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Austin panorama // Dave Delaney

A Word From Our President

Introduction

Interaction Literacy & Participatory Design

From Social To Utility: The Future Of Location

The Next Frontier In Digital Health

mHealth: Take 2 Apps And Call Me In The Morning

Signal & Noise

Beyond Mobile

The End Of Reality: The New Augmented Reality

A Discussion With Steve Case

Bullying: Social Media As Problem (& Solution)

How Will Art, Copy & Code Re-Imagine Advertising?

The Innovation, Data & Healthcare Ecosystem

The Principles Of Adaptive Design

The Work/Life Balance: Does It Exist?

15 Haikus On SXSW

4 5

Staying on the cutting edge of innovation is

core to our mission as a company. South By

Southwest (SXSW) is one of those places where

the power of digital innovation materializes in

a form hardly found anywhere else in the same

magnitude and concentration of events and

interesting people. This year, we sent several

members of our team to SXSW, to attend events

and support a presentation from one of our

own. This conference report provides a review

of how we saw things, and will hopefully help to

spark the imagination about how technologies

will radically transform healthcare.

Roberto AscionePresident, Razorfish Healthware

A WORD FROM OUR PRESIDENT

Plane bloody mary // Matt Sutter

6 7

gamification, Big Data, quantified-self,

user experience, cloud computing,

design, gaming, sensors, geo-mapping,

social, mobile and health. Indeed, the

tracks around health have been growing

year-over-year. Which is, of course, no

surprise to us. Having been exclusively in

the digital health space for over a decade,

we know it’s full of potential. But it’s still

inspiring and exciting to see so much

excitement and innovation in the space

year-over-year.

The healthcare industry is estimated to

be a 3 trillion dollar industry, with fully

a third of it identified as being waste. The

industry is ripe for innovation - and for

leveraging technology to eliminate this

waste. SXSW presenter Frank Moss, from

the MIT Media Lab, challenges us to

“Think Big” and to leverage technology in

the health space. Prototyping and iterative

design is critical to innovating at the pace

needed. He advises entrepreneurs to work

at the intersection between consumers

and clinical care/doctors, to create

innovation with the most impact across

the health space. In order to cut thru the

clutter of apps and devices today, we need

to develop innovations with clinical proof,

that demonstrate to users a measurable

benefit. This is what we need to aim for.

During the first keynote address,

Bre Pettis, the founder of MakerBot

Industries, demo’d their new 3D printer.

Some may say this wasn’t that exciting,

but in the healthcare space, the smallest

improvement can mean a world of

change. When he started talking about

his was my virgin visit to

SXSW and it was truly

one of the most inspiring,

educational and enjoyable conferences I

have ever been to. I feel lucky to have been

able to attend this year.

If I were to create a word cloud of SXSW

2013, it would likely include the following;

TTRODUCTIONIN

Kristin Milburn

8 9

“printing” prosthetics for kids (because

they are growing and changing so fast, it

is typically not economical to create new

prosthetics for every stage of growth) now

we are in the territory of being awestruck

with tears in your eyes (ok, maybe it

was just me) about how something so

seemingly simple could have such an

amazing impact on the lives of children.

The possibilities of 3D printing are endless,

and I know several of us have already

put in the plea to get one for our office.

There’s no doubt we can find many creative

applications of the machine for our clients!

(And yes, that is another plea.)

I heard an interesting analogy while at

SXSW about the relationship between

bacon and chocolate vs. Big Data and

gamification. Big Data is like bacon

- because unless it’s cooked, it’s really

pretty slimy and disgusting. No one

really wants to look at it, touch it or, god

forbid, consume it raw. This is just like

Big Data. Left alone in it’s raw state, it is

a meaningless spreadsheet of numbers

and data fields. But once you sizzle it to

perfection, damn it’s good! The point

being, unless you make sense of “Big

Data”, it’s pretty worthless. It’s when you

“cook” it, and start to derive value from

it, that you can really understand why

it’s so damn good. Likewise, chocolate

is addictive, yummy, you crave it, you

love it – just like a good game. Unless

you are tapping into one of the 7 deadly

sins, as one presenter said, you aren’t

truly leveraging gamification/behavioral

modification techniques. “Gamification”

and “Big Data” were two important themes

this year. If you can

combine them both,

powerful things

can happen. Just

like combining

bacon and

chocolate. Yummy.

Some of us wrote about

technology, other’s about work/

life balance, one wrote in haiku’s. All of us

wrote from the heart about a meaningful

experience and thought provoking topics. I

hope you enjoy our compilation of insight

drawn from SXSW 2013 and I encourage

you to reach out with any comments,

feedback or to learn more.

'Til next year,

KristinKristin.Milburn@razorfishhealthware.com

Ball installation at Austin Convention Center // Peter Tsai

10 11

attended SXSW Interactive

for the first time in 2011,

wide-eyed at the sheer

volume of people, events, and fresh ideas.

This year, with the help of many people who

voted for my proposal through the SXSW

PanelPicker, I had the opportunity to return -

this time as a speaker.

“Interaction literacy” is a term I’m using to

refer to the ability to recognize and respond

to the sensory, experiential, integrative, and

IInteraction Literacy Participatory Design

Badge pick-up drawing // Amirocks

&Erin Abler

12 13

interactive elements that comprise a

human experience. It’s the day-to-day

business of being aware in the world, of

interacting with your surroundings and

stimuli, making sense of them, and acting

in a way that allows you to complete

discrete tasks and develop specialized skill

sets. As a capability, it means successfully

negotiating an interaction - basically, to

what degree we’re aided or hampered

by the things we’re experiencing. The

concept has an inherent focus on how

the different parts of an experience help

support the skills that build various types

of literacy. From a user research or design

perspective, it’s a way to look at what

kinds of experiences support or comprise

various skill sets, and how best to engage

someone based on that knowledge.

