by LIUBAVA SHATOKHINA, Consultant, Gemic
Most of the people I know constantly complain about the role and use of digital technology in their lives. Too much time on Facebook, always distracted by emails, annoying notifications and all the ‘digital rubbish’ their smartphones and computers bring into their lives. Only a couple of years before, most of them were looking forward to the new iPhone releases, while today they are more and more skeptical about what Apple and the like are going to present next. The overall assumption that technology is here to make our lives better is now met with a growing skepticism, even resentment. The reason is twofold: first, constantly growing technological pollution that causes fatigue and enforces many unwanted behaviors, and second, the inability of digital technology to resonate with current values people share.
Move from user-centricity to human-centricity
The digital technology we currently have is born within a ‘design for addiction’ paradigm1, where the success of tech innovation...