This past Thursday, Nov 10, I attended the @Shopify-hosted Toronto screening of @InVision’s documentary Design Disruptors. I had read some good reviews from strangers but a bad one from a colleague, so I determined to go with an open mind to decide for myself.
The movie that was made missed a great opportunity to address a pervasive problem: that design is fundamentally a visible instantiation. As @normapenner noted in the post-screening discussion panel, when most people think ‘design’, what they have in mind is ‘graphic design’.
Here are the real opportunities that Design Disruptors missed.
Where’s the disruption?
With a title “Design Disruptors”, I expected (not unreasonably, I think) to be presented with stories of designers who disrupted some status quo. Instead, we got a series of interviews stitched together without an actual plot that gets advanced. Without a thesis, there was no narrative direction.
With the exception of Salesforce, everyone interviewed for the movie was trying to solve first-world problems and at a rather micro level at that. The focus on small and micro businesses is certainly a valid way to connect with many people. However, the field of play is much, much broader: enterprise, social, political, climate, healthcare, et cetera.
The Salesforce interview talks about solving problems for people needing to get work done but offers no examples. The Google Ventures example of a design sprint betrays the small-time, simplistic business problems that the technique seems designed to solve. I’ve personally tried unsuccessfully to use the Google Ventures design sprint to help to solve complex problems. I’d have loved a case study on how that design technique has helped solve problems that have many threads daisy-chained into a seeming Gordian knot.
Where’s the real design?
All those who were interviewed pay homage to the notion of design as problem solving, but the film never gets past the visual layer. Interspersed among the talking heads are all the clichés of design: graphic design and UI design, all set in a homogeneously Mac environment. One might be forgiven for mistaking the documentary for an Apple infomercial.
The movie that could’ve been made
As @normapenner asked, who’s the real audience? If the intended audience are non-practitioners, they would come away with images of Apple devices, people lovingly drawing boxes and squiggly lines on pieces of paper, and people sitting in beautiful spaces. All the clichés of the design industry: no disruption there.
The scope of the design is so much richer than the film’s focus on first-world problems: how to sell coffee beans online, how to get a different kind of cab, et cetera. How to Facebook in a 2G world is about as real as it got.
The movie that could’ve been made might have demonstrated how design can and should disrupt the status quo, how design is meant to identify and solve problems – almost anything but visual design, which is the myth that needs to be busted. The movie that could’ve been made might show the range and depth of problems that design has identified and solved: third-world, business, social justice, health care, education, political life, community, and yes, some fun first-world problems too.
The lucky iron fish
Have you heard about the lucky iron fish?
Thanks to @khoaski, who shared the story with me when we went for drinks after the movie screening, I walked away from the evening with a real story about a design disruption.
Discovering and identifying the problem
Chris Charles was a Ph.D candidate at the University of Guelph when he visited Cambodia as part of his thesis work. There, Charles witnessed first-hand the crippling effects of anemia, which is caused by iron deficiency.
The best sources for iron are from meat and legumes. Poverty and the traditional Cambodian diet keep these sources of iron out of reach. Ostensibly, the problem to be solved is anemia. How to solve this problem? Why, give people iron supplements, of course. So, well-meaning people distributed iron pills to poor Cambodians afflicted with anemia. Unfortunately, the unpleasant side effects of iron supplements led people to prefer the effects of anemia.
In fact, what Charles discovered was that the real problem to be solved was how to get more iron into Cambodians. The problem wasn’t what but how.
Designing the solution
The rest of the story unfolded like a classic design process: after correctly defining the problem to be solved, Charles designed a few solutions, released each solution, conducted field observations to get feedback on the solution, and iterated.
Given the low adoption of the iron supplement solution due to its unpleasant side effects, Charles focused on designing a solution to solve the unpleasant side effects. His research led him to the idea that cooking with iron would actually cause iron to leach into the food being cooked, thereby raising its iron (Fe) content.
Armed with this data, he designed a new solution: an plain rectangular bar of iron that people can drop into their cooking pots.
Adoption was low. It turns out that people had trouble with the idea of throwing a bar of iron into their dinner pots. The plain bar of iron missed the psychological aspect of design: it was simply an unnatural thing to add to a cooking pot.
Armed with this data, Charles released a second iteration. If a plain rectangular bar of iron felt unnatural, what if it was designed with a cue from edible nature: a lotus leaf? And after all, Cambodians could identify with the lotus leaf since it was iconically Buddhist.
Human beings, it would seem, are complex creatures. The iron bar shaped like a lotus leaf failed. Turns out that lotus leaf’s status as a Buddhist symbol was a psychological barrier to adoption. It was akin to asking Christians to put an iron cross or a crucifix into a cooking pot.
Iteration 3 & success
The design strategy to frame the solution from edible nature was still sound. Charles just needed to find a different thing from edible nature. Enter the fish. Fish is a staple of the Cambodian diet, and instead of being a religious icon, it’s a symbol of worldly prosperity.
Winner of a Cannes Lion in the Product Design category
, the Lucky Iron Fish, designed by Gavin Armstrong, was dropped into many a Cambodian pot along with its real, edible counterpart. It succeeded in getting iron into Cambodians. The Lucky Iron Fish company claims
to have achieved a 50% decrease in clinical iron deficiency anemia after 9 months of daily use.
What story would you have told?
There are so many more stories for the movie that could’ve been made instead, stories that encompass the full range of the human condition and experience, stories from:
- the third world
- social justice
- health care
- and yes, first-world problems, too.
Do you have stories for how design is disrupting the status quo in these areas? I’d love to hear your stories.