"The Careful Balance Between Product and Art" Ellen Chisa, #ProductSF | Summary and Q&A

TL;DR

Exploring the creative process in product development through an artistic lens.

Key Insights

• 🥰 Product-art continuum challenges in finding a balance between creativity and functionality.
• 😑 Contrasting methodologies of the product process (problem-solving, feedback-driven) versus artistic process (self-expression, completion without feedback).
• ❓ Importance of perseverance, patience, and dedication in the artistic process, as exemplified in "The War of Art."
• 👶 The significance of applying an artistic approach in creative communication endeavors, exploring new areas, and deepening company values.
• 🥺 Case study of Kickstarter's start page redesign exemplifies how the artistic approach led to valuable insights, reusable design elements, and improved project features.
• 👤 Benefits of the artistic process include a deeper understanding of user psychology, enhanced design elements, and informed decision-making for future projects.
• ✳️ Challenges and frustrations encountered in adopting the artistic approach, including resistance, pressure for quick results, and the risk of unconventional methods.

Transcript

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Questions & Answers

Q: How did the speaker differentiate between the product process and the artistic process?

The speaker highlighted that while the product process focuses on solving problems and gathering feedback iteratively, the artistic process leans more towards self-expression without seeking feedback until completion.

Q: What book did the speaker reference to exemplify the artistic process?

The speaker mentioned "The War of Art" by Stephen Pressfield, emphasizing the necessity for patience, perseverance, and dedication in the artistic process to bring creative visions to fruition.

Q: How did the speaker justify the lengthy eight-month duration of the artistic approach to product development?

The speaker outlined the valuable outcomes of the artistic process, such as a deeper understanding of user psychology, reusable design elements, and improved project features, which justified the extended timeline.

Q: When is it recommended to apply an artistic approach to product development?

The speaker suggested using the artistic process when emphasizing core communications, exploring new territories, or when seeking to convey company values creatively rather than focusing on quick optimizations.

Summary

In this video, the speaker discusses the process of creating a product using a more artistic approach rather than a typical product development strategy. She talks about her experience working at Kickstarter and how they view themselves as an art company rather than a platform for funding startups. She explains the differences between the product and artistic processes and how they both focus on making things but in different ways. The speaker then shares a specific project at Kickstarter, the start page, and explains how they went through multiple iterations and used the artistic process to create a more inspirational and impactful page. She emphasizes the importance of taking the time to iterate and experiment, even if it means a longer development cycle. She also highlights the additional benefits they gained from this approach, such as a better understanding of their community and the ability to transfer design elements to other areas of the site.

Questions & Answers

Q: What is the difference between the product and artistic processes?

The product process involves following a roadmap, setting goals, and solving problems for customers by iterating and gathering feedback. On the other hand, the artistic process is more about self-expression and creating something without asking for feedback or input from others.

Q: Why does Kickstarter see itself as an art company?

Kickstarter views itself as an art company because the platform has various creative categories such as art, comics, dance, and theater, which have nothing to do with technology. The company aims to support and inspire artists, and that is their primary focus.

Q: How did the speaker approach building features for artists at Kickstarter?

The speaker found it challenging to distinguish between what artists needed and what entrepreneurs needed to fund their businesses. She had to think about the unique aspects and requirements of the artistic process while considering how it differed from the product development process.

Q: How did the speaker validate her research on the artistic process?

The speaker read a book called "The War of Art" by Stephen Pressfield, which provided insights into how serious artists pursue their work. This book, along with doing more research into the artistic process, helped her validate her findings and understanding of the artistic approach.

Q: Can the artistic approach be applied to engineering work?

Yes, the artistic approach can be applied to engineering work as well, but it depends on the method used in the process. Engineering work usually focuses on problem-solving, while art is more about self-expression. However, the approach chosen for each project depends on the desired outcome and purpose.

Q: Did the speaker have any metrics for each iteration of the artistic process?

No, the speaker did not have metrics for each iteration because they did not ship any of the versions they created along the way. The artistic process involved continuous exploration and experimentation, rather than focusing on specific metrics.

Q: How did the speaker handle the pressure to move ahead during the eight months of the project?

The pressure mostly came from the speaker herself, who wanted to ship the product sooner. However, she eventually realized the value of taking the time to iterate and experiment, even if it meant a longer development cycle.

Q: Did the speaker face any challenges in convincing others about the artistic approach?

Initially, the speaker did not fully believe in the artistic approach and faced challenges in convincing others to adopt it. It took a few months after the project to see the value and benefits gained from the artistic process.

Q: What additional benefits did the speaker mention besides the final product?

Besides the final product, the speaker mentioned other benefits they gained from the artistic process. These included a better understanding of their community's needs, the ability to transfer design elements to other parts of the site, and collecting a larger database of insights for future projects.

Q: Can the artistic approach be applied to any project?

The artistic approach may not be suitable for every project. It is most effective for projects that involve core communications, expressing values, or exploring new areas. It may not be appropriate for time-sensitive projects or ones where the answer is already known.

Takeaways

The speaker's talk highlights the value of using an artistic process in product development. By taking the time to iterate and experiment, even if it means a longer development cycle, companies can create more inspirational and impactful products. This approach can lead to a better understanding of the community's needs and the ability to transfer design elements to other areas. However, it is important to recognize that the artistic approach may not be suitable for every project and should be used selectively.

Summary & Key Takeaways

• Discusses the product-art continuum and the challenges of balancing artistic expression with product functionality in development.

• Explores the differences between the product process and the artistic process, emphasizing the importance of creativity in developing products.

• Shares a case study of how taking an artistic approach to redesigning Kickstarter's start page led to valuable insights and improvements.