Designing for the Next Interface … The Human

hello how are you doing um uh thanks for the 
intro and thanks for uh having me here and uh

uh for those of you uh that weren't lucky enough 
to be in that last presentation uh you should uh

Chase Chase the former creative director of 
New York City down for a presentation it was

unbelievable in a lot of similarities I think to 
what we're doing uh in digital now so and I'll

start with a bit of a confessional in the spirit 
of the conference so I talked a moment ago in my

bio around kind of industrial design um and the 
thing that got me really excited about industrial

design was this notion of uh solving human needs 
and starting with research and gaining insights

turns out that there's a SEI underbelly with 
that um which I discovered pretty quickly which

is engineering uh so I was in the process one 
of my my last project before I uh switched to

graphic design where I uh ended up working for 
six or seven years was I designed saw a need for

a way to kind of um stimulate uh folks that are 
bound to wheelchairs to keep their muscles going

and prevent atrophy and I'm pretty sure that if 
I had the engineering chops I would have designed

some form of horrible torture device that was 
overstimulating these poor people uh so that's

when I realized that I needed to make a bit of a 
change so what I want to tell there's some there's

some uh uh some kind of weird stuff in here uh 
but um when you're think thinking about kind

of a uh kind of a convergence of sorts between 
um kind of machine and Human Experience um but

it's ultimately uh starting from I I think a good 
place and so if I go back to college for just one

moment I know I don't think anybody signed up 
uh for theology uh this morning um but this is

the thing that I think about every time I see 
a Church Spire is a freshman theology class in

undergrad and there is this expression axis 
Mundi which is kind of um roughly translates

as kind of the center of the world this important 
place we have a connection in theology it's about

a connection to um a collection a connection to 
God because it's the highest point in in medieval

towns for example and this is uh Cathedral of St 
James in Toronto there are other forms of uh axis

mundai um say I don't know know um uh bleachers at 
Wrigley Field reaching to the heavens flying big

W's I don't know if anybody uh saw the uh the 
hij Jinks last night but this is another form

of point of orientation for many many people in 
Chicago that are probably still awake from last

night after uh the final game of the World Series 
are feeling that and there are other forms of uh

kind of axis mundai which is around things so 
Internet of Things um the downbeat being on

the objects and the things and so when we're 
thinking about digital space and kind of evolution

of kind of interface and experience there's a lot 
of discussion about the objects that are kind of

strewn about and uh that we're reacting to whether 
it's kind of you know smart devices or cloud-based

Computing or analytics or or what have you but 
there's a lot of discussion about about these

objects that ultimately are not all that smart 
by and large they're kind of sending signals

receiving signals um and the like so another 
point of orientation um that we really believe in

is about humans so the human for us the customer 
the user the constituent that is the access Moon

deck for all of our work and I think that's a a 
significant point of differentiation when you've

got um uh you're talking to uh clients and you're 
kind of have a tendency to look at the artifact

and the object that's been created we think the 
point of orientation needs to actually take a step

uh back so we'll talk a little bit about um how we 
do that so really quickly um a fjord is a global

uh service design consultant they we're a design 
firm that operates with a service mindset so we're

looking at the broader uh ecosystem uh the way 
we kind of refer to what we do is putting design

at the heart so uh we unabashedly go into very 
corporate environments with um you know technology

staffs and the like and and uh talk about things 
like love uh talk about things like feelings talk

about making emotional connections um and the way 
we think about this is we're putting design at

the heart of the of the work that we do of the 
client customer experience design at the heart

of our clients organizations when we think about 
designing orgs to better anticipate and respond

to uh customer needs and then uh design at the 
heart of society so we'll show a few uh projects

that um kind of get at that and so we're kind 
of the the the state that we live in right now

is this uh uh I'll spray the acronym because I 
don't actually know what it is but I want what

I want when I want it so this idea of customers 
um basically setting the ground rules for what

is acceptable now um and you've got folks like 
Mary Meer who's been publishing these internet

