Journal Entry Three Xbox 360

Shelley Armstrong’s presentation on the design process for the Xbox 360 was enlightening, especially for a person (like myself) who has never been involved in the design process of a product for a major corporation. This lecture enabled me to see the bigger picture or connect the dots so-to-speak. I was able to witness the application of design theories/principles in a real world context. In this analysis, I will describe how the Xbox 360 models simplicity, and how simplicity makes this product successful.

The Xbox 360 embodies simplicity. For instance, the Xbox 360 has only one visible button on the user interface, the power button. Although the Xbox 360 is an extremely complex machine powering massive interactive entertainment experiences at lightening speeds, the average user would never know this due to its simple design. This design choice is extremely risky because of “the prevailing belief that visible features (i.e. buttons) attract buyers” (Maeda, 2006, pp. 5). However, Simplicity is the fundamental to successful design according to John Maeda’s book The Laws of Simplicity. In fact, Maeda uses ten laws to define simplicity. The Xbox 360 adheres to most of these laws.

According to Maeda, the number one law of simplicity is to reduce and the most effective ways to reduce are to Shrink Hide and Embody (SHE) (Maeda, 2006, pp. 2-9). Xbox 360 is significantly smaller then the first version of Xbox. It has been shrunk. The Xbox 360 hides the complexities and inner working of the machine that users typically do not wish to see. Hiding the technology effectively creates a sense of magic, or wow, this machine can do that. The Xbox 360 also embodies a slick design as if a human being were inhaling the last of their breath before a robust exhale. This design choice creates a sense of intriguing power and quality that appeals to target consumers. Reducing the size and streamlining the design of the Xbox 360 has broadened this product’s appeal in previously tough markets.

Shelley mentioned in her presentation that the original Xbox did not sell so well in Asian and European markets. The reason the original Xbox was not as successful as the 360 was due to size. The original Xbox was large and cumbersome. Therefore, in countries where a person has limited space for a gaming console the Xbox was not on their radar. However, the reduced size, power and sleek design of the Xbox 360 has proven to be incredibly successful in these once challenging markets.

Avid/Intermediate/Novice gamers all expect a seamless user experience when playing on a video game console. By seamless, I mean absolutely no interference. In gaming interference is most likely to come from the hardware that is why hardware design is key to the success of a gaming console. Xbox 360 is a seamless user experience, because it embodies simplicity.

Maeda, J. (2006). The Laws of Simplicity. Cambridge, MA: MIT Press.