Simplicity

Author: Nicole Simon

On the Panel for "Simplicity" 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

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