Montenashi
“The role of the architect, or the designer, is that of a very good, thoughtful host, all of whose energy goes into trying to anticipate the needs of his guests.” Charles Eames.
I think about ‘good design’ a lot. My eye has been trained. (I think)
I’m not a designer by trade but I’ve been heavily involved in the design business for years. I know when something works. I understand the difference between UI and UX. I can get unbelievably excited by the simplicity of Barber Osgerby’s Tipton chair and the sheer practicality of the product.
I can clearly see when a type foundry has crafted something that creates a new visual language and why quality design starts with quality thinking and quality costs a few quid.
But spotting good design is different from conveying what makes it good. Even with theory at hand, I’ve often found it difficult to articulate what succeeds.
I believe the majority of us are able to very simply and categorically explain what differentiates a good experience from a poor one, in the real world. This becomes a little more complicated in the online world.
We all understand the difference between the experience offered by Hermes and, say, Zara. A well organised and well executed event is recognisably different than a shambolic affair. We know, when the cheque arrives, if a restaurant experience is worthy of its rating or we’ve just eaten a 2-star entree.
In a paper written by Kerstin Blanchy called ‘Interface design based on the philosophy of Japanese hospitality’, the author uncovers an important principle.
We shouldn’t separate online and offline experiences.
Our experience with technology should be viewed with the same critical eye we apply to the restaurant or the luxury store. They should be treated as equals. Not only does this resonate with me, it matches nicely with the ambitions we had at Present Plus and currently have at WeTransfer.
Blanchy wrote the paper while working for Panasonic. In it she articulates how some of the many learnings that go into great Japanese service design can potentially improve human-machine interaction. The Japanese philosophy of Motenashi — which focuses on human-to-human interaction — can and should be applied to the world of tech.
The basic principles of Motenashi are as follows:
1. Anticipation of the other’s needs
The host should respond to guest’s needs before the latter feels such need himself.
2. Flexibility to the situation
Refers to the appropriate amount of formality or casualness respectively.
3. Understatement
The host should not display his efforts, in order to create a natural feeling for the guest.
Over the last two years, we at WeTransfer have been toying with another word to express our attitude towards design. I’ve been tempted by the Italian term ‘sprezzatura’. It’s a good word. It rolls off the tongue.
Why did I think it applied to us?
WeTransfer embraces simplicity. There’s a desire within our company to make our hugely complex service appear simple. We are now operating at incredible scale, but we don’t want it to look this way. I was searching for a term that could define our thought process and beliefs.
The term ‘sprezzatura’ originates from a 15th Century novel The Book of the Courtier, written by Castiglione. He defines the word as meaning ‘a certain nonchalance, so as to conceal all art and make whatever one does or says appear to be without effort.’ I came across the term in researching Nick Wooster for the early film series we made with Hardy Amies; ABC of Mens Fashion.
The term implies effortlessness — in work, play, life, even while making difficult decisions. Sprezzatura looks easy. The effort is concealed.
Unfortunately, exporting the term is complicated. It can be applied perfectly in Italy. Nonchalance for Italians is charming. In Northern Europe? Not so much. It implies dispassion and a lack of interest — two traits that won’t wash in colder climes.
Brands like Hermes, Mercedes Benz, Apple, Abercrombie & Kent care. They continually analyze every step of the ideation, design, production, delivery and after-care process. They have cult status for the development of scents and sensibility.
What they do and how they do it appears to be effortless. But anyone who has ever worked with or for any of these companies will know that is far from the truth.
Similarly anyone who has eaten in Sukiyabashi in Tokyo or watched Jiro Dreams of Sushi will know that what happens front of house is very different to what happens back in the kitchen. But the thing that makes these places stand out is the amazing experience, the unwritten and unsaid. The anticipated, unwavering desire to please, play host to and accommodate those that care.
I love the principle of Montenashi. It has an important place in the online world. I don’t mean designing AI, or creating robots who make gorgeous sushi in wry, understated manner. The needs of the user should be delivered in the humblest and most understated approach possible — a human touch delivered through mechanics.
