Design In Tech Report - 2017

Design In Tech Report 2017 John Maeda Text https://designintechreport.wordpress.com

2017 DiT Team JACKIE XU AVIV GILBOA JUSTIN SAYARATH FATIMAH KABBA JOHN MAEDA With Special Thanks To Michael Abbott (KPCB), Matt Mullenweg (AUTOMATTIC), Mark Armstrong (AUTOMATTIC) and 800+ designers and design founders, managers, executives, agency leaders, and individual contributors.

Design 2M+ in Tech Cumulative Reports Views ! The 2015 Report explained design’s rise in value to tech as due to mobile devices and the mass-consumerization of computing. We moved from “tech-led” to “experience-led” digital products as services on smartphones took over and gave access to everyone. The 2016 Report showed peak growth in interest by venture capital ﬁrms in design, and highlight signiﬁcant growth in the acquisition of design agencies by consulting ﬁrms like McKinsey & Co and Accenture. Google emerged as a new leader in design. The 2017 Report frames computational design as a key driver of accelerated growth, with inclusive cultures @work as vital for tech businesses hoping to lead in design. @aliceQdesign https://designintechreport.wordpress.com 3

Design in Tech Report Observations Design isn’t just about beauty; it’s about market relevance and meaningful results.   2017 At top business schools, design thinking is moving into the curriculum — driven by market demand. Both McKinsey & Co and IBM have recently made appointments at their most senior levels for designers. Adopting an inclusive design approach expands a tech product’s total addressable market. Computational designers remain in demand at technology companies of all sizes and maturity levels. Chinese design in tech principles and practices are leading the world, but are often overlooked. Design tool companies and design community platforms occupy new positions of value for tech. Voice- and chat-based interfaces are grounded in mental models that don't require a visual representation. https://designintechreport.wordpress.com 4

Sections Overview Computational 2 DESIGN → DE$IGN 3 Design Needs 1 Design Designers What is “Computational Design” and What’s happening in startups and in M&A? How does one hire this kind of talent? why does it matter to business + tech? 4 Shaping 5 Design Is By Voice Nature, Inclusive What is the business value of “Inclusive Design”? Why does inclusion go together with design? @pearlchen

Review: There are Three Types of Design DESIGN: “CLASSICAL DESIGN” BUSINESS: “DESIGN THINKING” TECHNOLOGY:“COMPUTATIONAL DESIGN” There’s a right way to make Because execution has Designing for billions of The last report reviewed what is perfect, crafted, outpaced innovation, and individual people and in realtime, and complete experience matters is at scale and TBD the difference between Classical and Computational Design. This was somewhat controversial, but we review Driver/ the Industrial Revolution, Driver/ the need to innovate in Driver/ the impact of Moore’s and prior to that at least a few relation to individual customer Law, mobile computing, and the it here again. millennia of ferment. needs requires empathy. latest tech paradigms. @johnmaeda Section 1: Computational Design 6

Both the 2015 and 2016 Design in Tech Report pointed to the emergence of “design thinking” as entering the conscious of big business — heralded by the covers of both Harvard Business Review and Review: Bloomberg Businessweek featuring design. “Design Thinking” is different from “Classical Design” in Classical Design vs both how it is practiced and the final outcome: the latter results in an artifact to hold in one’s hands, whereas the former results in consensus between multiple stakeholders. Design Thinking CLASSICAL DESIGN DESIGN THINKING Emphasis On Practice Strategy Raw Materials Paper, Wood, Metal, and Anything Physical Post-Its, Whiteboards, and Team Members’ Time Goal Orientation Ship a Perfect Product/Object Foster Constructive Divergence Impact is Evaluated By Acceptance, Adoption, and Awards A Speciﬁc Product or Feature That Resulted Overlapping example of these two kinds of design: A design consultancy Involves Primarily Classical Designers Business Thinkers/Doers like IDEO, Frog, or a B-school program like Yale SOM, or a classic consultancy Skills With Tools Are Generally Hands and Laws of Physics Mind and Organizational Sciences like McKinsey, Accenture, BCG. Grounded In @johnmaeda @sunilmaholtra Section 1: Computational Design 7

