1. LESS INNOVATION, MORE QUALITY DESIGN
It’s true that the future of books needs innovation, but only as a outcome of great design, not arbitrarily as the primary goal.
The good news is that this strategy of undirected innovation isn’t entirely failing at the moment, probably because the app store encourages a disposable app culture. So, even if people don’t spend more than 10 minutes with the app, they’ve already spent their £1-£3, and told their friends, which is all that counts. I’d love to see whether app usage metrics would confirm this…
Everyone’s furiously innovating and experimenting, and it’s all very exciting. But I believe we need to be focusing primarily on making something that’s actually good!
2. THE INFINITE DIGITAL DESIGN SPACE
For my day job, I work at Sony’s Cambridge studio, developing video games. The other week they sent a few of us on a creativity training course, where we learnt a bit about De Bono thinking strategies (he’s the guy who invented the term ‘lateral thinking’). In one technique, we used random stimuli of words and music to help us brainstorm ideas.
The tutor cited a real-life example of when he used the random stimulus of a car tyre to help the employees of a chocolate company to come up with new product ideas. The car tyre inspired the word “black”, which in turn inspired dark chocolate ideas, and the tread of the tyre inspired ideas of etching a textured surface onto the chocolate.
I think a problem with digital platforms is that you can make almost anything. There are very few constraints. At the creativity training day, there were around twenty of us in the room, and we were each told to come up with around four ideas each using the random stimulus. Our ideas were crazy. (Unfortunately, I’m probably not allowed to tell you what they were). They weren’t terrible ideas, and all could conceivably be put into production. All of them would’ve been very interesting experiments for different reasons. But would they have actually been good? I doubt it.
Just because an idea is feasible, different and interesting, it doesn’t make it good. Let alone commercial.
3. GOOD INTERACTION DESIGN
In the video game industry, there’s a strong focus on prioritising the gameplay design over everything else. The gameplay is the interaction design of a video game, and any designer will tell you that’s by far the most important element to get right, for good reason. Good gameplay is what makes a game fun to play. A game can be beautiful and a technical marvel, but without good gameplay it will be a flop. As with most media, there’s terrifyingly little that separates a good game and a bad one.
We might not have a special compound word for it (yet!), but the interaction design inside digital fiction and other literary apps are just as important, and there’s definitely room for improvement.
This all sounds like a big long rant, and perhaps it is. But I should probably point out that there are a few developers doing a great job at this. The Waste Land app by Touch Press and Faber & Faber is good example. The interface when reading the poem is minimal and does its best to vanish, allowing the reader to concentrate on the content. There’s audio and video, but it doesn’t feel tacked on – it supports and integrates perfectly with the text.
4. SCALABILITY AND REPEATABILITY
The Waste Land is also designed in such a way that the format is repeatable, making the design scalable from a business perspective. Conceivably, the app design could be used to fit any poem from any writer, with the follow up apps on a relatively low budget. (Whether Faber & Faber decides whether to produce more apps in a similar format remains to be seen, but I certainly hope so!).
I think repeatability will be a vital consideration in the design of future apps. Aside from the obvious reason of the economies of scale, there are many benefits:
- Each following app is a less risky proposition. The more proof you have of the merit of the original app design from a critical and commercial stand point, the safer the bet on a follow-up.
- Building trust and credibility with consumers. If a reader tried and enjoyed a previous offering, and you communicate that your new offering uses the same format, they are more likely to make a purchase. There’s an inherent implication of quality.
- Less distraction on platform, more focus on content. Whenever I download a new app, I usually end up spending more time looking at the visual effects than at the content itself.
- Continual iteration and improvement with feedback. After the release of your initial app, you will receive feedback from reviewers, and be able to incorporate improvements into future similar products.
- A sense of stability and continuity in a brand. Publishers obviously understand this well already. So why aren’t they applying it to their digital offerings?