1st Edition

African Industrial Design Practice Perspectives on Ubuntu Philosophy

Edited By Richie Moalosi, Yaone Rapitsenyane Copyright 2024
    326 Pages 76 B/W Illustrations
    by Routledge

    326 Pages 76 B/W Illustrations
    by Routledge

    The underlying principle of this book is the African philosophy of Ubuntu, which acts as a guide for developing empathic products and services. The book makes the case that empathy is the key to any successful product and service design project because it enables designers to make wise design choices that align with users' demands.

    Fifteen chapters provide the latest industrial design developments, techniques, and processes explicitly targeting emerging economies. At the outset, it covers the design context and the philosophy of the Ubuntu approach, which places people and communities at the centre of the development agenda. The book covers new product development, design research, design cognition, digital and traditional prototyping, bringing products to the market, establishing a company's brand name, intellectual property rights, traditional knowledge, and the business case for design in Afrika. It concludes with a discussion about the future of design and the skills aspiring designers will need.

    African Industrial Design Practice: Perspectives on Ubuntu Philosophy will be an essential textbook for undergraduates, postgraduates, instructors, and beginner designers in emerging economies to provide regionally contextualised design processes, illustrated examples, and outcomes.

    Chapter 2 of this book is freely available as a downloadable Open Access PDF at http://www.taylorfrancis.com under a Creative Commons Attribution-Non Commercial-No Derivatives (CC-BY-NC-ND) 4.0 license.


    Richie Moalosi and Yaone Rapitsenyane

    PART 1: New Product Development

    1. Design Context in Afrika

    Mugendi Kanampiu M’Rithaa, Richie Moalosi and Yaone Rapitsenyane

    2. Advancing Afrikan Sustainable Design

    Angus Donald Campbell and Yaone Rapitsenyane

    3. New Product Development Process: A Contextual Approach

    Yaone Rapitsenyane and Patrick Sserunjogi

    4. Human Factors and Ubuntu in Product Design

    Oanthata Jester Sealetsa and Patrick Dichabeng

    PART 2: Design Research

    5. Design-Driven Research Methods

    Richie Moalosi and Caiphas Thusonyana Othomile

    6. Ethics in Design

    Richie Moalosi and Olefile Bethuel Molwane

    PART 3: Design Cognition

    7. Design Elements and Principles

    Shorn Molokwane, Odireleng Marope and Mathews Ollyn

    8. Design Sketching: What Works Best from an Afrikan Perspective?

    Yaone Rapitsenyane and Matthews Ollyn

    PART 4: Prototyping Approaches

    9. Physical Model Making for Designers

    Sekao Junior Motshubi, Polokano Sekonopo, Matlhogonolo Letsatsi and Walter Chipambwa

    10. Traditional Manufacturing

    Polokano Sekonopo, Sekao Junior Motshubi, Matlhogonolo Letsatsi and Samuel Oluwafemi Adelabu

    11. Additive Manufacturing in Afrika

    Victor Ruele

    PART 5: Taking the Product to the Market

    12. Building Corporate Brand Reputation in Emerging Economies

    Debra Diana Ralitsha, Odireleng Marope and Richie Moalosi

    13. Intellectual Property, Traditional Knowledge, Traditional Cultural Expressions, and the Philosophy of Ubuntu

    Chinandu Mwendapole, Tebo Motlhaping, Thatayaone Mosepedi and Tawanda Gombiro

    14. The Business Case for Design in Afrika

    Keiphe Nani Setlhatlhanyo, Polokano Sekonopo and Sophia N. Njeru

    15. Design futures for Afrika and Beyond

    Vikki Eriksson, Keineetse Christopher Motlhanka and Thatayaone Mosepedi


    Richie Moalosi is Professor of Industrial Design at the University of Botswana. His research interests include design and culture, design research, design for sustainability, and social innovation. He is a member of the Institute of Engineering Designers, Pan Afrikan Design Institute, and Africa Design (Chapter of the Design Society).

    Yaone Rapitsenyane is the Head of the Department of Industrial Design and Technology at the University of Botswana. He is also a service designer and a lecturer in sustainable design. His research interests include developing sustainable business models for SMEs and developing Sustainable Product-Service System curricula for African universities.