“Design Systems Thinking” can help designers resolve problems by teaching methods that put emphasis on the user of designs and the context in which the users will experience the design. According to author Meredith Davis in “Building a Culture of Design Research,” it is important for design students to learn to focus on “the characteristics of users or context.” One role of the processes and methodologies of “Design Systems Thinking” is to help designers create systems that enable users to create their own experience through the design. For example, when looking at an advertisement, the viewer should experience something more personal than just the designer’s thoughts and biases. Ideally, a design should not only persuade users, it should also enrich their lives in some way. That outcome can only be achieved through thorough research and understanding of the target audience. As Davis points out, an important research topic is “the effects of design action on people and conditions.”
The author notes that in Asian and European countries, design professionals often publish and share design research with university design faculty. By contrast, in the author’s survey in this country, only seventy-two percent of design firms shared any research other than within the design firm. By putting a heavy emphasis on research, the methodology of “Design Systems Thinking” encourages those already in the professional field to share their own research and research steps with design students and teachers. The author gives an example of a student interview about a project designed and structured by faculty in which the student know the design process, but had little knowledge of the target groups or how the project would affect their actions. Having the students research the proposed users of their design and develop which design tools and media to use would more likely have a more successful outcome.
This map on Palm Beach Motoring Accessories’ website not only encourages drivers who want their cars to look hot to buy products online from their Autogeek store, but also gives visitors an entertaining and educational experience. The target audience is not professional car detailers, but amateurs who like to fool around with their cars. This type of infographic not only sells products, it also enriches the lives of the viewers.
http://www.topoftheline.com/oxidation.html
This online ad for car polish tools and materials by rival seller Top of the Line shows very little research of, or involvement in, the target audience. While the shiny car finish is appealing, the graphic does not particularly educate the viewers or enrich their lives.
Works Cited
“Autogeek University: Detailing Tips.” Autogeek. Palm Beach Motoring Accessories, n.d. Web. 18 April 2015. http://www.autogeek.net/detailingtips.html
Davis, Meredith. “Building a Culture of Design Research.” SEGD. Society for Experiential Graphic Design, 2012. Web. 18 April 2015. https://segd.org/building-culture-design-research-0
“Oxidation Removal.” Top of the Line. Top of the Line, n.d. Web. 18 April 2015. http://www.topoftheline.com/oxidation.html
Visually Speaking 