Video Response: Human Centred Design

David Kelley’s video on Human Centred Design had some very interesting aspects into the relationship between designers and consumers. He emphasised from the beginning a shift in design philosophies over the years, stating that they “were focused on products, or objects, certainly technological objects”  but in recent times, designers have been focusing on “human centred design” which involves designing behaviours and personality into products. It seems that this shift has helped to promote products ergonomics and is helping to create a new interaction between the user and their chosen product.

For example the video showed the work Kelley and his associates were doing with the high end fashion store Prada, creating a unique interface for both the employees and consumers to use. It is this new technology that makes its easier for both employers and consumers to choose or suggest the relevant items to purchase while also saving time. He specifically talked about the RF tags that were attached to items in store, hence allowing scanners to display information about the selected item, such as the sizes available, colours and predetermined suggestions on how it may be effectively worn. This new technology is greatly beneficial to the customer as they can make informed decisions on the items they are able to purchase, but it is also beneficial for the employee, as they are able to have a greater understanding of their customer’s needs and wants.

Kelley stresses the importance of considering human behaviour, such as personality in a product, as it promotes a unique interaction with the consumer. It shows the large amount of research and development that takes place to create a link between the human centred design and the product. It seems as though the new way of designing is to make products and item more interactive with humans, thus creating a more user friendly and fun relationship between the user and their product. This can be seen as a competitive edge over rival companies, as most people would tend to choose a product that is easy and enjoyable to use. The example given in the video is the interactive wall in the London Science Museum that is “based on the London subway system…the goal is to bring some of the feed back that people who had gone to the museum are giving for everybody to see”.

In today’s rapidly changing world, designers need to find new and unique ways to set themselves apart from their rivals. Focusing on human centred design helps to achieve such an outcome by personalising and creating a unique interaction between the user and their product.