9 bottoms, 9 shoes, 9 accessories Technically, imvu is free. However, to register avatar name: $7.95 Also can purchase items for your avatar in the online catalog. NA - the user creates an online journal “Easily modify the look of your journal, using either a template-based style system or a higher-level customization wizard.” NA - the user creates an online page MySpace is an online community that lets you meet your friends’ friends. www.doppelganger.com www.flickr.com imvu www.imvu.com 13+ yes yes sometimes • a customized journal that is kept and shared online LiveJournal 13+ yes no no MySpace 13+ yes no no • a customized shared online Tabblo 13+ yes no yes • p ersonalized books, posters, post cards and other printed material, created from users’ photographs NA Xanga 13+ yes no no • A personalized site NA www.livejournal.com www.myspace.com www.tabblo.com www.xanga.com page that is kept and This site is a MySpace wannabe. LeapFrog > Customization Research > Page physical world Part 2 leapfrog Observations : Ikea LeapFrog > Customization Research > Page Observations : Ikea LeapFrog > Customization Research > Page 10 Observations : Terra Mia LeapFrog > Customization Research > Page 11 Analysis LeapFrog > Customization Research > Page 12 Synthesis User Interface Personal Touch The use of short sentences Use of a wall to showcase products Printed black and white instructions At a glace instructions Clear choices and difference, right in front of the user Price tags at eye level Use of photography to communicate a product feature Clarity of information Instructions that do not require reading Warm and inviting qualities Elements that are designed to fit the space Use of color for visual cues No more than 8-10 options Information that is clearly organized Up sell information to purchases; individual pieces are good, an entire collection is better Shopping carts designed specifically for the product Options sorted by color The smell of food Use of the word ‘guide’, instead of ‘map’ Use of mapping and categorization to guide user Two views of the same product A display of a product above, the item to purchase below Use of the floor to house information Buying into a lifestyle The notion that everyone is participating / group think A reason to bring family together Personification, not just products but a lifestyle Use of the word “your” / empowerment Creating a vision of what you can do Friendly competition / if someone else can, I can too Kids are welcome, a space for everyone The quality of curiosity, something that makes you want to know more A feedback loop to empower the user The notion of happiness Use of bright colors Creating guidance for ideas Things that are kid sized The use of music / ambiance A space that is warm and inviting The notion that there is no right way, only your way The quality of playfulness A way to celebrate the solution The same product, but individualized (not the same) Allowing design to mold to your personality Your choice, plain or color Do it yourself (DIY) as a way to be empowered Providing a suggested flow or self guided, users choice Motivation Aesthetics Blank Page Syndrome The promise of utility and functionality The integration of design and function Show off the solution, not the components Something that is personalized to customer The personality type that wants something customized Having something unique, one of a kind A way for art to be attainable The promise that each is different Creating something anew Ordering chaos Being able to choose it, and get it Buying into a full picture, not just pieces The promise of speed and convenience The promise of choice Being able to have it before you really have it Having a take away item / experience Obtaining something tangible Having samples available Convenience Being able to carry something around, and think about it Having what you want, when you want it; have a new sofa tonight The promise of comfort Having choices, being able to pick which ones you like Saving space, not using excess room Seeing multiple uses of the same product Creating a home-like warm environment Communicating the qualities of something handmade Providing a visual example and text description Giving the user many choices Consciousness example of choices Consistent design Using fun names for colors Using a grid to visually organize information Showing a product in use, not just a product but part of daily life Allowing the process to become the product Allowing for messy work Allowing for simply solutions, not fancy / high end Providing a work surface Providing visual examples of possible solutions Having all choices treated equally The use of bright colors The use of a grid The use of colorful designs Showing the finished solution Communicating mood and tone Using color to show off a simple product Using color to display a product The appearance of something being hand painted Showing the product in a location Inviting Making it go fast - immediacy Showing an alternative use to common object