Great Article — it lresonates a lot with my current state of mind. What do you think of these thoughts: wouldn’t you agree that what you describe as natural design is at the heart of Human Centered Design — to design solutions that are first and foremost relevant to humans?
Secondly, don’t you agree that we have abused the term design and have overloaded its meaning with things like “ornamentation” and expectations like “behavioral change? What I mean is that it sound in you article like design in its core meaning is not (anymore) about solving a problem more elegantly, efficient and effective through human imagination and craft — but that’s exactly what Design is all about, no? For example look at what Viktor Papanek wrote in his book “Design for the Real World”:
It is about time that industrial design, as we have come to know it, should cease to exist. As long as design concerns itself with confecting trivial „toys for adults“, killing machines with gleaming tailfins (cars), and „sexed-up“ shrouds for typewriters, toasters, telephones, and computers, it has lost all reason to exist. Design must become an innovative, highly creative, cross-disciplinary tool responsive to the true needs of men. It must be more research oriented, and we must stop defiling the earth itself with poorly designed objects and structures.”
That was 1985. And I think it is getting more relevant by the day.