Are you a ‘Creative’?

No, but seriously...

Are you a ‘Creative’?

Don’t be shy. Raise your
hands, now!

What’s the meaning of ‘Creative’?

Let’s have a look at
the reference

Oxford Dictionary creative adjective -
/kri:’eɪtɪv/ relating to or involving the use of imagination or original ideas to create something.

Do you like it?

I don’t! It’s a categorization.

Sooo, who is a ‘Creative’?

An Industrial Design master?

A PhotoShop Jedi master?

An Illustrator ninja?

None of the above...

Here’s my definition

Someone who can use his
brain

Someone who can find the
balance

Someone who wants to have
an impact

4 2 3 1 5
Someone who can think there are no dots

Good news for you

Everybody IS a creative

Ok, cool. Wasn’t this Better
Embedded?

Yeah, sure. But...

Don’t you think that being
a creative will make your work better?

A few (good) examples

1

Doug Dietz Principal Designer for
GE Healthcare

He designs devices like this

Do you notice anything wrong?

This is now an official
GE product line GE Adventure Series

Have a look:
http://www.gehealthcare.com/promo/advseries/index.html

Multiple touchpoints!

2

Tony Fadell
Nest

Again, multiple touchpoints!

3

4

So, what’s the problem here?

None, in the industrialized world

But, what about this...

They don’t have the money
to buy it

And the support to service
it.

So, what do you do?

Which industry has the most
advanced service parts logistic department?

Car makers!

So, what happened?

An incubator made with auto
parts!

Have a look:
http://www.helloweare.com/NeoNurture

A few (bad) examples

1

2

3

4

5

What do good examples have
in common?

User Centered Design

Do everybody use User Centered
Design?

Nope

One famous example

We know better what users
need

That’s an extreme

So, why don’t company use
UCD?

Lot of reasons...

It’s expensive

The flinch

The ivory table syndrome

The mahogany table syndrome

What can you do?

Sell “tomorrow”, not “today”.

mostly to yourself.

and the most powerful tool...

just ask WHY?

Everything is possible in User
Experience

What if your 4 years
old asked you to send his preferred toy in space?

And yes... I am done!
But, remember...

Thanks!

Photo Credits Slide 04 -
Raise your hands - http://www.flickr.com/photos/zsoltvajda Slide 10 - Categorization - http://www.flickr.com/photos/passetti Slide 16 - Use your brain! - http://www.flickr.com/photos/joestump Slide 17 - Balance - http://www.flickr.com/photos/jamesjordan Slide 18 - Impact - http://www.flickr.com/photos/stewster Slide 21 - Everybody is a creative - http://www.flickr.com/photos/schoschie Slide 61 - Dirty Keyboard - http://www.flickr.com/photos/lisbokt Slide 76 - Expensive - http://www.flickr.com/photos/stevendepolo Slide 77 - The flinch - http://www.flickr.com/photos/xcaverx Slide 78 - Ivory tower - http://www.flickr.com/photos/falchion Slide 80 - Design is not my job - http://www.flickr.com/photos/andymangold