Human Centered Design is a process that focuses on the needs, wants and limitations of end users at each stage of design. It requires analyzing how humans will use a product and testing assumptions with real users. The goal is to optimize the product for how users can or want to use it, rather than forcing users to change. Apple's recent ads emphasize ergonomics, showing how their new EarPods are designed specifically for human ear anatomy. Their shape and dual output allow a more comfortable, secure fit compared to previous round earbuds. Testing with users found the new design provided better sound quality and noise cancellation for calls.

1. Human Centered
Design
Submitted by- SYED HUMAM
ITI SENGAR
PGVC- 2013-15
Assignment – APPLIED ERGONOMICS
WLCI, WLCI SCHOOL OF ADVERTISING & GRAPHIC DESIGN
SUBMITTED TO-
Mrs. Deepti Baveja
(National Head)

2. INTRODUCTION
Human - centered design is a process (not restricted to interfaces or technologies) in
which the needs, wants, and limitations of end users of a product, service or process
are given extensive attention at each stage of the design process.
Human - centered design can be characterized as a multi-stage problem solving
process that not only requires designers to analyse and foresee how humans are likely
to use a product, but also to test the validity of their assumptions with regard to
human behaviour in real world tests with actual users. Such testing is necessary as it is
often very difficult for the designers of a product to understand intuitively what a
first-time user of their design experiences, and what each user's learning curve may
look like.
The chief difference from other product design philosophies is that human-centered
design tries to optimize the product around how users can, want, or need to use the
product, rather than forcing the users to change their behaviour to accommodate the
product.

3. Apple's New Ergonomic
Posture- Case Study on
Human Centered Design
Apple has always been known for marketing their products based on
simplicity, ease of use and aesthetics. Apple's latest television spots are
notable for their focus on ergonomics. One of their ads, "Ears" touches
on the anthropometrics of the outer ear (although certainly not using
those technical terms). Why is Apple marketing a new emphasis on
physical ergonomics? Perhaps with the growing intersection of digital
interaction and physical design, an area that Apple has pioneered via
gestural interactions of the iPhone and iPad, consumers are looking
beyond the flat-world of the digital display to the more holistic three-
dimensional aspects of the user experience.

4. As an ergonomist it's interesting to see how potential ergonomic benefits are
defined and communicated to the consumer public. The thumb advertisement is
intentionally simplistic and non-technical, almost poetic. The long-form ears video
is certainly more interesting and explanatory, and Jony Ive admits, albeit subtley,
the challenges in designing a one-size-fits-all product:
"Making one headphone to fit everybody's ears would be like trying to make one
pair of shoes to fit everbody’s feet - I mean it's impossible. But that's exactly what
we've tried to do with the new EarPods."

5. The most noticeably new thing about the new EarPods is their design. The old
earbuds used a ubiquitously round shape and speaker while the new EarPods
have a more distinct, ergonomic shape that fit the ear canals in a more snug,
comfortable fashion, and support a dual output setup. The original earbuds
as, like many others, have been found ill-fitting and uncomfortable. After
many years of submission grappling people have some gangly, nasty
cauliflower ears. Yet, even in spite of their haggardly disfigurement, they find
the new EarBuds fit quite comfortable and securely. Due to the ergonomically
snug fit of the new design, the sound from the earbuds are found to be more
dynamic and have better range and bass than the original earbuds. Also,
because of the dual setup, they can do noise canceling to help make phone
calls sound better as well.

6. Thank you