Trend reports for uh 20 years talking about uh 
the rise in customer expectations and the need to

meet those are the things that are fundamentally 
changing how businesses are organized how they

conduct themselves how they speak how they engage 
and what they offer to customers because customers

are uh are driving the ship so the areas I want to 
talk about today um are Living Services which is

about kind of the uh the way these living systems 
uh act and react invisible UI which is about kind

of bringing in um you know what happens when we 
get away from kind of screen based interactions um

a few examples uh to kind of uh bring it to life 
and then implications for uh designers in this

process I really don't know what I'm aing this at 
but um so the era of Living Services we we've gone

through kind of a a bit of a wave so obviously 
we've been focused on a desktop uh that's been

a a big Focus uh from the the '90s on uh with 
the Advent of the iPhone in7 we really saw um

uh basically the mobile wave arriving we're still 
very much uh in that and then we thought Living

Services actually what we see now that we've 
got um a Confluence of two different things

really driving a different way of thinking about 
how we design things um it's the digitization of

everything in liquid expectations so the fact 
that now we've got these distributed sensors

we're responding reacting they're learning from us 
uh sending us information sending us signals and

then liquid expectations which is essentially back 
to that I want what I want when I want it is this

idea of um customer expectations are shaped by 
very kind of unfair things in many ways so um the

idea of immediacy and visualization given by Uber 
um the uh the fact that you've got um uh Pokemon

go kind of living out in the world that is shaping 
the way uh Banks think about themselves and their

services financial institutions things that really 
we have no right to kind of compare compare to

uh one example uh that we saw um or gave uh in a 
meeting a couple weeks ago is for an active Health

Management app that we're working on for a large 
insurer and when we talk about perceptual and

experiential competitors and liquid expectations 
uh as a kind of the the foundation for that we

found ourselves actually talking about things like 
run zombie run like a a running Dei app that when

you slow down zombies start to come out on your 
screen and and get you to move faster like that

at face value is is inherently ridiculous when 
you're talking to kind of a big Cor in a big

corporate environment but the reality is they 
rallied around that and that idea of kind of

changing behavior um and it actually even Pokemon 
go badging being out in the real world getting

exercise believe it or not if you're not running 
into things or being run over in the process um

the this this is what our customers are bringing 
to our world and our work and so I think that

challenge for designers um and we were talking 
about this before um uh before I came up here

was this the changing kind of Paradigm of getting 
away from this perfect resolve moment that lives

on a screen on a sheet or whatever on a wall um 
and thinking in terms uh around environments so

as you've got the ability to kind of sense and 
respond and react uh you have to think about the

environment that these interactions are happening 
and so we see our our world actually moving much

more to um kind of the space in which we're 
encountering and reacting and relating to people

uh so homes being one of those environments 
bodies families Transportation um that's the

thing that we need to be able to respond to 
so invisible UI kind of gets into that where

we think about um invisible UI you know generally 
is about this Paradigm where we are um able to uh

get away from screen and think about our gland 
es even our thoughts our emotions our movement

are things that actually are providing feedback 
and driving decisions so um inherently when you

are on the go and you're moving there are a host 
of things that are kind of um uh relating to you

and reacting to you as you move and invisible UI 
is a way to actually um kind of push the interface

and distribute the interface in different places 
and we'll talk about that a little bit um I think

relative to screen um and the reason why I think 
invisible UI is important and living services are

important I think uh for those of you that have 
teens or are in a place where you can kind of

you know sit on a train and you'll see you know 20 
people 18 of which are kind of in their own world

um I think the opportunity when we get to kind of 
invisible spaces it changes the social Paradigm

as well and allows us potentially uh to be able 
to kind of uh be in the present and let some of

the things that we're encountering and reacting to 
actually recede to the background and become the

less important thing but it's it's fortifying the 
experience but it isn't uh kind of our world at

that moment so why does it matter um you know 
with we'll talk a little bit about kind of the

changes in kind of computation what that means 
um in Computing ability and what that means for

us um it plays along kind of systems design um 
and data uh the role of data in in our world

as designers particularly around digital um uh 
Internet of Things is actually built being built

right now to be able to accommodate that so the 
idea of kind of accommodating screenless Services

is making it easier for this kind of sensing and 
responding um for designers it absolutely involves

a new set of tools I think that the Integrity of 
the design process and the um the artifact you

know plays a different role it's still invaluable 
um but we find ourselves now not talking about

creating experiences but creating the opportunity 
for experiences uh which is a fundamental shift

and a tough one when you're thinking um in terms 
of kind of the production of a a singular and

consistent artif um we'll talk a little bit about 
some of the approaches that we use um like makes

shop um so we've come a long way um so this idea 
of we've got these twin Paths of human evolution

which not unsurprisingly is you know a little bit 
more gentle taking a little bit longer we're not

growing um um odd Computing devices in our in our 
uh in our arms just yet but we have this machine

