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Humanity Centred Design

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Chris Sherwin, founder and director of Reboot Innovation

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Humanity Centred Design

  1. 1. Copyright - Chris Sherwin 2016 Stand Aside Human-Centredness, its Time for Humanity-Centred Design Mobile UX London Event IBM IX, 5th March 2020 Chris Sherwin PhD, director, reboot innovation
  2. 2. ABOUT ME
  3. 3. Copyright: Chris Sherwin 2020 reboot innovation reboot innovation a sustainable innovation and design consultancy
  4. 4. Copyright: Chris Sherwin 2020 reboot innovation HELPING BUSINESS, DESIGNERS AND INNOVATORS WITH IDEAS AND INNOVATIONS FOR A BETTER WORLD
  5. 5. Copyright: Chris Sherwin 2018 reboot innovation YV Left Yeovers Helped create a dairy innovation using surplus ingredients that would otherwise go to waste Dulux Evolve Supported AkzoNobel to develop a world’s first mainstream recycled paint made from 35% recycled content Winnow Vision Led design of world-first AI- enabled smart bin that helps commercial kitchens be more profitable and sustainable. Fairphone 2 Helped design the world’s most ethical smartphone that is modular, repairable and ethically sourced world-first and world’s-greenest products
  6. 6. Copyright: Chris Sherwin 2020 reboot innovation Recent clients BRANDS AGENCIES
  7. 7. MOVING FROM HUMAN-CENTRED TO HUMANITY-CENTRED DESIGN
  8. 8. Copyright: Chris Sherwin 2020 reboot innovation
  9. 9. Copyright: Chris Sherwin 2020 reboot innovation HUMAN-CENTRED DESIGN DESIGN THINKING
  10. 10. Copyright: Chris Sherwin 2020 reboot innovation ARE TODAY’S APPROACHES TO DESIGN - HUMAN- CENTREDNESS (HCD) & DESIGN THINKING - REALLY FIT-FOR-A-SUSTAINABLE FUTURE?
  11. 11. Copyright: Chris Sherwin 2020 reboot innovation Three ways design must change From Design for Users, driven by Consumer Insight… To Capturing Stakeholder Needs & Insights From Mapping the Customer Journey… To Considering the Full Lifecycle or System From Desirability Creates Business Value… To Creating Shared Value for All 1 2 3
  12. 12. Copyright: Chris Sherwin 2020 reboot innovation Principle #1: Design for the User The dominant principles are guided by Consumer Marketing (User) Insight methods and tools, like Ethnography, Anthropology, Focus Groups, Interviews, Video Diaries, etc
  13. 13. Copyright: Chris Sherwin 2020 reboot innovation Two problems with Consumer Insight-driven Design Consumers get things wrong Sustainability needs are poorly expressed in traditional research
  14. 14. Copyright: Chris Sherwin 2020 reboot innovation Selling sustainability is not like selling soap, it’s more like getting people to use soap in the first place.  “
  15. 15. Copyright: Chris Sherwin 2020 reboot innovation Sustainability Insights - Dairy Category Copyright: Chris Sherwin 2020 reboot innovation Dairy product Hotspots Dairy products are energy intensive with high carbon footprint Waste at home: over-buying, incorrect storage, mishandling Manufacturing waste: dual ingredient processing, production waste (6-30%), tanker effluent Courtesy of © WRAP
  16. 16. Copyright - Chris Sherwin 2016 More Taste Less Waste Yeo Valley Left Yeovers is a Limited Edition yoghurt product that uses surplus ingredients from manufacturing or sourcing that would otherwise go to waste. Each pot sold triggers a donation to food waste charity FareShare to feed those in need.
  17. 17. Copyright: Chris Sherwin 2020 reboot innovation Principle #2: Focus on the System The dominant methods and tools used are User Experience or Customer Journey mapping describing the key stages or steps of consumption and use.
  18. 18. Copyright: Chris Sherwin 2020 reboot innovation Where does it come from. Where does it go? A recycler’s nemesis Uniqlo $50 Cashmere sweater: Single biggest cause of desertification in Afghanistan?
  19. 19. Copyright: Chris Sherwin 2020 reboot innovation LETS MERGE THE CUSTOMER JOURNEY AND LIFECYCLE MAP TO TELL THE FULL PRODUCT JOURNEY
  20. 20. Copyright: Chris Sherwin 2020 reboot innovation PAST INDUSTRIAL AND DIGITAL REVOLUTION’S LED TO COMPLETELY NEW FORMS OF DESIGN OUR CLIMATE AND ECOLOGICAL EMERGENCY REQUIRES HUMANITY-CENTRED DESIGN
  21. 21. Copyright: Chris Sherwin 2020 reboot innovation Thank You Chris Sherwin PhD Founder Director, reboot innovation chris@rebootinnovation.com

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