building a design vision through design
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Presentation at TheFamily, Paris' Y incubator, about a vision though qualities and principles, and instantiations.

Presentation at TheFamily, Paris' Y incubator, about a vision though qualities and principles, and instantiations.

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  • 1. Building a vision from design! ! The Family, get the swag Remy Bourganel, @epourkoapa 24.03.14
  • 2. Remy Bourganel | building a vision from design | The Family | © 2014 Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that's creativity.” Charles Mingus
  • 3. Remy Bourganel | building a vision from design | The Family | © 2014 Le designer est un inventeur de scénarios et stratégies. Ainsi, le projet doit s'exercer sur les territoires de l'imaginaire, créer de nouveaux récits, de nouvelles fictions, qui viendront augmenter l'épaisseur du réel. Andrea Branzi, La casa calda, Paris, Éditions de l'Équerre, 1985.
  • 4. Remy Bourganel | building a vision from design | The Family | © 2014 Design, the basics
  • 5. Remy Bourganel | building a vision from design | The Family | © 2014 The whole is bigger then the sum of it’s parts Gestalt
  • 6. This TV is perceived as highest res image. High res image / good audio Average res image / hi-res audio Remy Bourganel | Forum innovation & design | Biennale du design de St-Etienne | Orange+Ensad+EnsadLab | © 2013 Gestalt applied: synesthesia
  • 7. Remy Bourganel | building a vision from design | The Family | © 2014 Abduction Design is a creative synthesis activity processing a an abductive thinking: a logic inference described as ‘guessing’ and ‘projecting’. This values: • Iterative trial & error process: prototyping intermediary objects to feel, think, learn. • Holistic vision (gestalt) within which the whole is greater than the sum of its parts. The Muji CD player would fail against the feature list test, but it is about an experience… An Ideo prototype
  • 8. Remy Bourganel | building a vision from design | The Family | © 2014 Top-down+bottom-up Design is a creative synthesis activity @ the junction of: • Top-down approach: a value-led experience system: an ethos, a culture, a zeitgeist, un imaginaire, eventually encapsulated in a brand. • Bottom-up approach: a usage and people-led experience system: people’s needs. Freemason symbols S street context, in Delhi
  • 9. Remy Bourganel | building a vision from design | The Family | © 2014 The familiar and the new Piaget: To solve experience B, a child builds on previous experience A... From this comes the concept of affordances (J.J. Gibson): actions possibilities that are readily perceivable by an actor from remembered experiences... ! Therefore, design as change agent needs to address both a marketing need to value the perception of a disruption / people’s need to capitalise on experience.
  • 10. Remy Bourganel | building a vision from design | The Family | © 2014 The familiar and the new applied: the desktop metaphor For example, the desktop metaphor was purposefully referring to real world objects as metaphors to help one grasp the abstraction of a digital ‘space’. And this is not exclusive to digital devices. original desktop metaphor
  • 11. Remy Bourganel | building a vision from design | The Family | © 2014 The familiar and the new applied: the typewriter The QWERTY keyboard was designed from technical contraints. Better options for usage have been designed since, but the trade-off effort/benefit is perceived as negative. The objectively better option doesn’t necessarily win! Original Qwerty keyboard, 1880 Apple Qwerty keyboard Dvorak keyboard, first alternative, 1936 Colemak, 2006
  • 12. Remy Bourganel | building a vision from design | The Family | © 2014 The familiar and the new applied: the Leapmotion Exceptional technological performance of high definition gesture movement capture, but without any usage! Gestures in the void are counter-natural and stress the body, without physical artefact in hand, long usage creates a fatigue. Leap motion, gestures in the void!
  • 13. Remy Bourganel | building a vision from design | The Family | © 2014 The familiar and the new applied: some more examples? Google Glass?
