Fede Ponce, Senior Consultant for advanced projects and future vision at Nissan Motor Corporation

When we tried to get a simple explanation, what the autonomous age will be like. When we wondered how it will influence people and what tons of data actually mean and when we wondered how to translate all the technical explanation into to the language that is understandable, to all of us and mostly to technical none educated, Fede Ponce had all the right answers.

“Human centered design that is all about bringing
a tangible, quantifiable benefit that goes beyond
facilitating convenience. It’s not only about
lowering cognitive thresholds, it’s about engaging
the user in an optimum state of flow. Design at its
core has to be personal, to be transcendental. It
has to be useful and usable to be desirable.”

Fede Ponce is an expert with values in the right place. He brings human in the center of the technology, well above beliefs of the designers, developers and technicians that are a bit disconnected from the real world, he says. He is convinced that designers tend to design well… for designers.

“We think about colors and textures and we use our knowledge and expertise to have critiques and conversations about lines, edges, colors and shapes. We are blindly enhancing unsustainable consumption with our products under the guise of innovation, instead of that we should be enhancing human development through meaningful connection with sustainable solutions,“ Ponce also self-critically points out.

Nissan IMQ concept interior (Nissan.com)

To achieve his goals and to follow the real values, he was forced to think out of the box. That is why he formed a multi-disciplinary group of rebels to develop human centered solutions for the micro and macro mobility industry. He believes in importance of designing with empathy, the future of automotive experiences and the role of human centered design in the cities of the future.

Therefore, what is the right approach, also and especially in the autonomus era?