[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:13.80,0:00:16.16,Default,,0000,0000,0000,,(Journalist) Design is not just\Nabout how things look,
Dialogue: 0,0:00:16.16,0:00:17.51,Default,,0000,0000,0000,,it's about how they act,
Dialogue: 0,0:00:17.51,0:00:18.86,Default,,0000,0000,0000,,how you experience them
Dialogue: 0,0:00:18.86,0:00:20.02,Default,,0000,0000,0000,,and whether you\Nlove them enough
Dialogue: 0,0:00:20.02,0:00:21.27,Default,,0000,0000,0000,,to keep using them.
Dialogue: 0,0:00:21.42,0:00:22.76,Default,,0000,0000,0000,,And that's\Nincreasingly true
Dialogue: 0,0:00:22.76,0:00:24.03,Default,,0000,0000,0000,,when it comes to tech.
Dialogue: 0,0:00:25.86,0:00:27.83,Default,,0000,0000,0000,,Astro Studios\Nin San Francisco,
Dialogue: 0,0:00:27.83,0:00:29.10,Default,,0000,0000,0000,,has brought great design
Dialogue: 0,0:00:29.10,0:00:30.73,Default,,0000,0000,0000,,to lots\Nof consumer products.
Dialogue: 0,0:00:30.74,0:00:32.03,Default,,0000,0000,0000,,Its biggest hit though
Dialogue: 0,0:00:32.03,0:00:33.45,Default,,0000,0000,0000,,is the gadget\Nthat arguably
Dialogue: 0,0:00:33.45,0:00:35.06,Default,,0000,0000,0000,,launched the wearables\Ncategory,
Dialogue: 0,0:00:35.06,0:00:36.82,Default,,0000,0000,0000,,the Nike FuelBand.
Dialogue: 0,0:00:36.82,0:00:39.52,Default,,0000,0000,0000,,(Brett Lovelady) Design is, you know\N-- we're the translators,
Dialogue: 0,0:00:39.52,0:00:43.21,Default,,0000,0000,0000,,you know, we really are \Nthe people that take the conversation,
Dialogue: 0,0:00:43.21,0:00:44.86,Default,,0000,0000,0000,,and turn it\Ninto tangible vision
Dialogue: 0,0:00:44.86,0:00:46.67,Default,,0000,0000,0000,,and then that tangible\Nvision,
Dialogue: 0,0:00:46.67,0:00:48.11,Default,,0000,0000,0000,,commercialise it.
Dialogue: 0,0:00:50.87,0:00:52.17,Default,,0000,0000,0000,,So as we sat there (check)\Non the fuel band,
Dialogue: 0,0:00:52.17,0:00:54.08,Default,,0000,0000,0000,,we'd spent a lot\Nof time with Nike,
Dialogue: 0,0:00:54.08,0:00:56.19,Default,,0000,0000,0000,,exploring how do you\Nmotivate people to be active.
Dialogue: 0,0:00:56.19,0:00:57.58,Default,,0000,0000,0000,,We used\Na lot of design skills,
Dialogue: 0,0:00:57.58,0:00:59.80,Default,,0000,0000,0000,,models, prototyping,\Nillustrations,
Dialogue: 0,0:00:59.80,0:01:00.66,Default,,0000,0000,0000,,story-boarding.
Dialogue: 0,0:01:00.66,0:01:01.90,Default,,0000,0000,0000,,Early on, for example,
Dialogue: 0,0:01:01.90,0:01:03.53,Default,,0000,0000,0000,,we might do something\Nthat's more experimental.
Dialogue: 0,0:01:03.53,0:01:05.70,Default,,0000,0000,0000,,This happens to be a\Nhard 3D printed product.
Dialogue: 0,0:01:06.46,0:01:07.87,Default,,0000,0000,0000,,We went and looked at this\Nand say ok,
Dialogue: 0,0:01:07.87,0:01:09.70,Default,,0000,0000,0000,,how am I going to interact\Nwith this differently,\N
Dialogue: 0,0:01:09.70,0:01:13.21,Default,,0000,0000,0000,,than with, say, something that is more,\Nyou know, sleek and small.
Dialogue: 0,0:01:13.21,0:01:14.75,Default,,0000,0000,0000,,What's the tradeoff?
Dialogue: 0,0:01:14.75,0:01:17.11,Default,,0000,0000,0000,,In this case, we made room to put\Nin the hard pieces
Dialogue: 0,0:01:17.11,0:01:19.74,Default,,0000,0000,0000,,with the soft pieces\Nthat are more plieable.
