Why I design at Google

Google is an amazing company, but it’s not always known for design. I thought I’d write down the reasons I’ve enjoyed designing products at Google for the past 6 years. As always, I speak only for myself, not for the company.

There are lots of reasons I like working at Google besides design¹. But I’ll mostly focus on the specific reasons I *design* there.

My main professional goal right now is learning how to do great design work. I’m still early in my career, and while it’s nice to find some success, I’m mostly focused on learning and growing my skills. Most of my reasons for designing at Google are centered around this.

*1. The huge variety of work*

In six years I’ve worked on online and offline advertising, desktop and mobile communication products, B2B commerce, science-fiction-style interaction concepts, entertainment and media services, and now products for African and emerging markets. As a designer, this gives me a lot of experiences to draw on in my future work. It’s almost like having 10 different jobs, but seamlessly transitioning between them without interviews or moving.

At the same time, I’m able to stay involved with and observe past projects to see how my design work did or didn’t influence their success. One drawback to a consulting role is the disconnection after a design phase finishes; at Google I’m still in touch with (and responsible for!) projects long after my main effort has wrapped up.

*2. Support for conceptual design*

My short-term design goal is to improve my abilities in conceptual design and the early-stage design process. Google’s scale and scope means that I can work on a big variety of product concepts while still building a foundation of resources and collaborators within a single company.

Additionally, a large, established company supports speculative, long-term thinking in a way other companies cannot. In a startup, for example, you probably wouldn’t have a designer spend much time spinning out concept ideas and doing open-ended, foundational research. At Google’s scale, this is valued and supported.

*3. A global presence*

Google’s global footprint is also a great resource. In the past year, we moved to Switzerland and I’ve traveled to our offices in China, Ghana, Nigeria, Israel, Senegal, and England, and I’m soon headed to Kenya. As a designer, it’s incredible to have coworkers based in dozens of places around the world, and to easily travel to and base research out of our offices there. With a single email, I can get people worldwide to contribute research and opinions on my design challenges. These global perspectives make my designs better.

*4. Because it’s hard*

It would be the easiest thing in the world to just design by myself. Designing at Google is training me to do great design in a challenging environment.

Google is, fundamentally, an engineering company, and it excels at building advanced, innovative technology platforms. Design leadership at Google isn’t forced on teams from the top, and there isn’t a long-established history of how design works there. Design and designers have to prove their value every day, in ways that our engineering culture respects.

There’s a lot of debate about this, but in the end I appreciate the challenge. Long-term, I want my design work to influence the direction of large groups and societies, and to do that I need to learn how to work with and persuade people who aren’t inclined or required to listen to professional designers.

Designs at Google must pass through a gauntlet of smart criticism from diverse people, intense quantitative testing, and a culture where everything is shared openly. Good designs become great when they are honed and sharpened by this process, which focuses ideas to their core and makes them ready for the real world.

Of course, this kind of treatment can sometimes discourage designers from trying controversial new things, but if you keep an ambitious attitude and your team wants to innovate, it can be an environment that strengthens rather than weakens your designs. Recently I’ve been learning from business analysts and marketers how to blend compelling business proposals into my design work. After initially fearing this would dilute my product vision, I’ve realized instead that these perspectives helped concentrate it further.

*5. Building my dream team*

When I joined, the user experience team (designers and researchers) was about 15 people. It’s grown to 200+ during my time, and I’ve been part of shaping its growth. As the team grows, I learn more and more from the new people who join. I’ve had an informal rule that I don’t recommend hiring someone unless they’re a better designer than me in at least one way (fortunately they’re often better in several). Over the years, this has led to a tremendous group of collaborators and mentors, constantly reinforced by new people as the design team grows.

And even today, the group is driven primarily by the individuals within it. I’ve always been able to choose what I worked on next, and to define (or invent) my own working style and methods. Designers at Google have the freedom to explore and practice new ways of working, and to redefine how design is done in the company.

*6. The future of design is interactive and networked systems*

It’s a safe bet that technology will continue to infuse itself further into every part of our lives (read [Kevin Kelly](http://www.amazon.com/What-Technology-Wants-ebook/dp/B0043EV51W) if you’re not yet convinced). Design in this world will require an understanding of advanced technologies and how large, interconnected systems and societies work. Even my other long-standing design passions in cycling and transportation will be completely transformed by interactive technologies (see [Strava](http://app.strava.com/athletes/1307) and [the Google cars](http://www.nytimes.com/2010/10/10/science/10google.html) for a preview). At Google, I’m learning to design interactive systems at a global scale.

Of course, many of these pluses are also minuses. Variety brings distraction; global scale breeds confusion; difficulty can lead to discouragement. Each of these is a tradeoff, and designers have to choose what challenges they want to face next. At some point it may make sense to move elsewhere as my goals shift and the company continues to change. But for now, Google is a great place for me to learn and grow as a designer, and I’m enjoying the challenge.

