A few people have asked me what I am working on…
The short version;
I am moving to New York to join Prehype, a product innovation studio that help corporations build successful digital companies.
The slightly longer version;
Over the past year, I have had the fortune to be an Entrepreneur in Residence at Index Venture. Index is one of the most respected VCs and for good reasons. It is a group of amazing people who have a rare combination of incredible business intellect, venture experience and human empathy. I have also had the luxury of meeting a bunch of great entrepreneurs, spent quality time with inspiring industry fellow travelers and worked on interesting products like basno.com and hotpotato.com (recently sold to facebook).
What have fascinated me the most is the shift in the skills needed to make a successful company/product. My thesis is that the 90s was all about innovation within technology, the 00s was about innovation within social engineering and robustness and the next area of innovation is all about Experience Design (see my earlier post about this). We have moved from a time where a product only had to be functional to be successful, through the 90s where it also had be reliable, fast and reliable and into the 00s where it had to be social. Now, in the 2010s, a product needs to be enjoyable – an experience that not only solved your problem – but also make you enjoy the process of doing it. The new skills needed to create these experiences are linked to design, but ranges much wider and includes: perceptual psychology, linguistics, cognitive science, architecture and environmental design, ethnography, interaction design, storytelling, heuristics, and design thinking. While this type of thinking is well known in the offline product development world, it seems to be something that we have yet to embrace in the online world. (althought companies like Gilt Group, Groupon, Zappos and Etsy are catching on quickly)
So what does prehype do?
Prehype is a studio that partners with corporations, angel investors and venture backed start-ups to build successful companies. Here is a few reasons why people work with us. We are hoping to take the best of several companies we really respect; The understanding of Experience Design from Ideo, the innovative approach to business models of Fahrenheit 212 and the entrepreneurship of Betaworks. The mixture of those three is a new form of experience design innovation studio.
Corporates work with us when;
Founders and investors approach us when;
We will also do a few of our own projects. Most will be what we call ‘research’ projects (see website for details) while others will become substantial enough to be spun out as separate ventures and become clients of ours (e.g. basno.com)
Overall, I am incredible excited about it all, I love New York already – and the people I work with there are both kind and truly inspiring.
Onwards and upwards… Rock’n’Roll
How to give people something to talk about…
A few months ago I wrote a post called Virality is all about making your users look awesome in front of their friends. It was promoting the idea that you need to think about what your users get out of talking to others about your product. What was implied in the post was the concept that you need to create a narrative around your business or product that is easy for your users to articulate to others. You need to hand craft a story that is easy to remember, easy to tell and, importantly, makes the person telling it look good. Lately the importance of this point has been growing on me. What you might call ‘The lacking narrative issue’ seems to be a core problem, not just for creating virality but for many other aspects of your business – such as attracting staff, getting investment, and creating clear design briefs – and simply for making it easy for your mum to tell her friends what you do. 🙂
So let’s set aside what your users get out of telling others about your product, and just focus on the core narrative of what you do. It’s quite amazing how many founders and company leaders are making amazing new technical solutions or products but seem to have difficulty explaining the core narrative of the product themselves. Now, if the person who built the product has a hard time explaining it, then just imagine how hard it is for others to understand it – let alone promote it. The simple question – what does your company do, and how does it help your users? – is really something you should be able to explain without the use of 25 slides or a fancy flash video. I was reminded of the importance of this when I was reading about an interesting term called ‘The Social Object’. ”The Social Object, in a nutshell . . . . Human beings are social animals. We like to socialize. But if [we] think about it, there needs to be a reason for it to happen in the first place. That reason, that “node” in the social network, is what we call the Social Object.” (via gapingvoid.com)
Human interaction is widely based on exchanging stories, so if you create a very good narrative of your company or product, it can become just such a social object. A good exercise is to spend some proper time making a good story about your business and try it on a few people. Then wait a few days and ask them to explain to you what your business is doing – and see if you like what you hear. If the story is good, it should become a social object. From there it can be shared easily with everyone from new customers and investors to your mum.
