3.0 Human Being - new approaches in design

The concept of Human Centered Design was born in the industrial society, when the individual and the relationship between his body and the objects were at the center of the project. In the next digital society “the person migrates from the body to the screen” (D. de Kerckhove), and we started to talk about User Centered Design. Today, in the Network Society, the user largely suffers the influence of the pervasive presence of technology. Technology becomes extension of the body, requiring further adjustments to the specific skills of digital natives. The interaction with digital devices change not only the gestures and posture of the human being but also its behavior. D. Norman coined the definition User Experience Design, to combine and understand more comprehensively the various aspects involving the person-user. These changes in design approach highlight the increasingly close relationship between the two elements. Actually we can distinguish and to become aware of our being person or user based on context, associating the first analog-real aspect, and the second a digital-virtual aspect. However, the time at which the exponential evolution of technology will undergo the final surge is near (R. Kurzweil) with a consequent immersion of technology that will make coincide the person and the user, the analog and the digital, the real and the virtual. The boundaries between the body and technology are no longer recognizable. For the 3.0 human being will be required if the new design paradigms. The article aims to analyze a selection of case studies that represent significant models of the new trends, signals of a very near future, and to identify new design approaches.