A “use me” quality to products A festive display, fun to fill up with work Providing idea starters Showcasing already completed work Showing a portfolio of work Allowing for idea generators Providing helper tips Giving the user a place to start Showing examples of possible solution Elimination of black page by giving starters Selling a vision of the result, not the process (and vice versa) Providing a limited number of choices Support A sequential number of steps Clean and clear instruction A clear navigation “How To” guidance Clear directions Clear large customer / account info Large type on tags and signage Repeating important information Use of video and text to deliver instructions Helpful people / resources Helpers in person or on computer Soliciting ideas and feedback from users Ease of use Workspaces for designing, available at key stages Feedback forums, online and offline Not having to wait for help Tools, accessible when you need them Computers on site, in order to help users Friendly people Readily available phone support Collaboration A joint project A family working together Activities for all ages Selling the user “togetherness” Segregating adult and child Providing free consultation Allowing the user to engage by having a seat and getting comfortable Providing a reminder of details you might have forgot LeapFrog > Customization Research > Page 13 Design Principals Providing Support Creating a Clear User Interface Creating a “Personal Touch” Enable live help / chat Offer clear instruction List out steps within a sequence Create dynamic steps, based on user input Offer ‘how to’ videos and DVDs Enable a network of support (power users) Offer a starting point, a way to begin Clearly layout the screen and choices Design to the target age, employ a dynamic design that scales with age (few choices for younger kids) Use short sentences in copy and instructions Provide instructions that do not require reading Show the ‘goal’ of what is to be created before the process starts Use clear and inviting colors, use color for visual cues Offer an approrpiate number of option to the user at a given time Employ shopping carts, designed specifically for the product Layout the screen carefully, building on the foundational principals of graphic design Design the elements to be customized around the space that they will be used in, not the other way around Personalize versus customize Creating a way to celebrate the solution Creating a reason to bring family together Delivering on the notion that there is no right way, only your way Creating a quality of playfulness Motivating the User Creating Strong Aesthetics Addressing the Blank Page Syndrome Communicate the promise of utility and functionality Show off the solution, not the components Cater to the personality type that wants something customized Cater to the ideal of having something unique, one of a kind Enable bragging rights Allow for the child to have it before you really have it (receive an advance email or picture of a physical object) Cater to the promise that each is different Cater to the promise that a set or collection is different Access to a ‘private club’, exclusivity, a larger reward Being able to have a glimpse of the final product and think about it Cater to the idea of art as something attainable Allow for multiple uses of the same product Creating a home-like warm environment Communicating the qualities of something handmade Providing a visual example and text description Providing a visual example only for people who cannot read Giving the user many choices Creating consistent design Using fun names for colors Using a grid to visually organize information Showing a product in use, not just a product but part of daily life Allowing the process to become the product Allowing for messy work Allowing for simply solutions, not fancy / high end Communicating mood and tone Provide idea starters / idea generators Provide multiple filtering sytems, more than one way to make choices Showcase already completed work Providing help and tips for getting started Seeing how other people have started Selling a vision of the result, not the process (and vice versa) Providing a limited number of choices Fostering Collaboration Allowing for more than one user to customize at a time Allowing for a family to work as a single unit Creating activities for all ages, such that different ages can use Segregating between adult and child LeapFrog > Customization Research > Page 14 Applications & Uses a few ideas for Things we can Customize (and how): Character / Avatar Printables / Swag Viral E-Cards Create a customized character based on a variety of criteria , such as hair, eyes, height, weight. Criteria can be delivered by menu, slider, or kit. Customized characters are commonly found in MMOGs, single player games, chat programs, and virtual worlds. Integrating the computer’s peripheral devices, such as the printer, and the promise of customization will enable a wide range of possibilities and uses. Cafe