Letting Go

Letting go...
on design in a time of disruption

http://creativecommons.org/licenses/by/2.0 http://www.ﬂickr.com/photos/basheertome/5557362895

napoleon bonaparte

for much of human history, we have
been on a quest for perfection + control...

http://www.ﬂickr.com/photos/ghewgill/5046616680

much of it
started with this...

movable lead type

http://www.ﬂickr.com/photos/purdman1/2875431305

“...there were perhaps 30,000 books
in all of Europe before Gutenberg
printed his bible...less than 50 years later
there were as many as 10-12 million"
“Gutenberg’s Legacy”, University of Texas

gutenberg parenthesis

http://www.ﬂickr.com/photos/jmwk/3517373312

fewer books
printed in Latin

democratisation spread of
of knowledge v.1 knowledge in local
languages

standardisation wider access to knowledge
of spelling for women and the poor

development of
formal grammar

the knock-on eﬀects were
nothing short of revolutionary

http://www.ﬂickr.com/photos/humblog/452238876

but our ability to capture,
store, and constrain knowledge,
also led us to believe that knowledge
might be a ﬁnite thing...

http://www.ﬂickr.com/photos/whiteafrican/2938685296

...that if we experimented
long enough, we could discover
"the truth" about all sorts of things...

http://www.ﬂickr.com/photos/smithsonian/4127624763

iso certiﬁed

...and "the best way"
to do just about everything...

http://www.ﬂickr.com/photos/bigbirdz/4507266406

google patents

we protected ideas, and
claimed them as our own...

http://www.google.com/patents

design thinking

six sigma

we created processes, enabling us to
duplicate what we'd learned...

http://www.ﬂickr.com/photos/siliconbeachtraining/3925458997

industrialisation, automation and
globalisation further ampliﬁed this...

chongqing china

http://www.ﬂickr.com/photos/fungleo/4771589650

...once you can duplicate
something you can scale it

http://www.ﬂickr.com/photos/scobleizer/3009516045

...and if you can scale it,
you can make money

http://www.ﬂickr.com/photos/daverugby83/4478007023

bruce mau massive change

thanks to the Internet,
much of this is starting to unravel...

http://www.ﬂickr.com/photos/chadmagiera/265752353

...scale is still important,
but the knowledge + power in
the network are now more
important than that of any
one group or individual...

http://www.ﬂickr.com/photos/jurvetson/5129303018

social networks act as "ampliﬁers"
spreading messages and ideas...

http://www.ﬂickr.com/photos/28misguidedsouls/5522310921

let a product, or idea loose online,
and it's likely to grow...

crazy frog

http://www.ﬂickr.com/photos/ricardoalvarez/229045487

the annoying thing

but ideas don't just grow,
they self-replicate and evolve...

http://www.ﬂickr.com/photos/ricardoalvarez/229046257

swine ﬂu mexico

often at a pace and intensity that
is normally associated with viruses...

http://www.ﬂickr.com/photos/eneas/3479302322

this is actually
bacteria...

and while viruses can be contained,
it's impossible to contain ideas
once the power of
the network sets in...

http://www.ﬂickr.com/photos/ricephotos/2679758872

http://www.ﬂickr.com/photos/altemark/39593706

portable, always on,
always connected devices
have only ampliﬁed this

http://www.ﬂickr.com/photos/misbehave/2352753067

combine all these things and
you have the perfect storm...

http://www.ﬂickr.com/photos/nebraskasc/3659328702

an endless, often over-connected
feedback loop...

http://www.ﬂickr.com/photos/randysonofrobert/311744213

propelling unexpected
ideas to greatness...

angry birds

http://www.ﬂickr.com/photos/yghelloworld/4965465016

http://www.youtube.com/watch?v=7IcVyvg2Qlo

enabling new voices...

it gets better

egyptian revolution

...accelerating change

http://www.ﬂickr.com/photos/ahmadhammoudphotography/5410375058

market crash 2011

economic crisis 2008
...or causing chaos
on a global scale

http://www.ﬂickr.com/photos/mccun934/2899155411

"events, threats and opportunities aren't just coming
at us faster or with less predictability; they are
converging and influencing each other to
create entirely new situations..."

