1 00:00:06,464 --> 00:00:10,014 A NETFLIX ORIGINAL DOCUMENTARY SERIES 2 00:00:14,431 --> 00:00:18,561 A big part of how humanity Experience the universe is visual. 3 00:00:20,228 --> 00:00:24,688 We walk around with a device that allows us to capture 4 00:00:24,774 --> 00:00:27,744 what we see at a given moment and then send it 5 00:00:27,819 --> 00:00:30,489 to any and all sides of the planet. 6 00:00:32,282 --> 00:00:34,452 We have this magical piece of glass 7 00:00:34,534 --> 00:00:36,874 that creates transformative experiences 8 00:00:36,953 --> 00:00:39,503 that can teleport us to a place in time. 9 00:00:40,457 --> 00:00:43,707 It's a way of bringing things closer very distant. 10 00:00:46,588 --> 00:00:49,008 It's very powerful the way it evolved 11 00:00:49,090 --> 00:00:51,550 in a very short period in the history of humanity. 12 00:00:58,516 --> 00:01:00,476 IAN SPALTER: DIGITAL PRODUCT DESIGN 13 00:01:00,602 --> 00:01:05,272 I don't think anyone could have anticipated the success of Instagram. 14 00:01:05,356 --> 00:01:08,396 It is, without a doubt, one of the technologies most influential. 15 00:01:08,985 --> 00:01:11,985 Instagram announced which now has 400 million... 16 00:01:12,072 --> 00:01:14,622 One billion of active users. 17 00:01:17,744 --> 00:01:20,874 Ian Spalter is a big name in Silicon Valley. 18 00:01:20,955 --> 00:01:24,875 One in every seven people on the planet they use a product that Ian manages. 19 00:01:24,959 --> 00:01:26,379 This is astonishing. 20 00:01:28,046 --> 00:01:30,626 I can't imagine Instagram without Ian. 21 00:01:30,715 --> 00:01:32,215 Your passion for technique 22 00:01:32,300 --> 00:01:35,050 told me he would be a pioneer of design. 23 00:01:35,345 --> 00:01:37,845 The nature of Silicon Valley is iteration, 24 00:01:37,931 --> 00:01:40,811 is to see what happens next, It’s about looking at what’s new. 25 00:01:52,570 --> 00:01:56,240 SAN FRANCISCO, CALIFORNIA 26 00:01:57,992 --> 00:01:59,792 Design is everywhere. 27 00:02:03,248 --> 00:02:06,248 There's nothing we use that is not the result of design. 28 00:02:08,378 --> 00:02:11,208 Design helps us complete a given task. 29 00:02:13,424 --> 00:02:16,644 It's just a question whether it has a good design or not. 30 00:02:18,721 --> 00:02:21,811 Design is not just how it looks at a given moment. 31 00:02:21,933 --> 00:02:26,483 It has to do with the whole experience to use a given product or service. 32 00:02:27,522 --> 00:02:28,822 The easiest way to speak 33 00:02:28,898 --> 00:02:31,608 about user experience It is in conjunction with the UI. 34 00:02:31,943 --> 00:02:34,283 UI stands for "user interface." 35 00:02:34,988 --> 00:02:37,318 It's just the visual and physical elements 36 00:02:37,407 --> 00:02:40,027 with which a person interacts when using a device. 37 00:02:40,785 --> 00:02:43,035 XU stands for "user experience". 38 00:02:43,121 --> 00:02:48,081 And that is, literally, the experience of a person using an interface. 39 00:02:48,960 --> 00:02:51,920 These feelings could be emotions like happiness 40 00:02:52,005 --> 00:02:54,505 or frustration, and everything in between. 41 00:02:57,260 --> 00:02:58,890 Your stove has a UI. 42 00:03:00,096 --> 00:03:02,426 So what conventions exist in the world 43 00:03:02,515 --> 00:03:03,675 and that we should use 44 00:03:03,766 --> 00:03:06,436 because we don't want to think too much to heat a pot? 45 00:03:08,730 --> 00:03:12,150 But sometimes there are opportunities to improve things. 46 00:03:13,109 --> 00:03:16,399 Maybe it's about adding options that make sense. 47 00:03:16,571 --> 00:03:20,371 I have a toaster which has a button that says "a little more". 48 00:03:21,492 --> 00:03:23,202 It literally says "a little more". 49 00:03:23,328 --> 00:03:25,618 I understand perfectly because we need it. 50 00:03:25,705 --> 00:03:29,035 It's part of the user experience when making toast. 51 00:03:32,086 --> 00:03:35,506 As a designer, this involves costs, because we added a button. 52 00:03:35,590 --> 00:03:37,550 It is worth it? Does it really have value? 53 00:03:37,634 --> 00:03:40,604 People will use it, or is it just superfluous 54 00:03:40,678 --> 00:03:43,058 and made to sell toasters? 55 00:03:44,807 --> 00:03:46,847 This is part of the user experience. 56 00:03:46,935 --> 00:03:49,305 Thinking about conditions and context. 57 00:03:49,395 --> 00:03:52,105 And how to work within these constraints 58 00:03:52,190 --> 00:03:55,650 to make it as easy as possible and pleasant as possible. 59 00:03:56,486 --> 00:03:59,316 - Have a good day. - See you in 100 years. 60 00:03:59,405 --> 00:04:00,485 One hundred years? 61 00:04:03,910 --> 00:04:07,370 Instagram is a used product by a billion people every month, 62 00:04:07,455 --> 00:04:09,785 and we have existed for eight years. 63 00:04:09,874 --> 00:04:12,544 Being in the center of so many connections and memories 64 00:04:12,627 --> 00:04:16,207 intensifies the sense of responsibility that we have. 65 00:04:16,923 --> 00:04:20,513 Instagram is a social place for Share photos and view photos of friends. 66 00:04:20,843 --> 00:04:22,183 - Hey guys. - Hey guys. 67 00:04:22,262 --> 00:04:25,722 Hey guys. Some time passed since I spoke here. 68 00:04:25,848 --> 00:04:28,598 But I think our identities, currently, 69 00:04:28,851 --> 00:04:31,731 are increasingly mediated through our devices. 70 00:04:31,813 --> 00:04:32,943 And for a business, 71 00:04:33,022 --> 00:04:34,942 a brand or a celebrity, 72 00:04:35,024 --> 00:04:38,534 much of our identity is linked to our Instagram. 73 00:04:39,195 --> 00:04:42,155 Instagram is all about showing things off that others create. 74 00:04:42,240 --> 00:04:43,530 PRODUCT DESIGN MANAGER 75 00:04:43,616 --> 00:04:45,196 Our role, as designers, 76 00:04:45,326 --> 00:04:49,286 is to give them tools to express themselves and then, don't get in the way. 77 00:04:50,498 --> 00:04:53,208 The application is not just to the content. 78 00:04:53,293 --> 00:04:54,543 PRODUCT DESIGN MANAGER 79 00:04:54,627 --> 00:04:56,207 It’s about forming strong relationships 80 00:04:56,296 --> 00:04:58,416 with the people we connect with on the platform, 81 00:04:58,506 --> 00:05:01,336 just like with things that interest us most. 82 00:05:02,218 --> 00:05:05,048 We are very strict in the matter of equating 83 00:05:05,138 --> 00:05:08,468 the way I use Instagram as opposed to the way you use it. 84 00:05:08,558 --> 00:05:09,598 Eugene, do you love us? 85 00:05:09,684 --> 00:05:12,314 Imagine having the responsibility to implement changes 86 00:05:12,395 --> 00:05:15,225 for a billion people, including very powerful people. 87 00:05:15,315 --> 00:05:17,645 I can't imagine the weight of that. 88 00:05:18,693 --> 00:05:21,453 It is important to understand that this field, 89 00:05:21,529 --> 00:05:24,529 whether we call it product design, XU or UI design, 90 00:05:24,699 --> 00:05:25,699 It's very recent 91 00:05:26,034 --> 00:05:30,414 and it's an amalgamation of many things that preceded it. 92 00:05:30,496 --> 00:05:34,166 A computer is a combination of lifeless and mindless hardware, 93 00:05:34,417 --> 00:05:36,877 but a certain life can be given to it. 94 00:05:37,754 --> 00:05:39,304 In the early days of computing, 95 00:05:39,380 --> 00:05:42,180 there were people to consider human factors, 96 00:05:42,300 --> 00:05:45,470 thinking about what it means for a human being to use tools. 97 00:05:46,220 --> 00:05:49,310 The computers they were giant central processors. 98 00:05:49,557 --> 00:05:50,677 DESIGNER AND ENTREPRENEUR 99 00:05:50,767 --> 00:05:53,637 One kB of memory it came in a cart with dry ice. 100 00:05:53,728 --> 00:05:56,188 And they had to keep a button pressed 101 00:05:56,272 --> 00:05:58,822 and hit him with his nose to make it work. 102 00:05:59,150 --> 00:06:01,780 It's not hyperbole. That's just how it worked. 103 00:06:01,861 --> 00:06:04,661 The people who designed the first operating systems, 104 00:06:04,739 --> 00:06:07,779 the first software products, came from the world of research 105 00:06:07,909 --> 00:06:10,159 with an emphasis on human factors. 