In a recent conversation with Priya Prakash, founder of Design for Social Change (D4SC), the visionary designer shared insights on the convergence of design, technology, and sustainability. Prakash, who has collaborated with renowned global brands like BBC and Nokia, provided a thought-provoking overview of her career journey, her leadership in systems thinking, and her role as the jury president for the D&AD Awards.
The discussion touched on a range of topics, from the complexities of designing for a sustainable future to the growing challenges of building trust in AI. Prakash emphasized the importance of creating digital tools that foster both curiosity and mastery, while underscoring the need to maintain calmness and human connection in an increasingly tech-driven world. She also reflected on the often-overlooked areas in sustainable tech, the political significance of typography, and the influence of design awards in advancing social innovation.
A Global Perspective on Design and Sustainability
Prakash’s educational background in both India and the UK has significantly shaped her design philosophy, particularly in the areas of sustainability and inclusivity. Her time at the National Institute of Design (NID) in India exposed her to systems thinking and designing for the masses. At the Royal College of Art, her exposure to a more experimental and conceptual approach further broadened her perspective.
“Design, for me, is not just about solving problems—it’s about translating culture,” Prakash explained. “Whether designing a font or a system, it’s about connecting cultural insights, technical solutions, and human needs. Sustainability, in particular, requires a tailored approach. It’s not a one-size-fits-all solution.”
The Role of Systems Thinking in Design
Prakash explained that systems thinking, a core tenet of her design practice, is built on three foundational principles: inclusivity, universal design, and business integration. She emphasized that sustainable design can’t be effective unless the solutions are both accessible and scalable.
“Working with global companies like BBC and Nokia is crucial because if we can embed sustainability into mainstream processes, it becomes the default, not the exception,” she said.
Addressing Blind Spots in Sustainable Tech
According to Prakash, the design industry needs to confront certain blind spots when it comes to sustainable tech—particularly with regard to cultural differences in trust and privacy. She pointed to differing perceptions of data use between regions, such as the contrast between Dubai’s view on data privacy and Europe’s more cautious stance.
“We talk a lot about designing for trust, but I believe it’s more about designing for confidence,” Prakash noted. “Especially in the realms of AI and automation, people need to understand what’s happening. Explainability is crucial, and that’s where we need new visual and narrative languages to make algorithms comprehensible.”
Designing for Confidence and Mastery
Prakash further explored the concept of “designing for confidence,” which she described as creating digital environments that help users feel capable and in control. She emphasized that digital tools should be designed to encourage curiosity and mastery, helping users navigate complex systems without feeling alienated.
“Think back to how software used to teach us—it was about creating a mental model for users to build on. Those models are disappearing, and that’s why users often feel disoriented. When people feel in control, they’re more likely to engage and learn,” Prakash said.
Designing for Calmness in a Tech-Heavy World
In addition to designing for confidence, Prakash highlighted the importance of designing for calmness. This involves creating technologies that don’t demand constant attention but instead offer a sense of peace and control.
“We’re exploring textiles that integrate technology without the noise,” she said. “But calmness isn’t just about digital design. It’s also about the human experience. Sometimes, calmness comes from something as simple as walking barefoot in your garden. As designers, we need to acknowledge the value of human interaction and analog moments in an overstimulated world.”
Redefining the Role of Design in Social Change
Prakash’s work at D4SC exemplifies her commitment to driving social innovation through design. By focusing on inclusion, accessibility, and creating meaningful experiences, she believes design can act as a catalyst for systemic change. Her approach challenges the design community to think beyond functionality and toward creating solutions that have a lasting, positive impact on society.
As we move further into an increasingly digital world, Prakash’s work reminds us that design has the power to shape not only how we interact with technology but also how we connect with each other and the world around us.
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