"...these first-of-their-kind developments
require unprecedented degrees of creativity"
Capitalising on Complexity - 2010 IBM CEO Study

http://www.flickr.com/photos/jmv/3371886

nathan road hong kong

this new environment presents engineers,
designers, (or anyone who makes products)
with some decidedly unique challenges...

http://www.ﬂickr.com/photos/z_wenjie/5602616401

the balance of power
is shifting...

http://www.ﬂickr.com/photos/jenny-pics/5661879987

“The idea that someone can
program our consumption is becoming
obsolete, and fast.” - Seth Godin
“The extraordinary revolution of media choice”

http://www.ﬂickr.com/photos/jurvetson/3275235423/

we can no longer expect customers
to interact with our creations
in a linear, exclusive, or
predictable manner...

http://www.ﬂickr.com/photos/arenamontanus/3496433929

users no longer have to wait for us
to create experiences for them...

http://www.ﬂickr.com/photos/ncanup/3526550845

if something doesn't suit them...

http://www.ﬂickr.com/photos/jessehull/163703252

kindle teleprompter

...they can change it

http://www.ﬂickr.com/photos/24763767@N03/3907937027

"The world is split into websites that
work with Instapaper, and stuff
that has now been rendered
irrelevant to me.” flipboard

@killdozer

readability

instapaper

...they can improve it

http://www.flickr.com/photos/johanl/4818276266

...enhance it

http://www.ﬂickr.com/photos/bramus/5222185714

Curation & Social discovery
tech support Shopping mall
app store

Serendipity...(and fun!)

...even compete with it

http://twitter.com/#!/joindiaspora

makerbot thing-o-matic

3D printing

...very soon, they will
be able to go much further

http://www.ﬂickr.com/photos/faircompanies/4955025544

...this is not
necessarily a bad thing

http://www.ﬂickr.com/photos/salty_soul/4737350118

"Issuing your customers with something that is rough,
incomplete, and possibly even substandard seems
counterintuitive but there is growing evidence that
people don't necessarily want the perfect product..."

http://www.ﬂickr.com/photos/tiseb/13541804

"...they prefer to deal with something ragged
around the edges that they can adapt or improve."
Loose, Martin Thomas

http://www.ﬂickr.com/photos/emerson12/2682480262

caricature

personas

in our quest to create perfection,
scenarios
we've also tended to presume users
behave in a generally homogenous way...

http://www.ﬂickr.com/photos/carbonnyc/2206470413

complex vs. complicated

...this is increasingly
far from the truth

http://www.ﬂickr.com/photos/pagedooley/3832910201

marketers often use an audience
of 50 million to mark the "penetration"
of a product into society...

http://www.ﬂickr.com/photos/alexnormand/5913845927

historically, market penetration took time,
(which was usually a good thing)

trafﬁc 1963

http://www.ﬂickr.com/photos/tigerzombie/5173624489

traffic 2011

with time came stronger mental models,
development of social norms and an understanding
of how a product might fit into our lives...

http://www.flickr.com/photos/highwaysagency/4542411761

time also enabled us to work out
those embarrassing mistakes...

sinclair c5

http://www.ﬂickr.com/photos/anachronism_uk/853247355

for better or worse
time is now a luxury...

http://www.ﬂickr.com/photos/vvvracer/4436798901

...the big shift
as coined by John Seely Brown

stability

creation of new
infrastructural
technology
followed by
rapid
disruption

stability

years

S curve - stable over decades

Source: The Big Shift by John Hagel, John Seely Brown and Lang Davison http://www.ﬂickr.com/photos/vvvracer/4436798901

...the big shift
as coined by John Seely Brown

stability

creation of new many new infrastructural
infrastructural technologies
technology
followed by frequent disruption
rapid
disruption smaller periods of stability

stability

years years

S curve - stable over decades the present (and likely future)

Source: The Big Shift by John Hagel, John Seely Brown and Lang Davison http://www.ﬂickr.com/photos/vvvracer/4436798901

it took radio 40 years to reach
a market penetration of 50 million...

Source: ReWired, Larry D. Rosen http://www.ﬂickr.com/photos/houseofsims/5510707992

by comparison, we had only
10 years to 'adapt' to television...

Source: ReWired, Larry D. Rosen http://www.ﬂickr.com/photos/sarahreido/4566354684

iconic
while the iPod took only 5 years...

Source: ReWired, Larry D. Rosen

star wars kid

and YouTube,
less than 6 months...

Source: ReWired, Larry D. Rosen http://www.youtube.com/watch?v=HPPj6viIBmU

Google+ may reach that milestone
in less than half this time...
Google + in fact reached this
milestone in about 3 months...
to the tune of 2million new
users a day!

http://googleblog.blogspot.com/2011/06/introducing-google-project-real-life.html

researchers are discovering that our rapid
technology adoption is creating 'generation gaps'
at a pace that was once unheard of...

http://www.ﬂickr.com/photos/wwworks/3156948184

"People two, three or four years apart
are having completely diﬀerent
experiences with technology."
Lee Rainie, Pew Research Center, Internet and American Life Project

http://www.ﬂickr.com/photos/tocaboca/5523598823

we've always had diﬀerent
tastes than our siblings
...but this is diﬀerent.


