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Adobe Digital Youth

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Helping Adobe understand the behaviors and desires of 'born digital' creative professionals ...

Helping Adobe understand the behaviors and desires of 'born digital' creative professionals
and consumers - and envision new products for this emerging market.

More in: Design , Technology , Business
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  • 1. Creative youth and digital publishing Copyright © 2008-2009 Adobe Systems Incorporated and Create with Context, Inc. All Rights Reserved.
  • 2. Introductions Evangeline Haughney Senior User Researcher, Adobe Systems Evangeline Haughney has a Master's of Human-Computer Interaction from Carnegie Mellon University. For the past 4 years at Adobe, she has worked on the experience design of various products and services including Acrobat and the Creative Suite. In her previous career as a technical writer, she was a Documentation Manager for Kaiser Permanente, where she led the development efforts for an online knowledge base to support the use of Kaiser's electronic medical record systems. Bill Westerman Principal, Create with Context Bill is co-founder of Create with Context, a strategic design and research firm focused on web, mobile, consumer electronics, and desktop applications. Create with Context combines primary research, idea generation, concept development, and user-centered design to link customer needs through to digital design. Bill’s recent clients include Accenture, Adobe, Panasonic, and Yahoo!, as well as a variety of early-stage startups. Previously, Bill was Director of Development at Accenture Technology Labs’ Silicon Valley R&D think-tank, helping define and commercialize business applications for emerging technologies such as mobile and pen computing, RFID, and wireless sensor networks. Prior to that, Bill was a Director of Integrated Strategy for Sapient as well as an executive in enterprise technology at Accenture. Copyright © 2008-2009 Adobe Systems Incorporated and Create with Context, Inc. All Rights Reserved.
  • 3. Creative youth and digital publishing Why study youth? What we know about today’s youth 3rd-party research Meet the youth vignettes from our field research Copyright © 2008-2009 Adobe Systems Incorporated and Create with Context, Inc. All Rights Reserved.
  • 4. Why study youth? • Creative youth represent the next generation of publishers and users of creative tools • Their unique “MySpace generation” perspective must be considered in publishing and in the tools that support it • Youth bring a shifting perspective Publishing is no longer a discrete activity • • Rather, it is part of an ongoing stream • A byproduct of social interaction and community • • • • A digital output from everyday activities A means of self-expression through creativity Publishing software and creative tools are no longer seen as a monolithic ‘investment’ of time and money, but as a somewhat transient means to an end Learning these tools and the publishing process is not necessarily seen as a large, daunting and discrete task, but rather as part of the process of creating a piece of media Copyright © 2008-2009 Adobe Systems Incorporated and Create with Context, Inc. All Rights Reserved.
  • 5. Creative youth and digital publishing Why study youth? What we know about today’s youth 3rd-party research Meet the youth vignettes from our field research Copyright © 2008-2009 Adobe Systems Incorporated and Create with Context, Inc. All Rights Reserved.
  • 6. A baseline understanding Pew Internet & American Life Project 12/2007 Copyright © 2008-2009 Adobe Systems Incorporated and Create with Context, Inc. All Rights Reserved.
  • 7. 2004 Half of online teens have created content on the internet 2007 Two-thirds have Source: Pew Internet & American Life Project 12/2007 o n t h e in te r ne t, n o t o n t h e ir h a rd dr ive Copyright © 2008-2009 Adobe Systems Incorporated and Create with Context, Inc. All Rights Reserved.
  • 8. 2004 A third of teens share their own artistic creations online 2007 Forty percent have Source: Pew Internet & American Life Project 12/2007 t h is is c o n te n t t h e y c o n s ide r to b e a rt is t ic, n o t jus t ra n dom p o s ts Copyright © 2008-2009 Adobe Systems Incorporated and Create with Context, Inc. All Rights Reserved.
  • 9. 2004 One out of five teens remix content they find online into their own creations 2007 One out of four have Source: Pew Internet & American Life Project 12/2007 Copyright © 2008-2009 Adobe Systems Incorporated and Create with Context, Inc. All Rights Reserved.
  • 10. 2007 sometimes most of the time Most teens receive feedback on the content they post online Source: Pew Internet & American Life Project 12/2007 fe e d b ac k is a k e y c om p o ne n t o f o n li ne c ommu n it y Copyright © 2008-2009 Adobe Systems Incorporated and Create with Context, Inc. All Rights Reserved.
