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Designing the Experience Continuum: Typography in the Age of the Connected Everything31:20 with Jason Pamental
With the explosion of small-form-factor, low-cost connected devices like fitness trackers, medical devices and 'smart dashboards', the spectrum across which we communicate has gotten broader than ever. When thinking about using a wearable fitness tracker with a small screen, how it connects from a design perspective to the 'connected app', to the desktop health tracker portal and even to TV/print advertising for that product, there are very few elements that translate across all those screens and devices to tie the experience together. The type we use plays an increasingly important role in conveying critical information in a consistent and 'glance-able' way, and in getting across brand voice and creating emotional connection between user and device and organization. This talk will explore how new developments in technology and cognitive science extend the reach of our design landscape from the smallest to the biggest of screens.
[MUSIC] 0:01 [APPLAUSE] >> Thank you. 0:15 So, I'm gonna talk to you about something that 0:19 is maybe a little bit of a vague term this experience continuum idea but 0:24 before I get into that a little bit about me. 0:29 I work for a company called Fresh Tilled Soil. 0:32 Actually have a colleague here Steve Hickey who is also going to be speaking on 0:35 the last day about our mentorship program and our apprenticeship so we're 0:39 a user experience consulting company and I have a little bit of a confession to make. 0:46 So last year on this stage I was on a panel talking about the future of 0:51 user experience, and I have to admit that something like this came out of my mouth. 0:58 Maybe a strange thing to think about the fact that 1:04 I am now a user experience strategist. 1:08 But the problem is it's just the qualification. 1:12 That's the thing that really gets me. 1:15 So what is it about this that I find objectionable? 1:17 It's that we keep saying we are this kind of designer or that kind of designer. 1:22 The truth is, user experience is an outcome. 1:27 It's not a thing, it's important, it's something that we can work on. 1:32 But it is the result, of what we do as designers. 1:37 So how do I think of myself? 1:43 I'm a designer. 1:46 I do a lot of other things. 1:48 I work with type, I build things with technology but 1:49 underneath all of that I consider myself a fancy shoes, skinny jean wearing designer. 1:53 I'm not actually wearing either of those things today but that's kind of the idea 2:00 but in terms, rather than debate the meaning of user experience, 2:05 what I do want to talk about is. 2:09 The fact that user experience as we need to consider it in what we do every day 2:13 is designed through a wider lens. 2:17 So it’s not looking at a specific implementation thing. 2:20 It’s not looking at. 2:24 I feel like I’m really short sitting behind this thing, 2:27 like can anybody actually see me? 2:30 And maybe I'll just actually stand over here so I can glance over and 2:32 look at my notes, I'm too short to actually be behind that, 2:35 which is a little bit of a problem because I can't see my notes but that's okay. 2:40 We'll be all right. 2:43 So if we don't want to debate this whole thing about user experience but 2:43 we do want to consider user experience impacts everything that we do, and 2:49 everything that we work on, and how people interact with things, 2:54 we do have to consider it as part of our daily life. 2:58 However, I think we have a problem. 3:02 And the problem is we're looking at it in its execution one thing at a time. 3:06 I was at a conference a few weeks ago, as part of my whole crazy spring. 3:12 I've been at nine events since the middle of March, 3:18 way too many for any normal sane human being. 3:23 Thankfully this is the last one. 3:26 And then I'll get to go home and stay for a while. 3:28 So, anyway, I was at this conference and this woman, Dr. Brene Brown gave a talk. 3:32 And generally on the surface it had absolutely nothing to do with design, but 3:37 had everything to do with our own vulnerability and courage. 3:41 Which I think is actually really important as a designer 3:46 when you are thinking about empathy. 3:48 We're trying to put ourselves in the shoes of our users and our clients 3:51 to really understand what they need and actually build a meaningful solution. 3:54 And what she was talking about, really seemed to resonate and 3:58 fit with this theme because it's not talking about I'm a print designer, 4:02 I'm an app designer, I'm a web designer, who are designers. 