Human Centred Design HCDI seminar Giacomin

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Seminar Series 2011-12 of the Human Centred Design Institute (HCDI)

http://hcdi.brunel.ac.uk/seminar.aspx

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Human Centred Design HCDI seminar Giacomin

  1. 1. ed Design n CentrHuma n a c om i eph Gi Pr of. Josh 012 7t 2 Ma r c h
  2. 2. ations and Gen eralis nersFirst Some b ou t Desig pes a St ereoty
  3. 3. The Artist Designer ...applying knowledge of aesthetics, materials, mechanics and perception to achieve pleasant and enjoyable objects.
  4. 4. Ron Arad
  5. 5. Giorgetto Giugiaro
  6. 6. Philippe Starck
  7. 7. The Engineering Designer ...applying scientific and technical knowledge to achieve functional, efficient and affordable products.
  8. 8. James Dyson
  9. 9. Andrian Newey
  10. 10. Burt Rutan
  11. 11. HumanCentredDesignerA relatively transparent figure whodoes not impose preferences on aproject, but, instead, conveys andtranslates the will of the people inorder to empower them throughthe final design solution.Human centred design involvestechniques which communicate,interact, empathise and stimulatethe people involved, obtaining anunderstanding of their needs,desires and experiences whichoften transcends that which thepeople themselves actually knewand realised.
  12. 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. 13. HumanCentredDesignCombines branding,computer science,engineering, ergonomics,management, philosophyand psychology to designproducts, systems andservices which arephysically, perceptually,cognitively and emotionallyintuitive.
  14. 14. Physically IntuitiveSam WellerCosy All The TimeAn energy-efficient heater built intoa sealed pocket within a blanket,which is recharged by placing itover a clothes horse induction unit.
  15. 15. Perceptually IntuitiveJoseph GiacominEnergy Sixth SenseThermal imagining display inhome thermostat to help “see”the energy usage.
  16. 16. CognitivelyIntuitiveOliver WoodersonBathe SafeFunctional bath temperaturemonitor for helping to avoidthe dangers of scalding.
  17. 17. Emotionally IntuitiveTim HolleyTioLight switch which encourageschildren to reduce energy usageby becoming more expressivelyirritable the longer the lights areleft on.
  18. 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. 19. about bserv ations w So me O ess T rendsNo usin Re cent B
  20. 20. 1994 19901985
  21. 21. 1995
  22. 22. 2001
  23. 23. The business development was guided by thephysical, perceptual, cognitive and emotionalcharacteristics of people …
  24. 24. Technology Driven Design The Three Human Centred Design DesignParadigms Environmentally Sustainable Design
  25. 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. 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. 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. 28. l Sear ching ome Sou ctice ow SAnd N ing Busines s Pr a Regard
  29. 29. Does Human Centred Design Requirea Change of Business Strategy ?
  30. 30. Probably. Human centred design is a complex form of market-pull businessstrategy, which involves the business proposing innovative new concepts tothe market and then responding quickly to the feedback.
  31. 31. Does Human Centred Design Require GreaterCommunication Within The Business ?
  32. 32. Yes. This is so important thatdesigners like Gray, Brown andMacanufo have assembled toolsto help to break down barriers,generate ideas and developnew strategies.Group and game activitiesbased on visual techniques,customer role-playing and userexperience capture can bedeployed across the business.
  33. 33. Does Human Centred Design RequireGreater Interaction with The Customers ?
  34. 34. Yes. Eric Von Hippel suggests thatproducts, systems and services areshaped by "lead users" who are aheadof the marketplace trends. He arguesthat businesses should redesign theirprocesses so as to co-develop and co-design with customers at all stages.Customers express their ideas, forminnovation communities and sometimeseven develop the new product, systemor service themselves. Examples includethe open source software movement andseveral recent products for the home.
  35. 35. Does Human Centred Design RequireBetter Communication of the Vision ?
  36. 36. Yes. Anthony Dunne refers to “para-functionality”,“conceptual design” and “real fiction” to describeways of focussing on the interaction between theportrayed reality of an alternative design scenarioand the everyday reality of people’s lives.Dunne suggests that a range of physical and virtualprototypes including acting and film can be used as“props” for people to act out experiences with, andcritiques of, new meanings and lifestyles.
  37. 37. Yes. Roberto Verganti suggests thatinnovation does not occur from within theexisting market, but instead from a visionabout possible new meanings whichcustomers did not ask for, but which theyfall in love with once experienced.Verganti suggests that innovation requiresgetting close to “interpreters”, thoseindividuals who share the vision, deeplyunderstand it, and shape the market.
  38. 38. Does Human Centred Design InvolveEthical Challenges ?Yes, many...Not least of which deciding how much of “us” to put intothe product, system or service...
  39. 39. Putting a little bit of usinto our tools. A clever flower pot can help to care for our floral friends.
  40. 40. Putting a little bit of usinto our tools. Assisted navigation takes the strain of reading the map.
  41. 41. Putting a little bit of usinto our tools. Medical devices can inform or even diagnose.
  42. 42. Putting a little bit of usinto our tools. ASIMO can assist with many workplace tasks.
  43. 43. Putting a little bit of usinto our tools. Robots work with children.
  44. 44. hank you.T

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