"My 2-year-old daughter surprised me
recently with two words: "Daddy's book."
She was holding my Kindle e-reader."
The Children of Cyberspace: Old Fogies by Their 20s, NY Times

http://www.ﬂickr.com/photos/rafaelrobles/4791344184

"I just opened my Moleskine
and looked for the search box."
- @aral

these changes are not
limited to our children...

http://www.ﬂickr.com/photos/smaedli/5953114412/

add to this the global nature of the Internet,
and those blind men with that elephant
really had it easy...

information deﬁcit

different perspectives

http://en.wikipedia.org/wiki/Blind_men_and_an_elephant

each of us experiencing, understanding
and engaging with products
in a slightly diﬀerent way...

interpretations

http://www.ﬂickr.com/photos/studiobeerhorst/5929704093

still
while companies such as Apple are successfully
designing multi-layered and tightly
interdependent systems of experience...

apple store

http://www.ﬂickr.com/photos/sparker/460227098

their success relies in great part on
their ability to control and contain
most touch points and interactions...

magic kingdom

http://www.ﬂickr.com/photos/cdharrison/2407640646

most products will not
have this luxury...

rubber ducks lost at sea

android china

http://www.ﬂickr.com/photos/tanj/4432327487

mental models

OLPC

design by committee

today the most perfectly
orchestrated products may in fact
be the ﬁrst to fail...

http://www.ﬂickr.com/photos/tim_and_selena/5051157647/

for each layer of experience
there will be trade-oﬀs
in complexity

nespresso coffee

http://www.ﬂickr.com/photos/magnus_d/3162046451

nespresso vs

george clooney nespresso

and an increasing reliance on other
actors in the ecosystem...
cost of aluminium

fair trade ethics

recycle nespresso capsules

http://www.ﬂickr.com/photos/ﬂavouz/3137171590

volcano UPS delivery

...reducing a product's ability to react
to the abrupt changes in environment
that have become all too common

fuel costs

union UPS handbook

carbon costs

http://www.ﬂickr.com/photos/zyphbear/446780548

bodum

bialetti

french press

in an increasingly complex world,
the most successful products may
in fact be the simplest–or most ﬂexible...


enabling pathways for users to ﬁnd
meaning and enrich their lives, through
experiences they create for themselves...

toca boca

http://www.ﬂickr.com/photos/tocaboca/5523734441

cardboard box play

"the best designs will set the stage, but
stop short of fully deﬁning the experience."
Adam Silver, Frog Design

http://www.ﬂickr.com/photos/hodac/2243470147

newspaper publishing

print media process

the most valued products will be designed to live
beyond the device, context or technology
they were originally intended for...
http://www.guardian.co.uk/open-platform

they may even be designed
with no primary context at all...

http://www.ﬂickr.com/photos/dalbera/3151369718

domino falling

but letting go of 'experience' as we once knew it
should not absolve us of responsibility...


and developers
in fact, as designers we now have more
responsibility than ever before...

http://www.ﬂickr.com/photos/seier/2455551478

"A responsibility that is directly proportional
to the number of people we may aﬀect
with every product we create."
Video Games and the Human Condition, Jonathan Blow

and the Internet
the more technology weave their way through
our lives, the more important it will be for us
to consider the implications of our work...

segway

http://www.ﬂickr.com/photos/peterkaminski/181721075

"We are creating a blueprint together
–a design for our collective future."
Douglas Rushkoﬀ

http://www.ﬂickr.com/photos/jaykayess/4294959440

minority report interface

natural ui

twitter URLs

each meme, pattern, metaphor, gesture,
script and API becomes a part of that future...


"We shape our tools and
thereafter our tools shape us."
Marshall McLuhan


...what future do we
wish to create?

http://www.ﬂickr.com/photos/clickﬂashphotos/3393880262

there's no guarantee that the work
we do will have an impact...

http://www.ﬂickr.com/photos/stickwithjosh/5288115744

but there's the very real risk
that it may...


"Learn from yesterday, live for today,
hope for tomorrow. The important thing
is not to stop questioning."
Albert Einstein

http://www.ﬂickr.com/photos/brostad/3547607847

@yiibu

s
contact u
at
hello@yiibu.com thank you

many thanks to the
amazing photographers
on

http://www.ﬂickr.com/creativecommons/by-2.0

licensed under

http://creativecommons.org/licenses/by/2.0

available on
http://www.slideshare.net/yiibu/letting-go-9109114

http://www.ﬂickr.com/photos/tinou/453593446

Letting Go

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