The future will not be found in the past
Don Norman’s recent essay, Technology First, Needs Last, has prompted much discussion in the design community.
I’ve come to a disconcerting conclusion: design research is great when it comes to improving existing product categories but essentially useless when it comes to new, innovative breakthroughs.
He provides a very good argument in support of this provocative statement. I’m certainly not going to declare that he is wrong—history backs him up. However, that’s the point I would like to make. Don is talking about history. He provides a list of inventions that have changed society, including the airplane, automobile, telephone, etc. He then asks what role design research played in those inventions. None. But there really wasn’t such a thing as design research at the time these inventions came to be. Even at the advent of the personal computer, the field of design was pretty much limited to graphic and industrial—user-centered design methodology was in its infancy.
Yes, in the past, technology has driven innovation. I would argue that this is beginning to change. More and more, the value of design is recognized by the general populace. At the same time, technology is becoming more accessible, making it easier for people to adapt it… to their own needs.
Don suggests that his examples, such as the telephone, were invented as a technology before the need for them developed. I disagree. There was a need for long-distance communication. At the time, it was being satisfied by the telegraph, a less than optimal method. Bell invented something better. Perhaps the general populace didn’t recognize the need, but I would argue that Bell probably did.
Needs can drive technology, and design research can identify needs. I predict that we will see this become a more common pattern in the future.