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December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 1 involutionstudios The Future of Digital Product Design A presentation for BayDUX December 8, 2004 Dirk Knemeyer Involution Studios LLC involutionstudios Introductions :: Digital Products :: User Experience Design :: Trends :: Digital Product Design and You December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 3 About dk Founding Principal - Involution Studios LLC A digital product design company Leadership position with various industry groups Board of Directors, International Institute for Information Design Board of Directors, AIGA Center for Brand Experience Executive Council, User Experience Network (UXnet) Frequent writer, give seminars and presentations around the world December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 4 About dk College years - researcher and media personality (MA in popular culture; BA in English) After college - adjunct professor (humanities, English, popular culture) Marketing - project manager -> account executive ->marketing strategist -> management consultant Design - writer -> information architect -> visual designer -> usability analyst -> design director Digital product design - business manager -> consultant and designer December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 5 About Involution Studios Help technology start-ups prototype, position, and build their products Provide consultation and design/re-design for companies of all size Deliver training and seminar experiences in corporate, organizational, and public settings Invent, design, and bring our own digital products to market Client list includes Stanford Graduate School of Business, Yobon Inc., Memory Matrix December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 6 involutionstudios About dk “To measurably increase the happiness and well-being of the human species.” Big goals… involutionstudios :: Introductions Digital Products :: User Experience Design :: Trends :: Digital Product Design and You December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 8 Anatomy of a Product Marketing Engineering PRODUCT December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 9 involutionstudios Key Definition “The organized pursuit of capital.” Business… December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 10 Anatomy of a Product Marketing Engineering BUSINESS December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 11 involutionstudios Key Definition “Anything that humans use or create that stretches their reach beyond their natural grasp.” Technology… December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 12 involutionstudios Technology December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 13 Anatomy of a Product Marketing Engineering BUSINESS TECHNOLOGY December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 14 involutionstudios Key Definition “A person who is interacting with a specific design.” User… December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 15 The term ‘user’ is outdated and dehumanizing… …but, it is understood and accepted by most organizations in our industry Whither ‘User’... December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 16 involutionstudios Not Users - People! December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 17 Anatomy of a Product Marketing Engineering PEOPLE BUSINESS TECHNOLOGY December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 18 Anatomy of a Product Marketing Engineering PEOPLE BUSINESS TECHNOLOGY Vision Commitment to develop an idea into a product. December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 19 Anatomy of a Product Marketing Engineering PEOPLE BUSINESS TECHNOLOGY Vision Function Parts of the product that enable the intended functionality. December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 20 Anatomy of a Product Marketing Engineering PEOPLE BUSINESS TECHNOLOGY Vision Function Form Parts of the product that people directly interact with and experience. December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 21 involutionstudios Key Definition “Any product that includes a digital component.” Digital product… December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 22 involutionstudios Digital Products 12:00 December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 23 Building Blocks (an incomplete list) Photography Radio Television Motion Pictures Electronics Electricity Printing Digital Networks Computers Telecommunication Mass Production December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 24 Important characteristics Digital Products stand on the shoulders of Mass Production (large quantity and precision) and Electricity (enabling technology) December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 25 Important characteristics Preservation - content can be preserved for future use Printing, Photography, Motion Pictures, Electronics, Computers Distribution - experience not limited to physical place Telecommunication, Radio, Television, Digital Networks December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 26 involutionstudios Context Did you know... Gateway has employees with job titles including the words Converged Products December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 27 Digital Convergence + + = Great product! Essentially ubiquitous connection: you can be “always on” the network Allows various means of communication, global data access, various information capture Opportunities: improved interface and display December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 28 Digital Convergence + + = Great product! Portable media archive and player Both eliminates physical storage needs and provides at-your-fingertips access Opportunities: move content off unit, expand media capabilities (movies?) December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 29 Digital Convergence Bad product! Poor usability: small viewing size of TV exacerbated by mandatory distance for viewing, to allow proper use of fridge Poor concept: during food preparation, a screen located on the television is not convenient for viewing Next stop: Internet Fridge! But...without improved interface, will be little more usable + = December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 30 Digital Enhancement Decent product! Static Play vs. Interactive Play Essentially the same product, used the same way Interactivity increases structured learning opportunities but may stifle creativity Logical application of digital technology Opportunities: deeper teaching, going beyond the basic task response of present December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 31 Next Generation Digital Products Very large and very small visual interfaces More natural/intuitive Human-Computer Interaction Increasingly “smart” use of technology Always online, everywhere involutionstudios :: Introductions :: Digital Products User Experience Design :: Trends :: Digital Product Design and You December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 33 