Tweet
Tweet

Slide 1

Slide 1 text

CRAFT & The Machine Hannah Donovan, Front Trends April 2013

Slide 2

Slide 2 text

HELLO! I’m @han. I design products.

Slide 3

Slide 3 text

No content

Slide 4

Slide 4 text

No content

Slide 5

Slide 5 text

No content

Slide 6

Slide 6 text

BIG FAT CONTEXT SLIDE

Slide 7

Slide 7 text

Your bit

Slide 8

Slide 8 text

Many bits that fit together to make a product. Your bit

Slide 9

Slide 9 text

What do you want? Why do you want it? First ask This is ‘the brief’ (questions you ask together with your client, users, colleagues) – whether you’re working for yourself or someone else. How to do it? Then decide This is for you and your colleagues to choose. This is not for your users or clients to decide.

Slide 10

Slide 10 text

What do you want? Why do you want it? First ask

Slide 11

Slide 11 text

Investigating (what, why) Producing (how) Turning the ‘creative corner’

Slide 12

Slide 12 text

50% OF MAKING is learning to ask the right questions at the right time.

Slide 13

Slide 13 text

Case Study: Tw o problem s There are two big problems in online music: I want to listen to ‘my’ music – when, where and how I want Access * For varying definitions of ‘my’ I need ‘new’ music Discovery and ‘new’

Slide 14

Slide 14 text

Case Study: Tw o problem s There are two big problems in online music: I want to listen to ‘my’ music – when, where and how I want Access * For varying definitions of ‘my’ I need ‘new’ music Discovery and ‘new’

Slide 15

Slide 15 text

Case Study: Tw o problem s There are two big problems in online music: I want to listen to ‘my’ music – when, where and how I want Access * For varying definitions of ‘my’ I need ‘new’ music Discovery and ‘new’

Slide 16

Slide 16 text

Case Study: Tw o problem s There are two big problems in online music: I want to listen to ‘my’ music – when, where and how I want Access * For varying definitions of ‘my’ I need ‘new’ music Discovery and ‘new’

Slide 17

Slide 17 text

Case Study: Tw o problem s There are two big problems in online music: I want to listen to ‘my’ music – when, where and how I want Access * For varying definitions of ‘my’ I need ‘new’ music Discovery and ‘new’

Slide 18

Slide 18 text

Access & discovery are examples of 1st and 2nd order problems 1st order Infrastructure Tools Needs 2nd order Community Play Wants

Slide 19

Slide 19 text

Access & discovery are examples of 1st and 2nd order problems 1st order Infrastructure Tools Needs 2nd order Community Play Wants Government consensus Public gov.uk website

Slide 20

Slide 20 text

Access & discovery are examples of 1st and 2nd order problems 1st order Infrastructure Tools Needs 2nd order Community Play Wants Government consensus Public gov.uk website

Slide 21

Slide 21 text

Access & discovery are examples of 1st and 2nd order problems 1st order Infrastructure Tools Needs 2nd order Community Play Wants Government consensus Public gov.uk website Clean tap water Sodastream™

Slide 22

Slide 22 text

1 st or 2nd ? Both are important but require different strategies. Q uestion: the problem type

Slide 23

Slide 23 text

Find out as early as possible which type of problem you like working on. It will make you happier.

Slide 24

Slide 24 text

If you’re working on a second order problem, trends matter more. New trends often emerge in opposition to previous ones.

Slide 25

Slide 25 text

If you’re working on a second order problem, trends matter more. New trends often emerge in opposition to previous ones. When everybody zigs, zag Our natural inclination is to go with the group. Creativity, however, demands the opposite” – Marty Neumeier Photo by davidsmalley on Flickr

Slide 26

Slide 26 text

If you’re working on a second order problem, trends matter more. New trends often emerge in opposition to previous ones. When everybody zigs, zag Our natural inclination is to go with the group. Creativity, however, demands the opposite” – Marty Neumeier Photo by davidsmalley on Flickr 70s

Slide 27

Slide 27 text

If you’re working on a second order problem, trends matter more. New trends often emerge in opposition to previous ones. When everybody zigs, zag Our natural inclination is to go with the group. Creativity, however, demands the opposite” – Marty Neumeier Photo by davidsmalley on Flickr 70s 80s

Slide 28

Slide 28 text

If you’re working on a second order problem, trends matter more. New trends often emerge in opposition to previous ones. When everybody zigs, zag Our natural inclination is to go with the group. Creativity, however, demands the opposite” – Marty Neumeier Photo by davidsmalley on Flickr 70s 80s 90s

Slide 29

Slide 29 text

If you’re working on a second order problem, trends matter more. New trends often emerge in opposition to previous ones. When everybody zigs, zag Our natural inclination is to go with the group. Creativity, however, demands the opposite” – Marty Neumeier Photo by davidsmalley on Flickr 70s 80s 90s 00s

