media experiences in a distraction-saturated reality
TRANSCRIPT
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2015 Digit
Media experiences in a distraction-saturated reality
Digit
Guy Haviv Design Director, Partner Tel Aviv
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About Designit
2015
We grow businesses by designing new experiences for humans, enabled by technology.
We are a global strategic design firm making innovation happen for the world’s most ambitious companies.
We design brands, products, services, digital & mobile experiences and fuse them with technology.
Digit
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Overview
San FranciscoMadrid
Barcelona
Aarhus
Copenhagen
Munich
Tel Aviv
Sao Paolo
Shanghai
Tokyo
Oslo
Stockholm
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Digit
Saturated Lives
Modern life is becoming increasingly saturated, overloaded with information.
2015
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Digit
Information overload is not ‘new’
2015
Saturated Lives
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Digit
For short period of time, it seemed that the iPhone and iPad can help with this with their full screen apps.
iOS facilitated a single immersive experience at a time.
2015
Saturated Lives
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Digit
But since then, social media mobileapps + increasing prominence of notifications made it increasingly harder to concentrate.
2015
Saturated Lives
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2015 Digit
FOMO
“FOMO is a form of social anxiety, whereby one is compulsively concerned that one might miss an opportunity for social interaction, a novel experience, profitable investment or other satisfying event.”Wikipedia
Saturated Lives
Fear Of Missing Out
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Digit
We struggle to concentrate,even when watching TV, or a film at the cinema.
2015
Saturated Lives
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Digit
Saturated Lives
For many people, time and attention are now scarce resources.
2015
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2015 Digit
More and more people have a hard time dealing with
Distraction
Saturated Lives
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2015 Digit
Q
How do we create digital user experiences that are increasingly relevant in this reality?
Question:
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2015 Digit
A
By designing for helping users ‘making sense of the world’ By making discovery & consumption of content more familiar and simpler By designing for digestion
By editing, curating & organizing fragmented media to bemore linear
Possible answers:
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Digit
I’d like to walk you through a few inspiration points.
2015
Saturated Lives
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2015 Digit
Inspiration: 1. News on the web (Haaretz)
Digit
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Digit
Inspiration: News on the Web
haaretz.co.il was re-designed several times in the past decade.
2015
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Digit
Inspiration: News on the Web
Online, Haaretz mostly imitates the competition, the result is yet another news portal.
2015
Haaretz NRG Ynet
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Digit
Inspiration: News on the Web
The tendency on these sites is to publish stories by categories, into ready-made templates.
This includes web-only news and some stories from the printed edition
2015
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Digit
Inspiration: News on the Web
This means that the dominating organization method is the site’s categories, tags and web page templates.
2015
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Digit
Inspiration: News on the Web
Index pages are mostly the same template, with stories of the same category in the same place, with only text / images changing.
Hierarchy is almost always determined by the template.
2015
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Digit
Inspiration: News on the Web
The content is often infinite: there’s always more content. I’m always looking at a subset of all content available through some list page.
2015
Content from today and earlier this week is mixed
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Digit
Inspiration: News on the Web
The print edition, however, is a finite object.It has a beginning, a middle and an end.
2015
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Digit
Inspiration: News on the Web
The print edition is edited, curated, organized, made hierarchical by experts - this results in a finite object.
2015
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Digit
Inspiration: News on the Web
When a person reads or skims this printed edition, and goes through it all the way to the end, there’s a feeling of accomplishment, even if she only skimmed her way through.
2015
Because she can get the sense of being ‘briefed’ and going ‘through everything’ - largely because the object is finite.
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Digit
Inspiration: News on the Web
So much of this output, which is highly valuable and done by the most senior talents in the org. and is barely utilized on the Web.
2015
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2015 Digit
Redesign Haaretz’ digital presence around it’s strengths: strong, thoughtful, critical, inspiring content, often with a long ‘durability’
Idea:
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Digit
Inspiration: News on the Web
Design it’s web presence around 2 main pillars:
1. Editions 2. Online news
2015
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Online NewsToday’s Edition
Use this as a basis of the website layout:
Inspiration: News on the Web
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On the mobile view of the site
Inspiration: News on the Web
Online News
Today’s Edition
Today’s Edition
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An on a tablet
Inspiration: News on the Web
Online NewsToday’s Edition
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Digit
Inspiration: News on the Web
The ‘edition’ part includes the same content as the printed edition, in layouts and structure that are designed to work well digitally.
2015
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Digit
Inspiration: News on the Web
These editions are finite objects, even in digital.They have a beginning, a middle, and an end.
It’s an ‘object’ a user can understand, skim, read, start & finish. Pay for.
2015
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Digit
Inspiration: News on the Web
The ‘online news’ content will be stronger as a result of the dichotomy between it and the ‘edition’ content.
2015
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2015 Digit
Q
How can we leverage existing content that has the potential for a long lifespan?
Question:
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Use this slide when displaying a bright image that can benefit from a dark background.
Section name
I assume you’re familiar with Kindle Singles
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Digit
Inspiration: News on the Web
I would enjoy reading a compilation of ‘election news’ content from one of the paper’s political commentators.
