Everyone Deserves Great Design

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.



IT IS TIME TO PUT AN END TO USELESS PRODUCTS DESIGNED FOR PEOPLE IN CRUMMY SITUATIONS.

HUMANITARIAN


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


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.


CONTENTS1. Why Do Useless Products Exist? 2. How to Prevent Useless Products

3. The World is Getting Better4. Create Great Designs for Everyone


1. Why Do Useless Products Exist?

PLAYPUMP

GOOD INTENTION


PLAYPUMP

SAD REALITYSOURCE: “Objects in Development” -Ralph Borland


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


COMPANY

PRODUCT

MONEY

FOR PROFIT vs. NONPROFIT

CUSTOMER COMPANYDONOR

PRODUCT

MONEY

CUSTOMER

WHY ARE USELESS PRODUCTS WIDESPREAD?



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



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


EQUITABLE GLOBALIZATION OF GANGNAM STYLE

SOURCE: “The Genius Behind Gangnam Style” -Andrew Lam



3. The world is getting better

SOURCE: “2014 Gates Annual Letter” -Bill & Melinda Gates


“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


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


GE IS FORCED TO DISRUPT ITSELF

SOURCE: “How GE Is Disrupting Itself ” -Harvard Business Review



4. Create great designs for everyone


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


AFFORD

TOP 10%

BOTTOM 90%

MUTUALLYINCLUSIVE


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



1. SIMULTANEOUSLY EMBRACE DESIRES & CONSTRAINTS

2. MINIMIZE RESOURCE INEFFICIENCIES

3. OPTIMIZE VALUE

4. DIGNIFY EVERYONE

4 Principles of Great Design for Everyone


START

DESIGN PROCESS

BOTTOM

90%

TOP 10%

END


MINDSET + DISCOVER PROBLEM, NEED, OR PRODUCT OPPORTUNITY

APPLY 4 PRINCIPLESOF GREAT DESIGNFOR EVERYONE

TEST THEDESIGN

EXECUTE THE DESIGN


vs.

TOP 10% BOTTOM 90%


VALUE

PERFORMANCEFUNCTIONAL + EMOTIONAL + SOCIAL (VALUE)

INVESTMENT + MAINTENANCE (COST)=

EVERYONEDESERVES

GREATDESIGN

A new mindset for product designers by Ehsan Noursalehi
