rama gheerawo. consumer matters. a people-centered approach
TRANSCRIPT
Consumer Matters A people-centred approach
Rama Gheerawo Deputy Director, Helen Hamlyn Centre for Design
Royal College of Art
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
IMPROVING LIFE
DESIGN HAS AN IMAGE PROBLEM
Design-led firms outperform the stock market measures by up to 200%
Source: UK Design Council
WHO IS DESIGN FOR?
DESIGN CENTRED
around PEOPLE
PEOPLE CENTRED DESIGN
INCLUSIVE DESIGN
UNIVERSAL DESIGN
DESIGN FOR ALL
CO-DESIGN
PARTICIPATORY DESIGN
PEOPLE CENTRED
DESIGN
SOCIALLY DRIVEN DESIGN
THE WORLD IS CHANGING
HOW WILL WE RESPOND?
Environmental change does not just affect the environment … it affects
people
There are babies born today who will live to be 100 …
… and those who will die before their parents
A quarter of Norwegians use over three prescriptions every day
80 % of family purchasing decisions are made by women
Source: Innovating with People – The Business of Inclusive Design, Norwegian Design Council
But … 83 % of the creative industry are men
Source: Innovating with People – The Business of Inclusive Design Norwegian Design Council
Only 13% of the American public believes that technology products are easy to use
Source: Philips Index (2004)
In the 10 newest EU member states, 1 in 4 people have some form of disability
10 % of the world’s population is aged 60 or over
Source: United Nations report: The World at Six Billion
6,915,827,105 people
According to the US Census Bureau projection 10.54am yesterday
691,582,711 older people
HOW WILL WE RESPOND?
WORKING WITH PEOPLE
SEE
ASK
INTERPRET
See how people live
Ask them what they actually do
Make interpretations
Evaluate ideas
Follow people around
Set people tasks
Experience their world
Ask people to record what they do
Capture emotions as well
Not just testing solutions … but helping to define problems
OUR APPROACH
1) Aim for the edges
Source: Jeremy Myerson, Helen Hamlyn Centre
Who are you excluding?
Socially Culturally
Economically Geographically
Financially Gender Ability Age
2) Statistics are just the start
3) See the ‘person’ … not the ‘user’
Photos: Aaron Fotheringham
Photo: Katrin Trautner
physically mentally culturally
socially spiritually emotionally
People differ ..
Because people are experts in their own lives …
… you are NOT an expert in their life
… you are an expert in other things
4) The rule of one
If one designer sees one interesting thing from one person…
… that can be enough to get started.
ORGANISATIONS FROM AROUND
THE WORLD
PROJECTS WITH INDUSTRY
Working with business
110 people-centred design projects
80 companies
We matchfund
Getting closer to consumer
IT IS ABOUT WIDENING
PERSPECTIVES
Why have one perspective …
… when you can have many
OUT OF THE BOX Designers: Clara Gaggero and Adrian Westaway
