Human-Centred Design at London Tech Show

It’s hard not to be impressed by the sheer volume of innovation at the London Tech Show earlier this June.

The conference offered a deep dive into the latest advancements, talks, panels, and demos showcasing cutting-edge software, hardware, and of course, the ever-present topic of AI.? For the team at Hi Mum!, one topic in particular resonated the most: keeping the human experience, and most importantly our emotions, at the heart of everything create.

Highlighting this perfectly was Usha Raghavachari , the Executive Design Director for Human Centred Design at 福特 . Her keynote championed Ford’s design philosophy, they don't just build cars; they strive to understand the driver's emotional journey.

Usha countered the common perception of AI taking over. While it excels at analysing past data it sadly lacks the ability to predict the future and what we, as humans, need from our products and services. By spending time with real customers (who call their van their second home), Ford's design team gains a powerful edge by prioritising real-world experience and human interaction. They are able to truly connect, uncovering those uniquely human aspects - emotions, desires, and unexpected needs - something AI simply can't perceive or anticipate.

This process certainly resonates with the Hi Mum! Design and Strategy team. Our work with multiple OEMs has seen us bridge the gap between human centred design and ever evolving technologies - uncovering the motivations and emotions behind a diverse range of consumers.

Just like Ford’s team, our human centred approach involves rapid prototyping and user testing, enabling us to swiftly transform these high-level concepts into tangible prototypes. These prototypes are then tested with real users, allowing us to gather valuable feedback and insights. It is this human led and iterative process that ensures the creation of exceptional, user-centric connected services that align perfectly with the OEM's long-term vision, looking to the future to drive their success in the dynamic automotive industry.

The London Tech Show served as a vibrant reminder of the ever-evolving landscape of technology. While AI's potential is undeniable, Usha’s message from Ford resonates deeply: true innovation still and always will thrive on understanding the human experience.? By prioritising real connections and embracing the complexities of human emotion, Ford, and companies like Hi Mum!, are paving the way for a future where technology serves, rather than replaces, the human experience.