margaux_cara_diy_presentation_2011

IN THE DIGITAL WORLD

DO-IT-YOURSELFCARA COLUCCI & MARGAUX HALDIMANN

ANALYZING TRENDS / TIM STOCK / FALL 2011 / CARA COLUCCI & MARGAUX HALDIMANN

WHY D.I.Y. ?

TRANSPARENCY

ANALOG/TANGIBLE

DIGITAL/ INTANGIBLE

INVOLVEMENT/PARTICIPATION

SOCIAL

How can D.I.Y. be translated into the digital world without losing ‘realness’?

How can companies utilize these approaches in the digital experiences they offer their customers?

Q

Q

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Do it yourself (DIY) is a term used to describe building, modifying, or repairing of something without the aid of experts or professionals... In recent years, the term DIY has taken on a broader meaning that covers a wide range of skill sets.

DIY, Wikipedia


OPTION

PREVIOUSLY

http://www.hiddenglasgow.com

Pre-Industrial

Revolution

Post-Industrial

Revolution

NECESSITY

Do It Yourself, http://scott-oram.suite101.comMinor Threat via Flickr, nashboroHacking in a Suite at Clarion via Flickr, J. Nilsson

HISTORY

Punk Culture

Political Rejection

‘Basement Bands’

(clothing & music)

Software Development

Hacking

Product Mods

FAMILY VALUESWAY OF LIFE ANTI-ESTABLISHMENT SELF-EFFICACYBROUGHT ON BY THE INTERNET

TogethernessBondingHomemaking

TREND PROGRESSION


TREND PROGRESSION‘Cooking in the Kitchen’ via Flickr, theladymargaret‘Handmade Slippers Pink’ via Flickr, Ina Halsor

RECONNECTION W/ AUTHENTICITY

SELF-EFFICACY

“It’s almost a reaction to the digital world. People want to make things by hand and take something from beginning to end.”- Jodi Levine, NY Post

“I CAN DO” “I PREFER TO DO”


‘Knit,Knit,Knit’ via Flickr, heather_lindsay‘Guerilla Knitting’ via Flickr, Claudelondonwww.broodr.com, www.etsy.com

SHAREDSOCIAL

EXPERIENCE(often profitable)

ISOLATEDACTIVITY

(non-profit)

“Crafters used to have secret sources, but now you can find amazing things. The online community also shares tips and techniques through blogs, and talented crafters can sell their crafts at flea markets and online” - NY Post

TREND PROGRESSION


INDIVIDUALISMUTILITARIANISM

“With the economy as it is today many of us are not spending on the more frivolous pur-chases such as decor items. The desire to reuse as much as possible and wanting to make our homes uniquely reflect our personalities rather than looking like everything was purchased at one store has inspired many to come up with some wonderfully inventive decor items we can all do in our own homes.” - localism.com

‘Sunglass Solution’ by Emily via Cupcakes & CashmereLynn Yaeger via Sight Unseen

METHODICAL QUIRKY

TREND PROGRESSION


ECONOMICRECESSION

‘Recession Britain’ via Flickr, the real Derryn

“There’s a move among consumers to save money by returning to the old tried-and-true values of frugality.” - NY Times

“The recession is prompting Americans to forgo luxuries—and that means doing for themselves what they would once have paid someone else to do. The trend is popular enough to have named it “insourcing.” - The Washington Post

KEY FORCES


NEW LOCALISM

‘Lili Coffee Shop’ via Flickr, eyescorpian

“To conserve dollars, consumers are doing more for themselves that in the days of the go-go economy they outsourced to others.” - Hardware Retailing

“To boost small business sales, American Express held its first-ever Small Business Saturday, where consumers are encouraged to spend locally.” - CNN

KEY FORCES


LEISURELYDESIRES ACCESSIBILITY

‘Technology’ via Flickr, Stephanie D.‘Playing Guitar’ via Flickr Remon Rijper

“Younger workers tend to value leisure time and strive for a balance between their work and personal lives. You may wind up following their example, finding ways to build more balance into your own life.” - NY Times

“The integration of markets and the Internet have certainly brought billions of people into closer contact. Everybody has access to the same American movies and music now, and not just American, also Indian, Romanian, South African and Chinese.” - NY Times

“...the amount of time that working-age Americans are devoting to leisure activities has risen by 4-8 hours a week...” - The Economist

KEY FORCES


NAKED TABLEThe Naked Table Project invites groups to participate in the creation of a simple, contemporary table, from assembly, to designating a replacement tree, to a locally-grown invited dinner on the table, to its final home. Participants also get to visit the woods with a professional forester to see the source of their lumber and identify a replacement seedling tree. The GPS coordinates of that tree are then recorded and attached to the base of the signed, numbered and finished Naked Table.

