The document provides a summary of several presentations and events at the South by Southwest (SXSW) conference in 2013. It discusses topics around digital health technologies including wearable sensors and tracking devices, gamification and big data, 3D printing applications for prosthetics, and the potential of geolocation services to provide useful health insights. The president of Razorfish Healthware believes technologies discussed at SXSW will radically transform healthcare by eliminating waste and improving outcomes.

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ContentAustin,TXMarch,2013
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Austin panorama // Dave Delaney
A Word From Our President
Introduction
Interaction Literacy & Participatory Design
From Social To Utility: The Future Of Location
The Next Frontier In Digital Health
mHealth: Take 2 Apps And Call Me In The Morning
Signal & Noise
Beyond Mobile
The End Of Reality: The New Augmented Reality
A Discussion With Steve Case
Bullying: Social Media As Problem (& Solution)
How Will Art, Copy & Code Re-Imagine Advertising?
The Innovation, Data & Healthcare Ecosystem
The Principles Of Adaptive Design
The Work/Life Balance: Does It Exist?
15 Haikus On SXSW

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Staying on the cutting edge of innovation is
core to our mission as a company. South By
Southwest (SXSW) is one of those places where
the power of digital innovation materializes in
a form hardly found anywhere else in the same
magnitude and concentration of events and
interesting people. This year, we sent several
members of our team to SXSW, to attend events
and support a presentation from one of our
own. This conference report provides a review
of how we saw things, and will hopefully help to
spark the imagination about how technologies
will radically transform healthcare.
Roberto Ascione
President, Razorfish Healthware
A WORD FROM
OUR PRESIDENT
Plane bloody mary // Matt Sutter

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gamification, Big Data, quantified-self,
user experience, cloud computing,
design, gaming, sensors, geo-mapping,
social, mobile and health. Indeed, the
tracks around health have been growing
year-over-year. Which is, of course, no
surprise to us. Having been exclusively in
the digital health space for over a decade,
we know it’s full of potential. But it’s still
inspiring and exciting to see so much
excitement and innovation in the space
year-over-year.
The healthcare industry is estimated to
be a 3 trillion dollar industry, with fully
a third of it identified as being waste. The
industry is ripe for innovation - and for
leveraging technology to eliminate this
waste. SXSW presenter Frank Moss, from
the MIT Media Lab, challenges us to
“Think Big” and to leverage technology in
the health space. Prototyping and iterative
design is critical to innovating at the pace
needed. He advises entrepreneurs to work
at the intersection between consumers
and clinical care/doctors, to create
innovation with the most impact across
the health space. In order to cut thru the
clutter of apps and devices today, we need
to develop innovations with clinical proof,
that demonstrate to users a measurable
benefit. This is what we need to aim for.
During the first keynote address,
Bre Pettis, the founder of MakerBot
Industries, demo’d their new 3D printer.
Some may say this wasn’t that exciting,
but in the healthcare space, the smallest
improvement can mean a world of
change. When he started talking about
his was my virgin visit to
SXSW and it was truly
one of the most inspiring,
educational and enjoyable conferences I
have ever been to. I feel lucky to have been
able to attend this year.
If I were to create a word cloud of SXSW
2013, it would likely include the following;
T
TRODUCTIONIN
Kristin Milburn

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“printing” prosthetics for kids (because
they are growing and changing so fast, it
is typically not economical to create new
prosthetics for every stage of growth) now
we are in the territory of being awestruck
with tears in your eyes (ok, maybe it
was just me) about how something so
seemingly simple could have such an
amazing impact on the lives of children.
The possibilities of 3D printing are endless,
and I know several of us have already
put in the plea to get one for our office.
There’s no doubt we can find many creative
applications of the machine for our clients!
(And yes, that is another plea.)
I heard an interesting analogy while at
SXSW about the relationship between
bacon and chocolate vs. Big Data and
gamification. Big Data is like bacon
- because unless it’s cooked, it’s really
pretty slimy and disgusting. No one
really wants to look at it, touch it or, god
forbid, consume it raw. This is just like
Big Data. Left alone in it’s raw state, it is
a meaningless spreadsheet of numbers
and data fields. But once you sizzle it to
perfection, damn it’s good! The point
being, unless you make sense of “Big
Data”, it’s pretty worthless. It’s when you
“cook” it, and start to derive value from
it, that you can really understand why
it’s so damn good. Likewise, chocolate
is addictive, yummy, you crave it, you
love it – just like a good game. Unless
you are tapping into one of the 7 deadly
sins, as one presenter said, you aren’t
truly leveraging gamification/behavioral
modification techniques. “Gamification”
and “Big Data” were two important themes
this year. If you can
combine them both,
powerful things
can happen. Just
like combining
bacon and
chocolate. Yummy.
Some of us wrote about
technology, other’s about work/
life balance, one wrote in haiku’s. All of us
wrote from the heart about a meaningful
experience and thought provoking topics. I
hope you enjoy our compilation of insight
drawn from SXSW 2013 and I encourage
you to reach out with any comments,
feedback or to learn more.
'Til next year,
Kristin
Kristin.Milburn@razorfishhealthware.com
Ball installation at Austin Convention Center // Peter Tsai

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attended SXSW Interactive
for the first time in 2011,
wide-eyed at the sheer
volume of people, events, and fresh ideas.
This year, with the help of many people who
voted for my proposal through the SXSW
PanelPicker, I had the opportunity to return -
this time as a speaker.
“Interaction literacy” is a term I’m using to
refer to the ability to recognize and respond
to the sensory, experiential, integrative, and
I
Interaction Literacy Participatory Design
Badge pick-up drawing // Amirocks
&
Erin Abler

