Experience design in the era of "Alpha Dog"

Alibaba Ucan User Experience Forum second issue of the speech of the guests to come, this issue is Tongji University design Creative College Dean, the future of the design will be how to develop, the nature of the design, this session is certainly favored by technology enthusiasts. Did not go to the scene of the classmate, you want the dry goods come slightly.

Alibaba UCAN2016 "design to enable business, create the ultimate experience" The conference is very honored to invite the Tongji University design Creative College Dean, in the morning of March 28 to bring us a wonderful speech, Lou Dean's thinking is cross boundary, he from a more macroscopic vision to define design, Explore the nature of design in a more divergent scenario for the future of humanity, and construct the mission of design from a humanitarian perspective--in addition to serving consumerism, the future of design to create more intangible values, such as happiness and beauty, gives us a lot of deep input.

We try our best to restore this wonderful speech through the following words. Want to be able to share more of the venue, but also focus on the design and user experience of you.

Challenge 1: Human-artificial world, man or machine?

The opening of an era of transition is often linked to an iconic event. The bombing of the atomic bomb in Hiroshima and Nagasaki in 1945 was a human catastrophe, but in the view of philosophers: This event marked the beginning of human ability to destroy himself. March 15 this year, "Alpha Dog" to beat the nine Li Shishi Korea Weiqi, is not a sign of the advent of artificial intelligence era, but also to play a question mark. In fact, the story of Man and Machine chess began a long time, since 1956, the first year of artificial intelligence began, but then the next is checkers, the milestone is the 1997 IBM Blue victory over the chess champion Kaspanov. However, I think the algorithm to run the chess movement, people must not be the machine. It really started an era when the past was an overly-hyped man-machine war. But it is not the era of WHO, but the general public began to discuss the future of human-computer relations.

Looking back at the history of human development, mankind is a small species of nature, if the age of the entire universe as a day, almost at the last minute of the birth of human beings, at the last second of the human civilization. But just 300 years after the first industrial Revolution, the population of mankind has become the master of the world. Human beings in the broad sense of interaction with nature, the creation of a variety of man-made objects, accumulated over the period, the formation of a huge human creation world, carrying a splendid civilization. There is a new kind of things: computers and networks, especially young, but the impact is unprecedented. Computers have been generated for 70 of years, and the web has been generated for more than 30 of years, but today the world has branded them with a deep imprint. They penetrate every corner of human life and expand rapidly, in the same way as human development. The emergence of artificial intelligence, but also to the survival of human beings to bring a bit of concern.

2013, there is a very shocking film, called "Her", the film describes the relationship between people and machines. We are talking about artificial intelligence, navigation or voice, automatic driving, big data prediction and so on, are not terrible. Why not? People create machines that are used to replace their ability, if you build a computer, even people are not counted, what to do? But when the machine has feelings, it becomes complicated and even a little creepy. Sometimes I think that Hollywood may have established some kind of alliance with government and scientists, through various "sci-fi films" to guide ordinary people to think about the future of the world, perhaps behind the psychological and public preparations for a possible crisis.

Man-nature, sustainable/alive

The second crisis and challenge that may be more imminent is the relationship between man and nature.

The change in market value of the world stock market from 1896 to 2010, we can see that despite several economic crises have caused the fluctuation of the curve, basically the global economic development is an upsurge of the trend. To understand the economy in a simple way is to "get busy". Organized and constantly develop the resources into something that can be used, so that everyone is very busy. Busy, the economy is good, not busy, the economy is not good. Really nothing to do, just find some things to busy, called "expanding domestic demand." But there is a very important ceiling, that is, the limited resources and environmental capacity. According to an article in nature, several indicators, such as climate change, biodiversity and nitrogen cycling, are now being reported to the police if a number of ecological safety indicators have been developed. I have never felt that the world's energy will be a problem, and if the solar energy can be solved, it will basically not be a problem. But what could be the problem? Ecological footprint, the pollution caused by development, and biodiversity may be a problem. And these problems will ultimately constrain the development of our human population. The sustainable development we are talking about is in fact the development of human beings who have been "living forever". To achieve this goal, almost all professions have to reconsider how to redesign natural, human, man-made and computer network systems, the interaction between these four systems.

　　A designer's job--any profession is changing.

