The first secret of great design | Tony Fadell

Summary

In this engaging talk, the speaker delves into the concept of habituation, explaining how our brains encode everyday tasks into habits to free up cognitive space for learning. Using relatable examples like the fruit sticker and the iPod, the speaker emphasizes the importance of noticing and addressing invisible problems in product design. Drawing inspiration from Mary Anderson's invention of the windshield wiper, the speaker encourages designers to see the world as it is, not as we think it is, and offers practical tips for fighting habituation to foster innovation.

Takeaways

• 🎬 The script from 'The Blues Brothers' illustrates the concept of habituation, where people become accustomed to their surroundings and stop noticing the irritations in their everyday life.
• 🍎 A product designer's role is to observe and improve everyday items, like the stickers on fruits, which are a modern inconvenience that we've become numb to over time.
• 🔄 Habituation is a cognitive process that allows us to form habits and free up mental resources for learning new things, but it can also make us overlook problems in our environment.
• 🚗 The example of learning to drive shows how habituation can be beneficial, making a complex task like driving easier and more automatic over time.
• 👀 Comedians like Jerry Seinfeld capitalize on the unnoticed details of everyday life, highlighting the absurdities that we've become accustomed to and no longer see as problematic.
• 🛠 Innovators and entrepreneurs are encouraged to not only notice these details but to actively seek solutions to the problems they present.
• 🌟 Mary Anderson's invention of the windshield wiper is highlighted as an example of thinking beyond the status quo to solve a problem that others had simply accepted as a fact of life.
• 🔍 The importance of 'staying beginners' is emphasized, which means maintaining a fresh perspective and focusing on the small details to improve user experience, as exemplified by Steve Jobs' approach at Apple.
• 🔋 The story of the iPod's development shows how paying attention to small details, like eliminating the 'Charge before use' requirement, can greatly enhance customer satisfaction.
• 🛠️ Tips for combating habituation include looking at problems more broadly to find simpler solutions, focusing on the minutiae to improve processes, and thinking with a youthful perspective to challenge the status quo.
• 👶 Encouraging a youthful mindset, either through including young people on a team or maintaining a childlike curiosity, can lead to innovative thinking and problem-solving.

Q & A

What is the main theme of the 'The Blues Brothers' scene described in the script?

The main theme of the scene is the human tendency to quickly get used to everyday things and noises, as illustrated by Dan Aykroyd's character being unaffected by the frequent passing of trains near his apartment.

What is the role of a product designer according to the script?

A product designer's role is to observe and feel everyday things, identify areas for improvement, and work towards enhancing them to make life better and more convenient.

Why were stickers added to fruits as mentioned in the script?

Stickers were added to fruits to make it easier for customers to check out at the grocery counter, but this also introduced a new problem of inconvenience when trying to eat the fruit at home.

What is the psychological concept of 'habituation' as discussed in the script?

Habituation is a psychological process where the brain encodes everyday activities into habits to free up cognitive resources for learning new things. It's a fundamental way humans adapt to their environment.

How does the script describe the process of learning to drive and its relation to habituation?

The script describes the initial stressful experience of learning to drive, where every detail is noticed. Over time, as the driver habituates to the activity, it becomes easier and more automatic, allowing for conversation and music.

What is the significance of Jerry Seinfeld's work in the context of the script?

Jerry Seinfeld's work is highlighted as an example of noticing and humorously pointing out the overlooked, everyday details and habits that people don't usually remember or pay attention to.

Who is Mary Anderson and what did she invent?

Mary Anderson was an inventor who, in 1902, came up with the idea of the windshield wiper after observing a streetcar driver struggling to clear snow from the windshield while driving.

What lesson does the speaker learn from their experience with the iPod and 'Charge before use' stickers?

The lesson learned is the importance of noticing and addressing small details that can greatly affect customer experience. By making the iPod come pre-charged out of the box, Apple improved the customer's first impression and set a new standard in the industry.

What is the advice given by the speaker about looking at problems in a broader context?

The advice is to take a step back and examine the entire process leading up to and following a problem. By doing so, one might identify steps that can be changed, combined, or removed to simplify the process and improve the outcome.

What does the speaker suggest as a method to fight habituation and see problems more clearly?

The speaker suggests three methods: looking broader to understand the entire context of a problem, looking closer to focus on tiny details that may be overlooked, and thinking younger to approach problems with a fresh perspective, as children do.

How does the speaker relate the story about different types of screws to the importance of paying attention to details?

The speaker uses the story of different screws to illustrate how focusing on a seemingly minor detail, such as the type of screw included with a product, can greatly impact the customer experience and the success of a product.

What is the final piece of advice given by the speaker to help maintain a beginner's perspective?

The final piece of advice is to 'think younger,' encouraging the inclusion of young people or those with young minds on teams to ensure a fresh perspective and to challenge the status quo.