4IRC Recap: Filthy Fashion and Human–Centric Design
The latest 4IRC event, on Product Delivery, was sponsored by the Ulster University Student Union Enterprise Centre.
The debate was held in the Unique Art Shop, and hosted by Eimear Maguire.
The inspiring story of Stripe was highlighted by the first speaker, Brian Shevlin of Arity.
“Eight years ago, two brothers from a small Irish village started a company – moved to America – and with just seven lines of code, they became the youngest self-made billionaires in the world.”
Brian used Stripe’s story to illustrate the concept that how, in the 4IR world, anyone can disrupt any sector.
He said, “Somehow the world has become a smaller place – anyone can build anything anywhere, and make it available everywhere.”
Brian said that product design has changed forever, “due to the combination of design thinking, lean development and agile methodologies.”
Finally, he noted, users are the heart of it all. “Us – users – we’re demanding, informed, with little patience and high expectations.”
The next speaker, Kyle Gawley, described himself as a “location independent entrepreneur.”
Kyle founded Get Invited and built it to more than £4m in sales in 2018. Nowadays, he helps coach and mentor young entrepreneurs from his base in Thailand, and he authored a book called “The Lifestyle Startup.”
Kyle has always been a “designer and developer, but I got pushed out of that role – and became a spreadsheet guy.”
That was the downside of owning a successful startup, and Kyle said that he “became so stressed and sick – due to the sheer amount of pressure I was under in my business.”
But really, all Kyle wanted to do was travel.
He then showed the audience of series of jealousy-inducing photos of his new lifestyle, traveling across Thailand, Vietnam, Indonesia and Bali.
“This opened a whole other world of work that was so alien to what I was experiencing here,” he said.
Now, at his base from Chiang Mai, Kyle says that he builds a new startup idea every few months. “If you come up with ten ideas, nine of them will fail, but one will succeed.” So his approach is to build as many as possible and test them in the market as fast as possible.
He said, “The internet has completely levelled the playing field for anyone who has a good idea, who has the energy and commitment to do it.”
The next speaker, Rebecca Walsh from Big Motive, began her career in aeronautical engineering – and worked at Bombardier – before going out on her own, after she trained up in human centred design by Ideo.
What is design? Rebecca asked.
“A lot of people think of fashion, textiles. But really there’s product, digital, design as strategy, structures and places, visual communications – it’s all design.”
“What I love about design is always making it about the human perspective – then you can get to the richest opportunities for change,” she said.
She made the point that actually even aeronautical engineering is human centred, because there’s always a user/customer for the airplane. Also, in designing an airplane, you need to think about the fitters on the shop floor who will build it.
Finally, Rebecca recommended the book by Patagonia’s founder – Let My People Go Surfing.
The final speaker was Janet Coulter, a senior lecturer at Ulster University, who centred on “Fast and filthy fashion.”
“Fashion is frivolous,” she said. “We produce trends – as soon as everyone goes out and buys the latest colour or shape, we tell them it’s not trendy and it goes to landfill.”
The 4IR is the opportunity to change:
- Aesthetics into functionality
- Cyclical fashion into sustainability
“Fashion is the second largest polluter of the environment – both polluting and exploiting,” she said.
To combat this, Janet highlighted a number of new innovations in fashion and textiles:
- Sensors in yarn, not visible to the naked eye
- Graphene printed onto clothing that can power batteries. Soldiers carry 10 – 20 lbs of batteries to power their kit
- HuMo – garments that harness the swing of your arm and generate power – could be used to charge your phone
- ChipsBoard – two entrepreneurs who worked with McCains chips and took the peelings and compressed them into a chip board similar to MDF
- Green Lizard – Yarn to Yarn is the dream – A fermentation process for coloured offcuts from polyester. The process breaks it down into a virgin state, takes titanium dioxide out (which is valuable) and then that virgin material is woven back into yarn
- Qmilk fibre – utilises spoiled milk, zero waste
- Chitin – from prawn shells – you can turn this into something that’s suitable for 3D printing – prints transparent and has strength
- 3D printed garments – casts that are totally shaped to your arm – waterproof, breathable
She concluded, “The 4IR can create sustainable manufacturing, and a multi-disciplinary approach – to change mindsets to fast fashion.”
The four speakers were joined by Daniel McGlade, CEO of the visual collaboration startup, Oroson, in a panel discussion.
Daniel raised that point that, in designing products, “We all want value instantaneously – so how can I deliver value as quickly as possible to my end user?”
“It’s all about instant gratification today,” he said.
Host Emer Maguire asked Janet: “Do you feel that’s the same in fashion?”
“One thing we’re talking about is co-design – multi-disciplinary teams. Getting a technologist, fashion design and engineer all sitting down together. We need to change how we evaluate students, we benchmark them too often in single subjects.”
An audience member asked, “How do you do human-centric design, when people don’t really know what they want?”
Rebecca said, “You need to observe what people need – rather than ask them what they want. Observing them in their own environment using the product or service – that’s what human centric design really is.”
Host Emer asked, “Kyle, how did you come up with the idea for Get Invited?”
Kyle said, “I think coming up with ideas is a bad idea. You need to go out and understand a market and something that you are connected to – I think a problem is people come up with an idea and spend years trying to see if that fixes a problem. Turning that around, say, here’s a problem, try to build something, then try to validate it as soon as possible – build a Facebook page, send people to it via ads, see if people click on it.”
Daniel said, “My advice is never to let pride get in the way of progress. We spent six months – too long – doing our pivot from education to business – there were people on our team who were too invested in the education product.”
Kyle said, “Nine ideas out of 10 are going to fail and if you’re lucky one will succeed. If you can get through five ideas in a year you’ll do so much better than two ideas that you go thoroughly after in five years.”
Daniel raised that point that Slack came about because they were originally a games company – and they raised $5m to build games – but as a co they realised they weren’t collaborating well enough, so they built an internal collaboration tool. In the end they had no games, but they could sell the collaboration tool.
Emer asked the panel to make closing comments on what’s the future of product delivery and design.
Kyle said, “The internet is going to change how we all work – it empowers people to create their own products.”
Daniel said, “Grads are using UX-driven products in their lives, but then at work we’re deskilling them to use these heavy products – we need to make work tools look like social media tools.”
Brian said, “Automation is changing everything about the future of work.”
Rebecca said, “How do we create a more sustainable planet? – we need to start to think about going plastic free and the waste we create.”