Souls & Machines: Designing the Future of Content

Souls & Machines: Designing the Future of Content

Presented at Generate, NYC

Not too long ago, it seemed like big data and collaborative filtering were going to solve our desires for discovery and inspiration. At the same time, platforms dedicated to new methods of self expression – music, writing, video etc. – have matured, and their new forms of content have become mainstays of our culture.

Today, content companies are adapting to become digital products, and tech companies are learning to make content. How does a product designer navigate this changing landscape? What are the answers to questions like “humans vs. computers”; “pro vs. user-generated content”; and “opinion vs. democracy”? This and more will be answered through case studies, experiments and of course, stories. Come to learn, stay for the fun :)

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Hannah Donovan

April 22, 2016
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Transcript

  1. Hannah Donovan, @Han SOULS & 
 MACHINES Designing the Future

    of Content
  2. HELLO! I’M @HAN I’M A FUN TIGER.

  3. HELLO! I’M @HAN I’M A FUN TIGER.

  4. HELLO! I’M @HAN I’M A FUN TIGER.

  5. PRINCE

  6. I DESIGN FOR DESIRES NOT NEEDS. That’s okay.

  7. I DESIGN FOR DESIRES NOT NEEDS. That’s okay.

  8. None
  9. MUSIC & ENTERTAINMENT RECOMMENDATIONS SELF EXPRESSION SOCIAL CONNECTIONS

  10. None
  11. None
  12. London, 2008 Photo by themostinept on Flickr

  13. London, 2008 Photo by themostinept on Flickr

  14. Content without context is meaningless.

  15. Content without connection isn’t relevant.

  16. Content without perspective has no feeling.

  17. None
  18. None
  19. Users generating their content are recreating the internet.
 Meeker Report,

    2015
  20. None
  21. ACCESS DISCOVERY 1998–2008 2008+

  22. I want this thing (now) Search On-demand DESIRE VOID

  23. I want this thing (now) Search On-demand DESIRE VOID

  24. I want this thing (now) Search On-demand I want something…?

    Browse Recommendation DESIRE VOID
  25. I want this thing (now) Search On-demand I want something…?

    Browse Recommendation DESIRE VOID
  26. When I know exactly what I want, I already have

    context conenction perspective
  27. When I don’t know what I want, what I need

    is context conenction perspective
  28. KNOWING WHAT WE WANT IS HARD.

  29. OFFERING PEOPLE SOMETHING THEY MIGHT DESIRE REQUIRES CONTEXT, CONNECTION, PERSPECITVE.

  30. 2012

  31. 2012 2013

  32. 2012 2013 2014

  33. HUMANS CONNECT US IN WAYS COMPUTERS CAN’T. COMPUTERS CONNECT US

    IN WAYS HUMANS CAN’T.
  34. None
  35. 39 ALBUMS

  36. CONTEXT

  37. Makes content meaningful.

  38. On it’s own, [content] is pretty dumb, until some smart

    design system grabs it and displays it in the right context
 
 Mark Boulton
  39. None
  40. MUSIC IS MESSY

  41. Original 1. Corrected levels 2. Film grain added

  42. Original 1. Corrected levels 2. Film grain added

  43. Original 1. Corrected levels 2. Film grain added

  44. Original 1. Corrected levels 2. Film grain added

  45. Original 1. Corrected levels 2. Film grain added

  46. Original 1. Corrected levels 2. Film grain added 28% 34%

    40% 46% 52% Oct 2012 Nov Dec Jan 2013 Feb Mar Apr May Jams with written descriptions CO N TEXT: W O RD S, A RT
  47. Photo by Christine, cestchristine.com

  48. Photo by Christine, cestchristine.com

  49. Photo by Christine, cestchristine.com

  50. Photo by Christine, cestchristine.com

  51. Photo by Christine, cestchristine.com CO N TEXT: TIM E, PLA

    C E
  52. NO BASSLINE

  53. CONNECTION

  54. Makes content relevant.

  55. The quality of the connections is the key to quality

    per se. Charles Eames
  56. None
  57. None
  58. CO N N EC TIO N : FA M ILIA

    RITY
  59. THE BEST MUSIC RECOMMENDATIONS COME FROM FRIENDS

  60. CO N N EC TIO N : TIM E

  61. CO N N EC TIO N : PLA C E

  62. EVERY INSTRUMENT

  63. PERSPECTIVE

  64. Gives content feeling.

  65. Humans are human because they have a perspective: they care

    about things. One might call it our ability to give a damn. And it is this quality that allows us to determine what matters and where we stand. A computer can’t do that. The Moment of Clarity
  66. COMPUTERS CAN’T GIVE A DAMN.

  67. PERSPEC TIV E: STO RY

  68. PERSPEC TIV E: ETH O S

  69. None
  70. None
  71. PERSPEC TIV E: Q U ESTIO N A BLE

  72. This experience lacked context, connection and perspective.

  73. None
  74. Some people (they are wrong) say design is about solving

    problems. Obviously designers do solve problems, but then so do dentists. Design is about cultural invention.
 
 Jack Schulze Photo by Timo Arnall
  75. None
  76. “Culture represents a synthesis, a putting together of things…so completely,

    that the combination has an individuality of its own. It may be only an amalgam; it is better if it be a chemical combination. Culture does not exist in the form of powder, a mere mass of incoherent particles.” – Owen D Young
  77. culture

  78. WITH EVERYTHING WE MAKE, WE HAVE AN OPPORTUNITY FOR THAT

    REACTION
  79. Content Strategy for Mobile Karen McGrane Content Strategy for the

    Web Kristina Halvorson Internet Trends 2015 Mary Meeker – kpcb.com/internet-trends Six Questions from Kicker Jack Schulze – j.mp/6QsJackSchulze The Elements of Content Strategy Erin Kissane The Moment of Clarity: Using the Human Sciences to Solve Your Toughest Business Problems Christian Madsbjerg & Mikkel B. Rasmussen REFERENCES & READING