Factor Clave Congreso
Keynote presentation - by Marco van Hout on 30 September 2011, Querétaro, Mexico.
This uploaded version is a shortened version of the actual presentation I gave.
2. An
Emotional
Keynote presentation
Unboxing given at Factor Clave Congreso
30/09/2011
Experience Querétaro, Mexico
Are (emotional) designers the
perfect gift for a world in change?
14. “Self-interested pursuit of wealth, which
is the basis of many economies in the West,
is not sustainable...” (Dr. Victoria Thoresen)
Photo credits: http://www.sxc.hu/pro le/ColinBroug
15. Ecology
‣
Environmental and ecological threats become evident
Photo credits: Luis Parades
17. Social
‣
Dense population and increase of ‘share’ puts society under pressure
Photo credits: Emily Ellison
18. Global Village
‣
Not more challenges, but our connected world increases the impact
Photo credits: http://www.sxc.hu/pro le/jeinny
19. ‣ Anxiety
Despite unprecedented wealth there is vast insecurity, unrest and dissatisfaction
Photo credits: http://www.sxc.hu/pro le/demonteiro
20. ‣ We are the world
We feel that we are the world. We can shape our world according to our design
Photo credits: USA for Africa
21. ‣ We are our stuff
The things that we own often define who we are. We identify with them
Photo credits: http://www.sxc.hu/pro le/Moon_Beam
22. ‣ Stuff
99% of stuff that is mined, purchased and used ends up on a landfill within 6 months
Photo credits: Chris Jordan
23. ‣ Responsibility
Why do we feel we need so much stuff? Do designers have a part in this?
Photo credits: Tofslie
24. The world is a challenging gift...
facing economical, ecological and social challenges
However, we have ‘designed’ our world that way
... and should take our responsibility.
How do designers fit in this? Do we have a part in
So...
the ‘design’ of the world and can we change it?
‣
28. Why do we design?
‣
We love to design and redesign
Photo credits: http://www.sxc.hu/pro le/brittahaal
29. “Our current age sees everything as an object of manufacture,
as something which can be got hold of and improved, or
altered, to produce better or more effective outcomes.”
(Laurence Paul Hemming)
Photo credits: Brankopopvicblog
30. To meet a need (in a new way, in a better way)
To achieve a goal
To make a statement.
‣ Purpose
We don’t design for the sake of designing, we design for a purpose
Photo credits: http://www.sxc.hu/pro le/jeinny
31. “There are more professions more
harmful than industrial design
- but only very few”
(Victor Papanek, 1984)
Design as guilty party
Photo credits: Hasse / Tweakers.net
32. True
‣
Decisions that affect future environmental impact are often made in the design phase
Photo credits: http://www.ronpatrickstuff.com/
33. But...
‣
Decisions that affect future environmental impact are often made in the design phase!
Photo credits: W.I.K. and me
35. “Events, threats and opportunities aren’t just coming at
us faster or with less predictability...
Photo credits: http://www. ickr.com/photos/sierragoddess/
36. they are converging and influencing each other to create
entirely new situations...
These first-of-their-kind developments
require unprecedented degrees of creativity.
(Capatilising on Complexity / 2010 IBM CEO study)
Photo credits: http://www. ickr.com/photos/sierragoddess/
37. Time to shine
‣
It’s design’s time to shine in a challenging world
Photo credits:http://www.sxc.hu/pro le/shadowkill
38. Today, integration, rather than raw technology,
has become the pressing problem of our world.
This is what designers, above all else, are good at.
(Belinda Lanks - Fast Company)
Photo credits: Takeoka Mini Car Products Co Ltd
53. Critique
‣
There is often critique on designers
Photo credits: http://www.sxc.hu/pro le/coscurro
54. “There are many things wrong with design
in our world, but designers, as a group of
people, are not the problem...
Photo credits: D. Sherwin / Changeorder.typepad.com
55. ... If we can design our way into difficulty, we
can design our way out.
What would MacGyver do?
Photo credits: MacGyver
56. Useless product category?
Sensitivity to context, relationships and
to consequences are key aspects to the
transition from mindless development
to design mindfulness.”
(John Thackara)
58. ‣ Deep Ecology
Learn from other disciplines
Photo credits: http://www. ickr.com/photos/emonxie/
59. Deep ecology seeks to develop ecological
wisdom by focusing on deep experience,
deep questioning and deep commitment.
Arne Naess (1973)
Photo credits: http://www.sxc.hu/pro le/guitargoa
60. Deep ecology Why do we need this?
Can we go without?
Why and how Mindful design
Design How can we improve this
product, service or activity?
Deep ecology -vs- Design
Photo credits: http://www.sxc.hu/pro le/mzacha
61. Go deep
Work smart
Mindful
‣
Designers as facilitators of change rather than individual object creators
Photo credits: http://www. ickr.com/photos/thejoeyway/
62. Design can be a great gift as long as...
Designers understand the impact of their designs
They don’t pretend to save the world, but take
small steps to assist world change
Go deep, question everything. Work smart, go
into all the details to get the best solution
So...
‣ Mindful design prevails. Context, relationships,
consequences and meaning are always considered
64. As mindfulness would indicate empathy and human centeredness...
... mindful has to be meaningful (to others)
Photo credits: http://www.sxc.hu/pro le/jeinny
66. “Great design (thinking) results in functio-
nally and emotionally satisfying solutions /
experiences where the emotional value is
generated through the creation of meaning”
(Tim Brown)
Photo credits: Whirlwind Wheelchair
74. And even this
Photo credits: http://www.armaghelectrical.com
75. It’s about emotional impact...
Not necessarily only positive!
But also...
Photo credits: Jennifer Noon Design
76. Intensify achievement
Empower for action
Negative emotions to design richer experiences / Steven Fokkinga (TU Delft)
Photo credits: http://www.ics.uci.edu/~eppstein
77. Emotional design is to design a product or
service with the intention to evoke predefined
emotions.
Photo credits: Sexy urinal
78. Emotional design can assist designers to
design change...
... as it puts people before technology
... and runs on the basis of meaning,
mindfulness and empathy.
79. Emotional design can create the connection
with a product that is needed...
... to make it more sustainable.
80. In that sense. Emotional design can be...
The way for designers to connect with people
in a more profound way
A practical method to incorporate experience
centeredness into design
So...
‣
A way to create sustainibility through
connection.
The Factor Clave? :-)
82. Since 1999
the Design & Emotion Society raises issues
and facilitates dialogue among practitioners, researchers, and
industry in order to integrate salient themes of emotional
experience into the design profession.
www.designandemotion.org
83. ‣ Non-verbal self report instrument
‣ 12 animated validated characters
‣ PrEmo
Emotional experience of products
‣
‣
Measures low intensity
and mixed character
www.premo-online.com
84. Need to know more? marco.vanhout@susagroup.com
Twitter: @demadera
www.susagroup.com