Timur+Khamitov

=Timur Khamitov's Personal Page= __**Index**__


 * Week 1**

__Q1. The iPod Business Model__

The unusual business model used by Apple was to take various leading firms and reach agreements on using their technology, each of the highest level in the respective field. By doing this Apple was able to create a product in many ways to superior to all competition. This is so called ‘multi-layered design chain’ included a platform designed by Portal Player, the highest audio platform at the time, an analogue to digital converter by Wolfson Microelectronics and a flash memory chip by Sharp. Having brought together the know-how of these leading companies Apple effectively designed the actual circuit used inside the iPod and the design of the exterior which in itself was done by a leading designer following fundamentally fresh design techniques and inspiration. The ‘less is more’ design used on the iPod is arguably a key ingredient in its success. The reason why this business model was unusual is the way in which it contrasted with the traditional and wide-spread models used to create similar devices in the past. Before the iPod, companies would develop a series of products entirely themselves. This meant that much technological strength was foregone due to the lack of specialization in the respective and very narrow fields.

__Q2. Jonathan Ive__

The fundamental belief or goal of Apple was to create ease and simplicity in using their product. User-friendly was a key word. The other aim was to care beyond the mere functionality but taking a step further in anticipating all needs and stepping far into convenience. The design team was very small and focused heavy on collaboration and tools rather than a large team with less unity. Spacious studios with collaborative inspiring spacing were used ensuring that the team spent a lot of time together creating a strong team. A distinguishing factor in the work of the team was an almost fanatical care for details usually not given enough attention. An example is adaptors, plugs and handles for carrying laptops. Even these seemingly minor details pile up to turn the overall user experience one way or another. Another factor that enabled Jonathan Ive to implement many of the designs is the advance in polymers and moulding techniques that now enable to create materials of very specific functions and qualities. Most iPod products are made with twin shooting technology that moulds two kinds of plastic in the desired shape and attaining all the desire properties.

Q3. __A look behind Apples Design Team__

Jonathan Ive and his design team have become such an integral part to Apples success that they are sometimes references to as the “Steve and Jony” show. The design team is a leading design team that is almost arrogant in its superiority. The small team consists of close and thoroughly picked members that work in an environment not seen anywhere else. Ive and his team rarely attend ceremonies or public events, its almost like there is no higher authority in the field of design. In the new age, Apple sets the agenda and the industry standards for designers all over the world. Part of the reason they are able to achieve this is the extremely deep experience and knowledge of all relevant fields; materials, previous designs, fashion, trend as well as their own distinct style and inspiration. Apples competition is unwilling to challenge Apple in the ball game that they now seemingly dominate. The first reason is that while Apple maintain this philosophy on focusing on quality rather quantity companies such as Microsoft can cash in on the vast majority of non apple computer users. At the same time, Apples competition argue that Apples look is getting old and predictable and argue that they will soon lose their edge. Also, apples competition is unwilling to invest in mass producing products that look or attempt to create the impression of higher class computers. In the cost effective computer world that would be suicide for many competitors.


 * Week 2**

Q1- __Three definitions of ergonomics.__

-Ergonomics is an engineering discipline that addresses the effect work environments and tasks have on the employee. -Ergonomics involves workstation set-up and design, body [|posture], prevention of computer-related injuries and more. -Ergonomics education is often included in physical therapy treatment for back and neck injury, and chronic pain.

__Q2. Case Study #2: Hospitality Management__

Advice:

1) Reduce the distances that trays/plates have to be carried, for example, create special dishwashing disposal tray that can be moved as close to the customer as possible with interfering with the ‘vibe’. 2) Reduce the number of cutlery used to a comfortable minimum. For example, only bring seafood cutlery to those that ordered seafood. Desert to only those that ordered it etc. 3) Allocate stronger waiters to carry main dishes and weakers ones to drinks. 4) Buy lighter plates more durable plates from fiber glass, even if initial investment slightly higher. Absolute lack of breakage will compensate in long run.

__Q3. My favorite, most well designed object: Fender Stratocaster__

[|http://www.fender.com/products//search.php?section=guitars&cat=stratocaster] Like iPod and Apple, the Strat is a defining model from a defining company. In essence, the Stratocaster is responsible for over 50% of credible and revolutionary musicians some of the few to include Jimi Hendrix, Eric Clapton and David Gilmour. Its phenomenal design gave it absolute dominance for many years and still retains its name today competing with less than a handful of almost equally epic guitar companies.

