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<text><![CDATA[telecoms operators invest in virtual design<br />]]></text>
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<text><![CDATA[In parallel, I began taking a course<br />]]></text>
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<text><![CDATA[in cognitive psychology -<br />]]></text>
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<text><![CDATA[precisely because I wanted to have a good understanding<br />]]></text>
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<text><![CDATA[of how the brain and the human eye work.<br />]]></text>
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<text><![CDATA[And then, by combining the IT side<br />]]></text>
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<text><![CDATA[with the elements of cognitive science,<br />]]></text>
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<text><![CDATA[we managed to 'mathematisize' in inverted commas<br />]]></text>
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<text><![CDATA[certain parts of human behaviour.<br />]]></text>
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<text><![CDATA[For elements that are physical - like products...etc.<br />]]></text>
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<text><![CDATA[Or whether it was more for elements that are<br />]]></text>
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<text><![CDATA[less concrete than a screen, ultimately -<br />]]></text>
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<text><![CDATA[it's always the brain and the eye that are working.<br />]]></text>
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<text><![CDATA[The difference is that, obviously, everything that is touching<br />]]></text>
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<text><![CDATA[with a screen will be installed less.<br />]]></text>
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<text><![CDATA[Even though with the screens that Apple has just created -<br />]]></text>
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<text><![CDATA[with Fingertouch, etc. +<br />]]></text>
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<text><![CDATA[now we're again beginning to put<br />]]></text>
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<text><![CDATA[the physical part back in.<br />]]></text>
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<text><![CDATA[But in fact, what is of paramount importance<br />]]></text>
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<text><![CDATA[is realising that in everyday activity,<br />]]></text>
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<text><![CDATA[whether we are in front of a screen or in front of anything else,<br />]]></text>
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<text><![CDATA[in fact, 95% of a day's activity<br />]]></text>
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<text><![CDATA[is non-conscious.<br />]]></text>
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<text><![CDATA[Not unconscious but non-conscious.<br />]]></text>
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<text><![CDATA[This means that we do things in an automatic way.<br />]]></text>
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<text><![CDATA[And the difficulty, in fact, when we create screens<br />]]></text>
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<text><![CDATA[is that we often base it on the 5% of conscience,<br />]]></text>
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<text><![CDATA[because we say to ourselves - here, look at me, I'm doing this like that<br />]]></text>
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<text><![CDATA[- because that's how people will do it, and so on.<br />]]></text>
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<text><![CDATA[Often, we are surprised - even me, with 15 years of experience behind me<br />]]></text>
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<text><![CDATA[- by people's actual behaviour in front of screens.<br />]]></text>
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<text><![CDATA[So in fact the operating principle -<br />]]></text>
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<text><![CDATA[and, I think, of the future in design -<br />]]></text>
