Psych Design Series #5: It’s Not About You
It’s almost mid-year 2020, since June is about to end. So, I’m still on track with my sorta-promise to write something on Medium for at least twice a month, right? Yey! I just hope you don’t get too bored waiting for my story, or reading it. Nevertheless, I’d still write my mind out, and hope you find something useful from the thoughts I share.
I just realized that I’ve been writing about design principles for weeks, without giving you a fine definition of what design really is. The word design has been defined in various ways, but I’d like to pick one from Strate School of Design.
Design is the process of envisioning and planning the creation of objects, interactive systems, buildings, vehicles, etc. It user-centered, i.e. users are at the heart of the design thinking approach. It is about creating solutions for people, physical items or more abstract systems to address a need or a problem.
In short, design is a plan to solve user’s need / problems. So, design should in a way result to a solution for the user. In fact, the aesthetics of a product is just the inevitable result of good design. And when the human experience is taken into account in the design process, that design becomes great.
Being a designer of digital products these days not only requires you to beautify a user interface (UI), but to also think about the user’s experience (UX). But what is a user experience anyway? Let’s start by defining what the word “experience” means.
As a noun, experience is:
- a practical contact with and observation of facts or events.
- an event or occurrence that leaves an impression on someone.
As a verb, to experience is to:
- encounter or undergo (an event or occurrence)
- feel (an emotion)
No wonder companies strive so hard to give their customers / users the best experience they can get out of their products or services, because that’s the only way their users could remember them in a positive way. We, humans, are emotional beings, and our brain naturally selects, retains, and craves something that feels good (Remember the habit loop thing?) Our brain would know, based from past experience, which cues would lead to a positive result (reward), and would try to avoid the ones that don’t. Do you notice how you would keep buying a certain unhealthy snack just because it taste so good that it makes you feel good? On the contrary, you swore to never dine again in that restaurant that serves awful tasting food. As you can see, your brain remembers everything. In my case, I avoid brands that leave a bad impression on first experience.
Some companies will spend some money for a customer service team to cater customer complaints, and address them haphazardly, when they could just increase their product development budget so they can build better products or services. A well designed product speaks for itself, where not much introduction or explanation is required. The product itself guides the user on how to use it, making it more intuitive. I know you can think of some great brands that are already making great user products. Their products became a success, because they have taken into account our experience, as humans, using their products.
I was recently hooked into this design-infused Netflix documentary, Abstract, where works from great designers in different fields are showcased, and the designers themselves speak their minds on how they view design in their respective areas of expertise. Based on what they show, and what they tell, it is clearly obvious that these great designers care so much for the people, and that’s what made their designs a true success. I’m a fan of fancy words, so I would like to quote a few lines from these great designers that made an impact to the world.
“If I made a beautiful object, it was the most important use of my time.” — Es Devlin, Stage Design
Es not only makes a stage look beautiful, that it creates awe to the audience, she designs it in a way to give the performing artist the kind of stage, where they can truly express themselves, in a way that fits their persona.
“Because great design simplifies a very complicated world.” — Platon Antoniou, Photography
Platon doesn’t do a normal photography of human subjects, he connects to his subject on a deeper level, in a way that they could reveal their true selves and emotions at that moment a photo is taken.
“We’re not gonna stop until we have incorporated every single concern, no matter how small.” — Bjarke Ingels, Architecture
Bjarke not only builds modernly stylish structures, but also address human needs like making a connection to another human being, and the need to be closer to nature. His architecture designs enables people to live a better daily life.
“When you prioritize the human needs within a space, design can have a profound impact.” — Ilse Crawford, Interior Design
Ilse incorporates the same concept of better living as Bjarke, but in a form of designing interior spaces (e.g. airport lounges that makes you truly relaxed, cafeteria that encourages you to eat healthy). Her main purpose of designing spaces for her clients is actually for the person’s well being. As you can see, the human experience still comes first in her design intention.
I’m just amazed how these designers really think about the user experience first when crafting their design plan. Their process results in a beautifully executed end-product, that actually serves it purpose.
“Usually art is for expression, science is for exploration, engineering is for invention, and design is for communication, and I thought, Why can’t we take these four squares and create a circle out of them, a clock, where you’re constantly moving or shifting from one domain to another? And the input from one domain becomes the output for another.” — Neri Oxman, Bio-Architecture
Of all the design episodes of Abstract, I was really in awe of Neri Oxman’s work. Her team explores various ways in creating raw materials that is sustainable and Earth friendly, and in ways that utilizes the help of what’s already available here in our planet. Her non-destructive ways of creating something can open new ways in how we construct and manufacture in the near future — a way to build something without destroying another life form, or depleting our Earth’s natural resources, where we get energy from. It’s amazing to see how her design thinking pave way to these new possibilities. I hope to see the alchemy that she started be actually utilized in many areas of our industrialized world.
Design is not just about the visual aspect of something that is designed. Design is all about crafting a user experience that stretches far beyond the constraints of our digital screens and physical spaces. Design is also about the impact it has on a greater number of people. When more people are affected positively with your design, that design has more value. When your design can make the world a better place for its species to enjoy, then it is a great design indeed.
We, humans, are after all the main users of whatever we design, then it clearly makes sense to design for the benefit of a better human experience after all. And if all of us, humans, put the human experience first when we serve other people (through creating products or services). Wouldn’t our world be a better place to live? A world full of love, and care towards each other.
Thank you for taking time to read my thoughts on a Monday! Have a great week ahead!
