Today we can design things as we design people.

You probably know that user centred design is an old topic, which sets its roots in multiple psychological driven theories based on empirical data. In short, the cognitive process is what defines us inside our community – how we behave, how we talk, what we like the most and why we like it. For those who have been working in design for ages, it is assumed that every design process starts with people. We, as people, define the trends and we design the products that other people will use. We have always been dealing with ourselves when creating new artefacts. The essential difference is that today not all the products are tangible and we define “visual products” what we can only perceive through vision. We re-discovered that thinking about how people touch and display interfaces lets us design better apps and websites. This is how the user awareness of the early 90’s grew exponentially with the computer science improvements and suddenly turned into the so called user experience design.


“As engineers have to think about systems and functionality, designers have to think about people and their emotional states”

Philip Fierlinger, Xero co-founder.


There is no more space for a clunky painful experience. We have to imagine how people interact with everyday objects, their gestures and their ways of communicating — we don’t click people. But what is revolutionary is that over the last 5 years, there have been several billion dollar companies driven by designers; a completely new phenomenon. We discovered that if we can create an amazing user experience, we are able to improve our online business and all topics of the Emerce 2015 festival are the living proof of this revolution.

There is no need to say that Jaime Levy was right when she stated that business has to understand the full cycle, the design process in details or when Shane Meeker unexpectedly told to his audience that not one of them was the hero of their brand story – “the hero is the user, you are just good mentors”. Even Stef van Grieken in his speech proved that at Google, data based on a strong user research makes a huge difference. And the clearest example of this humanized design is the so called trans-humanism mentioned by Amal Graafstra, a bio hacker who tests chips and bio-magnets under his own skin.

As today’s computer science gives us the chance to reach that which we thought was un-reachable, user centred design creates connections between beautiful interfaces and people’s needs. In this sense, in order to launch a successful product, we have to be able to predict human reactions and behavior.

As design disruptors said: Now, the question is not “can we build it?” – We would answer “Yes, everything is possible”. The big question is “what is the future that we want to build together?”.