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ed Design
       n Centr
Huma




                                                  n
                                       a c om i
                                 eph Gi
                      Pr of. Josh 012
                               7t 2
                      Ma r c h
ations and
             Gen  eralis       ners
First Some        b ou t Desig
            pes a
  St ereoty
The Artist Designer

    ...applying knowledge of aesthetics, materials, mechanics and
    perception to achieve pleasant and enjoyable objects.
Ron Arad
Giorgetto Giugiaro
Philippe Starck
The Engineering Designer

    ...applying scientific and technical knowledge to achieve
    functional, efficient and affordable products.
James Dyson
Andrian Newey
Burt Rutan
Human
Centred
Designer
A relatively transparent figure who
does not impose preferences on a
project, but, instead, conveys and
translates the will of the people in
order to empower them through
the final design solution.

Human centred design involves
techniques which communicate,
interact, empathise and stimulate
the people involved, obtaining an
understanding of their needs,
desires and experiences which
often transcends that which the
people themselves actually knew
and realised.
Some Human Centred Design Tools...

    Ethnographic interviews       Narration
    Questionnaires                Visual journals
                                  Cultural Probes
    Day-in-the-life analysis
    Customer Shadowing            Be your customer
    Fly-on-the-wall observation   Customer journey

    Activity analysis             Personas
    Error analysis                Scenarios
    Cognitive task analysis
                                  Extreme Users
    The five whys                 Focus groups
    Conceptual landscape          Co-design
Human
Centred
Design
Combines branding,
computer science,
engineering, ergonomics,
management, philosophy
and psychology to design
products, systems and
services which are
physically, perceptually,
cognitively and emotionally
intuitive.
Physically Intuitive




Sam Weller

Cosy All The Time

An energy-efficient heater built into
a sealed pocket within a blanket,
which is recharged by placing it
over a clothes horse induction unit.
Perceptually Intuitive




Joseph Giacomin

Energy Sixth Sense

Thermal imagining display in
home thermostat to help “see”
the energy usage.
Cognitively
Intuitive




Oliver Wooderson

Bathe Safe

Functional bath temperature
monitor for helping to avoid
the dangers of scalding.
Emotionally Intuitive




Tim Holley

Tio

Light switch which encourages
children to reduce energy usage
by becoming more expressively
irritable the longer the lights are
left on.
Sources of the Generalisations
     The three generalisations strongly resemble the three-layered
     model of meaning proposed by the well known psychologist
     Mihaly Csikszentmihalyi.

     Meaning is construction built up from dialogues with one’s inner
     self (superego), with the external world (cosmos) and with other
     people (social).
about
              bserv ations
   w So me O       ess T rends
No            usin
    Re cent B
1994
       1990


1985
1995
2001
The business development was guided by the
physical, perceptual, cognitive and emotional
characteristics of people …
Technology
            Driven Design



   The
  Three           Human
                  Centred
 Design           Design

Paradigms


                 Environmentally
                 Sustainable Design
Why Human Centred Design ?

   Eric Von Hippel of the MIT Business School has noted that “70% to 80%
   of new product development that fails does so not for lack of advanced
   technology, but because of a failure to understand users’ needs.”


                       Von Hippel, E. 2007, An emerging hotbed of user-centered innovation,
                       Breakthrough ideas for 2007, Harvard Business Review, Article R0702A, February.
Why Human Centred Design ?

   The importance of customer experience is clear from the economic
   performance of companies ranked using the Customer Experience Index.

   Companies achieving high levels of customer experience (e.g. those in
   the index’s top quartile) enjoy revenue gains of up to €70 million while
   companies characterised by low levels of customer experience suffer
   losses of up to €110 million.


                            Temkin, B.D., Manning, H., Melnikova, O. and Geller, S. 2008, The Business
                            Impact of Customer Experience, Forrester Research.
Why Human Centred Design ?
  21st century design is characterised by approaches such as user centred
  design, design for product experience, design for customer experience,
  design for emotion, emotionally durable design, design for pleasure,
  sensory branding and neurobranding which have been made possible by
  the recent dramatic expansion of our understanding of the human mind.

            Chapman, J. (2005), Emotionally Durable Design: Objects, Experiences and Empathy, Earthscan Publishers, London.

            Du Plessis, E. (2011) The Branded Mind: What Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand,
            Kogan Page Publishers, London.

            Jordan, P.W. (2000), Designing Pleasurable Products: An Introduction to the New Human Factors, Taylor & Francis,
            London.

            Lindstrom, M. (2005), Branding cluster sheet: Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell,
            Sight and Sound, Kogan Page Publishers, London.

            Mulder, S. and Yaar, Z. (2006), The User is Always Right: A Practical Guide to Creating and Using Personas for the Web,
            New Riders Publishers, Berkeley, California.

            Norman, D. A. (2005), Emotional Design: Why We Love (or Hate) Everyday Things, Basic Books, New York, New York.

