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Our design director and partner, Guy Haviv, travelled to Båstad in Sweden last week to give a keynote at the annual Digital Days conference organized by Egmont media. In his talk, Guy discussed a possible ways for designing media experiences in an attention-deficit world.
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2014 Egmont
Content, context & technologies: inspiration for new experiences
Digital Days 2014
Guy Haviv Design Director, Partner Tel Aviv
About Designit
2014
We grow businesses by designing new experiences for humans, enabled by technology.
We are a global strategic design firm making innovation happen for the world’s most ambitious companies.
We design brands, products, services, digital & mobile experiences and fuse them with technology.
Welcome to Designit
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Egmont
Saturated Lives
Modern life is becoming increasingly saturated, overloaded with information.
2014
Egmont
For short period of time, it seemed that the iPhone and iPad can help with this with their full screen apps. !iOS facilitated a single immersive experience at a time.
2014
Saturated Lives
Egmont
But since then, social media mobileapps + increasing prominence of notifications made it increasingly harder to concentrate.
2014
Saturated Lives
2014 Egmont
FOMO
“FOMO is a form of social anxiety, whereby one is compulsively concerned that one might miss an opportunity for social interaction, a novel experience, profitable investment or other satisfying event.”Wikipedia
Saturated Lives
Fear Of Missing Out
Egmont
We struggle to concentrate,even when watching TV, or a film at the cinema.
2014
Saturated Lives
2014 Egmont
Q
How do we create digital user experiences that are increasingly relevant in this reality?
Question:
2014 Egmont
A
By designing for helping users ‘making sense of the world’ By making discovery & consumption of content more familiar and simpler By designing for digestion !
By editing, curating & organizing fragmented media to bemore linear
Possible answers:
Egmont
Inspiration: News on the Web
Haaretz is the oldest running newspaper in Israel
2014
It’s also the 3rd largest non-free daily
Egmont
Inspiration: News on the Web
Think of it perhaps as an Israeli version of The Guardian
2014
Highly critical, left wing orientation, culturally minded, etc.
Egmont
Inspiration: News on the Web
haaretz.co.il was re-designed several times in the past decade.
2014
Egmont
Inspiration: News on the Web
Online, Haaretz mostly imitates the competition, the result is yet another news portal.
2014
Haaretz NRG news portal Ynet leading news portal
Egmont
Inspiration: News on the Web
The tendency on these sites is to publish stories by categories, into ready-made templates. !
This includes web-only news and some stories from the printed edition
2014
Egmont
Inspiration: News on the Web
This means that the dominating organization method is the site’s categories, tags and web page templates.
2014
Egmont
Inspiration: News on the Web
Index pages are always the same template, with stories of the same category in the same place, with only text / images changing. !
Hierarchy is almost always determined by the template.
2014
Egmont
Inspiration: News on the Web
The content is often infinite: there’s always more content. I’m always looking at a subset of all content available through some list page.
2014
Content from today and earlier this week is mixed
Egmont
Inspiration: News on the Web
The print edition, however, is a finite object.It has a beginning, a middle and an end.
2014
Egmont
Inspiration: News on the Web
It is edited, curated, organized, made hierarchical by experts - which output a finite object.
2014
Egmont
Inspiration: News on the Web
When a person reads or skims this printed edition, and goes through it all the way to the end, there’s a feeling of accomplishment, even if she only skimmed her way through.
2014
Because she can get the sense of being ‘briefed’ and going ‘through everything’ - largely because the object is finite.
Egmont
Inspiration: News on the Web
So much of this output, which is highly valuable and done by the most senior talents in the org. and is barely utilized on the Web.
2014
2014 Egmont
Redesign Haaretz’ digital presence around it’s strengths: !
strong, thoughtful, critical, inspiring content, often with a long ‘durability’
Idea:
Egmont
Inspiration: News on the Web
Design it’s web presence around 2 main pillars:
1. Editions 2. Online news
2014
On the mobile view of the site
Inspiration: News on the Web
Online News
Today’s Edition
Today’s Edition
Egmont
Inspiration: News on the Web
The ‘edition’ part includes the same content as the printed edition, in layouts and structure that are designed to work well on digital.
2014
Egmont
Inspiration: News on the Web
These editions are finite objects, even in digital.They have a beginning, a middle, and an end. !
It’s an ‘object’ a user can understand, skim, read, start & finish. Pay for.
