Voxpop

One of the aims of yesterday’s British Design & Art Direction SuperHumanism conference was to champion the cause of the end-user in the face of escalating technology. What everyday objects or services do you think could benefit from such an approach?

‘More and more basic cosmetics and toiletries are becoming “functionalised” with hi-tech ingredients. Such products include lipsticks that contain vitamins, eyeshadow with relaxants, and a proliferation of anti-aging creams. Simple products about indulgence, beauty and confidence are being made clinical and heavy-duty. “Cosmeceuticals” are undermining both the romance and the emotion of beauty products.’

Dorothy Mackenzie, director, Dragon

‘Mathematics is a really great subject. Schoolkids are being encouraged to use pocket calculators, but they are baffled by them. The choice is either really uncool basic models or calculators that come with advanced scientific features, which most people with a scientific degree cannot even use. Please try to get kids operating at the correct level. Co-ordinate the products with the teaching/ learning. Help tomorrow’s superhumans to get started.’

Ross Kinneir, director, Kinneir Dufort

‘There has been so much evidence of technology-push rather than user-pull in product development that I would nominate most of the things that I come into contact with. However, if restricted to one area that could do with a more human approach, I would nominate office design. Human beings just weren’t designed to be pressed into serried ranks, cooked slowly by fluorescent lighting strips, and lacerated by metal filing cabinets.’

Jeremy Myerson, Director, Helen Hamlyn Research Centre

‘I have been dreaming of a life without strings of IT-related wires, rechargers, adapters, connectors, extensions, batteries, leads and so on. I would also like to have a mobile phone network coverage that does actually work. As the mobile phone handsets become more sophisticated, it is increasingly more frustrating that I cannot get a decent signal in my street, home, office or whenever it rains in Italy.’

Jon Turner, executive creative director, Enterprise IG