Dialogue: 0,0:01:19.74,0:01:22.09,Default,,0000,0000,0000,,Then they started to take\Non more form, over time
Dialogue: 0,0:01:22.09,0:01:24.40,Default,,0000,0000,0000,,to eventually start to look and feel\Nlike the real thing.
Dialogue: 0,0:01:26.11,0:01:28.27,Default,,0000,0000,0000,,We designed the clock\Nfor example, you know,
Dialogue: 0,0:01:28.27,0:01:31.05,Default,,0000,0000,0000,,like how many different kinds of \Ncommunication go into it.
Dialogue: 0,0:01:31.05,0:01:33.14,Default,,0000,0000,0000,,You might mark it like a Fuel aesthetic,\N(check)
Dialogue: 0,0:01:33.14,0:01:34.53,Default,,0000,0000,0000,,for example, like little fuel gauge.
Dialogue: 0,0:01:34.53,0:01:36.57,Default,,0000,0000,0000,,And there was a whole bunch of things\Nwe wanted this product to do.
Dialogue: 0,0:01:37.02,0:01:38.98,Default,,0000,0000,0000,,Through dialogue and experimentation\Nand prototyping,
Dialogue: 0,0:01:38.98,0:01:41.92,Default,,0000,0000,0000,,We whittled it down to being \Njust a few things really well.
Dialogue: 0,0:01:42.47,0:01:44.61,Default,,0000,0000,0000,,Over all, I think the Fuel Band\Ncaptured one of things
Dialogue: 0,0:01:44.61,0:01:46.34,Default,,0000,0000,0000,,that's great about\Nsuccessful products.
Dialogue: 0,0:01:46.68,0:01:49.44,Default,,0000,0000,0000,,It's a blend of\Ntechnology information,
Dialogue: 0,0:01:49.44,0:01:51.37,Default,,0000,0000,0000,,fashion and personality. ////
Dialogue: 0,0:01:51.37,0:01:53.32,Default,,0000,0000,0000,,Out of that,\Na lot of people
Dialogue: 0,0:01:53.32,0:01:54.34,Default,,0000,0000,0000,,came in and said,\NHey you know what;
Dialogue: 0,0:01:54.34,0:01:56.05,Default,,0000,0000,0000,,the differentiator\Nis design,
Dialogue: 0,0:01:56.05,0:01:58.80,Default,,0000,0000,0000,,the perspective on who it\Nis we're designing for.
Dialogue: 0,0:01:58.80,0:02:00.31,Default,,0000,0000,0000,,As design\Ngets more important,
Dialogue: 0,0:02:00.31,0:02:01.93,Default,,0000,0000,0000,,it has to be part\Nof any new company
Dialogue: 0,0:02:01.93,0:02:03.12,Default,,0000,0000,0000,,from the ground up.
Dialogue: 0,0:02:04.32,0:02:05.75,Default,,0000,0000,0000,,In Silicon Valley,\Nthat means
Dialogue: 0,0:02:05.75,0:02:06.96,Default,,0000,0000,0000,,a venture capital fund
Dialogue: 0,0:02:06.96,0:02:08.93,Default,,0000,0000,0000,,where the tech\Nisn't everything.
Dialogue: 0,0:02:08.93,0:02:11.07,Default,,0000,0000,0000,,Designer Fund is\Ndedicated to helping
Dialogue: 0,0:02:11.07,0:02:13.20,Default,,0000,0000,0000,,businesses\Ngrow with design
Dialogue: 0,0:02:13.20,0:02:14.22,Default,,0000,0000,0000,,at their core.
Dialogue: 0,0:02:14.22,0:02:16.75,Default,,0000,0000,0000,,One of the growing trends\Nthat we observed
Dialogue: 0,0:02:16.75,0:02:19.02,Default,,0000,0000,0000,,is the number of billion\Ndollar companies,
Dialogue: 0,0:02:19.02,0:02:22.11,Default,,0000,0000,0000,,co-foundered by designers\Nwithin the last 10 years,
Dialogue: 0,0:02:22.11,0:02:23.95,Default,,0000,0000,0000,,including AirBNB,
Dialogue: 0,0:02:23.95,0:02:25.52,Default,,0000,0000,0000,,Interests, Instagram,
Dialogue: 0,0:02:25.52,0:02:27.55,Default,,0000,0000,0000,,Square, Kick Starter.
Dialogue: 0,0:02:27.55,0:02:28.97,Default,,0000,0000,0000,,I think there's something\Nreally special
Dialogue: 0,0:02:28.97,0:02:30.06,Default,,0000,0000,0000,,when,
Dialogue: 0,0:02:30.06,0:02:33.00,Default,,0000,0000,0000,,design including\Ntechnology in business
Dialogue: 0,0:02:33.00,0:02:34.56,Default,,0000,0000,0000,,all come together.
