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A big part of how humanity
experiences the universe is visual.

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You carry around this device with you
that allows you to capture

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what you're seeing in a moment in time,

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and then send it
anywhere and everywhere on Earth.

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You have this magic piece of glass

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that creates
these very transformational experiences

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that can teleport you to a place and time.

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It's a way of bringing things
that are far away closer.

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It's pretty powerful how that's evolved

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in a fairly short amount of time
in human history.

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I don't think anyone
could've anticipated

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how successful Instagram would've been.

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It's hands down
one of the most influential technologies.

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Instagram announcing
that it now has over 400 million...

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One billion
monthly active users.

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Ian Spalter is a big name here
in Silicon Valley.

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One in seven people on the planet
are using a product that Ian oversees.

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That's astonishing.

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I can't imagine Instagram
without Ian.

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His infatuation with craft

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let me know that he was going to be
the person to lead design.

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The nature of Silicon Valley
is iterating,

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is seeing what's next,
is looking at what's new.

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Design is everywhere.

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There's nothing that you use
that isn't designed in some way.

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Their designed to help you complete
a given task.

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It's just a matter
of how well designed it is or not.

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A design isn't just what it looks like
in a given moment.

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It has to do with the entire experience
of using a particular product or service.

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The easiest way
to talk about user experience

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is in combination with UI.

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UI stands for user interface.

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Those are just the visual
and physical elements

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that a person interacts with
when using a device.

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UX stands for user experience.

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And that is literally the experience
a person has while using a user interface.

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Those feelings can be emotions
like happiness

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or frustration and everything in between.

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Your stove has a UI.

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So what conventions
are out there in the world

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that you should take advantage of?

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You don't want someone to think
too much about heating a pan.

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But then, sometimes
there are opportunities to improve things.

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Maybe it's about adding options
that make sense.

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So, I have a toaster

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that has a button
that says "A bit more" on it.

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It literally says, "A bit more."

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Totally get why
you would need that, right?

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'Cause that's... that's part of
the user experience of making toast.

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Now, as a designer, there are costs to
that, because now you added a new button.

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Is it worth it? Is it actually valuable?

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Is it something that people use,
or is it just sort of superfluous,

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you know, and just, like,
maybe sell some toasters.

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That's all part of the experience,
thinking about the conditions

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and the context.

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And then how do you work
within those constraints to make that task

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as easy and pleasurable as possible?

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- Have a good day.
- See you in a hundred years.

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A hundred years?

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Instagram is a product used
by a billion people every month,

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and we've been around for eight years.

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Being at the center
of so many connections and memories

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really adds
to the sense of responsibility we have.

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Instagram is a social place that you go
to share photos and see photos of friends.

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- Hi, everybody.
- Everyone...

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Hey, guys. I feel like it's been a while
since I've actually spoken on here.

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But I think
that our identities today

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are increasingly mediated
through our devices.

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And if you're a business,

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or if you're a brand,
or you're a celebrity,

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a lot of your identity is bound up
with your Instagram.

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Instagram's all about showcasing
the things that other people are creating.

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And so our job as designers,
in a lot of ways,

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is to give them the tools they need
to express themselves

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and then get out of the way.

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The app isn't just about content,

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it's actually about, like,
forming strong relationships with

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the people that you're connected to
on the platform

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as well as the things
that you're most interested in.

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We're pretty rigorous about
thinking through

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how I use Instagram
versus how you might use Instagram.

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Eugene, do you love us?

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Imagine being in charge of
implementing change for a billion people,

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including really powerful people.

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Like, I can't imagine
the weight that that is.

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I think it's important to understand
that this field,

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call it product design,
UX design, UI design,

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is really young,

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and it's also an amalgamation of lots
of things that have come before it.

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A computer is a
lifeless, mindless collection of hardware,

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but it can be given life of a kind.

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In the early days of computing,

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you had people
thinking about human factors,

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thinking about what it means
for a human to use tools.

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Computers were
these giant mainframes.

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One K of memory might come in,
like, on a cart with dry ice.

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And too, you'd have to hold down,
like, a button

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and then tap it with your nose
to, like, make it work, like...

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that wasn't... that wasn't hyperbole,
that's just how it was.

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People who were designing
the first operating systems,

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the first bits of software,
were coming from research backgrounds

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with an expertise in human factors.

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Trying to understand
people and machines

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and what are the different things
you need to consider?

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Extensive user tests
have shown that a user

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can learn how to use
a Lisa application in 22 minutes.

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By simply using the mouse,

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the user can move an arrow around
on the screen and simply point.

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My father was Jef Raskin,

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the guy who created
the Macintosh Project at Apple.

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Jef introduced the idea of click and drag,

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which now seems so obvious
in retrospect that you would, like,

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point to something, click, and move it.

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But that as a gesture didn't exist.

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You had companies like Apple
trying to bring together liberal arts,

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so people who are amazing graphic artists,

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like Susan Kare, who could come in
and design icons.

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This is a new medium that offers
great control turning off.

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There's thousands of little dots in...

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And then you kind of fast forward
a bit to, say,

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- the early days of the web...
- You've got mail!

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And the understanding of what
was expected of designers

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was not just media designers
or graphic designers,

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but you actually had these titles like
"information architect,"

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because the web
was about information,

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and you had to think
about how you present that.

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Goodbye.

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Back in college, the consumer internet
was just getting started.

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College campuses were
some of the first places to have access.

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So, the way to get access to that was to
go to the computer lab

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and stay there as long as possible.

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For me, that was staying there
until three o'clock in the morning

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on a regular basis,

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just playing with stuff
and exploring design.

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And so I actually created
my first website.

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Both great and awful, I'd say.

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Um...

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- What was the site for?
- What was it for?

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I mean, just to say,
"I know how to build a website," I guess.

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- There it is.
- It's pretty awesome. And awful.

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Ian Spalter is somebody who
incorporates design

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into every level of the business process,
of the creative process,

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and the product process.

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The work that Ian did on the FuelBand
was a hugely important milestone.

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The FuelBand was Nike's take
on the fitness tracker,

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and it was arguably
the most compelling take

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when it launched in the beginning of 2012.

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Nike was interested in
helping everyone become more active.

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And it was a project

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that was based around a new piece
of hardware that was being developed.

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And this hardware was going to be
essentially like a pedometer.

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And at this time, pedometers
were like this Scarlet Letter thing.

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It wasn't something you wanted to wear.

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And so what we wanted to do
is set out to make it fun,

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and it would have the Nike stamp on it,

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so it would be something
you'd want to wear all the time.

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We worked across everything
from thinking about

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how you configure this thing and set it up

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to the actual visual brand,

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what it looked like
from the app standpoint or on the web.

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And the FuelBand
was one of the first activity trackers

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to implement goal-setting,

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individual feedback that would show how
you were progressing towards that goal.

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And you get that immediate reward.

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One of the things that
Ian and his team were able to do

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that nobody else did at the time

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was they created a system that allowed
people to improve their habits.

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The idea
of tracking your progress

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was really within
the domain of elite athletes.

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So, Nike Plus was the first time
that the quantified self

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really became a mainstream idea.

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The FuelBand really helped create
the market that Apple went on to dominate.

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The DNA made its way into the Apple Watch,

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and it's how people use the devices
in their daily lives.

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We had a lot of fun with,
like, making this fun.

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Personally, I'm really proud of it

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because it's something that
my parents ended up actually using.

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And it's something that...
a product they found really valuable

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in terms of helping them, uh...
become more healthy.

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And also for them to understand
what I actually did every day.

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It still works.

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Yeah, when ours died, we went out
and got replacements on eBay.

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One of the things that
we used to give Ian for his birthday

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was just a blank, black bound book

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and put the year in.

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And he loved it.

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So, he used to draw all the time.

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And my brother used to say,
"Look at that forehead!

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He's gonna be brilliant!"

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- "He's gonna be a genius."
- "He's gonna be a genius!" Yeah.

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Because he has like a...
We call it a five head, you know?

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And so, uh... he was right.

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When I start a new project, the
first thing I do is to define the problem,

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to understand the "why"
of what we're trying to do

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and what is the thing
we're trying to solve for?

