Designing with users to meet people needs: a teaching model.

Being in a context of great transformations of the whole system company-product-market, design becomes interpreter of the society and strategic key-point for production realities. Design must assume an ergonomic approach and a methodology oriented to product innovation where people are the main focus of the system. Today it is visible the need for a methodological approach able to include the context of use employing user's "creative skills". In this scenario, a design educational model based only on knowledge doesn't seem to be fulfilling; the traditional "deductive" method doesn't meet the needs of new productive assets, here the urgency to experiment within the "inductive" method for the development of a method where to know and to know how, theory and practice, act synergistically. The aim is to teach a method able to help a young designer to understand people's needs and desires considering both the concrete/cognitive level and the emotional level. The paper presents, through some case studies, an educational model developed combining theoretical/conceptual and practical/applicatory aspects with user experiential aspects. The proposed approach to design enables the students to investigate users' needs and desires and helps them proposing innovative ideas and projects better fitting today's market realities.