Consumer MattersA people-centred approachRama GheerawoDeputy Director,Helen Hamlyn Centre for DesignRoyal College of Art
Design goes way beyond                     aesthetics...… it can change business culture        and all of our civil socie...
IMPROVING LIFE
DESIGN HAS ANIMAGE PROBLEM
Design-led firms outperform the stockmarket measures by up to 200%                             Source: UK Design Council
WHO IS DESIGN    FOR?
DESIGNCENTRED around PEOPLE
PEOPLECENTRED DESIGN
INCLUSIVE  DESIGN
UNIVERSAL DESIGN
DESIGN FOR ALL
CO-DESIGN
PARTICIPATORY   DESIGN
PEOPLECENTRED DESIGN
SOCIALLYDRIVEN DESIGN
THE WORLD IS  CHANGING
HOW WILL WE RESPOND?
Environmental change does not just affect the environment … it affects               people
There are babies born today who will          live to be 100 …
… and those who will die before their             parents
A quarter of Norwegians use over  three prescriptions every day
80 % of family purchasing decisions       are made by women                      Source: Innovating with People – The Busi...
But … 83 % of the creative industry            are men               Source: Innovating with People – The Business of Incl...
Only 13% of the American publicbelieves that technology products areeasy to use                              Source: Phili...
In the 10 newest EU member states,1 in 4 people have some form ofdisability
10 % of the world’s population is        aged 60 or over                     Source: United Nations report: The World     ...
6,915,827,105 peopleAccording to the US Census Bureau projection 10.54am yesterday
691,582,711 older people
HOW WILL WE RESPOND?
WORKING WITH  PEOPLE
SEE  ASKINTERPRET
See how people live
Ask them what theyactually do
Make interpretations
Evaluate ideas
Follow people around
Set people tasks
Experience their world
Ask people to record what they do
Capture emotions as well
Not just testing solutions … but helping todefine problems
OUR APPROACH
1) Aim for the edges	                          Source: Jeremy                          Myerson, Helen                     ...
Who are you excluding?                Socially               Culturally              Economically             Geographical...
2) Statistics are just the start
3) See the ‘person’ … not the ‘user’	Photos: Aaron Fotheringham
Photo:Katrin Trautner
People differ ..          physically          mentally          culturally                       socially                 ...
Because people are experts in theirown lives …… you are NOT an expert in their life… you are an expert in other things
4) The rule of one	If one designer sees one interestingthing from one person…… that can be enough to get started.
ORGANISATIONSFROM AROUND  THE WORLD
PROJECTS WITH  INDUSTRY
Working with business	110 people-centred design projects80 companiesWe matchfundGetting closer to consumer
IT IS ABOUT  WIDENINGPERSPECTIVES
Why have one perspective …
… when you can have many
OUT OF THE BOX Designers: Clara Gaggero and Adrian Westaway
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
Rama Gheerawo. Consumer Matters. A people-Centered Approach
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Rama Gheerawo. Consumer Matters. A people-Centered Approach

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Design Thinking Lab 2011 presentation at British Higher School of Art and Design, Moscow, 6-14 July, 2011

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Rama Gheerawo. Consumer Matters. A people-Centered Approach

  1. 1. Consumer MattersA people-centred approachRama GheerawoDeputy Director,Helen Hamlyn Centre for DesignRoyal College of Art
  2. 2. 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
  3. 3. IMPROVING LIFE
  4. 4. DESIGN HAS ANIMAGE PROBLEM
  5. 5. Design-led firms outperform the stockmarket measures by up to 200% Source: UK Design Council
  6. 6. WHO IS DESIGN FOR?
  7. 7. DESIGNCENTRED around PEOPLE
  8. 8. PEOPLECENTRED DESIGN
  9. 9. INCLUSIVE DESIGN
  10. 10. UNIVERSAL DESIGN
  11. 11. DESIGN FOR ALL
  12. 12. CO-DESIGN
  13. 13. PARTICIPATORY DESIGN
  14. 14. PEOPLECENTRED DESIGN
  15. 15. SOCIALLYDRIVEN DESIGN
  16. 16. THE WORLD IS CHANGING
  17. 17. HOW WILL WE RESPOND?
  18. 18. Environmental change does not just affect the environment … it affects people
  19. 19. There are babies born today who will live to be 100 …
  20. 20. … and those who will die before their parents
  21. 21. A quarter of Norwegians use over three prescriptions every day
  22. 22. 80 % of family purchasing decisions are made by women Source: Innovating with People – The Business of Inclusive Design, Norwegian Design Council
  23. 23. But … 83 % of the creative industry are men Source: Innovating with People – The Business of Inclusive Design Norwegian Design Council
  24. 24. Only 13% of the American publicbelieves that technology products areeasy to use Source: Philips Index (2004)
  25. 25. In the 10 newest EU member states,1 in 4 people have some form ofdisability
  26. 26. 10 % of the world’s population is aged 60 or over Source: United Nations report: The World at Six Billion
  27. 27. 6,915,827,105 peopleAccording to the US Census Bureau projection 10.54am yesterday
  28. 28. 691,582,711 older people
  29. 29. HOW WILL WE RESPOND?
  30. 30. WORKING WITH PEOPLE
  31. 31. SEE ASKINTERPRET
  32. 32. See how people live
  33. 33. Ask them what theyactually do
  34. 34. Make interpretations
  35. 35. Evaluate ideas
  36. 36. Follow people around
  37. 37. Set people tasks
  38. 38. Experience their world
  39. 39. Ask people to record what they do
  40. 40. Capture emotions as well
  41. 41. Not just testing solutions … but helping todefine problems
  42. 42. OUR APPROACH
  43. 43. 1) Aim for the edges Source: Jeremy Myerson, Helen Hamlyn Centre
  44. 44. Who are you excluding? Socially Culturally Economically Geographically Financially Gender Ability Age
  45. 45. 2) Statistics are just the start
  46. 46. 3) See the ‘person’ … not the ‘user’ Photos: Aaron Fotheringham
  47. 47. Photo:Katrin Trautner
  48. 48. People differ .. physically mentally culturally socially spiritually emotionally
  49. 49. Because people are experts in theirown lives …… you are NOT an expert in their life… you are an expert in other things
  50. 50. 4) The rule of one If one designer sees one interestingthing from one person…… that can be enough to get started.
  51. 51. ORGANISATIONSFROM AROUND THE WORLD
  52. 52. PROJECTS WITH INDUSTRY
  53. 53. Working with business 110 people-centred design projects80 companiesWe matchfundGetting closer to consumer
  54. 54. IT IS ABOUT WIDENINGPERSPECTIVES
  55. 55. Why have one perspective …
  56. 56. … when you can have many
  57. 57. OUT OF THE BOX Designers: Clara Gaggero and Adrian Westaway
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