  • 14. Remy Bourganel | building a vision from design | The Family | © 2014 The familiar and the new applied: anti-chronological 03/04/2011 12:41BBC NEWS | UK | Magazine | Giving up my iPod for a Walkman Page 1 of 6http://news.bbc.co.uk/2/hi/8117619.stm LISTEN UP TEENAGERS... THE CLASSIC WALKMAN EXPLAINED 1: Clunky buttons 2: Switch to metal (that's a type of cassette, not heavy rock music) 3: Battery light - usually found flickering in its death throes 4: Double headphone jack (not to be found on an iPod) 5: Door ejects - watch out for flying tapes and eye injuries Walkman v iPod: Scott's verdict When the Sony Walkman was launched, 30 years ago this week, it started a revolution in portable music. But how does it compare with its digital successors? The Magazine invited 13-year-old Scott Campbell to swap his iPod for a Walkman for a week. My dad had told me it was the iPod of its day. He had told me it was big, but I hadn't realised he meant THAT big. It was the size of a small book. When I saw it for the first time, its colour also struck me. Nowadays gadgets come in a rainbow of colours but this was only one shade - a bland grey. So it's not exactly the most aesthetically pleasing choice of music player. If I was browsing in a shop maybe I would have chosen something else. From a practical point of view, the Walkman is rather cumbersome, and it is certainly not pocket- sized, unless you have large pockets. It comes with a handy belt clip screwed on to the back, yet the weight of the unit is enough to haul down a low-slung pair of combats. When I wore it walking down the street or going into shops, I got strange looks, a mixture of surprise and curiosity, that made me a little embarrassed. As I boarded the school bus, where I live in Aberdeenshire, I was greeted with laughter. One boy said: "No-one uses them any more." Another said: "Groovy." Yet another one quipped: "That would be hard to lose." My friends couldn't imagine their parents using this monstrous box, but there was interest in what the thing was and how it worked. SHARED READ WATCHED/LISTENED Sheen live show bombs in Detroit French take over Abidjan airport Fukushima workers' bodies found Fighting resumes in Libyan cities Afghan Koran protests spreading Transocean executives get bonuses US jets grounded after hole scare Thousands are missing in Mexico UN Gaza report 'should be buried' Joy and desolation after cricket final Most popular now, in detail News Front Page Africa Americas Asia-Pacific Europe Middle East South Asia UK England Northern Ireland Scotland Wales UK Politics Education Magazine Business Health Science & Environment Technology Entertainment Also in the news ----------------- Video and Audio ----------------- Programmes Have Your Say In Pictures Country Profiles Special Reports Related BBC sites Sport Weather On This Day Editors' Blog BBC World Service Page last updated at 10:10 GMT, Monday, 29 June 2009 11:10 UK E-mail this to a friend Printable version Giving up my iPod for a Walkman In today's Magazine Big beasts How elephants helped to shape human history, by David Cannadine Change a-coming Justin Webb on America's love affair with progress Audience of one Would you watch a play all on your own? 7 days quiz What now for Paul the eight-limbed oracle? Magazine regulars Tweetbook Say goodbye to worktime boredom. Follow us on Facebook or Twitter Magazine Monitor Paper Monitor, Your Letters, Quote of the Day, Caption Competition and more MOST POPULAR STORIES NOW 03/04/2011 12:41BBC NEWS | UK | Magazine | Giving up my iPod for a Walkman Page 2 of 6http://news.bbc.co.uk/2/hi/8117619.stm I managed to create an impromptu shuffle feature simply by holding down 'rewind' and releasing it randomly The Walkman was a nostalgic sight for Scott's parents In some classes in school they let me listen to music and one teacher recognised it and got nostalgic. It took me three days to figure out that there was another side to the tape. That was not the only naive mistake that I made; I mistook the metal/normal switch on the Walkman for a genre- specific equaliser, but later I discovered that it was in fact used to switch between two different types of cassette. Another notable feature that the iPod has and the Walkman doesn't is "shuffle", where the player selects random tracks to play. Its a function that, on the face of it, the Walkman lacks. But I managed to create an impromptu shuffle feature simply by holding down "rewind" and releasing it randomly - effective, if a little laboured. I told my dad about my clever idea. His words of warning brought home the difference between the portable music players of today, which don't have moving parts, and the mechanical playback of old. In his words, "Walkmans eat tapes". So my clumsy clicking could have ended up ruining my favourite tape, leaving me music-less for the rest of the day. Digital relief Throughout my week using the Walkman, I came to realise that I have very little knowledge of technology from the past. I made a number of naive mistakes, but I also learned a lot about the grandfather of the MP3 Player. You can almost imagine the excitement about the Walkman coming out 30 years ago, as it was the newest piece of technology at the time. Perhaps that kind of anticipation and excitement has been somewhat lost in the flood of new products which now hit our shelves on a regular basis. Personally, I'm relieved I live in the digital age, with bigger choice, more functions and smaller devices. I'm relieved that the majority of technological advancement happened before I was born, as I can't imagine having to use such basic equipment every day. Having said all that, portable music is better than no music. Now, for technically curious readers, I've directly compared the portable cassette player with its latter-day successor. Here are the main cons, and even a pro, I