Tjeed Hoek

I actually ended up in this session by chance. My original choose “Designing Social Media Interfaces” was scheduled for this room, but was canceled.

But, no regrets. Tjeed seems like an interesting speaker (just look at that dreamy photo :)

FrogDesign

Tjeed works at frog design. Started as a typical physical design company – now doing more and more digital interfaces.

Finds design can make products simpiler AND more complicated.

Convergence

Uses iPhone as a prime example. Not only is the phone more then just a phone – the coolness relies on an entire ecosystem of other things (iTunes, network, ipod, google map). And the design of each of the other items in this ecosystem is essential to the success of the core product.

Also notes the convergence of real-world and digital products.

Research-driven design process

Who are we designing for? What are trends in the world? What do users do before and after visiting your site?

• Foundational – Ethnographic.
• Generative – Card sort and concept structure.
• Evaluative – Concept testing and user testing.

Still need to try your designs out with real people. Often overlooked step. And this does not just mean testing with your coworkers and mom.

• Do lots and lots of iterations
• …but dont loose site of main features and values.
• Feature creep is easy with these converging products.
• Just adding features is not enough – each feature need to to work well.
• Being consistency is not enough -need unique, right experience.
• Attention to detail on usage flow is critical. look at all steps, nit just beginning and end.
• Beauty in initial appearance remains important.
• But, beauty and elegance in motion, in the dynamics of using, is becoming more important. (don’t go overboard)
• Need both nerds and rock stars. Need to bridge the gaps between (shows cool chart)
• Concurrent process with synchronized workflow is optimal (another cool chart)