David Kelley: human centred design

David Kelley discusses how he went to TED annually without fail, and over time he’s seen a progression towards designing for the consumer rather than for the designer. He reminiscences on how some products or objects, particularly technological products were displayed, and gives his viewers an explanation of how they were showcased under black cloths on conference tables. This was his introduction into a focus on products and he demonstrated with a slideshow of previously designed objects, and how some have become ubiquitous in recent years such as his example of the heart defibrillator.

The last 18 years have been revolutionary in the design world because people have begun to focus on what humans want, an approach to designing behaviours and personalities into products and in turn have made a designers job even more enjoyable. Designers used to build 3d models and 3d renderings to communicate their ideas but now larger firms have altered objects to make it more unique, particularly through internal video production groups to make experienced prototypes between man and machine.

The first video was Prada’s innovative take on environmental design – consisting of technology in their retail stores. They wanted to focus on both a cultural role and a retail role, thus customising things instead of buying them right off shelves. There was a scanner developed, so a sales associated could scan a clothing item in, and it would then be displayed on screens around the store, the item of choice shown on runway models, regular people or even allowing different sizes and colours to be listed. This Prada store also included a liquid crystal display in changing rooms – allowing clear glass doors to transform into a blurred surface. Their changing rooms were also customised with a “magic mirror” that would show the subject turning with a three second delay to allow customers to see the back of the garment on them. All these changes were made to create a more personalised touch to a retail experience and this is where designers are headed towards.

Another example that David Kelley introduced his views to, was the whole conceptual idea of a cubical space. Once known as just a drab office area, a team decided to revamp it and conduct research on what would make a more inviting, and fun work space. Their research was a fun take on including human behaviour into a still object, and they succeeded in designing an area which was both appealing to the eye, and suitable for an innovative office space.

Today the new design process is more centred towards the consumers’ senses, and in reality including behaviours and personalities into a product. Designers are more trusted and integrated into the design process than ever before as it brings new innovative methods for creating and designing.