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Our Vision

Many recent developments in interactive design are aimed towards the ‘humanization’ of technology, that is, making technology behave in a way that is more ‘intuitive’, ‘friendly’ or ‘usable’. This assumes that technology is not in itself human but rather some external antagonistic force or object we are in perpetual conflict with.

This major tenets focus around machine-centered versus human-centered view of technology. Today’s world has become a machine-centered society, where experiential learning comes through the technology, making the user adapt to the technology instead of the reverse. The technology industry and education are using experiential machine-centered technologies and losing focus on the need for reflective learning. There is a necessity of human-centered technology with reflective and experiential learning combined to create an environment where the technology conforms to the human. The table below is a contrast of “Human-Centered View” versus “Machine-Centered View”. Without a change from the machine-centered view of technology towards a human-centered view, learning will be in a stalemate of experiential learning only.

The 'Human - Centered' View The 'Machine - Centered' View
Human [Pros] Machine [Cons] Human [Cons] Machine [Pros]
Creative Dumb Vague Precise
Submissive Strict Disorganized Organized
Attentive Unconcerned Distractible Non Distractible
Resourceful Unimaginative Emotional Emotionless
Flexible Inflexible Illogical Logical

Attention is shifting to the fuzzy front end of the design development process where the discussion is centered around questions such as “what should we make?” instead of “what should it look like?”


In the new design space, we will learn to design for experiencing. Design for experiencing is design that puts experience first and builds to support and enhance it. It starts with real people and their needs and dreams, not with technology. It is about designing with people and not just for them. It is participatory. Design for experiencing addresses the whole user experience, which includes not only the current experience (the moment), but also past experiences (memories) and future experiences (dreams).


In the new design space we must rethink our attitude about the user, starting with the label user. The language we use to describe the people we design for puts them into roles with limited and very clearly defined boundaries. Consumers shop. Customers purchase. Users use products and services. By putting people in narrow categories, we limit their ability to contribute creatively. And we forget that they are real people, just like us, who play many different roles every day.


We must also rethink our attitude about the creativity of the people we design with and for. Creativity is not the exclusive domain of designers. All people are creative. They create their own experiences and design their lives everyday. If we tap into the dreams of ordinary people, we can see relevant creativity. Their creativity might be the direct source of new ideas or it might provide inspirational seeds for designers

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