Human Centred Design

This video focuses on how the consumer experience can be greatly enhanced by human centred design. Human centred design is a process of designing in which starts with analysing the people we are designing for; carefully taking time to analyse the target markets dreams, desires, needs and behaviour. Through taking a particular interest in their specific situation including financial status, living location ect. we gain a thorough understanding of the target market hence can create innovative solutions to meet their needs. ‘looking through the desirability lens’ is the term used for this close target market analysis, ‘It is the lens through which we view the world through the entire design process. Once we have identified the universe of what is Desirable, we begin to view our solutions through the lenses of Feasibility and Viability’ (Human Centered Design, Second Edition) and create designs which work for the consumer.
IDEO use the human centered design process to ensure they create products and environments which truly encompass solutions to the consumer’s needs. Eg IDEO have analyzed a target market interested in the marine environment and realized many desire to experience the magic of scuba diving without getting wet, hence they have created a product that can bring the experience to them.
Through producing designs which suit the consumer it is evident that there is a stronger consumer-product relationship hence the product will be looked after well, last longer which could lead to a more sustainable future.
We see that this strong consumer-product relationship can also be created by allowing the consumer to influence the design eg Ideo allowed to visually express their feelings in The Tube project hence the design becomes more personal therefore interesting to the audience and a connection is created.
It is important for this video to be seen as it provides us with knowledge such as how the success of a design can be increased by the designer putting a particular focus on the consumer desires and needs.

This video has taught me that through Human Factors Research; working on generative, evaluative, and experiential research programs we can better understand and develop insights about human behavior in the environment in which people live, work, play, and learn hence create solutions that meet their needs.