building a design vision through design

Building a vision from design !

!

The Family, get the swag

Remy Bourganel, @epourkoapa

24.03.14

Remy Bourganel | building a vision from design | The Family | © 2014

Making the simple complicated is commonplace; making the

complicated simple, awesomely simple, that's creativity.”

Charles Mingus


Le designer est un inventeur de scénarios et stratégies. Ainsi, le projet doit

s'exercer sur les territoires de l'imaginaire, créer de nouveaux récits, de nouvelles

fictions, qui viendront augmenter l'épaisseur du réel.

Andrea Branzi, La casa calda, Paris, Éditions de l'Équerre, 1985.


Design, the basics


The whole is bigger then the sum of it’s parts

Gestalt

This TV is perceived as highest res image.

High res image / good audio Average res image / hi-res audio

Remy Bourganel | Forum innovation & design | Biennale du design de St-Etienne | Orange+Ensad+EnsadLab | © 2013

Gestalt applied: synesthesia


Abduction

Design is a creative synthesis activity processing a an abductive thinking: a logic

inference described as ‘guessing’ and ‘projecting’. This values:

• Iterative trial & error process: prototyping intermediary objects to feel, think, learn.

• Holistic vision (gestalt) within which the whole is greater than the sum of its parts.

The Muji CD player would fail against the feature list test, but it is about an experience… An Ideo prototype


Top-down+bottom-up

Design is a creative synthesis activity @ the junction of:

• Top-down approach: a value-led experience system: an ethos, a culture, a

zeitgeist, un imaginaire, eventually encapsulated in a brand.

• Bottom-up approach: a usage and people-led experience system: people’s needs.

Freemason symbols S street context, in Delhi


The familiar and the new

Piaget: To solve experience B, a child builds on previous experience A...

From this comes the concept of affordances (J.J. Gibson): actions possibilities that

are readily perceivable by an actor from remembered experiences...

!

Therefore, design as change agent needs to address both a marketing need to

value the perception of a disruption / people’s need to capitalise on experience.


The familiar and the new applied: the desktop metaphor

For example, the desktop metaphor was purposefully referring to real world

objects as metaphors to help one grasp the abstraction of a digital ‘space’.

And this is not exclusive to digital devices.

original desktop metaphor


The familiar and the new applied: the typewriter

The QWERTY keyboard was designed from technical contraints. Better options

for usage have been designed since, but the trade-off effort/benefit is perceived

as negative. The objectively better option doesn’t necessarily win!

Original Qwerty keyboard, 1880

Apple Qwerty keyboard

Dvorak keyboard, first alternative, 1936 Colemak, 2006


The familiar and the new applied: the Leapmotion

Exceptional technological performance of high definition gesture movement

capture, but without any usage! Gestures in the void are counter-natural

and stress the body, without physical artefact in hand, long usage creates a fatigue.

Leap motion, gestures in the void!


The familiar and the new applied: some more examples?

Google Glass?


The familiar and the new applied: anti-chronological03/04/2011 12:41BBC NEWS | UK | Magazine | Giving up my iPod for a Walkman

Page 1 of 6http://news.bbc.co.uk/2/hi/8117619.stm

LISTEN UP TEENAGERS... THECLASSIC WALKMAN EXPLAINED

1: Clunky buttons

2: Switch to metal (that's a type ofcassette, not heavy rock music)

3: Battery light - usually foundflickering in its death throes

4: Double headphone jack (not tobe found on an iPod)

5: Door ejects - watch out forflying tapes and eye injuries

Walkman v iPod: Scott's verdict

When the Sony Walkman was launched, 30 years agothis week, it started a revolution in portable music. Buthow does it compare with its digital successors? TheMagazine invited 13-year-old Scott Campbell to swaphis iPod for a Walkman for a week.

My dad had told me it was the iPod of its day.

He had told me it was big, but I hadn't realised he meant THAT big.It was the size of a small book.

When I saw it for the first time, its colour also struck me. Nowadaysgadgets come in a rainbow of colours but this was only one shade -a bland grey.

So it's not exactly the mostaesthetically pleasing choice ofmusic player. If I was browsing ina shop maybe I would havechosen something else.

From a practical point of view, theWalkman is rather cumbersome,and it is certainly not pocket-sized, unless you have largepockets. It comes with a handybelt clip screwed on to the back,yet the weight of the unit isenough to haul down a low-slungpair of combats.

When I wore it walking down thestreet or going into shops, I gotstrange looks, a mixture ofsurprise and curiosity, that mademe a little embarrassed.

