(Originally posted on Core77)

Ethan Imboden worked as an industrial designer for firms like Ecco and frogdesign, cranking out designs for everyday products (i.e., staplers and monitors), but grew to feel that he had something more to contribute. After starting his own design firm, he went with a client to the Adult Novelty Expo and saw bad design everywhere. He founded Jimmyjane as a response to that, and set out to use form, color, materials and so on to create premium vibrators. Now he’s a visionary creative, with strong ideas about the Jimmyjane brand and how to embody those attributes across a range of products. Imboden fits the Be A Genius and Get It Right archetype we wrote about in interactions. At least, if they are doing as well as they indicated during our recent visit, then they are “getting it right.” But we couldn’t help but wonder if there wasn’t more that they could be doing.

In addition to vibrators, Jimmyjane sells other products intended to bring sex, sexy, and sexuality forward. They’ve got candles with a spout so you can pour out melted lotiony goo for a sexy massage, heating tray doodads for the same goo that double as massagers, feel-good and smell-good lotions, etc. etc. They’ve got a soft eye mask with an embroidered Z on one side and an embroidered heart on the other: wear the mask with the Z outside when you want to sleep; put the heart on the outside to announce your interest in blindfold panky.

Despite claims that the name Jimmyjane represents their intent to serve everyone, the product line leans heavily towards the feminine, and appears in retail at places like Sephora. Meanwhile, limited-edition vibrators laser-etched with work by named artists, or covered in diamonds or platinum obviously serve an extremely narrow range of customers.

Considering all this, Jimmyjane starts to emerge as a Victoria’s Secret-meets-Harley brand. They play around the edge of naughty: you can’t buy the vibrators at Whole Foods, but you can pick up some candles. The Jimmyjane retail display in Whole Foods lets shoppers have a private bit of shocked delight when we can connect a everday purchase in a grocery store to a risque activity – and needn’t ever engage in that risque activity ourselves to get that little buzz. We can buy a Harley leash for our dog, or a wallet, or cross-brand for our truck, and get a taste of the Harley feeling without engaging in the core activity: driving a Softtail. That public/private sauciness was a driver of Victoria’s Secret growth; here, instead of underwear, Imboden is offering the halo effect of vibrators.

We saw their Theory of Everything Venn diagram that tries to map candle scents to emotional attributes of attraction, thus creating a product line logic that is slightly arrogant in its delusions of grandeur. Being led by design instead of the customer need starts to isolate the vision from reality and from bolder and bigger possibilities. Imboden told us that they don’t want to be evangelists who try to convert people to use vibrators, etc. But we asked if they were trying to lower barriers and we were met with a puzzled stare.

But Jimmyjane (or someone else who sees the opporunity) has huge potential to do some more barrier lowering. They’ve already done a tremendous reframe of sex toys from dangerous, cheap, embarrassing crap, to high-end, well-designed chic. But they are toying with reframing sexuality as part of our culture, by bringing bits and pieces of it from the backstage to the frontstage.

To grow the market (and thus their business) by bringing more people into this realm means seeing the opportunity for barrier-lowering and then doing the hard work it will take to understand how all their customers (current and potential) are perceiving those barriers. But Jimmyjane has a limited customer feedback loop (consisting of input from retailers and Ask Jimmyjane on their website). We heard about the packaging for the Rabbit vibrator (a product Jimmyjane did not design, but is selling, or as they put it, curating): because they plan for customers to have a great out-of-box experience, all products are cleaned and stocked with batteries before shipping (and the batteries are separated by a small pull-tab so they don’t run down before purchase). But they heard that customers were taking the Rabbit out of its box and after seeing that it had batteries in it assumed that it was used. Yuck! They are now redesigning the packaging to display the batteries and give the purchaser the opportunity to load the batteries themselves: it’s add-an-egg for the new millennium.

That’s a simple usability failure and it’s easily fixed, once discovered. But it suggests potential mismatches between how Jimmyjane conceives of and produces products and how customers are buying and using products (and that’s just the ones who are buying). The opportunity for growth, by revisiting what sexuality means and how products can support it, is enormous, and the possibility of Sexual Revolution 2.0, a world where sex, sexuality, and sexiness might be experienced on both sides of the green door in a more fun and carefree manner, is well within reach for a firm that has already done so much.