¹ Some of the reasons I like working at Google, besides design:

* Google is a big company, with tremendous resources. It takes on challenges no other company can.
* I get to see one of the defining companies and cultural forces of our generation from the inside.
* Free food, great facilities. More generally, Google takes care of people. I even came in to the office when I was on sabbatical for three months, to use the gym, machine shop, and cafes. Google supports a great lifestyle.
* I’m a geek, and Google actively encourages and cultivates things that geeks like me enjoy ([Androids in space](http://www.readwriteweb.com/archives/nasa_sends_android_phone_to_space.php), [self-driving cars](http://www.nytimes.com/2010/10/10/science/10google.html), [organic micro-gardens](http://googleblog.blogspot.com/2008/05/growing-our-connection-to-food.html), [solar-powered Priuses](http://www.google.org/recharge/dashboard), etc, etc)
* I admire and respect our ambitious mission: [to organize the world’s information and make it universally accessible and useful](http://www.google.com/intl/en/corporate/).

Shaped by what we love

> We are shaped and fashioned by what we love. – [Goethe](http://www.austinkleon.com/2011/03/30/how-to-steal-like-an-artist-and-9-other-things-nobody-told-me/)

Another reason to keep track of [some of the things you love](http://www.thefancy.com/bobryskamp). From an excellent article on creative work, [HOW TO STEAL LIKE AN ARTIST (AND 9 OTHER THINGS NOBODY TOLD ME)](http://www.austinkleon.com/2011/03/30/how-to-steal-like-an-artist-and-9-other-things-nobody-told-me/)

Fancy

An ex-coworker’s new site, [Fancy](http://www.thefancy.com/) collects objects people find beautiful. [Here are some of mine](http://www.thefancy.com/bobryskamp).

Levels of design

> “If you are designing a poster for world peace, intuition might be perfect. If you are seeking to actually work on world peace, it will obviously not be enough.” – [GK VanPatter](http://www.issuu.com/nextd/docs/asknextd_beyond_ux)

A good counterpoint to the recent focus on [individual vision](http://www.ryskamp.org/brain/?p=4104) and [genius design](http://www.ixda.org/local/event/29700).

Architizer

[Lots of amazing and creative architecture projects here](http://www.architizer.com/en_us/projects/?page=1&order=views&q=Tjs%3D&sf).

Found via [their collaboration with Inc. magazine on office design](http://www.inc.com/worlds-coolest-offices-2010/).

How to sketch

[A nice introduction to sketching from the HowToons crew](http://www.howtoons.com/images/reader/VCGuideReader.html)

My design heroes

A while back, on the advice of a mentor, I started intentionally following the work and careers of a few designers that I admired. It’s been fascinating to see how they approach projects, and to try their methods and principles in my own design work.

Although I currently work as a software designer, only a few of my design heroes are from that field. Since I am interested in how design can influence culture, I follow several artists, writers, and filmmakers. And since I still have a special place in my heart for physical product design, I keep track of interesting industrial designers as well. So far they’re mostly men, English-speaking and from the US; I need to expand that (suggestions welcome!).

Here are some of the design heroes who have inspired me over the years (in no particular order):

• Branko Lukic – Founder of NON-OBJECT, a design firm that specializes in, well, non-objects: conceptual product designs intended to make a point. He recently published a book (and iPad app) that features several imaginary products, each following a different philosophy of design. Basically, industrial design without the industry; since as book reviewer William Wiles writes, “industrial designers are in the vice of the cult of use”. Free from any branding, commercial constraints, or even “target users”, Branko’s designs are unique and evocative. I especially like his pebble-shaped MP3 player, where the form factor and presentation suggests a radically different relationship to “technology”. Branko also does consulting for companies and produces more viable designs; it’s interesting to see the relationship between his “artistic” work and his commercial solutions.
  

  

• Elise Boulding – A peace researcher and workshop leader. With her husband Kenneth she wrote many fascinating essays I’ve read in the collection The Future.

• Kristina Persson – Sweden’s (and the world’s?) first “Minister of the Future”, Persson works with other ministries and organizations to help them focus on the long term issues for their work.

• Margaret Atwood – Perhaps most famous for The Handmaid’s Tale, though my favorite of her work is the Oryx and Crake series. Her combination of storytelling, futurism, and environmentalism makes for great worldbuilding.

• Ian Bogost – A game designer and professor at Georgia Tech, I’ve recently started following Ian’s thoughtful and creative writing at The Atlantic.

