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Simplify By Orders Of Magnitude

Des Traynor
May 22, 2012

Simplify By Orders Of Magnitude

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

Des Traynor

May 22, 2012
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Transcript

  1. Welcome to Dublin

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  2. Welcome to Úll

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  3. I’m Des. (@destraynor)

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  4. My “Work” has been featured in these respected publications

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  5. Is it a Condom, or is it an Android?
    Desire
    Hero
    CONDOM
    Rezound
    Ultra Thin
    Sensation
    Touch
    Cruise
    Cruise Control
    Wildfire
    Rumor Touch
    Electrify
    Tingle
    Admire
    Elite
    Fascinate
    Indulge
    Intensity
    Replenish
    Transform Ultra
    Vitality

    ANDROID

    CONDOM ANDROID

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    By “Work” I mean this :-)

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  6. Today I want to talk about Tablets named after Condoms
    The 9” Toshiba Excite™

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  7. But seriously...

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  8. Product design is changing

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  9. Product design is always changing

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  10. File input
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    Photo Library (30)
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    Third
    First Second
    We’ve gone from assembling familiar components...

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  11. ... to asking ourselves “how should people interact with this”

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  12. Welcome
    Will they touch it?

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  13. Welcome
    Talk to it?
    What does
    Marsellus Wallace
    look like?

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  14. Welcome
    Gesture at it?

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  15. Welcome
    See through it?

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  16. Welcome
    What’s happening is a perfect storm...

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  17. Big, meaningful ideas are becoming simple & accessible
    The Casio TC-500 touchscreen
    wristwatch (1984)

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  18. Innovation has a long long nose
    Invention Refinement Traction
    Growth
    of an
    Idea

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  19. Anything that you’ll see in 2022 is probably here in 2012
    e-Ink debuted 1997 Kindle introduced 2007

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  20. There is a lot to be learned by looking at older ideas.
    Kodak increased sales simply by offering “colors”

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  21. History might not repeat, but it does rhyme. Deafeningly.

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  22. Design plays the role of
    making previous advancements in technology
    applicable to big meaningful ideas.

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  23. Taking photos isn’t new.

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  24. Putting them on a device isn’t new.

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  25. Editing photos isn’t new

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  26. or uploading them to a website.

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  27. But when you make it all easy... I mean “Angry Birds Simple”

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  28. You get to find out what’s cool. (Hint: $1,000,000,000)

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  29. Take a big meaningful idea and make it easier by an order of magnitude

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  30. But: It has to be an order of magnitude
    Flickr launch Drag ‘n’ Drop
    uploader.
    April 25, 2012

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  31. Some people really understand that
    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.

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  32. Welcome
    All remote controls did was make switching “easier”, right?

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  33. Welcome
    Wrong. They changed the entire television network.

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  34. This was television networks before you could easily switch
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  35. This was television networks after you could easily switch
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    Channel 1 Channel 2

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  36. Welcome
    “Small” changes in behaviour can can massive changes elsewhere

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  37. Find meaningful ideas,
    and use new technology to simplify them,
    by orders of magnitude.

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  38. Thanks for your time.
    @destraynor

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