Great Design Removes Technology

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Pushing that idea further: great design removes technology. Great design removes all friction.

Here’s my thinking: we have finally arrived at this magnificent moment in time when technology has removed the technology from technology. No, that is not a typo. Go back and re-read that sentence again. Great design, strong user interface and better technology is making all of our devices simple to use. One button to turn them on, no instruction manuals required and devices that connect to a high speed network. This is beyond the Web-based Internet that we have come to love over the past two decades and this is quickly pushing out beyond our new-found love of smartphones and tablets. The burgeoning Internet of Things movements is hoping to network and connect all sorts of devices and appliances through sensors and other simple interfaces. We’re starting to see this in products like the Nest thermostat, and you can rest assured that we’ll soon have truly connected homes, offices, cars and more (even our bodies).

The connected society.

Bassett & Partners describes itself as "disruptive brand and design strategy experts who use ethnographic understanding of people to find original emotional insights." A marketing agency (with some similarities in terms of culture and approach to marketing to our agency, Twist Image), they’ve created an 18-minute documentary on how we touch, interact and connect with devices and brands called, Connecting. They describe it as: "a short film that explores trends in UI, Interaction, & Experience Design," but it is so much more.

Watch this…

Connecting (Full Film) from Bassett & Partners on Vimeo.

Another step in the ever-changing world of marketing and brands. What did you think of this short film?


  1. This film is so much more, indeed, Mitch. Thank you for sharing this.
    As I watched this film, I couldn’t help juxtaposing it’s forward-reaching message with a debate I had with a marketing executive yesterday who honestly believes press release blasts are something journalists and search engines value.
    As both a corporate marketer in the healthcare industry and a creative writer, this film gave me insights into how these two disparate worlds I inhabit are moving toward exciting connections.

  2. Excellent video. The connectivity of the animate with the inanimate and interconnectivity of inanimate objects used by humans is fascinating. It creates an ecosystem that is evolving; and both humans and our technology are adapting to each new environment established by the connections created, much like biological organisms

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