Or a compilation of design articles from the last 6 months.
2015
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Digit
Inspiration: News on the Web
Those could be sold as ‘small digital books’ within a future Haaretz app, as in app purchases, and accumulated in a digital library
2015
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Digit
Inspiration: News on the Web
~4 months after I originally talked about this, the New York Times released a refresh of their website.
2015
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Digit
Inspiration: News on the Web
Including many refinements, one of which is a new section called ‘Today’s Paper’
2015
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Digit
Inspiration: News on the Web
And a new feature inside ‘NYT Premier’ is called TBooks
2015
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Digit
Inspiration: News on the Web
The redesign was extensive and includes many other features and enhancements.
So we can’t attribute the impact on a specific feature or two, but in any case:
Digital subscriptions grew by 18%
2015
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2015 Digit
Inspiration: 2. Voice
Digit
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Digit
Inspiration: Voice
For quite a few people, consuming audio content is becoming increasingly important as our lives become busier.
2015
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Digit
Inspiration: Voice
This content comes in the form of podcasts, audiobooks, online radio and a mixture of the above.
2015
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Digit
Inspiration: Voice
This content comes in the form of podcasts, audiobooks, online radio and a mixture of the above.
2015
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Digit
Inspiration: Voice
This content comes in the form of podcasts, audiobooks, online radio and a mixture of the above.
2015
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Digit
Inspiration: Voice
The BBC is doing very good use of this trend, serving content in it’s dedicated iPlayer Radio apps as well as propagating it as podcasts to the iTunes store.
2015
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Digit
Inspiration: Voice
2015
The BBC is doing very good use of this trend, serving content in it’s dedicated iPlayer Radio apps as well as propagating it as podcasts to the iTunes store.
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Inspiration: Voice
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Digit
Inspiration: Voice
For some people, this channel complements many daily activities: Commuting, walking the dog, exercising, washing dishes, etc.
2015
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Digit
Inspiration: Voice
I use podcasts and the BBC radio app as a learning tool: you can look up content on ‘color theory’ and get a list of things to listen to.
2015
which brings us to the next point.
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2015 Digit
Inspiration: 3. Learning
Digit
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2015 Digit
Q
How can we be ‘linearize media’ for learning?
Question:
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Digit
“Inject knowledge”
2015
Inspiration: Learning
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Digit
Can we build ‘learning machines’?
2015
Inspiration: Learning
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Digit
Is there a way to do this with voice?
Build a learning-machine that is simple, speaks ‘directly’ to my brain and makes me learn new things?
2015
Inspiration: Learning
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Digit
So of course there’s iTunes U
2015
Inspiration: Learning
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Digit
Some new services are very good at this:
2015
Inspiration: Learning
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Digit
Code Academy
2015
Inspiration: Learning
- Success is within reach - Series of small achievements - Learning is interactive - Easy to pick up
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Digit
Code Academy
2015
Inspiration: Learning
Hour of Code app
I can imagine myself completing this interactive thing, and gaining new skills.
It won’t be about reading, it will be active.
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Digit
But the real treat is a new tool called Gibbon.
2015
Inspiration: Learning
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Digit
Gibbon: playlists for learning (video on next slide)
2015
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Digit2015
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Digit2015
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Digit
Think of what’s possible for new learning experiences inspired by this?
2015
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2015 Digit
Inspiration: 4. Products that generate linear experiences
Digit
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Digit
Flipboard, of course.
2015
Inspiration: products that generate linear experiences
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Digit
You would think that the kind of layouts Flipboard generates are only relevant on tablets, right?
2015
Inspiration: products that generate linear experiences
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Digit
Wrong.
Flipboard on the iPhone is focused & wonderful.
2015
Inspiration: products that generate linear experiences
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Digit2015
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Digit
Section name
Would people pay for a new, re-imagined edition of their favorite magazine that is intimate and close them me on their phone?
(I would.)
2015
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Digit
SundaySky
2015
Inspiration: Learning
Generates ‘smart video’ out of various data sources
AT&T Bill smart video
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Digit
SundaySky
2015
Inspiration: Learning
Generates ‘smart video’ out of various data sources
Smart Video for Travel
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Digit
Facebook Paper
2015
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Digit2015
Inspiration: products that generate linear experiences
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Digit
Redux (closed)
2015
Inspiration: products that generate linear experiences
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2015 Digit
Summary
Digit
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Digit 2015
Summary
What happens when we apply this thinking to other types of media?
2014
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Digit 2015
Summary
Perhaps by taking fragmented, distributed pieces of information and linearizing them into a finite experience, we can make them resonate in today’s world?
2014
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Leumi Card2015
Idea vs. Innovation
Often times, in many organizations, it’s hard to tackle the need to innovate in the digital space.
Common causes are operational complexity, tech feasibility, or the long time frames it takes to validate ideas.
Surprisingly, it’s often the case that it’s best to engage these challenges head on.
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2015 Digit
Thank you.Digit
Guy Haviv Design Director, Partner Tel Aviv
designit.com [email protected]