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Dialogue: 0,0:00:00.70,0:00:04.87,Default,,0000,0000,0000,,In my opinion, the single most important idea that you could get out of this class
Dialogue: 0,0:00:04.87,0:00:10.42,Default,,0000,0000,0000,,is the idea that prototyping is a tremendously valuable strategy for effective design.
Dialogue: 0,0:00:10.42,0:00:15.24,Default,,0000,0000,0000,,In this video, I’ll introduce what I mean by prototyping and why I think it is so tremendously important.
Dialogue: 0,0:00:15.24,0:00:20.26,Default,,0000,0000,0000,,This is going to serve as a framing for later videos that we’ll use to introduce concrete techniques.
Dialogue: 0,0:00:21.36,0:00:24.56,Default,,0000,0000,0000,,In this class, when we talk about prototyping, what we mean is
Dialogue: 0,0:00:24.56,0:00:29.86,Default,,0000,0000,0000,,rapidly creating an approximation of a design idea so that you can quickly get feedback and learn.
Dialogue: 0,0:00:29.86,0:00:35.24,Default,,0000,0000,0000,,Prototyping is the pivotal activity in structured innovation, collaboration and creativity in design.
Dialogue: 0,0:00:35.24,0:00:39.02,Default,,0000,0000,0000,,Prototypes embody design hypotheses and enable designers to get feedback.
Dialogue: 0,0:00:39.02,0:00:42.73,Default,,0000,0000,0000,,It’s what Donald Schon calls “a reflective conversation with materials”.
Dialogue: 0,0:00:42.73,0:00:48.02,Default,,0000,0000,0000,,By trying things out and learning — from that exploration — you are able to improve your design
Dialogue: 0,0:00:48.02,0:00:52.14,Default,,0000,0000,0000,,and be able to gain insights that you otherwise may not have.
Dialogue: 0,0:00:52.14,0:00:57.08,Default,,0000,0000,0000,,It’s important to remember that the goal in prototyping is not the artefact; it’s feedback:
Dialogue: 0,0:00:57.08,0:01:02.05,Default,,0000,0000,0000,,Build some prototypes, try them out, and usually you’d learn to try to in the next design.
Dialogue: 0,0:01:02.05,0:01:06.05,Default,,0000,0000,0000,,One way to think about a prototype is that it’s a question rendered as an artefact.
Dialogue: 0,0:01:06.05,0:01:11.25,Default,,0000,0000,0000,,It’s something that you make as a way of communicating with other stakeholders:
Dialogue: 0,0:01:11.25,0:01:15.71,Default,,0000,0000,0000,,These can be clients. These can be other people on your design team.
Dialogue: 0,0:01:15.71,0:01:19.86,Default,,0000,0000,0000,,These can be users in an interactive system. They can even be yourself.
Dialogue: 0,0:01:19.86,0:01:25.16,Default,,0000,0000,0000,,And the role of the prototype in this communication is it serves as a common ground
Dialogue: 0,0:01:25.16,0:01:29.72,Default,,0000,0000,0000,,to help people understand really concretely what everybody is talking about.
Dialogue: 0,0:01:29.73,0:01:33.90,Default,,0000,0000,0000,,Here’s an example of what I mean by a prototype, courtesy of the design firm IDEO:
Dialogue: 0,0:01:33.90,0:01:41.16,Default,,0000,0000,0000,,In the mid-90’s, Kodak approached IDEO, asking them to help design an early consumer digital camera.
Dialogue: 0,0:01:41.16,0:01:44.19,Default,,0000,0000,0000,,Digital cameras were a very interesting technology,
Dialogue: 0,0:01:44.19,0:01:49.62,Default,,0000,0000,0000,,because they offered new opportunities for being able to review and edit your photos on the camera
Dialogue: 0,0:01:49.62,0:01:51.66,Default,,0000,0000,0000,,that wasn’t possible with the film camera.
