Conversation piece for design professionals to discuss their conditions for successfully adapting to emerging digital habits (d.d. 26-10-12).

1. Debating the impact of digital habits
on the design industry; adapt or die.
Dutch Design Week, 25th November 2012
A conversation piece for design professionals
by Marijn Driessen
author of Marketing to China’s Netizens.

2. Our own digital habits ....
A borderless perspective .... digital habits in China
A global perspective .... how do digital habits affect the design industry
marijn@fluidnations.com

3. source: Dina LV H on Pinterest
Not so long ago I flicked through the papers and magazines,
as part of my morning ritual.
marijn@fluidnations.com

4. Digital kiosk habit: Hello digital newspapers, magazines,
even my own personalized newsstand !
marijn@fluidnations.com

5. What happened?
marijn@fluidnations.com

6. Digital content (r)evolution
2012 beyond
Smart phones, tablets and apps are fast
2009 changing our habits. Content access is
controlled by users, not publishers.
It took over a decade for the market to
mature with smart phones shifting from a
niche product to providing digital access to
the masses. In 2009 we also saw social
networks habits solidify for the first time.
1998
WAP enabled mobile phones were launched in the late
nineties during the hight of the internet bubble.
The user experience was terrible and didn’t have the
power to change consumer habits.
Flipboard has 20 million users, adding one user per second!
Pinterest is the fastest website to grow beyond 10 million users.
marijn@fluidnations.com

7. This has become my morning ritual.
What are your own emerging digital habits?
marijn@fluidnations.com

8. Our own digital habits ....
A borderless perspective .... digital habits in China
A global perspective .... how do digital habits affect the design industry?
marijn@fluidnations.com

9. China’s digital habits
Internet population = 500+ million (biggest in the world)
Internet access via mobile device 66% of users
Smartphone sales highest in the world
Weibo (microblog) = 300 mln users posting 100 mln / day
marijn@fluidnations.com

10. For every digital platform we have, China has its own version and more.
marijn@fluidnations.com

11. SICK BRIC country
“To express yourself needs a reason,
but expressing yourself is the reason” Ai Weiwei’s first Weibo post
marijn@fluidnations.com

12. 草泥马 cǎonímǎ = Grass Mud Horse 河蟹 héxiè = River Crab
also sounds like mother fucker sounds like harmonious
Meme habit: symbols to encourage subversive behavior online
marijn@fluidnations.com

13. Meme habit: Digital street art in support of Chen Guangcheng
marijn@fluidnations.com

14. social relevance
marijn@fluidnations.com

15. Meme habit: digital street art in response to CCTV censorship.
marijn@fluidnations.com

16. Memes thrive in China’s digital society where
creative expression is the only escape from censorship.
marijn@fluidnations.com

17. inspiration
Celebrity endorsement for Vancl by Wang Luo Dan and Han Han:
“I love racing, I love 29 rmb Tshirts, I am like you, I am Fan Ke”
marijn@fluidnations.com

18. (amateur) creativity habit: Netizens love to show off their creativity and
jumped on the photoshop app Vancl supplied. Sales went up 300%.
marijn@fluidnations.com

19. promotion
(amateur) stylist habit: Vancl Star offers wannabe stylists the
opportunity to share in Vancl’s profit when their fans buy their style.
marijn@fluidnations.com

20. Our own digital habits ....
A borderless perspective .... digital habits in China
A global perspective .... how do digital habits affect the design industry?
marijn@fluidnations.com

21. social relevance
Google Arts Project & Hangout first launched in Feb 2011.
People can explore collections, create their own galleries,
have conversations with friends and experts.
More than 150 museums, from over 40 countries
contributed 32,400 high res. art objects.
‘sharing love for art’ habit
marijn@fluidnations.com

22. inspiration
LACMA, MOMA and Guggenheim recently launched
ipad apps that re-create the museum experience.
“Through videos with conservators, fabricators and engineers, visitors or
users of the app have a better understanding of how the installation was
created and the works were hung.”
Beth Levy, Guggenheim
‘extending the gallery
experience’ habit...
marijn@fluidnations.com

23. promotion
SAATCHI ONLINE is a global
platform for emerging artists.
Collectors, art lovers and
anyone in between can
discover and buy work from
artists from over 100
countries. Empowering artists
to have sustainable careers
and enable collectors to buy
directly from artists.
distribution
‘Cutting out the middleman’ habit
marijn@fluidnations.com

24. distribution
promotion
BLURB is a company and a
community that empowers
anyone to design, create, share
and sell books - be it for
personal or professional use. -
distributed as an ebook or
printed version. It has a
ProLine range for high-quality
paper options suitable for
professional portfolios.
Self publishing habit
marijn@fluidnations.com

25. Digital inspiration habit: Pinterest mood boards by professionals.
marijn@fluidnations.com

26. Digital habits:
Digital kiosk
Internet memes
Digital street art
Amateur creatives
Amateur stylists
Sharing the love of art
Extending the gallery experience
Cutting out the middlemen
Self publishing
Digital inspiration
How do these new digital habits affect the industry and ourselves?
marijn@fluidnations.com

27. If you are a talented young
designer who can help create a
series of digital magazines,
kickstarted by the content of
this book, get in touch.
marijn@fluidnations.com book and preview available
via www.fluidnations.com
@fluidnations