Evolution which is ultimately uh kind of uh kind 
of twinned with The Human Experience so when we

look at uh kind of these human interventions 
to augment or Aid in experience um that's where

I think things get kind of interesting so we've 
been interested in kind of looking at how these

things come together so um imagine if you will um 
18 one so this isn't a computer obviously but the

jard loom was a way to have these kind of punch uh 
card um devices where you could basically run it

through the loom and it would create a uh material 
uh product so a a woven piece of um uh textile

different punches yield a different results so it 
was one of the first big steps towards something

that ultimately became um a really interesting 
technology that preseeded some things uh that

were coming um later um so Colossus was the uh 
machine built um by alen Turing and team to break

the indigma code during World War II that this 
I think this becomes interesting because this is

arguably um presented as kind of one of the first 
computational devices um as as super sexy as that

sounds um the I think the interesting thing 
about this in the early kind of the beginning

of of kind of the the computer Revolution was the 
operating system is wide open open like there is

no interface like if you're going to mess with 
this thing you are getting into the bowels of

the machine so this was kind of that first you 
know the machine is exposed and as designers and

as designers working uh within a large uh massive 
consulting firm you know our job in addition to

putting design at the heart is frequently um 
benefit from the machine but hide the machine

so being able to kind of um be simple it's kind 
of like the metaphor of the duck uh above water

it's just kind of floating along and then you 
see underwater um is uh paddling madly to get

where he wants to be I think that's our in many 
ways that's a reasonable metaphor for I think

what designers do as you all know uh uh getting 
to simple is anything but and then getting in um

with uh um cannot remember the guy's name but it 
was um uh the first basically a mouse hyperlink

it was a a presentation in 68 where the human 
interface actually was first presented people

went Bonkers it was that first time where you had 
a mouse um there was a a physical manipulation of

an interface and ultim ultimately what that 
represented the opportunity it represented

is this this pendulum from like the turing 
machine which is all about kind of the machine

was starting uh the relationship was actually 
shifting now to The Human Experience in that

process so the opportunity was to have a degree 
of intimacy familiarity um and that was obviously

enormous um enormous uh shift shift in uh 
Power ultimately um getting into things like

sensory augmentation this is a smart cane 
that was designed to basically help people

navigate unfamiliar um visually impaired 
folks that to U manipulate an environment

understand that foreign environment and 
using uh haptics using vibrations and

using kind of messaging within the cane is 
a way to get comfortable in an environment

um that required less trial in our so we see this 
as a way to actually augment existing senses as

kind of a the next Trend uh things like facial 
recognition these are all things that are taking

stress off of us as people and so we'll talk a lot 
about digital digital media's kind of cognitive

load like the time spent processing and we start 
to move towards human um being part of that

equation uh we're offloading some of that effort 
so this was as you would imagine if you're ever

going to have a vending machine driven by facial 
recognition it's going to happen in Japan and

it's going to happen in Tokyo so imagine you're 
strolling up to the machine um you know you've

got a taste for a a lovely can of picari sweat uh 
which is uh my favorite brand name ever uh I think

it's a water actually um but but there's so many 
other options so this vending machine actually has

a camera at the top of it and it's it's reading 
your expressions and it's making recommend ations

uh on your behalf so it's this idea of winnowing 
down choices um giving you recommendations if it's

really hot out today the recommendations air 
towards hydration so it's a way to actually

make the world more knowable a little bit smaller 
and a little bit more actionable um as as kind of

reasonably bizarre as it is uh at face value um in 
some ways I would consider this to be kind of the

