I get excited when I meet service designers who entered the discipline from practical need.
Such service designers encountered some problem or set of problems they recognized as beyond the reach of their own methodology.
This is much harder than it sounds: The adage “If all you have is a hammer, everything looks like a nail” is profoundly true. To see beyond the expert’s disciplinary scotomas requires a poet’s originary eye.
These people recognized that they not only lacked the tools and methods to solve a kind of problem they faced, they lacked concepts and language for defining and communicating them. Despite this radical unclarity — this conceptual chaos known as perplexity — they searched out ideas, vocabulary, methods, tools and logics until they found them in service design.
There are many fine service designers out there who were drawn to service design in undergraduate school. They were presented with an array of career options and for various reasons — interest, ability and opportunity — chose service design.
But having that before-and-after experience of a real-life hopeless perplexity resolved into a defined, solvable problem leaves a permanent trace in a practitioner — an appreciation that is lacking in people who learned to see both the solution and the problem before they ever struggled without either.
The same is true of human-centered design in general. HCD was not always here to learn and use. It only became self-evident and inevitable only after it was, through arduous work, instaurated as a discipline. HCD was a hard-won accomplishment. People who have been trained in HCD methodologies sometimes speak knowingly about the many methods they have learned and could learn, but this knowingness betrays an obliviousness to the blind chaos and nothingness from which these methods emerged. They cannot imagine looking at a design problem and seeing only an engineering, marketing and technical writing problem. They can’t see how Don Norman did anything terribly impressive, and so perhaps his reputation should be reassessed and downgraded.
It is the same difference as people who lived through the fog and fear of historical events, whose outcomes were the furthest thing from assured, and those who learned the history with the 20/20 vision of hindsight, and are blind to the blindness that permeates every unfolding present and believe the unknown only hides in darkness.
The study of history is difficult because we are so possessed by the present. It is freeing ourselves from the omniscience of now and reclaiming the unknowing of the past that is hard. It becomes much harder when our “historical fiction” revises history to force it into conformity with contemporary prejudices, instead of alien and much more interesting prejudices of the past — which are the very essence of history. Popular entertainment product like American Girls and Bridgerton exclude history from their contemporary costume dramas, and this is why young consumers of this “relatable” content are radical presentists. Every totalitarianism tries to establish its own year zero, and to lock away in oblivion the prehistory that produced it.
It is those simple world-transforming insights that are hardest to conceive, but then after, hardest to unconceive. Once we see them we cannot unsee them. We cannot even conceive life before their conception. They shape even our memories and our grasp of prehistory.
Food tastes different to people who have experienced hunger.
I hope Kabbalists recognize me as someone who came to the tradition from the most urgent need.
I was made to memorize this Emily Dickinson poem in ninth grade:
Success is counted sweetest
By those who ne’er succeed.
To comprehend a nectar
Requires sorest need.Not one of all the purple Host
Who took the Flag today
Can tell the definition
So clear of victoryAs he defeated – dying –
On whose forbidden ear
The distant strains of triumph
Burst agonized and clear!