Designing for Humans not Consumers – Mindbending Breakfast

Design used to be a creative endeavour. The creative’s preferences were evident in their work. That still happens and too often we hear that design decisions in businesses are based on personal preferences not even what is representative of the brand or what customers wants.

But at Mindbending Breakfasts we like to take discussion further and bend professionals’ minds to forget about boxes and think freely and broadly.

That’s why at this breakfast we will ponder the importance and benefits of designing for humans not just consumers; leaving brands and personal creative preferences far behind.

First and foremost we are all human. Yes, we consume various products and services. But to find an answer to a question ‘why’ we buy this product/brand as opposed to another, we need to look at the human in us not the consumer.

This is why for our next Mindbending Breakfast on 24th May I have invited three amazing experts in the fields of digital, brand communications and architecture.

If you would like to join the discussion, please RSVP to and come to get your mind bended.

24th May 2017
8.00am – 8.30am – Arrival & Coffee
8.30am – 9.30am – Discussion
Address: Shoreditch (RSVP for full address)

Now it’s time to meet the experts that will help me discuss the importance of human-centric approach to design and business.

Pete Trainor is an author, behavioural designer, public speaker, accidental polymath and founder of NEXUS in London. He talks all over the world on creative & social technologies & the physiological & psychological effects on their audiences. Pete regularly appears in UK national and international press as an analyst on digital media, creative industries, emergent technologies, and tech markets. He also sits on the executive committee of BIMA.

A vocal mental health campaigner and champion for better use of technology to help men, women, children and teens in moments of crisis. Pete has a very simple mantra: “Don’t do things better, do better things”.

Nik Govier cut her marketing teeth at both small and large agencies before doing what really made her happy: feeding her entrepreneurial spirit and setting up Unity. Eleven years on Unity has been named the Most Creative Agency on the Planet four times in the last five years (Holmes Repost), and swept the board at the last PR Week Awards winning seven, including Consultancy of the Year and Campaign of the year.  Unity clients include Coca Cola, Oculus (Facebook), Direct Line, Butlins and Lego.

Nik really knows how to really get under the skin of a brief and provides invaluable counsel to Unity’s clients which is why she was placed fifth in PR Week’s Hot Shots Listing (Powerbook 2017).

rpa:group have been designing retail environments for over 35 years.
James Breaks is Head of Design, contributing over 20 years to building the consultancy into its current ranking in the Design Week Top 100. Delivering creative and practical sides of increasingly sophisticated retail environments has evolved the consultancy, embracing an exciting new era of collaboration and insight with some of the smartest partners in the industry.

Working and speaking internationally, James brings a breadth of experience garnered from blue-chip clients such as Adidas, Tommy Hilfiger and Alfred Dunhill as well as smaller independent retailers.

Comments are closed.