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Love by Design

Submitted by on 12/03/2010 – 4:33 pmAdd comment

In Jaron Lanier’s recent book he tells us “you are not a gadget.” But what if your gadget is you? More and more these days, our personal digital devices are melding with our tastes and desires—our very minds. They inform us, entertain us, wake us up, calm us down, connect us to old friends, and introduce us to new ones.

Is it any wonder that we are in love with our smartphones, as Damon Darlin asks and answers in his New York Times essay “Can This Be Love?” As he observes, “It’s like carrying around a second self.” Darlin, an iPhone owner today, still mourns his original love, the now-clunky Palm Treo (it still sits on his kitchen counter, just in case). His essay is a fun read, and offers liberal quotes from one of the more outspoken Glimmerati in my book, product designer Donald Norman.

One thing I disagree with in Darlin’s essay, however, is his assertion that object designers have never thought enough about the notion that people can actually love an object. First of all, dividing the object from the experience (for instance, calling one “the design,” the other “the software”) is the old way of thinking. As I explore at length in Chapter 5 of Glimmer (“Work the Metaphor: Realizing what a brand or business is really about—then bringing it to life through designed experiences”) designers have embraced for years the thorny tasks of figuring out what people need, what they are really looking for, and then orchestrating the whole experience from start to finish—from packaging and marketing to the pressing of buttons and even the eventual disposal.
 
It’s nice that the Apple iPhone looks cool, but that’s not nearly the whole explanation for why so many people have fallen in love with it. Think of the spare packaging. The new product announcements. The stores. The TV advertising. The websites. The apps. And yes, the product and the operating system. Every aspect is designed. And today this complex thing called experience design has to be the new norm for every business.

So I must disagree with Darlin’s implication that designers are simply into “chamfering a particular edge so you’d want to hold” the product (I don’t know what the word “chamfering” means, but I do like the sound of it). Instead, designers continue to be the ultimate matchmakers between us and much of what surrounds us, ensuring, no doubt, many more years of crushes and breakups as, say, our smartphones become ever smarter.

 

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