As I boarded the school bus,where I live in Aberdeenshire, Iwas greeted with laughter. Oneboy said: "No-one uses them anymore." Another said: "Groovy."Yet another one quipped: "Thatwould be hard to lose."

My friends couldn't imagine theirparents using this monstrous box, but there was interest in what thething was and how it worked.

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Giving up my iPod for a Walkman

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03/04/2011 12:41BBC NEWS | UK | Magazine | Giving up my iPod for a Walkman


I managed to create animpromptu shuffle feature simplyby holding down 'rewind' andreleasing it randomly

The Walkman was a nostalgic sight forScott's parents

In some classes in school they let me listen to music and oneteacher recognised it and got nostalgic.

It took me three days to figure out that there was another side tothe tape. That was not the only naive mistake that I made; Imistook the metal/normal switch on the Walkman for a genre-specific equaliser, but later I discovered that it was in fact used toswitch between two different types of cassette.

Another notable feature that theiPod has and the Walkman doesn'tis "shuffle", where the playerselects random tracks to play. Itsa function that, on the face of it,the Walkman lacks. But I managed to create an impromptu shufflefeature simply by holding down "rewind" and releasing it randomly -effective, if a little laboured.

I told my dad about my clever idea. His words of warning broughthome the difference between the portable music players of today,which don't have moving parts, and the mechanical playback of old.In his words, "Walkmans eat tapes". So my clumsy clicking couldhave ended up ruining my favourite tape, leaving me music-less forthe rest of the day.

Digital relief

Throughout my week using the Walkman, I came to realise that Ihave very little knowledge of technology from the past. I made anumber of naive mistakes, but I also learned a lot about thegrandfather of the MP3 Player.

You can almost imagine the excitement about the Walkman comingout 30 years ago, as it was the newest piece of technology at thetime.

Perhaps that kind of anticipationand excitement has beensomewhat lost in the flood of newproducts which now hit ourshelves on a regular basis.

Personally, I'm relieved I live inthe digital age, with biggerchoice, more functions andsmaller devices. I'm relieved thatthe majority of technologicaladvancement happened before Iwas born, as I can't imaginehaving to use such basicequipment every day.

Having said all that, portablemusic is better than no music.

Now, for technically curious readers, I've directly compared theportable cassette player with its latter-day successor. Here are themain cons, and even a pro, I found with this piece of antiquetechnology.

SOUND

This is the function that matters most. To make the music play, youpush the large play button. It engages with a satisfying clunk, unlikethe finger tip tap for the iPod.

When playing, it is clearly evident that the music sounds significantlydifferent than when played on an MP3 player, mainly because of thehissy backtrack and odd warbly noises on the Walkman.

The warbling is probably because of the horrifically short battery life;it is nearly completely dead within three hours of firing it up. Notlong after the music warbled into life, it abruptly ended.

CONVENIENCE

With the plethora of MP3 players available on the market nowadays,

03/04/2011 12:41BBC NEWS | UK | Magazine | Giving up my iPod for a Walkman


Music on the move

each boasting bigger and better features than its predecessor, it ishard to imagine the prospect of purchasing and using a bulkycassette player instead of a digital device.

Furthermore, there were anumber of buttons protrudingfrom the top and sides of thisdevice to provide functions suchas "rewinding" and "fast-forwarding" (remember those?),which added even more bulk.

As well as this, the need forchanging tapes is bothersome initself. The tapes which I hadcould only hold around 12 trackseach, a fraction of the capacity of the smallest iPod.

Did my dad, Alan, really ever think this was a credible piece oftechnology?

"I remembered it fondly as a way to enjoy what music I liked, whereI liked," he said. "But when I see it now, I wonder how I carried it!"

WALKMAN 1, MP3 PLAYER 0

But it's not all a one-way street when you line up a Walkman againstan iPod. The Walkman actually has two headphone sockets, labelledA and B, meaning the little music that I have, I can share withfriends. To plug two pairs of headphones in to an iPod, you have tobuy a special adapter.

Another useful feature is the power socket on the side, so that youcan plug the Walkman into the wall when you're not on the move.But given the dreadful battery life, I guess this was an outrightnecessity rather than an extra function.

Scott Campbell co-edits his own news website, Net News Daily.

Return to link

A selection of your comments appears below.

