Designing What Humans Really Need: The Power of Psychoesthetics with Ravi Sawhney

For over four decades, Ravi Sawhney has shaped the world through human-centered innovation—from the first touchscreen experiences at Xerox PARC to iconic products and services that have improved millions of lives. In this episode of The Story Engine Podcast, Ravi shares the timeless principles behind his psychoesthetic methodology: a design philosophy rooted in emotion, memory, and how an experience makes us feel about ourselves.

We explore why modern technology often feels synthetic, how great design creates meaning rather than aesthetics, and why the most successful products, services, and even political messages connect to our deepest human needs. Ravi reveals the emotional tests every person unconsciously runs—Is it like me? Does it like me? Can it make me more?—and demonstrates how companies can use these insights to create solutions that resonate, inspire, and elevate. This is an insightful journey through innovation, anthropology, storytelling, and the universal longing for affirmation.

On This Episode

00:25 — Ravi's Origin Story: From Xerox PARC to Founding RKS Design Ravi recounts his early work on the first touchscreen graphical interfaces and the leap from corporate life to entrepreneurship.

01:50 — The Core Principle: Human-Centered Innovation "It's not how you feel about the design—it's how the design makes you feel about yourself."

02:36 — The Problem with AI-Driven, Algorithm-Centered Design Why modern technology often feels synthetic and emotionally flat.

04:57 — The Human Emotional Litmus Test "Is it like me? Does it like me? Can it make me more?" Ravi explains the universal psychological process humans use to evaluate meaning.

06:20 — Maya Angelou Meets Design Why emotion—not logic—is the heart of unforgettable experiences.

07:12 — Why Organizations Seek Human-Centered Innovation The two sides of motivation: fear avoidance and aspiration.

10:14 — How the Hero's Journey Is Actually a Design Process Ravi breaks down attract → engage → adopt → affirm.

12:15 — What Makes Psychoesthetics Unique Discovering deeper meaning and triggering positive memories through design.

17:01 — The Teddy Ruxpin Story: Bringing a Toy to Life How Ravi turned an ugly, mechanical bear into a cultural phenomenon.

19:19 — Designing Guitars Played by the Rolling Stones How sustainable materials and emotional resonance changed music hardware forever.

24:27 — Human-Centered Design for Social Impact How Ravi redesigned access to home-buying programs for first-time buyers.

26:14 — Where to Learn More Ravi shares resources, books, the methodology, and where to find more of his work.