Dialogue: 0,0:01:51.66,0:01:57.25,Default,,0000,0000,0000,,IDEO was tasked with a way to make sense of possible interactions that you could do on a digital camera
Dialogue: 0,0:01:57.25,0:02:01.15,Default,,0000,0000,0000,,and to render those on a concrete user interface.
Dialogue: 0,0:02:01.15,0:02:06.68,Default,,0000,0000,0000,,What they came up with ultimately became this: the Kodak DC-210 digital camera.
Dialogue: 0,0:02:06.68,0:02:09.26,Default,,0000,0000,0000,,Here’s the user interface on the back:
Dialogue: 0,0:02:09.26,0:02:13.34,Default,,0000,0000,0000,,There’s a screen and several buttons for being able to naigate through the photographs.
Dialogue: 0,0:02:13.34,0:02:18.95,Default,,0000,0000,0000,,It also has a dial here for several modes, and a zoom controller right here.
Dialogue: 0,0:02:18.95,0:02:21.57,Default,,0000,0000,0000,,Now let’s look at the prototype on the screen:
Dialogue: 0,0:02:21.57,0:02:25.14,Default,,0000,0000,0000,,You’ll probably notice some similarities but also some differences.
Dialogue: 0,0:02:25.14,0:02:29.68,Default,,0000,0000,0000,,The prototype on the screen and the final product both have buttons.
Dialogue: 0,0:02:29.68,0:02:34.19,Default,,0000,0000,0000,,They have a screen. They are of similar functionalities in this case.
Dialogue: 0,0:02:34.19,0:02:39.94,Default,,0000,0000,0000,,However, there’re also some important differences between this prototype and this final version.
Dialogue: 0,0:02:39.94,0:02:41.89,Default,,0000,0000,0000,,The first one is that the prototype is a lot bigger:
Dialogue: 0,0:02:41.89,0:02:45.98,Default,,0000,0000,0000,,In order to be able to build a version quickly, they couldn’t make everything miniturized.
Dialogue: 0,0:02:45.98,0:02:51.50,Default,,0000,0000,0000,,So it takes more a lot more physical space; the layout is similar but the scale has changed.
Dialogue: 0,0:02:51.50,0:02:56.51,Default,,0000,0000,0000,,Second, one of the most important things about a digital camera is that you be able to take it with you as it is mobile;
Dialogue: 0,0:02:57.68,0:03:01.43,Default,,0000,0000,0000,,This prototype camera here had an umbilical cord going back to a Macintosh
Dialogue: 0,0:03:01.43,0:03:04.58,Default,,0000,0000,0000,,that actually ran all of the computations and interactions,
Dialogue: 0,0:03:04.59,0:03:07.74,Default,,0000,0000,0000,,so there were no computation on the device itself.
Dialogue: 0,0:03:07.74,0:03:12.63,Default,,0000,0000,0000,,And finally, this was a prototype of a digital camera where you couldn’t take pictures.
Dialogue: 0,0:03:12.63,0:03:16.48,Default,,0000,0000,0000,,There’s no lens; there’s no photographic elements in this prototype;
Dialogue: 0,0:03:16.48,0:03:23.03,Default,,0000,0000,0000,,it’s purely a way to understand better the back of camera interactions for reviewing and editing photos.
Dialogue: 0,0:03:23.03,0:03:26.01,Default,,0000,0000,0000,,And I think this is a really important point about prototypes:
Dialogue: 0,0:03:26.01,0:03:31.71,Default,,0000,0000,0000,,It’s that prototypes nearly always are and ought to be incomplete.
Dialogue: 0,0:03:32.82,0:03:35.05,Default,,0000,0000,0000,,To pop back up from that example:
Dialogue: 0,0:03:35.05,0:03:40.12,Default,,0000,0000,0000,,Prototyping is a strategy for efficiently dealing with things that are hard to predict.
Dialogue: 0,0:03:40.12,0:03:43.14,Default,,0000,0000,0000,,And these hard-to-predict things are both
Dialogue: 0,0:03:43.14,0:03:49.07,Default,,0000,0000,0000,,things that you wonder whether there’ll be an issue but don’t know what the answers’s going to be — your “known unknowns —
Dialogue: 0,0:03:49.07,0:03:54.87,Default,,0000,0000,0000,,and the things that you don’t know, that you never got to think about — those are your “unknown unknowns”.
