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00:12Xbox One was a
00:14fantastic new adventure for us
00:16here in Xbox.
00:17And so for us, the design journey
00:19really started looking at the past.
00:21So we looked at the original Xbox,
00:24we looked at the 360
00:25and we asked ourselves
00:27what is it that we wanted the expression
00:29of Xbox One to be about.
00:30We considered a lot of different things
00:33but it was very important for us to understand
00:35our heritage. Our past 13 years
00:37of history on Xbox with
00:39a really rich history on gaming.
00:41We started back in 2010,
00:43late 2010, and we got
00:45the team together and really had fun.
00:47So at the beginning we created
00:49a number of concepts and then we
00:51started really refining those ideas.
00:53We want to see what is that
00:54the face of Xbox.
00:56How does it work with the content?
00:58How does it really communicate
01:00the expression of the new
01:02entertainment system for Xbox?
01:03We're thinking about all of the raw power,
01:06all the processing, all the capability
01:07that our new console product had to offer.
01:10And then we also thought about things
01:12like our customers' environments,
01:14where we wanted this product to go,
01:16what we wanted it to look like in their environment
01:18and we took all of those things
01:21and throughout the design process
01:23we came up with hundreds of different concepts
01:25really, and evolved into
01:27where we are now with our current product,
01:28the Xbox One.
01:30We had to think about how to make it very simple
01:33and that was one of our key principles.
01:35So when you look at the front of the new
01:37console, or when you look at the new
01:39Kinect sensor, there's amazing
01:41technology that goes inside,
01:42but we wanted to really present it to people
01:45in a very simple, intuitive
01:47and approachable way.
01:48When you have amazing technology
01:50that is invisible and designed so simple
01:53that it becomes delightful,
01:55we believe that true magic comes.
01:57People don't have to know all these
01:58crazy rocket science that happens in the background,
02:01but when the camera recognizes you
02:02and surface an experience that is crafted for you,
02:05it's an amazing payoff.
02:07And that's what Simplicity is all about.
02:08Invisible technology that delivers simple experiences for you.
02:14There's a holistic approach to our design language.
02:16So you see a lot of details within the console,
02:19within the sensor product,
02:20and even in the controller,
02:21that really tie elements that are happening
02:23in the UI and the software.
02:25You look at the tiles, you look at the way
02:27the content is presented on screen.
02:30And a lot of those details are reflected
02:32in what's happening on the console.
02:34You see the different panels,
02:35the way that the very front of the console
02:37is a very clean, flat, rectilinear shape.
02:40We did that on purpose.
02:41We wanted those details to reflect what's happening on screen
02:44and really have that be a reflection of the content
02:47and the elements that are happening
02:48within the user interface.
02:50We put a lot of time into developing a special color.
02:54We call it liquid black.
02:55And it's the blackest black that we could achieve
02:58in an injection molded resin.
03:01And it uses organic pigments.
03:03It has a really good ability to be a deep and rich black.
03:07And so, for example, we take the Xbox logo
03:10and we suspend it in this sea of liquid black
03:14that really creates a magical presentation
03:17of Xbox in the living room.
03:18We looked at the color materials and finishes.
03:21We looked at the overall form, the proportions.
03:24We have a whole design language that's about
03:26the 16 by 9 ratio of entertainment.
03:29And we use matte and gloss finishes.
03:32There's a number of things that we put into that personality
03:34and the design language to create a really new
03:37and fresh expression of Xbox.
03:40It was really important that it established
03:42a clear relationship with the rest of our partners,
03:45Windows Phone and Windows 8 particularly.
03:48So our system is based on tiles.
03:50It's a similar approach to the way that our partners have defined.
03:53The difference is our point of view is unique for entertainment.
03:56We wanted to make sure that content is forward.
03:59The things that you care about and really easy access
04:01to the things that people care about was a fundamental part
04:05of how we delivered the experiences.
04:07On the Kinect sensor, we really show the RGB camera.
04:12And that's a focal point.
04:14All of the other types of sensors are essentially behind this lens.
04:18And we used a three-layer process in creating this front lens
04:21to make it feel like part of the television.
04:24It feels like an optical, high-grade, high-definition lens
04:29so it fits in with the living room.
04:30On the controller products, there are tons of small micro details
04:35that really enhance the gameplay.
04:37It looks like a relatively similar shape to the previous controller.
04:41But if you look on the back, what we've done is a huge improvement.
04:45We removed the battery bump.
04:47Everyone has their own different grip of using our controller
04:49and now they have the freedom really to grip this controller
04:52the way they want to.
04:53We've integrated the bumpers and triggers all together.
04:57So it's one unified shape.
04:58They're shaped to be naturally contoured to the way that people's fingers are shaped.
05:02We have a new feature we're calling impulse triggers.
05:05So now there is a small motor in each of these triggers.
05:08It allows us to have feedback.
05:10So let's say you're playing a racing game,
05:12you can get brake fade, you can get acceleration,
05:14you can get feel of what's happening on screen,
05:16right in your hands, right underneath the triggers.
05:19When I started working in this product, it was pretty amazing the possibilities of combining two things that I'm truly
05:25passionate about,
05:26design and technology.
05:27The combination of art and science has been something that has been extremely important and exciting for me.
05:33How do you create beauty through these amazing algorithms and this amazing technology like Kinect.
05:39So to me it's pretty amazing to see the energy, the collaboration that has happened between all these different teams
05:44and the amount of effort and attention to detail that has been taken care of through the development of this
05:51process.
05:51It's pretty amazing.
05:51We call it boldly understated.
05:54The 50-50 split, the language that we use that's based on a 16 by 9 cinematic experience,
06:01it says a lot about games, it says a lot about entertainment,
06:04and it really says a lot about a high quality, performance, powerful system that goes into your home.
