Morgan Brookes
Report
Contents. Page 1 - What is user centred design? Page 2 - Your target audience. Page 3 & 4 - Social factors affecting design, appropriate to your audience. Page 5 & 6 - Personal factors affecting design, appropriate to your audience. Page 7 - The importance of research. Page 8 - Concept/Theme Page 9 - The Power of Fashion Design. Page 10 - Why your designs are appropriate to your audience. Page 11 - Bibliography
WHat is user-centered design? In 2007, Michael D Corry defined user-centered design as “A philosophy based on the needs and interests of the user, with an emphasis on making products useable and understandable” (M.D. Corry et. al., 1997).
User centered design can be used as a middle stage problem solving process. In a document published in 2011 by TS Da Silva it is described, as a process that allows the designer to analyse how likely the user is to purchase the product, it can also be used to identify whether assumptions are correct regarding the actual user and their needs (TS Da Silva, 2011). Consequently the user is involved throughout the design and development process, creating a driven and refined product. It is imperative that this process is innovative as it will be the first of its kind. User centered design not only identifies key questions about the user and their requirements; but allows greater understanding of both the product and the aforementioned user to be achieved. In terms of fashion, questions such, as “what are the users buying habits?” and “what is the purpose of the garment?” will be answered during this process.
http://www.sapdesignguild.org/resources/ucd_process.asp
Target Audience The target audience for this collection is primarily businesswomen who are suffering from bipolar disorder. Within bipolar disorder there are multiple stages in which individuals can find themselves. One of which is the manic stage, and it from this aspect of the condition that this collection is based upon. In an article published by the British medical journal in 1999, symptoms of this stage of the condition were found to include increased expressiveness, improved mood and higher impulsiveness (A Perry et. al., 1999). In addition to this, the individual feels more inclined to wear expressive, fashionable and colourful attire.
https://www.pinterest.com/adsdollarsteam/women-pants-suits/ https://uk.pinterest.com/pin/470063279832244482/
Social Factors effecting design Social factors within any discipline are always multifaceted, within fashion this is especially so. For example this collection examines a niche market within society as a whole, but encompasses many different influences, which affect this one demographic. Fashion is highly criticized on a daily basis despite the fact we are encouraged to express our individuality. It was Marc Jacobs who said, “Clothing is a form of self-expression, there are hints about who you are in what you wear.� (www.uk.complex.com). This collection bypasses perceived social norms by bringing individuality into a place where preconceived social norms exist. In this current day and age women aged 20-30 are highly trend driven. Surrounded by almost constant media consumption, trends become a way of life rather than simply an article in Vogue Magazine. The business industry places emphasis on competition not only in productivity but also increasingly on appearance and social status. Consequently coinciding media influences collide with this evolving business methodology, which results in changing values within society as a whole. In the business industry, appearances reflect values. Traditionally, the businesswomen's image has been simple stylish elegance where any form of individuality is frowned upon. This collection and ideas such as power dressing break this archaic pattern of behavior. Now, as industry is growing exponentially, it is becoming increasingly harder to become noticed. This means that in the world of business there is a duality between work performance and what is visually appealing in an employee.
Personal factors affecting design, appropriate to the audience. Personal factors within design could include anything from economic status to individual personality. Age and lifestyle are also major factors, which affect the design process. Coinciding with this, user-centered designs core concept is the individual; this being imperative to ensure the design is specific to the audience. Economic status will determine the market in which the individual shops; whether this is high street or high-end fashion. During the manic stages of bipolar disorder, retail is used as a source of self therapy (J Collingwood, 2015). Economic status of the individual rarely influences purchases, as retail consumption is often above the means of this particular demographic (J Collingwood, 2015). Debt is often a consequence as purchases are impulsive. Ultimately economic status affects my design, as it not only influences on an individual level, but by price point also. Finally age and therefore lifestyle have influenced this collections design by taking into consideration colour palette and cut. Both of which are imperative to a trend lead customer of this particular demographic. Due to lifestyle, form and function are highly important. The design of the collection needed to be work appropriate as well as age appropriate therefore giving reason for the colours, cut and patterns reflected in this collection.
