By:
american design, Michele Caniato, brian collins, larry keeley, gadi amit, andrew razeghi, graham button, clive roux, tim brown, fred dust, ideo, paola antonelli, moma
At the Designer Fund’s first Designer Fair, IDEO’s Elle Luna explains how brands are increasingly seeking to gain customers and build loyalty by showing their human side.
Bill Moggridge, cofounder of Ideo and director of Cooper-Hewitt,
National Design Museum, has a suggestion for anyone designing a phone:
"Put on a thick pair of gloves and try to operate the cell phone. If you
can successfully do it with that thick pair of gloves on, it's probably
going to work for the person whose hands don't work quite so well."
Empathy isn't an obvious job requirement for a designer, but it will be
at the heart of this biannual conference of universal-design advocates
in London.
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Design thinking is a process of empathizing with the end user. Its principal guru is David Kelley, founder of IDEO and the Stanford design school, who takes a similar approach to managing people.
One key to David's success is that, before he starts talking to the person in front of him, he actually listens carefully and takes in their body language before offering a comment or opinion -- it is a rare talent, and one of many signs of his magnificent empathy.