archive.Joe Lamantia.com

I’m post­ing the abstract for my clos­ing talk at the Ital­ian IA Sum­mit, as well as the slides, below.

Hope you enjoy!

Abstract:

Broad cul­tural, tech­no­log­i­cal, and eco­nomic shifts are rapidly eras­ing the dis­tinc­tions between those who cre­ate and those who use, con­sume, or par­tic­i­pate. This is true in dig­i­tal expe­ri­ences and infor­ma­tion envi­ron­ments of all types, as well as in the phys­i­cal and con­cep­tual realms. In all of these con­texts, sub­stan­tial exper­tise, costly tools, spe­cial­ized mate­ri­als, and large-scale chan­nels for dis­tri­b­u­tion are no longer required to exe­cute design.

The ero­sion of tra­di­tional bar­ri­ers to cre­ation marks the onset of the DIY Future, when every­one is a poten­tial designer (or archi­tect, or engi­neer, or author) of inte­grated expe­ri­ences — the hybrid con­structs that com­bine prod­ucts, ser­vices, con­cepts, net­works, and infor­ma­tion in sup­port of evolv­ing func­tional and emo­tional pur­suits.

The cul­tural and tech­no­log­i­cal shifts that com­prise the oncom­ing DIY Future promise sub­stan­tial changes to the envi­ron­ments and audi­ences that design pro­fes­sion­als cre­ate for, as well as the role of design­ers, and the ways that pro­fes­sion­als and ama­teurs alike will design. One inevitable aspect con­se­quence will be greater com­plex­ity for all involved in the design of inte­grated expe­ri­ences.

The poten­tial rise of new eco­nomic and pro­duc­tion mod­els is another.

The time is right to begin explor­ing aspects of the DIY Future, espe­cially its pro­found impli­ca­tions for infor­ma­tion archi­tec­ture and user expe­ri­ence design. Using the designer’s pow­er­ful fusion of ana­lyt­i­cal per­spec­tive and cre­ative vision, we can bal­ance spec­u­la­tive futur­ism with an under­stand­ing of con­crete prob­lems — such as grow­ing eth­i­cal chal­lenges and how to resolve them — from the present day.

Here’s the slides, avail­able from SlideShare:

Ongoing demographic shifts (in the Western world) have massive numbers of Baby Boomers, with large amounts of disposable income – “Projections from Met Life Market Institute show that by the time the last boomer turns 65 in 2030, the generation will control more than 40 percent of disposable income in the United States.” (from Some Like It Hot) – aging rapidly. I think we’re just beginning to see what happens when business and Design respond to the implications of these demographic and economic shifts by creating both new businesses, and new designs.

To some extent Design has a frame of reference for the changes on the way: accessibility is a concern we already know, that will become a jumping off point to deeper, more contextual and more powerful design drivers. I expect these will challenge designers to employ increasingly holistic approaches to creating integrated products / services / experiences. The Jitterbug cell phone from GreatCall is a good example of design that initially addressed the changing sensory and physical needs of Boomers, but then goes further into considering the entire mobile phone experience, from activation to configuration and daily use from the point of view of seniors and their expectations for relating to technology. The end result was a new business.

Baby boomers and their parents haven’t been quick to adopt mobile phones, even for use in emergencies. The technology is too complicated for many to learn quickly, and the screens and controls too diminutive for aging or infirm hands. …The Jitterbug offers big buttons, easy-to-read text, and simplified, easy-to-use functions, an ear cushion, and an ergonomic shape. Personalized services make it easy for users to retrieve messages, and offers live operators for call-related support.

The Jitterbug clearly shows accessibility as a modifier of already well-defined user experiences, and how design can adapt these experiences to meet different needs. But Boomer needs exceed the point where simply adapting an existing product experience with minor changes (not at the level of the mental model) is a solution. And so the demographic shift of Boomer aging inspired the creation of a new company, GreatCall, that designs integrated products, services, and experiences, like the Jitterbug Onetouch:

…The JitterBug Onetouch sports three oversized buttons for users who primarily want a cell phone for emergency purposes, such as elderly or disabled users who need to be able to summon assistance with the push of a single button. One button dials 911, one summons live-operator call assistance, and the third can be programmed for any service the user wants, such as an emergency number, a towing service reception at an assisted living facility, or a loved one.