involutionstudios Key Definition “What our senses and mind perceive of the world.” Experience... December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 34 involutionstudios Key Definition “An emerging field concerned with the design of anything that people experience: a website, a toy or a museum.” User Experience Network User Experience... December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 35 involutionstudios Key Definition “Creation in or alteration of the physical world to meet the needs and desires of people.” Design… December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 36 User Experience Needs Good Design Must address the needs and desires of people Must affect both their intellect and emotion December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 37 Design for All Five Senses 1. Sight :: sense currently most utilized by designers 2. Sound :: easy to integrate with most designs 3. Smell :: sense with the strongest relationship to memory 4. Taste :: the least utilized by designers 5. Touch :: the most intimate of the senses December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 38 involutionstudios A Brief “Pleasure Pause” December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 39 involutionstudios Key Definition “Design that intends to maximize the quality and impact of each person’s experience.” User Experience Design… December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 40 Anatomy of User Experience Design Marketing Engineering PEOPLE BUSINESS TECHNOLOGY December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 41 Anatomy of User Experience Design Marketing Engineering PEOPLE BUSINESS TECHNOLOGY INFORMATION December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 42 Anatomy of User Experience Design Marketing Engineering PEOPLE BUSINESS TECHNOLOGY INTERACTION INFORMATION December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 43 Anatomy of User Experience Design Marketing Engineering PEOPLE BUSINESS TECHNOLOGY INTERACTION INFORMATION PRESENTATION December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 44 Anatomy of User Experience Design Marketing Engineering PEOPLE BUSINESS TECHNOLOGY INTERACTION INFORMATION PRESENTATION Product Management Principal Designer Technical Lead December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 45 Anatomy of User Experience Design Marketing Engineering PEOPLE BUSINESS TECHNOLOGY INTERACTION INFORMATION PRESENTATION Product Management Principal Designer Technical Lead Interaction Design Information Architecture December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 46 Anatomy of User Experience Design Marketing Engineering PEOPLE BUSINESS TECHNOLOGY INTERACTION INFORMATION PRESENTATION Product Management Principal Designer Technical Lead Visual Design Interaction Design Information Architecture Writing December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 47 Anatomy of User Experience Design Marketing Engineering PEOPLE BUSINESS TECHNOLOGY INTERACTION INFORMATION PRESENTATION Product Management Principal Designer Technical Lead Programming Network Engineering Visual Design Interaction Design Information Architecture User Testing Writing December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 48 Anatomy of User Experience Design But... what about research??? December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 49 Anatomy of User Experience Design Every member of a UX Design team should be involved in different types and levels of research. It should be hard-coded into every function!!! Research is the most important part of good design. involutionstudios :: Introductions :: Digital Products :: User Experience Design Trends :: Digital Product Design and You December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 51 involutionstudios Trends 1. Global knowledge economy. Emerging nations are rising quickly in the knowledge economy Rapid evolution in business and design December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 52 involutionstudios Global Knowledge Economy “I don’t think this has been fully understood by the United States[.]…If you look at India, China and Russia, they all have strong education heritages. Even if you discount 90 percent of the people there as uneducated farmers, you still end up with about 300 million people who are educated. That’s bigger than the U.S. work force.” Craig Barrett, CEO Intel December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 53 involutionstudios Trends 2. Innovation. Informed creativity for market differentiation Uniqueness replaces standardization December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 54 involutionstudios Innovation December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 55 involutionstudios Trends 3. User-centered design. Increased emphasis on research Trying to understand what people need and desire December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 56 involutionstudios Trends 4. Expanded functionality. Accomplish more tasks Integrate complementary functions December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 57 involutionstudios Expanded Functionality December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 58 involutionstudios Trends 5. Sustainability. Materials with extended lifecycle Environmentally smart December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 59 involutionstudios Sustainability December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 60 involutionstudios Trends 6. Invisible design. Products blend with their environment Reflect aesthetic of each user December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 61 involutionstudios Invisible Design December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 62 involutionstudios Trends 7. Emotional design. Products designed to make emotional connections Design goals work from the inside-out December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 63 involutionstudios Emotional Design December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 64 involutionstudios Patterns Innovation Expanded functionality Invisible design Sustainability Emotional design User-centered design Global knowledge economy December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 65 involutionstudios Patterns Companies are aggressively trying to seize the minds, hearts, and spirits of people by innovating their products through basic listening and responding. December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 66 involutionstudios Market Evolution 1. Innovative new technology is introduced December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 67 involutionstudios Market Evolution 1. Innovative new technology is introduced 2. Market demands result in much – often poor – copying and re-purposing December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 68 involutionstudios Market Evolution 1. Innovative new technology is introduced 2. Market demands result in much – often poor – copying and re-purposing 3. Market backlash results in broad optimization December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 