How UX / UI Design is changing the way we communicate | TeYosh | Awwwards Conference Amsterdam

How UX / UI Design is changing the way we communicate | TeYosh | Awwwards Conference Amsterdam



thanks for the intro weird – and very digital designers and our directors which means the two ellicott without a piece of technology in our hands and this is the perfect example this is us on a holiday we usually work for clients from fashion and entertainment industry however we wouldn't be able to attract those clients if it wasn't for the innovative approach we present through self-initiated projects and basically through self-initiated project we try to show clients how they can use new mediums and new languages and be bolder and respond creatively to the changes happening in the data layer we can easily spot the technological advancements and laugh at the old tech what is harder to spot are the gradual changes in ourselves and in the society caused by technology well actually this one is not that hard to spot this is a picture from China where they made a separate plane for people who are on their phones and as you know there are so many things that we take as a norm nowadays but would be completely mind-blowing only 15 years ago for example we are used to receiving information real-time we can shop and socialise behind the screen we rely on Google to know everything that pops in our mind and that is why we often feel more secure with smartphone in our pocket rather than a person by our side and the list goes on and on and in our work we like to draw attention to these gradual changes in order to analyse what we as a society are adapting to sounds Oh okay can we play it again okay so today we're going to talk about how digital technology redefines and influences communication between us our ability to focus what we dream of and their subconscious and how even a tends to challenge our reality when we first got intrigued into how technology is changing our communication was when we moved to Netherlands and then of course maintained contact with friends through social networks and then what we soon discovered is that we were able to have whole conversation about what people were doing where they were going and even how they express themselves only based on what they shared online at the time I was reading a psychology book by Eric Byrne called games people play and it led me to think about the psychological games that people play in the online environment where we cannot see each other's body language and where our communication is limited because of already predefined interface design by the way this is these are the images from the first work we were going to show and as the interface design changes so that's the way we communicate for example we became proficient at expressing the very specific emotion to memes or filters and sometimes it's such a specific thing that we wouldn't be able to put it in any other way because of Twitter we learn to summarize our thoughts in 140 characters and like on autopilot we keep captioning our photos the moment we take them so ultimately interface design is changed by society's needs and it is changing the society and which one is the chicken and which one is the egg in this situation is hard to tell so we started the project called dictionary fan behavior which is the online dictionary of new words that we invented and the describe phenomena emerged on social networks each word is this in this visionary is presented through explanation and through example of how the word can be used in a sentence and this part is very similar to traditional dictionaries but also each word is presented to a short gif like animated video as a popular internet forum now we are going to show some of the examples of the words from the dictionary have seen it's when somebody sends you a message but you don't feel like replying straight away so you just have a peek at the beginning of the message and then maybe assume the rest maybe you don't but you don't want to open it all the way because then the other person might get this little scene at the end of the message and then you might be perceived as rude for not replying and for us this phenomena was particularly interesting because it's actually a very small ux/ui adjustment basically that created this pressure in society to be available all the time and to reply to messages instantly so in a way it changed that the culture of texting but ultimately it's only a small change in the interface and another word is forcing which is a selfie that you don't want airily take apart but you're forced by someone's enthusiasm and i guess we've all been in this situation one time or another and we were working on the word foresee selfie was actually a is word of the year by oxford dictionaries so we kind of knew it was a hot topic and follow a ratio is the ratio of followers to followings do you want to be followed or do you want to be a follower bear with me and I will teach you how to reach that perfect follower ratio you have to show interest in others so just like like like comment comment comment and follow follow follow once you get people to follow you back reverse it just unfollow unfollow unfollow it's that easy believe me you'll go from an average person to an influencer in a month so what we showed in this satirical explainer is a strategy that we find so interesting because it is so generic yet it relies on basic human traits such as showing back the interest and that is why we use the the statics of a trashy generic ad and made it awkward by putting it in a very human everyday perspective but to go back to the beginning at the beginning we were still figuring out how to construct our observations we wanted to write down these new rules that were imposed by social media and then we started writing down modern proverbs and example of one of them is if a picture is worth two thousand twelve then Instagram account with a thousand pictures is worth a million and that's where riots were actually quoting ourselves here that's the level of narcissism emerged from social networks so in rich form should this project deem at some point we decided to make a website out of it and since we were showing this new social context from the perspective of the old one we