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Travel back in time a little bit
to around...

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I think it was after iOS 7.

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Pretty much every application
had flattened out their app icon.

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Instagram did not. They wanted to do it
for the right reasons.

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Turns out that right reason was me
showing up to actually take it on!

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My first reaction was, like, "No!"

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But Instagram knew that it had
already evolved from where it started

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and it was time to signal
that change was coming.

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Ian's first projects
were to redesign the app,

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make it more modern,

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and redesign our logo.

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I want to be really clear on something.
I hated both of these projects.

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I didn't want them to happen.

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I designed the original logo.
I designed the original app.

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He was like, "We're gonna need a room,
and we're gonna need to hole up,

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and you're not gonna see anything
from us for three months."

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And I'm like, "Can't do that.

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We need results. How about a week?"

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The first step was

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looking at what existed at that moment.

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It's this very round shape,

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it's got these very candy-like features
in the lens.

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And the color is almost brown like...

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like a teddy bear or something, you know?

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Then on top of the teddy bear,
you got a rainbow.

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It's like, what's not to love?

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How do you go beyond that?

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Where do you...
What's important about this?

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What is actually essential?

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I remember
they blacked out the windows.

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They say that was because

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they wanted the mood to be right.

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I'm pretty sure they just didn't want me
seeing what they were doing.

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So, an exercise I did
was I just had everyone

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in our kind of weekly company meeting,

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and I said, "All right, everyone,
you have ten seconds

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to draw the existing Instagram logo
from memory. Go."

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So, everyone kind of...

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That, maybe they put the top hat in there.

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And then they got the... Whatever, right?

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What was interesting
is the range of stuff you got.

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And you get some fun things
that look like keyholes,

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and, you know, fried eggs.

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And, like, a whole range of stuff.

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But it was helpful for us as input

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to understand, "Oh, wait, actually,
like, this rainbow thing

242
00:12:58,540 --> 00:12:59,900
is starting to pop through in it."

243
00:12:59,960 --> 00:13:03,050
Like, we kind of knew that this top
section was gonna be important.

244
00:13:03,130 --> 00:13:07,090
We knew that the, um... the actual lens
was gonna be important.

245
00:13:07,180 --> 00:13:09,260
But the rainbow popped out
as something that

246
00:13:09,350 --> 00:13:11,640
was really baked into people's memory.

247
00:13:11,810 --> 00:13:15,020
You look at some of our early evolutions,
like, we kind of started here,

248
00:13:15,350 --> 00:13:18,480
uh, just kind of flattening out
the existing app icon.

249
00:13:19,770 --> 00:13:22,530
And we just felt like we were
just creating bootlegs of...

250
00:13:22,610 --> 00:13:25,700
of what existed,
and weren't getting somewhere better.

251
00:13:26,150 --> 00:13:28,740
And then you start to see us getting
back down to basics

252
00:13:28,820 --> 00:13:31,240
and figuring out
what's the actual shape of this thing?

253
00:13:31,870 --> 00:13:34,620
You kind of scan to look for something
that's just interesting,

254
00:13:34,910 --> 00:13:36,160
um, that stays with you,

255
00:13:36,250 --> 00:13:39,170
that looks beyond just, like,
a bunch of shapes thrown together.

256
00:13:39,250 --> 00:13:40,840
This is, like, upside down.

257
00:13:42,050 --> 00:13:43,510
This one's funny.

258
00:13:43,840 --> 00:13:45,260
That's it.

259
00:13:45,670 --> 00:13:48,390
But you make a lot of bad stuff.

260
00:13:48,470 --> 00:13:50,390
And that's just...
that's part of the process.

261
00:13:50,930 --> 00:13:52,640
I remember walking in,

262
00:13:52,720 --> 00:13:54,890
and the walls are just...

263
00:13:55,270 --> 00:13:59,600
plastered with every variant of logo
you could possibly imagine.

264
00:13:59,690 --> 00:14:01,940
We knew that this rainbow bit

265
00:14:02,020 --> 00:14:05,240
was a part of the existing app icon.

266
00:14:05,320 --> 00:14:09,110
And so this idea of having multiple colors

267
00:14:09,200 --> 00:14:11,740
came from that,
and kind of started sampling colors.

268
00:14:12,330 --> 00:14:15,290
Started playing with, "Okay, what if we
don't just go with one solid color?

269
00:14:15,370 --> 00:14:18,290
What if we... What if we
actually start to blend colors?"

270
00:14:18,370 --> 00:14:20,670
I think, at first, I was gravitating
towards this guy,

271
00:14:20,750 --> 00:14:23,840
who was kind of a cute little,
you know, raccoon-looking thing.

272
00:14:24,170 --> 00:14:25,840
When we applied color to it, though,

273
00:14:25,920 --> 00:14:27,840
it also was pretty educational,

274
00:14:27,920 --> 00:14:30,890
because now you've got
these more complicated shapes

275
00:14:30,970 --> 00:14:32,890
on a way more complicated background

276
00:14:32,970 --> 00:14:35,680
and they kind of fight
or just do too much,

277
00:14:35,770 --> 00:14:38,060
where the balance between having
a really simple form

278
00:14:38,140 --> 00:14:40,190
with a lot of color felt better.

279
00:14:55,790 --> 00:14:59,250
I probably remember
everything that happened that day.

280
00:14:59,330 --> 00:15:02,500
I remember being in a dark
conference room at the end of the day

281
00:15:02,580 --> 00:15:06,000
uh, with a bottle of tequila, probably.

282
00:15:06,210 --> 00:15:09,010
I was like, "You guys spent three months

283
00:15:09,550 --> 00:15:11,220
showing me a square in a circle?"

284
00:15:11,300 --> 00:15:12,300
You know?

285
00:15:12,590 --> 00:15:15,100
Then there was...
Uh, I think it was an Adweek article.

286
00:15:15,180 --> 00:15:17,560
It was, like,
"The worst design decision ever."

287
00:15:18,180 --> 00:15:19,520
And Ian was like, "It's okay."

288
00:15:20,140 --> 00:15:23,900
You had the world saying one thing,
then your gut telling you something else.

289
00:15:24,940 --> 00:15:27,780
You learn pretty fast
how quick Internet trolls work

290
00:15:27,860 --> 00:15:29,530
when you launch something like this.

291
00:15:29,610 --> 00:15:32,530
There was this gif of, uh... this kid

292
00:15:32,780 --> 00:15:34,450
who was, like... like, has a mullet,

293
00:15:34,700 --> 00:15:36,700
and he's doing stuff on the computer.

294
00:15:37,040 --> 00:15:39,330
And it always ends with him,
like, putting a thumbs up.

295
00:15:39,410 --> 00:15:42,960
And they were kind of jabbing at us
for doing the gradient

296
00:15:43,040 --> 00:15:45,630
as if it was like a simple gradient.

297
00:15:46,670 --> 00:15:48,960
But at the end of that, it stuck.

298
00:15:49,050 --> 00:15:52,090
And can you imagine Instagram
in any other way today?

299
00:15:52,470 --> 00:15:54,340
Talk about change
and people not liking change,

300
00:15:54,430 --> 00:15:56,850
but, in a matter of a few years,
it's gone from

301
00:15:56,930 --> 00:16:00,270
a couple hundred million people
to over a billion.

302
00:16:00,600 --> 00:16:03,940
And that is a huge testament
to the work that he's done there.

303
00:16:04,850 --> 00:16:07,270
So, in addition
to simplifying the app icon,

304
00:16:07,400 --> 00:16:09,030
they also simplified the app itself.

305
00:16:09,110 --> 00:16:10,740
Ian came in
and stripped everything down.

306
00:16:10,820 --> 00:16:13,820
Took out all the color,
made everything a lot simpler-looking.

307
00:16:13,910 --> 00:16:15,910
And the big effect that had
was it made the photos

308
00:16:15,990 --> 00:16:17,620
the center of the user experience.

309
00:16:20,040 --> 00:16:21,750
If I can't go to your app

310
00:16:21,830 --> 00:16:24,290
and in five seconds know what to do,
you've got a big problem.