Dialogue: 0,0:02:36.75,0:02:38.28,Default,,0000,0000,0000,,Every little touch point
Dialogue: 0,0:02:38.28,0:02:40.80,Default,,0000,0000,0000,,is an opportunity\Nto delight someone,
Dialogue: 0,0:02:40.80,0:02:42.12,Default,,0000,0000,0000,,to bring joy\Ninto their lives,
Dialogue: 0,0:02:42.12,0:02:44.54,Default,,0000,0000,0000,,to enrich the families\Nof friends.
Dialogue: 0,0:02:44.54,0:02:47.19,Default,,0000,0000,0000,,So companies\Nthat understand how to do that,
Dialogue: 0,0:02:47.19,0:02:50.37,Default,,0000,0000,0000,,will continue\Nto really innovate
Dialogue: 0,0:02:50.37,0:02:52.50,Default,,0000,0000,0000,,and grow in ways that
Dialogue: 0,0:02:52.50,0:02:54.93,Default,,0000,0000,0000,,we haven't seen other\Ncompanies before.
Dialogue: 0,0:02:55.16,0:02:56.88,Default,,0000,0000,0000,,I've always believed\Nthat design should be
Dialogue: 0,0:02:56.88,0:02:58.29,Default,,0000,0000,0000,,leading the conversation.
Dialogue: 0,0:02:58.29,0:03:00.29,Default,,0000,0000,0000,,When you've got a lot\Nof the same wires
Dialogue: 0,0:03:00.29,0:03:01.67,Default,,0000,0000,0000,,and bits and plastics
Dialogue: 0,0:03:01.67,0:03:04.23,Default,,0000,0000,0000,,and whatever the physical\Nand tangible materials are,
Dialogue: 0,0:03:04.23,0:03:05.45,Default,,0000,0000,0000,,design is what's going\Nto put them
Dialogue: 0,0:03:05.45,0:03:07.80,Default,,0000,0000,0000,,into a unique context\Nthat will either be
Dialogue: 0,0:03:07.80,0:03:09.19,Default,,0000,0000,0000,,perfect\Nfor a certain user,
Dialogue: 0,0:03:09.19,0:03:10.54,Default,,0000,0000,0000,,demographic, use
Dialogue: 0,0:03:10.54,0:03:11.56,Default,,0000,0000,0000,,or brand.
Dialogue: 0,0:03:11.56,0:03:12.63,Default,,0000,0000,0000,,Wearables are probably
Dialogue: 0,0:03:12.63,0:03:15.68,Default,,0000,0000,0000,,the current best example\Nof how physical design,
Dialogue: 0,0:03:15.68,0:03:17.27,Default,,0000,0000,0000,,combined with a great\Nexperience,
Dialogue: 0,0:03:17.27,0:03:18.89,Default,,0000,0000,0000,,can inspire loyalty
Dialogue: 0,0:03:18.89,0:03:19.98,Default,,0000,0000,0000,,and even love.
Dialogue: 0,0:03:19.98,0:03:20.75,Default,,0000,0000,0000,,And the companies,
Dialogue: 0,0:03:20.75,0:03:22.25,Default,,0000,0000,0000,,who get that balance\Nright, are the ones,
Dialogue: 0,0:03:22.25,0:03:23.43,Default,,0000,0000,0000,,who are going to win. (\NMusic in background)
Dialogue: 0,0:03:23.43,0:03:24.64,Default,,0000,0000,0000,,Watches and wearables
Dialogue: 0,0:03:24.64,0:03:26.19,Default,,0000,0000,0000,,are moving\Nto that same space
Dialogue: 0,0:03:26.19,0:03:29.57,Default,,0000,0000,0000,,of shoes and purses\Nand hats.
Dialogue: 0,0:03:29.57,0:03:31.11,Default,,0000,0000,0000,,Not a lot of people\Nhave integrated
Dialogue: 0,0:03:31.11,0:03:32.22,Default,,0000,0000,0000,,that with technology,
Dialogue: 0,0:03:32.22,0:03:33.99,Default,,0000,0000,0000,,so I think we're\Na going to learn a lot
Dialogue: 0,0:03:33.99,0:03:36.15,Default,,0000,0000,0000,,in the next few years,\Nas to what really sticks
Dialogue: 0,0:03:36.15,0:03:37.68,Default,,0000,0000,0000,,and what the churn\Nof replacement
Dialogue: 0,0:03:37.68,0:03:38.68,Default,,0000,0000,0000,,might be in this space.