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Design Designen – Digital Craft

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The love of making things need not be confined to the physical world - electronic form giving is an equal hands-on experience. My talk is investigation of the possibility of craft in the digital …

The love of making things need not be confined to the physical world - electronic form giving is an equal hands-on experience. My talk is investigation of the possibility of craft in the digital realm. There is a growing correspondence between digital work and traditional craft. Anyone who gives form with software, whether in web design, architecture, motion graphics or modeling, is practicing personal knowledge and producing visual artifacts that, although not material, are nevertheless products of the hands, eyes and mind.

The talk stars with an introduction to my current role at The Group, thoughts on the Bauhaus movement (and their understanding of craft & technology) and concludes with interviews by various digital crafts people.

Design Designen was created for the 6. Typotage in Munich which took place on 21. July 2009.

Note that the talk contains slides in German and English.

Published in: Design, Business
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  • © The Group 2005 © The Group 2005
  • © The Group 2005 © The Group 2005
  • © The Group 2005 © The Group 2005 1989-91 Ludwig Max Uni M 殤 c hen Humanistics, Theologie1997 HDK Bremen, Grafik Design (Eckhard Jung, Peter Rea)1996 Ravensbourne College of Design, Interaction Design (Rodney Edwards)1998 Artificial Environments2004 The Group, Design Director2009 MCs Informatics (City University London)?
  • © The Group 2005 © The Group 2005
  • © The Group 2005 © The Group 2005
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  • © The Group 2005 © The Group 2005 Small number of big brands – in a deep and wide way – long term relationships 1994 = 1st site for KGF Average length of relationship = 7 years
  • © The Group 2005 © The Group 2005
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  • © The Group 2005 © The Group 2005 We have grown and evolved as the internet has grown and as companies have developed ideas and answers bout how to use the internet. IR – CSR – Careers - Commercial
  • © The Group 2005 © The Group 2005 Thuis slide cn go We have grown and evolved as the internet has grown and as companies have developed ideas and answers bout how to use the internet. IR – CSR – Careers - Commercial
  • © The Group 2005 © The Group 2005 We have grown and evolved as the internet has grown and as companies have developed ideas and answers bout how to use the internet. IR – CSR – Careers - Commercial
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  • © The Group 2005 © The Group 2005 Massen Konsum – mass use and constant evolution; users reproducing and reconfiguring;
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  • © The Group 2005 © The Group 2005 Massen Konsum – mass use and constant evolution; users reproducing and reconfiguring;
  • © The Group 2005 © The Group 2005 Massen Konsum – mass use and constant evolution; users reproducing and reconfiguring;
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  • © The Group 2005 © The Group 2005 Nach 10 Jahren visuellen Design Studie um merh über die Benutzer meiner Arbeit zu verstehen. Back to College.
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  • Transcript