When people in the tech industry talk about “design,” they often make the mistake of not differentiating between classical designers and computational designers. The former kind of designer might craft a Review: wooden chair for a home which is used by a few people; the latter kind of designer might craft an app for a smartphone which is used by hundreds of millions of people. Classical Design vs Computational Design CLASSICAL DESIGN COMPUTATIONAL DESIGN Number of Active Users Few to Millions Few to Billions Time Needed to Deploy Weeks to Months through Distribution Instantaneously Delivered Completed Product Channels Over the Net “Perfection” is Achievable Yes There’s a ﬁnal state. No It’s always evolving. Designer’s Level of Conﬁdence Absolute, and Self-Validating Generally High, but Open to Analyzing Testing/Research Overlapping example of these Production Materials Paper, Wood, Metal, and Anything Physical Data, Models, Algorithms, and Anything two kinds of design: A smartphone, Virtual laptop, robot, and any human-facing Skills With Tools Are Generally IoT device. Grounded In Hands and Laws of Physics Mind and Computer + Social Sciences @johnmaeda Section 1: Computational Design 8

Review: Pioneers of TODAY Codepen [2014] Computational Design The Origins of ALEX VAZQUEZ, TIM SABAT, AND CHRIS COYIER Computational Design DrawBot (DesignRobots) [2003] GILLIAN CRAMPTON-SMITH RED BURNS Royal College of Art NYU Tisch School The 2016 Design in Tech Computer-Related Design Interactive JUST VAN ROSSUM, ERIK VAN BLOKLAND, AND FREDERIK BERLAEN Report highlighted four key and Ivrea Institute Telecommunication pioneers of computational Program design — all leaders who Processing [2001] brought Classical Design into the domain of Computer Science with a uniquely JOY MOUNTFORD MURIEL COOPER BEN FRY, CASEY REAS, AND DANIEL SHIFFMAN humanistic approach (in Apple Human MIT Media Lab Interface Group, Visible Language contrast to a purely technical Interval, Yahoo!, Workshop Design By Numbers [1999] 1999 approach, which was Akamai dominant at the time). JOHN MAEDA @REAS @codepen @RCA @medialab @apple @ITP_NYU Section 1: Computational Design 9

In Practice: 1/3 Design is Blending with Engineering Talent Designers surveyed had formal engineering/science training In the 2016 Design in Tech Report we shared how 1/3 of the design leaders we surveyed 2/5 had formal engineering/science training. It said to me that a considerable amount of “hybrid” talent is out there in the professional world, that wasn’t the case a few decades ago. Last month I surveyed a group of designers and devs at Automattic (note the double-T) with Designers are involved in code development regards to their Javascript expertise. In the graph below you can see two “humps” — to the right is the developers, but to the left is the designers. * Since 2015, WordPress developers have been encouraged to master Javascript from WP’s native PHP. SOURCE BEGINNER “I can read fluently, but I MASTER NEA Future of Design Survey 2016 can't write fluently.” @NEA @daynagrayson @automattic @photomatt Section 1: Computational Design 10

Where do new ideas “ come from? The answer is simple: differences. Creativity comes from unlikely juxtapositions. NICHOLAS NEGROPONTE Professor and Co-Founder, MIT Media Laboratory @medialab @nnegroponte

If the design partner role “is to help startups realize the full potential value of DE$IGN  design, the return on investment is the ultimate barometer of success in By the venture capital. Numbers IRENE AU Design Partner, Khosla Ventures @khoslaventures @ireneau

Design M&A Activity Over 70 design agencies have been acquired since 2004. >50% of which have been acquired since 2015 2004 - 2012 2013 - 2014 2015 COMPANY ACQUIRED BY COMPANY ACQUIRED BY COMPANY ACQUIRED BY COMPANY ACQUIRED BY 2004 Frog Design Flextronics 2013 Hot Studio Facebook 2014 Cynergy Systems KPMG Teehan+Lax Facebook 2007 Doblin Monitor 2013 Fjord Accenture 2014 S&C BCG Spring Studio BBVA 2009 Bigstock Shutterstock 2013 Jet Cooper Shopify 2014 Ultravisual Flipboard Lunar Design McKinsey 2010 TAT Rim 2013 Banyan Ranch Deloitte 2014 Aviary Adobe Monsoon Capital One 2011 Sofa Facebook 2013 Hook & Loop Infor DesignIt Wipro 2011 Typekit Adobe 2013 17FEET Google Seren Ernst & Young 2011 Method Globallogic 2013 Hattery Google Mobiento Deloitte 2011 Helicopter One Kings Lane 2013 Mixel Etsy Lapka Airbnb 2012 Maaike Google 2014 Carbon Design Oculus/Facebook Catalyst Cooper *consolidation 2012 Bolt Peters Facebook 2014 Gecko Design Google Akta Salesforce 2012 80/20 Square 2014 Adaptive Path Capital One Chaotic Moon Accenture 2012 Cuban Council Google 2014 Reactive Accenture PaciﬁcLink Accenture 2012 Behance Adobe 2014 Flow Interactive Deloitte Farm Design Flex 2014 Optimal Experience PWC Tactel Panasonic Avionics Software tool companies and creative communities. Fotolia Adobe https://designintechreport.wordpress.com @justinsayarath @tberno Section 2: Design → De$ign 13

