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?                  CONDOM   ANDROID                     CONDOM   ANDROIDDesire         ...
The 9” Toshiba Excite™Today I want to talk about Tablets named after Condoms
But seriously...
Product design is changing
Product design is always changing
Label     text                                      Done           or Cancel                                              ...
... to asking ourselves “how should people interact with this”
WelcomeWill they touch it?
What doesMarsellus Wallacelook like?               Welcome                    Talk to it?
WelcomeGesture at it?
WelcomeSee through it?
WelcomeWhat’s happening is a perfect storm...
The Casio TC-500 touchscreen                               wristwatch (1984)Big, meaningful ideas are becoming simple & ac...
Growth                                                         of an                                                      ...
e-Ink debuted 1997             Kindle introduced 2007Anything that you’ll see in 2022 is probably here in 2012
Kodak increased sales simply by offering “colors”There is a lot to be learned by looking at older ideas.
History might not repeat, but it does rhyme. Deafeningly.
Design plays the role ofmaking 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
Flickr launch Drag ‘n’ Drop                          uploader.                          April 25, 2012But: It has to be an...
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...
WelcomeAll remote controls did was make switching “easier”, right?
WelcomeWrong. They changed the entire television network.
Channel 1                 Channel 218:00             News                     News18:3019:00                              ...
Channel 1                 Channel 2               Channel 1                 Channel 218:00              News              ...
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
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Simplify by Orders of Magnitude

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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.io

Published in: Design, Technology, Business
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Simplify by Orders of Magnitude

  1. 1. Welcome to Dublin
  2. 2. Welcome to Úll
  3. 3. I’m Des. (@destraynor)
  4. 4. My “Work” has been featured in these respected publications
  5. 5. Is it a Condom, or is it an Android? CONDOM ANDROID CONDOM ANDROIDDesire ✔ ✔ Electrify ✔Hero ✔ Tingle ✔Rezound ✔ Admire ✔Ultra Thin ✔ Elite ✔Sensation ✔ ✔ Fascinate ✔Touch ✔ ✔ Indulge ✔ ✔Cruise ✔ ✔ Intensity ✔ ✔Cruise Control ✔ Replenish ✔Wildfire ✔ ✔ Transform Ultra ✔Rumor Touch ✔ Vitality ✔ ✔ By “Work” I mean this :-)
  6. 6. The 9” Toshiba Excite™Today I want to talk about Tablets named after Condoms
  7. 7. But seriously...
  8. 8. Product design is changing
  9. 9. Product design is always changing
  10. 10. Label text Done or Cancel Photo Albums Title File input text Browse Item Item Donenput and split button text Search “Camera” would like to use First Second Third your current location Combo box text dogs Don’t Allow OK cats Select label Untitled goldfish http:///www.apple.com/iphone/fea... label snakes Start Reset Checkbox, Radio, Label Label Stop Clear & Submit Buttons Untitled Label Label Cancel Label Label Ux743 Cant read this? Date Selector __ / __ / ____ / / Photo Library (30) Select a date range Select a date range Hawaii (10) Select a date Select a date December 2008 December 2008 Slovenia (10) S M T W T F S S M T W T F S Graduation Day (10) 30 1 2 3 4 5 6 30 1 2 3 4 5 6 7 8 9 10 11 12 13 7 8 9 10 11 12 13 14 15 16 17 18 19 20 14 15 16 17 18 19 20 21 22 23 24 25 26 27 21 22 23 24 25 26 27 28 29 30 31 1 2 3 28 29 30 31 1 2 3 Select Today Select Today We’ve gone from assembling familiar components...
  11. 11. ... to asking ourselves “how should people interact with this”
  12. 12. WelcomeWill they touch it?
  13. 13. What doesMarsellus Wallacelook like? Welcome Talk to it?
  14. 14. WelcomeGesture at it?
  15. 15. WelcomeSee through it?
  16. 16. WelcomeWhat’s happening is a perfect storm...
  17. 17. The Casio TC-500 touchscreen wristwatch (1984)Big, meaningful ideas are becoming simple & accessible
  18. 18. Growth of an IdeaInvention Refinement Traction Innovation has a long long nose
  19. 19. e-Ink debuted 1997 Kindle introduced 2007Anything that you’ll see in 2022 is probably here in 2012
  20. 20. Kodak increased sales simply by offering “colors”There is a lot to be learned by looking at older ideas.
  21. 21. History might not repeat, but it does rhyme. Deafeningly.
  22. 22. Design plays the role ofmaking previous advancements in technology applicable to big meaningful ideas.
  23. 23. Taking photos isn’t new.
  24. 24. Putting them on a device isn’t new.
  25. 25. Editing photos isn’t new
  26. 26. or uploading them to a website.
  27. 27. But when you make it all easy... I mean “Angry Birds Simple”
  28. 28. You get to find out what’s cool. (Hint: $1,000,000,000)
  29. 29. Take a big meaningful idea and make it easier by an order of magnitude
  30. 30. Flickr launch Drag ‘n’ Drop uploader. April 25, 2012But: It has to be an order of magnitude
  31. 31. 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. Some people really understand that
  32. 32. WelcomeAll remote controls did was make switching “easier”, right?
  33. 33. WelcomeWrong. They changed the entire television network.
  34. 34. Channel 1 Channel 218:00 News News18:3019:00 Soccer Talk Show19:3020:00 Drama20:30 Sitcom Movie21:00 Soap21:3022:00 Late night Phone Movie22:30 Show23:0023:00 Music Music Advertising This was television networks before you could easily switch
  35. 35. Channel 1 Channel 2 Channel 1 Channel 218:00 News News 18:00 News News18:30 18:3019:00 Soccer 19:00 Talk Show Soccer Talk Show19:30 19:3020:00 Drama 20:00 Drama Movie20:30 Sitcom 20:30 Sitcom Movie21:00 21:00 Soap Soap21:30 21:30 Late night Phone22:00 Late night Phone Movie 22:00 Show Movie22:30 Show 22:3023:00 23:0023:00 Music Music Music Music 23:00 Advertising Advertising This was television networks after you could easily switch
  36. 36. Welcome“Small” changes in behaviour can can massive changes elsewhere
  37. 37. Find meaningful ideas,and use new technology to simplify them, by orders of magnitude.
  38. 38. Thanks for your time. @destraynor

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