As a design professional, our entire success and failure rests on -DESIGN. What is design? What are the basic types of design? When I tried to explore, I got very interesting insight from
Don Normans website*.The same is my understanding and inspiration behind this article. He has discussed designs at a good length. To start with, there are two categories of design:
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Human Centered Design (HCD)
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Activity Centered Design (ACD)
HCD -The most crucial principle of HCD is to “know your user.” It is utmost important for any design to be created with a detailed deep knowledge of the users. Such design helps to overcome the poor design. By emphasizing the needs and abilities of those who were to use, usability and understandability of products can be improved.
One basic philosophy of HCD is to listen to users, to take their requirements and understanding seriously. Yes, listening to customers is always wise, but acceding to their requests, wishes and desires may lead to overly complex designs. Several major software companies, proud of their human-centered philosophy, suffer from this problem. Their design gets more complex and less understandable with each revision.
And what happens when a product is designed to be used by varied people or anyone in the world?
ACD -Activity-Centered philosophy tends to guard against this aspect as the focus is upon the Activity, not the Human. As a result, there is a cohesive, well-articulated design model. If a user suggestion fails to fit within this design model, it should be discarded. Alas, all too many companies, proud of listening to their users, would put it in.
ACDs are developed with a deep understanding of the activities that were to be learned or in other words skills required to be learned and later performed successfully. They are created by design teams. Difference lies as these designers used their own understanding of the activities to be learned and performed to determine how the design would be operating.
Here, what is needed is a strong, authoritative designer who can examine the requirements, and suggestions; and evaluate them in terms of skill to be imparted as end objective. When necessary, it is essential to be able to ignore the requests. This is the goal to cohesion and understandability. Sometimes what is needed is a design dictator who says, “Ignore what users say: I know what’s best for them.” The case of Apple Computer is illustrative. Apple’s products have long been admired for ease of use. Nonetheless, Apple replaced its well known, well-respected human interface design team with a single, authoritative (dictatorial) leader. Did usability suffer? On the contrary: its new products are considered prototypes of great design*.
The “listen to your users” produces incoherent designs. The “ignore your users” can produce horror stories, unless the person in charge has a clear vision or Conceptual Model for the product. The person in charge must follow that vision and not be afraid to ignore findings. Yes, listen to customers, but don’t always do what they say*.
Human-Centered Design guarantees good outcome as well as it leads to improvements of bad ones. Good Human-Centered Design will generally leads to lesser failures. It also ensures that products work as per expectations of the users. Are we aiming at good design only? We (most of us)dream and aspire for great design.We aspire for customer/ user's delight. I don't think, it can be achieved with just a Good Design. We need Great Design. For sure Great design can only be created through breaking the rules,Thinking beyound what is generally accepted and practiced,by pushing forward with a clear concept and conviction of the end result. In such case,we shall be ready for both great successes and great failures. If we want great rather than good, this is what we must do.
Note*-Column written for Interactions. © CACM, 2005.The definitive version was published in Interactions, 12. 4, (July + August, 2005). Pp. 14-19. There are excerpts of the same article used here for purely non- commercial use.