Design M&A Activity continued 2016 [PART ONE] 2016 [PART TWO] 2017 COMPANY ACQUIRED BY COMPANY ACQUIRED BY AGENCY ACQUIRED BY Idean Capgemini Slice of Lime Pivotal Carbon12 McKinsey Unity&Variety Salesforce Resource/Ammirati IBM Mokriya Nagarro Sequence Salesforce ecx.io IBM Uselab Deloitte Dribbble Tiny Aperto IBM Tiny Hearts Shopify DeviantArt Wix IDEO Kyu Collective *minority Boltmade Shopify Fahrenheit 212 Capgemini VeryDay McKinsey Heat Deloitte Waybury InVision Gravitytank Salesforce Napkin InVision Four Fake Love New York Times Silver Flows InVision Karmarama Accenture Macaw InVision Design Partners were elected in the last year at Muzli InVision McKinsey & Co [ 5 Total Design Partners ]. Three Software tool companies and creative communities. IBM Distinguished Designers are corporate- https://designintechreport.wordpress.com appointed for the ﬁrst time. @justinsayarath @tberno 14

Top 20 Reasons Startups Fail Takeaway: CB Insights / Anand Sarwal Startups Embody No Market Needed 42% Ran Out of Cash 29% “Productive” Failure Not the Right Team 23% Got Outcompeted 19% Pricing/Cost Issues 18% Poor Product 17% The overwhelming majority of startups fail to make it Need/Lack Business Model 17% out of their seed funding phase. And no founder Poor Marketing 14% claims that it is an easy path to success in the startup 14% world. It is a tough, complicated journey to undertake Ignore Customers as an entrepreneur which pays immense tolls on the Products Mis-Timed 13% individual and their families and friends. But they don’t Lose Focus 13% let failure ruin their optimism. Disharmony on Team/Investors 13% Pivot Gone Bad 10% Lack Passion 9% When ex-Apple designer and startup founder/ Bad Location 9% CEO, Mark Kawano, was asked if he was glad No Financing/Investor Interest 8% that he launched Storehouse even though it Legal Challenges 8% closed in 2016, he responded unhesitatingly: Don't Use Network/Advisors 8% Burn Out 8% “Absolutely.” Failure to Pivot 7% @asanwal Section 2: Design → De$ign 15

Early-Stage Funds that are Design Later-Stage Funds that are Design and/or Inclusion Oriented** and/or Inclusion Oriented** 500 Startups Accel Partners Bloomberg Beta Bessemer Venture Partners Collaborative Fund Google Ventures Cowboy Ventures Greylock Partners Designer Fund Khosla Ventures Homebrew Kleiner Perkins Cauﬁeld & Byers Kapor Capital New Enterprise Associates KPCB Edge Sequoia Capital Fund$ Rivet Ventures True Ventures Slow Ventures ** have (or had) a designer on their team, The “Designiﬁcation” of Y Combinator or have a stated inclusion focus. Venture Capital NEW Backstage Capital / March 2016 Arlan Hamilton Last year’s Design in Tech Report predicted that there “Hamilton is one of the ﬁrst LGBT black women to start a venture capital fund.” would be more funds started by designers in the NEW Initialized Capital / October 2016 future. And with the launch of two new funds — one Alexis Ohanian and Garry Tan co-founded by designer Garry Tan and another to soon “We’re founders who are engineers, designers, and product people.” be announced — it appears that it’s already beginning. @asanwal @johnmaeda Section 2: Design → De$ign 16

Trend: Designers Remain in High Demand +65% Y/Y Current Number of Designers on Staff [Startups] Hiring Targets over next 12 Months [Startups] According to LinkedIn the highest echelon of the technology industry is vying for more design talent - Facebook, Google, and Amazon have collectively grown art and design headcount by 65% in the past 50+ year - with much headroom to hire more. 11-20 1-5 1-5 + 1-2 + 3-5 + 5-10 + 10 OR MORE Design-Centric Design-Committed Design-Mature Design-Unicorns SOURCE Design-Centric: Design was “important” or “very important” to their business. Committed: Have a designer as a co-founder NEA Future of Design Survey 2016 Mature: Have more than $20m in funding and at least 20 designers on staff. Unicorn: Design-centric + Have a valuation in excess of $1B. @NEA @daynagrayson @invision Section 2: Design → De$ign 17

