simplify by orders of magnitude
DESCRIPTION
This was a 5 minute talk I gave to open the Úll conference in Dublin.5 minute talks are always tricky to communicate. An idea I've been playing with lately is tying Bill Buxton's work in with Jobs To Be Done type thinking, to identify product opportunities.Many of the ideas and points you'll find in this talk originate with great thinkers like Buxton (http://billbuxton.com).The purpose of the talk was a whistle stop tour of them.More idea like these can be found at http://blog.intercom.ioTRANSCRIPT
Welcome to Dublin
Welcome to Úll
I’m Des. (@destraynor)
My “Work” has been featured in these respected publications
Is it a Condom, or is it an Android?
Desire
Hero
CONDOM
Rezound
Ultra Thin
Sensation
Touch
Cruise
Cruise Control
Wildfire
Rumor Touch
Electrify
Tingle
Admire
Elite
Fascinate
Indulge
Intensity
Replenish
Transform Ultra
Vitality
✔
ANDROID
✔
CONDOM ANDROID
✔
✔ ✔
✔ ✔
✔ ✔
✔ ✔ ✔
✔ ✔ ✔ ✔
✔ ✔ ✔ ✔
✔ ✔
✔ ✔ ✔
✔ ✔ ✔
By “Work” I mean this :-)
Today I want to talk about Tablets named after Condoms
The 9” Toshiba Excite™
But seriously...
Product design is changing
Product design is always changing
File input
Input and split button
Combo box
Select
textLabel
Label
LabelLabel
Label
U x 7 4 3 Can't read this?
Done or Cancel
Label Label
Checkbox, Radio,& Submit Buttons
Date Selector __ / __ / ____
Select a date range
/ /Select a date range
label
text
label
text Browse
text Search
snakes
catsgoldfish
dogs
Select a date
30 329 1 231282421 23 25 272622
201814 17 191615129 1187 10 13
S6
F5
T4
W3
T21
M30S
Select Today
December 2008
Select a date
30 329 1 231282421 23 25 272622
201814 17 191615129 1187 10 13
S6
F5
T4
W3
T21
M30S
December 2008
Select Today
Untitled
http:///www.apple.com/iphone/fea...
Untitled
TitlePhoto Albums
Photo Library (30)
Hawaii (10)
Slovenia (10)
Graduation Day (10)
Don’t Allow OK
“Camera” would like to useyour current location
Start Reset
Stop Clear
Item Item Done
Cancel
ThirdFirst Second
We’ve gone from assembling familiar components...
... to asking ourselves “how should people interact with this”
Welcome
Will they touch it?
Welcome
Talk to it?
What does Marsellus Wallace look like?
Welcome
Gesture at it?
Welcome
See through it?
Welcome
What’s happening is a perfect storm...
Big, meaningful ideas are becoming simple & accessible
The Casio TC-500 touchscreen wristwatch (1984)
Innovation has a long long nose
Invention Refinement Traction
Growth of an Idea
Anything that you’ll see in 2022 is probably here in 2012
e-Ink debuted 1997 Kindle introduced 2007
There is a lot to be learned by looking at older ideas.
Kodak increased sales simply by offering “colors”
History might not repeat, but it does rhyme. Deafeningly.
Design plays the role of making previous advancements in technology
applicable to big meaningful ideas.
Taking photos isn’t new.
Putting them on a device isn’t new.
Editing photos isn’t new
or uploading them to a website.
But when you make it all easy... I mean “Angry Birds Simple”
You get to find out what’s cool. (Hint: $1,000,000,000)
Take a big meaningful idea and make it easier by an order of magnitude
But: It has to be an order of magnitude
Flickr launch Drag ‘n’ Drop uploader. April 25, 2012
Some people really understand that
Here’s the new application. It’s got 1 window. You drag your video into the window.Then you click the button that says “Burn”.
That’s it. That’s what we’re going to make.
Welcome
All remote controls did was make switching “easier”, right?
Welcome
Wrong. They changed the entire television network.
This was television networks before you could easily switch
18:00
18:30
19:00
19:30
20:00
20:30
21:00
21:30
22:0022:30
23:00
23:00
News
Talk Show
Movie
Late night Phone Show
Music
News
Soccer
Drama
Movie
Music
Sitcom
Soap
Advertising
Channel 1 Channel 2
This was television networks after you could easily switch
18:00
18:30
19:00
19:30
20:00
20:30
21:00
21:30
22:0022:30
23:00
23:00
News
Talk Show
Movie
Late night Phone Show
Music
News
Soccer
Drama
Movie
Music
Sitcom
Soap
Advertising
Channel 1 Channel 2
18:00
18:30
19:00
19:30
20:00
20:30
21:00
21:30
22:0022:30
23:00
23:00
News
Talk Show
Movie
Late night Phone Show
Music
News
Soccer
Drama
Movie
Music
Sitcom
Soap
Advertising
Channel 1 Channel 2
Welcome
“Small” changes in behaviour can can massive changes elsewhere
Find meaningful ideas, and use new technology to simplify them,
by orders of magnitude.
Thanks for your time.
@destraynor