Human-Centered Design PDF

AS2106 HUMAN-CENTERED DESIGN Whenever we design any multimedia project, the goal is to solve a problem and make it functional for the...

AS2106 HUMAN-CENTERED DESIGN Whenever we design any multimedia project, the goal is to solve a problem and make it functional for the desired audience or users. For a creative to solve any design problem, it starts with identifying and finding the best solution, which requires time, research, and empathy with the audience, especially if you are designing an interactive multimedia project. Understanding human-centered design would help you identify the problems, visualize them, frame them, and understand them to come up with a better innovative solution. STRATEGIC DESIGN Let’s clarify the real meaning of the word “design.” For some, a “designer” is just someone who adds beauty, and “design” is just a decoration to something existing. We understood that “design” is the act of creating and improving by observing a human need. Role of Design in Human Evolution Million years ago, our ancestors created tools like designing arrows and spears to help them survive. Years later, humans continued to develop architecture to answer the need to create spaces to serve and protect us so we can be comfortable. The writing came later, and we can also talk of writing as a type of design. Mass objects are already being created during the Industrial Revolution, and industrial design had its golden age. Today, design is becoming part of our daily lives through physical and digital products, like apps and websites. In short, everything is designed. A constant search for improvement is called “evolution,” and the design is “constant evolution.” It is creating things that improve lives. Image from Domestika Image from iStock Image from Domestika Image from Domestika Image from Domestika Image from Domestika Image from Dribbble Design is the only constant, and it is evolving. In the end, it’s what differentiates us from other species. Design makes us human, so it is important to think of design as a spectrum of disciplines, not only as one because 01 Handout 1 *Property of STI  [email protected] Page 1 of 4  AS2106 there are so many kinds of design like graphic design, industrial design, product design, interactive media design, etc. Every design discipline value different things. Applied Intention We have to understand the concept of applied intention to understand the design because it speaks of two Intention fundamentals. 1. Intention is the purpose or why we are doing this? Why are we Applied designing? What do we want to Intention achieve for this design? 2. Execution. It is making that intention a reality. It is making Execution it happen in real life. It’s not enough to have a plan, but it should be an executed plan when we do design. Design Strategy Concepts There are four (4) important concepts in a design strategy that we need to understand when planning for our designs. 1. Mission. The mission is our intention, our goal, why we Mission Strategy want to do what we want to do. For example. The client is a pet store. You were asked to Tactics Artifacts create multimedia material for the client. The question is, what is your mission or your goal for this client? Let’s say your mission is to be the # 1 pet store in Metro Manila. 2. Strategy. This is the action plan to achieve a specific goal. What will you do to achieve that goal? For example. The strategy is to improve the experience of pet owners so they will prefer to shop online instead of going to the store. 3. Tactics. Tactics are a group of initiatives that allows us to execute the strategy. It should always be aligned with your strategy. Both tactics and strategies can change depending on the context. Some strategies don’t work and if it doesn’t work, rethink. Tactics allow us to learn whether the strategy is working or not. 01 Handout 1 *Property of STI  [email protected] Page 2 of 4  AS2106 For example. Since your strategy is to improve the user experience of pet owners and encourage them to shop online, you will design a website that will give them a fast and smart web experience. 4. Artifacts. Tactics alone are still plans, so it needs artifacts to be executed. Your curiosity as a designer tends to work on artifacts constantly. Artifacts are the resources, materials, or tools you need for this design to be executed. For example. Your tactic is to create a fast and smart website for the pet store. So, you would design a web interface that will ask the user the breed and the pet's age then recommend the food. People-Centered Design According to IDEO, it starts with the people you’re designing with and ends with new solutions that are purpose-built to suit their needs. It is all about cultivating deep empathy with the people you’re designing with; generating new ideas; building a bunch of prototypes, sharing what you’ve made together, and eventually putting your innovative new solution out in the world. People-centered design is all about putting people before technology, before business, before any design execution. It is including humans in the process. The purpose of “people-centered design” is not only to create materials for humans but to create value for people. So, it should have value, whether you are designing a website, a game, an interactive document, a mobile app, marketing collaterals, etc. What do we mean by creating value? It means that you are designing something valuable and functional for them, improving their experience towards the prepared material. Examples: Grab. Grab is originally a ridesharing app. It is designed for people to book a car to take them to their desired location. Grab did not invent GPS or database; it is not invented to connect two people. Instead, it is created to have a better experience for human needs, increasing vehicles in the Philippines and driving people to their location. Image from Online Course To have a better user experience so that people will have a wider variety of options, soon, they added Grabfood, Grabmart, GrabExpress, GrabPabili 01 Handout 1 *Property of STI  [email protected] Page 3 of 4  AS2106 Airbnb. Airbnb created an experience around something that seemed unimaginable. Staying in a stranger’s house. Having your place rented or you renting a place which can be cheaper than booking a hotel. They created an experience that allows people to trust a stranger to sleep at your home. Image from Pubcast Grab and Airbnb are companies that put the needs of people before technology, before design. Nowadays, we want instant; we want everything to happen quickly and immediately, which is the strategic advantage these companies have developed. References López, L. Introduction to Human-Centered Design. Lecture, Domestika. 01 Handout 1 *Property of STI  [email protected] Page 4 of 4