__**Week 3**__

Having read through the products available for Africa, 5 characteristics of a socially responsible product are:

1) **Affordable to the target market**. Since the target market is the poor majority of the planet, these products have to be as cheap as possible.

2) **Effective in improving life**. A socially responsible product creates an undeniable benefit to the society in which it is introduced.

3) **Renewable**. Since cost is an important factor, the product has to function with as little further expense. For example provided tools that function on batteries to people who can't afford batteries is ineffective. A good example of this aspect is a bicycle, or the water pump.

4) **Fairly traded**: Many 1st world developed countries have been providing products to Africa with conditions and prices such that more benefit is given to the seller/producer than the buyer. In essence, the profit margins for large corporations with CEO's and high level should be eliminated in the case of selling to the poor majority.

5) **Easy to produce**: all products described are easy to create and can be done so locally. This significantly ties in with saving the costs of transportation etc.

__**Week 4**__

__**Materials Economy**__ Annie Leonard points out flaws in the entire linear production chains entirely as well as the individual problems with each specific aspect. The major argument she brings forward is the abusive, consumerist world that we found ourselves in, where we are spending more than the planet can afford. More than that, the consumerism is designed to feed itself increasing in scale exponentially. We buy things we don’t need and then have to buy new things because of the next thing that our society pushes us to buy. In essence it’s a junky cycle that is extremely difficult to break out of and will ultimately result in the complete collapse of our planet’s natural systems and the complete lack of resources. The major issues she brought up was the intentional demise of society through an increasingly effective scheme by corporations to get the west ‘hooked’ on consumer goods. The plan was to create such a spending pattern that it would run the economy much quicker; quicker turn-over’s means quicker profit. Eventually, people have less and less time that they can spend on leisure and have a cycle that prevents them from being truly happy. The other major issue was the non-inclusion of certain costs into the product; externalized costs. Corporations don’t pay for the damage they do to the environment, nor do they pay for other key costs such as the social damage outsourcing does etc. Basically, the final product does not include all the costs that a fairly made, sustainable and environmentally friendly product should.

__**Week 5**__

A technique sometimes used in interaction design or as a creativity technique.
 * Bodystorming**

The individual had to cope with a visual disability, namely blindness. To best simulate the disability, the participant was blinded folded and given a cane. She felt disoriented and heavily relied on her other senses and had to mentally map out her surroundings where sound and touch had become vital sensory cues, which helped her move around.
 * Case Study #1**

The Participant in this case simulated someone with Attention Deficit Disorder (ADD), a cognitive disorder. The subject had to solve math problems while reciting a telephone number. Majority of the time, the participant recited an incorrect number, as it was difficult to focus on two things at once. This task caused a lot of frustration, however, it enabled researchers to understand what sort of environment and activities would best help to improve attention.
 * Case Study#2**

In this case, the participant had to simulate someone with chronic arthritis. To best understand this illness, the subject made his fingers and wrists immobile by taping rigid objects along the palm and wrist area. When cutting vegetables, he experienced great fear of injury. He suffered anxiety and his body temperature rose. It was concluded that speech recognition as well as accessible routes, passing space and objects made of safe materials would all lead to decreased anxiety when performing everyday tasks.
 * Case Study#3**

I believe that bodystorming would be a great idea for our final project. The interactive design approach will shed light onto the actual problem from the user’s perspective and will help us, the designers, to invent a creative, beneficial solution.

__**Week 6**__

1) Enthusiast User: Love and appreciate technology in an aesthetic way and the complexity of using it simply adds to the ‘fun’. They are people who will think of unorthodox uses for things and creatively apply them to different fields. After building enough volume in this stage the product reaches a new stage. Most technology at this phase will have many manually flexible functions.

2) Professional Stage: At this phase, the technology is still rather raw and requires time and effort to use it effectively. In this phase, the product will still be somewhat evaluated and possibly adjusted until it gathers enough momentum to be ready for wide-scale distribution.

3) Consumer user stage: priorities have now changed and we see that most important controls become automatic and easier to use. The product has become easier to use and widely accessible. The demands of the consumer are for the product to be efficient and easy to use. An example of an another technology that uses a similar adaptation phase would be cell phones, computers and more or less any technology popular today.

