The Intrinsic Value of Technology, And Other Fallacies That Lead to Bad Design | Seattle Interactive...

Common Assumptions & Fallacies That Lead to Bad Design Outcomes

' Julian Lion Boxenbaum, Principal NY, at Eight Inc.

This presentation or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of Julian Lion Boxenbaum. Copyright © 2017 by Julian Lion Boxenbaum. All rights reserved.

1— Technology has intrinsic value




Jazzmutant, Lemur Music Controller

2004, First commercial multitouch

product. Raised $13M in 2009


Jazzmutant, Lemur Music Controller

2004, First commercial multitouch

product. Raised $13M in 2009

Launched in 2007, 75M units sold Q4

2014, 70% of gross rev.

Apple iPhone


8

Introduction to Eight Inc.

2017

New York

Eight Inc.

Private + Confidential

Eight Inc.

Private + Confidential8

'Design is not just what it looks like

and feels like. Design is how it works.’

Steve Jobs

Design

Eight Inc.

Private + Confidential

Eight Inc.

Private + Confidential9

' If you don’t understand people,

you don’t understand business.’

Simon Sinek

Human

DesignHumanExperience

'Everybody experiences far more than he

understands. Yet it is experience, rather than

understanding, that influences behavior’

Marshall McLuhan

Experience is:EmotiveHolisticMemorableMentionableImmersiveValue Creator 90%6x

more likely to buy with a positive emotional experience, 12% more likely to recommend the company and 5x more likely to forgive a mistakeTimken

1— Follow Best Practices



Apple

Obvious in retrospect

“I give them two years before they’re

turning out the lights on a very painful

and expensive mistake.”

Bloomberg, 2001

“I give them two years before they’re

turning out the lights on a very painful

and expensive mistake.”

Bloomberg, 2001

‘What if no one shows up?’Steve Jobs

“A Mercedes per square foot. Probably the

highest grossing retail store in history.”

Bloomberg, 2010

Ford Lincoln

Ford Lincoln

2— Specialization produces the best results

Products + ServicesBehaviour

Environment Communications

Brand Values

HolisticExperienceRealms

Human Experience

Always design a thing by

considering it in its next larger

context – a chair in a room, a room

in a house, a house in an

environment, an environment in a

city plan. - Eliel Saarenin

3— Brand durability is created by consistently great products


(Think Weddings, funeral, and ‘THE GENIUS BAR’)


“50% of purchase based on WORD OF MOUTH. 80% of word of mouth based on direct experience.”McKinsey

4— Finding the right solution creates success



Japan Rail East

Japan Rail EastJapan Rail East

Horse shit





Shimano

Cycling World Experience

Shimano

Fallacies of Design1— Technology has intrinsic value2— Follow best practices3— Specialization produces the best results4— Brand durability is created by

consistently great products5— Finding the right solution creates success

Addendum6— Design is about aesthetics

“To whom does design address itself: to the

greatest number to the specialist of

enlightened matter, to a privileged social

class? Design addresses itself to the need.”

- Charles Eames

7— Design can be applied at the end

Design (Salt)

* This is for you, client-side people!This presentation or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of Julian Lion Boxenbaum. Copyright © 2017 by Julian Lion Boxenbaum. All rights reserved.

8— Design is static


Over 1 billion Barbie dolls sold, since 1959

9— Data don’t lie


10— Research gives you the right answers

This presentation or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of Julian Lion Boxenbaum. Copyright © 2017 by Julian Lion Boxenbaum. All rights reserved. This presentation or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of Julian Lion Boxenbaum. Copyright © 2017 by Julian Lion Boxenbaum. All rights reserved.

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Thank you!!

Julian Lion Boxenbaum, Principal, Eight Inc.

[email protected]: +1.212.982.1281

mailto:[email protected]

Date post:	28-Jan-2018
Category:	Design
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