5 Things Biology Can Teach Us About Breakthrough Design

How do we design for an ambiguous future?

“…the things I’m going to be working on haven’t been invented yet.”

Rhys Banfield, age 10

Is there anything we do know about the future?

Source: Alpha Designer

Source: Alpha Designer

Biology is an exquisite designer

Constraints

Constraints Beauty

Constraints Beauty Adaptability

Constraints Beauty Adaptability Empathy

Constraints Beauty Adaptability Empathy Loves a good user test

Cycles of near wins that lead to more attempts

In biology, big changes happen when big stress occurs.

Rule #1: Innovation happens when environmental pressures are significant

Why do we need brains?

“Movement is the only thing you have to affect the world around you”

Daniel Wolpert

Mobile is a state, not a technology

Beware the tech that forces you out of your natural state

#convCon @freshtilledsoil

Rule #2: Mobile is our default state

Source: The Telegraph

Source: The Telegraph

Product design trends towards fitting our senses…

…but also making those senses a little better

Rule #3: The best products extend our biological powers

What about content?

If tech conforms to us, then content should follow us too

Always on, but not always on the same device

brains

“We are not seeing a substitutional effect. People reading across multiple devices increase their consumption…”

Tom Betts, FT head of data

Rule #4: Experiences, and thus products, become specialized over time

Let’s talk about drugs

We need dope

We need dopamine

We are emotional first and logical second

Emotions are required for decisions

Brain chemistry drives engagement

People use your product because it makes them feel good

“What’s in it for me?”

Make someone feel good and you win

Make someone feel good in front of others and you win big time

Car safety and soccer moms

Source: Kelly Blue Book

What does safety look like to your customer?

Rule #5: The best products make humans feel more human

What has biology taught us about creating breakthrough products?

#1 Environmental pressure leads to innovations

Prototype, then test with real people, in the real world.

#2 Mobile state is our default

It’s not ‘mobile first’, its mobile always. Build for the human state not the tech state.

#3 Extend biological power

Tech should enhance who we already are. It’s not a new you - it’s you with superpowers.

#4 Specializations are good

Context is everything. Get out of the building and build the most relevant UX possible.

#5 Make us feel good

Build products that make humans feel smart, safe, recognized, and loved, and they’ll return the favor.

Thank you!

Q&A