Trend: Design Thinking STANFORD GRADUATE SCHOOL OF BUSINESS UC BERKLEY HASS Design Thinking Bootcamp: From Insights Design Thinking for Business Innovation Proliferating Into to Innovation Business Schools HARVARD BUSINESS SCHOOL UVA DARDEN i-Lab Design Thinking & Innovative Specialization in Design Thinking Problem Solving and Innovation 100% INSEAD MIT SLOAN Top business schools have student-led design Innovation by Design Programme Product Design and Development clubs, which are pushing the curriculum in b-schools to shift as well. “The fundamental proﬁle of designers is beginning to shift as traditional markets begin to value design Designers Jessica Helfand and Michael Bierut YALE SCHOOL OF MANAGEMENT as a strategic lever.” join the faculty of Yale SOM / July 2016 Design and Management VIA KPCB VENTURED @kpcb @stanfordbiz @INSEAD @MITSloan @DardenMBA @HarvardHBS @BerkeleyHaas @yaleSOM @ Section 2: Design → De$ign 18

What is your primary tool for What tools do you use for project Trend: interface design? (2015) management? (2015) 1. Sketch 1 Other There’s No Clear Winner Yet For 2. Photoshop 2 Slack Tools In Computational Design 3. HTML/CSS 3 Trello What is your primary tool for What tools do you use for version “It’s the Wild West for managing the ﬁles that designers prototyping? (2015) control and file management?(2015) generate. Dropbox is the clear winner, though GitHub does 1 HTML/CSS 1 Dropbox surprisingly well. Overall, it’s clear that not a single design- speciﬁc solution has taken hold here.“ 2 Invision 2 Github KHOI VINH 3 Other 3 Google Drive A New Generation of Computational Design Tools are Emerging SOURCE SKETCH INVISION FRAMER XD FIGMA  ABSTRACT 2015 Designer Tools Survey 2008 2011 2014 2015 2015 2016 @Khoi @goabstract @jbrewer @ﬁgmadesign @zoink @johnmaeda Section 2: Design → De$ign 19

Trend: Creative Communities Are A Secret Ingredient Bigstock Behance Fotolia Acquired: 2009 Acquired: 2012 Acquired: 2015 Five Shutterstock Adobe Adobe Creative community acquisitions in the last five years. There’s Muzli Deviant Art Dribbble likely going to be more. Acquired: 2016 Acquired: 2017 Acquired: 2017 Invision Wix Tiny It’s important to remember that creative communities are generally “not for sale” in a traditional way. Membership is primarily voluntary, and it is in the pursuit of a common good as the primary driving factor. @johnmaeda @bigstock @behance @dribbble @deviantart Section 2: Design → De$ign 20

Trend: Designers Are Hungry For Capital 80% 20% Of designers surveyed would start a Are happy to NOT be funded. company if they had access to venture capital / other funding, in ranked order: 1. Product Studio “The Digital Product Studio blends three components: Consultancy, Venture & Own Product. Each feeds and informs the 2016 2. Consumer Startup other in a powerful virtuous circle of network, experience, funding, State of the brand, craft, and talent.” Digital Nation 3. Enterprise Startup JULES ERHARDT, IN 2016 STATE OF THE DIGITAL NATION @jshoee @johnmaeda @juleserhardt @sunilmaholtra Section 2: Design → De$ign 21

Three Designer Co-Founded Chinese Companies Have China A Combined Market Cap Of Over $300B China Is A Major Force Alibaba Visual China Xiaomi in Designer Co-Founded Two of the eighteen co- Four of the seven co-founders Two of the eight co- Companies founders are designers are designers founders are designers Designer Co-Founded and Venture-Backed Startups Emerging In China Meitu Xiuxiu Innomake Youzan Taihuonao A selﬁe photo editor Design-driven smart An e-commerce application A design-driven innovative 17 M app and platform transportation project in WeChat app store community and incubator zcool Mogujie Xiachufang Tezign Designers in China with 0.5 million Design community and An online fashion e-commerce A community to share A platform based design design graduates every year. imagery resource sharing platform and community cooking recipes and creative talent solution Haibo Lei / Co-founder+CEO at Taihuoniao, Ling Fan / Founder+CEO of Tezign, Professor Min Wang / CAFA Section 2: Design → De$ign 22

