This is the closing session of World Usability Day 2009, Steve Kaneko and Surya Vanka explain why this is the beginning of a new golden age of design. This is the section presented by Surya.

1. Crisis as Catalyst The Power of Design to Change the World Steve Kaneko, Partner UX Director Surya Vanka, Principal UX Manager Microsoft Corporation

2. change blindness: people often fail to see a change in their surroundings because their attention is elsewhere

3. it is easy to miss something that you are not looking for

4. design mind

28. 29 october 1929

33. designer shoes designer jeans designer toilet design thinking designer babies designer kitchens leadership by design designer dogs designer homes designer soda the age of design designer ceo design dreams designer designer glasses designer lamps designer genes design thinking designer mouse designer vodka raise design IQ

35. $265 $39.99

36. 1985: Windows 1.0

44. The value of design has changed... Critical Luxury 2008 2007 2006 2005 2004 2002 2000 1999 1998 1997 1996 1995 1994 1993 2009

45. the lifecycle of technology products Technology Product Lifecycle MARKET STABILIZATION noon MARKET CREATION MARKET EXPANSION sunrise sunset Thanks to ZIBA Design and Sony’s “Digital Dreams: The Work of the Sony Design Center” by Paul Kunkel

46. Product Innovation functionality manufacturability configuration productization narrative theme style metaphor behavior ambience Experience Innovation Technology Innovation efficacy feasibility science the lifecycle of technology products Technology Product Lifecycle MARKET STABILIZATION noon MARKET CREATION MARKET EXPANSION sunrise sunset MARKET EXHAUSTION MARKET INITIATION Thanks to ZIBA Design and Sony’s “Digital Dreams: The Work of the Sony Design Center” by Paul Kunkel

47. Loyalty

48. Trust

49. Amount spent annually on TV advertising: $90 Billion TV In The Dark, Bryan Keefer, Columbia Journalism Review, 2007

50. Only 40% of consumers have any positive opinion on advertising

51. Only 22% of advertisers believe that TV ads are effective

52. Only 6% of consumers say they believe ads

53. Power Shift Economy of Choice Complex markets Global markets Cynical Consumers Intrinsic Value Economy of Scale Simple markets National markets Opportunistic Extrinsic Value > > > > > Patrick Whitney, Illinois Institute of Design, Chicago

54. Producers were powerful

55. Consumers are powerful

56. Markets of one

57. menu commands in Word over time 272 257 238 205 complexity 109 112 97 81 49 49 Word 1.0 Word 1.1 Word 2.0 Word 6.0 Word 95 Word 97 Word 2000 Word 2002 Word 2003

58. 200+ NUMBER OF PRODUCTS WE RELEASED LAST YEAR pace

59. 1,000,000,000+ NUMBER OF USERS OF WINDOWS IN THE NEXT DECADE scale

60. diversity 130+ NUMBER OF LANGUAGES SUPPORTED BY WINDOWS

61. ~650,000 NUMBER OF SOFTWARE COMPANIES WORLDWIDE WHO BUILD PRODUCTS THAT RUN ON WINDOWS partnering

62. collaboration 360+ NUMBER OF INTERNAL PRODUCT DEVELOPMENT TEAMS

67. technology innovations are successfully mastering complexity

68. the real innovation challenge today is to master simplicity

69. wicked problems

80. Deductive

81. Inductive

82. Abductive

83. people first

84. experimentalism

85. optimism

86. Collaboration

87. Observation

88. Integrative

89. Laseau’s Funnel Laseau 1980

92. Divergent and convergent thinking Brainstorms Focus Groups Storyboards Ethnography Market Analysis Personas Scenarios Prototypes Iteration Visuals Comps BuiltProduct DetailedSpecs Understand Envision Specify Implement

94. 1. you can’t know the tiger until you live in the jungle

95. Living with Windows

96. 2. gathering deep user evidence

97. 1.2 billion DATA SESSIONS COLLECTED 1.8 million SESSIONS PER DAY 352 million COMMAND BAR CLICKS (IN LAST 90 DAYS)

98. 3. understanding intimacy & scale

99. Scaled Intimacy Monty Hammontree & Dennis Wixon, Microsoft User Research

101. 4. creating rich evocative models

104. 5. building virtuous feedback loops

106. 6. co-creating

109. 7. validating with user data but leading with design vision

112. 8. failing fast

114. 9. inventing new paradigms

119. 10. knowing simplicity is hard but worth striving for

122. use find and use and find

126. 11. measuring experiences

128. designers engineers

129. Design Hero

130. Team Hero

131. wireframes envision boldly genius > coach design thinking keeping the problem alive give it away ego / no ego deferring judgment doing > facilitating open it up courage + conviction release team creativity prototyping mapping sfe creative thinking spaces design charettes macro + micro storytelling fail fast raise design IQ

132. “Business people don’t just need to understand designers better – they need to become designers“ - RogerMartin

133. innovation in the design of the culture can be far more impactful than just innovation of products and services

134. d D

135. Sabine Junginger, Lancaster University, 2007

136. the age of wicked problems

138. United Press Services, Tom Toles 2009

139. United Press Services, Tony Auth 2009

140. the age of great opportunity

141. “If you’re not busy being born, you’re busy dying.”