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THE DESIGN OF THINGS YOU DON’T
WANT TO THINK ABOUT
ALBERTA SORANZO | @ALBERTATREBLA
WIAD 2016 | Jönköping
HELLO. MY NAME IS ALBERTA.
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
I HAVE A QUESTION FOR YOU.
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
WHAT KEEPS US UP AT NIGHT IS…
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
EVERYTHING, EXCEPT WHAT IS FOUND IN
NATURE, HAS BEEN DESIGNED BY
SOMEONE.
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
WE DON’T WANT TO THINK ABOUT THE
RIVETS.
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
WHEN’S THE LAST TIME YOU THOUGHT
ABOUT A BATHROOM?
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
WHEN’S THE LAST TIME YOU THOUGHT
ABOUT A TRAIN BATHROOM?
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
WHEN’S THE LAST TIME YOU THOUGHT
ABOUT A PLANE BATHROOM?
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
WE DESIGN THE MEMORIES THAT
EXPERIENCE LEAVES BEHIND.
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
BUT, ALBERTA, WHY ARE WE TALKING
ABOUT RIVETS AND TOILETS?
WE MAKE DIGITAL THINGS.
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
I THOUGHT YOU’D NEVER ASK.
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
People judge an experience largely based on how they felt at its peak and
at its end, rather than based on the total sum or average of every moment
of the experience.
Peak-end rule
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
0
2.5
5
7.5
10
2 4 6 8 10 12 14 16 18 20 22 24
PAININTENSITY
TIME
0
2.5
5
7.5
10
2 4 6 8 10 12 14 16 18 20 22 24
PAININTENSITY
TIME
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
SWEET, BUT HOW DOES THAT APPLY TO
WHAT WE DO?
WE MAKE DIGITAL THINGS.
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
I’M GLAD YOU ASKED.
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
WAIT. DIDN’T YOU SAY THAT IT WAS THE
END THAT MATTERED?
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
YEP.
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
PINTEREST-INDUCED RAGE
0
25
50
75
100
APR MAY JUN JULY AUG SEP OCT NOV DEC JAN FEB
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
PINTEREST-INDUCED RAGE
0
25
50
75
100
APR MAY JUN JULY AUG SEP OCT NOV DEC JAN FEB
A closure experience is the satisfactory conclusion to a product or
service relationship.
Joe Macleod
THAT MAKES SENSE, BUT SURELY IT
DOESN’T HAPPEN VERY OFTEN.
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
IF ONLY.
AND, YOU KNOW, “THE END” ISN’T
ALWAYS AT THE END.
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
1
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
OOH. I SEE WHAT YOU MEAN. BUT WHAT
IF PEOPLE WANT TO CLOSE THEIR
ACCOUNTS?
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
HEH. YOU CAN’T HOLD PEOPLE HOSTAGE,
CAN YOU?
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
A closure experience is the satisfactory conclusion to a product or
service relationship.
Joe Macleod
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
I THINK I GET IT NOW.
ONE LAST QUESTION, ARE MEMORY OF THE
EXPERIENCE AND EXPERIENCE THE SAME?
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
WHAT DO YOU THINK?
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
SO, NO. I DON’T THINK MEMORIES CAN
BRING BACK EXPERIENCES. NOR THAT
THEY SHOULD.
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
IN CONCLUSION,
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
THANK YOU
ALBERTA SORANZO | @ALBERTATREBLA
WIAD 2016 | Jönköping
THIS TALK WAS BROUGHT TO YOU BY
(not) Johnny Appleseed
alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
IMAGE CREDITS
Atlanta skyline — https://www.flickr.com/photos/memoriesbymike/14077090201
Awake at night — https://www.flickr.com/photos/alyssafilmmaker/3687665853/
Golden Gate — https://www.flickr.com/photos/photographingtravis/14746084647
Golden Gate cables — https://www.flickr.com/photos/csessums/6297553686
Golden Gate cables inside — https://www.flickr.com/photos/ironypoisoning/9011658139
Golden Gate support cable — https://commons.wikimedia.org/wiki/File:Cables_of_the_Golden_Gate_bridge_in_San_Francisco_66.jpg
Golden Gate rivets — https://commons.wikimedia.org/wiki/File:Rivets_on_the_Golden_Gate_bridge_in_San_Francisco_103.jpg
Golden Gate floodlights — https://commons.wikimedia.org/wiki/File:Floodlight_on_the_Golden_Gate_Bridge_in_San_Francisco_112.jpg
Golden Gate suicide prevention — https://commons.wikimedia.org/wiki/File:Suicide_prevention_sign_on_the_Golden_Gate_Bridge_2.jpg
Toilet — https://www.flickr.com/photos/64604717@N03/6048064760
Clothing store — https://www.flickr.com/photos/associatedfabrication/3555244890
Instagramming food — http://www.huffingtonpost.com/2013/08/02/instagram-food-study_n_3689129.html
Burger attack — https://www.flickr.com/photos/henryfaber/212974917
Girls on cell phones — https://www.flickr.com/photos/rwphoto/4646169383
Jönköping — https://www.flickr.com/photos/trollhare/8729763724

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The design of things you don't want to think about — WIAD 2016 Jönköping

  • 1. THE DESIGN OF THINGS YOU DON’T WANT TO THINK ABOUT ALBERTA SORANZO | @ALBERTATREBLA WIAD 2016 | Jönköping
  • 2. HELLO. MY NAME IS ALBERTA. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 3.