‘Naked Table’ via Springwisewww.nakedtable.com

EXAMPLES


TRANSPARENCY


SOCIAL

www.chipotle.comChris Messina via TwitterCheesemonger via Tumblr

NAKED TABLE CODES

Locally Grown, Community, Hand-Crafted

“Connecting people to each other and the environment

through making things

by hand.”

“From tree, to workshops, to

eating together around the

table.”

“Actual source”

EXAMPLES


QUIRKY“We bring two brand new consumer products to market each week, by enabling a fluid conversation between a global community and Quirky’s expert product design staff.” Users can submit a product idea and have community members and Quirky’s design staff vote on it. If a users idea is chosen, their product is brought to market and revenues are shared.

www.quirky.com

EXAMPLES


SOCIAL

Aaron Koblin, Ten Thousand CentsOpen Ideo, IdeoSole Search, Zappos.com

QUIRKY CODES

Invent, Participate, Innovate

“The easiest way to bring your ideas to

life.”

“Our process breathes new meaning into

the word collaborative”

TRANSPARENCY


SOCIAL

EXAMPLES


MIGHTYBELL“Mightybell brings together people passionate about mastering a topic or achieving a goal together. Broken down into step-by-step, day-by-day actions, Mightybell Experiences make accomplishing big things not only easier, but a heck of a lot more social and interesting.”

Mightybell, www.mashable.com

EXAMPLES


http://knittingunderwater.files.wordpress.com‘Why is there a USB drive sticking out of this wall?’ via Gizmodovia Know How Shop LA, knowhowshopla.tumblr.com

MIGHTYBELL CODES

Create, Share, Explore, Generate

“The most compelling way to learn and do

together”

“Thousands of people are

using Mightybell”

“More social & interesting”

TRANSPARENCY


SOCIAL

EXAMPLES


‘Brooklyn Skillshare’ via Flickr, Goodlifervia Facebook.com

BROOKLYN HIPSTERS

VIA TWITTER:Brooklyn_Local MCS Craft beer seems to be everywhere in Brooklyn. Check out Private Tap buz.tw/Rh57y

VIA TWITTER:ShuyoFox Shuyo! Didn’t think hipsters went to New England-y arts and craft shows, but there’s a dude here with a flannel shirt on, drinking PBR. Lol.

CULTURE


VIA TWITTER:infoarbitrage Roger Ehrenberg College grads getting serious about building stuff, not just becoming I-Bankers nyti.ms/tVrTJc @hackNY $$

VIA TWITTER:technickle Andrew Nicklin Today, I will be at the NY Times hack day to talk about our open data platform and its APIs. j.mp/szNQgW #whitehat #hackthecity

HACKERS/COLLEGE ‘TECHIES’

Photo via Hack NY

CULTURE


MAKING THE DIGITAL ‘BELIEVABLE’

Little Printer, Berg‘Craftsman3’ via Flickr, paul indigo‘Connected’ via Flickr, Hoodlumpr

D.I.Y. teeters the boundaries

of PHYSICAL and DIGITAL.

D.I.Y. has a HUMAN component and strives for ‘REALNESS’.

D.I.Y. suggests a

CONNECTION TO TANGIBLE

GOODS, that digital has failed to

authentically accomplish

...thus far.

D.I.Y. IN THE DIGITAL WORLDhas worked to make the trend SOCIAL, facilitating INFORMATION EXCHANGE & COMMERCE.D.I.Y. TODAY


FUTURE IMPLICATIONS

However, companies can use digital platforms to tap into the codes and beliefs of D.I.Y....TRANSPARENCY, INVOLVEMENT/PARTICIPATION & SOCIAL.

3D Printer, Karsten Schmidt‘3D Awesome Chair via Harvard College Tech ReviewBreadhouses Network, www.breadhousesnetwork.org‘IPhone Hacked’ via Flickr, mr ographer

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“There have been several, often related, efforts to develop 3D printers... Much of this work was driven by and targeted to DIY/enthusiast/early adopter communities, with links to both theacademic and hacker communities.”

Continued community-based D.I.Y. initiatives; hands on creating; move towards ‘craft’ fueled by tech overload. Contrasted with, software tinkering, app building, customization of ‘tech devices’ as theybecome more homogenous and sophisticated.

D.I.Y. TODAY


THANKS!

CARA COLUCCIParsons the New School for [email protected]

MARGAUX HALDIMANNParsons the New School for [email protected]

margaux_cara_diy_presentation_2011

Self Improvement

examples naked table

naked table codeslocally

ny times d

ny timesindian

replacement tree

mo d pro trend progressiondo

stephanie d

american express