In praise of the particular, and other lessons from 2023 - Andy Matuschak
in 2023, I switched gears to emphasize intimacy. Instead of statistical analysis and summative interviews, I sat next to individuals for hours, as they used one-off prototypes which I’d made just for them. And I got more insight in the first few weeks of this than I had in all of 2022
I’d been building systems and running big experiments, and I could tell you plenty about forgetting curves and usage patterns—but very little about how those things connected to anything anyone cared about.
I could see, in great detail, the texture of the interaction between my designs and the broader learning context—my real purpose, not some proxy.
Single-user experiments like this emphasize problem-finding and discovery, not precise evaluation.
a good heuristic for evaluating my work seems to be: try designs 1-on-1 until they seem to be working well, and only then run more quantitative experiments to understand how well the effect generalizes.
My aim is to invent augmented reading environments that apply to any kind of informational text—spanning subjects, formats, and audiences. The temptation, then, is to consider every design element in the most systematic, general form. But this again confuses aims with methods. So many of my best insights have come from hoarding and fermenting vivid observations about the particular—a specific design, in a specific situation. That one student’s frustration with that one specific exercise.
It’s often hard to find “misfits” when I’m thinking about general forms. My connection to the problem becomes too diffuse. The object of my attention becomes the system itself, rather than its interactions with a specific context of use. This leads to a common failure mode among system designers: getting lost in towers of purity and abstraction, more and more disconnected from the system’s ostensible purpose in the world.
I experience an enormous difference between “trying to design an augmented reading environment” and “trying to design an augmented version of this specific linear algebra book”. When I think about the former, I mostly focus on primitives, abstractions, and processes. When I think about the latter, I focus on the needs of specific ideas, on specific pages. And then, once it’s in use, I think about specific problems, that specific students had, in specific places. These are the “misfits” I need to remove as a designer.
Of course, I do want my designs to generalize. That’s not just a practical consideration. It’s also spiritual: when I design a system well, it feels like I’ve limned hidden seams of reality; I’ve touched a kind of personal God. On most days, I actually care about this more than my designs’ utilitarian impact. The systems I want to build really do require abstraction and generalization. Transformative systems really do often depend on powerful new primitives. But more and more, my experience has been that the best creative fuel for these systematic solutions often comes from a process which focuses on particulars, at least for long periods at a time.
Also? The particular is often a lot more emotionally engaging, day-to-day. That makes the work easier and more fun.
Throughout my career, I’ve struggled with a paradox in the feeling of my work. When I’ve found my work quite gratifying in the moment, day-to-day, I’ve found it hollow and unsatisfying retrospectively, over the long term. For example, when I was working at Apple, there was so much energy; I was surrounded by brilliant people; I felt very competent, it was clear what to do next; it was easy to see my progress each day. That all felt great. But then, looking back on my work at the end of each year, I felt deeply dissatisfied: I wasn’t making a personal creative contribution. If someone else had done the projects I’d done, the results would have been different, but not in a way that mattered. The work wasn’t reflective of ideas or values that mattered to me. I felt numbed, creatively and intellectually.
Progress often doesn’t look like progressIt often feels like I’m not making any progress at all in my work. I’ll feel awfully frustrated. And then, suddenly, a tremendous insight will drive months of work. This last happened in the fall. Looking back at those journals now, I’m amused to read page after page of me getting so close to that central insight in the weeks leading up to it. I approach it again and again from different directions, getting nearer and nearer, but still one leap away—so it looks to me, at the time, like I’ve got nothing. Then, finally, when I had the idea, it felt like a bolt from the blue.