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Bridging the gap between Industrial and Interaction Design to develop better products and services for the physical-digital age. In a future where digital services and physical products come together, it seems like the tech community is having the greatest influence on our world. In some ways, this is great, but we seem to have forgotten those designers with the talent for crafting physical forms that can fit into our hands, our homes and our lives. For a future Internet of Things we need to better engage Industrial Designers in what we do. This talk will explore how we do that, from connecting between the two fields, calibrating individuals and teams, and collaborating towards a common purpose. Attendees should attend this session to get a better understanding of the needs and value offer of Industrial Design for a future of connected devices, and to find ways to work better alongside Industrial Designers.
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Bridging the Physical-Digital Divide !23 July 2014 UXPA 2014
!Jason Mesut Head of User Experience, Plan
Local Leader, IxDA London !
I N T E R A C T I O N D E S I G N A S S O C I A T I O N
Uh-oh!
Dancing to one beat
In the same room
For a common purpose
Different tribes coming together
!
I want a future where physical
products and digital services
work in harmony
!
Where Industrial Design and
User Experience practitioners
dance to the same beat...
!
...in the same room
!
...for the common purpose of
improving the products and
services of the future
!
The UX community needs to start
connecting, calibrating and
collaborating with Industrial Design
!
A hypothesis
Why do I think this is relevant?
What are the things you ?
People
Activities
Apps?
Technics 1200 SH-101
OP-1Tenori-On
I love objects
Q-Bert
Technics 1200
Q-Bert
Technics
Roland SH-101
Q-Bert
Technics
Milo Mesut
Yamaha Tenori-On
Teenage Engineering OP-1
Technics 1200 SH-101
OP-1Tenori-On
I love objects
5 years !Industrial Design
years !Digital User Experience
15
3 years Local leader
Interaction Design Association
L o n d o n
Subjects over 3 years Internet of Things Future of publishing Urban environment Smart materials Mobility / Automotive Clinical applications !Upcoming… Smart home Music interfaces Consumer healthcare
I joined
A product strategy consultancy
!
We help companies
work out what to do next.
I joined
!
We help companies
work out what to do next.
Helping innovation
and design teams
raise their game
Bringing clarity to
the front end of
innovation
Bringing clarity to
the front end of
innovation
Helping innovation
and design teams
raise their game
Bringing clarity to
the front end of
innovation
Helping innovation
and design teams
raise their game
Consumer
electronics
Automotive
!
Materials
What should we
do for our next
smart phone?
!
How will we
engage gen Z?
!
!
How can we
compete with
the no.1 in our
category?
Industrial Designers
Industrial Designers Digital / UX Designers
I’ve interviewed over 30 designers
Experiences with familiar names
Consultancies Manufacturers Education
Some key questions
—Why should we care?
—What are we aiming for?
—What are the challenges?
—How can we tackle them??
Some key questions
—Why should we care?
—What are we aiming for?
—What are the challenges?
—How can we tackle them?
!
Screens dominating
Screens on everything
Screens replacing tactile controls
Screens in front of babies
http://www.digitaltrends.com/wp-content/uploads/2013/12/fisher-price-ipad-apptivity-seat.jpg
!
Emerging hardware revival
The internet of things is hitting the mainstream
Niche Mass
In odd ways
http://www.beamtoothbrush.com/toothbrush/
http://www.beamtoothbrush.com/toothbrush/
Tech companies buying hardware companies + skills
Service companies selling hardware
Wearable excitement
Something other than a smartphone to design
Even if they make us look ridiculous
!
Industrial Design seems
to be losing relevancy
Digital designersUser Experience for web, GUI expertise
Software technologistsUnderstand infrastructure and web services
MakersPrototype, and play with combining technologies
Graphical User Interfaces
Systems thinking
Human behaviour & experience
Web technology
Data
Infrastructure
Prototyping
Human behaviour
Connection with the arts
Mike Kuniavsky, author of Smart Things Matt Webb, Berg Kate Hartman, artist, technologist, educator OCAD
Digital natives seem to be driving the future
Industrial Design doesn’t engage
Industrial Designers have their heads in the ground
Ian BachSenior Interaction Designer Method
Doesn’t include freelancers
£350-600+ a day
Industrial Design
User Experience
Huge pay gap
Some key questions
—Why should we care?
—What are we aiming for?
—What are the challenges?
—How can we tackle them?
!