• Essayist Joseph Epstein Exposes Friendship – "Some aspects of friendship had changed, he averred. Women and men could now meet in non-sexual friendship in a way they could not in his father's generation. And through email, chat rooms, and technology, "techno friends" could be friendly without requiring personal presence."
• Susan Roane – Small Talk – Keynote Speaker – Business Networking Techniques – Susan RoAne is the leading authority and original expert on how to work a room. Her best-selling books, popular interactive presentations and media interviews help companies and organizations successfully develop, build and manage client relationships that increase business growth.
• Podcast: Susan RoAne, author of the book Face to Face: How to Reclaim the Personal Touch in a Digital World – RoAne is an author and speaker on communication but she's blissfully ignorant that the issues she's addressing (When do you email vs. make a phone call? Should you use your laptop in a meeting? Can you wear a bluetooth headset at the opera?) are social norms that are evolving rapidly as new interactive media take hold. What kind of expert proclaims "If you are twittering more than 5 times a day, you should get a life"? Especially in the same breath where she declares it as her new addiction. While she's a champion for the value of real personal connection and considers some of these technologies as excellent ways to enhance those relationships, she also has a top-down view of what's right and wrong without really addressing that sometimes our interpretations about new behaviors are arbitrary (i.e., the act of wearing a Bluetooth headset has no inherent moral value, it's only in the way our society at this time consents to interpret it).

• Some big-thinking on how the professional organization is changing: structure, environment, process – There will be a set of rituals, a cadence of events, that comes to define what differentiates the organization and supports how things get done. The places where these take place now are found by labels on doors—“conference room”—in otherwise undifferentiated space. The activities of the evolving place are about actions—collaborating, integrating, innovating—and not about hierarchy or formal processes.
• In Detroit, Artists Look For Renewal In Foreclosures – In the late '90s, we used to generate fake "trends" mostly for fun, but also as a fatigued reaction to all the hype we were facing about, well, everything. One of my best – because it was just so ludicrous and therefore worthy of endless repeating in any ideation session – was that people were choosing to live in hovels [because hovel is definitely a good comedy word].

  Once again, I was 10 years ahead of my time.

  "Jon Brumit is an artist in Chicago…He and his wife just bought a house in Cope's neighborhood for $100. That's right: an entire house for the price of dinner at a nice restaurant for a family of four. Sure, the place needs a ton of work and it['s not that safe, but Brumit says it's worth it just to help bring back the neighborhood."

• Design Research Methods for Experience Design – Triading is a method that allows a researcher to uncover dimensions of a design space that are pertinent to its target audience. In triading, researchers present three different concepts or ideas to participants and ask them to identify how two of them are different from the third. Participants describe, in their own terms, the dimensions or attributes that differentiate the concepts. Participants follow this process iteratively—identifying additional attributes they feel distinguish two of the concepts from the third until they can’t think of any other distinguishing factors.

  The benefit of this process is that it uncovers dimensions of a particular domain that are important to the target audience rather than the researcher or designer. For example, participants may describe differences in groups as “warm” versus cold” or business-like” versus fun.” Designers can then use the most relevant or common dimensions as inspiration for further design and exploration.

• Mapping Oakland – Mapping Oakland is a research project aimed at mapping people’s perceptions of neighborhoods and urban space within the City of Oakland. Mental maps have been used in geography to understand individual perceptions of space and place for sometime. The method has proven useful in helping geographers understand how people perceive elements within the landscape for navigational purposes and to understand the cultural value of spaces. This web site provides citizens throughout Oakland access to a survey that measures how people perceive and use public open space in the City of Oakland.
• How ethnic groups change Oakland neighborhoods – When Robert Lemon, a UC Berkeley landscape architecture grad student, was a community planner in Columbus, Ohio, he noticed that despite the car-oriented landscape, residents of the city's Latino community, for the most part, liked to get around on foot and bicycle and, as a result, were bending the neighborhood to their collective will. Taco trucks and open-air produce markets popped up in vacant parking lots on one of the city's main shopping thoroughfares. The bicycle was a key mode of transportation even though there weren't dedicated bike lanes, and colorful murals appeared on the walls of large buildings. The neighborhood had the feel of small-town Oaxaca, the Mexican state from which many of the city's Latinos hailed.

  In California, he found similar changes occurring in Oakland's Fruitvale and Chinatown neighborhoods. He is conducting a formal survey as part of a fellowship & has gone through Oakland's diverse neighborhoods, walking up and down the streets asking questions.

Hotel desks are typically covered with a sheet of glass, rendering a optical mouse useless, without finding some at-hand surface to double as a mousepad.

A touchpad covered with cardboard to eliminate accidental touching by the heel of the hand while typing.