4:07 And we have to act as designers, we have to solve problems, 4:12 we have to communicate ideas and we have to influence behaviors. 4:16 I'm sorry, I have to actually be able to see my notes, so 4:19 I'll just wander around the back here. 4:21 This is a little bit better, except for that guy over there, I'm sorry. 4:23 So, she was talking about this vulnerability and courage and 4:31 how to get back up. 4:34 She was telling this really great story about this issue and 4:36 this challenge that she had in her own life, and how she came about writing this 4:40 book that would help other people find this way to get back up and 4:45 keep doing something great, and have the daring to try that again. 4:51 So I think that we've fallen down. 4:55 I think design as a whole has fallen down 4:58 because we're not considering the whole picture and that whole experience. 5:02 So in this talk, she was explaining these three parts of this process. 5:07 There were these three R's, there was the, and we're gonna get into these one at 5:11 a time, mainly because at the moment, I'm forgetting what the second one is. 5:16 So, I'll just read my slides. 5:20 So the reckoning. 5:22 The reckoning is the first part of this process where we have to come to 5:24 terms with what we're not doing. 5:28 And what we're not doing is recognizing that our design decisions, or 5:31 the absence of them, have consequences, and they have very real ones. 5:35 And in some cases a very dangerous one. 5:39 So I wanna talk about that, and 5:42 talk about, it's an idea that started to form a few months back when 5:44 I was working on an article that I had been asked to write by monotype. 5:48 And this is a very clickbaity title. 5:53 It was actually not for BuzzFeed, it was for the next web, 5:57 which is really kind of the same thing, just more product focused. 5:59 It's cool, don't get me wrong, it was fun to write the article, and 6:04 I think it came out well, and 6:07 it really posed a challenge to me about what are the things getting in the way of 6:08 creating a great experience across all of these different kinds of devices. 6:13 Now the focus of this was really about technical limitations 6:19 about how to do a great interface on low cost devices with 6:22 really serious constraints in their processing power and the memory allowed. 6:26 Things like wearable devices, medical devices, 6:31 watches of course, auto dashboards. 6:34 That's another place where bad design can have really serious consequences, 6:38 and the technical limitations there are very, very constrained. 6:43 So, the reason they'd asked me to write this article was, 6:47 they were about to introduce a piece of technology that was going to change that. 6:50 And that was really fascinating. 6:54 So while it was a little bit of a here, write this thing, now we're going to 6:55 show the solution, that's fine because now it opens that door. 7:00 So I started thinking a lot more on my dog walks in the morning about, 7:04 if that's fixed, if that's a solved problem, how could we design better for 7:10 these continuums of experiences that we have, and I started trying to figure 7:17 out how could we think and design and really create 7:22 more deeply about these threads that weave through our life on a daily basis. 7:27 So what are these kinds of things? 7:32 So I walk my dog a lot. 7:34 I ride by bike a lot, and I drive my car. 7:36 What are the things that are in my life, 7:40 that presented me with this kind of continuum? 7:43 Well, it started out with fitness tracking. 7:46 So I wear Fitbit, it's not one that actually has a character screen on it, 7:50 it just has these little dots. 7:54 But they make ones that have a screen on it, and 7:55 they also make a number of other devices. 7:59 They make apps, they make scales, they have stuff on their website. 8:00 So, I started to take a look around. 8:05 And I looked at what I saw on the wearable device with the screen. 8:08 What I saw on the scale, what I saw on the app, 8:14 and what I found were chunky sans-serif on one. 8:16 This weird little dot type face on the scale, and 8:21 then Proximinova everywhere on the app. 8:24 And when I looked at that, and 8:27 I looked at their brand, Proximinova seemed to be a pretty central piece. 8:28 And so, I thought, let's see where else this goes, where else they're using it. 8:33 They're off to an awkward start here in this little comparison, but 8:38 a lot of that was technology. 