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<text><![CDATA[is to manage to predict human behaviours<br />]]></text>
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<text><![CDATA[upstream, during the development process.<br />]]></text>
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<text><![CDATA[And these are techniques which are beginning to appear,<br />]]></text>
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<text><![CDATA[which have already existed for a long time in the behavioural sciences<br />]]></text>
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<text><![CDATA[yet which are not applied to screens,<br />]]></text>
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<text><![CDATA[although at Apple...<br />]]></text>
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<text><![CDATA[For example, to give you an idea -<br />]]></text>
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<text><![CDATA[they no longer do Focus Groups<br />]]></text>
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<text><![CDATA[because Focus Groups call upon only the 5% of people's conscious,<br />]]></text>
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<text><![CDATA[but they've got experts who are working<br />]]></text>
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<text><![CDATA[on the 95% of non-conscious.<br />]]></text>
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<text><![CDATA[what does a successful virtual design look like ?<br />]]></text>
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<text><![CDATA[On a virtual object, design<br />]]></text>
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<text><![CDATA[must always begin with the task the person wants to do.<br />]]></text>
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<text><![CDATA[So this is, in any case, my own big idea -<br />]]></text>
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<text><![CDATA[quite simply because - let's imagine a case -<br />]]></text>
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<text><![CDATA[I don't know -<br />]]></text>
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<text><![CDATA[you've just suffered a flood and you're insured with MAAF -<br />]]></text>
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<text><![CDATA[well, it's obvious that before going to the MAAF website<br />]]></text>
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<text><![CDATA[you've already got a mental model which will be loading in your head,<br />]]></text>
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<text><![CDATA[and which will tell you 'Watch out, when I've just had a problem,<br />]]></text>
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<text><![CDATA[I have to make my claim.<br />]]></text>
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<text><![CDATA[So upstream, there's always a task we want to accomplish.<br />]]></text>
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<text><![CDATA[After this task, in fact<br />]]></text>
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<text><![CDATA[will activate the areas of the brain,<br />]]></text>
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<text><![CDATA[and among the responses that the brain will find,<br />]]></text>
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<text><![CDATA[it will perhaps say 'I'm going to go to the MAAF website<br />]]></text>
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<text><![CDATA[so that I can make my claim online'.<br />]]></text>
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<text><![CDATA[So, when someone uses an object -<br />]]></text>
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<text><![CDATA[an interface or whatever -<br />]]></text>
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<text><![CDATA[there is this mental model which is loaded.<br />]]></text>
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<text><![CDATA[And all of the designer's work<br />]]></text>
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<text><![CDATA[entails managing to provide the information<br />]]></text>
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<text><![CDATA[that the person wants to have,<br />]]></text>
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<text><![CDATA[with the least possible amount of difficulty<br />]]></text>