Greater harmony between
physical and digital
A recipe for integrated products?
+ +Physical Product
Digital Interface
Digital Service
Integrated product
=
+ +Physical Product
Digital Interface
Digital Services
!Aesthetic
Visceral. Visual, sonic, feel.
Interactive Behavioural. Distribution of inputs and controls.
!Experiential
Reflective. Fit with person’s context and ecosystems.
!!Key levels of harmony
Components of integrated experience
Unite product and graphic language
Nokia and Microsoft Windows mobileSeparated at birth
Physical form and interaction design
Nokia and MeegoA touchscreen curved at the edges to aid friction for swipes from the edge
iPod The original integrated product?
Appropriate interactions — Hardware and software
interface working together — iTunes store — Aesthetic mismatch
Clunky car interfaces Screen clash
Dangerous disparity — Aesthetic mismatch — Interface not tactile — Doesn’t create a better
experience
Integrated automotive interface
Texas InstrumentsImmersive AutomobilePhysical controls designed in concert with graphical user interface
Nest Rare harmony?
Coherent product-service — Elegant hardware — Slick UI — Intelligent services
Nest Rare harmony?
We need to seek
1. Quality balance
2. Connected design language
3. Appropriate interactions
4. Consideration of overall experience
Some key questions
—Why should we care?
—What are we aiming for?
—What are the challenges?
—How can we tackle them?
!
Why harmony is rare
Hardware is being
commoditised
1/2/3/4
Industrial Design given away
In China, they are giving away the ID for free as part of their manufacturing services... Their skills in CAD and product design are being undervalued. !Kim Lenox Ex-User Experience Director Lunar !Kim Lenox
Objects, like apps, are becoming transient — like kettles that don’t last or phones we replace regularly !Jeremy Offer Design Director, Great Fridays
Objects becoming transient
Clients are more focused on what’s on the touchscreen rather than how good the case quality is
Jim BlythManaging Director, TheAlloy
Focused on the touchscreen
Delivery timelines
are different
1/2/3/4
UX is very much focused on the near term — it’s less reliant on supply chains !Mark Delaney Head of Design Forward, Nokia
UX focuses on the short term
Software design often begins later in the cycle. !You’re given a spec of controls and it’s very hard to adjust the hardware in the midst of development without long delays. !Nick Myers Director User Experience Design, Fitbit
Software added in later
Different delivery timeframes
18 months+
3 months+ initially Then monthly, weekly or daily
Hardware
Software
Problem framing Tooling
Tuning production
Manufacturing development
!Ideation
!Design development
R C D
!Production
2-6W 4-8W 4-8W 26W 12W 3W 4-8W
C D C D C D RCD RCD
Research Concept Design
RCD RCD RCD RCD RCD RCD RCD RCD
Disciplines don’t
understand each other
1/2/3/4
UX has done a pretty good job of making itself complicated in a short period of time with all the different sub-disciplines: IA, IxD, etc. !The more compartmentalised, the worse the result. !Marcus Hoggarth Industrial Design Director, Native
UX is confusing
Teams are
separated
1/2/3/4
Hardware and software teams often separated
SW HW
SW HW
In-house
In-house Agency
SW HW
Agency 1 Agency 2
SW HW
Agency
Design silos inhibit collaboration
ID UX VD SD
Should we destroy design silos before organisation ones?
Why harmony is rare
1. Hardware commoditisation
2. Delivery differences
3. Don’t understand each other
4. Teams are separated
Some key questions
—Why should we care?
—What are we aiming for?
—What are the challenges?
—How can we tackle them?
How can we bridge the
physical-digital divide?
How can we bridge the
physical-digital divide
First, we must
Define the divide
ID Industrial Design Physical
Product Design
Mechanical Engineering
Ergonomics
CMF
Product visualisation
Offer Mindset Language Tools Time
ID Industrial Design Physical
UX Digital User Experience
Product Design
Mechanical Engineering
Ergonomics
CMF
Product visualisation
Interaction Design
Information Architecture
Content Strategy
User Research
Visual Design
Experience strategy
Jargon !Documentation !Communication
Motivation !Values !Principles
Methods !Software !Approaches
Value !Uniqueness !
Horizons !Timelines !Pace
Which factors affect how we work together?
Offer Mindset Language Tools Time
Offer Mindset Language Tools Time
What separates us?
Bespoke
vs.