8:42 So I thought, all right, maybe the monotype stuff could help fix that. 8:43 But, I started looking at their website, and 8:47 they do have proxminova loaded, so they are using it, 8:50 it is in their headers, but then the body copy is all in Helvetica. 8:53 Now the thing about Proximinova and Helvetica, this is warm and cold. 8:57 So their brand is a warm, approachable one, and 9:02 Proximinova fits that really well. 9:04 But Helvetica seems like an after thought. 9:06 So, that, I thought, was a little bit disappointing, 9:09 because if you look at the rest of their brand expression, 9:12 and their printed press releases, everything is in proximinova. 9:14 It's only on the website. 9:19 So it's not a technical thing, 9:20 they're already loading it, they're just not using it. 9:22 They're failing to consider that entire continuum of that brand. 9:24 That was a bit of a miss there. 9:29 So, riding a bike, I use a Garmin cycling computer, just like that one right there, 9:32 and I looked at the Garmin itself, the app and the dashboard. 9:37 Very awkward, sort of low resolution LCD screen 9:43 on the device itself And the app is helvetica. 9:47 It looks like that anyway. 9:51 And then if you look at it on the website, they're using open Sam. 9:54 It's a free type base they could use it in the app and 9:57 actually be a little bit more consistent but they don't. 9:59 That's actually the common thread with Garmin is a complete absence of 10:02 brand voice. 10:06 It's actually kind of disappointing because it's a very ubiquitous company and 10:07 they make all kinds of products, but you keep looking and 10:10 every single one is different. 10:13 Even that watch, there isn't two different kinds of numerals on the same screen, 10:16 in that lower right corner. 10:21 It's kinda hard to see it at this size but 10:22 there didn't seem to be a reason behind any of these decisions. 10:24 It was whatever was best for 10:29 that thing at hand not looking at that continuum of experience because 10:30 the likelihood is you will encounter a Garmin GPS in more than one place. 10:34 If you're a cyclist or a runner you will probably be using one of their devices as 10:39 well even if you're using a fitness tracker. 10:43 That all ties into apps. 10:46 That ties into all the print stuff that we see and it's all over the map. 10:47 So that was a little bit of a disappointment and 10:52 it didn't really get back once they started looking at their website. 10:54 So again, it's this mix of Open Sans and Helvetica, 10:57 which isn't necessarily in of itself bad, but 11:01 then if you hit print on one of their press releases, it's Verdana. 11:04 Why? 11:09 Why? 11:10 I don't understand the decisions that led to having a different answer 11:11 every single time somebody asks the question. 11:16 It takes a lot of effort to be wrong that many times. 11:21 And I apologize if there's anyone here from Garmin because I do 11:25 love their products. 11:27 That cycling computer is amazing, but I think again, missed opportunity 11:28 in this continuum of experience that I have Interacting with the Garmin brand. 11:34 Now, I would meet this next one is little aspirational 11:39 because the car I drive is not that. 11:43 I would like it to be that, but it's not. 11:45 So, Tesla is doing a pretty awesome job. 11:49 They've got Gotham all over the place here. 11:54 It looks absolutely beautiful. 11:56 This is all over the home screen of their web site. 11:58 If you look at their print brochure, really consistent, at least on the cover. 12:00 If you get inside it's a little bit more fragmented, 12:06 but at least it's a combination of stuff that makes sense. 12:09 If you look in their dashboard Gotham. 12:12 It's probably the most expensive in-dash type of typography you'll ever gonna see. 12:16 I can't imagine what it will cost to license that typeface to use in the car, 12:20 but, that's what they're using on this huge 17 inch touchscreen and 12:24 it is gorgeous. 12:27 Now sidenote here, note the gradient in the buttons. 12:29 Why? 12:35 Because when you're driving, you have milliseconds to glance over and 12:35 find a control with no physical affordance because it's a giant flat screen. 12:39 Your eye needs that dimension, flat design here is no good. 12:44 Your eyes has to have something to grab on to, and 12:49 it's a good thing if they haven't gone that way. 12:52 So we have those cues, 12:54 the reason great type, I think they're doing a pretty fantastic job. 12:56 Except for stuffs like this. 13:01 Again, they're using Gotham. 13:05 They’re combining it with Helvetica. 13:07 Meh, I dunno. 