How the University of Michigan brings human-centric design to business students

August 23, 2021 – You may be surprised to know that some of the confusion we experience while going about our everyday lives might actually be more a result of poor design, and not a fault of our own. For instance, have you ever walked up to a door and given the handle several hard tugs, only to realize that you need to push? While the mistake might make some people feel foolish, design experts argue that it really reflects on the door’s design, not the person using it.

For a long time, businesses looked at design purely through the lens of aesthetics with the goal of creating visually appealing products or brand images that capture consumers’ attention. Things started changing at the end of the 20th century when cognitive scientists began promoting new views of design.

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