Start with a concept (and stop designing like a robot)
- 1. 1 Start with a Concept And stop designing like a robot
- 2. 2 Florian Cordier Lead Creative @ Backelite Main past experiences Motion and graphic design @ Business Interactif (2 y) Freelance Motion and Art Direction (2 y) Art director @ Digitas Paris (2 y) Creative Lead @ DigitasLbi New York (5 y) Types of projects 360° campaigns B2B and B2C Websites Apps and smartwatches Passions Music (composer and bad singer) Swimming and sailing Nature Comics Clients Luxury (Lancôme, Dior, Loreal, Chanel) Automotive (Nissan, Renault) Banking and Insurance (American Express, CA, Generali) Retail (Panasonic, Fnac
- 3. 3 Why talking about the concept 1
- 4. 4 Finding a concept is more and more challenging
- 5. Productivity vs Creativity « Productive people make effective and efficient use of their time. … Creativity doesn’t » https://hbr.org/2015/11/to-get-more-creative-become-less-productive Art Markman Professor of Psychology and Marketing at the University of Texas at Austin
- 6. The « Designization* » area It’s harder to see the possibilities before the boundaries *Design + industrialization
- 7. Inspirational overload It’s easy to get lazy Behance, Dribbble, Pinterest, Unsplash, Pexels, Google pictures…
- 8. 8 As a consequence, we’re just piling up various assets and functionalities without a clear direction
- 9. 9
- 10. 10 These are beautiful executions, but there’s no concept
- 11. 11 What is a concept 2
- 12. 12 Concepts are abstract ideas that designers use to capture the complexity of a system in a simple and engaging way.
- 13. 13 They are everywhere to inspire us
- 14. ARCHITECTURE CONCEPT The Nest / Ai WeiWei
- 15. PRODUCT CONCEPT Ford Safe Cap
- 16. CAMPAIGN CONCEPT #LikeAGirl / Always
- 17. DIGITAL SERVICE CONCEPT Play God / Google Earth
- 18. PLATFORM CONCEPT INTERLAND / Google
- 19. DESIGN SYSTEM CONCEPT Living Language / IBM
- 20. 20 Why do you need a concept 3
- 21. 21 It’s guiding, inspiring, memorable. A concept acts as a North Star
- 22. 22 The benefits of starting with a concept Simplify the complex Concepts are very useful to capture the complexity of a digital product in a simple way. Imagine that you’re tying to explain it to a 4 yo kid. Inspire the team A good concept should be exciting for everyone internally. Think of it as a flag or a banner that you will carry on the field Promote your design A concept is a way to explain your idea/solution to anyone in a very simple and convincing way. It’s a great promotion tool. 1 2 3
- 23. Spotify From a data and tech driven product to the leading music app for millennials.
- 24. « When all you have is white, black, and green, the logo, and Proxima Nova, there’s not a lot to create with. » Leland Maschmeyer Creative Director @ Collins Redesigning Spotify in 2015
- 25. This baby girl was crying during a car drive until Katy Perry’s song started playing on the radio She had a blast.
- 26. The Burst “It all came down to the idea that people emotionally “burst” when they connect with a song.”
- 28. Spotify uses colors to convey emotions related to music
- 30. A design system that lives with the music you love
- 31. « Ok great, but it’s easy to be creative when you work for cool projects! » Overheard in open spaces
- 32. Don’t give up too easily
- 33. Design an engaging experience to promote Ogury expertise about the GDPR and help them capture new clients. Challenge!
- 35. « We don’t really need a concept or identity, we just want to be first on the market » Overheard at clients
- 36. Be patient
- 38. “Our early branding was functional, designed to educate people about carpooling…Today, with a community of over 60 million, we have fully updated our branding to capture what using BlaBlaCar is really about: bringing people closer to each other, and to the places they love” Frédéric Mazzella, blablacar founder
- 41. 41 How to find a concept 4
- 42. 42 There’s no right way to generate an idea or a concept. It’s not rocket science. Everyone is different. Still, there are some useful tools and technics you can use to think conceptually.
- 43. MINDSET I’m a pirate looking for a treasure Obsessional, lighthearted, focused
- 44. TIMING Define the problem Research Conceptualize! You can’t solve a problem without knowing what the problem is. Your client won’t be able to tell you everything you want to know.
- 45. PEOPLE
- 47. METHODS
- 49. 49 Finding a concept is about connecting emotionally with what you’re working on. 3 things to remember Concepts are like fish, you don’t make them, you catch them* Good concepts are always simple, simple and simple *David Lynch on where great ideas come from: https://vimeo.com/182093266 1 2 3
- 50. 50 Have fun catching your next concept! Thank you
- 51. The information contained in this presentation is proprietary. © 2018 Backelite. All rights reserved. https://www.youtube.com/watch?v=GyQV5RJG784 https://www.youtube.com/watch?v=ylG_B2VIRuk https://vimeo.com/223635321 https://qz.com/1260943/the-ceo-of-ideo-explains-how-your-creative-capacity-is-the-key-to-surviving-automation/ https://vanseodesign.com/web-design/design-concept-thoughts/ https://uxdesign.cc/start-your-designs-with-a-concept-7270e6b00fcc https://hbr.org/2015/11/to-get-more-creative-become-less-productive https://www.fastcodesign.com/3043547/spotifys-new-look-signals-its-identity-shift https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_blablacar_by_koto.php References Comments, ideas? Please, drop us a line! florian.cordier@backelite.com myriam.lephu@backelite.com Myriam LePhu, UX @ Backelite Florian Cordier, Creative Lead @ Backelite Audrey Hacq, Lead designer @ Backelite Gaelle Lavallard, Creative Lead @ Backelite Marque Kabbaz, Creative director Contributors