This document discusses people-centered design and its importance. It argues that design should be centered around people, not just aesthetics, and should involve people in the design process. A people-centered approach involves seeing design from different perspectives, especially those who may be excluded. It encourages designers to see people as individuals who differ physically, mentally, and culturally rather than just as "users." Organizations and designers are encouraged to work directly with people to understand their lives and experiences in order to design for real human needs and emotions.

1. Consumer Matters
A people-centred approach
Rama Gheerawo
Deputy Director,
Helen Hamlyn Centre for Design
Royal College of Art

3. 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

4. IMPROVING LIFE

9. DESIGN HAS AN
IMAGE PROBLEM

11. Design-led firms outperform the stock
market measures by up to 200%
Source: UK Design Council

12. WHO IS DESIGN
FOR?

14. DESIGN
CENTRED
around
PEOPLE

15. PEOPLE
CENTRED
DESIGN

16. INCLUSIVE
DESIGN

17. UNIVERSAL
DESIGN

18. DESIGN FOR ALL

19. CO-DESIGN

20. PARTICIPATORY
DESIGN

21. PEOPLE
CENTRED
DESIGN

22. SOCIALLY
DRIVEN DESIGN

23. THE WORLD IS
CHANGING

24. HOW WILL WE
RESPOND?

25. Environmental change does not just
affect the environment … it affects
people

26. There are babies born today who will
live to be 100 …

27. … and those who will die before their
parents

28. A quarter of Norwegians use over
three prescriptions every day

29. 80 % of family purchasing decisions
are made by women
Source: Innovating with People – The Business
of Inclusive Design, Norwegian Design Council

30. But … 83 % of the creative industry
are men
Source: Innovating with People – The Business of Inclusive Design
Norwegian Design Council

31. Only 13% of the American public
believes that technology products are
easy to use
Source: Philips Index (2004)

32. In the 10 newest EU member states,
1 in 4 people have some form of
disability

33. 10 % of the world’s population is
aged 60 or over
Source: United Nations report: The World
at Six Billion

34. 6,915,827,105 people
According to the US Census Bureau projection 10.54am yesterday

35. 691,582,711 older people

36. HOW WILL WE
RESPOND?

37. WORKING WITH
PEOPLE

38. SEE
ASK
INTERPRET

39. See how people live

40. Ask them what they
actually do

41. Make interpretations

42. Evaluate ideas

43. Follow people around

44. Set people tasks

45. Experience their world

46. Ask people to record what they do

47. Capture emotions as well

48. Not just testing solutions … but helping to
define problems

49. OUR APPROACH

50. 1) Aim for the edges
Source: Jeremy
Myerson, Helen
Hamlyn Centre

53. Who are you excluding?
Socially
Culturally
Economically
Geographically
Financially
Gender
Ability
Age

54. 2) Statistics are just the start

55. 3) See the ‘person’ … not the ‘user’
Photos: Aaron Fotheringham

56. Photo:
Katrin Trautner

57. People differ ..
physically
mentally
culturally
socially
spiritually
emotionally

58. Because people are experts in their
own lives …
… you are NOT an expert in their life
… you are an expert in other things

60. 4) The rule of one
If one designer sees one interesting
thing from one person…
… that can be enough to get started.

61. ORGANISATIONS
FROM AROUND
THE WORLD

71. PROJECTS WITH
INDUSTRY

72. Working with business
110 people-centred design projects
80 companies
We matchfund
Getting closer to consumer

74. IT IS ABOUT
WIDENING
PERSPECTIVES

86. Why have one perspective …

87. … when you can have many

88. OUT OF THE BOX
Designers: Clara Gaggero and Adrian Westaway