needed to find a design element that will be a good metaphor for this transition from the old to the new and back most of the dictionaries online are actually a digitized version of the old book but since we were making a dictionary that is not about digitization but about digitalization we wanted to reinvent the Four a dictionary in the online world so we took tab as a perfect element tabs are what people used earlier to archive organize and write the old dictionaries and tabs are what is constructing our window to the Internet world today we started this project five years ago and at that time these were the initial sketches for the website that we wanted to make so we had some struggles and ux/ui was definitely one of them the problem was at that time we didn't know a single line of code and another problem was we had no budget after a couple of months after attending the developing course we already had a few enthusiasts about the project around us so with the help of a friend we were able to code this website ourselves which was a huge step forward at the time and it is always so nice having supportive people around but we had even more people who were constantly proposing to open a Facebook page or a tumblr page instead for this project and solve our struggles easily but easy was not the aim this project is not only about the words it is about the internet culture and visuals and the UX and UI represents so much in this culture and after publishing this project even in this form it gained a lot of attention it was granted the funds so we were able to take part of it and make the website as it is now so we redesigned it and I just stood there for an hour sitting in the audience developed it so there are 25 words online and while working on on this website we had a lot of decisions to make so even though we didn't follow any rules we did have some problems to solve so now I'm gonna post some of the problems that we encountered along the way and fear will introduce the solutions because that's how we roll so the first problem was how to get people interested in in the word so how to make people interested in the word the day basically cannot relate to so how to make them click and find out more about the words the second problem was the visual coherence of the website because we make different animations for each words and we also invite other creatives to make visuals for words so the question was how to to make visually coherent the project with so many different visual styles and the third problem was the balance between text and visuals although the text is at the core of this project we didn't want visuals to be the mere illustrations of the of the text we wanted visuals to be very expressive and very immersive because in a way visual language is the branding of the whole project so for the first problem we did two things we made a visual teaser and we gave a short explanation so if someone gets interested by this preview they can click and find out more about the word the second problem we solved by putting a rather general visual style of the home page to which we can easily implement different visuals and also only one visual is visible at the time so there never juxtaposing and the third problem we solved by a cursor so once you enter the word you can click anywhere the the visual is full screen and you can click anywhere on the screen to get the explanation and then second click will give you the examples and these can be also removed at any point and at some point we decided to invite other creatives to work with us on this project and it was important for us to do so because it's actually the perspective of all of us around this topic because we are one of the last generations that are actually not digital natives and for us it's always very good to see how new words live and how people actually use hashtags for example I often take forces with my cat and then later on we discover that many other people do so as well or with their grandmas so if you don't have any takeaways after this talk at least you can enrich your hashtags vocabulary so what we noticed is the technology also changed ourselves and our habits among other things we noticed that our attention span got shorter we noticed that we are as well as people around us highly in tolerance to boredom we are very much used to sensationalism and stimuli for all of our senses we get easily immersed in the online environment and have hard time maintaining in our immediate environment which is often slower and less stimulating than the online one we jump from a tab to a tab and we constantly track our phones so even though on the other hand we would never give up the perks of Technology for some people the solution is in going back to the old phones but for us this meant we should be starting a new project and then we go with our assumptions and this is what pops out humans have shorter attention span than goldfish so it but this must be the proof acknowledge it did make us distracted it exists on Google+ it matches our personal point of view so it must be true right this is how we think nowadays but then I started wondering how the can they measure attention span of the goldfish and it turned out that this is one of many sensationalistic clickbait titles so very ironic ly that the title about shorten attention span was actually designed so that it grabs your attention so we live in the era of attention economy which is a more complex subject and we believe it to other professionals to talk about that but we want to observe how technology design and social media facilitate this problem so now the boring part here's a background of the distractions this is Skinner's box and Skinner was a psychologist who introduced the concept variable rewards so pigeons were trained to pack at the target and when they did so they would get food but the first group of pigeon would get food after every response while the second group of pigeons would get food only after a random amount of packing and it would also be a random amount of food so what happened is that the first group would only pack when they were hungry well the second group would pack much more often and as it turns out the mere anticipation of getting the reward releases the dopamine in our brain and