106 00:06:11,871 --> 00:06:14,081 Trying to understand people and machines, 107 00:06:14,165 --> 00:06:16,625 and what are the various things to consider. 108 00:06:16,709 --> 00:06:18,879 User testing revealed 109 00:06:18,961 --> 00:06:22,341 that you can learn to use a smooth application in 22 minutes. 110 00:06:22,423 --> 00:06:24,093 By simply using the mouse, 111 00:06:24,300 --> 00:06:27,850 the user can move an arrow across the screen and point. 112 00:06:28,930 --> 00:06:30,770 My father was Jef Raskin, 113 00:06:30,848 --> 00:06:34,188 the guy who created Project Macintosh at Apple. 114 00:06:34,477 --> 00:06:37,267 Jef introduced the idea click and drag, 115 00:06:37,355 --> 00:06:39,265 which now seems so obvious, 116 00:06:39,357 --> 00:06:42,187 the fact that we can point to something, click and move it. 117 00:06:42,360 --> 00:06:44,530 But that, as a gesture, did not exist. 118 00:06:44,821 --> 00:06:48,031 There were companies like Apple, who tried to combine the liberal arts, 119 00:06:48,157 --> 00:06:50,947 people who were amazing graphic artists, 120 00:06:51,035 --> 00:06:54,325 like Susan Kare, who did icon design. 121 00:06:54,414 --> 00:06:58,634 This is a new means that offers lots of control when switching off. 122 00:06:58,709 --> 00:07:01,879 There are thousands of small dots on the... 123 00:07:01,963 --> 00:07:05,223 Then we move forward a little to the beginnings of the internet... 124 00:07:05,299 --> 00:07:06,429 There's mail. 125 00:07:06,509 --> 00:07:09,849 ... and to the notion that that what was expected from designers 126 00:07:09,929 --> 00:07:12,559 it wasn't just like graphic designers or average, 127 00:07:12,640 --> 00:07:15,520 but positions were created as "information architect", 128 00:07:15,601 --> 00:07:17,651 because the internet consisted of information, 129 00:07:17,728 --> 00:07:19,898 and they had to equate how to present it. 130 00:07:20,189 --> 00:07:21,149 Goodbye. 131 00:07:22,108 --> 00:07:24,568 When I was studying, the consumer internet 132 00:07:24,694 --> 00:07:26,114 it was just beginning. 133 00:07:27,780 --> 00:07:31,530 The universities were among the first places to have access. 134 00:07:31,617 --> 00:07:34,657 How to access was to go to the computer room 135 00:07:34,745 --> 00:07:36,155 and stay there for as long as possible. 136 00:07:36,247 --> 00:07:40,167 For me it meant staying there until 2 or 3 o'clock in the morning, 137 00:07:40,251 --> 00:07:42,881 playing with things and exploring design. 138 00:07:42,962 --> 00:07:45,632 And in fact, I created my first website. 139 00:07:46,757 --> 00:07:48,887 Simultaneously great and horrible. 140 00:07:50,094 --> 00:07:51,304 What was the website for? 141 00:07:51,721 --> 00:07:55,391 For what? Just to say that I knew how to make a website, I believe. 142 00:07:56,767 --> 00:07:59,147 - There he is. - Spectacular and horrible. 143 00:08:00,771 --> 00:08:05,531 Ian Spalter is someone that incorporates design at all levels 144 00:08:05,693 --> 00:08:08,993 of the commercial process, of the creative process 145 00:08:09,155 --> 00:08:11,275 and the product process. 146 00:08:11,365 --> 00:08:16,035 Ian's work at FuelBand It was a very important milestone. 147 00:08:16,787 --> 00:08:19,997 The FuelBand was Nike's version for fitness bracelet, 148 00:08:20,124 --> 00:08:22,754 and we can say which was the most appealing version 149 00:08:22,835 --> 00:08:24,955 when it was launched in early 2012. 150 00:08:25,046 --> 00:08:29,336 Nike was interested in helping people to be more active. 151 00:08:29,425 --> 00:08:31,005 And it was a project 152 00:08:31,093 --> 00:08:34,433 based on a new piece of hardware in development. 153 00:08:34,972 --> 00:08:37,772 This hardware it would work like a pedometer. 154 00:08:38,059 --> 00:08:41,059 At that time, pedometers they were like a sign of shame. 155 00:08:41,145 --> 00:08:42,975 People didn't want to use them. 156 00:08:43,981 --> 00:08:46,781 So we wanted to make it fun, 157 00:08:46,901 --> 00:08:48,321 and would have the Nike brand, 158 00:08:48,402 --> 00:08:50,572 soon, people would want to use it. 159 00:08:50,655 --> 00:08:52,025 We considered everything, 160 00:08:52,114 --> 00:08:55,664 from considering how to configure it and program the settings, 161 00:08:55,743 --> 00:08:57,833 to your visual brand 162 00:08:57,912 --> 00:09:00,872 and what it would look like in terms of application on the internet. 163 00:09:01,165 --> 00:09:04,035 And the FuelBand was one of the first activity bracelets 164 00:09:04,126 --> 00:09:05,706 to allow you to establish objectives, 165 00:09:05,962 --> 00:09:09,512 feedback that showed progress towards the objective. 166 00:09:09,590 --> 00:09:11,180 GOOD! EXCEEDED THE OBJECTIVE 167 00:09:11,259 --> 00:09:13,219 And we get that immediate reward. 168 00:09:13,469 --> 00:09:16,599 One of the things that Ian and his team managed to do, 169 00:09:16,681 --> 00:09:19,981 and that no one did at the time, was to create a system 170 00:09:20,059 --> 00:09:22,899 that allowed people to improve your habits. 171 00:09:22,979 --> 00:09:25,439 The idea of measuring progress 172 00:09:25,523 --> 00:09:28,153 it was in the domain of elite athletes. 173 00:09:28,234 --> 00:09:31,534 Nike Plus was the first time that the quantified individual 174 00:09:31,654 --> 00:09:33,704 became a current idea. 175 00:09:33,781 --> 00:09:38,121 Fuelband helped create the market that Apple came to dominate. 176 00:09:38,411 --> 00:09:41,041 This DNA passed into the Apple Watch 177 00:09:41,122 --> 00:09:43,622 and for how we use devices daily. 178 00:09:43,708 --> 00:09:46,458 We had a lot of fun to make it fun. 179 00:09:46,544 --> 00:09:47,804 And I'm very proud of this 180 00:09:47,878 --> 00:09:51,128 because it's something that my parents ended up using. 181 00:09:51,299 --> 00:09:54,969 And it is a product that they consider very valuable, 182 00:09:55,094 --> 00:09:58,394 in terms of helping them become healthier. 183 00:09:58,472 --> 00:10:01,232 And also to understand what I do every day. 184 00:10:01,809 --> 00:10:02,889 It still works. 185 00:10:03,311 --> 00:10:04,771 Yes, when ours died... 186 00:10:04,854 --> 00:10:05,814 IAN'S PARENTS 187 00:10:05,896 --> 00:10:07,816 ...we bought replacements on eBay. 188 00:10:08,649 --> 00:10:11,489 One thing we gave Ian for your birthday 189 00:10:11,611 --> 00:10:14,531 It was a blank book, bound, 190 00:10:14,905 --> 00:10:16,565 and we put the year. 191 00:10:16,782 --> 00:10:18,202 And he loved it. 192 00:10:18,534 --> 00:10:20,334 I was always drawing. 193 00:10:20,411 --> 00:10:23,081 My brother said: "Look at that forehead! 194 00:10:23,164 --> 00:10:25,044 He's going to be brilliant." 195 00:10:25,124 --> 00:10:27,884 - "He's going to be a genius." Remember? - Yes. 196 00:10:27,960 --> 00:10:30,590 We said he had a forehead and a half. 197 00:10:31,714 --> 00:10:34,014 And so, he was right. 198 00:10:37,887 --> 00:10:41,017 When starting a project, I start by defining the problem. 199 00:10:42,099 --> 00:10:45,309 To understand the "why" of what we want to do 200 00:10:45,394 --> 00:10:47,904 and what is the thing that we want to solve. 201 00:10:49,398 --> 00:10:53,028 If we go back a little... I think it was after iOS 7. 202 00:10:53,152 --> 00:10:56,742 Almost all applications they had smoothed out the respective icon. 203 00:10:57,114 --> 00:11:00,374 Instagram didn't do this. They wanted to do it for the right reasons. 204 00:11:00,743 --> 00:11:04,373 It seems like the right reason it was me showing up to take care of him. 205 00:11:04,747 --> 00:11:07,787 My first reaction was: "No!" But Instagram knew 206 00:11:07,917 --> 00:11:10,707 that had already evolved from its beginning, 207 00:11:10,795 --> 00:11:14,085 and it was time to signal that changes were coming. 208 00:11:14,840 --> 00:11:18,390 Ian's first projects were redoing the application design, 209 00:11:18,886 --> 00:11:20,346 make it more modern... 