Oh, I remember being so jealous of my classmates who hadWalkmans. When they first came out, they were over $200. Such joywhen the cheap electronics brands started making them! Every longtrip, I carried a big bag full of tapes and extra batteries. When theiPod came out, I was in awe at the idea of being able to carry myentire music collection in one small device that would fit in mypocket. I'd never trade my iPod for a Walkman, of course, but thisbrought back some great memories, and I really enjoyed the article.Maybe next you should try out a Commodore 64 for a week? Michelle, Portland, Oregon, USA

The one he is using now should be the earliest stage of Walkmanhistory. I still remember my last walkman 8 years ago was actuallypowered by a single AAA battery only and can last for few hours. Iagree perfectly to what he said about '.... with a satisfying clunk " omen... this was absolutely a SATISFACTION !! Chester Kev, Malaysia

You mention the lack of capacity and the limited number of tracksyou could carry around, I seem to quite merrily recall ALSO carryingaround a slick over the shoulder carry case for up to 20 cassettesshould my friends and I be heading out. And all the song lyrics werehandily printed out on the inside of the cassette cover, how ingeniuswas that!Andrew McCreath, Wateringbury, Kent

Memories! I still have exactly the same model that Scott used for hisreview - brought back floods of memories from the 80s - especiallyusing the double headphone socket so my girlfriend (now wife) and Icould share Phil Collins (!?). Between myself and my 3 kids I've nowbought every model of iPod/Phone, but I doubt I'll have thosememories again.Jim Mantle, Melbourne, Australia

BBC experiment on simplicity: asking an iPod’s generation teenager to play a walkman... http://news.bbc.co.uk/2/hi/8117619.stm

http://news.bbc.co.uk/2/hi/8117619.stm


Where is design best suited?

Roberto Verganti/Donald Norman

meaning

incremental change radical change

tech

nolo

gy

incr

emen

tal c

hang

e ra

dica

l cha

nge

technology

push

technology

epiphany

!!design

market pull

(user centred)

design

time

prod

uct

Human

Centred

Design

technology change

or meaning change

R. Verganti D. Norman


Framework of qualities

Design is a creative synthesis activity: aiming at balancing experiential qualities.

Donald Norman’s experience model

behavioural reflective

viceral

experience


Framework of qualities

Design is a creative synthesis activity: aiming at balancing experiential qualities.

Donald Norman’s experience model

behavioural reflective

viceral

experience

Functional Symbolic

Sensorial

experience>

in designer’s language


Designing against qualities


Framework of qualities/principles

Layers Universal principles Brand, Product Few examples…



Dieter Rams, 1968’s good design principles good design is innovative good design makes a product useful good design is aesthetic good design makes a product understandable good design is unobstrusive good design is honest good deisgn is long lasting good design is thorough, down to the last detail good design is environmentally friendly good design is litle design as possible !



Adam Greenfield’s Everyware updates the concepts of ubiquitous computing and the user experience consequences to consider in any design: Default to Harmlessness – in a world where it is possible for a device to broadcast your most intimate details, user’s safety (physical, psychic and financial) must be ensured. Be Self-Disclosing – ubiquitous systems should be technically and graphically self-disclosing, so that users are empowered to make informed decisions. Be Conservative of Face – ubiquitous systems must not unnecessarily embarass, humiliate, or shame their users. Be Conservative of Time – Ubiquitous systems must not introduce undue complications into ordinary operations and should ba respectful of our time. Be Deniable – Ubiquitous systems must offer users the ability to opt out, always and at any point.



UK government platform principles digital by default putting users first learning from the journey building a network putting barriers aside creating an environment for technology leaders to flourish don't do everything yourself (you can't) !



BBC Universal Compelling Authentic Pioneering Current Distinctive Joined-up Local/Global Modern british Best !!



FaceBook Universal Human Clean Consistent Fast Transparent !

Transparent???



Google Focus on people–their lives, their work, their dreams. Every millisecond counts. Simplicity is powerful. Engage beginners and attract experts. Dare to innovate. Design for the world. Plan for today‘s and tomorrow‘s business. Delight the eye without distracting the mind. Be worthy of people‘s trust. Add a human touch. !

!



Microsoft L&F !Light & SimpleFocus on primary tasksDo a lot with very littleFierce reduction of unnecessary elementsDelightful use of white spaceTypographyType is beautiful, not just legibleClear, straightforward information designUncompromising sensitivity to weight, balance and scaleMotionFeels responsive and aliveCreates a systemGives context to improve usabilityTransition between UI is as important as the design of the UI Adds dimension and depthContent, not ChromeDelight through content instead of decorationReduce visuals that are not contentContent is the UIUser interact with the content directlyHonestDesign for the form factorAuthentically digitalDon't try to be what it's NOTDe direct !

