Human Centred Design

(MUSIC PLAYS)

KIRBY CLARK: Taking human centred design approach matters a lot in our industry, because basically when it comes down to where we are designing for humans. We might be designing products, we might be designing furniture, spaces. But we are designing for how humans use them, how humans feel within those spaces, what it encourages those humans to do, or how they feel in those spaces and what their output is. So, it’s very important to design for human centred design. I think maybe in the future we’ll be looking at robot centred design. I don’t know, but for now we are designing for humans. So, it is very important to take into consideration humans and how they work.

FREDDIE OST: We believe that a lot of people in our industry tend to sit in front of the computers. And I think we strong believe to use our hands in work to have a really nice feeling within our teams. And we think that that’s super important to be able to create that you feel comfortable, that you feel like you can be yourself, and you can be honourable or you can be whatever. Instead of trying to be cool or having this like strange stuck up mentality.

ERIK KOCKUM: And that goes for the same with the work that we put out and like if for the human beings. Not target groups or you know it’s like it’s so easy that it just becomes like numbers on a paper. And you are trying to adapt that but it’s in one way it’s always like we are the people we work with and it’s like, do we like what we are creating or we like enjoying it and something…. Probably, if we are that we like the feeling the people will have on there.

No but… What we often end up having in our ideas is like marketing research. And like people tend to say that we have to do it like this because we did this because we did this research. And they tell us this and this and this, you know. And then….but the problem is that like everything is run emotions, right? So, like we don’t believe in those at all.

FREDDIE OST: You know it’s like if you…we raise our hands because we are told to do that but not to say what we think. We are supposed to raise our hand we know the correct answer. If you raise your hand in kindergarten and then you say, “I like poo.” They’re like, “Stop it.” You should say the correct answer. Don’t say what you think. So, that has gone so far. So, in surveys, people tend to tell them the correct answer. What they think is the correct answer rather than what they actually think. So, when it comes to theory people are like, oh, it’s really good. But then, it turns out they never go themselves, or stuff like that.

So, they don’t answer what you think, and they don’t think what they feel. And all buying behaviour is gut feeling. Like BMW knows that there are people buy their cars because they wanna live the lifestyle of a person driving a BMW, which is douchebaggy but whatever. But they give them the arguments in the head that, “Oh, four wheel drive. German engineering.” Whatever they can tell their friends whatever. But the gut feeling, right? BMW knows it’s in the gut feeling. So, if you don’t… If you don’t say what you think and you don’t think what you feel, it’s kind of irrelevant.

KIRBY CLARK: So, it’s really important to gain an insight into what you are designing and who you are designing for. It really starts off with research. So, you are making sure that you are empathising with your audience. So, it might be that you are actually asking survey questions to your target market, or your clients target market. It might be that you are following certain hashtags, or influences on Instagram to see what their messaging is, and who the people… Who are the people that are following them and what they like or makes them feel good, what catches their eye.

And then, it’s really important that when you do go through that design process, where you come up with the concepts that you are putting that out there. So, it might be that you are actually, say for example if you are designing for beauty brand that targets tweens. That maybe you go and see your friend’s daughter or something and ask her about it. Like what does she love about it? What’s trending with her at the moment? And then, other things like of course going back to the client. And saying OK, how do you think this will fit into what your target is.

Things like developing conceptual imagery, actually drawing up, or prototyping up and then testing that out in the market, getting feedback.