210 00:11:20,429 --> 00:11:21,469 CO-FOUNDER, INSTAGRAM 211 00:11:21,555 --> 00:11:24,975 ...and redo the logo design. I want to clarify something. 212 00:11:25,101 --> 00:11:28,731 I hated both of these projects. I didn't want them to happen. 213 00:11:28,813 --> 00:11:31,693 I designed the logo and the original application. 214 00:11:32,400 --> 00:11:35,490 He said, "We're going to need a room, let's hide, 215 00:11:35,569 --> 00:11:38,279 and you won't see anything from us for three months." 216 00:11:38,906 --> 00:11:40,656 And I: "It can't be. 217 00:11:40,741 --> 00:11:43,291 We need results. How about a week?" 218 00:11:44,495 --> 00:11:45,655 The first step 219 00:11:46,080 --> 00:11:48,960 went to see what existed at that moment. 220 00:11:50,793 --> 00:11:52,673 It's a very round shape, 221 00:11:52,753 --> 00:11:56,343 has features similar to sweets on the lens. 222 00:11:56,799 --> 00:11:59,179 And the color is almost brown, 223 00:11:59,260 --> 00:12:01,180 like a teddy bear. 224 00:12:01,387 --> 00:12:03,257 And, on top of the bear, there is a rainbow. 225 00:12:03,347 --> 00:12:04,927 It's like, what's not to like? 226 00:12:05,349 --> 00:12:07,559 How do you go beyond that? 227 00:12:07,643 --> 00:12:10,313 What's important about this? 228 00:12:10,980 --> 00:12:12,650 What is really essential? 229 00:12:14,650 --> 00:12:17,110 I remember they covered the windows. 230 00:12:17,278 --> 00:12:21,368 They said it was because they wanted to have the right atmosphere. 231 00:12:21,449 --> 00:12:24,029 But I know they didn't want to for me to see what they were doing. 232 00:12:24,410 --> 00:12:26,830 An exercise I did went to call everyone 233 00:12:26,996 --> 00:12:29,286 to the weekly company meeting, 234 00:12:29,373 --> 00:12:31,833 and said, "Well, you have ten seconds 235 00:12:31,917 --> 00:12:36,047 to design existing logo from Instagram from memory." 236 00:12:36,213 --> 00:12:37,423 So everyone 237 00:12:37,757 --> 00:12:39,797 did this, with the coverage. 238 00:12:39,884 --> 00:12:42,434 And they did... Go ahead, right? 239 00:12:42,511 --> 00:12:45,101 The variety of things was interesting. that we got. 240 00:12:45,181 --> 00:12:48,771 We got fun stuff that looked like locks and... 241 00:12:50,019 --> 00:12:50,939 ... fried eggs. 242 00:12:51,395 --> 00:12:53,475 And a wide variety of things. 243 00:12:53,731 --> 00:12:55,361 But it was useful for us 244 00:12:55,441 --> 00:12:59,991 as a contribution to understanding: "Wait, the rainbow starts to appear." 245 00:13:00,780 --> 00:13:03,280 We knew that the top would be important. 246 00:13:03,365 --> 00:13:07,075 We knew the lens would be important. 247 00:13:07,161 --> 00:13:08,791 But the rainbow stood out 248 00:13:08,871 --> 00:13:11,621 as something demarcated in people's memories. 249 00:13:11,791 --> 00:13:15,001 If we look at the initial evolutions, we start here, 250 00:13:15,628 --> 00:13:18,668 smoothing the existing icon. 251 00:13:19,757 --> 00:13:22,547 And we found that we were just creating imitations 252 00:13:22,676 --> 00:13:25,886 of what existed and we were achieving something better. 253 00:13:26,138 --> 00:13:29,018 And so, we see that we begin to reduce to the basics 254 00:13:29,141 --> 00:13:31,231 and discover what its real form was. 255 00:13:31,852 --> 00:13:34,612 We probe looking for something interesting, 256 00:13:34,897 --> 00:13:36,147 that remains with us, 257 00:13:36,232 --> 00:13:39,152 that seems like something more than some combined forms. 258 00:13:39,235 --> 00:13:40,815 This one is the other way around. 259 00:13:42,321 --> 00:13:43,491 It's funny. 260 00:13:43,823 --> 00:13:44,783 It's like that. 261 00:13:46,158 --> 00:13:48,368 But we do a lot of bad things. 262 00:13:48,452 --> 00:13:50,372 And this is part of the process. 263 00:13:50,871 --> 00:13:52,501 I remember walking in, 264 00:13:52,623 --> 00:13:56,133 and the walls were covered 265 00:13:56,210 --> 00:13:59,590 with all logo variants that you can imagine. 266 00:13:59,672 --> 00:14:01,922 We knew that the element of the rainbow 267 00:14:02,007 --> 00:14:05,217 was part of the application's existing icon. 268 00:14:05,302 --> 00:14:09,102 The idea of having several colors 269 00:14:09,431 --> 00:14:11,981 resulted from this, and we started experimenting with colors. 270 00:14:12,309 --> 00:14:15,559 We started playing with... "What if we don't opt for a solid color? 271 00:14:15,646 --> 00:14:18,266 What if we start mixing colors?" 272 00:14:18,357 --> 00:14:20,647 I think, initially, I turned to this one, 273 00:14:20,776 --> 00:14:23,816 which looks like a cute raccoon. 274 00:14:24,154 --> 00:14:25,824 But when we apply color to it, 275 00:14:25,906 --> 00:14:27,826 it also became educational, 276 00:14:27,908 --> 00:14:30,868 because now we have more complicated ways 277 00:14:30,953 --> 00:14:32,873 in a much more complicated background, 278 00:14:32,955 --> 00:14:35,665 and they conflict or they do too much. 279 00:14:35,749 --> 00:14:39,299 While the balance between a simple shape and lots of color 280 00:14:39,378 --> 00:14:40,498 it looked better. 281 00:14:50,222 --> 00:14:52,062 I'M SORRY ABOUT WHAT THEY DID TO INSTAGRAM. 282 00:14:52,141 --> 00:14:55,141 THE INSTAGRAM UPDATE MAKES ME WANT TO HIT MY HEAD. 283 00:14:55,227 --> 00:14:56,687 INSTAGRAM, WHAT HAPPENED TO YOU? 284 00:14:56,812 --> 00:14:59,192 I must remember everything that happened that day. 285 00:14:59,315 --> 00:15:02,685 I remember being in the boardroom dark at the end of the day, 286 00:15:02,776 --> 00:15:04,946 with a bottle of tequila, probably. 287 00:15:06,196 --> 00:15:08,866 I said, "It took you three months 288 00:15:09,533 --> 00:15:12,123 to show me a square in a circle?" 289 00:15:12,578 --> 00:15:15,078 Then that article appeared on Adweek, I think. 290 00:15:15,164 --> 00:15:17,834 It said: "The worst design decision ever." 291 00:15:18,167 --> 00:15:19,497 And Ian said, "It doesn't matter." 292 00:15:20,127 --> 00:15:23,877 You got the world telling you one thing, and your instinct telling you otherwise. 293 00:15:24,924 --> 00:15:27,764 We quickly discovered how internet trolls operate, 294 00:15:27,843 --> 00:15:29,513 when we launch something like this. 295 00:15:29,595 --> 00:15:32,505 There was a gif of a boy 296 00:15:32,765 --> 00:15:36,595 who had a chimney, doing things on a computer. 297 00:15:37,019 --> 00:15:39,309 And it always ends with him approving. 298 00:15:39,396 --> 00:15:42,936 And they were criticizing us because we use the gradient 299 00:15:43,025 --> 00:15:44,935 as if it were a simple gradient. 300 00:15:46,654 --> 00:15:48,954 But in the end, it stuck. 301 00:15:49,031 --> 00:15:52,201 Can you imagine Instagram otherwise, currently? 302 00:15:52,451 --> 00:15:55,791 Speaking of change and the aversion to it, but, in a few years, 303 00:15:55,871 --> 00:16:00,251 exceeded a few hundred million for more than a billion people. 304 00:16:00,584 --> 00:16:04,004 And that's a huge demonstration of the work he did with it. 305 00:16:04,838 --> 00:16:07,258 In addition to simplifying the application icon, 306 00:16:07,383 --> 00:16:09,013 simplified the application. 307 00:16:09,093 --> 00:16:10,723 Ian showed up and took it apart. 308 00:16:10,803 --> 00:16:13,813 Removed the color, gave it a much simpler look. 309 00:16:13,889 --> 00:16:17,889 And the great effect was that it made the photos the center of the user experience. 310 00:16:20,020 --> 00:16:23,190 If I can't go to your app and know what to do in 5 seconds, 311 00:16:23,273 --> 00:16:27,493 you have a problem. That's the power of a really good XU. 312 00:16:27,861 --> 00:16:32,281 Given that computing became much more physical, 313 00:16:32,366 --> 00:16:34,446 it's like we actually touch things. 314 00:16:35,744 --> 00:16:39,374 The real world, the physical world, It's serious. 315 00:16:40,040 --> 00:16:41,670 It has momentum. 316 00:16:42,835 --> 00:16:46,205 So expectations of how things must react 317 00:16:46,463 --> 00:16:50,433 to our interference on these screens are different today. 