Rama Gheerawo. Consumer Matters. A people-Centered Approach
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This document discusses people-centered design and its importance. It argues that design should be centered around people, not just aesthetics, and should involve people in the design process. A people-centered approach involves seeing design from different perspectives, especially those who may be excluded. It encourages designers to see people as individuals who differ physically, mentally, and culturally rather than just as "users." Organizations and designers are encouraged to work directly with people to understand their lives and experiences in order to design for real human needs and emotions.
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Rama Gheerawo. Consumer Matters. A people-Centered Approach
- 1. Consumer Matters A people-centred approach Rama Gheerawo Deputy Director, Helen Hamlyn Centre for Design Royal College of Art
- 3. Design goes way beyond aesthetics... … it can change business culture and all of our civil society as well. Bruce Nussbaum, BusinessWeek RCA Innovation Night, June 2007
- 9. DESIGN HAS AN IMAGE PROBLEM
- 11. Design-led firms outperform the stock market measures by up to 200% Source: UK Design Council
- 12. WHO IS DESIGN FOR?
- 16. INCLUSIVE DESIGN
- 17. UNIVERSAL DESIGN
- 18. DESIGN FOR ALL
- 19. CO-DESIGN
- 20. PARTICIPATORY DESIGN
- 23. THE WORLD IS CHANGING
- 24. HOW WILL WE RESPOND?
- 25. Environmental change does not just affect the environment … it affects people
- 26. There are babies born today who will live to be 100 …
- 27. … and those who will die before their parents
- 28. A quarter of Norwegians use over three prescriptions every day
- 29. 80 % of family purchasing decisions are made by women Source: Innovating with People – The Business of Inclusive Design, Norwegian Design Council
- 30. But … 83 % of the creative industry are men Source: Innovating with People – The Business of Inclusive Design Norwegian Design Council
- 31. Only 13% of the American public believes that technology products are easy to use Source: Philips Index (2004)
- 32. In the 10 newest EU member states, 1 in 4 people have some form of disability
- 33. 10 % of the world’s population is aged 60 or over Source: United Nations report: The World at Six Billion
- 34. 6,915,827,105 people According to the US Census Bureau projection 10.54am yesterday
- 36. HOW WILL WE RESPOND?
- 37. WORKING WITH PEOPLE
- 39. See how people live
- 40. Ask them what they actually do
- 42. Evaluate ideas
- 44. Set people tasks
- 46. Ask people to record what they do
- 47. Capture emotions as well
- 48. Not just testing solutions … but helping to define problems
- 49. OUR APPROACH
- 50. 1) Aim for the edges Source: Jeremy Myerson, Helen Hamlyn Centre
- 53. Who are you excluding? Socially Culturally Economically Geographically Financially Gender Ability Age
- 54. 2) Statistics are just the start
- 55. 3) See the ‘person’ … not the ‘user’ Photos: Aaron Fotheringham
- 57. People differ .. physically mentally culturally socially spiritually emotionally
- 58. Because people are experts in their own lives … … you are NOT an expert in their life … you are an expert in other things
- 60. 4) The rule of one If one designer sees one interesting thing from one person… … that can be enough to get started.
- 61. ORGANISATIONS FROM AROUND THE WORLD
- 71. PROJECTS WITH INDUSTRY
- 72. Working with business 110 people-centred design projects 80 companies We matchfund Getting closer to consumer
- 74. IT IS ABOUT WIDENING PERSPECTIVES
- 86. Why have one perspective …
- 87. … when you can have many
- 88. OUT OF THE BOX Designers: Clara Gaggero and Adrian Westaway