Margaux_Cara_DIY_Presentation_2011

DO-IT-YOURSELF
CARA COLUCCI & MARGAUX HALDIMANN

IN THE
DIGITAL
WORLD

Q 1
How can D.I.Y. be
translated into the
digital world without ANALOG/
TANGIBLE
DIGITAL/
INTANGIBLE

losing ‘realness’?

Q 2
How can companies
utilize these
TRANSPARENCY

approaches in the
digital experiences
they offer their
customers?
SOCIAL INVOLVEMENT/
PARTICIPATION

Do it yourself (DIY) is a term
used to describe building, mo
difying, or repairing

WHY D.I.Y. ?
of something without the aid
of experts or professionals... In
term DIY has taken on a broad recent years, the
er meaning that covers a wid
e range of skill sets.

ANALYZING TRENDS / TIM STOCK / FALL 2011 / CARA COLUCCI & MARGAUX HALDIMANN DIY, Wikipedia

HISTORY
WAY OF LIFE FAMILY VALUES ANTI-ESTABLISHMENT SELF-EFFICACY
BROUGHT ON BY
THE INTERNET

PREVIOUSLY

Toge
th
Bond erness
in
Home g Punk Cu
lture
makin Rejection
g Political ’
http://www.hiddenglasgow.com nt Bands
‘Baseme
& music)
(clothing

NECESSITY OPTION

Pre-Industrial Post-Industrial
Revolution Revolution
ent
lopm
D eve
re
twa
Sof ing
k ds
Hac uct Mo
d
Pro

TREND PROGRESSION Do It Yourself, http://scott-oram.suite101.com
Minor Threat via Flickr, nashboro
ANALYZING TRENDS / TIM STOCK / FALL 2011 / CARA COLUCCI & MARGAUX HALDIMANN Hacking in a Suite at Clarion via Flickr, J. Nilsson

“I CAN DO” “I PREFER TO DO”
“It’s almost a reaction to the digital world.
People want to make things by hand and take
something from beginning to end.”
- Jodi Levine, NY Post

SELF-EFFICACY RECONNECTION
W/ AUTHENTICITY

TREND PROGRESSION ‘Cooking in the Kitchen’ via Flickr, theladymargaret
‘Handmade Slippers Pink’ via Flickr, Ina Halsor
ANALYZING TRENDS / TIM STOCK / FALL 2011 / CARA COLUCCI & MARGAUX HALDIMANN

“Crafters used to have secret sources, but now
you can find amazing things. The online
community also shares tips and techniques
through blogs, and talented crafters can sell
their crafts at flea markets and online”
- NY Post

ISOLATED SHARED
ACTIVITY SOCIAL
(non-profit) EXPERIENCE
(often profitable)

TREND PROGRESSION ‘Knit,Knit,Knit’ via Flickr, heather_lindsay
‘Guerilla Knitting’ via Flickr, Claudelondon
ANALYZING TRENDS / TIM STOCK / FALL 2011 / CARA COLUCCI & MARGAUX HALDIMANN www.broodr.com, www.etsy.com

“With the economy as it is today many of us
are not spending on the more frivolous pur-
chases such as decor items. The desire to reuse
as much as possible and wanting to make our
homes uniquely reflect our personalities rather
than looking like everything was purchased at
one store has inspired many to come up with
some wonderfully inventive decor items we can
all do in our own homes.” - localism.com

METHODICAL QUIRKY

UTILITARIANISM INDIVIDUALISM

TREND PROGRESSION ‘Sunglass Solution’ by Emily via Cupcakes & Cashmere
Lynn Yaeger via Sight Unseen

“The recession is prompting Americans to forgo
luxuries—and that means doing for themselves
what they would once have paid someone else
to do. The trend is popular enough to have
named it “insourcing.” - The Washington Post

ECONOMIC “There’s a move among consumers
to save

RECESSION money by returning to the old trie
values of frugality.” - NY Times
d-and-true

KEY FORCES ‘Recession Britain’ via Flickr, the real Derryn


“To conserve dollars, consumers are doing more
for themselves that in the days of the go-go
economy they outsourced to others.”
- Hardware Retailing

“To boost small business sales, American
Express held its first-ever Small Business
Saturday, where consumers are encouraged
to spend locally.” - CNN

NEW LOCALISM

KEY FORCES ‘Lili Coffee Shop’ via Flickr, eyescorpian


“The integration of
“Younger workers tend to value leisure time markets and the In
have certainly brou ternet
and strive for a balance between their work and ght billions of peop
closer contact. Ever le into
personal lives. You may wind up following their ybody has access
same American m to the
example, finding ways to build more balance into ovies and music no
just American, also w, and not
your own life.” - NY Times Indian, Romanian,
African and Chine South
se.” - NY Times

“...the amount of time that working-age
Americans are devoting to leisure activities has
risen by 4-8 hours a week...” - The Economist

LEISURELY
DESIRES ACCESSIBILITY

KEY FORCES ‘Technology’ via Flickr, Stephanie D.
‘Playing Guitar’ via Flickr Remon Rijper

NAKED TABLE
The Naked Table Project invites groups to participate in the creation of a simple, contemporary
table, from assembly, to designating a replacement tree, to a locally-grown invited dinner on the
table, to its final home. Participants also get to visit the woods with a professional forester to see the
source of their lumber and identify a replacement seedling tree. The GPS coordinates of that tree
are then recorded and attached to the base of the signed, numbered and finished Naked Table.