makes us do the thing that got us the reward before much more often so does it sound familiar this is how the apps are built we track our phones on average 250 times a day and sometimes we get notifications and sometimes these notifications are likes and nice comments well sometimes they're just annoying reminders for the events that we don't want to go to so for this reason we initiated the project attention span and one of the inspirations for the project potential spam was the modern proverb setting is the new smoking and we decided to put it literally in a forum of a cigarette warning label so while we are the online we are immersed and distracted and we so often forget about our physical bodies which leads to hours of sitting with the scattered thoughts and there are many apps that try to warn about this problem such as calm and modify but we wanted to propose a solution outside of digital technology they wanted to spend actually in our immediate environment so we decided to make a collection of physical objects and we designed fashion for our closest ourselves and their phones so we teamed up with a brand rental over me from New York who made this collection happen and today also we brought some gifts with us which we want to give to some of you so now I'm going to do a short test and please answer the following questions truthfully and no need to raise your arm just yet so I can't remember the last time I spent today completely off the phone is this true for you yes or no I tracked my phone at least once during this talk of course this depends also on how amusing we are but that aside is this true for you how many of you how many of you answer it positively to both questions please raise your hands okay what okay so for those of you who answered positively an extra question I want to change the habits around digital devices so if you answer it positively to all three please come find us after the talk and we have a couple of phone stickers to give and hope you will be the one so we'll find this part we find this to be the most critical part of our relationship to technology and we sincerely hope by wearing attention span collection that we can in a fun way remind ourselves and people around us that focus is actually limited and valuable human resource so we talked about how technology is changing our communication and our habits and since it shaped so much of our conscious life it does affect our subconscious as well maybe we don't realize it until we start feeling anxiety because the battery on our phone is bad or until we started dreaming but instead of dreaming about the offline life we dream about the embarrassing photo dependent app on our Instagram account so sometimes ago we made the titles for playgrounds festival and this is what we depicted we made three surreal rooms very dreamlike built out of digital elements and when we passed through the last room all the elements from the previous rooms are collapsing because the dream is coming to an end and here's the video because we are still figuring out how digital is actually becoming a reality so we talked about how changing the interfaces is changing our everyday life basically our reality but technology is also literally attempting to challenge the reality and that is true VR AR and M our VR has been announced as the game-changer but the reality is that so far it has mostly changed games I'm in the gaming industry although the technology is very powerful there are certain obstacles that are keeping VR away from success initially anticipated today is still not enough people own VR headset which means that stakeholders are very skeptical when it comes to investing in VR and for creatives it's challenging because it requires thinking about time and space rather than designing for a flat screen the first VR the tree worked was for kids we were hired by Sina kid Media Lab which is amazing festival here in Amsterdam the textual introduces cutting-edge technology to kids so we decided to make a joyful via right through different environments and to implement the language of social media in it so we took digital symbols and place them in form of bananas so that they are organic part of the VR environment like they're organic part of today's children's lives and as you know experience similarly in VR can be very joyful but also very scary so one of the main challenges for this project was actually to find that line so we tested a lot on ourselves and on some very brave kids and besides being creative our biggest challenge on this project was not to traumatize kids like here for example we recreated the poop emoji and what we soon discovered is that kids have the ability to build fantastical elements if you Sparkle their imagination there so they're already so easily altering the reality so for us it was interesting to see how they built on top of this experience and talk about the things that never actually happened in VR so children have this tendency to remember things from the past that never actually happened or that they're exaggerated so it made us wonder about the the influence VR can have on kids and if they will remember something experienced in dr israel it is the first time in history that the designer can design an entire environment a new reality and as you know vr has been used in many medical studies to cure phobias PTSD and similar neurological conditions so with that in mind the question is how big is the responsibility of a designer when creating content for VR and are we equipped to do it can we accidentally make a wrong or hurtful experience so to summarize we talked about how we use technology on a daily basis and how this relationship changed us but most importantly it inspired us to create the work with it and helped us share it with like-minded people we have a whole new world of possibilities in front of us we can allow ourselves to think differently about our offline and online surroundings and to experiment with new mediums we can create new dictionaries and new realities and it is a perfect ground to push the boundaries of concepts and the statics and we all continue introducing brands to these innovative strategies that we discover thank you thank you all for your attention

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