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interactive elements that comprise a
human experience. It’s the day-to-day
business of being aware in the world, of
interacting with your surroundings and
stimuli, making sense of them, and acting
in a way that allows you to complete
discrete tasks and develop specialized skill
sets. As a capability, it means successfully
negotiating an interaction - basically, to
what degree we’re aided or hampered
by the things we’re experiencing. The
concept has an inherent focus on how
the different parts of an experience help
support the skills that build various types
of literacy. From a user research or design
perspective, it’s a way to look at what
kinds of experiences support or comprise
various skill sets, and how best to engage
someone based on that knowledge.
I started thinking about this quite awhile
back, but with a focus on the different
skills involved in storytelling. Most
definitions of literacy tend to focus
on successful manipulation of specific
media – an approach that limits the use
of literacy as a concept extending across
platforms or types of interactions. Because
narrative and participation both involve
qualities so fundamental to human
experience, and because they are able
to cross so many different platforms, I
wanted to set down the elements common
to any interaction – the better to compare
them across various media. Only after
months of reading did I start getting a
handle on how various literacies really
all point back to formative elements of
experience. Interaction literacy offers us
a way to understand what underlies any
form of literacy, regardless of the mode of
expression.
I think we’re headed toward an explosion
of content that will underscore the
relevance of interaction literacy. At the
session I talked about how powerful
creator cultures are in the development of
rich interactions. Part of that conversation
focuses on participatory design - and
not just making your own little tweaks
to something here and there, but having
component parts that you can recombine
infinitely to fit your own needs.
Wikipedia is probably the most
recognizable example of a participatory
design culture. Roles developed over time
based on people’s interests and areas of
expertise. Subject area experts adopted

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oversight of areas they were qualified to
review. Over time, a range of capabilities
sorted itself out because the setup
encouraged iteration. YouTube is another
huge platform that people can contribute
content to. There you see less emphasis on
textual literacy and more on other types of
sensory and integrative elements. YouTube
has, for the most part, made it easy to
launch content that is either original,
remixed, or a response to other content.
We’re starting to see more progressive
examples now, ones that I think already
take aspects of interaction literacy into
consideration. Even if not in a very
systematic way, these designers are
thinking of their users’ skill sets when they
devise ways to engage through innovation.
One of my favorite examples of this is
Twine, which is a device that detects
physical inputs like vibration. It supports
user capabilities on every scale, from the
most basic instructions to some pretty
complex logic. And there’s a whole online
community where you can browse and
borrow other people’s rules, or contribute
your own, which just raises the bar for
more and more innovative uses.
Once it hits mainstream, 3D (and thanks
to MIT, even 4D) printing is also going
to open up some incredible opportunities
for people to adapt original inventions for
their own specific uses. We just haven’t
created a structured way of thinking about
those opportunities yet. I don’t think
interaction literacy is the whole answer,
but it might help frame our thinking about
the current proliferation of highly targeted
content and customized experiences.
I’ve gotten a great response so far from
the SXSW presentation. It was especially
rewarding to be able to make contacts who
are interested in applying these ideas in
classrooms, design forums, and elsewhere.
It’s been really exciting to see people
engage with the framework and start to
build on it themselves. I’ll always have
SXSW to thank for that experience, and I’d
recommend it to anyone.
Erin Abler is a
Senior Content
Strategist at
Razorfish
Healthware in
Philadelphia. With over a decade of
experience as a writer and editor, she
also holds a master’s degree in library
and information studies and has
experience with metadata modeling,
controlled vocabularies, and digital
preservation strategy.
Interaction literacy
offers us a way
to understand
what underlies
any form of
literacy, regardless
of the mode of
expression.
Abstract pastel lines // Amirocks

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t was a packed
crowd in the keynote
auditorium to listen
to Dennis Crowley the founder of
Foursquare. And while I am not a
Foursquare fan or user (you will
never find me “checking in” at
my local coffee bar), I am indeed
fascinated by the concept of SPIME
(space + time), and the interesting
dimension of it that will soon
revolutionize the field, but one that is
also not entirely new.
Take locational apps like Foursquare,
IRoberto Ascione
L CATION
THE FUTURE OF
FROM SOCIAL TO UTILITY:
A
B
C
6th street empty // Don Mason 6th Street insanity // John Cabuena

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for example. These apps represent the
foundation of a simple concept; a signal
collected in a given moment in time,
at a given place. Venue freebees and
discounts aside, do these apps present
any real collective incentives or value to
keep individual users checking in at their
represented locations? Not really. Not
yet, anyway.
The age-old social media realization
still stands: no one is going to retweet
your meal choice of breakfast, and
no one cares that you’re the mayor of
your local pizza parlor. But people will
cvontinue to spread these useless tidbits.
It is not surprising how the
signal-driven database of hotspots that
the 30 millions Foursquare users are
collaboratively continuing to build and
refine results in one of the most
accurate datasets about shops,
restaurants, entertainment venues, etc.
It is only in the aggregate that these
insights have qualified value. And
they have real, real, value. Visualizing
this data geographically allows us to
better understand human behavior and
sequential interactions during a given
moment or event. The plotting of this
complex data allows us to gain more
insights into real human activity than
ever before.
See, for example, the beautifully plotted
geographic display of Foursquare check-
ins of consumption patterns across New
York and Tokyo, 1 vimeo.com/62289901,
or the disruptions in behavioral patterns
that result after the impact of a natural
disaster, such Hurricane Sandy and the
subsequent power outage 2 vimeo.
com/52883962
What is exciting to envision is when
we can begin to add a “social layer” to
maps based on your preferences. For
example, if you are someone who takes
health and fitness seriously, you might
be interested to see the restaurants that
people check in at that also frequent
their gym, or who capture their runs
regularly on MapMyRun or other fitness
tracking devices. Or if you happen to be
a sufferer of celiac disease, you might be
interested to know where other sufferers
check-in on your customized map to find
venues that offer gluten-free items on the
1
2

