We are surrounded by technology but there are still huge gaps between what technology can do, and what people actually want, and how they want it to work. To overcome this, there is a new enthusiasm for ways of including people early on the creative process and asking them to design the world they want. Designers have long been preaching the benefits of insight and working closely with real users. For many, insight is the rocket fuel of creativity. But finding out what people really want is not straightforward. The world is full of failures that people said they wanted, and successes that people said they didn’t. More than ever, we need the tools and methods of design to understand and help people to express and discover their functional and, just as importantly, emotional needs and aspirations. In this world of co-design, the design process is the search engine to find and deliver solutions that fit all and give people the pride and satisfaction of participation in society.
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