iran narges the case for beauty

JAG ÄR SUPERGLAD ÖVER ATT VARA HÄR!

IRAN NARGES@inarges

I WORK HERE…

THE LAWYERS WILL COME FOR ME!

WHY “BEAUTY”?

BEAUTY =

SENSORY PLEASURE +

MEANING

DESIGN=

BEAUTY+

USEFULNESS

“Form and function should be one, joined in a spiritual union”

—FRANK LLOYD WRIGHT

THE BUSINESS ZEITGEIST: DESIGN-LED INNOVATION & CUSTOMER EXPERIENCE

Jeneanne Rae, Design Can Drive Exceptional Returns for Shareholders

Apple

Coca Cola

Ford

Herman-Miller

IBM

Intuit

Nike

Procter & Gamble

Rubbermaid

Starbucks

Starwood

Steelcase

Target

Walt Disney

Whirlpool

+228%

THE “D INDEX”

BUSINESS IS NOW ASKING DESIGN TO HELP CREATE EXPERIENCES THAT WILL CONNECT WITH PEOPLE’S

NEEDS AND EMOTIONS

EXPERIENCE IS PERSONAL, SUBJECTIVE –

AND SENSORY.

BEAUTY =

SENSORY PLEASURE +

MEANING

EVERYTHING WE PERCEIVE & EXPERIENCE PASSES THROUGH OUR PHYSICAL SENSES

THE PERCEPTION OF BEAUTY HAPPENS

IN AN INSTANT

AS LITTLE AS 50 MILLISECONDS

(1/20TH OF A SECOND)

Source: Visual Decision Making Patrick Lynch, June 23, 2009

CONSCIOUS AWARENESS

REFLECTIVE

BEHAVIORAL

VISCERAL

SEN

SO

RY

SY

STE

MS

MO

TOR

SY

STE

MS

3 LEVELS OF PROCESSING

SOME BRAIN SCIENCE Adapted from Donald Norman, Emotional Design, 2004

Think Feel

ABSTRACTION

ThinkFeel

LIVED EXPERIENCE

Function Form

ABSTRACTION

FunctionForm

LIVED EXPERIENCE

ALL EXPERIENCES HAPPEN INSIDE AN EMBODIED HUMAN

PERSON. DESIGNING FOR HUMANS MEANS DESIGNING

FOR THE SENSES.

BETTER EXPERIENCES WILL BE MORE BEAUTIFUL

EXPERIENCES. WHO WILL MAKE THEM?

h/t UK Design Council

Strategy ExecutionDISCOVER DEFINE DEVELOP DELIVER

THE END-TO-END DESIGN PROCESS REQUIRES MANY SKILLS

h/t UK Design Council

Strategy ExecutionDISCOVER DEFINE DEVELOP DELIVER

Experience

FOR BEST RESULTS, COLLABORATE ACROSS DISCIPLINES

THE WHOLE CUP, NOT JUST THE GLAZE

TO DESIGN FOR HUMANS, WE MUST DESIGN AS

HUMANS

TO DESIGN FOR EXPERIENCES, WE HAVE TO

EMBRACE SUBJECTIVITY

QUESTIONS?