China QR Codes FU × AR ෱ Four Trends From WeChat embeds QR code reader as the most In the spring festival just passed, 1 billion Chinese A Designer CEO’s frictionless means for offline interaction. Offline mobile users scan the Chinese character "෱ interactions let you easily LATER scan QR code (good fortune)" that appears in offline scenes Viewpoint for payment, visiting a site, adding a friend, etc. to collect "෱" in Alipay. Voice Transportation WeChat lets people leave up to 60 second voice Hub-less bicycle sharing has become app- messages. People are holding the speak button on enabled so you can pick up a bicycle anywhere. WeChat and speak to the cell phone everywhere. the app unlocks the bike with its built-in chip, It’s leading to micro classes, and micro Q&A apps. solid tires, and is chain-less. “… software makers in China are far from being mere hawkers of pale, tasteless knockoffs forced onto the unsuspecting public living behind the Firewall.” DAN GROVER, IN MORE CHINESE MOBILE UI TRENDS Haibo Lei / Co-founder+CEO at Taihuoniao, Ling Fan / Founder+CEO of Tezign, Professor Min Wang / CAFA Section 2: Design → De$ign 23

Capital is being superseded by “creativity and the ability to innovate — and therefore by human talents — as the most important factors of Design production. If talent is becoming the decisive Needs competitive factor, we can be conﬁdent that capitalism is being replaced by ‘talentism’… -KLAUS SCHWAB Designers Founder of the World Economic Forum Text

Trend: The Future Of Design Is Digital In 2016, the largest US-based national Top 10 words to describe the Future of Design Size is proportional to popularity designer association AIGA issued a study in collaboration with Google to reveal a Interactive 300 Innovative Exciting sentiment shift for its future towards Human digital and interactive forms of design. Experience Digital Simple Inclusive 605 231 Design Clean LEAST SATISFIED DESIGNERS MOST SATISFIED DESIGNERS SOURCE Publishing (74%), Print Design (74%), Industrial/Product Design (83%), Brand Strategy (82%), AIGA x Google Design Census 2016 Architecture (71%) Digital Design (82%) @AIGA @GoogleText Section 3: Design needs Designers 25

Accelerated Free Options Learning: Teaching Yourself Online Inexpensive Options 86% of students surveyed say they learned their digital skills from resources outside their coursework. The average program in design’s primary area of expertise lies in Tuition Options Classical Design instead of Computational Design. Furthermore, their traditional emphasis is on individual creation (versus teamwork), intuition-driven work (versus testing), and eschewing business thinking (as equivalent to “selling out”). @FastCoDesign Section 3: Design needs Designers 26

More than Verbal Design “We talk about the power of words — both content and style — all the time. When it comes to friendships, romance, work dynamics, and, dare we even mention it — though Design: nothing is more telling, more relevant — politics, words have the power to change our opinions, incite action, divide or unify us, move us. Words can shape reality.” Code is not the only JENNIFER VAN unicorn skill Words as Material “I think of design as a process of articulation. We join together to express an idea in a coherent form. We bring ideas to life. We connect the dots or build bridges for our users. That often means being speciﬁc about what a product does, who it’s for, why it matters, and how it works. We have to trek through a pile of ambiguity to do this.” Programs NICOLE FENTON Design Schools that include Writing degrees or offer Writing and Content Strategy focused coursework Why UX Design is a Lot Like Writing 1. School of Visual Arts IXD MFA “Here’s where I’d like to draw the parallel with writing — because a core skill of the 2. Otis College of Art and Design MFA interaction designer is imagining users (characters), motivations, actions, 3. Ringling College of Art and Design BFA reactions, obstacles, successes, and a complete set of “what if” scenarios.” 4. Savannah College of Art and Design BFA/MFA SUSAN STUART @nicoleslaw @susanstuart @fatimahkabba @jennvano @jamalnichols Section 3: Design needs Designers 27

The Design Business and ﬁnance skills are desired the most by graduates, + research and analytics skills too. Desired design education biases Education Gap: Understanding business and ﬁnance Using research and analytics to design Acquiring Data, Business, Leadership and teamwork and Leadership skills beyond Communicating/articulating your design the classroom Using empathy to design Rationalizing/defending your design The top 3 skills needed by designers in practice are not available to them as basic coursework in education as a designer. Existing design education biases Communicating/articulating your design Using empathy to design Rationalizing/defending your design Using research and analytics to design Leadership and teamwork ROCHELLE KING Designing with Data Understanding business and ﬁnance @rochelleking Elizabeth Churchill, Caitlin Tan @kpcb @sunilmaholtra Section 3: Design needs Designers 28

Simple Research + Content Research + Content Orgs: + Marketing There’s No Single, COMPANY A COMPANY B COMPANY C Perfect, Design Design Leader Design Leader Design Leader —Junior/Associate Designer —Experience Designer —Creative Director Organizational Structure —Designer Types of —Senior Experience Designer —Senior Creative Director —Senior Designer —Manager, Experience Design —Art Director —Lead Designer positions —Director, Experience Design —Senior Art Director —Principal Designer and levels Types of —Illustration Director —Design Fellow —Experience Researcher —Brand Designer functions —Senior Experience Researcher —Product Designer —Manager, Experience Research spanned 46% —Director, Experience Research —Senior Product Designer —Product Design Manager of designers surveyed say that their —Product Design Director highest ranked design leader reports —Content Experience Designer —Content Strategist —User Experience Researcher to the CEO. 2nd highest (at 31%) is —User Experience Research Manager VP/Head of Product. —User Experience Research Director —User Experience Strategist —Copywriter —Product Copywriter @jshoee Section 3: Design needs Designers 29

Orgs: Where Design Reports Changes Based Upon Company Size CEO Product Marketing Engineering Other 0.70 66% 57% 0.53 44% 38% 37% 0.35 36% 36% 32% 32% 0.24 22% 21% 0.18 0.12 0.12 0.12 12% 12% 11% 10% 0.1 0.9%09 0.09 7% 0.07 0.06 0.6%06 0.05 0.02 <10 11-50 51-200 201-500 500+ 2000+ @jshoee Section 3: Design needs Designers 30

Orgs: Impact and lacking challenging work is the #1 factor for designers switching jobs More challenging work From Annual Design In Tech Report Looking for a change Sentiment Survey Opportunity for new role Concerned about lack of career growth 70% Didn't have good/experienced manager Of agencies have a single holistic design Leadership team didn't understand value of design team that includes designers who focus on Other brand/comms/marketing. Wasn't satisﬁed with comp 50% 0 0.05 0.1 0.15 0.2 Of companies have a single holistic design Average Tenure team. The other half splits designers across Agency = 4 years marketing and product. In-House = 2.4 years Independent Contractors = 3.8 years @jshoee Section 3: Design needs Designers 31

Shaping Voice I don't make songs for free. “I make them for freedom. CHANCE THE RAPPER Blessings in Coloring Book, 2016 @chancetherapper

Blogs Brought New Voices To The Web Weekly Usage by Percentage Social media 23 50M = blogging 70% 32% 30% 25% 25% 18% 17% Blogs Blogs 1999 2006 2017 The democratization of influence 27% of the internet is powered by WordPress @justinsayarath @automattic @designerdepot Section 4: Shaping Voice 33

Design is: “The open architecture of the web led to an incredible era of experimentation. Many startups were controversial when they Less Open These Days were ﬁrst founded. What if AOL or some other central gatekeeper had controlled the web, and developers had to ask permission to create Google, YouTube, eBay, Paypal, Wikipedia, Twitter, Facebook, etc. Sadly, this is where we’re headed on mobile.” 8 of 10 CHRIS DIXON Smart phone apps are owned by “The Decline of the Mobile Web” Google or Facebook, and when mobile devices are used there is 20% chance the person is engaging the Facebook app. @caniuse @benedictevans @nielsen Section 4: Shaping Voice 34

Variability in Browsers IE Edge Firefox Chrome Safari Opera iOS Opera Android Chrome Safari Mini Browser Android 55 9.3 4.4.4 11 14 51 56 10 43 10.2 ALL 53 56 15 52 57 10.1 44 Design is: 53 58 TP 45 54 59 Attention to Detail, but Using caniuse.com to see if a particular CSS descriptor works across browsers. Context is Everything Variability in Devices Design is concerned with all the details that make an experience something that is spectacular and memorable. That said, these days it isn’t an easy task to achieve given how devices can vary and how browsers can interpret code in a variety of unpredictable ways. But the greater context in which these experiences come to be need to be considered. How and whether people hold different device types, by Steven Hoober @kpcb @a16z @benedictevans @shoobe01 @caniuse Section 4: Shaping Voice 35