http://fashions-cloud.com/pages/g/girl-with-designer-shopping-bags/
The importance of research In 2011 Deirdre Murphy wrote, “Research is absolutely central to the fashion design process. It underpins designers Ideas, informs the shapes and proportions they use, influences the materials they choose to work with and determines the techniques they employ to put them together.” (D Murphy.2011) Both historical and contemporary fashion is an invaluable resource for all past present and future designers, as collections are and will most often than not be influenced by past experiences and future aspirations. Research on the market, theme and concept are crucial, as they need to work together in harmony to create a conceptual design that meets the needs of the individual. When researching the market for example, questions such as “what is already on offer?” and “what sells well?” are asked. These questions help to gain understanding of potential designs, which could be marketed in a particular environment. Researching the theme will help to conceive the colour palate and the overall style in which the collection is designed. A clear understanding of the manic stage of bipolar disorder is pivotal to realise the concept on which the collection is based. Without this, it is impossible it is impossible to design for a niche market. Research into the audience is key as it gives designers an insight into the needs wants and expectations of the customer. This means that the collection will meet the desired requirements. Again user-centered design is a key part of this research as it allows personal input into the design process. For this collection research isn't just important it is compulsory. To create a collection promoting awareness of a mental illness requires an in depth knowledge of the illness its self. This research will enable the creation of models that will be used within the design process; it will help obtain an objective understanding of technical development constraints.
Concept/theme Clothing that reflects the manic stages of bipolar disorder, using the classic design of American diners to create a kitsch collection for businesswomen 20 -30.
https://www.pinterest.com/morganbaiibee/
The power of fashion design “Dames and designers have used fashion to define and enhance their position in the world.” (www.designmuseum.org, 2014). Power can be defined in many ways, and transcends social convention. The plurality of power and its definitive meaning therefore can be interpreted differently depending of the circumstance. In terms of fashion design there are many different elements to power. One of these being economical power. The UK fashion industry is currently worth “£26 billion” (www.Guardian.com) and is estimated to support “797,000 jobs” according to Oxford Economics 2014 (www.londonfashionweek.co.uk). This in tern greatly influences the UK economy and taxation rates as a whole. It is remarkable to think that the design process can influence not only the country but also the world on such a magnitude. Another way in which fashion design has power is in the way that it can influences peoples thoughts and style. The way in which this occurs was first conceptualized by the American economist and sociologist, Thorstein Veblen, in 1898. He coined the phrase “Trickle-Down Trend” to describe this idea. Essentially, this is the reinterpretation of a catwalk trend, which in turn makes these designs high street appropriate. For example, we could see this in 2014 when Alexander Wang designed for H and M. This alone allowed high street shoppers to not only be influenced by design but also to purchase designer clothing otherwise inaccessible beyond high street prices. This itself demonstrates the innate power that fashion design processes and consequently the demand it creates within our society.
Why your designs appropriate to your audience The audience for this project is trend lead businesswomen ages 20 to 30 suffering from bipolar disorder. This description of the target audience places emphasis on business attire, hence why the collection is designed to be practical whilst maintaining fashion appeal. Although these designs are high fashion, they still remain age appropriate to the target audience. Furthermore, these items of clothing are easy to wear and suitable for the work environment. For example all of the designs in the collection are ergonomic and simple for the busy workingwoman. Whilst the collection is age appropriate it is still highly trend lead, using elements such as rich embroidery and kitsch patterns the designs remain youthful while simultaneously maintaining a professional image. The aim of the collection was to use colours and prints from the chosen theme to reflect the manic stages of bipolar disorder. Throughout the designs a set colour palate was used in order to reflect not only the colours of the chosen theme but also the personality of the chosen market. Specifically the colours red, blue and yellow represent energy, confidence and youthfulness respectively. In addition to this black is used to represent a professional image therefore making the collection appropriate to the audience.
