The Oliver Twist
The need to make people want to want less
After two days of teaching at the RCA with the Design Products gang, I also took part in a Future of Manufacturing edition of the School of Design's evening lecture series. This involved three short talks and a panel with Asif Moghal from Autodesk, Gavin Munro from Full Grown and myself.
The Oliver Twist
I’d like to talk about a problem in how people think about the things they make for people, and what we all might start doing to change that. I run Smithery, a Strategic Design Unit in London. In our interpretation, Strategic Design bridges disciplines and departments, roles and responsibilities; it is concerned with all of the factors around a thing, be they visible or invisible, and not just the thing itself.
Our practice is rooted in the philosophical stance that Making Things People Want > Making People Want Things. But we'll come back to that in a bit.
It should be noted that I have a somewhat strange background to be doing this work and talking here at the RCA. I went to university through the clearing system, when doing such a thing didn’t carry the financial disincentives that it does today. I’d originally wanted to study English, and did for a while, but ended up with a degree in Economics. In hindsight, I’m unable to tell you which demands a more applied use of fictional devices.
After university, I landed in market research, and spent a time unknowingly looking at what was the start in the decline of local newspapers. Then it working out how to replace the old paper posters on the underground with as many flashy, whizzy digital ones as possible. Then finally into media innovation for a seven year stretch.
This graph neatly shows my tenure in that area, starting at a time when social media was just a thing you did to get your friends along to see your band's gigs. Then Friends Reunited was bought by a telly company, Myspace was bought by a newspaper company, and Facebook realised you can’t afford to be bought by anybody if you want to get on with your mission of destroying the fabric of democratic society as we know it connecting everyone on the planet.
The reason I got out was that it's was really quite boring. As Jeffrey Hammerbacher pointed out back then, all of these great minds and technologies are being honed and pointed at making people click ads.
Maybe Jeff's quote should now be updated to "the best minds of my generation are thinking about how to make agencies tell their clients that a pixel being on a screen for barely a second is probably enough to justify the expense of buying this shit".
It's not as catchy, but is arguably the only business model that Silicon Valley has managed to crack repeatedly, unless you count VC-backed Ponzi schemes pushing market-destroying services at a loss on the run-up to some ridiculous future IPO valuation.
Anyway, 2011 was a good time to get out of that.
Yet funnily enough, a lot of the companies who've spent all that time thinking about making people click boxes on tiny screens have started to expand their thinking away from just the screen and into things too.
The data monster needs more to feast on than the meagre scraps of information you're feeding it now... how can Amazon launch an Alexa Advertising Network based on just knowing everything about some of the things you buy sometimes... it wants to know more...
So we're now seeing the rise not of 'product-as-a-service' so much as 'product-as-a-parasite'.
It comes into your home, or your office, plugged into your dashboard or splattered across your actual face, and (even when you've paid money for it) makes a living by sucking the data out of your daily routines and feeding it back to the central nervous system.
For example, take the Snap Spectacles - please, in fact, take them, because there are 300,000 pairs unsold, wasting in a warehouse somewhere. That little lot caused Snap to take a $40m write-down. But hey, that's fine, it's someone else's money, right? That's what investors are for.
The inherent gamble in products like this is that it might increase the number of users of the greater system (new users who've never used the old thing, but are attracted by the new product), or it might increase the amount of data you have from existing users. And if you're very lucky, it might do both. More likely, it will do neither.
But where as digital product development is equally prone to failure (and perhaps more so), we can more easily bear the cost that this brings, both as the company trying something, and the wider society.
If a new digital thing doesn't take off, then you've lost more human effort than anything else (and even then you could argue that when people are getting paid in the process, there's some valuable economic activity happening somewhere). There's no real long-term downside. But that's not true if you have 300,000 plastic, metal, and rare-earth mineral things in a warehouse.
Another way of thinking about it is with economies of scale. In traditional manufacturing, if you just want to do one of something, it's really, really expensive. Your cost per unit for the next comes down, and continues to do so for a good while - the next 300,000 after the first 300,000 look really cheap in comparison.
If you're more used to scaling digital businesses, the curve you operate on might look a lot different. You can build something for the first ten users in a weekend with a friend, on computers you already own. Over time, you can increase design, functionality, hosting, and grow the user base as you go. If it gets bigger still, you rent some office space, grow the team, move on to better servers, redo the brand... the cost per user keeps going up, but only after you're making enough money to pay that off and keep investing more of your money (or more likely your investors money) into feeling user growth.
Perhaps the problems start when a digitally-trained business are offered a cost curve like that of a traditional manufacturing business - at the point where things usually get more expensive per user, the manufactured items are getting cheaper! Cheaper, you say?! Let's but an extra 300,000, I'm sure we'll sell them.
The more shit products created by companies who haven't really though this through, but just feel that it's a useful route to growing their user base, then the more warehouses and dumps full of redundant waste future generations are going to have to deal with.
Designers are complicit in this. It's the age of click-bait design, where, if you're really lucky, you'll get the lovely photo of the product you've designed for that start-up into Dezeen, and you can send it in an email to your Mum and say 'look Mum, I designed that'.
And then banner adverts for isometric chairs will follow your Mum around the internet for weeks afterwards, and she'll wonder why.
But as a designer, you've got to own all of your product shots, not just the one you send to your parents. Let's take an example from this piece by Benjamin Haas in the Guardian recently.
Here's your standard product shot, well done you:
But then you should really send your Mum this one too, where the thing you designed didn't really fit into the existing systems people were already using, and it go a bit inconvenient. That's on you.
Then there's this one, where the people who were using the thing you made started abandoning it in the middle of towns and cities because... well, it wasn't obvious or easy where they went, or there was no incentive, and then someone else had done it, so... yeah, that's your product shot too.
Then there's this doozy. That's a repair man in Beijing wondering where he's going to start repairing all of the bikes which have something wrong with them to get them back on the streets. He'd tell you that this is your product shot too.
Then, finally, comes the best product shot of all, because they had to use a drone to take it. That's a sharing bike graveyard in Xiamen in China, where the whole 'bike-sharing start-up' craze has reached the point where you have 1.5m sharing bikes in Shanghai, which is three times bigger than London which manages with 11,000 Santander bikes.
In short, if companies continue to make physical products with a start-up. digital first mentality, then we will drown in this stuff.
What we need to do is find a way of persuading people to want not more, but less. Making Things People Want, yes, but where the 'thing' in that idea is a concept of responsible sustainable existence, rather than simply the accumulation of MOAR THINGZ.
I've been thinking about the term leastmodernism since a talk I gave at dConstruct in 2015 - how do we fuse together than spirit of modernism, the wide-scale, far-reaching transformation of the world, but centred around the idea that it's about what you've not done, what you've chosen to leave out, the repairs you enable...
…what are the repeatable patterns and expectations we can build into a wide variety or products, services and systems so that the expectation of less becomes a habit?
And this, of course, is The Oliver Twist.
"Please sir, I want some less..."
Originally published over at http://smithery.com/making/the-oliver-twist/