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Design for bringing new
technologies to market
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NYC
MED
LON
MAD
BCN
MUN
STO
OSL
CPH
TLV
AAR
BER
TYO
LIM
SF
MIA
16
Offices
550
Employees
32
Nationalities
We’re a strategic design firm, working
with ambitious partners to create high-
impact products, services, systems and
spaces – that people love.
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We are Designit
and we are global.
Hello
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We believe everything can
and should be designed.
And everything we design
should matter.
Products, services, systems
and spaces – that people love.
Because what matters
to people, matters to business.
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Boost #8 — Tech That Matters
Introduction
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Boost #8 — Tech That Matters 6
User Centered Design:
Designing around a set of users and their needs
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Desirability
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Desirability
Feasibility
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Desirability
Feasibility
Viability
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DESIRABILITY
VIABILITY
FEASIBILITY
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DESIGN
BUSINESS
TECHNOLOGY
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DESIRABILITY
VIABILITY
FEASIBILITY
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However,
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There’s something
romantic about bringing
new tech to market.
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trying to bring a new technology
to market brings upon additional
challenges
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We’d like to suggest a 3 pillar
framework that helps drive design
processes for new technology
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3 pillars:
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Familiarity
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Familiarity
Friction
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Familiarity
Friction
Ethics
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Boost #8 — Tech That Matters
01
Familiarity
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Familiarity
What helps me understand and learn
to use this new thing?
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“The best innovations are a bridge from what
people are already doing into something they
might want to do.
Nick Law, CCO R/GA, CCO Publicis
Boost #8 — Tech That Matters
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“The best innovations are a bridge from what
people are already doing into something they
might want to do.
It needs to be familiar enough so there’s a
doorway into it. It can’t be so far out so people
don’t even know how to approach it, or
understand it, or interact with it.”
Nick Law, CCO R/GA, CCO Publicis
Boost #8 — Tech That Matters
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Boost #8 — Tech That Matters
02
Friction
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Friction
In order to weave a new technology into
my life or work, we need its friction to be
as low as possible.
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HTC Vive
Bose Headphones
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03
Ethics
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Ethics
We really should’ve had this
discussion 12 years ago…
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This is sort of the same
discussion we had about design
~10 years ago.
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Design is not an
afterthought…
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Why wing it and wait for the
regulator to wake up?
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Boost #8 — Tech That Matters
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Let’s out-do the
regulator, in a positive
way*.
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בוט עטקב *
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Challenge:
Make ethics a
competitive
advantage.
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Summary:
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Making products and services
meaningful and human requires
User Centered Design
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User Centered Design =
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Desirability
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Desirability
Feasibility
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Desirability
Feasibility
Viability
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Designing with new technologies
requires another framework to
address with additional challenges.
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This framework has 3 pillars:
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Familiarity
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Friction
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Ethics
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Familiarity
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Familiarity
Friction
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Familiarity
Friction
Ethics
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Boom.
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Thank you.
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