The conversation around design and sustainability is evolving, especially with thought leaders like Don Norman challenging traditional ideas. In the SUX-Podcast EP13 – “Changing design towards a better world” Norman addresses how design can pivot to make a more profound impact on both society and the planet.
Curiosity as a Driver of Innovation
Norman opens with a compelling call to embrace curiosity, stating that “a lot of creativity comes from curiosity.” This mindset shift is essential for designers, especially in the context of sustainability, because it encourages them to question established norms and explore unconventional solutions. Curiosity leads designers to explore, question, and test new ideas—a critical approach in a world where conventional methods may no longer be sufficient.
Redefining “Sustainability”
One of the most thought-provoking points Norman raises is about the term “sustainability” itself. According to him, the term is now outdated because it implies maintaining the status quo, which is no longer enough given today’s environmental challenges. In its original context, sustainability aimed to prevent things from worsening. However, “sustaining” harmful systems is counterproductive. For example, sustaining high levels of pollution or non-recyclable product design perpetuates the very problems sustainability once sought to avoid.
Humanity-Centered Design: Beyond Humans Alone
Norman’s concept of “Humanity-Centered Design” (HCD) is a shift from focusing solely on human convenience to a more inclusive approach. Humanity-centered design, as he explains, encompasses not only humans but all living things and the entire environment that impacts us. By broadening the focus, designers are encouraged to think about how their creations affect all life, including flora, fauna, and natural ecosystems. HCD reminds us that truly “human-centered” solutions also safeguard the well-being of the natural world that supports human life.
Flawed Assumptions in Traditional Economic Solutions
Norman critiques the economic principles often used to approach sustainability, stating that they’re based on flawed assumptions about human behavior. Economists often view people as logical actors who make sensible choices, but Norman emphasizes that people are not purely logical. This disconnect can lead to ineffective strategies that do not resonate with real human behavior. For example, a digital sustainability approach may assume users will minimize energy use for economic reasons, yet many do not unless prompted by design. Understanding human unpredictability can help designers create solutions that fit real-world habits, such as software that automatically shifts to energy-saving modes or apps that encourage sustainable habits through subtle prompts.
The Role of Designers and the Need for Empowerment
Designers, Norman argues, often lack decision-making power and are constrained by client demands or executive decisions. He points out that while engineers frequently rise to executive positions by pursuing additional qualifications, designers rarely take this route. Norman challenges designers to pursue leadership roles actively so they can advocate for sustainable practices at decision-making levels. By taking on responsibilities that go beyond traditional design roles, designers can gain the influence needed to make a difference.
Designers as Integrators of Knowledge
Norman views designers not as content specialists but as methodical thinkers who can tackle a wide variety of problems. He describes designers as generalists who can bridge gaps between specialties, bringing together insights from environmental science, economics, engineering, and more. Designers’ integrative skills allow them to assemble these diverse elements into cohesive, sustainable solutions.
Lessons Learned
- Embrace Curiosity: A sustainable design approach thrives on a curious mindset. By questioning current practices, designers can uncover new methods and technologies that reduce environmental impact.
- Reimagine Sustainability: Go beyond maintaining the status quo. Digital sustainability efforts should aim for positive environmental impacts, such as reducing resource use or creating longer-lasting products.
- Adopt a Humanity-Centered Design Approach: Consider the broader ecosystem in design choices. Digital tools, for instance, should prioritize low energy consumption, minimal waste, and non-toxic materials.
- Challenge Economic Assumptions: Recognize that user behavior is not always logical. Effective sustainable design aligns with real-world habits, encouraging users to adopt eco-friendly practices in ways that feel natural.
- Take on Leadership Roles: Designers have unique problem-solving skills but need to pursue leadership opportunities to effect change. By influencing decision-making, they can prioritize sustainability in digital innovation.
Links
SUX: https://sustainableuxnetwork.com
Don Norman. Design for a Better World: https://jnd.org/books/design-for-a-better-world/