I am in the process of writing a longer post about the difference between Google’s and Apple’s approach to ‘User Experience’ and stumbled over this wonderful quote from Steve Jobs:
When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesize new things. And the reason they were able to do that was that they’ve had more experiences or they have thought more about their experiences than other people.
Unfortunately, that’s too rare a commodity. A lot of people in our industry haven’t had very diverse experiences. So they don’t have enough dots to connect, and they end up with very linear solutions without a broad perspective on the problem.
The broader one’s understanding of the human experience, the better design we will have.
– Steve Jobs
Research project #2. This is part of a series of research projects. See the first project #1 where we tried to make a page rank algoritm for physical locations.
Project: We wanted to create an ultra-localized newspaper with the visual language of print but based only on RSS feeds and with no human intervention. Usage examples: allowing real estate agents to offer a localized newspaper, adding information that is related to a homeowner – popular venues, local council info, what people on the street tweet about, local news headlines, and so on.
Background: There were two core drivers behind the idea of this research project.
1.Our fascination with just how superior offline print design is compared to digital when it comes to the experience of consuming text. While the internet offers a world of opportunities when it comes to creating engaging storytelling experiences, it seems that the innovations around reading text online has a long way to go. Print papers offers many subtle but powerful properties not yet found online:
2. Our respect for how Netflix taught us how to introduce new technology when users are ready for it (rather than when it can be done). About 10 years ago I gave a talk at Harvard Business School about digital television. Someone from the audience asked me what I thought about Netflix. My answer was that Netflix was missing the point and that VOD would overtake them shortly. In retrospect, it is clear that Nexflix had actually done something very smart. They met their users with a product (movie rental) that was aligned with their users’ technology comfort level and then established a business relationship with them on the users’ terms. Now as broadband and connected devices are commonly used, they can migrate their business alongside their users into new digital platforms and offer their own VOD offering. I don’t know the Netflix people, but I assume that they are so smart that they had this planned all along. The lesson from Netflix is to keep an eye on where the users are in their adoption of new technology and then think how you can design new products so users don’t have to change their behavior too much in order to start adopting the service. With that in mind, consider this fact: the direct mail business in the US is still several times bigger than all internet advertising.
Gavin, Stacey, and I were discussing the above and came up with the idea of making an ultra-localized print paper that would utilize all the amazing local content that is available online and create a system that would format the content into a visually pleasing paper design, which would then be printed and delivered to people’s homes.
We started to find great sources of content that could be extracted from the web by only knowing a user’s zip/postcode. The thinking was that real estate agents would sponsor the print of these magazines and target the streets/postcodes they wanted to sell houses in. We found there was a lot of great content out there. Here are a few examples of sources we used:
Our “hacker in residence” Andras did some research on how to do some formatting and choosing of the content we had taken in and Gavin did some nice designs. We then teamed up to get this printed on real newspaper paper with the awesome guys at Newspaperclub who had already done an interesting and rather similar prototype of a service for people moving into a new area.
Below is the result. A nicely designed ultra-local newspaper based on my postcode. We could now do these week in and week out based on any postcode without having to do much or any work.
As this was a research project we don’t plan to take the concept further, but we might use it for other projects we are involved in. To test the concept we applied the same solution to myheritage.com (se pictures below) to see if we could apply the same system to another problem. Here we took the data (dummy data was used) that was already available and created a yearly update paper for my family. The thought was that many people would like to get access to online data but would find paper better suited as a medium.
I realize that many will say that (i)Pads can provide the same experience and there is no clear business model for this idea. This is partly true. The iPad has already seen an amazing growth in apps that mirror the visual design of papers and magazines. For us this was not about arguing about whether one business, platform, or process was better than another, but to experiment on how to use convergence to come up with a completely new experiences. When sat down with a nicely designed magazine about our street – that had been made totally automatically – we felt we somewhat succeeded.
