building a design vision through design

Building a vision from design!
!
The Family, get the swag
Remy Bourganel, @epourkoapa
24.03.14

Remy Bourganel | building a vision from design | The Family | © 2014
Making the simple complicated is commonplace; making the
complicated simple, awesomely simple, that's creativity.”
Charles Mingus

Le designer est un inventeur de scénarios et stratégies. Ainsi, le projet doit
s'exercer sur les territoires de l'imaginaire, créer de nouveaux récits, de nouvelles
fictions, qui viendront augmenter l'épaisseur du réel.
Andrea Branzi, La casa calda, Paris, Éditions de l'Équerre, 1985.

Design, the basics

The whole is bigger then the sum of it’s parts
Gestalt

This TV is perceived as highest res image.
High res image / good audio Average res image / hi-res audio
Remy Bourganel | Forum innovation & design | Biennale du design de St-Etienne | Orange+Ensad+EnsadLab | © 2013
Gestalt applied: synesthesia

Abduction
Design is a creative synthesis activity processing a an abductive thinking: a logic
inference described as ‘guessing’ and ‘projecting’. This values:
• Iterative trial & error process: prototyping intermediary objects to feel, think, learn.
• Holistic vision (gestalt) within which the whole is greater than the sum of its parts.
The Muji CD player would fail against the feature list test, but it is about an experience… An Ideo prototype

Top-down+bottom-up
Design is a creative synthesis activity @ the junction of:
• Top-down approach: a value-led experience system: an ethos, a culture, a
zeitgeist, un imaginaire, eventually encapsulated in a brand.
• Bottom-up approach: a usage and people-led experience system: people’s needs.
Freemason symbols S street context, in Delhi

The familiar and the new
Piaget: To solve experience B, a child builds on previous experience A...
From this comes the concept of affordances (J.J. Gibson): actions possibilities that
are readily perceivable by an actor from remembered experiences...
!
Therefore, design as change agent needs to address both a marketing need to
value the perception of a disruption / people’s need to capitalise on experience.

The familiar and the new applied: the desktop metaphor
For example, the desktop metaphor was purposefully referring to real world
objects as metaphors to help one grasp the abstraction of a digital ‘space’.
And this is not exclusive to digital devices.
original desktop metaphor

The familiar and the new applied: the typewriter
The QWERTY keyboard was designed from technical contraints. Better options
for usage have been designed since, but the trade-off effort/benefit is perceived
as negative. The objectively better option doesn’t necessarily win!
Original Qwerty keyboard, 1880
Apple Qwerty keyboard
Dvorak keyboard, first alternative, 1936 Colemak, 2006

The familiar and the new applied: the Leapmotion
Exceptional technological performance of high definition gesture movement
capture, but without any usage! Gestures in the void are counter-natural
and stress the body, without physical artefact in hand, long usage creates a fatigue.
Leap motion, gestures in the void!

The familiar and the new applied: some more examples?
Google Glass?

