In his lecture to TED, Dave Kelley explains to the audience the change he has perceived in the design industry in the last decades of the 20th century. The change he is talking about is the shift in focus towards Human Centred Design that he and his colleagues have taken.
He begins by reflecting back to the 1980’s when he states that many people were focused on the “product” with relatively little thought towards the bigger picture of how users would eventually interact with the product at hand. Nowadays, whilst still focused on the products they are creating, the focus is more on designing human qualities into he objects, in an attempt to blur the boundary between humans and the items they surround themselves with. He also points out that when presenting a product to clients, 3D models and renderings were all that were originally, but have since found the need to incorporate videos into their demonstrations to further explain how newer products are intended to be used and interacted with.
In explaining his belief that design is beginning to have an impact in a different way, Kelley makes a reference to Maslow’s Hierarchy of needs. This suggests that he believes good design today not only succeeds on basic physical levels (i.e. colour, form, texture), but now is able to connect with its users on an emotional because of its ingrained “behaviour and personality.”
Included in his presentation are a series of examples of the work he has been involved in recently at his company IDEO. Starting with small products like handheld personal-assistants and commercial defibrillators, he then moves onto several examples of experience and environment design. These environments range from a Prada store located in New York City, to the Ideal Cubicle for Dilbert and other office employees, and show off how, as designers, the staff at IDEO were applying the new broader definition of design to create positive experiences for the people that would be using the spaces.
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