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menu. This is just one example where we
can make data meaningful by applying
geo-location services to the health and
wellness space.
We recognize the huge opportunity that
geolocation services offer and that must
be further explored and developed as
an outlet to meaningfully represent and
better understand data. That’s why we at
Razorfish Healthware have established
a strategic partnership with a company
called Esri, the largest and most innovative
in the geomapping space. The company
uses semantic layering to display and
combine multiple datasets to result in very
meaningful representations.
We recognize that optimized visualizations
have huge potential across the healthcare
space, presenting opportunities to
better understand correlations in health
variables through geomapping. For
example, geomapping could allow
us to better understand correlations
between health outcomes and locational
elements, such as resources, quality of
living, consumption habits, and other
sociobiological factors.
The value of these real insights could
be unparalleled, and allow us to better
design products and patient-centered
resources to advance health across the
globe. So, while you still won’t find me
“checking in” at my local coffee bar, I am
indeed truly fascinated by where our new
partnership with Esri will take us and the
digital solutions we will design for our
clients to help improve health outcomes.
Roberto Ascione
has a passion
for medicine,
computer
science, and
human-technology interactions. He
believes strongly that technology will
be the most impactful driver of change
in the healthcare industry. He started
his career in 1996, founding his own
company and today serves as Global
President of Razorfish Healthware,
part of Publicis Groupe.
6th street at night // Don Mason
D
E
F

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admit that within the
first few minutes of this
session, I was looking
for a way to slip out the side door
without being noticed, as it seemed
to be sliding into a “new age-y” and
“far out” kind of place. But, since
I had committed to it (and was,
indeed, quite far from the side door),
I stuck around. And I’m glad I did.
Wearable sensors and tracking
devices are all the rage these days
with people looking for ways to track
their runs, monitor their heart rate
and sleep, etc., all in an effort to stay
healthy. There are at least 22 different
sensors on the market today. (I’ve
owned at least six to eight different
ones myself, not to mention tons
of apps that use my iPhone as the
sensor to track various things.) The
big-box retailer Best Buy is now
piloting a special section in about
60 of its stores nationwide catered to
digital health.
But what about tracking brain
I
THE NEXT
FRONTIER
in
DIGITAL
HEALTHFROG party light installation // Steven Rosenbaum
Kristin Milburn

13. 2524
waves? That is typically something that
can only be done with an EEG machine,
in a lab, with a scull cap and tons of wires
coming out of it, certainly not consumer-
friendly.
While the ability of the average consumer
being able to measure brain waves is in
its infancy, there have been great strides
in this area. As wearable sensors and
tracking devices become more and more
prevalent, it’s only a matter of time until
tracking brain waves (and, hence, brain
health) becomes mainstream. A company
called InteraXon (www.interaxon.ca) in
Canada is on the forefront of this new
wave of wearable brain-tracking devices.
As technology advances and these
devices become more advanced and
readily available, we will start to see
responsive technology used to improve
cognition. Indeed, in preliminary studies
it’s been shown to improve focus in
ADD patients. It can track whether
you’re meditating correctly (or at all),
how you’re sleeping, helping with stress
reduction etc.
The evolution of the use of these
devices is expected to transition from
monitoring and performance, to sharing
and communication, and on to helping
create responsive technology – think
emotionally responsive UI, like playlists
that adjust based on your mood.
So, while it may have felt a bit “far out”
there in the beginning, by the end of the
session, I found myself looking forward
to the evolution of this technology and
the advancement of devices that can
help consumers improve cognition and
overall brain health and even control
games, music, and entertainment with
their minds.
Think
emotionally
responsive UI—
like playlists that
adjust based on
your mood.
Kristin Milburn
is the Global
Head of Client
Engagement
and Marketing.
She is in charge of overseeing the
entire global client engagement team,
drive all business development efforts
and manage key marketing activities
for the firm on a global basis. She is
also in charge of developing strategic
partnerships with start-ups and other
innovative companies that align well
with our core vision of “Defining the
new health experience”.
www.interaxon.ca

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SAriel M. Salmang
XSW is a wild event
with lots of sessions
during the day and
concerts, parties, and events during
the night – all wrapped in delicious
fare from Austin’s fabled kitchens
and bars. It’s enough to derail the
strongest patients from their healthy
lifestyles – but maybe not for much
longer.
“Take two aspirin and call me in the
morning” has been a way physicians
have dealt with conditions they could
not diagnose or treat on the spot. It
TAKE 2 APPS AND
CALL ME IN THE
MORNING
mHealth:
Line to get into Neil Gaiman // Coba

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has been the mantra of those dealing in
the vacuum of too little information and
not enough data to move on. It has also
been a manifestation of the inability of
doctors to stay with their patients beyond
the few minutes of consultation. And
now, that is changing.
As patients participate in and drive the
collection of data about their daily lives,
their exposure to allergens and toxins,
caloric intake, medication, exercise
regimens, and other health-related and
health-influencing factors, two benefits
are emerging: First, self-observation
and monitoring are making patients
more aware of their own health status,
health risks and the need for action or
abstention from certain things. Secondly,
physicians are gaining unprecedented
insight into their patients’ daily lives,
environment, behaviour, and compliance
or non-compliance with treatment.
The panel at SXSW, “mHealth: Take Two
Apps & Call Me in the Morning,” took
a broad view of both these aspects and
their audience on an interesting journey
through the world of health related
applications and devices. The panel
featured Daniel Kraft, executive director
of FutureMed at Singularity University, a
non-profit learning institution in Silicon
Valley; Jacob Brody, partner of Mesa,
an early stage venture fund focused on
e-commerce, advertising technology, and
digital content; and moderator Sandeep
Sood, founder of Monsoon.
From discussing the impact of self-
quantifying devices like the Nike+
Fuelband, Fitbit, Basis Band and similar
wearables, through an overview of
web-services for patients to track their
compliance with diet and exercise to ways
for type 1 diabetics and others suffering
chronic conditions to manage their daily
lives with app-supported devices – the
mHealth evolution is quickly exploding
into an mHealth revolution.
And like any good self-fulfilling prophecy,
it is giving birth to great ideas every day.
My personal favourite service presented
during the session must be AchieveMint
Self-observation
and monitoring
are making
patients more
aware of their
own health status