13:10 And then in print they’re combining it with Open Sans, 13:11 again very strange difference that they’re using the open source typeface 13:14 created to use on the web in print and they’re not using it on their website and 13:19 they’re centering giant paragraphs of text. 13:23 Could we please stop doing that? 13:26 It’s really hard to read. 13:28 It's just not good design. 13:30 So this brings me back to another little side note about all 13:33 of this stuff, because again it's a continuum. 13:38 It's not any one expression of brand or any one expression of experience. 13:42 It's one. 13:47 We had somebody say to us. 13:49 Once not that long ago oh you don't have to worry about that type face, 13:52 that's our print identity. 13:57 I've got news for you, you don't have a print identity. 13:58 You don't have a web identity. 14:01 You don't have an app identity. 14:03 You have an identity. 14:05 And either you honor it or you don't. 14:07 That's all there is to it. 14:10 You may decide to express that identity in more than one way. 14:11 But you only have one and either you're being consistent about it and 14:15 building on it or you're fracturing it and just letting it go and 14:19 one way will build up a brand and one way will so now, we've 14:23 been talking about a lot of things that affect brand more than user experience. 14:30 So I don't really wanna forget about that. 14:34 So we're gonna do a little bit of an experiment, so 14:36 I'm gonna change to another photo and I would like people to raise 14:38 their hand as soon as they can tell me what time it is in that photo. 14:42 Okay, you all just hit a bus. 14:47 Why? 14:50 Because you're spending at least two seconds trying to figure out what time it 14:50 is, and this is an experience I have in my car every day. 14:54 That's really shitty design. 14:58 Why? 15:03 Well there's a lot of reasons, but part of them are technical constraints because 15:03 they're limited in the number of different sizes of typefaces they can use. 15:07 There we go and 15:11 they're also limited in how much they can scale them for dynamic content. 15:12 Again, technical things that are fixable, 15:18 that are going to make a huge difference in the safety of the user of that device. 15:22 In this case a very large, several thousand pound device that will either be 15:27 under the back of the bus or navigating safely around it. 15:32 On my bicycle again this is also kind of a big deal, if you need to be able to glance 15:37 down and figure out what time it is, or any other piece of information, it will be 15:41 really nice if it wasn't jammed into this awkwardly space tiny little corner. 15:45 Because they can't really scale things very well. 15:49 So they have to figure out what are the exact three sizes of type that we 15:51 can use across this screen. 15:55 And then jam everything in these awkward little spaces to make sure that we can 15:57 label it all. 16:00 There really could be a better way to handle that. 16:02 Don't even get me started. 16:07 There's so many things wrong with this screen I don't even know where to start, 16:09 other than to let you know that there are at least three to four fonts in there, 16:13 not including the ones that are buried in graphics. 16:16 Because yes the entire navigation is a series of graphics. 16:19 Graphics have Helvetica mind you. 16:25 I don't even know why they would bother to do that. 16:26 But they've got five different type sizes all below 15 pixels. 16:29 There is so much going on on this page. 16:33 There is no way anyone would ever actually know what thing to pay attention to. 16:36 Now again I don't mean to be mean and I hope that there is nobody in 16:40 here that works for United and if you are, I really apologize but 16:45 this was a bunch of individual elements designed in a vacuum not something 16:50 that was designed together as a whole experience, as part of the United brand. 16:55 So this is a failure on many levels of trying to get that right. 17:03 So we've looked at this on the web. 17:08 We've looked at this in cars and on bikes and all these different places where it's 17:10 not really quite right, so we need a bit of a rumble. 17:14 We need to recognize that we are failing to design to this continuum 17:18 of experiences that we encounter. 17:23 We want to make sure that we understand something of how these experiences 17:25 are built and thankfully that's becoming far more available to us, so. 17:31 We could actually make the things, we don't have to make pictures of the things. 