Design Is Not Just For Our Five Senses Often in how design is talked about with Design Trends Authors: Loredana Papp-Dinea | Co-Author: Mihai Baldean regards to the screen, the topic of “how it looks” dominates the main discussion. However, the one design trend with the most significance Semi-Flat Design 1 Custom Graphics and Illustrations 10 today for web content creators is an invisible Cinemagraphs 2 Creative use of neutral space and Grid 11 More 3D 3 Storytelling 12 one: Will my page get found? Which means Animations 4 Lazy Loading 14 Landing Pages 5 Split Content 15 designing for the non-human viewer, too. Geometric Shapes 6 Full-Screen Forms 16 Courageous Colors 7 Videos Everywhere 17 Innovative Scrolling and Parallax 8 SEO is Important 18 Color Transitions 9 Mobile Browsing 10 Designers are not only optimizing for user experience, but are simultaneously optimizing for non-human experience. Hidden Navigation 19 Tiny Design Details 20 SOURCE 2017 Design Trends Guide @behance @milothemes Section 4: Shaping Voice 36

394 Chat Services listed on Design is: Now A Lot of Talk Chat-based interfaces are 1B 846M grounded in mental models that don't require a complex Facebook Messenger Users WeChat Users graphical representation and Conversational interfaces are grounded in the original CLI navigation system. (Command Line Interfaces) and are a bit retro, but effective. @facebook @statista @producthunt Section 4: Shaping Voice 37

Design Is The Computer, Attentive To You Prior to 2012, the average error rate for image recognition was 28% and for speech recognition it was 26%. After ML, the average error rate for image recognition became 7% and for speech reco 4%. Put That There “Voice will not replace The Arrival of Machine 5.3M for DARPA the screen” Learning Amazon Echo’s sold CHRIS SCHMANDT [1981] JAKOB NIELSEN [2003] BENEDICT EVANS [2012] AMAZON.COM [2016] Ellen talks with Siri IBM Watson wins A news anchor accidentally Adobe exploring what digital (2012) Jeopardy (2013) ordered items for viewers with the photo editing via voice. —via device. —via CNN (2016) YouTube (2017) @benedictevans @a16z @jakobnielsen @ibm @cnn @adobe @nngroup Section 4: Shaping Voice 38

Help Today's connected technology products and services make us more vulnerable than ever before - it's incumbent upon designers to build product features and UX that call out and protect against those vulnerabilities for end users. Bottom line — Wanted: you don't need to be a cyber expert to be a designer in security. Learn more about non-proﬁt organization Simply Secure. “Privacy and security matter, and if you care about any part of the Designers In Security Internet then you need to care about security, because there are so many risks — including IoT related risks these days. Designers are needed to make the complex challenges of security actionable and $150K—200K/yr understandable. It's a great opportunity for design leadership: complex problems with multiple stakeholders and an urgent need for The cost for protection against a human-centered thinking.” sophisticated DDoS attack. For an individual journalist, it’s a AME ELLIOTT prohibitive one that threatens Design Director of Simply Secure the future of the Open Web. @ameellio @briankrebs Section 4: Shaping Voice 39

By recognizing exclusion we “can start to build empathy Design Is for people who interact with unwelcoming designs every day of their lives. By Nature KAT HOLMES, IN DESIGN.BLOG Principal Design Director, Inclusive Inclusive Design at Microsoft @microsoftdesign

A Shift: July 2015 June 2016 Aug 2016 Moving towards Google Mistakenly Tags Black More Airbnb Customers Are Clearly Snapchat Doesn’t Get inclusivity People As “Gorillas” Showing Complaining About Racism. What’s Wrong With Yellowface. Limits Of Algorithms. ALISTAIR BARR A.W. DAVEY ALBA Historically speaking, technology The Wall Street Journal The Economist Wired products weren’t designed with inclusivity in mind because the users of the products were generally the makers of the products. The number Aug 2016 Sep 2016 Survey of people using computers used to be very small. However today, due How Nextdoor reduced racist Airbnb CEO: “Bias and Companies trending upwards posts by 75% Discrimination Have No in design perception: to smart phone proliferation, KASHMIR HILL Place” Here. 1. Airbnb everyone is now using computers. Fusion ALEX FITZPATRICK 2. Google To design for everyone, we need to Time 3. Slack now think and work more inclusively 4. Microsoft than ever before. @jshoee @alistairmbarr @theeconomist @daveyalba @kashhill @alexjamesﬁtz Section 5: Design is by Nature, Inclusive 41