  • 11. Creative youth and digital publishing Why study youth? What we know about today’s youth 3rd-party research Meet the youth vignettes from our field research Note: names and other identifying information have been changed to protect participant privacy Copyright © 2008-2009 Adobe Systems Incorporated and Create with Context, Inc. All Rights Reserved.
  • 12. What we set out to learn • Who are these teens? • What types of media are they creating? • What’s motivating them to create? • What do they share (or not share) with others? • What is their process? • How are they used to learning? • How do they find out about tools? Copyright © 2008-2009 Adobe Systems Incorporated and Create with Context, Inc. All Rights Reserved.
  • 13. Methodology • Our initial phase of research focused on a particular segment of creative youth • Creative, but not necessarily planning to go into art or design after high school • Hand-picked for interesting self-expression activities (more than just a MySpace page) • High-school age • Self-motivated and self-directed creativity Creating digital media to share with others outside of their immediate circle of friends • • In-home visits • California area • At their home, at their computer Home tour, including their room • 120-minute sessions • Captured pictures, video and artifacts One researcher, 1-2 observers • • Copyright © 2008-2009 Adobe Systems Incorporated and Create with Context, Inc. All Rights Reserved.
  • 14. gina fan sites
  • 15. This is Gina Age: 16 Grade: 10th Hometown: Central California, 15,000 people Siblings: 26 yr old brother Dog: Shadow
  • 16. Gina likes... imeem, Listening to music on a community music site It ’s n o t jus t li s te n ing , it ’s c re at ing a n d p ubli sh ing a n o n li ne se lf
  • 17. Gina has been making websites since she was 13 yrs old. Dance-to-this-beat.com Her first was , a fan site dedicated to Panic at the Disco. She decided to make it one summer because she was bored. G in a use s p re -e x is t ing s o c ia l me dia p lat f o r ms to b u ild h e r s ite s
  • 18. Originally, she used Neopets, which influenced her to learn some HTML. But her friend, who had a fan site at the time, introduced her to other programs. She did her first 10 layouts in Adobe Photoshop Elements “I just thought it was the greatest thing ever!” Soon after, she was introduced to Photoshop in her digital media class. C re at ive s o f t wa re is n’t a s k il l, it ’s a me a n s to a n e n d
  • 19. She finished the site, with help from her friend, in July 2006. Her “friend” is a girl in Spain who helped via internet. Angel shared her FTP login with this girl so she could get feedback on her code and other parts of the site. Soon after, she became bored with the site and the band. Since then, she has created two more sites. G lo b a l c o n ne c t iv it y a n d c o ll a b o rat io n is “n o big”
  • 20. Pre -m ade b r ush e s a n d te m p late s “sh o w a lac k o f in div idu a li t y”
  • 21. Gina makes Photoshop ʻbrushesʼ by spraypainting in the garage Pre -m ade b r ush e s a n d te m p late s “sh o w a lac k o f in div idu a li t y”
  • 22. “Iʼve been doing this long enough that I know all the tools and I know what I want to do with them.” In her digital media class, where Photoshop is used, she often sees other students “doing it the long and hard way.” S e a s o ne d PS p ro s t y p ic a ll y fe e l t h at t h e re’s mo re to le a r n
  • 23. Patricia Role-playing characters
  • 24. This is her room. Th e te e n t ra n s it io n : f rom to ys to Time M ag a z ine
  • 25. She is the creator of The Packlands. The Packlands is a role-playing site. B u ilding u p o n o t h e rs, rat h e r t h a n c re at ing it a ll yo u rs e lf
  • 26. B u ilding u p o n o t h e rs, rat h e r t h a n c re at ing it a ll yo u rs e lf
  • 27. After role-playing online for a month, she became interested in creating “representations” of her characters. Late July 2007, she began learning Photoshop from a girl, Venomous Emma, whom she had “met” online through role-playing. She asked for advice and the girl gave her tutorials with screen shots and text. A lo t o f le a r n ing t a k e s p lac e o n li ne , o ne - o n- o ne a n d a sy n ch ro n o us ly
  • 28. Sometimes, she asks for peer critiques on her work. Te e n s w il l re ach o u t to t h e ir c ommu n it y f o r a rt is t ic fe e d b ac k
  • 29. Sometimes, she asks for peer critiques on her work. Te e n s w il l re ach o u t to t h e ir c ommu n it y f o r a rt is t ic fe e d b ac k