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brings down my health insurance
premiums – and then get new toys for
having done so.” Or, as Daniel Kraft
put it: “The mobile phone has become
our personal dashboard, a tool we can
use to make sure we are heading in the
right direction on the street, and now
on a path toward health.”
My life is full of apps; some for fun,
some for work, and increasingly more
of them are for health. In my eyes, the
coolest thing about the emergence of
mHealth is that while we have a good
idea of where this could eventually
lead, we will probably be blown away
by the reality of it.
On that note – let’s stay tuned … and
connected.
Ariel M.
Salmang
is the Global
Head of
Advisory.
He heads up the specialist division
focusing on the development of
enterprise omni-channel strategy and
business transformation, technology
& application consulting and the
evolution of next generation contextual
engagement strategy in disciplines like
eHealth/mHealth, HealthUx, CLM,
SFE, etc.
(www.achievemint.com/), a portal
introduced by Jacob Brody, which
provides tangible rewards for compliance
with programmes and achievement
of goals. It does this by tracking your
behaviour through your connected
devices, health related apps, and favourite
social media tools.
Want to quit smoking? Committed
to exercise regularly? Need to lose
weight? No problem. Just connect your
Foursquare account to track check-ins
at the gym, funnel the data from your
WiFi-connected scales or import the data
from your Basis Band. Once the results
match your objectives, you will be issued
a reward in the form of cash or vouchers,
which can be redeemed immediately.
To paraphrase Jacob Brody “I can work
out and bring down my weight, which

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&NOISE
SIGNAL
ig Data is believed to be
a good thing. It seems
logical – to use lots
of data, across multiple demographics
and geographies, and perform complex
analysis on the data to make better
decisions. It seems sellable – decisions
on lots and lots of data is something that
we sell to clients regularly.
Sounds great right?
Nate Silver, author of the recently
released book Signal and Noise: Why so
many predictions fail – but some don’t
turned how we think about data on its
head. The proliferation of information
in the past several centuries – basically
since the invention of the printing
press – is astounding. The ease by
which information can be shared
has created a lot of chaos, providing
opposing kingdoms and religions with a
mechanism to spread their ideas far and
wide.
The computer age has made it even easier
to disseminate information to the point
B
Congress Bridge panorama // Matt Garrett
Jeff Smith

18. 34 35
all of our problems. It is not going
to bring immediate clarity to every
issue, but might rather make it more
difficult to make good decisions and
predictions. We have to be careful with
all of the data and metrics we have in
front of us – impression data, Omniture
data, secondary research, primary
research, etc. – and be careful to not
make inferences based on datasets that
are fundamentally wrong. To use and
understand Big Data – one needs to
take the initiative (and the time) to first
comprehend the Big Picture.
of information overload. The amount
of data has reached a point where an
individual cannot possibly consume all of
the information available. And thus, it is
very easy for individuals to select which
data most appeals to them, or ignore
weak data in order to support their
position. Such mass proliferation of data
has created conflict and, in some cases,
much worse.
“In theory, having more data can never
hurt you,” Silver said, but “in practice, if
you start to cherry pick your data, you
get in trouble.”
Silver cited a number of examples – like
the recent housing and financial crisis –
wherein the existing data and forecasts
pointed to big problems on the horizon,
but one could easily make the wrong
assessment if they cherry-picked the
most appealing, albeit unrelated, subsets
of the data to form a pleasantly ignorant
perception of reality. And that is exactly
what happened. The housing crisis
should not have come as a surprise to
analysts in that market, but yet it did to
many.
The big picture here is that Big Data is
not the panacea that is going to solve
Thousands of bats take flight every sunset at Congress Bridge // Nick Mickolas
Jeff Smith
is the Global
Head of
Technology
at Razorfish
Healthware. He is focused on leading
the teams that build solutions for our
clients and ensuring that our teams
are driving innovation with the use
of technology to further out clients
business in new and strategic ways.

19. 3736
here’s something
to be said for a
presentation that
manages to work in both a scene from
The Matrix and a comment about cows
in heat. It’s particularly compelling
when both those things are actually
very relevant to the topic at hand, as
it was in the talk “Beyond Mobile:
Where No Geek Has Gone Before.”
Josh Clark, Founder of Global Moxie
and author of Tapworthy: Designing
Great iPhone Apps, laid out some
interesting notions regarding where we
are now and, more importantly, where
we can go in the future in terms of
T BEY ND
M BILE
Light installation // Skip Hunt
Katy Thorbahn

20. 3938
mobile and different devices. His talk
was chock full of examples of things
worth checking out as well as some
practical thoughts about what’s next
with experience design. Here are some
of the major takeaways:
Push sensors to do more. As
Clark said, “Sensors give us
superpowers.” These devices empower
us to do a huge range of things – from
pills that send messages when they
have (or have not) been taken, to
Disney turning plants into interactive
digital devices – and they are cheap.
So cheap that we can pretty much put
them on or in anything and turn the
powers loose in terms of what they can
do. Now the opportunity is to make
sensors do things that haven’t been
thought of before, and that drive value
for the person using that device. An
interesting example comes from our
sister agency, Digitas, in the offering
of AnyTouch, which turns any surface
into an interactive one.
Make devices social with
one another. Clark said
that devices are basically rude to each
other; we put our phone next to our
laptop and they most often completely
ignore one another. As we move
forward it will be important to think
about how devices can be social with
one another without interactions from
a person. What potential in terms of
content management or tools can we
unleash, if our devices simply did the
sharing for us rather than waiting for
our active engagement? The version
of Scrabble you can play with your
iPad as the board and iPhones that
hold your individual letter tiles is a
fun example.
But on the other hand,
dumb devices can be really
good. Instead of looking to pack
each device full of super tools and
experiences and complexity, recognize
that dumb can be, well, nice. We don’t
need every device to be online and
enabled with AI to do the thinking
for us, (anyone get one of those
refrigerators that orders food without
you asking it to?) but rather our focus
should be on getting devices to make
incremental improvements that make
our lives better. Case in point: Clark
talked about how his microwave
is basically a clock with an oven1
2
3