• David Eagleman -A neuroscientist and writer who focuses on the uncertainty of knowledge and the importance of diverse imagination. In his incredible book [Sum: 40 tales from the afterlives[(http://www.eagleman.com/sum), he extends the scope of speculative fiction into the afterlife. As with all good speculation, the stories from these imaginary heavens and hells cause you to reflect on this life as well, influencing every reader in new ways. His “possibilianism” movement investigates the limits of science and the role of the unknown in spiritual and scientific practice. His work on time perception is also fascinating and has changed how I get to work every day.

  

• Ian Sands – Director of the Envisioning Lab at Microsoft’s Office Labs group, which works on everything from Outlook plugins to touch interfaces to the famous 2019 productivity vision video. I especially admire that Ian has seemingly invented this role and grown this group within Microsoft, a giant tech company, and I hope that points to the value of this work for many companies in the future. Update: Looks like he recently left to start a new firm called Intentional Futures, consulting on some of these same topics. Should be fun to watch!
  

  

• Genevieve Bell – An anthropologist by training, she’s focused on how people use technology around the world. She also wrote a pioneering book on the effects of ubiquitous computing.
  

  

• Stuart Candy – Stuart studied at the Hawaii Research Center for Futures Studies, one of the few dedicated futures centers in the world. His blog is probably the best archive of “design fiction” work and ideas on the web, and his own work from Hawaii has really pushed the practice forward in terms of product and process. He now works with Arup in their Foresight team, so we no longer get to see all his work publicly. Fortunately a mutual friend introduced us a while back, and I’m looking forward to following Stuart’s work in the “futures”.
  

  

• Jim Jannard – A designer by training and CEO/founder of both Oakley and RED cameras, Jannard is an inspiring example of how a designer can lead a company. And then buy some islands in Fiji.
  

  

• Jane McGonigal – Jane designs games to save the world. Her large-scale, real-world games have addressed issues such as global extinction threats and personal health goals. Her goal is for a game designer to win the Nobel Peace Prize by 2023.
  

  

• Jonathon Keats – A conceptual artist who creates large scale, constructed thought experiments. Past experiments have included copyrighting his mind, trying to bioengineer God, helping trees paint, and a mobile ringtone based on John Cage’s (silent) composition 4’33”. I like Keats because conceptual art is in practice often quite similar to provocative conceptual design, and studying good conceptual art can push my design work further. Keats starts with an abstract new idea (e.g. “what if trees were artists”?) and then figures out the best way to try it out in the world (“tie paintbrushes to their branches!”). Interestingly, he has at least three separate careers, as an artist, a language critic, and a novelist, referring to the latter two as thought experiments as well.
  

  

• Neal Stephenson – I count Neal as a design hero because he is my favorite living speculative fiction author. His past work has moved from futuristic “science fiction” to “historical fiction” to near-fantasy genres, but in each book he spins out a world that works at least a little differently than ours. His most recent book, Anathem, started from an idea for the 10,000 Year Clock, and he decided to write a novel about a society where scientists lived in monasteries, sequestered from the outside world. He also works as a science advisor to a couple interesting companies, Intellectual Ventures and Blue Origin.
  

  

• Neill Blomkamp – Stuart Candy pointed me to Neill, a filmmaker who combines a cinéma vérité style with incredible digital effects to create new believable worlds. His first feature film, District 9, uses a number of innovative techniques and is an incredible example of concept design and philosophical fiction.
  

  

• Robert Egger – Design director at Specialized Bicycles. I’ve admired Robert’s work for literally decades–ever since I started cycling over 20 years ago. While he manages the day-to-day design work for Specialized products, his most exciting works are the concept bikes he builds on the side. They clearly influence the design direction that Specialized takes and are inspirational and exciting on their own. A racing friend helped connect me with Robert once for a meeting; it was amazing to see inside the shop and learn about his process.
  

  

• Will Wright – Will designed SimCity, The Sims, and Spore, among many other innovative games. I especially enjoy his talks, which are always unpredictable and fascinating. Once at a Stanford talk I attended, he opened a Powerpoint deck with hundreds of slides, then scrolled through them calling out topics that he could cover. Based on votes, he then improvised a talk that connected the most requested topics along with random new ideas. Much of his work is similarly focused on emergent themes; using evolving software and games to explore possible new worlds.
  

  

• Anab Jain – Anab does a wide variety of work, from futurist thinking to interaction design. Her Power of 8 project is a great example of collaborative future-casting. One of my favorite projects is her Yellow Chair, which offered free wifi to anyone as well as a chair to sit in. The way she prototypes in the real world is inspiring and fun.
  

  

• Jason Rohrer – Jason uses often-simple computer games to explore philosophical ideas. His Passage, a 5-minute low-resolution game, was perhaps the most moving experience I’ve ever had with software. His lifestyle and process are unique, but it’s clear that they support his amazing work.
  