Dialogue: 0,0:03:54.87,0:03:58.83,Default,,0000,0000,0000,,And what’s valuable about prototyping is it helps you to get feedback quickly,
Dialogue: 0,0:03:58.83,0:04:01.85,Default,,0000,0000,0000,,so you don’t spend time heading down the wrong path.
Dialogue: 0,0:04:01.85,0:04:06.90,Default,,0000,0000,0000,,If you’ve ever taken an art class, you’ll know the experience of sketching before you make a painting.
Dialogue: 0,0:04:06.90,0:04:09.94,Default,,0000,0000,0000,,It’s not just for novices: Picasso did the same thing.
Dialogue: 0,0:04:09.94,0:04:14.66,Default,,0000,0000,0000,,One of the things that we know about human psychology is that
Dialogue: 0,0:04:14.66,0:04:18.31,Default,,0000,0000,0000,,people are notoriously bad at being able to estimate the space of possible outcomes.
Dialogue: 0,0:04:18.31,0:04:22.57,Default,,0000,0000,0000,,We often consider far fewer options than are actually likely to happen.
Dialogue: 0,0:04:22.57,0:04:26.60,Default,,0000,0000,0000,,And this is just as true in the financial world as it is in the creative world.
Dialogue: 0,0:04:26.60,0:04:32.36,Default,,0000,0000,0000,,For any complex system, whether it is finance or design, the interactions of all these ingredients
Dialogue: 0,0:04:32.36,0:04:38.38,Default,,0000,0000,0000,,far dominate the things that you can easily predict, and consequently our intuitions are often wrong.
Dialogue: 0,0:04:38.95,0:04:42.41,Default,,0000,0000,0000,,The strategy that we are going to teach you in this class is to encourage you to focus on
Dialogue: 0,0:04:42.41,0:04:47.39,Default,,0000,0000,0000,,the goals of the design rather than to think about a particular design itself
Dialogue: 0,0:04:47.39,0:04:50.90,Default,,0000,0000,0000,,and trying to railroad that strategy forward.
Dialogue: 0,0:04:50.90,0:04:54.24,Default,,0000,0000,0000,,A classic novice error is to come up with one idea for a design:
Dialogue: 0,0:04:54.24,0:04:59.53,Default,,0000,0000,0000,,You think you’ve got something that’s super cool and just keep arguing for that particular option.
Dialogue: 0,0:04:59.53,0:05:02.80,Default,,0000,0000,0000,,Instead of having that concrete thing you want to argue for,
Dialogue: 0,0:05:02.80,0:05:07.51,Default,,0000,0000,0000,,think about what you hope to achieve with that design idea — what’s your goal there.
Dialogue: 0,0:05:08.38,0:05:14.64,Default,,0000,0000,0000,,In this class we’re going to teach how to set goals early and evolve them and revise your design using data.
Dialogue: 0,0:05:14.64,0:05:19.11,Default,,0000,0000,0000,,As Bill Buxton points out in his excellent book « Sketching User Interfaces »,
Dialogue: 0,0:05:19.11,0:05:23.29,Default,,0000,0000,0000,,the kinds of alternatives that you’re going to consider at different points of the design process
Dialogue: 0,0:05:23.29,0:05:25.15,Default,,0000,0000,0000,,are going to be different.
Dialogue: 0,0:05:25.15,0:05:30.01,Default,,0000,0000,0000,,Early on, you may be thinking about a really broad range of possibilities.
Dialogue: 0,0:05:30.71,0:05:33.77,Default,,0000,0000,0000,,And then you might narrow in for a little while.
Dialogue: 0,0:05:33.77,0:05:36.61,Default,,0000,0000,0000,,Then you might consider some alternatives and narrow in.
Dialogue: 0,0:05:36.61,0:05:41.99,Default,,0000,0000,0000,,And this alternating flair and focus is a hallmark of an effective design process.
