Best of sxsw 2015

THE BEST OF
BEN JUDY & SARA RUSSELL
INTUIT XD TEMPLATE
INTERACTIVE 2015
MARCH, 2015

CONFIDENTIAL
AUSTIN, TX
INTERACTIVE: MARCH 13–17
FILM: MARCH 13–21
MUSIC: MARCH 17–22

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STANDING IN LONG LINES…

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CONSUMER TECHNOLOGY DEMOS

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THE BEST OF SXSW INTERACTIVE 2015
Trade Show & Tech Demos: Themes / Trends
Virtual Reality
Robotics
Live-streaming video
Wearables + health
Internet of Things (connect everything!)
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3
4
5

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Ben’s experience:
5 days / 15 speaker sessions + 1 workshop
• Tim Ferriss: How to Rock SXSW in 4 Hours
• Paola Antonelli: Curious Bridges: How Designers Grow the Future
• Daniel Pink: Fear, Shame, Empathy & More Ways to Change Behavior
• Sarah Thomas: UI? UX? Visual Designer? Let's Settle This
• Vic Strecher & Laura Baum: Tech & Purpose...With a Dung Beetle, Prof, & Rabbi
• Phil Libin: Be Epic: The Art of Bold Decision Making
• Martine Rothblatt: AI, Immortality and the Future of Selves
• Brian Grazer: A Curious Mind: Inspiration for a Creative Life
• Uday Gajendar: Leading the Startup UX from 0 to 100 Days
• Trina Chiasson: Data Design: Where Math and Art Collide
• Eric Ries: Everything Eric Ries Has Learned Since 2011
• Panel: Spatially Literate Design: Space, Place, and UX
• David McRaney and John Romano: Cognitive Rehab: Designing Past Self-Delusion
• Astro Teller: Moonshots and Reality
• Jeff Patton: Story Mapping Your Product

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Sara’s experience:
6 speaker sessions + 1 workshop / 1 day
• Cultural Placemaking Through Interactive Storytelling Workshop
• Amy Wilkinson: The Six Extraordinary Skills of Entrepreneurs
• Sasha Pasulka: This is Your Brain on Visual Data
• Nilofer Merchant: Powerful Enough to Dent the World
• Princess Reema’s Mission to Empower Saudi Women
• Roxanne Schwartz: Promoting Creative Work on the Web
• Ben Judy, Alan Baumgarten: Designing for Professional Users

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Alan Baumgarten and Ben Judy
Designing for Professional Users: A New UX Playbook
How to design software for professional vs. consumer use

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What makes designing for
professional users different from
consumer users?

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Summary: 
http://schedule.sxsw.com/2015/events/event_IAP39315
WebEx recording: 
bit.ly/D4PWebEx
Slides: 
bit.ly/d4pslides

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Selected speaking sessions: Themes
Business & entrepreneurism
• Phil Libin: Be Epic: The Art of Bold Decision Making
• Amy Wilkinson: The Six Extraordinary Skills of Entrepreneurs
• Astro Teller: Moonshots and Reality
Cognitive & behavioral psychology
• Daniel Pink: Fear, Shame, Empathy & More Ways to Change Behavior
• David McRaney and John Romano: Cognitive Rehab: Designing Past Self-Delusion
• Nilofer Merchant: Powerful Enough to Dent the World
“Framing” - a designer’s mindset
• Paola Antonelli: Curious Bridges: How Designers Grow the Future
• Princess Reema’s Mission to Empower Saudi Women
• Brian Grazer: A Curious Mind: Inspiration for a Creative Life
1
2
3

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BUSINESS &
ENTREPRENEURISM
1

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Phil Libin
Be Epic: The Art of Bold Decision Making
The coming-of-age story of a startup software company
CEO, Evernote

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What if we don't screw it up?
What does the world look like then?
Phil Libin

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Key points
Company growth is a game of rock, paper, scissors
Phil Libin
When you start, you're scissors. You’re trying to cut your way up to a
threshold of relevance in the marketplace.
Mid-sized companies are rocks, with enough heft to smash (or simply
acquire) scissors, but not able to move quite as quickly. Rocks have a
lot to worry about.
If you grow to dominate an industry (Microsoft, Barnes & Noble) you are
paper that covers everything broadly, but can easily be cut by darting
scissors.