311
00:16:24,370 --> 00:16:27,500
That's the power of really good UX.

312
00:16:27,880 --> 00:16:32,300
Because computing has become
so much more physical, in a way,

313
00:16:32,380 --> 00:16:34,470
it's like you're actually touching things.

314
00:16:35,760 --> 00:16:39,390
The real world, the physical world,
has gravity.

315
00:16:40,060 --> 00:16:41,680
It has momentum.

316
00:16:42,850 --> 00:16:46,230
And so the expectations of how things
should be able to respond

317
00:16:46,480 --> 00:16:50,440
to you taking actions on these screens,
it's different now.

318
00:16:50,530 --> 00:16:53,110
It's a higher level of expectation.
How should it feel?

319
00:16:53,190 --> 00:16:56,030
What should the feedback be?
How quickly should it move?

320
00:16:56,110 --> 00:17:00,120
There's a lot of these nuances in moments
between the main moments.

321
00:17:00,620 --> 00:17:04,040
You think about any sort of transition
that you see in our app today,

322
00:17:04,120 --> 00:17:07,250
like, maybe it's the cube transition
on stories.

323
00:17:07,330 --> 00:17:10,090
Like, why is that important?
You could have just, like, cut.

324
00:17:13,420 --> 00:17:16,050
When you're watching a film, right,
like, what does that...

325
00:17:16,130 --> 00:17:19,010
Hard cuts versus a... a wipe or a fade,

326
00:17:19,100 --> 00:17:22,720
that kind of changes
the emotional quality of that film.

327
00:17:22,810 --> 00:17:27,230
So getting that feel right is something
that we really place a high premium on.

328
00:17:30,270 --> 00:17:32,940
And so there's a whole team of people
to think about those things

329
00:17:33,030 --> 00:17:37,240
and make decisions to try to make that
as great an experience as possible.

330
00:17:39,660 --> 00:17:41,660
We call our designers
"product designers,"

331
00:17:41,740 --> 00:17:45,250
and the reason why we have
that definition is because

332
00:17:45,330 --> 00:17:47,290
it's not even just about
the user experience.

333
00:17:47,370 --> 00:17:50,210
It's also about
the overall product strategy.

334
00:17:50,790 --> 00:17:53,760
What we are putting out there
is a product.

335
00:17:53,840 --> 00:17:57,340
And so it helps kind of orient people
on what's expected of them.

336
00:17:57,430 --> 00:18:00,300
- And some celebratory moments.
- Yeah.

337
00:18:00,470 --> 00:18:02,930
- Is that something?
- Yeah. We actually have it.

338
00:18:03,010 --> 00:18:05,390
We never want a feature
to feel overwhelming

339
00:18:05,480 --> 00:18:08,810
or look like we spent years on this.

340
00:18:08,900 --> 00:18:12,570
And there's, like, massive features
and so many buttons and...

341
00:18:12,650 --> 00:18:15,820
That's very important to us,
to make sure the app is simple.

342
00:18:16,240 --> 00:18:18,030
This group
is fairly distinctive in that

343
00:18:18,110 --> 00:18:20,490
we don't just think about
frozen moments in time

344
00:18:20,570 --> 00:18:21,570
and, like, layouts.

345
00:18:21,620 --> 00:18:24,870
They're also thinking about how things
move and connect and flow.

346
00:18:25,200 --> 00:18:27,290
A big maze of...

347
00:18:27,370 --> 00:18:28,790
This is...

348
00:18:29,670 --> 00:18:30,790
This is insane, man.

349
00:18:31,210 --> 00:18:33,550
One of the things that I love about
this prototype,

350
00:18:33,630 --> 00:18:35,920
it's really satisfying to watch type...

351
00:18:36,630 --> 00:18:37,970
- type in, you know?
- Mm-hm.

352
00:18:38,380 --> 00:18:40,180
- Can you put that on here?
- Yeah. Here.

353
00:18:40,260 --> 00:18:42,430
- Should I put it in?
- I'll just AirDrop it.

354
00:18:42,800 --> 00:18:46,390
Designers here tend to prototype
at very high fidelities,

355
00:18:46,470 --> 00:18:49,640
because it gives us a better idea
of what the end experience is.

356
00:18:49,730 --> 00:18:51,690
We know that you can't really
experience a design

357
00:18:51,770 --> 00:18:53,440
when it's just flat pixels on a screen.

358
00:18:53,520 --> 00:18:56,320
No one, you know, uses products like that.

359
00:18:56,400 --> 00:18:58,990
They use things
that they actually have to tap and use.

360
00:19:02,120 --> 00:19:04,490
Cool. So, today
we're gonna talk about

361
00:19:04,580 --> 00:19:07,450
some of the profile work
that we've kicked off in H-Two,

362
00:19:07,540 --> 00:19:10,670
um, that we're referring to
as "Profile Neue."

363
00:19:11,120 --> 00:19:13,380
We have a team working on Profile.

364
00:19:13,790 --> 00:19:16,710
And Profile is a cornerstone of Instagram.

365
00:19:17,090 --> 00:19:20,180
It's kind of a space of co-ownership
between people making the app

366
00:19:20,380 --> 00:19:22,390
and the actual members of that community.

367
00:19:22,470 --> 00:19:25,510
A profile is the representation
of that person.

368
00:19:25,970 --> 00:19:28,020
And so it's a tricky project
for that reason.

369
00:19:28,980 --> 00:19:31,270
Profile as a surface is starting to break.

370
00:19:32,100 --> 00:19:36,270
When you add new features over time,
things get more complicated

371
00:19:36,610 --> 00:19:39,240
and the design
becomes less and less elegant.

372
00:19:39,570 --> 00:19:41,650
And so we want to take a step back

373
00:19:41,740 --> 00:19:44,370
to make sure that its purpose is clear.

374
00:19:45,070 --> 00:19:47,870
A redesign,
getting it right is very important,

375
00:19:47,950 --> 00:19:50,080
especially if you have a loved product.

376
00:19:50,540 --> 00:19:53,880
You have all these famous examples
throughout social media history

377
00:19:53,960 --> 00:19:57,670
of redesigns and product decisions that
have gone well and that haven't gone well.

378
00:19:57,800 --> 00:19:59,630
Snapchat's redesign did not go well.

379
00:19:59,710 --> 00:20:02,380
Snapchat is facing
a wave of pushback from its users...

380
00:20:02,470 --> 00:20:05,720
complaining the redesign
is confusing and harder to use.

381
00:20:05,800 --> 00:20:07,810
A single tweet
from the reality star

382
00:20:07,890 --> 00:20:09,210
did not help the company's stock.

383
00:20:09,270 --> 00:20:11,100
In the hours
following her tweet,

384
00:20:11,180 --> 00:20:13,480
shares fell
more than six percent Thursday,

385
00:20:13,560 --> 00:20:16,480
wiping out more than
a billion dollars in value.

386
00:20:18,070 --> 00:20:20,650
Some of the problems we see
with Instagram Profile is that

387
00:20:20,740 --> 00:20:23,716
in the past couple years, we've added
a lot more different types of content.

388
00:20:23,740 --> 00:20:26,700
So, we've got story highlights,
stories, IGTV,

389
00:20:26,780 --> 00:20:30,200
different actions for ways to get
a little bit more connected to businesses.

390
00:20:30,290 --> 00:20:33,920
So it's kind of just been a little bit
crowded and everything feels it's, like,

391
00:20:34,000 --> 00:20:35,750
trading off against each other.

392
00:20:35,830 --> 00:20:37,750
Normally, when you do a redesign,
as a designer,

393
00:20:37,840 --> 00:20:40,050
you test it out a lot,
give it to a lot of people.

394
00:20:40,130 --> 00:20:41,890
Like, someone needs
to sit over your shoulder

395
00:20:41,970 --> 00:20:43,050
and watch how you interact.

396
00:20:44,220 --> 00:20:46,390
For the first research study,

397
00:20:46,470 --> 00:20:48,970
we broke down the components of a profile

398
00:20:49,060 --> 00:20:52,930
and we separated them, uh,
to get a very in-depth understanding

399
00:20:53,020 --> 00:20:57,440
of what those individual components
meant to the user.

