April 3 2010
Exposed 2010, Arizona State University, April 7 -10
Alright!!! Back to ASU for the 3rd annual Exposed conference. There's a full schedule of talks and workshops planned. Wednesday night I'll be on a panel with Michael Graves and Bruce Mau, so I'm looking forward to that. On Thursday evening I'll be giving a talk and Friday a workshop. There's always a lot going on with those ASU grad students. Looking forward to seeing what kind of trouble they've been up to lately. This year they opened up the conference to a wider audience, and are holding the conference in downtown Phoenix, so check it out if you can.
April 2 2010
Apple iPad: Circa 1989
Tom Dair writes about Smart Design's project for Apple, in which we conceive an early iteration of the iPad. Very early. 1) we designed it in 1989, and 2) we didn't call it an iPad back then. Actually, Apple asked us to develop two distinctly different designs (and they specified the screen size). More photos and a fun description are in Tom's article:
Smart Design's iPad iPad ... Circa 1989 (Fast Company)
February 1 2010
Public Restrooms and Accessibility – Video Online
Dwell Magazine approached Richard Whitehall at Smart Design, asking if we'd like to do a video on the topic of accessibility of public restrooms. Important topic - but since lots and lots has been said on restroom design and physical access, we offered another thought. Given the sorry state of public restrooms in New York City, let's discuss individual strategies for coping with the problem. How do New Yorkers, or tourists, deal with it? We thought this would be interesting, but it turned out that people were even more into personal strategies, and willing to discuss it, than we thought.
Universal Design - Public Restroom video at Dwell Magazine
This is part one of a two-part series. The next one will be up soon. Gary Nadeau is the director who shot and edited the video - thanks Gary!
January 17 2010
Why Marketing Research Makes Us Cringe...
The current issue of Interactions magazine has an article I wrote on how designers need to be sure they look beyond marketing techniques when approaching design research: Why Marketing Research Makes Us Cringe (See the printed issue for the full page portrait !) Note that an alternate "working title" of the article, as I was writing it, was "Why Design Research Makes Me Cringe". At one point it was "Why Ethnography Makes Me Cringe". Hmm.. this blog post makes it sound like I do a lot of cringing...
October 3 2009
Heading for Seoul
I've been swamped and although I have a few new topics to add to the blog I've been slow on updating it. One thing I'm getting ready for is a stay in Seoul. I'll be delivering a keynote talk at the Seoul Design Olympiad 2009 conference next week. That will be followed by a talk at Korea University on Oct 15, and Seoul University on Oct 16. After that, I'll be attending the IASDR conference Oct 18-22.
Davin Stowell (Smart Design) will also speak at SDO - tying the history of design to economic growth, and implications during the current recession. My talk, the following day, is titled Social and Anti-Social Networking. I will segue from Davin's talk to the current state of design, brands, meaning - and opportunities. Especially how it may affect design in Korea.
For IASDR, Sunmee Kim put together a special session – I'll be speaking along with Sunmee, Graham Marshall and Thomas Garvey.
In-between - talking to students at Korea University and Seoul University. And hopefully a trip to KAIST.
September 2 2009
Hydro-ceramic engineering v. ethnography
My nephew is in college studying engineering. A few weeks ago he told me he got a summer job working as a hydro-ceramic engineer. “Great. What’s a hydro-ceramic engineer?” He’s washing dishes at a local restaurant.
Okay, I can relate to that. In design and marketing lately, every time someone talks to a consumer it’s called an “ethnography”. In cultural anthropology, ethnographic fieldwork requires spending six months or more in another society, observing things like social interactions and living habits. Marketing and design groups reduce its meaning to a simple 45-minute interview.
Often a tightly controlled interview. “Ethnography,” I guess, sounds so much more important. An even more serious problem is that these short bursts of observational research, and opinion taking, give the impression that the design research front is covered – that design groups did their homework and now understands the user. Design research should in fact encompass all aspects of the person-product interface – cognitive and emotional, social, ergonomic, gender-related, environmental as well as cultural issues. Cultural issues can hardly be addressed in a short interview, and the other issues mentioned may be rarely addressed, if ever.
My thoughts on why “ethnography” is prevalent in design is because it’s a practice by designers closest to marketing research. Projects are often funded by marketing groups, and they “get” interviews. Biomechanics or cognitive psychology can be far from their experience, thus less likely to get funded.
July 21 2009
Social networks replacing brands
Ask several hundred people (as I have) if they have ever been in a store considering a purchase (camera, printer, toothbrush, etc.) and left without buying anything – instead, went home to check the reviews on the internet? Well over 95% admitted to leaving the store to check online. Or in a more recent trend, no need to even leave the store, just check the internet from your phone. What's on the internet? Hundreds of reviews by people we don't know.
