3. Practitioners of Design Anthropology promote a design ethos that is both conscientious and broad in its consideration, ensuring a holistic, aware school of design that aims to take a universal approach to the solutions it develops.
4. Organisations are typically technology driven, and operate in a manner that consistently sees them delivering the design that the client asked for, rather than developing a unique design solution
8. “It is hardly possible to overrate the value… of placing human beings in contact with persons dissimilar to themselves, with modes of thought and action unlike those with which they are familiar.”~ John Stewart Mill
9. “It is hardly possible to overrate the value… of placing human beings in contact with persons dissimilar to themselves, with modes of thought and action unlike those with which they are familiar.”~ John Stewart Mill Design Anthropology places a strong emphasis on observation Thick description over superficial reporting Means designers are better equipped to understand who they are designing for and why
10. “Semiotics is important for designers as it allows us to understand the relationships between signs, what they stand for, and the people who must interpret them — the people we design for.” -Challis Hodge Through understanding communication and messages, Design Anthropology encourages emphasis on the meaning and importance of design to those who interact with it What is the signal or message the design communicates to these people, or allows them to communicate to others? Helps designers understand how their design will be used
11. Research insight comes from designers, not marketers Researchers understand that topics and approaches can be fluid, and there may not be ‘one way’ of doing things Insights properly assist in developing design solutions, not just strategic decisions
12. Reduce redesign work By building ‘right fit’ solutions the first time, rather than pushing designs on people that may not meet their needs or wants
13. Better understanding of design trends, fads, and patterns Understanding how design language and ideas disseminate can help designers create solutions with greater reach
14. Can help identify ‘Blue Ocean’ opportunities, rather than just be more competitive Through human observation, previously unseen areas of design opportunity can be discovered, allowing organisations to work without direct competition “The aim of Blue Ocean Strategy is not to out-perform the competition in the existing industry, but to create new market space or a blue ocean, thereby making the competition irrelevant” -W. Chan Kim & Renee Mauborne
15. Method Provide design functions that go beyond reactive solutions Association Use Aesthetics Telesis Need
17. Perception that Design Anthropology is a ‘fluffy’ practice Organisations tend to not understand or trust quantitative data May be overcome by conducting internal studies to show accuracy and application of Design Anthropology
18. Perception that lengthy research and analysis is not feasible in a commercial environment Need to make clear that Design Anthropology is not Classical Anthropology Whilst it draws on the same methods and practices, it is more adaptable and is still a design methodology
19. Competes with other design processes in an increasingly crowded arena Design Anthropology draws on a number of established, reliable processes and methodologies These should be adhered to and referred to when discussing findings and recommendations