Tokyo version of Birchbox like that's another way 
to take mental stress and effort off of you it's

human curated by and large Birchbox um but it's 
a way to again smaller assortments more impactful

and more actionable um and then of course the exob 
brain um this idea of kind of we've we've taken

some of our kind of processing responsibilities 
and distributed it uh so that idea of kind of

memorizing I don't know stuff like phone numbers 
seems super bizarre because we've kind of sent

that out to our that responsibility some somebody 
else that's on our device uh Wikipedia you know

is ostensibly kind of the world's uh kind of 
remote brain um if it happens to not work as

indicated in this cartoon um you know your your 
IQ is going to drop about 30 points because you

don't have access the idea of kind of um having 
to not know something is kind of um increasingly

unfamiliar although I've been assured that I have 
nailed that ability in the in the recent past and

immersive displays so now when you can get to 
um insanely small devices um whether it's um

the announcement from nardis and Google around 
a glucose um sensing contact lens um so that

to help diabetics make um better understand what 
their levels are and again it's receding to the

background um this is an example from a technology 
that's underway with um Samsung and a couple other

firms are pursuing this but the idea of instead 
of kind of AR VR being kind of these sweet um uh

goggles that you put on the idea of bringing some 
of that actually on your eyes and a device that's

roughly the size of a piece of glitter so again 
this is just this doesn't make it the the kind of

be all end all it's just giving implications 
for what this means for us as we think about

freeing ourselves from looking down at something 
or needing to get into a backpack to get something

we've got opportunities now to kind of anticip 
ipate um a little bit broader distribution of

that um device to get to um to get to better 
and stronger experiences um so here's this um

Learning System so the idea again of a predictive 
so back to uh kind of the vending machine example

um McDonald's is working on um on systems that 
allow for a degree of predictive modeling so

there's a computer driving a computer vision 
driving this and it was in a a prototype in

the I believe in the UK and they were finding 
that Millennials um bless them bless you um is

uh you know the idea of fast food that takes 
30 seconds that's not fast what the hell um so

this uh again I want what I want when I want um 
so they were experimenting with this idea of um

using this Vision to recognize the vehicle that's 
coming through making um anticipating decisions

about what they would order so they can start it 
before they actually get to the window so you can

imagine scenarios where the dude in the Mustang 
probably not getting a salad maybe is I don't

want to judge Mustangs but they' they've got it 
they've got it down to about an 80% uh efficacy

of those predictive uh measures which again it's 
ridiculous but this is something that we need to

be able to anticipate and respond to um I don't 
know what that guy's getting I think it's a a

chicken rep um I think another example that's 
been out kind of more recently is um also uh

Amazon's predictive shipping so when you think 
about warehousing same day delivery being able

to appreciate what an environment and the 
population in a segment is going to order

again that's a very material way to save massive 
amounts of cost build loyalty um and sell stuff

loves this

car there we go um so this idea of you know 
sensors immersive displays Learning Systems

gesture control anticipatory um uh shipping and 
ordering like increasingly our job as designers

um you know it's it's starting to feel it's not 
our job but our experience are starting to feel

like magic when it all comes together so for 
example the first time that you um you know go

out to your car um and see that it's going to 
take you 23 minutes to get home like that came

to me it responded to me I didn't ask how long 
it was going to take but that's it's responding

to that environment when you see things built 
into the OS again a small example but um you're

looking up uh directions to um a certain location 
and you got Yelp integration into iOS where it's

giving you recommendations for breakfast or 
lunch like those are things good examples I

think of Living Services that are kind of sensing 
and respon in and again there's this this Myriad

number of kind of small uh gestures almost 
that kind of uh make things feel like magic

ultimately all right so um Explorations or 
or what I'll call some evidence of things

that we've um that we've been working on so 
some of this stuff is kind of experimental

some of it is um you know done on behalf 
of clients um so this was uh we recently

ly U welcomed a new um uh member of the family in 
Austin it's a creative technology studio called

chaotic Moon which is uh now part now essentially 
Fjord Austin really brilliant group of people that

are merging design in technology in a really 
interesting way and and are kind of very Adept

at the provocations that actually um kind of 
challenge assumptions and just try stuff to see

if it could work um so there was there's been a 
lot around kind of uh wearables and this is kind

of a different form of wearable ultimately that 
lives on your skin skin um so it was exploration

into this kind of uh bio metric um uh world so 
I'm going to show you a little video on on this

guy here at chaotic Moon we're researching 
something we call Tech hats um and these are

devices that are mounted on the skin and allow 
for a simple integration of electronics with

the human body so this is really going beyond what 
the fitness tracker is and we're right now looking

into the medical field specifically because 
there's a lot of monitoring devices that take

up a lot of room in space so rather than going to 
the doctor once a year to get your physical this

