As designers we’ll see things differently to consumers. It is important to find the right balance. We don’t want to see ourselves designing a product we personally love but that won’t sell. Or having to design something we hate despite knowing it will do well. But what if we could work with the customers, collaborating with them throughout the process?
Rachael Sleight is the lecturer in Sustainable Materials and Processes at the Glasgow School of Art. She is also a designer and as well as working for retailers, she has her own bespoke handbag and accessories brand, Burnbank.
Through this, she is able to work directly with customers, making unique and customised bags. Each bag is individually crafted by her, using the finest quality vegetable-tanned leather. Working with the end user is a key part of the process. This ensures that each bag is tailored and fits the customer’s requirements and expectations.
I think this is a great way of working. It allows you to get to know the customer better and have a better idea of what it is they are looking for, hence produce a better design. You can discuss the progress with them, obtain feedback, see what they like and what they don’t.
One could argue this limits the designer’s creativity. However, I think it can have the opposite effect, allowing you to generate more ideas as you better understand what the customer expects.
It is also a great experience for the customer. As a customer, being involved in the design process, seeing each stage of the development and contributing to the design, making changes on the way, it is something I would love. The product is not only hand-made, not only bespoke, but it also has a bit of you. There is a connection, a sentimental value attached to it that no other product, no matter how expensive it is, could replace.
As a result, the user will take better care of the product, look after it and repair it if it ever gets damaged, instead of throwing it away and buying a new one. This follows Rachael’s desire to create timeless designs which will last a lifetime if treated properly. Could this be a solution to slow down the consumer, throw-away society we live in and stop the demise of skilled manufacturing?