Jumping Barriers

Using Design to Introduce New Technologies

Every year…

The US Patent Office issues tens of thousands of patents

At universities and research facilities, researchers develop thousands of research and technology projects

Private companies spend billions on research and development

In short…

Hundreds of thousands of technologies are created, researched and patented every year.

But until…

Market conditions are right

Social and cultural conditions are right

And, most importantly, these technologies are incorporated into a well-designed product…

…they might as well have never been made.

Technologies can be forgotten

Technologies can lie dormant for decades

A Poorly-Designed Product…

Can hinder technological innovations

Can discredit valid technology

Can discredit valid ideas and research

Can cost billions of dollars

Can cause human injury or death

The Newton

In 1993, Apple launched the Newton, the first PDA

Discontinued in 1998, it was soundly beaten by the Palm Pilot

The Palm Pilot

1996: Jim Hawkins launches Palm Pilot

(Re-)Started a new category of device

Faster adoption than color TV, cell phones, or the PC

The Difference? Design

Less complicated: not a replacement PC

Better handwriting recognition software

Size

A Means of Introducing New Technologies

The difference between a technology succeeding or failing can be the design of the product that contains it.

The S Curve

Design is a means of breaking through the barriers that prevent adoption of new technologies.

Barriers to Adoption

Cultural

Social

Tradition

Not compellingly different

FUD: Fear, Uncertainty, and Doubt

Competition

Existing systems

How Designers Can Help

Create a compelling story

Link new forms to existing forms

Apply the MAYA principle

Make the product compellingly different

Supporting Evidence

Case studies, case studies, case studies

Statistics on technology adoption

Statistics on failed products and technologies

Use for the Design Community

Better able to make a case to businesses for their services

Techniques other designers have used when introducing new technologies

Learning about the barriers to technology adoption may help in jumping them

Jumping Barriers

Using Design to Introduce New Technologies