Tech tattoo could be something that you just 
put on your body once a year and it monitors

everything that they would do in a physical 
and sends that to your doctor and if there's

an issue they could call you so the Tech tattoos 
can really tie in everything into one package so

it can look at early signs of fever your Vital 
Signs heart rate everything that it needs to look

at to notify you that you're getting sick or your 
child's getting sick so another beautiful thing

that Tech tto kind of takes over and disrupts 
the market is in the banking industry we carry

wallets around and they're so vulnerable with a 
Tech tattoo you could carry all your information

on your skin and when you want your credit 
card information or your ID you can pull that

up automatically through the system so the great 
thing about this idea is that it not only serves

a really awesome purpose but it can also be really 
aesthetically fun so Tech tats are something that

I'm passionate about and our team here at chaotic 
moon is very passionate about and we're excited

for the public to see what we've been creating and 
to really change the industry of Technology with

something like the temporary tattoo and chaotic 
moon is excited to bring it to you in the new

future all right so I I suspect there's nobody 
running out to get this on their forehead or

any real visible place but there are a lot 
of things that we do as designers that are

essentially kind of versions of prototypes or 
provocations that are ways to kind of challenge

uh kind of how we think and how we kind of 
respond so you can imagine applications for

this that are straight fashion like whether it's 
kind of um almost like Band-Aids that you put

on on different days um or it could be you know 
have serious medical implications for how we um

kind of use a biometric to understand um you know 
anything from a health condition to a stress for

example um so this was uh project uh done in our 
Chicago studio um and so as we kind of Orient

ourselves as a company to Living Services this 
was the designer saying you know you know what

could that be what is the idea Living Services 
when you get to physical objects so this was just

an experiment we'll have um I think one of the um 
we're we're trying as a as a as a design firm to

kind of reframe this notion of what kind of bench 
time is when you're not on a client project so we

actually line up projects and our make shop to 
basically let people sign up and have week long

exercises to say if you if you come up with 
something as a team that's interesting enough

and provocative enough and um you know interesting 
enough you can pursue it you know that can become

a project for you so this started off as kind of 
a a reasonably silly way to say okay if we could

have sensors in a ball like a stress ball which is 
kind of designed obviously to give you something

to do to take distract you and give you a a way 
to kind of work through a mental state um with a

different type of stimulation so the team started 
with um this notion of how can we can't remember

which direction um how can we um you know within 
the studio have this thing and better get a better

read of like times a day that people are stressed 
um what they're doing when they are stressed so

there was a a physical digital component there's 
an interface where you'd kind of read it a

dashboard where you could act on it but this is 
really how how um how the project started it was

um pretty small very kind of uh storyboard driven 
they were you know messing around with Arduino

kids and um you know with that just figuring it 
out as they went and then ultimately that became

uh project body language so uh we have uh within 
accent F and I think a a number of agencies have

this we'll have like when you go to like the grant 
proposal so you can submit uh a two-minute video

with like two pages of context for what you want 
to do and why it's important and the stress ball

guys um submitted this and they were basically 
given I think around 10 10 weeks of leeway and

they could have a team of up to six people that 
would pursue that idea to either get it to Market

or get it to a point where it was staged to 
actually be produc so it was kind of like an

incubation type of issue and what they found as 
they went through this they wanted to kind of do

a little a little bit more research on on stress 
and the different um kind of the realities of how

it affects um how it affects people and what 
it means and how to to address it and they did

research This was um we'll do a lot of back 
to kind of that uh human at the center kind

of our human access mundai um they did research 
so they went into the field they did uh digital

journaling too so this was uh we use um a prodct 
called D Scout for this so you can you can have

as many people as you want 50 60 people I think 
in this case and they people that were living with

certain kind of constant chronic pain conditions 
and they'd report back on what they saw that it

could be videos theyd take pictures that they' 
take um they written content and what they found

in the course of doing that is that there was 
a real issue with CLE cell um and that in terms