318 00:16:50,509 --> 00:16:53,099 It's a higher level of expectations. What should we feel? 319 00:16:53,178 --> 00:16:56,018 What should the feedback be? What is the speed of movement? 320 00:16:56,098 --> 00:17:00,098 There are many nuances in the moments between the main moments. 321 00:17:00,602 --> 00:17:04,402 We think about any type of transition that we see in our application today... 322 00:17:04,523 --> 00:17:07,113 Maybe the cube transition in the "Stories" function. 323 00:17:07,234 --> 00:17:09,534 Why is it important? We could just cut it. 324 00:17:13,323 --> 00:17:14,833 When we watch a movie, right? 325 00:17:14,950 --> 00:17:19,080 What is the term? The simple cuts, as opposed to wipes and fades, 326 00:17:19,163 --> 00:17:22,713 change the emotional quality of a film. 327 00:17:22,791 --> 00:17:27,051 So get the right feeling It's something we value very much. 328 00:17:30,257 --> 00:17:32,927 There's a whole team of people who think about these things 329 00:17:33,010 --> 00:17:37,220 and make decisions to try to make it the best experience possible. 330 00:17:39,641 --> 00:17:42,191 We call our designers "product designers", 331 00:17:42,311 --> 00:17:44,691 and the reason we have this definition 332 00:17:44,813 --> 00:17:47,573 It’s not just about the user experience, 333 00:17:47,649 --> 00:17:50,189 but also by product strategy overall. 334 00:17:50,778 --> 00:17:53,738 What we release to the world it is a product. 335 00:17:53,822 --> 00:17:57,332 Helps guide people to what is expected of them. 336 00:17:57,409 --> 00:18:00,289 - A few moments of celebration. - Yes. 337 00:18:00,454 --> 00:18:02,924 - Does this function exist? - Yes, we have that. 338 00:18:02,998 --> 00:18:05,378 We don't want a function seem overwhelming 339 00:18:05,459 --> 00:18:08,799 even if it seems we spent years on this... 340 00:18:08,879 --> 00:18:10,049 PRODUCT DESIGNER 341 00:18:10,172 --> 00:18:12,552 ... even if it has too many functions and lots of buttons. 342 00:18:12,633 --> 00:18:15,933 This is important to ensure that the application is simple. 343 00:18:16,220 --> 00:18:19,220 This group is unique, as that we don't just think about 344 00:18:19,306 --> 00:18:21,516 at fixed moments in time or layouts. 345 00:18:21,600 --> 00:18:25,100 We also think about how things they move, connect and flow. 346 00:18:25,187 --> 00:18:27,267 A large labyrinth of... 347 00:18:27,356 --> 00:18:28,646 This is... 348 00:18:29,650 --> 00:18:30,780 ...it's crazy, man. 349 00:18:31,235 --> 00:18:35,355 One thing I love about this prototype It's a great pleasure to watch... 350 00:18:35,447 --> 00:18:37,947 ...when we type. Do you understand? 351 00:18:38,367 --> 00:18:40,157 - Can you put it here? - Yes. 352 00:18:40,244 --> 00:18:42,504 - Can I put it on? - I'll pass it to you via AirDrop. 353 00:18:42,788 --> 00:18:46,378 Designers here make prototypes with a high degree of definition. 354 00:18:46,458 --> 00:18:48,588 This gives us a better idea of the final experience. 355 00:18:48,669 --> 00:18:49,799 PRODUCT DESIGNER 356 00:18:49,878 --> 00:18:53,418 We know we can't experience a design with large pixels on the screen. 357 00:18:53,507 --> 00:18:56,297 Nobody uses products like that. 358 00:18:56,385 --> 00:18:58,965 They use things they can touch and use. 359 00:18:59,054 --> 00:19:02,024 DEPARTURE MEETING FOR THE NEW PROFILE DESIGN 360 00:19:02,099 --> 00:19:04,479 Cool. Today, let's talk 361 00:19:04,560 --> 00:19:06,940 of some of the profile work with which we started. 362 00:19:07,020 --> 00:19:08,020 PRODUCT DESIGNER 363 00:19:08,105 --> 00:19:10,515 We refer to it as "Profile Neue." 364 00:19:11,108 --> 00:19:13,438 We have a team working on the profile. 365 00:19:13,777 --> 00:19:16,697 The profile is an essential element from Instagram. 366 00:19:17,072 --> 00:19:18,742 It's like a co-owned space 367 00:19:18,824 --> 00:19:22,664 among the people who make the application and community members. 368 00:19:22,953 --> 00:19:25,503 A profile is a representation of that person. 369 00:19:25,914 --> 00:19:28,254 It's a complicated project for that reason. 370 00:19:28,959 --> 00:19:31,249 The profile, as a surface, starts to give way. 371 00:19:32,087 --> 00:19:34,587 When we add new functions over time, 372 00:19:34,673 --> 00:19:36,433 things get more complicated, 373 00:19:36,592 --> 00:19:39,222 and the design becomes less and less elegant. 374 00:19:39,553 --> 00:19:41,643 So we want to retreat 375 00:19:41,722 --> 00:19:44,352 to ensure that its purpose is clear. 376 00:19:45,058 --> 00:19:47,848 Nailing a new design is very important, 377 00:19:47,936 --> 00:19:50,056 especially on cherished products. 378 00:19:50,522 --> 00:19:53,782 There are several famous examples in the history of social media 379 00:19:53,859 --> 00:19:57,649 of new designs and product decisions that went well, and others that didn't. 380 00:19:57,779 --> 00:19:59,619 Snapchat's new design it didn't go well. 381 00:19:59,698 --> 00:20:02,868 Snapchat faces a wave of criticism of users. 382 00:20:02,951 --> 00:20:05,701 They complain that the new design is confusing and difficult to use. 383 00:20:05,787 --> 00:20:09,167 A single tweet from a celebrity did not help the company's share price. 384 00:20:09,249 --> 00:20:13,459 In the hours after your tweet, shares fell more than six percent, 385 00:20:13,545 --> 00:20:16,465 eliminating more than a billion dollars in its value. 386 00:20:18,050 --> 00:20:20,140 Some problems with Instagram profile 387 00:20:20,219 --> 00:20:23,429 is that, in recent years, we added other types of content. 388 00:20:23,555 --> 00:20:26,675 We have "Story Highlights", "Stories", "IGTV", 389 00:20:26,767 --> 00:20:30,187 different actions to connect on business. 390 00:20:30,270 --> 00:20:32,360 So, it's a little cluttered, 391 00:20:32,439 --> 00:20:35,569 and everything seems to be working in conflict. 392 00:20:35,817 --> 00:20:37,737 When we redo a design, 393 00:20:37,819 --> 00:20:40,529 we do a lot of testing, we showed it to many people. 394 00:20:40,614 --> 00:20:42,994 Someone has to stay by our side, to see how we interact. 395 00:20:44,201 --> 00:20:46,371 For the first research study, 396 00:20:46,453 --> 00:20:48,963 we identify the components of the profile 397 00:20:49,039 --> 00:20:52,209 and we separated them, to get an in-depth understanding... 398 00:20:52,292 --> 00:20:53,502 RESEARCHER, INSTAGRAM 399 00:20:53,585 --> 00:20:57,415 ...what do the isolated components meant to the user. 400 00:20:57,547 --> 00:20:59,757 It has to be something adopted by the community. 401 00:20:59,841 --> 00:21:01,971 When we launch something in the world of Instagram, 402 00:21:02,052 --> 00:21:04,052 people have to like it. 403 00:21:04,137 --> 00:21:06,967 Gotta do something better than what preceded it. 404 00:21:07,099 --> 00:21:08,849 And that is a challenge. 405 00:21:11,979 --> 00:21:14,519 Whenever I think about my journey for design, 406 00:21:14,606 --> 00:21:18,736 I think there's a lot more to come from a creative and inventive place. 407 00:21:20,237 --> 00:21:24,447 Having an interest in science fiction, Star Wars and, most importantly, 408 00:21:24,700 --> 00:21:27,080 how these films were made, and creativity 409 00:21:27,160 --> 00:21:30,410 applied to inventing something that didn't exist before, 410 00:21:30,622 --> 00:21:32,462 like what the ILM studio did. 411 00:21:32,749 --> 00:21:35,629 I have images in my head of images with grain 412 00:21:35,711 --> 00:21:39,341 of the models, how they were prepared, of explosions 413 00:21:39,423 --> 00:21:41,473 and how they moved the camera. 414 00:21:42,676 --> 00:21:46,046 We basically see magicians' tricks. 415 00:21:46,138 --> 00:21:47,928 We're seeing behind the scenes. 416 00:21:48,307 --> 00:21:50,477 - Everything is ready and ready. - Right. 417 00:21:52,936 --> 00:21:54,226 I didn't necessarily want 418 00:21:54,313 --> 00:21:56,773 make my films and tell my stories. 