Human Centred design _ David Kelley.

David Kelley is attempting to generate a shift in thinking towards how we interact with the designed goods that flood through every avenue of our lives. He sees that in order for design to be successful it must be thought about in terms of how the actual user of the device will interact with it. A “man - machine relationship” and how those relationships are developed. He supports the notion that the successfully designed product is less about the hardware and much more so how the user responds and reacts to it. The company IDEO of which David Kelley is part of wished to commence testing how user experiences shape peoples notions regarding various products they represent for their clients. One area where they discovered areas for improvement were through personalized or customized technologies that were purposely design for the end user. For instance clothing in the Prada store in New York has Radio Frequency Identification tags embedded into their clothing range so that consumers can collect goods from around the store and then access more information regarding the products they have chosen before actually purchasing the items. Another example in the same store was a “magic mirror” which, in-fact is actually a large display and camera that is on a three second delay. This is done so that you can actually see the clothes that you’re intending to purchase from behind.

His ideas are not squarely pigeon holed into one area of product design. His company, IDEO, have also attempted to re-invigorate service and things that generally would overlooked as being not cost effective enough but it’s this attention to detail with in the design of everyday things and utilities that adds a level of richness and narrative to thing that most designers would be attempting to hide away. Behaviors and personalities are being included into products now to achieve the results desired by human – centered design and resultantly becoming more anthropomorphic. The design of user interfaces is a prime example of some thing based in technicality and expectation that the end user must spend a good deal of time attempting to work out how to use the the interface of their gadget, TV remote, phone, etc. This will in time become to be seen as a time of immaturity in design as eventually technology and hardware become increasingly more powerful. But what good can come of it if it is unable to be harnessed by the end user.