  • 30. David longboarding, album covers, pranks, school projects
  • 31. This is David Age: 17 Grade: 12th Hometown: SF Peninsula, CA Siblings: brother, brother, sister Pets: Dog
  • 32. He likes longboarding Te e n s o f te n define t h e mse lve s t h ro ugh 2-3 m a jo r in te re s ts
  • 33. He reads forums on Silverfish, a longboarding site N ich e s ite s c a n b e a m a jo r h ub f o r s o c ia l a n d c re at ive ac t iv it y
  • 34. He reads forums on Silverfish, a longboarding site Currently, he is learning how to build a board. He has also used the forum to find Bay Area skateboarding friends. N ich e s ite s c a n b e a m a jo r h ub f o r s o c ia l a n d c re at ive ac t iv it y
  • 35. He started using Photoshop in grade school. Fo r m a ny, t h e “ le a r n ing c u r ve” n o lo nge r e x is ts
  • 36. Fo r m a ny, t h e “ le a r n ing c u r ve” n o lo nge r e x is ts
  • 37. Recently he took a“boring picture”of his friend and made it more exciting. H e p ubli sh e s h is c re at io n s b ac k to t h e S il ve rfish f o r um
  • 38. This is what he created, using motion and gaussian blurs “to make it look more fast.” H e p ubli sh e s h is c re at io n s b ac k to t h e S il ve rfish f o r um
  • 39. Craig Renders & Fractals
  • 40. This is Craig Age: 16 Grade: 11th Hometown: SF Bay Area Siblings: 19 yr old sister; 8 yr old brother
  • 41. He was first introduced to graphics by his brother, who frequented PlanetRenders.net. Planet Renders offers free renders and an online community for those who create them. The site sponsors “battles” and hosts teams who work together. C ommu n it ie s p ro v ide a p lac e to le a r n, p ubli sh, a nd h a ng o u t
  • 42. Planet Renders offers free renders and an online community for those who create them. The site sponsors “battles” and hosts teams who work together. “They had all these cool effects and I wanted to see if I could do make them...It was a challenge.” C ommu n it ie s p ro v ide a p lac e to le a r n, p ubli sh, a nd h a ng o u t
  • 43. He now manages all the teams on PlanetRenders. “It’s time consuming, but fun because I can see inside all the teams.” His responsibilities include posting news, rules, applications, battles and private forums. He also monitors the forums for any “bad” posts, for which he gives warnings. Te e n p a rt ic ip at io n c a n b e q u ite de dic ate d a n d t ime -c o n s um ing
  • 44. Emerging themes Expression Belonging Inspiration Learning Helping Co-designing Velocity : establishing who I am : micro-communities : emulating and following : watching, doing, and ‘on the fly’ : the global apprentice : beyond the lone designer : transient, throw-away media Copyright © 2008-2009 Adobe Systems Incorporated and Create with Context, Inc. All Rights Reserved.
  • 45. Changes in publishing for youth • Publishing has fundamentally changed for the MySpace Generation • No longer a monolithic, discrete activity Part of an ongoing stream of activity, self-expression, and belonging The tools landscape has changed • • • • • Hundreds and hundreds of ways to self-publish Anything from the mainstream (MySpace) to the niche (Wolf storytelling) Learning is changing • Peer learning and peer sharing is on the rise Teaching each other how to use tools, how to engage in deeper ways with the technologies • Actively seeking out critiques and feedback • Copyright © 2008-2009 Adobe Systems Incorporated and Create with Context, Inc. All Rights Reserved.
  • 46. What next? • Working together, Adobe and Create with Context have begun to translate these learnings into specific product and feature concepts • • • Some are being explored through Adobe beta programs and Adobe Labs Some are being developed for inclusion in future products Next, we want to drill further into various segments in the youth market • Youth who plan to enter the design field upon graduation • Youth who act as de-facto social and media hubs within their peer groups Specific vertical segments: videography, interactive, ... • Copyright © 2008-2009 Adobe Systems Incorporated and Create with Context, Inc. All Rights Reserved.
  • 47. Q&A Evangeline Haughney Senior User Researcher at Adobe Systems haughney@adobe.com adobe.com Bill Westerman Principal, Create with Context bill@createwithcontext.com createwithcontext.com +1 408 834-7601 x24 Copyright © 2008-2009 Adobe Systems Incorporated and Create with Context, Inc. All Rights Reserved.
  • 48. Thank you!