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<text><![CDATA[with regard to the mental model that the user has, as a starting point.<br />]]></text>
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<text><![CDATA[Let's take a very simple example.<br />]]></text>
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<text><![CDATA[Imagine that you've got 2 taps,<br />]]></text>
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<text><![CDATA[or a tap with 2 valves.<br />]]></text>
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<text><![CDATA[If I put 2 valves, you will very likely, in your brain<br />]]></text>
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<text><![CDATA[say to yourself 'there's one for hot water, and one for cold water.'<br />]]></text>
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<text><![CDATA[Now imagine that I put one valve to turn on the tap,<br />]]></text>
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<text><![CDATA[and the other to set the temperature.<br />]]></text>
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<text><![CDATA[It's very clear that most people, when faced with the object,<br />]]></text>
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<text><![CDATA[will say to themselves 'I just want to wash my hands',<br />]]></text>
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<text><![CDATA[and will not think, so it will be non-conscious to say<br />]]></text>
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<text><![CDATA['ok, I'll turn on the tap, I'll use a bit of hot water and a bit of cold water',<br />]]></text>
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<text><![CDATA[they don't think of that. And on the other hand,<br />]]></text>
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<text><![CDATA[what happens with the system I've just described -<br />]]></text>
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<text><![CDATA[where there's one side to turn on the water and the other to choose the temperature -<br />]]></text>
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<text><![CDATA[is that there's a 9 out of 10 chance that people will get it wrong.<br />]]></text>
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<text><![CDATA[So that, for example, is a technical issue which is of interest<br />]]></text>
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<text><![CDATA[- except that it fails to match people's mental models.<br />]]></text>
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<text><![CDATA[And the current difficulty in the digital world<br />]]></text>
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<text><![CDATA[lies in managing to create screens to match tasks.<br />]]></text>
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<text><![CDATA[Luckily, we do have techniques to help us,<br />]]></text>
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<text><![CDATA[there are techniques which allow us to do this,<br />]]></text>
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<text><![CDATA[which will take us as far as having very concrete results,<br />]]></text>
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<text><![CDATA[where more than 90% of people manage to achieve the tasks<br />]]></text>
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<text><![CDATA[they've been asked to do in a simple way.<br />]]></text>
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<text><![CDATA[what are the design tools ?<br />]]></text>
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<text><![CDATA[The concrete techniques which allow<br />]]></text>
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<text><![CDATA[analysis of the way in which the brain is going to work -<br />]]></text>
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<text><![CDATA[it really is no longer through Focus Groups,<br />]]></text>
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<text><![CDATA[rather, it will be, for example, all the physiological analyses<br />]]></text>
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<text><![CDATA[because it is important to understand<br />]]></text>
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<text><![CDATA[that the brain is in fact completely in control of the body<br />]]></text>
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<text><![CDATA[and so, for example, when someone has difficulty<br />]]></text>