I started thinking about this quite awhile

back, but with a focus on the different

skills involved in storytelling. Most

definitions of literacy tend to focus

on successful manipulation of specific

media – an approach that limits the use

of literacy as a concept extending across

platforms or types of interactions. Because

narrative and participation both involve

qualities so fundamental to human

experience, and because they are able

to cross so many different platforms, I

wanted to set down the elements common

to any interaction – the better to compare

them across various media. Only after

months of reading did I start getting a

handle on how various literacies really

all point back to formative elements of

experience. Interaction literacy offers us

a way to understand what underlies any

form of literacy, regardless of the mode of

expression.

I think we’re headed toward an explosion

of content that will underscore the

relevance of interaction literacy. At the

session I talked about how powerful

creator cultures are in the development of

rich interactions. Part of that conversation

focuses on participatory design - and

not just making your own little tweaks

to something here and there, but having

component parts that you can recombine

infinitely to fit your own needs.

Wikipedia is probably the most

recognizable example of a participatory

design culture. Roles developed over time

based on people’s interests and areas of

expertise. Subject area experts adopted

1514

oversight of areas they were qualified to

review. Over time, a range of capabilities

sorted itself out because the setup

encouraged iteration. YouTube is another

huge platform that people can contribute

content to. There you see less emphasis on

textual literacy and more on other types of

sensory and integrative elements. YouTube

has, for the most part, made it easy to

launch content that is either original,

remixed, or a response to other content.

We’re starting to see more progressive

examples now, ones that I think already

take aspects of interaction literacy into

consideration. Even if not in a very

systematic way, these designers are

thinking of their users’ skill sets when they

devise ways to engage through innovation.

One of my favorite examples of this is

Twine, which is a device that detects

physical inputs like vibration. It supports

user capabilities on every scale, from the

most basic instructions to some pretty

complex logic. And there’s a whole online

community where you can browse and

borrow other people’s rules, or contribute

your own, which just raises the bar for

more and more innovative uses.

Once it hits mainstream, 3D (and thanks

to MIT, even 4D) printing is also going

to open up some incredible opportunities

for people to adapt original inventions for

their own specific uses. We just haven’t

created a structured way of thinking about

those opportunities yet. I don’t think

interaction literacy is the whole answer,

but it might help frame our thinking about

the current proliferation of highly targeted

content and customized experiences.

I’ve gotten a great response so far from

the SXSW presentation. It was especially

rewarding to be able to make contacts who

are interested in applying these ideas in

classrooms, design forums, and elsewhere.

It’s been really exciting to see people

engage with the framework and start to

build on it themselves. I’ll always have

SXSW to thank for that experience, and I’d

recommend it to anyone.

Erin Abler is a

Senior Content

Strategist at

Razorfish

Healthware in

Philadelphia. With over a decade of

experience as a writer and editor, she

also holds a master’s degree in library

and information studies and has

experience with metadata modeling,

controlled vocabularies, and digital

preservation strategy.

Interaction literacy offers us a way to understand what underlies any form of literacy, regardless of the mode of expression.

Abstract pastel lines // Amirocks

16 17

t was a packed

crowd in the keynote

auditorium to listen

to Dennis Crowley the founder of

Foursquare. And while I am not a

Foursquare fan or user (you will

never find me “checking in” at

my local coffee bar), I am indeed

fascinated by the concept of SPIME

(space + time), and the interesting

dimension of it that will soon

revolutionize the field, but one that is

also not entirely new.

Take locational apps like Foursquare,

IRoberto Ascione

L CATIONTHE FUTURE OF

FROM SOCIAL TO UTILITY:

AB

C6th street empty // Don Mason 6th Street insanity // John Cabuena

1918

for example. These apps represent the

foundation of a simple concept; a signal

collected in a given moment in time,

at a given place. Venue freebees and

discounts aside, do these apps present

any real collective incentives or value to

keep individual users checking in at their

represented locations? Not really. Not

yet, anyway.

The age-old social media realization

still stands: no one is going to retweet

your meal choice of breakfast, and

no one cares that you’re the mayor of

your local pizza parlor. But people will

cvontinue to spread these useless tidbits.

It is not surprising how the

signal-driven database of hotspots that

the 30 millions Foursquare users are

collaboratively continuing to build and

refine results in one of the most

accurate datasets about shops,

restaurants, entertainment venues, etc.

It is only in the aggregate that these

insights have qualified value. And

they have real, real, value. Visualizing

this data geographically allows us to

better understand human behavior and

sequential interactions during a given

moment or event. The plotting of this

complex data allows us to gain more

insights into real human activity than

ever before.

See, for example, the beautifully plotted

geographic display of Foursquare check-

ins of consumption patterns across New

York and Tokyo, 1 vimeo.com/62289901,

or the disruptions in behavioral patterns

that result after the impact of a natural

disaster, such Hurricane Sandy and the

subsequent power outage 2 vimeo.

com/52883962

What is exciting to envision is when

we can begin to add a “social layer” to

maps based on your preferences. For

example, if you are someone who takes

health and fitness seriously, you might

be interested to see the restaurants that

people check in at that also frequent

their gym, or who capture their runs

regularly on MapMyRun or other fitness

tracking devices. Or if you happen to be

a sufferer of celiac disease, you might be

interested to know where other sufferers

check-in on your customized map to find

venues that offer gluten-free items on the

1

2

20 21

menu. This is just one example where we

can make data meaningful by applying

geo-location services to the health and

wellness space.

We recognize the huge opportunity that

geolocation services offer and that must

be further explored and developed as

an outlet to meaningfully represent and

better understand data. That’s why we at

Razorfish Healthware have established

a strategic partnership with a company

called Esri, the largest and most innovative

in the geomapping space. The company

uses semantic layering to display and

combine multiple datasets to result in very

meaningful representations.

We recognize that optimized visualizations

have huge potential across the healthcare

space, presenting opportunities to

better understand correlations in health

variables through geomapping. For

example, geomapping could allow

us to better understand correlations

between health outcomes and locational

elements, such as resources, quality of

living, consumption habits, and other

sociobiological factors.

