Carson Conversations Forum | Kyle Murphy
Kyle Murphy, Vice President of Design at Hudl, speaks at the University of Nebraska-Lincoln's Johnny Carson Center for Emerging Media Arts. His talk: “Entrepreneurship.”
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[00:00:09.076]Very excited to be here.
[00:00:10.017]I want to tell you this story, a little bit
[00:00:11.956]about Hudl and how I came to be there
[00:00:14.223]and how I think there's some
[00:00:16.320]really great lessons we can take
[00:00:18.340]from Hudl that I think will help the Carson Center.
[00:00:24.491]Our company designs that helps athletes,
[00:00:27.386]coaches, and teams win.
[00:00:30.111]They combine multiple mediums.
[00:00:32.420]We take data and statistical information
[00:00:34.486]and combine it and merge it with video
[00:00:36.053]in lots of unique and interesting ways
[00:00:37.866]and people pay us money every year to do that for them.
[00:00:40.174]It's a very exciting industry.
[00:00:41.619]There's another side of our business
[00:00:43.516]that not as many people may know about,
[00:00:47.921]which is creating stories for athletes and teams.
[00:00:52.880]So we have a community side of our business
[00:00:55.414]that helps those people share stories online.
[00:01:01.114]Although we got started kind of at the elite levels
[00:01:04.296]of sport, the University of Nebraska was
[00:01:06.772]our first customer, along with the New York Jets.
[00:01:09.042]Our largest businesses and largest areas for growth
[00:01:12.468]actually come from the grass roots
[00:01:14.491]and kind of competitive amateur markets.
[00:01:17.297]And one of the things you're gonna hear me talk about is
[00:01:19.527]how we'll kinda of thrives in
[00:01:20.885]these resource strained environments
[00:01:22.413]where we need to put teams on a problem
[00:01:24.273]and figure something out for a niche,
[00:01:25.841]and we really look for cross-disciplinary people
[00:01:27.903]to do that for us inside of our company.
[00:01:31.612]Here are just a few of our products.
[00:01:33.514]We have two flagship products.
[00:01:34.631]Hudl, which is the website, Hudl.com.
[00:01:36.819]You can check it out on your phone or on the app store.
[00:01:39.745]And then Sports Code is another one of our products
[00:01:41.974]that we use to serve the elite end of the market.
[00:01:48.557]We've become, very fortunately, the industry standard.
[00:01:52.576]A couple of stats up there.
[00:01:53.608]Basically, if you're a high school football team
[00:01:55.179]in the U.S., you're almost required to use Hudl.
[00:01:58.027]It's how teams trade their video with one another,
[00:02:01.658]and that's fueled a lot of our success now moving
[00:02:05.127]into other sports, soccer, basketball, volleyball.
[00:02:08.430]Internationally, we're getting into rugby,
[00:02:10.367]and you name it, we're building software that's for that.
[00:02:18.615]I should also mention that we have a global footprint now.
[00:02:20.964]And the company's been growing rapidly and steadily
[00:02:24.184]over the last eleven years.
[00:02:26.037]We now have 560 employees in fourteen countries.
[00:02:32.103]I have the great fortune of being able
[00:02:33.510]to travel to many of these offices
[00:02:35.496]and meet a lot of our team there.
[00:02:37.230]It's amazing the kind of, basically our culture
[00:02:41.231]has been able to spread throughout the world,
[00:02:42.966]along with our offices.
[00:02:47.832]So right now, I'm the vice president of design
[00:02:49.815]and the product director.
[00:02:51.427]And that means I get to work with our team.
[00:02:52.870]We have about 30 product user interface,
[00:02:55.968]user experience designers.
[00:02:58.155]I'm not gonna share any of the names,
[00:02:59.393]Susan don't steal any of my people.
[00:03:02.724]Very fortunate to have a crew very distributed,
[00:03:04.343]and I travel a lot, and we do our work anywhere.
[00:03:08.962]And technology has actually enabled that.
[00:03:11.438]About half my team is remote.