The familiar and the new applied: anti-chronological
03/04/2011 12:41BBC NEWS | UK | Magazine | Giving up my iPod for a Walkman
Page 1 of 6http://news.bbc.co.uk/2/hi/8117619.stm
LISTEN UP TEENAGERS... THE
CLASSIC WALKMAN EXPLAINED
1: Clunky buttons
2: Switch to metal (that's a type of
cassette, not heavy rock music)
3: Battery light - usually found
flickering in its death throes
4: Double headphone jack (not to
be found on an iPod)
5: Door ejects - watch out for
flying tapes and eye injuries
Walkman v iPod: Scott's verdict
When the Sony Walkman was launched, 30 years ago
this week, it started a revolution in portable music. But
how does it compare with its digital successors? The
Magazine invited 13-year-old Scott Campbell to swap
his iPod for a Walkman for a week.
My dad had told me it was the iPod of its day.
He had told me it was big, but I hadn't realised he meant THAT big.
It was the size of a small book.
When I saw it for the first time, its colour also struck me. Nowadays
gadgets come in a rainbow of colours but this was only one shade -
a bland grey.
So it's not exactly the most
aesthetically pleasing choice of
music player. If I was browsing in
a shop maybe I would have
chosen something else.
From a practical point of view, the
Walkman is rather cumbersome,
and it is certainly not pocket-
sized, unless you have large
pockets. It comes with a handy
belt clip screwed on to the back,
yet the weight of the unit is
enough to haul down a low-slung
pair of combats.
When I wore it walking down the
street or going into shops, I got
strange looks, a mixture of
surprise and curiosity, that made
me a little embarrassed.
As I boarded the school bus,
where I live in Aberdeenshire, I
was greeted with laughter. One
boy said: "No-one uses them any
more." Another said: "Groovy."
Yet another one quipped: "That
would be hard to lose."
My friends couldn't imagine their
parents using this monstrous box, but there was interest in what the
thing was and how it worked.
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Giving up my iPod for a Walkman
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I managed to create an
impromptu shuffle feature simply
by holding down 'rewind' and
releasing it randomly
The Walkman was a nostalgic sight for
Scott's parents
In some classes in school they let me listen to music and one
teacher recognised it and got nostalgic.
It took me three days to figure out that there was another side to
the tape. That was not the only naive mistake that I made; I
mistook the metal/normal switch on the Walkman for a genre-
specific equaliser, but later I discovered that it was in fact used to
switch between two different types of cassette.
Another notable feature that the
iPod has and the Walkman doesn't
is "shuffle", where the player
selects random tracks to play. Its
a function that, on the face of it,
the Walkman lacks. But I managed to create an impromptu shuffle
feature simply by holding down "rewind" and releasing it randomly -
effective, if a little laboured.
I told my dad about my clever idea. His words of warning brought
home the difference between the portable music players of today,
which don't have moving parts, and the mechanical playback of old.
In his words, "Walkmans eat tapes". So my clumsy clicking could
have ended up ruining my favourite tape, leaving me music-less for
the rest of the day.
Digital relief
Throughout my week using the Walkman, I came to realise that I
have very little knowledge of technology from the past. I made a
number of naive mistakes, but I also learned a lot about the
grandfather of the MP3 Player.
You can almost imagine the excitement about the Walkman coming
out 30 years ago, as it was the newest piece of technology at the
time.
Perhaps that kind of anticipation
and excitement has been
somewhat lost in the flood of new
products which now hit our
shelves on a regular basis.
Personally, I'm relieved I live in
the digital age, with bigger
choice, more functions and
smaller devices. I'm relieved that
the majority of technological
advancement happened before I
was born, as I can't imagine
having to use such basic
equipment every day.
Having said all that, portable
music is better than no music.
Now, for technically curious readers, I've directly compared the
portable cassette player with its latter-day successor. Here are the
main cons, and even a pro, I found with this piece of antique
technology.
SOUND
This is the function that matters most. To make the music play, you
push the large play button. It engages with a satisfying clunk, unlike
the finger tip tap for the iPod.
When playing, it is clearly evident that the music sounds significantly
different than when played on an MP3 player, mainly because of the
hissy backtrack and odd warbly noises on the Walkman.
The warbling is probably because of the horrifically short battery life;
it is nearly completely dead within three hours of firing it up. Not
long after the music warbled into life, it abruptly ended.
CONVENIENCE
With the plethora of MP3 players available on the market nowadays,
Music on the move
each boasting bigger and better features than its predecessor, it is
hard to imagine the prospect of purchasing and using a bulky
cassette player instead of a digital device.
Furthermore, there were a
number of buttons protruding
from the top and sides of this
device to provide functions such
as "rewinding" and "fast-
forwarding" (remember those?),
which added even more bulk.
As well as this, the need for
changing tapes is bothersome in
itself. The tapes which I had
could only hold around 12 tracks
each, a fraction of the capacity of the smallest iPod.
Did my dad, Alan, really ever think this was a credible piece of
technology?
"I remembered it fondly as a way to enjoy what music I liked, where
I liked," he said. "But when I see it now, I wonder how I carried it!"
WALKMAN 1, MP3 PLAYER 0
But it's not all a one-way street when you line up a Walkman against
an iPod. The Walkman actually has two headphone sockets, labelled
A and B, meaning the little music that I have, I can share with
friends. To plug two pairs of headphones in to an iPod, you have to
buy a special adapter.
Another useful feature is the power socket on the side, so that you
can plug the Walkman into the wall when you're not on the move.
But given the dreadful battery life, I guess this was an outright
necessity rather than an extra function.
Scott Campbell co-edits his own news website, Net News Daily.
Return to link
A selection of your comments appears below.
Oh, I remember being so jealous of my classmates who had
Walkmans. When they first came out, they were over $200. Such joy
when the cheap electronics brands started making them! Every long
trip, I carried a big bag full of tapes and extra batteries. When the
iPod came out, I was in awe at the idea of being able to carry my
entire music collection in one small device that would fit in my
pocket. I'd never trade my iPod for a Walkman, of course, but this
brought back some great memories, and I really enjoyed the article.
Maybe next you should try out a Commodore 64 for a week?
Michelle, Portland, Oregon, USA
The one he is using now should be the earliest stage of Walkman
history. I still remember my last walkman 8 years ago was actually
powered by a single AAA battery only and can last for few hours. I
agree perfectly to what he said about '.... with a satisfying clunk " o
men... this was absolutely a SATISFACTION !!
Chester Kev, Malaysia
You mention the lack of capacity and the limited number of tracks
you could carry around, I seem to quite merrily recall ALSO carrying
around a slick over the shoulder carry case for up to 20 cassettes
should my friends and I be heading out. And all the song lyrics were
handily printed out on the inside of the cassette cover, how ingenius
was that!
Andrew McCreath, Wateringbury, Kent
Memories! I still have exactly the same model that Scott used for his
review - brought back floods of memories from the 80s - especially
using the double headphone socket so my girlfriend (now wife) and I
could share Phil Collins (!?). Between myself and my 3 kids I've now
bought every model of iPod/Phone, but I doubt I'll have those
memories again.
Jim Mantle, Melbourne, Australia
BBC experiment on simplicity: asking an iPod’s generation teenager to play a walkman... http://news.bbc.co.uk/2/hi/8117619.stm

