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User Experience Matters: What EntrepreneursCan Learn From "Objectified"
By Om Malik Jan. 3, 2010, 9:38pm PDT 14 Comments
13
Like 79 people like this.
Braun's Rams influenced Apple's Ive. Photocourtesy of Gizmodo
A few months ago, my friend Christian Lindholm, partner at Fjord, a convergence design agency, and
father of the Series 60 interface (at Nokia) stopped by for one of our quarterly idea sessions. Our
conversation eventually veered towards a topic thats near and dear to both of us: design. I spend an
inordinate amount of time contemplating design and its eventual impact on products and
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10 Rules of Good Design by Dieter Rams
1. Good design should be innovative
2. Good design should make a product useful
3. Good design is aesthetic design
4. Good design will make a product
understandable
5. Good design is honest
6. Good design is unobtrusive
7. Good design is long lived
8. Good design is consistent in every details
9. Good design should be environmentally
friendly
10. Good design is as little design as possible
growing respect for HTC and what its doing with its Sense technology.)
Explaining Apples design philosophy behind MacBook Air, Ive told the filmmaker:
We push ourselves to ask, can we do the job of those six parts with just one? One part
that provides so much functionality that it enables one product. It wasnt design of the
physical thing, but it was figuring out the process. It is about whats important and whats
not important.
It is important to remember things that are important and not important and then
removing things that are vying for your attention.
Similarly, all features have to have a reason, Ive explained. He gave the example of the indicator light
on a MacBook which simply goes away when the laptop is in use.
Indicator has a value when it is indicating. So you spend a lot of time making things
less obvious, less conspicuous. When indicator comes on, it is not a feature. It is a calm
and considered solution and focus on how you are going to use it.
But not everyone thinks like that. What bothers me
today is the arbitrariness and thoughtlessness with
which many things are produced and brought to
market, not only in the sector of consumer goods, but
also in architecture and advertising, Rams said in the
film. We have too many unnecessary things
everywhere. I completely agree. And when the annual
Consumer Electronics Show (CES) kicks off later this
week in Las Vegas, were going to see a gaudy display
of these excesses. The good news is that many of these
will never see the light of the day.
Twitter, Hulu, Samsung,
Nielsen, Vevo, Adobe and more at NewTeeVee Live. Two weeks left to register! Learn more
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Dieter Rams, Jonathan Ive, Objectified
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ReplyAbhishekSunday, January 3 2010
Most companies (including web startups), he said, are looking to wow with their products,
when in reality what they should be looking for is an of course reaction from their users.
I am going to remember this for my life time. Thanks Om for posting this.
1.
Reply
Balakumar MuthuMonday, January 4 2010
Good design is as little design as possible thats my fav.
Reply
SjorsTuesday, January 5 2010
So you disagree with Apples design strategy to spend months and months designing
every very little minuscule of their products and would encourage them to just smack
some random bits and pieces together? Dont confuse minimalism with minimal design
Jeff DickeyTuesday, January 5 2010
Exactly. Getting all the unnecessary stuff out of a design, and the result properly
2.
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organized, is hard workand not to be taken lightly.
Reply
ronaldMonday, January 4 2010
One can always see a design by Data (Microsoft, Google) and a design by abstraction.
Design by data leads to clutter, it always goes like this. But the data show that the user
wants/expects it. Ignoring the fact that a million users have a million different ideas of what
they want or need and any combination thereof.
Design by abstraction leads to a clear understanding what something should do and where the
boundaries are what it should not do. Problem is, there is no safety net to point to, like in data
(where one can proof and disproof almost anything). One really has to think it through, no short
cuts.
3.
Reply
AnonymousMonday, January 4 2010
As Seth Godin says, where is the Banana ?
4.
Reply
Adam CovatiMonday, January 4 2010
Great article. I try to think quite a bit about design because I feel it can be quite a differentiator.
Often times when creating a new page or feature for a site I have to keep bringing everyone
back to the question Why are people at this page? We cant be distracted by adding in flashy
toys, we need to answer the key question as simply and elegantly as possible.
Its very hard to keep simple things simple.
Sounds like its time to move Objectified to the top of my netflix queue.
5.
Reply
heathMonday, January 4 2010
Very nice post thank you.
Id seen Helvetica some months ago, and had been feeling nerdy ever since for rating it 5 stars
6.
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without being able to recommend it to anyone (friends could care less about typography). Will
have to watch Objectified.
Reply
farisMonday, January 4 2010
nice!
good design bestows an affordance on to products
http://en.wikipedia.org/wiki/Affordance
FX
ps Christian is a legend! Say hi.
7.
Reply
Jeff DickeyMonday, January 4 2010
A brilliant of course piece. I too will remember the what they should be looking for is an
of course reaction from their users quote. I see it as a nice restatement of Saint-Exupry,
Perfection is achieved, not when there is nothing more to add, but when there is nothing left to
take away. I think most new! things designers nowadays, especially American ones, tend to
either forget or ridicule that.
8.
Reply
Navaneetha KrishnanMonday, January 4 2010
Good article, the eleventh point in good design is price offordability.Need to have great
products for reasonable pricing with great product.
9.
Reply
Creative ideasMonday, January 4 2010
Nice reading! Thanks
10.
Reply11.
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AlexTuesday, January 5 2010
Im employed at a web and graphic design firm and I agree with the central focus of this article.
We have the same focus with usability ranking as a top priority. When we create websites and
web design applications, usability is a primary consideration. We test the layout and aesthetic
appearance of the site with user testing; our sites always account for user interface web design.
If a site is not usable to real people, the aesthetic appeal and other impressive features areworthless. First and foremost, a website needs to be highly functional.
Reply
Thomas MoffettTuesday, January 5 2010
whenever Steve leaves Apple. I hope Ives gets the job! :)
12.
13 Trackbacks
The World as Will and Representation A product has various attributesJanuary 4,
2010Tracked on
[...] [ From User experience matter] [...]
1.
links for 2010-01-04 Jet GrrlJanuary 4, 2010Tracked on
[...] User Experience Matters: What Entrepreneurs Can Learn From Objectified GigaOM
(tags: design Tech business noshit?) [...]
2.
iA Whats Next in Web Design?January 5, 2010Tracked on
[...] font sizes, accessibility. The more advanced a design, the less it is visible, or, as Apples
Jonathan Ive put it: A lot of what we seem to be doing in a product like that is getting design
out of [...]
3.
The Daily Start-Up: Year-End M&A Surge Offers Promise | Finance BlogJanuary 5,
2010Tracked on
[...] The Of Course Factor Om Malik of tech blog GigaOm explains why many start-ups fail
to succeed with product design: When it comes to customers, theyre more focused on the
wow reaction than the of course factor. Great design means that one look and the end userreacts by knowing what to do with a knob or a button, without as much as even thinking about
it, Malik writes. [...]
4.
Lo que se viene en Diseo Web (Espaol) | unblogged. A blog about nothing. Yeah, nothing
January 5, 2010Tracked on
[...] ms avanzado sea el diseo, menos es visible, o como Johnathan Ive de Apple dice:
5.
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@Iconic88 loud and likely that way for a while i bet
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