21. 4140
attached to it. Wouldn’t it be nice if it
were simply smart enough to adjust
itself to the right time after a power
outage? This simple adjustment
would be way more important than
enabling it to surf the web.
Think ecosystem and
manage content. In a
world where there are thousands of
connected devices, and hundreds of
form factors, the most critical thing is
to ensure that our content can travel
in meaningful ways. As experience
designers, we need to think about
all the potential experiences our
customers can encounter over the
course of their day and build our
content to be available in an array of
places and forms. Equally important
is to think about the notion of
“just in time, not just in case”. This
concept emphasizes that we don’t
fill up experiences with content just
because we can, but instead deliver
information on an as-needed basis
(for example the aforementioned
example from The Matrix which, by
the way, killed in the room full of
geeks of a certain age.)
Leverage new input
methods. We continue to
develop new ways of engaging with
devices. We’re long past the day of
just the computer and the mouse, and
need to be thoughtful about all the
different ways people can engage with
devices and, therefore, our brands.
Think about how that changes the
engagement and ways to form and
measure experiences. Leap Motion
anyone?
The future is here. Often
when we postulate on
what can be it seems so far off. But
the reality is that the technological
capability to enable new types of
engagements already exists and has for
a long time. Look around R&D labs
4
5
6
We need to think
about all the
potential
experiences
customers can
encounter in
their day
James Webb Space Telescope by Bill Oriani

22. 4342
and university settings and we can see
a lot of the technology we’re pining for
is already here. So, while that means
it can take literally decades for things
to come to market, it also means that
there is a world of technology waiting
for us to harness for truly powerful
experiences.
And finally, if after reading all this
you are still wondering about the
cows in heat statement, Clark shared
that farmers in Switzerland have
put sensors in their cows that detect
when they are in heat, and then texts
the farmer to let him know. It’s a
high tech, bovine booty call – how
awesome, and awesomely helpful, is
that?
Katy Thorbahn
is the Global
Head of Agency
Services for
Razorfish
Healthware. She is responsible for
managing and leading the core
services including Strategy, Experience,
Delivery, Media, Search and Analytics.
As a member of the Razorfish
Healthware global leadership team,
she is responsible for the growth,
profitability, and strategic direction
of the Agency Services offerings, and
how they contribute to the Razorfish
Healthware business across the globe.
Austin’s capital at night // Ariel M. Salmang

23. of
THE NEW AUGMENTED REALITY
The
s mere
mortals, we have
the sad plight
of not being able to fly, or become
invisible, or gain superhuman
strength whenever we want. But with
augmented reality (AR) becoming
more prominent in our lives, we’re
gaining more information-based
abilities than ever before. What are the
implications?
To dive into this question, I attended a
SXSW session held by co-presenters
Jamie Zigelbaum (Designer/Co-
founder, Zigelbaum + Coelho) and
Alex Olwal (Researcher, MIT Media
Lab). The pair discussed the history of
A
4544
Erin Abler

24. 4746
AR, beginning with its first appearances
in science fiction and its initial
applications.
Defining the goal of AR as “seamlessly
enhancing the senses,” Zigelbaum and
Olwal presented a series of prescient
examples of AR, which served as
forerunners for the kinds of behaviors
we see today. For example, the
“Navicam” was a portable lens, carried
by hand, that could be used in different
configurations to overlay information
onto whatever was being viewed
through the lens. Presaging the future
of smartphone camera capabilities, the
Navicam was created all the way back in
1995 by Sony’s computer science labs in
Japan.
Jamie Zigelbaum, who designed the
Rube Goldberg contraption used in
OK Go’s famous music video, “This Too
Shall Pass” (2010), shared some of the
AR work he did as a doctoral candidate
at MIT’s Media Lab. For example,
in an effort to provide access and
transferability to content in the world
around us, he designed “Slurp” (2008),
a tool that can “suck up & spit out”
info, including files or audio, directly
from a computer screen. With “g-stalt”
(2009), Zigelbaum designed a method
of navigation through a large graphical
area of videos. By using natural gestures
in a telekinetic way to “feel” the content,
he explored how we might be able to
interact with digital information in a way
that more closely resembles the way we
do so in the “real” world.
Olwal and Zigelbaum proved themselves
not only innovative creators, but also
thoughtful critics of the intersection of
technology and culture. Not satisfied to
play the role of mere techno-enthusiasts,
they raised some interesting questions
about the negative impacts of AR,
including the risk of subjecting ourselves
to a permanent state of distraction.
To demonstrate some AR side effects,
they described an inherent problem
with Google Glass that’s also found
with Bluetooth. Both tools introduce
a disruptive state that changes our
What is the trade-
off between using
a supplemental
device and using
your own neural
capabilities?
RHW house party

25. 4948
mental models of each other. When AR
is introduced into an interaction, we
suddenly can’t be completely certain
what the other person is experiencing.
Are they looking at other information
while looking at you? Are they waiting
for a call while wearing that Bluetooth?
That disconnect introduces ambiguity
into the interaction, especially in more
intimate situations such as one-on-one
conversations. In spite of the challenge
presented, Olwal and Zigelbaum pointed
out that these problems aren’t necessarily
insurmountable. For example, if the
existence of those ambiguous states were
exposed somehow, you might be able to
let the people around you know what
your simulated reality is at that moment.
The session ended with suggestions
for further thinking about the subject.
What kinds of AR are reasonable and
justifiable to pursue? What is the trade-
off between using a supplemental device
and using your own neural capabilities to
create associations and representations
based on previous experiences? Do we
need external technology to remove
distractions, or is the external technology
itself the distraction? The sociocultural
effects of AR are as rich in possibility as
the technology itself.
Erin Abler is a
Senior Content
Strategist at
Razorfish
Healthware in
Philadelphia. With over a decade of
experience as a writer and editor, she
also holds a master’s degree in library
and information studies and has
experience with metadata modeling,
controlled vocabularies, and digital
preservation strategy.
Austin Convention Center panoramic // Damon Webster

