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Khoi Vinh
February 2019
Annotated Version
Why Design Tokyo
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About me…
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Former Design Director, NYTimes.com
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Principal Designer, Adobe Inc.
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Design Leadership on Adobe XD
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Blogger, Subtraction.com
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Podcast Host, Wireframe
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Today’s talk asks a
question…
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What do we want
design to be?
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Do we want design
to be a good job?
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Do we want design
to be a good job?
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Or do we want it to be
a force for good?
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Or do we want it to be
a force for good?
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Before you answer…
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Technology is changing
the world.
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Companies in every
industry need to assume
that a software revolution
is coming.”
— Marc Andreessen
“
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You already
know this.
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But really…
Technology is literally
changing the world.
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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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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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Source: sehinc.com
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Source: sehinc.com
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Technology is already
changing the world.
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Technology is already
changing the world.
So design is changing
the world too.
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Because technological change
is impossible without design.
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Design is what makes
technology relevant to
people.
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Ride hailing
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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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Design is what has
made these businesses
so successful.
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Design is what has
made these businesses
so successful.
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Design is what has
made these businesses
so successful.
Ride hailing UX has
transformed how everyone thinks
about private transportation.
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But that has come
with unintended
consequences.
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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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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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Though design was instrumental
in these successes, these are
examples of change led by
technology.
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What is the difference between
change led by technology and
change led by design?
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Technology
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1 Technology
Code first
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1 2
Technology
Code first People second
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Design
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1 Design
Code second
People first
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1 2
Design
People first Code second
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How can design
lead change?
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DESIGN SKILLS
• HTML/CSS/JS
• Typography
• Composition
• Usability
• Information
architecture
• Photoshop/
Illustrator/
Adobe XD
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DESIGN SKILLS
Design can be
practiced tactically…
• HTML/CSS/JS
• Typography
• Composition
• Usability
• Information
architecture
• Photoshop/
Illustrator/
Adobe XD
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DESIGN SKILLS
But in order to lead,
design must also be
practiced strategically.
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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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Language is the secret
weapon of design.
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Designers have always
had to learn the language
of our peers.
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Engineering terms
API
SDK
SAAS
GPU
AR/VR
AI/ML
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Business terms
KPIs
TAM
ROI
MAU
CPM
ARR
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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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But that doesn’t mean
we shouldn’t also speak
the language of design.
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Design terms
Composition
Typography
Grids
Branding
Usability
Cognitive load
Personæ
User journeys
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Our language allows us
to express ourselves with
mockups…
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Our language allows us
to express ourselves with
mockups…
and prototypes.
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If a picture is worth a thousand words,
a prototype is worth a thousand meetings.”
“
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People pay attention
when things move.
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An design solution
starts as a thumbnail…
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And becomes more
effective as a mockup…
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But that effectiveness falters
when communicating
behavioral dimensions…
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In prototype form, it becomes
incredibly close to the real
thing…
And that’s powerful.
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Interact with this prototype at xd.adobe.com
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Creating a prototype
creates clarity.
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Creating a prototype
creates clarity.
For clients and
stakeholders.
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Creating a prototype
creates clarity.
For clients and
stakeholders.
And for designers.
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No one else has this super power.
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No one else has this super power.
Not engineers, not strategists,
not analysts, not marketers, not
even CEOs.
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No one else has this super power.
Not engineers, not strategists,
not analysts, not marketers, not
even CEOs.
Only designers.
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We can use this
superpower for good.
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We can use this
superpower for good.
If we keep in mind two
principles…
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1.
Always understand the
context of our work.
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2.
Always keep the focus
of our work on people.
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One more thought.
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This work is more valuable
and more important now
than ever.
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The world at large thinks
of these problems as
technology challenges.
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But to solve them, we will
need better, more humane
design.
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Democracy has been
undermined because of
design choices.”
— Roger McNamee
“
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We need designers who
recognize the value and
importance of their work.
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When we recognize what design
can do…
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When we recognize what design
can do…
Then we can answer the question…
What do we want design to be?