400
00:20:57,520 --> 00:21:00,070
It needs to be something
that gets embraced by the community.

401
00:21:00,150 --> 00:21:02,230
When you put something out
in the world on Instagram,

402
00:21:02,280 --> 00:21:04,070
people need to eventually like it.

403
00:21:04,150 --> 00:21:06,860
It has to do something better
than what came before.

404
00:21:07,120 --> 00:21:08,870
And so that's going to be challenging.

405
00:21:12,000 --> 00:21:14,540
Whenever I think about
my journey to design,

406
00:21:14,620 --> 00:21:18,750
I think it just comes much more
from a creative and inventive place.

407
00:21:20,250 --> 00:21:24,470
Being interested in sci-fi, Star Wars,
and, more importantly,

408
00:21:24,720 --> 00:21:27,090
how those films were made
and the creativity

409
00:21:27,180 --> 00:21:30,430
that went into inventing something
that didn't exist before,

410
00:21:30,640 --> 00:21:32,220
like what ILM was doing.

411
00:21:32,770 --> 00:21:35,640
I have images in my head right now
of, like, the grainy footage

412
00:21:35,730 --> 00:21:39,360
of scale models, and how they were
set up, and the explosions,

413
00:21:39,440 --> 00:21:41,480
and how they moved the camera.

414
00:21:42,690 --> 00:21:46,070
You're seeing, basically,
the magician's tricks.

415
00:21:46,150 --> 00:21:47,950
You're seeing behind the curtain there.

416
00:21:48,320 --> 00:21:50,490
- Everything's armed, ready to go.
- Okay.

417
00:21:52,950 --> 00:21:55,370
I didn't want to just go out there
and make my own films

418
00:21:55,460 --> 00:21:56,940
and tell my own stories, necessarily.

419
00:21:57,500 --> 00:22:01,340
But there was something about
the mechanics of dreaming that stuff up

420
00:22:01,420 --> 00:22:03,340
and creating this alternate reality.

421
00:22:03,550 --> 00:22:05,420
It was just so captivating to me,

422
00:22:05,880 --> 00:22:09,180
this idea of art and science coming
together to create something magical.

423
00:22:09,260 --> 00:22:11,720
You know, that was true
with, like, ILM and Star Wars,

424
00:22:11,800 --> 00:22:14,350
and I think it was also true
with, uh, Apple.

425
00:22:14,430 --> 00:22:16,100
Thank you for coming.

426
00:22:16,560 --> 00:22:17,560
You're welcome!

427
00:22:17,600 --> 00:22:19,940
We're gonna make
some history together today.

428
00:22:21,480 --> 00:22:24,400
When the iPhone came out,
I think the first notable thing was

429
00:22:24,480 --> 00:22:26,240
the way it had to be described.

430
00:22:27,070 --> 00:22:29,820
- I believe he described it as an iPod...
- an iPod...

431
00:22:30,160 --> 00:22:31,700
- a phone...
- a phone...

432
00:22:32,160 --> 00:22:34,870
and an Internet communications device.

433
00:22:34,950 --> 00:22:37,290
This is one device.

434
00:22:38,540 --> 00:22:42,090
Smartphones up until then,
the face of them had a screen up top,

435
00:22:42,170 --> 00:22:46,010
and the bottom two-thirds were dominated
by this physical QWERTY keyboard.

436
00:22:46,090 --> 00:22:49,680
The iPhone turned the entire front
of the phone into one big screen.

437
00:22:49,760 --> 00:22:51,760
If the entire front of the phone
is one big screen,

438
00:22:51,800 --> 00:22:52,920
how do you interact with it?

439
00:22:52,970 --> 00:22:54,350
You have to touch the screen.

440
00:22:54,430 --> 00:22:57,180
So, you've got highly visual,
highly tactile,

441
00:22:57,270 --> 00:23:01,520
and the combination of those two things
mean that it's also highly adaptable.

442
00:23:01,600 --> 00:23:05,650
It gave third-party developers the chance
to create applications for the phone

443
00:23:05,730 --> 00:23:09,400
that Apple never would have had the time
or the money to come up with on their own.

444
00:23:09,490 --> 00:23:12,280
On the back, the biggest
thing of note is a two-megapixel camera

445
00:23:12,370 --> 00:23:13,200
built right in.

446
00:23:13,280 --> 00:23:15,790
They networked a camera.

447
00:23:15,870 --> 00:23:19,870
That's the fundamental transition
that happened to allow Instagram to exist.

448
00:23:19,960 --> 00:23:23,000
Eventually, they put a GPS chip
in it as well,

449
00:23:23,420 --> 00:23:26,090
and that also unlocked new capabilities.

450
00:23:26,590 --> 00:23:30,300
Actually, a proto version of Instagram
was something called Burbn.

451
00:23:32,220 --> 00:23:35,050
I went around
to venture capitalists and said,

452
00:23:35,140 --> 00:23:36,460
"Hey, I want to build something."

453
00:23:36,510 --> 00:23:38,270
They were like,
"What do you want to build?"

454
00:23:38,350 --> 00:23:40,690
And I said, "Well, get this.
It's a check-in app."

455
00:23:40,770 --> 00:23:43,440
Uh... And at the time, everyone
was building check-in apps,

456
00:23:43,520 --> 00:23:47,820
and I was going to build,
like, the 19th version of a check-in app.

457
00:23:47,900 --> 00:23:51,030
Burbn was actually particularly good
at allowing photo uploads,

458
00:23:51,110 --> 00:23:54,280
and that was the thing that actually
people found most interesting.

459
00:23:54,700 --> 00:23:56,910
And before you knew it, Burbn

460
00:23:56,990 --> 00:24:01,540
slowly transformed into what would become
the beginning of Instagram.

461
00:24:02,580 --> 00:24:04,250
They didn't try to do too much.

462
00:24:04,330 --> 00:24:07,880
They picked one thing
and they did it insanely well.

463
00:24:07,960 --> 00:24:11,010
Camera phone photos
were not of great quality at that point.

464
00:24:11,170 --> 00:24:15,800
But by helping people
make small creative decisions,

465
00:24:15,890 --> 00:24:17,986
they were able to create something
that they felt like

466
00:24:18,010 --> 00:24:19,850
was worth putting out into the world.

467
00:24:20,430 --> 00:24:23,600
They added these filters. That
meant they'd wanna share their photos,

468
00:24:23,690 --> 00:24:26,440
because they looked better
and they felt almost like a postcard.

469
00:24:26,980 --> 00:24:29,780
I think we had 25,000 people
sign up on the first day,

470
00:24:29,860 --> 00:24:32,200
and that was more users than I had seen

471
00:24:32,280 --> 00:24:34,110
on any service
that I worked on to that point.

472
00:24:35,240 --> 00:24:39,990
That idea of creativity being born
through constraints is a powerful one,

473
00:24:40,240 --> 00:24:43,000
and it's one that I think Instagram
brought to millions,

474
00:24:43,080 --> 00:24:45,790
then tens of millions,
then hundreds of millions of people.

475
00:24:45,880 --> 00:24:49,960
Facebook snapped up a tiny little company
called Instagram for one billion dollars.

476
00:24:50,670 --> 00:24:52,220
It has just 13 employees.

477
00:24:52,300 --> 00:24:56,180
Tonight, Instagram is worth
12 times more than Kodak.

478
00:24:57,010 --> 00:24:59,390
So, tell me about
this thing called Instagram.

479
00:25:00,970 --> 00:25:05,850
Yeah. Well, I... I knew about Instagram
only as a photo site.

480
00:25:05,940 --> 00:25:09,820
At that time, it was... people were
sharing photos. That's all I knew about it

481
00:25:10,070 --> 00:25:11,900
when Ian moved to Instagram.

482
00:25:11,980 --> 00:25:14,900
And I didn't get the concept.
I don't... I mean, I really didn't.

483
00:25:14,990 --> 00:25:17,280
I really... So, photos? Okay.

484
00:25:17,450 --> 00:25:19,450
You know, I really didn't understand...

485
00:25:20,540 --> 00:25:24,500
how popular it had... it is,
and how popular it has become.