[00:03:12.936]They don't actually work in an office,
[00:03:14.204]so I sometimes will travel to them
[00:03:15.939]to work and collaborate with them at Airbnbs.
[00:03:18.373]This is an Airbnb in West Hollywood
[00:03:19.943]that we rented out and did a workshop in
[00:03:21.306]over a couple of days.
[00:03:25.434]So what am I, what does a VP of design do
[00:03:27.822]at a 500-person software company?
[00:03:29.724]Well, a big part of my job is helping our teams understand
[00:03:32.691]what the future will look like for our customers,
[00:03:34.796]what new technologies are emerging that we need to apply
[00:03:37.938]to make things more valuable for the people
[00:03:40.490]who pay us money and give us our jobs.
[00:03:42.475]So this is a photo from our Sydney office
[00:03:46.072]where we're doing some ideation,
[00:03:48.667]kind of like a 10-year vision sort of exercise,
[00:03:50.026]where we're getting again, cross-disciplinary groups.
[00:03:54.776]So we've got a QA, a designer,
[00:03:56.428]a sales and technical person in this environment,
[00:03:59.809]and we make design a very collaborative thing at Hudl.
[00:04:06.308]Most of what we produce is 2D flat screens.
[00:04:08.930]That's the world that we live in,
[00:04:10.657]our business is centered around making apps,
[00:04:12.969]making pieces of software that are on a flat plane.
[00:04:15.032]Every once in a while we get to explore
[00:04:18.168]and do a little bit of work in 3D.
[00:04:20.641]Michael here was having his first experience
[00:04:22.660]with VR, with the Samsung Gear VR headset.
[00:04:25.047]You can tell he was digging it.
[00:04:26.753]His mouth's wide open in this photo.
[00:04:30.258]So I actually travel usually, with my Gear VR just
[00:04:33.352]to show people who haven't yet experienced
[00:04:36.859]what these new mediums will mean for our future
[00:04:39.914]in our society, and it's always a really, really cool thing.
[00:04:42.673]It's actually probably parts
[00:04:44.036]about these mediums is showing it off
[00:04:45.396]to people who haven't experienced it yet.
[00:04:49.274]These are my college buddies.
[00:04:50.762]A few years older than me, from the left Brian Kaiser,
[00:04:53.691]David Graff and John Wirtz are the founders of Hudl.
[00:04:57.327]They were classmates of mine.
[00:04:59.394]All three of these individuals are members
[00:05:02.325]of the Raikes School, I was as well, I met them there.
[00:05:05.313]And they took a chance on somebody
[00:05:09.399]who was trying to build a cross-disciplinary career.
[00:05:14.396]I came to Nebraska over all other schools
[00:05:19.600]because of the Raikes program, which at the time was known
[00:05:22.531]as the J.D. Edwards Honors Program,
[00:05:24.556]and I loved the idea of being able to take
[00:05:26.912]something that I was passionate about,
[00:05:28.975]which was computer science and computer engineering,
[00:05:30.667]and merge it with other skills, which included business.
[00:05:34.711]It was something that I didn't ever think
[00:05:35.868]I would want to study, but it ended up
[00:05:37.650]really being an important part
[00:05:39.422]of my studies at the university.
[00:05:41.778]They took me on.
[00:05:42.686]I was the first intern, and was employee number eight.
[00:05:44.497]And so I've, over the last 10 years now,
[00:05:46.562]have got to see the company transform
[00:05:48.332]from eight employees to 560.
[00:05:55.480]Here are the points that I want to cover,
[00:05:56.841]and I'm going to cover them very briefly.
[00:05:57.931]So this is not gonna be a long talk.
[00:05:59.351]I want to define for you what I think emerging media means,
[00:06:03.355]talk about our industry needs.
[00:06:04.426]What I'm looking for.
[00:06:05.292]Like Susan, I have a selfish interest.
[00:06:07.192]I want the graduates of this program to come work at Hudl.
[00:06:11.645]We'll need them.
