Creating a successful product is a goal of every designer. To do so, it is important for a design... more Creating a successful product is a goal of every designer. To do so, it is important for a designer to understand consumers’ perceptions of a product early in the design process. One way to do this is by collecting data systematically from consumers representing the target audience and then to analyze those data statistically. Norman has claimed that design students lack the skills and knowledge of data collection, user testing and data analysis to support design solutions in the product design and development process. Consequently, their products might not be acceptable to the intended consumers and thus result in a failure in the marketplace. Norman, however, cites no empirical evidence in support of his claim. This study therefore took up the challenge of producing such evidence. Via a comprehensive archival search, it first scrutinized university design curricula to establish if design students are actually taught data collection and analysis methods. This was followed by a surv...
Creating a successful product is a goal of every designer. To do so, it is important for a design... more Creating a successful product is a goal of every designer. To do so, it is important for a designer to understand consumers’ perceptions of a product early in the design process. One way to do this is by collecting data systematically from consumers representing the target audience and then to analyze those data statistically. Norman has claimed that design students lack the skills and knowledge of data collection, user testing and data analysis to support design solutions in the product design and development process. Consequently, their products might not be acceptable to the intended consumers and thus result in a failure in the marketplace. Norman, however, cites no empirical evidence in support of his claim. This study therefore took up the challenge of producing such evidence. Via a comprehensive archival search, it first scrutinized university design curricula to establish if design students are actually taught data collection and analysis methods. This was followed by a surv...
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