419 00:21:57,482 --> 00:22:01,322 But there's something about the mechanics of dreaming all those things 420 00:22:01,403 --> 00:22:03,323 and in creating an alternative reality. 421 00:22:03,530 --> 00:22:05,280 It was so captivating to me. 422 00:22:05,866 --> 00:22:09,116 The idea of art and science come together to create something magical. 423 00:22:09,244 --> 00:22:11,714 This was true with ILM and Star Wars. 424 00:22:11,788 --> 00:22:14,328 And it was also true with Apple. 425 00:22:14,833 --> 00:22:16,083 Thanks for coming. 426 00:22:16,168 --> 00:22:17,498 MACWORLD CONFERENCE, 2007 427 00:22:17,586 --> 00:22:19,666 Today, we will make history together. 428 00:22:21,465 --> 00:22:23,965 When the iPhone was released, the first notable thing 429 00:22:24,051 --> 00:22:26,221 was the way it had to be described. 430 00:22:27,054 --> 00:22:29,814 I think he described you like an iPod, 431 00:22:30,140 --> 00:22:31,680 a cell phone, 432 00:22:32,142 --> 00:22:34,852 and a communication device via internet. 433 00:22:34,936 --> 00:22:36,476 It's a single device. 434 00:22:38,523 --> 00:22:42,073 Smartphones, until that time, they had a screen at the top, 435 00:22:42,152 --> 00:22:45,992 and the other two thirds were dominated by a QWERTY keyboard. 436 00:22:46,073 --> 00:22:49,703 The iPhone transformed the face of cell phones on a big screen. 437 00:22:49,785 --> 00:22:51,745 If the face of the cell phone is a large screen, 438 00:22:51,828 --> 00:22:54,328 How do we interact with it? We have to touch the screen. 439 00:22:54,414 --> 00:22:57,174 So we have something very visual and very tactile, 440 00:22:57,250 --> 00:23:01,340 and the combination of these two things means it is very adaptable. 441 00:23:01,421 --> 00:23:02,921 Gave third-party developers 442 00:23:03,006 --> 00:23:05,626 the opportunity to create applications for mobile 443 00:23:05,717 --> 00:23:09,387 that Apple would never have had time no money to create alone. 444 00:23:09,471 --> 00:23:12,931 On the back, the most notable thing It is a built-in 2 megapixel camera. 445 00:23:13,058 --> 00:23:15,438 They connected a camera to the network. 446 00:23:15,852 --> 00:23:17,652 That was the fundamental transition 447 00:23:17,729 --> 00:23:19,859 that made possible the existence from Instagram. 448 00:23:19,940 --> 00:23:22,980 Later, also introduced a GPS chip, 449 00:23:23,402 --> 00:23:26,242 and this also made it possible new capabilities. 450 00:23:26,571 --> 00:23:30,281 In fact, a prototypical version on Instagram was something called Burbn. 451 00:23:32,202 --> 00:23:36,372 I contacted investment capitalists and said, "I want to build something." 452 00:23:36,456 --> 00:23:37,996 "What do you want to build?" 453 00:23:38,083 --> 00:23:40,713 And I said: "It's a check-in application." 454 00:23:41,002 --> 00:23:43,422 At the time, everyone made check-in applications, 455 00:23:43,505 --> 00:23:47,795 and I was going to build the 19th version of a check-in application. 456 00:23:47,884 --> 00:23:51,014 Burbn was very good at allowing uploading photos, 457 00:23:51,096 --> 00:23:54,266 and that's what people they found it more interesting. 458 00:23:54,349 --> 00:23:55,179 COMING SOON 459 00:23:55,308 --> 00:23:58,648 And before we knew it, the Burbn slowly transformed 460 00:23:58,728 --> 00:24:01,518 in what was the beginning of Instagram. 461 00:24:02,566 --> 00:24:04,226 They didn't try to do much. 462 00:24:04,317 --> 00:24:07,857 They chose one thing and they did it extremely well. 463 00:24:07,946 --> 00:24:11,026 Photos from the cell phone camera they didn't have much quality, 464 00:24:11,199 --> 00:24:15,749 but by helping people to make small creative decisions, 465 00:24:15,871 --> 00:24:19,831 created something they thought that was worth releasing to the world. 466 00:24:20,417 --> 00:24:23,747 They added filters, which meant who wanted to share the photos, 467 00:24:23,837 --> 00:24:26,667 because they looked better and they looked like postcards. 468 00:24:26,965 --> 00:24:29,885 I think we had 25,000 people to sign up on the first day. 469 00:24:29,968 --> 00:24:32,178 There were more users than what you saw 470 00:24:32,262 --> 00:24:34,812 in any service which I had worked on. 471 00:24:35,223 --> 00:24:39,983 The idea of creativity being born through restrictions is powerful, 472 00:24:40,228 --> 00:24:42,978 and it was an idea that Instagram presented to millions, 473 00:24:43,064 --> 00:24:45,784 then tens of millions, and then hundreds of millions. 474 00:24:45,859 --> 00:24:48,489 Facebook bought a small company Instagram call 475 00:24:48,570 --> 00:24:50,570 for a billion dollars. 476 00:24:50,655 --> 00:24:52,195 It has just 13 employees. 477 00:24:52,282 --> 00:24:56,162 Today, Instagram is worth 12 times more than Kodak. 478 00:24:56,995 --> 00:24:59,245 Tell me about this thing called Instagram. 479 00:25:00,957 --> 00:25:05,837 Well I knew Instagram just as a photography site. 480 00:25:05,921 --> 00:25:08,381 At the time, people shared photos. 481 00:25:08,465 --> 00:25:11,885 It was all I knew, when Ian went to Instagram. 482 00:25:11,968 --> 00:25:14,928 I didn't understand the concept. I seriously didn't understand. 483 00:25:15,013 --> 00:25:17,273 I... "Photos? Okay." 484 00:25:17,432 --> 00:25:19,272 I really didn't understand 485 00:25:20,519 --> 00:25:24,479 How is it so popular? and how it became so popular. 486 00:25:24,606 --> 00:25:28,106 I didn't understand why they looked for the photos and they were... 487 00:25:29,194 --> 00:25:31,784 - It gets monotonous after a while. - And we are old. 488 00:25:31,863 --> 00:25:34,283 Even though I say I don't see him often, 489 00:25:34,366 --> 00:25:36,786 I must see him for one or two hours a day. 490 00:25:36,868 --> 00:25:39,078 - It's too much. - Despite saying no, 491 00:25:39,162 --> 00:25:41,712 and we say no, we continue accessing 492 00:25:41,790 --> 00:25:44,250 probably more than we should. 493 00:25:48,046 --> 00:25:52,716 TOKYO, JAPAN 494 00:25:55,762 --> 00:25:57,972 I didn't travel much as a kid. 495 00:25:59,432 --> 00:26:02,442 And it was only when I started working professionally 496 00:26:02,519 --> 00:26:05,109 and to be sent to other parts of the world, 497 00:26:05,188 --> 00:26:08,728 that I started to have windows to other perspectives. 498 00:26:09,442 --> 00:26:12,152 For example, what is normal elsewhere. 499 00:26:13,655 --> 00:26:17,445 Maybe it's the taste of the fries in London, right? 500 00:26:18,410 --> 00:26:20,410 Or what the sewers are like in Japan. 501 00:26:24,332 --> 00:26:27,092 As designers, We are looking to see these details. 502 00:26:27,168 --> 00:26:30,378 But then, see how other people dealt with this solution 503 00:26:30,463 --> 00:26:32,473 It's tremendously inspiring. 504 00:26:34,426 --> 00:26:36,176 I feel like it altered my brain, 505 00:26:36,261 --> 00:26:38,761 see reality from another angle. 506 00:26:43,435 --> 00:26:47,265 I actually went to Japan on a research trip and thought: 507 00:26:47,564 --> 00:26:48,774 "What is this?" 508 00:26:51,192 --> 00:26:55,362 When we think about things What we value on the Instagram team 509 00:26:55,447 --> 00:26:57,197 and things that I personally value, 510 00:26:57,282 --> 00:26:59,622 around attention to detail and techniques, 511 00:26:59,701 --> 00:27:04,291 there are few cultures that stand out so much like Japanese culture. 512 00:27:05,332 --> 00:27:06,372 TOKYO 513 00:27:06,458 --> 00:27:08,538 It's a place where all the details affect us. 514 00:27:09,044 --> 00:27:11,304 It all looks very thoughtful. 515 00:27:12,047 --> 00:27:13,667 And we absorbed it all. 516 00:27:13,757 --> 00:27:15,877 Therefore, It's stimulating in a different way. 517 00:27:17,469 --> 00:27:20,059 I try to get to the point to simply be present 518 00:27:20,347 --> 00:27:22,597 and to let it flow through us. 519 00:27:22,682 --> 00:27:26,312 What the eyes and ears... ... what we smell, 520 00:27:26,436 --> 00:27:28,646 we let it pass through us. That's what we want. 521 00:27:31,358 --> 00:27:34,488 It's less about: "Eureka. I have a fantastic idea 522 00:27:34,569 --> 00:27:35,739 onto the next thing." 