26. 50 51
STEVE CASE
A DISCUSSION WITH
Steve Case was a
keynote speaker at
SXSW. Having been
a founder of AOL and Revolution,
and an investor in a number
of disruptive companies, I was
expecting some interesting insights
from a true entrepreneur and one
who had “dabbled” in Health in
a big way.
He started from an entrepreneurial
perspective, giving some background
on AOL’s huge success and, then,
it’s fall back to earth. My favorite
quote was that it “took AOL 10 years
to become an overnight sensation”,
a comment on the fact that it takes
a LOT of hard work to make a
company a success. Specifically, it
took AOL 7 years to gain the first
200,000 customers, which rocketed
to a collection of 20 Million in the 7
years following. He attributed this
Sketch notes // Patrick Ashamalla
Yaron Inbar

27. 52 53
huge growth to the implementation of
a simple pricing model – a flat monthly
rate – which changed the market
from his perspective. (And one to be
considered from an eBS perspective)
Steve (we’re on first name basis) felt that
to be successful, an entrepreneur must
be able to deal well with ambiguity and
recognize that you need different teams
for different challenges. This may mean
that you need one team to grow the
company from nothing, and another to
take it to the next level.
He is passionate about entrepreneurs
and feels that they are the “fabric that
built this country”. He felt that a robust
economy requires innovation, likening
this part of the economy to a Darwinian
environment wherein those who succeed
can do so with a major impact.
When asked to reflect upon key
learning’s from other industries, Steve
brought up Detroit and described the
auto industry as the “previous Silicon
Valley” that lost its way. “As a nation, we
need to be careful not be a Detroit. We
need to reinvent and tolerate risk taking”.
Today, he said, the battle has shifted from
raising capital, to grabbing attention…
but, don’t ask for attention until you are
ready.
Last quote, which was attributed to
Thomas Edison, and thought was very
relevant to what we do… “Vision without
execution is hallucination”.
The battle has
shifted from
raising capital
to grabbing
attention
Steve Case Yaron Inbar
has over 20 years
of experience
deploying and
managing large-
scale information technology solutions,
with a focus on Pharmaceutical
Sales and Marketing information
projects and B2B integration. In
particular, he has focused on CRM
implementations, handheld solutions,
incentive compensation applications,
data warehousing projects, and their
integration with the companies’ legacy
systems.

28. 54 55LLY
afternoon on the way home. However,
once you were home, you were safe. On
the weekends, you were safe.
Social media has brought three major
changes: now bullying can occur 1)
anytime and 2) anywhere. The ubiquitous
access to the social web removes the
chance of respite for those being bullied.
Kids are getting home from school and
getting right into these
social tools. Sadly, the abuse continues.
3) The other major difference, which I
believe is having the most deleterious
effect, is the distance, or as some say
the “anonymity,” inherent in the social
platforms being used to bully. Things that
may not have been said to someone’s face
can be promulgated on the web in a way
that reduces or removes any potential
empathy that might be present were you
looking someone in the eye.
ullying is an
age-old issue
that most most
people can relate to at some point in their
lives. With the advent of social media
tools, the dynamics have changed, in
many ways for the worse. Whether using
Facebook, YouTube, Twitter, Instagram,
or more recently apps like Snap Chat,
these technological
and social “advances” have dramatically
affected the lives of adolescents.
Growing up in the ’80s and ’90s, bullying
took place at school, mostly at recess
or lunch. For some, it may have been
extended to include the morning on the
way into school or in the
SOCIAL MEDIA AS PROBLEM (& SOLUTION)
B
ING
Chris Wilson

29. 5756
For developing adolescents, they face an
enormous challenge. Consider the fact
that the FDA, made up of highly educated
adults, has essentially avoided dealing
with the issue of social media as it relates
to marketing pharmaceuticals. How
can we expect adolescents to navigate
this nascent communication tool?
Throughout history, societies have faced
these challenges; technology advancing
more rapidly than morality can keep
up. Couple the under-developed egos of
adolescents, due to their still developing
brains, with hormonal vicissitudes and
you have a dangerous concoction. The
result is a lack of impulse control. It is
this biological reality at the backbone of
why children are handled differently than
adults by the criminal justice system.
Fortunately, there is some amazing work
being done to reimagine the conversation
around bullying. This is where social
media tools like YouTube, and its open,
and mostly free, access have been
leveraged to counteract the unfortunate
vitriol. Panelist Scott Zumwalt, Chief
Digital Strategist for the It Gets Better
Project (www.itgetsbetter.org), represents
a perfect example of this:
In September 2010, syndicated
columnist and author Dan Savage
created a YouTube video with his
partner Terry Miller to inspire hope
for young people facing harassment.
In response to a number of students
taking their own lives after being
bullied in school, they wanted to
create a personal way for supporters
everywhere to tell LGBT youth that,
yes, it does indeed get better.
The It Gets Better Project™ has
become a worldwide movement,
inspiring more than 50,000 user-
created videos viewed more than 50
million times. To date, the project
has received submissions from
celebrities, organizations, activists,
politicians and media personalities.
… For us, every video changes a
life. It doesn’t matter who makes it.
The other panelist doing life-changing
work in the area of bullying is
documentary filmmaker Lee Hirsch,
Director of the acclaimed film Bully.
Hirsch was inspired to make the
film by his own experiences of being
bullied throughout his childhood.
Following five kids and families
over the course of a school year,
the film confronts bullying’s most
tragic outcomes. … In addition to
the film, Hirsch invites supporters
to join “The Bully Project,” a social
action campaign to end bullying
that started as a result of Bully. “The
Bully Project,” highlights solutions
that both address immediate needs
and lead to systemic change. … This
“
“

30. 5958
movement is creating an impact that
is affecting all walks of life including
the White House and Congress.
Hirsch’s work demonstrates how
traditional and offline activities can carry
over and be married to the online digital
world. (www.thebullyproject.com)
I leave you with this question: As a global
organization with a mission to “deliver
digital innovations, solutions, and tools
that drive improved health outcomes” and
more broadly to “define the new health
experience,” how can we contribute to
the health and wellness of society, or the
communities in which we live, through
our particular areas of interest and
specialized knowledge and skills?
Chris Wilson
manages
business
development for
the US. He’s been
with Razorfish Healthware since
October 2011. Prior to entering the
digital advertising world, he worked
for several years as a family and
behavioral therapist specializing in
obesity and weight management and
Pervasive Developmental Disorders.