[00:06:13.258]Briefly touch on some of the partnerships
[00:06:15.739]that have been successful for us.
[00:06:17.469]Tease a little bit of our R and D.
[00:06:19.657]So you can see some of the future
[00:06:21.718]of what we're working on
[00:06:23.204]and why these graduates will be helpful to us.
[00:06:25.104]Because sometimes we don't know what we're doing,
[00:06:26.384]and we need new training and new skills
[00:06:27.993]to come into our organization to help us.
[00:06:29.681]And then, give my one minute piece
[00:06:31.535]of advice on entrepreneurship.
[00:06:33.432]That was the main thing that Megan wanted me to mention.
[00:06:36.241]So, here's my definition.
[00:06:39.127]I'm a pragmatist, I was trained as an engineer,
[00:06:42.549]so I have a very practical view of things.
[00:06:44.406]I see it as the convergence of technologies
[00:06:46.263]and interaction paradigms that will enable a
[00:06:49.317]really profound, practical impact on people's lives.
[00:06:52.123]So we prototype a lot at Hudl.
[00:06:54.555]It's part of our process, and Derrick and Ryan,
[00:06:57.442]two engineers and I worked on interactive play book,
[00:07:00.163]where customers could take their plays,
[00:07:02.679]that they'd already diagrammed in Hudl,
[00:07:03.875]and just put themselves in the play
[00:07:05.524]at any position on the field.
[00:07:07.297]And we prototyped this over a couple days.
[00:07:09.112]Is every coach and every team gonna be able
[00:07:12.531]to afford two headsets and the computer required
[00:07:15.213]to do this and all the technology that we used?
[00:07:17.151]No, not yet.
[00:07:18.227]But we're gonna get there and we need
[00:07:20.904]to be able to explore and play in these spaces
[00:07:22.266]in order to figure out what's possible and what's not.
[00:07:25.441]So one of the things we discovered
[00:07:27.134]during our prototyping, we asked a football player
[00:07:29.983]who's on staff to come in and try it out.
[00:07:31.551]And one of the things he mentioned was,
[00:07:33.042]it's not very realistic, and we tried to figure out why.
[00:07:34.279]He's like, well, there's no face mask in the way.
[00:07:37.081]When you're on the football field,
[00:07:38.649]your view is actually obstructed, what you can see,
[00:07:41.244]which the headset does that for you a little bit already,
[00:07:44.339]but we actually then just put a model of the face mask
[00:07:46.732]in front of you and it really upped the realism
[00:07:49.042]by a huge factor in our tests.
[00:07:51.970]And that was something we never could have learned
[00:07:53.865]without experimenting and playing around.
[00:07:56.422]So what do we need?
[00:07:58.446]One of our values at Hudl is we thrive on the front lines.
[00:08:00.760]And what the practical application of that is,
[00:08:04.435]it means everybody does support.
[00:08:06.006]Every employee at Hudl does customer service
[00:08:08.274]and customer support, all 560 people.
[00:08:10.376]We also try to get everyone out into a sales environment.
[00:08:13.346]So one of the very common venues
[00:08:15.238]that you'll find Hudl is at wearing shirts like this,
[00:08:17.716]is at coaching conventions.
[00:08:19.699]And we are vendors at these places
[00:08:21.308]and we send our engineers there,
[00:08:22.588]we send our designers there, our researchers there,
[00:08:24.484]to understand what the customer is looking for
[00:08:26.672]when they're out in the market.
[00:08:27.950]So how do I see that translating?
[00:08:32.451]Well, the reason that we are able to do that is
[00:08:34.681]we find people who want
[00:08:36.057]that breadth of experience.
[00:08:37.377]It's not, yeah maybe they're a little scared
[00:08:39.651]that they're gonna have to be in front
[00:08:40.768]of customers, but they realize and intuit very quickly
[00:08:42.296]that that experience of understanding what it's like
[00:08:44.443]to be a salesperson, understanding what it's like
[00:08:45.970]to have to market the product,
[00:08:47.495]or understand the financial impact or legal impact
[00:08:50.176]of something is going to be a valuable skill to them.