Dialogue: 0,0:05:41.99,0:05:45.49,Default,,0000,0000,0000,,Later on in the design, as you get toward the final product,
Dialogue: 0,0:05:45.49,0:05:51.14,Default,,0000,0000,0000,,you’re going to be thinking about small variations like fonts or colours or micro changes in layout.
Dialogue: 0,0:05:51.14,0:05:54.53,Default,,0000,0000,0000,,Early on you might be thinking about much broader ideas like:
Dialogue: 0,0:05:54.53,0:05:57.82,Default,,0000,0000,0000,,Is this going to be a mobile service or a desktop service?
Dialogue: 0,0:05:57.82,0:06:01.17,Default,,0000,0000,0000,,And what kind of thing is this going to be anyhow?
Dialogue: 0,0:06:01.17,0:06:08.14,Default,,0000,0000,0000,,Recognizing the need for and value of this oscillation can help you prepare for an effective design process.
Dialogue: 0,0:06:08.14,0:06:13.35,Default,,0000,0000,0000,,The Palm Pilot’s design process provides us with a wonderful example of prototyping.
Dialogue: 0,0:06:13.35,0:06:18.71,Default,,0000,0000,0000,,The Palm Pilot was one of the first digital PDA’s — personal digital assistants —
Dialogue: 0,0:06:18.71,0:06:24.04,Default,,0000,0000,0000,,and it helped you handle your to-do lists, and calendar, and contact information and notes.
Dialogue: 0,0:06:25.14,0:06:30.56,Default,,0000,0000,0000,,Its lead inventor was Jeff Hawkins; and Jeff, when he first envisioned the Palm Pilot,
Dialogue: 0,0:06:30.56,0:06:37.11,Default,,0000,0000,0000,,one of the first things that he did was create a block of wood that was the size of the device that he envisioned.
Dialogue: 0,0:06:37.11,0:06:42.68,Default,,0000,0000,0000,,And what he would do is carry this block of wood around with him and he would use it as if it were a real device:
Dialogue: 0,0:06:42.68,0:06:48.47,Default,,0000,0000,0000,,So he would tap on it and enter information, add contacts, record things in his calendar,
Dialogue: 0,0:06:48.47,0:06:53.22,Default,,0000,0000,0000,,take notes, furiously scribbling the whole time.
Dialogue: 0,0:06:53.22,0:06:56.58,Default,,0000,0000,0000,,So what did Jeff and his team learn from this prototype?
Dialogue: 0,0:06:56.58,0:07:01.87,Default,,0000,0000,0000,,Well, they obviously didn’t learn anything about the silicone or the battery life or anything of the Palm Pilot
Dialogue: 0,0:07:01.87,0:07:04.04,Default,,0000,0000,0000,,because the whole thing was made out of wood!
Dialogue: 0,0:07:04.04,0:07:08.11,Default,,0000,0000,0000,,What they learned was about the form factor, and what we can see here
Dialogue: 0,0:07:08.11,0:07:14.19,Default,,0000,0000,0000,,is that this was a great example of the rights and roles that a prototype can play in the design process.
Dialogue: 0,0:07:14.19,0:07:20.11,Default,,0000,0000,0000,,A prototype should not be required to be complete; it’s going to be incomplete in strategic and important ways.
Dialogue: 0,0:07:20.51,0:07:26.27,Default,,0000,0000,0000,,It should be easy to change — Don’t like the size of your Palm Pilot? Just cut it off a different size!
Dialogue: 0,0:07:26.87,0:07:28.68,Default,,0000,0000,0000,,And finally, it should get to retire:
Dialogue: 0,0:07:28.68,0:07:34.71,Default,,0000,0000,0000,,That, when you move on to a later phase in the design process, you no longer need the early prototypes.
Dialogue: 0,0:07:35.32,0:07:39.81,Default,,0000,0000,0000,,Given that we are in a class about designing computer systems and we’re talking about a block of wood,
Dialogue: 0,0:07:39.81,0:07:46.29,Default,,0000,0000,0000,,you might reasonably ask, “What’s going on here?” or maybe, “What is it that prototypes prototype?”