486
00:25:24,620 --> 00:25:27,710
I would say, "I just don't understand
why you would just look at photos

487
00:25:27,790 --> 00:25:28,920
and be, like, "Oh!"

488
00:25:29,000 --> 00:25:31,800
- Gets a little... boring after a while.
- And we're old.

489
00:25:31,880 --> 00:25:34,300
And even though I say
I don't look at it that often,

490
00:25:34,380 --> 00:25:36,800
I think I must look at it
about an hour or two a day.

491
00:25:36,880 --> 00:25:39,100
- That's too much!
- Even though I say I don't,

492
00:25:39,180 --> 00:25:40,446
- and we say we don't...
- Mm-hm.

493
00:25:40,470 --> 00:25:44,060
We're still on it for, you know,
probably more than we should be.

494
00:25:55,780 --> 00:25:58,030
I didn't travel much as a kid.

495
00:25:59,450 --> 00:26:02,450
And it wasn't until I started working
more professionally,

496
00:26:02,540 --> 00:26:05,120
gettin' thrown out
into these different parts of the world,

497
00:26:05,200 --> 00:26:08,920
that I started to get windows
into these other perspectives.

498
00:26:09,460 --> 00:26:12,170
Like... like, what normal is
in another place.

499
00:26:12,920 --> 00:26:16,380
Maybe it's the flavor of potato chips

500
00:26:16,470 --> 00:26:17,470
in London, right?

501
00:26:18,430 --> 00:26:20,430
Or what a manhole cover
looks like in Japan.

502
00:26:24,350 --> 00:26:27,100
As a designer, you're already tuned
to look at those details.

503
00:26:27,180 --> 00:26:30,400
But then to see how other people
have dealt with that solution

504
00:26:30,480 --> 00:26:32,480
is tremendously inspirational.

505
00:26:34,440 --> 00:26:36,190
It feels like it hacked my brain a bit

506
00:26:36,280 --> 00:26:38,780
to just see reality
from another angle, in a way.

507
00:26:39,360 --> 00:26:41,280
Hai.

508
00:26:43,450 --> 00:26:47,290
I actually went to Japan the first
time with a research trip and I was like,

509
00:26:47,370 --> 00:26:48,790
"Uh, what is this?"

510
00:26:51,210 --> 00:26:54,050
When you think about the things we value,

511
00:26:54,130 --> 00:26:56,670
the Instagram design team,
and things I value personally...

512
00:26:56,760 --> 00:26:59,630
around attention to detail and craft,

513
00:26:59,720 --> 00:27:04,310
there's probably very few cultures that
hold that up as high as Japanese culture.

514
00:27:05,810 --> 00:27:08,560
It's a place where all the details
kind of just tickle you.

515
00:27:08,930 --> 00:27:11,310
Everything feels pretty considered.

516
00:27:12,060 --> 00:27:15,780
And you're just soaking all that in.
So, it's stimulating in a different way.

517
00:27:17,490 --> 00:27:20,070
I try to get to the point
where you're just there

518
00:27:20,360 --> 00:27:22,620
and you're actually
just letting it flow through you,

519
00:27:22,700 --> 00:27:26,240
like, what your eyes and ears...
and what you're smelling,

520
00:27:26,330 --> 00:27:28,730
you're able to let that go through you,
that's what you want.

521
00:27:31,460 --> 00:27:35,670
It's less about, "Oh, eureka. I have
this amazing idea about this next thing."

522
00:27:35,750 --> 00:27:37,390
It's, like, no, that's not what you want.

523
00:27:37,420 --> 00:27:39,130
You want it to be able
to flow through you,

524
00:27:39,220 --> 00:27:41,970
and that will create
the space in your mind,

525
00:27:42,050 --> 00:27:43,930
so that when you come back
to those things,

526
00:27:44,010 --> 00:27:46,140
there's more room to breathe and to see

527
00:27:46,470 --> 00:27:48,600
different connections than you saw before.

528
00:28:00,990 --> 00:28:02,360
What are we looking at today?

529
00:28:02,780 --> 00:28:05,410
Profile redesign stuff,
Project Neue again.

530
00:28:05,570 --> 00:28:06,950
- Mm-hm.
- Um...

531
00:28:07,240 --> 00:28:10,200
Yeah, so we've been spending time
exploring different directions

532
00:28:10,290 --> 00:28:13,210
and wanted to show you
the breadth of what we've done so far.

533
00:28:13,290 --> 00:28:14,830
- Great, let's do it.
- Cool.

534
00:28:14,920 --> 00:28:18,340
Bar Tab is kind of closer
to what we have today.

535
00:28:18,420 --> 00:28:22,010
So, this is just kind of taking what
we have, this, like, familiar lock-up

536
00:28:22,090 --> 00:28:26,430
and seeing what we can do to kind of make
some of these abilities a little better.

537
00:28:26,510 --> 00:28:29,350
So, Sheety Bio. So, this one is, uh...

538
00:28:29,470 --> 00:28:31,980
what if you literally put content first?

539
00:28:32,060 --> 00:28:36,190
So, this is showing, like,
it actually starts more like a gallery.

540
00:28:36,270 --> 00:28:39,110
Do you guys have anything on device
that we could play with?

541
00:28:39,190 --> 00:28:40,110
Yeah.

542
00:28:40,190 --> 00:28:42,530
- Can I try one of those Sheety ones?
- Yeah.

543
00:28:42,860 --> 00:28:44,860
Making large changes
to a big platform

544
00:28:44,950 --> 00:28:46,660
is always going to be uncomfortable.

545
00:28:46,870 --> 00:28:48,910
And so you have
o just make sure that you are

546
00:28:48,990 --> 00:28:51,500
not making completely emotional decisions.

547
00:28:51,580 --> 00:28:52,580
Yeah.

548
00:28:53,210 --> 00:28:56,170
It's interesting to have
this layered feel to it.

549
00:28:56,670 --> 00:28:59,170
- We also have this B-sides...
- Let's run through 'em.

550
00:28:59,250 --> 00:29:02,130
I'm curious to see how crazy you guys...

551
00:29:02,300 --> 00:29:03,630
- Yeah.
- Go for it.

552
00:29:03,720 --> 00:29:04,840
- Um...
- Oh!

553
00:29:04,970 --> 00:29:06,680
It was like... basically, like,

554
00:29:06,760 --> 00:29:09,350
what if your profile was just more like
a story composer

555
00:29:09,430 --> 00:29:11,366
- and you could put what you want anywhere?
- Okay.

556
00:29:11,390 --> 00:29:13,230
- Toss a gif up there.
- Oh, okay.

557
00:29:13,310 --> 00:29:14,990
I don't think this one's
really gonna work,

558
00:29:15,020 --> 00:29:16,780
but we thought it was interesting
to explore.

559
00:29:16,850 --> 00:29:19,190
Yeah, I don't think
this one will work either, but...

560
00:29:19,360 --> 00:29:22,690
but it's important to...
find the edges, right?

561
00:29:22,780 --> 00:29:25,820
You gotta fall off the edge
to know when you've gone too far.

562
00:29:25,910 --> 00:29:27,490
So I'm glad you guys are pushing on it.

563
00:29:27,570 --> 00:29:29,780
There's a bit of
defining the constraints,

564
00:29:29,870 --> 00:29:32,700
understanding what people need.

565
00:29:33,120 --> 00:29:34,660
Like, what are problems in the world

566
00:29:34,750 --> 00:29:37,830
that we are in a position to solve,
that we have the permission to solve?

567
00:29:41,710 --> 00:29:43,710
I didn't go outside a lot as a kid.

568
00:29:44,880 --> 00:29:48,300
Maybe because I was shy or my mom didn't
want me playing with kids in the street,

569
00:29:48,390 --> 00:29:49,600
or I don't know what.

570
00:29:49,720 --> 00:29:52,010
But I was very attracted to computers

571
00:29:52,100 --> 00:29:54,140
and kind of just gravitated to them, like,

572
00:29:54,480 --> 00:29:56,850
if it was in a room,
I just kind of floated over to it.

573
00:29:57,940 --> 00:29:59,610
The first computer that was mine

574
00:30:00,110 --> 00:30:01,400
was a Commodore 64.