Microsoft for developers !Imaginaire, inspiration Modern: design reduced to the essence typography: clear honest ad beautiful motion design: bring it to life It’s not answer, but a point of view !drivers Pride in craftmenship sweat the details make it safe and reliable, balance symetry, hierarchy, align to grid !be fast and fluid life is mobile delight in motion design or touch intuitive interaction be responsible and ready immersive and compelling !authentically digital cloud connected dynamic and alive beautiful use of typography bold vibrant colours motion !do more with less be great at something focused and direct content before chrome inspire comfidence !win as one fit into the ui modelr educe redundancy work together to complete scenarios tools and templates are designed to scale



Apple iOS for developers !Developers oriente principles !User experience guidelines Create an application definition statement List all the features the users might like Determine who your users are Filter the Feature list through the audience definition Don’t stop there !User experience guidelines Focus on the primary task Elevate the content people care about !Think top-down Give people a logical path to follow Make usage easy and obvious Use user-centric technology Minimize the effort required for the user input Downplay file handling operations Eneble collaboration and connectedness De-emphasis settings Brand appropriately Make search quick and rewarding !Aesthetic integrity Consistency Direct manipulation Feedback Metaphors User control http://developer.apple.com/library/ios/#documentation/userexperience/conceptual/mobilehig/Principles/Principles.html#//apple_ref/doc/uid/TP40006556-CH5-SW7



Brand+Product, Nokia Music


Vision & qualities vs assets

An experience, a product, a brand DNA is made of a set of qualities.

Assets, and signatures are not the DNA, but an instantiation of it.

Flipboard ans it’s page swipe asset


Framework of principles and qualities

Orange Libon, qualities It allows personalisation to help bring hierarchy in my relationships It doesn't make me think. Doesn’t overwhelm/feels complete It helps me stay in the real world It is Social but not a social network It is Organic - it learns, adapts and evolves It is Open It is people and conversation It is enabling local connexions It makes me feel closer I own my data


Framework of principles and qualities

Espace partagé, Trace.Trace est une application de communication non verbale. C’est un espace partagé.C’est un ‘Chat’ visuel qui permet de partager avec l’être cher un écran de dessin. Ainsi en 3D-temps réel, quand A dessine dans le sable, B voit apparaître le dessin qu’il peut complétersimultanément. Si A et B s’arrêtent de dessiner, l’image s’efface dans le sable. Si A ou B secoue leur terminal, alors le dessin s’efface également. La vitesse de dessin affecte l’épaisseur du trait.Ainsi, les 2 personnes ont l’illusion d’une synchronisation spacio-temporelle.

Shared space, Trace.Trace is an application for non-verbal communication. It is a shared space.It is a visual chat allowing to share with the loved one a sandbox to draw.In real-time 3D, when A draws in the sand, B sees the drawing appearing and cancomplete it simultaneously. If A & B stop drawing, the image fades away in the sand.This way, they can draw for ever, as a conversation.The drawing speed affects the string’s thickness.With this app, sharing a screen enhances the perception of a shared time and space,it enhances presence.

Orange Libon, Re-interpret communication and presence through these qualities

On Trace was an instanciation of a vision of re-interpreting presence in an always connected work


Failures and seams

We don’t live in a seamless pure world as in the corporate vision videos…

People, products, experiences are imperfect: design for errors.

!

And bear in mind the big picture:

A.T.O.N.E. (this is service design thinking)

Actors

Touch points

Offering

Needs

Experience


Design vision/start-up


Design as framework and craft, from research to delivery

Designing an experience is not about executing a brief.

It’s about building a vision/brief and exploring instantiations.

Design is an integral part of the thinking.

!


Diachronic vs synchronic

Muji vs…

Aether music player, evolve/learn from context (place/time)

Services involving programmable matter are diachronic.

They reveal and evolves over time. The design becomes conversational with user.

Principles are grounding the evolutions.

They help bridging evolving experiences.

They frame the big picture.


Context is king

Context: People/Time (before, during, after)/Place

Minkowski’s space-time: light cone and hyper surface of the present

Minkoski’s model

Focus on Real-time value

covers the fact that before

and after matters a lot…

if not more.


Your DNA matters

A DNA can’t be stretched to infinite

AirBnB DNA Paris’ campaign is very off-brand…

!1-2-1 chat before booking

in the heart of a location

personalised search

explore through photos, maps

…

1-2-1 relationship

community

trust

casual

deep dive

…

fluid

visual

simple

casual

…

experience

bebavioural reflective

viceral