523 00:27:35,820 --> 00:27:37,030 That's not what we want. 524 00:27:37,113 --> 00:27:39,123 We want that to flow through us, 525 00:27:39,199 --> 00:27:41,949 and this will create the space in our mind. 526 00:27:42,035 --> 00:27:43,905 And when we come back to these things, 527 00:27:43,995 --> 00:27:46,115 There's more room to breathe and see 528 00:27:46,456 --> 00:27:48,576 different connections than we have seen before. 529 00:27:55,924 --> 00:27:59,684 SAN FRANCISCO, CALIFORNIA 530 00:28:00,970 --> 00:28:02,350 What are we going to see today? 531 00:28:02,764 --> 00:28:05,394 New profile design things, the Neue Project again. 532 00:28:05,725 --> 00:28:07,555 FOLLOW-UP NEW PROFILE DESIGN 533 00:28:07,686 --> 00:28:10,186 We have explored new directions 534 00:28:10,271 --> 00:28:13,191 and we wanted to show the breadth of what we have already done. 535 00:28:13,274 --> 00:28:14,824 - Let's do this. - Cool. 536 00:28:15,068 --> 00:28:15,938 "BAR TAB" CONCEPT 537 00:28:16,027 --> 00:28:18,317 The "Bar Tab" is close to what we have today. 538 00:28:18,405 --> 00:28:21,985 Take what we have, in terms of the usual compartment, 539 00:28:22,075 --> 00:28:26,405 to see what we can do to improve these capabilities. 540 00:28:26,496 --> 00:28:27,996 So, the "Sheety Bio" concept... 541 00:28:28,081 --> 00:28:29,291 "SHEETY BIO" CONCEPT 542 00:28:29,374 --> 00:28:31,964 ... is the possibility to put the content first. 543 00:28:32,043 --> 00:28:36,173 So it starts as a gallery. 544 00:28:36,256 --> 00:28:39,176 They have something on the device what can we play with? 545 00:28:39,259 --> 00:28:40,089 Yes. 546 00:28:40,552 --> 00:28:42,642 - Can I try one of the Sheety ones? - Yes. 547 00:28:42,721 --> 00:28:46,771 Making big changes to a platform Big is always uncomfortable. 548 00:28:46,850 --> 00:28:48,180 We have to ensure 549 00:28:48,268 --> 00:28:51,478 that we don't make decisions completely emotional. 550 00:28:51,563 --> 00:28:52,443 Then. 551 00:28:53,189 --> 00:28:56,149 It's interesting to have this feeling of layers. 552 00:28:56,693 --> 00:28:59,153 - And we have this side B... - Let's show them. 553 00:28:59,237 --> 00:29:02,157 I'm curious to see if they were very crazy... 554 00:29:02,282 --> 00:29:03,622 - Yes. - Strength. 555 00:29:04,951 --> 00:29:06,661 Basically, it's like, 556 00:29:06,745 --> 00:29:09,575 if our profile was a composer of stories 557 00:29:09,664 --> 00:29:11,174 and put them wherever we wanted. 558 00:29:11,249 --> 00:29:13,039 Throw a gif there. 559 00:29:13,293 --> 00:29:15,003 I don't think this one will work, 560 00:29:15,086 --> 00:29:16,756 but we thought it would be interesting to explore it. 561 00:29:16,838 --> 00:29:19,168 I don't think it will work either, but... 562 00:29:19,340 --> 00:29:22,680 ...it's important find the extremes, right? 563 00:29:22,761 --> 00:29:25,811 We have to fall off the cliff to know when we went too far. 564 00:29:25,889 --> 00:29:27,349 I'm glad they insisted. 565 00:29:27,432 --> 00:29:29,772 There is the definition of constraints, 566 00:29:29,851 --> 00:29:32,691 understand people's needs. 567 00:29:33,104 --> 00:29:34,614 What are the problems in the world 568 00:29:34,689 --> 00:29:37,819 that we are in a position to resolve and that we are allowed to resolve. 569 00:29:41,696 --> 00:29:43,696 I didn't go out much when I was a kid. 570 00:29:44,866 --> 00:29:47,616 Maybe because I'm shy or because my mother didn't want 571 00:29:47,702 --> 00:29:49,582 to play with kids in the street. 572 00:29:49,704 --> 00:29:52,004 But computers really attracted me, 573 00:29:52,081 --> 00:29:54,131 and I gravitated towards them. 574 00:29:54,375 --> 00:29:56,915 If you were in a division, I floated towards him. 575 00:29:57,921 --> 00:29:59,591 My first computer 576 00:30:00,089 --> 00:30:01,879 It was a Commodore 64. 577 00:30:13,353 --> 00:30:17,443 It was a birthday present. I think I was in sixth grade, 578 00:30:17,607 --> 00:30:19,317 and my father bought it for me. 579 00:30:19,818 --> 00:30:22,068 I remember the moment of waking up, 580 00:30:23,029 --> 00:30:25,369 and to see him there and stay... 581 00:30:25,990 --> 00:30:27,240 ... dazzled by him. 582 00:30:27,534 --> 00:30:29,204 I will never forget that morning. 583 00:30:29,661 --> 00:30:32,461 We had to enter a special code 584 00:30:32,539 --> 00:30:36,249 to load any software. I still remember the line... 585 00:30:36,334 --> 00:30:38,424 We had to type "Load, 586 00:30:38,962 --> 00:30:42,512 parenthesis, star, bracket, comma, eight, comma, one." 587 00:30:43,132 --> 00:30:46,182 That's how we introduced the floppy disk. 588 00:30:46,594 --> 00:30:48,934 We had to do this to operate anything. 589 00:30:49,472 --> 00:30:52,642 And there was something about it which seemed very unique. 590 00:30:53,059 --> 00:30:55,479 These are the possibilities of creation 591 00:30:55,728 --> 00:30:57,188 and to see that potential, 592 00:30:57,272 --> 00:30:59,652 that what on the screen can be controlled. 593 00:31:00,024 --> 00:31:04,074 It is not just something to be issued to us, but something we can change. 594 00:31:05,989 --> 00:31:09,739 NEW ROCHELLE, NEW YORK 595 00:31:19,627 --> 00:31:20,497 Look. 596 00:31:22,046 --> 00:31:23,876 - Our. - Let me turn on the light. 597 00:31:25,425 --> 00:31:27,295 64 KB memory. 598 00:31:29,387 --> 00:31:32,347 What really mattered a lot in my career 599 00:31:32,432 --> 00:31:35,142 It wasn't just the talent nor how much I try. 600 00:31:35,226 --> 00:31:37,396 It is also about support 601 00:31:37,478 --> 00:31:39,728 that we have people, along our route. 602 00:31:40,273 --> 00:31:41,943 It starts with my parents, without a doubt. 603 00:31:42,025 --> 00:31:45,185 They provided me with access to computing from an early age. 604 00:31:45,361 --> 00:31:47,861 - Do you want to try turning it on? - Let's see. 605 00:31:49,824 --> 00:31:53,294 Ian gravitated towards everything what was technological. 606 00:31:53,745 --> 00:31:57,745 Any technical issues that the neighbors of our building had, 607 00:31:58,041 --> 00:32:00,751 they were knocking on our door. "Is Ian home? 608 00:32:00,835 --> 00:32:04,545 We need Ian up there. He has to connect this and that.” 609 00:32:04,756 --> 00:32:06,006 Telephones. 610 00:32:06,299 --> 00:32:10,049 Everyone knocked on our door. "Is Ian there? We need help." 611 00:32:11,721 --> 00:32:14,431 I am mixed race. My father is white, 612 00:32:14,515 --> 00:32:17,305 He is half Jewish and half Sicilian. My mother is black. 613 00:32:17,727 --> 00:32:20,307 I think that had an impact in who I am as a person. 614 00:32:22,398 --> 00:32:25,608 The fact that I have to think about what my identity is, 615 00:32:25,693 --> 00:32:28,573 as a black person guiding me in this world. 616 00:32:29,906 --> 00:32:33,026 In terms of places where I chose to work, 617 00:32:33,117 --> 00:32:35,077 There aren't many people who look like me. 618 00:32:37,372 --> 00:32:40,422 When you are a black person working in these environments, 619 00:32:40,500 --> 00:32:43,960 there can be both a high bar like a low bar for us. 620 00:32:44,921 --> 00:32:47,511 We are in situations in which they don't expect much from us, 621 00:32:47,590 --> 00:32:51,640 but at the same time, the price of failure it seems very high. 622 00:32:53,262 --> 00:32:55,522 Sometimes we can use this as motivation 623 00:32:55,598 --> 00:32:59,188 to give our best, just to prove something. 624 00:32:59,477 --> 00:33:02,437 Other times it can be heartbreaking doubt ourselves. 625 00:33:03,022 --> 00:33:07,492 I think this helps to build my sense of empathy for people. 626 00:33:07,694 --> 00:33:10,204 And I think it helps my conscience 627 00:33:10,279 --> 00:33:14,489 of people's needs outside of Silicon Valley. 628 00:33:16,619 --> 00:33:17,949 When we design products, 629 00:33:18,037 --> 00:33:19,997 we have to think in how people think, 630 00:33:20,081 --> 00:33:24,291 how they approach each other, how they approach abstract concepts, 631 00:33:24,752 --> 00:33:27,342 like, for example, touching the glass. 