Aside

“good designers don’t tend to think about consumers; they think about people and what they want…”

15 Feb

“good designers don’t tend to think about consumers; they think about people and what they want and need. It’s a subtle point, but thinking about people as consumers immediately dehumanizes them and makes it harder to empathize…good designers are good at iterative prototyping, refining the concept through repeated cycles and getting feedback from the right people as they go. James Dyson famously made two thousand prototypes of his bagless vacuum cleaner before he got it right. The rest, as they say, is history.”

How Good Designers Think – Simon Rucker – Harvard Business Review

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One Response to ““good designers don’t tend to think about consumers; they think about people and what they want…””

  1. Ashley Milne-Tyte February 16, 2012 at 16:51 #

    Must take brief issue with the Dyson comment – he may have worked very hard on his prototype but the machine my mum has looks nice but has lousy suction.

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