Ziba – Sunshine Generation – Design At The Edge

Sunshine Generation
Bruce Nussbaum brought Ziba’s Karen Reuther and founder Sohrab Vossoughi to Parsons on Monday the 7th. They open the presentation with “The revolution is underway.” The presentation was based around the “Sunshine Generation” in China, young urbanites that grew up not knowing Tian’anmen’s square and have only seen economy growth.


Karen Reuther of Ziba says “They call themselves sunshine because they are smiling”
Some of what was presented can be related to the article “Oh, to Be a Millennial in China,” by AdAge in 2010.

Ziba developed a few findings from their ethnographic research.

1 the youth are comited,
their weapon is optimism

2 the shift is radical,
and it is happening from the inside out
they see china influenceing the world.

3. the scale is unprecedented
w 340M ‘revolutionaries’ participating

One of their main insights was
They are more similar than different (with us)
Unbridled Optimism – “I don’t just want to follow what others are doing. I want to do it myself”
they like to “look different together.”
Anticipating Greatness – “My generation likes challenges. We want something unexpected.”

I will post more on this later, including my views in relation to my experiences in China.







More about Ziba here: http://www.ziba.com/


This lecture is part of Bruce Nussbaum’s Design At the Edge lecture series.

Designing – How & Who – Design At The Edge

Bill Moggridge of the Cooper-Hewitt spoke at Bruce Nussbaum’s Parsons class Design-At-The-Edge.

Thoughts on Research


ethnographic research
latent needs
you don’t know what the designs are yet
market research
once you have the concept down and you have a prototype then you can focus on the explicit needs of market research

Intel’s Social Networking Experience Prototype
“a summary of touchpoints – interesting for a service design or any complicated system”


HOW – prototyping
inspiration – evolution – validation
“every prototype is a failure”

EXPANSION OF DESIGN
“We find designers able to deal with more complicated contexts.”
      designing stuff
      design of places – expands to social innovation rather than just structures
            designing for social impact – Human

WHO
I. The Star Designer
“It’s a range from an individual effort to a team effort”
Lisa Strausfeld – interaction design at Pentagram
Frank Llyod Wright –
Frank Gehry – who perhaps is the star of modern arch today

II. The Team
Design thinking applying the same process but letting non-designers use it
having an interdisciplinary team, you find that very difficult problems can be solved
ex: a service designed for a visitor from China (Intel UMPC)

III. Crowd Sourcing
proposed to be the third group of “Who”
ex: esty, wikipedia
Open IDEO makes it opaque who is contributing and to what degree, where as Wikipedia does not identify contributors that easily.

SYNTH’D NOTES:
Increase your production values as you move up the prototyping stages.

ADDT’L QUOTES:
“Venture capitalists tend to start from the business stand point. As designers we tend to start from the popele
We have this starting point, it still needs to come to an overlap,…with the business viability”

“the values we have as human beings doesn’t really change that much”

“In America we find that people are being forced into courses like math. “You of course being at Parsons have rebelled against that””

PEOPLE MENTIONED
Ira Glass – American public radio personality
     radio goes through many prototyping iterations
Shinichi Takemura – Tangible Earth
      he used to be an anthropologist
      currently at the Cooper Hewwitt


For more info:
http://www.designing-media.com/download