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Common Assumptions & Fallacies That Lead to Bad Design Outcomes
' Julian Lion Boxenbaum, Principal NY, at Eight Inc.
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1— Technology has intrinsic value
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This presentation or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of Julian Lion Boxenbaum. Copyright © 2017 by Julian Lion Boxenbaum. All rights reserved.
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This presentation or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of Julian Lion Boxenbaum. Copyright © 2017 by Julian Lion Boxenbaum. All rights reserved.
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Jazzmutant, Lemur Music Controller
2004, First commercial multitouch
product. Raised $13M in 2009
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Jazzmutant, Lemur Music Controller
2004, First commercial multitouch
product. Raised $13M in 2009
Launched in 2007, 75M units sold Q4
2014, 70% of gross rev.
Apple iPhone
This presentation or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of Julian Lion Boxenbaum. Copyright © 2017 by Julian Lion Boxenbaum. All rights reserved.
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Introduction to Eight Inc.
2017
New York
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Eight Inc.
Private + Confidential
Eight Inc.
Private + Confidential8
'Design is not just what it looks like
and feels like. Design is how it works.’
Steve Jobs
Design
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Eight Inc.
Private + Confidential
Eight Inc.
Private + Confidential9
' If you don’t understand people,
you don’t understand business.’
Simon Sinek
Human
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DesignHumanExperience
'Everybody experiences far more than he
understands. Yet it is experience, rather than
understanding, that influences behavior’
Marshall McLuhan
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Experience is:EmotiveHolisticMemorableMentionableImmersiveValue Creator 90%6x
more likely to buy with a positive emotional experience, 12% more likely to recommend the company and 5x more likely to forgive a mistakeTimken
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1— Follow Best Practices
This presentation or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of Julian Lion Boxenbaum. Copyright © 2017 by Julian Lion Boxenbaum. All rights reserved.
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This presentation or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of Julian Lion Boxenbaum. Copyright © 2017 by Julian Lion Boxenbaum. All rights reserved.
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Apple
Obvious in retrospect
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“I give them two years before they’re
turning out the lights on a very painful
and expensive mistake.”
Bloomberg, 2001
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“I give them two years before they’re
turning out the lights on a very painful
and expensive mistake.”
Bloomberg, 2001
‘What if no one shows up?’Steve Jobs
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“A Mercedes per square foot. Probably the
highest grossing retail store in history.”
Bloomberg, 2010
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2— Specialization produces the best results
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Products + ServicesBehaviour
Environment Communications
Brand Values
HolisticExperienceRealms
Human Experience
Always design a thing by
considering it in its next larger
context – a chair in a room, a room
in a house, a house in an
environment, an environment in a
city plan. - Eliel Saarenin
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3— Brand durability is created by consistently great products
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(Think Weddings, funeral, and ‘THE GENIUS BAR’)
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“50% of purchase based on WORD OF MOUTH. 80% of word of mouth based on direct experience.”McKinsey
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4— Finding the right solution creates success
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Japan Rail EastJapan Rail East
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This presentation or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of Julian Lion Boxenbaum. Copyright © 2017 by Julian Lion Boxenbaum. All rights reserved.
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This presentation or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of Julian Lion Boxenbaum. Copyright © 2017 by Julian Lion Boxenbaum. All rights reserved.
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This presentation or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of Julian Lion Boxenbaum. Copyright © 2017 by Julian Lion Boxenbaum. All rights reserved.
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Shimano
Cycling World Experience
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Fallacies of Design1— Technology has intrinsic value2— Follow best practices3— Specialization produces the best results4— Brand durability is created by
consistently great products5— Finding the right solution creates success
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Addendum6— Design is about aesthetics
“To whom does design address itself: to the
greatest number to the specialist of
enlightened matter, to a privileged social
class? Design addresses itself to the need.”
- Charles Eames
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7— Design can be applied at the end
Design (Salt)
* This is for you, client-side people!This presentation or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of Julian Lion Boxenbaum. Copyright © 2017 by Julian Lion Boxenbaum. All rights reserved.
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8— Design is static
This presentation or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of Julian Lion Boxenbaum. Copyright © 2017 by Julian Lion Boxenbaum. All rights reserved.
Over 1 billion Barbie dolls sold, since 1959
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9— Data don’t lie
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10— Research gives you the right answers
This presentation or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of Julian Lion Boxenbaum. Copyright © 2017 by Julian Lion Boxenbaum. All rights reserved. This presentation or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of Julian Lion Boxenbaum. Copyright © 2017 by Julian Lion Boxenbaum. All rights reserved.
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Thank you!!
Julian Lion Boxenbaum, Principal, Eight Inc.
[email protected] : +1.212.982.1281