found with this piece of antique technology. SOUND This is the function that matters most. To make the music play, you push the large play button. It engages with a satisfying clunk, unlike the finger tip tap for the iPod. When playing, it is clearly evident that the music sounds significantly different than when played on an MP3 player, mainly because of the hissy backtrack and odd warbly noises on the Walkman. The warbling is probably because of the horrifically short battery life; it is nearly completely dead within three hours of firing it up. Not long after the music warbled into life, it abruptly ended. CONVENIENCE With the plethora of MP3 players available on the market nowadays, 03/04/2011 12:41BBC NEWS | UK | Magazine | Giving up my iPod for a Walkman Page 3 of 6http://news.bbc.co.uk/2/hi/8117619.stm Music on the move each boasting bigger and better features than its predecessor, it is hard to imagine the prospect of purchasing and using a bulky cassette player instead of a digital device. Furthermore, there were a number of buttons protruding from the top and sides of this device to provide functions such as "rewinding" and "fast- forwarding" (remember those?), which added even more bulk. As well as this, the need for changing tapes is bothersome in itself. The tapes which I had could only hold around 12 tracks each, a fraction of the capacity of the smallest iPod. Did my dad, Alan, really ever think this was a credible piece of technology? "I remembered it fondly as a way to enjoy what music I liked, where I liked," he said. "But when I see it now, I wonder how I carried it!" WALKMAN 1, MP3 PLAYER 0 But it's not all a one-way street when you line up a Walkman against an iPod. The Walkman actually has two headphone sockets, labelled A and B, meaning the little music that I have, I can share with friends. To plug two pairs of headphones in to an iPod, you have to buy a special adapter. Another useful feature is the power socket on the side, so that you can plug the Walkman into the wall when you're not on the move. But given the dreadful battery life, I guess this was an outright necessity rather than an extra function. Scott Campbell co-edits his own news website, Net News Daily. Return to link A selection of your comments appears below. Oh, I remember being so jealous of my classmates who had Walkmans. When they first came out, they were over $200. Such joy when the cheap electronics brands started making them! Every long trip, I carried a big bag full of tapes and extra batteries. When the iPod came out, I was in awe at the idea of being able to carry my entire music collection in one small device that would fit in my pocket. I'd never trade my iPod for a Walkman, of course, but this brought back some great memories, and I really enjoyed the article. Maybe next you should try out a Commodore 64 for a week? Michelle, Portland, Oregon, USA The one he is using now should be the earliest stage of Walkman history. I still remember my last walkman 8 years ago was actually powered by a single AAA battery only and can last for few hours. I agree perfectly to what he said about '.... with a satisfying clunk " o men... this was absolutely a SATISFACTION !! Chester Kev, Malaysia You mention the lack of capacity and the limited number of tracks you could carry around, I seem to quite merrily recall ALSO carrying around a slick over the shoulder carry case for up to 20 cassettes should my friends and I be heading out. And all the song lyrics were handily printed out on the inside of the cassette cover, how ingenius was that! Andrew McCreath, Wateringbury, Kent Memories! I still have exactly the same model that Scott used for his review - brought back floods of memories from the 80s - especially using the double headphone socket so my girlfriend (now wife) and I could share Phil Collins (!?). Between myself and my 3 kids I've now bought every model of iPod/Phone, but I doubt I'll have those memories again. Jim Mantle, Melbourne, Australia BBC experiment on simplicity: asking an iPod’s generation teenager to play a walkman... http://news.bbc.co.uk/2/hi/8117619.stm
  • 15. Remy Bourganel | building a vision from design | The Family | © 2014 Where is design best suited? Roberto Verganti/Donald Norman meaning incremental change radical change technology incrementalchangeradicalchange technology push technology epiphany ! ! design market pull (user centred) design time product Human Centred Design technology change or meaning change R. Verganti D. Norman
  • 16. Remy Bourganel | building a vision from design | The Family | © 2014 Framework of qualities Design is a creative synthesis activity: aiming at balancing experiential qualities. Donald Norman’s experience model behavioural reflective viceral experience
  • 17. Remy Bourganel | building a vision from design | The Family | © 2014 Framework of qualities Design is a creative synthesis activity: aiming at balancing experiential qualities. Donald Norman’s experience model behavioural reflective viceral experience Functional Symbolic Sensorial experience > in designer’s language
  • 18. Remy Bourganel | building a vision from design | The Family | © 2014 Designing against qualities
  • 19. Remy Bourganel | building a vision from design | The Family | © 2014 Framework of qualities/principles Layers Universal principles Brand, Product Few examples…
  • 20. Remy Bourganel | building a vision from design | The Family | © 2014 Framework of qualities/principles Dieter Rams, 1968’s good design principles good design is innovative good design makes a product useful good design is aesthetic good design makes a product understandable good design is unobstrusive good design is honest good deisgn is long lasting good design is thorough, down to the last detail good design is environmentally friendly good design is litle design as possible !