  • 4. I HAVE A QUESTION FOR YOU. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 5. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 6. WHAT KEEPS US UP AT NIGHT IS… alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 7. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 8. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 9. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 10. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 11. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 12. EVERYTHING, EXCEPT WHAT IS FOUND IN NATURE, HAS BEEN DESIGNED BY SOMEONE. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 13. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 14. WE DON’T WANT TO THINK ABOUT THE RIVETS. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 15. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 16. WHEN’S THE LAST TIME YOU THOUGHT ABOUT A BATHROOM? alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 17. WHEN’S THE LAST TIME YOU THOUGHT ABOUT A TRAIN BATHROOM? alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 18. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 19. WHEN’S THE LAST TIME YOU THOUGHT ABOUT A PLANE BATHROOM? alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 20. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 21. WE DESIGN THE MEMORIES THAT EXPERIENCE LEAVES BEHIND. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 22. BUT, ALBERTA, WHY ARE WE TALKING ABOUT RIVETS AND TOILETS? WE MAKE DIGITAL THINGS. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 23. I THOUGHT YOU’D NEVER ASK. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 24. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 25. People judge an experience largely based on how they felt at its peak and at its end, rather than based on the total sum or average of every moment of the experience. Peak-end rule alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 26. 0 2.5 5 7.5 10 2 4 6 8 10 12 14 16 18 20 22 24 PAININTENSITY TIME
  • 27. 0 2.5 5 7.5 10 2 4 6 8 10 12 14 16 18 20 22 24 PAININTENSITY TIME
  • 28. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 29. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 30. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 31. SWEET, BUT HOW DOES THAT APPLY TO WHAT WE DO? WE MAKE DIGITAL THINGS. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 32. I’M GLAD YOU ASKED. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 33. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 34. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 35. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 36. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 37. WAIT. DIDN’T YOU SAY THAT IT WAS THE END THAT MATTERED? alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 38. YEP. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 39. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 40. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 41. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 42. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 43. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 44. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping PINTEREST-INDUCED RAGE 0 25 50 75 100 APR MAY JUN JULY AUG SEP OCT NOV DEC JAN FEB
  • 45. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping PINTEREST-INDUCED RAGE 0 25 50 75 100 APR MAY JUN JULY AUG SEP OCT NOV DEC JAN FEB
  • 46. A closure experience is the satisfactory conclusion to a product or service relationship. Joe Macleod
  • 47. THAT MAKES SENSE, BUT SURELY IT DOESN’T HAPPEN VERY OFTEN. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 48. IF ONLY. AND, YOU KNOW, “THE END” ISN’T ALWAYS AT THE END. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 49. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 50. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 51. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping 1
  • 52. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 53. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 54. OOH. I SEE WHAT YOU MEAN. BUT WHAT IF PEOPLE WANT TO CLOSE THEIR ACCOUNTS? alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 55. HEH. YOU CAN’T HOLD PEOPLE HOSTAGE, CAN YOU? alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 56. A closure experience is the satisfactory conclusion to a product or service relationship. Joe Macleod
  • 57. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 58. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 59. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 60. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 61. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 62. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 63. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 64. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 65.
  • 66.
  • 67. I THINK I GET IT NOW. ONE LAST QUESTION, ARE MEMORY OF THE EXPERIENCE AND EXPERIENCE THE SAME? alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 68. WHAT DO YOU THINK? alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 69. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 70. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 71. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 72. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 73. SO, NO. I DON’T THINK MEMORIES CAN BRING BACK EXPERIENCES. NOR THAT THEY SHOULD. alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 74. IN CONCLUSION, alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 75.
  • 76. THANK YOU ALBERTA SORANZO | @ALBERTATREBLA WIAD 2016 | Jönköping
  • 77. THIS TALK WAS BROUGHT TO YOU BY (not) Johnny Appleseed alberta soranzo | @albertatrebla WIAD 2016 | Jönköping
  • 78.
  • 79. IMAGE CREDITS Atlanta skyline — https://www.flickr.com/photos/memoriesbymike/14077090201 Awake at night — https://www.flickr.com/photos/alyssafilmmaker/3687665853/ Golden Gate — https://www.flickr.com/photos/photographingtravis/14746084647 Golden Gate cables — https://www.flickr.com/photos/csessums/6297553686 Golden Gate cables inside — https://www.flickr.com/photos/ironypoisoning/9011658139 Golden Gate support cable — https://commons.wikimedia.org/wiki/File:Cables_of_the_Golden_Gate_bridge_in_San_Francisco_66.jpg Golden Gate rivets — https://commons.wikimedia.org/wiki/File:Rivets_on_the_Golden_Gate_bridge_in_San_Francisco_103.jpg Golden Gate floodlights — https://commons.wikimedia.org/wiki/File:Floodlight_on_the_Golden_Gate_Bridge_in_San_Francisco_112.jpg Golden Gate suicide prevention — https://commons.wikimedia.org/wiki/File:Suicide_prevention_sign_on_the_Golden_Gate_Bridge_2.jpg Toilet — https://www.flickr.com/photos/64604717@N03/6048064760 Clothing store — https://www.flickr.com/photos/associatedfabrication/3555244890 Instagramming food — http://www.huffingtonpost.com/2013/08/02/instagram-food-study_n_3689129.html Burger attack — https://www.flickr.com/photos/henryfaber/212974917 Girls on cell phones — https://www.flickr.com/photos/rwphoto/4646169383 Jönköping — https://www.flickr.com/photos/trollhare/8729763724