17:36 So we could be out of Photoshop and into code, or 17:41 into kits that allow us to actually build prototypes of stuff, and 17:44 then run tests against them to see if they're actually going to work well. 17:48 We have to stop checking our designer brains at this digital door where we're 17:52 working and know that we can actually affect greater change and do better work. 17:56 So, this comes to another phrase from Dr. 18:02 Brown's talk which I think is really awesome. 18:05 Curiosity is a shit starter. 18:08 We need to be curious because there is a lot of shit that needs starting. 18:10 There's a lot of really bad design. 18:14 There's a lot of really poor choices being made and 18:16 we could be doing a much better job. 18:18 We have HTML and CSS that's just not that hard. 18:21 Real type in a browser or on a device is going to trump a picture of that text. 18:24 Every single time. 18:29 There are human interface guidelines from Apple and Android for watches and cars and 18:31 everything else you can imagine that are really accessible and 18:35 really easy to work with with tons of resources. 18:38 We have to stop the mollycoddling and patting ourselves on the back and 18:41 telling ourselves that we're doing a great job because we made something responsive 18:45 because it’s squishy. 18:48 I don't care. 18:51 Of course we can make it scale, we wanna make it great. 18:52 We wanna actually do really interesting design and 18:55 not just put a giant photo on the screen and layer some text on it. 18:58 Who cares? 19:02 Everybody's doing that. 19:03 We need to actually think about what does this do to further the experience 19:04 that the user's having with this brand and with this product. 19:10 So, we have to make sure that we're not just following a trend. 19:15 We're actually doing something that makes sense and utilizing the tools and 19:19 bits that we have to work with to make sure that we are doing something that is 19:24 a whole that adds up to more than the sum of its parts. 19:29 Every single vendor that you can imagine, has some 19:33 kind of licensing available to use real fonts on the web, and on devices. 19:37 We have some great books that are out there. 19:43 There are tons of great resources. 19:46 Donny Truong just took us all to school a few weeks ago, 19:47 by releasing his own book there on the right, on the web. 19:50 And I think it started out as like a grad school project. 19:53 It's really, really well done. 19:56 Kind of makes me feel like an amateur, you should definitely go check it out. 19:58 You could still buy mine but this is really good. 20:02 Watches, can't really avoid that elephant in the room even though it's a tiny 20:07 one that a few of us are wearing on our wrists. 20:11 But there are these amazing templates that Apple has for covering glances, 20:14 notifications, all these different ways to build stuff. 20:19 And they actually have a lot of freedom built in there for you. 20:22 It's very unlike Apple, you actually can use your own fonts. 20:26 They don't encourage it but you can, they just better be good. 20:29 And they do have a reasonable balance between your brand and their consistency. 20:33 They do give you a lot of options there to make sure that it can still feel 20:39 like your thing and still be part of that Apple world. 20:43 Google just released a whole slew of updates for Android ware. 20:48 So there's a whole ton of resources here. 20:52 They actually are following something that's a bit more of a hybrid model 20:55 of the early Android days where they were saying let’s let the market figure it out, 20:59 combined with this more Apple-like approach with material design. 21:04 So they are giving you lots guidance but 21:07 they are still leaving a lot of leeway, oddly except for typefaces. 21:10 That's kind of a bummer, but they do give you a lot more freedom in 21:16 the design of your app and the way you interact with it. 21:20 And not to forget, now this has been talked about a little bit but 21:25 now its about to roll out in vehicles, Apple CarPlay. 21:28 So there are a huge number of guidelines that they have set out. 21:33 In orders to develop apps that makes sense and 21:36 our safety use in a card dash interface. 21:39 And there are dozens of manufacturers that are going to be rolling out cars this year 21:43 that's start to include that. 21:48 It's not just really high-end ones, 21:49 it's actually a pretty broad spectrum of manufacturers. 21:50 So that when you plug in your iPhone, then you get all of this stuff. 21:53 Now, it's not all apps, it's specific apps, and 21:58 it is heavily curated, but they do give you all of the guidance to 22:00 figure out how to make something great to work in the car. 22:05 Android has introduced something as well. 22:09 Now if any of you have looked at that material design guidelines, 22:11 they are really interesting. 22:14 I wouldn't say that they're the be all, end all but 22:16 they are really well thought out and 22:18 there are some really fascinating articles out there about the origins of it. 22:20 A lot of origins of material design were actually cut paper. 22:24 Is really pretty fascinating to see how some of that came together but 22:27 they really did think about the physical world and the digital one. 22:31 And they've really decoded that pretty thoroughly and given us huge amounts of 22:34 guidance in terms of how to make an app that will work well in light, in dark. 22:39 They've thought about contrast, they thought about, usage patterns, 22:46 glancability, the kinds of functionality you should have there and 22:49 they have a whole battery of tests to make sure that the things that you develop will 22:54 actually make sense and work in an automotive environment. 22:58 They, likewise, are curating this, somewhat. 23:02 You can make an app that's not automatically going to 23:05 the Google Play Store and be tag as an automotive app. 23:07 There will be some review but 23:11 it is making sure where that you have all the tools to do it your self. 23:13 And this is very accessible to designers and developers. 23:17 So, finally the revolution. 23:21 We need to think that we are actually designers. 23:25 We do actually know how to design. 23:30 And when we can apply that knowledge 23:32 in more scenarios than we really originally thought we could. 23:35 We can combine what we know about typography and design 23:39 into how it actually gets implemented on these devices and on these screens and 23:42 we can actually create far better experiences than ever before possible. 23:46 So, looking at a few places where I think they’re starting to get it 23:52 right in very interesting ways. 23:55 Paula Share from Pentagram actually debuted this a few days 23:58 ago at the How Design Conference. 24:01 This was the new design language for the new school. 24:03 And what was kind of interesting about this is that typeface that they're using 24:08 there has three different widths of every character and 24:11 it actually places them at random. 24:14 So it's really kind of an interesting way of using this, that works on the web and 24:16 in print, in creating something that has this very unique feel and 24:20 they've used it pretty sparingly. 24:25 I mean, I picked a screen that actually is maybe a little heavy with this, but 24:27 that's because the navigation up top is exposed. 24:31 So looking at it on a small screen, it still works really well. 24:34 It gives a nod to the artistic history and the time period and 24:38 the founding of the school. 24:41 It also represents itself really well in physical spaces, and 24:43 they've done a really good job in executing that new identity 24:46 across their entire digital and physical landscape. 24:49 My obligatory Apple Watch photo because I, legally I was told I can't actually come 24:55 here and present without including one of those. 24:59 But love it or not there is an incredible consistency 25:04 in type faced interaction paradigm between, watch the phone and the desktop. 25:09 They've really been bringing these things together in a very thoughtful way. 25:14 Now others tells a lot of experimentation and discovery that has to happen on 25:19 the app side to really make apps on the watch truly valuable. 25:22 That stuffs happening and it's improving all the time. 25:26 And we've also been starting to see that tail and dog wagging thing 25:28 in that the San Francisco typeface looks like it will be adopted in the iOS and 25:34 in the Mac in the not too far distant future. 25:38 So there is visual language consistency that is going to keep filtering out. 25:42 Coming back to Tesla, their design language 25:47 is maybe a little heavy on the skew morphism but it is very easy to pick out. 25:52 So out of the corner of your eye, its very glanceable and very actionable and 25:57 really sturdy. 26:01 So they're using this typeface in a very effective manner, 26:02 really helping you with that quickest of glances get to this interface, 26:05 even without having the physical buttons and edges to anchor your hand to. 26:10 But there's somebody else that's doing a better job, and 26:13 this is one that I couldn't believe I missed the first time I gave this talk 26:17 because I look at this device every day, Nest. 26:20 Nest is probably one of the best examples that I've seen so far, 26:25 where their web presence, their print, the physical device itself. 26:29 All of these things are really tightly integrated, really thoughtfully designed. 