632 00:33:28,214 --> 00:33:30,934 There seem to be advantages in having the "Stories Ring" always there. 633 00:33:31,009 --> 00:33:34,469 We have this coexistence here and we can probe, 634 00:33:34,554 --> 00:33:36,184 jump into the story. 635 00:33:36,264 --> 00:33:38,644 - This is new and dynamic. - Completely. 636 00:33:38,933 --> 00:33:41,773 A few years ago, I started hearing Marc Maron's podcast. 637 00:33:42,854 --> 00:33:45,824 And what I liked about the podcast was what addressed 638 00:33:46,024 --> 00:33:48,444 the development processes of various comedians, 639 00:33:48,526 --> 00:33:50,776 and how they prepare a performance. 640 00:33:51,195 --> 00:33:53,275 Do you write with jokes? Do you think in jokes? 641 00:33:53,406 --> 00:33:55,986 It's not so much about the writing of the joke, 642 00:33:56,075 --> 00:33:59,245 but listening to them doesn't work and then try to rewrite them. 643 00:33:59,370 --> 00:34:01,160 We've heard enough of these stories, 644 00:34:01,247 --> 00:34:03,747 and we realized how iterative it's the process. 645 00:34:06,419 --> 00:34:09,089 It helped me see connection points 646 00:34:09,172 --> 00:34:12,132 between what I and my teams we do it daily 647 00:34:12,216 --> 00:34:13,926 and what comedians do. 648 00:34:15,136 --> 00:34:17,806 Stand-up comedians are in a position 649 00:34:17,889 --> 00:34:20,599 in which they have to create forms to make people laugh. 650 00:34:21,434 --> 00:34:24,234 They can work on the same joke several times in one night, 651 00:34:24,312 --> 00:34:25,442 in different bars, 652 00:34:25,521 --> 00:34:27,401 telling the same joke differently, 653 00:34:27,523 --> 00:34:30,743 to take that reaction and adjust it until it is in tune. 654 00:34:31,069 --> 00:34:33,649 I don't want to tell you how long has she been single, 655 00:34:33,738 --> 00:34:35,948 but if they catch the number of cats that she has 656 00:34:36,407 --> 00:34:39,487 and divide it among bottles of wine that she drinks a day, 657 00:34:39,619 --> 00:34:42,409 that's 20 years. She has been single for 20 years. 658 00:34:42,497 --> 00:34:45,497 It's interesting to have a laugh as a variable, 659 00:34:45,583 --> 00:34:47,253 because it's an emotional thing. 660 00:34:47,543 --> 00:34:49,383 Laughter is an indicator. 661 00:34:51,798 --> 00:34:55,088 When I apply it to what we do, There are many aspects to the product 662 00:34:55,176 --> 00:34:57,796 where we test things with a restricted audience, 663 00:34:57,887 --> 00:35:01,717 and we receive information back to understand how they use the function. 664 00:35:01,808 --> 00:35:04,518 And we make changes based on these reactions. 665 00:35:05,269 --> 00:35:07,359 But we don't just look at the numbers. 666 00:35:07,438 --> 00:35:09,648 It's very important let's keep our eyes open. 667 00:35:11,484 --> 00:35:15,204 We also talk to people and we travel all over the world 668 00:35:15,321 --> 00:35:17,991 to understand how people are using Instagram. 669 00:35:21,160 --> 00:35:24,750 And that's one of my favorite parts on public transport. 670 00:35:25,373 --> 00:35:28,963 We can look over someone's shoulder and see what they are using. 671 00:35:29,043 --> 00:35:32,263 We see unexpected things, as standards they follow. 672 00:35:33,339 --> 00:35:36,839 In the US, we see a lot of selfies, many text publications. 673 00:35:38,511 --> 00:35:41,101 It's very different in a place like Japan, 674 00:35:41,180 --> 00:35:43,930 where we saw a use case totally different. 675 00:35:44,058 --> 00:35:45,638 There are fewer selfies, 676 00:35:45,726 --> 00:35:49,396 and people are culturally different in share mode. 677 00:35:50,022 --> 00:35:51,732 It is a product that is used constantly. 678 00:35:51,816 --> 00:35:54,486 How does it fit in the variety of other applications 679 00:35:54,569 --> 00:35:57,739 do they have on the device? Have you unlocked your cell phone recently? 680 00:35:57,822 --> 00:36:01,702 There are many different considerations, given the size of the computation. 681 00:36:02,368 --> 00:36:04,578 The work he does affects many people, 682 00:36:04,662 --> 00:36:07,792 and that is true. But if I think about it, it scares me. 683 00:36:07,874 --> 00:36:09,834 I wonder if Ian himself thinks about this. 684 00:36:10,418 --> 00:36:12,248 Does he think about it? It's a lot. 685 00:36:12,378 --> 00:36:13,748 There are many people. 686 00:36:14,213 --> 00:36:17,343 Interaction design, at its core, It's a psychological exercise. 687 00:36:17,717 --> 00:36:20,967 If you've already scrolled through your feed from Twitter or Instagram, 688 00:36:21,053 --> 00:36:23,063 noticed that they don't reach the bottom. 689 00:36:23,139 --> 00:36:25,559 This is a new function called Bottomless Slide. 690 00:36:25,725 --> 00:36:28,975 And this was invented by a designer named Aza Raskin. 691 00:36:29,103 --> 00:36:32,193 I think I'll have to atone forever for that. 692 00:36:32,565 --> 00:36:36,105 When I was thinking in the infinite slide, 693 00:36:36,360 --> 00:36:37,820 the idea was: 694 00:36:38,821 --> 00:36:41,031 "As a designer, I will be failing 695 00:36:41,532 --> 00:36:44,622 if you ask the user to do a choice that doesn't interest you." 696 00:36:44,785 --> 00:36:49,705 Sliding already means: "I didn't see what I wanted, show me more." 697 00:36:49,790 --> 00:36:54,130 Why have small buttons at the bottom where do we click to show more? 698 00:36:54,253 --> 00:36:57,763 As an individual designer who makes interaction between human and computer, 699 00:36:57,840 --> 00:37:00,130 I will gladly make an infinite slide. 700 00:37:00,218 --> 00:37:02,348 But if you think at a higher level, 701 00:37:02,720 --> 00:37:06,220 you should have known this would eliminate stop signs, 702 00:37:06,390 --> 00:37:08,520 just like when I have a glass of wine. 703 00:37:08,601 --> 00:37:12,361 I stop drinking when I finish the glass, and I think, "Do I want more?" 704 00:37:12,438 --> 00:37:15,648 Here, we are not giving people a stop sign. 705 00:37:15,983 --> 00:37:20,323 This literally wasted hundreds of millions of human hours. 706 00:37:20,738 --> 00:37:22,658 It is no longer enough, as a designer, 707 00:37:22,740 --> 00:37:25,700 think about the constraints of just one individual 708 00:37:25,826 --> 00:37:27,156 who uses my product. 709 00:37:27,578 --> 00:37:30,788 Instead, we have to raise the fractal version 710 00:37:30,957 --> 00:37:33,957 at the level of interaction between technology and society. 711 00:37:34,043 --> 00:37:37,633 We haven't given it wings yet like a field. 712 00:37:38,172 --> 00:37:41,552 And now, we see that technology not only distracts us, 713 00:37:42,009 --> 00:37:43,639 but if we think about Facebook, 714 00:37:43,719 --> 00:37:46,849 they build a small knot simulator. 715 00:37:46,931 --> 00:37:48,681 Build small simulators 716 00:37:48,766 --> 00:37:51,306 for a quarter of human beings on the planet. 717 00:37:51,686 --> 00:37:55,056 We are the product. We do not receive this service for free. 718 00:37:55,690 --> 00:37:58,990 We hand over our data. They make us targets. 719 00:37:59,777 --> 00:38:02,487 This business model, especially with Facebook, 720 00:38:03,281 --> 00:38:05,121 led to the proliferation of fake news. 721 00:38:05,199 --> 00:38:07,949 led to the spread of wrong information. 722 00:38:09,287 --> 00:38:12,287 There's a fine line between microtargeting and manipulation. 723 00:38:13,082 --> 00:38:15,842 It also allows us to compare our fabulous fake lives 724 00:38:15,918 --> 00:38:18,208 with the fabulous fake lives of others. 725 00:38:18,337 --> 00:38:21,377 I think it could be problematic for many of us. 726 00:38:21,507 --> 00:38:22,467 DISABLE 727 00:38:22,967 --> 00:38:25,047 Given that Facebook owns Instagram now, 728 00:38:25,177 --> 00:38:27,387 there has been more pressure about Instagram. 