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The MyHeritage.com proof of concept:
More and more research is popping up pointing to negative effects of being online and available all the time. Most of us are pretty accessible and judging gets slightly restless if we dont get our information fix:
” Scientists say juggling e-mail, phone calls and other incoming information can change how people think and behave. They say our ability to focus is being undermined by bursts of information. These play to a primitive impulse to respond to immediate opportunities and threats. The stimulation provokes excitement — a dopamine squirt — that researchers say can be addictive. In its absence, people feel bored.”
From todays New York Times; Hooked on Gadgets, and Paying a Mental Price: http://bit.ly/aDLLAW
Its not just the constant need for information, I have also noticed that I increasingly dont remember information that I can easily access by googling my past emails in Gmail. A trend that is also being researched; An Ugly Toll of Technology: Impatience and Forgetfulness also from todays New York Times http://bit.ly/dhD7Qe
So from today, I’ll try to experience with offline creative hours. The plan is to allocate certain amount of hours every day for creative problems I have to solve. The then force myself to have email/twitter/facebook and messenger platforms closed for those hours and continue working on the problems for the specified time – even if I solve the problems quicker. Its a summer digital detox experiment 😉 . Might even try some of all those new tools that are coming out to keep us from our information addiction like Writeroom and other of these tips. I’ll let you know how it goes.
So besides creating a bunch of ultra personalized behavior generated content and the pleasure of playing with data visualization – I am finding easier and more optimal ways to achieve life goals.
I have been working on a small social currency research project with Andras and Simon. The thinking is to make a social page rank for physical locations based on peoples online behavior generated content . In the same way that Google lists websites based on how many other websites are linking to them, our plan was to make a Google’ish algoritm that showed a coffee bar’s ‘Social Value’ based on a number of factors. (Checkings on four square, frequency of check ins on Gowalla, amount of comments on Yelp, mentions on Twitter and so on).
To make the dataset simple we focused on coffee places in London and created an algoritm that looks at multible data sources that we could access via APIs. We then do some black magic where we calculate a social currency value for each place. E.g. a place gets more ‘points’ if people have checked in multiple times on a location rather than just having a lot of checkins.
Next step is to open for our api so you can get social currentcy values for places in your own apps. Anyway, thought I would introduce the concept to get feedback, ideas or comments.
Check it out here; should work in computer and mobile browser:
http://coffeememe.com/ (update: no longer available)
My friend Noah just posted about a new project he is starting called The Gallery Interweb. Its basically a bunch of links to people/sites who have tried to visualize the internet. It got me thinking of this old art piece that I saw and download many years ago. The quality of the video is pretty poor (as I downloaded back when 6MB was a big file :-). While I cant remember where I got it from, I still find it thought-provoking:
First check out venturehacks.com’s fine list on how to pitch your start up to angels or vcs: http://bit.ly/YGqoY . Then jump over to this blog post about how to use social proof to pick up women: http://bit.ly/cFltBc
As you can see, there is a fascinating rhetoric overlap between start-up pitching and pickup social science. Maybe its just because I did my degree in social science – but I feel when speaking about product marketing, we should focus less about technology and specific tricks for e.g twitter and facebook. While we are dealing with new communication technologies – its seems the core principles of human interaction and social needs is more or less the same as it has always been. Concepts like ‘social proof’, the need for ‘social acceptance’ and the ‘strength of the weak ties’ have been around for a while. It’s those core human needs and a deep understanding of that psychology we need to understand and discuss to make better products, marketing-tools and designs.
Or at least it’s a good excuse to read ‘The Game’ and expense the book as ‘social media research’ 🙂
Have a great weekend.
A national study out of SDSU shows that 57% of young people believe their generation uses social networking sites for self-promotion, narcissism and attention seeking. This is important for you as a product developer/designer because this emotional-need forms the basis for creating virality in your products. People don’t just share messages to be nice to their friends. Take a look at Facebook or Twitter, for instance – often status messages are equally about saying something about the sender, so the important question you should ask yourself is: “How will the message I want spread make my audience look cool or clever to their friends, colleagues or customers?”
A few examples:
Any other examples?