575
00:30:01,480 --> 00:30:03,820
♪ Are you keeping up with the Commodore? ♪

576
00:30:03,900 --> 00:30:06,150
♪ 'Cause the Commodore
is keeping up with you ♪

577
00:30:07,280 --> 00:30:09,870
♪ In a world of fun and fantasy ♪

578
00:30:10,490 --> 00:30:12,160
♪ And ever-changing views ♪

579
00:30:13,370 --> 00:30:17,250
This was a birthday gift.
I think it was sixth grade,

580
00:30:17,620 --> 00:30:19,330
and my dad got it for me.

581
00:30:19,830 --> 00:30:22,880
I just remember the moment
of waking up, uh...

582
00:30:23,050 --> 00:30:25,380
and seeing it there, and just being

583
00:30:26,010 --> 00:30:27,260
in awe of it.

584
00:30:27,550 --> 00:30:29,590
I'll never forget that morning.

585
00:30:29,680 --> 00:30:32,470
You had to basically type in
a special code

586
00:30:32,560 --> 00:30:34,850
to load any software.

587
00:30:34,930 --> 00:30:36,270
I still remember the line...

588
00:30:36,350 --> 00:30:38,440
You had to type in "Load,

589
00:30:38,980 --> 00:30:42,520
quote, star, quote,
comma, eight, comma, one."

590
00:30:43,150 --> 00:30:46,530
That's how you... After you put
the floppy disk in!

591
00:30:46,610 --> 00:30:48,950
That's what you had to do
to get anything to work.

592
00:30:49,490 --> 00:30:52,660
And there was something about it
that felt so unique.

593
00:30:53,080 --> 00:30:55,490
It's the possibilities,
you know, of creation

594
00:30:55,830 --> 00:30:57,200
and just seeing that potential

595
00:30:57,290 --> 00:30:59,670
that the thing on screen
could be controlled.

596
00:31:00,040 --> 00:31:03,960
It's not just something being broadcast
to you, but you can actually change that.

597
00:31:19,640 --> 00:31:20,640
Look.

598
00:31:22,100 --> 00:31:23,810
- Oh, man.
- Let me turn the light on.

599
00:31:25,440 --> 00:31:27,320
64K memory.

600
00:31:29,400 --> 00:31:32,360
What actually has mattered a lot
in my career

601
00:31:32,450 --> 00:31:35,160
is not just talent or how hard I work
or anything like that.

602
00:31:35,240 --> 00:31:37,540
It's also about the support

603
00:31:37,620 --> 00:31:39,750
you have from people along your path.

604
00:31:40,290 --> 00:31:42,040
It certainly starts from my parents,
right?

605
00:31:42,120 --> 00:31:45,290
Giving me access to computing early on.

606
00:31:45,380 --> 00:31:47,840
- You wanna try... plug it in?
- Let's see.

607
00:31:49,840 --> 00:31:53,300
Ian gravitated
towards anything technological.

608
00:31:53,760 --> 00:31:57,770
What... Whatever technical issues
anyone had in the building we lived in,

609
00:31:58,060 --> 00:32:00,770
they would come to the door,
knock on the door, "Is Ian home?

610
00:32:00,850 --> 00:32:02,980
We need Ian upstairs.
He's gotta hook up this,

611
00:32:03,060 --> 00:32:04,810
- he's gotta hook up that."
- The cable.

612
00:32:04,900 --> 00:32:06,020
Telephones.

613
00:32:06,320 --> 00:32:09,900
Everybody's knocking on the door,
"Is Ian home? We need help."

614
00:32:11,820 --> 00:32:14,450
I'm of mixed race, right?
So, my dad is white,

615
00:32:14,530 --> 00:32:16,370
he's half-Jewish, half-Sicilian.

616
00:32:16,450 --> 00:32:17,450
My mom's black.

617
00:32:17,740 --> 00:32:20,330
And so I think that's impacted
just who I am as a person.

618
00:32:22,410 --> 00:32:25,630
The fact that I have to think about
what my identity is

619
00:32:25,710 --> 00:32:28,590
as a black person navigating this world.

620
00:32:29,920 --> 00:32:33,050
In terms of the places
that I've chosen to work,

621
00:32:33,130 --> 00:32:35,250
there are not a whole lot of people
that look like me.

622
00:32:37,390 --> 00:32:40,430
When you're a black person
working in these environments,

623
00:32:40,520 --> 00:32:43,850
there can be both a high bar
and a low bar for you.

624
00:32:44,940 --> 00:32:47,440
You're in situations where
people don't expect a lot from you,

625
00:32:47,520 --> 00:32:51,440
but, at the same time, the price
for failure seems very, very high.

626
00:32:53,280 --> 00:32:55,530
Sometimes you can use that as motivation

627
00:32:55,610 --> 00:32:59,030
to go above and beyond, you know,
just to kind of prove something.

628
00:32:59,490 --> 00:33:02,200
Other times it can be kind of crushing,
doubt yourself.

629
00:33:03,040 --> 00:33:07,330
I think that helps build my sense
of empathy for people,

630
00:33:07,710 --> 00:33:11,590
and I think it helps my awareness
of the needs

631
00:33:11,670 --> 00:33:14,380
of people outside of Silicon Valley.

632
00:33:16,640 --> 00:33:20,010
When you're designing products,
you have to think about how people think,

633
00:33:20,100 --> 00:33:24,480
how they approach each other,
how they approach abstract concepts,

634
00:33:24,770 --> 00:33:25,980
like this...

635
00:33:26,060 --> 00:33:27,860
touching on glass.

636
00:33:28,230 --> 00:33:30,900
Seems to be a benefit that
the stories ring is always there.

637
00:33:31,030 --> 00:33:32,190
- Yeah.
- So, you have

638
00:33:32,280 --> 00:33:34,546
this co-mingling, even,
so you can kind of browse through,

639
00:33:34,570 --> 00:33:35,900
you can jump into the story.

640
00:33:35,990 --> 00:33:38,660
- That's kind of a new... dynamic.
- Totally. Totally.

641
00:33:38,740 --> 00:33:41,790
A couple of years ago, I started
listening to Marc Maron's podcast.

642
00:33:42,870 --> 00:33:45,830
And what I appreciated
about the podcast is it got into

643
00:33:46,040 --> 00:33:48,460
different comedians' development processes

644
00:33:48,540 --> 00:33:50,790
and how they put together an act.

645
00:33:51,210 --> 00:33:53,210
Do you write in jokes?
Do you think in jokes?

646
00:33:53,300 --> 00:33:55,970
Well, it's... it's not so much
the writing of the joke,

647
00:33:56,050 --> 00:33:58,890
it's the listening to them bomb,
and then trying to rewrite them.

648
00:33:59,390 --> 00:34:00,930
Listen to enough of these stories

649
00:34:01,010 --> 00:34:03,770
and you hear about how iterative
the process is.

650
00:34:06,440 --> 00:34:09,100
It helped me see points of connection

651
00:34:09,190 --> 00:34:12,150
between what it is that me and my teams
do every day

652
00:34:12,230 --> 00:34:13,860
and what comedians do every day.

653
00:34:15,150 --> 00:34:18,070
Stand-up comedians
are in a position where

654
00:34:18,160 --> 00:34:20,620
they have to come up with ways
to make people laugh.

655
00:34:21,450 --> 00:34:24,370
They may work on the same bit
multiple times a night

656
00:34:24,450 --> 00:34:27,250
in different clubs telling the same joke
a slightly different way,

657
00:34:27,540 --> 00:34:30,580
taking that feedback,
adjusting it until it's tuned.

658
00:34:31,090 --> 00:34:33,670
I don't want to tell you guys
how long she's been single.

659
00:34:33,750 --> 00:34:35,960
But if you take the number of cats she has

660
00:34:36,420 --> 00:34:39,220
and you divide it by the bottles of wine
she drinks a day,

661
00:34:39,640 --> 00:34:40,550
it's 20 years.

662
00:34:40,640 --> 00:34:42,430
She's been single for 20 years.