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Phil Libin
Evernote’s logo: avoiding the “safe” pick
3 logo candidates - 
discussion turned negative
Meaning
is unclear…
This
one is safe!
Looks
Republican…
Elephants are big and
slow…

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“Always choose the option with the most upside”
Phil Libin
“Millions of dollars in free
advertising”
Apple, Microsoft, others loved the
distinctive look and included the app icon
in product advertisements - for free.

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So what?
Avoid negative comparisons and fear-based decision-making.
Compare good to good, not bad to bad.
Push in one place until you move the world — don’t get distracted, conflicted,
or spread out too thin.
Phil Libin
1
2
3

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Amy Wilkinson
The Six Skills of Extraordinary Entrepreneurs
Researched 200 companies with over $100 million in revenue

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Entrepreneurs look for the gaps in
the market and find new ways to fulfill
that need
Amy Wilkinson
The Six Skills of Extraordinary Entrepreneurs

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Key points
Six Skills of Extraordinary Entrepreneurs
1. Find the Gap
2. Drive for Daylight -Aim for the horizon line
3. Fly the OODA loop - Observe, Orient, Decide, Act
4. Fail Wisely
5. Network Minds
6. Gift Small Goods
Amy Wilkinson
The Six Extraordinary Skills of Entrepreneurs

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Astro Teller
Moonshots and Reality
Building the future by failing forward
“Captain of Moonshots” at Google[X]

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I just wish we could have
made these mistakes faster.
Astro Teller

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Key pointsKey points
1 Know when to be 
secretive vs. open
Fail early
Get real
Deadlines make you double-down 
on failure
2 Moonshot = 10x better 
(Long-term vision)
Built with intent to fail
Humans are unreliable
Failure to fail is the only 
real failure
3 4
5
Astro Teller
6
7 8

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Where Google Glass went wrong
Astro Teller
We did things which
encouraged people to think of
this as a finished product.

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COGNITIVE &
BEHAVIORAL
PSYCHOLOGY
2

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Daniel Pink
Fear, Shame, Empathy & More Ways to Change Behavior
Behavioral psychology
Bestselling author, Drive and A Whole New Mind

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This session is not going to be
visionary. I’m going to be very specific,
tactical and practical. I also promise not to
use the word disrupt, disruptive or
‘disruptafarian,’ which is very appropriate
for Austin…
Daniel Pink

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Key points
Seven ways to change behavior:
Daniel Pink
1 Use fear the right way.
Enlist the crowd.
Give people an off-ramp.
Try stuff.
2 Questions often beat answers.
Make time to rhyme.
Put a face on it.
3 4
5 6
7

Make time to rhyme
“Kids and grown-ups love it so – the happy world of Haribo”
Haribo macht Kinder froh – und Erwachsene ebenso” 
("Haribo makes children happy – and adults as well")

Put a face on it
http://www.slate.com/blogs/the_eye/2014/11/13/
dan_pink_s_crowd_control_on_national_geographic_channel_uses_design_to_tackle.html

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So what?
Designers need to be students of human behavior.
Behavioral psychology research can change the
way we design for people.
Daniel Pink
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2

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David McRaney and John Romano
Cognitive Rehab: Designing Past Self-Delusion
Coping with our innate mental tripping hazards

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Our brains have biological
functions built into them that
serve a purpose, but work counter to
the way we need to think as
designers.

