Image for post
Image for post

Typically when artificial intelligence and consciousness meet in same conversation it revolves around two things; whether or not an artificial intelligence can be truly conscious and whether or not we should – morally – be aiming to create consciousness, assuming we can. There’s also this slightly more fringe discussion going on around uploading our consciousness into a computer so that we can continue to exist beyond our physical bodies too. This is the most extreme example of what is known as transhumanism.

Irrelevant of what the answers are, and it’s safe to say there will be no answers any time…


I would usually start an article like this by establishing a base, common knowledge between you and I; in this case by defining product design. It’s the point of this article though, that the discipline of product design lacks clear definition, so I’m going to skip that part and instead dive straight into what the Product Designer role can be, what it should be, what it shouldn’t be and what you — as a junior or mid-weight designer (be that visual, user experience, interaction or similar) need to be careful of.

The many worlds interpretation

When you’re looking at a Product Design role, be…


Image for post
Image for post

As a gamer and a user experience designer I couldn’t help but be intrigued by Ninendo’s foray into mobile gaming and it was with that intrigue, laced with skeptism and irony that I proceeded to download Super Mario Run, the first iOS game by the Japanese gaming giant. Full disclosure: I don’t care for Nintendo or their franchises and I don’t have time for mobile gaming, so I probably went into this seeking validation of my belligerance towards the increasingly stubborn Nintendo rather than a good game to play on the train and the short of this story is that…


Image for post
Image for post

This year has been a pivotal one for artificial intelligence, which has gone from an abstract and esoteric concept understood primarily through it’s portrayal in sci-fi movies such as 2001: A Space Odyssey and the Terminator series (no wonder it’s typically regarded as malevolent) to the centre-piece of todays zeitgeist as the singularity (the point when artificial intelligence becomes indistinguishable from human) draws near. Hyper personalisation and proactive intelligence have become expectations of software in 2016, and the big players in mobile and digital are striving for this through AI. The result is that we’re tipping into another fundamental paradigm…


Image for post
Image for post

Like a lot of people, I’ve become largely dissatisfied with Formula One as of late and I don’t think it’s because I’m jaded, I think it’s because it’s shit. The races nowadays are as boring as the drivers are dull, the cars look awful and sound even worse and nobody understands the rules any more. As a fan of the sport for over 20 years and an ex-racer myself, I still have a lot of love and nostalgia for Formula One and that’s why I’m going to talk about how my discipline of experience design can save a dying sport.

Know Your Audience


Image for post
Image for post
Lord Sailor aspires to one day own his own business empire.

You’re in the shower at 8am you’re on the train by 8.30am — you arrive at work 9am sharp and pour yourself a coffee between 9.05 and 9.10 (depending on the queue). You’re at your desk by 9.15 checking your emails by 9.20 and by 9.30 you’re ready to start your work for the day. You keep your head down until 11, you have some form of meeting and by 11.30 you’re head is down again until 1pm lunch. …


The future of television, at least according to Apple’s Tim Cook, is apps. I want to interrogate this by examining what the television set as a device is, where it’s going and why I think the future of television is democracy, home & lifestyle, and web browsing.

Where are we now?

For around half of the US population, the television is as it’s always been; a large thing, which streams numerous channels through various services to the living room. These services are often overpriced and one-dimensional, they lack context and/or personalisation — i.e. …

Ross Fretten

Founder & CEO of Kibble - Dog training & health app, The Apprentice 2017 Candidate, Entrepreneur and Award Winning Digital Product Designer.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store