663
00:34:42,510 --> 00:34:45,520
And so it's really interesting
to have a laugh be a data point,

664
00:34:45,600 --> 00:34:47,140
because that's something emotional.

665
00:34:47,560 --> 00:34:49,390
The laugh is a metric.

666
00:34:51,810 --> 00:34:55,110
And when I bring it back to what we do,
there are plenty of areas in the product

667
00:34:55,190 --> 00:34:57,820
where we try out things
to a limited audience,

668
00:34:57,900 --> 00:35:01,740
and we get back data to understand how
that audience has used a certain feature.

669
00:35:01,820 --> 00:35:04,540
And then we make changes
based off that feedback.

670
00:35:05,370 --> 00:35:07,370
But we don't just look at the numbers.

671
00:35:07,450 --> 00:35:09,670
It's really important
for us to keep our eyes open.

672
00:35:11,500 --> 00:35:15,250
We also talk to people
and we travel all over the world

673
00:35:15,340 --> 00:35:17,840
to understand
how people are using Instagram.

674
00:35:21,180 --> 00:35:24,760
And so it's actually one of my favorite
parts about taking public transportation.

675
00:35:25,390 --> 00:35:28,980
You can look over someone's shoulder
and you see what they're using.

676
00:35:29,060 --> 00:35:32,150
We see unexpected things,
like patterns that they follow.

677
00:35:33,360 --> 00:35:36,860
In the US, we see
a lot of selfies, a lot of text posts.

678
00:35:38,490 --> 00:35:41,110
It's quite different
in a place like Japan.

679
00:35:41,200 --> 00:35:43,990
There, we've seen
a completely different use case.

680
00:35:44,070 --> 00:35:48,040
So, there are less selfies and people
are culturally different

681
00:35:48,120 --> 00:35:49,540
in the way that they share.

682
00:35:50,040 --> 00:35:51,960
It's a product
that people use all the time.

683
00:35:52,040 --> 00:35:54,290
So, how does it fit in with the mix
of other applications

684
00:35:54,380 --> 00:35:55,840
that they may have on their device?

685
00:35:55,920 --> 00:35:57,800
Have they cracked their phone recently?

686
00:35:57,880 --> 00:36:01,430
There's lots of different considerations,
given the scale of computing.

687
00:36:01,880 --> 00:36:05,510
You know, the work he does affects
many, many people, and that's true.

688
00:36:05,600 --> 00:36:07,810
But if I think about that, it scares me.

689
00:36:07,890 --> 00:36:09,890
I wonder if Ian even thinks about it.

690
00:36:09,980 --> 00:36:12,310
Does he... Does he think about it?
That's a lot.

691
00:36:12,390 --> 00:36:13,770
That's a lot of people.

692
00:36:14,230 --> 00:36:17,360
Interaction design, at its core,
is a psychological exercise.

693
00:36:17,730 --> 00:36:20,850
If you've ever been scrolling through
your Twitter feed or your Instagram feed,

694
00:36:20,900 --> 00:36:22,500
you've noticed you don't hit the bottom.

695
00:36:22,990 --> 00:36:25,660
That's a relatively new feature,
called bottomless scroll.

696
00:36:25,740 --> 00:36:28,700
And that was invented
by a designer named Aza Raskin.

697
00:36:29,120 --> 00:36:32,120
Which I feel like
I have to forever atone for.

698
00:36:32,580 --> 00:36:35,960
When I was thinking about infinite scroll,

699
00:36:36,380 --> 00:36:37,840
like, the thought was...

700
00:36:38,840 --> 00:36:40,670
I, as a designer, have failed

701
00:36:41,550 --> 00:36:44,470
if I ask the user to make a choice
they don't care about.

702
00:36:44,800 --> 00:36:49,720
So, scrolling already means "I haven't
seen what I want, show me more."

703
00:36:49,810 --> 00:36:52,140
So, why bother having, like,
little buttons at the bottom

704
00:36:52,230 --> 00:36:54,190
that you click to show... show more?

705
00:36:54,270 --> 00:36:57,770
I as an individual designer
doing human-computer interaction,

706
00:36:57,860 --> 00:37:00,150
like, will happily make
an infinite scroll.

707
00:37:00,440 --> 00:37:02,360
But if I'm thinking at this higher level,

708
00:37:02,780 --> 00:37:06,320
I would have known that
that would remove the stopping cues,

709
00:37:06,410 --> 00:37:08,530
just like when I'm drinking
a glass of wine.

710
00:37:08,620 --> 00:37:12,370
I stop drinking when I finish my glass,
and I think, "Do I want more?"

711
00:37:12,450 --> 00:37:15,540
Here, we're not giving people
the stopping cue.

712
00:37:16,000 --> 00:37:20,340
And so it's literally wasted
hundreds of millions of human hours.

713
00:37:20,800 --> 00:37:22,590
It's no longer enough as a designer

714
00:37:22,670 --> 00:37:25,720
to think about the constraints
of just one individual

715
00:37:25,840 --> 00:37:27,180
using my product.

716
00:37:27,590 --> 00:37:30,890
Instead, we have to think
the fractal version up

717
00:37:30,970 --> 00:37:33,980
to technology-society interaction.

718
00:37:34,060 --> 00:37:37,650
We haven't really fledged that out
as a field yet.

719
00:37:38,190 --> 00:37:41,570
And now we're seeing that our technology
not only distracts us,

720
00:37:42,030 --> 00:37:43,710
but if you think about what Facebook does,

721
00:37:43,740 --> 00:37:46,860
they build a little simulator of you.

722
00:37:46,950 --> 00:37:48,700
They build one of these little simulators

723
00:37:48,780 --> 00:37:51,240
for one-fourth
of the human beings on Earth.

724
00:37:51,700 --> 00:37:55,080
You are the product.
You don't get the service for free.

725
00:37:55,710 --> 00:37:59,000
You are handing over your data.
You are being targeted.

726
00:37:59,790 --> 00:38:02,500
This business model,
especially with Facebook, led to...

727
00:38:03,300 --> 00:38:05,130
the proliferation of fake news.

728
00:38:05,220 --> 00:38:07,840
It led to misinformation
being spread out there.

729
00:38:09,300 --> 00:38:12,310
You know, there's a fine line
between micro-targeting, manipulation.

730
00:38:13,100 --> 00:38:15,850
It's also allowing us to compare
our fake, fabulous lives

731
00:38:15,930 --> 00:38:17,690
to other people's fake, fabulous lives.

732
00:38:18,350 --> 00:38:21,400
I think that can be problematic
for a lot of us.

733
00:38:23,070 --> 00:38:24,860
Because Facebook owns Instagram now,

734
00:38:24,940 --> 00:38:27,400
there's been, I think,
more pressure on Instagram.

735
00:38:27,950 --> 00:38:30,320
And especially now with the pressure
to make money,

736
00:38:30,410 --> 00:38:33,370
especially with the pressure now
of Facebook not doing as well as it was,

737
00:38:33,450 --> 00:38:35,950
and Instagram kind of being,
like, this golden child.

738
00:38:37,040 --> 00:38:39,540
I think the challenge for Instagram

739
00:38:39,880 --> 00:38:41,960
is going to be staying Instagram.

740
00:38:50,220 --> 00:38:53,310
I think the focus on people
and human needs

741
00:38:53,390 --> 00:38:56,020
has been something throughout my work.

742
00:38:56,980 --> 00:38:59,576
Not just communicating a message,
but you're also trying to connect

743
00:38:59,600 --> 00:39:02,360
with a human need or desire,
something core to you,

744
00:39:02,440 --> 00:39:03,520
who they are as people.

745
00:39:03,610 --> 00:39:05,400
All right, what's this one about?

746
00:39:05,480 --> 00:39:07,240
Uh, so, this is a couple
of different things.

747
00:39:07,320 --> 00:39:09,110
The first thing we wanted to dig into

748
00:39:09,200 --> 00:39:12,410
is this problem that we heard a lot about,
vanity metrics.