We used to rely on brands for confidence in our purchases. No more. We don't need no stinkin' brands, we have each other.
While designer's have, for the last 15 years, been touting "experience" as their goal, the tendency of people to revert to the internet is proof positive that experience matters. The hundreds of reviews are relating their personal. real-life encounters, positive or negative, with the things we buy. We no longer have to put our trust in Nikon, or Nike, or Sony. We can check the real world. It's not even about big purchases. Tide laundry detergent? Crest toothpaste? Books? Socks! Check Amazon, epinions, or any number of other sites where people are talking to people. Even Twitter (for the short reviews).
Another interesting aspect of this trend. In the past product reviews were written by experts – tech geeks, early adopters, motor-head writers at car magazines, professional chefs, and others who may have been far more into the topic than we were. Today, I'm on Amazon listening to a guy from Arizona named Desert Rat rave about his Canon camera party photos.
It's not that brands mean nothing. Check Ken Musgrave's article "The Enduring Power of Brand: Leica vs. Panasonic" in Fast Company, where the Leica branded version is commanding $300 more for the same camera. On the other hand, after seeing this article on the internet, who's going to spring for the extra $300 just for the Leica logo? Hello Panasonic, goodbye Leica?
July 17 2009
BusinessWeek event at Smart Design: Design in a recession
BusinessWeek and Smart Design hosted an event (cocktail party and panel discussion) at Smart Design's place in NYC last night. BW's Reena Jana and Bruce Nussbaum MC'd and moderated the panel, which included Smart Design's Davin Stowell, Tom Dair, Richard Whitehall and me. The event's theme centered on design opportunities during a recession - with the underlying message that there are many opportunities for companies out there. And the doing nothing is not an option.
A move from technology to personal meaning in the value of products and services puts designers in an interesting position, since they are the drivers of the personal experience.
The event was videotaped and segments willl be available soon on BusinessWeek's site.
In upcoming posts I may echo some of the specific topics we discussed - but meanwhile (above) is a graphic used in Davin's introductory presentation, mapping the history of design to the Dow Jones average over the decades.
June 16 2009
Johnson & Johnson's Reach Wonder Grip children's toothbrush.
It's back...
The Wonder Grip was the first toothbrush designed for children (with the possible exception of some infant toothbrushes we found from Sweden at the time). We designed the Wonder Grip at Smart Design in 1993. Up to that point all kids' toothbrushes were simply reduced versions of adult, stick-shaped toothbrushes. To us, that made no sense - kids are not miniature adults. Their abilities are different. And in fact, they had trouble grasping and handling the stick. Bottom to top, every detail on the Wonder Grip was ergonomically designed to help kids brush their teeth - especially, to help kids spin the toothbrush to reach all areas of the mouth (an easy task for us dexterous adults, not-so-easy for less coordinated, still developing children.) Biomechanics-R-Us.
Once introduced, other toothbrush companies quickly followed. Not just with kids' toothbrushes. Adults wanted a version as well. Bye-bye hard to handle stick toothbrushes.
J&J sold the Wonder Grip globally, unchanged, for more than 10 years, meaning it had a pretty good run. But guess what – it's back, sixteen years later!
I'll need to find a picture of one standing up. The suction cup on the base was proposed when we realized kids couldn't reach the toothbrush holder over the sink. And the brand, after all, is named Reach.
June 2 2009
Baseball Field Guide: 100 Rules in 100 Days
The Baseball Field Guide is an easy-to-follow guide to the rules of Major League Baseball. Starting Monday, June 8, we (Baseball Field Guide) are going to be sending by email and twitter, for 100 days, one question-and-answer-a-day about the rules. See if you, or you baseball-lovin' friends, know your stuff. There's a full description at BaseballFieldGuide.com.
We are looking for people, baseball fans or baseball fan wannabees, to join the email list now or start following us on twitter.
twitter: simply follow us at baseballfield
email: send an email message here, and put the number "100" anywhere in the subject line
Tell friends, and circulate this invitation! While anyone can join in at any time during the 100 days, we would like to start off with as many people as possible.
May 29 2009
Dell Computer's Della site - targeting women from the '60s?
Comprising more than half the US (and world) population, it should be no surprise that women are not a minority. Then why would anyone in 2009 want to treat women as a niche? Check the new Dell Computer's Della site for females, where, as far as I can figure out, you can learn how to dress like your computer.
I'm a bit late to the party here. Suzanne Choney posted this review at MSNBC two weeks ago, and Teressa Iezzi had this to say this week at AdvertisingAge. And the blogs are full of critiques. Suffice to say that if you want to see the people responsible for the Della site, maybe try asking the cavemen at Geico.