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<text><![CDATA[understanding words, the diameter of the pupil will increase.<br />]]></text>
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<text><![CDATA[So we can, for example,<br />]]></text>
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<text><![CDATA[already, and quite simply, using Eye Tracking,<br />]]></text>
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<text><![CDATA[see that - look - this person is busy with 2 words,<br />]]></text>
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<text><![CDATA[I can see that there is hesitation, they are re-reading, for example.<br />]]></text>
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<text><![CDATA[and the diameter of their pupils is increasing.<br />]]></text>
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<text><![CDATA[If at that moment, I measure cardiac consistency,<br />]]></text>
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<text><![CDATA[it is very likely that we'll see peaks happening.<br />]]></text>
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<text><![CDATA[And if we measure brain activity<br />]]></text>
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<text><![CDATA[we'll really be able to realise<br />]]></text>
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<text><![CDATA[that, for example, only the left side is activated<br />]]></text>
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<text><![CDATA[and so that there is a problem which is busy being processed.<br />]]></text>
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<text><![CDATA[And that is prediction,<br />]]></text>
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<text><![CDATA[- so just imagine a system in which we had that, upstream<br />]]></text>
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<text><![CDATA[and we'd be able to correct that as we went along.<br />]]></text>
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<text><![CDATA[So, what is the usual current design process ?<br />]]></text>
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<text><![CDATA[We make a design, we test it,<br />]]></text>
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<text><![CDATA[from time to time we correct it and then afterwards, we bring out the product<br />]]></text>
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<text><![CDATA[and that's when we realise there are problems.<br />]]></text>
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<text><![CDATA[And of course, it costs a huge amount of money - so the idea<br />]]></text>
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<text><![CDATA[is also to shrink this sort of thing.<br />]]></text>
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<text><![CDATA[The biggest difficulty today<br />]]></text>
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<text><![CDATA[in behaviour in the world, let's say<br />]]></text>
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<tcIn>00:05:15</tcIn>
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<text><![CDATA[- but in any case it's all the people who are equipped to go online -<br />]]></text>
</item>
<item>
<tcIn>00:05:18</tcIn>
<tcOut>00:05:20</tcOut>
<text><![CDATA[it's that we are confronted, for a single task<br />]]></text>
</item>
<item>
<tcIn>00:05:20</tcIn>
<tcOut>00:05:24</tcOut>
<text><![CDATA[with, I don't remember, 30 or 40 different types of screen.<br />]]></text>
</item>
<item>
<tcIn>00:05:24</tcIn>
<tcOut>00:05:26</tcOut>
<text><![CDATA[So, let's imagine I take out an insurance policy<br />]]></text>
</item>
<item>
<tcIn>00:05:26</tcIn>
<tcOut>00:05:29</tcOut>
<text><![CDATA[I'm going to have MAAF, I'm going to have AXA, I'm going to have a whole series of brand names<br />]]></text>
</item>
<item>
<tcIn>00:05:29</tcIn>
<tcOut>00:05:31</tcOut>
<text><![CDATA[which will allow me to do exactly the same thing.<br />]]></text>
</item>
<item>
<tcIn>00:05:31</tcIn>
<tcOut>00:05:33</tcOut>
<text><![CDATA[So in fact, we are really in a war of interfaces<br />]]></text>
</item>
<item>
<tcIn>00:05:33</tcIn>
<tcOut>00:05:37</tcOut>
<text><![CDATA[because we have to do what is necessary so that when the person's got 3 sites,<br />]]></text>
</item>
<item>
<tcIn>00:05:37</tcIn>
<tcOut>00:05:39</tcOut>
