David Kelley on user-centered design
From Creative Confidence | Tom Kelley & David Kelley | Talks at Google · · Talks at Google
“Even at Google, you're not deep enough involved with the people that you're trying to make raving fans. We just keep going deeper and deeper with the people we care about, with the extreme users, with the central personas. It just seems that they more quickly resonate with some things than they do the others.”
On , David Kelley, Head of Investor Relations at LITTELFUSE INC, spoke about user-centered design during Creative Confidence | Tom Kelley & David Kelley | Talks at Google on Talks at Google.
About David Kelley
David Kelley, co-founder of IDEO and the Stanford d.school, has discussed the concept of "creative confidence," which he described as "the combination of the natural ability to come up with breakthrough ideas and the courage to act on them." In a 2014 talk at Google, Kelley and his brother Tom Kelley promoted their book *Creative Confidence: Unleashing the Creative Potential Within Us All*. Kelley stated that a key approach to innovation is to "come in from the human side, like what do people value, what's meaningful for people, and then go out and try to find technologies and business solutions to those problems." He also emphasized the importance of small experiments, saying that "it's all about starting a bunch of little brush fires in different places in the company and hoping that they kind of catch on and grow together." In a 2012 TED talk, Kelley recounted a childhood story about a friend who stopped making art after a peer's criticism, and he argued that many people "opt out of thinking of themselves as creative" due to similar experiences. He described a process of using "a series of small successes" to help people overcome the fear of not being creative, citing the work of psychologist Albert Bandura. Kelley stated that his "big audacious goal" is "getting creative confidence into as many kids as possible, especially through K-12 education."