Dialogue: 0,0:07:46.29,0:07:50.52,Default,,0000,0000,0000,,And the answer is that there are several things that a prototype can prototype.
Dialogue: 0,0:07:50.52,0:07:56.27,Default,,0000,0000,0000,,One kind of prototype prototypes the feel — “What does this look like?”
Dialogue: 0,0:07:56.27,0:08:01.40,Default,,0000,0000,0000,,Another kind prototypes the implementation — “What might this work like?”
Dialogue: 0,0:08:01.40,0:08:05.02,Default,,0000,0000,0000,,And yet another kind of prototype prototypes the role —
Dialogue: 0,0:08:05.02,0:08:08.64,Default,,0000,0000,0000,,“What might the experience of using this interactive system be like?”
Dialogue: 0,0:08:08.64,0:08:12.97,Default,,0000,0000,0000,,This course will teach you a number of strategies that cover a bit of each of these categories.
Dialogue: 0,0:08:12.97,0:08:15.60,Default,,0000,0000,0000,,You can plot a prototype in two dimensions.
Dialogue: 0,0:08:15.60,0:08:18.64,Default,,0000,0000,0000,,You can think about how much you’ll learn from that prototype,
Dialogue: 0,0:08:18.64,0:08:21.39,Default,,0000,0000,0000,,and you can think about how long it took you to create it.
Dialogue: 0,0:08:21.39,0:08:24.47,Default,,0000,0000,0000,,And what you want to able to do, especially early on in the design process,
Dialogue: 0,0:08:24.47,0:08:28.64,Default,,0000,0000,0000,,is to be able to maximize the amount of learning that you are being able to get from that prototype,
Dialogue: 0,0:08:28.64,0:08:31.72,Default,,0000,0000,0000,,and minimize the amount of time that it is going to take you to create it,
Dialogue: 0,0:08:32.38,0:08:35.66,Default,,0000,0000,0000,,because — remember — a prototype is going to be incomplete,
Dialogue: 0,0:08:35.66,0:08:39.49,Default,,0000,0000,0000,,and it’s going to be something that you are going to get rid of most likely at some point in the process,
Dialogue: 0,0:08:39.49,0:08:44.24,Default,,0000,0000,0000,,and so there’s no point in sinking a lot of time into something that you’re soon going to throw away.
Dialogue: 0,0:08:45.89,0:08:50.47,Default,,0000,0000,0000,,Prototyping is not just for small things. In your prototyping you can think big — really big.
Dialogue: 0,0:08:50.47,0:08:54.16,Default,,0000,0000,0000,,Here’s an example from Walter Dorwin Teague, this guy right here.
Dialogue: 0,0:08:54.77,0:08:58.34,Default,,0000,0000,0000,,He is one of America’s foremost industrial designers.
Dialogue: 0,0:08:58.34,0:09:03.37,Default,,0000,0000,0000,,And he is standing inside of one of the very first Boeing cross-country airplanes.
Dialogue: 0,0:09:03.37,0:09:09.60,Default,,0000,0000,0000,,And what he’s doing is taking a look at the interior design that his company did for Boeing,
Dialogue: 0,0:09:09.60,0:09:12.91,Default,,0000,0000,0000,,(and they still work with Boeing to this day).
Dialogue: 0,0:09:12.91,0:09:17.75,Default,,0000,0000,0000,,What’s notable here is that you’ve got an interior of an aircraft, but there’s no aircraft!
Dialogue: 0,0:09:17.75,0:09:25.17,Default,,0000,0000,0000,,This is all mocked up in a warehouse. It’s the experience of an airplane without the airplane.