  • 21. Remy Bourganel | building a vision from design | The Family | © 2014 Framework of qualities/principles Adam Greenfield’s Everyware updates the concepts of ubiquitous computing and the user experience consequences to consider in any design: Default to Harmlessness – in a world where it is possible for a device to broadcast your most intimate details, user’s safety (physical, psychic and financial) must be ensured. Be Self-Disclosing – ubiquitous systems should be technically and graphically self- disclosing, so that users are empowered to make informed decisions. Be Conservative of Face – ubiquitous systems must not unnecessarily embarass, humiliate, or shame their users. Be Conservative of Time – Ubiquitous systems must not introduce undue complications into ordinary operations and should ba respectful of our time. Be Deniable – Ubiquitous systems must offer users the ability to opt out, always and at any point.
  • 22. Remy Bourganel | building a vision from design | The Family | © 2014 Framework of qualities/principles UK government platform principles digital by default putting users first learning from the journey building a network putting barriers aside creating an environment for technology leaders to flourish don't do everything yourself (you can't)!
  • 23. Remy Bourganel | building a vision from design | The Family | © 2014 Framework of qualities/principles BBC Universal Compelling Authentic Pioneering Current Distinctive Joined-up Local/Global Modern british Best!!
  • 24. Remy Bourganel | building a vision from design | The Family | © 2014 Framework of qualities/principles FaceBook Universal Human Clean Consistent Fast Transparent ! Transparent???
  • 25. Remy Bourganel | building a vision from design | The Family | © 2014 Framework of qualities/principles Google Focus on people–their lives, their work, their dreams. Every millisecond counts. Simplicity is powerful. Engage beginners and attract experts. Dare to innovate. Design for the world. Plan for today‘s and tomorrow‘s business. Delight the eye without distracting the mind. Be worthy of people‘s trust. Add a human touch. ! !
  • 26. Remy Bourganel | building a vision from design | The Family | © 2014 Framework of qualities/principles Microsoft L&F! Light & Simple
 Focus on primary tasks
 Do a lot with very little
 Fierce reduction of unnecessary elements
 Delightful use of white space
 
 Typography
 Type is beautiful, not just legible
 Clear, straightforward information design
 Uncompromising sensitivity to weight, balance and scale
 
 Motion
 Feels responsive and alive
 Creates a system
 Gives context to improve usability
 Transition between UI is as important as the design of the UI
 Adds dimension and depth
 
 Content, not Chrome
 Delight through content instead of decoration
 Reduce visuals that are not content
 Content is the UI
 User interact with the content directly
 
 Honest
 Design for the form factor
 Authentically digital
 Don't try to be what it's NOT
 De direct ! Microsoft for developers! Imaginaire, inspiration Modern: design reduced to the essence typography: clear honest ad beautiful motion design: bring it to life It’s not answer, but a point of view ! drivers Pride in craftmenship sweat the details make it safe and reliable, balance symetry, hierarchy, align to grid ! be fast and fluid life is mobile delight in motion design or touch intuitive interaction be responsible and ready immersive and compelling ! authentically digital cloud connected dynamic and alive beautiful use of typography bold vibrant colours motion ! do more with less be great at something focused and direct content before chrome inspire comfidence ! win as one fit into the ui modelr educe redundancy work together to complete scenarios tools and templates are designed to scale
  • 27. Remy Bourganel | building a vision from design | The Family | © 2014 Framework of qualities/principles Apple iOS for developers! Developers oriente principles ! User experience guidelines Create an application definition statement List all the features the users might like Determine who your users are Filter the Feature list through the audience definition Don’t stop there ! User experience guidelines Focus on the primary task Elevate the content people care about ! Think top-down Give people a logical path to follow Make usage easy and obvious Use user-centric technology Minimize the effort required for the user input Downplay file handling operations Eneble collaboration and connectedness De-emphasis settings Brand appropriately Make search quick and rewarding ! Aesthetic integrity Consistency Direct manipulation Feedback Metaphors User control http://developer.apple.com/library/ios/#documentation/userexperience/conceptual/ mobilehig/Principles/Principles.html#//apple_ref/doc/uid/TP40006556-CH5-SW7