__**Week 7**__ __I nteraction architecture__ Interaction architecture is the software/hardware that surrounds a particular technology. In respect to Kodak, it is the infrastructure that surrounds the camera technology; for e.g transferring picture, deleting them, ordering prints etc. Since all of the above mentioned process’ are more than just a one way action, but rather an interaction between the user and the hardware/software. An example of this is the photo stitching function which is a multi step process that would have been immensely hard without the specifically designed software for it. Hypothetical Questions are questions that force the respondent to imagine a scenario that he possible never has been in before. This is a bad strategy since it is almost requiring the respondent to use his imagination. Consistency and subjectivity with questions like that are compromised. Leading Questions are ones that limit the respondent with either the way the question is phrased or the available answers. The purpose of the survey should be kept in mind carefully to avoid this.

__**Week 8**__

__Human Centered Design in the 3rd World__ Jan Chipcase is a user anthropologist who gives clues to Nokia as to where their phones should be heading. The belief that if the product created fits the requirements of the market that its aimed is the driving force behind Chipcase’s job. By analyzing the user experiences of Nokia cell phones on the ground level Jan provides key information to the nokia designers and marketing analysts. This information is often more insightful than major statistics that outline vaguely the whole picture but don’t zoom in on the user level.

Jan’s job is essentially to try and sell cell phones to the remains of the global population that doesn’t already own one. It is however explicitly clear that the market mentioned has different requirements to the ones that already own one (1st world vs developing). An example of this illustration could be the fact that a Canadian looking at buying a phone will consider features such as memory, connectivity etc. Someone buying a cell phone in Africa may consider functions such as the water tightness of the phone or its shock absorbent ability. Researching and studying the developing countries is fundamental for Nokia as part of their global expansion problem; it will allow them to fit a market niche. By creating a line of phones aimed at specifically the developing countries could be the boost that both parties need.

__**Week 9**__

According to Bill Moggridge, the concept of collaborative design lies in thinking outside the box by involving more than just the most immediately related designers but also the users of the product. In essence, collaborative design bases itself in the idea of having a group of people from various different backgrounds to work together and come up with a solution that isn't instantly obvious. The philosophy is that people from different backgrounds will be able to bring forward different experiences and ideas thereby breaking the cliche.

Two examples of people involving the end users brought forward by Bill are the ear/throat surgery example as well as the American Red Cross Personal Board. The first example involved a surgeon involved in the design team which enabled the collaborative team create a new design for supporting the surgeons hand. The other example introduced a more human touch to the process of giving blood and creating the impression of donors truly giving a gift to their don'ees.

An example of a product designed based on collaborative principles is: ** [] ** 

The shopping card designed by IDEO. This cart is very different to other carts and is a perfect example of thinking outside the box.

__**Week 10**__ **Avian Elements** The Japanese super train with the nose imitating the beak of a kingfisher is a great design concept. It achieves an almost unparalleled streamline shape and allows for previously unachieved train speeds and lack of noise. This is a perfect example of how biomimicry presents sustainable and long term solutions

The glue designed by the Portland company allows for a very strong glue that could be used for various purposes made with 0 toxins and uses ingredients from mussels for its key cohesive factor. This is a very responsible design concept as it requires no extraction of fossil fuels/non-renewable resources for its creation. This reduces pollution and prolongs the healthy life of the planet.
 * Sticking Naturally**

The new mirasol technology developed by QCOM uses the same concept that nature uses when a peacock wants to flash its feathers. Rather than pigmented pixels, the technology uses light and small reflectors to create different color patterns and textures. This will allow cell phones to have a much longer battery life once the technology evolves to widespread acceptance.
 * New Plumage**

__**Week 11**__

1. How would you describe web accessibility? Web accessibility generally means the ability of someone to access the web. For people with no disabilities this usually involves having the hardware, software and the usual human senses (touch, hear, see etc). Web accessibility can mean a slightly different thing in respect to people with disabilities and involves creating methods for people with various disabilities to have access to the internet.

2. Who do you think benefits from accessible websites and how? Firstly, the disabled. The internet is a one time solution to information, a person with seriously disability would feel his existence improving if he was online. Secondly, the websites themselves. Since about 20% have disabilities, they could be potentially increasing their traffic by 0-20%. Thirdly, the community. The disabled should be part of a community, the internet allows that.

3. Do you think your website/blog should be accessible? Should all Canadian websites?

I personally think blogs shouldn't be web accessible. I feel the solution to the problem of accessibility lies in the program and computer itself rather than the website. For example, a blind person should have a custom software that will read out the various words as he moves his mouse over it etc.

4. What do you think is the biggest challenge of making a website accessible? The huge number of various different disabilities which can't all be solved with one go.