    • 1.
      • Design designen
    • 2.
      • About me
    • 3. 1997 HFK Bremen, Grafik Design 1996 Ravensbourne College of Design, UK Interaction Design 1998 Artificial Environments 2004 The Group, Design Director 2009 MSc Human Centred Systems
    • 4.
      • The Group
    • 5. The Group is an interactive communication agency We design, build, host and manage corporate and marketing web sites, extranets and online reports, and advise on all aspects of online communication
    • 6. By creating authentic, compelling and useful brand experiences online – we connect organisations with people who matter to them Everyone from investors and journalists to employees, job-seekers, customers and local communities
    • 7. Clients Beratung Full service – Design, Entwicklung, Hosting und Datenpflege Corporate Webseite | Geschäftsberichte | Web analyse & Beratung
    • 8. Our services Day-to-day client contact, manages annual strategic programme Site concepts, design & identity, content and strategy Measurement, review and ongoing development Hosting, programming & technical services
    • 9. Us
    • 10. The Group Organisches Wachstum Keine Agentur nach Bauplan Jobs und Rollen sind veränderbar und flexibel
    • 11. Growing – % change
    • 12. Interdisziplin ‘ The school will gradually turn into a workshop’ Walter Gropius
    • 13. The building of the future (Gropius) Combine all the arts in ideal unity + Strategy + Information Architecture + Visual Design + Development + Web metrics + Online Consulting
    • 14. Creativity is just connecting things When you ask a creative person how they did something, they may feel a little guilty because they didn’t really do it, they just saw something.” Steve Jobs
    • 15. Cross-functional teams Strategy + animation + databases + copy + architecture + video + colours + coding Cross-functional teams where experience and inquisitiveness and trust lead to new connections
    • 16. By our hands we live The Group, East End, London
    • 17. Walter Gropius – The base for any art is found in handcraft ‘the school will gradually turn into a workshop’ Artists and craftsmen directed classes and production together at the Bauhaus in Weimar Remove any distinction between fine arts and applied arts
    • 18.
      • Digital craft
    • 19.
      • Digitales Handwerk
      • Was ist das?
      • Wie ensteht Qualität?
    • 20. Digital craft Damals: Prototyp – Massenproduktion Heute: Prototyp – Massenproduktion Prototyp ist nicht mehr absolut, sondern ver änderbar Benutzer reproduzieren und rekonfigurieren unsere Arbeit
    • 21. SABMiller.com – Your page
    • 22. SABMiller.com – Your page
    • 23. SABMiller.com – Your page
    • 24. Provident Financial – Financial table
    • 25. Provident Financial – Financial table
    • 26. Provident Financial – Financial table
    • 27. Digital craft Veränderbarkeit muss miteingebunden sein in unser Design Designer gestalten einen Prozess, das Design des Designens Wir designen Design!
    • 28. Digital craft Interviews, Testing und Web metrics geben Aufschluss über Benutzer Wir designen Systeme, die robust und erweiterbar sein m üssen Ständige Evolution von Design Designprozess ist iterativ
    • 29. Digital craft Wir liefern Daten. Die Produktion, das ‘Material’, werden nach wie vor delegiert Technologie ist ein Designmaterial
    • 30. Digital craft Technologie ist zug änglicher, leichter lernbar und verwendbar geworden Seagram Building, Ludwig Mies van der Rohe , 1954-58
    • 31.
      • The medium is the message
      • Marshall Mcluhan
    • 32. Die Kenntnis der Zeit, ihrer Aufgaben und Mittel, sind notwendige Vorraussetzungen bauk ün s tlerischen Schaffens. Mies van der Rohe Die Kenntnis von Umwelt, Benutzern und Technologien , sind notwendige Vorraussetzungen guten Designs.
    • 33. Centrica Gesch äftsbericht 08 – PDF
    • 34. Centrica Gesch äftsbericht 08 – web
    • 35. Centrica Gesch äftsbericht 08 – web
    • 36. Centrica Gesch äftsbericht 08 – web
    • 37. Centrica Gesch äftsbericht 08 – web
    • 38. Centrica Gesch äftsbericht 08 – PDF
    • 39. Centrica Geschäftsbericht 2008 – PDF
    • 40. Centrica Geschäftsbericht – online
    • 41. Centrica Geschäftsbericht – online
    • 42. Digital craft Qualität • objektiv / strukturell • visuell • technisch • emotional • Benutzbarkeit ‘quality-in-use’ My job
    • 43. Digital craft Schlecht: unbenutzbar, unverständlich Gut: schnell lernbar, aesthetisch, flow, standards
    • 44. Quality-in-use Verständnis und Benutzbarkeit Studie: An investigation of viewing patterns on the web Sehmuster im Internet
    • 45. Quality-in-use – Nielsen / F-Muster (2006) Drei ‘heatmaps’ aus Nielsens Studie (2006): (1) ‘About us’ seite, (2) Produktseite (e-commerce site), und (3) Liste von Sucherergebissen (Google) ‘ Users read web pages in an F-shape pattern ’ Nielsen, 2006
    • 46. Quality-in-use – Sehmuster: Verständnis
    • 47. Quality-in-use – Sehmuster: Suche
    • 48. Quality-in-use – Kollektive Suchpfade
    • 49. Conclusions 1 Viewing behaviour is affected by: - the visual layout of a site (Layout) - a user ’s task (Aufgabe) Common viewing patterns on the web are rather unlikely
    • 50. Conclusions 2 Sensemaking clue: body of text Seen early: menu, the description and the page title (both layouts) Sensemaking is a relatively individual activity, exploratory in nature and easily affected by a disorganised layout
    • 51. Conclusions 3 Page fold is no longer an obstacle in viewing a website if users are looking for useful clues Sensemaking behaviour does not result in an F-shape viewing pattern, but is influenced by the structure of the visual layout
    • 52. Die Kenntnis der Zeit, ihrer Aufgaben und Mittel, sind notwendige Vorraussetzungen bauk ün s tlerischen Schaffens. Mies van der Rohe Die Kenntnis von Umwelt, Benutzern und Technologien, sind notwendige Vorraussetzungen guten Designs.
    • 53.
      • CATS
      • C hildrens’ A cute T ransport S ervice
