Chris Sherwin, founder and director of Reboot Innovation

1. Copyright - Chris Sherwin 2016
Stand Aside Human-Centredness, its Time for
Humanity-Centred Design
Mobile UX London Event
IBM IX, 5th March 2020
Chris Sherwin PhD, director, reboot innovation

2. ABOUT ME

3. Copyright: Chris Sherwin 2020 reboot innovation
reboot innovation
a sustainable innovation and design consultancy

4. Copyright: Chris Sherwin 2020 reboot innovation
HELPING BUSINESS, DESIGNERS AND INNOVATORS
WITH IDEAS AND INNOVATIONS FOR A BETTER
WORLD

5. Copyright: Chris Sherwin 2018 reboot innovation
YV Left Yeovers
Helped create a dairy
innovation using surplus
ingredients that would otherwise
go to waste
Dulux Evolve
Supported AkzoNobel to
develop a world’s first
mainstream recycled paint
made from 35% recycled
content
Winnow Vision
Led design of world-first AI-
enabled smart bin that helps
commercial kitchens be more
profitable and sustainable.
Fairphone 2
Helped design the world’s most
ethical smartphone that is
modular, repairable and ethically
sourced
world-first and world’s-greenest products

6. Copyright: Chris Sherwin 2020 reboot innovation
Recent clients
BRANDS AGENCIES

7. MOVING FROM HUMAN-CENTRED
TO HUMANITY-CENTRED DESIGN

8. Copyright: Chris Sherwin 2020 reboot innovation

9. Copyright: Chris Sherwin 2020 reboot innovation
HUMAN-CENTRED DESIGN DESIGN THINKING

10. Copyright: Chris Sherwin 2020 reboot innovation
ARE TODAY’S APPROACHES TO DESIGN - HUMAN-
CENTREDNESS (HCD) & DESIGN THINKING - REALLY
FIT-FOR-A-SUSTAINABLE FUTURE?

11. Copyright: Chris Sherwin 2020 reboot innovation
Three ways design must change
From Design for Users, driven
by Consumer Insight…
To Capturing Stakeholder
Needs & Insights
From Mapping the Customer
Journey…
To Considering the Full
Lifecycle or System
From Desirability Creates
Business Value…
To Creating Shared Value
for All
1 2 3

12. Copyright: Chris Sherwin 2020 reboot innovation
Principle #1: Design for the User
The dominant principles are guided by Consumer Marketing
(User) Insight methods and tools, like Ethnography,
Anthropology, Focus Groups, Interviews, Video Diaries, etc

13. Copyright: Chris Sherwin 2020 reboot innovation
Two problems with Consumer Insight-driven
Design
Consumers get things wrong Sustainability needs are poorly expressed in
traditional research

14. Copyright: Chris Sherwin 2020 reboot innovation
Selling sustainability is not like selling soap, it’s more like
getting people to use soap in the first place.
“

15. Copyright: Chris Sherwin 2020 reboot innovation
Sustainability Insights - Dairy Category
Copyright: Chris Sherwin 2020 reboot innovation
Dairy
product
Hotspots
Dairy products are
energy intensive with
high carbon footprint
Waste at home:
over-buying, incorrect
storage, mishandling
Manufacturing waste:
dual ingredient processing,
production waste (6-30%),
tanker effluent
Courtesy of © WRAP

16. Copyright - Chris Sherwin 2016
More Taste Less Waste
Yeo Valley Left Yeovers is a Limited Edition yoghurt product that uses surplus ingredients from manufacturing or sourcing that would
otherwise go to waste. Each pot sold triggers a donation to food waste charity FareShare to feed those in need.

17. Copyright: Chris Sherwin 2020 reboot innovation
Principle #2: Focus on the System
The dominant methods and tools used are User Experience or
Customer Journey mapping describing the key stages or steps
of consumption and use.

18. Copyright: Chris Sherwin 2020 reboot innovation
Where does it come from. Where does it go?
A recycler’s nemesis Uniqlo $50 Cashmere sweater:
Single biggest cause of desertification in Afghanistan?

19. Copyright: Chris Sherwin 2020 reboot innovation
LETS MERGE THE CUSTOMER JOURNEY AND LIFECYCLE
MAP TO TELL THE FULL PRODUCT JOURNEY

20. Copyright: Chris Sherwin 2020 reboot innovation
PAST INDUSTRIAL AND DIGITAL REVOLUTION’S
LED TO COMPLETELY NEW FORMS OF DESIGN
OUR CLIMATE AND ECOLOGICAL EMERGENCY
REQUIRES HUMANITY-CENTRED DESIGN

21. Copyright: Chris Sherwin 2020 reboot innovation
Thank You
Chris Sherwin PhD
Founder Director, reboot innovation
chris@rebootinnovation.com