            Shaw, C. and Ivens, J. (eds) 2002, Building Great Customer Experiences, Palgrave.

            Schifferstein, H.N.J. and Hekkert, P. (2007) Product Experience, Elsevier Science, San Diego, CA.
l Sear ching
          ome Sou         ctice
     ow S
And N ing Busines  s Pr a
 Regard
Does Human Centred Design Require
a Change of Business Strategy ?
Probably. Human centred design is a complex form of market-pull business
strategy, which involves the business proposing innovative new concepts to
the market and then responding quickly to the feedback.
Does Human Centred Design Require Greater
Communication Within The Business ?
Yes. This is so important that
designers like Gray, Brown and
Macanufo have assembled tools
to help to break down barriers,
generate ideas and develop
new strategies.

Group and game activities
based on visual techniques,
customer role-playing and user
experience capture can be
deployed across the business.
Does Human Centred Design Require
Greater Interaction with The Customers ?
Yes. Eric Von Hippel suggests that
products, systems and services are
shaped by "lead users" who are ahead
of the marketplace trends. He argues
that businesses should redesign their
processes so as to co-develop and co-
design with customers at all stages.

Customers express their ideas, form
innovation communities and sometimes
even develop the new product, system
or service themselves. Examples include
the open source software movement and
several recent products for the home.
Does Human Centred Design Require
Better Communication of the Vision ?
Yes. Anthony Dunne refers to “para-functionality”,
“conceptual design” and “real fiction” to describe
ways of focussing on the interaction between the
portrayed reality of an alternative design scenario
and the everyday reality of people’s lives.

Dunne suggests that a range of physical and virtual
prototypes including acting and film can be used as
“props” for people to act out experiences with, and
critiques of, new meanings and lifestyles.
Yes. Roberto Verganti suggests that
innovation does not occur from within the
existing market, but instead from a vision
about possible new meanings which
customers did not ask for, but which they
fall in love with once experienced.

Verganti suggests that innovation requires
getting close to “interpreters”, those
individuals who share the vision, deeply
understand it, and shape the market.
Does Human Centred Design Involve
Ethical Challenges ?


Yes, many...

Not least of which deciding how much of “us” to put into
the product, system or service...
Putting a little bit of us
into our tools.

         A clever flower pot can help to
         care for our floral friends.
Putting a little bit of us
into our tools.
     Assisted navigation takes the
     strain of reading the map.
Putting a little bit of us
into our tools.
          Medical devices can inform
          or even diagnose.
Putting a little bit of us
into our tools.
        ASIMO can assist with
        many workplace tasks.
Putting a little bit of us
into our tools.
      Robots work with children.
hank you.
T

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Human Centred Design HCDI seminar Giacomin

