Escrito por: Monika Sznel
Traducido por: Monique Chevalier
Originalmente publicado en UX Collective: https://uxdesign.cc/
Articulo original: https://uxdesign.cc/the-time-for-environment-centered-design-has-come-770123c8cc61
Es similar al marco de referencia de la práctica de diseño enfocado en los humanos, pero su enfoque se extiende al contexto ambiental, social y tecnológico en el que vivimos hoy. Es decir, en lugar de solo pensar en el humano, el diseño enfocado en el ambiente adopta una perspectiva más completa de variantes importantes, entre ellos, al humano.
El diseño enfocado en el humano es antropológico. Esto significa que se pasa por alto la incorporación del ambiente o de los factores no humanos en el manejo del proceso de diseño. El diseño enfocado en el ambiente opta por mejorar esta falla tan importante. Si me tocara definir esta forma de diseño lo haría de la siguiente manera:
“Un método de desarrollo de un producto o servicio que tiene como objetivo que estos productos o servicios sean ambientales, sociales y económicamente sostenibles al enfocarse en las necesidades, limitaciones y preferencias de audiencias humanas y no humanas. El proceso involucra conocimiento y técnicas del desarrollo de diseño donde se intersecta el diseño enfocado en el humano, usabilidad, ecología y sostenibilidad.”
El diseño enfocado en el ambiente es la próxima iteración del diseño enfocado en el humano, debido a que involucra ambos: los humanos y otros factores no humanos al momento de desarrollar un producto o servicio en el proceso de diseño. Por ejemplo, al seguir la estructura de diseño ambiental, cuando diseñamos soluciones, como diseñadores pensamos en ambos: las necesidades de los humanos y las ballenas; el Amazonas y las tribus indígenas. En general, no importa si el agente de enfoque es humano o no humano, tenemos el potencial de crear un impacto positivo al momento de diseñar.
El siguiente ejemplo ilustra de forma más clara el tema. Durante el último año, SARS-CoV-2 ha sido la influencia no humana más disruptiva de cada negocio y servicio público alrededor del mundo. A pesar de no ser un humano, ni siquiera un ser viviente, el SARS-CoV-2 igualmente ha logrado posicionarse como un actante prominente en nuestro entorno natural, social y de negocios.
Ya sea que trabajes (o trabajabas, disculpa) para una ONG, el gobierno, una startup, o una empresa global, definitivamente has sido afectado por este pequeño virus de una manera impactante. Está por todas partes; ha cerrado negocios y dejado a muchos luchando por sobrevivir.
Llevamos aproximadamente un año pensando en cómo sobrevivir la volatilidad, incertidumbre, complejidad y ambigüedad (“VICA”) que ha traído este virus. Una de las opciones en este momento es comenzar a entender factores no humanos como jugadores esenciales al momento de diseñar. Si el ejemplo de nuestra actualidad con el SARS-CoV-2 no es suficiente para entender la importancia de estos factores no humanos y la interdependencia que tenemos con lo que nos rodea, aquí hay más ejemplos:
Impossible Foods es una de muchas compañías que involucra las limitaciones del ambiente y los factores no humanos dentro de su modelo de negocio. Sus productos le brindan opciones de alternativas de proteína animal a humanos, para que disfruten del sabor y textura de la carne, con un menor impacto ambiental. De esta manera estarán atendiendo la necesidad humana de querer disfrutar de carne, sin las implicaciones devastadoras de la industria de la carne y ganadería. Como indican en el video, Impossible Foods está en una misión en este planeta, no en Marte.
Probablemente ya puedes ver un patrón en estas palabras. Debemos entender que no importa el tamaño de nuestras acciones, todas están sumamente interconectadas y relacionadas con nuestro entorno. Si cambiamos la forma en la que diseñamos nuestros productos y servicios podremos minimizar el efecto que estamos teniendo como humanos en el planeta. Lo mejor que podemos hacer es tener la meta de que juntos podamos contribuir hacia un cambio positivo. El diseño enfocado en el ambiente nos puede alinear más con esa misión, pero todo comienza con un cambio de pensamiento.
Primero, debemos entender, con mente abierta y posiblemente en contra de nuestras creencias, las bases científicas que indican que el cambio climático, la pérdida de biodiversidad y la contaminación del medio ambiente, constituyen fenómenos reales, importantes y de suma urgencia.
Luego, debemos estar seguros de que queremos triunfar en tiempos de “VICA” como personas encargadas del desarrollo de productos y servicios, desde nuestros respectivos roles sociales y de negocios.
Finalmente, utilicemos las herramientas del diseño enfocado en el ambiente para poner nuestras recientemente adoptadas mentalidades de negocios, guiadas por la ciencia y hechos, en práctica. Al hacer eso, notaremos que estaremos respondiendo a las necesidades, limitaciones y preferencias de los humanos y los factores no humanos de igual forma. Estas herramientas nos acercan a un mundo con diseños favorables para todos, incluyendo lo que nos rodea.
En este link puedes encontrar herramientas para poner en práctica el diseño enfocado en los humanos. Próximamente estaremos compartiendo la versión en español.
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