Press is a strong example of how the virtual world of customization and the physical world of objects can converge successfully. The LeapFrog equivalent of this approach would be branded printables such as books, flashcards, homework helpers, bookmarks, and anything for the refrigerator door! Electronic post cards remain popular for the very reason that they lend themselves to customizing. The LeapFrog equivalent of this category would be a series of e-cards that contained a learning moment. This is another product genre that would lend itself to be mashed up with other items in this list. For example, a child would send a friend their customized avatar in an e-card. Game A game-building engine provides the player the opportunity to create their own application, based on a series of inputs , such as age, curriculum, and character license. The game engine can address a range of ages by dynamically allowing for more / fewer criteria. Story / Adventure A Web equivalent of the ‘create your own adventure’ books provides the player the opportunity to chose from a series of possible characters, plot points, settings and outcomes. Qualities including ‘tone’ ‘vocabulary level’ and ‘length of story’ could also be added in order to given more controls to the user (or parent). Room / Environment / World This feature can range in scale from the simple ‘Build a Room’ feature found on Barbie.com, where users select colors and furniture from a list, to the massively complex premise of Spore, where users build an entire world, starting from a single cell. Curriculum / Lesson Plan The LeapTrack system is a strong example of what a customization engine that focuses on curriculum and lesson plans could be. This would be akin to a LeapTrack Light product that allowed the average parent to download a high level map of what their child was learning, and when. Uploadables The rapid ascent of YouTube illuminates the desire for people to not only create content on the Web using prescribed choices, but to also upload and share their own. Flickr is another example of user creating customized photo albums and sharing them with others. Product E-Newsletter Disney’s ToonTown is a good example of a child-friendly e-newsletter, yet it falls short on the customization. This genre of product could deliver not only on the superficial details of having a child’s name, age and favorite picture, but could also go the next level of containing customized content. A good current example of what this could be is one’s personalized Google Home page. Quick tools (high density plastic and ceramic molds) and low cost / low run printers, are giving way to a new generation of customized physical products, allowing this to move beyond the mere accessorizing of products by faceplates, skins, etc. Apple made a big splash back in 2002 by allowing users to personalize their iPods through low-cost laser engraving. Sounds In looking beyond the physical and visual, audio is an area that can be easily customized and really add to the immersion of a child’s online experience. One can currently personalize audio in a variety of products, ranging from cell phone ring tones to start up sounds. This can also be applied to a narrator’s voice (male / female) and musical personality of a game’s sound track. LeapFrog > Customization Research > Page 15 Design Application Build a game: Andrew’s game gallery: Game Machine Andrew’s game gallery: Game Machine 1 - START Start New Andrew’s game gallery: Game Machine 2 - Design Build on existing design Viewing Screen 3 - Personalize Build on existing design Pick Character Set Finding Nemo Age Range 6 years old Curriculum Area Reading Speacial Powers Invisible Number of Levels 5 Number of Players 2 Viewing Screen Viewing Screen Type in the title of your game here. This will show up in the first screen. NEXT 1 Build a Title Screen NEXT 2 NEXT 3 Andrew’s game gallery: Game Machine Andrew’s game gallery: Game Machine 1- Start 4 - Review 5 - Purchase and Share Build on existing design 2- Design 3- personalize 4- review 5- purchase and share Viewing Screen Download Game Pick Character Set Finding Nemo Age Range 6 years old Play On Web Curriculum Area Reading Add to Wish List Speacial Powers Invisible Share Game Specs Number of Levels 5 Number of Players 2 More 4 Viewing Screen NEXT NEXT 5 LeapFrog > Customization Research > Page 16 Design Application Build a character: 1 - Select a grade 1st Grade 2nd Grade 2 - Select a gender 3rd Grade 4th Grade 5th Grade 3 - How do you want to get started? 6th Grade Starting from Pieces 7 th Grade 8th Grade 9th Grade 10th Grade 11th Grade 12th Grade male Starting from Kit female 2nd Grade NEXT 1 NEXT 2 4 - Select character features NEXT 3 4 - Select character features $ 5 - Apply character $ Create e-card Print on t-shirt Place in game YOUR AVATAR RESET 4a NEXT RESET 4b NEXT NEXT 5 1- SELECT A GRADE 2- SELECT A GENDER 3- Select A method of customization 4- select character features 5- apply character LeapFrog > Customization Research > Page 17