A Tool: Microsoft Inclusive Design Toolkit Frame | Persona Network Iterate | Simulations Ideate | Mismatch to Solution II Purpose Persona Network Purpose Simulations Purpose Mismatch to Solution II To consider design challenges in terms of someone’s To reveal opportunities for improving your solution To generate design concepts based on inspiration personal ecosystem. by simulating temporary and situational limitations. from mismatched interactions. Instructions Persona Network Instructions Simulations Instructions Mismatch to Solution II 1. With a particular person in mind, make Materials Persona Network 1. Write the sequence of steps a user will Materials Simulations 1. From the list you generated in Mismatch Materials Mismatch to Solution II note of who they interact with every day. The social context support card take in your solution. Temporary/Situational Limit support card to Solution I, pick the three you’re most Examples of Mismatch support card Who do they rely on? Trust? Enjoy? Note taking supplies 2. From the Temporary/Situational Limit A prototype (low to high fidelity). interested in. Sticky notes, pens 2. Draw a map of the person and their key support card, choose one limitation. 2. As individuals, use the first idea and interactions with 3-5 people. Include Tips Persona Network 3. Recreate this limitation for yourself. brainstorm for 3-5 minutes to generate the different types of interactions that 4. Go through the sequence of steps you Tips Simulations a list of possible solutions. Write the Tips Mismatch to Solution II Alone With coworkers In a crowd typically take place, such as making plans There’s no one “right” way to map the wrote in #1. Build your solution by creating low to solutions on sticky notes. One idea Place emphasis on generating a volume of for dinner or going to work. network. Do what makes sense for your 5. Note what could be improved. medium fidelity prototypes. Examine per note. ideas before clustering and filtering. 3. List the mismatches between the person creative process. 6. Adjust your design. and define what you want the interactive 3. Repeat step #2 with your next Start the activity with a one-minute ice and their environment. Do this activity after learning about the 7. Repeat with other limitations from experience to be holistically and from a two choices. breaker that illustrates how much can be challenges, enablement, successes, and the Temporary/Situational Limit micro-view. 4. If you’re in a group, share your ideas and accomplished in a one-minute brainstorm motivations of a person(s) with a support card. Iteration takes into consideration the full group them in clusters of like ideas. Or session. Give participants a word like permanent disability. Persona Spectrum and what’s appropriate filter the ideas according to what you’d “jump” and ask them to write down their physically, contextually, environmentally, like to work on as a team. associations with the word. 15,000+ and socially for the person(s) involved. Downloads of the Microsoft's inclusive toolkit since September of 2015, with 23% of those downloads occurring since the start of the year. The toolkit consists of the manual, activities, and videos that have been used to facilitate a range of workshops on inclusive design in South America, Asia, Europe, and all over the United States. IBM’s Accessibility Handbook has had > 50K views and 10K paper copies distributed to date. @microsoftdesign @ibmdesign @philgilbertsr Section 5: Design is by Nature, Inclusive 42

Other Inclusive Design is Good Business Is having a more diverse design 90%team important to you, personally? We ideally should be talking about it more internally. We are actively working towards this goal and have put metrics in place. Of designers surveyed answered YES. 8% were INDIFFERENT. 2% were NO. We try but have more pressing priorities. We talk about it but not much action. As products and services in our lives become We’re actively working towards this goal, but are resistant to put metrics behind it. more personalized, there is a growing need for the teams that build products to look and feel like the users on the other side. Recruiting and The Conversation retaining diverse teams is essential for inclusive “We're already very diverse. “We haven't talked about “It's very diverse already “Biggest issue is diversity When diversity becomes this and there are more and we're pushing design outside of the design team. design — it's more important than ever before. part of the culture you don't pressing priorities.” into completely uncharted Design team is not the problem.” have to manufacture it.” areas in terms of geography 2016 DESIGN IN TECH REPORT and industry.” @microsoftdesign @johnmaeda @jshoee Section 5: Design is by Nature, Inclusive 43

One of the things I have learned “ about effective decision making is that the best decisions are often made by diverse groups of people. Saying or hearing these words is magic: That’s really interesting, I had never thought of it that way before. Thank you. MARY MEEKER Internet Trends Report Founder and KPCB Partner @kpcb

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What is Design? It’s about business. It’s about people. It’s about technology. It’s now about digital technology — which touches a lot of people. And it’s now about a lot of people unlike yourself since it is in the millions of people. Because it involves so many people today, design responsibly. Valerie Casey invites you to start a Creative Power Day in your community @designersaccord 46

This presentation has been compiled for informational purposes only Disclosure and should not be construed as a solicitation or an offer to buy or sell securities in any entity. The presentation relies on data and insights from a wide range of sources, including public and private companies, market research ﬁrms, and industry professionals. We cite speciﬁc sources where data are public; the presentation is also informed by non-public information and insights. This is the third publication of the Design In Tech report. We will post any updates revisions or clariﬁcations at https://designintechreport.wordpress.com Please report any errors to @johnmaeda on Twitter. Thank you! John Maeda has minor equity positions as an investor in certain companies referenced in the presentation maedastudio.com/startups.