In the 40 's, several very distinguished professors laid the foundation for Tongji's architectural and design education. Among them, Professor Huang, the only Chinese student of Gropius, systematically brought the Bauhaus school to Shanghai and brought it to Tongji. At that time, the school hung a banner: "The new building is always progressive building, it follows the objective conditions and changes, showing the progress of history, the new building is always progressive building, is not allowed to stay in the historical stage of the building." The design understanding of more than half a century ago still shines brightly. The definition of design is unimportant, and the key is to consider what changes have taken place in the times. The present age has changed, so our subject will change. Tongji University, in 2009, made a major decision to divide the entire design department from the School of Architectural and urban planning, and to set up a design creative college, focusing on how design drives innovation and the new economy. The logic behind it is a new era, new challenges, new problems, and a need for a design. Therefore, design is the process of continuous innovation.

For example, it may be easier for us to understand that we are not talking about the designer, but about another career, the marksman. What is a marksman? The Stone Age is the most accurate stone-throwing, cold weapon era is the most accurate archery, the firearms era is the most accurate shooting, modern warfare, what is the Marksman?—— programming the best. is a group of people with the computer, launch, do not pull the trigger, hit enter. If you look at the specific skills, you can see that with the changes in the Times, "How to accurately hit the target" mission has not changed, but the specific tools, techniques, methods have been changing.

Back to the design, what is the future of this field? In 2014, I and Don Norman, Ken Friedman, Pieter Janstappers and other scholars wrote a manifesto called DesignX, and talked about several trends in design:

• More directly to the challenges of real-world problems;

• Interdisciplinary, complex, ambiguous, contradictory, and uncertain;

• links to Natural, human and human-created worlds based on relational, systematic thinking;

• Involve in the whole process of industrial chain and innovation chain;

From creativity to collaborative creation, design subjects become more and more diverse;

• Active design, as a capital investment design.

Of course there is the same thing, is the design from different angles to look at problems, solve problems, create the characteristics of feeling. Founded by Tongji Institute of Creative Design, the Journal of She Ji, published by Elsevier, is the first Chinese Journal of English Design. Use the "design" two words of pinyin for the title, "set" and "count" two words is great article. "Set", Sch Chen also, from the word service. Count, plan, calculate, will calculate also. Design is the process of artificially setting, estimating, and directing goals. Here is the design of two of the most important issues, one, and people related to the second, how to calculate. With the technological and economic changes, the deep understanding of people, the focus on complex social and technical problems, the integration of a variety of technical means, system-oriented solutions will become a new design features. The design of the participants, but also from the professional designer, extended to all kinds of people, everyone design era will come.

　　The era of high technology, experience must be related to technology?

Now mention experience design, people immediately think of it technology, in fact, experience and technology is not necessarily linked, and people's feelings and needs are closely related, and design closely related. Here's a story about the economy, the one on the slide that was a big figure in Shanghai Beach, Huangchu nine. He made a big world in the last 30 's, the most famous is the Haha mirror, 25 years ago when I first came to Shanghai, I also went to see. All the people who came in, lined up to see the mirror, after looking at the money to stay, very happy to go. Haha to Huangchu nine make a lot of money, but things are not to go, people take away is "experience." This is actually experience economy, it has nothing to do with technology.

Peter Drucker, in his very famous book, "Innovation and entrepreneurship", said that the United States created 4,000 new jobs in the late 60 and the middle of 80. Where do these jobs come from? Everyone thinks it may have been brought in by the 60 's it climax, but the fact that it has created more jobs than the chimney industry has done. A large number of new jobs are created by technology, low technology, and even lack of technology. For example, to become a symbol of American culture Starbucks Coffee, Wal-Mart, KFC, etc., not too advanced technology, but are tightly grasp the needs of customers, through the creation of a good experience, redefined the original market. These companies miraculously created many jobs and became an important part of American culture, changing the world. So experience design is not necessarily connected with the Internet, High-tech.

Design and technology are the important impetus to create breakthrough innovation. Last year Don Norman and Roberto Verganti wrote an article about incremental innovation and breakthrough innovation. Using the mountaineering game analogy, "people-oriented" design, can help you climb the mountain; but you have to jump from one mountain to the other, which requires breakthrough innovation; it may come from two aspects. The first one, technological change. Second, meaning change. They give examples of game consoles. The first game consoles known Nintendo, computational power is very weak, many people to work for Nintendo, do the original painting, do small programs. Later, when Sony came in, it hit Nintendo with faster, more powerful computing power, a technological change. Next generation, technology to the bottleneck, there is no way to break or cost too high. So multiplayer games and internet games out, from the original one dozen, became a group of people dozen. In the face of this situation, Nintendo seized the opportunity to change the rules of the game, put the position sensor into the game handle, the introduction of a revolutionary product Wii, so that playing games and physical movement together, creating a new experience. Microsoft's Kinect has further expanded the likelihood of limb sports. This is a good example of technological innovation and the change of meaning to create a good experience that satisfies the needs of people's games and drives industry innovations.