29 user centred design and design centred business

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2.9 User-centred Design and Design-centred Business Schools David Dunne started this section by giving a great overview of user-centered design, stating that it s not necessarily about the physical object or artifact that is being designed, but about the product, service and experiences that are being developed. This type of design focuses exclusively on the user and how they interact with the product or service. He echos the work of Donald Norman in saying that many designers had lost touch with users, with the result that common devices were often difficult, inconvenient and even dangerous to use. And even though this came from Norman in 1988, we still see this issue today, and will most likely watch this carry on into our future. I think Dunne does a great job of explaining how UCD can be taught to current managers and the successes that could bring as well as how we could add that to current business curriculum to result in students not only focusing on and learning already well- defined problems, but to take that one step further and actually focus on what
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unique problems those are causing the end users and how we can solve those. At the end of his section, I like how he brings a real-life example of a business school stepping out of their comfort zone and adding this type of course to their educational program. It was awesome to see the feedback from actual students that took the inaugural course. 2.10 Mutual Inspiration and Learning Between Management and Design This section goes into explaining that there needs to be a gap bridged between the understanding of management and the understanding of design. This chapter seemed a little repetitive to the other chapters, but still a good reminder of why this is important. I think the reason more than 1/3 of businesses lack the understanding of the link between design and profitability is just simply because people do not understand the concept of design thinking. They focus more on the product than the users of the product and the experiences these users are going to endure. Reading about the creation of the Zollverein School of Management and Design was interesting. It s goal is to create a platform for mutual exchange between design and business. It s great that this school collected a select amount of students who were currently managers and designers who were stepping away from their original viewpoints of their professions and into new points of view of the opposite field. It reminds me of the IIM, more of a generalized subject, vs. a industry-specific study. 2.11 Manifesto for Designing Better Futures Lucy Kimball broke down what she called the problematic concepts in her imaginable M(B)A in an interesting way. The manifesto presents us with ideas on how design and management can paired together to form one, centralized program and really change the future of design management as a whole. However, I m not really sure how I feel about it, specifically because she explains that the resulting uncomfortable fluidity and hybridity of both knowledge and its limits cause this to unlikely ever come into existence. She also mentions that it doesn
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