<text><![CDATA[when they come to yours, they say<br />]]></text>
</item>
<item>
<tcIn>00:05:39</tcIn>
<tcOut>00:05:41</tcOut>
<text><![CDATA['of course, that's what I had to do,<br />]]></text>
</item>
<item>
<tcIn>00:05:41</tcIn>
<tcOut>00:05:43</tcOut>
<text><![CDATA[of course, I've found it,<br />]]></text>
</item>
<item>
<tcIn>00:05:43</tcIn>
<tcOut>00:05:45</tcOut>
<text><![CDATA[ah yes, it's great because it generates an effect.'<br />]]></text>
</item>
<item>
<tcIn>00:05:45</tcIn>
<tcOut>00:05:50</tcOut>
<text><![CDATA[And imagine that when you set up a working scenario like that,<br />]]></text>
</item>
<item>
<tcIn>00:05:50</tcIn>
<tcOut>00:05:54</tcOut>
<text><![CDATA[how do you make yours stand out from the rest ?<br />]]></text>
</item>
<item>
<tcIn>00:05:54</tcIn>
<tcOut>00:05:57</tcOut>
<text><![CDATA[And the techniques of behavioural science allow you to do that.<br />]]></text>
</item>
<item>
<tcIn>00:05:57</tcIn>
<tcOut>00:06:01</tcOut>
<text><![CDATA[Quite astonishingly, today we manage to have huge differences.<br />]]></text>
</item>
<item>
<tcIn>00:06:01</tcIn>
<tcOut>00:06:03</tcOut>
<text><![CDATA[Over the coming years, this will be worn away -<br />]]></text>
</item>
<item>
<tcIn>00:06:03</tcIn>
<tcOut>00:06:05</tcOut>
<text><![CDATA[because it is clear that today, we are only at the beginning of these techniques<br />]]></text>
</item>
<item>
<tcIn>00:06:05</tcIn>
<tcOut>00:06:08</tcOut>
<text><![CDATA[and that there are only a few people using them,<br />]]></text>
</item>
<item>
<tcIn>00:06:08</tcIn>
<tcOut>00:06:10</tcOut>
<text><![CDATA[but in a few years' time, the challenge will become increasingly complicated<br />]]></text>
</item>
<item>
<tcIn>00:06:10</tcIn>
<tcOut>00:06:13</tcOut>
<text><![CDATA[because it will become finer and finer to analyse.<br />]]></text>
</item>
<item>
<tcIn>00:06:13</tcIn>
<tcOut>00:06:16</tcOut>
<text><![CDATA[an example of virtual design<br />]]></text>
</item>
<item>
<tcIn>00:06:16</tcIn>
<tcOut>00:06:18</tcOut>
<text><![CDATA[I'm the new design manager<br />]]></text>
</item>
<item>
<tcIn>00:06:18</tcIn>
<tcOut>00:06:20</tcOut>
<text><![CDATA[for the France Télécom group.<br />]]></text>
</item>
<item>
<tcIn>00:06:20</tcIn>
<tcOut>00:06:23</tcOut>
<text><![CDATA[It's a new role which was created just a few months ago,<br />]]></text>
</item>
<item>
<tcIn>00:06:23</tcIn>
<tcOut>00:06:26</tcOut>
<text><![CDATA[with a team which was put together 3 months ago.<br />]]></text>
</item>
<item>
<tcIn>00:06:26</tcIn>
<tcOut>00:06:28</tcOut>
<text><![CDATA[The establishment of this group<br />]]></text>
</item>
<item>
<tcIn>00:06:28</tcIn>
<tcOut>00:06:30</tcOut>
<text><![CDATA[corresponds to a desire on the part of the group<br />]]></text>
</item>
<item>
<tcIn>00:06:30</tcIn>
<tcOut>00:06:33</tcOut>
<text><![CDATA[to increase simplicity and consistency in design<br />]]></text>
</item>
<item>
<tcIn>00:06:33</tcIn>
<tcOut>00:06:36</tcOut>
<text><![CDATA[through all of the group's products.<br />]]></text>
</item>
<item>
<tcIn>00:06:36</tcIn>
<tcOut>00:06:38</tcOut>
<text><![CDATA[It's really very important today<br />]]></text>
</item>
<item>
<tcIn>00:06:38</tcIn>
<tcOut>00:06:41</tcOut>
<text><![CDATA[- because we have increasingly complex technology,<br />]]></text>
</item>
<item>
<tcIn>00:06:41</tcIn>
<tcOut>00:06:44</tcOut>
<text><![CDATA[and unless we work on simplifying things for customers<br />]]></text>
</item>
<item>
<tcIn>00:06:44</tcIn>
<tcOut>00:06:46</tcOut>
<text><![CDATA[we risk losing some of them<br />]]></text>
</item>
<item>
<tcIn>00:06:46</tcIn>
<tcOut>00:06:48</tcOut>
<text><![CDATA[in all these new products and services.<br />]]></text>
</item>
<item>
<tcIn>00:06:48</tcIn>
<tcOut>00:06:50</tcOut>
<text><![CDATA[The main criterion will be our customer,<br />]]></text>
</item>
<item>
<tcIn>00:06:50</tcIn>
<tcOut>00:06:53</tcOut>
<text><![CDATA[it will be up to the customer to say whether the product is simple or not.<br />]]></text>
</item>
<item>
<tcIn>00:06:53</tcIn>
<tcOut>00:06:56</tcOut>
<text><![CDATA[This is why we've set up tools for testing with customers<br />]]></text>
</item>
<item>
<tcIn>00:06:56</tcIn>
<tcOut>00:06:58</tcOut>
<text><![CDATA[and we want to test well upstream<br />]]></text>
</item>
<item>
<tcIn>00:06:58</tcIn>
<tcOut>00:07:01</tcOut>
<text><![CDATA[- in terms of both projects and products - with our customers.<br />]]></text>
</item>
<item>
<tcIn>00:07:01</tcIn>
