DLD09 live

1. Simplicity

   Tags: dld· dld09  -  2 comments

   

   On the Panel for "Simplicity"
   

   
   
   • Gorden Wagener (Mercedes-Benz)
     
   • Carlo Ratti (MIT)
     
   • Christopher Schläffer (Deutsche Telekom)
     
   • Gerhard Roth (University of Bremen)
     
   • Jeff Hayzlett (Kodak)
     
   • Moderation: Adam Bly (Seed)
     

   
   Why are we talking about simplicity?
   

   
   
   • we are talking about simplicity because life is so complex, because there are so many more variables
     
   • forces us to think differently
     
   • how much do we have as an ability to deal with complexity?
     
   
   
   
   Gerhard Roth about the brain
   
   
   • the human brain is says to be the "most complex individual system in the universe"
     
   • 80 billion neurons, 500 trillion synapses each of which can take up to at least 10 different functional states
     
   • it can take everything - but at the same time it does try to simplify everything
     
   • brain tries to automatize and to form habits, so you do not need to think about it
     
   • most relevant data compression is to make sense of something
     
   • showing the example of the Kanizsa illusion: you see a triangle because it is the best data compression available for the brain
     
   • the best decision we can do are routine decisions, they are always simple
     
   • affective-impulsive are the mostly inapproprate decision
     
   • purely emotional is good at complex decisions but details are not reportable
     
   • logical-rational decision: good at simple decisions
     
   • avoid being rational at decisions
     
   • preconscious intuitive decision: tood at complex decisions, but details only partially reportable
     
   • best way of deciding a complex situation is to work through it and then let it sit overnight, because there it will be working 'in the background' and will pop up intuitivly
     
   • high power decision makers and politicians recommend this process too, let your brain do the work
     
   • what is the reason for this simplification? Brain tries to minimize processing power, and is avoiding the rational thinking
     
   • most relevant data compression is to make sense of something
     
   • showing the example of the Kanizsa illusion
     
   • basically you should avoid thinking and increase processing
     
   • find out what it important and not important
     
   • increase of action and reaction speed
     

   
   Insights from Christopher Schläffer

   • Telekom industry was a very simple business, but exploded into complexity and faces the challenge of going back to simplicity
   • Technology is a driver of innovation but also complexity
   • invention of the internet and mobile phones made our life highly complex and is different from our daily routines
   • think growth of bandwith, storage and processing power
   • all of this is suboptimal and has created a huge management challenge
   • we are loading our systems (and processors) with more than needed
   • we have to change the anti-value chain
   • we have to open up the proprietary systems and need open innovation
   • what is the key challenge: we think we need to connect the ecosystem
   • connect live and work in all areas
   • we need to open up our personal data with permission of the customers

   
   Notes from Carlo Ratti

   
   
   • maps: we keep on adding information but how do we simplify the information
     
   • (showing some great visualisations which are hard to describe)
     
   • showing data traces on a map of Rome during the night of the world cup where you can see the excitement over the italian victory
     
   • sometimes all the information we are collecting comes from the people itself, example flickr pictures with meta information
     
   • showing Europe weaking up on a global map and city gravity
     
   • Waste and the city - does volume matter?
     
   • Are we arewar how much waste we produce?
     
   • Example of CityBikes in Copenhagen
     

   
   Notes from Jeff Hayzlett

   
   
   • Show you how it feels to be in my job: how many of you have bought a film in the last 12 month? How many a digital camera? Thanks, welcome to my world
     
   • Kodak's story is about being relevant again and reinvent themselves
     
   • showing of his new video camera, brought to market in less than 5 months
     
   • Even if we screw up, we are doing it fast
     
   • 70% where non digital, now over 70% of business is now digital
     
   • half of their products did not exist some
     
   • 65% of people did not work there 5 years ago
     
   • today 8 / 10 people take pictures in default modes - made a camera which figures out on its own which situation it is.
     
   • We bring simple back
     
   • This old website does not shout simplicity or cool, it shout bargain basement sales
     
   • went to their core base of users and asked for a favour, let's show the people the value of images
     
   • examples of the inaugaration: 93 million unique visitors a day
     

   Notes from the discussion round:
   

   
   
   • we cannot forget about emotion in design
     
   • we are living in a hypercomplex environment - how is the brain dealing with this?
     
   • First is making sense, reduce to the simplest meaning
     
   • Second: when things becomes complex you either use emotion or intuition
     

   
   Presentiation by Gordon Wagener about Mercedes Benz Design before the panel
   

   • Long life design is necessity for a company like Mercedes
     
   • 400 people at headquarter for design, 100 in other places, including software and fashion designer
     
   • 20 nationalities, gives good insight in different cultures
     
   • have studios all over the world, for example Tokyo, Italy and the USA
     
   • Mercedes is not just a brand, we invented the automobile and want to be innovators
     
   • Mercedes is also tradition based, but are looking to the future as well
     
   • and all is about design
     
   • cars are always compared to people, which is why they are looking at faces of people and try to bring that to the cars as well
     
   • Mercedes is the most traditional brand in the world and abut continuity and innovation
     
   • Mercedes has to be innovative especially in design
     
   • we want to create classic style cars
     
   • new trends come up like ecology, showing a study of a fish like car
     
   • luxury is a trend, combined with green it will be "green luxury", green and luxury can go hand in hand
     
   • Sensual style: shape reminds us of things we find beautiful
     
   • avant-garde style: you have to be provocative if you want to be leader
     
   • What are future trends which affect car design?
     
   • Individuality (especially in luxury)
     
   • Authenticity: good design is authentic
     
   • Authenticity in material: wood and leather are real wood and leather
     
   • eight out of ten luxury brands come out of Europe

   • European luxury is a trend as well, and Mercedes is the ambassador
     
   • Eco Design: alternative materials, sustainability
     

   
   

   

   Nicole Simon
   Showing different areas where Simplicity is good for your sanity and for business.

   January 26, 2009
   04:00 PM