of the way it's reported and its manifestation in 
atct communities um uh homeless communities so it

became kind of this very different thing from kind 
of a an office experience um that was an excuse to

kind of trial a living service to something that 
actually is um focused on a very real um and and

pretty difficult condition so uh they're in the 
process of wrapping up their uh nine weeks and

then going to to funding uh non-visual UI so 
when we think about kind of the role of kind

of haptics and voice and the like again another 
kind of provocation um that has found its way into

client work as well so I can pose the idea of like 
what if you could feel traffic um imagine if you

could sense objects and respond to them so you're 
on a bike motoring along but there's a a taxi not

a New York City Taxi but a taxi from some other 
crazy City barreling down on you but you don't

even have the slightest clue uh so this is uh I 
wanted to share a little experiment uh done on

uh non been working on is how can we communicate 
without any visual screens so we use this idea

of kind of three- dimensionalizing vibration so 
say for example in this case we've done it in a

lanyard format but maybe there's some kind 
of strap or something that basically places

a sensor somewhere diametric on your body so if 
something happens say on your left side you can

get a vibration on the left side of your 
body and the closer that say a car comes

to you the more intense the vibration 
there is definitely sort of a science

to what someone does as they're about to 
turn you know the discussion around pacing

is also really interesting where if you can have 
a person be slowing down a little bit and they're

just naturally slowing down as they approach the 
intersection so that they line up perfectly with

The Gap and they can make their turn when there's 
already a gap in traffic I think the makeshop is

really unique because it allows you to work on 
ideas in a different way people who come in here

just immediately get excited about getting 
to play with things physically the outcome

of it and the way way that we can actually 
build things and show how it works is really

unique excuse your sound signature um and I think 
that's U that idea of building things that show

how something works like when we'll talk about 
kind of a lot of the prototyping process it's

it's a kind of a build tolearn mentality um and I 
think when you're talking about weird stuff like

EXO brains and you know wearable Computing or 
whatever like it's important to just try stuff

and and you there has to be a commitment to not 
wait so this kind of I think one of my uh kind of

favorite um descriptions of kind of a designer's 
responsibility is to make the implicit explicit

and I think this commitment to prototyping is 
one way ultimately to do that because it's very

easy otherwise to um entertain endless meetings 
and this uh uh kind of what I refer to as the

tyranny of incremental ISM as you have a half an 
hour meeting every day to talk about this thing

that you don't have time to actually do um so 
prototyping is a way to do that um so the uh uh

you know some of the things that we need to think 
about as we think about implications for designers

as they're working in the space um new interaction 
patterns mean that we need a new language I think

there's a lot of actually um stuff that still 
makes complete sense even from a graphic design

standpoint um the idea of wayf finding the 
idea of feedback the idea of systems and living

systems and kinetic systems I mean that's that's 
the same the notion of brand potentially changed

actually I think there was a um a lot of that 
kind of living um kind of living brand and

living systems uh discussion this morning that 
was hugely relevant but when we connect devices

we have sensors we're pulling data we're sending 
data um we've got an opportunity to create an

opportunity for very custom experiences for people 
so I think the nature of the designer's role

as opposed to the creator of this thing um 
the opportunity is to think of it in terms

of orchestration so how do you bring these 
things together and these people and these

experiences and these competencies together uh 
to um allow for that experience to be a good

one and to be a great one and to be memorable 
and to be special so some of the things in the

toolkits kind of when you um you know thinking 
about more than kind of one plus one is two is

like when you can mix haptics or touch gesture 
UI audio ambient signage uh OLED uh materials

anticipatory services that I think is a way 
to bring Living Services to life um uh with

implications for interace but not uh not dwelling 
on it uh so we talked about makes shop this kind

of um this could be you know anything for anybody 
that's just what we call it um I think the main

thing is that it is a there's a physicality to 
it I think digital designers um uh have gotten

away from that uh pretty extensively where every 
you see everything for a moment and there's all

kinds of stuff hidden beneath that screen and 
a lot of things that preceded that screen and

a lot of things next to the screen so uh we're 
encouraging um and it's not I mean it's I think

the trend obviously in the industry is like the 
um getting stuff up getting stuff out and then

trial and error so committing to kind of physical 
prototyping I think is fundamental to Our Success