Dialogue: 0,0:09:25.17,0:09:30.88,Default,,0000,0000,0000,,In creating this prototype, they brought in a number of users, and had people come on with luggage
Dialogue: 0,0:09:30.88,0:09:36.90,Default,,0000,0000,0000,,and try out the experience of the airplane, where they would sit down, take their seats for the length
Dialogue: 0,0:09:36.90,0:09:42.13,Default,,0000,0000,0000,,of a cross-country flight, and flight attendants would come through to offer them food and other amenities,
Dialogue: 0,0:09:42.13,0:09:45.16,Default,,0000,0000,0000,,and you could see things like “Are the aisles wide enough?”,
Dialogue: 0,0:09:45.16,0:09:50.67,Default,,0000,0000,0000,,“Are the seats comfortable?”, “Will the luggage racks carry the luggage that’s necessary?”
Dialogue: 0,0:09:50.67,0:09:55.42,Default,,0000,0000,0000,,Walter Teague wasn’t the only industrial designer to be able to use these large prototypes of scale.
Dialogue: 0,0:09:55.42,0:10:00.79,Default,,0000,0000,0000,,Many of the designers creating ocean-going vessels tried the same strategy
Dialogue: 0,0:10:00.79,0:10:07.61,Default,,0000,0000,0000,,of prototyping interiors in warehouses, and in fact as Walter Isaacson’s biography of Steve Jobs reports,
Dialogue: 0,0:10:07.61,0:10:13.34,Default,,0000,0000,0000,,when Apple was creating its first retail stores, they got some warehouse space outside of San Jose,
Dialogue: 0,0:10:13.34,0:10:19.91,Default,,0000,0000,0000,,and every week went to a fake retail store to try out the retail experience in advance of first opening,
Dialogue: 0,0:10:19.91,0:10:25.67,Default,,0000,0000,0000,,and one of the things that that biography reports about the retail experience at Apple was,
Dialogue: 0,0:10:25.67,0:10:32.03,Default,,0000,0000,0000,,by the virtue of prototyping it and trying out different configurations of the store, the Apple team realized
Dialogue: 0,0:10:32.03,0:10:39.29,Default,,0000,0000,0000,,that the stores can be configured around activities — such as music — rather than around individual products,
Dialogue: 0,0:10:39.29,0:10:43.82,Default,,0000,0000,0000,,and this significantly changed the layout of the Apple Stores prior to their opening.
Dialogue: 0,0:10:44.70,0:10:48.68,Default,,0000,0000,0000,,Linus Pauling may be the premier chemist in the 20th century.
Dialogue: 0,0:10:48.68,0:10:53.14,Default,,0000,0000,0000,,He was awarded the Nobel Prize for his work on describing the nature of chemical bonds.
Dialogue: 0,0:10:53.14,0:10:56.90,Default,,0000,0000,0000,,What his work philosophy shares with that of professional designers
Dialogue: 0,0:10:56.90,0:11:02.71,Default,,0000,0000,0000,,is the practice of trying out multiple alternative ideas, approaches, and solution strategies.
Dialogue: 0,0:11:02.71,0:11:06.81,Default,,0000,0000,0000,,As he says here, “The best way to have a good idea is to have a lot of ideas.”
Dialogue: 0,0:11:07.22,0:11:12.67,Default,,0000,0000,0000,,And we see that here in a hundred different prototypes that the design firm IDEO produced for Microsoft
Dialogue: 0,0:11:12.67,0:11:15.50,Default,,0000,0000,0000,,when it was creating its first mouse.
Dialogue: 0,0:11:15.50,0:11:21.05,Default,,0000,0000,0000,,There are a number of form alternatives that it explored — symmetric versus assymetric designs,
Dialogue: 0,0:11:21.05,0:11:25.24,Default,,0000,0000,0000,,ones that emphasize ergonomics versus others that emphasize style —
Dialogue: 0,0:11:25.24,0:11:29.16,Default,,0000,0000,0000,,and being able to see all of these alternatives and hold them in one’s hand
Dialogue: 0,0:11:29.16,0:11:33.85,Default,,0000,0000,0000,,helped Microsoft figure out which design was the best fit for it to release the mouse with.