The value of these real insights could

be unparalleled, and allow us to better

design products and patient-centered

resources to advance health across the

globe. So, while you still won’t find me

“checking in” at my local coffee bar, I am

indeed truly fascinated by where our new

partnership with Esri will take us and the

digital solutions we will design for our

clients to help improve health outcomes.

Roberto Ascione

has a passion

for medicine,

computer

science, and

human-technology interactions. He

believes strongly that technology will

be the most impactful driver of change

in the healthcare industry. He started

his career in 1996, founding his own

company and today serves as Global

President of Razorfish Healthware,

part of Publicis Groupe.

6th street at night // Don Mason

DE

F

22 23

admit that within the

first few minutes of this

session, I was looking

for a way to slip out the side door

without being noticed, as it seemed

to be sliding into a “new age-y” and

“far out” kind of place. But, since

I had committed to it (and was,

indeed, quite far from the side door),

I stuck around. And I’m glad I did.

Wearable sensors and tracking

devices are all the rage these days

with people looking for ways to track

their runs, monitor their heart rate

and sleep, etc., all in an effort to stay

healthy. There are at least 22 different

sensors on the market today. (I’ve

owned at least six to eight different

ones myself, not to mention tons

of apps that use my iPhone as the

sensor to track various things.) The

big-box retailer Best Buy is now

piloting a special section in about

60 of its stores nationwide catered to

digital health.

But what about tracking brain

ITHE NEXT FRONTIER

in DIGITAL HEALTH

FROG party light installation // Steven Rosenbaum

Kristin Milburn

2524

waves? That is typically something that

can only be done with an EEG machine,

in a lab, with a scull cap and tons of wires

coming out of it, certainly not consumer-

friendly.

While the ability of the average consumer

being able to measure brain waves is in

its infancy, there have been great strides

in this area. As wearable sensors and

tracking devices become more and more

prevalent, it’s only a matter of time until

tracking brain waves (and, hence, brain

health) becomes mainstream. A company

called InteraXon (www.interaxon.ca) in

Canada is on the forefront of this new

wave of wearable brain-tracking devices.

As technology advances and these

devices become more advanced and

readily available, we will start to see

responsive technology used to improve

cognition. Indeed, in preliminary studies

it’s been shown to improve focus in

ADD patients. It can track whether

you’re meditating correctly (or at all),

how you’re sleeping, helping with stress

reduction etc.

The evolution of the use of these

devices is expected to transition from

monitoring and performance, to sharing

and communication, and on to helping

create responsive technology – think

emotionally responsive UI, like playlists

that adjust based on your mood.

So, while it may have felt a bit “far out”

there in the beginning, by the end of the

session, I found myself looking forward

to the evolution of this technology and

the advancement of devices that can

help consumers improve cognition and

overall brain health and even control

games, music, and entertainment with

their minds.

Think emotionally responsive UI—like playlists that adjust based on your mood.

Kristin Milburn

is the Global

Head of Client

Engagement

and Marketing.

She is in charge of overseeing the

entire global client engagement team,

drive all business development efforts

and manage key marketing activities

for the firm on a global basis. She is

also in charge of developing strategic

partnerships with start-ups and other

innovative companies that align well

with our core vision of “Defining the

new health experience”.

www.interaxon.ca

26 27

SAriel M. Salmang

XSW is a wild event

with lots of sessions

during the day and

concerts, parties, and events during

the night – all wrapped in delicious

fare from Austin’s fabled kitchens

and bars. It’s enough to derail the

strongest patients from their healthy

lifestyles – but maybe not for much

longer.

“Take two aspirin and call me in the

morning” has been a way physicians

have dealt with conditions they could

not diagnose or treat on the spot. It

TAKE 2 APPS AND CALL ME IN THE MORNING

mHealth:

Line to get into Neil Gaiman // Coba

28 29

has been the mantra of those dealing in

the vacuum of too little information and

not enough data to move on. It has also

been a manifestation of the inability of

doctors to stay with their patients beyond

the few minutes of consultation. And

now, that is changing.

As patients participate in and drive the

collection of data about their daily lives,

their exposure to allergens and toxins,

caloric intake, medication, exercise

regimens, and other health-related and

health-influencing factors, two benefits

are emerging: First, self-observation

and monitoring are making patients

more aware of their own health status,

health risks and the need for action or

abstention from certain things. Secondly,

physicians are gaining unprecedented

insight into their patients’ daily lives,

environment, behaviour, and compliance

or non-compliance with treatment.

The panel at SXSW, “mHealth: Take Two

Apps & Call Me in the Morning,” took

a broad view of both these aspects and

their audience on an interesting journey

through the world of health related

applications and devices. The panel

featured Daniel Kraft, executive director

of FutureMed at Singularity University, a

non-profit learning institution in Silicon

Valley; Jacob Brody, partner of Mesa,

an early stage venture fund focused on

e-commerce, advertising technology, and

digital content; and moderator Sandeep

Sood, founder of Monsoon.

From discussing the impact of self-

quantifying devices like the Nike+

Fuelband, Fitbit, Basis Band and similar

wearables, through an overview of

web-services for patients to track their

compliance with diet and exercise to ways

for type 1 diabetics and others suffering

chronic conditions to manage their daily

lives with app-supported devices – the

mHealth evolution is quickly exploding

into an mHealth revolution.

And like any good self-fulfilling prophecy,

it is giving birth to great ideas every day.

My personal favourite service presented

during the session must be AchieveMint

Self-observation and monitoring are making patients more aware of their own health status

30 31

brings down my health insurance

premiums – and then get new toys for

having done so.” Or, as Daniel Kraft

put it: “The mobile phone has become

our personal dashboard, a tool we can

use to make sure we are heading in the

right direction on the street, and now

on a path toward health.”

My life is full of apps; some for fun,

some for work, and increasingly more

of them are for health. In my eyes, the

coolest thing about the emergence of

mHealth is that while we have a good

idea of where this could eventually

lead, we will probably be blown away

by the reality of it.