Three buttons that connect to predefined emergency services is not what I think of as a mobile phone, but it makes perfect sense for this set of design needs.

More important, the Jitterbug makes apparent that traditional scenarios for understanding mobile phone use do not adequately apply to seniors and aging Boomer populations. As design professionals, we know these scenarios, personas, and other design models serve as the basis for entire business processes, including manufacturing, marketing, sales, and service, as well as whole businesses.

In terms of design and business responses to large cultural shifts, the Jitterbug shows that integrated experiences require integrated design approaches, which in turn require close integration and systems-based thinking from all the entities contributing to the overall experience in some way, from hardware through the Web based phone management software.

For two years, Jitterbug and Samsung’s industrial designers collaborated before bringing the new phones to market. Samsung understood immediately that there was a potentially large market for this new concept in mobile phones, but they had to be sold on doing more than creating a novel handset: they had to be willing to design the product in tandem with Jitterbug’s service system.

Harris: “For them (Samsung) it was a handset. For us, it was a system. The handset was just one element.”

Result: The Jitterbug phone design is simplified due to the fact it is managed remotely through a Web-based interface. “It’s not just the design of the handset, or what the call centers do, it’s all about the entire experience,”

From Jitterbug Phone Designed for Seniors, and Selling Technology to Baby Boomers & Seniors.

Good design is the result of an unusual mix of two very dif­fer­ent ways of think­ing that must work together to a com­mon end; reduc­tive approaches (to define a prob­lem) and holis­tic approaches (to solve — or rede­fine — the prob­lem by con­sid­er­ing every aspect).

The com­bi­na­tion is a pow­er­ful syn­the­sis which relies on a bal­ance between com­pet­ing forces.

Design­ers have under­stood the impor­tance of this bal­ance — and thus the indis­pens­able role of holis­tic think­ing in design meth­ods — for a long time. But as a con­se­quence of the long-standing dom­i­nance of indus­trial pro­duc­tion processes and log­ics, which elim­i­nated or severely restricted oppor­tu­ni­ties for most peo­ple to design any part of the fab­ric of their every­day lives, holis­tic approaches and think­ing have had min­i­mal vis­i­bil­ity in the mod­ern cul­tural land­scape.

That seems to be chang­ing, and I sus­pect few would dis­pute the rise in vis­i­bil­ity and impor­tance of design within the cul­tural land­scape. Some might say we are in the midst of a renais­sance of design (that com­par­i­son breaks down under a crit­i­cal lens, in the end demon­strat­ing more the pos­i­tive aspi­ra­tions of design advo­cates than any­thing else).

Look­ing at the cul­ture as a whole, the rise of design is one aspect of a larger and much more impor­tant cul­tural shift: the rise of holis­tic think­ing. This shift towards holis­tic views is chang­ing the things we talk about and think about, and hold cen­tral as the ele­ments of our basic frame of ref­er­ence — in short, the way we con­ceive of the world.

The con­cepts in the list below are good exam­ples of the rise of holis­tic think­ing across dis­ci­plines and fields. Seem­ingly willy-nilly (which is exactly the point!), all these ideas rely on, include, or enhance holis­tic view­points at some level:

• net­works
• col­lec­tive intelligence
• emer­gence
• the Inter­net
• sys­tems thinking
• glob­al­iza­tion
• design think­ing
• sus­tain­abil­ity
• cross-cultural com­mu­ni­ca­tion
• cli­mate change
• ethnog­ra­phy
• multi-culturalism
• pat­terns
• com­plex­ity
• inter­na­tion­al­iza­tion / localization
• social media
• the mashup
• ecol­ogy
• remix­ing
• col­lab­o­ra­tive pro­duc­tion models
• the green movement
• open source
• urban­ism and urban plan­ning
• the cre­ative class
• archi­tec­ture of participation
• the knowl­edge economy

It’s no acci­dent that this list is also an index of many of the major ideas and con­cerns of our day. What does it mean? Well, it’s good for design at the moment. And maybe there’s a book in it for some­one with the time to syn­the­size an idea and work up a solid treatment…