HOI research|Why design must move beyond user-ism
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The limits of user-centered design
Design Thinking has transformed how businesses develop products, driving innovation in industries from technology to healthcare. This approach, popularized by firms like IDEO, places user needs at the center of the design process, enabling companies to create intuitive, customer-friendly solutions.
Yet despite its widespread adoption, the study argues that this model is incomplete. A strict focus on user needs can lead to a kind of “consumerism by design,” where companies optimize for immediate customer satisfaction without considering the broader consequences of their products. This approach, the researchers suggest, may be efficient for incremental improvements but struggles to address complex, long-term challenges.
Take urban mobility as an example. A traditional user-centered approach might focus on improving the experience of an individual driver—making cars more comfortable, navigation more seamless, or fueling more efficient. But this perspective ignores the larger system: the environmental impact of private vehicles, the need for investment in public transit, and the role of urban design in shaping mobility patterns. The result? Solutions that work well for individuals but fail to advance broader societal goals.
A new role for design: Shaping the future, not just solving problems
The study calls for a shift in mindset. Instead of viewing design as a tool for refining existing products and services, businesses should see it as a way to reimagine the future. This means integrating design into strategic decision-making, not just as a way to optimize user experience but as a force for systemic change.
This shift requires moving beyond established design methodologies. While frameworks like Design Thinking have proven effective, they are often structured around predictability and risk minimization. The authors argue that in today’s rapidly changing world, businesses need design to be more imaginative and willing to challenge assumptions.
The researchers also highlight the growing importance of ethical and sustainable design. As artificial intelligence, automation, and climate change reshape industries, companies can no longer afford to treat design as a neutral process. Every design decision has ripple effects, and businesses must account for long-term consequences.
"Design Thinking has turned design into a machine to refine existing products and reiterate problems, rather than reimagining the entire system. We need to promote a deeper and more radical view of design, that goes deeper in reimagining meaningful solutions and reframing the future rather than improving the past" suggests HOI researcher, Roberto Verganti.
The future of design in business
The implications of this research are clear: Companies that continue to rely solely on user-centered design may find themselves unprepared for the complexities of the modern world. To remain competitive, businesses must rethink how they use design—not just as a means of product development, but as a strategic capability for long-term innovation.
This requires a fundamental shift in how organizations approach design leadership. Instead of positioning design as a tool for short-term gains, companies must embrace it as a way to anticipate change, navigate uncertainty, and create lasting value. Businesses that recognize this shift—and adapt accordingly—will be better positioned to shape the future, rather than simply respond to it.
Meet the researchers
- Roberto Verganti: House of Innovation, Stockholm School of Economics, Stockholm, Sweden; Harvard Business School, Boston, MA, USA
- Elizabeth Bowie Christoforetti: Harvard Graduate School of Design, Cambridge, MA, USA