On that note – let’s stay tuned … and

connected.

Ariel M.

Salmang

is the Global

Head of

Advisory.

He heads up the specialist division

focusing on the development of

enterprise omni-channel strategy and

business transformation, technology

& application consulting and the

evolution of next generation contextual

engagement strategy in disciplines like

eHealth/mHealth, HealthUx, CLM,

SFE, etc.

(www.achievemint.com/), a portal

introduced by Jacob Brody, which

provides tangible rewards for compliance

with programmes and achievement

of goals. It does this by tracking your

behaviour through your connected

devices, health related apps, and favourite

social media tools.

Want to quit smoking? Committed

to exercise regularly? Need to lose

weight? No problem. Just connect your

Foursquare account to track check-ins

at the gym, funnel the data from your

WiFi-connected scales or import the data

from your Basis Band. Once the results

match your objectives, you will be issued

a reward in the form of cash or vouchers,

which can be redeemed immediately.

To paraphrase Jacob Brody “I can work

out and bring down my weight, which

32 33

&NOISESIGNAL

ig Data is believed to be

a good thing. It seems

logical – to use lots

of data, across multiple demographics

and geographies, and perform complex

analysis on the data to make better

decisions. It seems sellable – decisions

on lots and lots of data is something that

we sell to clients regularly.

Sounds great right?

Nate Silver, author of the recently

released book Signal and Noise: Why so

many predictions fail – but some don’t

turned how we think about data on its

head. The proliferation of information

in the past several centuries – basically

since the invention of the printing

press – is astounding. The ease by

which information can be shared

has created a lot of chaos, providing

opposing kingdoms and religions with a

mechanism to spread their ideas far and

wide.

The computer age has made it even easier

to disseminate information to the point

BCongress Bridge panorama // Matt Garrett

Jeff Smith

34 35

all of our problems. It is not going

to bring immediate clarity to every

issue, but might rather make it more

difficult to make good decisions and

predictions. We have to be careful with

all of the data and metrics we have in

front of us – impression data, Omniture

data, secondary research, primary

research, etc. – and be careful to not

make inferences based on datasets that

are fundamentally wrong. To use and

understand Big Data – one needs to

take the initiative (and the time) to first

comprehend the Big Picture.

of information overload. The amount

of data has reached a point where an

individual cannot possibly consume all of

the information available. And thus, it is

very easy for individuals to select which

data most appeals to them, or ignore

weak data in order to support their

position. Such mass proliferation of data

has created conflict and, in some cases,

much worse.

“In theory, having more data can never

hurt you,” Silver said, but “in practice, if

you start to cherry pick your data, you

get in trouble.”

Silver cited a number of examples – like

the recent housing and financial crisis –

wherein the existing data and forecasts

pointed to big problems on the horizon,

but one could easily make the wrong

assessment if they cherry-picked the

most appealing, albeit unrelated, subsets

of the data to form a pleasantly ignorant

perception of reality. And that is exactly

what happened. The housing crisis

should not have come as a surprise to

analysts in that market, but yet it did to

many.

The big picture here is that Big Data is

not the panacea that is going to solve

Thousands of bats take flight every sunset at Congress Bridge // Nick Mickolas

Jeff Smith

is the Global

Head of

Technology

at Razorfish

Healthware. He is focused on leading

the teams that build solutions for our

clients and ensuring that our teams

are driving innovation with the use

of technology to further out clients

business in new and strategic ways.

3736

here’s something

to be said for a

presentation that

manages to work in both a scene from

The Matrix and a comment about cows

in heat. It’s particularly compelling

when both those things are actually

very relevant to the topic at hand, as

it was in the talk “Beyond Mobile:

Where No Geek Has Gone Before.”

Josh Clark, Founder of Global Moxie

and author of Tapworthy: Designing

Great iPhone Apps, laid out some

interesting notions regarding where we

are now and, more importantly, where

we can go in the future in terms of

T BEY NDM BILE

Light installation // Skip Hunt

Katy Thorbahn

3938

mobile and different devices. His talk

was chock full of examples of things

worth checking out as well as some

practical thoughts about what’s next

with experience design. Here are some

of the major takeaways:

Push sensors to do more. As

Clark said, “Sensors give us

superpowers.” These devices empower

us to do a huge range of things – from

pills that send messages when they

have (or have not) been taken, to

Disney turning plants into interactive

digital devices – and they are cheap.

So cheap that we can pretty much put

them on or in anything and turn the

powers loose in terms of what they can

do. Now the opportunity is to make

sensors do things that haven’t been

thought of before, and that drive value

for the person using that device. An

interesting example comes from our

sister agency, Digitas, in the offering

of AnyTouch, which turns any surface

into an interactive one.

Make devices social with

one another. Clark said

that devices are basically rude to each

other; we put our phone next to our

laptop and they most often completely

ignore one another. As we move

forward it will be important to think

about how devices can be social with

one another without interactions from

a person. What potential in terms of

content management or tools can we

unleash, if our devices simply did the

sharing for us rather than waiting for

our active engagement? The version

of Scrabble you can play with your

iPad as the board and iPhones that

hold your individual letter tiles is a

fun example.

But on the other hand,

dumb devices can be really

good. Instead of looking to pack

each device full of super tools and

experiences and complexity, recognize

that dumb can be, well, nice. We don’t

need every device to be online and

enabled with AI to do the thinking

for us, (anyone get one of those

refrigerators that orders food without

you asking it to?) but rather our focus

should be on getting devices to make

incremental improvements that make

our lives better. Case in point: Clark

talked about how his microwave

is basically a clock with an oven 1

2

3

4140

attached to it. Wouldn’t it be nice if it

were simply smart enough to adjust

itself to the right time after a power

outage? This simple adjustment

would be way more important than

enabling it to surf the web.

