The future of design isn’t human… it’s planetary

At SXSW, Malcolm Ché, Head of Strategy and Innovation at Identity, delivered one of the most thought-provoking talks on the future of design. For decades, design has been guided by the principle of “human-centric” thinking; optimising user experience, making things more intuitive, personalised, and seamless. But Ché argues that this approach may be holding us back.

What if the very concept of the “user” is the problem?

Modern design isn’t just about creating better experiences, it’s shaping behaviours, reinforcing habits, and constraining choices. Algorithms serve up more of the same content we’ve already consumed, social networks trap us in echo chambers, and even AI models are training on content created by other AIs, creating a loop of predictability.

At the same time, the environmental cost of this digital landscape is growing. AI models require vast amounts of energy and water, and the platforms we engage with daily are designed to maximise attention, not long-term positive impact. We are optimising for the now, while ignoring the future.

Ché’s challenge is clear: it’s time to rethink the foundations of design. What if we designed for ecosystems rather than individuals? A shift from human-centric to ecosystem-centric thinking means designing with environmental, social, and technological impact in mind. If we continue designing only for human needs, we risk neglecting the world around us.

Designing for the future means recognising that everything is interconnected. It’s not just about improving user experience, it’s about ensuring that what we create benefits the whole.