<tcOut>00:07:04</tcOut>
<text><![CDATA[A simple product can be a product that is easy to use,<br />]]></text>
</item>
<item>
<tcIn>00:07:04</tcIn>
<tcOut>00:07:06</tcOut>
<text><![CDATA[yet it can also be a product<br />]]></text>
</item>
<item>
<tcIn>00:07:06</tcIn>
<tcOut>00:07:09</tcOut>
<text><![CDATA[for which we don't state all the technical functionality possible<br />]]></text>
</item>
<item>
<tcIn>00:07:09</tcIn>
<tcOut>00:07:11</tcOut>
<text><![CDATA[if the customer doesn't want to use it.<br />]]></text>
</item>
<item>
<tcIn>00:07:11</tcIn>
<tcOut>00:07:14</tcOut>
<text><![CDATA[So we work on the relevancy of the service<br />]]></text>
</item>
<item>
<tcIn>00:07:14</tcIn>
<tcOut>00:07:16</tcOut>
<text><![CDATA[and on its ease of use.<br />]]></text>
</item>
<item>
<tcIn>00:07:16</tcIn>
<tcOut>00:07:18</tcOut>
<text><![CDATA[There are other things in design than simplicity<br />]]></text>
</item>
<item>
<tcIn>00:07:18</tcIn>
<tcOut>00:07:21</tcOut>
<text><![CDATA[and there are other things in simplicity than design, I'd say,<br />]]></text>
</item>
<item>
<tcIn>00:07:21</tcIn>
<tcOut>00:07:24</tcOut>
<text><![CDATA[because there is also an emotional relationship with the brand<br />]]></text>
</item>
<item>
<tcIn>00:07:24</tcIn>
<tcOut>00:07:26</tcOut>
<text><![CDATA[through design.<br />]]></text>
</item>
<item>
<tcIn>00:07:26</tcIn>
<tcOut>00:07:29</tcOut>
<text><![CDATA[We can position certain elements more prominently than others,<br />]]></text>
</item>
<item>
<tcIn>00:07:29</tcIn>
<tcOut>00:07:34</tcOut>
<text><![CDATA[make choices that really are in terms of presentation<br />]]></text>
</item>
<item>
<tcIn>00:07:34</tcIn>
<tcOut>00:07:37</tcOut>
<text><![CDATA[or choice of colour, or choice of interface.<br />]]></text>
</item>
<item>
<tcIn>00:07:37</tcIn>
<tcOut>00:07:40</tcOut>
<text><![CDATA[And simplicity is not necessarily just the product design<br />]]></text>
</item>
<item>
<tcIn>00:07:40</tcIn>
<tcOut>00:07:42</tcOut>
<text><![CDATA[it can also be the way in which the product communicates,<br />]]></text>
</item>
<item>
<tcIn>00:07:42</tcIn>
<tcOut>00:07:45</tcOut>
<text><![CDATA[the way in which the pricing is done,<br />]]></text>
</item>
<item>
<tcIn>00:07:45</tcIn>
<tcOut>00:07:47</tcOut>
<text><![CDATA[the way in which the service can be installed.<br />]]></text>
</item>
<item>
<tcIn>00:07:47</tcIn>
<tcOut>00:07:50</tcOut>
<text><![CDATA[So, simplicity is indeed much broader than design<br />]]></text>
</item>
<item>
<tcIn>00:07:50</tcIn>
<tcOut>00:07:53</tcOut>
<text><![CDATA[and design is a bit more than simplicity.<br />]]></text>
</item>
<item>
<tcIn>00:07:53</tcIn>
<tcOut>00:07:56</tcOut>
<text><![CDATA[what does beauty in telecoms mean ?<br />]]></text>
</item>
<item>
<tcIn>00:07:56</tcIn>
<tcOut>00:07:58</tcOut>
<text><![CDATA[Beauty is a fancy word -<br />]]></text>
</item>
<item>
<tcIn>00:07:58</tcIn>
<tcOut>00:08:00</tcOut>
<text><![CDATA[I think that beauty sometimes brings pleasure<br />]]></text>
</item>
<item>
<tcIn>00:08:00</tcIn>
<tcOut>00:08:03</tcOut>
<text><![CDATA[to part of the world of design.<br />]]></text>
</item>
<item>
<tcIn>00:08:03</tcIn>
<tcOut>00:08:05</tcOut>
<text><![CDATA[For me, what is beautiful<br />]]></text>
</item>
<item>
<tcIn>00:08:05</tcIn>
<tcOut>00:08:09</tcOut>
<text><![CDATA[is that which is accepted by the customer, used, which develops his or her usage and increases his or her satisfaction.<br />]]></text>
</item>
<item>
<tcIn>00:08:09</tcIn>
<tcOut>00:08:13</tcOut>
<text><![CDATA[And then beauty is very subjective, very personal. What is beautiful for one person<br />]]></text>
</item>
<item>
<tcIn>00:08:13</tcIn>
<tcOut>00:08:18</tcOut>
<text><![CDATA[can be considered relatively unacceptable by another.<br />]]></text>
</item>
<item>
<tcIn>00:08:18</tcIn>
<tcOut>00:08:20</tcOut>
<text><![CDATA[So we have major job with the marketing teams<br />]]></text>
</item>
<item>
<tcIn>00:08:20</tcIn>
<tcOut>00:08:22</tcOut>
<text><![CDATA[as well as on segmentation,<br />]]></text>
</item>
<item>
<tcIn>00:08:22</tcIn>
<tcOut>00:08:24</tcOut>
<text><![CDATA[to adapt our design to our segmentation<br />]]></text>
</item>
<item>
<tcIn>00:08:24</tcIn>
<tcOut>00:08:26</tcOut>
<text><![CDATA[and to our brand.<br />]]></text>
</item>
<item>
<tcIn>00:08:26</tcIn>
<tcOut>00:08:29</tcOut>
<text><![CDATA[And it's true that we have basic tendencies<br />]]></text>
</item>
<item>
<tcIn>00:08:29</tcIn>
<tcOut>00:08:32</tcOut>
<text><![CDATA[that we monitor, we have observatories<br />]]></text>
</item>
<item>
<tcIn>00:08:32</tcIn>
<tcOut>00:08:35</tcOut>
<text><![CDATA[which tell us towards which type of design -<br />]]></text>
</item>
<item>
<tcIn>00:08:35</tcIn>
<tcOut>00:08:37</tcOut>
<text><![CDATA[in terms of graphics for example -<br />]]></text>
</item>
<item>
<tcIn>00:08:37</tcIn>
<tcOut>00:08:39</tcOut>
<text><![CDATA[the world is turning as we speak.<br />]]></text>
</item>
<item>
<tcIn>00:08:39</tcIn>
<tcOut>00:08:41</tcOut>
<text><![CDATA[But this tendency has to be kept in perspective<br />]]></text>
</item>
<item>
<tcIn>00:08:41</tcIn>
<tcOut>00:08:44</tcOut>
<text><![CDATA[in the sense that it changes over time, it's a bit like fashion,<br />]]></text>
</item>
<item>
<tcIn>00:08:44</tcIn>
<tcOut>00:08:47</tcOut>
<text><![CDATA[it isn't the same every year, even if, over a very long period of time<br />]]></text>
</item>
<item>
<tcIn>00:08:47</tcIn>
<tcOut>00:08:49</tcOut>
<text><![CDATA[we might see roughly the same things coming back.<br />]]></text>
</item>
<item>
<tcIn>00:08:49</tcIn>
<tcOut>00:08:54</tcOut>
<text><![CDATA[There is a vast difference between what is pretty and what is well-designed in terms of service.<br />]]></text>
</item>
<item>
<tcIn>00:08:54</tcIn>
<tcOut>00:08:58</tcOut>
<text><![CDATA[is mobile and TV design the same ?<br />]]></text>
</item>
<item>
<tcIn>00:08:58</tcIn>
<tcOut>00:09:00</tcOut>
<text><![CDATA[Today, it isn't the same design<br />]]></text>
</item>
<item>
<tcIn>00:09:00</tcIn>
<tcOut>00:09:03</tcOut>
<text><![CDATA[because in fact your don't have the same capacity of interaction<br />]]></text>
</item>
<item>
<tcIn>00:09:03</tcIn>
<tcOut>00:09:05</tcOut>
<text><![CDATA[with a mobile telephone screen<br />]]></text>
</item>
<item>
<tcIn>00:09:05</tcIn>
<tcOut>00:09:10</tcOut>
<text><![CDATA[as with a remote control for the TV, or a 15 cm tactile screen.<br />]]></text>
</item>
<item>
<tcIn>00:09:10</tcIn>
<tcOut>00:09:13</tcOut>
<text><![CDATA[So it's true that customer interactions must be adapted to the design.<br />]]></text>
</item>
<item>
<tcIn>00:09:13</tcIn>
<tcOut>00:09:16</tcOut>
<text><![CDATA[And at the same time, it is the same because we see<br />]]></text>
</item>
<item>
<tcIn>00:09:16</tcIn>
<tcOut>00:09:20</tcOut>
<text><![CDATA[that the basic tendency is that all services will be found on all designs.<br />]]></text>
</item>
<item>
<tcIn>00:09:20</tcIn>
<tcOut>00:09:23</tcOut>
<text><![CDATA[Before, we used phones to call, and we watched TF1 on the TV<br />]]></text>
</item>
<item>
<tcIn>00:09:23</tcIn>
<tcOut>00:09:26</tcOut>
<text><![CDATA[and we used the PC for email.<br />]]></text>
</item>
<item>
<tcIn>00:09:26</tcIn>
<tcOut>00:09:29</tcOut>
<text><![CDATA[Today we can see that we do our email, we watch TV and we call with a mobile phone<br />]]></text>
</item>
<item>
<tcIn>00:09:29</tcIn>
<tcOut>00:09:32</tcOut>
<text><![CDATA[tomorrow, we'll also be doing all of these things with our TV sets.<br />]]></text>
</item>
<item>
<tcIn>00:09:32</tcIn>
<tcOut>00:09:35</tcOut>
<text><![CDATA[So all these devices have things in common<br />]]></text>
</item>
<item>
<tcIn>00:09:35</tcIn>
<tcOut>00:09:37</tcOut>
<text><![CDATA[as well as differences which are linked<br />]]></text>
</item>
<item>
<tcIn>00:09:37</tcIn>
<tcOut>00:09:39</tcOut>
<text><![CDATA[to the simple ergonomics of the design:<br />]]></text>
</item>
<item>
<tcIn>00:09:39</tcIn>
<tcOut>00:09:42</tcOut>
<text><![CDATA[small screen, no keyboard, remote control, no remote control...<br />]]></text>
</item>
<item>
<tcIn>00:09:42</tcIn>
<tcOut>00:09:45</tcOut>
<text><![CDATA[It's a carefully thought-out compromise between adapting the customer experience<br />]]></text>
</item>
<item>
<tcIn>00:09:45</tcIn>
<tcOut>00:09:48</tcOut>
<text><![CDATA[to the device itself,<br />]]></text>
</item>
<item>
<tcIn>00:09:48</tcIn>
<tcOut>00:09:50</tcOut>
<text><![CDATA[whilst maintaining consistency<br />]]></text>
</item>
<item>
<tcIn>00:09:50</tcIn>
<tcOut>00:09:52</tcOut>
<text><![CDATA[among all these services, which will be found on all the devices.<br />]]></text>
</item>
<item>
<tcIn>00:09:52</tcIn>
<tcOut>00:09:59</tcOut>
<text><![CDATA[Orange-innovation.tv<br />]]></text>
</item>
<item>
<tcIn>00:09:59</tcIn>
<tcOut>00:10:02</tcOut>
<text><![CDATA[Innovation has found its television.<br />]]></text>
</item>
</mySub>