  • 1. ed Design n Centr Huma n a c om i eph Gi Pr of. Josh 012 7t 2 Ma r c h
  • 2. ations and Gen eralis ners First Some b ou t Desig pes a St ereoty
  • 3. The Artist Designer ...applying knowledge of aesthetics, materials, mechanics and perception to achieve pleasant and enjoyable objects.
  • 7. The Engineering Designer ...applying scientific and technical knowledge to achieve functional, efficient and affordable products.
  • 11. Human Centred Designer A relatively transparent figure who does not impose preferences on a project, but, instead, conveys and translates the will of the people in order to empower them through the final design solution. Human centred design involves techniques which communicate, interact, empathise and stimulate the people involved, obtaining an understanding of their needs, desires and experiences which often transcends that which the people themselves actually knew and realised.
  • 12. Some Human Centred Design Tools... Ethnographic interviews Narration Questionnaires Visual journals Cultural Probes Day-in-the-life analysis Customer Shadowing Be your customer Fly-on-the-wall observation Customer journey Activity analysis Personas Error analysis Scenarios Cognitive task analysis Extreme Users The five whys Focus groups Conceptual landscape Co-design
  • 13. Human Centred Design Combines branding, computer science, engineering, ergonomics, management, philosophy and psychology to design products, systems and services which are physically, perceptually, cognitively and emotionally intuitive.
  • 14. Physically Intuitive Sam Weller Cosy All The Time An energy-efficient heater built into a sealed pocket within a blanket, which is recharged by placing it over a clothes horse induction unit.
  • 15. Perceptually Intuitive Joseph Giacomin Energy Sixth Sense Thermal imagining display in home thermostat to help “see” the energy usage.
  • 16. Cognitively Intuitive Oliver Wooderson Bathe Safe Functional bath temperature monitor for helping to avoid the dangers of scalding.
  • 17. Emotionally Intuitive Tim Holley Tio Light switch which encourages children to reduce energy usage by becoming more expressively irritable the longer the lights are left on.
  • 18. Sources of the Generalisations The three generalisations strongly resemble the three-layered model of meaning proposed by the well known psychologist Mihaly Csikszentmihalyi. Meaning is construction built up from dialogues with one’s inner self (superego), with the external world (cosmos) and with other people (social).
  • 19. about bserv ations w So me O ess T rends No usin Re cent B
  • 20. 1994 1990 1985
  • 21. 1995
  • 22. 2001
  • 23. The business development was guided by the physical, perceptual, cognitive and emotional characteristics of people …
  • 24. Technology Driven Design The Three Human Centred Design Design Paradigms Environmentally Sustainable Design
  • 25. Why Human Centred Design ? Eric Von Hippel of the MIT Business School has noted that “70% to 80% of new product development that fails does so not for lack of advanced technology, but because of a failure to understand users’ needs.” Von Hippel, E. 2007, An emerging hotbed of user-centered innovation, Breakthrough ideas for 2007, Harvard Business Review, Article R0702A, February.
  • 26. Why Human Centred Design ? The importance of customer experience is clear from the economic performance of companies ranked using the Customer Experience Index. Companies achieving high levels of customer experience (e.g. those in the index’s top quartile) enjoy revenue gains of up to €70 million while companies characterised by low levels of customer experience suffer losses of up to €110 million. Temkin, B.D., Manning, H., Melnikova, O. and Geller, S. 2008, The Business Impact of Customer Experience, Forrester Research.
  • 27. Why Human Centred Design ? 21st century design is characterised by approaches such as user centred design, design for product experience, design for customer experience, design for emotion, emotionally durable design, design for pleasure, sensory branding and neurobranding which have been made possible by the recent dramatic expansion of our understanding of the human mind. Chapman, J. (2005), Emotionally Durable Design: Objects, Experiences and Empathy, Earthscan Publishers, London. Du Plessis, E. (2011) The Branded Mind: What Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand, Kogan Page Publishers, London. Jordan, P.W. (2000), Designing Pleasurable Products: An Introduction to the New Human Factors, Taylor & Francis, London. Lindstrom, M. (2005), Branding cluster sheet: Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight and Sound, Kogan Page Publishers, London. Mulder, S. and Yaar, Z. (2006), The User is Always Right: A Practical Guide to Creating and Using Personas for the Web, New Riders Publishers, Berkeley, California. Norman, D. A. (2005), Emotional Design: Why We Love (or Hate) Everyday Things, Basic Books, New York, New York. Shaw, C. and Ivens, J. (eds) 2002, Building Great Customer Experiences, Palgrave. Schifferstein, H.N.J. and Hekkert, P. (2007) Product Experience, Elsevier Science, San Diego, CA.
  • 28. l Sear ching ome Sou ctice ow S And N ing Busines s Pr a Regard
  • 29. Does Human Centred Design Require a Change of Business Strategy ?
  • 30. Probably. Human centred design is a complex form of market-pull business strategy, which involves the business proposing innovative new concepts to the market and then responding quickly to the feedback.
  • 31. Does Human Centred Design Require Greater Communication Within The Business ?
  • 32. Yes. This is so important that designers like Gray, Brown and Macanufo have assembled tools to help to break down barriers, generate ideas and develop new strategies. Group and game activities based on visual techniques, customer role-playing and user experience capture can be deployed across the business.
  • 33. Does Human Centred Design Require Greater Interaction with The Customers ?
  • 34. Yes. Eric Von Hippel suggests that products, systems and services are shaped by "lead users" who are ahead of the marketplace trends. He argues that businesses should redesign their processes so as to co-develop and co- design with customers at all stages. Customers express their ideas, form innovation communities and sometimes even develop the new product, system or service themselves. Examples include the open source software movement and several recent products for the home.
  • 35. Does Human Centred Design Require Better Communication of the Vision ?
  • 36. Yes. Anthony Dunne refers to “para-functionality”, “conceptual design” and “real fiction” to describe ways of focussing on the interaction between the portrayed reality of an alternative design scenario and the everyday reality of people’s lives. Dunne suggests that a range of physical and virtual prototypes including acting and film can be used as “props” for people to act out experiences with, and critiques of, new meanings and lifestyles.
  • 37. Yes. Roberto Verganti suggests that innovation does not occur from within the existing market, but instead from a vision about possible new meanings which customers did not ask for, but which they fall in love with once experienced. Verganti suggests that innovation requires getting close to “interpreters”, those individuals who share the vision, deeply understand it, and shape the market.
  • 38. Does Human Centred Design Involve Ethical Challenges ? Yes, many... Not least of which deciding how much of “us” to put into the product, system or service...
  • 39. Putting a little bit of us into our tools. A clever flower pot can help to care for our floral friends.
  • 40. Putting a little bit of us into our tools. Assisted navigation takes the strain of reading the map.
  • 41. Putting a little bit of us into our tools. Medical devices can inform or even diagnose.
  • 42. Putting a little bit of us into our tools. ASIMO can assist with many workplace tasks.
  • 43. Putting a little bit of us into our tools. Robots work with children.