Discussion of Approach—Ripped From E-Mail

On Jan 9, 2014, at 7:38 PM, Christopher Jones wrote:

… wow. great comments … conversation …

I think that the research point is spot-on… If I came in with a bunch of stuff I just thought was cool, it might not resonate if it wasn’t grounded in something credible.

I went to a lecture by a guy named Robert Bringhurst and he was a ornithologist (studied birds?) and a type designer. He said that the dialect of a species of birds’ songs can change dramatically (enough so the birds notice) even if you move a quarter mile away. hitting home the point that even in the current world of globalization, localization and specificity is so important. Even after getting there, the feedback is so important.

As for User Experience, IDEO’s practice is just boss … Not sure where to begin with them. I follow Tim Brown, their CEO on Linkedin. I did recently see something recently, where in their labs, they spent a day coming up with a “demo” iPhone game to see if kids would like it. But instead of actually making an app, they filmed a guy dancing behind an oversized iPhone cutout (cut out of a box and pretty high-end looking) and they had the screen area clipping masked out so the guy could dance and respond to supposed changes (called out audibly) that would be programmed (for instance someone shouted: “now the characters moves his hands”, “now he dances to the beat”, etc.) And they did a lot to actually investigate the people’s reaction to the “app” (by filming the kid’s reactions)—so much so that they had an idea how they’d program the thing before starting to make it.

It was so cool and it focused on getting close to the apes—so to speak—in the spirit of Jane Goddall’s work.

Thanks for noticing.

And I went to a liberal arts school, so I love all that. It’s all connected!!

On Jan 9, 2014, at 6:37 PM, (colleague) wrote:

“…solve the problem intuitively”

It’s as simple as that!

That was just a little bit of sarcasm. 🙂

I agree 100% with the emphasis on identifying and understanding the problem one needs to solve. One thing I’ve learned from watching you is how much it pays off to research the culture in which the people you want to talk to operate. You touched on it in an earlier email when you talked about the role the primary sponsor plays in brand identity. Same for the steering committee meeting where you talked about the current trend towards retro themes in cycling and how this shaped your design direction. If I recall correctly, you said you wanted to respect the trend without being derivative or formulaic. Great stuff.

A lot of the same applies to UX, especially with regards to the use of ethnography. In fact every time I come across an article mentioning ethnography as a research tool for experience design I send the link to my parents as a reminder that my major in anthropology wasn’t a complete waste of time. 😀

On Thu, Jan 9, 2014 at 6:21 PM, Christopher Jones wrote:

… I happened upon this in my Evernote and it is formidable design philosophy which applied in this case … (not that they necessarily will act on any/all of it): “Burtin feels that his own approach to developing a design for graphic representation is best summed up by an old Japanese proverb which instructs: ‘First know all there is to know . . .then memorize it, then solve the problem intuitively.’ But for Burtin intuition is not so much a ‘magic spark’ as the result of human curiosity and a consistent experiment guided by logical thought.”’


On Jan 9, 2014, at 2:59 PM, (colleague) wrote:


How did this snowball from just a refresh of the jersey to a full on branding strategy? 😀

Great work. I love it. The poster is aces.

related to this work and presentation: