Episode 290: Creativity in Digital Product Design with John Roescher
UI Breakfast: UI/UX Design and Product Strategy
Deep Dive
What is the philosophy behind Raw Materials and how does it differ from traditional design agencies?
Raw Materials is built on the philosophy that 'when everything is the same, different is the greatest opportunity.' The agency focuses on creating unique, impactful solutions by diving deep into the essence of a problem and designing novel, effective solutions. Unlike traditional agencies that often treat design as an implementation or scaling task, Raw Materials emphasizes creativity and differentiation, aiming to create one-of-a-kind experiences that stand out in the market.
How did Raw Materials help Volta, and what was the outcome of their collaboration?
Raw Materials worked with Volta, an electric vehicle charging company, to design both the brand and the app. Instead of creating a generic EV charging app, they focused on Volta's core idea of making charging a convenient and enjoyable part of daily life. The app integrated features like shopping and time management, aligning with Volta's mission. This unique approach helped Volta become a significant part of users' lives, contributing to its acquisition by Shell.
What is John Roescher's definition of creativity in digital product design?
John Roescher defines creativity as finding the most novel and impactful solution to a problem. It involves looking beyond existing solutions, understanding the essence of the problem, and creating something that doesn't yet exist. This approach not only solves the problem effectively but also differentiates the product in the market, making it competitive and valuable.
What types of projects does Raw Materials typically work on?
Raw Materials primarily focuses on digital experience design, including marketing websites, e-commerce platforms, web apps, and mobile apps. They also work on branding, brand strategy, and communications design, often bridging the gap between brand identity and product experience. Their goal is to create digital experiences that foster a strong connection between brands and their consumers.
What is the framework Raw Materials uses to uncover insights and drive creativity?
Raw Materials' framework revolves around two key questions: 'What is the real goal?' and 'What are the insights?' They emphasize understanding the core 'why' behind a product or brand and using that as the foundation for design. This involves diving deep into the original problem the product was meant to solve and leveraging that insight to create unique, impactful solutions. Additional research into user behavior, market trends, and cultural factors supplements this core understanding.
How does Raw Materials approach differentiation in design?
Raw Materials believes differentiation stems from understanding the core 'why' behind a product or brand and taking that idea as far as possible. Instead of focusing on superficial differences like color or features, they emphasize creating something great by pushing the boundaries of what's possible. This approach often leads to innovative solutions that stand out in the market, as seen in their work with Volta and 7-Eleven.
What advice does John Roescher give to creative teams looking to differentiate their products?
John Roescher advises creative teams to focus on two key questions: 'Why am I doing it this way?' and 'How can I make it better?' He encourages designers to push beyond safe, conventional solutions and strive for greatness in every decision, no matter how small. This mindset, applied consistently, can lead to the creation of truly unique and impactful products.
How does Raw Materials onboard new team members and instill its philosophy?
Raw Materials focuses on ensuring new team members understand and align with the agency's philosophy of creating great things. During onboarding, they emphasize the importance of craftsmanship, the desire to push boundaries, and the ability to execute at a high level. The agency fosters a culture centered around the mission of bringing more great things into the world, and this philosophy is reinforced through ongoing conversations and collaboration.
Shownotes Transcript