Digital spiral

by Valentine Zubkov

The digital language code is smoothly transforming current cultural narrative of mankind. Users are getting used to feel emotions which are produced by their web experience intensively, designers are trying to find a new horizons of humanity cognition and implement them into their digital products directly.



At the first steps developers were trying to create new experience for different groups of creators through the implementation of traditional ways of production into the new tools. But, based on code-looked algorithmes, first digital frameworks were unfriendly for users, because they get used to the material forms of production and were perceiving these new complicated tools through the strong concept of cyborgization, which was produced by different things like «Blade Runner» (1982) or «Terminator» (1984). This case didn’t allow the digitization process to be thinkable separately and thus clear in humans’ minds. That is why mass culture reacted to the first digital technologies by the movies like «The Matrix» (1999), which show the difference between humanity and digitality in the context of their contradictions, and that is why these digital products are looking like something far from the human thing now.


But, at the same time, it made a huge cyberpunk subculture, which was the best field for appearance of new generation of developers and designers, who were able to see the difference between cyber thing based on hardware tools and digital things sprouting from it. During the next decade things were continuing their changes, and after a years of transformations the web experience, differences between cyborgization of material reality and digitalization of creation and production processes became more clear and understandable. Developers and creators were getting used to the new digital tools during the permanent process of making them more friendly and closer for humanity. And that is why users began to perceive digital thing more separately from hardware, and digital field took a special place in their mind.



We see this period as transitional, because creation and production processes were still far from the real human attitudes and feelings, despite that digital think was ready for the next step. These environments created a case which transformed the mass culture and subculture, and now we see it in different forms of expression, such as webpunk.

After the next decade digital development tools were completely changed, and now designers don’t need to create with considering the code. Digital space is not code-based anymore — despite is workes on the code, it doesn’t need to be created by the code. What is digitalization process now? We see it as a transportation of different typical social life cases and human feelings into the digital field. And, after the years of user experience researching, we are able to see the web as infinite space permanently expanding weider and deeper, and we have to push our perception of depth ahead, otherwise we will lose the race.



When users see different symbols of emotions on their screens and feel corresponding emotions at the same time, they begin to perceive this images as a real representation of their natural feelings — roughly speaking, they begin to believe. This fact makes designers to be ahead of the game, and, while they are creating different symbols of human emotions, users are connecting their real feelings with produced symbols more directly.



Substitution happened, and now we can realize that another one circle of digital spiral is closed, and every kind of user experience is always already produced by the digital tools.

In the contrast with overloaded tables of social networks, our way of producing digital user experience manifests appreciations for calmness and time of user. We don’t want users to push the button, we want them to perceive this button as something to push. We don’t need users’ time to show them more advertisement, we want them to spend their time useful and thus be able for the real dialogue with a product.


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