      • Feldstudie für Great Ormond
      • Street Krankenhaus (2 Jahre)
    • 54. Touch screen Aktuelle Krankentransporte Patienteninformation Daten übertragung in Echtzeit CATS
    • 55. CATS
    • 56. CATS
    • 57. CATS
    • 58. CATS
    • 59. CATS
    • 60. CATS
    • 61. CATS
    • 62. CATS
    • 63. Gestaltet die Form aus dem Wesen der Aufgabe mit den Mitteln unserer Zeit. Das ist unsere Arbeit. Mies van der Rohe, Manifesto
    • 64.
      • Digitales Handwerk
      Interviews
    • 65. I consider myself a technician, not a writer Using different techniques online and offline I solve problems Rules – there are rules you need to follow Your copy needs to be understood quickly and effectively Frank, Content Strategist
    • 66. Martina, Senior Content Strategist It’s got something to do with e mpathy a nd collaboration. It ’s not about the writer, it ’s about what works for the site and the people who use it. You have to be transparent. Y ou're looking to craft something that both communicates effectively in itself and that integrates seamlessly with design and IA to create a satisfying user experience.
    • 67. Six Steps – Finanzplanung für alle
    • 68. Six Steps – Schreibstil Richtlinien für Schreibstil: • direkt • informativ, informell • glaubwürdig • auf Augenhöhe • ohne Bevormundung
    • 69. Trevor, Senior Information Architect Craft = Hidden Timing = Craft On the surface there is no craft. We’re looking for an easy solution on the outside even if the thought process is complex. Everything has to happen quickly and simply for a user. Users need to go the simplest way to get a task done.
    • 70. Jenelle, Information Architect Craft = Elegance Big picture + Detail Working within constraints of existing technologies, time and budget The ultimate goal is to unite the visual and the functional – they have to gel. Then you arrive at an elegant solution. Good craft is about completeness, the bigger picture view and the level of detail.
    • 71. J Sainsbury CR Report 09
    • 72.
      • Design is like a good host looking after
      • the needs of a guest
      • Charles Eames
    • 73. Design needs to work subconsciously, almost invisibly. You don't want users to think about it too much, but let them experience the brand. Good craft is a well structured and easy to use visual design. Ewa, Interaction Designer It's like the Theatre, you don't notice the stuff that goes on behind the scenes.
    • 74. Provident Financial
    • 75. Provident Financial
    • 76. Provident Financial
    • 77. Provident Financial
    • 78. Provident Financial
    • 79. Provident Financial
    • 80. Good craft takes time. We don’t have time. An early prototype often needs refining over and over again. It's very tedious. In print you can tinker more. Good craft can get lost in the process – budgets are tight and we have to work faster than ever. John, Art Director
    • 81. Also there are limitations in our craft – available fonts for example, or accurate character spacing in CSS John, Art Director
    • 82. John, Art Director
    • 83. John, Art Director
    • 84. SABMiller.com – Studien/Illustration
    • 85. SABMiller.com – Animation
    • 86. SABMiller.com – Farben
    • 87. SABMiller.com – Farben
    • 88. Farina, Design Production Manager Good craft: fitting lots of text into a small space Fiddling around with kerning, leading, widows and orphans Its about the finishing touches
    • 89. Accuracy, accuracy, accuracy
    • 90. J Sainsbury – Responsibility report 09
    • 91. Craft = finding trends in the data, communicating that to a client clearly Making effective suggestions of what should be changed on their site Bad craft = inaccuracy, or lack of clarity and also taking data at face value, not digging deeper into data Stephen, Sarah Web Analysts
    • 92. Our work is very complex – different specialism are needed, multiple crafts. Also people have different talents Programming craft is very specific: translating a 2D design into written language (code) which then translates into a dynamic and time-based interactive work on the web The tools of our craft are very different from the final outcome, unlike with traditional painting Tamas, Technical Director
    • 93. Text editing in HTML feels craft like, rather than using a WYSYWG editor. I guess there are layers of craft. Phil, Developer, friend
    • 94. The difference between making a chair and the front end of a web site – the chair lets you see the welding, on the web site you have to look at the source code to see if it was done nicely. Some code can be ropey, even though the site looks lovely. Phil, Developer, friend Quality code has a robustness to it.
    • 95. Cathal Smyth Strategy Director Craft = searching for the truth of a brand We never find it but we get closer each time We then try to create an interactive experience that authentically conveys the nature of the brand through the connected layers of content, technology and design
    • 96.
      • Digital craft
      In short… Ganz normal Kopf, Hand und Herz Material + Technologie Qualität Prozess Teil vom Ganzen Leidenschaft Stolz
    • 97.
      • SABMiller
      • Lebt seine Werte
      • Gute Voraussetzungen f ür unsere Arbeit
      • Alle Geschäftsbereiche engagiert
    • 98. SABMiller – Marken Statement
    • 99. SABMiller.com – Berichte
    • 100. SABMiller.com – Raster
    • 101. SABMiller.com – Designelemente
    • 102. SABMiller.com
    • 103. SABMiller.com – Your page
    • 104. SABMiller.com / Über Uns
    • 105. SABMiller.com – Geschichten
    • 106. SABMiller.com – Weltweit
    • 107. SABMiller.com – Markenprofil
    • 108. SABMiller.com – Markenprofil
    • 109. SABMiller.com – Länderprofil
    • 110. Gestaltet die Form aus dem Wesen der Aufgabe mit den Mitteln unserer Zeit. Das ist unsere Arbeit. Mies van der Rohe, Manifesto
    • 111.
      • Thank you
      • www.hilla.com
      • [email_address]
      • twitter: hillla

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