The First Secret of Design Is... Noticing by Tony Fadell

1. The first secret of design
is…noticing
Tony Fadell
K.R.Moulika Krishnaveni,
pgp30140
Under the guidance of
Prof. Sameer Mathur

2. Why sticker?
So that it would be easier for us to check out at the grocery counter

3. But… How did you eat it? – 1st time
Look for the sticker
Dig with your nails
Damage the flesh
Roll the sticker
Flick it off

4. How did you feel 10th time?

5. H
u
n
d
r
e
d
t
h
T
i
m
e
?

6. 100th time? Do you even realize that there is a sticker?
WHY?
Habituation
We have limited brain power
We get used to things
Make them a habit
free up space in the brain to learn new things

7. How did you feel when you were learning to drive?

8. Now, once you have learnt, how it it?
LOT EASIER
Why? Habituation

9. But Does habituation stop you from noticing things around you?
Does it stop you from noticing & fixing things around you?
Then HABITUATION is really bad
Do you want to be a Designer? Entrepreneur? Innovator?
Then your job is not just to notice things but to fix it

10. In 1902 winter, Mary Anderson was travelling
in a trolley car
There was a snowfall
Driver opened the window to clean the
snow
But he let all cold air inside making the
passengers miserable
Story of wind shield wipers

11. Mary NOTICED & FIXED this. HOW?
Birth of
windshield
wipers

12. “Try to see the world, the way it really is
Not the way we think it is”
Because ‘You need to solve invisible problems, not just
obvious ones’

13. How to fix after noticing?
SCAMPERIt can be applied to –
Product
Process
Problem

21. How to fight habituation?
3 more tips

22. 2. Look closer
1. Look broader
Different screws are required for different jobs
One custom screw solved the
problem

23. why cant cars fly
around the
traffic?
Why don’t my
shoe laces have
Velcro instead?
why can’t the
mailbox check itself
and tell us when it
has a mail?
3. Think younger - Because they are not habituated yet
You were a born
artist. But how do
you remain an
artist?

24. The first secret of designing is noticing
• SCAMPER
• Look broader, closer and think
younger