31. 60 61
HOW WILL
ART, COPY
& CODE
RE-IMAGINE
ADVERTISING?
Plastic bottle sculpture // Steven Bach
rt, Copy and code
are three functions
which have
historically been separate, and linear in
nature. But what happens if they work
together in making things FOR the web
and FROM the web? Google has launched
a collaborative experiment of these
elements through a new project called ‘Art,
Copy, and Code’ (www.artcopycode.com/).
AElena Pirofalo

32. 63
Re-Imagined Canvases -
Film Making for the Web
Catching users’ attention through five-second video
ads on YouTube.
www.artcopycode.com/#/project/filmmakingfortheweb
Audiences of One - Dynamic Film
The project customizes content to match users situa-
tion, like time of day and location, while incorporat-
ing their personal interests to allow advertizers to
talk directly to an individual.
The Art, Copy & Code project implemented a series of
experiments exploring the various dimensions of the
brands in the modern connected world:
Connected Objects -
The Talking Shoe
A new way of telling stories through the sensors in
your shoes, expressing your personality.
www.artcopycode.com/#/project/talkingshoe
Collaborative Storytelling -
Jam with Chrome
Form a band and jam with your virtual friends while
easily swapping instuments and creating beats all in
real time. www.jamwithchrome.com
Dusk in Austin // David Mead62

33. 64 65
Data-Driven Stories - 100,000 Stars
An interactive visualization of the 1,000 stars ‘closest’
to earth, acting as a data-driven story told in collabo-
ration with the European Space Agency.
www.sworkshop.chromeexperiments.com/stars/
Useful Marketing -
Volkswagen Smileage
The driver space has been re-imagined, providing
value through a social app made to maximise fun on
every drive. www.smileage.vw.com
So, what does happen if art, copy &
code work together? The answer is great
creative process and embracing different
disciplines, resulting in innovative
experiences.
We are thrilled that this matches with
the Razorfish Healthware “connected
digital thinking”, core to our mission of
delivering digital innovations that drive
improved health outcomes. Stay tuned
and dive into the process of creating
innovative experiences in healthcare, able
to change lives.
Elena Pirofalo
is an Experience
Director in
Europe with
10+ years
of experience in healthcare digital
marketing in key strategic roles. She
focuses on the intersection of Art,
Content and User Experience to deliver
innovative experiences able to improve
health outcomes and transform clients
business.
Peter Tsai Nick Mickolas Andrew Huff

34. 6766
ryan Sivak is the
CTO of the US
Department of
Health and Human Services (HHS). I
wasn’t sure what to expect of a session run
Innovation, Data & Healthcare Ecosystem
by a government agency’s CTO – could be
a setup for an extremely boring hour. On
the contrary, he was a very entertaining
and interesting speaker and brought up
many interesting points about healthcare
and information, and introduced a few
good opportunities.
B
The
Closed storefronts in Austin // Bill Oriani
Yaron Inbar

35. 6968
Other than one startup experience in
the dot com era, his career at HHS
has focused on different levels of
governmental technology roles, which
have been growing succession. The
scale of HHS is a huge, 90,000 person
organization. A key task for a CTO
is to maintain innovation – which is
an especially significant challenge for
an organization of this size. Bryan
Sivak’s main point was that “innovation
is the direct result of the freedom
to experiment”. To do so, he had
to find ways to manage this type of
innovation, find individuals to lead these
‘experiments’, and help them achieve
their goals.
He talked about people and data as the
main focus of this effort. Process, on
the other hand, often just got in the way.
In one instance, HHS defined quality
metrics on one its process - only to find
that it had a 100% error rate?! Since he
was new to the job, he considered this a
“great opportunity” (… because it could
only improve?!)
Data was described as an undervalued
asset. The big opportunity lies in
understanding the data, much of which
is being made publicly available with
defined APIs. If we understand this data
and can figure out how to apply it to
client projects, this could mean a better
understanding of the industry and health
related trends, and a better way for us to
present our clients with opportunities.
Look at www.healthdata.gov/dataset/
search and you will find a huge list of
data sets all available to access and apply
to our strategies, solutions and analysis.
Taking some of these data sets and
applying ESRI to the information could
yield some interesting and immediate
results.
Innovation is the
direct result of
the freedom to
experiment
Allens Boots // Nick Mickolas

36. 7170
They (HHS) is even setting up something
called a “CodeAcademy” to teach people
how to use their data. On June 3rd/4th
they are having a “Datapalooza” for
companies to present and share their
apps.
One last interesting “tidbit” was that they
are in process of re-launching their site
as well as the new Health Exchanges and
are moving away from using a CMS. He
felt that it was simpler to deploy static
HTML, that it was more scalable and
could be very secure. All implemented
with responsive design and using “Jekyll”.
Allens Boots // Nick Mickolas
Yaron Inbar
has over 20 years
of experience
deploying and
managing large-
scale information technology solutions,
with a focus on Pharmaceutical
Sales and Marketing information
projects and B2B integration. In
particular, he has focused on CRM
implementations, handheld solutions,
incentive compensation applications,
data warehousing projects, and their
integration with the companies’ legacy
systems.

37. 72
THIS IS
NOT THE
WEB
THE
PRINCIPLES
ADAPTIVE DESIGNOF
s the internet
becomes available
on everything we
use—from cell phones to tablets to your
refrigerator—it becomes impossible
to predict how users will view your
site. What kind of device will they
use? What size? With what type of
connection? Luckily, front-end designer
and responsive know-it-all, Brad Frost
(Bradfrostweb.com) has journeyed
up the mountain and cometh down
bearing the Principles of Adaptive
Design chiseled into his tablet (iPad),
to which all responsive sites should
measure up.
A
73
Matt Sutter

38. 74 75
THIS IS
THE WEB
Ubiquity
The Principles of Adaptive Design Are:
Flexibility
1
2
Almost everything is able to access the internet now. Cars, printers, picture frames,
radios, door locks, cameras, and even the glasses you wear can get online. How can
your users be guaranteed an exceptional site experience on all of them?
Does your site work in portrait? Landscape? 1024px? 768px? 320px? Does it
deliver error messages or 404’s every time you re-orient your tablet? To hell with
‘the FOLD.’ The web has no fold! The web is squishy! (©BradFrost) It ebbs and
flows and does anything we let it.

