Choosing a user label: Select the perfect term that reflects your perspective
In the ever-evolving landscape of design, the roles of individuals interacting with products, services, and design processes have undergone significant transformations. This metamorphosis is largely influenced by historical shifts in technology, consumer culture, and participatory design philosophies.
The traditional term, customer, dates back centuries, referring to the person who purchases or uses a product or service. It originates from early commercial and market practices, such as vendors advertising to attract customers in ancient Rome and Greece, where design (like posters or signs) was used to appeal to potential buyers.
However, as we moved into the mid-20th century and the rise of interface and experience design, a new term emerged: user. This term denotes the person who uses a system or product, emphasizing interaction and experience over mere consumption. The term "user experience" (UX) was popularized by Donald Norman in the late 20th century, highlighting a focus on understanding user needs, behaviors, and the holistic journey through a product.
The term adapter is less commonly referenced but can imply someone who modifies or adjusts existing products to better fit their needs or context, indicating more active engagement than passive use or purchase. It reflects a shift toward customization and personal agency in design interaction.
As we progressed further into the 21st century, the concept of co-creator emerged. Co-creators are users or customers who actively contribute to the creation or development of products or services, often working alongside designers and companies. This concept aligns with the democratization of design and the blurring boundaries between producers and consumers.
A blend of "producer" and "consumer," the term prosumer was popularized by futurist Alvin Toffler in the 1980s. It describes individuals who both consume and contribute to production, signaling a significant evolution where consumers participate in shaping the products or services they consume. This term embodies the merging roles facilitated by digital technologies and social media platforms, where users generate content, customize products, or co-design solutions.
The terms used to describe people who interact with design—such as "customer," "user," "adapter," "co-creator," and "prosumer"—reflect an evolving understanding of the roles individuals play in relation to products, services, and design processes. The significance lies in how design practice adapts to and shapes these changing relationships, moving toward inclusiveness and recognizing multiple forms of engagement with design.
It's important to consider the labels that we apply to the recipients of our products and services, as they need to suit the reality of the situation and be fluid enough to change when circumstances call for it. Major companies like Nike, Lego, and P&G use co-creators in their design process, while the company MakeTools, founded by Liz Sanders, provides techniques for label selection in design.
The trend of consumers becoming designers is set to bring a huge level of disruption to the world of design, with consumers playing an even bigger role in society and technological development. However, it's important to ensure that the labels we use are clearly understood and in some cases - we may need to adopt labels from other industries in order for our designs to resonate with recipients in those industries. The related term "prosumption" refers to the creation of products and services by the people who will ultimately use them.
In conclusion, the language of these labels shapes the way designers think about the people they are designing for. As we continue to navigate the Third Industrial Revolution, it's crucial to adapt and evolve our understanding of these roles to create designs that are inclusive, engaging, and resonate with the diverse population of co-creators and prosumers.
- The emergence of user-centered design (UCD) in the latter half of the 20th century, spearheaded byDonald Norman, signifies a shift from purely focusing on 'customer' needs to emphasizing 'user' experience and behaviors.
- The concept of 'co-creator' in the 21st century reflects a merging of traditional roles as consumers are no longer just passive recipients, but active contributors to the development of products and services, much like the prosumer theory proposed by Alvin Toffler.
- As we move toward an increasingly digital and participatory culture, it's essential for design practices to adopt labels that resonate with recipients across different industries and lifestyle contexts, such as 'prosumption' and 'lifestyle design', fostering designs that are both inclusive and engaging for the diverse population of co-creators and prosumers.
