"Construct empathy with customers" says industrial designer Ayse Birsel

Designing with empathy for the customers of immediately and the longer term is a problem we should tackle, says Birsel + Seck co-founder Ayse Birsel at a chat filmed by Dezeen for International Design Discussion board in partnership with SAP.

“If we now have the customers within the room pondering with us and utilizing our instruments to assume creatively, that modifications all the pieces,” Birsel stated.

Known as Making a Compelling Purpose for Change as a part of the Round Design Sequence, the speak introduced collectively a panel of design and digital thought leaders to debate how one can design for customers within the face of world financial, environmental and social pressures.

David Jonker is vp of the Insights Analysis Middle at SAP

“Once we get to designing and altering the system, it is a multifaceted problem,” stated vp at SAP Insights Analysis Centre David Jonker throughout the speak.

“Those that would be the disruptors are those that are keen to query a number of the elementary assumptions that we take with no consideration,” he continued.

Eli Halliwell, chairman at Hairstory, photo by Daniel Salemi — Eli Halliwell is the chairman of haircare firm Hairstory

There is a chance to design merchandise to be inherently higher and cleaner, stated govt chairman and co-founder of Hairstory Eli Halliwell.

“The step-function change comes from rethinking the precise drawback that you simply’re attempting to resolve, versus simply iterating on the supply mechanism or the packaging,” Halliwell stated.

Ayse Birsel, co-founder of Birsel + Seck, photo by Daniel Salemi — Ayse Birsel is an industrial designer and co-founder of Birsel + Seck

Birsel additionally spoke about how inclusive client analysis can promote change, explaining that client datasets traditionally are typically skewed in the direction of males.

“For instance, pianos are usually not measured and made for girls, and meaning there are only a few nice pianists who’re ladies on this planet, not as a result of they don’t seem to be proficient, however as a result of the merchandise are usually not designed for that knowledge set,” stated Birsel.

“It is on us to design nice merchandise for this new period, which is our future,” she continued. “We’re residing longer and longer however the planet’s life is shorter and shorter.”

Birsel expressed that customers in immediately’s world have the chance to collaborate with designers.

“Once I consider circularity of design, it isn’t solely design and model collectively anymore, it additionally consists of the consumer. Once we can do this, we construct unimaginable empathy with our customers. They really feel heard, they really feel seen,” she stated.

The Standard High Line Hotel, photo by Daniel Salemi — The speak was held at The Customary, Excessive Line in New York Metropolis

International Design Discussion board is London Design Pageant’s curated thought-leadership programme. Its flagship occasion will happen as a part of the London Design Pageant in September.

Images is by Daniel Salemi.

Making a Compelling Purpose for Change is the second speak filmed by Dezeen as a part of International Design Discussion board’s The Way forward for Packaging symposium, which befell on 23 Might 2023 at The Customary Excessive Line Resort throughout design competition NYCxDesign. See Dezeen Occasions Information for an up-to-date listing of structure and design occasions going down all over the world.

Partnership content material

This video was produced by Dezeen as a part of a partnership with London Design Pageant. Discover out extra about Dezeen partnership content material right here.