As designers, we have a responsibility to really ‘be’ the people we are designing for – ‘seeing’ is no longer enough. We might think we understand the recipients of the product or service but are we going far enough, in being them and not projecting our preconceptions and ideals upon them? We talk about empathy and context but are we really doing this or just paying lip service and skimming the surface?
We have a chance to really shape experiences across the African continent – going back to origins, really being somewhere, feeling and relating, not just seeing it from the outside – is a good place to start. This talk explores the line between being and seeing, and how the application of it in our everyday work can make the difference to everyday lives.