KEY LESSONS FROM WCD CONFERENCE 2021

My application for a Scholarship to attend WCD 2021 was a big leap of faith and in a way, was an activity I could have missed if I hadn’t checked messages shared on Asa Coterie’s Telegram Group. I won the scholarship eventually and what followed are events that I am certain will forever shape my career as a Designer from Africa. I had written this article for a while now but somehow, I forgot to share. Subsequent paragraphs in this article are my personal lessons from the conference.

STEREOTYPING CAN RUIN YOUR DESIGN

Challenging Stereotypes by Kadambari Sahu was the first session I attended at the conference and I must say that it provided an encouraging introduction to what the conference held in stock. She submits that stereotypes are harmful in the sense that they give a false view of a certain group. While people of a certain group have similar traits, there are characteristics that separate each person from the rest of the group so generalising their attributes can bring doom.

For instance, it will be wrong to slap pink on a brand identity project meant to target females because it has been erroneously believed that “pink is a feminine colour”. She gave an example of a brand that in fact slapped pink on its beer for women product and the response from the target audience was not positive. It was meant to be sarcasm according to Brew Dog but women don’t seem to see the joke.

Driving the discussion home, Designers need to take research as an essential aspect of our design process to avoid designing based on stereotypes. Communities and societies exist but the individuality of members should not take the back seat when products and experiences are being designed.

CONTEXT IS KEY WHEN DESIGNING FOR AFRICA

Although, Africa’s problems are different from the rest of the world and solutions to its problem should reflect these, many Design solutions still rely on heavy influence from the west. As Designers in Africa who are designing solutions for Africa, we cannot afford to get lost in the euphoria of trends and aesthetics influenced by other cultures, we need to start designing relatable works.

To achieve this, according to Tosh Juma, we need to look inward and collaborate more with the users our designs are meant to serve.

DESIGN ISN’T ALIEN TO AFRICA

Simon Charwey’s session is another session I enjoy. Drawing references from ancient African arts, he explained how Design has been a part of Africa long before Africa had contact with the west. For Nigerian Designs seeking inspiration from indigenous arts/designs, a look at Ife, Igbo Ukwu and Benin Arts is a good start.

YOUR USERS’ OPINIONS MATTER

Although I am not a UX Designer, I signed up for Sonja Merilainen’s session and I enjoyed every bit of it. It was also the most interactive session as there were breakout rooms for participants. From her session, I learnt that understanding that users/target audience opinions matter even if they seem absurd at first. Also, interviewers should avoid rushing interview sessions and allow the interviewees to be as comfortable as possible so they can share accurate data.

COLLABORATION IS KEY TO PROJECT SUCCESS

Relationship with superiors and clients isn’t always a smooth one but you really can’t make progress if the relationship with your clients and teams isn’t cordial.

World Class Designer Conference is, without doubt, an experience I wish to relive every year. I also use this opportunity to appreciate the organizers, Africa needs more of events like WCD conference.