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Design for Bringing New Technologies to Market

Guy Haviv
February 04, 2019

Design for Bringing New Technologies to Market

Making products and services meaningful and human requires User Centered Design, however designing with new technologies requires another framework to address with additional challenges.

This talk suggest a framework for designing for bringing completely new technologies to market

Guy Haviv

February 04, 2019
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  1. Design for bringing new
    technologies to market
    2

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  2. 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.
    3
    We are Designit
    and we are global.
    Hello

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  3. 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.
    Hello 4

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  4. 5
    Boost #8 — Tech That Matters
    Introduction

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  5. Boost #8 — Tech That Matters 6
    User Centered Design:
    Designing around a set of users and their needs

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  6. Desirability

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  7. Desirability
    Feasibility

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  8. Desirability
    Feasibility
    Viability

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  9. DESIRABILITY
    VIABILITY
    FEASIBILITY

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  10. DESIGN
    BUSINESS
    TECHNOLOGY

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  11. DESIRABILITY
    VIABILITY
    FEASIBILITY

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  12. However,
    Boost #8 — Tech That Matters 13

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  13. There’s something
    romantic about bringing
    new tech to market.
    Boost #8 — Tech That Matters 14

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  14. trying to bring a new technology
    to market brings upon additional
    challenges
    Boost #8 — Tech That Matters 15

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  15. Boost #8 — Tech That Matters 16

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  16. Boost #8 — Tech That Matters 17

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  17. Boost #8 — Tech That Matters 18

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  18. We’d like to suggest a 3 pillar
    framework that helps drive design
    processes for new technology
    Boost #8 — Tech That Matters 19

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  19. 3 pillars:
    Boost #8 — Tech That Matters 20

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  20. Familiarity
    Friction

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  21. Familiarity
    Friction
    Ethics

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  22. 24
    Boost #8 — Tech That Matters
    01
    Familiarity

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  23. Familiarity
    What helps me understand and learn

    to use this new thing?
    Boost #8 — Tech That Matters 25

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  24. “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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  25. “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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  26. 35
    Boost #8 — Tech That Matters
    02
    Friction

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  27. Friction
    In order to weave a new technology into
    my life or work, we need its friction to be
    as low as possible.
    Boost #8 — Tech That Matters 36

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  28. HTC Vive
    Bose Headphones

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  29. Boost #8 — Tech That Matters 40

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  30. Boost #8 — Tech That Matters 41

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  31. Boost #8 — Tech That Matters 42

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  32. Boost #8 — Tech That Matters 43

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  33. Boost #8 — Tech That Matters 44
    03
    Ethics

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  34. Ethics
    We really should’ve had this
    discussion 12 years ago…
    Boost #8 — Tech That Matters 45

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  35. This is sort of the same
    discussion we had about design
    ~10 years ago.
    Boost #8 — Tech That Matters 46

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  36. Design is not an
    afterthought…
    Boost #8 — Tech That Matters 47

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  37. Why wing it and wait for the
    regulator to wake up?
    Boost #8 — Tech That Matters 48

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  38. Boost #8 — Tech That Matters

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  39. Let’s out-do the
    regulator, in a positive
    way*.
    Boost #8 — Tech That Matters 50
    בוט עטקב *

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  40. Challenge:
    Make ethics a
    competitive
    advantage.
    51

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  41. Boost #8 — Tech That Matters 52

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  42. Boost #8 — Tech That Matters 53

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  43. Boost #8 — Tech That Matters 54

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  44. Summary:
    Boost #8 — Tech That Matters 55

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  45. Making products and services
    meaningful and human requires
    User Centered Design
    Boost #8 — Tech That Matters 56

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  46. User Centered Design =
    Boost #8 — Tech That Matters 57

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  47. Desirability

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  48. Desirability
    Feasibility

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  49. Desirability
    Feasibility
    Viability

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  50. Designing with new technologies
    requires another framework to
    address with additional challenges.
    Boost #8 — Tech That Matters 61

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  51. This framework has 3 pillars:
    Boost #8 — Tech That Matters 62

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  52. Familiarity
    Friction

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  53. Familiarity
    Friction
    Ethics

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  54. Thank you.
    70

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