Human-Centered Product Categories

credit: from the book Enchanted Objects by David Rose

The designer’s role on a product team is to be an advocate for the user of the product or system that’s being developed. This advocacy starts with empathy–understanding the user’s values, behaviors, environment, problems and so on. This empathy and understanding then manifests itself in the product as usability and delight–designs that are not only easy to use but that inspire joy.

Designers might find the periodic table of enchantment above by David Rose particularly useful and joyous. It organizes product categories not by industry sector or manufacturing process, but by the human desires that they address. The six categories that Rose calls out are: the desire to be omniscient, to be telepathic, the desire to be safe, to live forever, to transport from one place to another, and the desire to be expressive.

When you think about your product in this way, you think less about your team’s technical capabilities and more about helping your users and customers become the superheroes that they so long to be. It’s an excellent perspective from which to design.