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Why Design Tokyo

Khoi Vinh
February 09, 2019

Why Design Tokyo

Design is already changing the world; we just have to ask ourselves how we want it to do that.

Khoi Vinh

February 09, 2019
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  1. Khoi Vinh
    February 2019
    Annotated Version
    Why Design Tokyo

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  2. About me…

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  3. Former Design Director, NYTimes.com

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  4. Principal Designer, Adobe Inc.

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  5. Design Leadership on Adobe XD

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  6. Blogger, Subtraction.com

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  7. Podcast Host, Wireframe

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  8. Today’s talk asks a
    question…

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  9. What do we want
    design to be?

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  10. Do we want design
    to be a good job?

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  11. Do we want design
    to be a good job?

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  12. Or do we want it to be
    a force for good?

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  13. Or do we want it to be
    a force for good?

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  14. Before you answer…

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  15. Technology is changing
    the world.

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  17. Companies in every
    industry need to assume
    that a software revolution
    is coming.”
    — Marc Andreessen

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  19. You already
    know this.

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  20. But really…
    Technology is literally
    changing the world.

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  25. High-end percentage estimate of housing in
    New York City lost to Airbnb
    2014-2017
    “The High Cost of Short-Term Rentals in New York City” (2018)

    Urban Politics and Governance research group School of Urban Planning,
    McGill University
    ≤ 0.25%
    ≤ 0.50%
    ≤ 1%
    ≤ 2%
    ≤ 4%
    > 4.1%

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  26. Percentage rent increase in New York City

    attributable to Airbnb
    2014-2017
    “The High Cost of Short-Term Rentals in New York City” (2018)

    Urban Politics and Governance research group School of Urban Planning,
    McGill University
    ≤ 1.2%
    ≤ 1.4%
    ≤ 1.6%
    ≤ 1.8%
    > 1.81%
    Insufficient data

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  29. Source: sehinc.com

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  30. Source: sehinc.com

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  31. Technology is already
    changing the world.

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  32. Technology is already
    changing the world.
    So design is changing
    the world too.

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  33. Because technological change
    is impossible without design.

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  34. Design is what makes
    technology relevant to
    people.

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  35. Ride hailing

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  36. 600,000
    500,000
    400,000
    300,000
    200,000
    100,000
    0
    2016
    2015 2017 2018
    Daily trips in 

    New York City by
    Taxi, Uber and Lyft
    Based on a graph of TLC summary data by 

    Todd W. Schneider
    toddwschneider.com
    TAXI

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  38. Design is what has
    made these businesses
    so successful.

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  39. Design is what has
    made these businesses
    so successful.

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  40. Design is what has
    made these businesses
    so successful.
    Ride hailing UX has

    transformed how everyone thinks

    about private transportation.

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  41. But that has come
    with unintended
    consequences.

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  42. Increase in overall mileage
    from Uber, Lyft etc.
    Schaller Consulting
    58%
    Private ride
    (All switch from
    personal auto)
    Private ride
    (Switch from auto
    and other modes)
    20% shared ride
    (Switch from auto
    and other modes)
    Suburban scenario
    (90% switch from
    auto)
    50% shared ride
    (Lyft goal)
    Highly optimistic
    scenario
    180%
    160%
    120%
    41%
    68%

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  43. Increase in overall mileage
    from Uber, Lyft etc.
    Schaller Consulting
    58%
    Private ride
    (All switch from
    personal auto)
    Private ride
    (Switch from auto
    and other modes)
    20% shared ride
    (Switch from auto
    and other modes)
    Suburban scenario
    (90% switch from
    auto)
    50% shared ride
    (Lyft goal)
    Highly optimistic
    scenario
    180%
    160%
    120%
    41%
    68%

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  44. Though design was instrumental
    in these successes, these are
    examples of change led by
    technology.

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  45. What is the difference between
    change led by technology and
    change led by design?

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  46. Technology

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  47. 1 Technology
    Code first

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  48. 1 2
    Technology
    Code first People second

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  49. Design

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  50. 1 Design
    Code second
    People first

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  51. 1 2
    Design
    People first Code second

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  52. How can design
    lead change?

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  53. DESIGN SKILLS
    • HTML/CSS/JS
    • Typography
    • Composition
    • Usability
    • Information
    architecture
    • Photoshop/
    Illustrator/

    Adobe XD

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  54. DESIGN SKILLS
    Design can be
    practiced tactically…
    • HTML/CSS/JS
    • Typography
    • Composition
    • Usability
    • Information
    architecture
    • Photoshop/
    Illustrator/

    Adobe XD

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  55. DESIGN SKILLS
    But in order to lead,
    design must also be
    practiced strategically.

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  56. DESIGN SKILLS
    But in order to lead,
    design must also be
    practiced strategically.
    • Creativity
    • Empathy
    • Objectivity
    • Self-awareness
    • Communication
    • Storytelling
    • Clarity
    • Attention to detail
    • Critical thinking
    • Contextual awareness

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  57. Language is the secret 

    weapon of design.

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  58. Designers have always
    had to learn the language
    of our peers.

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  59. Engineering terms
    API
    SDK
    SAAS

    GPU
    AR/VR
    AI/ML

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  60. Business terms
    KPIs
    TAM
    ROI

    MAU
    CPM
    ARR

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  61. The more fluent a designer
    is in the languages of
    business and technology,
    the more effective he or
    she will be.

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  62. But that doesn’t mean
    we shouldn’t also speak
    the language of design.

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  63. Design terms
    Composition
    Typography
    Grids

    Branding

    Usability

    Cognitive load

    Personæ
    User journeys

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  64. Our language allows us
    to express ourselves with
    mockups…

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  65. Our language allows us
    to express ourselves with
    mockups…
    and prototypes.

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  67. If a picture is worth a thousand words, 

    a prototype is worth a thousand meetings.”

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  69. People pay attention

    when things move.

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  70. An design solution
    starts as a thumbnail…

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  72. And becomes more
    effective as a mockup…

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  74. But that effectiveness falters
    when communicating
    behavioral dimensions…

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  76. In prototype form, it becomes
    incredibly close to the real
    thing…
    And that’s powerful.

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  77. Interact with this prototype at xd.adobe.com

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  78. Creating a prototype
    creates clarity.

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  79. Creating a prototype
    creates clarity.
    For clients and
    stakeholders.

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  80. Creating a prototype
    creates clarity.
    For clients and
    stakeholders.
    And for designers.

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  82. No one else has this super power.

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  83. No one else has this super power.
    Not engineers, not strategists, 

    not analysts, not marketers, not
    even CEOs.

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  84. No one else has this super power.
    Not engineers, not strategists, 

    not analysts, not marketers, not
    even CEOs.
    Only designers.

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  85. We can use this
    superpower for good.

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  86. We can use this
    superpower for good.
    If we keep in mind two
    principles…

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  87. 1.
    Always understand the
    context of our work.

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  88. 2.
    Always keep the focus
    of our work on people.

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  89. One more thought.

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  90. This work is more valuable
    and more important now
    than ever.

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  95. The world at large thinks
    of these problems as
    technology challenges.

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  96. But to solve them, we will
    need better, more humane
    design.

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  98. Democracy has been
    undermined because of
    design choices.”
    — Roger McNamee

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  99. We need designers who
    recognize the value and
    importance of their work.

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  100. When we recognize what design
    can do…

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  101. When we recognize what design
    can do…
    Then we can answer the question…
    What do we want design to be?

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  102. @khoi
    [email protected]
    Thank you.

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