Where is design best suited?
Roberto Verganti/Donald Norman
meaning
incremental change radical change
technology
incrementalchangeradicalchange
technology
push
technology
epiphany
!
!
design
market pull
(user centred)
design
time
product
Human
Centred
Design
technology change
or meaning change
R. Verganti D. Norman

Framework of qualities
Design is a creative synthesis activity: aiming at balancing experiential qualities.
Donald Norman’s experience model
behavioural reflective
viceral
experience

Framework of qualities
Design is a creative synthesis activity: aiming at balancing experiential qualities.
Donald Norman’s experience model
behavioural reflective
viceral
experience
Functional Symbolic
Sensorial
experience
>
in designer’s language

Designing against qualities

Framework of qualities/principles
Layers
Universal principles
Brand, Product
Few examples…

Dieter Rams, 1968’s good design principles
good design is innovative
good design makes a product useful
good design is aesthetic
good design makes a product understandable
good design is unobstrusive
good design is honest
good deisgn is long lasting
good design is thorough, down to the last detail
good design is environmentally friendly
good design is litle design as possible
!

Adam Greenfield’s Everyware updates the concepts of ubiquitous computing and
the user experience consequences to consider in any design:
Default to Harmlessness – in a world where it is possible for a device to broadcast
your most intimate details, user’s safety (physical, psychic and financial) must be
ensured.
Be Self-Disclosing – ubiquitous systems should be technically and graphically self-
disclosing, so that users are empowered to make informed decisions.
Be Conservative of Face – ubiquitous systems must not unnecessarily embarass,
humiliate, or shame their users.
Be Conservative of Time – Ubiquitous systems must not introduce undue
complications into ordinary operations and should ba respectful of our time.
Be Deniable – Ubiquitous systems must offer users the ability to opt out, always
and at any point.

UK government platform principles
digital by default
putting users first
learning from the journey
building a network
putting barriers aside
creating an environment for
technology leaders to flourish
don't do everything yourself (you can't)!

BBC
Universal
Compelling
Authentic
Pioneering
Current
Distinctive
Joined-up
Local/Global
Modern british
Best!!

FaceBook
Universal
Human
Clean
Consistent
Fast
Transparent
!
Transparent???

Google
Focus on people–their lives, their work, their dreams.
Every millisecond counts.
Simplicity is powerful.
Engage beginners and attract experts.
Dare to innovate.
Design for the world.
Plan for today‘s and tomorrow‘s business.
Delight the eye without distracting the mind.
Be worthy of people‘s trust.
Add a human touch.
!
!

Microsoft L&F!
Light & Simple 
Focus on primary tasks 
Do a lot with very little 
Fierce reduction of unnecessary elements 
Delightful use of white space 
 
Typography 
Type is beautiful, not just legible 
Clear, straightforward information design 
Uncompromising sensitivity to weight, balance and scale 
 
Motion 
Feels responsive and alive 
Creates a system 
Gives context to improve usability 
Transition between UI is as important as the design of the UI 
Adds dimension and depth 
 
Content, not Chrome 
Delight through content instead of decoration 
Reduce visuals that are not content 
Content is the UI 
User interact with the content directly 
 