2014
Egmont
Inspiration: News on the Web
The ‘online news’ content will be stronger as a result of the dichotomy between it and the ‘edition’ content.
2014
2014 Egmont
Q
How can we leverage existing content that has the potential for a long lifespan?
Question:
Use this slide when displaying a bright image that can benefit from a dark background.
Section name
I assume you’re familiar with Kindle Singles
Egmont
Inspiration: News on the Web
I would enjoy reading a compilation of ‘election news’ content from one of the paper’s political commentators. !
Or a compilation of design articles from the last 6 months.
2014
Egmont
Inspiration: News on the Web
Those could be sold as ‘small digital books’ within a future Haaretz app, as in app purchases, and accumulated in a digital library
2014
Egmont
Inspiration: News on the Web
~4 months after I originally talked about this at Google, the New York Times released a refresh of their website.
2014
Egmont
Inspiration: News on the Web
Including many refinements, one of which is a new section called ‘Today’s Paper’
2014
Egmont
Inspiration: News on the Web
The redesign was extensive and includes many other features and enhancements. !
So we can’t attribute the impact on a specific feature or two, but in any case: !
Digital subscriptions grew by 18%
2014
Egmont
Inspiration: Voice
For quite a few people, consuming audio content is becoming increasingly important as our lives become busier.
2014
Egmont
Inspiration: Voice
This content comes in the form of podcasts, audiobooks, online radio and a mixture of the above.
2014
Egmont
Inspiration: Voice
This content comes in the form of podcasts, audiobooks, online radio and a mixture of the above.
2014
Egmont
Inspiration: Voice
This content comes in the form of podcasts, audiobooks, online radio and a mixture of the above.
2014
Egmont
Inspiration: Voice
The BBC is doing very good use of this trend, serving content in it’s dedicated iPlayer Radio apps as well as propagating it as podcasts to the iTunes store.
2014
Egmont
Inspiration: Voice
2014
The BBC is doing very good use of this trend, serving content in it’s dedicated iPlayer Radio apps as well as propagating it as podcasts to the iTunes store.
Egmont
Inspiration: Voice
For some people, this channel complements many daily activities: Commuting, walking the dog, exercising, washing dishes, etc.
2014
Egmont
Inspiration: Voice
I use podcasts and the BBC radio app as a learning tool: you can look up content on ‘color theory’ and get a list of things to listen to.
2014
which brings us to the next point.
Egmont
Is there a way to do this with voice? !
Build a learning-machine that is simple, speaks ‘directly’ to my brain and makes me learn new things?
2014
Inspiration: Learning
Egmont
Code Academy
2014
Inspiration: Learning
- Success is within reach - Series of small achievements - Learning is interactive - Easy to pick up
Egmont
Code Academy
2014
Inspiration: Learning
Hour of Code app
I can imagine myself completing this interactive thing, and gaining new skills. !
It won’t be about reading, it will be active.
Egmont
You would think that the kind of layouts Flipboard generates are only relevant on tablets, right?
2014
Inspiration: products that generate linear experiences
Egmont
Wrong.
Flipboard on the iPhone is focused & wonderful.
2014
Inspiration: products that generate linear experiences
Egmont
Section name
Would people pay for a new, re-imagined edition of their favorite magazine that is intimate and close them me on their phone? !
(I would.)
2014
Egmont
SundaySky
2014
Inspiration: Learning
Generates ‘smart video’ out of various data sources
AT&T Bill smart video
Egmont
SundaySky
2014
Inspiration: Learning
Generates ‘smart video’ out of various data sources
Smart Video for Travel
Leumi Card201
Idea vs. Innovation
We discussed several inspiring ideas that deal with designing meaningful experiences related to media and content.
Leumi Card201
Idea vs. Innovation
Some of these may relate to types of media that are adjacent to Egmont’s business.
We can use those to be inspired on how we might create new digital experience that help people make sense of the world, in a limited-attention span reality.
Leumi Card201
Idea vs. Innovation
Often times, in many organizations, it’s hard to tackle the need to innovate in the digital space.
Common causes are operational complexity, tech feasibility, or the long time frames it takes to validate ideas.
!
Surprisingly, it’s often the case that it’s best to engage these challenges head on.
2014 Egmont
Thank you.Digital Days 2014
Guy Haviv Design Director, Partner Tel Aviv
designit.com [email protected] !