Slide 30

Slide 30 text

If you’re working on a second order problem, trends matter more. New trends often emerge in opposition to previous ones. When everybody zigs, zag Our natural inclination is to go with the group. Creativity, however, demands the opposite” – Marty Neumeier Photo by davidsmalley on Flickr 70s 80s 90s 00s …and we wanted to make a new music discovery service 201 1 it was

Slide 31

Slide 31 text

In 2011, a lot of music apps were borrwing from online trends in general. 201 1 Status Quo Big data / algorithms Fast (real time) More content; a playlist as base unit “spreadsheet music”

Slide 32

Slide 32 text

Imagined Opposite 100% hand-picked Slow Less content; a song as base unit Visual culture of music; personal expression If you want to create something playful, a good exercise is to imagine the opposite. 201 1 Status Quo Q uestion: the opposite Big data / algorithms Fast (real time) More content; a playlist as base unit “spreadsheet music”

Slide 33

Slide 33 text

This Is My Jam 1 2

Slide 34

Slide 34 text

New conceptual breakthroughs are invariably driven by the development of new technologies” – Don Norman Photo credit: Piemont Share on Flickr “

Slide 35

Slide 35 text

New conceptual breakthroughs are invariably driven by the development of new technologies” – Don Norman Photo credit: Piemont Share on Flickr “ Are we doing it just because we can now? Often this indicates scratching at a first order problem; it’s not a product in itself. Q uestion: the itch

Slide 36

Slide 36 text

matryoshka matryoshka The only thing that matches the thrill of finding a new favourite song is sharing it with someone else. 1 the original social media Music Q uestion: the behaviour

Slide 37

Slide 37 text

1. Blink and you miss it Want it later when you need some new music? Too bad, it’s gone! 2. It’s a different pace Reading a status update takes seconds. The average song is 3.5 minutes long. Rejecting ‘real-time’ Q uestion: the right pace

Slide 38

Slide 38 text

Rejecting ‘real-time’ 4. Physical context matters You’re not wearing headphones or have speakers plugged in right now. Because you’re reading a feed. 3. Personal context matters How do I know if you really love this song or you were just listening to it? There’s no context. Q uestion: Context

Slide 39

Slide 39 text

1 million jams Shared slowly and thoughtfully. “This is My Jam is part of a growing, and overdue, movement… fucking delightful” “Here’s the deal: you get one song at a time and that’s all you get. That’s your jam. Simple. I like it” Chris Thorpe @jaggeree @ThisIsMyJam is closest thing I've felt for a while to the John Peel show I remember from youth. You may not like all but discovery is key.

Slide 40

Slide 40 text

• Happens in the same room • Happens in real-time • You need friends • Works best with 1-10 people • You need a record player • You need records • You need to choose at the pace of a song (3 min) • You have to pick from someone’s collection • You can only share one thing at a time Constraints for playing records with friends: Q uestion: w hich constraints

Slide 41

Slide 41 text

• Happens in the same room • Happens in real-time • You need friends • Works best with 1-10 people • You need a record player • You need records • You need to choose at the pace of a song (3 min) • You have to pick from someone’s collection • You can only share one thing at a time Constraints for playing records with friends:

Slide 42

Slide 42 text

• Happens in the same room • Happens in real-time • You need friends • Works best with 1-10 people • You need a record player • You need records • You need to choose at the pace of a song (3 min) • You have to pick from someone’s collection • You can only share one thing at a time Constraints for playing records with friends: Q uestion: w hich constraints

Slide 43

Slide 43 text

No content

Slide 44

Slide 44 text

We placed importance on personal expression and craft, and made it easy for your jam to have style* * I choose to use define “style as epithet” – e.g. the visual style of music helps you know what it might sound like. (From Michael Beirut’s article ‘Style: An Inventory’) Q uestion: the role of style

Slide 45

Slide 45 text

No content

Slide 46

Slide 46 text

No content

Slide 47

Slide 47 text

No content

Slide 48

Slide 48 text

No content

Slide 49

Slide 49 text

No content

Slide 50

Slide 50 text

No content

Slide 51

Slide 51 text

No content

Slide 52

Slide 52 text

No content

Slide 53

Slide 53 text

No content

Slide 54

Slide 54 text

No content

Slide 55

Slide 55 text

No content

Slide 56

Slide 56 text

Question… “what are we making” and “why are we making it”? (Figuring out how is your domain) ‘what’ and ‘why’ during investigation period, before you turn the creative corner together the problem type: are you solving for a first or a second order problem? the itch: are you doing it just because “you can”?

Slide 57

Slide 57 text

Question… the behaviour: does the tech you’re thinking of using fit with what people want? the pace: What speed will people want to consume the content at? the constraints: which one(s) makes sense for your product? the appropriate style: especially if it’s a second order product, what style will attract your audience?

Slide 58

Slide 58 text

Question the OPPOSITE You might just create something new that meets emerging desires.