EXAMPLES ‘Naked Table’ via Springwise
www.nakedtable.com

NAKED TABLE CODES
Locally Grown, Community, Hand-Crafted TRANSPARENCY

“Connecting “From tree, to “Actual
people to each workshops, to source”
other and the eating together
environment around the
through table.”
making things SOCIAL INVOLVEMENT/
PARTICIPATION
by hand.”

EXAMPLES www.chipotle.com
Chris Messina via Twitter
ANALYZING TRENDS / TIM STOCK / FALL 2011 / CARA COLUCCI & MARGAUX HALDIMANN Cheesemonger via Tumblr

QUIRKY
“We bring two brand new consumer products to market each week, by enabling a fluid conversation
between a global community and Quirky’s expert product design staff.” Users can submit a product
idea and have community members and Quirky’s design staff vote on it. If a users idea is chosen,
their product is brought to market and revenues are shared.

EXAMPLES www.quirky.com


QUIRKY CODES
Invent, Participate, Innovate TRANSPARENCY

“The easiest “Our process
way to bring breathes new
your ideas to meaning into
life.” the word
collaborative”
SOCIAL
INVOLVEMENT/
PARTICIPATION

SOCIAL

EXAMPLES Aaron Koblin, Ten Thousand Cents
Open Ideo, Ideo
ANALYZING TRENDS / TIM STOCK / FALL 2011 / CARA COLUCCI & MARGAUX HALDIMANN Sole Search, Zappos.com

MIGHTYBELL
“Mightybell brings together people passionate about mastering a topic or achieving a goal together.
Broken down into step-by-step, day-by-day actions, Mightybell Experiences make accomplishing
big things not only easier, but a heck of a lot more social and interesting.”

Mightybell, www.mashable.com

EXAMPLES

MIGHTYBELL CODES
Create, Share, Explore, Generate TRANSPARENCY

“The most “Thousands “More social
compelling way of people are & interesting”
to learn and do using
together” Mightybell”

SOCIAL INVOLVEMENT/
PARTICIPATION

EXAMPLES http://knittingunderwater.files.wordpress.com
‘Why is there a USB drive sticking out of this wall?’ via Gizmodo
ANALYZING TRENDS / TIM STOCK / FALL 2011 / CARA COLUCCI & MARGAUX HALDIMANN via Know How Shop LA, knowhowshopla.tumblr.com

VIA TWITTER
:
ShuyoFox Shu
yo!
Didn’t think hip
sters went to
and craft show New England-y
s, but there’s a arts
flannel shirt on dude here wit
, drinking PBR ha
. Lol.

VIA TWITTER:
Brooklyn_Local MCS
Craft beer seems to be everywhere in Brooklyn.
Check out Private Tap buz.tw/Rh57y

BROOKLYN HIPSTERS
CULTURE ‘Brooklyn Skillshare’ via Flickr, Goodlifer
via Facebook.com

VIA TWITTER
VIA TWITTER: :
technickle An
infoarbitrage Roger Ehrenberg drew Nicklin
Today, I will be
College grads getting serious about building at the NY Tim
es hack day to
about our ope
stuff, not just becoming I-Bankers nyti.ms/tVrTJc n data platform talk
and its APIs. j.m
szNQgW #wh
@hackNY $$ itehat #hackth p/
ecity

HACKERS/COLLEGE ‘TECHIES’

CULTURE Photo via Hack NY


MAKING THE DIGITAL ‘BELIEVABLE’
D.I.Y.
ha
comp s a HUMAN
es on
dari for ‘RE ent and st
b oun TAL. ALNE rives
the GI SS’.
eters and DI
. te L
D.I.Y YSICA
H
of P

D.I.Y. suggests a
TANGIBLE
CONNECTION TO
tal has failed to
GOODS, that digi
mplish
authentically acco
...thus far.

D.I.Y. IN THE
DIGITAL WO
has worked to RLD
make the tren
SOCIAL, facili d
tating
INFORMATIO

D.I.Y. TODAY
N EXCHANGE
COMMERCE. &
Little Printer, Berg
‘Craftsman3’ via Flickr, paul indigo
ANALYZING TRENDS / TIM STOCK / FALL 2011 / CARA COLUCCI & MARGAUX HALDIMANN ‘Connected’ via Flickr, Hoodlumpr

FUTURE IMPLICATIONS
However, companies can use digital platforms to tap into the codes
and beliefs of D.I.Y....TRANSPARENCY, INVOLVEMENT/PARTICIPATION
& SOCIAL.

1 2
“There have been several, often related, efforts Continued community-based D.I.Y. initiatives; hand
s
to develop 3D printers... Much of this work was on creating; move towards ‘craft’ fueled by tech
driven by and targeted to DIY/enthusiast/early overload. Contrasted with, software tinkering, app
adopter communities, with links to both the building, customization of ‘tech devices’ as they
academic and hacker communities.” become more homogenous and sophisticated.

D.I.Y. TODAY 3D Printer, Karsten Schmidt
‘3D Awesome Chair via Harvard College Tech Review
Breadhouses Network, www.breadhousesnetwork.org
ANALYZING TRENDS / TIM STOCK / FALL 2011 / CARA COLUCCI & MARGAUX HALDIMANN ‘IPhone Hacked’ via Flickr, mr ographer

CARA COLUCCI MARGAUX HALDIMANN
Parsons the New School for Design Parsons the New School for Design
cara.colucci@gmail.com margaux.haldimann@gmail.com
201.693.2202 954.663.2382

THANKS!

Margaux_Cara_DIY_Presentation_2011

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