Ready or Not: Africa, Here I Come.

In less than 48 hours I will begin my long journey to Aber, Uganda. Although my trip is not technically for Moonlight, it is indirectly related to graphic design and/or advertising. This will be a great opportunity to sharpen some unconventional design tools (not to mention a “rejuvination and refreshment of my creative outlook” as Stefan Sagmeister would say in this TED talk about the “Power of Time Off”.)

Immersing myself in a foreign culture is a good lesson in empathy, which is the main tool used in the “user-centered design approach.” Many of you often hear us at Moonlight talk about “usability” and “experience” when referring to your projects. Many of you might also wonder how one can design an “experience.” The real answer to that question is quite complex, however the simple version is easy: empathetic design.

The foundation of empathetic design is observation. This is not my first trip to Aber, but before my first visit I did volumes of  research on the people, their culture, the land, etc. I observed through movies on YouTube, books, photographs and maps. But none of that could compare to the observation that took place once I finally reached that pearl of Africa.

I found insight through observing in a true environment. I think that the people at IDEO describe it best by calling this “human inspiration” and stating that “innovation starts with an eye.” Without that environmental observation, I wouldn’t know what this feels like:

This is my “human inspiration.”

Since MCG works mainly in the public and not-for-profit sectors of Charlotte, understanding empathy and it’s role in creating social impact through design is important – whether I learn it in my backyard or across the pond. Plus, I will be back before you know it — see ya’ll on the 12th.

And oh yeah Mom, I promise to be safe!

PS. If you are curious to see “empathetic design” and its relationship to what we do here at MCG in action, check out this TED talk from user-centered filmmaker and documentarian Morgan Spurlock, called “The Greatest TED Talk Ever Sold.”