Design Logic for BlueAnt Digital Talks

Design thinking in everyday life
Presented for BlueAnt Digital, New Delhi -India: 23/5/2014
Form follows Function. (Luis Sullivan, 1896)
Form follows Meaning. (Reinhart Butter, 1989)
Lacie ‘petite key’ by
5.5 designers
Shujoy Chakraborty
Ph.D (Design), M.Des, B.Arch
design thinking | design research | product innovation
Presented to

Living in a designed society
Wake up to design everday Experience design
everywhere
Walk through designed
streets
Study in designed universities
Above: EPFL Zurich, Switzerland

Living in a designed society
Use designed spaces Use designed services
Above: BikeMi, bike sharing
Milano
Experience designed systems
Above: Milan (Italy) Metro: yellow line
Experience designed
systems

Living in an un-designed society
Walk through un-designed
streets
Study in un-designed universities
Eat un-designed food
Eat in un-designed restaurants

Living in an un-designed society
Experience un-designed services
Experience un-designed shopping Accept un-designed products
Above: Wheelchair in an airport

Standardisation in a designed society
For each service a standardised icon
Consistent usage of colors and fonts
Consistent usage across locations

User experience becomes intuitiveConsistent indication for every street
All important city layers are indicated

Non-standardisation in an un-designed society
Critical services are non-uniformly
indicated
Improvisation ‘jugaad’ is accepted No clarity of communication
Concept of iconography is weak

Non-standardisation in an un-designed society
Improvisation ‘jugaad’ is accepted
Above: Ahmedabad airport
Emergency indications are poorly
designed
Above: 2° AC compartment- Indian
Railways
Life threatening warnings illegible

Too much detailing
Over detailing leads to
confusion
Cartoonish proportions

‘Hard vs Soft’ spaces
Un-designed is ‘Hard’
2° A.C. Indian Railways
designed is ‘Soft’
Treno di notte- Trenitalia (Italy)

Sensitivity to details
Thought out details lead to consistency
reducing stress on the user
Inconsistent details lead to stress on the user

Sensitivity to consistency
Systemic level design leads to
consistency

Sensitivity to consistency
Logo Digital identity
Smart cardPhysical identity

Sensitivity to simplicity
Do not use conflicting
fonts and colors
Use large fonts and
coordinated colors

Sensitivity to information
Metro map of ATM service Milan: all facilties are
indicated
Metro map of DMRC service Delhi: no facilties are
indicated

Sensitivity to usability
lack of usability Thought given to usability

Sensitivity to Design
Rubbish bin Plastic chair Ice-cream brick

Sensitivity to packaging
Quality packaging
communicates trust
(olive oil €4)
Usability increases
pleasure
(spices€2 each)
All critical information present
(chicken €3)

Sensitivity to packaging
Material selection is important
(bottle €2)
Graphics are important
(spaghetti €1)
Protection is important
(6 eggs €2)

Sensitivity to clearity
Too much information
No heirarchy
Structure and layer the information
Clear heirarchy

Make functions visible
Do not hide the obvious and basics
Above: 3 step operation to remove a contact

Consider symmetry and simplicity
Proper use of geometry is
important

Don’t introduce unknown symbols
Do not hide critical functionality behind arbitary icons
Critical functionality should be clearly mapped and visible

Reduce is not always simple
Less is not always better Google page 2014
Google page 2004

Reduce is not always clear
Iconography should be recognisable Too much reduction can take away clarity

Reduce can be archetypical
Icons should communicate clarity of thought and purpose

Affordance
Flat design shouldn’t take away from affordance

Consistency
Consistency is critical for everyday use
Above: Android 3.3
Consistency is critical for everyday use
Above: Android 4.2

Further Reading
Laws of Simplicity- John Maeda Emotional Design- Donald Norman

design thinking | design research | product innovation
Delhi | Milan
Sound logic behind great design.
Disclaimer: All content in this document is copyrighted intellectual property of DesignLogic India.

Design Logic for BlueAnt Digital Talks

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