The first secret of design is…noticing

Tony Fadell

K.R.Moulika Krishnaveni, pgp30140

Under the guidance of

Prof. Sameer Mathur

Why sticker?

So that it would be easier for us to check out at the grocery counter

But… How did you eat it? – 1st time

Look for the sticker

Dig with your nails

Damage the flesh

Roll the sticker

Flick it off

How did you feel 10th time?

Hundredth

Time?

100th time? Do you even realize that there is a sticker?

WHY?

Habituation We have limited brain power

We get used to things Make them a habit

free up space in the brain to learn new things

How did you feel when you were learning to drive?

Now, once you have learnt, how it it?

LOT EASIER

Why? Habituation

But Does habituation stop you from noticing things around you?

Does it stop you from noticing & fixing things around you?

Then HABITUATION is really bad

Do you want to be a Designer? Entrepreneur? Innovator?

Then your job is not just to notice things but to fix it

In 1902 winter, Mary Anderson was travelling in a trolley car

There was a snowfall

Driver opened the window to clean the snow

But he let all cold air inside making the passengers miserable

Story of wind shield wipers

Mary NOTICED & FIXED this. HOW?

Birth of windshield

wipers

“Try to see the world, the way it really isNot the way we think it is”

Because ‘You need to solve invisible problems, not just obvious ones’

How to fix after noticing?

SCAMPERIt can be applied to –

Product ProcessProblem

SUBST

ITUTE

COMBINE

ADAPT

MODIFY

PUT IT TO

OTHER USE

ELIMIN

ATE

REARRANGE

How to fight habituation?

3 more tips

2. Look closer

1. Look broader

Different screws are required for different jobsOne custom screw solved the

problem

why cant cars fly around the

traffic?

Why don’t my shoe laces have Velcro instead?

why can’t the mailbox check itself and tell us when it

has a mail?

3. Think younger - Because they are not habituated yet

You were a born artist. But how do you remain an artist?

Summa

ry

The first secret of designing is noticing

• SCAMPER• Look broader, closer and think

younger