[00:08:51.695]This is from the Valve handbook, so the gamers out there,
[00:08:55.619]if you're fans of Valve, this is explicitly stated
[00:08:58.660]in their company handbook of the kind
[00:09:00.106]of employee they want to hire
[00:09:01.302]and the kind of employee they want to build.
[00:09:03.864]So Tom was Team X employee.
[00:09:06.716]I'm Team T employee.
[00:09:07.993]I also think I'm Team Vaporized.
[00:09:09.564]We're kind of like, everyone's putting
[00:09:11.252]out their camps in these presentations.
[00:09:16.021]So let's talk about partnerships a little bit.
[00:09:19.950]This is a fact that I don't think has ever been shared
[00:09:22.219]publicly, but 11 of Hudl's 12 first full-time employees
[00:09:27.008]were graduates of this program.
[00:09:28.990]And so that really makes me think, 10 years from now,
[00:09:31.923]15 years from now, what's the company,
[00:09:33.988]what's the entity, the consultancy, the studio
[00:09:36.092]that we're going to be saying that about
[00:09:38.235]for the Carson Center?
[00:09:39.268]I really look forward to what that will be.
[00:09:40.837]It's gonna be very exciting.
[00:09:42.450]So we've had tremendous success
[00:09:44.924]with the design studio program
[00:09:48.673]that Steve, Dr. Cooper, just mentioned.
[00:09:51.233]I can't go into the details of this project.
[00:09:54.573]Basically, it involves diving, setting up a camera,
[00:09:59.361]draw a finger on the diving board on an iPad
[00:10:02.334]to showcase, to show the computer
[00:10:04.451]where the diving board is, and then the app will
[00:10:06.804]automatically capture every dive that you take after that.
[00:10:09.697]It's a tremendous time saving tool
[00:10:10.850]for swimming and diving coaches.
[00:10:13.366]Students built this in a year.
[00:10:15.596]It's an amazing prototype, amazing piece of technology.
[00:10:21.738]Okay, glimpse it, emerging media
[00:10:24.650]kind of crossing in our paths.
[00:10:27.580]So, at the top end of the market, it's becoming common
[00:10:32.326]to have venues outfitted with really high resolution,
[00:10:37.867]high definition cameras, 12 to 15 of them,
[00:10:41.331]that are all simultaneously recording the game.
[00:10:46.157]People have been doing that for a number of years now.
[00:10:47.564]Well, Hudl's trying to get into being able
[00:10:49.502]to do that with one camera.
[00:10:51.032]So we're spending a lot of engineering
[00:10:52.388]and research fire power trying to understand
[00:10:55.485]and extract information using computer vision
[00:10:57.712]from a game from a one single consumer camera.
[00:11:02.112]With that information, we can build a model of the game.
[00:11:04.589]We can basically map those objects that are
[00:11:07.722]on the screen into a 2D plane.
[00:11:09.536]We can also extract that into 3D, as well.
[00:11:12.256]So we're understanding and starting
[00:11:14.197]to pull information out of the video.
[00:11:16.094]We can use that information, this is like a little bit
[00:11:18.779]of a pipeline here, we can use that information
[00:11:20.646]to help us key and animate motion graphics
[00:11:23.387]automatically on top of the pitch.
[00:11:26.772]And that we can then use, this is part
[00:11:31.392]of our Power-Up series, where we can
[00:11:33.080]essentially augment what you're seeing.
[00:11:36.176]This is a post production thing, but we can augment
[00:11:38.405]what you're seeing to really help enhance these moments.
[00:11:41.171]This athlete says that's one of his best plays
[00:11:43.939]of his career, and we just 10-Xed it
[00:11:47.244]by making it seem like it came out of a production movie.
[00:11:49.797]And again, this is all off commercial hardware
[00:11:52.894]and consumer level cameras and equipment.
[00:11:56.730]So our software is enabling this to happen.
