The Design Process, from Individual Thinking to Collective Social
Authors: Silvia Rala, Ana Paula Gaspar
Abstract: In contemporary society, Social Design practices are crucial for the operability of aggregative solutions. Developing efficient and effective solutions that meet and enhance social needs and responsibilities, combining a greater number of values shared by different sets of individuals. In this way, the creative community must reflect on the behavioral patterns and the way to create and manage solutions able to perspective the agglutination of contexts, for this, different methods and options may be considered in the search for knowledge of experiences and ways of acting, according to social and cultural trends.This article aims to understand how the creation process influences and interconnects individual and collective thinking, in which the context of individuality and diversity is present in the analysis of the problem and, consequently, should be present in the elaboration of the design solution directed to social groups, sometimes also multicultural.These groups of people connected by a common interest, according to Godin (2013), can be considered tribes. Aware or not, the individual is part of many tribes. Tribes without unitary leader identification but create value and effects in society and in the market. In the past, one of the main factors influencing the constitution of tribes was geography. However, the globalization process has expanded and accelerated the number of tribes, which can have relevant power, but often an ephemeral character. Given the constant adaptation of ways of being, thinking, and feeling, the thought process must integrate and identify behavioral and relational models. In this sense, the development and experimentation of design must be associated with an awareness of culture and group unification. The analysis process from individual to collective must develop an exploration and critical evaluation in the face of the groups and multiculturalism. This fact encourages the applicability of Social Design, in order to guide reflection and the development of solutions framed in the multigroup problem.Creating products and services with a cultural link and with symbolic and emotional connections, according to Krucken (2009), is a challenge, considering that the final configuration of the product is a combination between essence and personality, defined consciously or not.In this framework, function (the essence) and form (the personality) play a crucial role in visualizing and strategically anticipating decision-making and design choices.Thus, considering the group individuality and group immensity, our goal is to identify models, to assess weaknesses and/or potential for success or failure, in the applicability of the process and the framing of the result in collective nuclei with identity particularities, as well as, the role that Social Design can play as a synergy binder in the thought process and the final result. The methodology will be based on a case study and literature review.
Keywords: Social Design, Process, Tribe, Individual, Collective
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