  • 28. Remy Bourganel | building a vision from design | The Family | © 2014 Framework of qualities/principles Brand+Product, Nokia Music
  • 29. Remy Bourganel | building a vision from design | The Family | © 2014 Vision & qualities vs assets An experience, a product, a brand DNA is made of a set of qualities. Assets, and signatures are not the DNA, but an instantiation of it. Flipboard ans it’s page swipe asset
  • 30. Remy Bourganel | building a vision from design | The Family | © 2014 Framework of principles and qualities Orange Libon, qualities It allows personalisation to help bring hierarchy in my relationships It doesn't make me think. Doesn’t overwhelm/feels complete It helps me stay in the real world It is Social but not a social network It is Organic - it learns, adapts and evolves It is Open It is people and conversation It is enabling local connexions It makes me feel closer I own my data
  • 31. Remy Bourganel | building a vision from design | The Family | © 2014 Framework of principles and qualities Espace partagé, Trace. Trace est une application de communication non verbale. C’est un espace partagé. C’est un ‘Chat’ visuel qui permet de partager avec l’être cher un écran de dessin. Ainsi en 3D-temps réel, quand A dessine dans le sable, B voit apparaître le dessin qu’il peut compléter simultanément. Si A et B s’arrêtent de dessiner, l’image s’efface dans le sable. Si A ou B secoue leur terminal, alors le dessin s’efface également. La vitesse de dessin affecte l’épaisseur du trait. Ainsi, les 2 personnes ont l’illusion d’une synchronisation spacio-temporelle. Shared space, Trace. Trace is an application for non-verbal communication. It is a shared space. It is a visual chat allowing to share with the loved one a sandbox to draw. In real-time 3D, when A draws in the sand, B sees the drawing appearing and can complete it simultaneously. If A & B stop drawing, the image fades away in the sand. This way, they can draw for ever, as a conversation. The drawing speed affects the string’s thickness. With this app, sharing a screen enhances the perception of a shared time and space, it enhances presence. Orange Libon, Re-interpret communication and presence through these qualities On Trace was an instanciation of a vision of re-interpreting presence in an always connected work
  • 32. Remy Bourganel | building a vision from design | The Family | © 2014 Failures and seams We don’t live in a seamless pure world as in the corporate vision videos… People, products, experiences are imperfect: design for errors. ! And bear in mind the big picture: A.T.O.N.E. (this is service design thinking) Actors Touch points Offering Needs Experience
  • 33. Remy Bourganel | building a vision from design | The Family | © 2014 Design vision/start-up
  • 34. Remy Bourganel | building a vision from design | The Family | © 2014 Design as framework and craft, from research to delivery Designing an experience is not about executing a brief. It’s about building a vision/brief and exploring instantiations. Design is an integral part of the thinking. !
  • 35. Remy Bourganel | building a vision from design | The Family | © 2014 Diachronic vs synchronic Muji vs… Aether music player, evolve/learn from context (place/time) Services involving programmable matter are diachronic. They reveal and evolves over time. The design becomes conversational with user. Principles are grounding the evolutions. They help bridging evolving experiences. They frame the big picture.
  • 36. Remy Bourganel | building a vision from design | The Family | © 2014 Context is king Context: People/Time (before, during, after)/Place Minkowski’s space-time: light cone and hyper surface of the present Minkoski’s model Focus on Real-time value covers the fact that before and after matters a lot… if not more.
  • 37. Remy Bourganel | building a vision from design | The Family | © 2014 Your DNA matters A DNA can’t be stretched to infinite AirBnB DNA Paris’ campaign is very off-brand… ! 1-2-1 chat before booking in the heart of a location personalised search explore through photos, maps … 1-2-1 relationship community trust casual deep dive … fluid visual simple casual … experience bebavioural reflective viceral