  

• Jonathan Harris – LIke Rohrer, Harris focuses on using technology to create emotional experiences. One of his creations, We Feel Fine, takes what was emotional (human experiences) but was put in a less compelling format (online blog entries), and seeks to highlight the emotion again. His manifesto on the digital world is also moving and inspiring. Not a lot of updates since 2009 but I’m still curious about what he’s up to.
  

  

• Brendan Walker – The “world’s only Thrill Engineer”, Brendan started out as an aircraft engineer before studying industrial design and starting his artistic and consulting work. He has designed commercial theme park rides as well as temporary experience installations. When we lived in London I visited (though couldn’t participate in) one of these installations, a simulation of an airplane crash and evacuation in the amazing Shunt Lounge underneath the London Bridge. Brendan now runs Aerial, which “specialises in the creation of tailored emotional experience.” Here’s a fascinating interview about his process from 2008.
  

  

• Matt Jones/Jack Schultze/Matt Webb – These guys would each be formidable on their own, but their work together at Berg London is especially fascinating. Their video sketch “The Journey” was one of the most beautiful and elegant concept videos I’ve seen. I suppose they do commercial work to make money, but their artistic work seems like their true passion–and they combine the two well. Overlapped a bit with Jones during my last year at Google and he’s super thoughtful and kind as well as talented.
  

  

• Brandon Schauer – His cupcake model of product strategy was one of the most influential ideas for my design work in the last year. Brandon is excellent at practicing and teaching design strategy.
  

  

• Johnny Chung Lee – Of Wiimote whiteboard and $14 Steadicam fame. Really insightful and creative guy in both hardware and software; he sees through the technology to what it means for people’s experience. I couldn’t be happier that he’s now working at Google.
  

  

• Mark Coleran – The guy behind many of those gorgeous computer interfaces in movies–the ones which look incredible at first but would probably be a real pain to use all day. Still, his design work pushes the boundaries of UI design and of people’s design expectations for products. Coleran has also worked on a couple real software projects, but his work there is much more tame. It’s been interesting to see the Android Honeycomb design team go in a direction clearly influenced by these future visions, and it will be very interesting to see how it works in practice.
  

  

• Jan Chipchase – The most hardcore design ethnographer I’ve seen. Worked at Nokia for many years, focused on emerging markets. His process involves helping teams of engineers, designers, and researchers go into the field, and then guiding their observations into product insights. His passion for people and their unique behaviors and traits is inspiring, and the little bits he shares with the public on his blog are magical and world-expanding for me.
  

  

• Graham Jenkin – I worked for Graham at Google for several years. He’s a great manager but also a very strong designer, and he continually improves his design skills by stretching to take on new projects. Graham is a great example of design leadership in a big company–he builds strong, trusted relationships while also pushing design boundaries. He encouraged me tremendously in my design growth–including the recommendation to identify and track my design heroes. Plus he has a great accent.
  

  

• Jeff Veen – In the young field of web design, Jeff is the elder statesman. From designing Wired.com and HotBot to founding Adaptive Path and MeasureMap, which led him to Google and his work there, and now on to founding more new companies like Typekit, Jeff has pioneered what a designer can do in the web world. He’s also a 6’6″ cyclist, so he’s a somewhat more believable role model for me.
  

  

Marketing and pre-experience design

[I’ve been interested for a while](http://www.ryskamp.org/brain/?p=278) in how marketing materials can reveal–and influence–the core experience of a product. Russell Davies explores this well, [calling it “pre-experience design”](http://russelldavies.typepad.com/planning/2008/04/pre-experience.html)

So I found it very interesting [what images are shown by reviewers for the iPad, the Xoom, and the Blackberry Playbook](http://www.engadget.com/2011/03/02/ipad-2-vs-motorola-xoom-vs-hp-touchpad-vs-blackberry-playbook/).

The iPad shows big beautiful pictures of people’s faces. The Playbook shows lots of windows in a multi-tasking layout. And the Xoom shows…an analog clock.

Ok, so I’ve always been prejudiced against that clock. But it clearly sets expectations about what the experience of this device will be like–you will touch widgets on a flat screen.

Also, check out the official homepages for each product–including the URL strings—and see how they influence your expectations of the experience:

* [HP Touchpad](http://www.palm.com/us/products/pads/touchpad/index.html)
* [Motorola XOOM](http://www.motorola.com/Consumers/US-EN/Consumer-Product-and-Services/Tablets/ci.MOTOROLA-XOOM-US-EN.overview)
* [Apple iPad](http://www.apple.com/ipad/)
* [Blackberry Playbook](http://us.blackberry.com/playbook-tablet/)

Right from the start, we get the chance to set expectations for our experiences. How might we do that better?

The Minibar for the Mind

A set of resources and inspiration for bored travelers. Cool idea and nice execution.

Design is about cultural invention

> Some people (they are wrong) say design is about solving problems.

> Obviously designers do solve problems, but then so do dentists. Design is about cultural invention.

Jack Schulze.