May 29 2009
Speaking of Rockin' Robin (tweet tweet tweet)
Okay, another chance to mention "Rockin' Robin" in my blog. Although this time not Rockin' Robin of the Wailers. This time I'm thinking of the lyrics to Bobby Day's Rockin' Robin, which include the phrase "tweet tweet tweet," which brings me to the point that I started a Twitter account: danformosa
That means I'll be looking for 1) followers, and 2) a continuous flow of interesting things to say in 140 characters or less.
May 16 2009
Plaza Theatre, Atlanta
Just a quick note that the Plaza Theatre in Atlanta will also be showing The Creature from the Black Lagoon, in 3-D (!) Wish I could have stayed for that !
May 16 2009
Objectified in Atlanta
I attended the screening of Objectified at the Plaza Theatre in Atlanta on Wednesday. The sell-out crowd was great - lots of nice, super-polite people in Atlanta. Here's a photo of the marquee. The Rocky Horror Picture Show on Fridays.
The following night I participated in a panel discussion at the High Museum, with Linda O'Keeffe of Metropolitan Home, Manfred Junker from Poggenpohl Mobelwerk and Claudia Winegarden from Georgia Tech.
April 29 2009
GPS devices for people who can't see?
I heard a great story last week taxi driver in my (original) home town in New Jersey. He also works as a chauffeur to a woman who is blind, and who very actively runs an organization helping people with various challenges. She absolutely LOVES the GPS system in her car. Not because she's driving, of course - but because it tells her what's happening, or about to happen, during her trip.
March 31 2009
Design Matters / National Public Radio podcast
Debbie Millman, who I met at the AIGA Y conference in San Diego, invited me as a guest on her Design Matters internet radio show this Friday, April 3, at 3:00 pm. The show is streamed live, and later available as a free podcast (iTunes).
March 31 2009
AIGA Y conference was great!
The AIGA Y conference took place this weekend in San Diego and was a great event - thanks to Greg Laubach, Ken Miracle, Scott Robinson, and all 300 people I met. That includes Debbie Millman, who did a great job moderating the event - and invited me onto her Design Matters internet radio show (see above).
Thanks also to Alissa Wlaker for her article posted on the Fast Company site, "The Power of People, Simplicity and Gossip". article.
I also met George Lim, who knows The Wailers personally (as in, Rockin' Robin Roberts and the Wailers, from Seattle, WA). The Wailers recorded possibly the best version of Louie Louie on the planet - one of many topics in my talk at the conference. But that recording was made in 1961. So, yikes - what are the chances of going to San Diego and making that connection ?
March 21 2009
59 mpg? Autoinsane.com test drives the Ford Fusion with SmartGauge
(and a related article at Fast Company)
Yesterday, Zane Merva of Autosinsane.com posted the results of their test drive of the Ford Fusion with SmartGauge. SmartGauge is the instrument cluster we developed for Ford's new hybrids, designed to help drivers get the most mileage possible from their hybrids. Driving around the Boston area, Zane and company averaged more than 59 mpg! That's 18 mpg above the EPA rating of 41 mpg.
Alissa Walker also wrote a very nice article on the SmartGauge, discussing our design intent. Alissa posted her article yesterday at this link on the Fast Company site. Thanks for both articles!
March 16 2009
Pinetop Perkins
This weekend I had my first trip to Austin. I'm back now and the trip was way too short! Among other things, I'm missing Pinetop Perkins, appearing along with with Jimmy Vaughn's Blues Party, tomorrow (Tuesday) night at Antones. Pinetop is a great Mississippi blues musician. He was born in 1913, started playing in 1927, and I bet he's still rocking the place. He used to make yearly appearances at The Turning Point, a small club in my town of Piermont, NY. If by chance anyone reading this gets a chance to attend the show, let me know how it went.
March 16 2009
Objectified opens at SxSW
Gary Hustwit's film Objectified opened this weekend at the South by South West Festival in Austin Texas. The theatre was full - thanks to everyone who was able to attend. Click here for Alissa Walker's review at the Fast Company site.
February 28 2009
More on Ford's SmartGauge
Since the SmartGauge (Ford's new instrument cluster for their 2010 hybrid vehicles) was announced a few months ago it's been a hot topic. Most noteworthy I think is that we approached the new instrument cluster with the idea that the instrument cluster can save fuel. This is a new concept to Ford, and to the auto industry in general. For a hundred years car companies have focused on the performance of their vehicles. For the first time, we are including the performance of the driver.
Here's what Dan Neil of the Los Angeles Times said: "On a test drive of a Fusion Hybrid last week in West L.A. traffic, I managed, without much trouble, to get 52 mpg in mixed city-highway driving. Wait, so, has somebody invented the car of the future and didn’t tell us?" The EPA rated the Fusion at 41 city / 36 highway, so the SmartGauge had an effect.