26:34 I guess kind of what you'd expect from somebody who left Apple. 26:39 So maybe I shouldn't be that surprised. 26:42 But accurate light, fuller sends, and 26:45 Nest sends are all the things that you see throughout their products, and 26:47 you see that expression of that design language is incredibly consistent, 26:50 and really makes you feel at home when you're using this stuff. 26:55 Even their white papers look good, and that's hard. 26:59 So what is it about all of this stuff? 27:03 It's this recognition that brand 27:07 is what people say about you when you're not in the room. 27:10 That's I think the best definition of brand that I've ever heard. 27:13 We don't ever see just one slice. 27:17 We always end up encountering more than one. 27:20 We see a Tesla on the street, or we walk past the store or we see an ad. 27:22 We see the Nest on the shelf in Best Buy and we see something about it online. 27:26 We buy the Garmin product and we see the app on our phone. 27:32 There's always going to be some transition from one physical or 27:36 digital medium to another one. 27:42 User experience is a result, it's a result of really good research, 27:44 really good design and really good execution. 27:50 It's all of those things together is the outcome of that 27:54 is a great user experience and you have to think of this like a full cup. 27:58 And every interaction you have with that user is either going to spill something 28:03 out of that cup or it's your chance to fill it up just a little bit more. 28:07 And I think that trust that you have with the user 28:12 in this experience is a very valuable thing and 28:16 you need to be very careful about it and you need to constantly be looking for 28:19 ways to fill that cup up with every interaction that they have. 28:23 And the common thread amongst all of these things is type. 28:28 That is almost the only constant that you have. 28:33 Sometimes even more than color to make sure that that voice and 28:36 that experience stays true and stays connected all the way through. 28:41 And to steal a little line from Paul Rand, 28:47 it's not just everything is design, everything is user experience. 28:50 Every little piece of this, all of us in this room are actually user experience 28:56 designers in some way because what we're doing is shaping that interaction. 29:00 That eco system that continue on that we've been creating. 29:06 So even a business card, I mean that was a little bit facetious but 29:11 I promise Richard our boss that I would try and 29:14 incorporate fresh told soil in my talks little bit more. 29:17 And we have really nice business card, just ask me for, i will give you one, 29:20 they are really beautiful. 29:24 They are in experience in and of themselves and 29:26 most people would never think of it that way, especially print designers. 29:28 They wouldn't want to, think of themselves as a UX person, but they are, 29:32 because it's a letterpress printed card on really beautiful, heavy paper. 29:35 And it has that particular feel when I pick that up in my hand. 29:40 So you don't actually have to do this, but at least to yourself. 29:46 There is one brand that you’re expressing when you’re working on a product, or 29:50 a project, or a website, or a thing, a business card. 29:55 There is only one identity that you’re expressing through all of this and 30:00 either you’re making it cohesive and consistent or you’re not. 30:04 There's one continuum that you're working with to try and 30:09 express this across all of these different medium. 30:13 And we have to be mindful that while we don't have to write all the code, 30:17 we have to know what it can do. 30:21 You don't have to build the device, but you have to know what it's capable of. 30:22 And you have to think about how all these things that you're designing 30:28 here on this one thing that you're working on right now, may or may not translate 30:32 to all of these other platforms, and products, and devices, and mediums. 30:37 Now it doesn't always necessarily have to, 30:43 but there needs to be a reason why it doesn't. 30:44 This interaction pattern, this paradigm, is appropriate for 30:48 this kind of interaction on a watch, 30:51 it's not necessarily appropriate in the phone, fine. 30:53 Make sure that there's a reason for it. 30:57 Just to be mindful that everything that you're doing is part of that continuum. 30:59 Either you're making it better, or you're making it worse. 31:04 So, make it better. 31:08 Thank you. 31:09 >> [APPLAUSE] 31:10 [MUSIC] 31:13
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