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Simplify By Orders Of Magnitude

Des Traynor
May 22, 2012
Design
7
1.3k

Simplify By Orders Of Magnitude

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

Des Traynor

May 22, 2012
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Transcript

  1. Welcome to Dublin

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  2. Welcome to Úll

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  3. I’m Des. (@destraynor)

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  4. My “Work” has been featured in these respected publications

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  5. Is it a Condom, or is it an Android?
    Desire
    Hero
    CONDOM
    Rezound
    Ultra Thin
    Sensation
    Touch
    Cruise
    Cruise Control
    Wildfire
    Rumor Touch
    Electrify
    Tingle
    Admire
    Elite
    Fascinate
    Indulge
    Intensity
    Replenish
    Transform Ultra
    Vitality
    ✔
    ANDROID
    ✔
    CONDOM ANDROID
    ✔
    ✔ ✔
    ✔ ✔
    ✔ ✔
    ✔ ✔ ✔
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    ✔ ✔ ✔ ✔
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    ✔ ✔ ✔
    ✔ ✔ ✔
    By “Work” I mean this :-)

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  6. Today I want to talk about Tablets named after Condoms
    The 9” Toshiba Excite™

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  7. But seriously...

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  8. Product design is changing

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  9. Product design is always changing

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  10. File input
    nput and split button
    Combo box
    Select
    text
    Label
    Label
    Label
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    U x 7 4 3 Can't read this?
    Done or Cancel
    Label Label
    Checkbox, Radio,
    & Submit Buttons
    Date Selector __ / __ / ____
    Select a date range
    / /
    Select a date range
    label
    text
    label
    text Browse
    text Search
    snakes
    cats
    goldfish
    dogs
    Select a date
    30 3
    29 1 2
    31
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    26
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    S
    Select Today
    December 2008
    Select a date
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    December 2008
    Select Today
    Untitled
    http:///www.apple.com/iphone/fea...
    Untitled
    Title
    Photo Albums
    Photo Library (30)
    Hawaii (10)
    Slovenia (10)
    Graduation Day (10)
    Don’t Allow OK
    “Camera” would like to use
    your current location
    Start Reset
    Stop Clear
    Item Item Done
    Cancel
    Third
    First Second
    We’ve gone from assembling familiar components...

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  11. ... to asking ourselves “how should people interact with this”

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  12. Welcome
    Will they touch it?

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  13. Welcome
    Talk to it?
    What does
    Marsellus Wallace
    look like?

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  14. Welcome
    Gesture at it?

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  15. Welcome
    See through it?

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  16. Welcome
    What’s happening is a perfect storm...

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  17. Big, meaningful ideas are becoming simple & accessible
    The Casio TC-500 touchscreen
    wristwatch (1984)

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  18. Innovation has a long long nose
    Invention Refinement Traction
    Growth
    of an
    Idea

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  19. Anything that you’ll see in 2022 is probably here in 2012
    e-Ink debuted 1997 Kindle introduced 2007

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  20. There is a lot to be learned by looking at older ideas.
    Kodak increased sales simply by offering “colors”

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  21. History might not repeat, but it does rhyme. Deafeningly.

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  22. Design plays the role of
    making previous advancements in technology
    applicable to big meaningful ideas.

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  23. Taking photos isn’t new.

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  24. Putting them on a device isn’t new.

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  25. Editing photos isn’t new

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  26. or uploading them to a website.

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  27. But when you make it all easy... I mean “Angry Birds Simple”

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  28. You get to find out what’s cool. (Hint: $1,000,000,000)

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  29. Take a big meaningful idea and make it easier by an order of magnitude

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  30. But: It has to be an order of magnitude
    Flickr launch Drag ‘n’ Drop
    uploader.
    April 25, 2012

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  31. Some people really understand that
    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.

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  32. Welcome
    All remote controls did was make switching “easier”, right?

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  33. Welcome
    Wrong. They changed the entire television network.

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  34. This was television networks before you could easily switch
    18:00
    18:30
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    News
    Talk Show
    Movie
    Late night Phone
    Show
    Music
    News
    Soccer
    Drama
    Movie
    Music
    Sitcom
    Soap
    Advertising
    Channel 1 Channel 2

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  35. This was television networks after you could easily switch
    18:00
    18:30
    19:00
    19:30
    20:00
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    21:00
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    22:00
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    23:00
    23:00
    News
    Talk Show
    Movie
    Late night Phone
    Show
    Music
    News
    Soccer
    Drama
    Movie
    Music
    Sitcom
    Soap
    Advertising
    Channel 1 Channel 2
    18:00
    18:30
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    20:00
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    21:30
    22:00
    22:30
    23:00
    23:00
    News
    Talk Show
    Movie
    Late night Phone
    Show
    Music
    News
    Soccer
    Drama
    Movie
    Music
    Sitcom
    Soap
    Advertising
    Channel 1 Channel 2

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  36. Welcome
    “Small” changes in behaviour can can massive changes elsewhere

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  37. Find meaningful ideas,
    and use new technology to simplify them,
    by orders of magnitude.

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  38. Thanks for your time.
    @destraynor

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