[00:12:00.821]We're taking those, so we're not done yet,
[00:12:02.596]we've still got one more layer of this pipeline here,
[00:12:04.413]where we will, algorithmically and procedurally
[00:12:07.841]automatically generate a season highlight reel
[00:12:10.685]and a game highlight reel for every game
[00:12:12.627]that they are a part of.
[00:12:13.460]So that student athletes can,
[00:12:14.293]basically, have their best moments from their entire career,
[00:12:19.342]entire season, automatically produced for them.
[00:12:21.490]So Ashton is a point guard, sophomore, in Georgia.
[00:12:24.998]He didn't make this video.
[00:12:26.193]Hudl made it for him automatically.
[00:12:28.099]And many of you have probably,
[00:12:28.932]maybe you've seen the Facebook end of year,
[00:12:30.654]kind of year in review, where they compile a lot
[00:12:32.881]of your photos and videos together.
[00:12:34.203]We're doing the same sort of thing based
[00:12:36.059]on the video and the data and all that processing
[00:12:37.837]and analysis on sports videos for athletes.
[00:12:41.587]So where do I think this all is going?
[00:12:43.776]Here's my vision of how this all combines together.
[00:12:46.135]There's a phrase in our industry, for sports,
[00:12:48.896]it's the video doesn't lie.
[00:12:51.636]Coaches will say that to players,
[00:12:53.515]they'll say that to their assistants.
[00:12:55.371]It's this idea that your subjective memory
[00:12:56.978]of a sporting event is often very different than
[00:13:01.429]what actually happened.
[00:13:02.667]You may have thought you played really well,
[00:13:04.200]in fact, you didn't, or the opposite.
[00:13:05.523]Sometimes people are really down on themselves,
[00:13:07.011]when they, in fact, had a really amazing game.
[00:13:09.313]And video helps you objectively look at it
[00:13:11.054]afterwards and see how did we do,
[00:13:13.160]what do we need to change.
[00:13:14.894]But I think if you combine video statistics data
[00:13:20.086]and all this processing power that we're gonna have
[00:13:21.730]on our fingertips and the new mediums
[00:13:23.503]and formats to display it all, video,
[00:13:26.353]we're gonna have to invent new language.
[00:13:28.875]It's something else that doesn't lie.
[00:13:30.238]It's the digital reconstruction of the game doesn't lie.
[00:13:33.373]And we're gonna be able to have these things
[00:13:34.822]in our palms and on our heads in the next 10 years.
[00:13:39.527]So I'm really looking forward to that.
[00:13:42.290]My final little bit of advice on entrepreneurship,
[00:13:45.919]so, I didn't start Hudl, but I have watched
[00:13:48.637]us start a number of ventures
[00:13:51.359]in my 10 years at the company.
[00:13:53.130]Some have failed, some have become
[00:13:54.738]great multi-million dollar successes.
[00:13:57.628]And the common pattern that separates the ones
[00:14:00.186]that are successful and the ones that fail comes
[00:14:03.122]from a triangle.
[00:14:04.524]I don't know if anyone watches Silicon Valley on HBO,
[00:14:07.860]if you're an executive at a tech company,
[00:14:08.767]you have to use triangles, I love triangles.
[00:14:12.194]So the three parts of, this is called the Keeley triangle,
[00:14:15.083]the three parts are, is it viable, is it feasible,
[00:14:19.538]and is it desirable.
[00:14:20.778]And if you're missing any one of those three things,
[00:14:22.264]your product or your venture is going to fail.
[00:14:27.090]And each of these carries risk.
[00:14:29.187]When I think this from an academic
[00:14:31.707]or an educational perspective,
[00:14:33.147]I see three arms of education.
[00:14:36.654]Business, technology, and design and art.
[00:14:41.613]And those three things coming together is
[00:14:43.972]what makes successful ventures.
[00:14:45.542]And that's what we've been able to do at Hudl,
[00:14:47.071]and I look forward to helping other teams do that, as well.
[00:14:52.209]So with that, find me on Twitter.
[00:14:56.014]I'm looking forward to making this very fantastic success.
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