The Design Research Of Customers' Behavior Based On The Theory Of "Design Needs"

What is the future of design in 21th century? Mike Press, the professor of University of Dundee mentioned it in his book《The Design Experience》8 years ago. Service Design and User Center Design will be the key work of design in 21th century. The new goal of designers is to find and create better life experience for people. Under this situation, they have to do some research of people's daily life, finding the real needs of citizens. Then try to design a new way of behavior to improve their qualities of life.According to my own study experience of design methods and the lucky experience of service design which I took the courses in University of Dundee as an exchanging student. After several talk with Mike Press, I summarize a career theory named"Design Needs". I get some idea about"Design Needs"from the famous American psychologist Maslow's theory"Maslow's hierarchy of needs". I focus on the career of design. Tell the aesthetic need, valuable need, sustaining need, inherited need and introductory need from the aspect of designers. We can find the reason why service design will be the design future of 21 century.As the"Design Needs"said, different fields of design will have different design needs. Different design needs require different result of user research. If you try to transform the result of research to design plan, you should know the design needs first which means which need level is it now. We can now just copy the methods of user research from the book. It is necessarily to make some change when we use them in different projects.