Ford initially enlisted IDEO to conduct driver interviews and create early concepts. Our team at Smart Design continued by solidifying a point of view, creating concepts, conducting usability studies on our concepts and developing them into a final design. Ford's design team then finalized graphics, while our team continued by developing future concepts.
Above is an early napkin sketch of the "design to influence behavior" concept.
February 7 2009
And also: AIGA Y Conference, San Diego
On March 26, 27 and 28 the San Diego chapter of AIGA will be holding their annual Y conference. I'll be speaking on the 27th or 28th. Not sure yet what I'll focus on yet. Baseball? Hybrids? Using graphic design for good, not evil? In either case, I have a title in mind.
February 7 2009
Two upcoming talks: UIUC and ASU...
I'll be speaking at UIUC (University of Illinois, Urbana Champaign), and ASU. In the UIUC talk, Agnete Enga (Smart Design) and I will be speaking. That will take place on February 18, and is part of their Designmatters lecture series.
At ASU I'll be running a workshop with Sarah Nagle (Smart Design). The ASU sessions will take place March 6 + 7 at the Exposed conference, a very cool event coordinated by the grad students at the College of Design. Don't get overly excited though - we'll be fully clothed.
January 28 2009
Objectified
Gary Hustwit's film Objectified , a feature-length film about industrial design, is due for release this spring. Gary and crew spent several hours with us at Smart Design, interviewing Davin Stowell and me - as he did with many other designers appearing in the film. There is a lot more info on the Objectified website. The film's trailer is here. The first screening will take place at the South by Southwest Festival in Austin, Texas, March 13 - 21. Other preview screenings will take place in New York, San Francisco, Chicago and London.
January 13 2009
Sex and Electronics at CES in Las Vegas
Here's a link to an article in Fast Company, written by Linda Tischler, on the Femme Den at Smart Design. In November I ran a workshop on design and gender (titled "Thinking About Sex") with Yvonne Lin, Smart Design, at the Design and Emotion Dare To Desire conference in Hong Kong. An initial knee-jerk response by some attendees seemed to be that, when discussing design for females, we automatically mean "dumb down". That's not the point at all. In fact, that response exemplifies the problem - which is what makes Femme Den's knowledge so much more valuable.
January 7 2009
Ford SmartGauge
Here's a recent project I was heavily involved in at Smart Design. The Ford SmartGauge is the first in a line of LCD-based instrument clusters. The advantages of LCD displays are many - if used wisely. For instance, rather than simply showing a "check engine" symbol, an LCD can provide detailed information about a problem. One setting in the 2010 SmartGauge - one that we knew would get attention - displays "efficiency leaves" that either grow or wither away. They indicate whether a driver is getting the most out of their hybrid.
In a moving vehicle drivers will look away from forward view for approximately .6 seconds. At 1.0 second risk increases dramatically. Beyond 1.0 second drivers are flirting with danger. During that brief time a driver must look away, visually search, light adapt, focus, read the display, return their eyes to forward view, refocus and light adapt again. In current vehicles it takes on average 2 look-away glances to read a speedometer. It can take on average up to 8 look-away glances to adjust the radio.
The efficiency leaves in the SmartGauge are designed to be read in a single glance. As are other gauges, where areas of color (as demonstrated in the fuel level indicator above) can be easier to read than a traditional pointer. An area of color allows reading of the fuel level without a need completely focus, and it is more conducive to being read by peripheral vision.
Current vehicles can be problematic. The instrument cluster on my Audi TT is full of visual noise. So is the instrument panel in a Mini. As designed, many instrument panels are actually easier to read at night, when things like chrome bezels and pointer hubs drop away in the darkness. An LCD can be devoid of all of that, improving the visual signal-to-noise ratio, and taking advantage of performance enhancing tricks not possible with mechanical gauges. Ford's 2010 SmartGauge is just a first step.
I had an old Saab that I thought was pretty well thought out. In theory an LCD display could just replicate cars from your past. Okay, now I just getting emotional... Here's a link to an article titled Ford's Green Plan to Drive Sales, at BusinessWeek Online.
January 2 2009
Culture / Counter-culture: Polar Opposites conference in Phoenix
If you attended the Polar Opposites conference in Arizona in September, here is a quick review of the five topics I discussed:
1. Information and design (and the differences between cats and dogs)
2. Design - the history of design and social issues, starting (in my talk), in the '50s
3. Louie Louie - the early defiance, and bonding, of Baby Boomers
4. Mischief Maker Mary - how personal meaning overrides brand. And how the internet is facilitating
5. Femmes - opportunities to rethink design, engineering and females
Within the Design segment of the talk was a discussion subtitled "Six Real People," outlining an approach to designing products and service that keeps things warm by thinking about individuals, not target groups. I'll follow up this thought sometime soon with a more extended article.