Video reflection : David Kelley on Human Centred Design

After I saw the video “David Kelley on Human Centred Design”, I realize the world is absolutely huge that I could not image, and the development of science and technology is extremely fast. David Kelly explains the change of focus in the design, which means people’s need become the centre part of the design principle in these twenty years.


Although the video is short, there are few successful cases which directly show the “Human Centred Design”. For example, the Prada created a new retail store in New York which gave more satisfaction to the people. There were 48 units distributing on sales floor for random access by staff, which provided a professional services to the customers. Besides, I was amazing that the changing room was considerably technical. Consumers could switch to transparent which allowed for others outside review, and the magic mirror which provided the multi angle view. This technical changing room was designed in December of 2001; I just could not believe it. If I were a customer, I felt I can obtain a comprehensive and satisfied service from this shop. As a result “Human Centred Design” which leads to an improvement of sales rate. In addition, Dilbert’s ultimate cubicle, Spy fish and KickStart（ApproTEC) are all fantastic examples of “Human Centred Design”.

In these recent years, the concentration of humanism has increased. Rather than just create a product, the designer turns to design a product which can satisfy human needs, the reason is human needs reflect on how popular this product will be. For instance, presently, people caring about the sustainability of the environment. There was a design project of water recycle called “Greenwich Watercycle Pavilion” in London. This was designed referred to people’s most concerned topic, which is the nature source. Moreover, the designer Dilbert intended to made cubicle more human, he designed a cubicle room which used the warm orange as a sun light, and the changing process of the flower.

The video “David Kelley on Human Centred Design” which helps me knows more about the idea of design. All these technological design were produced in the 2002, I just recognized I really have a lot to learn.

Video reflection : Donald norman emotional design

Presently, People start to put more attention on the beauty of a product. After saw the video"Donald Norman emotional design", i am much sure about this concept. As he said"People used to say, you know, Norman's OK, but if you followed what he said, everything would be usable but it would be ugly." people's needs are changing through the time, buying something is an attempt to buy at least some level of happiness. Therefore, people intent to buy some pretty products perhaps useless,rather than a ugly useful thing.For instance form the video, the Philippe Starck juicer which produced by Alessi. Donald Norman putted this in the entryway of his house, and does not use it to make juice. Beside, it comes with a paper which wrote "Don't use this juicer to make juice. The acid will ruin the gold-plating."Because it is wonderful design, and looks nice. So people buy it not look at their function, they are looking at the design of product. In addition, in our deep mind, we have strong passion to buy some thing which makes us feel fun with it. When we design some products we should think about this"What kind of products make our consumers feel fun to have it?" As Donald Norman talked about the three level of design. First of all, Donald Norman talked about"visceral". We likes some thing in bright colour, they are easy to catch our eyes. As a designer, I think we should think about "visceral" in our design process, such as use of colour, shape. The middle level of processing "Behavioral". In his opinion, visceral and behavioral are both subconscious.For the behavioral design is all about the feeling in control. An example of it which is occur in the video, the Kohler shower, a waterfall shower. The water will squirt you all around, make you feel comfortable inside of it, and you can stay for a long time to enjoy it. This recirculates the same dirty water, so it is not wasting water. The third level is reflective which is no control of your mind, muscles. However, when you buy some thing, you can hear some little voice saying :" I want it, I want it." Norman's three level of design are all emphasize the emotional design, love beauty is his new life.