39. 76
Enhancement
Performance
4
3
The internet is a poncho—one size fits all!
If we plan a site for mobile first, we can
progressively enhance it upward to fit all
shapes and sizes. When we try to back-fit
a desktop site into a mobile device it’s like
offering Andre The Giant a ride in your
Mini Cooper. It looks stupid and puts holes
in your roof. Jeremy Keith said it best: “It’s
not about designing for the lowest common
denominator, its just about starting there.”
71% of users expect mobile sites to load
faster than a desktop site and even more
will abandon your site if it takes more than
5 seconds to load. That’s not a lot of time to
keep someone’s attention, so your site better
be up for the challenge. If the user doesn’t
even notice your site’s performance, then it’s
doing its job.
Future Friendly
5The world seems to be getting the hang of all this fancy internet business at this point,
but the web is still very much in its infancy. Who knows where it will be in five years?
Ten years? Fifty years? Sites created today need to embrace the unpredictability of the
future. The content needs to flow like water to be able to communicate its message.
Strap it in and get it ready to go anywhere— because it will go everywhere.
Matt Sutter
is a senior
designer in the
Philadelphia
office. Over the
years, he has worked on a wide range
of clients, as well as internal projects
such as the book you are reading right
now. He is also an animator/illustrator
and has had a book published about
superhero one-upmanship entitled
The Superest. (Go buy it!)
BBQ // Jeff Cutler
BBQ // Nick Mickolas

40. 7978
n short… No.
But continue reading
before spiraling into
an existential breakdown. The story
is never that simple. While a society
driven by the ‘American Dream’
(work as hard as you can to obtain
the most stuff) will never allow for a
true work / life balance, there is hope
… depending on who you choose to
believe at multiple SXSW talks. Work/
life balance was a common theme
across the events at the conference,
the following summarizes a range of
keynote perspectives on
the topic.
Last summer Anne-Marie Slaughter
wrote an article for the Atlantic
Magazine titled, “Why Women Still
Can’t Have it All,” in which she argues
that the women who have managed to
be both top professionals and effective,
attentive mothers are superhuman,
rich, or self-employed … or that they
just don’t exist. Following up on this at
SXSW, she broadened the notion to not
only include women, but added men
to the plight, summarizing that no one
can be the best parent/spouse and the
best worker/manager at the same time.
Rather, to achieve the work/life balance
as best you can, priorities have to be set
and concessions need to be made.
When asked about his personal life in
I
WORK LIFETHE BALANCE
DOES IT EXIST?
Matt Livingstone

41. 8180
one of the keynote speeches, Elon Musk,
the founder of Space X and co-founder
of Tesla Motors said, “Kids are awesome,
you guys should all have kids. Kids are
great.” He then went on to reveal that he
doesn’t see his children all that much and
often sends work emails even when he
spends time with them. “In the absence
of that, I would not be able to get my job
done,” he said. Then he went on to joke
that the way he handles this issue is by
hiring a good nanny.
While the outcome may still seem bleak,
Anne Reeve, VP of Global Talent of
Brooks Sports, told a tale of mythical
enchantment in “Workplace fitness flexes
the mind.” Employees at Brooks Sports
work 10-5. They go on company runs.
They sponsor healthy activity. They
reward work / life balance. They can eat
seven saltines without water. Well, not
really, but it does sound nice doesn’t it?
So, the moral of the story? Other than
we should all work for Brooks? Finding
work / life balance might seem like
finding a jackalope, but know that it just
might be out there.
Jackalope rider // Matt Livingstone
Matt
Livingstone
joined Razorfish
Healthware in
the summer of
2010 and has been writing, concepting,
and leading the creative as
Associate Experience Director for
many of RHW’s top clients.

42. 8382
Tina Roth Eisenberg
Swiss Miss speaks to us
eleven rules to live by
joy in what you do
The Future of
Personalized Health
Think psychology
observe physiology
follow the patient
Matthew Inman
Save bears, boobs, tesla
art is not born in vacuum
mmm…oatmeal is good
Interface Transitions
The spaces between
look. think. design. make. refine.
big and small, just right
#
Samsung Galaxy
and “the cloud” are everywhere
pound south by southwest
Interaction Literacy
Context and knowledge
determine literacy
ride, jackalope, ride
Haikus on SXSW 2013
1515
Colorful wall // Ann Par
Spring Moore

43. 8584
What’s Funny About
Innovation?
Know your audience
not everyone will get it
ux hugs stand up
Austin, TX
Clean streets, pedicabs,
music, boots, and BBQ.
The bats fly at dusk
The UX Meet-up
IA’s, researchers
UX peeps meet, talk, learn, share
we heart the user
On Experience
Design, In General
Layers of design
appropriate for intent
test, learn, iterate
Behavior Change as Value
Proposition
Behavior design
patterns feedback persuasion
rewarding outcomes
Leap Motion
Wave hand point finger
interaction through gesture
fruit ninja chop chop
The SXSX Gestalt
Geeks, street performers
and ad people together
keeping Austin wierd
Trade Show
Cloud, cloud everywhere
collaboration angel
love giant post its
Lines
Wait, wait, wait in line
maybe get in, maybe not
eat a grilled cheese
Spring Moore
is an Experience
Director at
Razorfish
Healthware
leading a team of supremely talented
individuals. She likes to play at the
nexus of business objectives and
customers’ wants and needs. Doing
smart work, acting as a strategic
partner and solving complex business
problems is what she strives for on
every client engagement.
HGTV Art on the Side // Bill Oriani

44. 86 87Keynote crowd // Peter Tsai Goodbye note // Katy Thorbahn