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The focus of this post is the metamorphosis of a few industries that have gone under the unforgiving microscope of the internet: how would their business model succeed when the physics of their media shifted? For music, it's been rough - ask the major labels - many of them now seem to have made the changes that they need to make. iTunes features most of its catalogue from the majors as DRM free downloads; independent labels were there as DRM free long before them. The key has not been "How do we control this" - conversely, it's been "how do we make this as easy as possible for people to buy? What is the fewest number of clicks possible between the user and checking out of our eCommerce system with product?"
For a long time it has been easier to torrent a piece of material than to buy it. That was not the problem of the torrent maker; it was an opportunity for the music industry to have something made that worked efficiently for consumers. One of iTunes key success factors has been that, through their interface and process, they've made it easier for customers to legitimately buy music instead of having to go to the trouble of downloading it for free off of a relatively unpredictable service.
The success of these businesses has become a design issue.
A relatively quick read about an industry in decline (via Amanda Farrell @ Monday Magazine) - the news print industry - gives a stark view of an emerging reality for journalism grads and, by association, design grads who intend to work in the newspaper industry. Watching the newspaper industry face the challenges presented to it through the advent of modern media has raised the question: in the transformation of one creative industry, what opportunities become available, and what lessons can we learn?
Recently the Iranian election occurred, and while the western world's media was asleep a couple Saturday nights ago, Iranians were uploading cell phone videos of what was happening in the streets directly to YouTube and Twitter was very much alive with the latest information. When international media was officially banned, major networks had no choice but to rely on social media as a source. There was no other way to get the inside scoop. The relatively low barrier to entry for using a system that was designed like Twitter was made it accessible in an extremely limiting scenario. Indeed, business is differentiating itself - not only with functionality but also with design.
The way social media has climbed into our lives is unmistakably due to the advancements in design. Adoption has followed this - take Myspace vs. Facebook for example. Rupert Murdoch is now wondering why his $580 million investment in customizable user pages has a userbase that is migrating to the common-look-and-feel based Facebook. Besides the ubiquity factor (people like to go where all their friends are), I would put the issue squarely on the design of the interfaces. It's much simpler to get social tasks done through Facebook. Myspace, on the other hand, feels like it has been made out of roughly 20 different websites. People might not readily identify this as a reason, but it is certainly something that they can feel. And in an internet culture where customization has traditionally been a big selling point for any user experience, it seems that the content has become more important. Facebook recognizes this, so they've spent a lot of effort on their interface, sometimes with good results and sometimes with not so good results.
Design has always had a role in interfaces, but with so many forms of media converging into one space, the importance of design has never been greater. From user-generated content in the web2.0 context, to newspapers, music labels and television networks bringing their entire operations online, the web has a unique strain on it that is really testing designers abilities to plan for accessibility, expansion, use and sharing. How does all this information come together? How are people supposed to grok all of it? What design considerations can be used to address extremely rapid growth and activity?
We are finding that users have an appetite for rich content as well as bite-sized 140 character updates, and that there is application for both depending on the nature of the content. It is becoming clear that relatively simple things, like tag clouds, help identify trends and issue-context at a glance, and these kind of visual cues can help drive future conversation while giving a snapshot of what has been popular to date.
How can we apply something like this to different media? Radio charts have been helpful, in the past, for filtering what music is popular and new. In this instance, priority or significance is given to what is on top of the charts. This can be directly translated into a tag-cloud treatment, where the higher up a song is on the charts, the larger the font-size for the track name. The number one song doesn't have to be at the top anymore, it simply needs to be biggest. Then musicians can actually have "big hits" instead of "#1 hits." ;)
What other opportunities do you see as the various forms of media converge online? What have we learned from these industries as they've come together? What design ideas do you think will work in the future, and what do you think is going to fail?
If anyone's interested in where the photos came from - I came across an intertype linecasting machine this weekend past and decided to take a few shots of it. More photos of the linecasting machine are available on my site.
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Good post, Davin... though I'm not sure that the role of design is 'shifting' all that much(?).
Design (more specifically graphic design) still ignites passion, identifies, informs, clarifies, inspires, and communicates, as it always has, in our increasingly interconnected, interdependent, real-time world. Designers continue to act variously as surrogate dreamers, initiators, inseminators, creators of desire, propagators, and propagandists. Never has there been a greater need for the design professions to dig deep, to exercise whole-brain (lateral) thinking skills, to understand patterns of inter-connectivity, to join peer networks, to collaborate with other experts, and to leverage the multi-perspective advantages of teamwork.
If design is indeed shifting, perhaps it is becoming less of a stand-alone activity, i.e. more integrative with other disciplines?
Thanks for the thoughtful comment Robert. I think you're onto what I was trying to get at with the integrative bit - the need for design to take on a more strategic role is increasing as design becomes a deciding factor in how things are used or not used. Frequently these things are not, by themselves, design projects - rather, they are something else which needs to be developed in concert with and through good design in order to succeed or be left in the dust.
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