Think ecosystem and

manage content. In a

world where there are thousands of

connected devices, and hundreds of

form factors, the most critical thing is

to ensure that our content can travel

in meaningful ways. As experience

designers, we need to think about

all the potential experiences our

customers can encounter over the

course of their day and build our

content to be available in an array of

places and forms. Equally important

is to think about the notion of

“just in time, not just in case”. This

concept emphasizes that we don’t

fill up experiences with content just

because we can, but instead deliver

information on an as-needed basis

(for example the aforementioned

example from The Matrix which, by

the way, killed in the room full of

geeks of a certain age.)

Leverage new input

methods. We continue to

develop new ways of engaging with

devices. We’re long past the day of

just the computer and the mouse, and

need to be thoughtful about all the

different ways people can engage with

devices and, therefore, our brands.

Think about how that changes the

engagement and ways to form and

measure experiences. Leap Motion

anyone?

The future is here. Often

when we postulate on

what can be it seems so far off. But

the reality is that the technological

capability to enable new types of

engagements already exists and has for

a long time. Look around R&D labs

45

6

We need to think about all the potential experiences customers can encounter in their day

James Webb Space Telescope by Bill Oriani

4342

and university settings and we can see

a lot of the technology we’re pining for

is already here. So, while that means

it can take literally decades for things

to come to market, it also means that

there is a world of technology waiting

for us to harness for truly powerful

experiences.

And finally, if after reading all this

you are still wondering about the

cows in heat statement, Clark shared

that farmers in Switzerland have

put sensors in their cows that detect

when they are in heat, and then texts

the farmer to let him know. It’s a

high tech, bovine booty call – how

awesome, and awesomely helpful, is

that?

Katy Thorbahn

is the Global

Head of Agency

Services for

Razorfish

Healthware. She is responsible for

managing and leading the core

services including Strategy, Experience,

Delivery, Media, Search and Analytics.

As a member of the Razorfish

Healthware global leadership team,

she is responsible for the growth,

profitability, and strategic direction

of the Agency Services offerings, and

how they contribute to the Razorfish

Healthware business across the globe.

Austin’s capital at night // Ariel M. Salmang

of

THE NEW AUGMENTED REALITY

The

s mere

mortals, we have

the sad plight

of not being able to fly, or become

invisible, or gain superhuman

strength whenever we want. But with

augmented reality (AR) becoming

more prominent in our lives, we’re

gaining more information-based

abilities than ever before. What are the

implications?

To dive into this question, I attended a

SXSW session held by co-presenters

Jamie Zigelbaum (Designer/Co-

founder, Zigelbaum + Coelho) and

Alex Olwal (Researcher, MIT Media

Lab). The pair discussed the history of

A4544

Erin Abler

4746

AR, beginning with its first appearances

in science fiction and its initial

applications.

Defining the goal of AR as “seamlessly

enhancing the senses,” Zigelbaum and

Olwal presented a series of prescient

examples of AR, which served as

forerunners for the kinds of behaviors

we see today. For example, the

“Navicam” was a portable lens, carried

by hand, that could be used in different

configurations to overlay information

onto whatever was being viewed

through the lens. Presaging the future

of smartphone camera capabilities, the

Navicam was created all the way back in

1995 by Sony’s computer science labs in

Japan.

Jamie Zigelbaum, who designed the

Rube Goldberg contraption used in

OK Go’s famous music video, “This Too

Shall Pass” (2010), shared some of the

AR work he did as a doctoral candidate

at MIT’s Media Lab. For example,

in an effort to provide access and

transferability to content in the world

around us, he designed “Slurp” (2008),

a tool that can “suck up & spit out”

info, including files or audio, directly

from a computer screen. With “g-stalt”

(2009), Zigelbaum designed a method

of navigation through a large graphical

area of videos. By using natural gestures

in a telekinetic way to “feel” the content,

he explored how we might be able to

interact with digital information in a way

that more closely resembles the way we

do so in the “real” world.

Olwal and Zigelbaum proved themselves

not only innovative creators, but also

thoughtful critics of the intersection of

technology and culture. Not satisfied to

play the role of mere techno-enthusiasts,

they raised some interesting questions

about the negative impacts of AR,

including the risk of subjecting ourselves

to a permanent state of distraction.

To demonstrate some AR side effects,

they described an inherent problem

with Google Glass that’s also found

with Bluetooth. Both tools introduce

a disruptive state that changes our

What is the trade-off between using a supplemental device and using your own neural capabilities?

RHW house party

4948

mental models of each other. When AR

is introduced into an interaction, we

suddenly can’t be completely certain

what the other person is experiencing.

Are they looking at other information

while looking at you? Are they waiting

for a call while wearing that Bluetooth?

That disconnect introduces ambiguity

into the interaction, especially in more

intimate situations such as one-on-one

conversations. In spite of the challenge

presented, Olwal and Zigelbaum pointed

out that these problems aren’t necessarily

insurmountable. For example, if the

existence of those ambiguous states were

exposed somehow, you might be able to

let the people around you know what

your simulated reality is at that moment.

The session ended with suggestions

for further thinking about the subject.

What kinds of AR are reasonable and

justifiable to pursue? What is the trade-

off between using a supplemental device

and using your own neural capabilities to

create associations and representations

based on previous experiences? Do we

need external technology to remove

distractions, or is the external technology

itself the distraction? The sociocultural

effects of AR are as rich in possibility as

the technology itself.

Erin Abler is a

Senior Content

Strategist at

Razorfish

Healthware in

Philadelphia. With over a decade of

experience as a writer and editor, she

also holds a master’s degree in library

and information studies and has

experience with metadata modeling,

controlled vocabularies, and digital

preservation strategy.

Austin Convention Center panoramic // Damon Webster

50 51

STEVE CASEA DISCUSSION WITH

S teve Case was a

keynote speaker at

SXSW. Having been

a founder of AOL and Revolution,

and an investor in a number

of disruptive companies, I was

expecting some interesting insights

from a true entrepreneur and one

who had “dabbled” in Health in

a big way.

