Simplify by Orders of Magnitude
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This was a 5 minute talk I gave to open the Úll conference in Dublin. 5 minute talks are always tricky to communicate. An idea I've been playing with lately is tying Bill Buxton's work in with Jobs To Be Done type thinking, to identify product opportunities. Many of the ideas and points you'll find in this talk originate with great thinkers like Buxton (http://billbuxton.com). The purpose of the talk was a whistle stop tour of them. More idea like these can be found at http://blog.intercom.io
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Simplify by Orders of Magnitude
- 4. My “Work” has been featured in these respected publications
- 5. Is it a Condom, or is it an Android? CONDOM ANDROID CONDOM ANDROID Desire ✔ ✔ Electrify ✔ Hero ✔ Tingle ✔ Rezound ✔ Admire ✔ Ultra Thin ✔ Elite ✔ Sensation ✔ ✔ Fascinate ✔ Touch ✔ ✔ Indulge ✔ ✔ Cruise ✔ ✔ Intensity ✔ ✔ Cruise Control ✔ Replenish ✔ Wildfire ✔ ✔ Transform Ultra ✔ Rumor Touch ✔ Vitality ✔ ✔ By “Work” I mean this :-)
- 6. The 9” Toshiba Excite™ Today I want to talk about Tablets named after Condoms
- 8. Product design is changing
- 9. Product design is always changing
- 10. Label text Done or Cancel Photo Albums Title File input text Browse Item Item Done nput and split button text Search “Camera” would like to use First Second Third your current location Combo box text dogs Don’t Allow OK cats Select label Untitled goldfish http:///www.apple.com/iphone/fea... label snakes Start Reset Checkbox, Radio, Label Label Stop Clear & Submit Buttons Untitled Label Label Cancel Label Label Ux743 Can't read this? Date Selector __ / __ / ____ / / Photo Library (30) Select a date range Select a date range Hawaii (10) Select a date Select a date December 2008 December 2008 Slovenia (10) S M T W T F S S M T W T F S Graduation Day (10) 30 1 2 3 4 5 6 30 1 2 3 4 5 6 7 8 9 10 11 12 13 7 8 9 10 11 12 13 14 15 16 17 18 19 20 14 15 16 17 18 19 20 21 22 23 24 25 26 27 21 22 23 24 25 26 27 28 29 30 31 1 2 3 28 29 30 31 1 2 3 Select Today Select Today We’ve gone from assembling familiar components...
- 11. ... to asking ourselves “how should people interact with this”
- 12. Welcome Will they touch it?
- 13. What does Marsellus Wallace look like? Welcome Talk to it?
- 16. Welcome What’s happening is a perfect storm...
- 17. The Casio TC-500 touchscreen wristwatch (1984) Big, meaningful ideas are becoming simple & accessible
- 18. Growth of an Idea Invention Refinement Traction Innovation has a long long nose
- 19. e-Ink debuted 1997 Kindle introduced 2007 Anything that you’ll see in 2022 is probably here in 2012
- 20. Kodak increased sales simply by offering “colors” There is a lot to be learned by looking at older ideas.
- 21. History might not repeat, but it does rhyme. Deafeningly.
- 22. Design plays the role of making previous advancements in technology applicable to big meaningful ideas.
- 23. Taking photos isn’t new.
- 24. Putting them on a device isn’t new.
- 25. Editing photos isn’t new
- 26. or uploading them to a website.
- 27. But when you make it all easy... I mean “Angry Birds Simple”
- 28. You get to find out what’s cool. (Hint: $1,000,000,000)
- 29. Take a big meaningful idea and make it easier by an order of magnitude
- 30. Flickr launch Drag ‘n’ Drop uploader. April 25, 2012 But: It has to be an order of magnitude
- 31. Here’s the new application. It’s got 1 window. You drag your video into the window. Then you click the button that says “Burn”. That’s it. That’s what we’re going to make. Some people really understand that
- 32. Welcome All remote controls did was make switching “easier”, right?
- 33. Welcome Wrong. They changed the entire television network.
- 34. Channel 1 Channel 2 18:00 News News 18:30 19:00 Soccer Talk Show 19:30 20:00 Drama 20:30 Sitcom Movie 21:00 Soap 21:30 22:00 Late night Phone Movie 22:30 Show 23:00 23:00 Music Music Advertising This was television networks before you could easily switch
- 35. Channel 1 Channel 2 Channel 1 Channel 2 18:00 News News 18:00 News News 18:30 18:30 19:00 Soccer 19:00 Talk Show Soccer Talk Show 19:30 19:30 20:00 Drama 20:00 Drama Movie 20:30 Sitcom 20:30 Sitcom Movie 21:00 21:00 Soap Soap 21:30 21:30 Late night Phone 22:00 Late night Phone Movie 22:00 Show Movie 22:30 Show 22:30 23:00 23:00 23:00 Music Music Music Music 23:00 Advertising Advertising This was television networks after you could easily switch
- 36. Welcome “Small” changes in behaviour can can massive changes elsewhere
- 37. Find meaningful ideas, and use new technology to simplify them, by orders of magnitude.
- 38. Thanks for your time. @destraynor