The principle of personalisation appears in a range of current debates among design professionals, healthcare providers and educationalists about the implications of new technologies and approaches to consumer sovereignty for 'mass' provision. The potential of new technologies implies systems of provision that offer bespoke support to their users, tailoring services and experiences to suit individual needs. The assumption that individual choice automatically increases wellbeing has underlain the re-design of public services. Ubiquitous personalisation in screen-based environments gives individuals the sense that their personality is reflected back at them. Advances in Artificial Intelligence mean our personal intelligent agents have begun to acquire personality. Given its prevalence, it is appropriate to identify the scope of this phenomenon that is altering our relationship to the 'non-human' world.
This book presents taxonomy of personalisation, and its potential consequences for the design profession as well as its ethical and political dimensions through a collection of essays from a range of academic perspectives. The thought-provoking introduction, conclusion and nine chapters present a well-balanced mixture of in-depth literature review and practical examples to deepen our understanding of the consequences of personalisation for our professional and personal lives. Collectively, this book points towards the implications of personalisation for design-led social innovation.
This will be valuable reading for professionals in the design industry and health provision, as well as students of product design, fashion and sociology.
INTRODUCTION: Design and Personalisation: By a Person or for a Person?
Iryna Kuksa and Tom Fisher
PART ONE: Personalising consumption, retail and digital spaces
1. Personalisation and Fashion Design
2. Making it Mine: Personalising Clothes at Home
Amy Twigger Holroyd
3. Wearable Technology as Personalised Fashion: Empowering or Oppressive?
Part Two: Personalising communication, marketing and manufacture
4. Who is really in control? Pitfalls on the Path to Personalisation and Personality
5. What Will Designers Do when Everyone can be a Designer?
6. The History and Application of Additive Manufacturing for Design Personalisation
Part Three: Personalising health
7. The 4 Ps: Problems in Personalising a Public Service (A Personal View of Personalisation in the NHS)
8. Designing for Personalisation in Predictive and Preventive Medicine
Olga Golubnitschaja, Heinz Lemke, Marko Kapalla and Tony Kent
9. Towards a Person-Centred Approach to Design for Personalisation
Sarah Kettley, Richard Kettley and Rachel Lucas
Conclusion: What Happens Next? Themes and Principles for a Personalised Future
Tom Fisher and Iryna Kuksa