User and Society (US)

Design is about creating value for people and directly impacts everyday life. To have a (positive) effect on the user experience, designers have basic awareness of psychology (perception, emotion and cognition) and sociology. Designers are sensitive and respectful (ethical and moral), can empathize with people and involve them as main stakeholders in the design process. They ask the right questions, and use quantitative and qualitative research methods to collect insights and evaluate or validate concepts. They switch perspectives throughout the design process to learn from and understand people in their societal context. They are open to different mind-sets and have a sensibility for social, political and cultural implications of design. They can position design in a historical, societal and cultural context, and can identify, challenge and shape societal and cultural trends.