References Corry, Michael D., Theodore W. Frick, and Lisa Hansen. “User-centered design and usability testing of a web site: An illustrative case study.” Educational Technology Research and Development 45.4 (1997): 65-76. Da Silva, Tiago Silva, et al. “User-Centered Design and Agile Methods: A Systematic Review.” AGILE. 2011. Deirdre Murphy. (2011). Dialogues between past and present: Historic garments as source material for contemporary fashion design. Available: http://www.vam.ac.uk/content/journals/research-journal/issue-03/dialogues-between-past-and-present-historic-garments-as-source-material-for-contemporary-fashion-design/. Last accessed 01.05.2015. designmuseum.org. (2014). Women fashion power. Available: https://designmuseum.org/exhibitions/women-fashion-power. Last accessed 02.05.2015. Jane Collingwood. (2015). Spending Sprees in Bipolar Disorder. Available: http://psychcentral.com/lib/spending-sprees-in-bipolar-disorder/0003295. Last accessed 04.05.2015. Perry, Alison, et al. “Randomised controlled trial of efficacy of teaching patients with bipolar disorder to identify early symptoms of relapse and obtain treatment.” Bmj 318.7177 (1999): 149-153. uk complex. (2013). 25 greatest fashion quotes. Available: http://uk.complex.com/style/2013/01/the-25-best-fashion-quotes/beau-brummel. Last accessed 01.05.2015.
http://www.sapdesignguild.org/resources/ucdprocess.asp https://uk.pinterest.com/pin/470063279832244482/ https://www.pinterest.com/adsdollarsteam/women-pants-suits/ http://fashions-cloud.com/pages/g/girl-with-designer-shopping-bags/ https://www.pinterest.com/morganbaiibee/
Bibliography Abras, Chadia, Diane Maloney-Krichmar, and Jenny Preece. “User-centered design.” Bainbridge, W. Encyclopedia of Human-Computer Interaction. Thousand Oaks: Sage Publications 37.4 (2004): 445-456. http://www.academia.edu/368361/FASHIONMARKETINGandTHEORYChapter5FACTORSTHATiNFLUENCETHECLOTHESBUYINGDECISION http://www.amazon.co.uk/The-Power-Fashion-Design-Meaning/dp/9058975118 http://www.bbc.co.uk/news/business-31603012 https://designmuseum.org/exhibitions/women-fashion-power https://durrschmidtunt.wordpress.com/2012/02/04/how-economic-status-influences-fashion-trends/ http://essay.utwente.nl/65268/1/GockelnBASchool%20of%20Management%20and%20Governance.pdf http://www.fashionunited.co.uk/fashion-news/fashion/social-media-influences-fashion-purchases-2013080218182 http://www.helpguide.org/articles/bipolar-disorder/bipolar-disorder-signs-and-symptoms.htm http://www.londonfashionweek.co.uk/news/623/Facts--Figures-AW14 http://moreintelligentlife.co.uk/content/lifestyle/rebecca-willis/influence-fashion http://www.mayoclinic.org/diseases-conditions/bipolar-disorder/basics/symptoms/con-20027544 http://psychcentral.com/lib/spending-sprees-in-bipolar-disorder/0003295 http://www.theguardian.com/fashion/2014/oct/20/power-fashion-women-dress-for-success-along-own-lines-miriam-gonzalez-durantez http://www.webmd.com/bipolar-disorder/guide/hypomania-mania-symptoms http://www.w3.org/WAI/redesign/ucd http://www.webmd.com/bipolar-disorder/guide/hypomania-mania-symptoms http://2012books.lardbucket.org/books/marketing-principles-v1.0/s06-03-personal-factors-that-affect-p.html