The head of Advanced Design of the multinational HP was the protagonist of the fifth and last conference of our cycle in the academic year 2018/2019. Under the umbrella of the Barcelona Design Week, Marc Morros' talk brought together on our campus numerous people interested in discovering how it works in one of the most important information technology companies on the planet.
Marc began his intervention by reviewing the beginnings of his career and the different projects that led him to conceive design from a human-centered perspective: "For me, design is the identification and understanding of human needs to create products, services and interactions that generate experiences".
Our guest then focused on his work for HP Spain, where he leads the Advanced Design team. "We are dedicated to thinking about tomorrow's printing and developing innovative concepts and visions for the future", said Marc, who also explained step by step the creative process they follow: "After initial research and synthesis, we conceptualize and prototype the new product to arrive at the most specific result possible".
Marc explained how HP works
The speaker was reflective about the design of recent years and the changes that the sector is experiencing recently: "We come from a world in which we were great specialists, industrial designers, graphics, etc. but today there is a more holistic perception of the profession. We try to understand all the elements that are going to contribute to the experience of a product".
On the future of design, the guest acknowledged some uncertainty but defended the passage from human-centered design to robot-centered design: "We are going to stop being so creative and we will start working with and for robots and artificial intelligence, so that we will become curators or experience selectors". Asked further on this question, he affirmed that the designer of the future will work "generating algorithms, designing systems and interacting with them to offer new experiences, always through AI tools".
With Marc Morros and HP we close the third season of DI55ECCIONS, our cycle of conferences curated by Inés Peláez and the branding agency Toormix. Thank you very much, Marc! We will continue "di55ecting" the design next academic year.