• Dave Cortright's #1 takeaway from Interaction 09 Redux – "Steve Portigal gave a condensed version of his workshop Well, we did all this research…now what? But the one thing I took away was something simple, yet obvious in hindsight. When you are doing observational and ethnographic research, the observee is the boss. They are always right. Their knowledge, experience, feelings, work environment etc. is the truth, and it is the truth that you seek. You are not there to fix things, or correct them, or show off how smart you are. You are there to learn about the world from their perspective."

The Griddle Cafe, Los Angeles, February 2009

Recently, we ate Sunday breakfast at LA’s The Griddle Cafe. They offer an extensive menu featuring some interesting pancakes. I ordered Scotch On The Rocks (coconut, pecan, oat, and butterscotch-chip filled flapjacks covered in powdered sugar) and brown sugar-baked bananas. Not only did I end up with a side of bananas and bananas in my flapjacks, what I didn’t realize was that the portion size was insane: three thick flapjacks large enough to hang over the edge of a plate:

Needless to say, I couldn’t come close to eating it. The more I ate, the more the plate resembled what it looked like when they first served me. Eventually I began to feel badly: I’m a glutton for eating something like this, I’m wasteful for ordering something like this that I can’t eat, and I’m an out-of-town rube for not knowing how to order here.

While I walked away with my gluttony issues intact, we struck up a nice conversation with our neighbors who pegged us as visitors and explained that it is possible to order a single flapjack. Next time! And when we declined the to-go box (as we were headed to the airport shortly) I was very relieved when the host offered to give the leftovers to one of the homeless folk who hang out near the restaurant (presumably because this is a common occurrence).

We left the restaurant and stopped into a nearby store. A few minutes later we emerged and headed to our car. We saw some street dudes walking towards us carrying a styrofoam box. Without exchanging words with each other, we knew that it was my leftovers. But maybe we were staring or looking expectant, because as we came closer, the man carrying the box (with that extroversion borne of the streets) asked us if we wanted some, flipping open the clamshell to reveal – of course – my flapjacks, still quite intact.

Seeing that indeed my food did not go to waste while looking upon the very flapjacks that had just been on my plate was a mini-lightbulb moment. And so I moved to reply with matching enthusiasm to the man who was praising these same flapjacks. But as my jaw opened, I realized that I had no smooth way to honestly articulate my satisfaction without identifying myself as yet another of his benefactors (even as he was offering with a mix of exuberance and cynicism to share with us). Instead, I simply affirmed that the food did indeed look good, and we each went on with our days.

See more of my LA pictures here.

• San Francisco's Interaction09 Conference Redux – Last Saturday was a brief recap of the Interaction09 conference held recently in Vancouver. I led a workshop on transforming research data into insights and concepts. Here's a writeup of the whole event.

• The “Raiders” Story Conference – Sure, there's a 125 page document on the interwebs now that transcribes the meetings that Spielberg, Lucas, and Lawrence Kasdan had to plan out Raiders of the Lost Ark, but even better is this post chock-full of analysis (with examples) of that document, finding principles of storytelling, screenwriting, and collaboration.

  "7) No idea is a bad idea when you’re brainstorming.

  These guys were all over the place with ideas and there’s nothing wrong with that. As I mentioned earlier, many of the ideas discussed, like the plane crash sequence and mine cart chase, were used in the second film. So what helped determine which sequence should be kept and thrown away? Redundancies in concept. You already had a chase scene here, so why have another one here? Let’s come up with something different. You know? That kind of thing."

• The McGangBang: a McChicken Sandwich Inside a Double Cheeseburger – (via Kottke) Another awesome example of customers co-opting (or trying to) the corporation. It's a user-generated menu item and people are trying to order it by its (rather unpalatable) name and then documenting the results. Like the obscene Skittle comments on Twitter, this is people taking a brand (and an experience) and playing with it. And then using the Internet to bring energy to that small piece of celebratory rebellion. If we ever needed another example of the brand being created by the customers not the producers, this would be it.
• Chinese Internet meme about Grass-Mud Horse is a form of social protest – An online phenomena features a mythical character is built on the name – in Chinese – sounding close to an obscenity, but presented as an innocent song (with some fable-like plot twists) that the censors (so far) can't/won't remove. “Its underlying tone is: I know you do not allow me to say certain things. See, I am completely cooperative, right?” the Beijing Film Academy professor and social critic Cui Weiping wrote in her own blog. “I am singing a cute children’s song — I am a grass-mud horse! Even though it is heard by the entire world, you can’t say I’ve broken the law.”