He started from an entrepreneurial

perspective, giving some background

on AOL’s huge success and, then,

it’s fall back to earth. My favorite

quote was that it “took AOL 10 years

to become an overnight sensation”,

a comment on the fact that it takes

a LOT of hard work to make a

company a success. Specifically, it

took AOL 7 years to gain the first

200,000 customers, which rocketed

to a collection of 20 Million in the 7

years following. He attributed this

Sketch notes // Patrick Ashamalla

Yaron Inbar

52 53

huge growth to the implementation of

a simple pricing model – a flat monthly

rate – which changed the market

from his perspective. (And one to be

considered from an eBS perspective)

Steve (we’re on first name basis) felt that

to be successful, an entrepreneur must

be able to deal well with ambiguity and

recognize that you need different teams

for different challenges. This may mean

that you need one team to grow the

company from nothing, and another to

take it to the next level.

He is passionate about entrepreneurs

and feels that they are the “fabric that

built this country”. He felt that a robust

economy requires innovation, likening

this part of the economy to a Darwinian

environment wherein those who succeed

can do so with a major impact.

When asked to reflect upon key

learning’s from other industries, Steve

brought up Detroit and described the

auto industry as the “previous Silicon

Valley” that lost its way. “As a nation, we

need to be careful not be a Detroit. We

need to reinvent and tolerate risk taking”.

Today, he said, the battle has shifted from

raising capital, to grabbing attention…

but, don’t ask for attention until you are

ready.

Last quote, which was attributed to

Thomas Edison, and thought was very

relevant to what we do… “Vision without

execution is hallucination”.

The battle has shifted from raising capital to grabbing attention

Steve Case Yaron Inbar

has over 20 years

of experience

deploying and

managing large-

scale information technology solutions,

with a focus on Pharmaceutical

Sales and Marketing information

projects and B2B integration. In

particular, he has focused on CRM

implementations, handheld solutions,

incentive compensation applications,

data warehousing projects, and their

integration with the companies’ legacy

systems.

54 55BULLY

afternoon on the way home. However,

once you were home, you were safe. On

the weekends, you were safe.

Social media has brought three major

changes: now bullying can occur 1)

anytime and 2) anywhere. The ubiquitous

access to the social web removes the

chance of respite for those being bullied.

Kids are getting home from school and

getting right into these

social tools. Sadly, the abuse continues.

3) The other major difference, which I

believe is having the most deleterious

effect, is the distance, or as some say

the “anonymity,” inherent in the social

platforms being used to bully. Things that

may not have been said to someone’s face

can be promulgated on the web in a way

that reduces or removes any potential

empathy that might be present were you

looking someone in the eye.

ullying is an

age-old issue

that most most

people can relate to at some point in their

lives. With the advent of social media

tools, the dynamics have changed, in

many ways for the worse. Whether using

Facebook, YouTube, Twitter, Instagram,

or more recently apps like Snap Chat,

these technological

and social “advances” have dramatically

affected the lives of adolescents.

Growing up in the ’80s and ’90s, bullying

took place at school, mostly at recess

or lunch. For some, it may have been

extended to include the morning on the

way into school or in the

SOCIAL MEDIA AS PROBLEM (& SOLUTION)

BING

Chris Wilson

5756

For developing adolescents, they face an

enormous challenge. Consider the fact

that the FDA, made up of highly educated

adults, has essentially avoided dealing

with the issue of social media as it relates

to marketing pharmaceuticals. How

can we expect adolescents to navigate

this nascent communication tool?

Throughout history, societies have faced

these challenges; technology advancing

more rapidly than morality can keep

up. Couple the under-developed egos of

adolescents, due to their still developing

brains, with hormonal vicissitudes and

you have a dangerous concoction. The

result is a lack of impulse control. It is

this biological reality at the backbone of

why children are handled differently than

adults by the criminal justice system.

Fortunately, there is some amazing work

being done to reimagine the conversation

around bullying. This is where social

media tools like YouTube, and its open,

and mostly free, access have been

leveraged to counteract the unfortunate

vitriol. Panelist Scott Zumwalt, Chief

Digital Strategist for the It Gets Better

Project (www.itgetsbetter.org), represents

a perfect example of this:

In September 2010, syndicated

columnist and author Dan Savage

created a YouTube video with his

partner Terry Miller to inspire hope

for young people facing harassment.

In response to a number of students

taking their own lives after being

bullied in school, they wanted to

create a personal way for supporters

everywhere to tell LGBT youth that,

yes, it does indeed get better.

The It Gets Better Project™ has

become a worldwide movement,

inspiring more than 50,000 user-

created videos viewed more than 50

million times. To date, the project

has received submissions from

celebrities, organizations, activists,

politicians and media personalities.

… For us, every video changes a

life. It doesn’t matter who makes it.

The other panelist doing life-changing

work in the area of bullying is

documentary filmmaker Lee Hirsch,

Director of the acclaimed film Bully.

Hirsch was inspired to make the

film by his own experiences of being

bullied throughout his childhood.

Following five kids and families

over the course of a school year,

the film confronts bullying’s most

tragic outcomes. … In addition to

the film, Hirsch invites supporters

to join “The Bully Project,” a social

action campaign to end bullying

that started as a result of Bully. “The

Bully Project,” highlights solutions

that both address immediate needs

and lead to systemic change. … This

“

“

5958

movement is creating an impact that

is affecting all walks of life including

the White House and Congress.

Hirsch’s work demonstrates how

traditional and offline activities can carry

over and be married to the online digital

world. (www.thebullyproject.com)

I leave you with this question: As a global

organization with a mission to “deliver

digital innovations, solutions, and tools

that drive improved health outcomes” and

more broadly to “define the new health

experience,” how can we contribute to

the health and wellness of society, or the

communities in which we live, through

our particular areas of interest and

specialized knowledge and skills?

