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EVERYONEDESERVES
GREATDESIGN
A new mindset for product designers by Ehsan Noursalehi
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
We live in a new age where globalization & capitalism must
harmonize with social good.
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
IT IS TIME TO PUT AN END TO USELESS PRODUCTS DESIGNED FOR PEOPLE IN CRUMMY SITUATIONS.
HUMANITARIAN
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
SUCCESSFUL COMPANIES LIKE GOOGLE AND FACEBOOK ARE RELYING ON “POOR” USERS AS SIGNIFICANT SOURCES OF REVENUE.
CAPITALIST
SOURCE: “Facebook’s big problem is that it can’t measure ads in the places it’s growing fastest” -Quartz
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
Google & Facebook’s global products treat humans as humans - people as people with needs and desires.
They are (by accident) breaking down traditional economic, social, cultural, and geographic barriers of discrimination in product design.
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
CONTENTS1. Why Do Useless Products Exist? 2. How to Prevent Useless Products
3. The World is Getting Better4. Create Great Designs for Everyone
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
1. Why Do Useless Products Exist?
PLAYPUMP
GOOD INTENTION
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
PLAYPUMP
SAD REALITYSOURCE: “Objects in Development” -Ralph Borland
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
FREE WHEELCHAIR MISSION
SOCCKET BALL
LN-4 PROSTHETIC ARM
EXAMPLES OF BAD SOCIAL DESIGN
SOURCE: “Ball Generates Electricity for Poor Kids... Until it breaks” -TinySpark
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
COMPANY
PRODUCT
MONEY
FOR PROFIT vs. NONPROFIT
CUSTOMER COMPANYDONOR
PRODUCT
MONEY
CUSTOMER
WHY ARE USELESS PRODUCTS WIDESPREAD?
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
2. How to prevent useless products
“Great design satisfies both our needs and our desires”
Tim Brown, IDEO
SOURCE: “Big Idea 2013: Designing the Necessities of Life” -Tim Brown
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
DEVELOPING WORLDCONSTRAINTS
GREAT DESIGN FOR EVERYONE FIRST WORLD
DESIRES
SIMULTANEOUSLY EMBRACING CONSTRAINTS & DESIRES
POLYPROPYLENE MONOBLOC CHAIR
BIC CRISTAL BALL POINT PEN
CASIO F-91W WRIST WATCH
EXAMPLES OF GREAT DESIGN FOR EVERYONE
SOURCE: “Plastic: A Toxic Love Story” -Susan Freinkel
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
EQUITABLE GLOBALIZATION OF GANGNAM STYLE
SOURCE: “The Genius Behind Gangnam Style” -Andrew Lam
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
3. The world is getting better
SOURCE: “2014 Gates Annual Letter” -Bill & Melinda Gates
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
“By almost any measure, the world is better than it has ever been. People are living longer, healthier lives. Many nations that were aid recipients are now self-sufficient. You might think that such striking progress would be widely celebrated, but in fact, Melinda and I are struck by how many people think the world is getting worse. The belief that the world can’t solve extreme poverty and disease isn’t just mistaken. It is harmful.” — Bill Gates, Gates Letter 2014
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
THE WORLD WE LIVE IN IS RADICALLY DIFFERENT FROM THE WORLD MOST OF US IMAGINE
SOURCE: “200 Countries, 200 Years” -Hans Rosling
APPLE WAS RECENTLY PENALIZED BY THE STOCK MARKET
SOURCE: “iPhone 5c not cheap enough for emerging APAC markets” -ZDnet
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
GE IS FORCED TO DISRUPT ITSELF
SOURCE: “How GE Is Disrupting Itself ” -Harvard Business Review
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
4. Create great designs for everyone
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
WE ARE ALL HUMAN
THE GREAT DESIGNER’S CREED
Do not focus on poverty, focus on commonalities
DESIRE
TOP 10%
EXCLUSIVE EXCLUSIVE
BOTTOM 90%
MUTUALLYINCLUSIVE
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
AFFORD
TOP 10%
BOTTOM 90%
MUTUALLYINCLUSIVE
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
ONE WORLD INDESTRUCTIBLE SOCCER BALL
GIRADORA PEDAL POWERED WASHING MACHINE
LIFESTRAW PERSONAL WATER FILTER
NEW EXAMPLES OF GREAT DESIGN FOR EVERYONE
SOURCE: “How A Foot-Powered Washing Machine Could Change Millions of Lives” -FastCo
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
1. SIMULTANEOUSLY EMBRACE DESIRES & CONSTRAINTS
2. MINIMIZE RESOURCE INEFFICIENCIES
3. OPTIMIZE VALUE
4. DIGNIFY EVERYONE
4 Principles of Great Design for Everyone
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
START
DESIGN PROCESS
BOTTOM
90%
TOP 10%
END
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
MINDSET + DISCOVER PROBLEM, NEED, OR PRODUCT OPPORTUNITY
APPLY 4 PRINCIPLESOF GREAT DESIGNFOR EVERYONE
TEST THEDESIGN
EXECUTE THE DESIGN
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
vs.
TOP 10% BOTTOM 90%
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
VALUE
PERFORMANCEFUNCTIONAL + EMOTIONAL + SOCIAL (VALUE)
INVESTMENT + MAINTENANCE (COST)=
EVERYONEDESERVES
GREATDESIGN
A new mindset for product designers by Ehsan Noursalehi
EHSAN NOURSALEHI MFA ID CANDIDATE 2014
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