From brand experience to human centred brand experience:

A longer version of this research was delivered in December 2019 as the capstone project of my work in the Master of Design Futures program at RMIT University.

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In my survey of the human centred design literature, I have identified a gap in the available research and writings about sensory design and stimuli in the context of human centred design, especially when speaking of brand experiences.

It is no secret that what makes us who we are is our biological and psychological make up. As it is evident in human centred design, the psychological part has always been under the spotlight by focusing on the aspect of empathy and human behaviour, but not much attention has been given to the biological side. …

From human centred design to human centred marketing:

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A timeline of human centred design & design thinking

Looking at the development timeline of human centred design and design thinking, I cannot but ask myself this: How are they really applicable in the world that I’m familiar with and are they being embraced by business professionals? With the evolution of human centred design and the creation of sub-specialisations within it, how does it permeate through to a sector like marketing? Does human centred design represent a new way of life for business?

My background is in graphic design and marketing. For most of my career, I’ve worked around marketing teams to drive business outcomes. Along the way, I’ve seen some great and not so great results. Marketing, defined by Dr. Kotler is “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. It identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential”. …

- Part 2

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Recently, I have investigated the need for creative leadership in the advertising industry and if design thinking could help in re-imagining the creative team structures as part of my research in Future
Design Leadership. (read Part 1 here)

I had the privilege to interview 4 prominent creative leaders in the Ad industry. I chose them based on the diversity of their experiences that span from traditional Ad agencies to digital ones.

Each creative leader that I interviewed helped me understand more about creative leadership in advertising by sharing with me their experience and way of thinking in an industry that is being challenged by many factors in this day and age. …

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