Chris Wilson

manages

business

development for

the US. He’s been

with Razorfish Healthware since

October 2011. Prior to entering the

digital advertising world, he worked

for several years as a family and

behavioral therapist specializing in

obesity and weight management and

Pervasive Developmental Disorders.

60 61

HOW WILL

ART, COPY & CODE RE-IMAGINEADVERTISING?

Plastic bottle sculpture // Steven Bach

rt, Copy and code

are three functions

which have

historically been separate, and linear in

nature. But what happens if they work

together in making things FOR the web

and FROM the web? Google has launched

a collaborative experiment of these

elements through a new project called ‘Art,

Copy, and Code’ (www.artcopycode.com/).

AElena Pirofalo

63

Re-Imagined Canvases -

Film Making for the Web Catching users’ attention through five-second video

ads on YouTube.

www.artcopycode.com/#/project/filmmakingfortheweb

Audiences of One - Dynamic Film The project customizes content to match users situa-

tion, like time of day and location, while incorporat-

ing their personal interests to allow advertizers to

talk directly to an individual.

The Art, Copy & Code project implemented a series of

experiments exploring the various dimensions of the

brands in the modern connected world:

Connected Objects -

The Talking Shoe A new way of telling stories through the sensors in

your shoes, expressing your personality.

www.artcopycode.com/#/project/talkingshoe

Collaborative Storytelling - Jam with Chrome Form a band and jam with your virtual friends while

easily swapping instuments and creating beats all in

real time. www.jamwithchrome.com

Dusk in Austin // David Mead62

64 65

Data-Driven Stories - 100,000 Stars An interactive visualization of the 1,000 stars ‘closest’

to earth, acting as a data-driven story told in collabo-

ration with the European Space Agency.

www.sworkshop.chromeexperiments.com/stars/

Useful Marketing -

Volkswagen Smileage The driver space has been re-imagined, providing

value through a social app made to maximise fun on

every drive. www.smileage.vw.com

So, what does happen if art, copy &

code work together? The answer is great

creative process and embracing different

disciplines, resulting in innovative

experiences.

We are thrilled that this matches with

the Razorfish Healthware “connected

digital thinking”, core to our mission of

delivering digital innovations that drive

improved health outcomes. Stay tuned

and dive into the process of creating

innovative experiences in healthcare, able

to change lives.

Elena Pirofalo

is an Experience

Director in

Europe with

10+ years

of experience in healthcare digital

marketing in key strategic roles. She

focuses on the intersection of Art,

Content and User Experience to deliver

innovative experiences able to improve

health outcomes and transform clients

business.

Peter Tsai Nick Mickolas Andrew Huff

6766

ryan Sivak is the

CTO of the US

Department of

Health and Human Services (HHS). I

wasn’t sure what to expect of a session run

Innovation, Data & Healthcare Ecosystem

by a government agency’s CTO – could be

a setup for an extremely boring hour. On

the contrary, he was a very entertaining

and interesting speaker and brought up

many interesting points about healthcare

and information, and introduced a few

good opportunities.

BThe

Closed storefronts in Austin // Bill Oriani

Yaron Inbar

6968

Other than one startup experience in

the dot com era, his career at HHS

has focused on different levels of

governmental technology roles, which

have been growing succession. The

scale of HHS is a huge, 90,000 person

organization. A key task for a CTO

is to maintain innovation – which is

an especially significant challenge for

an organization of this size. Bryan

Sivak’s main point was that “innovation

is the direct result of the freedom

to experiment”. To do so, he had

to find ways to manage this type of

innovation, find individuals to lead these

‘experiments’, and help them achieve

their goals.

He talked about people and data as the

main focus of this effort. Process, on

the other hand, often just got in the way.

In one instance, HHS defined quality

metrics on one its process - only to find

that it had a 100% error rate?! Since he

was new to the job, he considered this a

“great opportunity” (… because it could

only improve?!)

Data was described as an undervalued

asset. The big opportunity lies in

understanding the data, much of which

is being made publicly available with

defined APIs. If we understand this data

and can figure out how to apply it to

client projects, this could mean a better

understanding of the industry and health

related trends, and a better way for us to

present our clients with opportunities.

Look at www.healthdata.gov/dataset/

search and you will find a huge list of

data sets all available to access and apply

to our strategies, solutions and analysis.

Taking some of these data sets and

applying ESRI to the information could

yield some interesting and immediate

results.

Innovation is the direct result of the freedom to

experiment

Allens Boots // Nick Mickolas

7170

They (HHS) is even setting up something

called a “CodeAcademy” to teach people

how to use their data. On June 3rd/4th

they are having a “Datapalooza” for

companies to present and share their

apps.

One last interesting “tidbit” was that they

are in process of re-launching their site

as well as the new Health Exchanges and

are moving away from using a CMS. He

felt that it was simpler to deploy static

HTML, that it was more scalable and

could be very secure. All implemented

with responsive design and using “Jekyll”.

Allens Boots // Nick Mickolas

Yaron Inbar

has over 20 years

of experience

deploying and

managing large-

scale information technology solutions,

with a focus on Pharmaceutical

Sales and Marketing information

projects and B2B integration. In

particular, he has focused on CRM

implementations, handheld solutions,

incentive compensation applications,

data warehousing projects, and their

integration with the companies’ legacy

systems.

72

THIS ISNOT THE

WEB

THE PRINCIPLESADAPTIVE DESIGNOF

s the internet

becomes available

on everything we

use—from cell phones to tablets to your

refrigerator—it becomes impossible

to predict how users will view your

site. What kind of device will they

use? What size? With what type of

connection? Luckily, front-end designer

and responsive know-it-all, Brad Frost

(Bradfrostweb.com) has journeyed

up the mountain and cometh down

bearing the Principles of Adaptive

Design chiseled into his tablet (iPad),

to which all responsive sites should

measure up.

A73

Matt Sutter

74 75

THIS IS THE WEB

Ubiquity

The Principles of Adaptive Design Are:

Flexibility

1

2

Almost everything is able to access the internet now. Cars, printers, picture frames,

radios, door locks, cameras, and even the glasses you wear can get online. How can

your users be guaranteed an exceptional site experience on all of them?