Universal &
documented
!Design
+
Experience
Mechanical
vs.
Theoretical
!!Solving
problems
+
Making
solutions
Manufacturing
vs.
Modelling
!!Researching
+
Sketching
+
Prototyping
Hardware
vs.
Software
!!Understanding
people
+
Conceiving
solutions
Long term
vs.
Short term
!!Fast-paced
+
Immediate
interaction
Offer Mindset Language Tools Time
What unites us?
Bespoke
vs.
Universal &
documented
!Brand
+
Design
+
Experience
Mechanical
vs.
Theoretical
!!Solving
problems
+
Making
solutions
Manufacturing
vs.
Modelling
!!Researching
+
Sketching
+
Prototyping
Hardware
vs.
Software
!!Understanding
people
+
Conceiving
solutions
Long term
vs.
Short term
!!Fast-paced
+
Immediate
interaction
How can we bridge the
physical-digital divide?
How can we bridge the
physical-digital divide?
We need to
Connect / Calibrate / Collaborate
How can we bridge the
physical-digital divide?
We need to
Connect / Calibrate / CollaborateFind the common ground
Connect on a personal level
Respect differences
How can we bridge the
physical-digital divide?
We need to
Connect / Calibrate / Collaborate Adapt ourselves
Adapt our processes
Translate our language
!
How can we bridge the
physical-digital divide?
We need to
Connect / Calibrate / Collaborate Unite on common purpose
Share between teams
Prototype together
!
Find common ground Connect on a personal level
Respect differences
Connect
Offer Mindset Language Tools Time
Hardware is appropriately named because it’s hard...
!
...It’s a long, hard, painful, expensive process
!
... It requires a long term commitment to a design
!Robert Brunner Partner, Ammunition (the guy who hired Jony Ive)
Hardware is hard
Software is slippery
1. Hidden impacts from changes
2. Multiple releases
3. Integration challenges
4. Multiple platforms
5. Legacy code
!Some large organisations have terrible legacy code — it can take months to change a word or button on a site
Here’s Jony
!
Come together
Understand how to buildProduct designers need to understand how their designs will be realised
Understand Materials and Manufacturing
Manufacturing means travel
You can’t get away from the fact that you’re going to have to jump on a plane and meet manufacturers in China and develop one-to-one relationships — that’s quite daunting for some people. !Jeremy Offer Design Director, Great Fridays
Manufacturing from the start
Manufacturing is a key consideration, not an activity
at the end of the process. Industrial designers consider manufacturing capabilities and constraints from the outset and throughout the design process. This drives and frames the design. !Alex Bradley Consultant, Plan
!
There’s a lot you can learn about manufacturing
3D printing won’t replace large scale manufacture... yet
Really valuable benefits of 3D printing haven’t really been embraced yet.
3D printed foetus
ID
Offer
Understanding people
!Conceiving and
detailing solutions
Hardware
Mindset Language Tools Time
Manufacture
Software
Flexibility
UX
Making things people love
Solving problems
Making Modelling
Functional
Making solutions
Aesthetic
Decoding
Mechanical Theoretical
Instinctive
ID UX
Offer Mindset Language Tools Time
Industrial designers obsess about physical form
!- Aesthetic - Makes a product
understandable - Unobtrusive - As little design as
possible
Dieter Rams rules of good design
I setup a monthly lunch with the director of research and development. It helps that we both care about the same thing. That helped to bring down any barriers. I worked to understand his and his team’s goals, so that we could better support them and work closer together. !Nick Myers Director User Experience Design, Fitbit
Connect on a personal level
Find common ground Connect on a personal level
Respect differences
Break down language barriers
Adapt our skills
Adapt our processes
Connect
Calibrate
Offer Mindset Language Tools Time
CMF
Responsive design
ToleranceInformation
Architect
Interaction
Designer
Product Product
Service
Experience
UX
UI/UX
Lean UX
Agile
Persona
EcosystemSupply chain
People
Interaction
Design
Brand
User Interface
Lean engineering
Product language QA / QC
CMD
Materials and finish
Material bill
Package (internal component architecture)
Bill of materials (BOM)
Stage gate process
Class A, B, C surfaces
ID UX
Similar terms for very different things
Well established
terms, but still a lack of
clarity
Offer Mindset Language Tools Time
Language
IDers often say they don’t
understand [UX], but shifting
perspective and language
helps them realise when
they are doing it. As a way to
bridge the gap, I'd often look
at their past work, point to
the solutions that worked
well and relate it to [UX]. !Kim Lenox
Former User Experience Director, Lunar
Sketching
Prototyping
Brainstorming
CAD modelling Wireframing
Manufacturing
Observational research
Designing in the browser
Experience mapping
Flow diagrams
Rendering
Sampling
Appearance
modelling
ID UX
Manufacturing techniques
Modelling tools to decode, clarify
Offer Mindset Language Tools Time
Adapt our skills and teams
Shifter Hybrid Partner Neutral leaderMoving from ID-to-UX Blending skills across ID + UX ID + UX working closely
together Solution agnostic leadership
+
No Learn skills, but don’t expect to do it all
Yes Find ways to work with specialists to create excellence
Maybe Rare few able to do this Are you ready to walk away from the craft?