749
00:39:12,490 --> 00:39:14,830
When we talked to people
about their profile,

750
00:39:14,910 --> 00:39:17,080
we got feedback
that they didn't necessarily like

751
00:39:17,160 --> 00:39:19,120
the numbers at the top
of the profile that said

752
00:39:19,210 --> 00:39:22,710
how many followers you have,
and how many people are you following,

753
00:39:22,830 --> 00:39:25,630
because they felt
some sort of social pressure.

754
00:39:25,710 --> 00:39:28,010
So right now, with the current design, um,

755
00:39:28,090 --> 00:39:30,430
the metrics that we have,
the follower and following count,

756
00:39:30,510 --> 00:39:31,970
is prominent, right up at the top.

757
00:39:32,050 --> 00:39:33,930
- Yes.
- And that causes a lot of anxiety

758
00:39:34,010 --> 00:39:35,560
in terms of popularity,

759
00:39:35,640 --> 00:39:37,560
having a lot of friends
and their self-worth.

760
00:39:37,640 --> 00:39:40,980
And so by placing the metrics
a little bit down below,

761
00:39:41,060 --> 00:39:42,440
we're kind of humanizing it

762
00:39:42,520 --> 00:39:46,730
and dulling down that anxious experience
of the ratios next to each other.

763
00:39:47,280 --> 00:39:51,110
So, it would be a big step to,
like, downgrade overall followers.

764
00:39:51,200 --> 00:39:53,950
Do you feel like that's...
that's a net good thing?

765
00:39:54,030 --> 00:39:55,910
That's actually
our biggest concern

766
00:39:55,990 --> 00:39:57,270
with the launch of the redesign.

767
00:39:57,330 --> 00:39:59,290
This is probably the most sensitive thing.

768
00:39:59,960 --> 00:40:02,290
That's like a drop-the-mic move, isn't it?

769
00:40:02,710 --> 00:40:04,840
I interviewed one of the founders
of Twitter recently,

770
00:40:04,920 --> 00:40:09,010
and his biggest regret, he said, was
putting your follower count on Twitter.

771
00:40:09,380 --> 00:40:10,220
I was like, "Why?"

772
00:40:10,300 --> 00:40:12,856
And he said, "It just put us down
a weird path. Like, incentive."

773
00:40:12,880 --> 00:40:15,550
Like, you know, when it talks about
incentivizing people

774
00:40:15,640 --> 00:40:17,810
to post for likes, or post for followers.

775
00:40:17,890 --> 00:40:20,520
I mean, I think that tension
keeps me up at night, honestly.

776
00:40:21,310 --> 00:40:24,310
The benefit that we have
is we can set those principles

777
00:40:24,400 --> 00:40:26,230
and make them really clear to people.

778
00:40:28,190 --> 00:40:30,320
The pace of change
in the past 20 years

779
00:40:30,400 --> 00:40:34,110
has been pretty tremendous when it comes
to communication technologies.

780
00:40:34,410 --> 00:40:36,410
But we also know it's just the beginning.

781
00:40:36,740 --> 00:40:39,700
So, I think it's going to be important
to have a clear point of view

782
00:40:39,790 --> 00:40:42,000
on where we want these tools to take us.

783
00:40:45,250 --> 00:40:48,590
At the core, Instagram
is about visual communication.

784
00:40:49,550 --> 00:40:52,550
So I feel like that's something
that there will always be space for,

785
00:40:52,630 --> 00:40:55,140
that we're well-positioned
to continue to plan.

786
00:40:58,220 --> 00:41:01,100
- How close are we to be building out...
- Mm-hm.

787
00:41:01,220 --> 00:41:04,440
This version, or some version of this,
for any sort of first test?

788
00:41:04,520 --> 00:41:08,230
Yeah, we're actually able
to phase these different tests out to see

789
00:41:08,320 --> 00:41:10,360
how it affects the ecosystem soon.

790
00:41:10,440 --> 00:41:16,660
So, we took out the Sheety Bio,
as well as the Card Shark and the Bar Tab.

791
00:41:16,740 --> 00:41:19,330
And what we found was
that the Bar Tab was most favorable.

792
00:41:19,410 --> 00:41:23,370
Only because it was not too different
from what they're normally used to seeing,

793
00:41:23,460 --> 00:41:25,920
and it really helped them
better understand the profile

794
00:41:26,000 --> 00:41:27,880
compared to their existing experience.

795
00:41:28,170 --> 00:41:30,380
The design we ended up
moving forward with

796
00:41:30,460 --> 00:41:32,420
and evolving from is called "Bar Tab."

797
00:41:32,550 --> 00:41:36,300
We've moved the profile photo
and increased the size of it.

798
00:41:36,510 --> 00:41:39,800
We've changed the prioritization
of the metrics

799
00:41:39,890 --> 00:41:43,230
that currently exist in the profile
and made that a little bit less important.

800
00:41:43,310 --> 00:41:46,940
We've made the descriptive copy
that people put in on their profile

801
00:41:47,020 --> 00:41:48,190
more important.

802
00:41:48,440 --> 00:41:53,030
And then we've also evolved
and created a new system for buttons.

803
00:41:53,740 --> 00:41:56,820
A little more than a coat of paint,
you know, but not a full, like,

804
00:41:57,200 --> 00:41:58,740
renovation down to the studs.

805
00:41:59,780 --> 00:42:01,830
But, you know, design is never done.

806
00:42:01,910 --> 00:42:04,330
It's something
that will continue to evolve.

807
00:42:04,500 --> 00:42:06,960
The first launch
may be just the first step.

808
00:42:10,630 --> 00:42:13,920
I've really benefited
from working in this space

809
00:42:14,010 --> 00:42:16,510
and seeing these technologies evolve.

810
00:42:17,430 --> 00:42:19,590
It's given me a tremendous perspective.

811
00:42:20,850 --> 00:42:23,890
These tools are certainly transforming us,

812
00:42:23,970 --> 00:42:26,310
and we don't yet know
where they're going to take us.

813
00:42:27,770 --> 00:42:29,060
How many you going for?

814
00:42:30,440 --> 00:42:32,150
- Five.
- Five? All right, we'll do five.

815
00:42:32,230 --> 00:42:34,480
All right, ready?
Here you go. Ready? Give me one.

816
00:42:35,030 --> 00:42:36,570
Good. Two.

817
00:42:36,740 --> 00:42:39,160
For my kids,
I think the one thing that is certain

818
00:42:39,240 --> 00:42:41,450
is that things will be uncertain.

819
00:42:41,530 --> 00:42:44,950
I think that their ability to deal
with change will be pretty critical

820
00:42:45,040 --> 00:42:47,500
to how they are able to survive as people.

821
00:42:47,580 --> 00:42:51,210
Up, up, up, up, up, up, up, up, up!

822
00:42:51,540 --> 00:42:54,460
Right now, my kids don't have
phones still, even my 12-year-old,

823
00:42:54,550 --> 00:42:56,840
and he actually has been explicit
about saying,

824
00:42:56,920 --> 00:42:58,930
“I actually don't think I want one.”

825
00:43:00,550 --> 00:43:03,600
Maybe this is a part of us working through

826
00:43:03,680 --> 00:43:05,600
what it is to have these devices.

827
00:43:12,060 --> 00:43:14,100
There's nothing that says
that we can't come up with

828
00:43:14,150 --> 00:43:17,110
these new kind of expectations
and social standards.

829
00:43:21,490 --> 00:43:24,620
We are inundated with so much information

830
00:43:24,700 --> 00:43:27,660
that you need to give yourself the space

831
00:43:27,750 --> 00:43:31,330
to experience the world
in an unmediated way.

832
00:43:37,800 --> 00:43:39,800
To just be in a place

833
00:43:39,880 --> 00:43:43,010
and use your natural given senses,
no tools.

834
00:43:47,310 --> 00:43:49,680
It actually clears out a lot of the noise

835
00:43:50,060 --> 00:43:53,610
and gives me the capacity
to either be creative

836
00:43:53,690 --> 00:43:57,360
or be a better dad or a better husband
or a better boss.

837
00:43:59,900 --> 00:44:02,160
The ability to zoom out for a minute

838
00:44:02,660 --> 00:44:05,080
and get that clarity of perspective,

839
00:44:05,660 --> 00:44:07,950
it's one of the best things
that we're able to do.