Does your site work in portrait? Landscape? 1024px? 768px? 320px? Does it

deliver error messages or 404’s every time you re-orient your tablet? To hell with

‘the FOLD.’ The web has no fold! The web is squishy! (©BradFrost) It ebbs and

flows and does anything we let it.

76

Enhancement

Performance

4

3

The internet is a poncho—one size fits all!

If we plan a site for mobile first, we can

progressively enhance it upward to fit all

shapes and sizes. When we try to back-fit

a desktop site into a mobile device it’s like

offering Andre The Giant a ride in your

Mini Cooper. It looks stupid and puts holes

in your roof. Jeremy Keith said it best: “It’s

not about designing for the lowest common

denominator, its just about starting there.”

71% of users expect mobile sites to load

faster than a desktop site and even more

will abandon your site if it takes more than

5 seconds to load. That’s not a lot of time to

keep someone’s attention, so your site better

be up for the challenge. If the user doesn’t

even notice your site’s performance, then it’s

doing its job.

Future Friendly5 The world seems to be getting the hang of all this fancy internet business at this point,

but the web is still very much in its infancy. Who knows where it will be in five years?

Ten years? Fifty years? Sites created today need to embrace the unpredictability of the

future. The content needs to flow like water to be able to communicate its message.

Strap it in and get it ready to go anywhere— because it will go everywhere.

Matt Sutter

is a senior

designer in the

Philadelphia

office. Over the

years, he has worked on a wide range

of clients, as well as internal projects

such as the book you are reading right

now. He is also an animator/illustrator

and has had a book published about

superhero one-upmanship entitled

The Superest. (Go buy it!)

BBQ // Jeff Cutler

BBQ // Nick Mickolas

7978

n short… No.

But continue reading

before spiraling into

an existential breakdown. The story

is never that simple. While a society

driven by the ‘American Dream’

(work as hard as you can to obtain

the most stuff) will never allow for a

true work / life balance, there is hope

… depending on who you choose to

believe at multiple SXSW talks. Work/

life balance was a common theme

across the events at the conference,

the following summarizes a range of

keynote perspectives on

the topic.

Last summer Anne-Marie Slaughter

wrote an article for the Atlantic

Magazine titled, “Why Women Still

Can’t Have it All,” in which she argues

that the women who have managed to

be both top professionals and effective,

attentive mothers are superhuman,

rich, or self-employed … or that they

just don’t exist. Following up on this at

SXSW, she broadened the notion to not

only include women, but added men

to the plight, summarizing that no one

can be the best parent/spouse and the

best worker/manager at the same time.

Rather, to achieve the work/life balance

as best you can, priorities have to be set

and concessions need to be made.

When asked about his personal life in

IWORK LIFETHE BALANCE

DOES IT EXIST?

Matt Livingstone

8180

one of the keynote speeches, Elon Musk,

the founder of Space X and co-founder

of Tesla Motors said, “Kids are awesome,

you guys should all have kids. Kids are

great.” He then went on to reveal that he

doesn’t see his children all that much and

often sends work emails even when he

spends time with them. “In the absence

of that, I would not be able to get my job

done,” he said. Then he went on to joke

that the way he handles this issue is by

hiring a good nanny.

While the outcome may still seem bleak,

Anne Reeve, VP of Global Talent of

Brooks Sports, told a tale of mythical

enchantment in “Workplace fitness flexes

the mind.” Employees at Brooks Sports

work 10-5. They go on company runs.

They sponsor healthy activity. They

reward work / life balance. They can eat

seven saltines without water. Well, not

really, but it does sound nice doesn’t it?

So, the moral of the story? Other than

we should all work for Brooks? Finding

work / life balance might seem like

finding a jackalope, but know that it just

might be out there.

Jackalope rider // Matt Livingstone

Matt

Livingstone

joined Razorfish

Healthware in

the summer of

2010 and has been writing, concepting,

and leading the creative as

Associate Experience Director for

many of RHW’s top clients.

8382

Tina Roth EisenbergSwiss Miss speaks to us

eleven rules to live by

joy in what you do

The Future of Personalized HealthThink psychology

observe physiology

follow the patient

Matthew InmanSave bears, boobs, tesla

art is not born in vacuum

mmm…oatmeal is good

Interface TransitionsThe spaces between

look. think. design. make. refine.

big and small, just right

#Samsung Galaxy

and “the cloud” are everywhere

pound south by southwest

Interaction LiteracyContext and knowledge

determine literacy

ride, jackalope, ride

Haikus on SXSW 20131515

Colorful wall // Ann Par

Spring Moore

8584

What’s Funny About Innovation?Know your audience

not everyone will get it

ux hugs stand up

Austin, TXClean streets, pedicabs,

music, boots, and BBQ.

The bats fly at dusk

The UX Meet-upIA’s, researchers

UX peeps meet, talk, learn, share

we heart the user

On Experience Design, In GeneralLayers of design

appropriate for intent

test, learn, iterate

Behavior Change as Value PropositionBehavior design

patterns feedback persuasion

rewarding outcomes

Leap MotionWave hand point finger

interaction through gesture

fruit ninja chop chop

The SXSX GestaltGeeks, street performers

and ad people together

keeping Austin wierd

Trade Show Cloud, cloud everywhere

collaboration angel

love giant post its

LinesWait, wait, wait in line

maybe get in, maybe not

eat a grilled cheese

Spring Moore

is an Experience

Director at

Razorfish

Healthware

leading a team of supremely talented

individuals. She likes to play at the

nexus of business objectives and

customers’ wants and needs. Doing

smart work, acting as a strategic

partner and solving complex business

problems is what she strives for on

every client engagement.

HGTV Art on the Side // Bill Oriani

86 87Keynote crowd // Peter Tsai Goodbye note // Katy Thorbahn