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Key pointsKey points
Five mental tripping hazards:
1 Confirmation bias
Pluralistic Ignorance
Theory Induced Blindness 
(disconfirmation bias)
2 Survivorship Bias
Sunk Cost Fallacy3 4
5

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Example: Survivorship Bias

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So what?
Knowing about these hazards does nothing for you!
You can’t escape them or think your way around them.
So:
• Adapt your process to mitigate the effects
• Be open to criticism from all people

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Nilofer Merchant
Powerful Enough to Dent the World
Entrepreneur and Author currently writing her new book Onlyness

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Businesses unlock success when
they embrace the gifts of their people
Nilofer Merchant

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Key points
1. Gifts and talents are more powerful than fulfilling all the requirements on a job
application
2. Anyone has the power to become a change agent
3. There is not only one path to success
Nilofer Merchant

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FRAMING
3

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Paola Antonelli
Curious Bridges: How Designers Grow the Future
What design means to a modern art museum curator
https://www.youtube.com/watch?v=IXq0T5vPOpw

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Paola Antonelli
The future of design is about the
ambivalence and ambiguity of many
disciplines coming together.

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Paola Antonelli
“Nature-inspired Design 
and  
Design-inspired Nature”
• computational design
• digital fabrication
• materials science
• synthetic biology

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Key points
1. Embrace ambiguity. 
Be open to thinking about design as a fusion of science, art, and other disciplines.
Learn to master ambiguity as a way of thinking about design work.
2. Become a well-rounded thinker and synthesizer. Learn about art. Learn
about the sciences. Look for intersections.
3. Find and frame problems. 
Even if our design work may have ambiguous, Modern Art sensibilities, we must
achieve shared understanding of problems we are trying to solve. Avoid defining
solutions immediately. Find the right problems and define them in helpful ways.
Paola Antonelli

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Paola Antonelli
In the past, design was viewed as a
problem-solving effort. 
Today, the best design is problem finding. 
Or, in a word, framing.

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So what?
Art sees design differently.
Artists (and art curators) think about design differently than most designers do.
Do they have a valuable perspective to offer?
Do they simply misunderstand our field?
How well do we as designers understand our field?
What is our role in our organization & how do we relate to people in
other roles?
Paola Antonelli
1
2
3

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Princess Reema
Princess Reema’s Mission to Empower Saudi Women
Entrepreneur and Social Activist

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If you look beyond a woman’s
appearance and look at her
capabilities she proves to be a
phenomenal contributor
Nilofer Merchant

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4 women at the Bobbi Brown Counter at Harvey Nichols Saudi Arabia bring
in a turnover of 3 million riyals in a private selling room
Princess Reema
Princess Reema’s Mission to Empower Saudi Women

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Key points
Mission to Empower Women in Saudi
1. The culture in Saudi Arabia is beginning to shift
2. Women have proven to be major contributors to the business
3. There are still huge challenges that women face to work at their jobs
Nilofer Merchant

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Brian Grazer
A Curious Mind: Inspiration for a Creative Life
How Brian built a successful career in Hollywood on curiosity
Oscar and Emmy winning producer

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Curiosity is the source of
all my success.
Brian Grazer

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Key points
Brian Grazer
Curiosity Conversations - meet interesting people and try to understand
their world
Curiosity gives you courage.
Curiosity informs your taste.
Curiosity costs nothing.
1
2
3
4

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So what?
Get curious!
Are we curious enough outside of our industry?
Are we getting inspiration from interesting people
who have nothing to do with our work, but who
might provide creative fuel?
Brian Grazer

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SO WHAT?
Business & entrepreneurism
• Boldly pursue options that have the most upside - “what if this actually works?”
• The most innovative business leaders all share the same characteristics
• Planning to avoid failure is the only real failure
Cognitive & behavioral psychology
• Run low cost / high reward experiments around hacking human behavior
• We are all self-delusional - therefore we need to trust each other
• Your individual talents and mindset are your most powerful contributor to your own success
“Framing” - a designer’s mindset
• Develop your personal philosophy of multi-disciplinary design
• Engineering change can be daunting but fulfilling and impactful
• Get curious about everything!
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Want more?
Detailed session recaps
Photos
http://benjudy.com/post/sxsw-interactive-2015

Best of sxsw 2015

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