“Contrary to popular belief, product design isn’t merely about creating something highly functional or aesthetically pleasing. In fact, it’s more about the end user than the product.”
Check out the department feature in Idealog featuring Head of Department Andrew Withell and Lecturer Stephen Reay talking about the programme.
“Design is a social science,” says Reay. “Understanding the people you’re designing for is crucial. We want our students to develop strong personal values that they work into their design activities. You’re not designing a chair for yourself; you’re designing for a user group, so you must understand who those users are, what drives them and what their needs are. It’s about having empathy for your user.”
“It’s about preparing our students for a changing future,” says Withell. “Major social and environmental issues will confront this generation and we want them to be prepared, and see them as real design opportunities. It’s an exciting time to be a designer. We can provide frameworks and discuss theory to help them respond to these emerging issues.”
Check out the full article by clicking here.