Dialogue: 0,0:11:34.50,0:11:39.91,Default,,0000,0000,0000,,For the geeks in the audience: You can think about this kind of rapid prototyping strategy that we’re talking about
Dialogue: 0,0:11:39.91,0:11:45.18,Default,,0000,0000,0000,,as being kind of like simulated annealing, where you have a space of possible options,
Dialogue: 0,0:11:48.08,0:11:53.69,Default,,0000,0000,0000,,some of them better than the others, and what often happens with serial iterative deisgn
Dialogue: 0,0:11:53.69,0:11:56.80,Default,,0000,0000,0000,,is that you can hillclimb to the best one.
Dialogue: 0,0:11:56.80,0:11:58.91,Default,,0000,0000,0000,,But local improvement isn’t enough:
Dialogue: 0,0:11:58.91,0:12:04.38,Default,,0000,0000,0000,,You need to be able to hop around the design space and try wildly different alternatives.
Dialogue: 0,0:12:04.38,0:12:07.32,Default,,0000,0000,0000,,That way you can find the global maximum.
Dialogue: 0,0:12:07.32,0:12:12.55,Default,,0000,0000,0000,,When you’re creating a prototyping strategy, it’s important to think about the cost of change over time.
Dialogue: 0,0:12:12.55,0:12:18.82,Default,,0000,0000,0000,,For physical products —— like a car, a toaster —, the cost of making changes rises dramatically over time
Dialogue: 0,0:12:18.82,0:12:23.39,Default,,0000,0000,0000,,throughout the design process, and even more significantly upon release.
Dialogue: 0,0:12:24.66,0:12:30.32,Default,,0000,0000,0000,,With desktop software that gets distributed on, say, a CDROM, the cost rises aren’t quite so dramatic,
Dialogue: 0,0:12:30.32,0:12:35.65,Default,,0000,0000,0000,,but it’s still pretty significant, harder to make changes as you go throughout the design process,
Dialogue: 0,0:12:35.65,0:12:39.09,Default,,0000,0000,0000,,and much more difficult once you’ve shipped it out to consumers.
Dialogue: 0,0:12:41.80,0:12:47.33,Default,,0000,0000,0000,,Web sites, and other forms of software as a service, make it much easier to make changes over time.
Dialogue: 0,0:12:49.91,0:12:55.27,Default,,0000,0000,0000,,But the costs and difficulty of making changes is still increasing for a number of reasons.
Dialogue: 0,0:12:55.27,0:13:00.63,Default,,0000,0000,0000,,One of the most important is that people get used to a particular piece of software over time.
Dialogue: 0,0:13:00.63,0:13:05.72,Default,,0000,0000,0000,,And so even if you could change it easily, you’d upset and confuse a significant user base.
Dialogue: 0,0:13:05.72,0:13:11.72,Default,,0000,0000,0000,,The same is true for developers [of] any software that has API’s that people are writing applications on top of.
Dialogue: 0,0:13:11.72,0:13:16.66,Default,,0000,0000,0000,,Once people get used to it, or have built things that rely on a piece of software,
Dialogue: 0,0:13:16.66,0:13:19.19,Default,,0000,0000,0000,,it becomes more difficult to change.
Dialogue: 0,0:13:19.19,0:13:22.51,Default,,0000,0000,0000,,Altogether, what this means is that you want to create a design process
Dialogue: 0,0:13:22.51,0:13:25.43,Default,,0000,0000,0000,,where you’re making your biggest changes early,
Dialogue: 0,0:13:27.43,0:13:31.41,Default,,0000,0000,0000,,and as you build momentum with users, you’re continuing to refine,
Dialogue: 0,0:13:31.41,0:13:34.78,Default,,0000,0000,0000,,and adapt, and tweak, and improve your system as it goes on.
Dialogue: 0,0:13:36.79,0:13:41.07,Default,,0000,0000,0000,,I think I can sum up the introductory message of this framing video in one sentence:
Dialogue: 0,0:13:41.07,0:13:47.19,Default,,0000,0000,0000,,It’s that “prototypes are questions; ask lots of them.”
Dialogue: 0,0:13:47.19,0:13:50.56,Default,,0000,0000,0000,,We’ll see you next time.