Reactions are lazy responses.
They're quick, assuming and superficial.
I see products and designs born out of quick 'research' that seem more like reactions to symptoms than solutions that address needs. It's very crucial to go beyond a 'felt problem' in design..to get the the roots of why and how people behave the way they do in a context. This approach paints a clear picture of the desired experience and helps you work backwards from there.
These experience guidelines can only come from listening. When designs aim for a certain experience, it becomes less about the features and more about what makes persons using it happy.
Take this solution designed for a retail store in Korea for example. By choosing the right problem, they created a relevant service.
And yet, I do not think that all designs must start from digging for a problem. If we've been curious listeners and observers all our lives, its fun to let the ideas take over. It's rewarding to play.
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