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Designing (with) language_WIAD Zurich 2017_Clementina Gentile

How can we design with and for language, to foster innovation and systemic change? This talk will explore the potential and capability of language, from the design of an interface to the one of complex socio-economical systems.
This talk wants to bring awareness on the impact we have as designers to shape the language that people use with devices and within organisations.

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Designing (with) language_WIAD Zurich 2017_Clementina Gentile

  1. 1. Clementina Gentile Designing (with) language @clementina_g
  2. 2. What colour do you see?
  3. 3. And now have I put in here, as thou seest, with ship and crew, while sailing over the wine-dark sea to men of strange speech, on my way to Temese for copper Homer. The Odyssey with an English Translation by A.T. Murray, PH.D. in two volumes. Cambridge, MA., Harvard University Press; London, William Heinemann, Ltd. 1919
  4. 4. Language influences our perception
  5. 5. Ludwig Wittgenstein “The limits of language (of that language which alone I understand) mean the limits of my world”
  6. 6. Language influences our behaviour
  7. 7. Language will be the new UI
  8. 8. Language is the UI
  9. 9. What does it mean for designers?
  10. 10. Syntax is the study of sentences and their structure, and the constructions within sentences. Syntax tells us what goes where in a sentence and how we should say things correctly. Syntax 1
  11. 11. Skeumorphism before
  12. 12. Skeumorphism now
  13. 13. “Amazon Echo is magical. It’s also turning my kid into an asshole” Hunter Walk
  14. 14. Argument = war The importance of metaphors Your claims are indefensible He attacked every weak point in my argument His criticisms were right on target I demolished his argument I’ver never won an argument with him You disagree? Okay, shoot! Metaphors We Live By George Lakoff and Mark Johnson. Picture: Marina Abramovic
  15. 15. On what extent the language we speak with machines will mirror or influence the language we speak with our peers?
  16. 16. Semantics is primarily the linguistic, and also philosophical study of meaning. It focuses on the relationship between signifiers—like words, phrases, signs, and symbols—and what they stand for, their denotation. Semantics 2
  17. 17. Yahoo developed a BOT that is able to catch online abuse
  18. 18. Flickr tags
  19. 19. What about biases?
  20. 20. How will we design the machine language to go beyond syntax and grasp also semantics?
  21. 21. Sociolinguistics is the descriptive study of the effect of any and all aspects of society, including cultural norms, expectations, and context, on the way language is used, and the effects of language use on society Sociolinguistics 3
  22. 22. Language of organisations Technical expertise Integrity Strategic self awareness
  23. 23. “Narrowing language increases efficiency Narrowing language also increases ignorance” Paul Pangaro
  24. 24. Paul Pangaro “Expanding language increases opportunity To regenerate, an organization creates a new language”
  25. 25. Language of social systems
  26. 26. How will we increase opportunity and guarantee transparency through language?
  27. 27. The limits of the language we will design will be the limits of the world we will live in
  28. 28. How can we design with language? Helena Almeida
  29. 29. Prototype conversations 1 - Syntax
  30. 30. Play with metaphors 2 - Semantics
  31. 31. Be aware of biases 2 - Semantics
  32. 32. Design to increase friction and truth 3 - Sociolinguistics
  33. 33. 3 - Sociolinguistics Design for systemic change Framing design as conversations around systems, Dubberly design office
  34. 34. “Love words, agonize over sentences, pay attention to the world.” Susan Sontag
  35. 35. Jung Lee - The end @clementina_g