Maybe ID to UX is possible, but the other way is tougher especially for seniors
Shifter Hybrid Partner NeutralID + UX working closely together
Partner or shift
+
Long term thinking Rapid releases
Ideas at pace
Product experience
Manufacturing lag
Learning curve
Relationship over time
Flexibility to adapt
Form first Form later
Upgrades
Designed to last
Fast-paced ideation
New products
ID UX
Offer Mindset Language Tools Time
Industrial Design has to project further into the future
2014 2015 2016 2017 2018 2019
Long-term visioning
Seymour Powell AircruiseThe Aircruise concept questions whether the future of luxury travel should be based around space-constrained, resource-hungry, and all too often stressful airline travel.
Each approach has it's own value, but close that gap and the future will happen quicker and better !Duncan Fitzsimons Founder, Vitamins
Close the horizon gap
2014 2015 2016 2017 2018 2019
Digital focuses on shorter term
Horizon gap
Find common ground Connect on a personal level
Respect differences
Break down language barriers
Adapt our skills
Adapt our processes
Connect
Calibrate
Collaborate
Unite on a common purpose Share regularly Prototype together
Develop shared vocabulary
Offer Mindset Language Tools Time
I’ve found the best way to get integration is to get away from the features and unite on the higher goals !Scott Jenson Product Strategy, Google
Unite on a common purpose
We structure projects so industrial designers, interaction designers, mechanical engineers, and strategists can do the research together. !David Sherwin Interaction Design Director, Frog
Research together
Photograph by Misha Miller
Sketch together
Sketch together
Sketch together
Product designers can come up with a hundred ideas in the time that UXers come with ten !Dave Cronin Director, Interaction Design, GE
Share work in progress
Catch issues early
Explore and experiment
quickly. Prototype with
different materials
Prototype together
We prototype in physical and digital - it's easy to do fast, and there is a lot to be said for tangible design - it might not be shippable, but it is experiential and experimental !Duncan Fitzsimons Co-founder, Vitamins
Prototype together
Hardware prototyping Tinkertronics
Share regularly
At Palm, we did show and
tells across ID and UX. IDs
would bring their models and
we would offer suggestions
and opinions. We would bring
our interface concepts or
prototypes and they would
share their ideas too. !Kim Lenox
Former Director of User Experience, Lunar
Collaborate away from project work
We run Interaction Labs events and people collaborate across the studio
Heather MartinDirector, Interaction Design SmartDesign, Barcelona
Collaborate away from project work
Hardware
Problem framing Tooling
Tuning production
Manufacturing development
!Ideation
!Design development
!Production
2-6W 4-8W 4-8W 26W 12W 3W 4-8W
Adapt our processes Cadence and relationships
Software
C D RCD
Research Concept Design
RCD RCD RCD RCD RCD RCD RCDDetail design C D
Physical interaction design
Beo A9Physical volume control
Physical interaction design
Beo A9Physical volume control
Beo A9Physical volume control
Find common ground Connect on a personal level
Respect differences
Break down language barriers
Adapt our skills
Adapt our processes
Connect
Calibrate
Collaborate
Unite on a common purpose Share regularly Prototype together
Develop shared vocabulary
Offer Mindset Language Tools Time
!Why?
!Seeking
!Against
!!We must
!
Losing relevancy !
Greater harmony !
Commoditisation, silos,
processes, language
Connect
Calibrate
Collaborate
Dancing to one beat
In the same room
For a common purpose
Different tribes coming together
Just bring your own moves and be careful of treading on other people’s toes