Honest 
Design for the form factor 
Authentically digital 
Don't try to be what it's NOT 
De direct
!
Microsoft for developers!
Imaginaire, inspiration
Modern: design reduced to the essence
typography: clear honest ad beautiful
motion design: bring it to life
It’s not answer, but a point of view
!
drivers
Pride in craftmenship
sweat the details
make it safe and reliable,
balance symetry, hierarchy,
align to grid
!
be fast and fluid
life is mobile
delight in motion
design or touch
intuitive interaction
be responsible and ready
immersive and compelling
!
authentically digital
cloud connected
dynamic and alive
beautiful use of typography
bold vibrant colours
motion
!
do more with less
be great at something
focused and direct
content before chrome
inspire comfidence
!
win as one
fit into the ui modelr
educe redundancy
work together to complete scenarios
tools and templates are designed to scale

Apple iOS for developers!
Developers oriente principles
!
User experience guidelines
Create an application definition statement
List all the features the users might like
Determine who your users are
Filter the Feature list through the audience definition
Don’t stop there
!
User experience guidelines
Focus on the primary task
Elevate the content people care about
!
Think top-down
Give people a logical path to follow
Make usage easy and obvious
Use user-centric technology
Minimize the effort required for the user input
Downplay file handling operations
Eneble collaboration and connectedness
De-emphasis settings
Brand appropriately
Make search quick and rewarding
!
Aesthetic integrity
Consistency
Direct manipulation
Feedback
Metaphors
User control
http://developer.apple.com/library/ios/#documentation/userexperience/conceptual/
mobilehig/Principles/Principles.html#//apple_ref/doc/uid/TP40006556-CH5-SW7

Brand+Product, Nokia Music

Vision & qualities vs assets
An experience, a product, a brand DNA is made of a set of qualities.
Assets, and signatures are not the DNA, but an instantiation of it.
Flipboard ans it’s page swipe asset

Framework of principles and qualities
Orange Libon, qualities
It allows personalisation to help bring hierarchy in my relationships
It doesn't make me think. Doesn’t overwhelm/feels complete
It helps me stay in the real world
It is Social but not a social network
It is Organic - it learns, adapts and evolves
It is Open
It is people and conversation
It is enabling local connexions
It makes me feel closer
I own my data

Framework of principles and qualities
Espace partagé, Trace.
Trace est une application de communication non verbale.
C’est un espace partagé.
C’est un ‘Chat’ visuel qui permet de partager avec l’être cher
un écran de dessin. Ainsi en 3D-temps réel, quand A dessine
dans le sable, B voit apparaître le dessin qu’il peut compléter
simultanément. Si A et B s’arrêtent de dessiner, l’image s’efface
dans le sable. Si A ou B secoue leur terminal, alors le dessin
s’efface également. La vitesse de dessin affecte l’épaisseur du trait.
Ainsi, les 2 personnes ont l’illusion d’une synchronisation spacio-temporelle.
Shared space, Trace.
Trace is an application for non-verbal communication.
It is a shared space.
It is a visual chat allowing to share with the loved one a sandbox to draw.
In real-time 3D, when A draws in the sand, B sees the drawing appearing and can
complete it simultaneously. If A & B stop drawing, the image fades away in the sand.
This way, they can draw for ever, as a conversation.
The drawing speed affects the string’s thickness.
With this app, sharing a screen enhances the perception of a shared time and space,
it enhances presence.
Orange Libon, Re-interpret communication and presence through these qualities
On Trace was an instanciation of a vision of re-interpreting presence in an always connected work

Failures and seams
We don’t live in a seamless pure world as in the corporate vision videos…
People, products, experiences are imperfect: design for errors.
!
And bear in mind the big picture:
A.T.O.N.E. (this is service design thinking)
Actors
Touch points
Offering
Needs
Experience

Design vision/start-up

Design as framework and craft, from research to delivery
Designing an experience is not about executing a brief.
It’s about building a vision/brief and exploring instantiations.
Design is an integral part of the thinking.
!

Diachronic vs synchronic
Muji vs…
Aether music player, evolve/learn from context (place/time)
Services involving programmable matter are diachronic.
They reveal and evolves over time. The design becomes conversational with user.
Principles are grounding the evolutions.
They help bridging evolving experiences.
They frame the big picture.

Context is king
Context: People/Time (before, during, after)/Place
Minkowski’s space-time: light cone and hyper surface of the present
Minkoski’s model
Focus on Real-time value
covers the fact that before
and after matters a lot…
if not more.

Your DNA matters
A DNA can’t be stretched to infinite
AirBnB DNA Paris’ campaign is very off-brand…
!
1-2-1 chat before booking
in the heart of a location
personalised search
explore through photos, maps
…
1-2-1 relationship
community
trust
casual
deep dive
…
fluid
visual
simple
casual
…
experience
bebavioural reflective
viceral

building a design vision through design

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