69 involutionstudios Market Evolution 1. Innovative new technology is introduced 2. Market demands result in much – often poor – copying and re-purposing 3. Market backlash results in broad optimization 4. Market boredom results in demand for innovation December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 70 involutionstudios Market Evolution 1. Innovative new technology is introduced 2. Market demands result in much – often poor – copying and re-purposing 3. Market backlash results in broad optimization 4. Market boredom results in demand for innovation 5. Depending on the market situation, steps 2-4 may repeat December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 71 involutionstudios Market Evolution 1. Innovative new technology is introduced 2. Market demands result in much – often poor – copying and re-purposing 3. Market backlash results in broad optimization 4. Market boredom results in demand for innovation 5. Depending on the market situation, steps 2-4 may repeat 6. Next-generation innovation leads to the creation of new technologies and products that ultimately render obsolete original technology obsolete December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 72 involutionstudios Crystal Ball SO... what next? December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 73 involutionstudios Future Trends 1. Overwhelmed “users” demand simplicity December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 74 involutionstudios Future Trends 1. Overwhelmed “users” demand simplicity 2. Optimization tempers innovation December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 75 involutionstudios Future Trends 1. Overwhelmed “users” demand simplicity 2. Optimization tempers innovation 3. Science and business increasingly converge December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 76 involutionstudios Future Trends 1. Overwhelmed “users” demand simplicity 2. Optimization tempers innovation 3. Science and business increasingly converge 4. Emotional design is part of a chorus, not the star December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 77 involutionstudios Future Trends 1. Overwhelmed “users” demand simplicity 2. Optimization tempers innovation 3. Science and business increasingly converge 4. Emotional design is part of a chorus, not the star 5. People have on-demand access to centralized content, instead of local “ownership” of it December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale 78 involutionstudios Future Trends 1. Overwhelmed “users” demand simplicity 2. Optimization tempers innovation 3. Science and business increasingly converge 4. Emotional design is part of a chorus, not the star 5. People have on-demand access to centralized content, instead of local “ownership” of it 6. Specialized products make a comeback involutionstudios :: Introductions :: Digital Products :: User Experience Design :: Trends Digital Product Design and You December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 80 Digital Product Design is… …complex & multi-disciplinary It requires: A re-definition of problems and solutions A broad knowledge-base across many disciplines and a deep knowledge-base through at least one discipline Collaborative methods and mindsets December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 81 Anatomy of Digital Product Design Marketing Engineering PEOPLE BUSINESS TECHNOLOGY Form Vision Function INTERACTION INFORMATION PRESENTATION December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 82 Anatomy of Digital Product Design Marketing Engineering PEOPLE BUSINESS TECHNOLOGY Form Vision Function INTERACTION INFORMATION PRESENTATION Product Management Visionary Principal Designer Technical Lead December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 83 Anatomy of Digital Product Design Marketing Engineering PEOPLE BUSINESS TECHNOLOGY Form Vision Function INTERACTION INFORMATION PRESENTATION Product Management Visionary Principal Designer Technical Lead Interaction Design Information Architecture Industrial Design December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 84 Anatomy of Digital Product Design Marketing Engineering PEOPLE BUSINESS TECHNOLOGY Form Vision Function INTERACTION INFORMATION PRESENTATION Product Management Visionary Principal Designer Technical Lead Visual Design Interaction Design Information Architecture Industrial Design Writing December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 85 Anatomy of Digital Product Design Marketing Engineering PEOPLE BUSINESS TECHNOLOGY Form Vision Function INTERACTION INFORMATION PRESENTATION Product Management Visionary Principal Designer Technical Lead Programming Network Engineering Visual Design Interaction Design Information Architecture Packaging Design Industrial Design User Testing Writing Environmental Design Sound Design December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 86 More and more of our jobs and functions are being commodified User experience design will increasingly become a sub-component of digital product design Makes us more valuable to our employers and clients Represents new challenges and deeper understanding of what we do Increases our earning potential Why DPD matters to you December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 87 What should I do? Grow upstream (aspire to the lead roles; explore the newer, less saturated roles) Expand your skills horizontally Expand your skills vertically Digital Product Design and You Marketing Engineering PEOPLE BUSINESS TECHNOLOGY Form Vision Function INTERACTION INFORMATION PRESENTATION Product Management Visionary Principal Designer Technical Lead Programming Network Engineering Visual Design Interaction Design Information Architecture Packaging Design Industrial Design User Testing Writing Environmental Design Sound Design December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 88 Continue your formal education Stanford University “D” School Harvard Business School - Advanced Leadership Program for Design Bentley College - dual MBA/MS in design areas Interaction Design Institute Ivrea Institute of Design, Chicago Digital Product Design and You December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 89 Collaborate Join groups, make relationships with passionate and interesting people Shape the next generation: engage with academia, mentor young professionals Find your unique voice Digital Product Design and You “Sharing knowledge is better than having it.” Peter J. Bogaards December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 90 Take Control Partner with or contract top people in this space to learn more and grow your company, department, or team Digital Product Design and You “Become the change you want to see in the world” Gandhi December 2004 The Future of Digital Product Design Dirk Knemeyer :: BayDUX :: Sunnyvale involutionstudios 91 BayDUX, Yahoo!, and everyone involved who contributed to this event All of the other sponsoring organizations Andrei Herasimchuk Thanks! “Become the change you want to see in the world” Gandhi involutionstudios dirk@involutionstudios.com