729 00:38:27,930 --> 00:38:30,310 And especially with the pressure to make money, 730 00:38:30,391 --> 00:38:33,351 and with the pressure of Facebook not be as well as I was, 731 00:38:33,436 --> 00:38:36,106 and from Instagram be a kind of favorite child... 732 00:38:37,023 --> 00:38:39,533 ... guess the challenge for Instagram 733 00:38:39,859 --> 00:38:41,939 will continue to be Instagram. 734 00:38:46,949 --> 00:38:50,119 NEW YORK CITY, NEW YORK 735 00:38:50,202 --> 00:38:53,292 Concentration on people and human needs 736 00:38:53,372 --> 00:38:56,002 It has been something present in my work. 737 00:38:57,043 --> 00:38:59,343 Not just communicate. We also try to connect 738 00:38:59,420 --> 00:39:02,340 to a human need or desire, something essential for us, 739 00:39:02,423 --> 00:39:03,513 who they are as people. 740 00:39:03,841 --> 00:39:05,471 And what is this about? 741 00:39:05,718 --> 00:39:09,098 It's a few different things. First, we wanted to explore 742 00:39:09,180 --> 00:39:12,310 the problem we hear about, vanity indicators. 743 00:39:12,475 --> 00:39:14,845 When we talk to people about their profile, 744 00:39:14,935 --> 00:39:17,055 we knew they didn't like it necessarily 745 00:39:17,146 --> 00:39:19,106 of the numbers at the top of the profile 746 00:39:19,190 --> 00:39:22,690 telling you how many followers you have and how many people follow. 747 00:39:22,818 --> 00:39:25,568 Because they felt social pressure. 748 00:39:25,696 --> 00:39:27,696 Now, with the current design, 749 00:39:28,074 --> 00:39:30,454 the indicators, the count of followers and followed, 750 00:39:30,534 --> 00:39:31,954 are prominent at the top. 751 00:39:32,370 --> 00:39:35,580 And it causes a lot of anxiety in terms of popularity, 752 00:39:35,664 --> 00:39:37,544 to have many friends and self-love. 753 00:39:37,625 --> 00:39:40,955 So, when placing the indicators a little further down, 754 00:39:41,045 --> 00:39:42,415 we are humanizing it 755 00:39:42,505 --> 00:39:46,715 and alleviate the experience of anxiety to have the counts next to each other. 756 00:39:47,259 --> 00:39:51,099 So it would be a big step give less importance to followers. 757 00:39:51,180 --> 00:39:53,930 They think it's a good thing, in net terms? 758 00:39:54,016 --> 00:39:55,936 It's our biggest concern 759 00:39:56,018 --> 00:39:59,268 with the launch of the new design. This must be the most sensitive thing. 760 00:39:59,939 --> 00:40:01,939 It's a triumphant move, isn't it? 761 00:40:02,691 --> 00:40:04,821 I interviewed one of the founders of Twitter, 762 00:40:04,902 --> 00:40:09,282 and his biggest regret was including the number of followers on Twitter. 763 00:40:09,365 --> 00:40:10,195 And I: "Why?" 764 00:40:10,282 --> 00:40:12,792 "Because you cast us down a strange path, 765 00:40:12,868 --> 00:40:15,448 when it comes to encouraging people 766 00:40:15,621 --> 00:40:17,791 posting to get 'likes' or followers." 767 00:40:17,873 --> 00:40:20,503 I think this tension keeps me up at night, sincerely. 768 00:40:21,293 --> 00:40:24,303 The benefit we have is that we can stipulate these principles 769 00:40:24,380 --> 00:40:26,220 and make them clear to people. 770 00:40:28,175 --> 00:40:30,295 The pace of change over the last 20 years 771 00:40:30,386 --> 00:40:34,096 It's been tremendous, with regard to communication technologies. 772 00:40:34,390 --> 00:40:36,390 But we also know that this is just the beginning. 773 00:40:36,725 --> 00:40:39,685 Therefore, it will be important have a clear point of view 774 00:40:39,770 --> 00:40:42,270 about where we want May these tools take us. 775 00:40:45,234 --> 00:40:48,574 At its core, Instagram consists in visual communication. 776 00:40:49,530 --> 00:40:52,530 I think there will always be space for this, 777 00:40:52,616 --> 00:40:55,696 and that we are well positioned to continue claiming. 778 00:40:57,705 --> 00:40:59,245 TESTING THE NEW PROFILE DESIGN 779 00:40:59,331 --> 00:41:01,081 How far are we from building 780 00:41:01,167 --> 00:41:04,417 this version or a version of this, for a first test? 781 00:41:04,503 --> 00:41:07,633 We will be able to phase the various tests 782 00:41:07,756 --> 00:41:10,336 to see how it affects the ecosystem soon. 783 00:41:10,426 --> 00:41:16,636 We take the "Sheety Bio" concepts, as well as "Card Shark" and "Bar Tab". 784 00:41:16,724 --> 00:41:19,314 And we discovered that the "Bar Tab" is the most favorable. 785 00:41:19,393 --> 00:41:23,363 Just because it's not very different of what you are used to seeing, 786 00:41:23,439 --> 00:41:25,899 and helps them better understand the profile, 787 00:41:25,983 --> 00:41:28,033 compared to current experience. 788 00:41:28,152 --> 00:41:30,362 The design we chose to move forward 789 00:41:30,446 --> 00:41:32,406 and evolve is called "Bar Tab". 790 00:41:32,531 --> 00:41:36,291 We moved the profile photo and we increased its size. 791 00:41:36,494 --> 00:41:39,664 We changed the prioritization of indicators 792 00:41:39,747 --> 00:41:43,207 currently existing in the profile and we remove them from prominence. 793 00:41:43,292 --> 00:41:48,172 We gave more emphasis to the descriptive text that people put on their profile. 794 00:41:48,422 --> 00:41:53,012 And we also create and develop a new button system. 795 00:41:53,719 --> 00:41:58,719 A little more than a new paint job, but not a complete renovation. 796 00:41:59,767 --> 00:42:01,807 But the design is never finished. 797 00:42:01,894 --> 00:42:04,314 It is something that will continue to evolve. 798 00:42:04,480 --> 00:42:06,940 The first release may be the first step. 799 00:42:10,611 --> 00:42:13,861 I have benefited greatly from working in this space 800 00:42:13,948 --> 00:42:16,488 and to see these technologies evolve. 801 00:42:17,409 --> 00:42:19,699 It gave me tremendous perspective. 802 00:42:20,829 --> 00:42:23,869 These tools they are certainly transforming us, 803 00:42:23,958 --> 00:42:26,378 and we still don't know where they will take us. 804 00:42:27,753 --> 00:42:29,053 How many do you want to make? 805 00:42:30,422 --> 00:42:32,132 - Five. - He is well. 806 00:42:32,550 --> 00:42:34,470 Ready? That's right. Um... 807 00:42:35,010 --> 00:42:36,550 Good. Two. 808 00:42:36,720 --> 00:42:39,390 For my children, I think the only certainty 809 00:42:39,515 --> 00:42:41,385 is that things will be uncertain. 810 00:42:41,475 --> 00:42:45,015 I think your ability to cope with change will be crucial 811 00:42:45,104 --> 00:42:47,484 to be able to survive as people. 812 00:42:47,565 --> 00:42:51,185 Up, up, up. 813 00:42:51,527 --> 00:42:54,447 My children still don't have cell phones, nor the 12 year old. 814 00:42:54,530 --> 00:42:58,580 And in fact, he explicitly said: "I don't think I want one." 815 00:43:00,536 --> 00:43:03,576 Maybe this is part of us trying to solve 816 00:43:03,664 --> 00:43:05,674 what it means to have these devices. 817 00:43:12,339 --> 00:43:13,969 Nothing says we can't create 818 00:43:14,049 --> 00:43:17,089 these new types of expectations and social standards. 819 00:43:21,473 --> 00:43:24,603 We are inundated with so much information 820 00:43:24,685 --> 00:43:27,605 that we have to give ourselves some space 821 00:43:27,730 --> 00:43:31,110 to experience the world in an unmediated way. 822 00:43:38,032 --> 00:43:39,782 Simply being in a place 823 00:43:39,867 --> 00:43:43,157 and use our natural senses, without tools. 824 00:43:47,291 --> 00:43:49,751 This actually clears out a lot of the noise 825 00:43:50,044 --> 00:43:53,804 and gives me the ability to be creative, 826 00:43:53,964 --> 00:43:57,514 or be a better father or a better husband or a better boss. 827 00:43:59,887 --> 00:44:02,137 The ability to distance ourselves for a moment 828 00:44:02,640 --> 00:44:05,140 and achieve that clarity of perspective, 829 00:44:05,643 --> 00:44:07,943 It's one of the best things that we were able to do. 830 00:44:17,404 --> 00:44:19,624 IAN AND FAMILY THEY LIVE IN JAPAN NOW, 831 00:44:19,698 --> 00:44:22,328 WHERE HE DRIVES A NEW INSTAGRAM TEAM. 832 00:45:21,051 --> 00:45:23,721 Subtitles: Joana Lima Martins