um and so another form of kind of human as the 
next interface is you know actually being the

interface like whether it's body storming or 
whatever your kind of preferred description

is this is something that we'll do when we're 
talking about inventing or creating uh services

that um don't exist or they're unexpected um 
as opposed to showing a moment of it actually

behave the interaction so um whether it's uh um 
you know thinking about uh so from a I actually

did this with so back to the insurance um and 
health management experience I was talking

about before as opposed to talking about um you 
know having a workshop where you talk about what

you think a good ideas like act the idea and 
so we'd have somebody a client you know from

the IT department coming up there's a guy we'd 
have a guy as we prototype this um a guy walking

across the stage with his um with his app ens 
on on his uh phone which was actually a tissue

box and then you have another guy walking up 
to it's like I'm a hamburger come eat me I'm

delicious it's like so it it changes the game 
and it allows you to relate to things like what

is this you know what is an obstruction what 
is this thing that's kind of getting you away

from making healthy decisions when you've got a 
dude acting like a hamburger like that you don't

forget that when you see something on a screen 
it's like we think it could be like a hamburger

not quite as memorable so this and this allows 
you to go fast so fail fast I know we all talk

about it uh but that's a hard thing to do and 
it takes courage and we bring uh clients into

that process um also again thinking away from 
the page away from the screen um we've spent a

lot of time on how do we bring these services 
to life so the idea of living systems thinking

in terms of components and systems and how do we 
kind of Leverage um you know our partners in the

development Community who are making commitments 
to thinking in terms of widgets and components

um so again it's endlessly configurable the idea 
of pages for designers working in in digital I

think is is old I think a more modern way to think 
about it is that how these living systems are

configured based on components and objects and it 
saves an enormous amount of time and effort um we

actually have and you know this is all stuff that 
we learn uh the hard way it's like most things

that stick with you um so going from like running 
Sprints within a a major Telco and we're redesig

a host of different things from call centers 
to mobile applications having one Sprint done

kind of the old way 320 screens were designed in 
visual you know visual comps rendered to be kind

of Pixel Perfect such as it is and then as we got 
this system in in place where we're working on a

more component based approach collaborating 
more deeply with the developers we actually

um not only we're done in half the time we've 
reduced the error rate for what was eventually

coded by about 80% % and it was actually 
more interesting more fun less toil and more

accurate so in this world if we 
design and innovate uh without

engineers and data if you don't think 
of Engineers and data scientists or

analysts as part of the design 
team when you're working in this

media you toast it's just not going to work 
that's you need to the concept of what the

design team is is fundamentally different now so 
I think embracing that gives you an opportunity

to do things where you have an unfair Advantage 
ultimately so takeaways I don't know if there'll

be your key takeaways there are my key takeaways 
that I wanted to give to you anyways um humans

are the point of orientation um I think that 
you know that should go without saying um uh

be able to identify your your customers liquid 
expectations what baggage conceptual baggage

are they bringing to the experience that you're 
creating for them and you're inviting them to uh

because if you can't identify that then it's 
going to be hard for you to uh respond to it

and to be relevant to them um Delight uh is the 
new Norm like people expect to be delighted and

that doesn't mean that it has to be like GAA 
or you know gentle smile but I mean the idea

is that experience there's less tolerance now 
and there should be less tolerance for things

that don't work um things that are broken whether 
it's that Wikipedia illustration or the phone that

won't reboot or um you know being unable to um 
to kind of find out how to rebook a flight and

then finding later actually I had this Porter in 
general unbelievable in this airport I don't know

how long it's been there the one in the city 
that is awesome but like when I I had to book

change the flight on the way back I could not for 
the life of me find out where the hell I I manage

my trip to change the flight time the good news I 
mean it was a and it seemed to be because I asked

people that knew that the only way you could do 
it was on the phone but tell me that the only way

to do is on I'm happy to wait on the phone the 
the whole music was lovely and it didn't take

that long uh but that I expect that immediacy 
um life is the real lab like don't this isn't

about being cloistered off being you know lone 
Geniuses like be wrong and get stuff out and

learn from it um and then engineers and data 
analysts are designers too so invite them to

the process they're differently smart Than You by 
and large probably but that doesn't make them less

smart thank you